Editor's Guide: Everyone has their own opinions about private domains. This article mainly discusses the operation method of private domain in the local life industry, and the fading of public domain traffic has ushered in the growth of private domain. However, private domain traffic will eventually encounter a lack of growth, in the face of this situation, how to solve? Let's discuss solutions to this with the authors.
In order to save everyone's time, first explain who this scheme is suitable for.
This scheme is applicable to local lifestyle businesses;
This solution is different from the sales channel solutions such as Meituan and Lianlian Peripheral Tour;
This plan aims to help local service merchants establish a set of long-term sustainable private domain e-commerce solutions, focusing on the immediate interests, those who want to defeat the enemy in one move, and those who want to quickly withdraw funds in this service, are not in the ranks of this service;
Their own business is not doing well, product satisfaction is low, the store environment is dirty and messy, the service cannot keep up, and the merchants with low repurchase rate are not in the ranks of this service.
Regarding the private domain, everyone has their own understanding, in order to facilitate the discussion, combined with the experience of the private domain operation in recent years, we first come to a consensus on the private domain.
Speaking of private domain, I have to mention the public domain, the development of the Internet in China in the past 20 years, mainly based on the platform economic model, people in the context of the platform traffic dividend, familiar with the platform rules on the traffic play, at that time, traffic does not distinguish between the public domain, private domain, collectively referred to as traffic.
With the disappearance of traffic dividends, the public domain platform is subject to the influence of the innate model, ranking, bidding, traffic distribution these are the inevitable profit model of the platform, in this case, the dilemma of the merchant has appeared, the cost of traffic acquisition has risen, the enterprise must maintain its own growth, either to obtain new users, or to play the value of old users, everyone invariably chose the old user this line, this time the private domain traffic appeared.
Use the three simplest criteria to measure what is private domain traffic.
Judging from this, fans on WeChat public accounts, service accounts, Weibo, Douyin, Xiaohongshu and other platforms are not counted as private domain traffic, or they are called private domain traffic in a broad sense, and what really meets the private domain traffic is personal WeChat id and WeChat group.
<h1 toutiao-origin="h2" > first, why do you want to do private domain? </h1>
Two years ago, when we were a customer, we talked about this problem the most, and now we talk about how to do a good job in the private domain. However, for the sake of the integrity of the program, we still need to briefly introduce the most important issue.
Business turn: from channels, products, services to users.
Grasp the initiative: The cost of user acquisition is getting more and more expensive, the cost of the platform is getting higher and higher, and their own users are not using it well.
The epidemic is stimulated
<h1 toutiao-origin="h2" >2, how to do a good private domain? </h1>
In order to make everyone understand more quickly and efficiently, I will combine real cases to illustrate.
Case Introduction:
Muqing Tangquan Bozhou store, on October 15, 2019 began soft opening, a new brand just arrived in a new city, the effect is naturally not too good. At the end of October, Shuzan and Mu Qing reached a cooperation. From November 1st to 30th, Bozhou Muqing Tangquan Life Talent Community became a large community with nearly 30,000 users (23,000 WeChat groups for +7,000 public account users).
At the same time, 50 group managers were selected from each group, 50 official communities were maintained, and more than 1200 recommended talents (group leaders) were created through 50 group pipe fission, and once the activity was launched, the Muqing official community and the circle of friends of 1250 recommended talents would burst out at the first time. From 200 tickets in less than 1 minute to 500 tickets in less than 2 minutes, to 4,000 tickets in 4 hours, this system is exerting more and more power.
From 0 to 1 in a month, from user pulling new, to retention promotion, to conversion, this case is very representative. We know that the premise of this system must be the accurate grasp of the main business of the merchant, the main product must be hard enough, this is the essence, without it, all efforts will be wasted. Mu Qing Tangquan happens to do this very well.
Let me talk about it from three aspects: pulling new, governance, and operation.
The first step of private domain operation is to expand the new, mainly to solve the following three problems.
<h2 toutiao-origin="h3" >1. </h2>
Public Domain: Meituan, Douyin, Little Red Book, Local Preferred Platform, Big V, etc
Stores: employees, store traffic, public numbers, merchants around the store, etc
Fission: Import seed users in 1 or 2 steps and set up benefits for rapid fission
<h2 toutiao-origin="h3" >2. </h2>
<h2 toutiao-origin="h3" >3. Why should a user enter your private domain? </h2>
We take the WeChat group to pull the new example, first determine their own community theme, the theme should be combined with their own brand, while advocating an attitude to life, so as not to be conventional, users feel that it is different from the general WeChat group.
(1) Community values and fission welfare
Example:
Community name: Bozhou Muqing Tangquan Life Talent Community
Community Announcement: Welcome to Bozhou Muqing Life Talent Community! Love life and deliver value.
Here you can enjoy the following rights:
Be the first to get information about the promotion
Member-only merchandise and regular merchant benefits
Agent quality activities and earn high commissions
City Life Masters (Food, Beauty, Beauty, Etc.)
Every Friday is advertising day, legal ads can be played, the rest of the time is not allowed! Please cherish the opportunity to join the group!
Second, determine the benefits of the group, on this issue, the merchant should think about it. Now the users in the group will become a resource that you can reuse, and you don't have to spend a lot of advertising money to get users repeatedly. Therefore, it is necessary to determine the welfare of the group, formulate a policy that only users in the group can enjoy, and resolutely cannot enjoy it if they are not in the group, and continue to strengthen, everyone will feel that entering the group is valuable.
Benefits within the Muqing Springs Group:
The ticket price is 58 yuan, the meituan price is 49 yuan, and the user in the group is 38 yuan.
Users in the group will send a copy of fine and delicious popcorn when they arrive at the store.
Set the fission welfare policy, according to our analysis of the Business of Muqing Tangquan, it is found that it is not so strict on the user's age, income, work, gender, etc., so the user portrait range of the corresponding business is very large, in simple terms, the number of users in the group is positively correlated with the sales volume, so we urgently need to expand the number of users, set a good fission policy, will play a multiplier effect.
Invite friends to the group to get tickets, invite 5 friends to join the group to get 1 ticket, invite 10 friends to join the group to get 2 tickets, and so on.
In the new link, each merchant needs to formulate different policies due to their different circumstances. The user requirements are not strict, you can use the rough development idea of Mu Qing, and the merchants with obvious industry personality need to adopt refined operation ideas.
Regarding governance, traditional community governance either adopts the way that one person manages all groups full-time or each employee manages a group for daily operations, and the problem of one person managing multiple groups is that the energy of one person is limited, and can only adopt an extensive business model, just like robots. Although employee management can solve the problems raised by community users from a professional point of view, it will affect the employee's own work.
Now, let's govern in a different way. KoCs (key opinion consumers) are selected from the group to serve the group in three steps: recruitment, empowerment, and elimination.
Up to now, the number of Bozhou Muqing Tangquan community has exceeded 20,000, and there will be more and more in the future!
In order to provide you with a better intra-group environment, we are now ready to assist in group management (swarm management) in the swarm.
Main responsibilities of group management:
Every member of the group is welcome
Remove non-compliant members
Answer questions from members
Maintain a healthy and good environment within the group
At the same time, we will provide corresponding rights and services for group management.
At this time, you need to make a simple selection, select three elements.
This selection does not need to be too strict, because there will be a series of elimination mechanisms in the later stage.
When registering, there is no need to tell the welfare of the group manager, because there will be many people who come for the welfare, and it is often not done well. But when it comes to selection, we have to tell everyone about the welfare of the administrator.
Muqing Tangquan Group Management Benefits:
For the update and elimination of group management, it is mainly from two aspects, the first is the management role played in the group, whether it can effectively perform the duties of the administrator, and this appraiser is a business. However, when the business evaluates the administrator, it must be understood that the administrator cannot be replaced in order to replace the administrator, and the rules should be clearly stated in advance, under what circumstances the administrator can be replaced, if the administrator is replaced at will, it will affect other administrators and play a bad role.
MuQing Administrator Code of Conduct:
Not speaking in groups for two days
Do not ask questions to users in the group many times
Send information on the activities of the same industry (competitors) in the group
In the above behavior, the merchant can cancel the administrator permission, please understand!
In addition, we convert the administrator behavior into points, in the administrator group, according to the points for elimination, this belongs to the rule of elimination, all administrators are treated equally, everyone will not have an opinion.
Class Name: Bozhou Muqing Tangquan Life Master Administrator
Class goal: earn 200 yuan per person per day
Class system: every 3 last place elimination system (3rd, 13th, 23rd, 30th of each month)
Management unit: 1st-5th place in the standings constitutes the Administrators Committee
Matters within the group shall be handled by the management committee with full authority, and the leader of the group shall be the first executor.
According to the rules, the administrator group will have a situation where you chase after me, rather than through artificial management.
Now that the private domain traffic has a certain scale and the governance team is completed, we can enter the operation link, and we mainly operate around the value point of the private domain.
(2) Operate around community value points
(1) Promote the public domain with a private domain
We mainly use the traffic of the public domain to pull the new link, and now we have to use the power of the private domain to feed the public domain. If our review score is 3.2, we can use the power of the community to quickly get the rating to 5.
By posting a task within the community, users can give away two tickets by posting the Nine House Grid + 120 words of praise. The same vibrato, small red book, etc. can be used in this way, although the private domain is currently the fastest growth channel for enterprises, but the overall share is still low, the public domain is still an important position for enterprises.
(2) Listen to the user's voice and solve the user's problem
The private domain narrows the distance between the user and the merchant, the user is the most sensitive to the product service, can pay attention to the subtle places that the merchant can not pay attention to, do not worry about negative information, the best way to solve the negative information is to face it bravely, the user likes such a sense of participation. Merchants can quickly adjust and optimize their strategies based on user feedback.
(3) Increase the proportion of private domain sales and grasp pricing power
Enrich the product line of the private domain mall to meet the diverse needs of users; hold novel marketing activities from time to time, mainly for fun; constantly strengthen the value of the private domain, cultivate the habit of users to buy in the private domain; in the long run, we can avoid dependence on price and platform, and do not fight price wars.
(4) Expand the boundaries of enterprises
In the era of self-media, everyone is an advertiser. In the enterprise, security guards can do sales, and accountants, administrators, cleaning, chefs, etc. can do sales. In addition to the enterprise, users can also act as the salesman of the enterprise, in addition to sales, they can also do group management, copywriting, design, marketing, planning, etc.
Muqing Tangquan regular adult ticket 38 yuan / piece, commission 8 yuan, two weeks sales of 7,000 pieces
Children's tickets are 19.9 yuan / piece, commission is 5 yuan, and 3,000 pieces are sold in two weeks
How do we make employees and users our promoters? We have to set a marketing commission for each activity, which is very important, because you need to rely on hundreds of leaders to help you promote the event, and the marketing commission set here is equivalent to advertising costs.
Above, the general analysis of the business trilogy of "pulling new", "governance" and "operation" is over. After reading it, everyone will feel that there is not much new, this feeling is real. Each link is not created by ourselves, it is a behavior that has been done in the market, we just peel back the cocoon from many behaviors, find out the key points, recombine, and evolve a complete system.
In addition, in the process of implementing this set of solutions, the merchant will not conflict with the current behavior of the merchant, whether it is offline promotion, online promotion, increasing sales channels and other practices.
It is just recommended that no matter which way the merchant adopts, it is necessary to put the foothold on the construction of private domain traffic, and all users who have linked to the merchant should try to invite to the community as much as possible, and do not fall into a bad cycle of acquiring new users while losing old users.
At the same time, the way of social e-commerce is used to allow community users to enjoy the benefits of community users, let administrators enjoy the benefits of administrators, let users who help you spread activity information enjoy the right to participate in the share, so that users who participate in each link can get the right to match it.
In summary, the purpose is to establish a sustainable growth user operation system with merchants as the main body. This is version 1.0 of the digital praise private domain traffic solution, and I hope that merchants will build their own version 2.0 based on this version and their actual situation. Thank you!
Author: Yanan Wang, independent scholar and distributed business evangelist.
This article was originally published by @Distributed Beauty on everyone is a product manager, and reproduction without permission is prohibited
The title image is from Unsplash and is based on the CC0 protocol