People always ask: How long will the dividends in the private sector last? It is true that the first wave of private domain is over, but you can seize the second wave of private domain! So 20 18-202 1 is the first wave of private domain. Let's review it together. The first wave of private domain development, enterprises and gameplay have obvious characteristics: consumer goods enterprises and high-frequency and high-repurchase industries are the main ones, while durable goods industries and 2B enterprises are few. We can see from industry propaganda cases, such as Perfect Diary, Luckin Coffee and 2B. 2. Most of them make up for the growth, and the short-term cash is realized by clearing the goods, which becomes the sales channel for assessing sales; 3. Most enterprises are biased in thinking and single-point operation in private domain operation, lacking systematic cognition and operational thinking at the overall level of the company; 4. Some private domain operations are accompanied by WeChat business routines and gameplay, which leads some enterprises to think that private domain is WeChat business. 202 1, after the epidemic eased, some enterprises did not pay attention to it and reduced their private domain investment, and even some companies' private domain teams were reduced or laid off. The popularity of private domain began to decline, and some negative voices appeared. It can be said that the private domain has encountered a bottleneck, which stems from its own cognition. There are very few enterprises that can continue to be deeply cultivated in the private sector, with long-term thinking, strategic layout and continuous investment. Therefore, in the first wave of private domain, the biggest beneficiaries are some e-commerce, consumer goods brands and retail enterprises. They gained growth directly, broke through the private sector and survived the epidemic crisis. The second wave of private domain hit the public because of the epidemic, so many enterprises thought that with the end of the epidemic, the heat wave of private domain would be over. However, through numerous product runs and enterprise's success through private domain transformation, the performance has doubled. It is not difficult to see that a private domain is the only way for enterprises, and the private domain transformation of enterprises is not an option, but a necessity for survival. 1. Build a WeChat operation matrix: enterprises can realize product operation and CRM management with the help of official WeChat accounts; Community can help enterprises find target users and precipitate seed users, thus improving the conversion rate; Personal number is the most accessible tool for users, and it can become the drainage assistant of official WeChat account. The characteristics of small programs, such as running after use and no need to download, determine that they are the best path communicators to link enterprise services. Enterprises build service numbers, subscription numbers, applets, personal numbers and communities through the WeChat platform, forming an enterprise WeChat operation matrix, and using the WeChat matrix to realize the ecological closed loop of user innovation, identification, transformation and fission. 2. Create personalized personal IP: Whether it's official WeChat account, personal number or community, if an enterprise wants users to enter its own private domain traffic pool, it must think about what users' needs are. What pain points can you help users solve? What value can it provide to users? Focusing on users' needs, we should define the positioning of personal labels and content design, and develop towards specialization, verticalization and refinement through self-media creation, service sharing creation and offline communication creation. As an intangible asset of the owner, personal IP is easier to link with users, transfer value, build trust and realize user management and transformation. 3. Building enterprise KOC: With the continuous improvement of social ecology, KOC groups based on private domain traffic came into being. Because KOC itself is an enterprise user, sharing his real feelings after consumption in the circle of friends, buyer show and other platforms as a user, and standing on the side of users' interests in words and deeds, it is easier for KOC to buzz with consumers, build trust and influence consumers' purchase decisions. Use the enterprise big data platform to dig the bureau to cultivate KOC and establish its own high-quality KOC library. The precise and meticulous guidance to KOC enables them to influence consumers subtly and link KOC's own traffic to the enterprise private domain traffic pool. 4. Realize user operation: no business, no data, no data and no business. After the enterprise traffic pool is completed, there is a potential user behind every traffic. How to make users in the traffic pool active and realize the value-added of users becomes the key. The essence of private domain traffic is trust, focusing on user needs, insisting that content is king, and setting relevant columns. Through the stable output of professional content, we can provide services for users and enhance group stickiness, so as to realize users' operation. 5. Promote membership management: With the gradual disappearance of demographic dividend and consumption transformation and upgrading, major networks and e-commerce platforms have adopted membership mode in order to solve traffic problems, retain users and tap more value of users. Tencent, Youku, Iqiyi and other video platforms, its members can enjoy discounts such as jumping advertisements; Taobao's 88VIP members, JD.COM Plus members, Netease koala members and Xiaohongshu members have precipitated many users for the platform. By implementing the mode of free membership or paid membership, enterprises establish corresponding hierarchical membership management system to encourage users of private domain traffic pools to become enterprise members. For members, on the one hand, they can provide exclusive rights such as member discounts, members' points, and 24-hour exclusive customer service from time to time; On the other hand, cross-industry cooperation mode can also be adopted, such as exclusive movie tickets, fitness cards, food and beverage vouchers, etc. Enhance your sense of experience, circle and superiority. With the standardization of private domain marketing, there will be more innovative operation modes in the future. But building private domain traffic must be a "CEO project", not the responsibility of department managers or e-commerce directors, but an overall strategy that affects the overall situation of the enterprise and faces the next 5 to 10 years. Creating private domain traffic will never be as immediate as public domain drainage, which requires long-term investment and investment; New business will also be crowded out and diverted by other channel businesses, especially for those strong platform channel teams. Therefore, an independent team and a clear division of labor are needed, and only the participation of CEO can better develop private domain traffic. I believe that as long as there is enough investment and patience, enterprises will certainly get rich and long-term benign returns.