A 10,000-word article details thoughts on "Big Private Domain Traffic"

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, they have basically encountered bottlenecks.

Picture: Users of this kind of app often get a scary message, so check your phone right away

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 an enterprise or an individual, only by understanding the user-centricity, knowing how to connect omni-channel customer touchpoints, and through interaction management and user data and data analysis, helping the enterprise to realize the comprehensive capabilities of data-based customer operations in business scenarios in marketing, product sales and customer service, 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: the big private domain. Since we are thinking, we will 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 the 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: touchpoint stage, retention stage, operation stage, and monetization stage, then WeChat must start with retention. Before 2020, there may still be many companies and individuals who are still using WeChat in the touchpoint stage. Here I can conclude that WeChat must be the place for traffic and user retention operations. It belongs to the conversion and monetization logic, and the contact 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.

In fact, using WeChat to play with private domain traffic is not just new wine in old bottles. The upgrade of each consumer touchpoint and path is a new change. Although this is very small, it is very wonderful - because traffic is becoming more and more expensive and difficult to obtain, the merchants' refined retention will only become more in-depth and professional in the future. What they are thinking about is 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 noise in the information on WeChat now, high-quality information cannot be deposited, 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. Today, people perceive content as an irreplaceable core element. Because content is the carrier of all marketing or the means to reach users.

Is it too late to play 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 current way to play WeChat is not simply based on the output from a personal WeChat account. What Tencent or WeChat would like to see is that your users are indeed retained on your personal WeChat account or corporate WeChat account, but 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 through mini-programs as service carriers or through WeChat circles as content carriers.

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 why we didn’t expect WeChat to be so powerful.

In addition, Xiaolong said that 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 the value of short videos and how WeChat can further amplify short videos. Some people say that the entrance to short videos may be in: Moments or instant videos. This gameplay will be based on the ideas of national creators 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."

Xiaokai’s point of view: “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 sustained 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, the basic fission was 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, there is too much competition among homogeneous products; on the other hand, users’ focus is scattered 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, and services, information, and products are actively looking for people, rather than people actively obtaining them.

I think the core reason for the lack of fission is that you 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 stuck in the past. To understand fission, you actually have to understand what the core of growth is?

Xiaokai believes that 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 you provide still has a competitive advantage. This depends on whether you understand user needs. More specifically, whether you understand the psychological state and stage-specific character portrait of the person you are marketing to at that moment.
2. Reflection on the products provided is to determine whether the expressions meet the standards. This depends on whether you are thinking from your perspective rather than from the user's perspective.

Looking back, most people and companies played with fission just for the sake of "making a fuss", 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 this group of users like "pigs". The low threshold, zero service, and zero experience approach brought about a negative result, with extremely low user quality and extremely poor user experience, which affected the overall environment and was ruined. The people who have been split have basically become "cognitively distorted", and the conditions for service replacement are seen by them as "cognitive fraud".

Xiaokai’s opinion: “When creating fission, remember not to overuse the fission method of WeChat groups. What you need to deliver must be real and effective customer benchmark needs. The core is still the user-centric “service” extended value.”

3. Downstream Market

"It is said that the sinking market is a new point of contention. What scenarios you see now are 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 in the beginning. But if we want to go deeper into the sinking market now, we must think in a long-term way 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 with the rise of various WeChat groups for group buying, group purchasing, residential areas, express delivery stations, streets and towns, Xingsheng Youxuan, Jingdong Fenxiang and various coupon groups have become the main battlefield for consumer focus and merchants' competition.

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, it is: a fully open, dynamic and changeable market economic model corresponding to a planned economy; in terms of sales: maximizing the satisfaction and release of needs from the perspective of product sales to the provision of 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.

Why are we starting to pay attention to the sinking market now? It is because traffic is difficult and scarce to obtain and the price is rising rapidly. It is becoming increasingly difficult for mid- and long-tail merchants to survive. 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 in this form. 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, and 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, and 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, a data asset, and the sinking market is a new place for traffic competition that everyone has seen. The current basic situation: 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: 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.

Xiaokai’s opinion: “For the sinking market, we must think about how to help the sinking market improve service and efficiency. If there is a retail logic, it is to help the sinking market make money, but it is not necessary to make 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 and acquire customers, so the focus has shifted to Tik Tok and Kuaishou. Acquiring users through short videos has become a trend now.

In Xiaokai's opinion, both Douyin and Kuaishou 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 fission the private domain traffic, then this is an extremely sustainable point and a complete business logic.

According to data reports, the short video market revenue will reach 211.03 billion in 2020. There is an interesting statistic here: 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, the people who basically make money on Douyin are those who do advertising. In fact, advertising is always the first wave for any matter, 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 was made from the advertising revenue of self-media at the beginning, and then from the brand, and then from the monetization brought by the batch operation of the traffic owners' accounts.

The logic of selling products through videos only really came into our eyes in 2019. In 2016, Huajiao and Yingke were very popular, but I always felt that the business opportunities there were very small. One is that Huajiao and Yingke initially followed the logic of celebrities. The cost of launching live broadcasts was too high, and users were more of spectators. The content broadcast itself was too far away from users' lives. This is 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 price 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 situation.

When someone starts collecting IQ tax, that's when the bottom has been reached. As expected, Douyin later came out with various policies, and it was basically difficult to stand out from the crowd. Douyin encourages content creation. It is found here that consumers often trigger their purchasing decisions for low-priced, high-frequency, and low-desire consumer goods through planting vegetables in content scenarios, especially with Douyin's current 400 million daily active users.

In addition to creating content on Douyin and forming accounts with large fans to obtain advertising fees, the sales of Douyin accounts have also been popular for a while. The rules of Douyin's showcase accounts have been modified to require 1,000 followers and content to be published. In the circle, you will always see these needs connecting with each other.

An advertising media manager at Trauri told me that the fee for posting comments on Douyin is about 1 yuan, while 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 in fact Douyin also has groups. Many people are working on commercial monetization of Douyin groups. A buddy in Changsha said that the monetization ability of Douyin groups is higher than that of WeChat groups. This made me start to think about the value of Douyin groups. When you regard Douyin as the video version of Pinduoduo, you will find that the logic of this coupon, especially for the operational positioning of Douyin groups, is a seamless way of playing.

In fact, the above are all things that Xiaokai has tried one by one. In the end, he felt that they were too far away from users and money, and the threshold was too low. Finally, after thinking about it, he came up with an idea: divert traffic from Douyin to WeChat. 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 under the Douyin account I followed are actually many silent users, and even users who can be called "zombie fans". The number of private messages sent and the behavior are limited, so this cannot be effective, let alone amplification.
3. Since the user activity was not good enough, I started to look for active users and communicate through the comments and fans under the Douyin content. This can indeed find active users, but the problem is the conversation, how to have an effective conversation, and proactive marketing, which is basically an ineffective operation. Later, I began to think about and read the comments of users under many Douyin accounts, and found a point: 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 taking a test paper in Douyin, and many of the comments below are basically "Requesting for information" or "Requesting for electronic version". The Douyin account can reply: I have it, and then follow it, send a private message and tell it 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 the fission logic and inform them that there is a group that often shares test papers and various courses. Are they 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. (I won’t go into the details of the operation here. If you are interested, you can chat with us privately through the public account.)

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.

Xiaokai’s opinion: “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, 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 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'."

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 on who it is for, and that goal is the core point of your content creation. Here I think of the playback rules of Tik Tok. There are two identical contents, a and b, starting from the same starting line. However, a becomes popular but B does not. This all depends on how much the people behind the algorithm like the content, hence the so-called Tik Tok data parameter: completion rate.

Everyone says that content is difficult to create, but I think that it 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, and planning focuses on expression. Therefore, content and operations will become the most needed talents and important positions in the industry.

The videoization of content is an emerging trend. However, compared with text creation, the difficulty of video production increases exponentially. There are relatively few video talents in the entire industry who understand mobile Internet communication. Not all companies have the ability to produce videos. Instead, tool and service providers have plenty of opportunities. Regardless of 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 path that can be walked for a longer time. Of course, it is impossible to survive by relying on originality.

So if we analyze the relationship between content and social interaction, social methods are 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 an acquaintance relationship, a strong relationship, and a connection type; while the current Douyin is a square distribution logic, a weak relationship, and a divergent type.

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 tags related to content and comments.

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 topics of conversation, beauties are powerful inducements, imitation shows are low-cost production, and videos are good user experiences. 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.

From the perspective of the content of WeChat groups, a group is a closed place for targeted multi-person information interaction. 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 group = circle, and that circle is essentially a form of organization that aggregates people by aggregating content, while carrying the functions of information matching and people matching. The user value provided by the product is the gain in information acquisition and social relationship. But later, after WeChat came out with the "WeChat Circle", I felt that group was just WeChat group.

Xiaokai’s opinion: “As content is cultivated, the weight of content will become more and more 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. The content is constantly improving. If your content is professional enough, it will stand out. In fact, there are more and more entrances for content exposure. On the contrary, now is a fair era for public accounts. Everything depends on the content, and the content depends on 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. The WeChat system has basically divided people into categories, or groups. 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 does not cause much ripples.

Xiaokai’s point of view: “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 just 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:

Add users in batches through WeChat accounts; 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 consumption profits on WeChat. I guess this is what Tencent wants to see.

There is no problem in adding personal accounts based on consumption data. New WeChat accounts can be registered in a unified manner including real-name registration and card binding. Then, the action of adding can be turned into a gradual behavior. If you do it seriously for a year, the result will definitely be more beneficial than you can imagine.

Here you must remember that you cannot buy personal WeChat accounts at will. This is not in compliance with regulations. There are various accounts of different dimensions circulating out there, from domestic to foreign, with different fees ranging from 8 days, 15 days, full month, 3 months, half a year, 1 year, and 2 years.

I have always believed that a company’s customer service does not need to be limited to a single point, but rather it needs 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 this way of playing can gain value and be 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 problems currently ranging from fission to the logic of personal accounts, from some perspectives, they are also helping WeChat to improve its active value and merchant value. What WeChat needs to do is to regularly clean up those problems that are too illegal or even illegal in themselves, 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.

Xiaokai’s opinion: “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 in the private domain.”

8. Personal cognition

"Knowledge determines how far a person can go. It's not the height that matters, but the endurance."

In terms of communication, as Luo Pang said, don't underestimate anyone around you. At work, the most valuable thing in the future is for you to stand by my side and work with me, rather than for you or me to be the leader and the led, with who is in front and who is behind. Therefore, people need to listen carefully to each other's views and expressions of colleagues. 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.

Many times, we don't need to face up to any companies or individuals who lack awe in doing things. 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 when you can't do it. The standards for judging what can and cannot be done are even more multi-dimensional and multi-angle.

Another point of awe is awe of 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, support and even every corner. Awe of results means: know how to magnify others, know how to shrink yourself, respect others, fear results, and pay attention to the process.

The other thing is work, knowing how to look at the surrounding industries and chains, society is a chain of links. When it comes to actual operations, we need to look at the methodology behind the underlying logic. Whether your 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 is extremely dangerous. You also need to 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.

Xiaokai’s opinion: “Only good and high cognition can make the private domain good. It is easy to go astray in the private domain. 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. Here is an article I wrote last time: WeChat for Business is your "crisis" rather than your "opportunity". If you are interested, you can take a look at it first.

Xiaokai believes that corporate WeChat is used to add fans. This behavior can only produce results when it is based on relationships with a consumer basis. Because the company’s personal account uses a mobile phone number to add a customer’s 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 gameplay is still based on emotions. It is an equal relationship dialogue and a match between personalities. Therefore, using WeChat for Business is just a transition from a sales relationship to a middle relationship, but it cannot be used as a carrier of strong relationships. This is something to remember.

Enterprise WeChat is suitable for use in low-frequency consumption scenarios rather than high-frequency consumption scenarios. In fact, catering is not suitable for Enterprise WeChat, and e-commerce consumption is not suitable. 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.

Xiaokai’s opinion: “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 myself for a long time. The circle thing was established very early, and I have 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 by WeChat, which is located in the WeChat Discovery-Search page.

Looking back at WeChat groups, the content really cannot settle down. High-quality WeChat groups will still produce good content, but on the Moments, there is too much cluttered content. WeChat traffic needs a filter. Weak relationships all reach strong relationships, which makes users tired, and the methods are all violent. When a point has the ability to precipitate good content and has the ability to connect 1.1 billion users, and can actually reach the specific current traffic points, this is terrible.

To transform weak relationships into strong relationships, groups may be a more violent way. On the opposite side of violence, there should be a gentle way. By using the logic of BBS and communicating in a community way, in fact, WeChat's interest tribes were just a point at the beginning, and have been left in a corner of Tencent's products. I think the creation of this circle will be able to achieve real take-off with the help of WeChat's relationships and user base.

Will “WeChat Circles” redistribute traffic within the WeChat ecosystem? The relationships connected by WeChat lack large-scale interest-based stranger relationship links.

1. To the circle of friends

At present, the quality of Moments is indeed getting lower and lower and more disorganized, and users' perception and touch of opening Moments have also dropped sharply; in addition, commercial things may be diverted, because the WeChat circle here, as the name suggests, has the ability to connect things, which means that it is naturally connected from content delivery, to grass planting, to shopping, to payment.

2. Group

This is a derivative of a group format. It is not necessary to join a group to exchange content and topics. Moreover, the content of this forum-style product is more focused and easy to form, while the content of the group cannot be settled. Of course, the other side of this is to reduce harassment.

3. Official Account

This releases the communication ability of public account users. I think this is something that is suppressed in public accounts nowadays.

4. Dianping

If you are interested, you can check out Dianping.com, which allows you to directly enter the WeChat circle.

I think the WeChat circle itself is still a decentralized yet centralized content center. Good content is at the center, and this content is what users actively pay attention to, rather than what the data recommends to me. This is the difference in temperature and value. I remember that this thing was originally called "Friends' Circle of Things" and was later redesigned. Good things, as I said above, are not real material things, and content is also a form of thing.

Xiaokai’s opinion: “I am watching, learning and researching the circle. If you are interested, you can come to the circle to study together. Medium relationships and short content may be another form of expression between content and users. I am optimistic and looking forward to it to a certain extent.”

A word at the end

The only thing that changes with traffic is its "form", which is constantly "reconstructed" by various business scenarios and times. However, user demand is what I have said at the beginning. Behind any traffic is a real customer demand and a demand that needs to be met. Treating and serving with care is the "kingly way".

The picture above is the perfect private business domain map in Xiaokai’s cognition, the acquisition and retention of global users through omni-channel deployment. Now private domain traffic has become a must-do task for every enterprise.

Author: Tao Xiaokai

Source: Tao Xiaokai