Notes from an e-commerce private domain operator!

Maybe everyone now knows what public domain and private domain mean, but may be unfamiliar with the "commercial domain"!

What is the business domain?

Narrow interpretation: private domain in e-commerce (this is my personal understanding, there are not many explanations of business domain in the market at present).

Presumably, many people would think that the business domain is the private domain. In fact, there are many essential differences between the private domain and the business domain. The private domain emphasizes the management system of users in the enterprise/personal traffic pool, while the business domain is the operation system that the product generates for users. Simply put, the underlying logic is the same, but the actual operations will be different.

This article explains the private domain operation system, user stratification decision-making, package card/SMS drainage techniques, and how to become a private domain operator from the first-hand perspective of an e-commerce private domain operator.

1. Preliminary considerations for e-commerce private domain

1. Private domain operation system

The prerequisite for operation is to have an awareness of the systematic thinking logic of the brand’s private domain. Whenever you see the three words "systematized", you must react immediately and realize that this must be based on the overall logic.

The " system " is to look at the overall situation and not use tactical diligence to cover up strategic laziness.

What is Tactical Diligence?

Planning activities: flash mob, lucky draw, group buying…

Operating the community: group building, scripts, selling goods...

There are also short videos, live broadcasts, fission...

It is not enough to study the tactical issues in such details right away, instead of analyzing the overall situation, strategy, rhythm, etc. of the entire activity/project. It will not work if you rely on tactics without a detailed strategic distribution.

The systematic implementation of private domain operations requires three key steps: traffic generation (where does private domain traffic come from? Delivery or order fans), acceptance (where to accept the traffic?), and operational conversion (how to operate and convert the traffic later?).

2. Private Domain User Acceptance and Stratification

Have any of you ever encountered this situation: "I have a lot of friends and have created many groups. At the beginning, the groups are very lively, with people complaining, discussing, and learning from each other. But gradually the groups become less active, and no one replies to the messages sent by the group owner. I don't know whether the friends in the group have read the messages sent by the group owner."

The above situation is actually an inevitable trend caused by the failure to do a good job in the acceptance process. The acceptance of private domains is not as simple as simply adding users as friends.

Importance of undertaking :

• Avoid user churn;
• Prevent being forgotten by users;
• Connecting the past and the future, ensuring the smooth progress of activities;

Timeliness of acceptance :

• Pass in time;
• Chat in real time;
• Label in time;

It is also very important to perform user segmentation for the incoming traffic. The segmentation method and logic provide a good screening mechanism for the next step of conversion. Generally, user segmentation can be divided into two categories: tag segmentation (using different tag attributes as the basis for user segmentation through tagging);

Community stratification (based on information asymmetry between communities, using different communities to stratify users);

2. The often overlooked e-commerce private domain traffic diversion method

The success or failure of private domain operations is premised on whether the traffic is in place. In recent years, many emerging brands have relied on capital financing to conduct large-scale public domain placements, and then used new financing to conduct secondary placements to divert traffic to the company's private domain. However, capital has begun to cool down, and such phenomena may become less and less common. How should e-commerce private domains divert traffic?

1. Package card drainage method

Mainstream parcel card categories on the market:

• Notification reminders: new product launches, spokespersons
• Product promotion: brand concept, brand image
• Marketing: Register as a member to enjoy gifts, red envelopes and cash back for positive reviews, free gifts
• Hot topics: condolences, care

The process of refined operation of parcel cards can be divided into 7 stages:

① Clearly target traffic:

Efficiently directing corporate public domain users to the pool of private domain users that want to be retained, and accumulating the number of private domain user pools, this is the first priority repurchase: when the diversion process reaches the user, the immediate repurchase effect of private domain orders is achieved, or the user is recalled to the private domain for subsequent operations and product repurchase.

② Policy finalization

• Selected products: The core is to grasp the needs of human nature, for example: people are lazy, like to follow the trend and are lazy to think; people love to pursue perfection (attractiveness of hook products: cash red envelopes > low-priced physical products > coupons > virtual services).
• Determine gross profit: look at each brand’s product cost structure + internal gross profit requirements. The higher the gross profit, the greater the choice of hook products. At the same time, for brands with higher gross profit, appropriate traffic-generating strategies such as “breaking prices” can be used.
• Fixed materials: pictures (product title pictures, mini program covers, banners), copywriting (product titles, scan code reply copywriting, social media traffic copywriting).

③Policy testing

• Backend construction: Create product links based on the SaaS system mall backend.
• Copy editor: Use different copy for different products, channels and links.
• A/B testing: monitor the link traffic generation effect of each channel and conduct tests.
• Data analysis: Analyze and judge based on the recalled data to make decisions.

④Style design

• Focus: Confirm the size, color, and format of the card;
• Points of interest: interest points, copywriting, structure;
• Entrance: drainage entrance, channel into the group;

⑤Batch printing

After the card style is designed, you must first ask the manufacturer to send you a proof of the card, control the production process of each parcel card, and then determine the number of cards based on the company's monthly, weekly and daily order quantity. After confirmation, formally print the cards in batches, distribute the cards to the warehouse, and require the warehouse to strictly deliver the goods.

⑥Officially launched

When the card arrives at the warehouse, the first thing to do is to synchronize information with all channel departments, such as customer service, operations, technology, etc.

It is best to prepare corresponding questions and answers and process SOPs for each department that comes into contact before shipment.

⑦Data monitoring

There are two important indicators for package cards to be optimized and iterated: the traffic recall rate and the single card contribution rate.

2. SMS traffic diversion method

The classification of SMS traffic and package card traffic is actually similar, both are divided into notification reminder category, product promotion category, and marketing category.

• Notification reminders: award notifications, membership renewals, and event participation reminders;
• Product promotion: brand concept, new product launch;
• Marketing: promotional activities, membership festivals, free equity cards, lucky draws, live streaming flash sales, cash red envelope benefits;

The process of SMS refinement operation can also be divided into 7 stages

① Clear purpose

The purpose is the same as that of the package card, which is to attract traffic and repeat purchases. However, the difference from the package card is that no matter how bad the package card data is, there will not be a 0 traffic rate. However, if the batch sending of SMS is not done properly, there will be a phenomenon of 0 fan recall.

② SMS crowd positioning

• By channel: Public domain - Douyin, Tmall, JD.com, PDD, Xiaohongshu...; Private domain - Youzan, Kuaituantuan, service accounts...
• By category: divided according to product category.
• According to the RFM model: the most recent consumption record, consumption frequency, and consumption cycle.

③ Policy finalization

It is the same as the parcel card policy introduced above, with fixed products, fixed gross profit and fixed materials.

④ Mobile phone number resource acquisition

If the company itself has a large number of user mobile phone numbers, it must first deduplicate the numbers after exporting them from the CRM system. The logic of deduplication is that for multiple order information of the same user, only one needs to be retained based on the contact information he left.

⑤Overall path configuration

Create monitoring links: Create promotion links according to SMS plans and monitor data;

Backend configuration: welcome message settings, copywriting & mini-program links;

SMS platform configuration:

• SMS copy test interception;
• Upload mobile phone number package (de-duplication);
• SMS plan timing;

⑥ A/B testing

Without past data to support decision-making, the best way is to keep testing.

Conduct permutation and combination tests through push time, different versions of copy, different channel paths, content of hook products, etc.

⑦Large-scale SMS push

After confirming the above 6 stages of testing, unify the data and plan implementation content with the relevant departments in contact. Monitor the data for 3H, 6H, and 12H after successful sending, because the data will basically stabilize after 24H.

3. How to become an expert in private domain operations for e-commerce

1. "Deployment of troops" for tactics

Generally, you will find that people who are particularly good at playing private domains have a characteristic, that is, they have a solid foundation in the basics of playing private domains , and are proficient in the entire system framework of private domain operations, how to attract traffic, how to build personal settings, how to convert, how to place ads, how to run activities, how to interact...

2. Get rid of the obsession with technique

Sometimes after reading too many marketing strategies, people will get lost in the techniques. However, true private domain masters will break away from the obsession with techniques and think about the underlying logic of the private domain . Everyone has his or her own private domain operation system, and the construction of the system stems from the recognition of the underlying logic of the private domain. Before planning each activity, think about the purpose of the activity, what goals to be achieved through the activity, and what are the corresponding indicators in the activity. Clarify the relationship at each level, and link them together to form your own system. Breaking away from the "technical bondage", the path to becoming a master is much faster.

IV. Conclusion

Private domain is no longer a trend, it is the current strategy for corporate monetization and conversion. There is nothing wrong with a company needing traffic to survive, but it is a waste if the traffic is not retained. At the same time, traffic is becoming more and more expensive, and the cost of acquiring customers is also becoming more and more expensive. As an e-commerce private domain operator, you must seize every entry opportunity and never think that this method is not feasible without any data support. Parcel cards and SMS recalls are still good breakthroughs for private domain growth.

Author: Original Operation Notes

Source: Original operation notes