"Large private domain traffic": How to play Douyin, WeChat circles, and sinking markets respectively?

At the end of 2019, I summarized and reflected on the field I was in, and later decided to write it down for sharing.

2019 was a year of surging consumerism, a year in which live streaming traffic and sinking markets exploded like wildfire, and a year in which the "private domain" entered a comprehensive "great leap forward" .

I asked a lot of friends this year, and they all said that 2019 was a bad year, but some companies did well. Don’t blame the times or the environment for your profits or losses, just look at your own choices and the track you choose. "Anxiety" has become the latest focus. With the gradual disappearance of the demographic dividend and the Internet traffic dividend, many companies have basically encountered bottlenecks.

The amount of time users spend on this type of app as reflected in the graph is scary information. The essence of traffic at the user level is the occupation and classification of consumer trust time. I have always believed that 2020 is a year of breakthrough and may become a golden period of explosion, because the most vital projects do come from the edge of the seemingly saturated market. They break through the cracks of numerous difficulties and thus unlock the ceiling.

In 2020, user acquisition will only become more and more difficult , user operations will only become more in-depth, and user services will only become more and more professional. The so-called users are not limited to WeChat users. After all, the current user time is: WeChat, Douyin, Kuaishou, Xiaohongshu, Toutiao, etc. In these points, JD.com and Alibaba belong to consumer logic and are not within the scope of discussion.

Whether it is a company or an individual, only by understanding the user-centricity, connecting omni-channel customer touchpoints , and helping companies to realize the comprehensive capabilities of data-based customer operations in business scenarios such as marketing, product sales, and customer service through interaction management and user data analysis can they last on the road to the future.

Now is an age of digitalization and dataization. The sinking market is about to explode, and Generation Z will become a new force in the consumer market. In fact, these will all be opportunities. Even the refined and scientific parenting methods brought about by the role changes of the new generation of post-90s will be stepping stones for everyone to break through.

Of course, enterprises will also be gradually affected by digital transformation. Let’s get back to the topic of the article: big private domain. Because it is thinking, so we organize it in order according to the logic of 123. In addition, behind every traffic, there is a real user and real demand. The real value of private domain lies in this point.

1. WeChat - Users Stay Here

"The WeChat of 2020 is no longer the WeChat of the past. When the boundaries are clear, a lot of things rely on "real skills"."

Indeed, WeChat is no longer the same WeChat as before. The business opportunities of WeChat are now greatly marginalized. The once rampant marketing methods have made users no longer so "stupid". On the surface, it seems that the gameplay and routines are no longer effective. In fact, the essence is that the speed at which users acquire information has broken the speed of your marketing communication, so it is difficult for "information gap" and "cognitive gap" to exist here.

In the past, we used WeChat as a direct touchpoint to reach users, but now we find it difficult to add people, especially strangers or friends from nowhere.

If we divide the way of contacting users into: contact stage, retention stage, operation stage, and monetization stage.

Then WeChat must have started with retention. Before 2020, there may still be many companies and individuals who are still using WeChat in the touchpoint stage. Here we can conclude that WeChat must be a place for traffic and user retention operations. It belongs to the conversion and monetization logic, and the touchpoint logic is not suitable for WeChat.

The tentacles that contact users can be products or content, but operations that lack this contact link will inevitably lead to errors in the underlying logic and a great risk of being blocked.

Using WeChat to play with private domain traffic is not just new wine in old bottles. The upgrade of every consumer touchpoint and path is a new revolution. Although it is very small, it is very wonderful. Because traffic is becoming more and more expensive and difficult to obtain, merchants' refined retention will only become more in-depth and professional in the future, and they will think about how to hold the traffic in their own hands and retain it.

Looking at the problem from a cross-sectional perspective, it feels like there is too much information noise on WeChat now, high-quality information cannot settle, and the information is too overwhelming, especially for the content in Moments and WeChat groups. In addition, retrieving and viewing content has now become a problem for WeChat.

Another reason is that there are too many scenarios in WeChat and they cannot be subdivided. The diverse human nature always divides the boundaries of the scenarios into smaller and smaller ones, and the operating coefficient changes every day.

When doing WeChat "business" today, we need to think about the overall logic of WeChat ecosystem operations . Fission and monetization are just the manifestation of one point. The core is the output of user-centered content services . Content is the fuse, the drainage point, and the traction line of data.

Now that my understanding of content has deepened, I feel that content is an irreplaceable core element. Because content is the carrier of all marketing or the means to reach users.

So, is it too late to start playing with private domain traffic now?

If your understanding is still limited to the perspective of acquiring users through WeChat, then there is no need to do it. The way to play with WeChat now is not simply based on output from a personal WeChat account. Perhaps Tencent would like to see or WeChat would like to see that your users are indeed retained on your personal WeChat account or corporate WeChat account.

However, your service is not generated by buying and selling this person, nor is it the benefit generated by deceiving this person, but when you really add this person or this type of people, you really know how to provide corresponding services to this group of people, whether it is through the mini program as a service carrier or through the WeChat circle as a content carrier.

WeChat is now proposing to expand the limit to 5,000 people, which is actually a surrender of privacy. What this means is that the added people cannot see the Moments, as the Moments itself is a private setting. The conversation is open, which is also because we didn’t expect WeChat to be so powerful at the beginning.

In addition, Xiaolong said:

Information acquisition is passive, because users are becoming lazier and lazier, push notifications have become active, and all behaviors are data, so the value of personal accounts is once again magnified in Tencent's data value.

In fact, many people outside are spreading and evaluating the value of this wave of short videos. How to enlarge short videos on WeChat? Some people say that the entrance to short videos may be in: Moments or instant videos. This gameplay will be based on the idea of ​​​​national creation such as Douyin and Kuaishou. Short content should be a form that everyone can participate in and create.

In the era of growth, whoever is "faster" will be bigger; in the era of stock, whoever is "better" will be bigger. To do it quickly, you need the efficiency and ability of rapid "translation"; to do it well, you need the efficiency and ability of the entire industry chain. In addition, brands, companies and even individuals need to step out of their "comfort zone" and truly find "active traffic."

Viewpoint in this paragraph: "The gameplay of WeChat should consider the connection of points in the entire WeChat ecosystem. WeChat groups and personal accounts should be used as places for user communication, while the service carrier output should be mini-programs and public accounts, and WeChat circles should be content sites for relationships."

2. Fission

"Fission, the so-called user growth, needs to be carried out continuously and become a regular action, rather than fission for the sake of fission."

When talking about WeChat, the first thing we have to talk about is fission. User growth is something that needs to be done continuously at any stage. However, before 2019, basically all fissions were based on a strong logic of exploding fans. In fact, there was no so-called "retention", but a rogue-style monetization.

Now fission has basically stopped. On the one hand, it is because of the fierce competition among homogeneous products; on the other hand, users’ focus is dispersed and their thinking has become lazy.

With the rapid establishment of the Internet and the rapid popularization of mobile Internet, and the rapid penetration of WeChat and Douyin, the cognitive cost of users for merchants has risen sharply. Services, information, and products are all actively looking for people, rather than people actively obtaining them.

I think the core problem with the lack of fission is that people are still using the old methods and routines to "fool" the existing customer base. We often find that the current customer base has grown, but your fission and interactive marketing methods are still the same as before.

To understand fission, we actually need to understand what the core of growth is?

Focusing on the needs of target customers and selling products is positive marketing, while selling cognition is reverse marketing.

1. Reflect on whether the value provided still has a competitive advantage. What matters here is whether you understand user needs, or more specifically, whether you understand the psychological state and stage-by-stage character portrait of the person you are marketing to at that moment.
2. Reflection on the products provided is an expression of whether they are up to par. What matters here is whether you are expressing from your own perspective, rather than thinking from the user's perspective.

Looking back, most people and companies played with fission just for the sake of "getting some bang for the buck", and did not pay attention to the so-called service and user experience. They only looked at the immediate benefits and wanted to maximize the volume of activities, and then kill these users like "pigs".

The low threshold, zero service, and zero experience approach brings about a negative result: extremely low user quality and extremely poor user experience, which affects the overall environment and ruins the product. The people who have been split have basically become "cognitively distorted", and the conditions for service replacement are seen by them as "cognitive fraud".

Viewpoint in this paragraph: "When you are creating fission, remember not to overuse the fission method of WeChat groups. What you need to deliver must be real and effective customer needs. The core is still the user-centric "service" to extend value."

3. Downstream Market

"It is said that the sinking market is a new battleground. Whatever you see now is closely related to you."

I think the sinking market here is a huge retail market. In my opinion, Tmall was too focused on the ROI of traffic and short-term effects. If we want to go deeper into the sinking market now, we must adopt a long-term effect mindset and pay attention to the customer growth value LTV (total lifetime value) results . Moreover, the value of the sinking market is far greater than you think.

The "sinking market" in third-tier and below cities has huge market size and potential. Influenced by housing and urbanization, lower-tier users have relatively stronger willingness and ability to consume, and also have greater potential in consuming online entertainment content.

The explosion of the sinking market in the "private domain" is more about consumer shopping, cultural entertainment, social travel, and education for mothers and babies. Now various group purchases and group buying have emerged, and various WeChat groups in residential areas, express delivery stations, streets, and towns. Xingsheng Youxuan, Jingdong Fenxiang, and various coupon groups have become the main focus of consumption and the main battlefield for merchants to compete for.

The proportion of users in the sinking market who rent houses is very low, and more people own their own houses or live in their parents' houses. Considering that housing prices in the sinking market are lower than those in first- and second-tier cities, these users have much lower housing costs and a larger proportion of disposable consumption and leisure time, so they have stronger willingness and ability in consumption, entertainment, etc. than those in first- and second-tier cities.

The new development trend leaps from products to users, and its essence is the management of private domain traffic.

In terms of user touchpoints, the planned economy corresponds to a fully open, dynamic and changeable market economy model;

In sales: maximum satisfaction and release of needs from the perspective of product sales to providing customer service.

At present, the biggest challenge facing China's manufacturing industry is to adjust industrial added value. How to adjust it specifically?

There are two ways:

• First, take advantage of the growth of the consumer market, create new brands, obtain higher premiums, and drive the industrial chain ;
• The second is to create higher technical added value.

For the first time, all 830 million urban residents in China have upgraded their consumption. China's urban population distribution was originally 100 million in first-tier and quasi-first-tier cities, 200 million in second- and third-tier cities, and 500 million in third- and fourth-tier cities and below. Originally, first-tier cities might have upgraded first, but now 830 million urban residents are upgrading at the same time.

The reason why everyone is starting to pay attention to the sinking market now is because acquiring traffic has become difficult and scarce and the price has risen rapidly. It is becoming increasingly difficult for mid- and long-tail merchants to survive, and traffic is basically concentrated in the top players. No matter what industry it is, from the previous Tmall e-commerce to WeChat public accounts to personal accounts to Douyin, it is basically like this. So why has traffic become scarce?

From the perspective of scale, we are now targeting the existing market . When the acquisition method was simple, we did not think about retention, so there was a lack of retention tools at the beginning.

With the emergence of WeChat and traffic dividends, there is quick money to be made. Who would be willing to do user operations? Moreover, the initial fission was caused by reckless hype, which led to the current devastated environment.

Another point is that the acceleration of mobile Internet and the improvement of infrastructure such as logistics have bridged the information gap . On the other hand, products and services are highly homogenized, it is extremely simple for users to obtain goods, services and information, the service capabilities provided by companies are basically difficult to impress users, and the cost of marketing users is extremely high.

Therefore, private domain traffic has become an important asset for enterprises, and more importantly, it has become a data asset for enterprises. The sinking market is a new place for traffic competition that everyone has seen. The current basic situation is: the traffic dividend has faded, and e-commerce has entered an era of deep cultivation of existing stocks , and this deep cultivation is necessary.

As for the current situation of the sinking market, it is basically: the sinking market is highly fragmented, because it is distributed in various small cities in China, and the regionalization is particularly serious, but the verticality is particularly strong .

In addition, the population in the sinking market is very diverse, and even the apps in the sinking market are very limited. Because the population is concentrated and dispersed, it is easier to enter the sinking market with WeChat or Douyin as the entry point.

Viewpoint in this paragraph: "For the sinking market, we must think about business from the perspective of how to help the sinking market improve service and efficiency. There is also a retail logic: help the sinking market make money, rather than making money from the sinking market from the beginning."

4. Tik Tok

"If I don't get involved in TikTok, I feel like I'll just have to starve to death in the future."

It is difficult for WeChat to find ways to attract new users, so the focus has shifted to Tik Tok and Kuaishou. Acquiring users through short videos has become a trend now.

Douyin and Kuaishou are both apps that classify users through content. If they can retain users in the private domain, use the so-called WeChat/Enterprise WeChat to install them, and then operate and split the private domain traffic, then this is a sustainable point and a complete business logic.

According to data reports, the short video market revenue will reach 211.03 billion in 2020.

Here is an interesting statistic: young people in small towns have more free time, and the peak period begins at six o'clock. At nine o'clock, young people from first- and second-tier cities begin to take over.

Now, those who make money on Douyin are basically those who do advertising. In fact, advertising is always the first wave of anything, and operation is the second wave. Of course, some of the dividends in the middle are from "wild" players, but they don't last long.

We can see that the same is true for WeChat public accounts. The money made in the beginning was the advertising revenue of the self-media, then it was the brand, and then it was the monetization brought in by the batch operation of the traffic owners' accounts.

The logic of selling products through videos really came into our attention in 2019. In 2016, Huajiao and Yingke were very popular, but I always felt that the business opportunities in them were very small. At the beginning, Huajiao and Yingke followed the celebrity logic. The cost of opening and conducting live broadcasts was too high, and users were more of spectators. In addition, the content broadcast itself was too far away from users' lives. This was a crucial point.

In comparison, the cost of opening and participating in Douyin and Kuaishou is extremely low, and they also include analysis and recommendations of relationships with friends in your address book. You can even find content of the same type and interest, and the content is close to and integrated into life.

When I started to use Douyin, some key words I heard were: Doushang (WeChat business within Douyin) and Doubrand (Taobao brand within Douyin). At that time, through the production of videos and the release of Dou+, it was possible to bring in tens of thousands of orders. People who were able to do this were often hailed as gods.

The basic average order value of goods sold on Douyin is around 69 yuan. If the order value exceeds 69 yuan, the effect will not be very good. No matter how much you invest in Douyin+, it will be difficult to make real money. Some people can continue to invest at a ratio of 1:1.3, while others need to invest at a ratio of 1:1.8 to break even. It is indeed a very complicated water.

When someone starts collecting IQ tax, that's when the bottom has been reached.

As expected, Douyin later issued various policies, and it was basically difficult for unconventional methods to stand out; Douyin encourages content creation , and it is found here that consumers can often trigger purchasing decisions for low-priced, high-frequency, and low-desire consumer goods through grass-planting in content scenarios, especially with Douyin's current 400 million daily active users.

In addition to creating content on Douyin to form accounts with large fans to obtain advertising fees, the sales of Douyin accounts have also been popular for a while . After the rules of Douyin's showcase accounts were changed to "require 1,000 followers and content releases", these needs were always seen to be connected in the circle. An advertising and media manager at Trauri told me:

The fee for posting comments on Douyin now is about 1 yuan, but people outside are saying it is 30 cents. A large number of people here have made a lot of money by posting comments, and this business still exists today. Of course, the rules of Douyin are becoming more and more changing.

How to sell goods on Douyin? WeChat has groups, and Douyin also has groups. Many people are trying to monetize Douyin groups.

A buddy in Changsha said:

The monetization ability of Douyin groups is higher than that of WeChat groups.

This made me start thinking about the value of Douqun.

When you think of Douyin as the video version of Pinduoduo, you will find that the logic of this coupon, especially for the operational positioning of the Douyin group, is a seamless way of playing.

There has always been a topic in the market: How to retain Douyin’s traffic on WeChat?

Initially, our approach was:

1. Through the content of Douyin, users can pay attention to it, and then through private messages or creating Douyin groups, traffic can be attracted , which means passively adding fans to WeChat. Later I found that the target amount was relatively small, and this was too slow to achieve.
2. Since your own traffic is small, you can follow the fans of other Douyin accounts and send private messages to them . This has been tested for a while, and there is an effect, but it is not obvious. I also found that the fans of the Douyin account I followed were actually many silent users, or even "zombie fans". The number of private messages they send and their behavior are limited, so this method cannot be effective, let alone amplification.
3. If the user activity is not high, start looking for active users and communicate with them through comments and fans under Douyin content. This can indeed help find active users, but the problem is conversation, how to have effective conversations. Active marketing is basically an ineffective operation. Later, I started to think about and read the comments of users under many Douyin accounts, and found one thing: there are always many comments on Douyin content that are in the form of inquiries or consultations. If we can solve this problem, we can basically solve the problem of user dialogue. for example:

There is content like test papers on Douyin, and many of the comments below are basically "Requesting for information" or "Requesting for electronic version". You can reply to the Douyin account by saying "I have it", and then follow the user, send a private message and tell him your WeChat account, so that you can passively attract fans on WeChat, and then deliver the so-called test paper to the user after passing the test.

After this behavior is completed, trust has basically been established. Then add fission logic to inform users that there is a group that often shares test papers and various courses, and ask them whether they are interested. If they are interested, they need to invite two parents to join the group, and then start vertical and refined operations for the group. In fact, there is some real-time comment logic here. When a new comment comes out, you can reply and follow up immediately while the user is online. The reply rate, follow-up rate and success rate generated by this will definitely be several times higher than before.

Opinion in this paragraph: "Personally, I think Douyin is still a general traffic-generating game. Content is the tentacles. The platform and Douyin users are classified by content. In fact, the core here is an evaluation of the effectiveness of each action. Retention is the best evaluation point. Whether it is personal WeChat or corporate WeChat, after all, it is not easy to obtain traffic. What needs to be deepened and amplified in the future is the establishment of refined services for users and an operation system."

V. Content

"The threshold for content will only get higher and higher. It's hard to find a good editor, a good planner, and even harder to find a good screenwriter. And there's another word: "expensive."

Content is the carrier of all services and sales value, and it is also the best lever to leverage traffic. Content can never be discarded. This is my understanding as a senior content professional. The first link before content is marketing, and the essence of marketing is the link between supply and demand .

Good content is targeted at specific scenarios and a certain group of people, so there is no standard good content, only precise content services. The focus of the content should be who it is for. That goal is the core point of your content creation.

Here I think of the playback rules of Tik Tok: two identical contents, a and b, starting from the same starting line, a became popular but b did not. This depends entirely on how much the people behind the algorithm like the content, thus there is the so-called Tik Tok data parameter: completion rate .

Everyone says that content is difficult to create, but I think that content is not that difficult at all. The core is still insight and planning. There are two cores: one is the analysis team, and the other is the planning team. Analysis focuses on acquisition, while planning focuses on expression . Therefore, content and operations will become the most needed talents and important positions in the industry.

Video content is a surging trend, but video production is more difficult than text creation. The industry has few video talents who understand mobile Internet communication, and not all companies have the ability to produce videos.

On the contrary, tool and service providers have plenty of opportunities. Whether it is the WeChat ecosystem or the short video ecosystem, originality is extremely important. However, originality is indeed a difficult path, but it is a longer-lasting path. Of course, it is impossible to survive by relying on originality.

So if we analyze the relationship between content and social interaction, we can see that social interaction can be divided into two major entrances: one is the acquaintance relationship chain based on the personal address book, and the other is the yellow pages phone book based on the stranger relationship chain. WeChat is based on acquaintance relationships, which are strong relationships and are connected; while the current TikTok is based on square distribution logic, which are weak relationships and are divergent.

Weak relationships need to be transformed into strong relationships. Douyin’s traffic must definitely be retained on WeChat to reply to user relationships and monetize users. Douyin is responsible for diverting and classifying traffic to acquire users, even users with content and comments that are related and tagged.

Therefore, it is not difficult to see that to master the social mobile Internet, the main thing is to focus on traffic, content, scenarios, and interaction.

• Jokes are powerful conversation starters;
• Beauty is a powerful inducement;
• Parody is cheap to produce;
• Video is a great user experience.

Then, we divide users into different layers for operation (1% original, 9% imitation + forwarding, 90% appreciation) and continuously improve our ability to set topics. Such a platform is in line with the nature of the younger generation.

Judging from the content of WeChat groups, the group is a closed place for multi-person information interaction with a goal. Since it is a small network for many-to-many information transmission (the group that subscribes to information is essentially a message number and does not belong to the many-to-many situation), too much information or too diverse members will reduce the quality of the group.

Therefore, in order to seek "information interaction efficiency" and "crowd matching efficiency" , the number of group members normally needs to be controlled. The upper limit of WeChat group members is 500 people.

For a while, I thought that groups were equivalent to circles. I felt that circles were essentially a form of organization that aggregated people by aggregating content, while also carrying the functions of information matching and people matching. The user value provided by the product was the gain in information acquisition and the gain in social relationships. But later, after WeChat came out with the "WeChat Circles", I felt that groups were just WeChat groups.

Viewpoint in this paragraph: "As content is cultivated, the weight of content will become increasingly important. Content is conducive to thinking, content is conducive to business, and it also helps thinking and business."

6. WeChat public account

"The threshold for content is only going to get higher and higher. It's hard to find a good editor, a good planner, and even harder to find a good screenwriter. And there's another word: 'expensive'."

This has never been outdated and can still be done. Content is constantly improving, and if your content is professional enough, it will stand out. In fact, there are more and more entrances for content exposure. Now is a fair era for public accounts. Everything depends on the content, and the content depends on the strength. There are far more entrances and exposures than before.

On the audience side, users are becoming more and more calm and have subjective judgments. People are basically divided into categories or groups by the WeChat system. If you impress one person, you may be able to influence a group of people.

Here I would like to talk about the logic of following public accounts. Everyone should be clear that the purpose of following is not socializing, but the prerequisite for socializing . Paying attention to relationships is to better obtain content, and social interaction requires context.

Getting to know a person is a very costly thing. It is difficult to screen and match users only through simple account information. It is necessary to match users through content, and then let users get to know each other through content. However, the pain point of public accounts is that this is a relatively closed one-way communication channel.

The day before yesterday, public accounts began to offer the "paid" reading method. I immediately asked my friend Sanbiao about it. After communication, I learned that paid reading is aimed at original personal accounts. But from another perspective, paid reading is actually just a small plug-in and will not cause much ripples.

This paragraph’s viewpoint: “The operation of public accounts can be combined with WeChat circles, and the retention of WeChat public accounts can be combined with WeChat personal accounts. Remember not to use WeChat groups.”

7. Personal Account

"The retention and monetization of personal accounts cannot be ignored, and the logic of "WeChat business" will continue."

The operation of personal accounts is the core point of the "private domain" that everyone is paying attention to. Before understanding this, you must be clear that behind the string of numbers you get is a living person, not a string of cold numbers like before. Especially when carried through personal accounts, it must have humanity, personal charm and personalized IP.

The way to play with personal accounts is still the same as before, adding people through various channels, then gaining greater retention through fission, and then conducting marketing and maintenance through WeChat Moments. WeChat's tools for attacking personal accounts basically have several points:

1. Add users in batches via WeChat ID. The scary thing here is that the source of the mobile phone number does not have any data or has nothing to do with the company itself. Adding it is a harassment logic , which is something WeChat does not want to see. Users of Tmall and various platforms add WeChat accounts through their mobile phone numbers and make their consumption earnings on WeChat. I guess this is what Tencent wants to see.
2. There is no problem in adding a personal account based on consumption data. Register a new WeChat account in a unified manner including real-name registration and card binding. Then make the adding process a gradual process. If you do it seriously for a year, the result will surely be more beneficial than you can imagine. Remember here that you cannot buy a personal WeChat account at will, because this is not in compliance with regulations. There are various accounts of different dimensions circulating out there, from domestic to foreign, 8-day, 15-day, full-month, 3-month, half-year, 1-year, and 2-year accounts, and the fees for various accounts vary.

I have always believed that a company’s customer service does not need to be limited to a single point, but rather it is necessary to know how to cleverly utilize personal accounts, WeChat groups, public accounts, mini-programs, and WeChat circles to be able to reasonably produce certain outputs. Only in this way can value be gained and amplified.

You can't do everything at once, you need to do things according to your own points and prescribe the right medicine. The so-called right medicine means that you understand the needs of customers and users and provide services, rather than relying on the so-called "buy, get a discount and give away" method to keep people. This is something that requires one to calm down and do it carefully. It is also something that requires one-to-one differentiated operations for each individual. Only in this way can the best results be achieved.

Looking back at the overall environment of WeChat, it has basically entered a mature period. For WeChat itself, the best thing is not to decline. As for the various logical problems from fission to personal accounts, they are also helping WeChat to improve its active value and merchant value from some perspectives. What WeChat needs to do is to regularly clean up those violations and illegal issues, so a reasonable private domain can allow for a safe landing.

Personal accounts are all about user insights and marketing . Marketing requires authentic self-expression. Real marketing should be integrated into the marketer’s inner experience. What is changing in marketing is only the ways and methods, but the underlying logic has not changed.

Viewpoint in this paragraph: "Personal accounts must be used and should be used seriously. Personal accounts are a platform for equal dialogue and can also help with emotional communication and the best conversion and monetization of "private domains."

8. Personal cognition

"It is cognition that determines how far a person can go. It is not the height, but the endurance that determines how far a person can go."

In terms of communication, as Luo Pang said:

Don't underestimate anyone around you . At work, what will be most valuable in the future is for you to stand by my side and work with me, rather than for us to be leaders and followers with one person in front and the other behind.

Therefore, people need to listen carefully to each other's views and colleagues' expressions, because only after understanding can subsequent communication be effective, because communication is based on consensus.

Things are not binary logic, there is not just good and bad, there may be many different results and standards.

A lot of it is about the awe of doing things . We don’t need to face up to any company or individual that lacks awe.

When running a business or being a person, in addition to knowing how to magnify your strengths and recognize your weaknesses, you must also be clear about what your bottom line is, what you can do and what you cannot do. The standards for judging what can and cannot be done are multi-dimensional and multi-faceted.

Another point of awe is awe for results . Success is not the result of a's efforts, and winning is not the result of a project leader. It is more the result of the value of every detail and support, and even every corner.

The meaning of awe for results is: know how to magnify others, know how to shrink yourself, respect others, fear the results, and value the process.

The other thing is work, knowing how to look at the surrounding industries and chains, society is a chain of links. In actual operation, we need to look at the methodology behind the underlying logic. Whether one's own abilities match the requirements is also the most important thing.

Doing something you are not good at and still thinking about how to break the impasse, then this action is extremely dangerous. At the same time, you must also know how to distinguish: what are your own advantages, what are the common abilities in the company, and what are your unique abilities in the company.

Viewpoint in this paragraph: "Only good and high cognition can make private domains work well. It is easy to go astray in private domains, so remember to have a sense of awe."

9. WeChat for Business

"It takes a lot more patience to master WeChat for Business than you do. WeChat for Business is still not very clear at the moment, so you can wait and see."

Everyone is saying that WeChat for Business is an opportunity, but not every company can seize this opportunity.

Corporate WeChat is used to add followers. This behavior can only produce results when it is based on a relationship with a consumption basis. Because the corporate personal account uses the mobile phone number to add the customer WeChat. If there is no consumer awareness, users will not approve it and may even report it.

Many of my friends have taken the test, and the pass rate is basically only a few percent, which is not very high. On the contrary, for companies like Kaola or Xibei, which have offline consumption scenarios, it is much simpler and they can provide customer service through WeChat for enterprises. The slogan of WeChat for Business is to connect WeChat users , but I think this road is longer than imagined.

The core of WeChat for Business is still to collaborate with users and user information, but the "private domain" approach is still based on emotions. It is an equal relationship dialogue and a match between personalities. Therefore, using WeChat for Business is merely a transition from a sales relationship to a middle relationship , but it cannot be used as a carrier of strong relationships. This is something that must be kept in mind.

Enterprise WeChat is suitable for use in low-frequency consumption scenarios rather than high-frequency consumption scenarios. Catering is not suitable for Enterprise WeChat, and e-commerce consumption is not unsuitable either. However, companies such as insurance and education are more suitable for Enterprise WeChat because they recognize brands and professional lines , and the opposite is not true.

This paragraph’s viewpoint : “WeChat for Business is the service core and extension that connects low-frequency consumption.”

10. WeChat Circles

"With more and more interfaces and entrances, short content will explode, and fragmented information will begin to settle."

I have been testing WeChat things for a long time. The Circle thing was established a long time ago, and I really watched it evolve step by step. Now it seems that circles are really beginning to have the ability to transition user relationships - short content. WeChat Circle is a light content community entrance provided within WeChat, located in the WeChat Discovery-Search page.

Thinking back to WeChat groups, the content in the group really cannot be settled. A high-quality WeChat group will produce good content, while there is too much content and messy on the circle of friends.

WeChat traffic requires a filter, and all weak relationships reach strong relationships. Now users are tired, and their methods are all violent. It is terrifying when it reaches a point with content accumulation capabilities and has 1.1 billion users connected, and can really be truly specific to the current traffic point.

From weak relationships to strong relationships, groups may be a more violent way. There should be a gentle way in the opposite of violence, communicating in a community way through the logic of bbs. In fact, the interest tribe of WeChat was a point at the beginning, and it was left in a corner of Tencent products. I think the creation of the circle can truly take off with the help of this relationship and user size of WeChat.

Will the "WeChat Circle" redistribute internal traffic to the WeChat ecosystem?

The relationship between WeChat connection lacks large-scale interest-based stranger relationship links.

1. For friends circle. At present, the quality of the circle of friends is indeed getting lower and chaotic, and the perception and touch of users opening the circle of friends is also declining sharply; in addition, commercial things may be diverted, because the WeChat circle here, like the name, has the ability to connect things, which means it is inherently connected from the delivery of content, to planting grass, shopping, and payment.
2. To the group. This is a form of a group. It does not require the exchange of content and topics by entering the group. Moreover, this forum-like product is more focused and easy to form, and the content of the group cannot be settled; of course, on the other hand, it is to reduce harassment of the public.
3. Official account. The problem of releasing the communication skills of public account users is something that public account is suppressed now.
4. Dianping. If you are interested, you can check out Dianping and you can directly enter the WeChat circle.

I think the WeChat circle itself is a scattered and concentrated content center , and good content appears, and this content is the point that users actively pay attention to, not recommended to me by data. This is the difference between temperature and value. I remember that this thing was called "Friends' Circle of Items" at the time, and it was later rebuilt. And good things, as I said above, are not real material things, but contents are also a form of things.

This paragraph of view: "I am waiting and studying in the circle. Those who are interested can study more in the circle. Chinese relationships and short content may be another form of expression between content and users, and I have a certain degree of optimism and expectation."

11. Say what is at the end

The only thing that changes in traffic from various changes is the "form", which is constantly "reconstructed" by various business scenarios and times, but the needs of users are what I said at the beginning. Behind any traffic is a real customer needs and needs that need to be met. Treating and serving carefully is the "kingdom".

The above picture is a relatively perfect commercial private domain map, with the acquisition and retention of all-domain users spread through omnichannels. Now private domain traffic has become a must-do question that every enterprise must do.

Author: Tao Xiaokai

Source: Tao Xiaokai