When it comes to Luckin Coffee , everyone should be familiar with it.

The reason why everyone is so familiar with Luckin Coffee is inseparable from the various preferential measures it launched and its overwhelming advertising and marketing.

From free coffee to various half-price offers, many people’s first cup of coffee should start with Luckin Coffee.

Since the financial fraud was exposed, the management was changed and the company was delisted, Luckin Coffee has become noticeably less vocal.

But if I tell you that Luckin Coffee is operating private domain traffic to save itself, and is doing a good job, would you be surprised?

They have explored a transaction model of store + coffee + private domain.

1. 1.8 million private domain users directly contribute 35,000 cups per day

First, let’s take a look at a set of data, and everyone will know the current effectiveness of Luckin Coffee’s private domain operations.

According to data from an interview with Luckin Coffee by Jianshi Technology, by July, the number of Luckin Coffee's private-domain users had exceeded 1.8 million, and a total of more than 9,000 user welfare groups centered around stores had been established.

This directly resulted in orders for 35,000 cups per day. After ordinary customers became community users, the monthly consumption frequency increased by 30%, the number of weekly repeat purchases increased by 28%, and the MAU increased by about 10%.

Communities have become the third largest source of orders after apps and mini-programs. Officials revealed that the number of new users joining the community is still increasing at a rate of about 600,000 per month.

At this rate, Luckin Coffee’s social media users will surely exceed 2 million in September, and the direct orders should reach 50,000 cups.

2. How does Luckin Coffee conduct private domain traffic operations?

1. Three major drainage paths

If you want to operate private domain traffic, the first step is to solve the problem of WeChat traffic, which is to convert public domain traffic to WeChat and WeChat groups.

a. Store traffic diversion

At the checkout counters of all Luckin Coffee stores, there will be QR code cards to guide customers into the group, and store staff will also guide customers to join the group by adding WeChat.

I haven’t seen any group membership stickers on the table yet. If they are added, the effect will be better.

It is not known whether the official has conducted assessments on the stores, but the purpose of doing private domain business is to help stores increase sales, so the store staff are still happy to provide guidance.

b. Public account traffic diversion

According to monitoring by third-party tools, Luckin Coffee’s official account has at least one million followers, and the number of readers of its headlines is over 100,000.

Therefore, Luckin Coffee’s official account also has huge traffic, and currently it will divert tweets to Luckin Coffee’s WeChat group.

For example, Luckin Coffee released a private domain traffic-generating tweet on July 13, which encouraged users to add friends and receive a 38% discount coupon, and the number of views exceeded 100,000+.

For example, on September 1, based on the store traffic driven by the opening of universities, a tweet was released to attract traffic with an exclusive benefit of 199 yuan for the start of school.

c. Order diversion

As mentioned earlier, orders placed through apps and mini-programs are currently Luckin's largest source of orders.

Therefore, after users place an order through the app or mini program, there will be a reminder to join the group on the payment success page.

2. Luckin Coffee’s social bait

In order to guide users to join the group, Luckin Coffee has set up exclusive group benefits for users joining the group.

a. Join the group and get a ticket at 48% off

The benefits of joining the group for full-service drink coupons have been adjusted. The original coupon was 38% off, and the coupon was valid for 3 days.

b. Send out 15 yuan discount coupons every day

A 15-yuan discount coupon will be distributed in the group every day, but not everyone will get one. You need to participate in the lottery.

c. Super low price promotion products

Luckin Coffee will set up exclusive discounted products in the WeChat group, which are generally pushed twice a day, but there is an exclusive product page with community-exclusive prices, which are sold in limited quantities in four time periods.

3. The process of joining Luckin Coffee’s private domain

1. Scan the QR code to add corporate WeChat

Users can add Luckin Coffee’s personal corporate WeChat by scanning the QR code offline or online.

Of course, they created a corporate persona of Lucky, a chief welfare officer, to reduce the direct sense of unfamiliarity among users. This is also a common practice for companies to generate private domain traffic.

2. Get the QR code link to join the group

After successfully adding the corporate WeChat, the text + link to join the group will be automatically pushed.

Of course, there is a small difference here. If you scan the WeChat account of the welfare officer specifically for college students, you will also receive a 38% discount coupon for attracting new customers.

3. Scan the QR code to join the WeChat group

When scanning the QR code to join the group, users will be asked to select a store in their area. Some areas will automatically locate and generate a group QR code for the regional store.

Luckin Coffee establishes a corporate WeChat group with stores as the smallest unit, which makes it easy to accurately remind users.

4. Get a 48% discount coupon for joining the group

After successfully scanning the QR code to join the group, you will also receive the pre-set group welcome message and a 48% discount coupon.

In fact, this 48% discount coupon is not exclusive to the group, because it can also be obtained through Luckin Coffee’s official account.

4. Daily operations of Luckin Private Domain

The daily operations of Luckin Coffee’s private community mainly focus on distributing benefits and recommending products, and everything is aimed at promoting activity and closing deals.

1. Push content

a. Community specials

Exclusive community specials will emphasize "community exclusive" in the push copy and pictures.

b. Daily lucky draw

A limited number of 15-yuan no-threshold discount coupons are available every day: grab large-value limited discount coupons in the form of flash sales.

c. Social Live Broadcast

Luckin Coffee will occasionally conduct live broadcast activities on the mini program and will also publish the live broadcast link to the community

d. Circle of friends

Because the first step to joining the group requires adding Luckin Coffee’s Chief Welfare Officer’s WeChat, you can also see its advertisements through Moments.

2. Push frequency

I directly counted the product information pushed by Luckin Coffee in the group within one day and in different time periods.

As you can see, there are mainly six time periods.

I think these six time periods must have been obtained by Luckin Coffee based on the data analyzed from all its order time periods.

For example, the office opening time in the morning, the afternoon tea time from 2:30 to 3:30, and the evening time for overtime or rest at 8 o'clock.

5. Three reminders for private domain operations

1. Offline stores should do a good job in attracting online traffic

When offline stores transform to online stores, the first thing to do is not to acquire customers online and then split them. Instead, you should direct former old customers and individual customers of the store to your own WeChat.

Of course, customers who have been added by store sales should also be directed together.

Therefore, the most basic QR code card in the store is necessary.

2. Functional WeChat groups

If you are in the Luckin Coffee store WeChat group, you will find that apart from product recommendations and welcoming new customers, there is almost no other unnecessary content.

For example, teaching you how to maintain your health, local news or operational exchanges, what is the reason?

Because the core purpose of this group is not to maintain emotional connections with users or build a community brand. Its purpose is very simple, which is to sell goods.

Therefore, there is no need to activate other content in general sales-oriented functional communities.

The only indicator of activity is how many people place orders through the community.

But if you are creating a community for hobbies and growth such as fishing and running, you need to consider communication within the group.

3. Private WeChat groups are not suitable for all stores

One of the important reasons why Luckin Coffee can create private WeChat groups is that its products are high-frequency and relatively in-demand.

Some people may drink two cups a day, while others may drink two cups a week. The demand is especially high in the summer.

It is a high-frequency demand product, which is the same as community group buying.

But why can clothing stores also create private WeChat groups? Because they are content-based products.

Although the frequency is not very high, everyone loves beauty, and compared to the extremely low-frequency demands for digital products and home appliances, clothing is still a high-frequency demand.

Therefore, for stores that sell home appliances, real estate, decoration, etc., when doing private business, they just need to add WeChat and there is no need to set up groups.

Author: Shili Village

Source: Shili Village (shilipxl)