Perfect Diary’s high conversion “private domain traffic” skills

In 2019, when many people were lamenting that "business is difficult" and working diligently, Perfect Diary, known as the pride of domestic products, received a new round of financing last month and its valuation has exceeded 1 billion US dollars.

In less than three years since its launch, Perfect Diary has surpassed old classics, overtaken overseas brands, and become the No. 1 domestic cosmetics brand. It can be said that it is unstoppable.

I believe that Perfect Diary’s growth strategy has been covered in many articles, so today I will not talk about how Perfect Diary achieved counter-cyclical growth through the typical combination of “channel marketing + content marketing”. I will mainly talk about my personal experience (yes, in order to write this article, we lurked in several private domain traffic WeChat groups that did well for several months). Let’s analyze it together: Is Perfect Diary’s “private domain traffic” operation really amazing?

How does Perfect Diary leverage private domain traffic?

Some industry insiders break down private domain traffic operations into several processes: finding fish, luring fish, circling fish, fishing, and raising fish.

The fishing process of Perfect Diary is undoubtedly the best among them. After my experience, I can say that it is a step-by-step approach.

There are two main ways to grow its private traffic pool:

• One form is store guidance, which uses welfare to guide customers who come to the store to add a WeChat account and become friends. This WeChat friend is Xiao Wanzi, who has been developed into a small IP.
• Another form is that after users place an order for Perfect Diary products online, they will receive a "red envelope card", which will guide you to follow the official account to receive it, and then guide you to add the personal account Xiao Wanzi. Xiao Wanzi will further invite you to join the group and scan the code for the mini program.

Deconstructing Chibi Maruko's character

It is understood that Perfect Diary has hundreds of personal accounts, all of which use the unified persona of "Xiao Wanzi" to the outside world. In other words, it is not the result of the operation of a few people, but a huge team providing operational support to open up the entire chain.

I tried to break down the character design of Chibi Maruko from the perspective of user experience, and it can be roughly divided into the following levels of cognition:

1. External layer: Let users perceive the character’s appearance, manner, clothing, and conversation, eliminate the sense of distance, and bring users closer.

So we see a delicate pig girl named Xiao Wanzi who lives in the circle of friends. She is not only beautiful, but also a beauty expert. In addition to frequently sharing beauty products, she also often checks in at popular tourist spots and chats with everyone about weekend life, food and other things. She is like a warm and emotional good friend who stays by your side.

2. Inner layer: creating potential energy. Potential energy is built on the basis of users' recognition of you and is a necessary condition for gaining others' trust and dependence. A person with high potential can influence a lot of people.

Xiao Wanzi's potential is reflected in the creation of an amateur KOL. She has established the persona of a "personal beauty consultant" through highly active texts, makeup review pictures and professional tutorials, allowing users to feel that the person communicating with her is a living person who is professional and trustworthy in the field of makeup.

The influence of KOL (personality) + community + media (circle of friends) is so powerful that even my assistant couldn’t help but try it.

After talking about the character setting, let’s talk about the operational level.

The development strategies of most companies and users can be summed up in two words: killing pigs. What they do every day is to lure users in various ways, and then wait to sharpen their knives to attack the pigs and sheep.

I believe that many girls who love beauty have had this experience. Every time they go to a beauty salon or a barber shop, the Tony teachers will talk about your skin condition and hair quality, and then sell you a membership card. But in fact, at this moment you are just a little sow in her mind, and she is thinking about where to start cutting the meat.

Some people say, why doesn’t the pig-killing model work now?

The answer is that the IQ of the pig has improved, and users can no longer be impressed by just a few words of your tricks. What are we relying on now? fish culture.

This is the rule of the game for the entire business: from the pig-killing model to the fish-raising model. To manage user assets and retain customers, we can no longer use the old way of thinking. We must do: manage with a user mindset.

How does Perfect Diary conduct user operations?

1. Give users a reason not to delete you or leave the group

"Xiao Wanzi Perfect Research Institute" has a lot of practical makeup sharing, which is very necessary for makeup novices. There will also be new product releases, live makeup and lucky draws, and continuous activities to attract users' attention.

2. Create fan benefits

The group and Xiao Wanzi’s circle of friends often launch low-price, limited-time flash sales, such as adding 1 yuan to get the second item, or the second item at half price, etc. It can be said that they really pamper the fans. But the key point is, we have tried it and it is true that the welfare activities will not be available after the time limit.

It is worth mentioning that "Xiao Wanzi" is very restrained when posting advertisements on WeChat Moments. It does not coldly send a link to a large number of users, but guides users to actively express their willingness to buy, and then sends the link if they are interested.

3. Emotional management

The highest level of private domain traffic is to communicate with users heart to heart. The user trusts you, knows that you truly care about her, and feels that you are a person who understands her, rather than a vampire who only eyes her wallet.

There is no doubt that Perfect Diary has put a lot of thought into its online emotional intelligence. Whether it is the copy of Xiao Wanzi saying goodnight every day or the thank-you letter on the first anniversary, they are all carefully designed and conceived, and are full of emotion. The words between the lines make users feel respected and warm.

Okay, after sharing the good side of Perfect Diary’s private domain traffic operations, I also want to point out some problems that I think still exist.

1. Like all social networks, although there are more than 400 people in the Xiaowanzi Wanmei Research Institute group, there are still very few active users. Therefore, it is worth discussing what the conversion rate behind it will be.
2. The operation of the group is still mainly based on promotional activities and advertising bombardment, and the activities are single in form, which will easily make users tired to a certain extent. As for whether it will cause users to quit and delete the group in the long run, causing damage to the brand, this will be verified by time (emmm, anyway, I blocked the group (╯□╰))

How does Qiandama create a high-conversion traffic pool?

I would like to share another case here, which is an example that I have personally experienced and I think is relatively good in terms of private domain traffic. I hope it can give you some inspiration.

This case is Aunt Qian (yes, I joined several groups and lurked in them hhhh)

If other communities are like stagnant water, then the Qiandama community is like a living spring.

First of all, the Qiandama community solves the problem of user convenience.

The customer service sends the day's dishes and discounts to the group every day. If users want to buy certain dishes, they can ask the store clerk to take a photo, and then confirm and place an order in the group at any time. Delivery is included for orders over 38 yuan, and it will be delivered to the door within half an hour.

For office workers or those who are too lazy to go out, would you choose to wait for an hour for Daily Youxian or place an order with Aunt Qian at the vegetable market near your home?

Secondly, use red envelopes and lucky draws to activate users

The customer service will send out red envelopes in the group every night. It’s not much, just a few cents, and the person with the best luck will receive the same dish. Don't underestimate such an operation. It is a carefully designed consumer psychological game. Users happily grab red envelopes, happily go to the store to receive prizes, and then buy other dishes for the next day in the store.

The cost to the brand was very low, but it brought unexpected results. On the one hand, it increases the activity level in the group, and on the other hand, it solves the problem of repeat purchases, killing two birds with one stone.

Another thing worth praising about Qiandama is its after-sales service, which solves the trust issue.

As long as a consumer reports in the group that the vegetables they purchased have quality problems, customer service will definitely provide an unconditional refund, which greatly resolves the consumer's concerns.

After the business is closed, the clerk will send photos of the store shelves to the group for users to supervise, and implant the concept that Qiandama does not sell overnight food into the minds of users. Because they see it, they believe it. Qiandama's operation solves the "last centimeter" of trust between people.

What kind of rules can we draw from the two cases of Perfect Diary and Qiandama? The following are 8 private domain traffic operation suggestions I have compiled, I hope they can inspire you.

8 suggestions for private domain traffic operations

1. Private domain traffic is definitely not a simple way of making money, but the cultivation of long-term relationships. This is a long-term job that requires time and energy. If a company only wants the customer service team to set up a large number of personal WeChat accounts, circle users in like wooling the wool, and then bombard the group with all kinds of advertising information, then I advise you to stop doing it as soon as possible.
2. When operating private domain traffic, you cannot think about "squeezing all the users" from the beginning. There is no reward without hard work. You must attach importance to the long-term value of the operation. Short-term benefits are just the finishing touch. The long-term value is the reason why he will not delete you when you can expose him on the circle of friends and interact with him.
3. The core of private domain traffic is to build a deeper relationship between users and operators and reduce transaction costs through trust. Public domain traffic, on the other hand, is obtained through platform endorsement, cost-effectiveness and operational means to obtain transaction opportunities. For enterprises, they need to deal with private domain traffic with the left hand and public domain traffic with the right hand. Remember, private domain and public domain traffic are not in an antagonistic relationship, but a synergistic relationship.
4. For a community to be active, there are eight words to describe it: either people are of the same kind, or they are of the same bad taste. It takes 1,000 true fans to make a brand. The brand must first determine what the core value of your product is? Then determine the community values, user portraits, and community value. Therefore, you must set standards and thresholds for your target users so that not everyone can be included.
5. Your taste should match your fans. For example, if you want to attract high-end users, you need solid research reports and deep insights, and you cannot publish superficial and meaningless content. What kind of content you write attracts what kind of users, so don’t blame your users for not being good enough. First, ask yourself whether the quality of your content can keep up with your ambitions.
6. At present, private domain operations under the WeChat ecosystem are still the mainstream. WeChat public accounts are used to create content; personal accounts are used to retain users, strengthen relationships, and deepen conversions; WeChat groups are used to manage user revenue and promote interaction; and mini programs can be used to graft products and carry out user fission.
7. It is difficult for a marketing department or new media department alone to activate a mature private traffic pool. It must have cross-departmental cooperation in a wider range to work together to maintain it. Just look at Perfect Diary and you will know that behind it is a mature industrial chain.
8. Enterprises need to understand the balance and trade-offs, and weigh the pros and cons based on their actual situation before deciding whether to enter the private domain traffic market. Don't follow the trend blindly and copy others.

Author: Sister Mulan

Source: Sister Mulan