Case analysis: Deconstructing the gameplay of community operations!

After the concept of private domain traffic emerged, many companies have achieved effective growth in their products by creating private domain traffic methods such as WeChat Moments and community operations. The author also took Happy Cake as an example and broke down its gameplay.

In 2019, when many people were lamenting that "business is difficult and traffic is too expensive", private domain traffic began to rise - Perfect Diary achieved a monthly sales of 100,000 US dollars through social networks and personal accounts, and Baby Play English has 300,000+ paying users through the social network fission system.

There is no doubt that the gameplay of private domain traffic has helped them break through the traffic trap and find the growth point of the enterprise again.

However, I believe that everyone has read a lot of introductions about private domain traffic, so I will not talk about this term today. I mainly want to analyze the community operation and private domain gameplay of Happiness Cake through my personal experience (being an undercover agent), and I hope it will be helpful to the owners and operators of physical stores or chain stores.

Xingfu Cake was founded in Shenzhen in 2008. It mainly sells cakes, afternoon tea and other baked goods. It is a chain O2O e-commerce cake brand - that is, they have many stores and provide delivery services. Their products are not expensive and their target customers are mainly people aged 18-35.

So what problems do they solve through community operations?

I think the most important thing is to build a scenario-based consumption scenario, making the act of buying cakes or bread more frequent and increasing the repurchase rate.

Building scenario-based communities:

1. With temperature
2. reality
3. Create a sense of connection
4. Generate a sense of participation

Scenario-based communities are the fastest way to solve user trust issues. With trust, combined with marketing activities, purchasing behavior becomes very easy.

Okay, this is the underlying logic of selling products through communities. Now let’s take a closer look at how their communities actually operate.

1. Attracting new members to the community

1. Offline store traffic diversion

The basic traffic of the community comes from offline stores, which attract users to join the group through the bait of prizes and benefits. The screenshots show that there are still quite a few people entering the stores every day.

2. Diversion of traffic from other communities

Through rental company communities such as Ziroom and Eggshell, we carry out publicity and promotion and attract traffic to the communities.

3. Community fission

1. Allow users who join the group to invite others, and get rewards when they invite 10 people.
2. Rewards are drawn based on the number of people in the group.

The two methods can be used together to help the community split and quickly attract new members, but please note that the prizes must be collected in the store (this determines that most of the new members are within a 1 km radius).

The method used by Happiness Cake to attract new members to its community is relatively common, but as long as it is implemented, a group will be full very quickly. Since he has many stores, the group names are all named after places. People who arrive at the stores basically live in the surrounding areas, and they are also fission people. So if we are doing new customer acquisition with geographical restrictions, then this is something we need to pay attention to.

2. Community Retention and Activity

1. Clear community rules

There are group rules, daily rules after joining the group, and thresholds, such as not being able to post advertisements or link related content.

2. Responsibilities, division of labor and cooperation

After joining the group, the group owner (store manager) will take the lead in welcoming you, and the water army (store staff) will cooperate to make the store manager's personality IP-ized.

3. Be active through activities

• a. Likes in Moments: First, add the WeChat of all users in the group, and then increase the chances of exposure and reach through personal accounts; second, it is to break the ice. After the store manager adds you, he will greet and chat with you for a few words. Once you have a preliminary understanding, it will be easier to chat in the group.
• b. Repost to Moments and collect likes. Let users forward store activities to Moments to attract more people to participate in the activities. This will give back to fans and attract new ones.

3. Transformation of the community

1. All event prizes must be collected in the store

For all activities and prizes, you need to go to the store to collect them, but when you get to the store, most people still want to buy some other bread, or try the new drinks to go with it.

2. Buy one get one free online

Launch a mini program in the community to allow users to participate in buy-one-get-one-free special offers, with a limited quantity each day, and use some high-priced products to bring down prices.

3. Try something new

Every time fresh bread comes out, I will take beautiful photos, especially at afternoon tea time. I was a little hungry and sleepy, but when I saw the photos of the fluffy custard bread, I couldn’t resist the urge to place an order.

Here is a professional term called "high point", which means a certain action makes the user excited and then a key behavior occurs. Do you have it in your products or operations?

4. Birthday discount

Birthday benefits include membership discounts. As the community grows in number, it is not surprising that there are people with birthdays every day. Sometimes there are several in a day. When you are happy on your birthday, you will go shopping.

The above is the way I see the Happy Cake community operation gameplay. Of course, there are shortcomings. Here are the areas I think can be improved:

1. For corporate afternoon tea, appropriate B-end discounts can be given, or group buying can be added. Of course, this is not just for community operations.
2. The community’s efforts to attract new members are not strong enough, for example, multi-level rewards for attracting new members can be set up; in addition, before the group reaches a certain level, appropriate red envelope incentives can be given to increase trust and show that I will really reward when the group is full.
3. The community outputs too little content. There is no knowledge output related to bread and cheese. There is also a lack of games and interactive topics to increase community activity.
4. You can organize some offline activities to allow users in the community to participate, such as signing up for new product trials, handmade DIY, parent-child projects, etc. Firstly, it increases the sense of trust, and secondly, it creates a closed loop of offline traffic for fans and members.
5. The activity conversion in the group is mainly based on online promotions. The form of the activities is relatively simple, and users are easily fatigued. Some gameplay can be added, such as 1 yuan flash sales for new products, 50% off for weekend limited products, etc.

This is just my brief thought. Everyone is welcome to add to it. I will make a summary at the end of the story.

Many offline stores may also be doing the community operation of Happiness Cake, but more research is needed on how to help stores increase sales.

I personally think:

Offline fast-moving consumer goods brands like this need to turn all store managers into IPs, unify content output, stimulate user excitement with exquisite pictures, link online and offline through social networks, complete the private domain traffic closed loop, and ultimately use repurchase rate as the assessment target to drive the entire community private domain system to roll out. When growth and repurchase are self-circulating, other stores can replicate the operation.

Author: Mr. Black Beer

Source: Mr. Black Beer