How does Xiaomi increase its private domain user base?

WeChat has become a must-use software for almost everyone in daily life. It has been integrated into everyone's life scenes and has become a life habit for many people. The number of monthly active users of WeChat Search has exceeded 500 million, which means that nearly half of WeChat users have developed the habit of searching on WeChat. This article talks about how Xiaomi recently achieved private domain user growth through SouSou. I hope it will be helpful to you.

1. Summary of Xiaomi’s press conference

Xiaomi held two press conferences at 19:30 on the evening of March 29 and March 31. The theme of this press conference was "Endless Life". I am also a Mi fan and I watch Xiaomi's new product launch conference on time every year. So today, let us re-analyze what this "Xiaomi" press conference, which is known as the Spring Festival Gala of the technology industry, did from the perspective of an operator.

A reminder before watching, the key words of the full text are summarized in advance: Xiaomi, WeChat, growth, and enterprise.

1. Review of Xiaomi’s major products at the conference

1. Xiaomi Mix Fold, Xiaomi 11 Pro, Xiaomi 11 Ultra, Xiaomi 11 Youth Edition

2. Xiaomi Air Conditioner 1.5HP (suitable for space 16~20m2)》

3. Mijia Robot Vacuum Mop Pro

4. Mijia Pure Smart Humidifier Pro

5. Xiaomi Notebook Pro (Xiaomi Notebook Pro 14, Xiaomi Notebook Pro 15 OLED, 6 models in total)

6. Xiaomi Mi Band 6

2. Enterprise sales performance

Let's take a look at Xiaomi's performance in 20201 and simplify a few key indicators for everyone to see how profitable Xiaomi is, how good its financial statements are, and how far it is from Apple.

1. Xiaomi's annual revenue is 245.9 billion yuan, but it still has a long way to go to become a trillion-dollar enterprise

In 2020, Xiaomi achieved revenue of 245.9 billion yuan, a year-on-year increase of 19.4%; adjusted net profit reached 13 billion yuan, a year-on-year increase of 12.8%. All businesses grew steadily, and adjusted net profit exceeded market expectations.

2. Stick to the mobile XAlot strategy. Mobile phones don’t make money , they just make friends

In 2020, we firmly promoted the "Mobile Phone X AIoT" strategy. Our smartphone business returned to the top three in the world in the second half of the year. In the fourth quarter, our shipments grew at a leading rate both domestically and overseas, with a market share of 12.1%. Our year-on-year growth rate ranked first among the top five manufacturers in the world, making us more competitive in the high-end market. AIoT continues to maintain its leading position in the entire industry, with the number of devices connected to the AIoT platform exceeding 300 million, and smart TVs ranking first in China.

3. Overseas markets are growing steadily. It will take some time to beat Samsung, but it is not a big problem to kick other competitors.

We have entered more than 100 countries and regions around the world, with overseas market revenue of RMB 122.4 billion, a year-on-year increase of 34.1%. Our market share in the smartphone market in Europe and Western Europe continues to rank among the top three!

Okay, after reading this, you can all go home! This press conference ends here. There will be no gifts at the press conference! This is the end of the full text

etc.

It seems like everyone has forgotten something.

[No live page pictures available. After the new product is released, Lei Jun will guide users to participate in the official account lucky draw to win Xiaomi 11 by searching for Xiaomi mobile phone keywords.]

Search Xiaomi on WeChat to enter the lucky draw

2. Think of search as a connector for the WeChat ecosystem

1. What is SouYisou

"Search" is used to help users quickly find content or services. Search items include Moments, articles, public accounts, novels, and emoticons, etc.

Some articles other than those on WeChat official accounts will appear on the "Search" page. These articles are all from WeChat, such as articles on official accounts, articles promoted in Moments and publicly forwarded, etc. "Here, the information is output after comprehensively considering factors such as the timeliness, originality and quality of the content, and user experience."

Through the new search portal of "Search", you can actively search for keywords to obtain relevant articles, public accounts, mini programs and other information. In 2021, WeChat Search has developed into a search engine within WeChat that integrates multi-dimensional capabilities such as consultation, accounts, brands, and services, becoming a new engine for traffic growth within WeChat.

To put things simply, the "Baidu" search engine in WeChat, the content ecology and brand display content are all built-in to WeChat, and WeChat has opened up multiple interfaces, chat windows, and video account text touch points so that everyone can search for corresponding things immediately.

Liang Zefeng, product application director of WeChat Search, revealed: "If WeChat is a huge ecosystem, then we regard search as a key connector within the ecosystem, which can help users better connect to content, brands and services within the ecosystem.

According to my observations and actual searches, the growth rate of WeChat Search and the scale of the businesses it develops are far beyond your imagination. Currently, all companies that can be considered brand-level have launched pages that can be displayed on WeChat, such as the official website version of WeChat, as a connector to capture WeChat traffic.

2. What does Xiaomi's search function look like?

How to tell how well a brand’s “Search” function performs? The brand display capabilities provided to brand owners mainly include two capabilities: brand official area and event check-in. We can look at this issue from two dimensions: the home page and the details page.

First: the first page of search results

Result display: The only result on the search page is displayed at the top, with a higher weight than group chats, used mini-programs, public accounts, and chat records. Users only need to click on the first result to jump to the search details page, which is similar to the existence of the search button "Baidu".

Second: Search details page

Detailed display: from the background poster image (bottom), the related Xiaomi official account, Xiaomi Mall, the jump banner image, the display of the official account, the official account and the video account each occupy a column, the selected product first picture, and the perfect e-commerce style.

Further down the list are the latest reports on Xiaomi (on the entire web information page), related video accounts, the latest updates on the video accounts, a separate display of the Weibo page (associated with the mini program), the mini program, Xiaomi-related emoticons, Tencent videos on Xiaomi topics, encyclopedias, and various latest public account articles.

Core value: Provide brands with an operational traffic reserve, link the brand’s touchpoints in the WeChat ecosystem, help brands better display their accounts, products and services, become the most efficient path for brands to acquire customers, and allow brand voice to be converted into traffic.

3. What are the traffic entrances in SouYisou?

1. Local - topbar, search bar, discover - search, conversation - text search,

2. Shortest path: #brand (actually, it is a super short link that converts text into a search address)

3. Local keyboard sug is fully open

4. Image search: chat session primary & secondary entrance, long press image primary entrance in Moments, directly identify the official search area,

5. Search linkage: search for associated words, WeChat hot spots, spread of look, celebrity zone interaction,

3. Xiaomi’s press conference WeChat private domain follower growth strategy

1. Xiaomi’s strategy: Go to WeChat and search + video account (live broadcast) + public account lottery

At the press conference, the welfare activity was presented in the form of a keyword search on WeChat, guiding users to open their WeChat and search for the corresponding keywords, follow the official account, and wait for the arrival of lottery information. At the same time, it can also direct attention to the relevant Xiaomi Matrix public accounts and video accounts, and finally the user can continue his live broadcast task on the video account.

2. WeChat official account marketing data before and after the press conference (WeChat platform only)

1. The theme of the press conference is announced

Official account name: Xiaomi Corporation

Posting time: March 23 (6 days before the press conference)

Post title: You have an invitation from Lei Jun

Post content: Video account content + Video account attention + Text conference preview + Xiaomi 11 Android King trailer poster

Article data: 71,000 views, 225 likes, 133 re-reads

2. The whole process of article pre-sale

Countdown 4 days

Posted on: March 25

Article title: Lei Jun reveals some explosive news about new products

Post content: Video account content + article text

Article data: 100,000 views, 5,255 likes, 206 reads

Countdown 3 days

Posted on: March 26

Post title: This time we made a small chip

Post content: Video account content + article text

Article data: 100,000 views, 1,038 likes, 444 re-reads

Countdown 1 day

Posted on: March 28

Title: This may be the launch conference with the most new products in history

Content: Article text + conference poster

Article data: 100,000 views, 761 likes, 643 re-reads

On the day of the press conference

Posted on: March 29

Title: Two new ultra-high-end Xiaomi phones: one is not the light of Android, the other is the king of Android phones

Post content: long picture + video

Article data: 100,000 views, 561 likes, 396 re-reads

Press Conference 2 (Second Half)

Posted on: March 30

Article title: Lei Jun: Fight for Xiaomi Automobile!

Post content: Article text + video account content

Article data: 100,000 views, 1,740 likes, 1,392 rereads

It is hard for me to imagine, very hard. This live broadcast is broadcast simultaneously on all platforms across the entire network. With Mr. Lei's appeal, how many precise users can he attract to follow the official account and enter the mini program? This level is enough to be called a textbook operation for grabbing traffic from the live broadcast platform.

4. How to achieve enterprise-level growth: Soso+Video account+Enterprise WeChat+Official account

If the company or brand is the core of growth, then it is crucial to build your own underlying traffic pool on WeChat.

1. Enterprise WeChat is the standard configuration for every enterprise that does private domain/WeChat traffic, and the operating threshold is also very low, so applying for Enterprise WeChat and learning how to use Enterprise WeChat are the top priorities.

2. If conditions permit, create your own brand-level official account and video account, enrich video content, put the past strategy of two Weibo and one Douyin back on WeChat, and create enough WeChat content. The marketing rhythm of official accounts and video accounts should be consistent.

3. Is it worthwhile to search on WeChat? For large enterprises or companies that want to become large enterprises, this is standard and it is also the bonus period of WeChat search. If you don’t do it today, you will only lament that you didn’t catch up next year, just like you didn’t catch up with WeChat for Business the year before last.

It is not worth doing it for small businesses, the cost and benefits may not be proportional, and it will not be particularly useful, but you can use WeChat search as SEO growth. More search touchpoints can make our use of WeChat more interesting.

Author: Uncle Wen himself

Source: Uncle Wen himself