This article introduces the four major strategies of private domain operation, and introduces them through different methodologies, which can help you understand how cutting-edge brands can build a systematic private domain operation strategy in the private domain and achieve long-term growth of brand value.
In the future consumer opportunity market, if a cutting-edge brand wants to achieve sustainable growth in the involution market environment, the refined operation of the user's private domain must be a must, so the formulation and implementation of the operation strategy of the private domain is particularly important.
The following introduces the four major strategies of private domain operation, which can help you understand how cutting-edge brands can build a systematic private domain operation strategy in the private domain to achieve long-term growth of brand value.
How can brands build a private domain growth strategy?
1. Private domain positioning: from the relationship between buying and selling to the relationship of trust
The core of private domain operation lies in global operation, and the relationship between brands and consumers needs to be upgraded from a simple buying and selling relationship to a deeper trust relationship. Cutting-edge brands need to build this trust relationship through the establishment of brand image, the accumulation of crowd assets, and the improvement of user value.
From the perspective of user management cognition, it is necessary to change from "traffic thinking" to "user thinking", and between brands and users, it is necessary to upgrade from a simple "buying and selling relationship" to a deeper "trust relationship", on this basis, users become loyal fans of the brand, so that users can continue to interact with the brand, and even co-create with the brand, and become the KOL communicator of the brand (refer to the case of Lianjia).
Generally speaking, the private domain positioning of cutting-edge brands is usually divided into two aspects:
- Strengthen brand image: In the public domain environment, the pursuit of traffic value-added usually focuses too much on best-selling products or popular products, which may cause users to only limit the information conveyed by the brand to the level of individual star products, such as the floss single product of the fawn mother, which hinders the shaping of the complete brand image. However, in the private domain operation space, brands can use a well-built information architecture and rich touchpoint construction to impart brand knowledge to users in an all-round way.
- Enhance user value: GMV = number of users × user value. Revenue growth in the domain environment focuses more on using precise and meticulous operation strategies to improve the value level of each user, so that each user can give full play to their maximum value in the brand life cycle, and promote the improvement of the full-link growth model (such as the AARRR model). As the relationship between users becomes closer, it not only means an increase in revenue for brands, but also a large number of word-of-mouth and fission effects, thus driving the steady expansion of the number of users.
2. Private domain conversion link design
Private domain marketing process: drainage, interactive communication, conversion to paying users, and fission effect.
In private domain operation, brands need to build a complete user link, including drainage, interaction, conversion and fission.
By combining the advantages of public and private domains, brands can reach potential users more effectively through omnichannel drainage. In the interactive link, brands need to create multi-dimensional interaction and improve user experience through refined operations. The conversion link requires the brand to achieve its business goals through the improvement of product power and operation power. Finally, in the fission link, the brand can expand the brand influence through the spontaneous communication of users.
2.1 Drainage link design
The source of private domain users can be carried out with the help of global touchpoints, and brands can adopt the strategy of "online grass planting" + "private domain acquisition" + "offline store/pop-up store user online" strategy to achieve omni-channel drainage.
Precipitation of public domain traffic
- New media planting: Cultivate KOCs to plant grass in the public domain to attract traffic or natural traffic, such as MStand Coffee training seed users to check in and post orders on Xiaohongshu, and encourage them to publish brand content on Xiaohongshu and related social media, so as to expand the brand voice and attract natural traffic to pay attention to the brand.
- Design conversion links: Through parcel cards, AI outbound calls, text messages, enterprise WeChat messages, etc., with relevant rights and interests, public domain e-commerce users will be diverted to the private domain, such as "Sumida River Coffee" stuffed a parcel card into a package of hanging ear coffee purchased on an e-commerce platform, and customers can receive coupons and coffee cup rights by scanning the code to add it.
Private domain retention: user interaction and conversion
In the construction of private domain, cutting-edge brands can choose different interaction strategies according to their own characteristics and user needs. For example, confidant brands focus on pre-sales product matching and after-sales service guidance, playmate brands focus on guiding social interactions, expert brands emphasize after-sales service, and artist brands build emotional connections with users by creating content tonality.
Offline user conversion: Use the task system or points to motivate offline store shopping guides to guide users to become private domain users. For example, by opening up online and offline user data, Suning adopts a commission system to encourage offline users to guide and add private domain communities, and offline shopping guides can continue to serve users online and extend the life cycle of users.
Find offline venues that are in line with the brand tone and target group, accurately attract potential brand users, assist in scanning QR codes to receive rights, and guide users to precipitate private domains. For example, "new energy vehicles" open pop-up stores in commercial centers, and encourage users to add enterprises and micro enterprises through small gifts with a sense of design, so that users are more likely to identify with the brand after experiencing "ideal cars" in the offline environment.
2.2 Experience upgrade - pre-sales product matching
Many brands segment the needs of users, which also raises the purchase threshold of users, requiring users to do certain homework before purchasing.
For example, Tencent Wesure will ask users about their insurance needs and their own situation through page guidance, and recommend suitable products to users according to their personal needs, family, financial resources and other evaluation dimensions.
Guide social interaction: When building a private domain, in addition to establishing a convenient connection between "brand and consumer", it is also necessary to create an online social interaction space between "consumer and consumer". Brands should develop strategies to stimulate user interaction and communication by guiding users to engage in interesting topics, encourage consumers to share their experiences, and ultimately form a strong emotional resonance and sense of belonging. Taking "NetEase Cloud Music" as an example, it has successfully created a social community called "Cloud Village", so that users can find like-minded friends according to their interests.
After-sales service guidance: For consumer goods with a high degree of complexity, the quality of after-sales service directly determines the actual experience effect of consumers. The specific implementation methods include technical support, instruction manuals, and product knowledge popularization. Compared with traditional telephone customer service and other methods, the more professional after-sales consulting services provided by system platforms such as WeCom and WeChat community have greater advantages, and their personalized customization and targeted handling of users' questions and problems in the use of products have a significant helping role. In addition, through a variety of channels such as mini programs, WeChat official accounts, video accounts, and even the company's official website, users can easily obtain and learn the best application skills of the product, so as to maximize the value of the product.
Taking Suning as an example, the company has set up an exclusive WeChat community for highly loyal customers, and regularly pushes various product knowledge, so that customers can have an in-depth understanding through convenient platforms such as WeChat Work and WeChat Channels. The well-known second-hand housing trading company "I Love My Home" is sinking into the community, and they often hold various innovative theme activities in offline stores during major festivals, inviting residents in nearby neighborhoods to actively participate in interactive exchanges, so as to strengthen the stickiness with customers
3. Hierarchical operation of members
3.1 Advanced Membership Gameplay
The membership incentive mechanism in the private domain is not only discounts and material incentives, but also has an innovative membership mechanism, such as "Watsons' Soda" uses a small program to create a member community, guide users to participate in co-creation and earn points, and exchange points for peripheral goods, with brand identity and emotional connection as the foothold, to avoid the membership system becoming a means of promotion.
3.2 Data-driven refined operations
Data is the underlying support of all interaction strategies, and through digital construction, brands can open up the digital assets of global members, realize the exchange of rights and data, provide users with a smoother global consumption experience, use data assets to empower decision-making, iterate on operation SOPs, optimize user journeys, and operate users in layers according to tags, adopt personalized operation methods for users with different user portraits and life cycles, and even realize private domain automatic operation.
4. Stones from Other Mountains - Mobilize more resources to build private domain operations
In the process of building private domain operations, emerging brands can adopt the following strategies to mobilize more resources to achieve effective construction and continuous optimization of private domain operations:
Private domain diagnosis: in-depth analysis of the current situation
With professional data analysis tools and services, brands can conduct a comprehensive diagnosis of the current status of their private domain operations. This includes user profiling analysis, user behavior tracking, conversion rate evaluation, etc., in order to identify existing problems and potential growth points.
Resource synergy: Integrate internal and external resources
Brands should integrate internal resources, such as the strength of product, marketing, customer service, and other departments, as well as external resources, such as partners, suppliers, etc., to form synergies. Through resource sharing and complementary advantages, improve the efficiency and effectiveness of private domain operations.
Strategy implementation: execution and adjustment
Based on the diagnostic results and resources, develop specific private domain operation strategies and ensure that these policies are effectively implemented. At the same time, according to market feedback and operational data, we continuously adjust and optimize the strategy to ensure the timeliness and effectiveness of the strategy.
Talent empowerment: Enhance team capabilities
Private domain operations require a professional team to support them. Brands can improve their team's private domain operation capabilities through training, introducing professional talents, and cooperating with professional institutions. At the same time, through the incentive mechanism and career development planning, the potential and creativity of team members are stimulated.
Through the implementation of the above strategies, cutting-edge brands can establish a strong support system in private domain operations, which can not only better understand and adapt to the private domain environment, but also adjust the private domain layout in a timely manner to respond to market changes and achieve sustainable growth and long-term development of the brand.
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The above is my personal thinking and practice in my work, and I welcome you to discuss it together.
2. The cases and opinions in the article refer to "A Guide to Private Domain Growth for Cutting-edge Brands: Redefining Consumer Relationships - Growth Black Box .pdf"
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