Perfect Diary’s community operation method!

1. Introduction

I will not go into details about how to join the Perfect Diary community because it is not difficult.

This article mainly includes the following aspects:

1. Characteristics of Perfect Diary ’s community operations

2. Why Perfect Diary cannot be copied

2. Operational characteristics of Perfect Diary community

1. Large-scale and batch operations

From the time I joined the group to the time I "lurked" in the group for several months, the Perfect Diary community did not have any private chats with me, but instead has been making large-scale, batch product recommendations in the group.

I boldly speculate that Perfect Diary’s community operation method is not refined operation , but rather large-scale, batch operation.

However, this is also normal. Because refined operations have high requirements for operators, the number of communities that each operator can operate is limited. If Perfect Diary adopts a refined operation model with such a large community scale, the cost of operating personnel will be huge.

The batch community operation model effectively solves this problem. The number of communities that operators can operate each month increases exponentially, effectively reducing the investment in community operators.

Of course, because I am "lurking" in the ordinary user group, it is not yet known whether there are key user groups for VIP users and large-spending users . Perhaps Perfect Diary has sophisticated operations targeting this type of key users. However, for most ordinary users, a large-scale, batch operation model can be confirmed.

2. Focus on conversion

The AARRR model of attracting new users, promoting activation, retention, conversion, and re-dissemination basically covers a complete set of user operation retention. Community operation is naturally inevitable as the first line of operation.

However, Perfect Diary's community operation focuses on conversion , and it does not pay much attention to activity, which is more important in general communities. This can be clearly determined from the daily chat content of the community. Perfect Diary's community is not active. At least in the group I am in, except for "Xiao Meizi", "Xiao Wanzi" and a few "shills", other users almost did not speak. The point is, community operations don’t care whether the community is active or not.

3. Product-oriented

Community operations are based on products, and activities are also carried out around products (new products, clearance sales, buy one get one free, etc.). From the second and third points, we can basically guess that Perfect Diary’s community operation KPI should be linked to the community’s GMV .

The product-based operating model is very simple and crude, with the main focus being cost-effectiveness, promotions, buy one get many free, etc. The basis of all this is actually the powerful supply chain behind it, which can lower prices and create profit margins for corresponding strategies.

3. A perfect diary that cannot be replicated

1. Lack of “right time”

Perfect Diary’s large-scale community traffic began in 2016. At that stage, WeChat’s supervision over this area was very weak (Pinduoduo also developed rapidly during this stage). Therefore, it is relatively easy to develop social tools , conduct large-scale traffic diversion and build groups. It can quickly form scale, increase sales, and then use sales to feed back to the optimization of the supply chain, creating a spiral growth trend.

However, at this stage, WeChat's supervision in this area is becoming increasingly strict, with strict control over the number of friends added per day, fission and drainage activities, etc., making it much more difficult to quickly form large-scale communities.

2. Strong supply chain capabilities

Whether it is the “private domain traffic” that was popular last year, or the live streaming e-commerce that is popular this year. In fact, the underlying logic is two points: traffic and supply chain .

Without strong supply chain capabilities, your products will lack competitiveness, and even if traffic comes, you will not be able to handle it . Or you can only reap one crop of “leeks” but fail to build a good reputation and attract repeat purchases, and it won’t last long. Perfect Diary’s powerful supply chain integration capabilities are the foundation for the community to focus on high-quality, low-price strategies, which can quickly attract traffic and increase volume in the early stages, and continue to generate repeat purchases after stabilization.

Most private domain traffic builders do not have such supply chain integration capabilities, and the financial support behind them is not that strong, so they cannot replicate such a model.

What are your thoughts on our operations?

1. Should the community focus on activity or conversion? This is a point that requires thinking and positioning. An active community is not necessarily good, and an inactive community is not necessarily bad. It depends on your analysis based on your positioning.

2. Community operation is a "heavy" job that is time-consuming and labor-intensive. If you cannot get corresponding returns from the community, is it necessary for you to build your own group?

Author: T Brother

Source: Brother T's Operation Notes ( happy_yiyi517 )