3000 words to dismantle the replicable private domain traffic gameplay

You must have heard of ChaCha Foods. Yes, the ChaCha sunflower seeds that we have loved to eat since childhood are from their company. They have more than just ChaCha sunflower seeds.

Qia Qia Food was established on August 9, 2001. It is a modern leisure food company that mainly deals in traditional roasted nuts and snacks, and integrates independent research and development, large-scale production, and marketing. After nearly ten years of dedicated management, its product line has become increasingly rich, its production and operation management system has been gradually improved, its product popularity and reputation have been continuously improved, and its economic and social benefits have increased year by year.

The performance report released by Qia Qia Food on February 26 showed that in 2020, the company achieved revenue of 5.289 billion yuan, a year-on-year increase of 9.35%, and net profit of 790 million yuan, a year-on-year increase of 30.89%. Today we will specifically analyze the construction of ChaCha Food’s private domain traffic .

1. Gamification scenarios create user retention

Qia Qia Food has set up three menu bars on its official account, which is very interesting. They are [Activity Center], [Online Mall] and [Personal Center] respectively.

In the [Activity Center] menu bar, Qia Qia provides a variety of game scenes, transparent factory live broadcast scenes, joint fan activities and new member gifts.

Qia Qia Sunflower Garden can be seen as a game scene for Qia Qia's user retention design. In this game scene, users can sow, water, fertilize, and harvest sunflower seeds in batches, allowing users to experience the entire process from a seed to the finished product through the mini-game. Users can also choose the finished melon seeds they want to make in their backpacks, such as cantaloupe seeds, caramel seeds, pecan seeds, pumpkin seeds, pepper seeds, etc.

After the sown seeds mature, they are cooked using the ingredients in the backpack and finally made into mature melon seeds, which can be sold. After selling them, you will get corresponding points. Points can be exchanged for large coupons at the redemption center. The coupons include 49-20 coupons, 95-50 coupons, and 189-105 coupons, which is quite tempting for users.

We found that in order to redeem large coupons, at least 2,000 points are needed, and selling a finished product is about 300 points. At this time, Qia Qia Food designed fission sharing in the game session, and points can be obtained by completing tasks.

Users can obtain seeds by signing in daily, 50 water droplets can be obtained by planting three times, and watering five times or processing and synthesizing melon seeds can also receive water drops. As long as they share it to the WeChat community three times, they can obtain various raw materials or formulas used for synthesis.

In addition, users can draw lots for free three times a day, and can draw water drops, raw materials and points. I tried it and the probability of getting points was the highest. Qia Qia Food still wants users to increase GMV by redeeming coupons.

"Cha Dian Xin Xin" should be an activity launched by Qia Qia Food during the Chinese New Year to set a New Year flag. However, every time I enter it, it shows that the activity is too popular, so please refresh the page before entering again. I won’t do a detailed analysis of this part for now.

2. Cross-border cooperation to pamper fans together

This page of fan benefits is a cross-border joint fan-loving activity organized by Qia Qia Food and All Cotton Times. After entering, the theme of the activity is displayed as [Good time, meet good cotton].

This is an event launched on the occasion of Women's Day. Clicking on the gift package will directly jump to the official mall event page of All Cotton Times, where you can receive large coupons worth 89-50 yuan, which once again hits the user's desire to get a bargain.

Scroll down the page and you will see the Cotton Era Koi Lucky Draw event, with a total of 10,000 prizes. Click on the lucky draw button to enter the lucky draw page. Each person has only one chance to draw the big wheel. Click on the lucky draw button again and you will enter the main venue of the Cotton Era - the Cotton Era official mall, completing the user's transfer to the Cotton Era brand and completing the first order conversion through the page activity.

In the official account of All Cotton Times, a special session for pampering fans is also set up, which guides users to the official website of Qia Qia Mall through the All Cotton Times mini program, forming a strong cooperation between brands.

3. Online transparent factory to build brand power

Qia Qia's transparent factory is even more interesting. In the consumer food industry, what users are most concerned about is food safety, and this menu bar is equivalent to giving consumers reassurance. With the upgrading of consumption, offline catering industries are competing to open transparent kitchens, and consumers can check the production environment of dishes at any time.

Qia Qia Food’s transparent factory just meets consumers’ concerns about food safety and will quickly promote the trust relationship between users and the brand. Consumers can observe the factory environment of Qia Qia Food in real time online, which also directly proves the IoT digital capabilities of Qia Qia Food.

4. 1 yuan new member gift to start private domain operation

The 1 yuan new member gift menu bar opens up refined private domain operations. Click on the "1 Yuan New Member Gift" in the menu bar to pop up a poster with the corporate WeChat QR code. It should be noted that in the text that pops up after the new members follow the official account, they can directly enter the corporate WeChat community by clicking on the hyperlink.

The poster that pops up for the "1 Yuan New Member Gift" is to add the corporate WeChat character "Xiao Kuikui", then set up a link to join the group through the corporate WeChat welcome message, and issue a small program to receive the exclusive gift for new members for 1 Yuan.

Both touch points can guide users into Qia Qia Food’s private traffic pool. Do you think that only two drainage points were designed? There is a mystery hidden here! In fact, it is also to test which of the two touch points has the best conversion effect. Unlike many companies, Qia Qia Food is meticulous enough even in this small detail.

Let’s first look at the operation method of entering the enterprise WeChat community through the hyperlink of the service account. Click the hyperlink to enter the picture and text page. The page is divided into three parts: large coupons for new members, lottery for 10,000 prizes, and guiding to scan the code to enter the welfare group. The naming rule of the welfare group is: Qia Qia fans exclusive xx group.

After entering the welfare community, the character "Qia Qia Xiao Mei" will send a welcome message + exclusive gifts for new members. The copy states the role of the welfare group, which includes free raffles every week, flash sales of different products every day, and live streaming benefits (live streaming with goods).

These activities are means to retain users, and conversion is the goal. Most of the prizes won in the lottery are large coupons, and flash sales and live streaming sales are strongly correlated with conversions.

In order to distinguish the effects of the two touch points, the mini program carried by the welfare group is called the Privilege Mall, which is based on the conversion path built by Youzan.

Let’s look at adding Xiaokuikui’s corporate WeChat through the menu bar’s “1 Yuan New Member Gift” and clicking the link to enter the corporate WeChat community. The community naming rule is: Team XX - Qia Qia Foodie Team. The mini program installed is Qia Qia’s official shopping mall.

The Foodie Squad is an important part of Qia Qia's private domain operations. Compared with the welfare group, the Foodie Squad is much better in terms of the speed of increasing fans and the level of activity. The equipment is also the most complete and luxurious. The mini-programs it carries are extremely technically powerful. Based on the enhanced functions of Enterprise Micro SCRM and deeply integrated with its own CRM system, it has relatively deep digital operation capabilities.

In terms of content, in addition to daily knowledge sharing, Qia Qia Food mainly recommends good products and sells goods through live streaming.

What is worth learning is that the number of recommended products each day will not be too many, and users will not be overly disturbed, because since users have been added to the corporate WeChat and then joined the group, they have already received several coupons and have visited the mall at least once.

However, every time it recommends a product, Qia Qia will emphasize to remind users to collect the coupons before placing an order, giving people the feeling that it is always helping users save money. In fact, from an operational perspective, the unit price of recommended products is basically around 20 yuan. Collecting large coupons of 199-120 yuan can encourage users to consume more and thus meet their coupon needs, hitting the user's loss aversion psychology. Improved the user's contribution value.

In the private domain operations of many companies, the detail of deliberately guiding users to collect coupons is often neglected. However, adding this small detail may increase the company's operating income by more than 20%. Iterative optimization of every small detail may bring about growth in the overall performance.

In addition, before the live broadcast event begins, Qia Qia Food will display the live broadcast mini program in the community in advance to warm up the event in advance. Three hours before the broadcast, the live broadcast event will be sent to the user group through the enterprise WeChat function; after the live broadcast starts, reminders will be made in the group; the flash sale welfare operators in the live broadcast will also forward it to the community in real time.

These three tricks are efficient enough to reach users. Even if you don’t go to the live broadcast room, you can still increase the overall conversion rate through the sharing of the operators. This is how I was converted to a box of hand-torn bread.

Overall, Qia Qia Food gives people the impression that it is attentive and detailed enough in its entire private domain operations. It is able to consider issues from all aspects of the user's perspective and then provide effective solutions. Coinciding with the upcoming International Women's Day, before the dismantling was completed, Qia Qia Food launched a flash group activity, constantly trying more private domain gameplay, and it is believed that it can provide reference for more companies.

5. 88 First Enjoy Card, Locking in Users

In terms of user retention, Qia Qia has also made a lot of efforts and launched the First Enjoy Card, which is similar to Taobao's 88 membership and JD Plus. All products with the First Enjoy Card logo can enjoy a 12% discount. If a large coupon is used, it is equivalent to a discount on top of a discount. The most important thing is “open a card for free”!

Through the steps in the above picture, we can find that after entering the Qia Qia Mall mini program, find [Open a card for 0 yuan and enjoy 12% off] and click to enter the Qia Qia First Enjoy Card application page, select the products you want to purchase from the designated products, complete the first experience order and you can activate it.

It should be noted here that the purchase button shows "Activate first and enjoy card purchase". After clicking, you will enter the receiving page, which is linked to the WeChat payment score. As long as your payment score is not very low, you can receive the first-enjoy card.

The launch of the First-Enjoy Card is actually an agreement with users. It is free to receive the First-Enjoy Card, but within 90 days after receiving it, users need to purchase products with the "First-Enjoy Price" label three times. What if you can’t reach 3 times? WeChat will automatically deduct the discount you enjoy and then return it to the merchant. This is the role of payment points.

In other words, the First Enjoy Card is actually launched as a welfare card to increase the frequency of user consumption. The increase in consumption frequency brings about an increase in the stickiness between users and the brand, and also plays a good retention role, which is enough to show the care of Qia Qia Food in every link.

The above is the analysis of Qia Qia Food from the private domain perspective. If we want to make progress from each analysis and learning, we need to keep practicing, keep reviewing, walk with the wise, and associate with people of the same frequency.

I hope the above will be inspiring to everyone.

Author: Liu Fei

Source: Feisu Growth