A breakdown of brand private domain operation strategies!

In recent years, new brands in the beauty and skin care industry have sprung up like mushrooms after a rain, but most of them are still in the exploratory stage. As for Afu Essential Oil, which has always been far ahead in the market share of essential oils and essential oil beauty products, the path it has taken may provide some inspiration and reference for other brands.

Since 2018, Afu Essential Oil has started to conduct private domain operations through official accounts, WeChat communities and Youzan Micro Mall, accumulating a large number of loyal fans online, achieving a monthly sales growth from 0 to 6 million in the WeChat ecosystem, and even reducing offline customer acquisition costs by 70%.

During the 2020 epidemic, the offline consumer market was hit hard, and more than 500 offline counters of Afu Essential Oils were unable to open. They urgently adjusted their strategy and placed all their efforts on the private domain.

More than 400 shopping guides and 15 trainers across the country were mobilized to conduct live broadcasts in the community, and online orders were accepted through the mall. On Valentine's Day, February 14, Afu Essential Oils achieved sales of nearly 100,000 in a single hour of live broadcast , with an average customer spending of 240 yuan and a conversion rate of 12% .

How did Afu achieve "rebirth" through private domain? Today, we try to understand the brand growth logic of Afu Essential Oil by reviewing this most representative brand and disassembling its private domain marketing strategy.

Below, enjoy:

1. Multi-channel traffic strategy

1. Online multi-platform placement and traffic diversion

1) Videos and content to attract traffic

Afu chose Xiaohongshu, Douyin and bilibili, three platforms with a large number of young people, as its main distribution channels. Xiaohongshu mainly publishes notes of cross-border cooperation; bilibili mainly cooperates with up-masters; and Douyin cooperates more with influencers, directly placing advertisements to attract users.

2) WeChat public account traffic diversion

Afu does not give up any activity interface that can be displayed on the WeChat official account, and makes good use of the official account description. Promotion is carried out during each event, one to better reach old users, and the other to stimulate the conversion of new users.

Afu is also particularly good at content marketing. She will periodically capture current hot topics and events on her official account, combining various products and event tweets in a fun and interesting way to attract old users to participate. She also sets up new user acquisition links in the activities to convert new users and accumulate them on WeChat official accounts and corporate WeChat.

3) Advertising in Moments

Afu places advertisements to targeted groups of people in the WeChat Moments, thereby attracting potential customers who are interested in the brand's products; the products advertised are usually popular and promotional products in order to achieve the effect of attracting traffic.

By attracting traffic through WeChat Moments ads - users placing orders - order SMS messages arriving - guiding people to follow the official account - mini-programs - guiding people to add customer service WeChat - joining the group, the public domain feeds back to the private domain.

4) WeChat video account attracts traffic to corporate WeChat accounts

Afu Essential Oil’s traffic-generating activities on the video account are also quite remarkable.

After opening the video account, the homepage is linked to the official account and corporate WeChat, which derives the video account - guides adding corporate WeChat - joins the group to further retain users.

To facilitate user consultation, the homepage of Afu Essential Oil Video Account also has " Online Customer Service ", which does not require users to take any other actions. In terms of account content, Afu currently mainly publishes new product reviews and product recommendations from KOCs and KOLs.

5) WeChat video account attracts traffic to Afu mini program

After the Afu video account and mini program were connected, a new traffic path was provided for the mall. Users can jump directly to the Afu mall by clicking on the " Product " column.

It can be seen that Afu Video Account connects all private domain entrances (of course, it also has other functions, such as video account live broadcast, etc.).

2. Offline traffic diversion

1) Store traffic diversion

Offline stores are natural gathering places for traffic, and almost all businesses will use this as a way to attract traffic. In this regard, Afu uses BA language to guide users to follow the official account and add the company's WeChat. This operation method achieves the purpose of precise traffic generation.

But there is a flaw. Afu's QR code is not placed in a conspicuous place (no posters, carousel pictures, etc.). There is only a small QR code at the checkout counter, which is difficult to notice without a prompt.

2) Telephone promotion

Afu will guide old customers who have not added customer service WeChat through phone calls and activate this group in the form of incentive policies.

3) E-commerce traffic strategy

Once the user places an order, a self-made DM sheet will be attached to the product package. By attracting fan benefits, cash red envelopes, exclusive gifts, essential oil learning activities, etc., the sheet guides users to follow Afu’s official public account and add the corporate WeChat account of Afu Essential Oil Store Manager.

2. Operational strategy focusing on private domain users

Since its establishment, Afu has always been customer-centric and believes that there would be no company without customers. After operating the private domain, we have formulated an operating strategy based mainly on private domain users.

1. 24-hour online customer service

Private domain customer service and shopping guides respond to user needs 24 hours a day. Whether it is discount information or product usage instructions, they will provide users with answers as soon as possible, influencing users with a professional, serious and patient service attitude.

2. IP character creation

Afu cultivates users by creating a professional KOC persona for the community leader "Lolita", which in turn influences purchasing decisions, ultimately achieving the goal of increasing repeat purchases.

Loli usually shares product tutorials and skin care tips on the social network, and chats with community users about daily life, making users believe that they are communicating with a real person, and setting up the roles of "personal skin care consultant" and "caring butler".

3. Operational strategy focusing on private domain users

At present, the main conversion methods of Afu Private Domain are public accounts, corporate WeChat, social networks, and video live broadcasts.

1. WeChat Official Account: Welcome message promotes conversion

Being followed and replied is an important saving point; when a user follows the official account, he or she will immediately receive a welcome message and a link to a "major event" automatically sent by Afu. as follows:

The copy gradually penetrates the user's mind and promotes conversion rate. The cover page of the activity link contains product pictures and prices. When users are guided to click into the mini program page, they can directly jump to the Afu official mall to place an order, which simplifies the user's ordering steps and lowers the operation threshold.

2. WeChat for Business: Welcome message boosts conversions again

Afu’s WeChat account is also doing very well. When users scan the QR code to add the WeChat account, they will automatically receive an “invitation to join the group” and “gift package redemption method”. Users need to scan the QR code, fill out a questionnaire, and place any order of 60 yuan to receive the gift package.

3. IV1 Operational transformation and community transformation

The name of the Afu community is "NOXX. Afu Shareholder Welfare Club". "Shareholder" gives users a certain sense of identity, while "welfare club" gives users the feeling of "getting the best deal".

In addition, Afu has its own little tricks in activities and personal image building. The name of Afu's customer service is "Afu Essential Oil Store Manager Lolita", which deepens users' memory of Afu IP "Lolita". At the same time, the circle of friends contains both brand content and personal life content, so that users will have more trust in the IP.

After creating her personal image, Afu began to do some daily promotional conversions and brand endorsements.

Then, through various activities such as coupons, skin rejuvenation check-ins, product efficacy sharing, scheduled Q&A, flash sales, etc., users are stimulated to repurchase and stickiness is enhanced.

4. Video account live broadcast

Video account live streaming is also an important means for Afu to promote conversions.

As Double Eleven is approaching this year, Afu also seized this important marketing node and started the " early purchase " campaign on the video account, further improving conversion.

For many years, Afu has continued to focus on the operation of private domain traffic, which not only attracted a huge amount of traffic and attention online, but also brought about a surge in sales of its popular products in 2019. It is understood that Afu, which has properly operated its online private domain traffic, has also reduced its offline customer acquisition costs by 70%.

It can be seen that whether for large companies or small companies, for new brands or old brands, the layout of private domains can greatly promote user connections, increase fan loyalty and improve GMV.

Afu Essential Oil has performed remarkably in terms of user flow, fission and conversion, and has formed a relatively mature private domain marketing strategy. We hope that today's analysis of Afu Essential Oil's private domain strategy will provide new inspiration for brands that are trying to or are currently doing private domain marketing.

Author: Zhongmeng Private Domain Growth Platform

Source: Zhongmeng Private Domain Growth Platform