A detailed analysis of Luckin Coffee’s private domain operation routines!

The concept of private domain traffic has been very popular since the epidemic. Those who work in marketing are embarrassed to say that they have not heard of private domain. But we found that many bosses thought that buying a few mobile phone numbers, registering a bunch of WeChat accounts, and adding friends crazily was private domain.

Tencent defines private domain traffic as: private user traffic that can be accessed at any time, freely controlled, repeatedly used, and free of charge. Teacher Dabing once mentioned that a key point in the private domain is: added value per customer .

What is single customer value-added: From a marketing perspective, we can understand it as getting customers to buy more, buy more frequently, and drive more people to buy.

Everyone is familiar with Luckin Coffee . From its crazy means of attracting new customers to its financial scandals, and now to its single-store profitability, there are many things worth learning from its operations and marketing methods. Especially since the outbreak of the epidemic, Luckin Coffee has begun to develop its private domain, using the social network to increase orders for 35,000 cups every day. And the recent series of video account actions have once again helped Luckin Coffee take off~

Luckin’s private domain in the WeChat ecosystem is divided into five major sections: official accounts, communities, corporate and personal accounts, video accounts, and mini-programs . It uses official accounts and video accounts to attract traffic, personal accounts + communities to take in traffic, and finally uses mini-programs to make conversions.

Whether it is a social network, a personal account or a video account, they are all cultivating customers' consumption habits and increasing repeat purchases through the form of grass-planting + discounts, which is the single-customer value-added mentioned earlier.

Today, let’s talk in depth about Luckin Coffee’s private domain ecosystem, and conduct a detailed analysis from three aspects: social network, corporate WeChat personal account, and video account.

01Community​

Luckin’s communities are differentiated based on LBS, and the system will push you nearby community QR codes based on your geographic location. According to the data released by Luckin Coffee in 2020, more than 9,000 private communities have been built around stores. After users join the groups, the monthly consumption frequency increases by 30%, the number of weekly repeat purchases increases by 28%, and the MAU increases by 10%, making it the third largest order source channel after APP and mini programs.

Unlike other communities that focus on interaction and atmosphere, Luckin Coffee’s community has almost no interaction. Only the welfare officer sends products, coupons, etc. to the group at different times every day.

By doing this, the operating staff does not need to spend too much time and energy on the community. Secondly, after users come in, they will slowly get used to the rhythm of the community and understand that this is just a "welfare group". When they want to have coffee, they will come to the group to see if there are any special discounts.

1. Community traffic

Offline:

Eye-catching cards are placed in front of the food pick-up counter to guide customers to join the community and enjoy more benefits.

Online, we mainly direct traffic to the community through official accounts, and accumulate customers from three aspects: official accounts, personal accounts, and communities.

When you follow the official account for the first time, the system will push the copywriting to guide the community and the corporate WeChat of the welfare officer. Adding the Ruixingfu Welfare Officer will automatically trigger the welcome message to guide customers into the community.

2. Community Retention & Conversion

1) Welcome message to the group

No matter which channel the customer comes in through, after joining the group, you will be automatically @ed and sent a welcome message, which will inform you of the benefits of the community, and will also automatically send a 48% off drink coupon to your account, as well as a link to introduce the community in detail.

The link contains basic community norms, community benefits and customer service contact information to help customers quickly understand the community.

2) Social media push content

Luckin’s social media push timing is also very thoughtful, concentrated in four stages: 8:30 in the morning, 12:00 noon, 2:00 in the afternoon and 8:00 in the evening, which are also the time periods when customers are more likely to look at their phones. The community also makes a timetable for pushing benefits, so that customers can have a general idea of ​​the benefit time after joining the group and cultivate the habit of joining the group to take a look.

The exposure effect is mentioned in "Marketing Psychological Warfare":

The exposure effect means that people always prefer things that are familiar to them. If something appears in front of people frequently, the degree to which they like it will increase.

At its root, the exposure effect stems from humans' innate preference for security and certainty.

In the marketing process, we need to first get familiar with the target customers, increase brand exposure through multiple communications, and thus leave a brand impression in the minds of customers, making them more willing to choose to trust us when purchasing.

As long as the welfare officer sends new content to the group, it will appear on the customer’s WeChat home screen regardless of whether the customer blocks group messages. If it appears on the first screen, customers can see it, and when they see it, they are likely to click in, and when they click in, there is a chance of a deal. In one day, Luckin Community has at least 5 opportunities to show off.

3. Community activities

Although no user interaction is required, Luckin's social activities are still endless. Raffles, coupon returns, etc., guide users to other platforms and channels, and increase the brand's voice in public domain traffic . There are also coffee knowledge popularization sessions and flash mob groups to enhance customer stickiness and promote transactions.

1. Lucky draw

For example, Luckin Coffee has been focusing on its video account in the past few months, and there are almost weekly events in the community where people follow the video account and draw prizes to win coffee.

When new products are launched, lucky draws will also be held on Weibo. The welfare officer will synchronize the activity information to the group and invite customers to participate.

2. Guide users to share related products on other social platforms

By showing your orders and offering rebates, customers are invited to post product notes on the Xiaohongshu platform, and include relevant topics. Original works can receive a free coffee coupon.

3. Popularization of coffee knowledge

Every day there is a piece of coffee-related knowledge mixed in with the promotional information. Comprehensive knowledge about coffee including the benefits of coffee, types of coffee, and coffee production process.

For some people who love coffee but don’t know much about it, this knowledge is quite interesting.

Sharing coffee knowledge is not just about throwing a link, but about extracting the key points first to arouse customers’ curiosity.

The content shared every day is quite random. I personally think that if I can tell the life journey of a coffee bean from the beginning, it will be more storytelling and coherent.

4. Flash mob

While writing this article, I discovered that Luckin Coffee was promoting flash mob group activities. Looking through the social media records of the past two months, I learned that Luckin Coffee often launches flash mob activities.

A flash group is a group buying and flash sale group that takes place in a very short period of time. By stimulating customers within the community with short-term discounts on an hourly basis and taking advantage of people’s herd mentality, scarcity effect, and sense of urgency, we can achieve the goal of quickly placing orders and completing transactions in batches.

It is suitable for retail enterprises, platform-based e-commerce, or offline physical stores with low decision-making costs and relatively standardized products and services.

To put it simply, it is to attract customers to place orders through super low discounts + community atmosphere.

The flash mob group attracts customers to place orders for peripheral products such as freeze-dried coffee powder, cups, etc. by offering buy-one-get-one-free promotions and limited-edition value-for-money gift packages.

However, Luckin’s flash mob groups still have a lot of room for improvement. First of all, there is no welcome message or group announcement when joining the group, which makes users confused when joining the group, and they fail to get timely answers when they raise questions in the group.

Secondly, flash groups are different from ordinary communities. What customers buy in the group are discounts and atmosphere, so creating an atmosphere is very important.

5. Social media chat

Social media language is also very standardized. When recommending products, use the form of mini program + copywriting + pictures. The copywriting highlights the selling points of the product and is paired with emoji expressions, making it look playful and cute.

The copy also uses words such as personal recommendation and community exclusive to highlight the uniqueness.

Compared with the copywriting, the choice of pictures is also very important. I am often attracted by the pictures in the community.

After being inspired, you can place an order directly through the mini program and complete the entire purchasing process in the community.

02Enterprise WeChat Personal Account

After talking about the community, let’s talk about the operation of the personal WeChat account of the enterprise:

The company’s personal WeChat accounts are uniformly designed to have the persona of Chief Welfare Officer Lucky. Since he is a welfare officer, his job, as the name suggests, is to distribute benefits to everyone. In addition to daily push notifications within the group, a group message is sent to customers once a week, and the content of the group message is simply and crudely discount coupons.

On the personal details page, the video account is uniformly configured as Luckin's official video account;

Clearly inform the working hours to avoid misunderstandings caused by not responding to customer messages in time;

If you want to have a drink, click and you will be directly redirected to the Luckin mini app;

Moments: Luckin’s Moments are much simpler than Perfect Diary’s, maintaining a pace of one post per day.

If you look carefully at these screenshots, one interesting thing is that the discount for all products in the circle of friends is 41% off, hhhh.

03 Video Number

A few days ago, my friend recommended Luckin’s video live broadcast to me, saying it was very addictive. I didn’t pay much attention to it at first, until I entered Luckin’s live broadcast room:

Luckin’s live broadcast is very simple, with simple background music and daily store life. The equipment is placed in a fixed position facing the cash register, so the audience can directly see the staff making coffee, taking orders, and packing... When the store is free, the barista will also interact with the audience in the live broadcast room.

But such a simple action attracts more than 100,000 viewers every day.

According to Xinshi data, since the start of Luckin Coffee’s live broadcast, the 54 live broadcasts recorded have an average of over 100,000 viewers per show.

I spent a few days in the live broadcast room and discovered the routine of Luckin Coffee’s live broadcast room:

1. Live broadcast room traffic diversion:

Official Account: The official account has been upgraded recently. If your official account is bound to a video account, after starting the live broadcast, there will be multiple places on the official account page to remind you that the account is broadcasting live. You can click to watch the live broadcast.

Community: The community lottery activity we mentioned above is to guide users to pay attention to the video account.

Conversation message: After the user follows the video account, a reminder will be sent to the user when the broadcast starts.

Personal page and friend circle of the enterprise micro:

2. Companion live broadcast

Luckin’s live broadcast focuses the camera on an offline store in Beijing, starting at 9:30 a.m. and ending at 5:30 p.m. every day.

The host is the barista in the store, and his fans call him Guo Guozi. Even wearing a mask, you can tell that the young man is good-looking and has a nice voice. These two points are enough to attract a large number of audiences.

When he is not busy, the anchor will interact with everyone, read everyone's comments, answer questions... He gives people a very approachable feeling~ From the comments, it can be seen that the young man also has a group of loyal fans who will wait in the live broadcast room every day~ For some office workers and students, Luckin's live broadcast room is a good background music.

3. Live events: daily coupons, daily free orders

There is a QR code above the live broadcast room. You can get a 50% discount coupon by scanning the QR code after taking a screenshot. Although there is no direct data to show the conversion directly brought about by the live broadcast room, through watching the live broadcast room and reading the news on social platforms, it can be seen that many people place orders to buy coffee in the live broadcast room.

In addition to receiving coupons, there is a lucky draw every day, and 30 customers are randomly selected to receive a free coupon.

Luckin Coffee cups are also sold in the live broadcast room. Judging from the product price, the advantage is not that big, and the host is also very Buddhist. He did not deliberately promote the cups during the live broadcast. On the contrary, I have been asked by fans to introduce cups several times~

Through the personal charm of the anchor + preferential activities in the live broadcast room + the companion live broadcast format, the number of viewers in Luckin's live broadcast room is also gradually increasing. Recently, the average number of live broadcast viewers has reached more than 200,000.

Image source: New Vision

Summarize

By breaking down social networks, corporate WeChat accounts, and video accounts, we have a general understanding of Luckin's operating strategy in the private domain.

Rather than operational means, what really matters to retain users and make them repurchase is the strength of the product.

In the early days, Luckin Coffee attracted a lot of new customers by offering free coffee, invite-one-get-one-free promotion, and 18% off coupons. Early products were often criticized for being unpalatable and having a bad taste.

But we have seen that since the financial fraud incident broke out, Luckin Coffee has reduced its efforts to attract new customers through benefits, reduced the discounts on coupons, and continuously innovated its products, launching a number of popular products that have a good reputation across the entire network.

For example, this summer's most popular fresh coconut latte, Reina ice, and thick milk latte... relying on popular products, they have accumulated a large number of loyal fans, and then promoted them through various social platforms to attract onlookers to place orders.

Okay~ that’s all for today’s disassembly.