How does Baodao Glasses manage user operations?

The company I’m going to dissect for you today is very interesting.

1. It has 7,000 members on Dianping.com, many of whom are high-level members, and its platform weight is very high;

2. This company has 500 influencers on Xiaohongshu who can produce high-quality recommendations;

3. It has 200 expert accounts on Zhihu;

4. It has 30 Douyin accounts, has produced a large number of short videos and has started live streaming business;

5. The company also has 300 anchors who can broadcast live 24 hours a day, anytime and anywhere.

At first glance, doesn’t it look like an MCN company that specializes in incubating talents? But actually, it is a store that sells glasses.

By incubating talents, the company has attracted 2.5 million corporate WeChat customers and 6 million public account members in two years, reaching approximately 32 million members. This company is "Baodao Glasses" .

1. [How does the treasure island enclose a small fish pond]

How to obtain traffic has always been a difficult point for private domain traffic.

In this regard, Baodao Glasses revealed in some interviews that the strategy they adopted is: "two major actions, five major paths" . Simply put, Baodao’s strategy is to obtain a large amount of traffic from multiple public channels through the act of planting grass, among which Dianping, Xiaohongshu, Douyin, Kuaishou, and Weibo are the core.

Next, let’s analyze how Baodao obtains traffic from these five channels.

1. Dianping

On Dianping.com, Baodao Glasses has 7,000 high-authority members.

What's the use? Each member can evaluate different products of the merchant, and the higher the evaluation of the entire store, the better the recommendation traffic given by Dianping.com.

I randomly picked a store and looked at the reviews. Most of them were from users at LV5 or above, and there were quite a few at LV7 and LV8.

Wow, this means that Baodao Glasses has its own high-powered order-brushing team !

Through a series of positive reviews and fake orders, Baodao's offline stores are almost ranked in the top three in the region, and those that are slightly closer are also within the top 10.

For offline stores, store traffic has always been a difficult issue. However, Baodao can kill two birds with one stone by bringing in a large amount of traffic through Dianping.com, while increasing transaction volume, it can also retain a large number of users through the guidance of store clerks.

2. Xiaohongshu

As the birthplace of "planting grass" , Baodao will naturally focus on Xiaohongshu.

The peak hours for eyewear stores are usually between 12 noon and 2 p.m. and after 4:30 p.m. In the rest of their free time, the company encourages employees to learn about glasses, output them into notes and share them on Xiaohongshu, and give cash rewards to employees who do well.

By using this method, Baodao has accumulated 500 KOCs on Xiaohongshu, among whom one employee has even accumulated more than 70,000 fans.

3. Tik Tok & Kuaishou

On Douyin and Kuaishou, except for the different video styles, Baodao’s content on Douyin and Kuaishou is similar: tips on choosing glasses, eye protection tips, and recommendations for frames and lenses…

The traffic generation strategy is still to use private chat and free consultation as bait to guide users to add WeChat.

However, it is worth mentioning that Baodao claims to have an account matrix of 8,000 on the two platforms, and increases brand awareness through a large number of accounts. Most of these accounts are registered by employees and operated in their spare time.

Searching for [宝岛镜] on TikTok, we found that its account matrix has a relatively large number of fans, basically more than 1,000 fans, and there are also many with 10,000 or 20,000 fans. This can indeed achieve a good exposure effect.

However, Kuaishou has fewer fans, generally only a dozen or twenty, which is a bit unexpected.

4. Weibo

On Weibo, Baodao has 520,000 fans, which is a good number. But perhaps due to considerations of the platform's tone, the flavor of Baodao's "planting grass" on Weibo has been much diluted. I scrolled down many screens and almost all of them were about lottery activities.

On the Weibo channel, private domain traffic is mainly directed through activities . Some promotions can be purchased directly into the mini program by scanning the code, and the purchase will eventually be deposited into the membership.

2. [Precipitation of private domain traffic]

1. Stores accumulate user WeChat accounts

The natural flow of people in physical stores is a very important channel for attracting private domain traffic. You won’t miss the treasure island.

Every user who comes in to shop will be recommended by the store clerk to register as a member, and the user’s WeChat will be added for the convenience of notifying them of welfare activities.

You can also find it on Xiaohongshu, and the event benefits will be delivered to users via WeChat

Personally, I guess that among the traffic diverted to the private domain pool, stores account for a very high proportion.

In fact, not many of the above five channels directly direct traffic to the private domain pool. Grass-planting strategies like those of Dianping and Xiaohongshu generally guide users to shop directly in stores, and then through the guidance of store clerks, they can settle in the private domain traffic pool.

Although the path is a bit long, judging from the private domain data, Baodao's user expansion is still very fast.

2. Online mall accumulates members

In addition to offline stores, public domain traffic will also be directed to the mini program online mall. For example, Weibo will direct traffic to the mini program promotion activities.

After purchasing, users can become members by filling in their personal information and successfully settle in the private domain traffic pool.

3. Online customer service retains users

When I tried to find a community through the official account, I unexpectedly discovered another method of sedimentation they had.

When you need to find customer service, the official account will automatically reply to you with a link, which contains the corporate WeChat of the "Official Member Butler" . After adding, the housekeeper will help you solve the problem.

Problems are inevitable when using glasses. In addition, many people buy glasses online, so retaining users through customer service seems to be a good strategy.

And through this butler, I became a member of their community.

3. [Private domain to store]

1. Connect offline through services

On the official account and mini program platform, Baodao has a series of "glass fitting services" .

Users can easily make reservations for corresponding services. Moreover, every time the user uses the service, data such as vision will be recorded in the "vision passport" . Even if the user moves or changes location, stores in other places can still easily obtain user information through the "vision passport" and provide meticulous services .

2. Member service leads offline

In the membership system, communities and mini-programs often hold membership activities: lucky draws, points redemption, low-price voucher purchases…

Once consumers participate in these services, they need to go to offline stores to participate.

In this way, Baodao has completed the "traffic closed loop" online and offline.

IV. Conclusion

Finally, let me give you a summary of Baodao Glasses’ private domain model.

When I was looking into Baodao's traffic channels, I checked their advertising and found that Baodao's advertising content was mainly product promotion and activities, and they were all used to place news apps, and the intensity of the placement was not large.

Curiosity prompted me to look up relevant information. In an interview, we learned that in 2019, Baodao cut half of its advertising budget to cultivate its own grass-planting team. It can be said that it is determined to do a good job in private domain traffic.

It has to be said that this MCN- like approach has indeed enabled Baodao to gain huge traffic. During this year's epidemic, Baodao closed more than 100 stores, but eventually through this internet celebrity incubation strategy, its monthly performance in August was the same as last year.

Nowadays, more and more companies are paying attention to private domain traffic, and each company has different understanding and needs for private domain traffic, which has led to many ways of playing. Just like this company, it has built its own private traffic pool by incubating internet celebrities.

So how does your company manage private domain traffic?

Author: Qi Jie

Source: Qi Jie