Growth is the eternal core of the brand. Only by raising the price of public domain traffic acquisition and precipitating private domain can we maximize the interests of enterprises. This paper focuses on the relationship between public domain and private domain, and summarizes the value of insight and empowerment of private domain in different industries, hoping to inspire you. Growth is the eternal focus of brand enterprises. Where the traffic comes from and how to manage it is the general plan that enterprise traders have been thinking about. The public domain traffic, the bottleneck of networking equipment growth, and the deepening of traffic operation maturity of major platforms have increased the customer acquisition cost in 10 by more than 10 times. Private domain traffic, WeChat eco-business infrastructure is becoming more and more mature, the epidemic broke out in 20 years, and the trend of online and offline integration was forced to accelerate, so in 2020, private domain operation officially kicked off. Based on the actual situation, the price of public domain traffic has risen, and it is a trend to open up public domain and private domain traffic. Only when all rivers run into the sea and private areas are settled can enterprises gain more benefits. This paper focuses on sharing the relationship between public domain and private domain, the insight of private domain management in different industries, and the empowerment value of private domain in the next stage. First, the public domain is related to the private domain. The public domain is valuable because it has gathered a large number of user groups. Users in the public domain can indeed provide brand merchants with the value of providing passenger flow in the early and long term. Although the brand has focused on establishing a private domain traffic pool in the past two years, it has actually invested resources in the public domain for a long time. In the trend, the value operation system of brand merchants has been basically established, which puts forward higher requirements for ROI, Tik Tok and style of play in the public domain. Interested in the local life of e-commerce, the platform strategy such as the live broadcast room of the US Mission can also be seen as the platform actively looking for how to give higher value empowerment to the brand consumption value under the current situation that the traffic value is becoming more and more expensive. What is 1. 1 commons? The public domain is the paid traffic provided by the platform for brand merchants. The offline stores under the brand belong to the paid traffic in the public domain. Stores are opened in shopping malls, residential areas and office buildings, and the essence is the traffic behind the rental location of shops. Brand online stores belong to all kinds of resource positions and advertising positions of the platform, and they also need to be paid. If you want to keep getting it, you need to keep paying, and the cost is getting higher and higher. This picture is made by emarketer in cooperation with CCID and Beijing News. We can see that the customer acquisition cost of Internet companies rose from 37.2 yuan in 20 10 to 486.7 yuan in 20 19. It has increased by 10 times in 9 years. What is the private domain of 1.2? Private domain traffic is a brand-owned user, which can be directly contacted at low cost or even free. "If water is used as an analogy, the flow of the commons is like tap water. If you spend money on water, the highest price will get it. And the flow of the private sector is like well water. Drilling wells is expensive, but water is free. What do you think tap water is for when it is cheap? However, with more and more people using water, the water price is getting more and more expensive, and some people begin to seriously think: this money is enough for me to drill a well. " -Liu Run 1.3 brand combination boxing: public domain drainage+private domain operation leaving the public domain is like a well. More like a river, it has a private sphere and a complementary public sphere. Now, brand merchants will pay more attention to releasing the resources of the traffic acquisition terminal to advertisements, planting grass on the content platform, establishing the brand voice of the public platform, and creating momentum for the sustainable operation of private users. The value of the private sector does not need to be verified, but it is worthless without scale. The first problem to be solved in private domain is to get customers. At present, there is a mature way for brands to do private domain: public domain drainage+private domain operation. However, how to maintain the high retention and high activity of the rapidly rising private domain user pool is a difficult problem that the brand has to face at present. In the era of private domain 2.0, it is imperative to attach importance to refined private domain operation. Second, the industry private domain management 2. 1 private domain influence 2. 1. 1 The increase in private domain traffic that cannot be ignored. The overall private domain is as follows: the private domain is a user asset owned by the brand and can be personalized. Private domain is the starting point, and brands can reach and wake up users actively and repeatedly; Private domain is the way, and influence can be further spread through users; Private domain as the goal, combined with operational means to apply user data to achieve refined marketing; Private domain is also a way to master user data and accurately analyze user behavior. 2. 1.2 Private domain has become an important way for brands to influence consumers. Consumers collect rich content in the private sector and buy products frequently. According to Tencent's marketing report, private users have the following characteristics: (1) Rich information collection In the past, people often thought that consumers did not search for information in the private domain, but mainly used public channels. But in fact, 96% of users have used private domain to collect information, and 60% of them collect information from the official WeChat contacts operated by the brand. This is because the product information in the private sector is more abundant, which can help consumers to obtain the information needed for decision-making more effectively. (2) In the past, high-frequency buying exchanges often thought that private areas were easy to grow grass and difficult to transform, so there was no exchange. But in fact, 79% of consumers have made purchases in the private domain in the past 1 year, and 72% of them have made purchases in the private domain with a unit price exceeding 100 yuan. Because the content of private domain is planted with grass, it is convenient to buy and can stimulate consumers' desire to buy. (3) It used to be thought that only a small number of consumers would plant grass in private areas, mainly women. But in fact, 83% of both men and women have planted grass or experienced it deeply in private areas, because consumers are easy to form habits in private areas and are more willing to add powder, join groups and buy in private areas. (4) In the past, more repurchase exchanges often thought that private domain was mainly an impulsive one-time purchase driven by preferential treatment. In fact, 70% of consumers are willing to buy back in private domain, and 48% of them buy at least once a month, because private domain can build brand trust and quality service, which can promote consumers to buy back. 2.2 Portrait of consumers in private domain 2.2. 1 Four characteristics of active people in private domain (1) The content demand is high; 56% consumers in the private sector have a high demand for content, and they can get richer and more interesting content in the private sector. (2) 85% consumers pay more attention to product quality and brand reputation, not just price, and this part of the population is increasing. (3) Convenient shopping 6 1% of consumers choose to buy products in private domain because shopping is more convenient, such as real-time preferential notice, one-click purchase and other services to trigger purchase. (4) 6 1% consumers in private domain with high service requirements attach importance to service, and they buy in private domain in order to enjoy better service. 2.2.2 Private citizens can be divided into five categories, with different behaviors (1), active sharers, accounting for 10% of the population, paying attention to training and empowerment, and developing into KOC (opinion leaders), which can stimulate people to spread independently (printing bills, sharing, etc.). ) Through rich brand/product content, interesting interaction and timely promotion. (2) Deep-rooted grass-planting party, 22% of people promote impulse purchase through brand live broadcast, IP cooperation and KOC interaction. "High-value" products with celebrity endorsement /KOL recommendation/program implantation are more attractive. Pay attention to the seamless connection between stimulating interest and transforming purchase. (3) Smart consumers, accounting for 29% of the population, use the private sector (such as community group buying and WeChat group) to stimulate purchase and dissemination, highlight "everyone loves" and "sales ranking", and achieve their "conformity" mentality. Finally, use "more work for more" to trigger conversion, stimulate more purchases, and enhance customer orders. (4) Quality lifestyle, with the population accounting for 22%. Pay attention to product evaluation and comparison, participate in brand activities, send in-depth product information and brand history combined with timely and appropriate promotional offers, promote transformation (such as highlighting cost performance and using coupons to stimulate consumption upgrading), create good services and member operations, and enhance brand loyalty. (5) Diving followers account for 17%. As the core media of precipitation and dissemination, WeChat official account and brand video number pay attention to communicating with the "official content" of the brand and increase the sense of identity with the brand. Stimulate their "conformity" mentality with reward and incentive mechanism, and enhance the frequency of transformation and sharing. 2.3 The first point: Brand is not only to establish a private domain, but also to establish a multi-layer composite private domain system. The channels for delineating users need to be diversified and interconnected, reaching the same user through different media, but in fact, multiple dimensions of information repeatedly attract a person to conduct transaction transformation. The second point of view: private domain operation is moving from the era of 1.0 independent operation to the era of joint operation, and the company's WeChat+applet+video number live broadcast is linked to realize brand integration and private domain growth. Based on the life cycle of private domain users, brand private domain operation can be divided into the following five links: omni-channel tracking-attracting customers-operation retention-transaction transformation-customer management 2.3. 1 omni-channel tracking extends from private domain to public domain intelligent tracking: advertising public domain: advertising user data and private domain user data can be connected through advertising drainage and micro-addition. Content public domain: provide users with micro-power through valuable content. Wechat public domain: let users of content in WeChat domain seamlessly precipitate into the private domain of brands. Offline public domain: precipitate offline stock users into online private domain. All public domain users can guide users to add private domains through the content of marketing components, and intelligently track users' public domain browsing behavior data. 2.3.2 Drainage from the public domain: A series of drainage games, such as making good use of live channel codes, drainage links, and automatic group entry, are used to precipitate users into the private domain. Private domain customer acquisition: using red envelope activities, task activities, fun tests, blind box activities, card collection activities, etc. Promote users' second communication and sharing. 2.3.3 Operation retains the hierarchical and personalized operation of users, and the value content is gamified. According to brand loyalty and spending power, private domain users can be classified according to the friend relationship of 1v 1, such as ABC level. According to the activity, private domain users can be divided into different communities through the community relationship exceeding 1v, such as interest groups, regional groups, membership groups, VIP groups and so on. After users are layered, users can be maintained and reached through personalized content and operational strategies. In this process, gamification can be introduced, interactive content can be developed, and user viscosity can be enhanced. Let users not only have a friend relationship or community relationship with the brand, but also have a deep relationship with identity value and emotional value as the link. 2.3.4 The transaction is transformed into a service transaction of 1v 1 and a multi-center transaction of 1v, and KOC is precipitated by means of distribution and group play. 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 and high customer unit price are more suitable for 1v 1 friend and consultant transactions. For example, high frequency and low customer unit price, low frequency and low customer unit price are more suitable for community solitaire and centralized trading above1v. Brand merchants should pay special attention to KOC that they are willing to buy again and recommend friends to buy it. They can combine distribution and group play to screen and cultivate a batch of KOC. 2.3.5 Customer management provides 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, and help front-line employees better understand user preferences, LTV, and the possibility of loss. And make the matching between users and goods and content more efficient. Based on the carrier of private domain users, we focus the brand private domain operation on three carriers: enterprise WeChat+video number+applet: enterprise WeChat precipitates private domain users and serves private domain users. The video number is connected to the WeChat public domain, live broadcast with goods, and private domain is precipitated. Small programs focus on trading, Unicom enterprise WeChat and video number user identity. 1) enterprise wechat+video number, open the link between public domain exposure and private domain acquisition, and closed-loop enterprise wechat is the premise of live video number. The brand has a certain scale of enterprise WeChat private domain, which can be diverted to the video number live broadcast room and directly converted to the live broadcast room. Video number is a private domain extender. The video number can accelerate the acquisition of public domain traffic and precipitate it into 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 look at the specific link of enterprise WeChat+video number: So, will enterprise WeChat and video number be further opened in the future? Further access means that content reaches private users more efficiently, and private users focus on live broadcast more efficiently. 2) applet+enterprise wechat, which applies the closed-loop applet that links private domain transactions and services to enterprise wechat, providing a more convenient carrier for the transaction transformation of private domain users. You can connect the user's applet identity with the user identity of enterprise WeChat. Realize the precipitation of user consumption data under the private domain operation scenario. 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 precipitate private domains, so that public domain traffic within the WeChat ecosystem, such as search traffic and visitors of small programs, can be precipitated into enterprise WeChat. Let's look at the specific links of enterprise WeChat+applet: 3) Video number+applet, which opens up the links between live broadcast in the public domain and transactions in the private domain. On the one hand, the content of the video number makes the trading scenarios of the applet more diverse. On the other hand, the open development ability of the applet makes the live broadcast of the video number have richer marketing gameplay and the ability to increase user stickiness. Let's look at the specific link of the video number+applet connection game: enterprise WeChat, applet and video number can be combined in pairs, and the three can jointly release the private domain value. Enterprise wechat+applet+video number to build people, goods and fields operated by private domain. The "People" applet mall connected with enterprise WeChat provides the live broadcast of the consumer "goods" video number to construct the consumer "field", thus realizing that enterprise WeChat will reverse the private domain users to the video number live broadcast room, the applet mall will put up the live broadcast room, and the applet mall will reach 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, so as to provide a complete and intelligent user operation market for brand merchants, and make users more efficient in matching with goods and content. Above, digital transformation users and business partners of major brands are welcome to discuss and learn.