15 major brands play with private domain traffic, 5 strategies to increase growth!

As one of the most important festivals in the history of the e-commerce industry, Double Eleven has attracted a large number of brands to join. However, the traffic ceiling has reached its peak and the high cost of user acquisition is also a problem that plagues brands. In this context, WeChat mini-programs, which have low cost, strong sociality, strong conversion and efficient fission, have become the new favorite of e-commerce companies.

This time, based on the actual cases of many brands, Xinyeshachangqiudianbing has compiled 5 growth strategies for Double Eleven mini programs for everyone!

1. Compete for the sinking market

According to the 2019Q3 China Mobile Internet Report released by Quest Mobile, the user scale of the sinking market has reached 614 million. This group has more time. Although they are more sensitive to prices, their average consumption growth rate is much higher than that of first- and second-tier cities. They are an important source of traffic growth for e-commerce companies.

At the same time, the number of monthly active users of WeChat has reached nearly 950 million, and the penetration rate has reached 83.6%. Users have developed the habit of using mini-programs.

In this context, the sinking market has very good soil for cultivating social e-commerce, and mini programs, as the best carrier of social e-commerce in the WeChat ecosystem, have also attracted many brands to join. Therefore, in order to fire the first shot of Double Eleven, merchants urgently need to seize the traffic in the sinking market by deploying mini programs .

2. Start a multi-channel layout

01 Online: WeChat Mini Program Mall, looking for new volume

Today, WeChat has become the most important traffic entrance on mobile terminals. Mini Programs’ ready-to-use, lightweight user experience, more than 60 traffic entrances, and close integration with social media and content make them the best carrier for e-commerce within the WeChat ecosystem.

Merchant case: Qia Qia Food

Qia Qia Food has always faced problems with insufficient fan activity and low sales conversion rate in online channels. Therefore, Qia Qia has joined hands with WeMall's micro mall solution to accumulate accurate fans and expand marketing channels from aspects such as membership, community operation, and refined marketing. After only one month of operation, the sales conversion rate in the mini program mall increased by 86%.

02Offline: Smart shopping guide helps attract customers to the store

As the core sales engine of the store, the daily work of a shopping guide includes attracting new customers, making sales and providing services. However, traditional shopping guides are unable to interact with customers at any time and miss out on a large number of sales opportunities. Smart shopping guides can help brands retain users in mini programs, and can also reach users multiple times through shopping guide apps to improve conversions.

Merchant Case: Lin Qingxuan

Lin Qingxuan’s WeChat mini-program Double Eleven event started on November 1st. The event is mainly in the form of "pre-sale + exclusive gift box + in-store pickup + 187 yuan self-pickup gift". In terms of promotion, shopping guide is the core. Online, event information is pushed through the WeMall Shopping Guide App Assistant; offline, store customers are guided to scan codes, etc., to bring a large amount of traffic to the event. Two hours after the launch of the event, sales of Camellia Body Oil exceeded 20,000 bottles.

In addition, as a merchant participating in the "WeMall Digital Brand Plan" for the first time, Lin Qingxuan's large-screen outdoor advertising was also launched simultaneously, and was played in rotation in the core CBD business districts in Shanghai, Guangzhou, Shenzhen, Hangzhou, Chengdu and other places, directly introducing offline traffic for the Double Eleven mini program.

3. Build private domain traffic and tap into user purchasing power

In the era of WeChat Internet, private domain traffic can become a necessary supplement to public domain traffic. Through in-depth operation of private domain traffic, it can help brands find new traffic in existing traffic, enhance the stickiness between brand and users, reserve and bring a large number of active users for brand activities, and achieve good conversion effects.

01 Recommended gameplay: Personal IP number

WeChat personal accounts are an important source for businesses to establish private domain traffic pools. They are also the most direct and efficient channel to reach customers among the current private domain traffic channels. Through in-depth personal account operations, businesses can quickly improve private domain traffic conversion and increase user stickiness.

Merchant case: Aole Maternity and Baby

After fans scan the QR code to add the customer service personal IP number "Aolelejie", Sister Le established the persona of "parenting consultant" through active text, pictures and professional tutorials, making users feel that they are communicating with a living person. Sister Le's circle of friends also often launches limited-time activities to create fan benefits and build a sense of best-selling.

02 Gameplay recommendation: Community operation

The community's communication atmosphere and effects are better. Merchants can push marketing activities such as discount coupons to efficiently reach users and achieve rapid fission.

Merchant case: Mengjie Home Textiles

Mengjie Home Textiles establishes different communities for different consumer groups, and divides the communities into short-term groups and long-term groups, among which the long-term groups tend to be partner communities. Through the refined operation of the community, the number of fans has increased while the conversion rate has also been improved.

03 Recommended gameplay: Official account

Official accounts can reach and retain users through content marketing, thereby improving retention and conversion.

Merchant case: Ubeish

In order to effectively activate the users who have settled in the official account, the Youbaishi official account will push practical information, benefits, new product recommendations and other content to reach users multiple times and increase user stickiness.

4. Content scenario enhances immersive experience

Compared with traditional single marketing methods, scene content has a strong sense of immersion, is easy to hit user pain points and stimulate conversion. At present, live streaming, special articles, buyer shows and good product circles are widely used in content scenario marketing.

01 Recommended gameplay: Live broadcast

Mini Program live streaming has enriched the content format of official accounts and changed users’ traditional shopping experience. During the live broadcast, the anchor can directly and vividly present the product "reality show" by introducing product details, makeup techniques, dressing methods, etc., creating a sense of participation and presence for users and enabling users to buy products.

Merchant case: Balabala

To support the launch of new winter products, Balabala started a live broadcast of its new product "New Yuzhou" on the WeMall live shopping platform. 20 new products were launched during the live broadcast. Users can watch and buy during the live broadcast, enjoy live broadcast discounts, and increase conversion rates.

Merchant Case: Mumo

In order to create a communication platform for fans and increase fans' stickiness to the brand, the original home furnishing brand Mumo started live streaming in the mini program mall and invited craftsmen to the live streaming site. The handmade Dahongpao purple clay teapot, originally priced at 680 yuan, was discounted by 500 yuan for a limited time only during the live streaming. In the end, the product was sold out during the live streaming.

02 Recommended gameplay: Featured articles & Buyer shows

The combination of buyer shows and special articles can build a "content community" based on the WeChat ecosystem for merchants, and achieve "planting and pulling grass" through social interaction, helping companies truly move from traffic operations to user operations.

Merchant Case: Carbine

To support the launch of new products during the Double Eleven Carnival, Carbin used the feature of special articles on the homepage of the mini program. The article links to multiple Double Eleven event products, and fans can click in the article to jump to the purchase page, which improves the content conversion rate of Double Eleven.

03 Gameplay recommendation: Good Things Circle

Haowoquan is known as the "Little Red Book in the WeChat ecosystem". Users can directly share "good things" with friends and WeChat groups, realizing the fission spread of "good things" within the circle outside the circle and helping merchants obtain new traffic.

Merchant Case: Fairy's Pocket

In order to increase exposure, Haowuquan has set up an activity called "Good Things Circle Recommendation Gifts". Fans can purchase any 2 orders or share their collections to Haowuquan, take a screenshot and send it to customer service, then they can receive coupons and have a chance to win a canvas bag prize. This increases fans' willingness to share and improves conversion rates through circle fission.

5. Four major social games to ignite the Double Eleven shopping spree

As the next opportunity for enterprises to achieve performance growth, building and deeply operating private domain traffic is the key for enterprises to complete the transformation from traffic thinking to user thinking. As for the conversion of private domain traffic, the four social methods of group buying, social networking, promotion, and membership are the best ways to help e-commerce achieve a sales explosion.

01How to play group buying social e-commerce

Group-buying social e-commerce uses a variety of gameplay methods such as group buying and bargaining, with low prices as the core attraction, and stimulates users to share to form independent dissemination. Currently, this model has been widely used by most e-commerce companies for low-priced goods.

Merchant Case: Be & Cheery

Group buying : During the Double Eleven period, in order to increase the exposure of the mini program mall and increase attention, Be & Cheery launched 2-person and 3-person groups. The price difference can stimulate users to spend money to buy and form groups. While bringing new traffic to Be & Cheery, it also boosted product sales and increased revenue during the Double Eleven period.

Merchant case: Mengjie Home Textiles

Bargaining : To support the Double Eleven Shopping Festival, Mengjie Home Textiles launched a bargaining campaign in the Yiwuhaohuo mini program mall, selecting popular items in the store to attract users; during the Double Eleven event, social networks were used for publicity, which not only attracted significant fans, but also increased the mall's repurchase rate during the Double Eleven period.

Merchant case: Little Deer Neighborhood Group

Community group buying : Xiaolu Neighborhood Group recruits community convenience stores, mothers, etc. to become its own community group leaders, building a community-centered brand user group; periodically launching group buying activities, with more diverse choices for group leaders; and a complete group leader training mechanism. Ultimately, the sales volume of the popular product was nearly 6,000 units.

02 Social e-commerce gameplay

Recommended gameplay: Distribution

Based on social interaction, through the distribution mechanism, users can actively invite acquaintances to join to form a relationship chain and achieve rapid fission, which is more suitable for products with a certain gross profit margin.

Merchant Case: School Shopping

Therefore, when using WeMall for school purchases and activating the distribution function, the school agent will be bound to the system, so that the data of users will not be lost even if the school agent graduates. In addition to commission incentives, Zaixiaogou also provides school representatives with internship certificates and establishes clear school representative recruitment standards and training programs to improve their capabilities. At present, the monthly sales of 1,000 prestigious school representatives can reach 5 million+.

03Membership -based social e-commerce gameplay

The membership system can not only encourage users to continue consuming, increase user stickiness, and extend user life cycle value, but also increase revenue and enhance brand value to a certain extent.

Merchant Case: Anner

During the Double Eleven period, all registered members in the Anner Mini Program Mall can receive a 130 yuan gift certificate, two limited pairs of children's socks, and online and offline vouchers to stimulate members to shop in stores offline and make repeat purchases. A voucher consumption threshold is set to increase the average order value and boost the Double Eleven online mall revenue.

Merchant Case: Ubeish

In order to maximize the value of each customer, during the Double Eleven period, Ubaishi launched the U+ membership annual card for 99 yuan. The U+ membership annual card has entrances on the Ubaishi official account and mall. The multiple entrances make it convenient for fans to purchase upgrades. They can buy with a click, and enjoy membership benefits to attract fans to pay for the card; give away cash coupons to promote member repurchases; and set a cash coupon consumption threshold to increase the average customer spending.

04 Promotional social e-commerce gameplay

Recommended gameplay: Pre-sale

Pre-sale will help merchants switch from the inventory-based sales model of online channels to the product pre-sale model. Stores will prepare goods based on fans' pre-sale orders and conduct "promotions" in advance.

Merchant Case: Jinjinshang

To help manufacturers lock in future revenue in advance before hairy crabs are put on the market, and to produce reasonably according to demand. During the Mid-Autumn Festival and National Day, the hairy crab brand Jinjinshang opened the pre-sale of "crab coupons" in the mini-program mall. Targeting different audiences, the pre-sale "crab coupons" were divided into the high-end black gold series and the ordinary classic series. After the pre-sale started, the crab coupon orders exceeded 12,000.

Merchant case: Yulan Home Textiles

Before the Double Eleven event starts, users can prepay deposits of 30 yuan and 50 yuan in the Yu Lan Home Textiles mini program mall, which can be used to offset 350 yuan and 530 yuan in cash after the event starts.

end

In 2019, China’s eleventh Double Eleven, merchants stood at the crossroads of the social e-commerce era, and this smoky battle for traffic will inevitably determine the future development direction of China’s retail industry. We hope to help merchants achieve a new growth curve and win the marketing campaign before and after Double Eleven through the mini program’s five operational growth strategies!

Author: Weimeng Xinyun

Author: Weimeng Xinyun