Baiguoyuan’s private domain growth strategy!

Today’s case is a complete breakdown of Baiguoyuan’s private domain operation methods to help everyone find out.

Baiguoyuan now has 80 million online and offline members, of which nearly 600,000 are paid members in 8 months (annual fee is 199/year); the app has 2 million monthly active users, 1,500 communities, more than 5 million group members, more than 1.3 million Douyin members, and 13.6 million WeChat public account fans; the IT team has more than 700 people, accounting for about 1/4 of the company's total number of people, with more than 200 planting bases and 31 distribution bases. Its slogan is "If it's not delicious, there is no return."

"Three No's" means "no physical object", "no receipt" and "no reason"

This article will focus on the following three modules:

1. Baiguoyuan Research: Enterprise Research, Competitive Product Research, User Research, Category Research
2. Baiguoyuan traffic diversion plan: touchpoints, paths, highlights, reusable points, points to be optimized, customer lock-in paths, and extended thinking
3. In-depth thinking on the traffic diversion plan: user positioning, bait design, practical tools, traffic diversion paths, store upgrades, and establishment of member welfare groups

Member of the 2nd store group of the Desire Storm Team: Yang Chenyu conducts online and offline research

Baiguoyuan Research

After working as a customer, I went for an interview and finally found out what I wanted to know.

Combining the research method shared by Misha, the instructor of the Mantou Business School x Zero One Fission Private Domain Growth Course, with the actual situation of Baiguoyuan and some basic research work I did, I got the following statistical data (the following data are all single-store data, and the overall data can be upgraded proportionally):

1. Enterprise research: organizational structure chart, assessment indicators, user portraits, customer acquisition methods

Customer acquisition methods:

Online sales accounted for 65%: We fully deployed public accounts, video accounts, and mini-programs to complete the sales closed loop; at the same time, we completed the construction of the private domain structure of corporate WeChat and WeChat groups to feed back to the public domain;

Offline accounts for 35%: stores are spread across various communities and are implanted in consumers’ minds like capillaries, so it is necessary to do a good job in store signs and promotional materials, attach importance to natural customer acquisition channels, and maximize the value of location rents.

Organizational Structure:

Typical pyramid structure. A regional manager is responsible for two store managers, a store manager is responsible for two shift managers, and a shift manager is responsible for two store clerks.

Assessment indicators:

Each store achieves more than 1,000 orders per month, with a turnover of 150,000 to 300,000 yuan, 50 new customers, and 15-30 paid members.

User profile:

Baiguoyuan users are mainly from middle-class families, with female users accounting for 67%, of which 45% are women aged 28-45, firmly occupying the majority of the market. Moreover, the peak consumption period for users is the rush hour after get off work from 17:00 to 21:00, which indirectly proves that working women aged 28-45 are the main consumer force.

Through research, we found that Baiguoyuan’s growth space is mainly offline. We should focus on offline services and community operations, and use various methods to increase offline users’ trust.

Member of the 2nd store group of the Lust Storm Team: Zhang Cui, offline research

Common offline activities include: community charity activities based on residential areas; weekly in-store welfare activities for members; and periodic gift giving activities for existing users, such as freshly squeezed fruit juice, fruit salad, and regular low-price shipments. These activities can increase user stickiness and attract more fruit experts to spontaneously participate in community group purchasing activities.

Hou Weijie, captain of store group 2 of the Desire Storm Team, conducted online and offline research

All members of the Private Domain Storm Team Store Group 2 discussed and recorded the process...

2. Competitive product research: set goals, determine targets, select methods, determine dimensions, and design products

Target

Currently, there are ten major brands in the fruit industry: Tianzi Fruit, Huasheng Fruit, Dole, Asia Fruit, Yuanxing Fruit, Sanhai Orchard, Yang’s Fruit, and Taina.

Set goals

There are two main dimensions for analyzing competing products: one is to see how the competitors operate, and the other is to see how the competitors sell their products.

Among them, the opponent's operation and gameplay can be observed and studied from three aspects: management path, operation path, and conventional gameplay (holiday promotions, discount activities, and membership mechanism)

Selection method

Now that we have the methods and angles for competitive product research, the next question is, how can we obtain this information without knowing internal employees?

1) When a user

Disguised as a user, go to the store and ask: What fruit is the best-selling one now? How much can you sell in a day? Which fruit has the highest praise? Which promotion method is more fun and shared by the most users?

2) Being an employee

Pretending to be an interview candidate, you can ask: What kind of work is there in our store? What is the revenue of a single store? How is the employee incentive system? etc.

Dimension

Based on the results of the competitive product research, formulate your own operation direction from three basic aspects:

1) How to attract traffic?

It mainly acquires customers by offering low prices, and then forms multi-level fission through product reputation and generous discounts.

2) How to operate

Many stores mainly rely on customers waiting for customers, and do not take the initiative to attack. At most, they place WeChat group QR codes in the stores and occasionally organize community activities. Like many e-commerce retail industries, whenever a customer enters the store, the store clerk will usually actively promote the 199 yuan annual membership. The official announcement was that the number of paying members reached over 100,000 within three months.

3) How to convert

Becoming a member can get regular benefits and enjoy greater discounts than regular users; there is one member day every week, and members can enjoy exclusive services.

Design products

Product selection is the most important part, which can be roughly divided into welfare products (even free products), traffic-generating products, profit products, and competitive products.

Welfare products: fragile products with a short shelf life, juices and salads;

Traffic-generating products: products that users consume frequently;

Profitable products: seasonal products with higher gross profit margins;

Competitive zone products: avoid the opponent's edge, surprise them - if the opponent's price is high, I will lower the price; if the opponent's price is low, I will give it for free

In comparison, Baiguoyuan has obvious brand advantages, but there are also many areas where it is not in place, such as:

1) The community has no unified management, and the gameplay of each group in each area is independent, with messy content and mainly advertising;

2) The Moments are filled with products only, without a reasonable layout;

3) There is no system for private chat communication with users, and there is no immediate feedback from users who add a sign, which misses the best opportunity to build trust;

4) The scheduling, content, and product selection of live broadcasts are not unified. For example, the live broadcast is unified across the country, and each store only needs to cooperate in selling goods during these two days.

In response to the above shortcomings, we believe that we can combine Baiguoyuan’s existing advantages and achieve new growth by improving user positioning, marketing operations, and internal management and communication.

3. User research: set goals, channels, methods, positioning, digging out needs, and verifying authenticity

Verify authenticity

The most difficult part of the research on this module is verifying the authenticity, because all the information that users have told us before is just basic communication in language and psychology. Only when real money transactions occur, it is the moment to verify the results.

Therefore, you can set two low-price gradients to test customer lock-in: buy a 100 yuan coupon for 9.9, or enjoy store membership discounts for 19.8.

Digging for demand

At this stage, I deeply felt that the user pain points were really varied, but the overall direction was consistent, nothing more than these few categories:

Normal household consumption;

Some kind of authority or influence;

Medical and patient users need to adjust;

Children and the elderly need to supplement vitamins or calcium, iron, zinc and other ingredients

Business entertainment or group purchase, etc.

By combining the users' actual situation with the existing advantages of our store, we can identify the pain points of our users and the points where we can serve. Then the user portrait and the services we provide will basically be clear at a glance.

Set goals

Online, we target the above-mentioned user needs and combine them with the marketing hotspot calendar to tell touching product stories.

A single offline store can radiate to a nearby area of ​​3 kilometers, gradually forming a network structure.

4. Category research: determine product, dimension, and platform

In this module, I think Baiguoyuan has done a very good job overall. They have in-depth operations from the perspectives of single products, multiple products, combinations, stories, hot spots, etc. On the one hand, they allow users to understand various knowledge about fruits, and on the other hand, they also show their professionalism and dedication to users.

From Baiguoyuan Video Account

What is Yak? What to eat when your aunt comes? Where do the winter dates in summer come from? How to choose pomegranates?

These topics are all disguised ways of educating users. They not only tell users that "we are very knowledgeable and professional", but also enhance users' understanding of fruit, allowing users to enjoy such welfare services that they cannot find in other stores, thereby increasing user experience favorability and dependence.

The above helps companies deeply analyze and solve practical problems from four perspectives: enterprise research, competitor research, user research, and category research. After completing the research, you can make a complete plan and plan in a targeted manner.

Based on the survey and analysis, Pagoda currently has three major demands:

1) Divert traffic from online and offline stores to expand the existing traffic pool

2) Direct in-store users into the private traffic pool to retain and activate them to promote growth

3) Manage users who trust Baiguoyuan in different levels according to their membership level

Then, we move on to our third section: developing a drainage plan.

Baiguoyuan’s traffic diversion model and path

Before designing our own drainage plan, let us first analyze Baiguoyuan’s drainage model and drainage path, as well as the in-depth points worth learning, and finally give our own suggestions and ideas.

1. Drainage contacts

Enter the mini program from the public account menu bar

2. Drainage path

Menu bar - Mini program registration - Get a 20 yuan coupon - Use directly - Pay the first order

3. Highlights of traffic diversion

(1) Bait:

① Accurate user needs: Follow the mini program mall to get a 20 yuan red envelope, lock in accurate users, and at the same time carry out invitation and gift-return activities to directly form secondary fission;

② Fission automation: old users can get distribution benefits, new users can get order discounts, and stores can also achieve user growth, which can be said to kill three birds with one stone;

③ Strong practicality for the general public: Although the coupon amount is not large, it is still attractive to users, and it is a handle for old users to fission. More importantly, it is more universal for targeted users;

④ The cost of attracting traffic is low: Coupons are relatively cheap compared to products, cash or gifts, and are more controllable. This promotes transactions based on users purchasing products.

(2) Copywriting:

① “Invite with gifts”: Trust is conveyed through old users, and both new and old users are rewarded

② “Available for purchases over 39 yuan, available for purchases over 49 yuan”: low threshold to guide users to experience their first order

③ “Get coupons and buy”: Design the rules for using coupons, specify the products that can be used for coupons, avoid low-profit products, so that users can enjoy discounts and Baiguoyuan can make profits; ensure the user experience process, so as to achieve the purpose of retaining customers;

(3) Traffic diversion link:

① Use coupons and invitation gifts as bait to guide users to settle in the official account and mini program mall, so as to facilitate future contact with users;

② When users come to the store or make a purchase, they are required to be added to the company WeChat account, and then they are guided to join a group, where promotional offers can be posted regularly;

③Subsequent periodic activities can ensure that users complete their first payment and achieve a closed sales loop.

4. Reusable points for traffic diversion

The above highlights can be reused

5. Traffic diversion needs to be optimized

(1) Bait:

① The current bait only has one coupon, which seems too simple. If you add different forms of bait such as coupons, single products, and combination products to give users more choices and make the activity more interesting, users will be more willing to participate and share.

(2) Copywriting:

① After the user follows the official account: In the "Auto Reply" page, the content can be adjusted uniformly to highlight one key point to avoid losing focus due to too many focuses;

② The coupon specifies the products to be purchased, and you can add more categories

6. Member lock-in path

The member customer retention path is too complicated, resulting in a low customer retention rate. Preliminary calculations show that each store can only retain less than 5 users per month.

7. Extended thinking

This traffic flow path can be completely reused in other industries and products. The key point is still to choose bait that is attractive enough and a sufficiently streamlined traffic flow path. In addition, users need to be continuously reminded of the value and scarcity of the prizes.

Thinking about drainage plan

After completing the above analysis and optimization suggestions for Baiguoyuan’s traffic, I have some new activity plan design directions that I would like to share with you.

1. Crowd positioning: mothers and old ladies

2. Bait design: coupons, physical objects

Mothers: 10+10 yuan coupon (use one coupon for every 50 yuan spent), fruit salad (scan the QR code and add WeChat to get it for free for 1 yuan, add three friends to the group to get three, and get one every day), fruit juice (add WeChat to get it for free for 1 yuan, add three friends to the group to get three, and get one every day), 9.9 yuan children's meal (to increase vitamins);

Old lady: an apple (1 yuan plus WeChat to get it for free, add three friends to the group to get three, get one every day), 10+10 yuan coupon (use one coupon for every 50 yuan spent), 9.9 yuan children's meal (to increase vitamins);

3. Tools used:

Official account mission treasure, enterprise WeChat, mini program mall, WeChat group

4. Drainage path:

5. Upgrade in store

Inform users to upgrade to 99 yuan membership and 199 yuan membership

6. Establish member welfare groups

This group requires long-term maintenance and activities, and can also recruit member users to upgrade to group leaders, who are responsible for managing content in the group.

Author: Mantou Business School (

Source: Mantou Business School (mantousxy)