Brands are mastering private domain operation strategies!

The contents of this article are as follows:

1. Omni-channel private domain operation brings high conversion rate and transaction rate——Beibeiyi
2. Taking mini programs as the main battlefield, improving the membership system to help private domain retention - Balabala
3. Empower shopping guides with digital tools to promote private domain traffic conversion - Anner

1. Omni-channel private domain operation brings high conversion rate and transaction rate

1. Company Profile

The children's clothing brand Beibeiyi was founded in 2008, with cumulative sales of more than 25 million pieces. It ranks among the top in sales volume and sales revenue among similar products and is a top children's clothing merchant on Tmall.

2. Case highlights

Beibeiyi achieves rapid conversion through omni-channel private domain operations, combined with unique traffic-generating methods and community activities. In 2020, the company achieved a 14-fold year-on-year monthly sales growth in private domain in just two months.

3. Channel touchpoints and strategies

1) WeChat system channels (official accounts, mini programs)

Official account : In the tweets of Beibeiyi’s official account, there is an entrance to private domain traffic. The specific path is: official account tweets - scan the QR code to add employees’ corporate WeChat - invite employees to join the group.

Mini Program: There is an entrance to private domain traffic in Beibeiyi’s official mini program. The specific path is: mini program homepage - add "official WeChat" - scan the QR code to add employee corporate WeChat - invite employees to join the group.

2) Public Domain Channels

Beibeiyi currently has two accounts on Douyin. The main video content is product benefits and product introductions , and welfare live broadcasts are launched almost every day. There is also a dedicated video account, and the main video content is store promotions and product introductions .

3) E-commerce platform (package card design)

Beibeiyi has adopted the "package card → corporate WeChat personal account → community" method of attracting traffic on various e-commerce platforms.

The previous traffic generation method of "cash back for 5-star reviews" was changed to "get 3 free items of your choice", which enhanced the attractiveness and increased the conversion rate from the original 4% to 14%. The conversion rate from personal accounts to communities reached 69%, and the first order rate from new customers reached 67%.

4) Employee WeChat

Beibeiyi’s employees’ WeChat accounts use a unified prefix “Beibeiyi-xxx”, for example, Beibeiyi-Little Whale and Beibeiyi-Welfare Officer.

After adding, a welcome message will be automatically sent to inform the user of the benefit information and guide the user to enter the mall for conversion. The content of the Moments is mainly product introductions, community benefits, and baby and child knowledge , which further increases the community’s membership rate.

5) Community Operation

Beibeiyi has discovered a high-conversion content model in its daily community operations, combining welfare activities with product promotion content.

① Activity form : Send red envelopes, lucky draws and other benefits before promoting products, randomly introduce product selling points, and give users a reason to place an order.

② Grass-planting content: Usually the best-selling items in the past month are selected. Grass-planting content usually consists of "copy description + picture/video + purchase mini program link". In terms of copy description, it starts from the user's needs and expands on fashion matching, wearing comfort, usage scenarios and other aspects to impress users to the greatest extent and attract them to place orders.

③ Time nodes: Usually we choose the time when mothers are active in purchasing, and use the mini program to count the number of orders in each time period. The mothers usually place orders at 10-11 am, 4-5:30 pm, and 8-10 pm. Combined with the employees' off-work time: 6 pm, Beibeiyi chooses to plant grass around 5 pm for comprehensive consideration.

2. Taking mini programs as the main battlefield, improving the membership system to help private domain retention

1. Company Profile

Balabala is a children's clothing brand created by China's Semir Group in 2002. Its products cover clothing, shoes, home furnishings, travel and other categories for children aged 0-14. It is a domestic children's fashion lifestyle brand and currently ranks No. 1 in the children's clothing category all year round. In 2020, Balabala's brand mini program was connected to about 3,000 offline stores, showing explosive growth, with GMV increasing by 17 times year-on-year.

2. Case highlights

In 2019, Balabala began to build a private domain business based on mini programs. Only two months after the project was established, its online performance exceeded 10 million. In 2020, the performance of the Mini Program Cloud Store exceeded 30 million, and the private domain sector has also become an important growth point for Balabala . After that, Balabala continued to improve its online membership system to further increase user retention rate and provide a foundation for refined operations.

3. Membership system dismantling

1) Member registration guide

After following the Balabala official account, the automatic welcome message contains benefits to guide you to register as a member, and related tweets also guide you to register as a member.

2) Membership Benefits

• Benefit 1: You can receive an 8-yuan coupon with no threshold after joining the club, which can be directly added to the WeChat card wallet and is applicable to all stores;
• Benefit 2: Members’ consumption points can be exchanged for gifts in real time, and the points are accumulated at the ratio of 1 yuan spent = 1 point;
• Benefit 3: On your baby’s birthday, you can enjoy a 30% discount coupon when you visit the store;
• Benefit 4: Enjoy double points for shopping on the 8th of each month;
• Benefit 5: Exclusive benefits for member upgrades.

3) Membership Level

Currently, members are divided into 4 levels, and the specific requirements and benefits are as follows:

4) Points system

Users can earn points through four ways: daily check-in, completing information, membership tasks, and shopping .

Products that can be exchanged for points include hand sanitizer, hand cream, canvas bags and other small gifts.

3. Use digital tools to empower shopping guides and promote private domain traffic conversion

1. Company Profile

Founded in 1996, Annil, a private label clothing company specializing in mid-to-high-end children's clothing business, was listed on the Shenzhen Stock Exchange in 2017, becoming the first A-share children's clothing stock in China . After more than 20 years of entrepreneurial development, Annil is currently firmly at the top of the children's clothing industry.

2. Case highlights

In 2020, Anner sought performance growth through full-staff marketing + mini programs, and promoted Anner's digitalization process from multiple dimensions such as introducing a commission mechanism, decentralizing organizational authority, cultivating shopping guide capabilities, target tasks and incentives. Finally, the shopping guide transformed into a KOC, helping to boost the store’s performance completion rate to 109%.

3. Disassembly of the digital shopping guide system

1) Introducing a commission mechanism

Anner has equipped each shopping guide with an exclusive mini-program mall code. The shopping guide can share all the products in the mini-program mall, get corresponding commissions based on sales results, and after completing the established performance, receive additional bonus commissions on the incremental part, which greatly enhances the shopping guide's enthusiasm for promoting orders.

2) Decentralization of organizational authority

Anner attaches great importance to the decentralization of organizational authority. The headquarters outputs monthly marketing plans, and regions operate independently under the premise of implementing the brand operation system, including adding and removing products from the shelves, changing prices, promotions, interactive activities, etc., which enhances the flexibility of stores and shopping guides and enables digital work to develop more efficiently.

3) Cultivate the multi-faceted abilities of shopping guides

A shopping guide is someone who has direct face-to-face contact with customers. Whether the shopping guide can operate the store's APP proficiently and recommend products that suit the customers plays a key role in whether the final transaction can be achieved.

Therefore, Anner attaches great importance to the training of shopping guides, such as concept upgrades, system knowledge and management training for regional managers; store management training with store managers as the backbone to enhance the store managers' terminal management capabilities and closed-store operation capabilities; and APP operation and scenario speech training for store shopping guides.

4) Store and shopping guide incentive programs

Anner has developed an incentive program for stores and shopping guides. In terms of shopping guide incentives, in addition to performance commissions, there are also new member incentive awards. That is, for every new member the shopping guide invites and places an order, the shopping guide can get an extra reward. The shopping guide also conducts group PKs within the store on a daily, weekly, or monthly basis, and the winning team receives a financial reward.

Through the joint promotion of digital marketing tools and incentive policies, the enthusiasm of shopping guides has been greatly mobilized, store sales have increased by 9.1% year-on-year, the target achievement rate has reached 109%, and regional shopping guides have broken the ice 100% , allowing public-to-private traffic to be better handled and improving the overall private-domain conversion capabilities.

4. Final Thoughts

In the era of new retail, omni-channel integrated marketing that links online and offline is an inevitable trend. Especially for children's clothing brands, private domain operations play a vital role in the development of the brand.

By deploying private domains, we can achieve refined operations for consumers, enhance user loyalty, and create new growth in performance. The increasingly mature and diverse private domain gameplay also provides broad space for brand innovation.

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Author: Yan Tao Sanshou

Source: Yan Tao Sanshou