New ways of playing for top private domain brands

Nowadays, many companies are using private domain traffic to operate their communities . Private domain traffic has also been very popular in recent years. The effect of private domain methods of reaching users is obvious, but as more and more companies enter private domain traffic, will it still be so smooth?

Yesterday in the community of Quanmianshidai, I saw the private domain mutual promotion activities between Quanmianshidai and Xibei, which made me wonder: "Will the dividend of private domain traffic disappear? How long will the window period of the dividend of private domain traffic be? What stage has the private domain operation of the frontier team reached?"

1. Will the benefits of private domain traffic disappear?

Yes, and soon. What is very certain is that it is not just me who feels that it will happen soon. Many brands’ private domain operators are slowly beginning to feel an invisible pressure.

The 15 years from 1995 to 2010 were the domestic PC Internet stage. In 2010, mobile Internet began to flourish. As an inevitable product and dividend of the commercial social Internet era, private domain traffic was officially born in 2020, which is also known as the first year of private domain traffic.

This is like drawing a starting line. The first batch of players begin to pour into the track. With a beep, the front, middle and back are determined.

After private domain traffic was defined, the first batch of initial players began to explore the model of private domain traffic and reaped the early dividends. Other players joined in after seeing this. When users are disturbed by the same sop every day, the dividends of private domain traffic will gradually disappear. In 2020, many brands are watching or just dabbling in it, but they must participate in 2021, actively and in depth, because once you miss the dividend period of private domain traffic, you may miss an era.

2. How long is the bonus window period for private domain traffic?

Liu Run, a well-known domestic business consultant, gave a personal prediction on his self-media platform that the private domain bonus period will last about one year.

But the next ten years will be the golden decade for private domain traffic. Seize the opportunity and make good transformation.

Xibei, a private domain leader in the catering industry, began building online private domain traffic as early as before 2020. During the epidemic period, 2 million private domain users played a resurrecting role.

Qia Qia Food launched a channel cultivation strategy in 2020, digitally managing dealer channels, expanding new channels, and actively deploying channels such as community group buying, TO-B business, O2O, high-end catering, and new scenarios to strengthen the company's control over terminal channels and get infinitely close to consumers. Relying on offline physical resources, integrating online users, building a private domain full membership system, and achieving omni-channel development. (From Qia Qia Food’s 2020 financial report)

The digital construction of private domain traffic has become a systematic project for leading enterprises. 80% of the top 500 domestic companies have begun the construction of private domain traffic. It can be said that everyone is rushing to enter this track because time is opportunity and we must seize future opportunities.

3. To what extent has the frontier team’s private domain operations progressed?

1. Private domain operations begin to enter the deep water zone

If we look at it according to the cyclical rhythm, it goes from the start-up phase, growth phase, maturity phase to decline phase.

Most of the cutting-edge teams are currently in the growth and maturity stages. Teams in these two stages have relatively complete services and IP attributes. For example, Perfect Diary, which is well-known to everyone, is currently in the mature stage. It has clear processes in service, which is the result of continuous iteration and optimization. At the same time, as the ancestor of private domain, it is imitated by major brands. Xiao Wanzi's IP attributes are very distinctive, and its professional image and grass-planting content give people a sense of trust. However, it is undeniable that it is already moving from a mature stage to a decline stage. How to achieve another leap is also a question that Perfect Diary executives are thinking about.

Xibei also operates two brands separately, Xibei Xiaomiancun and Jia Guolong Kungfu Cuisine, and has created different personal IPs for each brand, with operations being carried out down to the time of day.

The specific operating strategy will not be elaborated here, and will be analyzed in detail later. Xibei’s current state is between the growth stage and the mature stage. When store traffic reaches a bottleneck, mature companies have begun to find the second growth curve. Please continue reading.

2. Strategically, the private domain ecosystem is fully connected and digital transformation is achieved

In the past two years, digital transformation has risen to the strategic level. How to connect the ERP, CRM and SCRM systems is an urgent problem that many leading companies need to solve, and it is also what many leading companies are doing.

Why is Luckin Coffee still standing strong after the turmoil? This is because Luckin Coffee has clearly formed its own moat in terms of digitalization. Luckin Coffee has been operating digitally since its inception, and existing technologies and tools such as mobile Internet, LBS, mini programs and enterprise WeChat are all helping.

Many brands push coupons just for the sake of pushing coupons, which is reducing their own brand power. Luckin's off-peak promotions connect the store's inventory management system with the store's WeChat group, and initiate automatic inventory clearance at specific times through mini-programs, which also brings about thinking about the digital transformation of marketing for companies inside and outside the industry.

The companies that are most successful in digital transformation will inevitably build a deep moat within their industry. From the moment a user enters the company's private ecosystem, all of his or her behavior will be recorded. What products has he or she purchased? How long has it been since you last purchased a product? Are you a member? How many times has a product page been entered? After the entire chain is connected, companies will understand users better and make more effective strategies. The error rate in business decisions will be minimized, and the situation where the strong will always be strong starts with digital transformation.

3. Private domain mutual promotion begins to emerge among top brands

Previously, Daily Black Chocolate and Zhong Xuegao promoted each other in private domains and directed traffic to each other to increase the volume in the private domains. At that time, I thought this way of playing was very novel, and the mutual promotion method in the micro-era could be replicated in the private domain.

As Mother's Day is approaching, I once again saw the private domain mutual promotion method in the community of Quanmianshidai. Quanmianshidai and Xibei respectively gave out promotional copy. Xibei gave out an exclusive coupon worth 36 yuan, and Quanmianshidai gave out a goddess gift package worth 109.9 yuan for 0 yuan.

I found that Xibei’s event was not only jointly organized with Quanmianshidai, but also with Himalaya and Shan Taiyi. It felt a bit like the Blue Weibo joint event on Weibo (Xibei’s planner must have done Weibo operations before, haha).

The Blue-Micro Linkage originated from the Koi event that Alipay held back then. The initiating brand joined forces with dozens or even hundreds of brands to promote an event, turning the event into a screen-sweeping event, giving many brands higher exposure. This gameplay is worth learning from and can have an incremental effect.

Mutual promotion in private domains between brands is a way of playing that enters the mature stage after the growth stage. At this time, the private domain has a relatively complete service system and operation system, a certain private domain scale and loyal users. The mutual promotion in private domains can add wings to the tiger and enhance brand potential and brand exposure.

Private domain mutual promotion must be carried out on the premise that user attributes are consistent. By offering unexpected discounts, users are attracted to quickly complete their first order and convert them into real private domain users of the brand.

4. To the end

Private domains also have a life cycle and are currently in their growth stage, which is also their bonus period. What we must make clear is that this bonus period will not last too long.

Technological advantages, cost advantages, scale advantages, and brand advantages can form a company's moat, and the same is true for building a digital platform.

Replicable gameplay does exist, and the gameplay of different platforms can be learned from and optimized. With more thinking and summarizing, there will be different innovations.

Author: Liu Fei

Source: Feisu Growth