On October 29th, when talking about the concept of private domain management at the ecological conference of the 9th anniversary of Youzan, the founder and CEO of Youzan said that the whole private domain management can be summarized as follows: through interest connection, trust connection and interest connection, the property right, single customer value and customer recommendation rate of private domain are continuously increased, so that the area of private domain triangle is continuously enlarged, and the enterprise's ability to manage customer assets is continuously enhanced.

White Crow mentioned in his speech that through years of practice and experience summary, he found that the key to doing a good job in private domain operation lies in three links. The first is the accumulation of private domain traffic, which is called "private domain property right; Secondly, the degree to which customers create value, which is called "single customer value"; Finally, the recommendation effect of old customers is called "customer recommendation rate". The three links are closely connected and interlocking, and * * * has shaped a complete customer operation process. To some extent, this process can also be compared to a process of turning external consumers into members and then turning members into partners.

Although the three links are relatively closely related, they have different priorities and different functions and roles. Therefore, in actual operation, each link has its own key content and focus.

White Crow said that in addition to this fixed private domain business model, Zan has been constantly summarizing some key actions of private domain operation ability in the past year, and found that the improvement of private domain operation ability is like "expanding the area of private domain triangle".

first of all, the most basic core competence around the private domain triangle is the ability to create better products and services, so every brand manager must always pay attention to products and services.

Secondly, "in the private domain property right, choose the channel first, and different channels will give different reach; Then explore how to continuously expand the breadth of private domain connections, that is, the number of connections. The core ability here is actually the content ability. Through articles, notes, short videos, and live broadcasts, the content is word-of-mouth, and the process of continuously establishing "interest connections" with more target customers.

Then, regarding the depth of "single customer value is actually in operation", usually the more effective means here are community operation, brand D2C operation, membership operation, and how to better turn the public domain into private domain, all of which are actually to repeatedly build a "trust connection" with customers. After the trust connection, the categories of goods that can be sold are naturally expanding, and more key categories that meet the brand positioning can be sold.

Finally, regarding the "customer recommendation rate", it is mainly that more customers are willing to spread it, or even spread it twice or many times. The effective means are usually distribution, preferential treatment, fission, etc. Their common feature is to establish "interest connection" with customers and quickly let more people participate in the sales and marketing process.

in short, the whole private domain operation can be summarized as follows: through interest connection, trust connection and interest connection, the property right, single customer value and customer recommendation rate of the private domain are continuously increased, so that the area of the private domain triangle is continuously enlarged and the enterprise's management ability for customer assets is continuously enhanced.