Analysis of brand private domain cases!

A friend sent me a small game called "Cloud Ranch" before. It is different from ordinary small program games. It is quite playable. Users can choose to adopt different breeds of cows in the delivery room. The baby cows will move around in various areas of the ranch, sleep and eat in the cowshed and canteen, play and socialize in the rest area, and produce milk in the milking hall.

The game also has a special reward mechanism. During the game, users can not only understand the specific process of raising cattle, but also obtain "income" and redeem brand peripherals and product coupons.

That’s right, this is the cloud ranch where you can adopt a cow. Adopt a Cow was founded in 2016 and opened its Tmall flagship store in 2018. This year, the store has attracted over 10 million fans and is ranked 4th in the food category on Tmall. Its current annual omni-channel turnover is several billion yuan; looking at private domain revenue alone, it is about to break through tens of millions this year. Let’s take a look at how Adopt a Cow operates in the private domain.

1. Case Introduction

Case name: [Adopt a Cow] Private Domain Operation Strategy

Case industries: e-commerce retail, dairy products

Case objectives: attract new customers, promote, build brand awareness, and convert community operations

Case tags: community operation, private domain fan increase, user retention, membership marketing

2. Private Domain Construction

I learned from other channels that Adopt a Cow had previously tried models such as increasing followers through public accounts, paid direct investment through public accounts, and private domain fission, but due to poor results, it has not been carried out.

The person in charge of private domain operations for Adopt a Cow explained:

It is difficult for fast-moving consumer goods with low gross margins to be successfully marketed through paid private placement. The private domain is originally a money-making department. We should focus more on user acquisition and operation and maintenance of our own public domain traffic, and directly make conversions in the private domain, establish close relationships with users, and continuously increase the frequency of user repurchases.

Therefore, the main sources of private domain users who adopt a cow are:

1. Based on the brand's influence, achieve user growth, including IP co-branding, finding celebrities/KOLs to adopt cows at the ranch, etc.;
2. Based on the conversion of e-commerce platforms, including the official e-commerce platform of Adopt a Cow and the promotion of products by big Vs, the QR code on the back of the milk card when the product is delivered is used to divert traffic from the public domain to the private domain, and the "public to private" addition rate reaches 90%.

On the one hand, milk card benefits can help users solve daily milk drinking problems; on the other hand, there are also milk collection and delivery issues as well as nutrition issues. Therefore, most users are added to the private domain through milk cards. After the user is added, the milk card consultant will also provide milk usage guidance and card activation guide in the first time.

3. Public account traffic diversion

Use the official account menu bar to divert corporate WeChat traffic.

Overall, the growth of Adopt a Cow is still controllable. Instead of allocating a large amount of resources to investment, it puts resources on transactions, concentrates its efforts on completing the user's first order conversion, and then polishes the user maintenance and repeat purchase processes, maintains these user groups in a down-to-earth manner, uses [Nutrition Consultant + Scientific Milk Drinking] to gain user trust, and taps into the value of users throughout their life cycle.

3. User Operation

1. First order conversion

1) Coupons

The unit price of a box of milk in Adopt a Cow Mall is around 50 yuan, which is more acceptable to users, so not much action is taken on the conversion of the first order. New members can only receive a 35 yuan coupon after becoming members, and each coupon has a usage threshold.

2) Adopt a cow at Cloud Ranch

By adopting a dairy cow, the cow can produce milk after passing through the canteen, bathroom, and cowshed, and when it has enough milk, it can be exchanged at the exchange center. Complete corresponding tasks through the [Cloud Ranch Task System] and obtain corresponding rewards, such as coupons, points and other products.

2. User repurchase and multiple purchases

1) Coupons

Users can obtain milk bottles (points) through "Adopt a Cow Cloud Ranch" and can redeem coupons with the points.

2) Membership system

We attract members through the official account "Adopt a Cow" and the mini program "Adopt a Cow and Order Milk Card". You can get membership for free on the Adopt a Cow Member Club homepage. Once you have successfully obtained membership, the Adopt a Cow public account will display a notification of successful receipt. Currently, there are 4 membership levels for Adopt a Cow. Users are upgraded based on the total amount of their cumulative spending in the Adopt a Cow flagship store. Each level of membership will enjoy different rights and services.

3) Adoption concept + milk card consultant + birthday gifts and surprise gifts

Adoption concept:

1. Starting from the brand name, the concept of "adoption" is promoted. The original intention of Adopt a Cow was to recruit a group of partners to raise cows together through crowdfunding. First-time users were interested in the brand name of "Adopt a Cow", especially the concept of "adoption". Based on this, we also set up operations: cloud ranch games, finding celebrities/KOLs to adopt cows at the ranch, and regularly tracing users. In fact, these are all based on the concept of "adoption".

Milk Card Consultant:

1. Adjust the positioning of first-line shopping guides from "milk card consultant" to "nutrition consultant". In addition to basic card opening guides, high-end users actually need more trustworthy services and professional nutrition knowledge.
2. Most people have only a vague understanding of dairy products. The amount of milk they drink each day, the time they drink milk, and the types of milk they drink vary among the elderly, young people, and children, as well as people of different age groups. Professional nutrition knowledge is very important. Pure content output is imperceptible to users, so the role of "nutrition consultant" comes into being.
3. During the process, we will require our employees to pass the nutritionist examination, guide new users through daily chats, serve high-end users, and provide more professional guidance for their scientific milk drinking.

Birthday gifts and surprise gifts:

Surprise gifts: In the middle and end of each year, we will send a surprise gift to users. The surprise gift is based on the ranch. For example, we will send peaches grown on the ranch to users. At the same time, we will also create some peripheral gifts based on the ranch and cow IP image to give to users.

Regarding birthday gifts: as long as you register as a milk card member, the Adopt a Cow team will send a blessing text message and a birthday gift on the user’s birthday. If the user is in Hangzhou, we will bring gifts to the user's home to celebrate the birthday; if the user is in the company, we will go to the company to celebrate the birthday.

For annual card users who register for birthday gifts through the Youzan Mall backend, after receiving the birthday surprise gift, the repurchase rate can reach more than 50%, and the repurchase frequency directly doubles. It has to be said that the birthday gift operation method directly doubles the repurchase rate.

3. Daily operations

Because it is not added to the corporate WeChat, it can only be disassembled and analyzed based on the current personal WeChat.

1) Automatic reply

As mentioned before, the personal microblog will play the role of card opening guide and nutrition consultant. Therefore, after adding WeChat friends, users will be guided to activate the card.

2) Moments Operation

Moreover, a purchase link is placed in each comment in the circle of friends. Users who want to learn more or purchase can click on the link, which provides convenience for users.

IV. Operational highlights and gains

1. Less is more. When doing private domain business, you must learn to be restrained. Don’t pay for traffic or promote traffic. Natural traffic is often more valuable.
2. There is a main line for doing private domain: first attract traffic, then screen fans, and then convert fans to members. After members, do refined private domain operations, and finally develop individual members into super users. In essence, it is always "human operation";
3. In the past, brands only achieved membership and stopped there, without carrying out subsequent in-depth operations in the private domain. But nowadays, the dimension of simple member discounts can no longer meet user needs. They need more comprehensive and trustworthy services, but they cannot be too cold. Only the private domain can satisfy this need, as it is the scenario closest to "human operation".

Author: Private Domain Deep Operation

Source: Private Domain In-depth Operation