How can emerging brands find their own positioning in the private domain operation environment and establish a deep connection with customers?
With the gradual fading of Internet traffic dividends, brands have turned their attention to private domain operations and sought new growth points. The advent of the era of private domain operation marks a new definition of the relationship between brands and consumers. This article discusses how emerging brands can find their own positioning and establish a deep connection with customers in the private domain operation environment.
Private domain operation is not only an upgrade of the marketing concept, but also a revolution in the relationship between brands and consumers. In this new era, brands are no longer just a supplier of consumer products, but have become an indispensable part of consumers' daily lives. In the process, how do emerging brands find their own unique positioning to build a stronger connection with consumers?
01
In recent years, more and more brands have been thinking more comprehensively about the value of private domain strategy, investing in the layout of private domain operation and continuing to make efforts, but they have also encountered some new challenges:
Channel fragmentation: When establishing a private domain, a large number of brands initially consider it as a new growth channel, hoping to be independent of existing e-commerce platforms and offline channels. However, these different channels often fail to share data, and even have a mutual lockdown in the organizational structure.
Growth bottlenecks are highlighted: If private domain operations want to further increase sales, they can roughly rely on two methods: one is to direct public domain traffic into the private domain, and the other is to promote the growth of the private domain itself. However, there are difficulties such as the debatable effectiveness of diversion methods and the lack of growth space, coupled with the relatively limited traffic entrance of the private domain itself, which leads many brands to question the effectiveness of private domain operation.
Excessive interference in the private domain: In order to increase the influence of the private domain, some brands frequently use discounts to attract traffic, and overly pursue the results of conversion effects. However, when consumers are in an over-marketed private community environment, their chat interface is often interrupted, which will undoubtedly bring a greater burden to the life of information overload. In the case of a user's lack of actual purchase intent, such ineffective promotion behavior is not only not conducive to the brand image, but will be counterproductive.
In view of the above problems, it is recommended that brands try to adjust the idea of private domain operation, plan the private domain operation plan based on user thinking, and explore the most suitable operation mode for their own brands. The original idea of being a simple incremental sales channel has been transformed into the concept of "global user management", and a comprehensive and all-round private domain user management strategy has been constructed that integrates offline and online, brands and channels, and realizes the complementarity and mutual promotion of public and private domains.
I have mentioned two cases in the previous article, "October Rice Field" and "Luckin Coffee", two cutting-edge brands, taking these two brands as examples, they started from the Internet public domain traffic to acquire customers, on the basis of balancing the interests of all parties, to precipitate users in the private domain, do a good job in the global service and user value extension, and at the same time carry out brand D2C private domain e-commerce, in the process of public domain traffic customer acquisition, design the link of private domain drainage, to ensure a smooth brand service experience.
02
From the above analysis, it can be seen that private domain operation requires enterprises to build a comprehensive and comprehensive user management platform with consumers as the core, and at the same time, brands need to improve their digital management awareness and actively respond to the rapid changes in the external market to bring more growth momentum to their commercial business.
First of all, for emerging brands, there is undoubtedly a natural advantage to carry out private domain operations.
Many new brands originated online, such as Luckin Coffee and October Rice Field, which have rich online genes from the beginning of their establishment and have a deep understanding of the law of "traffic acquisition, cultivation and conversion". In contrast, traditional enterprises need to think about how to achieve online transformation first, adjust their internal structure, and concentrate resources to explore and try when they move to the private domain, while emerging brands are more likely to form tacit cooperation between teams due to their flatter organizational structure and faster decision-making.
Secondly, many private domain brands tend to focus on the subdivision of specific small circles and groups, such as "Xiaolu Mother Pressing" and "Deyou Wet Toilet Paper". In such an environment, the advantages of the private domain can be more fully exploited. Because within the niche circle, brands can more directly contact the real needs of users, and then provide them with personalized products and services.
Finally, while emerging brands may not be as digitally invested as large brands, they are showing a high level of digital awareness and internet thinking. It is obvious that there is more potential for development in formulating a global user business strategy for the coordinated operation of the public and private domains.
03 The following are some private domain cases of cutting-edge brand private domain growth:
3.1 Confidant brand case:
blankme1 half into one: through the combination of WeCom and mini program tools, it provides one-to-one communication services, establishes a deep trust relationship, improves single product repurchase and cross-product repurchase, and the private domain repurchase rate reaches an average of 2-2.5 times in the whole domain.
Milk Candy Pie: Pay attention to the user's first experience, lay out offline-based omni-channel services, help users match suitable products, and bring the first order conversion and repurchase through refined services and product strength.
C Cafe: Provide a full set of solutions in the private domain, recommend the right combination of products according to the user's skin type and needs, emphasize product + service orientation, and increase user purchase.
3.2 Playmate brand examples:
Kelala: Set up rich interest content and interactive topics in WeChat ecological matrices and offline places such as Moments, Channels, Official Accounts, Communities, and Mini Programs to maintain user stickiness and achieve product planting and category education.
RECLASSIFIED: With fragrance as the core, attract users to participate in interaction through communities and WeChat Moments, and complete brand and product mental implantation.
3.3 Expert brand cases:
Feimo: Customize the "Beauty Plan" to maintain the repurchase link, provide product use guidance services through 1v1 communication on WeChat, emphasize brand differences, regularly collect user evaluations, and upgrade services.
3.4 Artist-type brand case:
BAUM: Inspired by the intention of trees, the brand tonality, concept and product efficacy are conveyed through the content matrix of the WeChat ecosystem, emphasizing the concepts of "environmental protection" and "healing" to create a natural and environmentally friendly image.
These cases show how different brands can implement different strategies in the private domain according to their own characteristics and user needs to enhance user relationships and enhance brand value.
The cases and opinions in the article refer to "A Guide to Private Domain Growth for Emerging Brands: Redefining Consumer Relationships - Growth Black Box .pdf"
This article was originally published by @闯爷 on Everyone is a Product Manager. Reproduction without permission is prohibited
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