Dissecting the three strategies of brand private domain KOC incubation

KOC is the key node in the current private domain. Most of the private domain operation models are built on it, such as Baodao Glasses, Huasheng Diary, Watsons, Jiang Xiaobai, etc.

Currently, there are still many brands that rely heavily on public domain platforms in the early stages of their launch. The abundant traffic can quickly push sales to over 100 million yuan, but after the traffic dividend is over, repeat purchases are difficult to maintain and growth stagnates. This phenomenon plagues many brands. However, many brands can rely on private domain operations for continued growth. for example:

Even though Baodao Glasses was affected by the epidemic and the industry's performance fell by 10% to 15% year-on-year, Baodao Glasses achieved a 5% performance growth by leveraging its operational capabilities of private domain traffic .

Huasheng Diary’s 100,000 private domain KOCs contributed more than 100 billion to the platform. In 2020, the average sales capacity of Huasheng Diary KOCs increased by 3 times…

Today I will analyze through several cases, how do they do it? How to achieve sustained growth? What is the core trend of private domain marketing? I hope it will inspire you~

1. All members of Baodao Glasses are KOCs

Baodao Glasses has more than 7,000 shopping guides and 1,100 offline stores in more than 200 cities across the country.

Different from traditional retail enterprises, Baodao Glasses is more like an MCN organization that cultivates talents and increases voice. There are more than 7,000 Dianping accounts, more than 800 Xiaohongshu accounts, more than 200 Zhihu accounts, and more than 20 Douyin accounts. Kuaishou and Video Account are also operated at the same time. The live broadcast team has a total of 800 people, and one live broadcast can reach about 150,000 users.

1. The sound volume matrix of Baodao glasses

Baodao Glasses divides its channel matrix into four modules.

The first module is Meituan and Dianping, which everyone must participate in, because on Dianping, customers can complete the entire closed loop from browsing, trading, to evaluation, so there is no choice but to do it. The cadres take the lead in the operation, and then expand it with the gameplay of the gaming industry, 1 leading 1, 1 leading 3, 1 leading 7, and PKing each other. In just two months, all 7,000 employees' Dianping accounts were activated, and many high-level accounts above level 7 were cultivated.

The second module is Xiaohongshu, which allows people to participate according to their interests. As a holy place for planting grass, Xiaohongshu is more inclined to emotional and immersive experience expression, so Baodao Glasses will encourage extroverted employees to participate and let everyone sign up voluntarily.

The third module is Zhihu. Compared with Xiaohongshu, Zhihu is more rigorous. Users not only need to understand the product experience, but also have many professional questions. Therefore, Baodao Glasses will organize an expert team (optometrists) to guide customers to corporate WeChat through paid consultation and continue to provide professional recommendations.

The fourth module is short video platforms such as Douyin and Kuaishou. Since short video or live broadcast operations, including topic selection, script planning, props production, dubbing and shooting, editing, advertising placement, etc., are relatively systematic and professional jobs, Baodao Glasses has organized a professional team of 800 people to specialize in this.

Based on these four matrices, Baodao Glasses’ public domain drainage channels have been built.

2. Baodao Glasses’ private domain conversion path

From the perspective of traditional marketing promotion, the practice after public domain diversion is for shopping guides in stores across the country to guide customers to follow the official account, and then the micro mall organized by the headquarters' e-commerce department and the marketing activities organized by the headquarters' marketing department will guide consumers to conduct transactions in stores. Under Baodao Glasses’ new MOC perspective, the official account is only a part of the private domain, and corporate WeChat is the core.

The first thing to say is that Baodao Glasses attracts traffic through the public domain and pays more attention to value output in the process of providing services in the private domain. It continuously provides multi-dimensional output around the concept of visual health , shapes its own professional, trustworthy and warm personality, screens and serves customers through membership, and provides in-depth operational services around the customer life cycle.

Moreover, we can compare the traffic conversion paths of Baodao Glasses. We can see from the old path that after customers enter the official account, they lose contact with the shopping guide. The customer experience is disconnected, and the headquarters’ understanding of customers is extremely one-sided. For the brand, it is difficult to tap the long-term value of customers. For customers, it is difficult to establish an emotional connection with the brand by following the official account.

Under the new path, it is always the same clerk who serves customers, whether they are at the counter offline or on corporate WeChat online. There is no interruption in the customer experience. In addition, shopping guides can classify and group different users through social groups, and can achieve a closed loop of online transactions through mini-programs and micro-malls, which can be included in personal commissions. Through the communication between customers and store staff on corporate WeChat, it is also easier for Baodao Optics to tap into the deep value of customers.

In the traditional retail industry, people are consumers, goods are commodities, and places are the scenes surrounding stores. The three are completely separated. But after the digital reform of the private domain, we can redefine "people, goods and places". People are no longer a large group, but a segmented group of people; goods are not only commodities, but also professional and customized services; places are no longer just stores, but require a complementary combination of online and offline.

2. Watsons Mini Program Community

Xiao Yi is a beauty blogger and also a black card member of Watsons. She goes to Watsons every month to pick up three trial bottles, including but not limited to big brands such as Schwarzkopf and L'Oréal Paris. She does not need to pay any fees for this, she only needs to take photos after the trials, write reviews and share her trial experience, and all of this is her daily routine.

The content shared by Xiao Yi will be synchronized to "Watsons Grass-Seeding Club", a Watsons version of "Little Red Book" that has accumulated more than 7 million users in one year and accumulated nearly 300,000 UGC and real user comments, becoming a shopping reference for other consumers.

Countless Xiao Yis have created a "content power" that is difficult for any beauty media to achieve.

In addition, Watsons is also trying to build a private traffic pool...

We can see a trend that from the brand's perspective, consumers purchasing products is only the first step. What is more important is how much "content" and "contribution" the user has contributed to the community. Loyal users can help a brand build a good reputation, help the brand extend its life and raise the revenue ceiling. This is the long-term value that a brand needs most.

The logic of the game is: KOC initiates - consumer participation - fission and diffusion

Similar ones include Jiang Xiaobai’s Bottle Planet and Yongpu Coffee’s Yongpu Island.

3. Talent Incubation

In addition to the KOC strategy of large brands, some small IPs and small and medium-sized companies are also studying related paths. For example: a big IP with influence in a certain field helps an amateur to complete the process from increasing followers to monetization, and become a famous blogger in a certain field, and the profits are divided according to the proportion after monetization.

However, as an incubator, we must first collect a certain deposit to ensure that amateurs can cooperate as required. In fact, what ordinary people have to do is very simple. They just need to live broadcast on Douyin on time or shoot a specified number of videos. Moreover, the scripts for live broadcasts and videos have been prepared, so you don’t need to think about it yourself, and you can even do the live broadcast without appearing on camera.

Many people may think of MCN agencies, but this way of incubating talents is very different from MCN agencies. for example:

However, this incubation model solves the problem that it can help ordinary people who are incubated to make money, provide timely guidance and help, and solve problems that they cannot grow on their own.

For incubators: Use cooperation to obtain maximum benefits at almost zero cost

So why can the incubator successfully incubate amateurs?

1. Some incubators are IPs themselves, have a large number of fans, and can easily gain the trust of fans.
2. We have accumulated experience in related fields and have many successful cases.
3. After standardizing and streamlining the incubation process, all that remains is to select the right people.

Finally, let’s summarize the three main ways to incubate brand private domain KOC

We can find that converting public domain to private domain and private domain to membership has become the standard strategy for many brands. In addition, brands are paying more and more attention to value output and trying various ways to cultivate their own KOCs.

The reason behind this is that brands need valuable content to establish deep and lasting emotional connections with users in order to continuously increase their revenue ceiling.

Author: Coke with ice

Source: Coke on the rocks