How Li Jiaqi and Perfect Diary use WeChat private domain traffic

The current first-line live-streaming influencers and the rapidly growing domestic beauty brands both have similar methods in operating private domain traffic, but there are still differences in details. Let’s take a look.

This year Li Jiaqi is very popular, Perfect Diary is very popular, and private domain traffic is also very popular. One is currently the popular live-streaming e-commerce anchor, one is an emerging domestic beauty brand, and the other is a new channel for acquiring and retaining users.

Today I would like to talk to you briefly about how Li Jiaqi and Perfect Diary acquire and maintain their users through the new channel of private domain traffic.

1. Definition of Private Domain Traffic

Private domain traffic is a hot word on the Internet and has no official meaning, but there are various definitions on the market.

Generally speaking, private domain traffic is relative to public domain traffic. For example, the relationship between personal Toutiao account and Toutiao, personal Kuaishou account and Kuaishou, and corporate WeChat account and WeChat.

Personally, I think private domain traffic has many carriers and forms, among which WeChat is one of the channels that most companies involved in private domain traffic value most. Therefore, Li Jiaqi and Perfect Diary have many private traffic channels.

But today we are going to take a look at how a leading influencer and a pride of domestically produced goods operates private domain traffic on WeChat.

In order to give you a more intuitive understanding, I will use the most specific cases to show you. I am only analyzing this based on my personal observations and findings after joining their private domain traffic operation circle, and I hope it will be of some inspiration to you.

2. Li Jiaqi’s WeChat private domain traffic operation

1. Private Domain Traffic Channels

The main components of Li Jiaqi’s private traffic on WeChat are: WeChat public account + WeChat group + WeChat personal account.

1) WeChat Official Account

Li Jiaqi has two public accounts on WeChat. The account "Li Jiaqi Austin Fans Welfare" stopped updating in November, and now the account "Li Jiaqi Austin" is updated daily.

Image: Li Jiaqi & Wei Ya’s official account

As the top influencer in selling products, Viya also has a public account called “Viya Surprise Club”, which is updated daily.

2) WeChat fan group

If you want to join Li Jiaqi's fan group, you must first follow the official account, then add a WeChat robot, and invite people to join the group using a verification code.

Picture: Join Li Jiaqi’s WeChat group

I joined Li Jiaqi’s WeChat fan group not too early, being the 174th one, but now the number of Li Jiaqi’s fan groups has exceeded 260. The group I’m in, group No. 174, has nearly 400 people. Based on this size, it is conservatively estimated that Li Jiaqi’s WeChat fan group covers at least 100,000 people.

Image: Li Jiaqi’s WeChat fan group

Of course, this number is not terrible. Compared with Li Jiaqi’s tens of millions of fans, it is still very small. I believe this number is not the goal of their team. Moreover, there are many players in the market who are engaged in private domain traffic of WeChat groups, and they have tens of thousands or hundreds of thousands of group resources.

3) WeChat personal account

Based on the current size of the group’s 100,000 fans, one WeChat account can add 5,000 people, so Li Jiaqi’s assistant has at least 20 personal WeChat accounts.

Image: Li Jiaqi's assistant WeChat ID

For example, Li Jiaqi’s assistant—Ye Zi, Li Jiaqi’s assistant—Hua Hua, Li Jiaqi’s assistant—Bao Zi, Li Jiaqi’s assistant—Fei Fei, etc.

2. Private domain traffic operation

1) WeChat Official Account

Li Jiaqi’s WeChat public account mainly serves three functions: one is to gather fans, two is to direct traffic, and three is to provide previews.

Polymer powder precipitation:

WeChat has 1.1 billion users, and any merchant, IP, or internet celebrity who wants to build a brand will not be spared. What’s more, their fans overlap to a high degree, and users’ frequency of using WeChat must be higher than the frequency of opening Taobao Live.

WeChat public accounts have fans from various platforms, including some new users on WeChat.

Figure: Data reference for the new version of Li Jiaqi’s official account

According to the estimated data monitored by the Xinbang platform, Li Jiaqi’s WeChat official account has at least 1 million followers, and the number of headline readers is almost always over 100,000. He has long dominated the TOP30 of the fashion category of official accounts.

In the week of December 16-22, the overall score of Li Jiaqi Austin's official account ranked 10th, and on December 26, the highest score ranked 3rd in the fashion category.

As the top influencer in selling products, Wei Ya also has very good statistics on WeChat official accounts.

Fans diversion:

While Li Jiaqi’s WeChat official account is gathering fans, it is also directing traffic to various platforms. For example, Li Jiaqi’s Kuaishou, Douyin, Taobao Live, and Taobao store.

Image: Li Jiaqi & Wei Ya’s official account

The most important thing is to direct traffic to Li Jiaqi’s private WeChat domain.

Fans can find the entrance to add fan groups in the WeChat official account, and assign fans to Li Jiaqi’s latest fan group through live codes.

Event Notice:

Li Jiaqi does live broadcasts almost every day. For important products and activities, he will send out live broadcast and sales announcements through the WeChat official account at around 6 pm every day. The number of readers of each article is over 100,000.

A lot of thought has also been put into the content, such as Li Jiaqi's style of recommendation "All girls, buy it, OMG, etc.", which can be seen in every article.

Image: Li Jiaqi’s announcement tweet

In addition, Li Jiaqi’s beauty temptation is almost never the same, and the header pictures of every day’s tweets are photos of Li Jiaqi’s life.

For girls who love beauty and some people who are obsessed with looks, how can they not take action to support their male idols when they look at their latest photos every day?

2) WeChat fan group

As a more private WeChat fan group, it performs similar functions.

The main purpose is to gather more accurate fans, event previews, fan exchanges and after-sales services.

Compared with WeChat public accounts, Taobao Live, etc., the fans accumulated in one’s own WeChat group are more accurate and segmented.

There are customer service staff who serve as Li Jiaqi's assistants, robot customer service staff, group support staff, etc. in the group to assist in the operation of the fan group.

At the same time, through the communication and interaction among fans in the WeChat group, they can not only find a sense of belonging, but also a sense of participation and motivation.

Figure: Li Jiaqi's fan group portrait and interaction

I looked at the fans in the two WeChat groups, and the vast majority of them are women. The atmosphere for discussion and communication is also relatively good, which will make the fans more influenced by other users in the group.

3) WeChat personal account

Li Jiaqi’s personal account mainly operates private domain traffic in the role of an assistant.

Image: Li Jiaqi's assistant's WeChat Moments

The assistant’s WeChat account, from the avatar, background image, to the content of the Moments, all revolves around Li Jiaqi, constantly strengthening the image of Li Jiaqi as an IP.

Why do we need to add a personal WeChat account?

Adding a personal WeChat account will give users a subconscious sense of trust and comfort. For the platform, you can do marketing at any time by creating groups, sending one-on-one private messages, and displaying them on your Moments.

3. Perfect Diary’s WeChat private domain traffic operation

As a beauty brand that has been established for less than 3 years, it can frequently occupy the TOP1 list of Tmall cosmetics.

It has invested a lot of effort in building private domain traffic and has achieved very good results.

Xiaohongshu fans: 1.751 million, Douyin fans: 1.488 million, Weibo fans: 400,000, Bilibili fans: 46,000, Kuaishou fans: 1.401 million.

In addition, there is also a layout in the WeChat private domain traffic, which is mainly the method of WeChat public account + personal account + WeChat group. Most of the routines and gameplay are similar to those of Li Jiaqi, Qian Dama, etc.

But there are a few differences that can be mentioned separately.

1. Multi-channel traffic diversion

1) Store traffic diversion

Over the past year, Perfect Diary has opened more than 30 offline experience stores across the country.

According to Feng Qiyao, president of Perfect Diary's new retail business unit, the pace of store opening will be accelerated, and 600 stores will be opened across the country in the next three years.

Now every offline store requires shopping guides to guide users to follow Perfect Diary’s official account and WeChat account through discounts and other means.

2) Express delivery

In addition to offline store traffic diversion, in online e-commerce channels, after users purchase Perfect Diary products, a red envelope card will be attached to the product package.

Through shopping red envelopes worth 1-2 yuan, guide users to follow public accounts and WeChat accounts.

2. Personal Consultant

Since Perfect Diary is a beauty brand, it wants to interact with users more naturally.

Perfect Diary specially created a beauty and skincare consultant account with the persona of "Xiao Wanzi", and Perfect Diary's fan group is called "Xiao Wanzi Perfect Research Institute".

Picture: Perfect Diary Xiao Wanzi

Relevant data shows that there are currently at least 100 personal WeChat accounts with Xiao Wanzi as the persona, and hundreds of thousands of users have been added as WeChat friends.

There are thousands of WeChat groups like Xiao Wanzi Perfect Research Institute, and the WeChat group I am currently in has nearly 200 people.

Whether it is a WeChat group or a circle of friends, services are provided to users based on the character of Xiao Wanzi. For example, answering questions and collecting opinions in the group, posting personal updates on WeChat Moments, etc.

This approach not only shortens the distance between the brand and users, but also displays the brand's image and products more intuitively.

In addition, according to Feng Qiyao, in order to keep pace with the pace of opening offline stores, Perfect Diary plans to recruit 3,000 first-line beauty consultants, including more than 500 makeup artists.

If every beauty consultant had a WeChat account with a Xiao Wanzi persona, and added 500 customers to one account, the number would also be in the millions.

Recently, the 3.0 version of WeChat for Business launched enterprise groups and enterprise circles of friends. It is expected that some brands will take advantage of this to make their presence felt.

3. WeChat ID Matrix

Both Li Jiaqi and Wei Ya try their best to concentrate their WeChat fans on one account, which will be more focused and highlight their personal IP.

Perfect Diary, on the other hand, needs to establish a matrix of multiple WeChat public accounts of different types to cover more users. There are currently 16 WeChat public accounts, some specifically serving fans, some targeting students, and some providing beauty and skin care guidance.

Among them, Perfect Diary's official account, according to New List data monitoring, is estimated to have more than one million fans, with more than 100,000 headline views and an average of more than 3,000 views.

Figure: Perfect Diary & FOTILE WeChat Matrix

I predict that with the enrichment of Perfect Diary’s product line and the expansion of local stores, there will be public accounts based on sub-brands and stores in the future. Because whether it is a traditional brand like Fotile or a community fresh food e-commerce like Qiandama, they are all using this old routine, and it is simple and effective.

4. Content Marketing

1) Official Account

The content of Perfect Diary’s official account is not as single as that of Li Jiaqi and Viya, and most of them are previews.

Picture: Perfect Diary official account and fan group

Perfect Diary’s official account has new product previews, makeup tutorials, product reviews, and interactive activities.

2) WeChat Group

The core of Li Jiaqi’s WeChat group is still user interaction and live broadcast previews, and transactions are not made directly in the WeChat group.

Perfect Diary, on the other hand, uses recommendations from its fan groups to guide users to place orders directly on the Wan Zi Xin Xuan mini-program platform. The group will also receive reminders of new products, discounts, and other offers on a daily basis.

3) Personal account

For the personal account with the character of Xiao Wanzi, the brand specially found a good-looking girl to play the role of Xiao Wanzi.

Xiao Wanzi’s circle of friends is easier to bring users closer together than Li Jiaqi’s assistant persona. Moreover, in terms of update frequency and content quality, the content is more professional than that of Li Jiaqi's assistant.

Picture: Xiao Wanzi’s circle of friends

By the way, there are many cases like Perfect Diary where brands build private traffic on WeChat.

Some have established personalities, while others directly use their brand as their image, but both have achieved good results. For example, the offline home furnishing brand MOME has also established its own user base and a personal WeChat account with Nomi Jiang as its image.

4. Do they also want to use WeChat private domain traffic?

Let’s take a brief look at two different types of IPs, Li Jiaqi and Perfect Diary, and see how to operate private domain traffic based on WeChat.

So there is a question that we still need to think about and answer.

Whether it is Li Jiaqi or Perfect Diary, they already have hundreds of millions of fans on other platforms. Why do they still need to operate private domain traffic on WeChat?

For those of you who have never done it, you may not know that managing such a scale of private traffic on WeChat is actually a dirty and tiring job.

There is only one core reason, which is to do better marketing.

1. Multi-point reach

For Li Jiaqi, live streaming every night promotes different products every day.

To motivate your fans to remember to come and support you every day, the most basic thing is to make them develop behavioral habits.

In order to let fans develop such a habit, users need to be reminded every day and every year. Whether it is Douyin, Kuaishou, Weibo, Weitao, or all WeChat channels, we must find a way to inform users about this matter.

The more channels and forms you use to connect with users, the more efficient you will be in reaching users, and the more difficult it will be for users to leave you.

Imagine that a user follows your Douyin, Kuaishou, official account, and WeChat group. He may have missed your Douyin or Kuaishou yesterday or today, but you still have your official account and WeChat group that can influence him.

I call it complementary reach, or substitute reach.

2. Two-way interaction

To be honest, although users follow Li Jiaqi’s Douyin and Kuaishou, they may also be in Li Jiaqi’s Weitao group.

However, in terms of user interaction, only WeChat groups and personal accounts are truly two-way interactions.

You can use WeChat to add users to the group immediately, or you can directly find the user’s WeChat for a one-on-one private chat, like, and comment. Users can also directly @ the assistant or customer service in the WeChat group, or find Xiao Wanzi one-on-one to make suggestions.

This feeling and effect cannot be compared with Weibo, Douyin and Kuaishou.

3. Continuous trading

Activities, exchanges, recommendations, and personal account marketing within WeChat have increased users’ awareness and trust in the brand.

Sufficient preparation has been made for subsequent transactions.

The effects of live hawking and WeChat friend recommendation are completely different, but the ultimate goal is to make a deal.

Moreover, for Li Jiaqi, he uses WeChat to retain fans and direct new WeChat users to his Taobao live broadcast and Taobao store.

For Perfect Diary, the solution is to lock in new and old users from various channels such as Taobao, Xiaohongshu, and Douyin on WeChat and conduct direct transactions.

5. What should we pay attention to regarding WeChat private domain traffic?

1. Rationally look at WeChat private domain traffic

The main reason I share these two cases with you is to tell you that you should decide whether to do WeChat’s private domain traffic based on your actual situation.

I have seen many products and brands that have achieved success by leveraging WeChat’s private traffic. In addition, industries like home design, pet care, beauty and personal care can also find entry opportunities based on WeChat.

But for companies like Didi, Ele.me, Maoyan Movies, etc., it is a bit far-fetched and not cost-effective to generate private domain traffic based on WeChat.

We often fall into a misunderstanding, and it is easy to develop a self-hypnotic illusion that everything can be a community, everything can be private, and everything can be live-streamed.

I hope you will treat this rationally, and not miss the opportunity or fall into misunderstandings.

2. Private domain traffic is not a short-term harvest, but a long-term strategy

Private domain traffic is essentially an act of managing users. It is definitely not cost-effective and ineffective to conduct user marketing based on WeChat and make short-term profits.

1) No short-term harvesting

As an operator or boss, don’t think that once you add users to WeChat or a WeChat group, you have to immediately place an order and close the deal on the same day or week.

Some product and service cycles may be one month or a quarter.

Friends are made by making friends, and users are cultivated by nurturing.

In addition, don’t think of this as a one-time business where you make money from users and that’s it.

Instead, we should think about how to make users want to buy again a second and third time after they buy once, while also bringing in new users.

2) Does not mean unlimited consumption

I don’t agree with some of the statements online about private domain traffic.

Private domain traffic can reach users at any time and frequency.

Frequently disturbing users is actually a waste of time.

How many times can content be posted in a WeChat group in a day, and how many times can all members be @ed?

How many posts do you post on your Moments in a day? How many posts contain product information? How many posts contain daily life information?

Is WeChat one-to-one private chat push once a week or once a month?

Building user trust is not achieved through pure product recommendations, but requires building users' perception of your brand and products through multiple dimensions.

Moreover, we do not simply ask for things from users. Users on WeChat pursue fairness more.

When you recommend and ask for something from me, what do I get as a user?

3. Which products are suitable for WeChat private domain traffic operations?

After reading this article, some of you will definitely be wondering what kind of products and services can be used for private domain traffic operations based on WeChat, and whether your business is suitable for them. I would like to provide you with some references.

1) Frequency

The products and services provided should preferably be those with a relatively high consumption frequency, so as to continuously awaken users’ memories of the brand and provide opportunities for the brand to reach users.

Therefore, the live streaming, community group buying, catering, etc. that you see are suitable to a certain extent.

2) Cognition

The products and services provided can effectively solve user cognitive problems.

For example, Wu Xiaobo Reading Club, Operation Research Society, Designer A Shuang, and YYP Talk about Cars, these are essentially cognitive services that provide users with knowledge and information.

It is particularly suitable for registering fans, readers, etc. in your own WeChat account, which can be a fan group or a personal WeChat account.

3) Relationship

The products and services provided can effectively provide links to relationships and resources.

For example, the various organizations, associations, alliances, and city meetings circulating on the market are all aimed at bringing together people who have a need for resources and have similar relationships, providing them with services, and charging fees.

4. Private domain traffic is relative

1) Private domain traffic can be divided into deep and shallow

Just from my personal understanding, a personal Kuaishou account is a private domain relative to Kuaishou, and after directing the fans on the Kuaishou account to the personal WeChat account, the personal WeChat account becomes private domain traffic.

Then, the most core 400 people out of the 4,000 to 5,000 personal WeChat accounts can be added to the hardcore fan group, and this hardcore fan group of 400 people will become a more private private domain traffic.

If we select 20 or 30 people from these 400 people to serve as fan managers, or even offline friends or business partners, these 20 or 30 people will be the ultimate private domain traffic.

Therefore, no matter the platform or the scale, private domain traffic is relative.

2) Private domain traffic can be divided into large and small

Moreover, not all brands and services must reach a scale of tens of thousands to be called private domain traffic.

You set up a self-media group, and only bloggers with more than 2 million fans can join the group.

Or you have created an e-commerce merchant circle, and only merchants with annual transaction volume exceeding 100 million are eligible to join.

Sometimes, this kind of private traffic is more accurate, effective, and more valuable.

You may only serve 100 or 200 people, but maybe the profits generated are big enough.

Therefore, when doing private domain traffic, you still have to analyze it based on your actual business. The bigger the better, nor is the smaller the better.

The key lies in what is your purpose? What kind of value and services do you provide and what kind of effects can you produce.

The above is a brief analysis of private domain traffic based on the two special cases of Li Jiaqi and Perfect Diary, based on the application of WeChat in the fields of anchors and brands.

So regarding WeChat private domain traffic, how to set up the application of public accounts and live codes, and how to guide users to join groups and complete transactions. I will try to share with you later what kind of content to post on Moments every day, how to set up WeChat groups, reminders and other specific implementation steps.

Author: Shili Village

WeChat public account: Shili Village (ID: shilipxl)