At the Douyin Enterprise Account Conference on the afternoon of July 27, Mu Jianxin, head of the enterprise operations of Bytedance, said: "Douyin's private domain is a new growth point for Douyin's business, and it is also a fan-centered business flywheel." This sentence is like the beginning, marking the official entry of Douyin into the private domain.

At the same time, Douyin released the "2021 Douyin Private Domain Operation White Paper". I also conducted an in-depth interpretation of this report, summarized the three-step strategy for private domain operations, and analyzed the private domain operation methods of the four major industries. I will share them with you below.

01 Three domains are connected, and public, private and commercial domain traffic is integrated

In the white paper, Douyin proposed the three-domain concepts of " private domain, public domain, and commercial domain ". In the future, by connecting the three domains of traffic, from one-way customer acquisition and diversion to two-way increase in volume and efficiency, we will help companies achieve more and more accurate user management.

At the same time, based on the number and quality of users accumulated in the private domain, in public domain scenarios such as short videos and live broadcasts, the rights of core fans and high-intent fans are enhanced, bringing more accurate public domain traffic and maximizing the value of traffic.

The changing trends of traffic in the three domains are as follows:

Public domain traffic: In the past, the public domain played the role of directing traffic to the private domain. In the future, the private domain can reversely affect the quantity and quality of public domain traffic. The public domain uses recommendation algorithms to match companies with precise exposure and increase fan attention, thereby directing traffic growth to the private domain.

Private domain traffic: In the past, private domain was where companies managed their fans. In the future, private domain will be where companies and fans establish bilateral relationships. Private domains can improve their rights through the number and quality of core users and public domain content traffic, bringing more accurate public domain traffic. Private domains can directly deliver commercial domain traffic through the number and quality of core users and the accumulation of user resource packages.

Business domain traffic: In the past, it was difficult for business domain traffic to connect with private domain traffic. In the future, private domains will be able to directly achieve fan accumulation from business domain traffic. In terms of business domain traffic, companies can directly achieve growth in private domain fans and traffic through business domain traffic.

02 Douyin’s Private Domain Management “Three Steps”

In terms of operating methods, Douyin has summarized a "three-step strategy" from the three aspects of "private domain sedimentation", "private domain retention and activity" and "private domain conversion".

By continuously introducing traffic into the private domain pool, an operational closed loop is formed within Douyin: new additions-sedimentation-activity-conversion-repeat purchase-fission.

At the same time, auxiliary active conversion tools can repeatedly activate private domain traffic indefinitely and deeply tap the value of private domain traffic.

03 Private Domain Operation Methodology in Four Major Industries

In the white paper, Douyin divides the industry into four categories based on the two dimensions of "degree of onlineness" and "consumption frequency", and summarizes the corresponding private domain operation methodology.

Industry 1: High frequency and high degree of onlineization

Industry characteristics: low average order value, short user decision cycle, high price sensitivity, need to establish emotional connection with fans to increase consumption frequency, strong shopping guide attributes of content activities, and immediate conversion of online recommendations.

Representative industries: Food and beverage | FMCG | Clothing accessories | Maternal and child services | Skin care and cosmetics | Retail and other industries with high e-commerce

The core goals and methods of private domain operations: maintain users' enthusiasm for brand consumption, create an efficient repurchase pool, use Douyin transaction tools to significantly increase the frequency of repurchases, and quickly generate conversions.

Representative case: Luzhou Laojiao

Since 2020, Luzhou Laojiao has focused its efforts on consolidating private domains and laying out online channels. On Douyin, Luzhou Laojiao uses the corporate account matrix to promote its brand image and disseminate wine culture content, while also completing conversions through private domain wine tastings and e-commerce live sales. A series of measures have enabled Luzhou Laojiao to successfully enter the social scene of young people, attract young consumers with stronger purchasing power and higher pursuit of quality, and find growth from the young group.

Data performance:

– Fans in the live broadcast room watch 50% of the broadcast, watch 500% longer than non-fans, and interact 50% more than non-fans

– Fans’ GMV contribution accounted for 83%, and old fans’ GMV contribution accounted for 59%

– Average daily activity of fan group users is 19%

– Private messages and group messages from subscription accounts reach tens of thousands of people per day

Highlights of private domain operations:

Build a complete marketing chain of "traffic diversion-conversion"

The display of many important resource positions of private domain functions brings its own publicity heat. Brands can use previews, display highlights and other methods to strongly attract traffic to the live broadcast room, forming a complete consumption chain of the brand "short video, flagship store traffic-live broadcast room viewing-flagship store, private message, group chat conversion".

(1) Traffic introduction: short video/live broadcast/advertising traffic is imported into the private domain

– Live streaming is the main traffic entrance, and fans remain active by following live streaming, joining fan groups, and joining communities. Conversions are constantly completed during the live broadcast.

– Live broadcast strategy: The morning show starts at 8:00 every day, and the evening show starts at 19:00.

(2) Homepage construction + flagship store - establish a good corporate image and establish a private domain traffic sedimentation window

– Enterprise profile settings: group chat entrance, live broadcast status, topic guidance.

– Merchant page settings: flagship store template, taking over homepage traffic to complete conversion.

– Among the traffic that visited the homepage, 23% of them actively searched on Douyin after social fission and entered the homepage.

(3) Private messaging: extremely considerate service to enhance fans’ trust and transaction conversion

– Send private messages: Automatically reply to attract customers to join the group, and guide customer service issues to self-service consultation and processing.

– Private message menu: Set up a private message menu with automatic replies to efficiently solve fan issues.

– After-sales service: reply to transfer the information to manual customer service.

(4) Group chat operation: fine-grained fan operation to achieve long-term conversion

– Fan group chat: Open a fan group chat, publish live broadcast information/benefits, etc., and achieve strong conversion within the group.

– Fan interaction: Mention old fans in the live broadcast room, write fan IDs to remind them to watch the show, and use flash sales to attract repeat purchases.

– Emotional connection: Occasionally use local dialects to interact with core fans to emotionally connect with fans and increase intimacy.

Industry 2: High frequency and low online level

Industry characteristics: low average order value, short user decision cycle, high price sensitivity, the need for continuous promotion to stimulate consumer demand and increase consumption frequency, and strong shopping guide attributes of event content to retain customers online and guide them to in-store consumption.

Representative industries: catering | life services | nail salons and hair salons | leisure and entertainment | fitness and sports, etc.

The core objectives and methods of private domain operations: Increase fans' interest in local stores and services, attract customers to shop in stores, and improve local customers' online reputation and "fission" efficiency.

Representative case: Today's Photo Studio

Highlights of private domain operations:

(1) Traffic introduction: short video/live broadcast/advertising traffic is imported into the private domain

– Private messages lead people to join the fan group: Automatically reply to private messages and pop up the fan group entrance to accumulate private domain traffic

(2) Home page construction - establish a good corporate image and create a window for private domain traffic sedimentation

– Company profile settings: The homepage text information highlights the daily live broadcast information, and configures the fan group entrance to guide users to join the group chat

– Merchant page settings: Use merchant templates, configure store activities, service products, and special services. The pictures are highly relevant to the account theme business, highlighting professionalism, attracting user attention and stimulating user retention conversion.

– Configure the online consultation portal to guide customers to private message consultation

– Configure a reservation card to facilitate customers to leave information, thus achieving long-term conversion

Industry 3: Low frequency and high degree of onlineization

Industry characteristics: high customer unit price, long user decision cycle, need to establish long-term relationships with users, output a large amount of content information to continuously promote customer demand, and ultimately assist user decision-making to achieve online conversion.

Representative industries: 3C digital products | Fashionable toys | Luxury goods such as jewelry, bags and watches | Travel and accommodation | Adult education | Finance and insurance | Media and content | Business services

The core goals and methods of private domain operations are to increase fans’ interest in products, attract customers to form long-term stickiness to the brand, shorten the purchase decision cycle, and increase conversion and repurchase of multiple categories.

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Representative case: Public election king talks about the workplace

Highlights of private domain operations:

(1) Traffic introduction - short video/live broadcast/advertising traffic is imported into private domain

– Short video: Personality building: The chairman appears on camera to explain practical experience in the officialdom and workplace, enhancing trust and influence

– Live broadcast: scripts are planned in advance and the rhythm is clear

(2) Home page construction - establish a good corporate image and create a window for private domain traffic sedimentation

– Enterprise profile settings: group chat entrance, live broadcast status

– Merchant page settings: use the general merchant template

(3) Private message platform - extremely considerate service, enhancing fans’ trust and transaction conversion

- Set up automatic customer service replies and group chat guides to attract fans to join the group chat

(4) Group chat operation - fine-grained fan operation to achieve long-term conversion

Group chat conversion:

Fans’ purchases account for 94% of GMV, among which products with high order values ​​are easier to convert in group chats, and fans’ purchases in group chats account for more than 40% of products with a unit price of more than 1,000 yuan.

- Publish works and live broadcast previews every day to attract fans to wait and like in advance

- Administrators provide regular daily maintenance and answer questions for students

Industry 4: Low frequency and low online degree

Industry characteristics: high average order value, long user decision cycle, need to establish long-term relationships with users, output a large amount of content information to continuously cultivate customers, build trust through offline channels, and retain information online to guide in-store conversions.

Representative industries: real estate | automobile | home decoration, etc.

The core goals and methods of private domain operations: enhance fans’ trust in brands/enterprises, build an “interest exchange circle”, increase IP popularity, and create a “sense of brand belonging”.

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Representative case: Zhengzhou Tengfa luxury car

The Douyin journey began in July 2018, and the focus began to be on Douyin in May 2020, and the private domain related function configurations of each matrix enterprise account were improved. From the end of May 2020 to July 21, Tengfa Used Car’s four matrix enterprise accounts obtained a total of 160,000 retentions, among which the transaction data in the private domain scenario was also very gratifying, with retentions as high as 15,000/month, an average monthly transaction volume of more than 200 vehicles, and more than 6,000 people in Douyin group chats. The private domain scenario has gradually become an important battlefield for the company's business transformation.

Highlights of private domain operations:

– Complete customer service management system: Whether it is automatic customer service or manual customer service, it will respond within 30 minutes, and the response speed is very timely

- Multiple interactive gameplays such as KOLs and bosses: Invite KOLs such as Hu Ge and Shuoche Lao Meier to drop in on the store, shoot corresponding linkage videos on the expert and official accounts, and let the boss drop in on the group chat from time to time to bring more benefits to everyone and increase community activity

– Multi-channel private domain introduction: In addition to live broadcast rooms, short videos, and homepages, private messages are opened to introduce group chat functions, so that leads that have not been converted in time can enter the private domain community for maintenance and continuously output brand value.

- Fine management of private domain positions: Regular group messages to guide fans to follow their favorite anchors’ live broadcast rooms, preview new car sources, and guide interested fans to enter the live broadcast room to view cars or send private messages for consultation

– Online and offline integration: Reasonably embed retention tools in the community, build user trust through 1v1, and match offline activities to further enhance trust and guide in-store conversions

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Author: Yan Tao Sanshou

Source: Yan Tao Sanshou