Private domain is to tap the lifelong value of customers and sell other products repeatedly, so it is very important to develop membership system. Through membership system, we can screen and cultivate loyal users who have bought and recognized brands. Through the transmission and interaction of members' rights and interests, their stickiness and recognition to the brand will be further enhanced, and finally a virtuous circle of brand and user value development will be realized. Generally speaking, membership system has two advantages: (1) increasing the repurchase rate and the unit price of customers, and users have to pay a certain cost, whether it is money or behavior. Everyone has a kind of aversion to loss, that is to say, they will have the psychology of buying and not using, and they will suffer big losses. Therefore, from the user's point of view, the next time I want to buy a similar product, when there is demand, I will definitely give priority to the one with members. In addition, as a brand, we should constantly interact with users through various rights, privileges and personalized services within members, build trust, increase user stickiness, and improve repurchase rate and customer unit price. (2) Lock in customers and lock in long-term value. In life, if you have already opened a member of Tencent Video, you will not open a member of iQiyi unless you have the exclusive copyright that you particularly want to see; This is especially true for offline consumption scenarios. After A gets a fitness card, she will definitely not go to B to get another one. In the era of stock, it is more and more difficult for users to obtain it, which is a zero-sum game. When you add a new member, it means that your competitors will lose an old member. Through membership, you can bind the long-term value of users for a long time to come. How to set up the membership system and rights and interests is also the key link of the whole private domain operation. When setting up the membership system, you can set different membership levels according to the amount and frequency of consumption. Such as: free membership system, that is, members are upgraded according to their cumulative consumption behavior (cumulative odd number, cumulative amount ...); In the paid membership system, you pay for membership services and then enjoy specific rights. For example, Costco, Everyday Youxian, JD.COM, Iqiyi and other video websites take the form of paid membership cards (consumers have to pay a certain fee to become members). The improvement of private domain operation efficiency is mainly measured from the following dimensions: improving customer operation efficiency, improving shopping guide operation efficiency and improving customer service efficiency. Dimension 1: Improve customer operation efficiency. Although the management of old customers is behind the operation of private domain, it needs a lot of manpower input. Whether the industry in which the enterprise is located is suitable for private domain operation requires the merchants to judge and set goals according to their own demands. When improving the efficiency of customer operation, we need to consider three aspects: a. the efficiency of traffic acquisition, where efficiency refers to the cost and quality of traffic; B. rationality of management efficiency, personnel management radius and KPI formulation; C. Operational efficiency, reasonable design of operation mode and matching of efficiency tools. Dimension 2: Improve the operational efficiency of shopping guide. To realize this process, we need to do: 1. The operation instruction is transmitted from the headquarters to the branch, then to the store manager and then to the shopping guide, and the information is not distorted in the transmission process; 2. The shopping guide can take the initiative to follow the instructions of the headquarters after obtaining the operation instructions from the headquarters; 3. The shopping guide is proficient in the skills and specifications required for the work and has the ability to complete the instructions of the headquarters; 4. For the content that consumers need to adjust the brand in their daily work, the shopping guide can immediately feed back to the headquarters to support the instruction optimization of the headquarters. In the whole process, the headquarters can keep abreast of the implementation of each link at any time, and make decision-making optimization according to the data results fed back after implementation, and at the same time intervene in areas/stores with distorted actions and careless implementation, so as to finally ensure the achievement of performance goals. The second is to do a good job of shopping guide for consumers. In the era of private domain traffic, the communication between shopping guides and consumers is not limited to offline. Therefore, the shopping guide should quickly learn the skills of operating the community and friends circle online, and at the same time, combine some marketing systems to receive relevant content materials and tasks issued by the headquarters, simplify the original complicated operation work into customs clearance tasks, and get corresponding rewards after completing the tasks. The shopping guide can also help consumers match suitable and interesting products according to the label characteristics of each consumer, give accurate recommendations, issue coupons in a targeted manner, and combine WeChat/community voice to realize high conversion of private domain. Dimension 3: Improving customer service efficiency Private domain traffic can help enterprises improve customer service efficiency from the perspectives of tools and data. In the tool layer, in the process of using enterprise WeChat to serve customers, you can put the answers to customers' common questions and related content on the right side of WeChat chat box. When customers have related questions, they can send them directly by clicking on the chat sidebar, and the efficiency of serving customers is doubled. In the data layer, starting from adding the QR code of friends, the built-in parameters of the system automatically tag the customers in the same scene, and then make a fine tag classification according to the analysis of customer interaction records, chat records, product browsing trajectories, etc. , and can be upgraded to a group when pushing information to customers one-on-one. In addition, in some industries, private domain plays different roles, such as education and training industry, so it is very important to improve the efficiency of one-to-one communication. Students often need people's company and supervision, so institutions will naturally provide users with an assistant teacher when promoting customers. From the student's point of view, this is an additional and high-value service, so it is not easy to refuse and more attractive. But from the merchant's point of view, this is an excellent entrance for private domain traffic. Regardless of whether the final students will pay or not, they all join their own private domain traffic pool. Can do marketing, secondary promotion, and other fission activities. Basically, all online head education institutions adopt a set of processes: 9.9 Experience Class->; Wechat can only be added after payment-> Teaching assistants join the group-> Classroom opening and group interaction-> Pursue sales. The reason is that private domain traffic has special value to teaching and training institutions.