Why did Li Jiaqi and Viya start to develop private domain traffic?

When it comes to Li Jiaqi and Viya, you might think of their brilliant live streaming sales "record". However, as public domain traffic has gradually reached its peak, top anchors have also begun to tap into private domain traffic . If you often check your Moments, you can see their official account promotions. Why are the top anchors starting to develop private domain traffic? The author of this article has analyzed this and shared it with you.

Everyone is familiar with the "Four Heavenly Kings" in the field of live streaming e-commerce in China, namely: Wei Ya, Li Jiaqi, Luo Yonghao and Simba.

These "four kings" are distributed on three major platforms, among which Wei Ya and Li Jiaqi are mainly on Taobao Mobile (mobile Taobao);

Luo Yonghao is deeply tied to Douyin, helping Douyin launch the first live streaming sales campaign. With the support of the platform's traffic inclination, he has always occupied the top spot in live streaming sales on the Douyin platform.

In 2019, the Simba family’s GMV accounted for nearly 25% of Kuaishou’s total e-commerce GMV, but it dropped to around 6% in 2020.

However, even though they are the top stars of the platform, they dare not relax at all because of their constant anxiety.

So why are they anxious?

01 Why the six major companies deploy private domain traffic

I wonder if any of you have ever received advertising from the official accounts of "Li Jiaqi" or "Viya" in the circle of friends.

As shown below:

Nowadays, even the aunties in the vegetable market are joining in the fun on short video platforms. They all know that short videos are a trend that cannot be missed;

When everyone is talking about the official account, there is no chance, and the number of users opening and reading is getting lower and lower;

Wei Ya and Li Jiaqi, who are the top male and female stars, did the opposite. They began to vigorously promote their own WeChat public accounts and direct traffic to WeChat communities, building their own private traffic pools.

So why do they start to vigorously develop private domain traffic?

flow .

The root of all anxiety is traffic, traffic, and traffic .

The only effective way to combat traffic anxiety is:

There is no other reason, it’s just private domain.

To make it easier for everyone to understand, I will first share my understanding of the concept of private domain traffic at the beginning:

Conceptual level: It is a concept relative to public domain traffic. Simply put, it refers to a channel that can directly reach users at any time and frequency without paying, so as to achieve conversion to the greatest extent;

Application level : generally refers to the WeChat ecosystem, including personal WeChat, WeChat public accounts, WeChat communities, enterprise WeChat and even video accounts;

As for why they are starting to vigorously develop private domain traffic, I have briefly sorted out 6 aspects and would like to share them with you:

1) Traffic is becoming more and more expensive

For Internet platforms, the underlying logic is traffic economy, which is to exchange users for money. Once the market position is established, they will use traffic to control the market and make money from "bridge tolls", "tolls" and "traffic taxes".

This results in higher and higher costs for acquiring and reaching users. Today’s traffic is always a little bit more expensive than yesterday’s, and today’s traffic is always a little bit cheaper than tomorrow’s.

Therefore, as traffic becomes more and more expensive today, no one can be immune to it. Whether ordinary individuals, merchants, or top traffic on platforms will be swept forward by the expensive traffic.

Taobao is of course no exception, so in order to reduce the cost of purchasing traffic as much as possible, influencers/merchants will try to divert traffic to private domains .

2) Traffic is becoming more dispersed

For example, a few years ago, if you wanted to do e-commerce, you only needed to focus on Taobao. However, today, traffic is scattered across content platforms, community platforms, and even IM, including the top platforms such as WeChat, Douyin, and Kuaishou, and the mid-level platforms such as Zhihu, Bilibili, and Xiaohongshu.

Even e-commerce platforms like Taobao have to purchase traffic from these platforms, and merchants/experts on Taobao naturally have to learn this lesson.

Therefore, in order to retain as much public domain traffic as possible on each platform, we simply and crudely divert all the traffic to the private domain .

To sum up: all the public domain traffic scattered across all platforms is used for [entry], and the single private domain traffic is used for [storage].

3) Traffic is flowing and cannot be retained

Have you ever thought about what the essence of traffic is?

In fact, the essence of traffic lies in two points: one is the flow of people, and the other is retaining people, that is, attracting new users and retaining existing users.

However, we cannot retain traffic. It is impossible to create value and achieve conversion in a month with today’s traffic.

For example, live streaming with goods means the transaction is completed on the spot. If you miss it, you miss it. Only private domains can achieve a long-term success and achieve high conversion and repurchase.

Only then can we achieve conversion of today’s traffic in one month.

Therefore, it is necessary to direct traffic to the private domain.

After all, if the traffic can only be used once and cannot be recycled, it will be the most expensive customer acquisition cost.

4) Traffic belongs to the platform

It is a bit heartbreaking to say, but this is the fact. From the beginning to the end, the traffic on the platform, or to be more precise, the public domain traffic, belongs to the platform. It cannot and does not belong to any top person or expert. The power to distribute traffic is also in the hands of the platform.

For example, how should Taobao Live’s 20 million DAU be divided?

It is originally an either-or relationship. If Taobao Live wants to promote a certain celebrity’s live broadcast room, it will have to divert some traffic from Li Jiaqi and Wei Ya’s live broadcast rooms.

Do you think they can not be anxious?

Again, the only effective way to fight anxiety is to use private domain.

5) Top streamers are at odds with platform strategy

According to relevant data, the GMV of live streaming sales by "Li Jiaqi" and "Viya" has never exceeded 10% of the total GMV of live streaming sales on Taobao platform, and it will not happen now and in the future.

In 2020, Taobao merchants accounted for 70% of the total GMV of live streaming sales, and nearly 90% of live streaming sessions.

There were even rumors that Simba had approached Taobao to discuss cooperation:

He said that he could go to Taobao to sell goods through live streaming, and that even if the platform did not provide traffic support, he had full confidence that he could become a top seller within a month. However, he was rejected by Taobao.

Everyone can think about it, why?

I guess Taobao’s future strategic focus will be on merchants or brands broadcasting themselves, rather than supporting influencers.

In fact, not only Taobao, but also Douyin is also vigorously supporting corporate brands’ self-broadcasting.

For example, in recent months, among the live broadcast rooms with monthly sales exceeding one million, the proportion of corporate/brand self-broadcasts has been rising, exceeding 60%;

On the other hand, for any platform, when resources are too concentrated at the top and are strangled by a single factor, it will be very detrimental to the healthy development of the platform and the entire ecosystem.

Therefore, whether it is Taobao, Douyin or even Kuaishou, they will no longer allow a single dominant company to emerge, but instead pursue collective prosperity. The target of collective prosperity is merchants and stores, not experts.

Therefore, for "Li Jiaqi" or "Viya", they are also clearly aware that if they cannot leave the platform for the time being, they must find a way to completely get rid of their dependence on the platform's public domain traffic and establish their own private domain traffic pool.

6) Private domain monetization is more efficient

The first time I had a clear understanding of private domain traffic came from a case by Uncle Qiuye:

Uncle Qiuye attracted thousands of new fans to his official account through just one video on the video account. In addition to earning tens of thousands of yuan in rewards from that article, dozens of people also signed up for various paid training camps organized by Teacher Qiuye, and this time the direct revenue was nearly 100,000 yuan.

Oh my god, this shows how accurate the users are and how efficient their changes are in the private traffic pool.

Similarly, in Li Jiaqi's private traffic pool (WeChat group), the target users are extremely precise. They are e-commerce fans and have clear shopping needs. High conversion and high repurchase are natural results.

For the precise fans in the private traffic pool, only one trigger point is needed to complete the transaction and conversion.

At this point, I remembered a case of Taobao traffic diversion I saw some time ago:

A friend of mine does not make any profit from Taobao business throughout the year, and even suffers a slight loss. Why?

They regard Taobao as an important channel for attracting users, and try to attract all transaction users and potential users to WeChat private domain;

Data shows that compared with all other traffic channels (such as Baidu, Zhihu, Xiaohongshu, etc.), Taobao users have the highest value and conversion rate;

First, they are e-commerce fans with strong transaction attributes;

Second, the attributes of the crowd and their spending power are highly matched with the products sold in their own private domain.

So they gave up other channels, went all in on Taobao and diverted all traffic to private domains.

He summarized the importance of Taobao’s private domain in one sentence:

Instead of spending 100 yuan to get users to complete 5 orders on Taobao, you might as well spend the same 100 yuan to attract and retain users in your private domain.

02 Three major private domain operation surprises

Next, let’s take a look at how Li Jiaqi and others are doing with their private domain operations.

I joined one of the private traffic pools, a WeChat group, through the contact information left in the article.

My God, I joined the group at 8:13 pm, and there were 137 people in the group at that time. But less than half an hour had passed, and by 8:40, the group had already been filled with 200 people.

Judging from the group numbers, there are currently 5782 groups.

A simple calculation shows that 5782 * 200 = 1.15 million shopping-targeted fans have joined Li Jiaqi’s private domain (if the group number starts from 1 instead of directly from 5000).

You should know that the GMV of a normal private domain fan is more than 500 yuan a year (the so-called normal private domain fans are private domain fans converted through shopping orders). Just imagine 1.15 million private domain fans.

It's not surprising, not unexpected, not stimulating.

I have been lurking in this group for two or three weeks and I have three thoughts to share:

Fans Precision:

As I said earlier, 90% of the users in the group are shopping fans and e-commerce fans with clear shopping needs. The quality of the group is very high (except for people like me).

Worry-free operation:

There are more than a dozen assistants in Li Jiaqi’s WeChat group who are responsible for daily operations. The main content will cover daily live broadcast reminders, product preheating (no sales, only live broadcast product spoilers), daily check-ins, and Li Jiaqi’s own offline activities, brand building, etc.

As shown below:

Friends, if you have joined many free WeChat groups, you will find that the content of most free groups is either full of advertisements, or hundreds of meaningless messages, or just asking for likes. The quality is very poor. I don’t even know what the meaning of these groups is?

In Li Jiaqi’s WeChat group, perhaps because of the existence of his assistant, during the two or three weeks that I was lurking, although some group members left the group chat, no group member posted any content or links irrelevant to the group.

For operators, it is a relief.

Private domain traffic diversion, ultra-low cost:

I currently don’t have the information on how many users of Li Jiaqi’s live broadcast room come from his own private domain, but according to the above analysis, even if only 5% of the traffic is successfully diverted to the live broadcast room, the traffic is still impressive.

It is obvious that the cost of attracting traffic through WeChat’s private domain will definitely be much lower than the cost of purchasing traffic through Taobao’s public domain.

For the same price or profit, when your costs are lower, it means you can increase your profit margin even if you maintain your existing conversion rate.

However, we should not over-glorify the private domain. In addition to the above three points, there is another point: the operation of the private domain must also grasp a certain degree. In other words:

Private domain operations should be based on growth logic, not consumption logic.

The so-called consumption logic is to consume fans. Simply put, private domain operators continue to send messages and promote to fans until the other party unfollows or leaves the group.

As you can see, the private group No. 5782 of Li Jiaqi that I am in has been successfully reduced from the original 200 people to 181 people.

03 Private Domain Traffic Artifact – WeChat for Business

Nowadays, whether you are doing e-commerce, live streaming or short video operations, they always talk about: private domain traffic (there is actually nothing wrong with you understanding it as micro-business).

Enterprise WeChat has become the only and necessary option for private domain traffic management and operation;

On the one hand, Tencent is racking its brains to support WeChat for Enterprise, because the most important thing for Tencent is to form a three-legged race with Alibaba DingTalk and ByteDance in the enterprise IM field at a strategic level.

On the other hand, the reason is very simple. The premise of any large-scale operation must be stability, which personal WeChat cannot achieve.

For personal WeChat, there has always been a zero-tolerance attitude towards malicious marketing. For example, marketing content in the Moments is folded, and friends must be selected to be visible only in chat or Moments. There is a risk of being blocked if 30 people are added in a day, and the account will be blocked if too much money is received, etc., let alone other subsequent operations.

But then again, WeChat for Business has indeed greatly improved operational efficiency in some aspects, such as automatic group creation and automatic welcome messages.

Some of the groups I joined recently, whether it is Xinbang, Li Jiaqi’s, Xigua’s study group, Zhihu, etc., all of them are using corporate WeChat to operate private WeChat groups.

04 Private domain traffic diversion from other platforms

Take Tik Tok for example, it is a huge public domain traffic pool. No matter whether it is the emoticon project, copywriting project or storytelling project that I have written before, they all regard Tik Tok as an important drainage channel for settling private domains.

Douyin is of course aware that its recommendation algorithm makes the platform more public and less private, but:

Although I am not good at private domain sedimentation, it does not mean that you can do whatever you want to divert traffic outside the site.

First of all, Douyin explicitly prohibits creators from conducting any form of traffic diversion, and reminds users through in-site messages that if users do not modify or delete the traffic diversion information within the specified time period, their accounts are likely to be blocked.

This is why you will see a lot of Martian words like V star or stomach heart or homophonic phrases like "工宗好", as shown below:

Secondly, Douyin has fully launched the "Fan Group" function. Any creator can establish a fan group to help those anchors on Douyin to cultivate private domain traffic. The subtext is:

My friend, I can also accumulate data in my own private domain, so don’t divert traffic outside the site.

However, if Douyin wants to enter the private domain, it still has a long way to go (the topic of the next article I plan to write will be how Douyin plays in the private domain).

Finally, there is a question that has been bothering me.

When we talk about private domains, the first reaction is often the WeChat ecosystem, whether it is a WeChat group, a public account, or a personal WeChat.

WeChat does, to some extent, define and represent the term private domain traffic.

But does this mean that only WeChat can do private domain?

above.

Author: Operation Wang's Growth Diary

Source: Operation Wang's Growth Diary