Baiguoyuan private domain gameplay!

Recently, news has been reported again that Bairuoyuan will be listed soon, and it is expected to become the "first fruit retail stock" in China.

The contents of this article are as follows:

1. Case Background

2. Analysis of private domain traffic diversion

3. Dismantling of employee personality

4. Community Operation Analysis

5. Membership system analysis

1) Case Introduction

Baiguoyuan was founded in 1997 and opened China's first fruit franchise chain store in 2002. As of September 2019, the number of Baiguoyuan stores nationwide has exceeded 4,000, covering more than 80 cities across the country. It has established more than 230 special fruit supply bases around the world, and currently has more than 5,000 offline stores.

Baiguoyuan started exploring private domains on WeChat in 2018. There are currently 80 million online and offline members, of which nearly 600,000 are paying members in the 8th month (annual fee is 199/year). It has 25,000 communities, more than 6 million corporate WeChat users, and 13.6 million WeChat public account fans.

In 2019, Mr. Sanshou conducted a private domain operation survey on dozens of Baiguoyuan stores.

2) Market size

As the country with the largest fruit consumption in the world, my country's fruit consumption exceeded one trillion yuan in 2020. According to a research report by iResearch Consulting, the market size of the fresh fruit industry is expected to reach 3 trillion yuan in the next five years. As offline stores continue to move online, the future size of the online fruit market is expected to exceed one trillion yuan.

3) User portrait

Baiguoyuan users are mainly from middle-class families, with female users accounting for 67%, of which 45% are women aged 28-45 , firmly occupying the majority of the market. Moreover, the peak consumption period for users is the rush hour after get off work from 17:00 to 21:00, which indirectly proves that working women aged 28-45 are the main consumer force.

Stores: Stores are the main channel for Baiguoyuan to attract offline customers. There are QR codes for attracting customers in all Baiguoyuan stores. For Baiguoyuan, which has more than 5,000 offline stores, it is undoubtedly the best place to attract customers.

Mini Programs: There is also a port in the Mini Program Mall to guide users to join the community.

Specific path: Mini Program "My" – Community Welfare – Scan the QR code after locating the city – Add the Welfare Officer's corporate WeChat – Welfare Officer invites you to join the group – Enter the welfare group

Video Account: The homepage of Baiguoyuan Video Account is linked to the official account, which leads to the private domain pool.

APP: In the Baiguoyuan app, the path for diverting private domain traffic is the same as that of the mini program.

Specific path: app "My" – Community welfare – Scan the code after locating the city – Add the welfare officer's corporate WeChat – Welfare officer invites you to join the group – Enter the welfare group

Douyin: Baiguoyuan’s Douyin account has been in operation since 2018, and has released more than 500 videos, received more than 14 million likes, and has a total playback volume of over 100 million.

The video content released mainly includes popular science knowledge about fruits, sharing of food making and fruit promotions, which attract customers to the private traffic pool through preferential benefits and fan groups.

Takeaway platform: When purchasing products from Meituan/JD.com, there will be after-sales cards for private domain traffic diversion.

Specific path: Baiguoyuan After-sales Card - Scan the QR code on the After-sales Card to add the store manager's WeChat - The store manager invites you to join the member group

Baiguoyuan’s employees’ WeChat accounts all use real names, making users feel real and authentic. The position of store manager can also make users feel trust invisibly.

2) Automatic welcome message

In the automatic welcome message, the self-introduction is "store manager", which is consistent with the character's positioning. Then, at the same time, introduce the welfare information so that users can immediately understand the value points. The friendly tone shortens the distance between the user and increases the rate of joining the community.

3) Moments content

The content of Moments is mainly divided into three categories: flash sales, hot product recommendations, and holiday-related . Guide users to place orders through eye-catching copywriting and activities. However, the disadvantages are that there are too much product-related content, too few life-like scenes, and the characters are too single.

Data shows that Baiguoyuan currently operates more than 25,000 member-only communities. Start the analysis from positioning, community planning, and daily activities.

1) Community positioning

Baiguoyuan’s community positioning is generally divided into three categories:

Welfare group: mainly for selling goods, publishing welfare activities, and promoting consumption;

Membership group: a community mainly for paid members, with the purpose of sharing professional content and promoting the brand, so that customers can recognize the brand more and achieve the goal of long-term continuous repurchase by customers;

Expert group: Through the screening of the first two groups, find out the customers who are very satisfied with Baiguoyuan’s products, brands, services, processes, etc., and carry out distribution activities through group buying and other forms.

2) Community Planning

Welcome to the group:

@User Hello~

I am the store manager of Baiguoyuan xx store

Welcome to join the Baiguoyuan Fans Welfare Group

The welfare officer in the group will launch community activities and update the welfare from time to time. There will be raffles, free fruits, secret codes, lucky red envelopes and other activities at any time!

Let’s look forward to it together!

Group announcement:

Welcome to join the Baiguoyuan fan welfare group, the group will update the welfare from time to time!

Every Monday, Wednesday and Friday is the welfare day of this group. Various raffles, free fruits, secret codes, lucky red envelopes and other activities will be held on the welfare days!

[This issue's benefits] Click the link below to receive the [Newcomer benefits] redemption voucher~

3) Daily community activities

Baiguoyuan's WeChat community mainly outputs promotional activities. In order to maintain the stickiness of users in the community, Baiguoyuan has set up many regular gameplays, such as bargaining every Monday, group buying every Tuesday, lucky draw every Wednesday, free giveaways every Thursday, live broadcasts every Friday, hot products every Saturday, welfare benefits every Sunday, etc.

For example:

If you place an order on "Apple Fan Day" on Tuesday, users in the group can enjoy a 12% discount, which is a way to give back to community users, thereby increasing user loyalty and boosting sales;

On Wednesday, the "chain day", customers in the group are allowed to make reservations through the community chain method, so Baiguoyuan can predict in advance the number of customers who will come to the store to buy on that day. When picking up goods in the store, most customers will buy some other items along the way, stimulating secondary consumption.

In addition, Baiguoyuan will occasionally organize some activities to boost the atmosphere in the community, such as shaking dice, grabbing red envelopes, and playing idioms, in order to increase the activity of users in the group.

Currently, Baiguoyuan has two systems: ordinary membership and paid membership . The total number of registered members exceeds 80 million, of which the number of paid members was close to one million by the end of 2019, and membership services cover nearly 100 cities across the country.

Ordinary members of Baiguoyuan can become members after registering and authorizing WeChat information, mainly based on the points system. Users can earn points by completing tasks such as consumption, daily check-ins, completing information, topic PK, etc. The points earned can be redeemed for coupons, gifts, vouchers, etc. in the points mall.

Paid Members:

Baiguoyuan has set up two levels of paid membership, the 99 yuan light edition annual pass and the 199 yuan premium edition annual pass. Paid members can enjoy many benefits including coupons, discounted prices, free tastings, exclusive points gifts, anniversary surprise gifts, etc.

It is worth mentioning that Baiguoyuan’s paid members are promised that “if the savings in a year are less than the actual membership fees paid, the difference will be refunded.” For example, if a user purchases a Xinxiang membership for 199 yuan and only saves 100 yuan in one year, 99 yuan will be refunded to the user's account after the expiration date.

summary

Here are some highlights and areas for improvement of Baiguoyuan’s private domain operations:

1) Rich community activities: Baiguoyuan has a variety of community activities, including fixed community activity days and fun games. While stimulating users to place orders and consume, it can also enhance the atmosphere within the group, strengthen the stickiness between users and the brand, and extend the retention period.

2) The reply messages for public accounts can be optimized: Currently, there is too much reply content. The automatically sent welcome messages can be uniformly adjusted to highlight one or two key points to avoid loss of focus due to too much content.

3) The traffic entrances in mini programs and apps are relatively hidden , and are not easy to find for new users who have not joined the group, which may lead to the loss of some accurate users.

Author: Yan Tao Sanshou

Source: Yan Tao Sanshou