How does Baodao Glasses reconstruct its private domain operations?

It is said that private domain operation is a top priority for an enterprise, and its importance is self-evident. The most important thing is to open up the connection between you and the team and to be able to smooth out all the links. How can we make the private domain develop in a good trend? This article takes Baodao Glasses as an example to analyze how to reconstruct the private domain. Let’s take a look.

Private domain operation is a top priority project for an enterprise. The most important point is to open up the connection between you and other teams and to smooth out each link.

Top-level idea: Private domain operation is a top-level project.

Content Index:

1. Star Vision's user ecosystem transformation
2. Understanding the digital closed loop of “everyone-cargo-yard”
3. Constructing MOC enterprise architecture from the user perspective
4. Digital upgrade combined with life cycle
5. Iterative upgrade of organizational structure and employee thinking

In recent years, Star Vision has been deeply engaged in operations in both private domain and membership dimensions, and our cases have been shared with the outside world one after another. After two years of sharing, there are some new changes and thoughts today.

I was very excited when I talked about it before, because every time we cleared the fog and seemed to see some truth, we would feel very happy and willing to share it; now I find that this road is actually still very long, and there are still many paths and fun things worth exploring.

First of all, it should be clear that the private domain upgrade of an enterprise requires strategic awareness . I often share that private domain is a top priority project for an enterprise. How should this sentence be understood? What is a top leader's project? What problems does the top leader solve for everyone? This will determine the direction of the private domain.

At present, it seems that the most important point of the top leader project is to be able to open up the connection between you and other teams and to smooth out each link. This is extremely critical.

1. Great changes in the user ecology of Star Vision

When talking about the private domain operation of Baodao Glasses, first of all, I would like to ask everyone a question: Do the members themselves buy into the membership service process and membership system that you designed?

This is a very fundamental question, because I had been working on membership-related matters before I joined Baodao Glasses. Earlier, membership operation positions were roughly divided into two categories. The first category was system development to develop the member CRM system, and the second category was customer service.

But now the membership system has more levels, and then everyone will wonder what private domain membership is like? What kind of system and method should be used to do this?

We have been operating according to the following ideas: opening offline stores is a channel, opening online stores is also a channel, and private domain is an emerging channel. Gaining a foothold in the new channel may become a new core growth point for the business.

In September 2019, Enterprise WeChat communicated with us. After learning about the many functional interfaces of WeChat for Business, I was very excited. Until now, I also pay attention to the upgrade log of WeChat for Business. Why?

We can see that the process of continuous iteration and upgrading of WeChat for Business is the change we imagine is happening. Technological changes have brought us to a new field to make new attempts. Enterprise WeChat is a huge technological change. It has solved things that we could not achieve before. All member interfaces, dialogue interfaces, and some supporting design interfaces have been opened.

The core of private domain operations is to rely on social attributes to serve customers, but many brands have similar confusions. What are the standards for private domain social networking?

The user ecosystem of Baodao Glasses has undergone an upgrade and iteration process from 1.0 to 4.0. Before 4.0, we were unable to reach the actual user needs. We had no idea about the user's spending power, repurchase ability, and loyalty. All users were like a black box to us.

However, the emergence of WeChat for Business has changed the entire private domain ecosystem. I call the state after the integration of WeChat for Enterprise Social 4.0, because its entire interaction mode with consumers has been iteratively upgraded. Before 3.0, we did not call it WeChat Social, but relied on WeChat public accounts for operation.

The original design of WeChat official accounts was actually to replace the company's SMS channel, and to notify consumers through official account messages to achieve certain scenario touch points. Therefore, in the era of official accounts, there are no strong social attributes, and there is no way to achieve different faces for different people.

With WeChat for Business, we can truly continue to provide membership services and have entered a critical transition period, which means that we will eventually be able to truly open up the user's service network.

This is a qualitative change. The consumer experience and the entire service network can be focused on one responsible person. Before this, it was difficult to find the corresponding key person in independent scenarios such as digital scenarios, official accounts, and text messages. The emergence of WeChat for Enterprise has solved these problems.

Enterprise WeChat is actually a major change for enterprises. It is not the business of an independent department, but a change in the enterprise's services to consumers. When it comes to private domain, you need to increase consumer awareness of the brand, create brand content, design consumer links, build supporting systems, perform corresponding digital logic and digital analysis, and apply the analysis to scenario management.

In order to do these things well, we must have an independent team with private domain thinking.

2. Understanding the digital closed loop of “everyone-cargo-yard”

When it comes to the concept of "people, goods and places" in the retail industry, we find that private domain and platform e-commerce are completely different approaches. It is about traffic and is a model that requires continuous innovation. In the past, when we were in traditional retail, we all said “people, goods, and places”. In the private domain operations of the new retail industry, we all say “people, goods, and places”. The biggest change is how our employees participate in it.

The private domain is not a natural transaction scenario, it is a derived scenario. How to make this additional scene become the core competitiveness of the brand, so that consumers are willing to stay and interact in this additional scene and become loyal users of your brand, this is what we need to explore.

In the private community ecosystem, the accuracy of users determines the survival life of the community. Once you blindly acquire community users, the faster you build the group, the lifespan of the community will drop dramatically. If you can carefully plan the traffic flow path and create crowd labels to filter people into the group, the corresponding community users will have stronger stickiness.

Don’t simply think that private domain communities are equal to selling goods. Instead, think ahead and think about how private domain communities perceive your brand’s users, and then consider further marketing monetization.

For example, if consumers are willing to stay in the community, what kind of abilities do your employees need to have? Many companies may think that it is very simple to operate a private domain. Employees add friends and then direct traffic into the community. The company will also set certain indicators. Customers entering the store should be directed to the community according to a certain percentage, and assessments will be conducted based on the community data. But is such a community effective? What we need to rethink in this process is what private domains, communities, and services represent for our brand?

These are questions that every brand’s private domain designers and operators need to think about.

3. Building MOC Enterprise Architecture from the User Perspective

In the previous 2.0 era, we refocused on a core perspective of the enterprise, which is the user perspective, also the consumer perspective. All the training you do, the marketing strategies you make, including the design of sales scenarios, must ultimately be accepted and bought into by consumers, and this requires the user's mindset and perspective.

In response to these practical needs, our company has built an organizational structure team centered on the user perspective, namely the MOC User Operation Center.

This decision is critical. Through tools and digital means, the MOC team can solve many key points that the company was originally unable to reach, and the operations team and the offline team cooperate with each other. In the operation of some key membership projects, the MOC department should take the lead, with other operation teams cooperating and supporting.

As the core of private domain membership operations, MOC needs to build a systematic thinking framework. There are two key points here. One is system thinking and Internet thinking; the other is business thinking, which means being able to understand both the business and the system.

The entire MOC department is actually responsible for the end users of the enterprise. Who are the end users? The first is our consumer group, the second is front-line employees, and the third is the employees’ superiors. Being responsible for these users means that the product system must be implemented and able to integrate the functions required by employees into their daily work. Therefore, MOC is a new type of organization and a corporate model that caters to the current new retail consumption.

For the MOC Center, the key task of the entire team is to conduct digital closed-loop and product iteration for the global service process for consumers. For example, when communicating with offline teams, it is important to be able to communicate clearly with employees in three sentences.

For example, you tell your employees that data shows that the consumption frequency of your store is very low. The employees don’t understand. What use is this data to them? At this point, digitalization is a castle in the air for your business and there is no way to implement it.

What is the correct model? It is you who should tell your employees what to do if this situation occurs.

This is a transformation in digital logic - from headquarters thinking to employee thinking. It should be based on the understanding of front-line employees, analyzed from the perspective of headquarters, and disassembled layer by layer like peeling an onion to find out what the corresponding actions behind each data should be. Only in this way can we disassemble every basic action of the employees.

Therefore, we proposed the concept of digital scenario and reorganized our digital logic. Instead of following the traditional SCRM logic, we established corresponding service scenarios for each employee. Only in this way can we prevent the SCRM system from becoming a castle in the air in the business development of the enterprise, and enable it to be effectively combined with the actual needs of the enterprise to better provide assistance to employees.

4. Digital upgrade combined with life cycle

In the new retail era, companies need to make changes when facing consumers. As I just said, when is the most appropriate time to change? We must plan ahead so that we can act accordingly.

In our company, precise operations for users are divided into three categories. The first is " user resource operation". We will pay attention to the resource situation of the store's users, the number of potential people, the percentage that have been converted, the data that has been accurately served, etc., and make accurate calculations from the data dimension through these.

Extended from this calculation are "user service operations" and "user consumption operations". Many companies may pay more attention to consumption data. In fact, user services and user resources that trace back to the source should also be valued and managed.

Since you want to do digital operations, you need to make sure that digital guidance and evaluation are accurate, and your employees must use this tool. This requires that the tool should not be too complicated or deviate from its customary service scenarios, and at the same time be able to empower employees to a certain extent. Therefore, our entire product technology team must have a sense of crisis, and employees must be willing to use and make good use of your tools.

In communicating with the technical team, my core idea is that the product should never be responsible to only one department. The product should ultimately be responsible to the end user. This is a key iterative idea, that is, whose problem is your tool solving? When users are very clear about the functional path when using it, then it can be said that the user's problem has been solved.

If your needs are just to solve the needs of one department, it actually doesn't have much practical effect. Therefore, whether it is the system tools we often make or the planning and implementation of many strategies, we must go to the front line to actually understand whether they are effective or not and what the situation is like.

5. Iterative upgrade of organizational structure and employee thinking

During the private domain transformation of an enterprise, how can we enable employees to develop systematic private domain thinking? From our perspective, it is about constantly building new employee assets and establishing a new talent model.

Professionalism is a necessary basic condition, and other abilities are added and upgraded. One must know how to operate a community, keep up with the company's tools and digitalization pace, and how to use appropriate tools to reach customers' actual needs at marketing nodes.

When planning marketing paths, we often give more thought. The mall is just a small closed loop. Once it matures, we need to consider other sales scenarios for employees, which requires various sales closed-loop tools other than the mall.

For the private domain operations in the retail industry, there are many tactical approaches, such as communities and one-to-one follow-up visits. These behaviors are inseparable from the implementation of employees. How should the employees' private domain thinking be structured?

For employees, private domain operation is not as simple as setting up a department and creating an indicator for employees. The key is to cultivate service-oriented talents, which is the key to an enterprise building a private domain operation framework.

When your user operation capabilities reach a certain level, your users can continue to enter the store by appointment, which can greatly reduce your dependence on site selection and public domain traffic marketing, thereby significantly reducing the corresponding costs.

Back to the private domain part, what exactly is the private domain? In fact, it is a transformation after transformation for an enterprise, that is, how to truly establish a digital network with consumers in the current digital age.

For front-line employees, it is very necessary to improve their professional standards; for management, it is not enough to just provide business capability guidance and strategy release. It is necessary to truly think about brand user strategies from the perspective of consumers and how to reach consumers more effectively; for enterprises, what should really be measured is the ability to serve consumers.

As I said before, will consumers be able to buy into the services that the brand ultimately delivers? Once consumers accept it, there will be more behavioral chains, such as secondary purchases of products, helping the brand attract new customers, etc. These are the ultimate goals of user operations.

Author: Youzan

Source: Youzan