A complete analysis of the private domain operations of top brands’ WeChat accounts

In previous cases, we mentioned educational institutions, fresh food e-commerce, and new retail. Compared with these industries, the maternal and infant industry, with nearly 650 million monthly active users, is actually more suitable for this community-based private domain operation model.

Why do I say so? Let's take a look at some characteristics of the consumer group of maternal and infant products:

First of all, mothers value services more than consumption.

When buying other products, people basically enter the store, make their purchases and leave; but when entering a maternity and baby store, in addition to selling products, there are also a series of services such as baby swimming, bathing, and caressing. Mothers usually stay there for more than 30 minutes; this period of time is an excellent opportunity to further explore deep-seated needs and pull them into their own private traffic pool.

Secondly, mothers trust the recommendations of people around them more.

If you are buying other things, you usually just look at the brand effect; but when buying things for children, mothers’ first concern is always safety, and they are more willing to trust the recommendations of their best friends and word-of-mouth sharing from acquaintances.

This makes refined operations particularly important, because every mother who has purchased the product is a potential disseminator and spokesperson for the brand.

In addition, maternal and infant products have a high consumption frequency and high average consumption among users.

Milk powder, diapers, shoes, clothes, etc., money is spent like water. The value of getting an old user to repurchase multiple times is obviously much higher than that of adding a new user, and this is precisely the advantage of private domain operations.

Combining the above points, whether from the perspective that refined operations can bring better services, or from the perspective that communities can more easily amplify the word-of-mouth fission effect, the maternal and infant industry is very suitable for private domain traffic operations.

Next, let’s take the well-known maternal and infant brand Pigeon as an example to see what room for imagination there is in the operation of private domain traffic in the maternal and infant industry.

1. Detailed explanation of the activity process

Activity Flowchart

1. The first step is channel diversion

Pigeon is a Japanese brand of maternal and infant products. It officially entered the Chinese market in 2002. After nearly 20 years of development, it has been well integrated into the local market and formed its own unique Chinese characteristics, winning the trust and favor of many consumers.

In 2020, Pigeon China also followed the trend and began to vigorously develop its own private domain. Since Pigeon currently does not have its own independent APP, it mainly relies on its own WeChat service account, mini program mall, and fission methods to attract traffic.

1) WeChat official service account push

On Pigeon’s official service account, there will be activity push notifications every week. Now, under each push notification, in addition to the QR code of the official mini-program mall, there is also a QR code of Pigeon’s official corporate WeChat account, which directly drives traffic to the private domain.

If users follow Pigeon’s official service account in any way, they will immediately receive an event poster with a corporate WeChat QR code. The poster will guide users to scan the code and add corporate WeChat friends with various preferential methods.

There are also entrances to various activity links on WeChat service accounts. After users click in, they will be guided to add corporate WeChat friends.

2) Official Mini Program Mall Guide:

Another important traffic channel for Pigeon is its official mini-program mall.

At the top of the mini program mall, there is a direct link that says "50% off in-app purchases! Add me!" After the user clicks it, they can directly enter the Pigeon mini program customer service dialogue and then be guided to add the corporate WeChat.

In other interfaces of the mini program mall, there are also various activity banners to guide users into Pigeon’s corporate WeChat private traffic pool.

3) Invite with courtesy to guide user fission

In addition to its own channels, Pigeon also uses fission activities to attract traffic. Users can receive prizes provided by Pigeon for free by inviting others to help.

Users who scan the QR code will be immediately imported into the private traffic pool of WeChat for Business.

2. The second step is to accept traffic

When it comes to taking over private domain traffic, Pigeon only chose the corporate WeChat channel. Whether it is an old user or a new user, they will eventually be guided to scan the code and add the corporate WeChat account of "PayPal Experience Officer".

After users add a corporate WeChat friend, they will immediately receive the other party’s greeting + event poster, on which users can clearly see the benefits they can obtain.

Next, the experience officer will further popularize the various benefits of joining the group to users, and then invite users to join the corporate WeChat group to carry out the next step of refined operations and paid conversion.

After the traffic came in, Pigeon only used corporate WeChat to carry it, instead of personal WeChat or public accounts, etc. The advantage of doing so is that Pigeon can gather all the added users together, and then use the big data analysis function to operate these users more accurately and effectively.

If user data is scattered everywhere, the value of data analysis will be greatly reduced and unnecessary effort will be wasted.

3. The third step: operational transformation

After building the private domain traffic pool, how does Pigeon operate private domain traffic?

Because there are so many categories of maternal and infant products and the group of mothers is relatively active, Pigeon has set up a lot of operational actions and conversion activities in community operations.

We have summarized four aspects from the entire operation transformation process:

Recommended products, coupons and flash sales:

First of all, of course, there are recommendations for good products and various coupon flash sales, which has become a must for all retail companies.

At the same time every morning, the experience officer will give users a chance to buy products at a discount and attach a link to purchase the product through the mini program.

In addition, from time to time, the group will also push various coupon flash sales activities, all of which are some common daily necessities such as pacifiers, bottles, cleaning cotton, etc.

The advantage of sending various coupons in the group is that if mothers need them, they can directly grab the coupons and place an order. They no longer need to look for coupons on various platforms to save a little money on milk powder. This makes it more convenient for mothers and increases user stickiness.

And if necessary, mothers can also stock up on some maternal and child necessities that are consumed quickly, which further promotes conversion.

Knowledge sharing, special Q&A:

In order to increase the activity level, the group shares some little knowledge every day, which are all tips on parenting, and are followed by short videos or pictures made in advance, which is very thoughtful.

Although the ultimate goal of sharing knowledge is to recommend products to mothers, these tips are still very practical and attractive to many new mothers.

In addition to sharing small bits of knowledge, there is also a link that can quickly increase interaction, which is expert Q&A.

Before the event starts, mothers will be invited to fill out a questionnaire to collect some common questions, and then share them through live video.

The advantages of doing this are: young mothers nowadays like to watch videos, and face-to-face interaction is stronger; it can also direct traffic to the Douyin account and expand the brand influence.

Live draw:

Next, there will be a mini program specifically for lottery activities and live streaming of goods, mainly to increase conversion effects.

Of course, various online festivals related to women, such as "Girlfriends Day", will also be well utilized to carry out various promotional conversions and fission growth.

Points flash sale:

At the same time, Pigeon has also set up a special "Wednesday Fan Day" points flash sale event, which will be shared in the group at the same time every week.

On the one hand, regular holiday settings can help users develop consumption habits and increase user stickiness to the brand.

On the other hand, it can also increase users' extra sense of gain, making them willing to accumulate points through more consumption.

Charity parent-child activities:

In Pigeon’s community operations, there are also some more considerate and interesting operations: charity parent-child activities.

For example, the parent-child activity "Care for the Earth, Turn Off the Lights for One Hour" can not only cultivate children's environmental awareness and hands-on ability, promote parent-child relationships, but also give them the opportunity to win prizes, killing two birds with one stone.

In addition, there is a parent-child activity called "Old Things Renovation Challenge", which has the same purpose but is more interesting and children are more enthusiastic about participating.

For mothers who are not familiar with how to participate in the activities, Pigeon will provide a special sample for everyone's reference. This kind of activity can not only reflect educational significance but also win prizes, so mothers are very enthusiastic to participate.

4. The fourth step, fission growth

When it comes to the growth stage, Pigeon has enriched the gameplay of the fission mode and provided more ways for growth.

Invite to help get free prizes:

The first one is that after users participate in the event, they can get their own exclusive sharing poster and share the poster. If 10 people scan the code and add Pigeon’s corporate WeChat account, the user can get a prize.

Group draw:

The second way is that the user selects the product he likes, pays 0.01 yuan to place an order in the mini program mall, and then invites two people to enter the mini program mall to place an order, and then he will have the opportunity to get what he wants.

Invite friends to get free coupons:

The third way is to invite 5 friends to help you, then you can get exclusive coupons, and your friends can also get coupons.

Although the above activities have different methods, their purposes are actually consistent and clear, which is to increase the conversion rate of operations while achieving growth goals.

2. Event Highlights

Next, let’s summarize the points that can be reused in Pigeon’s entire private domain operation process.

First, there are rich interactive elements and a better user experience.

Looking at the entire operation process, users can participate in a variety of activities, including charity parent-child activities, points flash sales activities, etc., which can bring a lot of fun and benefits to users.

In addition, there are various interactive sessions such as sharing of small knowledge points, live Q&A with experts, etc., which greatly enrich the user's service experience.

Second, the traffic acceptance process is simple and traffic diversion is more efficient.

In terms of guiding users into the private traffic pool, users only need to scan a code to add the official corporate WeChat account, and then be invited to join the corporate WeChat group. It is simple and direct, and users do not need to do any extra actions.

Compared with the past, when users needed to scan various QR codes and verify various information, this method is obviously more efficient in attracting traffic and can greatly reduce user churn.

Third, the fission methods are diverse to increase the growth effect.

In previous activities, the link of community fission growth generally only used the method of "giving gifts to new users when inviting them", but here Pigeon combined the actual situation and used three methods at the same time.

This will allow old users to achieve more fission channels and attract more new users, thereby further expanding conversion benefits.

3. Suggestions for Optimization

Regarding some shortcomings and areas that need improvement in this activity, there are two main points:

First, corporate WeChat accounts do not make good use of the value of one-to-one contact.

After the experience officer’s corporate WeChat account completes the action of inviting users to join the group, it will no longer send any one-on-one messages to the users, which actually wastes the opportunity to reach users.

There are so many activities posted in the group every day that it is impossible for every user to see them, and many users may have blocked the group.

At this time, you can make good use of the role of "PayPal Experience Officer" and send the event script to users one-on-one. In this way, some users who were originally interested in the event but did not read group messages can participate and increase the popularity of the event.

Secondly, each small activity lacks follow-up and feedback.

There are indeed many activities in the group, which brings the user experience to a higher level, but each activity is completed after it is launched, and there is no follow-up feedback. Users have no idea what the actual effects of these activities are.

If the operators can share and discuss the excellent works of participating users in the group after each event, especially parent-child events, it will obviously stimulate the enthusiasm of other users to participate.

IV. Conclusion

As a market with a size of nearly 4 trillion yuan, the growth momentum of China's maternal and infant industry has gradually slowed down with the decline in the birth rate of newborns.

At the same time, the needs of mothers and babies are becoming more and more diversified, and people's investment in childcare is increasing year by year. At this time, whoever can retain users will become the winner.

As all walks of life begin to turn their attention to the private domain, the maternal and infant industry is naturally no exception. More and more maternal and infant brands choose to build their own private domains, and some pioneers have reaped huge value from it.

Author: Seeding sales

Source: Seeding sales