Editor's lead: With the development of private domain, more and more industries have begun to operate privately, and the optical industry is no exception. The author of this article describes the methods of offline chain stores to operate privately. Taking Baodao Optical as an example, the specific methods and ideas of private domain operation are explained in detail from six parts. Let's learn together. I. Part I: Case Name-Baodao Optical (Optical Industry) 1. Company Introduction Baodao Optical was established in Taiwan Province in 1972; Business model: offline stores and online operations; Number of existing stores: 943; Portrait of users: mostly after 91 s and 11 s. With a history of more than 41 years, Baodao Optical has been adhering to the concept of "doing professional things with professional heart", constantly introducing international-class optometry high-tech products, cooperating with national key universities, training professional talents, actively participating in the inspection of national quality departments, implementing high-quality commodity analysis, and truly creating an enterprise integrating enterprise, government universities and optometry industry. 2. Three elements of business 1) Product elements: sunglasses, myopia glasses, contact lenses, etc. 2) Traffic factors: (1) Online: public domain channels: Tmall, JD.COM, Pinduoduo, Tik Tok, Meituan, Hungry, Public Comment, Little Red Book, Zhihu, Aauto Quicker, Weibo, etc. Private channel: applet mall, WeChat official account, Enterprise Micro, video number. (2) Offline: 943 stores. 3) Liquidation elements: Class C consumers: all kinds of glasses products and on-site services. 3. The main structure of the company combs the main structure of Baodao glasses into two pieces. They are offline store retail and member operation, which are composed of MCN (online celebrity Incubation Center) and MOC (Member Operation Center). Attachment: At present, the private domain pool of private domain achievements: 31 million; Enterprise WeChat is added every month: 411,111; Community linkage live broadcast transaction: 511,111+; There are 7,111 review accounts, 811+accounts for Xiaohongshu, and more than 21 Tik Tok matrix numbers; WeChat official account member: 611 W; Corporate WeChat members: more than 4 million. Second, the second part: drainage dismantling 1.Ip building 1) The public domain part takes Zhihu as an example, because Zhihu is a vertical knowledge platform with strong professionalism and high trust. Baodao optical has nearly 511 kols on the Zhihu platform. The specific account number is shown in the figure below. Nickname: XX optometrist+real name. Highlight experts and real people, and enhance everyone's trust; Avatar: Avatar is the image of myself in a white coat; Introduction: Graduated from xx key university, a senior optometrist of Baodao Optical has been engaged in this industry for XX years; Content: I will actively publish articles and answers related to glasses. 2) The private domain part has entrances in WeChat official account and applets. Users can consult customer service and then add brand enterprise micro-signals. All enterprise micro-signals adopt the same avatar and nickname, which enables users to strengthen brand awareness and is more conducive to brand building. Nickname: treasure island member housekeeper 1 treasure; Avatar: the avatar is the image of the boss Wang Zhimin; Introduction: It will send small programs to users on its own initiative to promote the conversion of orders placed by users in the mall; Friends circle content: there are knowledge-based popular science content, activities created with users and live advertisements. But the broadcast time is uncertain. 2. Public domain drainage 1) Public comments Baodao Optical has more than 8,111 accounts in public comments. Because almost all employees participate in linking with kpi, employees will also take the initiative to send notes and visit stores. According to the data, by the end of 21 years, there were 2111-3111 accounts above V6 in public comments. Search for Baodao glasses on the public comment, and you can see that many stores have notes of senior members of the public comment. Through this frequent operation of relying on high-level accounts to brush praise, Baodao Optical can easily rank in the top position in various regions. 2) Xiaohongshu Xiaohongshu, as the hardest hit area for "planting grass", is naturally a battleground for brands. It is reported that Baodao employees have more than 1,111 people who share Baodao glasses professionally in Xiaohongshu, and employees of the company can voluntarily sign up to share. The official account will also be held in Xiaohongshu once a month for the "Pet Powder Lottery" activity. This activity is only weak, so just give money. 3) Tik Tok and Aauto Quicker, because of the similarity of their platforms in Tik Tok and Aauto Quicker, have similar contents, mainly focusing on cheap prices, free consultation programs, lens planting and so on. If you take the initiative to consult privately, the customer service will guide users to add WeChat on the grounds of free guidance and enter the private domain to form a closed loop. 4) Weibo Baodao Eye has 54.8w fans in Weibo, and the content is mainly knowledge popularization and lottery, which will be held 3-4 times a week, and sometimes it will flow back together with other brands. The lottery will sometimes guide users to use integral lottery in WeChat applet to drain users to WeChat Mall, thus settling in the private domain. 5) Zhihu It is reported that Baodao has more than 511 accounts in operation in Zhihu, with professionals from various departments behind them. Mainly as an optometrist to consult customers. While releasing some hot topics, it will also answer the recent "hot questions", such as why is this fundus bleeding after dancing with Liu Genghong? Provide professional answers under these questions, and the answers finally guide users to add WeChat to private letter consultation, and finally precipitate in their own private domain pool. 6) Offline Store When you enter the store of Baodao Optical, the clerk will come over to provide you with services and ensure that you can consult on WeChat if you have any questions, which is very similar to king of the children. At the same time, the clerk will recommend you to register as a member, which is convenient for adding WeChat on the grounds of event notification and free consultation. 3. WeChat private domain ecology 1) Private domain traffic contact closed-loop link 2) Private domain contact drainage path 3) WeChat official account (1) New users' attention, where customer service WeChat can be added to "advice or feedback" to complete the drainage path from WeChat official account to Qiwei. (2) Three-level menu bar at the bottom: display recommended stores, select good things and member services respectively. It can not only guide users to offline stores, but also provide a micro-mall traffic conversion entrance for users to recommend good things. (3) Content, activities and output content: WeChat official account's content is mostly two lottery interactions and one or two popular science content, because the popular science content is close to life, and it is easy to understand and highly readable. Regular sweepstakes: Users participating in the sweepstakes will help to improve their retention. After all, who will refuse to take the initiative to have a chance in Bai Piao? 4. The applet mall applet, as the carrier of private domain transaction transformation, is big and complete in the commodity series, mainly through three ways: point redemption, coupon and member discount. The operation strategy is relatively simple and the transformation path is clear at a glance. There will be customer service in the mall next to the applet, and instant conversations can take place. Customer service will also guide users to add enterprise micro-signals and guide them into private domain. 5. Enterprise WeChat is designed for experts. After users add enterprise WeChat, the first layer information of the dialogue will automatically pop up: first introduce themselves, and then recommend recent activities, so that users can know the activity information of their own brands in time. Let users know first, and then what we have, we have these activities. The second layer of information: directly throw the applet mall, which is convenient for users to convert. The enterprise WeChat binds the video number, and some popular science knowledge and activities and brand-related activities published by the circle of friends will be released to daily activities. 6. Video number 1) Traffic interworking binds WeChat official account to form a closed loop of traffic between video number and public number (but why not help the micro signal! Did you eat it?). The content of the video number is popular science, and the message is interactively left at the bottom. At the same time, a message lottery is released to interact with users. 7. Highlights Summary Building a closed loop of private domain traffic: video number+WeChat official account+enterprise WeChat+offline store+applet, which is invincible to configure and build a private domain traffic matrix. Users can guide the precipitation to the brand private domain through smooth paths at each contact, so as to reach users of different paths. Professional free and timely private ophthalmologist: The signature of the video number is to answer your health doubts anytime and anywhere. As the signature says, Baodao Optical provides convenience for customers with their ophthalmic consulting services. Thanks to Baodao Optical's own professional background, and employees appear in the customer list as optometrists. Indeed, its own technology and services are the best hooks. 8. Finding problems and optimization suggestions Question 1: Why does Baodao Optical have no private domain group? Whether the community construction will be increased in the future. The community is also a good scene, which is more conducive to the transformation of transactions. They don't have a Civic Group now. I don't know why. But if the private domain group is built and operated reasonably. It should be able to reach a higher stage for their subsequent transformation or product awareness. Question 2: Why is the video number not associated with the enterprise micro-signal? The video number is connected with the enterprise micro-signal and WeChat official account, which can form a closed loop of traffic. However, at present, there is no micro-signal of affiliated enterprises, which may be that they are negligent now. Moreover, their video number is currently only a message interactive lottery, and they have not brought some goods. The usual content of the video number is to lead everyone to do some eye protection knowledge, and there is no soft product placement, and there is no related product. It seems that the video number is not particularly related to the current delivery. Question 3: The frequency of updating the circle of friends is not fixed, and only one has been updated this year. As for the circle of friends, most of their current circle of friends are advertisements, including some pictures of small programs, some live advertisements, and popular science knowledge. I feel that marketing is a bit heavy, so I can add some daily experts. Moreover, the copy format of each circle of friends is similar, which seems too mechanized, and the update frequency is not fixed. Only one article was updated this year. Part III: Refined Operation 1. User Portrait and Scene Analysis 2. Product Operation Product Concept: Since its inception, Baodao Optical has won the trust and affirmation of consumers by adhering to the business philosophy of quality, technology, satisfaction and professional service. Baodao Optical focuses on the health care of consumers' eyesight, and provides free professional glasses matching and maintenance services to ensure that consumers are not only comfortable to wear, but also enjoy high-quality products with high cost performance. Core three elements: Technology: As for the technology that young people are concerned about, if the lenses purchased at Baodao Optical are of the right degree, if there is any discomfort within one month, they can replace the lenses of the same brand and the same quality for free. It ensures that everyone can adjust their worries when they go back. (Eye surgery, myopia surgery, doctor's prescription and specified degree are not limited.) Quality: As for the quality of Baodao glasses, under normal use, if there is anything that can be attributed to the poor structure, manufacture or material of the product itself within half a year, you will be replaced with an equivalent product free of charge. In this way, regarding the quality problem, everyone will have no worries after buying (abrasion, abrasion, not limited to this). Satisfaction: If online, Baodao glasses can answer your eye problems and have little knowledge of eye protection. If you are not satisfied with the style, you can replace the equivalent frame for free within one week. (This is not limited because the lenses have been processed) 3. Content operation 1) WeChat official account WeChat official account content is pushed once a week, and each push is basically 4 articles, which is easy to understand. The content is mainly knowledge science popularization, which is biased towards daily life. If there are hot issues, some hot topics will be issued. 2) The video number takes the video number as the carrier to shoot daily eye protection tricks, so that everyone can exercise eye muscles at home. Both daily, parent-child, eye training and other elements, do not jump occasions, you can practice at any time. 4. User Operation Up to now, Baodao Optical's "361 Jinshi Prevention and Control" campaign has covered 4 cities and 9 stores, carried out 11 family activities, participated by 116 families, and established health records for 116 children. Let children and parents actively participate, that is, increase feelings and exercise glasses. Users will have a sense of intimacy when they are selected to participate. Not only that, but also lead some small gifts, enhance the interest attribute and brand attribute, and the sense of participation is also an important part. 5. User Operation 1) User Tagging Management Since users joined the enterprise WeChat and registered small programs, Baodao Optical began to conduct detailed research and information collection on users through membership registration, which was incorporated into the SCRM system as data to manage users with tags, so as to facilitate subsequent accurate marketing and reach of users. 2) User growth and stratification mechanism Baodao Optical's current growth system is available in both small programs and e-commerce platforms. Now let's dismantle the membership system of small programs for everyone. 3) The members of the applet Baodao Optical applet are divided into three levels, and the specific rights and interests are as follows: Gold card members: users register to become gold card members, and enjoy exclusive benefits of gold card members, including: 11% discount on frame mirrors and sunglasses, and 11% discount on care liquid and eye lotion. (Can't be enjoyed together with other activities) Platinum card members: Gold card members will be upgraded to Platinum card members if they spend more than RMB 11,111. Enjoy exclusive benefits for Platinum Card members, including: 15% discount on frame glasses and sunglasses, and 11% discount on care liquid and eye lotion. (Can't be enjoyed together with other activities) Diamond Card members: Enjoy exclusive discounts for diamond card members, including: 31% off for frame glasses and sunglasses, 15% off for contact lenses, and 11% off for care liquid and eye lotion; (Can't be enjoyed together with other activities) Diamond Card members are invited, not upgraded. Part IV: Transaction Transformation System 1. Transaction in WeChat official account At present, the transaction contact in WeChat official account is the transformation link from "selecting good things" in the middle of the menu bar in WeChat official account to the micro-mall, and at the same time, the product introduction is embedded in the usual tweet, and users can directly click on the purchase to jump to the applet to complete the purchase action. Some articles will jump directly to the store near your location through LBS to reach the purchase path. 2. The small program transaction small program is the carrier of the private domain transaction core, which will also promote the transformation of the rights and interests of 9.9 vouchers, as well as the redemption of points in the membership system and other strategies to guide the repurchase. 3. As a battleground for planting grass, the circle of friends can invade the user's mind visually for a long time. Baodao Optical will issue master lectures, offline activities and coupons at the right time every week. It is convenient for users to realize transaction transformation in the circle of friends. 4. Summary of the advantages of thinking: At present, the core contacts of the private domain are relatively comprehensive, and the contacts are all in a softer way without excessively disturbing users. For example, friends circle and WeChat official account's soft implantation, the content is planted with grass. They are all optimization suggestions that users can easily accept: the circle of friends is too monotonous, lacking the breath of life, and it feels like a robot, which can be optimized. The hair circle time is not fixed. Only one hair circle was issued this year. The circle of friends is an important place to build users' minds, which can be operated well. V. Part V: User Journey Map Design VI. Part VI: Case Disassembly Review Tips: Looking back at the whole case, let's see what we can learn from and what we can optimize. 1. Highlights This time, the case of Baodao Optical was dismantled in detail, from the business model to the modules of drainage, operation and transaction transformation, which basically covered the core links of Baodao Optical. In the disassembly of a single module, we use many diagrams to facilitate readers to understand the operation strategy more conveniently and intuitively. 1) Where it can be optimized, the private domain link of Baodao Optical has been completely presented at present, but we have concluded that the existing process is still slightly lacking in the deep logic summary, and we will continue to optimize this aspect. 2. Reusable methodology 1) Biweekly interaction This kind of parent-child interaction can go to the store to do activities together to win prizes, which can make users feel * * *, and the prizes are second, mainly because users can have a sense of participation and enhance their awareness of the brand. And enhance the fun. Summary: After the activity, I thought about whether to let users participate in the innovation together. 2) The transformation from public domain to private domain is very important for Baodao glasses.