How to build a private domain traffic operation system?

During the epidemic, Biostime quickly adjusted its sales strategy, established a community marketing project team, promoted full-staff marketing, used micro-mall, community, live broadcast and other tools to acquire customers, and increased sales conversion rate and repurchase rate through community activities, product recommendation, content forwarding and other methods. In 2020, it achieved operating income of 1.293 billion yuan, a year-on-year increase of 59.17%, achieving another surge in operating income.

(Data source: Li Xingren)

Biostime is mainly engaged in the research and development, production, sales and promotion of functional health teas and medicines. The cumulative sales of Biostime brand Changrun Tea, Changjing Tea and Xianxian Tea exceeded 5.35 billion bags. Since the acquisition of Zhongshan Wanhan and Zhongshan Wanyuan in October 2017, Biostime has started to independently develop, produce and sell over-the-counter ("OTC") drugs such as Orlistat Weight Loss Capsules, thereby extending its product layout from the weight loss health tea market to the weight loss drug OTC market, further covering the weight loss market segment. Changjing Tea has a market share of 22.38%; Changrun Tea has a market share of 13.89%, ranking among the top in market share.

1. Launch full-staff marketing to create a closed loop of private domain and offline transactions

Biostime has 69 dealers and 204 distributors, covering nearly 400,000 OTC pharmacies and supermarkets in 31 provinces, autonomous regions and municipalities across the country. The offline sales team can directly serve nearly 100,000 OTC pharmacies and supermarkets. Biostime’s online sales team has opened 54 stores on 11 e-commerce platforms.

Biostime strengthened its e-commerce layout, expanded the size of its CRM operation center team, focused on private domain services, achieved consumption upgrades, and gradually improved the extension from products to services, obtaining a new performance growth engine. We are also actively exploring a "personalized sales model" by understanding the individual needs of each consumer through the services of a professional sales team and analysis of consumer data, and promoting similar related products, laying the foundation for further consumer retention, conversion, repurchase, loyalty and fission. At the same time, Biostime has continuously upgraded and enriched its private domain marketing product line, developed the "Ranka Queen" brand series product package, accumulated private domain traffic through refined operations, and achieved product repurchase and consumption upgrades based on services.

At the same time, Biostime used mechanisms such as distribution rebates and team incentives to expand the size of its distribution team, realizing the business expansion of the offline sales team from the "channel distribution" model to the "channel distribution + personal terminal distribution" model, enriching the sales team's marketing ideas, and opening up the transaction closed loop between private and offline domains, laying the foundation for the integration of online and offline businesses. Since the launch of the community marketing project, it has accumulated more than 600,000 private domain traffic and the product repurchase rate has increased significantly. At the same time, one-on-one interaction with consumers also provides Biostime with more suggestions for product improvement and iteration.

2. Open up the brand scenario marketing path and promote brand rejuvenation

1. Variety show sponsorship, TV drama advertising placement

In order to increase consumers' awareness and attention to the brand, Biostime sponsored the country's first campus music variety show "New Voice Please Advise" and the country's first healing music travel program "Good Times". The program's multi-scene and multi-dimensional implantation format created a real-life marketing channel for the brand.

In terms of scenario-based communication, by embedding in film and television dramas such as "The Elite Lawyer", "Not Enough Love", "If Time Can Turn Back", and "The Silent Miss Gu", the brand exposure has been increased, empowering the brand and continuously promoting the brand's youthfulness.

2. Start a new model of outdoor marketing

Taking advantage of the high reach and strong visual impact of outdoor media, on the occasion of the 20th anniversary of the establishment of Biostime, thousands of outdoor large screens were lit up in 200 cities across the country, including Beijing and Shanghai, and different advertising images were designed according to different cities, forming an online and offline linkage marketing model. At the same time, we will increase the investment in high-speed rail media advertising, leveraging the advantages of high-speed rail media's high coverage, strong regional penetration and precise reach of high-spending groups to achieve the effect of deep brand communication.

With the help of Xinchao Media's big data and elevator advertising resources, Biostime's advertisements were put into the community, increasing the exposure of the Biostime brand in consumers' daily living areas. At the same time, the offline sales team has carried out in-depth cooperation with pharmacies near the community. With the help of elevator advertising and offline service, it has successfully activated old customers, acquired new customers, and realized an integrated service closed loop.

3. WeChat Enterprise Private Domain Closed Loop

1. Infrastructure

1.1 Character creation

Positioning of operators: Besun Welfare Officer (cartoon avatar) and Health Manager - Besun (real person avatar holding product)

The welfare officer of Biostime is specifically responsible for the distribution of benefits for new members and invitation benefits; the health manager is mainly responsible for the popularization of community health knowledge, product recommendations, popularization of health management knowledge, preferential activities, explanations of product principles, and points redemption.

The information displayed by WeChat for Business includes three functions: Moments, Official Mall, and Pharmaceutical Mall.

1.2 Community Positioning

① Community name: Biostime member exclusive welfare group

② Community positioning: welfare community

③Provide services: preferential benefits, product recommendations, health knowledge, etc.

④Corresponding channels: e-commerce channels, official accounts

2. Private domain construction

2.1 Menu bar of public account

Biostime has set up a mechanism for signing in and clocking in to receive coupons. At the same time, a guide is set at the bottom to add the company's WeChat account. The company's WeChat account copy guides users to enter the private domain community and complete the first order conversion through low-price benefits. This is the first private domain entrance.

Click "Free shipping for 0 yuan" to jump to the article page. The QR code on the poster is the group's active code. Users can scan the code to directly join the group chat. This is the second private domain entrance.

Click “9.9 yuan free shipping | New member gift” to jump to the page of inviting new members to join the group, simple and direct. The first step is to use the channel active code to add the Biostime Welfare Officer, and then invite him to join the group chat. This is the third private domain entrance.

A private domain entrance is also set up in the 0-yuan membership menu. Click "Enter the fan group" to jump to the live code poster, and scan the code to enter the exclusive welfare group for Biostime members. This is the fourth private domain entrance.

An order inquiry function is set up here for free membership. Almost all WeChat paying users have to check their orders through this entrance, so Biostime has also set up a "dragnet" here. This is the fifth private domain entrance set up in the menu bar.

Biostime has set up 5 key entrances directly to the private domain in the menu bar of its official account, which is enough to show Biostime's determination to build a private domain. As we mentioned earlier, in order to build a private domain, Biostime has expanded the size of its CRM team, developed a private domain marketing product line, and actively explored a one-to-one private customized sales model.

2.2 Welcome message of the official account

After users follow the official account, the Slim Tea experience benefits for new users will be displayed immediately. The copywriting formula adopted is "benefit description + company introduction + herd mentality + authority + action guide + gifts". Users scan the QR code to add a new welfare officer, who then pushes the ordering mini program.

2.3 Fission and fan-increasing activities

Mission treasure fission can quickly increase the number of fans of the public account. Through the infrastructure of welcome words and menu bars, users can be imported into corporate WeChat. Biostime held a free shipping campaign for tea drinks before the May Day holiday and on 520. Launch fission activities through official account articles.

2.4 Mini Program Traffic Diversion

After new users enter the mini program, they will see membership benefits, invitation gifts and exclusive benefits for new users. After clicking on the exclusive benefits for new users, they will be redirected to the mini program page to guide them into the group, and users will directly enter the Biostime member benefits community.

3. Private Domain Community Operation

Biostime’s private community operations mainly focus on content conversion and user fission.

a. Conversion of discounted products into first orders

What we focus on in the private domain is the base of paid members. We attract users through front-end preferential welfare products, and convert their first orders as soon as possible after inviting them into the private domain community. At the same time, we carry out a wave of fission, and you can receive blood orange enzyme worth 39 yuan for free by inviting 6 friends.

b. 1 yuan group buying to promote user product experience

Here we need to propose the concept of a consumer journey. Consumer purchasing behavior is generally divided into five steps: understanding, attraction, inquiry, action, and advocacy. The purchase action is crucial. Even if the purchase is not a key profit-making product but an experience product, it can quickly promote the user's personal perception and trust in the brand, facilitating subsequent repurchases and becoming a loyal user.

Therefore, the 1 yuan group buying service launched by Biostime can easily attract a large number of users to place orders and experience it, and convert them into first-time paying members.

c. Popularize health knowledge and provide user value

Biostime is a leading company in the health industry and is authoritative in disseminating knowledge around the main value of its products (weight loss and health). It provides value to users and thus promotes trust in the brand. Users will care about things that are closely related to them and will focus their attention on them. The user groups of Biostime are all people who are extremely concerned about their physical health, and popularizing health knowledge can enhance users' stickiness to the brand.

d. Scenario-based content to showcase product series

Scenario-based marketing is the most popular. During the May Day holiday, Biostime displayed its products in scenarios such as holiday sun protection and health and wellness. Let users have a deeper impression of Biostime’s product series.

e. Combine pain point copywriting to make product recommendations

Social media marketing is inseparable from the description of copywriting. Good copywriting can improve conversion rate. Biostime’s copywriting presents the characteristics of “pain points + causes + solutions + promoting transactions”. Therefore, for those of you who are working in the private domain, please think about whether there is any need for optimization in the copy descriptions in the community.

f. Display of points redemption rights and interests to promote transactions

It is impossible for companies to build membership systems without a points system. How many companies' points systems really work? Biostime will give reminders for points redemption every week. 69 yuan plus 100 points can be redeemed for black sesame, walnut and donkey-hide gelatin cake worth 199 yuan; 89 yuan plus 200 points can be redeemed for anti-sugar white kidney beans worth 239 yuan. It is full of discounts and value. At the same time, it also encourages members to increase their points through repeat purchases.

g. Activity fission, stock becomes increment

As mentioned earlier, Biostime has developed many products suitable for private domain community services. In terms of community fission, Biostime uses the simplest invitation fission method to increase growth. The product system of Biostime has been built sufficiently well, and I believe that there will be more growth methods presented to us in the future exploration of private domains.

h. Private chat reach, private domain growth

In terms of private chat, Biostime mainly focuses on private domain growth and promotional activities. Increase the growth of private domain users by sending beauty drinks to friends on WeChat. Large-scale events will also release large discount information to promote conversions.

Final Words

Biostime is also a typical example of using private domain as a strategy. Regardless of the product, there are things we can learn from it in terms of deepening e-commerce channels and operating private domain traffic. In the future, Biostime will continue to focus on e-commerce platforms, continue to increase private domain traffic operations, improve the extension from products to services, promote the construction of a refined and personalized membership service system, and create a business closed loop of traffic, marketing, and services.

Author: Fei Su Growth

Source: Feisu Growth