Short video, live broadcast, and private domain operation rules!

The growth of private domains requires a large amount of traffic, so we focus most of our time on traffic acquisition.

Live streaming , short videos , private domains, maybe everyone is doing it in every dimension, but many times the problem we need to solve is: how to better connect them together.

1. Three drivers of the rise of new retail

Every day many brand owners come to me for consultation, but I find that their problems are common. New retail brands often face the following four dilemmas:

1. There is serious product homogeneity. Everyone is similar. Either you engage in a price war or you starve. In the era of social media, many businesses have product capabilities but lack the ability to produce content that will attract customers.
2. In the era of social media, many businesses have product capabilities but lack the ability to produce content that will attract customers.
3. Everyone is doing live streaming, but many businesses are being ripped off as soon as they get in. They don’t know how to cooperate with the anchors, or how to play brand live streaming.
4. The whole world is talking about doing private domain, because what we get in the public domain is always one-time traffic, and we are always attracting new customers. Only the private domain can have low-cost repeat purchases. But what is private domain? What should be done? Merchants don’t know.

How to solve these four dilemmas together?

It took us about five years to complete the entire process of short video + live broadcast + private domain, and completed the overall methodology from public domain traffic to private domain closed loop.

If you want to create a new retail brand, you need to master three pillars: short videos, live streaming, and private domains.

First, short videos are used to promote content and create content from the user's perspective. Then start live streaming to quickly gain users and increase their voice. Finally, private domain operations are carried out to create a closed loop for users and maintain repeat purchases.

According to this theory, our team can currently do the following: for a fan who pays 9.9 yuan on the public domain, we have a way to enable him to complete a membership card recharge of 3,000 to 9,000 yuan in the private domain through 3 to 4 months of operation.

If you are a new brand entering the Internet platform, you must learn how to use these three tools. Because these three tools are currently the best tools for obtaining traffic and monetizing.

2. Short video tips

First, let me talk about our operations in short videos.

When a new product comes out, the first thing to do is to find its own users and promote it. We have tried various content-planting methods such as information streams and public accounts, but at present, short videos are the most cost-effective.

If you want to create a new product or a new brand today, whether you like it or not, short videos are inevitable. Because the user base and platform size are there, if you don’t do it, it’s like losing a big piece of cake.

The core methodology of short video operation: forget your brand first.

What the platform considers is the user's stay time, and it is definitely more willing to promote content that users like. Therefore, if we want to get traffic on the short video platform, our short videos must conform to the content that platform users want to watch.

Users go to short video platforms for entertainment and to watch content, not to buy things.

So let’s put the word “brand” aside for now and study it carefully: what are the users you want watching and paying attention to in the usage scenarios of your brand products, and what kind of content can reach these users?

Let me share with you a case, "Xiaoxiandun".

On Douyin, their videos often look like this: a pregnant woman is at home, suffering from the relationship between the mother-in-law and daughter-in-law. When she is sad, her husband hands her a bird's nest in time. She cries with joy and feels that she has received a lot of warmth.

The video did not mention the three words "Xiaoxiandun" from beginning to end. Most of the content revolved around the relationship between mother-in-law and daughter-in-law, parent-child relationship, and how women love themselves and protect themselves. The KOL content they put out is also of this type.

So let us reflect on why it does this?

Many brands tend to think that their products are very good and they must express this on short video platforms so that users will think their products are good. But sorry, have you ever thought about it? Do users watch short videos to see you introduce your products? Does he want to see your ad? He is not.

So, what you need to do is to let your users see you, recognize you, and know who you are first on platforms such as Douyin and Xiaohongshu, and find a way to match your demands with the attributes of users. This is the key, not just advertising.

Therefore, if we want to make efforts on the short video platform, we must first learn to forget your brand, and then think about who are the users I am looking for? What kind of content does he like to watch on this platform? What kind of content can impress him and attract his attention, and can be combined with my products?

This is the core philosophy of our team in making short videos.

Based on the philosophy of short videos, we have summarized a set of operating formulas: platform insights + niche circles + user scenarios + pyramid distribution.

All of our short videos are based on this formula. We first list all the information and then create a hit.

1. Platform Insights

For example, some time ago we planned to launch two products, one is dietary fiber and the other is a semi-finished egg tart. After the product is placed in front of us, the first thing we need to do is to study which short video platforms on the market are suitable for this product? This is very critical.

Many businesses will blindly think that Douyin is good, Kuaishou is good, and Xiaohongshu is good, so I will go to whichever platform is popular. But in fact, each platform has unique properties, and there is no platform that is suitable for all products.

For example, Xiaohongshu is suitable for some women-related products with their own content attributes, and is suitable for some local life content.

But on Bilibili, if you want to promote ordinary food, you will find that the input-output ratio is completely unacceptable. Bilibili is more suitable for promoting niche, two-dimensional, game-related products, or 3C digital products, which are more in line with the target audience of Bilibili.

Tik Tok is more suitable for some fast-selling, novel and unique products that can produce entertaining content. So Xiaoxiandun promotes its products on Douyin, but most of the transactions are made on Tmall.

Learning to understand the platforms and knowing which platforms are suitable for promoting which products is the first step to help you save money.

2. Niche circles

After you have completed platform insights, the second thing is not to blindly invest widely, but to find the core user group of the product.

Before, a nutritional supplement merchant came to me and said, "Teacher Cayenne, my product is very good."

I asked him: Who do you think is using this product?

He said, my product can be used by everyone.

I would say, if everyone can use it, then no one can use it. Because you don’t know where your real user base is. This leads to a very big problem: the cost of acquiring customers is extremely high.

I asked him, is your customer acquisition cost extremely high and your conversion rate extremely low? Because you think this product can be used all over the world, you invest widely. It seems that you get a lot of traffic, but the conversion rate is very low.

He said, yes, his conversion rate is only one thousandth. Although the traffic seems to be large, the cost of acquiring a user is as high as one thousand yuan.

Is this what we want as a new brand? No. When we make a new product, we must have the evaluation mindset or the mindset of testing the population.

We must first verify in what scenarios and among what kind of people this product can be widely recognized. Start with a small group of people, quickly verify the feasibility of the product, and after penetrating a scenario, move on to broad coverage. Only in this way can you effectively and reasonably control the cost of your advertising.

Therefore, don’t rush to make broad investments. You must first find the core group of people for your product.

Every time we launch a new product, we will make a "Confirmation of Brand Core Strength" . We will continue to research who really needs this product. Who are the people who suffer the most? Why does he need it, in what situation does he need it, and what does he want? How many products are available to him on the market? Why would he choose me? Use a core strength confirmation state to find out the group of people who are most accurate and most painful.

Here we take "Xiaoxiandun" as an example. Its marketing system is very worth learning from.

Many people sell bird's nests, thinking that every woman can drink it. In fact, because bird's nest is a high-value product, not every woman can drink it if she wants. But there is a very specific group of people who consume bird’s nest: pregnant women.

When are women more willing to spend money on themselves? When pregnant. Because at that time, the money is not only spent on yourself, but also on your children. Therefore, pregnant mothers are more willing to supplement themselves with nutrition.

You can look at the content that "Xiaoxiandun" puts on Douyin and Xiaohongshu. Why does it revolve around the relationship between mother-in-law and daughter-in-law, women who have just become pregnant, or women who have just given birth? Why are all its promotions focused on the concepts of pregnant mothers and the pre-, mid- and late-pregnancy periods? Because these are the people who need their products the most, the people who are suffering the most, and the people who are most likely to buy their products.

In the early days of the brand, we used single explosive products to penetrate people’s cognition, find core key groups, and complete product sales. After reaching out to specific niche groups, the brand reputation is spread to the general public through the influence of these niche groups. This is the online marketing strategy of "Xiaoxiandun".

We studied them very carefully and it worked.

When we make our own dietary fiber, we don’t do what others do and focus on drinking it after meals. Instead, we conducted reverse research, based on the attributes of our products, and targeted people who want to lose weight but are prone to constipation, in order to influence the cognition of this niche group. We cannot say that our traffic is very high, but on Tmall, our conversion rate is currently the highest in the industry.

It saved me a lot of advertising costs and also brought me a large number of the most accurate users. After this group of most accurate users feel benefited, they will spontaneously promote the product on Xiaohongshu.

Let users spontaneously promote products, isn’t this the result that everyone wants? Only the product users who are most hurt and can help them solve their problems will help you plant grass, and they will plant grass effectively, not those who you give twenty yuan to post an article on Xiaohongshu.

This is our second core way of developing products and promoting them, to find the precise target audience.

3. User scenarios

Everything we do is inseparable from one thing, called user scenario.

When users use any product, there are corresponding demand scenarios and usage scenarios. We need to empathize with them and share the same goals in the scenarios.

For example, when we were making a hit product called dietary fiber, we found a weight loss scenario. In this scenario, we discovered that many people who were losing weight had the pain point of constipation. Therefore, we should empathize and resonate with this pain point.

Most people won’t go to Douyin or Xiaohongshu just because they want to buy something today. When we were browsing the content, we found that the thing he described seemed to have happened to us before, and we had the same feeling. We were attracted to him and then stopped to empathize with him. Then he said that by following him, you can also solve your problems and achieve your goals.

Therefore, when making short video content, you should pay attention to the fact that after you have completed the platform insights and niche circles, you must list out all the user scenarios that your product can be used in.

4. Pyramid Distribution

On short video platforms, no matter how great the content of a merchant is, it cannot compete with that of influencers. Because influencers are the ones who truly control the traffic on short video platforms.

If a merchant wants to promote its product in the early stage, it can explore niche circles and create some scenario-based content. After finding the content direction, what we must do is to find experts to distribute it.

When distributing talents, what needs to be considered is: how to reasonably allocate the expenses of all talents and how to find suitable talents.

In social scenarios, in addition to the people who are "planted with grass" - users, there are also 5 important "planting" roles: celebrities, KOLs, brand blue Vs, KOCs, and ordinary people.

These five roles have different usage scenarios and functions:

• Celebrities play an effect role, helping you with product promotion, improving your tone, and solving endorsement and trust issues.
• KOL can mobilize the users behind him to help you complete large-scale publicity and promotion and make the first wave of harvest.
• KOC can help you achieve long-tail effect and burst efficiency.

They have different functions and different costs. Many businesses are actually very afraid of investing in influencers. First, they don’t know how to use them. Second, they don’t know how to evaluate them. Third, they don’t know which people are suitable and how to combine them. As a result, they see many cases similar to “Perfect Diary” every day, but they cannot imitate them at all.

So, how should businesses combine different types of influencers? I can share the matching ratio of experts directly with you: 1:3:6.

• 1 refers to 1 big KOL;
• 3 refers to 3 mid-level KOLs;
• 6 refers to 6 KOCs.

This ratio refers to the number of influencers. If we consider it from the cost perspective, it should be the other way around, 6:3:1, because big KOLs usually cost more.

So why is it necessary to have a big KOL? Because he can help you solve the trust endorsement problem in business negotiations.

When many new brands take their products to KOLs, they refuse to accept. Why? Because there is no point in accepting your advertisement. Instead of accepting your advertisement worth one hundred thousand yuan, it is better to accept an advertisement from a big brand. They can also help with conversion, and the KOL can even earn a wave of sales fees. So why should he accept your advertisement?

Therefore, the main value of finding a big KOL is to help you get the cooperation of mid-level KOLs in business negotiations.

For example, if Li Jiaqi has promoted your new product, and you go find some small anchors, will they still refuse? But if you don’t have these endorsements, it’s hard to get good business terms from small anchors.

So the first thing is to learn how to find big KOLs to cooperate with, even if it is some MCN agencies.

Then the second thing is to use big KOLs to leverage the voices of mid-level KOLs.

The selection of mid-level KOLs is a great test of the brand's capabilities. Here are 3 tips for you:

1) You need to be very clear about who your users are, and then go to some data platforms, such as Feigua, Qiangua, Xindou, and Xinhong, to study whether the user profile of the candidate KOL matches yours.

2) You must first determine the user scenario, and then explore the blogger direction you want in the corresponding scenario.

For example, a skin care brand promotes its products with the strong repairing ability as its main selling point, so they first list the user scenarios: outdoors, staying up late, cooking frequently, working overtime, studying, and then find the blogger direction they want in these scenarios.

There is another key point here. Don’t define your users by brand categories, and don’t only choose bloggers in the same category. What we need to do is find users and find out what types of bloggers they will read. Instead of saying, I sell food and only look for food bloggers. If you do this, you will miss out on a lot of potential users, fail to increase traffic, and even fail to cover costs.

3) When looking for KOLs, I strongly recommend that you look at one piece of data, that is, whether they have promoted your competitors and what the data is like for their promotion of your competitors.

If he is a well-known KOL, and he has taken on the promotion of competing products, he will most likely not take yours again. At this time, you can go to some data platforms and find KOLs similar to him, give them the data of this KOL promoting competing products, and tell him that our products are better, which will make it easier to get cooperation.

According to our experience, once you have won over the mid-level KOLs, you can just exchange resources with the remaining KOCs by using your products, and there is no need for too much investment.

Our team completed a case using this method, which ultimately received 2.3 billion views and nearly 1.21 million interactions.

It should also be noted here that all interactive behaviors generated during the expert distribution process must be grafted onto a short video platform’s corporate account for sedimentation.

Many times, when influencers promote your product, the selling points are not fully presented. However, when users buy things, unless your product has a very low average order value and can be ordered quickly, users will want to learn more before making a purchase. Your corporate account is used to accomplish this mission.

Therefore, if you operate short videos, you must build up your corporate account. Especially for Xiaohongshu and Douyin, you should try your best to transfer the traffic of these bloggers and the popularity of short videos to your corporate account, and help your corporate account to do a good job in brand announcement and product endorsement.

3. Live Broadcasting Tips

After we spend 1 to 2 months promoting our product on the short video platform, we can start entering the live streaming track.

The most practical operating formula for live streaming operations: platform insights + explosive logic + pyramid distribution.

1. Platform Insights

There are currently three major live streaming platforms: Taobao, Douyin, and Kuaishou.

1) Taobao Live

At present, if you don’t have a Tmall store, it is recommended not to do Taobao live streaming, and you don’t need to look for a Taobao anchor. Taobao basically looks for two people as anchors, one is Wei Ya and the other is Li Jiaqi. The two of them almost occupy 60% of the Taobao Live market share. Who else can we look to if not them?

If you can’t push your products on the live broadcast rooms of Wei Ya and Li Jiaqi, just run your store well and don’t even think about live broadcasting.

If you must do live streaming on Tmall, it is recommended to use the store broadcast method, because store broadcast is the only way to get traffic. Tmall live streaming requires a complete operating system, and your team’s live streaming capabilities need to be very strong.

2) Tik Tok Live

This is the most popular live streaming platform at the moment. We think it is still in the window period.

Because I am also a lecturer at Juleliangxue, I think Douyin now very much welcomes brands to broadcast their own content.

However, Douyin live streaming has very high requirements for content. We tested accounts with and without short videos, and found that the data was very different. So on Tik Tok, creating good short video content can help you save a lot of money when live streaming.

3) Kuaishou Live Broadcast

I think it is a value gap that is severely neglected.

When many people mention Kuaishou, they think of low prices and low taste, and feel that the brand has "lost value" by putting it on Kuaishou. But I can tell you responsibly that there are many brands on Kuaishou now, such as Xiaomi and By-Health, which are all doing very well.

In practice, we found that the operation of Kuaishou live broadcast is simpler than that of Douyin live broadcast. Because on Kuaishou, you just need to find an anchor, and once the anchor is in place, everything else will most likely be taken care of.

Kuaishou’s branded self-broadcasting is not as strong as Douyin’s, but the anchors’ fans have a high level of stickiness.

We once handled the business of a Kuaishou anchor, and were surprised to find that, for most Kuaishou anchors, although the average customer spending on a piece of clothing was only 20 or 60 yuan, one user could actually make more than 2,000 transactions in the live broadcast room in one night, and such users accounted for nearly 60% of the live broadcast room.

In other words, although the average order value of products sold through Kuaishou live streaming is low, it can quickly sell N items. On Douyin, there are more single products that are popular, while on Kuaishou, you can use a single product that is popular and then promote other products.

In addition, Kuaishou live broadcast is more inclined towards Northeastern products, while Douyin live broadcast is more inclined towards Guangdong products. As merchants, we need to learn to understand these platforms and then choose where to go. This is because many businesses do not have that many people when they start out, and do not have the energy to cover all platforms.

2. Logic of hot selling

After choosing the live streaming platform, how do we sell our products?

Public domain live streaming is the logic behind explosive sales. This is because:

1) Hot products have the highest conversion rate, which can maximize the use of hard-earned public domain traffic;

2) Users will not stay in the live broadcast room for a long time, but will change groups every 2 to 3 minutes. In order to continue to attract users, we can only promote popular products;

3) Public domain live broadcasting cannot avoid the distribution of the expert matrix, and cooperation with experts also focuses on hits.

For example, in the ultimate list of Kuaishou 618 this year, the top ten are brands such as Sweishi, Zimeitang, and By-Health. What products are they promoting in their live broadcast rooms? They are all hot items.

For such a big brand with such a rich product line, they are still selling hot products in the live broadcast room. Therefore, before you go live, you must first dig out the hot products and then distribute them in a pyramid manner.

3. Pyramid Distribution

Here I would like to share with you a case of how By-Health used influencer distribution logic to launch one of their hit products during the 618 period.

Ten days before the start of 618, they called on several well-known anchors on Kuaishou to promote the product for five consecutive days, which aroused the popularity of the product.

In the early days of 618, they invited these anchors to do a second live broadcast to promote the products and increase the weight of the products.

In the middle of 618, they called on some small and medium-sized anchors with 100,000 fans to cooperate in the form of commission + small pit fee;

At the end of 618, their final profits almost all came from the anchors on Kuaishou who formed an alliance with them, and all of them were in the form of pure commission cooperation.

This style of play is highly replicable. Its process is:

• When a brand has a hot product, under the heat of a large-scale event, it will spend a large amount of money to find the first wave of big anchors to help promote the product. Don’t think that big brands can have many privileges when looking for anchors. They also forcefully recruit these large anchors.
• With the contracts of big anchors in hand, they can quickly leverage a group of mid-level anchors, negotiate very low slot fees, and relatively medium commission ratios that are in line with the market, thereby locking in the second wave of sales.
• Because there are big and mid-level anchors selling goods in the front, a large number of long-tail anchors can accept a lower commission rate to help them sell goods, and the real money they make is from the mid-level and long-tail anchors.

The publicity and promotion ratio of their strategy is 2:6:2. This is also the methodology that our team is currently pursuing.

4. Private Domain Mindset

After finishing all the short videos and live broadcasts, you will feel excited but also painful. Why? Because although sales have increased, you find that all your money has been taken away by KOLs and platforms.

How do you make back the profit? At this time, we have to rely on private domains. I believe that private domain is the real life and death battle for all companies. There are three purposes of operating a private domain: to increase user lifetime value, to increase user retention rate, and to increase profit margin.

In five years, our company has grown from a sales volume of 100,000 to 700 million, and from a team of three to a team of 400. The key is that we have accumulated nearly 10 million fans in the private domain.

Of our 13 stores on Tmall, 10 were incubated by private domain fans. Our 32 million fan matrix on Douyin was also incubated in the private domain.

Private domain once saved our company’s life. During the epidemic, it was the private domain that enabled our company's cash flow to run normally. So I strongly recommend that everyone go into private domain.

We have developed a complete set of private domain methodologies. The value of a private domain fan is 388 yuan per year on average, and can reach up to 200,000 yuan per year.

How do we do it? It relies on the underlying formula of private domain operations: product matrix + operation model + IP + scene content + sales management.

The private domain and the public domain are completely different scenarios. The most important thing in the private domain is to gain the trust of users.

1. Private Domain Product Matrix

Let’s do one thing first, platform insights.

A product that sells well in the public domain may not necessarily be suitable in the private domain. So what categories are naturally suitable for private domain e-commerce? There are two main categories:

1) The product attributes are high frequency and strong demand, with repeat purchases and high customer orders.

2) Advertising = content category. Categories with rich content are naturally suitable for social e-commerce.

The following explains why private domain products must meet these attributes.

Most private domains are in WeChat, and the ways to reach users are nothing more than communities and Moments. Users don’t read your Moments in order to buy things, so more often than not, your product itself must have content attributes and the ability to continuously produce content.

In fact, the private domain scenes are very similar to Douyin. They are not shopping scenes, but interest scenes or social scenes. If you fully understand the private domain scenarios, you will be able to achieve twice the result with half the effort when creating content on Douyin because it is the same logic.

Compared with public domain traffic, the advantage of private domain traffic is that it can continuously generate repeat purchases, and repeat purchases can bring profits. Therefore, products that are not repurchased are not suitable for private domains. For example, if you sell refrigerators, no matter how good the content you create, users will not repurchase, or will not repurchase in the short term.

Therefore, your product must have a high-frequency repurchase attribute, or your product matrix must have a repurchase attribute. For example, in the food line matrix, users may buy bread, sausages, and pancakes. This is the logic.

I often emphasize to others that private domain products must have high customer orders. Why? Because the private domain itself is a scalable business.

If you want to build a team, you need a lot of money; if you want to attract traffic, you also need traffic costs. In addition, don’t think that private domain traffic will not run away once it comes in. Under normal circumstances, there is a 50% loss rate, which will also generate a lot of costs.

If there is no high-order, high-gross-profit product to support the entire private domain system, you will find that it is still a loss.

Many brands are particularly prone to making a mistake, which is that they have a very strong brand obsession and believe that they can only sell their products in their private domain. Once you have such thoughts, it will be difficult to develop your private domain because you are not thinking about the problem from the perspective of platform attributes.

For example, there is a merchant who sells diapers. It is actually possible to calculate how many packs of diapers a mother can buy. This category may be particularly easy to market in the public domain; but in the private domain, we need to increase its repurchase rate, UP value (user contribution value), and profit margin.

At this point, we can no longer focus on selling our own diapers, but instead think about what categories of products these mothers need that are suitable for private domain e-commerce? Focusing on maternal and child scenarios, we provide them with a full set of product support, such as milk powder, complementary food, wet wipes, etc.

When we say something can be successful, execution can only influence 20%, and the remaining 80% of the success rate comes from your insight into the platform. If you grasp the lifeblood of the platform, you will basically have an 80% success rate. So you must first learn to look at the platform, understand each platform, and then let go of your obsession.

2. Private Domain Operation Model

After talking about which products are suitable for private domains, let me share with you a private domain product model:

Main cash-in products + crowd-related products = vertical scene mall

Under normal circumstances, the products in the public domain and the private domain are different. And I also suggest that you don’t use the same product.

The reason is very simple. If you use the same product, you have to give users a reason why they should buy it in the private domain rather than the public domain. Then you have no other choice except to lower prices and provide benefits. If the product itself has the attribute of repeat purchase, users will buy it even without discount, so why should we lose this part of the profit?

So in most cases, we would recommend that you separate your public and private domain products. This will also avoid conflicts between the two teams, because the public and private domain teams are often different.

As mentioned earlier, when we design the private domain product matrix, products with high average order value are a must and are the “main monetization products”.

However, most users will not immediately buy high-order products when they first enter the private domain. Because high average order value also means: high trust, strong content, and high endorsement, which you cannot do right away.

Therefore, you also need "people relationship products" to help you complete the creation of the overall link, guide users to stay in the private domain, and listen to our sharing of high-order products.

For example, we sell collagen, and our users are all mothers. We use some daily necessities in the public domain to attract mothers to the private domain. Next, how to sell collagen to them step by step? That would require a lot of “human relations products” to take over.

Everyone must remember that when a user buys something, he considers two scenarios:

1) Do I need this product?

2) Is my consumption on this platform safe?

Everyone can think back, after you have selected the product, why do you buy it on Tmall instead of choosing a cheaper smaller platform? Is it because you think Tmall is safe? It has a complete service system, and you are very familiar with it.

Therefore, when users purchase products, they take the platform attributes into consideration.

To be honest, the private domain itself, or the overall delivery experience of the mini program, is not as good as Tmall at present, and many users have not yet developed the habit of shopping here. So, when users come to my private domain, I have to solve one thing first: make users feel that it is safe to buy things on my WeChat.

Therefore, I need to have a lot of "people relationship products" to allow him to quickly place an order with me and then build trust. This is also an area that many businesses tend to overlook.

So, how do you choose crowd-relationship products?

We usually choose some big-name products that are 5 to 6 yuan cheaper than Tmall or live streaming, and then complete the transaction quickly. The application of these products is to quickly resolve users' trust issues in private domain shopping. Therefore, big brands or popular products on Xiaohongshu are the best choices. We just have to make sure the product is genuine and relatively cheap.

After determining the private domain product model, you need to build an operating model.

After contacting a large number of brands, we summarized a set of operating models that are more suitable for brands. It is relatively simple and does not have high requirements for the team. The only requirement is one thing, which is the product supply chain.

The pattern is this:

First, list the main monetization products and crowd relationship products in the private domain, then play with flash groups, member benefits, and private domain live broadcasts, and finally create a vertical scene mall to complete member storage and member fission.

(1) Flash group for group buying of popular products

Why do you recommend everyone to play flash mob groups? Because many businesses do not have the ability to build a long-term group, unless you yourself are an IP, or your brand itself has a very strong IP.

Long-term groups test two things very much: one is the content production ability, and the other is user stickiness. There is basically no other solution for these two things except IP. Therefore, if you don’t have an IP, I strongly recommend that you do not create a long-term group.

But what is the most powerful thing about us as merchants? It's about getting stuff. So when it comes to goods, what is the biggest benefit we can give to users? It is to help users get better goods or better prices. At this time, flash mob groups are very suitable for everyone to use.

A flash group is a community that is initiated by an event and then quickly completes the transaction. It disbands after the event is completed. It is particularly suitable for e-commerce and product-based merchants, or merchants that do not have IP and cannot continuously produce content.

It does not require long-term operation, and when you use flash groups, you will be surprised to find that user stickiness increases. Many businesses want to solve the problem of user stickiness, but in fact, the attributes of the group itself have already determined whether your users are sticky or not.

If you have an IP, your users will naturally be sticky; if you don’t have an IP, then you have to give users a reason why they should follow your group during this period of time. At this time, we must learn to understand human nature. What is human nature? Human nature is that what is about to disappear, or what you cannot get, is the best.

Flash groups perfectly fit this human nature, so you will find that user stickiness is solved.

Recently, WeChat launched the “Group Chat Folding” feature, which allows users to fold a bunch of groups together and open them when they want. In fact, this function is extremely detrimental to the community, because the prerequisite for the community to be active is that it must be seen by users first.

However, it is extremely beneficial to flash groups, because once a user is willing to join your event flash group, it means that he actively wants to buy things. You can complete the transaction quickly, and even if the group chat is collapsed it won’t have much impact.

Moreover, when we are working in the private domain now, we chat more on corporate accounts rather than personal accounts, and the corporate account is a place where the circle of friends is severely castrated. In the past, we spent most of our time on marketing in WeChat Moments, but now, social networks have become the most important tool for user marketing. So I highly recommend everyone to join a flash mob.

(2) Membership benefits

Flash groups can attract users to place orders quickly, but they cannot solve the problem of getting users to place orders continuously. At this time, we need to use the second handle: member benefits.

The essence of membership is to find a reason to give users benefits so that they will continue to buy things from you. Member benefits should be integrated with your mini program application. Completing the membership system design using mini programs is your first test.

Our team’s latest membership approach has completely eliminated membership levels and focused on member points. You can study the membership systems of Cha Yan Yue Se, San Dun Ban, China Southern Airlines, Atour Hotel and Starbucks. They are brands that take membership to the extreme.

The key point of their membership gameplay: making the points system extremely attractive.

Why should users become your members? In essence, they just want to fleece you and gain privileges.

For merchants, coupons are everywhere, and they hold promotions whenever they want. Prices are already very low, so there is not much room to manipulate prices. And to be honest, users will no longer feel the impact if the price is two, three or ten yuan cheaper, unless your products are never discounted.

Therefore, you need to figure out what users need and what can stimulate them to continue spending with you. We have summarized two types of membership benefits:

The first type is things that users usually want but are reluctant to buy or cannot get.

For example, if a user buys a card in your private domain or recharges a certain amount of money, he will be very happy if you give him a Dyson. This is how our recharge card works. If the user recharges a high amount, a set of Dyson will be given to them first. It seems costly, but I make money because after members recharge, they can continue to spend more than twice as much with me.

Why? This is also a kind of user psychology. After buying a recharge card, he feels that the money is not his own, and he doesn't feel anything when spending it. He will also try to buy some new products. What does a new product mean? High customer orders and high gross profit.

The second type is something that can increase social conversation for members.

To give a counterexample, the last time I went to a company for communication, they were doing member benefits. Members bought a piece of clothing of 300 to 400 yuan and gave a small brand of lipstick, which was only 20 or 30 yuan.

The company’s person in charge asked me, how about this membership benefit? I said it was terrible.

First of all, a piece of clothing worth 300 to 400 yuan online is not cheap. But lipsticks worth twenty or thirty yuan are cheap things in the entire lipstick positioning. His brand status is unequal to his giveaway status.

Then, what exactly is the purpose of giving gifts? They made a very typical mistake of giving gifts to give gifts. But we must think about what is the purpose of giving gifts? To place orders, or to spread?

I asked him, what are you doing? He said, in order to place an order. I said that users will not buy you a piece of clothing for thirty yuan lipstick. He also said, for the sake of spreading. Then the user would buy a piece of clothing and post it on WeChat Moments and say: Wow, okay, did they give me a thirty-dollar lipstick? impossible.

Finally, we discussed a solution: change the gift to the popular "ton ton cup" on Taobao and Xiaohongshu, paste their brand stickers on it, and even write the name of the donated user. In fact, the cost is about the same, but the power it exerts is completely different.

This case tells you that your membership welfare design must meet your user base, and the gifts must also match your brand.

(3) Private domain live broadcast

When you use member benefits to pull up the stickiness of the brand’s users, you can conduct private domain live broadcasts.

Live streaming is a means of extremely high conversion rate in private domains. If you rely solely on your community, one-sided sales, and unilaterally, your monetization efficiency will be very low. So I suggest everyone to do private domain live broadcasts.

There is a channel for private domain live broadcasting, which is video account live broadcast. I also recommend that you do it because you need to do live broadcasts, and you can complete it in the video account, and the video account can generate accurate customer fission on WeChat.

After you have done flash groups, member benefits, and private domain live broadcasts, you will come into contact with many supply chains and attract many users. At this time, you can create a vertical scene mall. Then our next step is to complete user stored value and user fission.

User value storage is the core of helping you solve the problem of user retention. Two of the most important things are: First, you must ensure that the money saved by the user can be consumed; second, you must prove that you will not run away.

The essence of these two things is how high your trust can be and how rich your supply chain can be. If your supply chain cannot be enriched and users can consume it within 2 or 3 months after recharging 1,000 yuan, then you should put the mall and fission aside.

Next, let’s share the process of our mother-child group guiding users to place orders:

The first step is to publish content on private domain channels such as personal accounts, communities, circle of friends, and public accounts, including daily single product flash sale, interactive activities, live broadcast previews, epidemic content, etc., in order to activate and acquire fan users;

The second step is, if the user has feedback or orders, he or she will enter the order service process and tag the user at the same time; after the user places an order, he or she can also invite them to join the group through bait, causing user fission;

Step 3: If the user has no feedback, we will randomly select 200 unordered customers every day to conduct a 1 yuan gift survey;

Step 4: After the survey, if the user has feedback, he will re-enter the order service process; if there is no feedback, he will issue a 1-to-1 flash sale notice to him after 7 days (you can observe the user's circle of friends and choose the items that he may be interested in. If he cannot observe it, choose the popular item);

Step 5: After 1-to-1 releases the flash sale notification, if the user has feedback, enter the order service process; if there is still no feedback, 1-to-1 invite him to live broadcast, and give up if there is no feedback this time.

In addition, we will also formulate the monthly category rhythm (main products, product promotions, category strategies, etc.) and marketing rhythm (New Year’s Day, Valentine’s Day, Queen’s Day, etc.) based on the time nodes.

3. Private domain IP logic

After the product matrix and operation model are built, we must start to shape private domain content.

Private domain content cannot be separated from IP, so I share two views on IP:

First, the understanding of IP. We believe that the underlying layer of IP is the transmission of the trust chain.

Brands have category barriers. For example, Nongfu Spring, you can accept it to sell a bottle of water, but you may not necessarily accept it to sell you a pack of cigarettes. However, when we do consumer goods merchants, in order to meet the diverse needs of users, we may need to expand our categories.

How to naturally change and expand categories? That's where IP really comes into play. So the underlying layer of IP is the transmission of the trust chain.

Second, when doing IP, you must have a complete IP portrait or script.

For example, we used to make IP portraits of cross-border nutrition products and positioned them as the "chief experience officer" of a certain product. His IP portraits include: who am I, what I do, character image, family situation, study experience, growth experience, emotional experience, lifestyle, mission, values, character personality, etc.

We must write all the above clearly, like a story. Why do this? Because in the private domain, your community team, sales and content team are doing one thing, which is to play this IP and generate content for the IP. If the people who play IP are not familiar with IP portraits, can the team act like it?

We used to meet a businessman and made a joke. He said: Teacher Cayenne, I had a problem. A customer added me three numbers and was operated by three salesmen. Sales A told him that I was unmarried; Sales B told him that I had a child; Sales C said that I was divorced. Then my personality collapsed, and the customer even posted on Baidu to scold me, recorded videos on Douyin to scold me, saying that our brand is a scam.

Can you blame the user? Can you blame the sales? You can only blame yourself. So IP scripts are very important. Many people will ask, why is my private domain content so soulless? Is this because you did not let the team fully understand the soul you want to express? So learn to make IP scripts.

4. Private domain content logic

Next, I will share with you three major truths about private domain content:

1) Planning is greater than anything else

Your Moments scripts should be refined into date, time, content direction and method.

In fact, the single exquisiteness of the content in the circle of friends and community really does not need to be that high, because users’ reading habits are fragmented. The rhythm, level and quantity of the content are more important than writing a single piece of content.

So don’t be lazy. As an operation trader or project trader, the entire content planning is made by you, or you guide the team to do it.

You have to tell them very clearly how to display the product you want to deliver to users step by step, and then refine it into a brain map, which clearly states the time and what direction to do, and then leave it to the person who is really responsible for writing the content, so that he can do it accordingly.

You must first learn to make plans, which is more important than making a single piece of content.

2) The layout of the circle of friends is greater than the copywriting itself

Why is typewriting more important than copywriting? It’s still back to user habits. When you browse your Moments and community, do you really read the text so seriously? No, it must be a picture that attracted you, a creativity that attracted you, and a stop.

The premise of conversion is staying, and the premise of staying is exposure. So you have to use typesetting to stand out in the user's circle of friends, first complete the exposure and clicking.

So how to learn good typesetting? Please open Xiaohongshu and search for "Friends Circle Typesetting", a bunch of free creative typesettings waiting for you to learn.

3) Private domain content operation is a story club competition

Private domains are social scenes, and no one wants to listen to you seriously how good a certain product is. If you want to plant grass, you have to learn to be a screenwriter. The basic logic of private domain stories is that good scripts + I am using them myself + everyone around me is using them.

5. Private domain sales management

There are five steps to do a good job in private domain operations: build a product model - learn the operation model - know the IP logic - know the content logic - learn sales management.

Many traders do not talk about sales management, but sales management is the key to your journey from 1 to 100. Previously, we learned how to choose from 0 to 1, what products to do, and what operations to do. Next, if you want to expand your scale, you cannot do without sales management.

Sales management means that you need to complete an effective set of SOPs (standard operating procedures) and let sales follow suit. Then you can clearly calculate how much money I have to spend, how much stream I invest, what kind of products I use, and when will it start to monetize; you can clearly know what to evaluate sales, what to evaluate supervisors, and what to evaluate supervisors.

Customer tag management is the first step in sales management.

If you do not manage your customer tags, your sales will be very busy every day, but your efficiency will never be improved. Because he doesn't know who the key customers are.

Compared with the public domain, private domains have tags and blocks, so we can truly achieve refined operations.

For example, most of the promotional activities in private domains are to stimulate new users' consumption, but this also makes old users have the habit of "fleeing" and don't buy without promotion. At this time, we can use customer label management to block high-net-worth old customers when conducting promotions, and not cultivate their habit of making money.

We most often use 4 customer tags: high consumption and high repurchase rate, low consumption and high repurchase rate, low consumption and low repurchase rate, and no consumption record. Based on these four major labels, we still have 60 customer labels in our daily life.

After the customer tag management is completed, you can formulate user hierarchical strategies and adopt different operational strategies and product line strategies for different users.

For example, for important value customers, at the operation level, we can provide membership gift services and membership card promotion activities; at the product level, we can provide high customer order products, crowd relationship products, and channel special supplies. For general users, we can provide flash sale, discount coupons, and recommend group relationship products and traffic hot products.

Sales SOP management is the key to determining the replicable entire model. There are two commonly used SOP management systems:

1) Sales service flow chart

Including one-time acceptance, important user maintenance, second acceptance, daily return visits, etc. Write down the movements and speeches of each link, form a standard model, and then copy them to the team for sales, so that they can do as they do.

2) Sales data statistics table

Statistics are made through table statistics every day, including the number of samples, chat records, the number of failure to pass in time, the number of failure to reply in time, etc., and the reasons for the sales problems are found based on this.

Everyone should learn to use software to do sales management. Because WeChat currently does not have an e-commerce backend like Tmall. Without software assistance, you will not be able to count data. You don’t know how many Moments the team posted every day and how much interaction is.

Finally, when you work in private domains, you will definitely use 5 major tools: official accounts, enterprise accounts, video accounts, mini programs, and private domain live broadcasts. Each tool has its own positioning.

• Official account: mainly a tool for brand display and event acceptance;
• Personal account/enterprise account/community: Three tricks for private domain operation. Nowadays, it is mostly the way of enterprise account + community;
• Video account: a tool for creating character designs, WeChat traffic diversion tools;
• Mini Program: a transaction carrier for private domains, but if there are no previous community, personal or enterprise accounts, the mini program is also useless;
• Live streaming: a tool to improve conversion rate.

Today's sharing ends here, thank you everyone.

Author: Xinbang

Source: Xinbang