Douyin private domain solution and four core capabilities

01 Positioning and value of Douyin private domain

From the perspective of the platform, doing business on Douyin is actually a traffic business. In the process from traffic to business, operators can reach a large number of people.

For example, people who have interacted with you, people who follow you, and people who have purchased your products and services; these people are both the source of traffic and the foundation of doing business; when they all gather and settle in a field where they can be reached again, they will become fans of the operator; this field will become the operator's private domain.

Activate them again through connection and reach, this is the new incremental opportunity for Douyin's business - Douyin private domain.

In the past, people directly obtained traffic and conversions through content and delivery; now, on this basis, we can continue to accumulate all potential users who have been converted or are to be converted in the private domain of Douyin and turn them into private domain fans. Then, through refined operations and repeated contact, we can improve the conversion rate while cultivating more loyal repeat buyers.

The ultimate goal of private domain operations is to trigger a fan-centered business flywheel: on the one hand, to accumulate fans through a huge traffic pool; on the other hand, through the blessing of Douyin's private domain, everyone can operate fans more efficiently to achieve business conversion, and at the same time drive traffic efficiency, providing opportunities to gain more fans and more business.

Focusing on fans, Douyin’s private domain has three major characteristics:

First, strong customer acquisition. Relying on the huge public and commercial traffic of the Douyin platform, it is easier to obtain traffic and retain fans on Douyin compared to other platforms; second, it is a positive cycle. Not only does it allow fans to positively promote business growth, but through the construction of a series of capabilities, it also allows fan operations to feed back into the acquisition of commercial and public domain traffic. Third, high efficiency. Provide the ability to reach fans in different scenarios, promote conversions through multiple touchpoints, and thus reduce costs and improve efficiency.

02 Douyin’s private domain solutions and four core capabilities

This picture shows more about how Enterprise Account 2.0, as the core solution for Douyin's private domain, can use live broadcasts, short videos, advertising, DOU+ and other methods to settle potential customers in the commercial and public domains in the middle position and turn them into fans; and then through private domain operations, from the perspective of fan intimacy, turn users from passers-by fans to favorable fans and then to true fans.

Through smart management, businesses can make traffic conversion more efficient, rather than wasting it. More and more companies are looking for business growth on Douyin with their increasingly diverse and in-depth business methods.

At the end of last year, the Enterprise Ecosystem Conference announced that the number of corporate accounts had reached 5 million; by the end of July this year, this number had increased to 8 million. The explosive increase in numbers is just the beginning and starting point for enterprise accounts. What follows is the continuous in-depth exploration and iteration of products in the private domain.

In general, the four core capabilities of Enterprise Account 2.0 private domain operations are:

Core capability 1: Private domain accumulation

Connect the public domain and the business domain, and convert traffic into fans. One of the core values ​​of private domain products is the ability to segment fans. Douyin Private Domain provides a complete set of CRM and DMP systems that can help merchants identify passers-by fans, true fans, and favorable fans, and further select them according to the status of fans to achieve fine management and reach.

Ultimately, the four goals are achieved: core fans can be managed, promotional population can be screened, target population can be reached, and reaching behavior can be recorded.

Core capability 2: Private domain feedback

The accumulation of private domain fans can have a reverse effect on traffic acquisition and feed back to the public domain and business domain, thereby achieving the effect of increasing traffic authority and efficiency.

In the public domain, the more active the merchant's fans are and the more core fans they have, the higher the merchant's natural traffic weight will be, and the more likely they are to get more opportunities.

In the business field, if you have more fans and interact with them frequently, it will be easier to learn a series of behavioral characteristics that fans are interested in. Compared with the behavior of circle people, it will be more accurate. When placing advertisements on Douyin, the targeted effect of circle people will be further enhanced.

Core capability three: Private domain reach

From the homepage, subscriptions, private messages to group chats, Douyin has established a brand new fan operation channel: arouse the interest of end users through content, and interested users can enter the homepage; use certification marks and information introductions to build users' trust and encourage them to follow; after users follow, they become fans, and merchants can reach all fans in batches through subscription capabilities. After fans receive the information, they can conduct one-to-one consultations through private messages; finally, through the above steps, the relationship with users is deepened, and fans with high conversion intentions are accumulated to enter the merchant community.

Through the above steps, merchants gain the ability to connect and reach users of different levels, thus becoming more efficient.

First, the home page. It is the company’s personal business card in Douyin.

It can display the company's brand, products, services and other information, and also present a series of entrances including live broadcast, private messaging, group chat, etc., to create a stable user connection window, provide lead products, and enhance conversion. Taking the homepage of the PEACEBIRD women's wear official flagship store as an example, in addition to the fan group, its Douyin homepage also directly presents the store's products and subscriptions, helping the brand reach fans in batches.

Second, subscription is the pass for enterprises to reach out efficiently.

When a user follows a corporate account and becomes a fan, he or she is subscribing to the company's news content. It can be said that following is subscribing. Companies can reach fans eight times a month for free, achieving repeated reach. The content carried by subscriptions is diversified and can support pictures, graphics, texts, and short videos. Business tools can also be linked, live broadcast appointments can be sent, and direct-linked conversions can be achieved.

Third, private message, it is a consultation room for 1V1 communication.

For enterprise account users, private messages provide the ability to communicate and interact with users in depth. This time, based on the inherent private message function, we have added three aspects of product services: first, the number of non-mutually related private messages has been increased from three to six; second, automatic replies, keyword replies, and bottom menus can be set up through the private message menu to enhance the reply capability and effectively handle user inquiries; third, business conversion tools can be directly replied to in the private message scene, such as products and information can be directly replied through communication cards, increasing instant conversion channels.

Fourthly, group chat is a playground for fans to interact.

Companies often use group chats to promote new products and events. Douyin has made a series of improvements to management and operational capabilities based on group chats: first, it has added blacklists and anti-harassment capabilities to improve group management efficiency; second, it has upgraded group interaction methods, such as sending the latest real-time hot spots through continuous group interaction to continuously activate the group, and using community red envelopes to encourage group members to be active; third, it has automatically synchronized live broadcasts and video content to the community to reach group members as soon as possible and enhance the group's conversion capabilities.

Once everyone has several communities, it is equivalent to having a cold start effect when releasing new content or doing a new live broadcast. The more active the group is, the higher the number of viewers of the live broadcast room or new video will be.

Core Competency 4: Smart Management

Douyin Private Domain provides everyone with a set of business guidance strategy systems that allow companies to manage fans and business more simply and efficiently. This system has three characteristics:

1. Operation visualization allows enterprises to clearly see the current operating status and set goals

Based on CDP capabilities, scientific distribution methods are used to allow everyone to clearly see the operating status of their accounts on the Douyin platform. At the same time, Douyin supports everyone to set their own operating goals, such as setting a priority for increasing fans, or setting primary and secondary goals for improving business conversion capabilities.

In the past, the number of fans was the most intuitive reference indicator for measuring how well a company is doing on Douyin. Now the system has introduced two indicators that are more valuable for business reference: one is the popularity value, which measures fans and influence. The more fans a user has, the higher the popularity value; the other is the operating value, which comprehensively measures the operating status. The higher the operating value, the better the traffic, the more opportunities, and the greater the possibility of gaining business on the platform.

2. Intelligent strategy: formulate personalized business strategies based on current situation and goals

The system can provide strategic guidance based on everyone’s current status and set goals. The process of completing the strategy is equivalent to completing a series of “small tasks” at different stages, and the tasks are matched with equity incentives with a positive cycle.

For example, after setting business goals, the system will provide a series of strategies and help merchants break them down into specific configuration or operation "tasks". After completing the task, the strategic guidance content is also completed, and you can get rights incentives such as traffic, services, and capabilities.

3. Digital review helps enterprises monitor and review in real time

Through monitoring, we can understand the current operating status in real time; report the results, and summarize the experience in review briefings.

03 Douyin private domain management three steps + four quadrants

Three steps to operate private domain on Douyin: private domain sedimentation; private domain retention and activity; private domain conversion.

Douyin's private domain connects the commercial domain and the public domain, and even external traffic can be introduced and accumulated through scanning codes. The more fans accumulated in the private domain scene, the larger the fan base and the more likely groups to become true fans. Private domain fans can then be further activated through a variety of reach and connection capabilities, and ultimately conversion can be achieved through the additional mounting capabilities in each scene.

The effect of this transformation can be seen from the case shared this time:

Luzhou Laojiao, through the use of private homepages, groups and other capabilities and the practice of the three-step methodology, has gained 3 million fans on its matrix account, with a monthly GMV of up to 10 million on Douyin, a GMV contribution rate of over 83% from live broadcast fans, and a 70% repurchase rate among fans within the group.

Tengfa Used Cars cooperated very actively and proactively, and the practical results were very good: the matrix account had 1.3 million followers, 20,000 effective leads per month, 200 vehicles sold per month, and Douyin’s transaction volume accounted for 30% .

In addition, Douyin Private Domain has divided the business into four quadrants based on the characteristics of each industry, the degree of onlineization, and the frequency of transactions, so that business owners in each industry can find a business method that suits them in the corporate account and quickly get started.