Dismantling the entire process of Yuanqi Forest's layout of private domain

Purpose of case analysis: The number of followers of the Mini Program flagship store is the largest among all sales platforms, reaching 5.981 million (the specific sales volume is unclear, but judging from the number of fans alone, the Mini Program has more traffic than other platforms). I will focus on breaking down each link of fission-conversion-retention-repurchase on Yuanqi Forest's WeChat platform to understand Yuanqi Forest's private domain layout framework.

1. Case Background

1. Product Introduction

Yuanqi Forest, an emerging brand focusing on "0 sugar, 0 fat, 0 calories", took only 4 years to achieve a valuation surge from 0 to 14 billion. Its sales exceeded 800 million yuan in the first half of 2020 alone, and it won the first place in the water beverage category on the Tmall platform for two consecutive years in 2019 and 2020 during Double Eleven and 618 sales. In addition, in the 2020 Golden Brand List of "First Financial Daily", Yuanqi Forest surpassed Coca-Cola, which had been ranked first for five consecutive years, and topped the carbonated beverage category.

Biography of founder Tang Binsen - Yuanqi Forest period

Image source: New Business Intelligence NBT

2020 Carbonated Drinks Ranking/New Star Brands

Source: China Business Network 2020 Golden Brand List

In the past three months, the average search index of Yuanqi Forest on PC and mobile terminals was close to 2.5 times that of Coca-Cola. There was a small peak from the end of March to mid-April, and it has been rising steadily recently.

2. Traffic

1. Advertising

Delivery platforms: Toutiao, Bilibili, Baidu keyword bidding advertising, WeChat Moments, Douyin short video, etc.

Content: Titles and covers mainly focus on “0 sugar, 0 fat, 0 calories” and offer benefits/big sales.

Online live streaming: collaborate with anchors such as Wei Ya, Li Jiaqi, and Luo Yonghao to sell products through live streaming.

2. Traffic receiving platform

Official Account :

① “Yuanqi Forest Service Account” was registered in May 2020, with an estimated 162,000 active fans.

② "Yuanqi Forest", registered in April 2021, with an estimated 202,000 active fans.

Mini Programs: flagship stores, membership stores, corporate services, etc.

Short videos : Douyin and Kuaishou both have official accounts.

E-commerce : official stores on Taobao, JD.com, Xiaohongshu, etc.

2. Case Introduction

1. Path flow chart

(II) Path screenshot

Step 1: Follow the "Yuanqi Forest" service account

Step 2: Add the WeChat account "Yuanyuanzi"

Step 3: Join the welfare group

3. Case Analysis

1. Fission: New and old customers bring new customers to join the group

Purpose of the activity: to attract new customers and convert them. Rules: Both new and old users can start a group, but group buying is limited to new users. Details are as follows:

Take the 5-person group activity "【Group leader gives away alien bucket hats】29.9 free shipping, 3 popular new product combination packs" as an example:

1. Screenshot of the path to directly join a group/start a group

2. Invite friends to join the group

3. Friends are invited to join the group

4. Group buying progress reminder

Case highlights:

1. The prices and products of Activity 1 and Activity 2 are the same, only the rewards for group leaders and the number of invited people are different. This invisibly makes users tend to make choices, not "participate" or "not participate", but "participate in Activity 1" or "participate in Activity 2", which can improve the invitation conversion rate to a certain extent.

2. The instructions for inviting friends to participate are clear, reducing the difficulty of user operation.

①Action instructions. The text prompt is "The success rate will be higher if you share to 3 group chats" (it may be more attractive to use specific results such as "double the probability" instead of "higher" here).

②Operation instructions. After selecting "Share with Friends", the location of the share button is indicated by a yellow arrow; when selecting "Generate Poster", there is also a text prompt to long press to save the image.

3. After binding your mobile phone number, click Buy, select flavor and then log in to increase your purchase success rate.

4. After the invitee pays and joins the group purchase, the three secondary interface options ultimately point to inviting friends to join the group purchase, forming an invitation closed loop.

Optimization suggestions:

1. There is no prompt for the invitation progress. The success/failure of the group purchase will only be prompted through the official account at the end of the event.

2. The invitees have no retention actions. Since they are not guided to follow the official account, there is also a problem of not being able to receive reminders of group purchase results. After payment, you can add steps to guide customers to follow the official account, using benefits/services and other interest points as action hooks.

2. Conversion: Coupons

Case highlights:

1. For fast-moving consumer goods such as food, coupons are what users value most, and they are happy when they can buy them at a low price. Coupons are given in each scenario to trigger users to place their first order.

2. The coupon poster is concise and focuses on the discount amount.

Optimization suggestions:

1. All coupons are valid within three days after being received. If an order is not placed immediately after receiving them, it is easy to forget the expiration date. The expiration time of the coupon can be designed with a time interval, and reminders can be made through the official account or personal account before the discount expires to promote initial activation.

(III) Retention

The overall path flow chart is released again. Focusing on the bold part, you can basically see how Yuanqi Forest retains users from the official account to the corporate WeChat account and welfare group step by step.

Case highlights:

1. User thinking: every step of the user's action has a benefit hook. From the user's perspective, it is not about what you want me to do, but what I get. The user experience is good and the conversion rate is high.

2. By comparing the discount amounts, further guide user retention with greater discounts.

(IV) Repeat Purchase

1. Membership system

Case highlights:

1. There is a rights icon summary at the top of the 8 member rights, and the details page clearly displays the rights content in sections.

2. The amount of cash coupons returned will increase in a step-by-step manner based on the actual amount paid, encouraging users to place orders to the full amount and increase GMV.

3. Create “Eat to Energize Day” with discounts upon discounts to cultivate user habits.

4. The CTA button is clear, and the user's interest protection is directly displayed on the button. The monthly card guarantees that the investment will be recovered in one order, and the annual card guarantees that if the investment is not recovered, the price difference will be refunded, reducing user anxiety.

The monthly card is 18 yuan, the original price of the new product is 82.5, you pay 84 to buy the monthly card, and then get a 8 yuan cash coupon. The cost can be almost recovered directly after opening the monthly card, and the 8 yuan cash coupon guides users to repurchase. Newcomer coupons and monthly cards cannot be used at the same time. The coupon only costs 62.5. Most users here may choose to use newcomer coupons instead of buying monthly cards. If they can be folded, it will be fine (✪ω✪)

4. Operational Thinking

DTC (direct-to-consumer) has changed the way consumers shop and the way brands reach consumers. The only way to build a brand is to directly control the relationship between yourself and consumers. The DTC model abandons retailers from production to sales, establishes direct dialogue with consumers, and builds its own brand.

1. Browse the Yuanqi Member Store. In addition to its own brand of beverages, the store also sells many other brands of snacks and beverages. If you decide to build your own brand in the private domain, you can consider using your own brand to develop multiple product categories, continuously expand the product category boundaries of Yuanqi Forest, and create a multi-category layout.

2. Yuanqi Forest’s main selling point is “0 sugar, 0 fat, 0 calories”. With health as its title, it can amplify its own brand concept, create a real-life IP, establish a healthy, vital and fashionable image, enhance users’ emotional connection, and pave the way for subsequent multi-category development.

3. From the overall experience, Yuanqi Forest’s current design in promoting new user activation and retention is worth learning, and it should be done step by step. However, further design can be made to obtain traffic through fission. The current process only has one group buying activity to serve as external traffic diversion.

Author: Wild Operation Community

Source: Wild Operation Community (dugu9bubai)