Since Tencent released Q2 financial report in 2020, the three mainstream operating modes of private domain have officially defined private domain. Thanks to Tencent's official platform, private domain has become the mainstream of the market. At the same time, with the head enterprises from all walks of life entering private domain in succession, the development of private domain has evolved into three mainstream operating modes: one is IP private domain, also known as traffic harvesting private domain. This private domain model competes for the ability to pull people's heads, attracting traffic through powder explosion or piracy and ash production. , reach users many times in a short time, and realize traffic harvesting. This "rough" private domain model has created a group of invisible rich people. They generally admire a sentence: as long as the other party does not delete friends, you have the opportunity to make money. Second, UV private domain, also known as clue service private domain. Because it is difficult to get customers and the cost increases, people begin to pay attention to private domain services and transformation. By setting up scenes in the private domain (usually in the form of community), they can concentrate on providing services to customers, and then achieve higher transformation. Typical enterprises include online education companies such as Who to Learn from, homework help, and consumer goods sales community. Third, CLV private domain, also called user operation private domain. Everyone generally began to really pay attention to users, understand their age, preferences, consumption levels and even interests, manage users more calmly, tap the needs of users at different stages, and pay attention to their long-term user value. "IP-UV-CLV", which private domain mode have you adopted at this moment? If you are still in IP mode, the "title" of WeChat will give you a headache; If you stay in UV mode, the cost will teach you to be a man; 202 1 Only by stepping into CLV mode can we stand out in this round of more intense private competition. How to be a private domain to be competitive? The essence of enterprise competition is efficiency competition. 202 1 adopts CLV private domain mode to help you enter higher-dimensional efficiency competition. Why do you say that? Let's take Le Caesar pizza as an example. Le Caesar is a Guangdong restaurant brand. At present, there are 130+ stores in China, all of which are directly operated stores. During the epidemic, Le Caesar Pizza vigorously laid out its private domain, and accumulated more than 6.5438+million customers on corporate WeChat through the contact between offline stores and service numbers, as well as welfare posters for sending snacks. You may be curious, can storing users in private domain increase business income? In fact, this is only the first step in the private domain-turning consumers into customers. If you want to improve your business through the private sector, the next thing you need to do is to improve CLV(CustomerLifetimeValue). So how to enhance the value? *ARPU value is an important indicator to measure user value, and its calculation method is: total revenue/number of users. In the private sector, ARPU value refers to the user value of each user, which can be calculated as conversion rate * repurchase frequency * customer unit price. 1) Improving the retention rate refers to the proportion of users who are still active after a certain period of time among the current new users. This period can be 7 days, 30 days and 90 days, corresponding to 7-day retention rate, 30-day retention rate and 90-day retention rate. The core of improving the retention rate is to let users live as long as possible. At present, Le Caesars takes the community as the carrier, and continues to gain users' attention through member days, interactive welfare delivery, card coupons and other means to improve the retention rate. 2) In addition to the retention rate, in order to improve the CLV of users, it is necessary to increase the consumption amount of users during the retention period, which is related to the conversion rate of private payment, purchase frequency and customer unit price. Every meal time, Le Caesar's pizza community is the most active, making today's food recommendations in the community. According to the relevant person in charge of Le Kaiser, with the operation of private domain, the frequency of customers' repurchase increased from 1.3 times to 1.5 times, and the repurchase rate increased from 19. 1% to 29.4%. Generally speaking, CLV private domain model should not only pay attention to the number of users, but also pay attention to the active cycle of private domain users, and improve the conversion rate and purchase frequency and the customer unit price paid each time before users disappear. The total number of users, retention rate, conversion rate, purchase frequency and unit price of a single customer are the five efficiency improvement points of CLV private domain business growth. Compared with the private domain model that only focuses on traffic, conversion and customer unit price, paying attention to CLV will bring you more room for private domain business income growth. 3) Enterprise-level private domain business growth However, due to the increase in the competition dimension of the business environment, it means that higher requirements are put forward for the private domain model of enterprises. Having said that, I have to mention: the golden formula for the growth of enterprise-level private domain business. If an enterprise wants to expand its income scale through private domain, or even turn it into a business model, it must at least meet the following conditions: ① Private domain cannot be simply understood as a marketing means or a strategic operation means. Instead, it needs to be promoted to the CEO's business thinking level, combing the private domain business model, business planning and how to do user stratification. The private sector must be a CEO project, which is a top-down movement. (2) There is operation. In other words, enterprises should have the ability to serve, not just thinking about collecting money and not supporting users. In private domain services, the core competition is the establishment of content production capacity and operation mechanism including data analysis, so as to provide users with sustained and stable services. ③ The organized private domain can not only be a task for a certain period of time, but should be organized to ensure the continuous landing and even large-scale development of private domain business. At the same time, it is also necessary to establish private domain team and motivate employees, and think about the promotion and development path of private domain team. Summary At present, many offline stores can be said to use the mode of part-time shopping guide to do private domain. 202 1 if you want to make a breakthrough in the private domain, it is essential to organize actions. The number of enterprise private domains that users are willing to join is limited. As more and more enterprises enter the company, the private domain of 202 1 will enter a difficult mode. At present, if an enterprise wants to be a competitive private domain, it not only needs to adjust the private domain model, but also needs to do more top-level private domain thinking and planning from the business model and even the business model.