I found that Luckin Coffee has been doing private domain operations like this recently

From opening its first coffee shop in 2017 to its suspension and delisting in June this year, Luckin Coffee seems to have never been short of major events. When observing from the perspective of marketing strategy and a series of operations on private domain traffic, I did find the brilliance of Luckin Coffee.

Luckin Coffee Event:

• Opened the first coffee shop in 2017
• Listed on Nasdaq in 2019
• Suspended and delisted in June 2020

But no matter whether the outside world defines it as "money-burning marketing" or "quick success marketing", it cannot be denied that Luckin Coffee has indeed achieved very good results.

Many people would say that Luckin’s marketing is mainly due to the influx of a large amount of capital and is a capital operation. The operation of a large amount of capital did enable Luckin Coffee to quickly seize the market and expand rapidly in the early stage. The number of offline stores nationwide has reached more than 4,000. This would not have been possible without the huge support of capital.

However, Luckin Coffee, which is now forced to delist due to financial problems, has indeed shown us its online marketing capabilities through its private domain operations . In fact, in the early days of Luckin Coffee, its online operational strength was reflected in the design of fission activities on the APP and mini-program mall.

From the perspective of event operation alone, the fission event mechanism designed by Luckin Coffee is very perfect in terms of the number of links and the closed loop, which also implants the concept of "having a free coffee coupon" into the minds of users.

With this delisting, Luckin Coffee's online marketing shifted to private domain traffic, which is at the forefront of the company. Stores across the country began to place QR code scan posters, and mini-programs and APP interfaces were set up to guide the addition of corporate WeChat personal accounts, and other operations.

This article will focus on Luckin’s private domain gameplay as a private domain community case, allowing us to further understand the practical implementation of communities in private domain operations.

• From stores to mini programs, Luckin's private domain operations are broken down;
• The cleverness behind Luckin Coffee’s advertising group’s millions of revenue.

01『Store+Personal Account+Community+Mini Program』

Let’s first look at how Luckin Coffee’s private domain traffic closed loop is implemented. First of all, there are instructions to add the “welfare officer” WeChat in the mini program store and APP page.

After scanning the QR code, you will find that the "Welfare Officer" is a corporate WeChat account, and then you will receive 2 automatic message push messages, including group benefits and the entrance link to join the group. Its main purpose is to invite you to join Luckin's online community.

There is a user stratification technique when inviting users to join a group. When users choose to enter a community, the system will automatically identify stores near the users, or rely on users to choose the store community on their own.

Establishing communities based on different stores is a common method of user segmentation in community operations. This method is often used because geographical location can be used as an important factor in distinguishing user groups.

When a user chooses to join a store community, he or she will receive an interactive message from the group administrator, and the "welfare officer" will then push information about the day's limited-time products, coupons, etc. within the group.

Most of these messages are centered around promotions, and there is almost no interaction within the group, which is also the point at which many operations colleagues complain about Luckin’s operations. But in my opinion, Luckin Coffee knows what it is doing and what its goal is.

During the several rounds of messaging every day, there will also be some sharing of content such as making coffee. In fact, in my opinion, such a community is enough for us at this stage.

Social messages are sent at the following times:

• am: 8:00
• am: 10:00
• am: 12:00
• pm: 2;00
• pm: 3:00

And the final return at 8 o'clock in the evening, these time points are set around the time of Luckin's user base.

Users can click on the push link to jump into the Luckin Mini Program Mall and complete the final order. In this way, you can use your personal WeChat account to establish an IP and connect with users first, and then build communities according to stores in different geographical locations.

Then set up group benefits to divert traffic to the community, and use corporate WeChat community messages to send group messages regularly to reach out for promotions, activities and other marketing content, and finally use the mini program to complete the final order conversion, thus completing the construction of a closed-loop operation for the private domain traffic part.

02 "Zero social activity ≠ no value"

In fact, after analyzing Luckin Coffee’s community operation and maintenance, there are still many shortcomings in the community operation itself, and 0 interaction is a point it cannot escape.

This is also an important reason why many peers are skeptical about Luckin’s community operations. The frequency of group interaction among group members is a very critical indicator when judging the operating status of a community and whether it has room for growth.

But the most brilliant thing about Luckin is that it knows exactly what it wants, which is very important. Making a community perfect is not what Luckin Coffee wants to do. What Luckin Coffee wants is to increase order data and sales by standing at the forefront of private domain traffic operations.

Behind these 9,000+ seemingly advertising groups is Luckin Coffee’s marketing strategy direction. More than 100,000 orders per day come from private domains, bringing in more than 1 million in sales per day.

This is not just caused by individual community operations. Community operations in almost all companies today face operational difficulties. Therefore, the idea of ​​over-operating communities has actually been rejected by many companies, and Luckin Coffee has obviously thought this through very clearly.

In terms of operational strategy, we chose a light operation method in which corporate WeChat automatically pushes messages at a scheduled time. The content of the pushed messages is instant and timed, which is consistent with its product characteristics (low average order value, high repurchase rate, and short conversion cycle).

Therefore, even if most fans in the group block group messages, it does not affect Luckin's new free and repeated contact point for users in the private domain. From this point, we can see that Luckin’s online operation goals are very clear.

In addition to Luckin's capabilities in private domain operations, this result was also achieved because Luckin seized the dividend of private domain traffic, which is a successful shift in Luckin's marketing strategy.

Private domain traffic, which has been pushed to the forefront of marketing in 2020, is indeed a traffic pool waiting to be tapped, but it is not easy for an enterprise to seize the dividends of private domain traffic.

Whether it is the adjustment of the organizational structure that the enterprise itself may face, or the business difficulties brought about by the adjustment of the marketing strategy direction, they all need to be resolved.

Any method of playing with private domain traffic may be suitable for a certain enterprise or product, because different operating methods achieve different results. What operators need to control most is the ultimate operating goal and make some strategic choices around the goal. This is also the first thing that enterprises must consider when doing private domain operations.

Author: Linkflow

Source: Linkflow