Analysis of private domain traffic operation system!

What is private domain traffic ? How to operate private domain traffic? For the private domain traffic operation system, what functional systems does product design need to support? Starting from these issues, this article sorts out and analyzes private domain traffic and shares it with you.

1. Expensive Commons: Increasingly Disappointing ROI

Public domain traffic refers to traffic on third-party platforms. For example, the traffic from products such as Taobao and Douyin, which takes a share from "other people's plates", must make profits for the platforms, which is also the business model for large platforms to make profits.

In addition to the centralization model itself, there are two other reasons why public domain traffic is expensive:

One is the high investment cost: a team must have at least one artist, two customer service representatives, one operator, and one supervisor. The most basic five-person team costs at least hundreds of thousands of yuan a year, but even with the basic configuration, there is no immediate output.

Second, although there is a lot of traffic, there are many competitors: this kind of centralized traffic can only be generated by money. If you want to achieve considerable output and conversion, the investment needs to be over one million to see some splash.

There are more and more news like "XXX escapes from Tmall". Forced by expensive traffic and increasingly disappointing ROI, everyone is turning to private domain traffic.

2. Advanced private domain: low investment, high return and compound interest

What is private domain traffic? How do businesses operate private domain traffic? The traffic of third-party platforms is expensive, so merchants can manage their own customers! Private domain traffic has become the most frequently mentioned term among merchants from 2019 to 2020.

The essence of private domain traffic is to transform the "traffic" operation floating in the sky into the more down-to-earth "people" operation . Private domain traffic can be directly reached, interacted with, and traded directly.

In the past, some businesses did not conduct in-depth operations on users. In addition, the efficiency of acquiring users on social networks has improved, so it is easy to achieve results in private domain operations, from customer acquisition to growth and conversion. This is also the reason for the explosion of private domain traffic and an opportunity for businesses.

With 1.1 billion daily active users, natural social network relationships, and rich B-side service underlying architecture support, WeChat is still the most suitable platform for accumulating private domain traffic.

3. How to operate private domain traffic?

In the gameplay of private domain traffic, using social networks or official accounts as the carrier, acquiring customers and transactions through live broadcasts, and converting through WeChat Mall has become a standard private domain traffic operation routine.

In addition, what are the different combinations of private domain traffic operations? What are the different private domain traffic operation methods? What are the tool requirements for private domain traffic operations? Let’s analyze:

1. Direct transaction via WeChat group + WeChat mall

Members create groups and transactions are completed in the groups. This method is commonly used by many WeChat businesses and distribution e-commerce companies. As long as efficiency is improved, this method makes sense.

This method shortens the consumption path of current users:

In the past, users’ consumption path was: have a need - search on the platform - compare - buy;

The current consumption path is: see the product in the group - have demand - buy (after price comparison);

This approach shortens the path to purchase, but its more important value is that it amplifies demand opportunities.

(1) Operational gameplay:

For pure brands without physical stores: community fission + product critical hit: good distribution channels are needed, using the advantages of the supply chain combined with a large number of distributors to realize the value of private domain traffic.

Chain stores with stores and shopping guides: community matrix + chain micro mall + distribution performance: in addition to store sales, each shopping guide must also open an online store. An employee with two stores can get two performances!

Many well-known brands have achieved tens of millions of sales directly through social networking and distribution. Some large platforms also have a similar model: Pinduoduo, which is positioned as a low-price brand, and this year's new platform, Yii Chupin, which is positioned as a light luxury brand. Both use WeChat groups + distribution to directly complete transactions. This approach can also be used for physical store operations.

(2) Functional design:

Record performance + online transaction function. That is, micro mall function + distribution function + shopping guide performance record.

If it is a chain store, one more thing needs to be added: a chain micro mall function that can record and share performance.

Many tools already have the basic purchasing capabilities of micro-mall, but please note: in the private user pool, few people will actively search for your official account to find the mall and go shopping. A too lively homepage is not necessary. The most important thing is the product introduction page's ability to stimulate orders: short transaction path, better introduction of product features, and functions to enhance customer transactions, such as: xxx has placed an order, everyone's comments and customer cases, limited-time prices and other signs.

In addition, if it is a physical chain, it needs to have the function of a chain mall to distinguish the performance of different stores.

Distribution function: In the process of community matrix and community fission, sharing and recording performance is the basic demand of group owners. Only with additional performance records will there be motivation for operation and promotion.

2. Live streaming! The transaction efficiency of private domain traffic is improved!

Some businesses have already started doing this and have achieved good results. Live streaming is now an unavoidable topic.

The dazzling numbers behind the third-party platform’s live broadcast of “sales of 148 million yuan and sales of 300 million yuan in 3 hours” are exciting, but they also make many people ignore the essence of live streaming in the physical business.

Many physical enterprises cannot afford celebrities or big IPs, nor can they afford the large traffic of third-party platforms, and of course they do not need to do this kind of efficient online wholesale business (Wang Sheng, partner of Inno Angel Fund, once shared an observation summary on live broadcasts on third-party platforms: the essence of live streaming e-commerce is an efficient online wholesale business, which is not suitable for goods worth more than 100 yuan).

However, we have to admit that live streaming is an online transaction method with a more vivid display form, better interactivity, and a better transaction atmosphere . Compared with pictures, texts, and videos, it is a sales method that can complete transactions in batches.

In terms of improving transaction efficiency and user experience, we need to get involved. We need to leverage the advantages of live streaming and combine them with the advantages of private domain traffic.

(1) Operational gameplay:

There are many ways to play private domain live streaming, such as directing traffic to live streaming through communities, sharing live streaming, and then guiding traffic within communities to attract each other; making direct transactions in the live streaming room and long-tail transactions in WeChat groups to complement each other.

In addition to live streaming sales, live streaming customer development, and live streaming investment promotion, live streaming can provide more room for imagination in online delivery.

• Single-store live streaming: can be promoted directly within the community through private domain live streaming tools;
• Chain stores: Through live broadcasts from the headquarters, channels and stores can share customers entering the live broadcast room to complete batch transactions; and recording live broadcast invitation data has become an indispensable function for private domain live broadcasts.

(2) Design of private domain live broadcast function:

• Live broadcast function for multiple stores and multiple shopping guides: supports one-click broadcasting for different shopping guides in different stores;
• Selling goods in the live broadcast room: connected with WeChat Mall, goods can be sold directly in the live broadcast room;
• Live streaming distribution: The pain point of private domain live streaming is slow self-growth. If there is a good distribution invitation function, this growth bottleneck can be broken. The sharing performance of the inviter can be recorded to stimulate sharing;
• Live streaming to attract customers: Live streaming can directly direct traffic to official accounts or communities. You can continue to convert transactions in the community;
• Live broadcast rewards: stimulate the anchor, make the live broadcast room more lively, improve the anchor's satisfaction, and achieve better transaction results.

As for the live broadcast replay function, in a fast-paced live broadcast with the purpose of closing a deal, replay is not a rigid demand, but interaction and a good transaction atmosphere are.

The first two stages are based on user transactions. In addition to transactions, long-term retention of private domain users requires more mature operation methods:

3. Live broadcast + community + distribution + content system: continued growth

The head of brand operations at Alibaba once said, "It used to take me several years to promote a brand, but now only three months is enough. Tens of thousands of seeding content on Xiaohongshu and thousands of short videos on Douyin are enough!"

This is enough to illustrate the power of content penetration! The key point of transaction is to establish trust, which requires strong support from the content system.

What is content?

In terms of form, it can be pictures, text or videos; in terms of content, it can be customer case sharing, expert interpretation, hot spots, or product selling points. Through rich information content, the brand image can be instilled in users and the brand strength and value can be output.

The third-party platform Xiaohongshu stands out through content, and we can also rely on content operations in our private traffic pool.

(1) Operational gameplay:

Through live broadcast + community = direct transaction + indirect transaction

Through content = enhance user circle belonging and improve user stickiness

Through fissionable content = continuous growth within the user circle

(2) Functional design:

Can publish pictures, texts, voices, videos, and other rich content;

You can share and interact with comments to create an atmosphere;

You can share records and sharing trajectories, and record invitation performance.

4. Complete private domain traffic user operation system

From customer acquisition to closing deals, repeat purchases, and referrals, we build a complete digital operation system and establish data assets to support integration with the data middle platform and the existing inventory management system CRM system, allowing companies to integrate user-end marketing, data middle platform intelligent drive, and back-end operations management. Realize digital upgrade of enterprises.

The user operation system of private domain traffic is a strategic choice for corporate digital upgrades, an option for companies to overtake in the brutal incremental market competition, and a moat for companies to face uncertain challenges in the future.

(1) Functional design:

It requires both rich user-side marketing functions and membership operation concept functions. It can support the development of personalized corporate functions and have a connectable interface to connect with the data middle platform. When designing new retail private domain operation products, it is necessary to design them based on the user's behavior path, combined with the existing operating methods and the product characteristics of the industry. It is necessary to start from customer acquisition - consumption conversion - user growth - community operation - content operation system - data system, and connect it with business data to jointly support the data middle platform and provide growth momentum for the enterprise through complete digital operations.

Related reading:

7 new ways to use private domain traffic!

Build a 20W+ private domain traffic pool from 0 to 1!

Tips for building a private domain traffic personal account operation system

The monetization rules of private domain traffic