today, private domain traffic is not a matter of whether we should do it or not, but how to do it. Private domain operation has become the knowledge of enterprises and brands, and more and more enterprises have started to operate corporate WeChat groups. However, most users' attitude towards enterprise micro-groups is "to join is to block", or even "to leave after receiving benefits". Many operators watched the private domain community gradually become an advertising group, but they didn't know how to solve it. Many friends run by the community just step by step every day, speaking and making activities in the group like robots, which is the status quo of most enterprises doing private domain. But in fact, the private domain strategies adopted by different industries, fields and categories are completely different, and private domain is not only a community operation, but also an effective connection between online and offline multi-platforms and pan-channels. Only by integrating resources can private domain operations be continuously optimized. So, what do the brands that detonate private domain traffic do? How can they use private domain traffic flexibly? Let's take a look at these successful cases. First, the case of catering private domain traffic-taking Luckin Coffee as an example, Ruixing's private domain model is very suitable for the private domain marketing of high-frequency and low-priced goods, and on this basis, it can extend a variety of gameplay and has strong expansibility. Applicable types There are two types of private domain traffic pools: welfare type and service type. The main purpose of welfare community is to stimulate the conversion of users' consumption with welfare vouchers or various preferential activities. Its purpose is simple and direct, and its gameplay is diverse. As a coffee and beverage industry with high frequency, low customer list and high viscosity, Ruixing has enough stock users, a sufficiently high consumption frequency base and sufficient user data as prerequisites for establishing and operating private domain traffic. The main orientation of Ruixing community is to wake up and remind, reactivate users and increase the consumption frequency of old customers; It can reach users with low cost, multi-frequency and initiative. At present, the community has the greatest value in activating and awakening new users and returning users. Suitable for enterprises with the following characteristics: local life-style enterprises based on LBS (geographical location information) positioning, wired stores, and communities with community attributes can more accurately target users near stores and realize thousands of stores and vouchers; Attach importance to user data, have a relatively good and huge user base, and the private domain can open up enterprise data and enterprise WeChat data, and can realize user tag identification and realize thousands of vouchers; It has relatively good system development capabilities, such as Ruixing's comprehensive access to enterprise WeChat data, WeChat data, order data and inventory data, and its recordable, traceable and quantifiable refined operation. Mode Overview Community+Private Domain +LBS (Geographic Location Information)+Live Broadcast+Applet 1. Seamless operation of the whole link After new users add customer service WeChat, the poster will pop up immediately, and 4.8% discount coupons will be issued immediately after joining the group. The community will have 3-5 marketing activities every day, covering the consumption scenes in the early, middle and late days, and the process is complete and smooth. 2. Data-driven operation Ruixing has achieved comprehensive access to enterprise WeChat data, WeChat data, order data and inventory data. Good user data foundation and strong technical development ability ensure that every behavior of users can be recorded and tracked, and through continuous data optimization, marketing products can be polished to achieve more efficient transformation and refined operation. 3. The community's operation activities with appropriate operation rhythm will be classified into fixed activities (breakfast reminder/spike/community exclusive/daily special price/e-commerce recommendation) and other activities (WeChat official account recommendation/new product recommendation, etc.), with 5-6 activities per day, covering the consumption scenes of each period. 4. Anti-advertising mechanism Ruixing attaches great importance to safeguarding users' rights and interests. When community users are disturbed by advertisements, they will be restricted from the time when the advertising party joins the group, and the anti-advertising function will be turned on after joining the group. Finally, they will be blacklisted and the whole link will be banned to ensure that users have a clean community environment. A variety of operational combinations play 1, applet+live broadcast+community+private domain traffic. The private domain traffic play is a classic community+applet+live broadcast play. By pushing three kinds of applets in the community, users can generate conversion purchases. The types of applets include grabbing large amount of seconds-killing coupons, drawing coupons with one's luck, and enjoying exclusive prices in the community. New products and breakfast are directly guided to the applet menu page. Among them, the live broadcast applet is another bright spot. The live broadcast applet will drain the live broadcast room through the WeChat official account every Monday and the daily community. The best live broadcast order amount is 11w+, and the highest live broadcast online exceeds one million people. The viewing users from the community account for about 71% of the total users in the live broadcast room. Applet+live broadcast+WeChat official account, and the community will also conduct diversion from WeChat official account. Method 1: Place welfare in the menu bar of WeChat official account, and guide it to the community through coupons from 21 million fans in WeChat official account; Method 2: Screen out the sleeping users in WeChat official account by tags, guide these users to join the group by issuing coupons to designated users, and then actively wake up the sleeping users at low cost through the community to improve the activity rate. Second, the case of private flow of shoes and clothing-Take Xtep as an example. As a sports retail enterprise with many offline stores, Xtep has given full play to the coordinated and unified empowerment ability of the headquarters and the empowerment ability to stimulate healthy competition between different regions and stores. Xtep is based on digital construction, with agile organizational form, focusing on the role of shopping guide, using super shopping guide+marketing platform, forming a private domain system of shopping guide activation+shopping guide empowerment+applet+community+live broadcast+enterprise WeChat, and creating online and offline global marketing. Applicable types There are many offline retail industries under the door. How to activate the shopping guide, so that the shopping guide is willing to carry out the action of operating customers in the private domain, has become the primary problem to be solved by Xtep in the private domain. The specific measures taken by Xtep are three steps: the task is issued. Headquarters issues performance tasks to shopping guides at the management end. After receiving the tasks issued by headquarters, shopping guides can get corresponding rewards for completing the tasks. Attracted many shopping guides to participate, and the overall task completion rate reached over 95%; Benchmarking. Xtep set up the evaluation of "Billing Talent" and "King of Pulling Grass", and selected the benchmark shopping guides every day according to the performance and billing situation. Each benchmark shopping guide will receive a small gift from the operation department. Benchmarking guides share skills in private domain operation, and also show the prizes they receive in kind. Under the role of benchmarking, use the power of example to mobilize all shopping guides to take action; Performance PK. In order to assist the sales of single products, Xtep will regularly organize online PK. There are not only online teams PK with branches as the unit, but also individual shopping guide awards PK, which are ranked according to performance and key indicators every day. By setting PK daily goals and related awards, shopping guides are encouraged to constantly challenge themselves. Xtep thus stimulates all shopping guides to participate in private domain operation projects through actual rewards and creating a strong competitive atmosphere. 2, shopping guide empowerment shopping guide, so that shopping guide can be improved in many dimensions, which is the key point of Xtep in the private domain. Improve the ability of private domain operation. In order to help shopping guides quickly change from passive offline sales to active global marketing, Xtep opened a WeChat marketing course for shopping guides, and conducted hundreds of live broadcasts on WeChat group in the first week of 2121, training more than 11,111 front-line employees. The course focuses on private domain operation skills, including how to build a group, how to do marketing activities, community communication skills, online transaction skills, community operation methods, small program special ability training, etc., so that shopping guides can become familiar with it and gradually master online marketing methods; Improve content marketing capabilities. For Xtep, the content presented by the shopping guide in the private domain is also closely related to the brand positioning and brand image. In order to create a unified IP and prevent employees from blindly outputting advertisements, Xtep even teaches the shopping guide how to package the circle of friends, and the headquarters manages the output materials in a unified way, including articles, pictures, posters, small videos and other forms. Xtep also made a self-media plan for this purpose. In order to better make the shopping guide "self-media", Xtep excavated KOC among employees, selected a number of representative shopping guides, made them the main window for the material output of friends circle, and then summarized the information into a material library. Differentiated community operation. For different consumer groups, Xtep divides the community into different categories in the process of building groups. For customers who are more sensitive to price and preferential activities when buying brands, we should conduct community management around online "performance explosion" activities and plan "periodic activities+commodity purchase links" to promote their transformation. For customers who love sports, Xtep has built a professional running community, which includes gait analysis, new product try-on, running reunion, running training camp, marathon and so on. Take the fine content as the main output direction, and then cooperate with the product preferential information to transform. On the one hand, it can effectively convey the professionalism of Xtep brand and strengthen consumers' cognition of the brand; On the other hand, a large number of product improvement and innovation ideas are generated through community interaction, which promotes R&D iteration and gives impetus to products and sales. Third, the case of private domain traffic in beauty category—Take Perfect Diary as an example, from the initial small red book planting, to the celebrity endorsement of traffic, accurate traffic delivery, and small sub-community marketing with independent people, using the community to precipitate female users, and through the combined operation of WeChat WeChat official account, applet and community, a million-level private domain traffic pool was established, which was effectively realized. In the highly competitive beauty track, private domain traffic is a great help for the success of the perfect diary. Applicable types of chain brands operating on all platforms. Model Overview Omni-channel marketing+offline diversion+community perfect diary is one of the few brands that began to lay out omni-channel marketing at an early stage. In terms of advertising, Perfect Diary has almost 361-degree full coverage of mainstream platforms such as Tik Tok, Aauto Quicker, bilibili and Xiaohongshu, and also gained the first wave of fan bonuses. It can be said that it has harvested a lot of public domain traffic, and therefore, the perfect diary has a huge fan base when it is diverted to private domain traffic. Specific gameplay 1. Privatization of public domain traffic Take the transfer of e-commerce platform of perfect diary to WeChat as an example to see the specific operation process: this card has two characteristics: anthropomorphic image. Xiaowanzi is an anthropomorphic design. Compared with Taobao customer service, which is commonly used in Taobao shops, this anthropomorphic cartoon design is more concrete and close to the people. Their target is young women aged 18-28, so this lovely image greatly reduces the user's resistance. High-priced prizes are attractive. The routine commonly used in Taobao shops is to add customer service and praise the cashback of 3-5 yuan, but many users will not add a WeChat friend for the cashback of 3-5 yuan, and the attraction of dividing up millions of cash-filled red envelopes and exclusive gifts is far different. 2. Refined operation based on personal number In order to get along with users more naturally, Perfect Diary created a brand name called "Xiaowanzi", and applied for hundreds of WeChat personal numbers, adding hundreds of thousands of users as WeChat friends in the role of beauty and skin care consultant. The brand fan base is called "Xiaowanzi Perfect Research Institute", and there are thousands of them at present, with the number of people basically above 211. Whether it is a WeChat group or a circle of friends, the person "Xiaowanzi" is set as a user to provide services, such as answering questions in the group, collecting opinions, and publishing personal latest developments in the circle of friends. This approach not only narrows the distance between the brand and users, but also shows the brand image and products more intuitively. At the same time, there are reminders of various new products on the shelves and discounts every day in the fan base, guiding users to place orders directly in this small program platform and achieve transformation. Push frequency: push 3-6 times a day, and the push time is 8:31-22:31. In the process of getting along with "Xiao Wanzi", the temperature sense is very sufficient, which makes the user really feel that the opposite is a real person's design, and there is no mechanical repetition. It should be noted that the circle of friends of each micro-signal is not mechanized synchronization, but has certain differentiation. This means that Perfect Diary has the ability to group users in private domain traffic, that is, to display content differently according to users' interests. This refined operation mode is undoubtedly another weapon to improve the conversion of payment. This kind of influence through KOL (personal design)+community+media (circle of friends) can be said to be very powerful, because the core of KOL marketing is to connect brands and users, and let users trust the brand through high-quality content and their own charm, and then become loyal consumers of the brand.