All the above are online public platforms, so where are our target customers attracted and transformed? Except for those who went directly to the store, we basically turned into a letter and became our private domain traffic. Now many catering bosses are aware of private domain traffic and are accumulating their own private domain traffic, but the general effect is not good. Usually they scan the code to pay attention to the store WeChat or WeChat official account, and send some small gifts or something. As a result, many people added it and deleted it faster. I turned around and deleted half of it. Your first mass advertisement was deleted by two thirds, and there are still a few left. This may just be a trumpet that customers don't use often. They are too lazy to delete or forget to delete. Why is this happening? The main reason is that you use it improperly, so how to manage private domain traffic correctly is worth talking about. First of all, one of your signals, as a medium to connect the target customers, must be a "person" with flesh and blood, not a cold customer service or an official. You need someone to set it up, with daily life and emotions. For example, if one of your signals is the head of a real boss or shop assistant, then you should manage this role well. In addition to store information, friends circle updates have a lot of their daily lives. No one wants to accept the cold official push information, but at least you will read the messages sent to you by friends in your circle of friends. Don't always send preferential information. Now customers are interested in your things not because they are cheap, but because they are interested in your things or people. Share more in your daily life, such as what new dishes you have developed, where you have been purchasing high-quality ingredients and so on. At most, send an important event message occasionally, and finally write: What treatment can friends in my circle of friends enjoy with this screenshot? With your own IP, the next step is to label users and manage them in categories. This classification depends on the needs of your own store, such as gender, taste, consumption amount, consumption frequency, consumption habits and so on. The advantage is that you can make different targeted pushes according to the labels, so as to avoid pushing information that customers don't need or are not interested in to him. This step is the key. Customers don't hate advertisements. They only hate advertisements they don't need. For example, if your hair dryer suddenly breaks down, you will take a look at the advertisement for the hair dryer. Will not be crossed out or deleted immediately? Conversely, if you are a young man, do you hate pushing the lumbar disc massage machine? For example, when housewives are grouped, you can recommend rice noodles, grain and oil, and semi-finished dishes sold in your store. If you are a business person, recommend business packages and banquets. If grouped by price, low-end consumers mainly push preferential information, while high-end consumers mainly push quality and taste information. In addition to a small amount of push information, it is more about grouping friends, that is, publishing friends who are interested in different groups according to different groups. As mentioned above, one of our letter accounts should be set as a flesh-and-blood person and an interesting individual, so that customers who add you to WeChat will not delete you, and the content of their interested friends will make them interested in you and your affairs, which will be transformed into trust. Think of the friends in your circle. In order to make these flows have a higher conversion, we should often engage in some offline activities. Nowadays, many young people like to socialize, such as holding like-minded parties, blind date parties, wine tasting parties, cooking training classes and so on in your store. And turn your store into an offline community to transform online traffic. At this time, some people may say, this workload is too big, is it worth it? Whether it is worth it depends on how developed you are, how used you are, how transformed you are, and how much money you make. Moreover, with the help of software, it is not troublesome to do these things. Of course, if you are only a small-scale store and the customers are not clearly subdivided, you can omit the grouping step. If you are in a comprehensive format and have other related products to sell, this method can obviously improve the conversion rate. About the author: President of TuttiFrutti, a global restaurant chain brand in China, a lecturer in EMBA class in Tsinghua University, and an investor in the catering field.