Analysis of Wugumofang's private domain operations

With the development of the Internet, private domain operations have also become a major direction of corporate operations, but how to create a successful private domain operation product?

1. Private Domain Operation Strategy

1. Brand IP

1) Positioning: Nutritionist.

2) Avatar: Real person, friendly.

3) Style: Although you are a nutritionist, the content you push are all activity links. There is no one-on-one consultation. You don’t understand my needs at all. How can you recommend products to me?

Some users may think that the activity is disturbing and leave. If a nutritionist can provide consultation when adding a friend for the first time and influence the consumer's decision through his or her own professionalism, then the nutritionist's personality can stand firm.

4) Moments operation rhythm:

• Frequency: 2~3 pieces/day;
• Content categories: pictures and texts, article links, video accounts;
• Content: Knowledge sharing, mainly focusing on health preservation and event warm-up.

2. Community Operation Strategy

Basic community information: community name, group rules, welcome message, community type (such as membership group, flash sale group), community size, etc.

1. Community name

Wugumofang , diet therapy and health care group.

2. Group Rules

3. Welcome message

Guide users to submit their mobile phone numbers and obtain user information.

At the same time, announce the event, launch a lucky draw, and increase activity.

There is a problem: the welcome message floods the screen.

It is recommended to extend the duration of the welcome message to half an hour, and at the same time invite a group of users to join the group every 3 hours, and then carry out collective promotion.

Filling the screen with welcome messages can easily cause disgust among group users and block group chat, which will prevent them from reaching out to them in the future!

What I noticed is that the welcome message for joining the group is adjusted every day. It will tell you what activities will be held on that day and inform new users in advance.

4. Community size

Daily operation rhythm:

Activity 1: Check in to get points

Time: Every Monday

Purpose of the activity: The weekly check-in rewards are different, which will make users feel excited.

1. active. The purpose of clock-in/sign-in activities is to allow users to have continuous contact with the product, so that users can develop habits and thus improve retention.
2. User filtering. The prizes for this check-in activity are all branded products, so only the target users will be interested and will check in to get the prizes.
3. Conversion. After redeeming the goods, shipping is generally not free. The gifts will be sent after placing an order. Moreover, the sunk cost paid by users in obtaining the gifts will make them place an order to get the prize.

Activity 2: Community Welfare Day

Time: Every Tuesday

Purpose:

1. Promotion: Connect the activity of checking in on Monday to earn points. Points can be used on Tuesday, and users can be guided to redeem them to promote activation.
2. Conversion: The activity page is first and foremost the entry point for membership, and its primary purpose is to guide users to become members. The number of items that can be redeemed is relatively small, and one must pay for postage before taking them away.

3. Membership System Analysis

1. Membership Levels

As shown in the figure below, no further details will be given. The membership thresholds for the first two levels are relatively low. You can upgrade by purchasing once, and you can upgrade again by purchasing twice within a year.

However, the gap from Silver Valley to Golden Valley is a bit large, so it is entirely possible to add a few more membership levels.

It is obvious that the brand’s focus is not here, but more on paid membership.

Sam's Club is a representative of paid membership system. After payment, target users can be screened. At the same time, under the influence of sunk costs and combined with promotional activities, consumers will be encouraged to repurchase.

2. Membership level name

1) Membership level benefits (natural upgrade)

One is the increase in the proportion of points earned, and the other is the enjoyment of member prices when purchasing goods. Relatively speaking, the rights and interests are relatively few and simple.

2) Membership level benefits (paid activation)

There are some detailed operations on the button that guides activation.

First, it tells you how to activate your membership at a lower price. Second, it tells you that you can save 2520.3 by activating your membership. Third, the button guarantees that the difference will not be refunded, and you can save 2520.3 by paying an annual fee of 199.

After comparison, it is indeed a good deal, and the amount that can be saved is not written randomly, there is a special pop-up window to calculate it for you to see.

Members have 16 major privileges, but overall they are not very attractive and do not feel like great value.

At the top are 2 coupons with no threshold of 50 yuan. I would recommend giving 4 coupons with no threshold of 50 yuan.

This way, you can get your money back immediately after opening the card, and it can ensure that users can make purchases 4 times with a high probability, giving users an irresistible benefit and motivating them to open the card.

The brand can make less money, but it must encourage consumers to open cards first and make money in the future through continued operations.

Members can receive coupons: the discount is about 18% off. The purpose of the coupons should be to increase the average order value and convert high-order value (over 200) products.

Would it be better to add a discount coupon?

A 95% discount plus a 5% rebate will create the illusion of a 10% discount. In fact, it is not as much as 10% off, but the combined discounts can induce consumption behavior.

Super Member Day: It is just double points once a month, which is not very attractive, unless the points mall sets up unavailable but very good products to increase users' willingness to collect points.

Birthday benefits: It’s still better to give out coupons. It would be better if you could give out some more substantial goods with free shipping.

Flip card gift: gamification concept, set up a ladder for users to guide them to pay a higher amount, especially for users who are almost able to participate in the lottery, they will place an order to make up for the difference.

Private nutritionist: I think this is a benefit that should be pursued in advance, as nutritionists are highly professional.

Clients don’t understand nutrition, consultation costs money, and ordinary people won’t seek consultation, so the value of consultation can be fully reflected.

Judging from the six elements of influence, this one is authoritative and can effectively influence user decisions.

Return on investment guarantee: This should be placed in the top 3 benefits. This is something that can reduce decision-making costs. You tell consumers that if they don’t save 199 after one year, they will get a refund for the difference, and as a consumer, they will not suffer any loss at all.

Judging from the six elements of influence, this one is consistent in commitment and can effectively influence user decisions.

Super long after-sales service: This right is also good. There is obvious level discrimination, which distinguishes member users from ordinary users and allows them to enjoy a better product experience.

4. Mini Programs

In addition to the basic four-piece set of the mini program menu bar: home page, category, shopping cart, and personal center, there is also a Google fan community.

1. Home

At the top of the homepage is a collection of popular products, but after entering the event page, maybe I am a non-target user, and I have no perception of the overall event. They are all promotions for single products. What does that mean?

The promotion on this product page is buy 2 of the same item and get X yuan off, the second item is x yuan, buy X and get X, all of which are real promotions for the same item.

In case a customer wants to buy 1 A + 1 B, but there is no other discount, he will not feel like he is getting a good deal and his willingness to consume will decrease.

Secondly, the color tone and the overall design did not create a feeling of popularity or limited time or quantity. I think this problem should not be made. The whole event looked very mediocre.

Below the hot products are four icons, and the entrance to new products goes directly to a product details page instead of a collection of new products.

The entrance to search for products is actually a bit redundant, as there is a search bar at the top of the homepage.

Moreover, after being baptized by various e-commerce platforms, consumers have been educated on the location of the search bar and how to use it, and there is no need to occupy a position on the homepage to design it as a search entrance.

The entrance to Global Shopping looks like an ordinary product page, but it is actually a collaboration with some domestic food brands. It is labeled Global Shopping, but all the brands inside are domestic.

This activity page is like a brand that is packaged as a gathering of big brands. The advantage is that it can attract traffic from cooperating brands.

The last icon entrance is group buying. There are only 3 products, which should be the items with a good sales conversion rate in the mall. The prices are relatively low, all below 50 yuan.

In the next module, the main product promoted is the sleeping bag. We grasped the pain point of most people who currently lack sleep and launched a sleep-aid product.

However, after clicking on the product link, you will be redirected to the live broadcast room, and the product will only be found through the shopping cart in the live broadcast room. The longer the process, the greater the bounce rate.

It is recommended to click on the product and go directly to the product details page.

The intention of entering the live broadcast room first may be to promote conversion through detailed introduction, so the anchor needs to provide good guidance, because you also need to click on the shopping cart in the lower left corner before the product link will pop up.

Next are the membership benefits promoted by the mall. I have mentioned them in the analysis of the membership system above, so I will not go into details. The next step for members is to recommend products.

2. Classification

3. Shopping cart

If no items are added to the shopping cart, you will be directed to the special offer area, which is the group purchase on the homepage.

Guide users who have added items to cart to place an order.

4. Personal Center

The super membership entrance is located in the upper right corner, and it is recommended to be placed in the most conspicuous position in the middle.

5. Google Fan Community

It is a relatively rare mini program with a community. Nutritional food relatively needs to be converted through content, relying on professional promotion.

The style of the community articles is similar to that of Xiaohongshu. I find it acceptable, but I don’t know whether it is based on the style that core users like.

Judging from the population portrait, the proportion of women is higher than that of men, and the age range is concentrated between 20 and 49 years old, with 30 to 39 years old being the majority. So the style of this community tends to be younger, so does it need to be readjusted?

5. Video Account

Does this brand have a video account? How does the video account operate? What is the content?

The positioning of the video account is mainly popular science.

6. Conversion Strategy

What strategies are used for first order/repeat purchase? What are the rhythm and the words?

1. First order conversion strategy

Before conversion (how to reach users and attract them to take action).

This is the second message I received after adding a friend. It is relatively hard and its purpose is to guide users into the group and achieve conversion through community operation.

After conversion (whether there is a package card, after-sales talk, whether the customer is guided to an exclusive community, etc.).

2. Holiday Conversion Strategy

Double Eleven:

1) Private chat content: Contact customers once 7 days in advance to proactively inform them of the live broadcast and promotional products for the day, and contact them again on Double Eleven Day to guide lucky draws and conversions.

2) Friends circle

3) Community

The community will have more reach on the day, mainly to increase user activity, but the overall activity rhythm is more common.

In chronological order: the first wake-up and preview activities are carried out in the morning.

Use group chats and red envelope rain to promote activity and guide users to post their orders to increase activity.

But apart from those who are slightly more likely to take advantage of the situation, that is, those who are receiving red envelopes, in a group of nearly 400 people, there are less than 10 people posting their orders.

Either the target users in the group are not accurate, or the reach rate is too low, or the activities are not attractive enough.

On the whole, the atmosphere of a special promotion was not created. In fact, it would be a good idea to find a few internet trolls to create momentum in the group, but the most serious problem is still the reach rate.

How can the group become active if there are less than 20 people participating in the interaction?

It is entirely possible to screen out these active users and operate them separately. Instead of watching the community grow in number but remain dead silent.

3. Summary of stage-by-stage thinking

1) How to grab the user’s attention – reach rate.

Nowadays, each user generally has dozens or even hundreds of social networks. Coupled with the rampant use of various apps, users’ attention is like a funnel, leaving very little time for you.

In order to gain the user's constant attention, you must think about what attracts him/her, what value you can bring to him/her, and what reasons he/she has to pay attention to you.

If not, you will see some vanity indicators, with hundreds of members in the community but only a few actually alive. This means there is a problem with the operation.

2) Precision operation.

How to improve conversion rate?

It is to deliver suitable products to consumers who need them.

Refined operation is a direction, so it is recommended to screen target users separately, not seeking quantity, but pursuing quality first. We cannot move someone who does not love you, so we should move those who love you.

3) Content e-commerce relies heavily on content.

Use content to persuade users and change consumption behavior.

For products like the ones in the case, it is necessary to influence users and change their decision-making behaviors by continuously outputting content.

Author: Wu Yiji from Southern Fujian

Source: Southern Fujian Wu Yiji