Share a case study on Zhouheiduck's private domain operation! Not much to say, directly into the dry goods! First, the brand background Zhouheiduck: 2020 first-half revenue of 903 million yuan, a year-on-year decrease of 44.4%; net loss of 0.42 billion yuan, the previous year was a profit of 224 million yuan, a year-on-year change from profit to loss by 118.8%. Jelly Food: 2020 first-half revenue of 2.413 billion yuan, a year-on-year decrease of 3.08%; net profit of 274 million yuan, a year-on-year decrease of 30.78%. The first three quarters revenue revenue of 3.885 billion yuan, down 0.01% year-on-year; net profit of 520 million yuan, down 15.33% year-on-year. Both sides, although both in the loss, but tasteless obviously decline than week black duck a lot less, the reason is: week black duck temporarily closed part of the store, at the same time during the period of increased support to the franchisee, so that the cost of goods sold reached 235 million yuan, an increase of 15.21% year-on-year, which is a large part of the growth thanks to the community marketing. Second, the community marketing strategy absolute flavor in the empowerment of stores, there are six empowerment system, including site assessment, store design, technical training, operational guidance, research and development support, logistics support, in the research and development support, during the period of the development of a small program, while the use of corporate WeChat and the service number of the marketing. 1, the overall process of offline customer acquisition - corporate WeChat group - community operations; 2, customer acquisition store pull new, store staff guide to add enterprise WeChat group, informed of preferential activities; 3, group operations daily design of different activities to increase the fun of the activities to promote the group order conversion; 4, private domain scenarios ① service number: to guide the user to pay attention to the service number, to attract fans to join their own private domain; ② community small program: community marketing small program - "Jiewei food small assistant", only open to the internal, with shaking coupons and issue red function. In the convenience of operation at the same time, reduce the marketing costs of franchisees; ③ Enterprise WeChat: the use of enterprise WeChat group customer acquisition and retention, the establishment of accurate private domain traffic pool. Third, the gameplay disassembled 1, activity 1: public domain + private domain combination form: takeaway platform discounts + Wednesday membership day ① takeaway platform discount activities: public domain traffic conversion; ② Wednesday membership day activities: private domain traffic conversion. Strategy: the takeaway platform discount + membership day reduction tools: enterprise weibo group + takeaway platform + social marketing small program ① enterprise weibo group: operation group users; ② takeaway platform activities: activities to attract the takeaway platform users to order; ③ small program: the use of the absolute taste of the food assistant, shaking reduced red packets, to guide the conversion of private domain traffic. (self-developed community marketing tools, not open to the public) process: ① Hungry, Meituan, Dianping discount activities: public domain conversion ② Wednesday Membership Day activities: private domain conversion; the use of community marketing tools, members can get discounts by shaking a shake; large coupon reductions + shipping, increase the game attributes to promote the conversion, and will @ the new group of users to inform the play play highlights: ① community marketing tools: shake a shake to draw a reduction in coupons, the Increase interactivity, independent research and development, to save franchisee marketing costs; ② corporate WeChat group: integration of private resources; ③ @ into the group of new users: to promote the conversion of new users to order. Problems: new users enter through the store sweep code, itself has a purchase behavior, and then guide the user into the group to order, there may be a repeat action, affecting the transformation of the group. 2, Activity 2: in-store activities 68 pumping form: in-store activities 68 pumping + takeaway minus Strategy: in-store 68 pumping: the special prize of the king's dinner, the first prize of the duckling bag, the second prize of the product exchange 11.11, the third prize of the duck head 1, the fourth prize of the product exchange 1.1. Product redemption 1.1. Restrictions: in-store on-site redemption, off-site invalid Tools: Enterprise WeChat group ① Enterprise WeChat group: operation group users; ② community operations: synchronized activities, in-store pumping redemption. Process: ① issue activity instructions; ② on-site in-store redemption. Specific activities: play highlights: activity prize diversification: on the one hand, the group operation to promote the conversion of private domain traffic; on the other hand, prize diversification, with prizes to attract users to convert, enhance the price of the customer unit. 3, Activity 3: spell luck red packet form: group red packet strategy: the issuance of 10 red packets of 5 yuan, grab red packet luck 1-4, respectively, to get 60% -90% discount on the next order. Restrictions: amount of 200 yuan or less, valid on the same day, transferable. Tools: enterprise weibo group + service number + community marketing small program. ① Enterprise WeChat group: group user operation; ② service number: fan acquisition; ③ small program: "Jiewei food small assistant", not open to the public. Process: ① Activity promotion: poster + service number live code; ② Activity notification: release the activity, guide the group members to pull new; ③ Red packet issuance: the use of marketing small program to issue red packets; ④ List announcement: publish the list of winners, inform the use of methods. Specific activities: ① Activity promotion: poster + service number live code ② Activity notification: release the activity, guide group members to pull new; 1-4 get 60% to 80% off the order discount, accumulating 5 users. ③ Red packet issuance: use marketing small program to send red packets; ④ list announcement: publish the list of winners, inform the use of the method; income and expenditure analysis: each group each time the expenditure of 5 yuan, to obtain 5 accurate users, respectively, to obtain 6-90% discount on the order of red packets. Comprehensive calculation of the discount is 7.8 percent. According to the official announcement of the gross profit of 34%, the marketing discount is set at 78%, within the acceptable range of the brand. Play highlights: ① community marketing tools: issuing red envelopes is more convenient (enterprise WeChat does not support red envelopes for the time being); ② enterprise WeChat group: using enterprise WeChat to operate the brand's private community, more efficient; ③ spell luck red envelopes: according to the ranking of the luck, get different discounts. Fourth, the case summary for small and medium-sized enterprises, there may be no R & D capabilities, homemade small program, can not achieve the function of shaking a red packet, but with the help of other community marketing tools, can produce similar results, and in the mode of operation, but also can be learned from: 1, pull new/acquisition of customers in the store to set up WeChat community code, to guide the user to enter the group; pay attention to the design of the store staff to pull the new speech. 2, the store activity daily activities are not Repeatedly, through the fun and interactivity to guide the conversion of the order. ① store activities: increase store activities, the use of diverse activities prizes, to attract fans to convert, enhance the unit price; ② red packet activities: the use of red packets spell luck, increase the interactivity of the activities, stimulate the conversion; ③ takeaway platform to reduce: according to their own unit price, in the platform to set up the activity can be. 3, the operation of the public domain + private traffic: public domain traffic to promote the conversion, and the synchronization of the private domain traffic, the two complement each other, according to the user's preference, where all can be placed. Preferences, where can order conversion. 4, other aspects of the time to choose and activity strength: catering business activities, time is generally chosen before the meal, such as 11:00-12:00, 5-6:00 pm. Can be adjusted according to their own industry. Activity strength should be measured according to their own costs and existing customer unit price. The above case, I hope to help and inspire you. More about the case of private domain operations, do a collation, a super practical 46 dry goods, involving a very comprehensive content, including product, content, community, new media and other types of operations of the mind map and practical documents, as well as the major platforms, including jitter, fast hand, Zhihu, WeChat public, small red book, enterprise WeChat marketing strategy, xiexiuhuas, there is a need to contact me ao.