Li Jiaqi and Pop Mart community operation guide!

Communities are one of the indispensable channels for private domain operations . Most companies that have launched private domains have operated communities (corporate WeChat communities, Weibo communities, Douyin communities, etc.), and even some brands that have no private domain concept operate communities.

For users, the community has a low entry threshold, simple and easy-to-understand content, and low participation costs, and users can join the group at work or in class.

For enterprises, communities can centrally operate users with high efficiency. Communities can also be used for user stratification operations with good results. Communities are close to users' life scenarios, making it easier to narrow the distance with users and ultimately promote user conversion.

But many people have only a vague understanding of how to build a social network, and some even think that they can just add users to a group and then send out advertisements collectively.

In fact, this is not the case. There are many types of private domain communities. Different products/different operating goals are suitable for different types of communities, and different communities have different operating methods.

Chan Xiaoxing lists some common types of private domain communities, which are used by Li Jiaqi, Luckin Coffee, Pop Mart, etc. Let’s read on!

1. Welfare Group

Core content:

Such communities usually use gimmicks such as coupons and low-priced products to attract users.

Suitable for type:

Suitable for brands with a large user base and low-priced products, such as food and beverages, community group purchasing, etc.

Key to operation:

The operation of this type of community is relatively simple and crude, and most operations involve distributing benefits to the group. However, if too many benefits are distributed, users will become tired of them, like a "scumbag", so it is necessary to change the ways of providing benefits to create a sense of freshness. In addition, we should pay attention to the life cycle of the community. If the group is inactive, we can import active users into new groups, abandon old groups and replace them with new ones to improve operational results.

For example, Luckin Coffee frequently distributes coupons within the group. For users, effective information is not spam and will not disturb users. Instead, it will stimulate users to have another cup.

2. Interest Exchange Group

Core content:

An interest exchange group is a community formed based on interests and hobbies.

Suitable for type:

Suitable for brands with specific tag users, such as mother and baby, pets, dance, etc.

Key to operation:

The operational focus of this type of group is to increase the bonds between users and conduct appropriate marketing.

Users join groups to exchange interests, so they pay great attention to the effects that group members bring to them. There are two actions that can be performed during the operation:

1. Set entry thresholds and make more detailed stratification of users. High thresholds help to make users more precise, and stratification is because the more segmented the users are, the more active the community will be, and accordingly, they will be easier to convert. For example, among both maternal and infant users, the topic level between pregnant users and users with babies is definitely not as high as that between pregnant users and pregnant users.

2. Appropriate offline activities provide users with opportunities to meet in person and increase stickiness among users.

In addition, in this kind of interest exchange group, brands can appropriately reduce marketing, or choose a more obscure way of marketing. Too much marketing can easily make the original interest exchange impure and hurt the hearts of users.

Pop Mart is a typical example of an interest-based exchange group. The community is mainly divided according to the traffic paths and regions. The community is very active, and users usually exchange cards, draw cards, show off their babies and communicate with each other.

3. IP Community

Core content:

IP communities are generally established around personal or brand IP.

Suitable for type:

Suitable for anchors, KOLs, experts, etc. with a certain degree of influence.

Key to operation:

Users in this type of group have a fan effect, so the IP needs to maintain a certain personality and not "collapse", and it also needs to continue to output content/products, and set up activities/topics from time to time to fully mobilize users' sense of participation.

For example, Li Jiaqi uses this type of community to make live broadcast previews and send product discounts in the community.

4. Service Group

Core content:

The service group mainly provides user services, which can be divided into pre-sales services and after-sales services.

Suitable for type:

Suitable for some brands of high-priced products, such as jewelry, furniture and appliance companies.

Key to operation:

This type of community focuses on trust and reputation, and requires operators to have a large amount of industry expertise and operational knowledge to provide effective services to users. Some service-oriented communities will have one group for each user, which will be staffed with staff in different positions to provide complete process services.

For example, Sofia will set up a family VIP group for some users who have placed orders and provide one-to-one in-depth services. Equipped with designers, operators, installers, maintenance personnel, etc., we improve user reputation and referral rates through thoughtful services throughout the entire process.

Flash Mob

Core content:

A flash group is a community that gathers users with high consumption willingness in a short period of time through activities and completes conversion actions.

Suitable for type:

The community is used in a wide range of industries and can be used in most industries.

Key to operation:

Because this type of community has a short life cycle, it pays great attention to rhythm. It is necessary to continuously create a community atmosphere in a short period of time and guide users to quickly place orders and convert.

For example, Mint Health holds a flash group sale every two weeks to promote rapid user conversion through product discounts, time limits, magnifying pain points, and creating an atmosphere. For more information about Mint Health’s operational methods, please refer to “Monthly sales exceed 100 million yuan, what is Mint Health doing in the private domain?” 》

5. VIP Group

Core content:

The VIP group refers to high-quality users for the brand. This high quality can be reflected in high consumption or great contribution, and is set up specifically based on the brand's own circumstances.

Suitable for type:

The VIP group is suitable for a wide range of industries. After all, as long as there are users, there will be seed users and ordinary users.

Key to operation:

Because the users of this type of group are very precise, continuous and refined operations are required to provide them with high-quality services, and even train them to become agents or kocs.

The above are some common private domain communities. In the process of operation, these communities can also be used in combination, such as interest exchange groups and activity flash groups.

Use it reasonably according to your own operational needs.