Editor's lead: Inspired by Watson's offline shopping experience, the author summarizes its private domain operation, divides the private domain operation process into three processes: drainage, activation and transformation, and introduces the common practices and cases of these processes respectively, hoping to bring you help. You may wish to open WeChat to see if you have encountered a similar situation: the snack bar community at the entrance of the community is pushing discounts to buy signature snacks every day, and the beauty brand service number will start to give you full reduction activities as soon as it arrives on holidays, and the circle of friends will also be occupied by a large number of new product pre-sales and preferential activities, which is dizzying. Do you patronize snack bars more often? Can't help but chop hands when you see a beauty discount? Did you have the first idea of eating crabs after seeing the pre-sale of new products? These seemingly ordinary scenarios are actually typical examples of private domain operations. In the inventory era, the customer acquisition cost of each brand is rising, and now the economy is getting more and more depressed due to the epidemic. Introducing user traffic into the self-built WeChat private domain ecology can reduce the cost of subsequent customer acquisition and improve repurchase. From the recent experience of buying in Watsons store buy buy, I really realized the power of private domain operation. I wanted to spend 10 in the store, but I spent more than 200, and I haven't finished yet. I took the initiative to place an order in Watsons applet and became a loyal fan of Watsons. So, how did Watsons make me willing to place an order? Based on my consumption experience, this paper will systematically talk about how Watson's WeChat private domain operation is done, hoping to help you establish a preliminary understanding of traffic growth in private domain operations such as innovation, promotion and transformation. For product managers, knowing more about operations is also helpful to improve their understanding of business and traffic, which is conducive to long-term development. First, what is private domain operation First of all, what is private domain? For brands, private domain can be understood as the direct traffic channel of merchants themselves. Then, private domain operation is a series of innovation, promotion, retention and transformation around users in private domain channels. Different from the public domain, traffic belongs to the platform and depends on the allocation of the platform. The traffic in the private domain belongs to the merchants themselves. Take WeChat as an example. The user traffic of branded enterprises in WeChat, service number, applet, WeChat group, circle of friends, official WeChat account, video number and other channels is private domain traffic, while the WeChat user traffic that has the opportunity to reach the brand through search, nearby, advertising recommendation and other channels is public domain traffic. For example, in the convenience store in front of the community, people who pass by the community door every day are in the public domain. Whether they enter the store or not is largely influenced by the degree of publicity, and it is difficult to keep them after they come, while people living in nearby communities are in private areas. They have a fixed flow, and whether they enter the store or not depends largely on their relationship with the store manager. In the public domain, such as Taobao, you need to pay advertising fees to get traffic, and you need to pay a high platform commission to clinch a deal. Users' information is not in their own hands, and they need to spend money to reach the same users, so the cost of obtaining customers is extremely high. In contrast, private domain has the following three advantages: it can repeatedly reach the same group of users for free, reduce the cost of obtaining customers, facilitate the subsequent activation and retention of users, promote the repurchase of individual users, facilitate the creation of brand personnel and maintain the relationship with users. Generally speaking, brand information can be exposed more frequently and timely, thus arousing potential consumer demand and improving memory. For example, I was thinking about what to eat online and saw the discount information released by Haidilao in my circle of friends. So what about private domain? The whole link of private domain operation can be divided into: innovation, drainage to private domain communities/activities/users for refined operation, enhancing stickiness, promoting transformation and increasing transaction volume. Second, private domain flow drainage 1. Drainage method: establish contact points to get through the internal flow of private domain. Specifically, drainage refers to gradually introducing the public domain traffic of the platform and the individual traffic of the store into the private domain traffic pool, including establishing drainage contact points and "enterprise WeChat". Look at the contact point first. Watsons' main contact point is the offline store. It will place the welfare poster of "exclusive beauty consultant" with the QR code of WeChat of the shopping guide company at the door of the store and the cashier's office, and list the exclusive services provided. At the same time, through the store shopping guide, the process of guiding to WeChat and guiding registered members is combined. Even if you are not registered as a member, you can directly display the business card of the shopping guide on the payment page after purchasing goods in the store and using WeChat to pay. Take my experience as an example. At that time, I just wanted to buy a pack of paper. The shopping guide told me that the preferential activities were limited now, and I was immediately moved. Then, when she settled the account, she led me to say that registered members can get more discounts, which may be due to the psychology of "pushing your luck". I want to give more discounts on the basis of the existing discounts. I have been transformed again. The process of registering a member itself requires a series of steps such as adding a service number, paying attention to the official account of WeChat, and searching for small programs. In the internal traffic of the private domain, applets, official WeChat accounts and video numbers play the role of a facade, connecting the public domain and the private domain. For example, after users enter the official account page of WeChat through WeChat search, they can learn about the products and services provided by the brand through welcome language, tab bar at the bottom and historical articles. Community, service number and circle of friends are more private and exclusive user operation channels. Watson's service assistant (service number) will be mainly drained to corporate WeChat through "getting 3 free coupons" and to the fan community through "getting cosmetics in 0 yuan". On the shopping mall page of Watson's applet, there will be a guide to add shop shopping guides, which will be matched according to geographical location. The coupons pushed by the shopping guide will be consumed in the applet and included in the sales performance of the store or shopping guide. In addition, Watsons will also use the social links of WeChat for fission promotion. The users who want to come are divided according to the membership level (including non-members, green cards and black cards), and the reward amount at different levels is different. 2. Drainage point: based on scene thinking, provide core value points. No matter which drainage method, the key point is to give users core value points, which is why you come to your private domain, which can be lottery, rebate, coupons, and these short-term benefits, such as free express delivery to your home. Fogg's behavior model mentioned that triggering a behavior requires high enough motivation and strong enough ability. In my shopping scene above, according to Fogg's behavior model, I will interpret the changes of various factors in the process of realizing transformation: B= becoming a member of the private sector, m= motivation, which will be greatly improved after I know that I can enjoy a list of rights and interests; And a= ability, with the help of the clerk, the difficulty of registration is greatly reduced, so it is easy to become a private domain member on the premise of being reminded. In addition, situational thinking is also very important. Different people pay different attention to different scenes. For example, when guiding users to register as members, the store consultant does not have to tell every customer about the project rights, but only needs to introduce them selectively according to different customers. When guiding stores, they will focus on the rights and interests of free skin tests in stores. To give a negative example, the common scene of handing out leaflets offline is actually a way of drainage. Once, I went to the gate of the shopping mall, and about 3~4 people got together to distribute leaflets about the gym. When I walked to another door, I found three or four more people. The arrangement of personnel is so dense that it seems a little oppressive and quite "demanding". I asked directly: Beauty, what do you know about swimming and fitness? I hesitated for a moment and thought, I don't want to know. The other party continues: there is a discount. Come and experience with me. I said, I don't have time now. I will contact you later (I thought there was a QR code on the poster or something). Take a closer look, the leaflet given to me is shoddy, with no focus, and I don't know what my focus is on fitness. I glanced at it and there was no WeChat QR code. In fact, I didn't cut into the scene, nor did I provide a clear point of interest. At this time, I was on my way to the mall. Generally speaking, I don't just wander around, but have my own things to finish. If I stop it directly, I will interrupt the process. If I still strongly stop it, I will be unable to control my unhappy mood. Besides, it doesn't provide an attractive place, which is why I stopped to see you. Third, private domain traffic promotes private domain operation, which is not just as simple as adding WeChat and group. Subsequent user operations are also a key part. 1. Five aspects: content, activity, interaction, community and members There are many ways to maintain users in the WeChat ecosystem, mainly in five aspects: content, activity, interaction, community and members. Of course, they are also interrelated. 1) The content is private domain, including the content published by WeChat official account or friends circle, and of course, the design of micro-copywriting in some small programs. Watsons mainly include Watsons service assistant (service number), Watsons welfare society (service number) and Watsons official grass planting gentleman (subscription number) in WeChat official account. Among them, Watsons Service Assistant and Watsons Welfare Association provide more preferential information about products, pay more attention to member services, and promote transformation with preferential activities and value-added member rights. Watsons official planting grass mainly focuses on content marketing and brand planting. Taking the circle of friends of Watsons official Cao Caojun and Qu Xiaoxi as an example, content planning can be mainly divided into three aspects: user-related, that is, the content that users pay attention to reflects care, recommends products that users need, and makes users feel that the brand understands me. Watson's official grass-planting gentleman has a lot of content in this respect, and often introduces nursing-related and prize-winning interactive content. IP-related, presenting the lifestyle, attitude and daily dynamics of brand personality, gaining trust, presenting and expressing is a way to enhance familiarity. Product-related, presenting product stories and user experiences, making users more familiar with products, or pushing information on preferential activities to promote transformation. Qu Xiaoxi's circle of friends publishes product introductions and product planting content every day. The copywriting in the Watson applet is also quite absent-minded. In recent months, the epidemic has started again, and the focus of users is how to do a good job of protection. Different copywriting will be displayed at different times, which is interesting and intimate. 2) Activities are usually divided into two categories. The first category is to increase user stickiness; The second category aims at promoting sales. The first kind of activities include sign-in and punch-in, voting, lottery, user creation, etc. Recently, Watsons often takes 0 yuan brand as an attraction to guide users to pay attention to, like and comment on video numbers, thus enhancing the number of followers and activity in the field of video numbers in the WeChat ecosystem. Watson's activities are more of the latter, often attracting users with higher promotion efforts and highlighting the welfare of members in order to achieve the purpose of purchase conversion and membership conversion. 3) Interactive WeChat interaction mainly includes chatting privately with users through service numbers and replying to comments from friends. For example, the service number of Watson's store shopping guide will send some preferential activities information regularly through the offline store manager. After adding Watson's IP personal service number, users will take the initiative to say hello when they first join the private domain traffic pool, clearly stating the short-term benefits (new products and discounts) and long-term value (beauty sharing and trial activities) given to users. This is the best opportunity for enterprises to strengthen the first cause effect, so we should grasp it well. At the same time, in the user's birthday, major holidays, and seasonal change nodes, you can actively send blessings and care through WeChat chat; In important after-sales service nodes, such as delivery, receipt, maintenance, regular reminder, etc. , you can actively care for and remind users at important service nodes. When users can unlock more privileges and services because of accumulated consumption, they can also actively tell users their own experiences. You can also actively provide some benefits to private domain users. For example, there is a laboratory module in Watson's applet, which will provide a batch of opportunities to try new products on a regular basis. Participants will be selected through registration or lottery. After being selected, they will get free samples and need to write a test report. 4) Community includes three aspects: content, activities and interaction, and is mainly used to publish activities and brand information. Of course, there are also long-term communication groups and short-term flash groups. Long-term exchange groups generally have a community calendar to inform users of what activities or exclusive benefits will be held in a specific period of time. Regular holding can cultivate users' habits, give expectations, give users a feeling of being in stock, and form memory points. 5) Needless to say, members are a very common mode of operation for users. For users, this is a way to enjoy the excess value after recognizing the brand's products or services; For brands, this can enhance the activity and stickiness of users, stratify users and promote the repurchase of old users. The small program in WeChat also facilitates the brand's self-built membership system, which can open online and offline. Traditional store members generally apply for membership cards, and they must swipe their membership cards every time they come, or report their mobile phone numbers, which can only be used online in stores. First of all, consider the threshold for obtaining paid members. If the threshold is too high, it will play a strong role in screening out users who are very loyal to the brand, but at the same time it will not attract ordinary users, which will discourage a large number of users and have a negative impact on improving the conversion rate of members and further improving the repurchase rate. The threshold is too low, and the input-output ratio will be relatively low for the brand, which is not cost-effective. For example, Jiumu Miscellaneous Services amortizes the discount to every quarter. On the one hand, it ensures the high value that users can directly perceive at that time. If you charge 88, you can return 88, which is about equal to Bai Piao? Don't say it in vain. On the one hand, the word 100% return will erase the user's sense of money loss and enhance the willingness to pay, on the other hand, it will increase the probability of users spending many times. Watsons has a similar strategy, and the preferential services in its membership rights are of sufficient value and limited. 200 points will be given after processing, but the points will not be used until next time. In order to let you use the points next time, you can spend again and improve your repurchase. So how to guide users to become members? From the case of Watson's shopping, I summed up two points: one is to identify the pain points of high-frequency consumer goods/users, and give limited-time discounts at this node to stimulate users' desire to buy and guide members, and the other is to focus on the benefits that are most suitable for the current scene. When I was shopping in the store, I knew exactly what I wanted to buy. As soon as you enter the store, go straight to the shelf where the goods are. Before I got to the cashier, I was stopped by the waiter in the store. She first looked at a small set of toilet paper in my hand, and then asked me: this thing is often used. Let's buy three and get one free. Do you want to buy more? I do use it often when I think about it. Why don't I buy more discounts and save some money by the way? Just when scanning the QR code of the product, she seems to have a smooth sentence about whether to apply for membership, and introduced that members can accumulate shopping points, measure their skin for free in the store, and give gifts. Because the membership price is quite cheap, besides, we often buy these skin care products and daily necessities, and we can also make one by the way. When she saw my consent, she used my mobile phone to help me get a good membership and asked me to add the manager's WeChat service number. So I was converted into a member. After joining the membership, we will generally combine some measures such as sign-in, task system and integral growth system to improve the user's use time in places such as WeChat applets, cultivate the habit of users' fixed-point visits, and increase the sinking cost. In addition, both ordinary users and member users can accumulate rewards by signing in and recording steps every day, and the rewards can be used for lucky draw. Fourth, private domain traffic conversion transactions in the private domain traffic pool are mainly realized through two paths, one is operational transactions, and the other is live transactions. Here, I mainly talk about operating transactions. Common promotion conversion methods are limited time discount, regular discount, scene trigger (big promotion activities, approaching festivals) and so on. Watsons mainly distributes coupons and promotional activities, and distributes relevant information indiscriminately through various contact methods. The picture below shows the coupon collection center of the applet, the daily discount in the applet, the promotion content push featuring the official WeChat account, and the community push. For the service assistant who first settled in Watsons, Watsons will also try to stimulate consumers to place orders at low prices by means of group warfare and reduction. After participating in the group war, users can not only buy popular products at low prices, but also get bonus points, which can be described as a link. In addition, Watson's membership rights and interests are also a way for new members to promote repurchase and upgrade transformation, and these rights and interests are often related to brand services and purchase benefits. For example, Watson's green card membership rights include six major items: 1) bonus cash and membership price: all of these can well stimulate repurchase. 2) regret medicine, appointment service and bottle test: all of them are value-added around the core positioning (beauty care). Among them, skin measurement is very suitable for the trend of women's skin care becoming more and more professional, and it is also a contact point to promote products. Most people will really realize whether the skin is dry or something else, and the skin tester is more professional. For ordinary consumers, technology is naturally professional and trustworthy. 3) returnability can also reduce the loss psychology when purchasing and reduce the decision-making cost. Anyway, I can return it at no loss. In other words, after the user becomes a member, it is very easy to complete the first order as a member user. In addition, three free mail coupons will be given immediately after registering as a member to promote the transformation in online WeChat. At that time, after I applied for membership in the store, the shopping guide immediately took me to the skin tester for skin test. The result of my skin test is that the quality is not bad, but it is very dry. The waiter took the opportunity to say, look at our hydrating mask. There have been activities recently, and the original price has been restored after a while. When I applied for membership, I directly used the coupon I just received. I thought that a box of facial mask itself was not much, and I used it up quickly. It would be better to buy more. If you buy it later, you will miss this offer. If it is not cost-effective, you will buy it. In the long run, Watson's membership system and daily promotion activities are closely integrated with welfare. Watsons members will give away a series of coupon packages when they register newly, which is very attractive, and in the follow-up promotion activities, members can also enjoy lower prices and stronger preferential efforts. No wonder Watson's 65 million+1 10,000 members contributed 80% of its private income. V. Written at the end, in general, the idea of Watson's private domain construction is: offline stores will be diverted to the official WeChat account, and the official WeChat account will guide members to transform and divert to small programs, communities and corporate WeChat (including offline store shopping guides and brand IP accounts). Enterprise WeChat, community, and small programs are mutually diverted to the community, and all online private domain traffic can also be diverted to the nearest store through store services (such as free trial and self-promotion). Among them, the official WeChat account, as the starting point of traffic distribution, is mainly responsible for event release, content marketing, user interaction and membership service, and distributes traffic to enterprise WeChat and applets; Enterprise WeChat and community directly connect users, which can further let users reach applets and friends circle, and strengthen the effect of activities and content marketing; The applet is mainly responsible for ordinary user operation, member operation and transformation. In addition, we can see that Watson's focus is on the transformation of members. When draining to the private domain, take the interests of members as the attraction point, and complete the private domain drainage and member drainage in one step. Follow-up activities, both in content and activities, focus on the purpose of transformation, and highlight the preferential strength of members in the transformation. Finally, private domain traffic has been a hot field in recent years. This paper is a summary of Watson's private domain operation inspired by his offline shopping experience. It divides the private domain operation process into three processes: drainage, promotion (including content, activities, interaction, community and membership) and transformation, and introduces the common practices and cases of these processes respectively. I hope it will help you to establish a preliminary understanding of private domain operation. Author: A Xiang, product manager, official account of WeChat: A Xiang Growth Diary.