5 basic skills for brand private domain implementation!

After experiencing the epidemic in 2020, brands all want to grasp the life-saving straw of "private domain". However, less than a quarter of 2021 is left, and the returns that private domains have brought to some brands do not seem to be satisfactory. The ROI of some companies in private domains seems to be constantly reminding them that private domains may be a rootless duckweed that can only be monetized for a short time and cannot withstand the test of time. Is this really the case?

Luckin Coffee, a brand private domain player, recently released its first-half financial report. Its net revenue in the first half of 2021 was US$492.9 million, a year-on-year increase of 106%. We are familiar with the coupon activities pushed by Luckin’s private domain community. It can be said that the private domain has contributed good performance to Luckin. There is also Kidsland, which went public some time ago and is also a learning model for private domain players. Not to say that every brand can turn around or go public through private domain, but at least private domain is still the second curve of brand growth. So why are some brands not doing well in the private domain?

Below I will briefly talk about my personal views on the basic skills of brand private domain implementation from several important aspects.

The fundamental reason why private domains are valued is the change in traffic patterns. Brands have also seen the CLV value of users, so they are willing to invest time and energy to build their own private traffic "pool". When brands build their own private traffic "pool", they should consider repeatedly honing the basic skills such as "people" in the private domain, content in the private domain, tools in the private domain, methodology in the private domain, and team members who execute the private domain.

The "people" in the private domain refer to traffic, which is also the first step in starting a private domain - traffic diversion.

The essence of traffic generation is to find the target group that suits your brand through effective means. By simply analyzing this sentence, traffic generation can be roughly divided into:

1. An effective means is needed.
2. Suitable for the target group of your own brand.

First of all, as a brand, you should find an effective means of traffic generation. Not all means of traffic generation are suitable for you, and not all means of traffic generation from your peers will be successful. Taking Luckin Coffee as an example, Luckin's basic strategy for attracting traffic is that users of each store can first add Chief Welfare Officer Lucky as a friend, and then create a group around the store's LBS location information. Luckin’s effective means is for store users to add welfare officer Lucky through the store’s card and then create a group through LBS.

In addition, almost all users who enter the store will be the target group. In this way, Luckin Coffee found its own method in the basic skill of attracting traffic.

In addition, an e-commerce client we have served has also found his own method in the basic skills of private domain traffic diversion. Here is a brief introduction to their traffic diversion method. I believe that if you are also engaged in the e-commerce industry, you will also choose package cards as your first choice.

However, parcel cards have been on the market for several years. The previous customer acquisition cost may have been 1 yuan, but now it may have risen to 10 yuan or even higher.

Customers are becoming less and less sensitive to parcel cards, and the corresponding conversion rate is also declining. Our client also chose parcel cards in the early stage, but the conversion rate was really unbearable. We combined various methods in attracting traffic and gave suggestions to this client. According to the nature of the traffic mentioned above, we first find an effective means to guide customers into the private domain pool through the model of package card + AI voice + small gifts. At the same time, the small gifts will also be products of our own brand. In this way, accurate users are identified. Someone will definitely ask, won’t this increase the cost?

Yes, costs have indeed increased. However, the conversion rate has increased, and the customer acquisition cost has decreased compared to before. Previously, the cost of package cards was 10,000 yuan for 300,000 package cards, and the conversion rate was only 0.05. The cost of acquiring a single customer is 6 yuan. After adopting the model of parcel card + AI voice + small gifts, the total cost is 20,000, plus 300,000 parcel cards, the conversion rate rises to 0.3. The cost per user is 3.3 yuan. In this way, the cost of acquiring 10,000 private domain users is reduced by almost half.

Therefore, when a brand starts its own private domain project, it must find its own method of attracting traffic, constantly polish and refine it, and optimize each node, which will distance it from its peers.

After finding the underlying logic of private domain traffic diversion, you need to find the corresponding tools and scenarios to implement the method.

First, let’s talk about the source of traffic. The existing traffic on the market can be divided into public domain traffic and private domain traffic according to the source of traffic. Public domain traffic can be roughly divided into information flow traffic, platform e-commerce traffic, media platform traffic, live broadcast traffic, and offline store traffic. Private domain traffic can be roughly divided into public account traffic, personal account traffic, enterprise WeChat traffic, community traffic, circle of friends traffic, video account traffic, mini program traffic, etc. Private domain traffic is mainly aimed at brand merchants with a fan base, and realizes unified user management and large-scale operation through traffic diversion means.

Information flow diversion and media platform diversion basically belong to the business modules of the marketing department. In the private domain execution, they can cooperate with relevant departments to deposit users into the private domain traffic pool. When directing traffic through channels such as platform e-commerce, live streaming, and offline stores, you can design the content of the traffic directing plan in conjunction with the private domain IP plan. The brand's actual traffic directing channels can be selected based on its own products.

After talking about the source of traffic, the next thing is the process of traffic entering the private domain, that is, the channel for drainage. When talking about brand drainage, a tool that cannot be ignored is the live code function. Whether it is online or offline, public or private, the live code can not only solve the problem of frequent addition of people to WeChat accounts, but also solve the problem of drainage data from different channels, making it convenient to analyze the drainage data of each channel when reviewing the brand. Of course, live codes can only play the role of tools to help us attract traffic more conveniently. The implementation process is a different way of attracting traffic, that is, how to make rational use of live codes and other traffic tools.

Here is a brief introduction to several methods, which can be roughly divided into: customer scanning code to attract customers, social media to attract customers, external link to attract customers, adding customer WeChat with mobile phone numbers, customer search to add customers, and other ways of attracting customers. Customer scanning code to attract traffic means that customers scan the live code to join the brand's private domain, but the live code can be divided into channel live code, regional live code (based on LBS), customer lock live code, label live code, etc. Channel active codes can count the traffic data of different channels. Regional active codes can divert traffic based on location, which is Luckin’s traffic model. Label diversion can achieve user stratification and diversion at the same time.

The customer lock code is suitable for creating 1V1 exclusive services. Community traffic can be divided into automatic grouping, unlimited grouping, multi-group traffic, and tag grouping. After the customer adds an employee to the automatic group, the enterprise WeChat automatically pushes the group entry guide and group QR code, and deposits the customer into the employee account and group chat at the same time. Unlimited group chat is an unlimited group QR code that associates multiple enterprise WeChat active codes. When the previous group chat is full, a new group will be automatically created. Customers scan the code to join the chat one by one, and all customers who scan the code will be pulled into the group chat.

Multi-group traffic generation is to set up multiple group QR codes for different product business lines and place them on a traffic generation page. Customers can scan the code to select any group chat, or join multiple group chats of interest at the same time. Tag grouping means creating groups based on different tags for different customers. Enterprises can formulate community operation plans in a targeted manner according to tag characteristics and carry out effective marketing. External links are used to attract customers outside of WeChat. Clicking on an external link can directly call up the mini program. Long press to scan the QR code to add employees to the corporate WeChat and join the corporate WeChat group.

Add customers by mobile phone number WeChat administrators can assign adding friends tasks to front-line employees in batches, increase the speed of adding employees, and automatically count employee addition data. Customer search and addition means that customers use their WeChat ID/mobile phone number. When adding employee WeChat, employees can use corporate WeChat to apply for friends and add customers to WeChat and corporate WeChat.

After talking about the sources and channels of traffic, the last thing we want to talk about is the destination of the traffic, which is the scenario of operating traffic - WeChat for Enterprise. The WeChat ecosystem currently has the most concentrated users, the most complete ecosystem, and the strongest social attributes, making it the best choice for brands when choosing private domain scenarios. In the following articles, I will talk about the basic skills of brand private domain from the aspects of specific private domain content, private domain tools, private domain methodology, and team members who implement private domain, combined with corporate WeChat.

When brands are consolidating the basic skills of landing in the private domain, they must not pursue the quantity of traffic too much in the early stage, but the quality of traffic. The 20% most loyal users often contribute 80% of the brand's profits.

While private domain gameplay is everywhere, I still want to talk about the basic skills for private domain implementation - content.

Content can be said to be the foundation of a brand’s private domain services and is indispensable in private domain operations. Just like water, which is needed for all things to grow, content permeates every "corner" of private domain services. At the same time, content reflects the value of information, and as the most basic medium for disseminating information: text symbols are everywhere behind the execution of every private action, so when classifying content here, we do not go into specific details of every action. Here we will only briefly discuss our understanding of content from several aspects, aiming to show the importance and development direction of private domain content.

As one of the important basic skills in the private domain, the main role of content in the brand's private domain can be roughly defined as the ability to produce information that is helpful to customers and can deliver the value of products and services based on their pain points and needs . A simple analysis of this sentence shows that content has a premise and a value when it is produced.

One prerequisite is that the content needs to address the customer’s pain points and needs. One value is that the content needs to be helpful to customers, effective, and able to deliver the service value of the product.

The process of implementing brand private domain content can be roughly divided into the following steps. First, we need to establish the overall theme content of the brand private domain, then establish the theme content of the brand private domain IP, and finally establish the theme content of the brand private domain products. The overall theme content of the brand’s private domain is mainly reflected in what pain points and needs the brand’s private domain can solve for users and what value it can bring to users, that is, some industry and communication content in the brand’s private domain promotion;

The content of a brand's private domain IP mainly comes from the process of shaping the brand's private domain IP after the brand's IP is confirmed. If it is a character IP, it will be detailed to all aspects of the character's daily life. In this way, the image of private domain IP is continuously consolidated and enriched; the theme content of private domain products is mainly reflected in the content of brand products in private domain activities, including product recommendations, product introduction details, product activity flash sale content, etc.

When we produce content in the private domain, the most important basis is the above three points:

1. The overall theme of the private domain;
2. Private domain IP themes;
3. Private domain product theme.

Different brands may have different focuses when producing content.

For example: When Baodao Glasses was doing private domain business, they mainly focused on the content of the products. They defined all shopping guides as KOLs. The more KOLs a brand had in its private domain, the wider the moat of the private domain would be. These KOLs mainly provided high-value content and services, such as helping customers retain their eye health data and providing corresponding services based on the user's eye data. Provide more professional content on products to allow users to experience private domain services in a personalized way.

Therefore, in the first process of providing private domain, the brand has already confirmed the general direction of the content. On the one hand, the content will have clearer goals when it is produced, and on the other hand, it will make private domain content more aggregated.

Of course, when producing content, we can use SCRM tools to improve content production efficiency. For example, the content material library can save the content templates of our activities, saving the time cost of later partners in producing similar materials.

When distributing private domain content, various content distribution platforms are involved. Here is a brief introduction to content distribution scenarios, as well as some of our daily thoughts when choosing scenarios. The content distribution scenarios are mainly based on the WeChat ecosystem, which can roughly include: official accounts, mini-programs, personal accounts, enterprise accounts, video accounts, communities, Moments, etc.

The content of a public account can be roughly divided into regularly pushed content, homepage display content, automatic reply content, menu bar content, etc. The content is distributed mainly based on the type of public account. For example, Qiaolangzhong’s official account mainly distributes health-related content, and can also provide related functional services of Qiaolangzhong smart detector in the menu bar. The main content of the mini program is the product, including the product activity content. The mini program has formed a mature closed loop in the consumption circuit and is a good choice for merchants when building their own shopping malls. Community content will have different content production and distribution depending on the community’s positioning. Generally, flash groups focus on product content, while communication groups focus on interactive and professional content.

Generally, community content will be distributed together with mini programs. For example, Luckin Coffee’s mini program cooperates with the community to activate users in the community every day and achieve GMV targets. The content of corporate WeChat accounts mainly focuses on building personal image, including brand and product promotion. After the existing corporate WeChat account opens the Moments, three Moments posts can be distributed every day. The content of the video account is mainly based on the IP established by the brand when building the private domain theme. The video account facilitates the rapid dissemination of the IP, and the expression form is more vivid and specific.

Of course, when distributing content, we can still use SCRM tools to manage content distribution. For example: group SOP function, personal SOP function, customer mass messaging, customer group mass messaging and other functions can all reduce the labor cost of content distribution.

After private domain content is distributed, in addition to analyzing the distributed content through the platform’s own data, we can also analyze the data with the help of SCRM tools. Moreover, after analyzing the data in specific scenarios, we can also tag users. Here is a simple scenario. For example, after a user clicks on our Moments link, we can tag the user with a Moments viewer. If the same user clicks on the link three times, the system can tag the user with an aggregated intended user tag.

In the future, both hardware and software facilities will be greatly developed and upgraded. Content will definitely not be limited to pictures, texts or even videos, but in the private domain or the entire business ecosystem, content is still the cornerstone of all services and products. Only by laying a solid foundation for content can our ecological building grow taller and taller.

Finally, let’s return to the definition of content. The content must help users solve their pain points and needs, and be valuable to both the brand and the users. Therefore, any content in the private domain is produced and distributed from the user's perspective.

The importance of SAAS tools for private domain operations is self-evident. “If you want to do your work well, you must first sharpen your tools.” A good SAAS tool must help private domain operations improve efficiency and help brands reduce costs.

A qualified private domain operator must not only be able to operate but also understand social skills. You must be good at using tools, because tools are the medium for process execution, standardization and scale. When doing brand private domain operations, the implementation of each operation plan is like fighting a battle, and the tools are the guns in our hands. Without guns, the battle for private domain growth will be difficult to win. By the same token, if we only have guns, everything else becomes empty talk. Therefore, only if we are proficient in the use of tools can we have a greater chance of winning in the battle of private domain operations. We and tools complement each other, and they can help us go further.

So, for private domain operations, what kind of tools do we need? First of all, before designing every function of this tool, there is a major premise, which is to conform to the value of Tencent's ecosystem (only for the private domain ecosystem based on enterprise WeChat). Almost all the opportunistic tools and functions on the market will turn into gray industries after they become bigger and stronger. Frequently disturbing users is not what private domain operations want to do during implementation.

What we want to do is to provide refined push notifications to users with needs, and tell them that as long as they need us, our services are always there. Reach information to users who do not need the product yet but recognize the brand, and tell them that they enjoy the discounts and services that they have earned through their brand loyalty. Tools that can help us go further on the road of interacting with users are the tools we need for private domain operations.

The existing tools on the market are basically designed based on various aspects of brand private domain growth. In terms of attracting new customers, there is a tool called live code, which segments each channel and can reasonably allocate users to different employees. It can also ensure that the same customer still belongs to the same employee when scanning the live code for the second time. The above briefly introduces the channel live codes and customer locking QR codes among the live codes.

When activating users, you can use some common marketing tools, such as exclusive draws for new users to win brand gifts, gifts for sharing activities, etc. When it comes to user retention, labeling management tools can be used to help operations manage users in layers and reach them with messages. When converting users, you can make corresponding personal SOPs and community SOPs based on labeled user stratification.

When users spread the word, we provide them with fission posters, one-customer-one-code, etc., to help them obtain corresponding rewards and data statistics in a timely manner when promoting the company. The existing functional tools on the market are basically designed based on the logic of private domain growth. But as mentioned above, do we need such tools in private domain operations? Or is this the tool I need?

Just like the marketing tools I mentioned in the above article on activating users, sign-in, lucky draw, and clock-in are still the marketing methods used by many brands in private domain operations. However, this has been a marketing tactic that has been used for several years! I don’t deny that some marketing strategies are still effective in special operating scenarios. For example, learning communities, running communities, and check-ins are still good marketing methods. However, in the private domain of e-commerce where messages are piled up, signing in and clocking in are no longer attractive enough for users.

We prefer more direct lotteries. Private domain exclusive lotteries are simple and direct. There is no need to say much after winning. Users provide the address and the brand provides the prize. The first interaction between a brand and private domain users should be kept as simple as possible, which is the long-term way to activate users.

Just like when Gubentang was doing private domain user operations, after users receive the package, they can see an A4-sized DM leaflet when they open the package. The content is also simple and direct. In addition to the prizes for the event lottery, it guides users to scan the code to add Gubentang’s customer service WeChat account.

Moreover, it costs a penny to participate in the lucky draw, and it is not a free draw like many brands do. The purpose is to tell users that the prizes are not free, and of course the value of the prizes is far more than a penny. Gubentang’s lottery tool is connected to Youzan, and the winning items are also shipped from Youzan Mall, which is a good way to educate users on their ordering habits. After winning the prize, the private domain customer service will not create a group or take other actions, but will inform the user of the delivery status of the prize, and remind Youzan again that they can check the logistics information and strengthen private domain ordering education.

During this period, customer service will only promote content in the circle of friends and will not provide 1V1 speech guidance. Only after receiving the prize will we recommend corporate WeChat customer service to do subsequent user maintenance. It can be said that Gubentang did not disturb users much during the entire initial user education process, and the tools used were also very simple, even single, consisting of only live codes and lottery tools on the DM sheet.

But it is these two simple tools that helped Gubentang build its own private domain system and make it run smoothly. Therefore, when brands choose private domain tools, they should not choose a SCRM system with many functions, but find a suitable SCRM service provider based on the tools that meet the brand’s own needs.

When we are doing private domain operations, the design of operation strategies must be based on the user's perspective. Only if we serve brand customers’ users well will they be more willing to use our tools. High-net-worth users of brand clients do not like to stay in a private community that only sends out coupons every day. Users of brand clients do not like to be disturbed by information that is not related to them, and users of brand clients do not like to be harassed frequently.

Many brands have begun to review the results of their own private domain operations, and they also know that the era of issuing coupons and mass messaging in the private domain is over. If you want to grasp CLV, content is crucial, and fully leveraging the value of content and preventing invalid content interruptions are the values ​​that the next tools will play.

Talking about the methodology of brand private domain is actually talking about the successful methods of brand execution in the private domain, just like a Michelin chef teaching his recipes. Providing private domain services is like cooking a dish. Our products are the raw materials. How can we make our products serve our customers more accurately based on their needs, make our relationship with our users closer, make users like the private domain "food feast" we prepare for them, and be willing to share and recommend it to their friends.

What is needed is a complete and reusable private domain operation methodology. As for private domain operations, the successful methodology is to be able to formulate clear conversion strategies for each user group and each product, and to guide sales and customer service to achieve the best conversion results .

In this way, if the brand has a set of suitable and reusable methodologies to improve conversions in each step of attracting new customers, activation, retention, conversion and growth, it can achieve the goal of private domain growth, rather than just focusing on GMV conversion. Just like the examples that people often use [0.9*0.9*0.9*0.9*0.9=0.59] and [1.1*1.1*1.1*1.1*1.1=1.61], private domain operations only need to improve the conversion rate of each module in private domain operations, and the improvement of the overall effect of the private domain will be a natural thing.

Here is a brief introduction to the common methodologies in each stage of private domain operations.

In the stage of attracting new private domain users, online e-commerce brands mostly choose methods such as package cards, AI voice calls, and text messages, while offline brands basically choose store posters, table cards, etc. Methods that are applicable both online and offline include WeChat Moments advertising, official account article traffic generation, traffic generation from other social platforms, and so on. In this way, if you want to improve the conversion rate of traffic, you need to work hard on the content of the exposure scene. Whether it is an online package card or an offline store poster, how to make it more attractive and make users stay longer is the key to improving new conversions.

For example, the package card for BabyCare is not only designed for mothers, but also provides corresponding parenting content output, which greatly improves the conversion rate of new customers in the private domain.

During the private domain user activation stage, most brands choose to use the marketing tools provided by SCRM to activate users, such as common methods such as lotteries, sign-ins, punching in, group buying, etc. to activate users to improve conversion rates. Of course, there are also large coupons from time to time, which use the value of direct benefits to activate users. For example, Luckin Coffee pushes coupons four times a day, Oreo’s private community’s lottery method, etc.

During the private domain user retention stage, brands will choose methods such as product value content output, brand value content output, and brand IP content output to improve the retention conversion rate. For example, the private community of Dad Review, etc.

In the private domain user conversion stage, brands will continue to influence the user's mind during the user retention process, and combine the content of the product to make conversions. For example, the Dad Review private domain community mentioned above will use the introduction of professional knowledge to arouse the user's interest and then recommend corresponding products.

During the private domain user growth stage, a common practice for brands is to increase users through product rewards. For example, by sharing a poster to attract new users in the user’s circle of friends, a commodity of certain value can be given as a gift, or by producing professional content , the user’s sharing mentality can be captured to achieve self-propagation.

Summarizing the methodologies of the above private domain operation stages, it can be seen that the private domain methodology is helping brands build relationships with users. However, in order to find a methodology that suits the brand itself, it is also necessary to understand the underlying logic of the methodology, because the methodology is ever-changing, but the underlying logic will not change.

To quote Professor Liu Run: "Legal theory = underlying logic + environmental variables" , so only by understanding the underlying logic of private domain can we find a methodology suitable for the brand no matter how the market environment changes.

The underlying logic of the private domain is that brands integrate public and private domain resources through social media platforms, use system tools to tag and maintain the user life cycle, repeatedly connect users through multiple channels, achieve the private domain growth goal of low cost and high repurchase, and build the company's digital assets.

In this way, when we are looking for a methodology that suits our own brand, we will be more clear about which methods we need most at the moment and which methods are more suitable for our own brand. Only by breaking down the problems according to the brand’s current situation and providing appropriate private domain solutions can a methodology suitable for the brand’s private domain be established. When building private domain teams, brands also start from solutions based on needs to improve the conversion rate of details.

When achieving private domain growth, the private domain team also starts from the needs that the brand itself wants to solve, provides targeted solutions, and continuously improves the conversion rate of each private domain implementation detail. It implements every step of the private domain solution and finds a methodology that suits its own. Only by knowing what kind of "feast" your users want to eat can you develop a methodology that is unique to your brand.

After talking about the basic skills of brand private domain implementation, such as traffic, content, tools, and methodology, I would now like to talk to you about my understanding of private domain teams. The private domain team can basically be summarized into two parts: the strategy team and the execution team. The strategy team is mainly responsible for project docking and method formulation. The executive team is mainly responsible for the implementation of the plan and data feedback. The teams are closely connected and linked together in the closed loop of the private domain implementation process. The private domain is about the relationship between brands and users.

After matching the needs, the strategy team will convert the needs into executable solutions. Hand it over to the execution team for implementation and provide feedback. The feedback and review of data results are related to the optimization direction of the plan.

Therefore, the private domain execution team also plays a vital role.

The implementation team of not only the brand’s private domain project but also any project and organization’s implementation team is the most critical link. Because they are closer to users, they understand their needs better and are more aware of the feedback on each implementation plan.

For a brand, the private domain execution team is the brand’s front-line team facing users, and is the “internal brand employee” who represents the brand in communicating with users. In other words, they represent the brand. Therefore, in the process of private domain implementation, only when they fully implement the operation strategy plan can they receive correct and real feedback from users.

For users, the private domain execution team is their "brand spokesperson", and the establishment of trust is entirely based on communication with front-line staff. The services users receive and the interactions they have are all based on their understanding of the brand and the execution of front-line staff.

Therefore, no matter from which perspective, front-line executives are crucial. Of course, the planners of operational plans are still important figures behind the scenes, helping front-line personnel to continuously establish better relationships and interactions with users and provide more perfect brand services.

For the implementation of the brand's overall private domain operation plan, whether it is the brand's own executive team or the agency operation team, they can specifically implement the four private domain basic skills described earlier (traffic, content, tools, and methodology), continuously complete marketing or operation tasks, deliver product and service value, and complete customer conversion and loyal repurchase. Only then can we truly implement the brand’s private domain plan.

Due to the particularity of the private domain and the long-tail effect of the private domain itself, the brand can only find its own private domain path through continuous improvement, optimization and review. The entire private domain operation team is the pathfinder that explores the private domain for the brand. Our ultimate goal is to help establish a solid, effective, and long-term conversion and repurchase path between businesses and users. Moreover, it is not achieved by issuing coupons and concessions in the early stages, sending out red envelopes to attract people, or splitting up groups. Instead, it is achieved through real operational strategies, content output, and service customization.

Tencent Smart Retail also mentioned the “four forces methodology” needed for brand implementation, and organizational strength is one of them. Tencent Smart Retail defines organizational strength as " solving problems from top-level design to organizational structure, team collaboration and resource integration ." The main focus is more on the overall organizational structure, division of labor and affiliation.

Currently, most brands’ private domain operation teams belong to independent operation team structures, to distinguish them from e-commerce teams. But personally, I think, in addition to the private domain operation team that operates on behalf of others. The most efficient organization structure is for the private domain operations team to report directly to the CEO. Because from the perspective of resource allocation and profit attribution, there is an obvious conflict between the private domain operation team and the e-commerce team.

For example, in the private domain, brand merchants invest in package cards through public domain traffic, allowing users to place orders using mini programs, and reminding users that placing orders through mini programs is faster and more convenient. At this time, the traffic of the mini program is imported from the public domain traffic, but the ownership of the benefits after the transaction is often not clear. User A comes from the brand’s official flagship store on Tmall. By joining the brand community through express package cards, the brand community will inform the user that he is a loyal user based on the data. However, the tool shows that the most recent purchase time has far exceeded the daily product repurchase cycle. Under the above conditions, if the user still places an order through the brand mini program. The e-commerce department and the private domain operations department will be unable to determine the ownership of the profits.

However, if the private domain team reports directly to the CEO, many problems with details can be avoided. It can also quickly promote the optimization and review of the implementation process and effects of the private domain. In addition, whether it is the positioning and deployment of mini programs, team collaboration and resource integration, employee enthusiasm will be substantially improved.

The reason why the entire brand private domain operation team is moving forward in great strides is also related to the overall values ​​and driving force. This is of course a necessary factor for all teams to move forward.

The private domain itself is a long-term thing. If the team only focuses on short-term benefits, the private domain project will quickly enter a weak zone, leading to a loss of confidence in the private domain.

Therefore, as long as you master the five basic skills of private domain and continue to polish, optimize, and review, private domain projects will go further, have greater user value to the brand, and have a broader market for the brand.

The above is to consolidate the basic skills of private domain.

Author: Oh

Source: Oh Huo