Analysis of the private domain operation system of Mint Health App!

Mint Health has been driven by nutritional food products since 2019, and has successfully transformed from providing daily health management tools to focusing on healthy consumer products. It now has 200 consumer product SKUs and has developed a series of foods such as functional foods, healthy snacks, healthy fast food, and children's nutritious meals; as of May 2021, monthly sales have exceeded 100 million yuan, of which self-operated APP and mini-program malls contributed 50% of the turnover

I joined in 2019 and just experienced this period of transformation. I participated in the construction of a private enterprise microblog from 0 to 1 and experienced a 100% revenue growth rate. I deeply reviewed the user operation strategy at that time in order to have a deeper understanding of the business.

The replay is as follows:

1. Target confirmation

Improve the conversion rate and purchase frequency of existing users, increase GMV (performance), and improve operational efficiency.

2. Indicator formulation

1. Outcome indicators

GMV (performance) = total traffic * conversion rate * average order value * repurchase rate

Here is the total traffic (the original user base ✖️0.25% abandonment rate) + the new traffic in the month

2. Important process indicators

We mainly promote full-service meal categories with high average order value, and the performance of single products accounts for 90% of the total performance.

(Mint 21-day full meal is the highest-priced item, priced at ￥1210)

(1) Improve the conversion rate funnel

• New Addition Rate → Activation Rate → Cultivation Rate → High Intent Rate → Conversion Rate
• Cultivation rate (core behavior action is: the ratio of activated users who recommend high-priced full-meal categories)
• Activation rate (core actions are: response rate/user reach/reach frequency)

(High operational efficiency, the frequency and volume of reach determine the user activation rate), stratifying users and reaching them strategically can increase the average order value and repurchase rate)

(2) Repurchase rate

Monthly repurchase rate, the proportion of users who have purchased full meals ≥ 2 times to the total number of users who have purchased full meals

Repurchase rate = number of paying users / number of customers who purchase full meals ≥ 2 times.

(3) Average order value

The impact on average customer spending is related to the category purchased. Calculate the proportion of high-order full meals

The ratio of paying users who purchase full meals = the number of paying users / the number of users who purchase full meals

3. Sorting out business transformation paths

1. LTV based on the user’s life cycle (general direction)

Pull users from e-commerce traffic, APP traffic, and public domain traffic into private domain enterprise WeChat.

The corporate WeChat account’s persona is that of a nutritionist and expert consultant, allowing users to feel valued and being user-centric, so it’s not just a one-time conversion, but can be reached repeatedly to increase purchase frequency, raise average order value, and try to retain users. Avoiding loss is the core.

2. Product form sold (increase frequency ↑ customer unit price ↑)

Mainly functional products, divided into two categories:

• High-frequency, low-unit-price products (probiotics, drinks before bed, drinks before meals, etc.) are priced at less than ￥199 per box.
• Low frequency and high unit price (full meal) is priced at ￥1210.

The core is still to attract users with low conversion rates and high average order values ​​to maintain operations and contribute value.

3. The core of conversion rate depends on activation rate

Activation rate = effective reach rate ✖️Activation conversion rate

Effective reach rate, influencing factors include: (first-time response rate, invitation rate)

The impact paths of reaching conversion rate are: (activation rate → intention cultivation rate → exposure rate → conversion rate)

Improvement strategy:

4. User portrait

People with the following attributes and behaviors are likely to have a high purchase rate (for high-priced products).

Dimensions of customer labeling:

1. BMI22 or above (need to lose fat and shape body)
2. Users who have used the APP and recharged
3. The customer consumes in the mall ≥2 times within 1 month, and the average order value is ≥199 (199 is set here because the membership fee is 199). If it is greater than this, it means that the customer has passed the novice period and has placed at least one order on the platform.
4. Personal attributes (white-collar workers and mothers in first- and second-tier cities) Female aged 25-35
5. The desire to lose weight is strong, for example: special scenarios such as postpartum recovery, marriage, social activities, etc., there is a high urgency for fat loss, and they want to see results in a short period of time and are willing to spend a high investment budget.

5. User stratification (sales conversion strategy)

1. Sales steps

• Acquaintance = add WeChat and say hello
• Trust = first in-depth chat (so the response rate of new users is critical)
• Love = Experience my services (answers to questions about weight loss, hair loss, nutrition, APP usage, etc.)
• Proposal = Start sales (recommend the corresponding product of the solution)
• Conflict = multiple frequency contact and order tracking
• Break up = rejection/blocking/silence
• Getting a license = deal

2. User stratification

For existing users, screen out potential users who can be converted quickly, and keep the remaining low-value users in a passive response state to see if they can be upgraded to the user pool of valuable customers.

Reach out by priority:

6. Review and Iteration

1. Improve operational efficiency and adjust reach strategies

(1) Increase the frequency and volume of daily outreach (workload management)

Maintain a daily reach of 1,000 people (including mass messaging) (20,000 existing users), and complete the reach once in a 20-day cycle.

(2) Do a good job of tag management and implement cycle management by user stratification

Divided according to ABC, with reference to dimensions (BMI, age group, product intention, consumption time, consumption frequency, and consumption amount).

(3) Adjust work schedule and change outreach strategy

At 10 a.m., revisit Class A high-potential customers from the previous day, and at 3 p.m., revisit Class B potential customers, focusing on private stamping. Send mass messages at 7pm to reach Class C low-intent customers. Take out a whole period of time to focus on breaking through, upgrading and killing monsters.

(4) Change the action of guiding people to join the group into a mandatory task

Focus on collective operations, increase the frequency of reach and product exposure, improve operational efficiency, and make breakthroughs through private chats with key customers.

2. Create a persona and provide content output services

Topic screening, finding common topics in weight loss, and then sharing successful weight loss cases) to shorten the distance. The text method in the group is easy to be sedimented and the effect is not good. You can open a group live broadcast, video account, etc. to create a personal IP and output popular science content.

3. Start by increasing the frequency and the average order value

• Increase in-group publicity, coordinate with the APP mall coupon grabbing time, and organize in-group flash sales of large limited coupons
• Bundle and sell popular single products in different categories or the same category to increase the average order value.
• Add collective conversion days and hold flash group buying events once a week.
• For users who have purchased products, we will have a fixed revisit frequency and give priority to new products when they are first released.