Daily Fresh’s private domain growth strategy

Recently, fresh food e-commerce has ushered in a wave of companies going public.

MissFresh and Dingdong Maicai have successively submitted applications for listing. After experiencing policy control, the growth boom of fresh food has once again returned to the users' vision.

As a pioneer in fresh food retail, it is rumored that the number of private domain users of MissFresh’s corporate WeChat has reached millions . According to the current growth rate forecast, by 2021, the number of MissFresh users is expected to increase tenfold .

How did MissFresh achieve the growth of millions of users in just a few years? In this issue, Xiaoka will take you through in-depth analysis and review.

1. Activity drainage

1. Service account push

The official account is a natural information output channel for enterprises. When MissFresh pushes activities and publishes corporate news, the service account has also become the main communication medium.

After checking the articles on the MissFresh official account in recent months, Xiaoka found that the number of readers of each activity tweet remained stable at 10,000-100,000, and the interaction rate was considerable.

In addition, in addition to adding a jump link to the product mini-program, each article also directs users to multiple channels such as [Xiaohongshu], [Weibo], and [Tik Tok] at the end of the article to meet the different usage habits of users and increase the exposure and number of fans of MissFresh on the entire network. At the same time, the QR code entrance at the end of the article, which guides users to add the company’s personal WeChat account and follow the video account, occupies a more prominent position, which is enough to show the “little tricks” in laying out the private domain.

2. Official APP

Looking at Huawei App Market alone, the number of downloads of MissFresh has reached 200 million. According to the 2020 Q3 fresh food user activity list released by Analysys, the number of active users of MissFresh APP exceeded 8 million, ranking second on the list.

With such an innate traffic advantage, the official APP naturally becomes an important part of building a private domain. Through the APP’s banner and carousel images, the event promotion can be amplified to attract users to click.

3. Mini Program Mall

The page layout of the Daily Youxian mini program is actually not much different from that of the APP. It is mainly designed to lower the user's usage threshold and reduce the loss of users who are unwilling to download the APP. It is also the main conversion channel.

4. User invitation

Use large coupons worth 40 yuan to encourage users to share spontaneously. By sharing through the users' social circles, attract new users to register and place orders. When the first order amount of a new user reaches 29 yuan and the receipt is confirmed, the inviter can receive a large coupon worth 59-40 yuan , and the new user can also get a repeat purchase coupon worth 49-20 yuan .

2. User Retention

After exposure through multi-channel promotion, the next step is to think about how to settle and retain.

Daily Youxian’s main method of user retention is through the corporate WeChat personal account . The official APP, mini-programs, and public accounts are all equipped with personal account entrances. Through a 5-yuan no-threshold coupon, users are guided to actively add the customer service corporate WeChat personal account, which increases the support for accurate reach of subsequent activities.

If a user wants to join the enterprise WeChat welfare group, he needs to send an application to join the group to his personal account. The personal account sends a link to join the group. After the user clicks the link, they can choose to enter the corresponding city group according to different regions, and the official can carry out refined user operations.

3. Conversion Stage

1. Enterprise WeChat customer group operation, batch transaction customers

1) After adding the corporate WeChat customer service number, the customer service number will push the group link and manage customers in a unified manner according to different regions.

2) After a user joins a group, the welcome message includes the following aspects:

• Inform the group’s positioning: Youxian Welfare Intelligence Group - you can buy good things and save a lot of money.
• Inform service hours: Customer service is online from 9:00 to 23:00 - to avoid customer complaints and loss due to inadequate response outside service hours.
• Introduce the role of the community - creating a sense of value.
• Finally, a 5-yuan no-threshold coupon is attached for new customers to facilitate first orders and increase user stickiness.

2. Push activity to customers’ friend circles

As the brand’s online promotional store, the ability of WeChat Moments to bring in goods during events cannot be ignored.

After the function upgrade of WeChat for Business, the entrance to the historical Moments was opened. This undoubtedly played a promoting role for activities with longer cycles. In the past, Moments that were easily missed with a single swipe can now be guided by users to view through the historical Moments.

The number of Moments visible to customers each day also increased from 1 to 3 , providing a huge space for brand promotion.

By reaching out to friends three times in the morning, noon and evening, you can increase event exposure and improve conversion rate.

4. User fission

Daily Youxian’s fission method is mainly based on coupons, which are used to guide users to share spontaneously and attract targeted users in their social circles. There are mainly two fission methods adopted: large-value coupons and booster coupons .

1. Invite friends to get a 40 yuan coupon

Invitation Process

The user clicks on the pop-up window/"Get Free Red Packet" entrance → Invite new users through the mini program/QR code → After the new user clicks, he/she enters the MissFresh mini program → Select the product and place an order (actual payment amount ≥ RMB 29) → Confirm receipt → The inviter receives a RMB 59-40 coupon and the invitee receives a RMB 49-20 coupon.

For this invitation method, new users must place an order and there is a minimum order amount. The threshold for user participation is high and it is only suitable for fission among acquaintances or relatives and friends, and the fission effect is limited.

2. Help get free red envelopes

Depending on the value of the product, you can get corresponding coupons by inviting different numbers of friends to help. Such activities are held every day on the Daily Youxian APP and mini-programs, and the threshold is low and user participation is high.

Moreover, the coupons are mainly discount coupons, which greatly promote the conversion rate.

It is worth mentioning that MissFresh has officially established a mutual aid group to provide users with a support platform, help users receive discount coupons and promote user consumption.

5. Highlights and Reusability

1. Group by region for more precise operations

Similar to the private community operation strategies of Luckin Coffee and Watsons, when the corporate WeChat personal account sends a link to join the group, MissFresh will allow users to select an area based on their location, and then the corresponding group QR code will pop up.

By centralizing operations for users in the same area, in the later stage, whether it is product distribution or user demand, refined operations can be transformed according to local warehousing.

2. The official establishment of a mutual assistance group to lower the threshold for user participation

In the process of fission growth, almost 70% of activities need to be assisted in this form to achieve growth goals through the fission of user circles. However, such activities often require users to use up their personal connections, so many users are unwilling to participate.

After MissFresh established the official mutual aid group, it brought together users with the same needs into the group, which not only aligned their goals but also reduced users’ social costs, thereby promoting user participation and improving conversions.

6. Optimization Suggestions

The personal account welcome message adds an entrance to the group: After testing the entire private domain link of MissFresh, Xiaoka found that the link from the personal account to the group was blocked. After the user added the personal account, the copy + mini program coupon link popped up. The lack of an entrance to the group further retained the user.

In addition, after the user actively applied to join the group, there was no response from the personal account, and the QR code sent to join the group later also showed that the group was full and expired, affecting the user experience.

VII. Conclusion

In the era of stock, new traffic is certainly important, but how to retain old users and obtain long-term value will be the core consideration for most companies next.

Author: Liankashuo

Source: Liankashuo