the concept of private domain traffic appeared 4-5 years ago. Private domain refers to the domain where brands have repeatable, low-cost or even free, and can reach users in time. With the increase of customer acquisition cost of public domain traffic, many large enterprises gradually turn from outside to inside, and begin to involve private domain traffic, so as to guide customers to spend many times, improve the repurchase rate, and split on the basis of original customers to bring more users. From this point of view, it is far from enough to establish a WeChat friendship. Only by doing the following two steps can we truly make private domain traffic generate value: 1. Keep users active and generate repurchase; 2. Pay attention to the value of word of mouth and let old users play a new role. In achieving these two goals, the effects produced by using different methods are different. At present, WeChat is the largest private domain platform in China. In addition to mass messaging and friends circle advertisements, there are different ways of private domain marketing and gameplay in different industries. Whether it is the promotion of the market or after-sales service, the operation of automobile activities has always been a very important part of marketing. This marketing activity is not only carried out offline, but also affected by time and space, and there is a lot of cost. It is better to extend it to online, both for promotion and service. Case Sharing: Marketing Play: Recruiting Mercedes-Benz Owners for Free Skiing Marketing Theme: Tai 'an Giant Star Ski Experience Camp Recruitment Planning Highlights: Released through friends circle, only people who have bought Mercedes-Benz cars can participate, with a clear goal of maintaining old customers, and using the hot news of the 2122 Winter Olympics ice and snow project to promote. Meiye uses low-cost packages for drainage. When users have the first experience, and feel good, they are also interested in products. In addition, after WeChat, private domain referral needs to be done. In fact, the most direct way is that services such as one-on-one service will make users feel great superiority and cultivate customer loyalty. Case sharing: the marketing game of the member center page: the marketing theme of joining the group to try out the outfit: YSL WeChat community fans want to plan the highlights: private domain drainage through small programs, so that customers accumulated on WeChat can join the group to receive benefits. This situation makes the flow of small programs more stable in the enterprise WeChat group, which is more likely to lead to repurchase, and the group members in the group can also exchange beauty experience. Marketing Play: Red Packet Distribution Marketing Theme: One Healing Recruiting 211 Founding Members in the City Planning Highlights: (1) The ingenious design of the activity lies in the five major benefits, including the cash deduction discount for the subsequent purchase of brand stored-value cards and the opening lottery opportunity after upgrading the privileged members, as a bait for further transformation after the customer experience. The profit-making package is for drainage, and the ultimate goal of opening is to upgrade the full membership/stored value. (2) Private domain traffic will be started when the business is newly opened, and the traffic will be introduced into the private domain traffic pool from the beginning, which will make the traffic more stable. Coupled with the title of "initial member", customers will have a sense of superiority in the group and even share it for fission. It is a lonely thing to exercise by yourself. It is easy for most people to give up when exercising alone, but if you have friends to make an agreement, you will be more motivated, because it is more motivated and not so easy to give up. Exercise needs to be supervised by your friends. Only by seeing what consumers think clearly can we grasp the needs of consumers. Case sharing: activity description page marketing game: blind box lottery marketing theme: Ding ~ blind box is in place, the first draw in the New Year is waiting for you to open the box. Highlights of planning: (1) The rich prize pool not only has the preferential effect of the gym, but also has the product linkage effect, such activities as brand 1B1 private education class, medical examination package card, driving ticket, box horse fresh gift card, nut gift package, etc., which are more in line with the needs of young people and can improve their participation. (2) The blind box can be disassembled by friends, and users can be divided, and those who win prizes repeatedly can also be given away, which greatly improves the gift exchange rate. Yuezi Center serves old customers well, completes its own reputation, and makes use of word-of-mouth to split. Bringing the old with the new is one of the ways with the highest transaction rate. In addition to ensuring quality service and good customer experience, the Yuezi Center's online irregular activities make Bao Ma feel relaxed psychologically and have a good impression on the Yuezi Center. Case sharing: activity group purchase page marketing gameplay: step-by-step marketing theme: hi-hi, 11,111 yuan maternity supplies/services &; Highlights of group buying festival planning: (1) Two people, three people or five people will join a group to buy a big gift package for pregnant women. The more people, the lower the group buying price. By organizing activities in this way, more treasure moms can participate in the middle. (2) Give full play to the role of the mother group, and the success rate of using community marketing is extremely high, and the brand can accurately capture potential customers. The technology, therapeutic effect and service experience of stomatology/ophthalmology specialty are the foundation of stomatology. On this basis, the means of private domain operation can give full play to the brand effect, which is especially suitable for the opening of new stores and anniversary activities, and it is necessary to increase exposure to obtain more passenger flow. Case Sharing: Marketing Play: Greeting Card Collection Marketing Theme: Happy Mouth-Highlights of Teacher's Day Planning: Leave a message in WeChat official account, select 111 students to give away 1161 yuan tooth cleaning cards, and concentrate on attracting customers to drain them to WeChat official account. Jewelry directly appeals to activate customers' transactions in the private domain traffic pool, and the e-commerce platform will charge a certain fee. The single gameplay mainly depends on through trains and drying orders, so it is difficult to form an independent mode of communication. Use your own tools and brand initiative, so that there are more forms of interaction such as bargaining, helping spike activities, and fighting together, which are more direct and effective. Case sharing: marketing game: red envelope distribution marketing theme: 1.1 discount in the national limited time spike to grab the small waist with the original price of 398 yuan. Highlights: Online snapping up products not only takes effort, but also the value cannot be too high, too high, because the credibility has not been established, it will easily lead to no one snapping up, and there will be losses, but the products must be exploded to make customers have a certain desire to buy. Catering under the current social environment, catering business under the Internet thinking is very popular. Operating fans, promoting activities and event marketing makes catering no longer serve the surrounding customers, expanding the business groups and weakening the geographical restrictions. If a restaurant has a good taste and marketing methods, there are many customers who are willing to spend time and travel costs. Case sharing: marketing play: case sharing marketing theme: draw a tiger in the Spring Festival, boast good luck to plan highlights: (1) The catering industry generally has industries where gifts and discounts can be quickly traded, and activities take free snacks as prizes and clear rules of use, which is equivalent to the form of gifts, so that customers can have the idea of taking advantage of them. (2) Most of the lottery methods in the catering industry are offline lottery. This activity changed the offline way to online, which is very novel, and it can also attract more customers with the fission function forwarded by the circle of friends. In addition to independent activities, cross-industry joint brands can also carry out cross-border cooperation and enjoy traffic. For example, there are many overlapping customers, such as education and training institutions, month center, beauty industry and automobile industry. For example, there are many treasure mothers who need postpartum rehabilitation after giving birth, so they can cooperate with the beauty industry across borders, forming a closed loop. Case Sharing: Marketing Play: Teaching and Training Institutions and horizontal alliances Marketing Theme: 618 Shopping | Thirteen Major Merchants Alliance Album (three brand experiences can be selected) Planning Highlights: (1) The alliance of various merchants covers English, early education, postpartum restoration and children's oral cavity, covering a wide range and area. (2) Omni-channel brand promotion can create more joint activities and guide each other. Summary: The above cases are private domain marketing activities in various industries, mainly based on WeChat platform, and most of them are carried out by WeChat official account applet, which realizes the activation of old customers to repurchase, the encouragement of customers to bring new ones, and the continuous diffusion of private domain traffic pools. Private domain operation plays an important role in the development of enterprises, and new tools are updated iteratively. Tencent has also improved enterprise WeChat, and added a series of tools to improve work efficiency on the basis of retaining the basic functions of WeChat.