Analysis of practical cases of community operation

In 2021, private domain communities have become a major direction that many companies have to pay attention to.

The biggest advantage of the community is that it can help companies obtain greater profits with less cost. It can bring more accurate traffic to enterprises and save traffic costs; at the same time, it can directly complete transactions in private domain scenarios and save marketing costs.

However, companies have been unable to build a good community due to various reasons:

• The product positioning is not accurate, and it is difficult to expand in the private domain;
• The overall operation has not formed a system at all, and the community conversion rate is very low;
• Without team collaboration, it is difficult to form a stable community;
• …

Today, I will share the community operation case of Kidswant. It has successfully relied on private domain communities to achieve a surge in performance, with more than 30 million paying members and an annual transaction volume of over 10 billion. So how does it do this?

1. Three major advantages lay the foundation for private domain

The excellent results achieved by Kidsland are obviously inseparable from its strategy of utilizing private domain traffic. In the view of Kidsland, managing good customer relationships is far more difficult than selling things, but also more valuable.

Refined operations for users are the core of the entire private domain traffic operation, and Kidswant’s unique advantages are mainly reflected in three aspects:

1. Professional parenting consultant team

Every Kidswant store has a childcare consultant certified by the Ministry of Labor, and there are more than 5,000 of them nationwide.

They can provide customers with one-stop parenting services, provide relevant professional knowledge to pregnant mothers, provide parenting experience guidance to new mothers, and continuously share original parenting experience content to establish long-term interactive relationships with customers.

2. Detailed service creates word of mouth

In Kidsland’s Hot Mom WeChat group, there are dedicated parenting consultants who work in two shifts every day to answer customers’ questions in the group, and all questions are answered within seconds.

There was a real example that happened late at night in June 2018, when a mother suffered from mastitis and urgently needed professional help to induce lactation. After learning the news on WeChat, two parenting consultants from Kidswant immediately drove to the user’s home 87 kilometers away to help the mother solve the problem.

This series of trust interactions between users will naturally lead to their payment behavior.

3. User digitalization enables precision marketing

To date, Kidswant has established more than 400 basic user tags and more than 1,000 intelligent models, forming a “one thousand faces for one thousand people” service approach.

This includes the mother's pregnancy period, the child's age, etc., and even divides the child's age from prenatal to 14 years old into 9 stages. Based on the collected information, Kidswant will label users with uniformly formulated corresponding labels.

Finally, with the help of marketing tools, solutions are recommended based on the user’s stage and corresponding attribute tags to achieve precise marketing for each individual.

2. Practical skills of Kidswant community

1. Channel diversion

Kidsland is very concerned about building its own channels. It not only has multiple WeChat public accounts, video accounts, mini-program malls, and official apps.

(1) Mini Programs

Kidsland’s WeChat mini program mall is a popular choice for some users who don’t like to download too many apps on their phones, so they prefer the mini program mall approach. The mini program’s daily active users can reach 400,000.

(2) app

The second key traffic channel of Kidswant is its official APP. Currently, the total network download volume of the APP has reached nearly 70 million, and the monthly active users are more than 1.5 million, which is rare for a vertical retail APP.

Through guidance or users who have already downloaded the APP, they can see the event poster first and then participate.

After all, it is difficult to carry out operations such as one-on-one private chats on the APP, so after importing users on the APP to the enterprise WeChat, more targeted and refined operations can be carried out.

(3) WeChat public account

Currently, Kidswant has two relatively important public account channels, and the number of readers of each activity headline push can reach tens of thousands, which is quite impressive.

The moment users follow the official account, they will receive push notifications about the event link and various benefits they can claim. In addition, the menu bar of the official account is also the entrance to various activities and the services that users want to obtain.

2. Traffic acceptance

When inviting users to join a group, Kidswant added a very interesting action and provided users with three groups: the special price group, the worry-free parenting group, and the pregnant mothers’ big family.

Users can join different groups according to their actual situation and needs, and Kidswant’s community operators can also set more precise operational actions based on the different attributes of the groups, killing two birds with one stone.

After a certain number of fans have accumulated in the community, Kidswant will continue to use the community fission method to achieve low-cost traffic diversion:

• The first step is to select the products that attract traffic: select the products that different groups like;
• The second step is to generate fission of seed customers: low-cost customer acquisition is achieved by inviting people to join the group and giving gifts;
• The third step is to create community activity: post group buying and other activities in the group, and redeem them offline to bring traffic to the offline community.

3. Community Operation

When it comes to the operation stage, Kidswant has a clear division of labor for the roles within the group. For example:

• The group owner is mainly responsible for: maintaining and managing the community, publishing daily flash sales, publishing group rules, and assisting in finding and publishing products;
• Group assistants are responsible for: maintaining relationships and order within the group, cultivating hardcore fans, guiding fans to spread the word, promoting community conversion, and assisting in publishing product links;
• The parenting consultant is responsible for: answering questions within the group, building closer relationships with users, and guiding users' product needs.

Then there is the distribution of the entire private domain content, which has also been carefully planned:

• Circle of Friends: Create a real IP image and output valuable content in the circle of friends. You can also interact with users and reach them deeply.
• Good product recommendations: In the Kids King community, there are always recommendations for various good products, and they appear in the form of flash sales or group purchase discounts, which not only increases the paid conversion rate, but also enhances the brand's reputation.
• Game lottery: Some game interaction sessions are set up in the group, and users have the opportunity to win designated prizes after participating. At the same time, when claiming the prize, users also need to add the personal WeChat of Kids King’s assistant, which is equivalent to directing traffic to the personal WeChat again.

3. Final Thoughts

As one of the leaders in China's maternal and infant industry, Kidswant's achievements in private domain traffic operations are obvious to all. Achieving this scale and magnitude is not achieved overnight, but the result of 10 years of entrepreneurship and 5 years of exploration.

At the same time, Kidswant realized the importance of corporate WeChat to the private domain earlier than many of its peers and began to make full efforts to plan. I believe this is also very instructive for latecomers who are interested in the private domain.

Author: Yan Tao Sanshou

Source: Yan Tao Sanshou