at 12:11 on July 21th, the second open class on private domain growth started as scheduled! 7 private domain big coffees, deep talk about private domain 2.1 new style of play, 7 hours full of dry goods, super brain burning, super harvest! In this open class of private domain growth, seven powerful coffee makers from authoritative media, head service providers and excellent brands deeply shared and discussed the latest operation and solutions of private domain from many different perspectives. At the same time, we also released the "Private Domain Operation Integrated Solution" in this live broadcast! How to link enterprise WeChat+applet+video number live broadcast to realize brand integration and private domain growth? The following is the essence of private domain integration solution, please enjoy it: private domain operation has experienced rapid development in the past two years, from the original wild way, single contact and tentative operation mode, all the way to practice and summarize, and gradually become systematic, strategic and disciplined. For brand businesses, private domain has changed from a light asset of tentative innovation to a heavy growth channel that is constantly profitable and worthy of investment. This change, just like the development process of enterprise management growth, has moved from 1.1 era to 2.1 era. The small fission of private domain changes in the era from 111.1 to 2.1 has been accompanied by brand merchants to achieve private domain growth through product tools and operational services, and the following changes have been found: Change 1: Channel layout Channel layout from online to offline. In the past, brands paid more attention to online channels. Exposure and trading paid great attention to the proportion of online, looking for increments from online. Now, more and more brands begin to pay attention to offline channels, especially store merchants. More and more consciously, the users of offline stores will be precipitated as much as possible by the stock users who originally belonged to the brand. Change 2: Traffic acquisition changes from purely focusing on the private domain to gradually attaching importance to the public domain. Because the private domain has been too hot in the past two years, especially the impact brought by the epidemic, many successful cases of private domain have made brands rely too much on the power of private domain, concentrated resources on private domain and ignored the value of public domain. The private domain that leaves the public domain is like a well, and it is more like a river with complementary private domains. Now, brand businesses will pay more attention to releasing the resources of the traffic acquisition end to advertising, planting grass on the content platform and establishing the brand voice of the public platform, so as to create momentum for the sustainable operation of private users. Change 3: Marketing Strategy Marketing strategy changes from large-scale private domain to refined private domain operation. To be a private domain, the first thing to be solved is to get customers. At present, there is a mature way for brands to do private domain: public domain drainage+private domain customer acquisition. However, how to maintain high retention and high activity of the rapidly rising private domain user pool is a difficult problem that brands have to face at present. In the era of private domain 2.1, it is imperative to attach importance to refined private domain operations. Change 4: Operating Efficiency Operating efficiency ranges from single carrier operating private domain of enterprise WeChat to multi-carrier operating private domain such as enterprise WeChat, applet and video number. Enterprise WeChat is officially recognized as the best private domain operation carrier, which has obvious advantages in terms of users' settling speed and reaching efficiency. However, brand merchants need personalized, rich, diverse, valuable and continuous content when reaching users with enterprise WeChat, connecting users and building users' continuous recognition and consumption of brands. Therefore, the video number provides the content of private domain operation well in the form of short video and live broadcast, and the applet mall provides the transaction of private domain operation well. The combination of the three has greatly improved the brand's private domain management efficiency. These are the four major changes we have observed. In the era of private domain 2.1, the commercial value of private domain is at the critical point from maturity to explosion. Based on this evolution, we have further upgraded our products and operation plans in the practice of many brand businesses, which we call an integrated solution for private domain growth. On the one hand, based on the life cycle of private domain users, we divide the brand private domain operation into the following five links: omni-channel tracking-attracting customers-operation retention-transaction transformation-customer management. The first link is omni-channel tracking, which extends from private domain to public domain. Advertising public domain: through advertising drainage and micro-addition, the communication between advertising user data and private domain user data is realized. Content public domain: providing users with micro-power through valuable content. WeChat public domain: let users of WeChat domain content seamlessly precipitate into the brand private domain. Offline public domain: precipitate offline stock users to online private domain. All public domain users can guide users to add private domain through the content of marketing components, and intelligently track users' public domain browsing behavior data. The second link is to drain the public domain: make good use of a series of drainage games such as channel live code, drainage link, automatic group entry, etc., and precipitate users into the private domain. Private domain customer acquisition: use red envelope activities, task activities, fun tests, blind box activities, card collection activities, etc. to promote users' secondary communication and sharing. In the third link, users are kept in hierarchical and personalized operation, and the value content is gamified. According to brand loyalty and spending power, users in private domain can be classified according to their friends' relationship of 1v1, such as ABC level. Private domain users can be divided into different communities according to their activity, such as interest groups, regional groups, membership groups, VIP groups and so on. After users are layered, personalized content and operation strategies can be used to maintain and reach users. In this process, gamification can be introduced to develop interactive content and enhance users' viscosity. Let users not only have a friend relationship or a community relationship with the brand, but also have a deep relationship with identity value and emotional value as a link. In the fourth link, the transaction was transformed into a service-oriented transaction of 1v1 and a multi-centralized transaction of 1V1, and the KOC was precipitated by using the distribution and group playing method. The transaction transformation of private domain users is not achieved overnight, but a natural result after a series of actions such as precipitation, contact and relationship. First of all, we should choose the most suitable private domain transaction method according to the product attributes of the brand. For example, high frequency, high customer unit price, low frequency, high customer unit price, more suitable for 1v1 friend-style, consultant-style transactions. For example, high frequency, low customer unit price, low frequency and low customer unit price are more suitable for community solitaire and centralized transaction with more than 1 V. Brand merchants should pay special attention to KOCs that are willing to buy again and recommend friends to buy them. They can combine distribution and group play to screen and cultivate a number of KOCs. In the fifth link, customer management opens up data, customer portraits, customer labels and insight into customer life cycle. The most valuable thing in the operation of private domain users is data precipitation, enriching and perfecting user portraits, and managing private domain users more finely. So as to intelligently optimize the operation process, automatically implement the marketing SOP, help front-line employees to better understand user preferences, LTV, the possibility of loss, etc., and make the matching between users and goods and content more efficient. On the other hand, based on the carrier of private domain users, we focus the brand private domain operation on the three carriers of enterprise WeChat+video number+applet. Enterprise WeChat deposits private domain users and serves private domain users. The video number is connected to the WeChat public domain, and the live broadcast brings goods and precipitates the private domain. Small programs focus on transactions, Unicom enterprise WeChat and video number user identity. 1) Enterprise WeChat+video number, which opens the link of public domain exposure and private domain customer acquisition. Closed-loop enterprise WeChat is a prerequisite for video number live broadcast. The brand has a certain scale of enterprise WeChat private domain, which can be diverted into the video number live room and directly transformed into the live room. Video number is an expander of private domain for enterprise WeChat. The video number can accelerate the acquisition of public domain traffic and precipitate it to the private domain of enterprise WeChat through live broadcast. Connect the video number with the enterprise WeChat, use the private domain to increase the exposure of the content, and lead the public domain traffic to the private domain through the dissemination of the content. Let's take a look at the specific link of enterprise WeChat+video number: video number homepage, where enterprise WeChat can be added, private domain video number live broadcast room can be deposited, enterprise WeChat business card enterprise WeChat external information page can be pushed with one click, and video number content can be displayed. Enterprise WeChat can send, forward video number content and broadcast live. So, will enterprise WeChat and video number be further opened in the future? Further access means that it is more efficient for content to reach private users, and it is more efficient for private users to concentrate on live broadcasts. 2) applet+enterprise wechat, the closed-loop applet that opens the link of private domain transaction and service is applied to enterprise wechat, which provides a more convenient carrier for the transaction transformation of private domain users. Moreover, the user's applet identity can be connected with the user identity of enterprise WeChat. Realize the precipitation of user consumption data in the private domain operation scene, for example, the chat sidebar can display the user's order behavior records and data on the applet in real time. Enterprise WeChat provides a shortcut for users of small programs to deposit private domains, so that public domain traffic within the WeChat ecosystem, such as search traffic and visitors of small programs, can be deposited into enterprise WeChat. Let's take a look at the specific links of enterprise WeChat+applet's connected gameplay: enterprise WeChat friends welcome words push applet cards to serve users daily, push applet products, and realize the transaction. In the applet page, you can add diversion enterprise WeChat combined with applet for a long time to realize tricks and promote private domain users to be active: sign in, punch in, score points, game operation 3) video number+applet, Open up the interconnection between the closed-loop video number and applet in the link between public domain live broadcast and private domain transaction. On the one hand, the content of video number makes the transaction scene of applet more diverse. On the other hand, the open development ability of applet makes the live broadcast of video number richer in marketing play and the ability to increase user stickiness. Let's take a look at the specific link of the video number+applet: the video number is bound to the applet, and the homepage can add a service portal. The video number can be broadcast live to get through the applet, and the applet with new goods (playing coupons, etc.) can jump to the video number to make an appointment, and create a live broadcast preview area. For the video number live broadcast room, corporate WeChat, applets and video numbers can be combined in pairs, and the private domain value can be released jointly by the three. Enterprise wechat+applet+video number, build people, goods and fields operated by private domain. The "people" applet mall connected with enterprise WeChat provides the live broadcast of the "goods" video number of consumption to construct the "field" of consumption, so that enterprise WeChat can reverse the private domain users to the video number live broadcast room, and the video number live broadcast room is put on the applet mall, and the applet mall reaches the private domain users twice through enterprise WeChat, which is a complete private domain integrated operation scheme. Brand users can completely track users' public domain behavior data, live broadcast behavior data, small program mall consumption data and enterprise WeChat private domain active data by opening user ID in the process of circulation among the three, so as to provide brand businesses with a complete and intelligent user to operate the market, and make the matching efficiency between users and commodities and content higher. At present, Small Fission has applied enterprise WeChat+applet+video number and integrated private domain operation solution to the private domain work of brand customers through product tools+operation services. Next, take a look at the best private domain practice cases of these small fission services! 13 Best Private Domain 2.1 Practice Case 1: Snack E-commerce Industry-Liangpin Shop has driven the video number live broadcast conversion through public-private domain linkage. From September 2121 to now, the cumulative GMV of the video number live broadcast room of Liangpin Shop has broken 5 million, and the number of customers diverted to private domain has increased significantly. Good shops have deeply connected small programs, corporate WeChat and video numbers, and * * * has helped the private domain GMV to continue to grow. Case 2: Home appliance industry-cygnet cygnet takes enterprise WeChat as its position, and builds a private domain traffic system combining WeChat official account+video number+enterprise WeChat+applet, with multi-platform interconnection to provide butler service for private domain users. Case 3: Life Daily Chemical Industry-Libai, a leading domestic daily chemical enterprise, uses WeChat Ecology to get online and offline and empower stores. Based on enterprise WeChat, stores, applets, communities and live broadcasts are connected in series to help shopping guides and consumers quickly establish trust relationships, improve conversion rates and find new growth points for enterprises. Case 4: Catering industry-Cool Commune Cool Commune has run out of a complete private domain operation strategy through online and offline linkage through stores+corporate WeChat community+video number. Accumulated 61w+ fans, the conversion rate of private community customers' orders reached 41%, and the repurchase rate reached 71%. The highest live broadcast of a single video number is 1.2w+, and the sales amount is 1.7w+. From the above cases, we can see that whether it is a big brand or a small brand, it is completely possible to realize the enterprise WeChat+applet+video number without any threshold, so that the integrated private domain growth operation strategy. Two years ago, Zhang Dongqing, the founder of Small Fission, suggested that there are three stages of brand private domain growth, which is called the three-stage rocket of private domain growth. They are: large-scale customer acquisition in private domain, refined operation in private domain and intelligent transaction in private domain. At present, it seems to echo the characteristics of the private domain 1.1 era, 2.1 era and even the future 3.1 era. Every era of private domain operation has obvious characteristics. For example, the private domain 2.1 mentioned by everyone, the integration of online and offline, the complementarity of public domain and private domain, the linkage of brand channels, and refined operation are the dominant characteristics of the private domain 2.1 era. However, fast-running brands have already entered the 2.1 era. Therefore, we don't have to worry about the overall evolution of the private domain. We should integrate the ability to operate the private domain in an all-round way, the large-scale acquisition of private domain customers, the refined operation of private domain and the intelligent transaction of private domain into any era, with different emphasis at different stages and cross-combinations, and continue to make the effect of private domain and fight for growth.