Private Domain Traffic: An Inventory of Two Private Domain Models

The operation of private domain traffic is divided into refined operation and large-scale sales, and the logic and methodology behind the two are different. The article uses cases to sort out and analyze this refined operation and large-scale sales operation model and share it with everyone.

Last week, the Qun Xiang private board meeting was very lively. Two groups of Qun Xiang member CEOs with private domain traffic came. I hope to record them anonymously. There are two very interesting comparisons, which are recorded from three aspects: traffic mode, operation mode, and profit structure, for reference by Qun Xiang members.

Before talking about these three typical cases, let me talk about my overall feelings about the private domain. I have always felt, and increasingly feel, that the industry-wide standardization of private domain traffic means that there is no huge dividend to create a high-gross-profit plate like Hepulan with an annual revenue of 500 million yuan.

The traffic dividend is not that big, WeChat's technical suppression has gradually become stricter and does not allow the number pool to expand, and as the number of people entering the market has increased, the ARPU of the entire WeChat DAU has been flattened.

After standardization, the irony is that there are still not that many industry operators. This is a problem that CEOs need to find or learn by themselves. So I look forward to studying with Qun Xiang members, thinking clearly about our industry, and thinking clearly about several issues:

1. Can this industry be developed into a private domain?
2. Should your own business and team go private?
3. Where does the traffic for my own private domain come from?
4. How to handle sales, operations, product selection, and accounts in your own private domain.
5. Who is in charge? How to resolve conflicts of interest between departments.

These are basically the five questions.

Finally, I would like to say something pessimistically that the popularization of private domains is precisely the twilight of private domains... Well, I will discuss this point with you in detail later.

Let’s start by taking stock of these two models.

The first one: Lifestyle IP, LTV, and the power of refined operations

This classmate is a collaboration between a traffic black technology team and two lifestyle bloggers. The lifestyle blogger himself has 1.8 million followers on Weibo. Then they are a young couple. The girl is a Tao girl, and the boy and the girl together form a husband-and-wife shop. The boy occasionally appears in the character setting. The couple has good taste in clothes, so they sell women's clothing directly.

The team is composed of a partnership of technology and operations. The technology was originally used to solve the traffic problem. Before WeChat launched a large-scale ban, it conducted precise analysis of hundreds of thousands of people. Through the black-tech private messaging technology of Weibo, Douyin, and Xiaohongshu, it attracted some precise female fans and stored them on its own account.

But since June 18, 2019, the technical team has divided 4,000 accounts in 1 minute, and directly cut off all the private domain traffic diversion technologies of the private domain team, and only focus on existing traffic. The current existing traffic is 800,000 female fans.

In terms of traffic delivery, the cost is 0, and we simply focus on LTV. Technical flow is excluded, and we just do the manual work in the private domain without any technical confrontation.

In terms of team structure, there are 800,000 fans, 4-5 mobile phones per person, and 4-5k fans on a single phone. This is a standard sales configuration for a private domain team. However, the amazing thing about the team is that the core of manual sales does not lie in group messaging and group chat, but in the ultimate operation of the ticket circle.

Their sales are 0 mass sending, that is, they use the IP of Tao Girl and never do any active harassment. They operate the ticket circle to the extreme. What are they operating?

It’s a magazine-style WeChat Moments, where the daily content is just the materials created by the couple, hundreds of sets of clothes, all scenes, without any active push.

As they have been in the women's clothing business for a long time, the couple is very good at selecting products and polishing materials. The average customer order is 150 yuan, 800,000 yuan is 140 million yuan, and the gross profit is 50%, and there will be growth this year.

This is the power accumulated by the private domain in those years. Although professional, it is still presented to C as an IP, that is, the founder’s studio. It will never make any Tmall exposure or public domain exposure. The price comparison logic of the Taobao system has no meaning for gross profit. Social e-commerce for old customers is very essential and has formed a real relationship.

Second: The logic of washing fans in the public account genre and the pursuit of profit and land grabbing

Last week, a private domain friend came from Hangzhou. His company, which has 200 employees, made a profit of 2-3 million yuan a month, which is very impressive. Of course, the labor efficiency is relatively low.

This friend saw the rapid increase in followers on Weibo and was attracted by an article on Weibo titled "College students make 10,000 yuan a month by making funny selections". Students have more free time and are sensitive to traffic and marketing. They have become the new generation of Weibo fan marketing accounts, just like the PC webmasters of that year.

Later, in 2012, WeChat official accounts came into being with a simpler logic than that of Weibo - whoever gets the fans wins the world, so they started to create official accounts. It was very simple and crude, but by 2015, it was a carnival era for official account traffic owners.

Throughout 2015-2017, public accounts were monetized and Guangdiantong was launched crazily. On the most exaggerated day, the investment could be recovered by 100%. After that, it was just making money. The first wave of people who started to try it were this group of traffic owners who had Weibo fan accounts.

The first wave of adopters of private domain traffic included those in Longgang who had been doing it from the beginning, as well as public account traffic owners in Hangzhou and central China. At the beginning, they did not call it private domain traffic, but called it personal sales account, direct e-commerce, etc.

When this wave of direct-operated e-commerce really took off, it was still very gray in the beginning. This student didn't dare to touch it. Moreover, although the money from advertisers was not as much as before, it was still very easy to make money.

Starting from 2018, the commercial value of a single fan of a public account dropped sharply, so they started to commercialize themselves, either by publishing novels or doing direct sales. At the peak, they directly sold daily necessities, one of which was Yao Yu, and 30 companies in Xiasha, Hangzhou were doing it.

At present, the main path followed by the public account traffic is to gain fans from the public account - gain fans from the private domain - wash valuable fans from the private domain - sell goods to reduce the number of fans by 1-2 million, and then go downhill if you don’t buy fans.

According to their logic, the WeChat ecosystem has become one with only two businesses: one is sales, and the other is novels.

They are still very crude in their private domain traffic, and do not adhere to the so-called long-termism in traffic and operation. In terms of traffic, they directly and crudely use the methods of public accounts and Guangdiantong to increase fans;

In terms of operations, with the basic content material circle and product selection team as the middle platform support, the sales department is a place where soldiers come and go as the camp remains the same. They directly eliminate people crazily, and the performance within a certain period is used as the standard for elimination.

In terms of traffic and operations, we adhere to the logic of land grabbing to wash and wash out monthly profits, pursue a positive ROI for a single project and increase monthly profits, and before the dividends are dissipated, keep paying attention to the traffic market and find the next project that can continue to meet the requirements.

At present, this model can still work, but the road will become narrower and narrower.

The logic and methodology of the one-wave traffic team and the private domain team with refined operations are completely different. After comparison, which path should the regular army and consumer products choose?

Author: Liu Siyi

Source: Liu Siyi (siyiqunxiang)

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