The secrets of the No.1 public and private domain traffic gameplay in the category revealed!

In the era of inventory, merchant brands should think about how to manage traffic well and promote subsequent sustained growth. As a relatively fast-growing consumer product brand, what are the aspects of Daily Dark Chocolate’s operating methods that are worth learning from?

What is Daily Dark Chocolate? An innovative chocolate brand that targets the dark chocolate segment and focuses on health, fashion and youth.

Why learn Daily Dark Chocolate? I think there are two reasons:

1. Rapid growth: sales exceeded RMB 100 million within 12 months of establishment, and ranked first in the category within less than 2 years of establishment.
2. Capital Favor: Having completed two consecutive rounds of financing exceeding 100 million yuan, iQIYI invested in a consumer brand for the first time.

Why is Daily Dark Chocolate growing so fast? How can a new brand quickly go from 0 to 1? How to develop a private domain for high-frequency, low-unit-price snacks?

With these questions in mind, Gongzi conducted an in-depth study on Daily Dark Chocolate and wrote this in-depth analysis. I hope that Daily Black Chocolate’s successful experience in public and private domain operations can inspire you.

1. Focus on young people and create momentum in multiple dimensions

You may not know that in the chocolate category, there are two very significant characteristics:

1. Strong brand recognition. Brand concentration is very high, and users have absolute brand decision-making tendencies for chocolate.
2. Zero Chinese brands. Foreign giants such as Dove, Ferrero, and Snickers dominate the market, and there are no leading domestic brands.

In this context, as a new brand, how to quickly build three-dimensional and differentiated brand awareness and how to quickly occupy the user's category mind are the first problems that Daily Black Chocolate needs to solve.

To this end, Daily Dark Chocolate did not adopt the conventional strategy of other new brands, but instead started with a high-profile approach.

1. Variety show cooperation

Since August 2020, Daily Black Chocolate has successively cooperated with iQiyi's top variety shows such as "The Rap of China 2020", "Non-Daily Party", "Trend Partners 2", and "Youth With You 3".

Among them, the song "Chocolate Freedom" created by "The Rap of China 2020" champion Li Jialong has been widely circulated on the entire network.

2. Celebrity endorsements

In August 2020, Daily Dark Chocolate signed Liu Yuxin as its first spokesperson. On the day of the official announcement, 500,000 pieces of chocolate were sold directly. The related topics on the entire network had over 600 million readings, ranking No. 1 in the online popularity of food celebrity endorsements that month.

In October 2020, Daily Black Chocolate signed a contract with female fighter Xiong Jingnan.

In June 2021, just a few days ago, Daily Black Chocolate signed Wu Yuheng of Produce Camp 2021 as the first Happiness Experience Officer.

3. Film and TV product placement

In 2021 and 2022, Daily Black Chocolate will be embedded in more than ten TV series, including the upcoming Youku annual fashion drama "Dress Up".

4. Fashion sponsorship

In 2020, Daily Black Chocolate successively sponsored top fashion magazines such as "Marie Claire", "ELLE", "VOGUE", "Esquire" and fashion circle events such as the China Film Festival and Shanghai Fashion Week.

5. KOL placement

Daily Black Chocolate is a frequent guest in the live broadcast rooms of top KOLs such as Li Jiaqi, Wei Ya, and Luo Yonghao.

In March 2020, Daily Dark Chocolate launched its new velvet mousse chocolate for the first time on the entire network in Li Jiaqi’s live broadcast room. In April 2020, Daily Dark Chocolate made its debut on Luo Yonghao’s Douyin live broadcast, selling nearly 400,000 boxes of the exquisite chocolate, ranking fifth in terms of sales volume.

6. Cross-border cooperation

Daily Black Chocolate is particularly fond of cross-border collaborations.

We jointly set up the HEYSHOP exhibition with SANTUSONG-Song Santu, carried out the PAC-MAN Fun Run with Pac-Man, and launched joint gift boxes with 0 Sugar teammates Yili Zhixuan, international brands Under Armour, Australialand, Lane Crawford, the musical "White Night Walk", young artist Ren Gang and others.

Cooperate with Himalaya APP to launch a subscription trial. Purchase a Himalaya monthly membership and get a month's supply of daily dark chocolate, etc.

Recently, it has even launched the Daily Black Chocolate Mask.

The effect of the full-area delivery is also obvious. Daily Dark Chocolate has quickly accumulated huge brand potential.

Once the potential energy builds up, social fission will follow. More than hundreds of media outlets reported on Daily Dark Chocolate, and a large number of KOLs, KOCs, and ordinary people were crazy about promoting Daily Dark Chocolate on Douyin, Xiaohongshu, and Bilibili. There were over 10,000 notes on Daily Dark Chocolate on Xiaohongshu alone.

In the end, Daily Dark Chocolate, with its labels of health, fashion and youth , successfully captured the minds of users in the sports and health circle, the fashion circle and the young circle, and secured a place in the domestic dark chocolate market.

2. Channel omnichannel, spreading contact points widely

In order to allow users to see Daily Dark Chocolate everywhere and learn about Daily Dark Chocolate at any time, Daily Dark Chocolate has carried out a large number of channel layouts.

Online, in addition to Tmall, JD.com, Pinduoduo, mini program malls, etc., Daily Dark Chocolate has also arranged community group buying. For example, on Meituan Maicai and Dingdong Maicai, Daily Dark Chocolate is always the No. 1 in the chocolate category.

Offline, with the help of Alibaba's Retail Connect platform, Daily Dark Chocolate has successfully entered more than 100,000 retail terminals , including not only high-end boutique supermarkets such as Hema and Yonghui, but also more mainstream convenience stores across the country and some regional convenience stores, such as 7-11, FamilyMart, Tangjiu and Jinhu in Shanxi, and Hongqi in the southwest.

In addition to laying out channels, Daily Black Chocolate has also carried out many interesting offline attempts to increase contact points with users.

For example, book the most popular and trendy Convenience Bee store in Sanlitun SOHO, Beijing.

For example, drop by TX Huaihai POP UP STORE, the trendy check-in destination in Shanghai.

3. Public domain leads to private domain, do more retention

The potential has been created, the channels have been laid out, and the next question is how to direct the traffic from the public domain to the private domain.

Since the launch of the private domain strategy in February 2020, Daily Black Chocolate has mainly used five common methods, namely: DM cards, circle of friends advertising, fission activities, one item one code, and community cooperation.

1. DM card plus powder

DM card is the first method used by Daily Black Chocolate, and the first batch of private domain users of Daily Black Chocolate were accumulated through DM cards.

At the beginning, the approach was to guide users to add personal WeChat. Later, in order to circumvent many restrictions, the approach was changed to guide users to add corporate WeChat, and then use hooks to direct users to WeChat groups.

DM card is also the best way to convert daily black chocolate. After a series of form optimization (postcard + bookmark), gameplay optimization (scratch-off lottery), and copywriting optimization (receive black chocolate for free), the conversion rate has increased from the initial 2%-5% to 8%-15% .

2. Increase followers through WeChat Moments ads

After officially announcing Liu Yuxin as the first spokesperson, Daily Black Chocolate placed an advertisement on WeChat Moments, which helped the "Daily Black Chocolate" public account gain more than 30,000 followers and the number of corporate WeChat friends increased by more than 8,000. These are the second batch of private domain users of Daily Black Chocolate.

Regarding the WeChat Moments advertising method, Daily Black Chocolate tried two methods:

1. Link 1: Moments advertisement → follow the official account. This link is no longer needed after the Daily Black Chocolate Mini Program Mall is launched.
2. Link 2: Moments advertisement → Mini Program Mall → guide to add community after placing an order . The conversion rate of clicking on ads and purchasing is around 6%, and the conversion rate of adding communities is 25.7%.

3. Fission activity to increase fans

Daily Dark Chocolate added more than 11,700 fans through a fission activity where friends can get chocolate. This is the third batch of private domain users of Daily Dark Chocolate.

Just a few days ago, the Daily Dark Chocolate & Be & Cheery joint event of "Successfully invite 4 friends and each of them can get a 25 yuan coupon" just ended.

In addition, Daily Black Chocolate will occasionally hold social fission activities on the official account to send benefits to Moments/Weibo/Little Red Book/Tik Tok.

4. One product, one code, and one fan

One item, one code is a very suitable offline way to increase followers.

While the QR code remains unchanged, Daily Black Chocolate can change the content displayed after recognition every day through background settings, giving users a sense of surprise every time they scan the code.

Because it is so interesting, users will spontaneously share it with friends and WeChat groups. The fourth batch of private domain users of Daily Black Chocolate came from here.

5. Add followers through social group cooperation

Engaging in community cooperation is a good way to find accurate users faster.

Daily Black Chocolate has extensive cooperation with the private domain communities of other brands (such as Zhong Xue Gao and Ole'), and has also increased a large number of private domain users by distributing coupons in each other's communities and pushing posters containing each other's products and benefit points.

By comprehensively applying the above five methods, after more than a year of operation and experience accumulation, Daily Black Chocolate has gradually formed a WeChat ecological private domain closed loop of official account → corporate WeChat → WeChat group → mini program mall , and has also accumulated about 100,000 private domain users , including 70,000 subscribers and 30,000 member users.

Next, Mr. will break down each step one by one and explain how the daily dark chocolate is made.

1) Official account: "Daily Black Chocolate" service account

The "Daily Black Chocolate" service account is the first front for Daily Black Chocolate's private domain operations. Its content is mainly product introduction, brand communication, marketing activities, and UGC collections, with a push frequency of 2-3 times per month. The article is not long, but very exquisite.

In order to study Daily Dark Chocolate, the young man bought a member-exclusive little lion gift box and original dark chocolate from the "Daily Dark Chocolate Brand Store" applet and the Dingdong Maicai APP respectively, and found that there were instructions on the product packaging to follow the "Daily Dark Chocolate" public account.

I would like to add one more thing here: companies with a large number of users and who need to conduct frequent product promotion must set up official accounts .

2) WeChat for Business

Daily Black Chocolate has created two corporate WeChat IPs, namely Black Chocolate Jun and Black Chocolate Sauce . A man and a woman, matching each other.

The name is a bit playful, but it fits the brand tone; the avatar is a cartoon character, very cute and friendly. I have to say that these two IPs were created very successfully.

Most of Heiqiaojun and Heiqiaojiang’s corporate WeChat friends, except for those who were attracted by DM cards in the early days, come from public accounts. After following the “Daily Heiqiao” service account, you will immediately receive a poster and a guiding script.

3) WeChat Group

WeChat groups are the main battlefield for Daily Black Chocolate's private domain operations, focusing on promotional offers and new product experiences . The repurchase rate is 38%, and the average customer spending is between 70 yuan and 80 yuan.

Gongzi entered the WeChat group numbered E22 on June 14. Now the group's active code number has been updated to F30. We assume that there are at least 30 groups under each letter, and 200 people in each group, so there are about 36,000 users in the Daily Heiqiao WeChat group.

There are three main types of promotional activities in the Daily Black Chocolate WeChat group, namely group joining benefits, picture posting benefits, and Thursday flash sales . See the picture below for details.

The daily operations of the Daily Black Chocolate WeChat group are relatively simple, even a bit Buddhist. Gongzi compiled their community operation SOP for the past week, from which we can see a glimpse of this.

4) Mini Program Mall

Gongzi in "30 Things You Must Know About Private Domain! 》, private domain traffic is divided into two empowerment modes: one is to empower e-commerce platforms or offline stores , and the other is to empower mini program malls . Daily Dark Chocolate belongs to the latter.

There are two mini program malls for Daily Black Chocolate, namely: Daily Black Chocolate Brand Store (left picture) and Daily Black Chocolate Official Mall (right picture). The former focuses on promotional activities and membership centers, while the latter focuses on new product launches and limited gift boxes.

At the same time, in order to avoid business conflicts and increase repeat purchases, Daily Black Chocolate has made four differences in the mini program mall:

1. Price difference: The prices in the mini program mall are more favorable than those in other channels.
2. Product differentiation: Provide limited products exclusively for private domain members.
3. Welfare difference: Private domain members can experience new products first.
4. Activity differences: Regularly conduct online and offline activities through official accounts and WeChat groups.

4. Membership systematization to create a sense of exclusivity

Mr. Yi Tao, founder of Ruzuohui and former vice president of Startup Dark Horse, divides private domain users into three levels: ordinary private domain users, members, and super users.

Currently, the private domain operations of most companies are mainly targeted at the first level, while Daily Black Chocolate has already started the second level of operations, that is, to create an exclusive private domain membership system based on ordinary private domain users.

It is worth mentioning that there is a special “Member Center” in the “Daily Dark Chocolate Brand Store” applet.

On the one hand, private domain users are guided to register as members (for free) by purchasing a little lion gift box for 1 yuan, and on the other hand, the membership growth system and points redemption rules are introduced.

The young master sorted out the growth system and rights of Daily Black Chocolate private domain members, see the figure below.

The core of Daily Black Chocolate private domain membership system is growth value , and it is very simple to obtain growth value. In addition to completing information (1 growth value point) and binding mobile phone numbers (1 growth value point), all you need to do is shop. You will get 1 growth point for every order completed and 1 growth point for every 1 yuan spent.

As mentioned in the previous article, Daily Black Chocolate has made four points of differentiation in the mini program mall, among which product differences and welfare differences are specially provided for private domain members.

Coupled with the different levels of membership benefits, private domain members will have a strong sense of privilege and superiority , and will be more sticky to Daily Dark Chocolate, and the repurchase rate will naturally increase.

V. Conclusion

Seeing this, I wonder if you have the same feeling as I do, that is, Daily Black Chocolate is very restrained when it comes to private issues .

On the one hand, there is restraint in attracting fans . With such a huge brand potential and so many offline channels, Daily Dark Chocolate did not choose to quickly attract millions or even tens of millions of fans, but chose to maintain a long-term steady growth.

On the one hand, there is operational restraint . Corporate WeChat never sends group messages, and there are no other promotional activities in WeChat groups except for Thursday flash sales, which is in stark contrast to Perfect Diary, which also focuses on high frequency and low average order value.

In fact, I think this may be the norm for private domain operations of enterprises in the future, that is: not seeking quantity, but quality; not seeking speed, but stability.

Author: Private Domain Zhang Gongzi

Source: Private Domain Zhang Gongzi