The first step for a brand to start doing private domains is to sort out the enterprise's resources, and then only according to different channel resources to develop different attraction strategies.1, sort out the online and offline channel resourcesThere are a lot of friends who don't know what to start with before they do private domains, and the enterprise's resources are very rich in types, so they have to start with which one to do it first. When the enterprise's resources are not strong, how to expand resources? It is recommended that, before starting the formal private domain infusion action, first take stock of the various types of exposure resources of the enterprise. Divided into offline resources and online resources. Sort out the exposure of each position. Offline channels: ① store advertising resources (cash registers, tables, table signs, clerk's circle of friends, posters posted in the store), ② building advertising, ③ logistics parcel card online channels: ① online shopping mall ② APP's opening screen, banner, floating window, page jump ③ public number menu bar, attention to the auto-reply, article exposure resources; ④ community resources ⑤ ordinary micro-signal friend resources ⑥ self-media platform exposure resources Other online exposure resources that can be replaced. For example, a snack brand, there are a lot of offline stores and online malls, in the combing channel resources, you can stores, parcel cards and other channels can be inventoried, and then to match each channel with the appropriate diversion, exposure and daily friends to add the number of projections. Just combing is not enough, we also need to form a systematic table, the channel name, type, priority, channel diversion methods, materials, the expected effect of diversion, are sorted out, such as the following table, we can take directly to copy the homework. Channel Name Channel Type Channel Priority Diversion Method Required Materials Docking Person Expected Daily Exposure Expected Daily Number of Customers Added Stores Offline Channels High Quality ① Desktop Stickers ② Sweeping Code Gift ③ Lucky Draw Games ① Diversion Stickers ② Stores Posters ③ Lucky Draw Boxes Store Manager 1500+100+ Official Online Channels High Quality Activity Diversion Banner Page R & D Manager 3000+100+ WeChat Groups Online Channels High Quality Activity diversion diversion poster community responsible person 1000 + 50 + parcel card offline channel general channel express parcel card parcel card parcel card online store responsible person 500 + 20 + other ///////2, according to the stage of the private domain, the development of diversion strategy Well, then here, our first step in the long march, it has been done. After doing a good job of combing resources, we have to plan, what kind of way should be used to do customer attraction and subsequent operation. Here, according to our private domain operation in different stages, to use different channel strategy. In the start-up period of the private domain, we have to try to attract a small range of private domain, to take the store pilot, a small range of resources to show the way, landing our attraction strategy, run a sustainable growth model, the so-called sustainable refers to the cost of customer acquisition in the expected, the number of customers to reach the expected customer conversion effect to reach the expected. In the growth period of the private domain, we should have run a suitable growth model for the enterprise, this time is to spread widely, copy and copy. Headquarters / Operations Department output strategy (center stage), the front line of the front desk service personnel / sales guides to do propaganda and training. To be in the process, to clarify each channel of the private domain of the person in charge of diversion, the development of appropriate incentives horse racing mechanism, pay close attention to the implementation of the first-line personnel. In the maturity of the private domain, that is, the private domain diversion is stable, the operational SOP is mature, the monthly contribution of GMV is stable, at this time, we have to take a combination of product strategy, activity strategy, membership system strategy, and continue to enrich the private domain of the product SKUs, to improve the purchase frequency of private domain customers, the customer unit price. At the same time, actively expand more upstream and downstream channels. Here, in order to let you better understand, I take the chain restaurant brand Laoxiang chicken as an example to give you a full process explanation. Laoxiang chicken has more than 1,000 stores across the country, in the start-up phase of the private domain, Laoxiang chicken can choose some of the offline stores, to conduct the infusion of the store manager's enterprise WeChat attempts, infusion bait can be to receive coupons, in fact, Laoxiang chicken in 2020, began to do this aspect of the attempt. In the private domain start-up period, once we have verified the feasibility of the strategy, we can fully liberalize and begin to widely spread the private domain infusion action. In all stores, go to put the store manager's enterprise WeChat, consumers in the small program order, the cash register to buy orders, are guided to add the store manager's enterprise WeChat, to achieve the rapid growth of private domain customers. In the maturity of the private sector, the store's old customers, basically have entered the enterprise WeChat, at this time we can take advertising, foreign cooperation and other ways, so that more public customers, external traffic, into the enterprise's private customer pool; with the growing richness of the Laoxiang chicken online products, you can use the community to undertake private customers to further enhance the reordering and the price of the customer unit. Stage channel selection specific strategy (proposed) purpose core concern private domain start-up period a number of offline stores in some of the offline stores on the table, posted plus the store manager to receive coupons stickers, precipitation of old customers preliminary attempts to private domain diversion mode daily diversion of the number of customers, the number of vouchers, the number of vouchers underwriting the number of private domain growth period of all the offline stores + small program all the stores to put the store manager of the micro- weibo, the small program order according to the location of the store to guide the plus Store manager all-round diversion private domain daily diversion customer number, group click rate, coupon rate, write-off rate private domain maturity period offline stores + small program + public number + advertising + foreign cooperation in the diversion of the store manager enterprise weibo based on the diversion of the user into the Laoxiang chicken welfare group brand broken circle + extend the value of the customer lifecycle diversion customer number, the number of people in the community, the community GMV In general, the enterprise using enterprise weibo operation Customers, there are two mainstream ways, one is to allow customers to add enterprise weibo employees as friends, to the enterprise micro-signal as the core carrier of the operation; there is also a kind of customer guidance to the enterprise within the community, through the community to do long-term maintenance and transformation. Laoxiang chicken is two ways to do together, both effective precipitation of the store customers, but also through the community of unified operation to enhance operational efficiency.