2022 omni-region marketing promotion strategy!

The dilemma of public domain traffic can only be solved through full-domain operations. The tide of history always surges forward amidst ups and downs. From public domain traffic dividends to private domain user operations, it has gone through several ups and downs in just ten years.

For example, in Xuchang, a small city in central Henan.

A supermarket called "Xingfu Wanjia" allows offline customers to join groups, allowing customers circulating in the public domain to become its private users.

Every Thursday, a mini program for pre-ordering products will be released in the group, and the prices of the products are often cheaper than the daily selling price. Group members can pay a deposit and go to the supermarket to pick up the goods on weekends. If you are not satisfied with the product or do not have time to pick it up, you can refund the product at any time.

The convenience of what you see is what you get and no time difference in returns has made many elderly people who used to not know how to or dare not shop online now happily shopping in WeChat groups.

This seems to be a new retail method that combines e-commerce, group buying, and offline retail. The key to maintaining it lies in the diversion of public domains to private domains and the connection of online and offline fields. Going back further, this is essentially the topic we want to explore in this article - omni-channel management.

Every year, various new and hot business concepts emerge, and regardless of whether they can survive for a long time, many of them fail to stand up in terms of applicability and conversion rate.

If omni-channel operations can work in the sinking markets, it has already penetrated into more fine-grained business units and does not allow market participants to hesitate.

The boom period for omni-regional operations has arrived.

Following the joint release of the "2021 Smart Retail Private Domain Growth Guide" by Tencent in October, CCFA recently jointly released the "China Retail Industry Public and Private Domain Operation Manual and Implementation Guidelines" with Tencent, which clearly depicts the panoramic picture of public and private domain operations.

Combining this "Guideline" and "Guidelines" with the global business practices of many brands and companies in recent years, we can see the global picture of the brand more clearly.

1. It’s not that easy to do it all

Expand the brand in the public domain and occupy the mind. Build your own assets in the private domain and continue to occupy it.

The public domain relies on traffic and content, the private domain provides users and services, so what is the key to the global domain?

I believe that the lifeblood of the entire domain lies in integration.

Because it is not only limited to online, but also involves online and offline scenarios, and the cross-conversion of public domain traffic and private domain users.

When the private domain and the public domain are combined, online scenarios are superimposed on offline scenarios, and the full-domain operation stage is entered, the operational difficulty increases almost exponentially.

The main difficulties are as follows:

First of all, it has become difficult to divert traffic from the offline public domain to the online private domain. Simply scanning a QR code to receive a small red envelope gift has made it difficult to gain incremental private domain users. Brands need to think of more attractive, interesting and convenient ways to convert offline traffic.

Secondly, the complexity of multi-path private domain conversion requires companies to master a more systematic methodology. Previously, many commercial entities’ understanding of private domains was still limited to “mini programs + groups”. Problems such as unclear conversion links, inefficient growth of private domain user pools, and low activity levels caused by cognitive limitations greatly reduced the scalability of private domains.

In addition, operationally, the integration of omni-channel scenarios has become more difficult. The allocation of offline stores and online resources, the arrangement and management of service and product portfolios, the integration of CRM systems, namely the online and offline membership systems, and the management of user value throughout their life cycle, have all put forward new requirements for commercial entities' scene integration capabilities.

And most importantly, if companies want to shorten the reach-conversion link, streamline product line planning and achieve public-private domain partnerships, they may need to spend a lot of manpower and material resources to build terminals, private domain stores and data middle platforms. Except for some large-scale commercial entities, it is very difficult for companies to achieve the above integration on their own.

At this point, it has become a market consensus to call for effective global business tools and methodologies that can flexibly adapt to the operating methods of various industries.

2. What does omni-regional operation really require?

To solve the above problems, we must first understand the key nodes of public-private transport, that is, in the whole-domain operation, which ones are related to the lifeline of development?

Let’s first look at the core links of global operations:

Public domain - (traffic diversion) - accumulation of private domain user pool - (operation) - continuous reach - conversion - repeated reach - repeat purchase

This is the entire process from users entering the public domain to becoming private domain users of the merchant brand and finally achieving repeated purchases.

Combined with the analysis in the previous part, we will find that it is difficult for brand merchants to hold all the global business links on their own. Therefore, in the whole process, if the platform and model are chosen correctly, it can help merchants and brands reduce the difficulty of operation to a great extent and "avoid mines" by the way.

So what kind of tools and platforms do brands and businesses really need?

From a basic perspective, the platform’s own public domain capacity must be large enough and the ecosystem must be open. This major premise determines whether the source of the private domain user pool is abundant. Only abundant springs can converge into a lake.

The second is the entrance, that is, the entrance to the private domain user pool, whether it can achieve large-scale private domain traffic conversion. Traditionally asking people to scan the QR code is one way, but it is difficult to achieve scale effect. Therefore, this platform also needs to provide tools and channels to achieve efficient batch conversion.

In addition, there is operation and maintenance conversion. In order to prevent the "private domain" from becoming a "dead domain", the platform's touchpoints need to be rich enough and the conversion links reasonable so that the private domain user pool can be "stored" and further form continuous transaction conversions.

As for the above points, I think Tencent's global system is the best in China at present.

First of all, in terms of user base, WeChat has over 1 billion users, providing a huge base of public domain traffic.

At the same time, the attributes of communication tools, the rich content of official accounts, the information search function of SouYisou, the sales conversion function of mini-programs, as well as WeChat Pay, Enterprise WeChat and other methods, have also buried a wealth of touchpoints in the user's daily usage links, making the sedimentation and operation of private domains more convenient.

The "essence of traffic = attention x time", the huge user base, the social network with superposition of strong and weak relationships, and the high frequency and long usage time brought by rich functions, all make it a huge winner both in terms of traffic base and flexibility in global operations.

However, a good platform foundation is not a one-time thing. In the "China Retail Industry Public and Private Domain Operation Manual and Implementation Guidelines", CCFA and Tencent jointly summarized the three key steps of the core link of public and private domain collaborative operation, which are:

1. Privatization of public domain traffic
2. Private Domain User Pool Operation
3. Private Domain Commercialization

The ability to acquire public domain traffic, operate private domain traffic, and integrate public and private domains are the key to the success of full-domain operations. In the following text, we will also combine the "2021 Smart Retail Private Domain Growth Guide" and the "China Retail Industry Public and Private Domain Operation Manual and Implementation Guidelines" to explore the omni-domain business methodology around these aspects.

3. Active public domain, deeply buried user touchpoints

In the past, some people believed, based on stereotypes, that WeChat was a powerful private domain platform, so Tencent was stronger in the private domain and its weakness was the public domain.

But if we only look at the development of WeChat in recent years, we will find that this view has been subverted to a certain extent:

WeChat’s private domain remains powerful, but its public domain is equally as powerful.

The most intuitive thing may be the transformation of WeChat from a simple "social platform" to a "social life platform". In 2017, WeChat Soso was launched. As WeChat content continued to be enriched and opened up to the Internet, the value of Soso as a public domain traffic entrance was further highlighted.

After the mini program function was launched, it connected all links of private domain conversion, operation, and transaction conversion. According to the "White Paper on the Development of Mini Programs Internet in the First Half of 2021", the DAU of WeChat Mini Programs exceeded 400 million. The strong public domain appeal and high-frequency reach make it possible to scale up the sedimentation and operation of the private domain user pool.

In addition, Tencent’s new cultural and creative system has also formed a comprehensive and diverse user scenario. Phenomenal portals such as Tencent Video, QQ Music, and Tencent Games have also brought together a large number of users and formed stable public domain traffic. These platforms will become a constant source of vitality for the brand's private domain in the overall ecosystem.

In addition to these online public domain entrances, Tencent's global ecosystem also has offline public domain touchpoints that are easily overlooked but permeate into every aspect of life like air.

As a product with over one billion users, WeChat connects offline public domain traffic in multiple dimensions such as communication and payment. Through WeChat scanning, mini-programs and other functions, offline public domain traffic can be efficiently directed online, or even directly stored in the merchant's private domain user pool.

4. Efficient private domain, the "four forces" model to promote growth

In terms of private domain operations, it is necessary to use the connectivity features and product capabilities of different private domain tools to effectively reach and activate users.

There are already many cases of diverting traffic from online public domains to online private domains, and many companies have accumulated relevant experience. The difficulty of omni-domain operation lies in directing offline traffic to online private domains. So this time I want to take a look at a segment where offline public domain traffic reach is very important, 3C appliances.

First of all, 3C appliances are decision-making products with purchasing characteristics such as low frequency, high price, and long decision-making cycle. Pre-sales consultation and after-sales service are crucial in the consumer decision-making process, so they also have a high reliance on offline scenarios.

In the previous stage of competition, 3C electrical appliance brands had a very wide deployment of offline store outlets, and in offline channels, the ratio of dealer stores to directly-operated stores was as high as 9:1. This also means that in the process of full-area operations, there are many contradictions in management, operation and maintenance, and coordination of interests among all parties.

Take vivo as an example. In the previous stage of competition, through the extensive deployment of offline retail points, vivo quickly established offline channel terminals that penetrated into various cities. At the same time, online, the official flagship store through e-commerce channels has also built a conversion channel by cutting into public domain traffic.

Although it has more than 200,000 offline stores and hundreds of millions of users, the data of these users are scattered in the hands of shopping guides in each store. Vivo has always found it difficult to effectively integrate and activate offline channel resources, and there are also obstacles in the management and communication of offline channels.

At this time, the key role of "Enterprise WeChat" is highlighted. Unlike the customer resources in the hands of scattered shopping guides, through Enterprise WeChat, consumers are reached through accounts in which the brand has the initiative.

It is through WeChat for Business that vivo guides agents, stores, shopping guides and users to the online platform for integrated operations. While realizing the digitization of offline stores, it also realizes the diversion of offline public domains to online private domains.

After the private domain user pool is formed, WeChat can also serve as the main battlefield for marketing, helping brands promote new products through various gameplay methods of WeChat tools such as searching brand areas, video account topics, etc.

When we look at the entire chain, vivo's global business transformation is actually a multi-dimensional integration of organizational strength, operational strength, product strength and commodity strength. In the "2021 Smart Retail Private Domain Growth Guide", Tencent Smart Retail proposed the "Four Forces" growth model and explained the private domain operation methodology.

The "Four Forces" can not only provide guidance for brand private domain construction and global operations, but also protect the integration and conversion of global traffic:

Organizational strength, as the nerve center for efficient private domain operations, helps clarify the relationship between private domain operations departments and corporate organizations.

Product power is the "spear" that helps merchant brands break through the red ocean of e-commerce, and requires flexible adjustment of SKU width and pricing strategies.

Product strength, as the "new infrastructure" of private domain operations, can improve the experience and promote conversion.

Operational power is the "engine" for revitalizing private domains and achieving sustained growth in GMV. It runs through all stages from traffic acquisition to operational conversion through rich touchpoints and channel layout.

Under the macro-guidance of the "Four Forces", when the focus is on specific sub-categories, the actual operating methods are different. For this reason, the "China Retail Industry Public and Private Domain Operation Manual and Implementation Guidelines" also provides an answer that balances the "commonality" and "individuality" of categories.

5. Global value ambition of public-private linkage

In the process of private domain commercialization, there is no one-size-fits-all approach, nor is there a standard answer that can be copied and pasted.

With the continuous segmentation of tracks and continuous innovation and iteration of business models, what is needed is to grasp the common dimensions of different business models and form a set of reference and guiding methodologies.

The key to the private domain user pool is people, and when analyzing purchasing decisions from the consumer's perspective, the main difference is actually in the frequency of purchases. For example, in the same retail format, the consumption frequency of convenience stores is obviously high, while the consumption frequency of warehouse membership stores is lower.

Therefore, the "Guidelines" summarize the commercialization models of private domains into high-frequency, medium-frequency, and low-frequency models, and you can choose a suitable full-domain operation plan based on the categories you operate.

For example, the 3C appliances discussed in the previous section are obviously "low-frequency" consumption. This type of product has a high average order value, a long decision-making cycle and decision-making chain, and consumers are cautious in purchasing. It is also the category that most needs to establish brand trust.

In the early stage of acquiring public domain traffic, offline stores are restricted by geographical space and cannot achieve wide-area reach. It is more important to acquire public domain traffic through advertising, content operation and other means. In the medium term, the private domain can be continuously awakened through the 1V1 shopping guides on WeChat for Business, and the content dissemination of official accounts and video accounts; at the same time, mini programs can also carry out experience links, and with the help of Tencent's unique social ecology, realize the social fission of word-of-mouth communication.

High Frequency Mode

As for "medium-frequency" consumer categories such as fast-moving consumer goods, clothing, beauty products, shoes, bags, etc., although the decision-making is not as important as that of low-frequency consumer categories, people will still be relatively cautious and compare prices during the purchase process. The public domain traffic of mid-frequency consumer products comes from online and offline stores. Once customers leave the store, it is very difficult to reach them again in the public domain and promote purchasing decisions and repeat purchases.

However, the user information demand for such products is relatively high frequency. In the process of privatization of public domain traffic, offline WeChat shopping guides or online following of public accounts or joining fan communities can all achieve conversions through a wide range of public domain touchpoints. After that, through WeChat content operation, shopping guide operation and membership operation system, you can repeatedly reach out and convey brand information, and ultimately achieve sales and repeat purchases.

IF Mode

For consumer goods that are consumed daily or weekly, the "high-frequency" model is more suitable, with lower average order value and shorter decision-making links. Therefore, it is crucial for categories that are suitable for high-frequency models to obtain public domain traffic and achieve conversion through operational strategies such as content operation, event operation, and social fission.

Low frequency mode

By dividing consumption frequencies, brands can more clearly position themselves in the global business model that suits them. The wide range of its applications also allows me to see more diverse possibilities of the global model.

6. Inclusive Global Ecosystem

Back to the story at the beginning, "Xingfu Wanjia" is a small regional retail brand that many people have never heard of. But at the same time, it can also achieve full-area operations through Tencent's ecosystem.

This is also what I appreciate more than many models and methodologies: such global business tools and models are universal.

It can not only help large enterprises save the trouble of system construction and some trial and error costs in global operations, but also help some lightweight commercial entities build their own private domains and realize multi-dimensional linkage between online and offline, public and private domains.

Omni-channel operation is not just a battlefield for big brands and big companies; it concerns every micro-individual in the business world. At the same time, it also provides more possibilities for new entrants.

In such an environment, omni-regional operations are bound to develop in the direction of scale, and the final test will be the ability of commercial entities to understand and use them.

Author: Shen Shuaibo

Source: "Jinbubo Finance" (ID: jinbubo)