On February 5, a friend sent me a poster of a free drink from Yuanqi Forest , which made me suddenly realize that Yuanqi Forest has also started to prepare for private domain?

As a first-tier internet celebrity beverage, Yuanqi Forest has been planning matrix marketing. Xiaohongshu, Douyin, Taobao, live streaming, sinking channels, various brand marketing advertisements, and even column sponsorship are all its favorite places. However, recently some articles are not so optimistic about it. Many media have begun to release news about how far it can go and how to plan for the future. Everything that rises must fall. While Yuanqi Forest is consolidating its original basic brand, this emerging Internet celebrity beverage founded in 2016 is preparing to layout in the private domain. Is it for self-rescue or for growth?

The brand's marketing methods and layout are not the focus of this article. In the following article, the author hopes to give his own suggestions and opinions on Yuanqi Forest's private domain layout from the perspective of a professional brand transformation to private domain e-commerce.

one

In fact, Perfect Diary is undoubtedly the company that has received the most comments in the private domain industry. By gathering traffic at the front end, laying out the personal account matrix, to IP incubation and sales, Perfect Diary is at the forefront of the industry.

Perfect Diary’s strategy is quite simple and effective. It uses the output of an IP personality , including interaction, to make people feel humane care. At the same time, the discounts for activities in private communities are reasonably designed, and popular products are often promoted and there are many categories, which attracts many young ladies. There are many ways to analyze Perfect Diary’s private community, so I won’t go into details here. Today, Perfect Diary has made its private-domain Perfect Diary Selection a new strategic brand for Yatsen E-Commerce.

Yuanqi Forest’s exploration of private domains should have started not long ago, and it may even have been entrusted to a third party for exploration. Open the public subscription account of Yuanqi Forest, enter the fan group, and a QR code interface will pop up. But it shows that there are 13 fans in the group , and it has expired. According to our usual way of marking communities, this private fan community should not have more than 5,000 people.

So, how does Yuanqi Forest generate private domain traffic? Next, I will slowly break down the complete process of fission - conversion - retention - repurchase for you.

two

Target path: Enter through the official account and circle of friends - after scanning the QR code poster for support, guide users to add the service account. The service account pushes the script and content to add customer service and generate their own posters. By supporting, users can be attracted to the second batch of fission users and receive support gifts. Customer service will also push support messages and invite you to join the fan welfare group after the event ends.

Activity Step 1:

Use the title: 100 boxes of mini sparkling water, free for 0 yuan to attract users.

[Comment] The fission poster is quite standard and belongs to the standard fission mission template poster.

It pops up after guiding users to scan the code.

Step 2 of the activity:

After following the service account, a push message will pop up, first asking you to scan the code to add the company WeChat friends to guide you to add followers. With the help of 2 friends, you can get an admission ticket to the welfare community. With the help of 35 friends, you can get 6 limited edition mini cans of sparkling water for free. The TOP10 on the support list can also get a limited edition Milk Tea Sister plush bag.

【Steps Analysis】

Although the poster is attractive, the requirements for support are too high. There is no step-by-step support from 2 to 35 people. At the same time, only the TOP10 will receive a plush bag. Although it is a limited edition, it actually has very little motivation to attract users to rush to the top of the list. Judging from the above, the operating cost of this event should be relatively limited. The profit of fast-moving consumer goods is not particularly high. When doing an event, it is very important to use limited funds to carry out a private domain fission + drainage activity.

【Optimization suggestions】

Product selection is a very important part of fission activities. At the same time, the threshold for product selection is also very important. Although the title of the event is attractive, fans find that the threshold is too high and immediately lose the motivation to invite others. At the same time, with the help of two people to enter the fan group, the threshold seems not high, but relatively speaking, the motivation to forward it will not be particularly strong. Following the service account will push a link to join the fan welfare group. Screening fans is effective, but the fission value is not high. A better fission method is to carry out step-by-step fission through 3, 10, and 20 people. Compared with this activity, although it is only a small-scale attempt, it can be seen that the experience of community operators may not be rich enough.

Step 3 of the activity:

After guiding people to follow the official account and add the welfare officer, the welfare officer will also push the same fission rhetoric. It's quite standard here.

Step 4 of the activity:

After the event, guide them into the fan group.

【Steps Analysis】

The IP character is very cute, with a cartoon avatar, clear guiding words and copywriting, and a lot of benefits, which gives users a great sense of anticipation and makes them willing to join the welfare group. The red poster can attract users' attention, and the welfare group that comes with receiving the free gift is very good.

Step 5 of the activity:

Enter the daily operations of the welfare group.

There are not many people in the welfare group (which proves that the users generated by the previous activities are not enough to form the conversion community. The fission activities may need to be reviewed, such as the customer acquisition cost is not calculated clearly, or the fission product selection and motivation are insufficient). The welfare group I am in has only 86 people. Yuanqi Forest uses the corporate WeChat group as a host community, probably trying new traffic operation methods to prepare for large-scale fission and event diversion in the future.

【Steps Analysis】

Currently, corporate WeChat groups do not have the function of personal friend circles, which often makes it inconvenient to interact with users and create personalities. Although virtual personalities are cute, they often make people feel unreal. Perfect Diary’s Xiao Wanzi is an example of a better persona. In many aspects of private community development, real personalities are more likely to attract users.

I joined the community at 6:30 pm, and 20 people joined before 7 o'clock, which proves that the concentrated push time should be between 6 and 7 o'clock. But there were very few follow-up members, which also proved that the number of fans guided by this event was not large.

【Optimization suggestions】

After that, welcome messages were posted in the group about once every 2 hours, but it was a bit disturbing to see them still being posted in the middle of the night. It is estimated that their community customer service is still in the exploratory stage. We have not yet figured out the habits of private community users.

There are about 5-6 people in the group with the title of Yuanqi Forest (they should be his employees~ It seems that they are here to make a preliminary trial in the group)

Activity Step 6:

Promote membership-based communities.

【Steps Analysis】

The membership system is the main force of this welfare community. It is not uncommon to guide users to private domains to enjoy membership services. The purpose of this community, as currently judged, is to guide users to become paying members and increase the frequency and repurchase rate of users' orders in the private domain, including special sales of some inventory and expiring products, and joint sales of related health products.

The 29 yuan quarterly pass is currently the recommended main product. However, the difference between the sales price and the normal selling price is not very large, so if you are not a long-term user, you probably won’t keep buying it.

【Optimization suggestions】

The community strategy can be more proactive and have stronger sales capabilities. Before implementing the membership system, users should be given, for example, a 7-day trial card or a one-time trial card, or even benefits to encourage users to place their first order. Quarterly membership and discounted products should be pushed from the beginning. Although users feel that they have made money after the discount, they will have a certain resistance when they find that they still have to apply for a card after entering the system.

Step 7 of the activity:

Product selection for membership communities.

Product selection has always been the biggest problem in private domain communities. Yuanqi Forest is definitely doing similar explorations in the community. In this welfare group, the mini program is the carrier of the private domain, and the categories of the mini program are also worthy of our study.

Currently, the categories of products launched by Yuanqi Forest on the mini program include: yogurt, zero-calorie sugar, low-fat chicken sausage, low-sugar red bean egg yolk crisps, soy milk powder, multi-flavored fruit wine, limited edition milkshakes, whole wheat bread, super zero meal replacements, etc.

Looking at the purchase data, the best model has about a thousand orders, while the ordinary one generally has about two hundred orders. According to the calculation of purchase data, the overall private domain traffic matrix is ​​at most around 10,000 people.

The biggest feature of the summary of these categories is the detailed survey based on population portraits.

Low sugar, zero calories, fat reduction and meal replacement are the main products. It is very consistent with the fan group positioning of Yuanqi Forest.

Of course, the mini program also has a section called the Yuanqi Research Institute, but its current activity is not very high. Also, due to the limitation of the Yuanqi Forest beverage category, many fancy restaurants and pictures actually have very low interactions.

The long-term operation of private communities requires standard plans and marketing methods. Although there are occasional interactions in the group, the purchase rate should be relatively low due to product selection issues. It is a Buddhist free-range state.

Step 8: Push activity

Because it coincided with the Chinese New Year, the community activities did not continue. However, before the Chinese New Year, a wave of benefits were pushed out. By purchasing a screenshot with a QR code, you can receive a customized card for ancient costume photography from Panzi Nürenfang.

【Steps Analysis】

This benefit is a bit confusing. First of all, there was no preheating for the event itself, and not even a little information was revealed. It was quite abrupt to announce it suddenly. Secondly, although the user groups may be relatively matched, it looks a bit like a cooperative advertisement placed by Panzi Nürenfang for Yuanqi Forest, and it does not resemble the official positioning and attitude of Yuanqi Forest. It is not particularly wise to start joint promotion before the fans on social media have become loyal to Yuanqi Forest.

【Optimization suggestions】

Joint collaborations and specific peripheral products are the best choices for community activities and welfare push. At the same time, necessary warm-up measures should be prepared before the event, and community activity and interaction should be able to be discussed through topics. The community is also stratified in a way that users who have purchased memberships can enter an exclusive group (paid annually). Otherwise, how can users place orders in the community if they haven't even purchased a quarterly membership card?

The shortcomings of a single product category are particularly obvious in the private domain. Compared with Perfect Diary’s private domain SKU, Yuanqi Forest’s are obviously insufficient. The product itself is positioned as a healthy drink, but promoting a healthy lifestyle through healthy drinks is not something that can be done overnight. Users may pay for Yuanqi Forest, but may not necessarily pay for other brands in the mini program. Even if it bought other brands, it was actually just a sales conversion in the private domain, and there was no real continuous and long-term operation of the Yuanqi Forest brand.

three

In order to solve the privatization problem of Yuanqi Forest, I think the following layouts are essential.

1. Layout of single-brand, multi-category private domain SKUs

The reason why private domain communities are attractive, especially for fast-moving consumer goods with high frequency and high repurchase, is actually because the single-user GMV of private domain communities is sufficiently supportive and stable. Because the profits from channel sales are removed, the DTC private community e-commerce model is sufficient to support and exist. It is similar to the fact that although you sell fish, you also raise a pond of fish, which is very helpful in avoiding risks.

Although Yuanqi Forest has been claiming to want to break out of the circle, it is currently still a single product line. Private domain can serve as the first touchstone for expanding its product category line. Just like Xiaomi back then, it was only because of its loyal fan circle that it developed together with itself that it was able to make its brand a success.

The private domain is a very good channel to directly face consumers and hear their voices. It is worthwhile for Yuanqi Forest to consider growing together with users and consolidating its own brand strategy.

2. Plant grass first, talk about ideals and then talk about life

In fact, consumers are already sufficiently aware of the Yuanqi Forest brand, but this is limited to the beverage category. No one would think of eating a meal replacement biscuit and still think about the Yuanqi Forest brand. Therefore, if you want to extend your own diversified gameplay in the private domain, it is essential to promote other categories of Yuanqi Forest and expand the first batch of loyal fans who experience it.

If you want to cultivate good users in the private domain, you must first talk about ideals and then talk about life. The simple explanation is: first talk about the lifestyle you want to advocate, put yourself in the user's shoes, let the user look forward to it, and then talk about how to achieve it. In this regard, skin care products must be the ones that do well: the commercials must feature beautiful women, which makes people yearn for them, but the people who actually pay for them are women who hope to become that beautiful woman.

3. Rhythm and process of private domain marketing

The operation of private domain traffic should form a large-scale traffic diversion + conversion method through small-scale testing.

Some e-commerce brands will use the traffic diversion + conversion flash group method to promote sales, allowing users to regularly generate activities in private domains to purchase products. This way of maintaining users is not only simple and convenient, but also does not cost manpower.

The Perfect Diary approach, with its standardized process for individual customer service, is more suitable for use in the second phase after expanding into multiple categories.

Phase 1: Pull users into your own pool and hold regular flash group events to promote sales (even live broadcast + community + fission).

The second stage: Form a multi-category test fan group, circle users, and new product experience officer releases to allow some loyal users to participate in their own products.

The third stage: Form your own brand matrix and brand attitude, advocate a healthy lifestyle, and let users grow with the brand.

Four

No matter which internet celebrity brand it is, it will eventually have to face the process of long-term development and growing together with users.

Only by grasping your own private community traffic, conducting careful user demand research, and allowing users to grow with the brand can you overcome difficulties and achieve the future!

Author: Red Masters Association Coconut Green

Source: Red Masters Association Coconut Green