Text/Chen Shijiu Editor/Duxiu 2022 WeChat open class, WeChat video number released a set of data-the overall sales of live video number increased by more than 15 times compared with last year, of which private domain accounted for more than 50%, the average customer unit price exceeded 200 yuan, and the overall repurchase rate exceeded 60%, showing strong purchasing power. How to maintain the growth in this peak period of public domain traffic has become the main problem at present, and private domain operation has become the choice of many brand businesses. On July 20th, the founder of Baizhun Lianmai Blue Whale Private Domain &; CEO Gao Haibo, with the theme of brand private domain operation, analyzes private domain marketing 2.0. Gao Haibo believes that the emergence of mobile Internet super digital tools has fundamentally changed the way brands and users link. The core of private domain is to deepen the relationship with users. A consumer will join the private domain of 15 at most, so the brand should do it as soon as possible. The following is the sharing record (with deletion): 0 1 The essence of private domain is to strengthen contact with users. Some people say that private domain is WeChat group chat, just build a group. What do you think is wrong with this expression? How should we treat the private sector correctly? Gao Haibo: This is a statement that confuses the means and the purpose. Group is a form of private domain and a means to do it. The emergence of super tools represented by WeChat has enabled users and brands to realize real-time social two-way communication, which fundamentally changed the link mode and service mode between the platform and users. With the peak of public domain traffic, if the brand wants to grow continuously, it must be a private domain, and the user's connection method will be changed from shallow to deep, and then it will be reached again through the private domain to realize re-purchase. Therefore, the core of private domain is the deepening of user relationship, and the main tools are community, circle of friends and video number. Pull the community is only a manifestation of the private domain, not the private domain ontology. Bai Zhun: Is there any kind of private domain? Do different companies need to do different private domains? Gao Haibo: Actually, there are many kinds of private domains. The most common is the private sector of high-frequency consumer goods, such as beauty products, mothers and babies. These categories can communicate with users directly, efficiently and frequently, and realize the frequency and scale of repurchase. The second is called clue private domain. These private domains are not for selling goods, but for obtaining clues or serving clues. Not directly traded, such as automobiles, real estate, medical beauty, finance, insurance, wealth management, etc. In these scenarios, users themselves do not directly consume through private domain, but brand businesses can provide more efficient and friendly service experience through private domain. The third is to share the private domain of empowerment, such as home improvement and wedding industry. The repurchase frequency of most users is extremely low, even negligible. The purpose of these categories of private domain is not to repurchase, but to make users become KOC and give users more content creation materials and cases. The last one is authorized private domain. In some business scenarios, brand merchants need to manage a large number of suppliers or agents. At this time, private domains can be used for management. Therefore, different brands at different stages, private domain play and focus are different. Four modules of private domain: traffic, content, operation and sales: How many private domains can a user allow himself to participate in psychologically? Gao Haibo: After research, we think that users can only join the 15 private domain at present. Of course, different individuals will have certain differences, but users joining too many private domains will definitely be diluted. The dividend of private domain is not unlimited, so be a brand of private domain early. Brands will eventually occupy users' attention and time, so the most important and scarce thing in private domain is content. High-quality content is the core differentiated competitiveness that can best occupy users' time, and private domain is only the most efficient tool at present. BaiZhun: If you want to set up a private domain, what resources do you need, what posts do you need to prepare and what work do you take charge of? Gao Haibo: Generally, four working modules should be built. The first is the traffic module, which needs to prepare traffic portal resources, such as how to import existing users into private domain, how to transform consumers in offline stores into private domain users, and so on. The second type is called content module. Private domain takes people as the core. Users enter the private domain structure, know who and see what content, which belongs to the content module. The third module is called operation module, which includes membership mechanism, sharing mechanism, fission mechanism, coupons for main daily activities of commodity stores and so on. The fourth is called the shopping guide module, which is the sales team corresponding to the private domain. Therefore, the standard configuration for building a private domain is 1+ 1+N, the first three 1 respectively represent the traffic module, the content module and the operation module, and the latter n represents the shopping guide team. Because there are many fans, there must be many shopping guides. If it is a little lower, it can be 2+n, that is, the merger of traffic and operation, and the merger of content and shopping guide, but how to do it needs to be phased and classified. For example, in the early stage of the brand, traffic and operation can be combined. In fact, traffic is also an operation. On the contrary, sales volume is the biggest threshold of private domain: how to judge whether a private domain is doing well or not, and is there any quantitative index to judge it? Gao Haibo: There are several common indicators. The first one is called conductivity. The proportion of public fans who are willing to join the private domain through contacts mainly reflects the attraction of the private domain to users. The second is the average output of all fans, and the average gmv of each fan per month is completely different under different categories. For example, skin care products are about 15-20 yuan, and make-up is a little lower, about 10- 15 yuan. The third indicator is called service bandwidth. How many fans the shopping guide can serve mainly reflects the service standardization ability of the private domain and the digitalization level of the tools. If the service standardization level is higher, the speech skills are very complete, and the tool digitization level is higher, the shopping guide can serve a larger fan base, a wider service bandwidth, and a higher human effect. BaiZhun: If a private domain can't keep people, how should we analyze what went wrong? Gao Haibo: It can be analyzed from four points: whether the traffic link expectation is correct, whether the content link has good content, whether the operation link strategy is correct, and whether the sales ability is strong enough. At the level of traffic, it is necessary to give customers a correct understanding and conduct correct expectation management. If the source of traffic is mainly wool party, in fact, the quality of traffic will be relatively low, so we should use the correct method to screen traffic. In one case, at the beginning, the diversion method adopted by the brand was preferential cash back. I believe everyone is familiar with this model. The conductivity is about 15%, but 15%-20% was lost that month. The brand changed the diversion mode from preferential cashback mode to new product testing. After scanning the code into the group, 9.9 can try new products. At this time, the quality of vermicelli is higher than that of favorable powder. Next, the trial version of the membership card was launched, and the corresponding permissions were announced. Because of VIP, the quality of users is higher than before, so users must sort out the traffic. The quality of the content is also important. For example, there is an international brand of milk powder, which sends content in the private domain, usually sending milk powder information, such as the ingredient list of milk powder, how to eat baby meals and so on. But in fact, most users don't have such a strong demand for single product content, and an ordinary mother is not interested in too professional knowledge, and the dropout rate remains high. After changing the group content from product-oriented to user-oriented, the community has become the home of pregnant mothers, which has produced many interesting topics and naturally improved the stickiness of the community. Therefore, when we no longer focus on pushing products, but on what users need, then correspondingly, the activity of the community will also increase. The third operating system, the advantages and disadvantages of experienced and inexperienced private domain operations in private domain are obvious. The most common thing is whether the purpose and means are clearly divided. The purpose of operation is to deepen users, from new powder to new customers, new customers to old customers, old customers to members, and members to KOC. All the operations are completed around this order. Some young operators engage in some activities just to stimulate sales through discounts, which is meaningless. In fact, it reduces gross profit and has not been effectively improved. What kind of activities are valuable? For example, for users who have not retained, users can get one coupon every month, and two coupons can be obtained after use, which can improve user retention. For most ordinary users, efficient operation can be adopted. Because of low cost and high bandwidth, even standardized operation is profitable. If we want to re-operate, we should screen efficacy scenarios, high personal scenarios and high profit scenarios and formulate differentiated operation strategies. Finally, in terms of sales ability, the biggest threshold of private domain today is actually the threshold of shopping guide, because it is not so easy to establish a sales team. Many brands have their own direct selling teams, just like Ali Tiejun Meituan Tiejun, which is very effective and has strong oral expression skills. There is a big gap between the systematic sales team and the unsystematic sales team. Many people will ignore that the private domain is still a product with sales ability, not a purely operational product. Many teams with pure operational background have never brought the sales team, and they don't know what it means to recruit sales, ask for instructions early and report late, bring the old with the new, and split the team. Without the ability to polish words, the ability to issue orders will be greatly weakened. There must be a social e-commerce or WeChat business dialect transformation training and education system. Bai Zhun: The epidemic situation has a great impact on the current economic environment. What should private domain operations do to adapt to the post-epidemic era? Gao Haibo: The first is to embrace change. Nowadays, the environment is changing faster and faster. We must cope with the most extensive changes at the lowest cost. This is called the ability to fight guerrilla warfare. The second is to continuously develop the most fundamental base areas and cultivate their core competence. Many brands do it for three or five years, which is no different from the first year. They may make money in the second year and lose money in the third, just because there is no foundation for development. A brand can be based on products or content, but it must be constantly developed to adapt to the current situation. end