Analysis of private domain operation plans for retail enterprises!

When a retail company with a scale of 100 billion yuan enters the private domain, from which dimensions will it formulate an operation plan?

Before writing a formal proposal PPT for a client, it usually takes dozens of internal meetings to evaluate and break down the client's needs (Brief).

Then, based on the premise of whether the "full-year GMV" operational target can be achieved, through various operational strategies and gameplay, and based on the past experience of operating large-scale retail e-commerce projects, operational rules and reusable methodologies, we try our best to help customers achieve various data indicators and goals.

Let’s review the background of the customer’s needs:

“Using the official service account of the project brand and the shallow users who have already recognized the brand as the traffic pool, we will deposit them into the brand’s official fan welfare community and complete three indicators:

First, explore and precipitate user value through the operation of community content;

Second, improve the order conversion rate, repurchase rate and GMV of group fans on the mini program mall, and achieve new user acquisition and activation on the platform;

Third, the official fan community’s annual target value is 1 million. ”

Knowing what kind of operational data indicators and GMV goals to achieve is only a prerequisite for writing a proposal. The team must work with the project director, planning team, and operation team to discuss "what kind of private domain community operation strategy to use to formulate a relatively reasonable full-year plan and solution."

In addition, we jointly defined the logical framework and strategic direction of the entire proposal PPT presentation.

In this proposal, the client requires that the proposal should focus on the following aspects:

1. Divide communities into different business types and provide community management solutions;
2. There are various types of communities, including official welfare groups and maternal and child care communities, but not limited to these;
3. Based on the brand business characteristics and community operation effects, a full-link solution for group building is provided.

Therefore, the core of the proposal will be divided into three levels:

1. Strategy layer;
2. Presentation layer;
3. Data layer.

As shown in the figure below, this is a global view of the proposal framework of a leading e-commerce retail business.

"The following is compiled based on the actual bidding presentation content and proposal PPT, with slight adjustments made, and some data and PPT details have been desensitized."

1. Proposal Structure: Strategy Layer

1. Category Crowd Profile Analysis

In order to conduct targeted analysis of the platform's own paying population and customize community operation strategies for different groups of people, it is necessary to first conduct a comprehensive insight analysis of the categories to ensure that the needs of users of different categories can be matched in a targeted manner and to clarify the community operation plan after users enter the private domain.

Based on a user data survey of various categories in 2020 in an authoritative industry report (as shown in the figure above), in these six categories:

• The total number of users of food, household cleaning, and personal care products exceeds 100 million, with a peak of around 130 million. (It is worth noting that the number of transactions by users here does not represent GMA);
• Maternal and infant products, toys and alcohol have the fewest overall users among the six categories;
• TGI reflects the strength/weakness index of the target group within the scope of characteristic research. The top ten population portraits come from the definition of users by a leading e-commerce retail business, which can be compared to Alibaba Databank. The proportion of family groups and middle-class groups is generally high.

(1) Crowd Insights 1

The target group structure of the top ten groups in the category was analyzed. The target group structures of the three groups of people, namely individuals, families, and food, are highly similar, and the population tends to be diversified, among which the maternal and child and toy categories are particularly prominent.

(2) Crowd Insight 2

The portrait data of the alcohol category population shows an opposite trend to that of other categories of population.

(3) We initially concluded

• The user structures of personal care, household cleaning, and food are similar, mainly sinking users and urban blue-collar workers, mostly dispersed users with a large span;
• Based on user portraits, maternal and infant products and toys can be used as a starting point for parenting, and toys and musical instruments can be used as a key extension point for maternal and infant products.
• The demographic profile of alcoholic beverages is relatively special - the target audience is mostly male, accounting for more than 66%, which is much higher than the other five first-level categories (the ratio of men to women is similar). They are mainly family users and middle-class people, and the consumption scenarios tend to be family gatherings and petty bourgeoisie life;

(4) Further analysis of population portraits from the perspective of age groups

Users of personal care, household cleaning, and food categories are relatively young, and the overall population portrait is between 26 and 45 years old.

So what kind of solution can transform the fact that the population structure is relatively dispersed into a long-term operational advantage?

The above chart further supports the analysis conclusions of personal care, family, and food.

How to gain further insights into the purchasing preferences and mindsets of the analyzed basic population portraits?

With an overall understanding of the consumption preferences of these four primary categories, we will analyze the sensitivity of promotions and reviews, and the conclusion is:

• Users of maternal and child products, toys, and alcohol have a clear preference for coupon shopping;
• Food is a rigid demand and is the least sensitive to promotions;
• Users do not consider word of mouth when choosing toys;
• The evaluation of wine plays a key role, and the corresponding wine operation needs to be centered on word-of-mouth operation.

Therefore, regarding the classification of communities, the overall operation will be divided into three major directions:

• The themes of personal care, household cleaning and food, which are mainly for sinking users and urban blue-collar workers, can be shared;
• The main themes are maternal and infant products, toys and musical instruments, which are mainly for family users;
• The wine category will be separated out separately.

Key points: Earlier we have comprehensively analyzed and discussed how to position the layered operations of private domain communities.

According to Zero One's past experience in private domain operations, the relevant analysis of people and goods plays a key role in the specific approach of private domain community operations, among which the operational positioning of the venue (referring to the community) and the planning ideas of personal IP play a determining role.

This also enables us to achieve data compliance for every small indicator in the actual agency operation process.

2. Operational directions of different categories

After clarifying the positioning of multiple thematic directions of the community, we will further analyze and verify based on an authoritative report in the industry.

(1) Preference analysis of different groups of people

As shown in the figure below, the daily decision-making purchase period for personal care household groups is significantly shorter than the decision-making time during promotional periods.

At the same time, represented by natural people and family decision-makers, they are willing to try new products and pursue a quality and healthy life.

Based on the feedback from the report, household decision makers are extremely opposed to new things.

Against the backdrop of the epidemic, more and more people choose to buy fresh ingredients online, and there are significant differences in preferences for each type. At the same time, people are paying more attention to their health.

In terms of overall characteristics, the population of personal care, household cleaning, and food is scattered, unfocused, and has a large user span.

Back to the maternal and child and toy categories, from the perspective of purchasing channels, comprehensive e-commerce apps are still the main purchasing channels, which is obviously beneficial to us.

The right half of the above picture shows that Generation C mothers’ focus on content shows a significant convergence.

The consumption is concentrated on parenting products, maternal and child health knowledge, and at the same time, the attention paid to self-improvement has increased significantly.

Ingredients, functions, and quality are the focus of attention for mothers in the Connected 24 hours Era (24-hour online era), and they have a high influence on purchasing decisions.

Specifically for the wine and beverage category, the penetration rate of online channels continues to increase.

Since there are not many alcohol categories, coupon review information is sensitive and needs to be analyzed separately.

Based on the understanding and analysis of wine categories, the current secondary categories are relatively limited, mostly white wine, beer, a small amount of foreign wine, and grapes, white wine is one of the subcategories with the widest audience.

On this premise, we conducted an analysis and summary based on past wine sales festivals.

The New Year shopping season and the Mid-Autumn Festival are the busiest sales seasons of the year, and this consumer group mainly purchases for gift giving and personal use.

Compared with 618 and Double 11, the same user group tends to rely significantly on platform discounts for purchases.

(2) Based on crowd insights, we implemented a community stratification strategy

What is the future direction of the community? How to formulate product selection strategies within the community?

Based on the user structure type classification in an authoritative report in the industry:

L-type, U-type, and E-type will further define the user tag characteristics. The specific user structure definition is shown in the figure above.

We will formulate clear strategies for each type of consumer, and thereby determine the subsequent operational positioning, communication direction, product selection strategy, and fission feasibility.

(3) Consumer attributes and matching strategies

Among the three attribute types, type L is unplanned consumption, focusing on attracting new customers.

The population characteristics of personal care, family, and food are dispersed, unfocused, and have a large span, which is an obvious L-shape.

For this type of people, we will be relatively dispersed in our strategy of attracting new customers, and in terms of product selection, we will push new first-tier fast-moving consumer goods brands to users.

Overall, maternal and infant toys and alcoholic beverages belong to U-type users, that is, users with planned consumption.

This type of users as a whole show obvious price sensitivity. While paying attention to price changes, they also have a dual pursuit of brand and quality.

In terms of operations for maternal and infant users, the core strategy is to promote repeat purchases and conduct reasonable consumption upgrades based on the user life cycle of this group.

Extending to product selection, we need to guide them to higher-level product lines in order to increase the average order value.

Wine and beverages attach great importance to word-of-mouth promotion, which can be combined with scene education to reasonably combine people, time and space.

Specifically speaking of execution strategies, taking the iteration of sales talk as an example, we can create the user perception of "have a bottle of wine when you are upset or tired, have a bottle of wine when you are relaxing", and promote wine conversion.

2. Proposal Structure: Presentation Layer

1. Basic operations

We have broken down the KPIs for the 1 million fans throughout the year one by one, and divided the operation cycle into the following stages:

• Q2: Preparation period - due to time constraints, the goal was set at 100,000 users;
• Q3: Refined operation period;
• Q4: Steady improvement period.

"You may have noticed here that we did not divide the platform according to the target of 800,000. We hope to set a higher target and complete the KPI ahead of schedule."

(1) Inventory of existing traffic matrix

The above figure is a traffic conversion estimate based on the client’s existing traffic entry matrix - mini programs, video accounts, and official accounts. The estimated number of people who will settle in the community per month is: 31,550.

This data is the ideal data calculated after counting the daily active users, likes, and readings of the graphic section.

It is difficult to achieve the above goals relying solely on private domains. Certain traffic support is required during the project startup phase, and personal IP will be very important for the management of the entire enterprise WeChat.

(2) Brand IP customization strategy

The IP function positioning is not limited to a fan welfare officer, but will also have consultant attributes. Based on strict screening of products, it will act as a life manager for users.

Although it evolved from a real-life IP, it will need some AI functions in the later stage to provide users with timely and effective assistance and enhance user perception.

(3) Brand IP operation and personality building strategy

There are not only IP numbers in the community, it is also recommended to add an appropriate number of water army users to increase activity.

In terms of details, it is recommended to have a group size of around 200 people.

(4) Daily operational actions

• Service Activities
• Related flash sales
• Minigames
• Topic Interaction

The rhythm of the IP’s circle of friends is also very important. Corresponding scheduling can be carried out according to the rhythm of the platform’s annual activities and implemented with different themes.

(5) Refined operational actions

On the basis of stratifying new and old users, community speech follows a differentiation strategy and simultaneously establishes a speech library to improve operational efficiency.

In promoting the conversion of fans in L-type communities, based on the characteristics of consumers' tendency to make impulse purchases and low price sensitivity, we will stimulate and cultivate user consumption habits through promotional content, and the repurchase rate needs to be analyzed based on specific categories.

The impulsive consumption tendency of L-type users to experience new things determines the operation opportunities. We will focus on operations in this regard to give users a reason to place an order every day.

"For example, a family user does not need toilet paper at the moment. But because of the activities within the group and the affordable price, he may place an order."

In terms of daily operation rhythm, for L-type users, we will carry out weak marketing and strong promotion, while implementing fixed discounts and synchronously arrange theme days to guide users to continuously repurchase.

For U-type users, we focus on using topics to drive conversions.

Activities such as "Baby Party 18", "Big Brand Storm" and "Crown the Queen" can be interspersed in the maternal and child and musical instrument communities to constantly create topics and mobilize the attention of users in the community.

Due to the "planned" nature of this group, the focus of the operational strategy will be adjusted to attracting new customers and recalling them, and product marketing will be reasonably included in various topics.

Especially for users of maternal and infant toys, it is very important to cultivate their minds. The Fan Day/Member Day of the WeChat community on the 9th of every month needs to become a regular action.

(6) Community and on-site activities

In the community promotion stage, the strategy will focus on guiding consumers/fans to make reservations with IP for activities, ensuring that they make purchases as soon as the activity starts, and generating fission in user word-of-mouth while enjoying product discounts.

The life cycle operation of community fans matches relevant rights and interests through interactive marketing and precision marketing at the implementation level, such as coupons and flash sales, and users win discounts by making wishes and guessing products.

2. Improved efficiency

In terms of improving overall efficiency, the focus will be on the linkage of WeChat private domain resources and the supplement of tools.

(1) Resource linkage at the WeChat private domain level

Judging from the overall matrix at this stage, except for the public service account with 5 million followers, the others are in a relatively basic state.

Based on the existing situation, we propose the following optimization strategies:

At the mini program level, in the past, after users entered, there was no relevant activity entrance from the search page to the purchase completion page. It is recommended to adjust the path to release promotion bait after entering the mini program, and guide users to scan the code to join the group after completing the order.

At the public account level, the optimization strategy is as follows:

• Join the video account linkage and interact with the fans of the video account;
• Embed in the menu bar and add a personal account/mini program entrance for backflow;
• Adjust the content and frequency of template messages;
• Use tweet content and pinned comments to attract traffic.

(2) Three suggestions on how to play with efficiency

In order to improve the overall operational efficiency of the private domain, various user-oriented operational fission gameplays will be introduced simultaneously to improve the efficiency of the entire private domain model with a better input-output ratio:

1. Mission treasure - Based on three major groups, Mission treasure generates poster fission. It is calculated that each participating user brings an average of 4 to 10 new users;
2. Distribution - Based on past activity data, distribution has a high performance in transaction conversion rate. Ideally, the fission level can reach 12 levels, and the effect of space expansion is quite impressive;
3. Points gameplay - Link with user resources within the site, focus on the points system of brand members, or build an additional growth value system within the WeChat community, which can be considered to be connected later.

3. Proposal Structure: Data Layer

1. User data accumulation

On the data level, the enterprise microblog will be the main body to complete the efficiency improvement of retail intelligence and digitalization, and simultaneously complete the accumulation of user data assets. The definition of labels within the enterprise microblog will include:

• User Conduct
• Channel Source
• portrait
• Focus

In order to assist internal operations personnel to use enterprise micro-tools more efficiently, we will provide in-depth services such as external presence and in-house training.

At the data connectivity level, the interfaces between enterprise and individual microblogs will be interconnected, and identities will be unified through user union IDs.

After matching and binding the fans of each public account matrix with the platform business card, we can import users into the public account through a series of operational strategies, such as platform-related contact methods.

In line with the push tone of the official account, we will continue to re-operate and re-reach to achieve linkage marketing on both ends of WeChat.

2. Industry data reference

Based on past projects, the following values ​​can be used as reference for key nodes and corresponding indicators in the process:

• Drainage rate: 15%
• First order rate: 20%
• Repurchase ratio: 1.2 times
• Number of items purchased: 1.5 times - 2 times
• Social fission: 20%

3. Seed user acquisition

In this project, it is recommended to obtain seed users through the following means:

• Activity page live code
• The housekeeper account is embedded in the public account menu
• Mini-game interactive integration benefits
• Friend Invitation

If there are fewer fans in the early stage and the base of the crowd is low, the efficiency of friend invitations cannot be too high. In the selection of various strategies, matching the efficiency of attracting people and the quality of users is a more critical link.

4. Write at the end

So far, we have shared the full-year private domain operation plan that Zero One Private Domain made for a retail giant with a market value of 100 billion yuan.

Author: Zero One Private Domain

WeChat Official Account: Operational In-depth Selection