Lighting released the Summary Post a few days ago! Private dry goods are all here in 2121! ",deeply reviews the private domain in 2121, and many things in this year are also subtly affecting the direction of the private domain. Then, what kind of pattern will the private domain appear in 2122? Perhaps, we can review the "benchmark case of private domain operation in 2121" together, and prepare for the private domain in 2122 through data, private domain strategy and practical play. Daily Heiqiao, Drunk Goose Niang, Baodao Optical, king of the children, Bubble Matt, Sam Member Store, McDonald's, Famous Products, Perfect Diary, Flower West, Afu Essential Oil, Grains Mill, Wuling Hongguang, Watsons, Yuanqi Forest, Winona, Guanxia, Baiguoyuan, Bosideng and Happiness Cake will be sorted out through 21 brand cases. 1- Daily Black Clever Industry: Food Features: High Frequency, Short Decision Link, Private Domain Type: Brand Centralization, Private Domain Operation Emphasis: Sales Strategy Refining: Key Data of Variety Breaking Circle: Repurchase Rate of 38%, with millions of retail terminals, ranking TOP1 in Tmall Black Clever category for three consecutive years, with an average monthly sales of over 11 million yuan, and an annual revenue of over 111 million yuan, with an extended reading repurchase rate of 38%! The daily black cleverness that is bitter and explosive can even break the monopoly of the giants. The details of the operation are refined. 1. The core customers of circle marketing: where are the users, we will show them; 2. Hold high and fight high to expand influence: why do users stay, and what value should we create; 3, private domain operation loyal users: users want to be at your fingertips, what do we need to do. 2- Drunken Goose Niang Industry: Wine features: medium and low frequency, member e-commerce, distribution and promotion private domain type: distribution private domain private domain operation focus: service strategy refinement: IP branding+small B distribution+private domain promotion key data: GMV 211 million+in 2119, GMV 351 million in 2121, and the number of fans in the whole network exceeded 6 million. The drunken goose Niang who extended reading and having fun in wine realized 351 million by content! Refine the operation details. 1. WeChat official account makes a catalogue and precipitates a private domain, and links the whole line of products of Quanhong Drunken Goose Niang. 2. Member e-commerce mode: drive C-end users to transform VIP members or agents, and help existing B to recruit new small B. Build a promotion system far beyond the traditional liquor distribution; 3. Provide members with knowledge expansion (training) and upgrade of member experience (bar); 3. Baodao glasses industry: Accessories features: high price, medium and low frequency, long decision-making link, and heavy service private domain type: shopping guide, distributed private domain, private domain operation focus: service strategy refinement: MCN volume layout+public domain drainage+private domain operation key data: 8,111 employees are redefined. The live broadcast team of the public domain and the private domain has 811 people, reaching about 151,111 people. The extended reading of 8,111 employees has become a grass grower. How does Baodao Optical detonate the private domain? 1. Set up MCN department to publicize and plant grass for products, technical equipment, and make users interested in products and become private traffic. 2. Create a self-consistent closed-loop business body for employees, so that employees can become experts on various high-volume platforms, and extend from public comments with full participation to platforms such as Xiaohongshu, Zhihu and Tik Tok. 3. Using the natural flow of people deposited in the store as an important drainage channel for private domain traffic, an online mall was built in the applet. On the platform of WeChat official account and applet, Baodao has a series of "optician services", and online services are offline. 4- king of the children industry: mother-infant chain features: high frequency, high interaction, heavy service, and member shopping guide private domain type: shopping guide distributed private domain private domain operation focus: service+interaction strategy refinement: tagging+member shopping guide+community key data: there are nearly 411 offline stores, with more than 42 million paying members, and the annual transaction scale is more than 11 billion, with 31 million extended reading+paying members. How does king of the children refine the operation details of the private maternal and infant giant? There are thousands of user labels: the pregnant period of the baby mother, the age of the child, etc., and even subdivide the child's age from prenatal to 14 years old into nine stages. 2. Professional staff consultation: front-line employees are no longer regular store shopping guides, they can provide pregnant mothers with pregnancy knowledge consultation, provide guidance on parenting experience for novice mothers, and constantly share original parenting experience content. 3, intimate to the extreme in-depth service: specifically provides real-time online in-depth service, as long as users have demand, king of the children will do the service to the extreme. 5- POP MART industry: Chaowan characteristics: high frequency and high interaction, multi-SKU, interest consumption, product customization Private domain type: brand-centered private domain Private domain operation focuses on: interactive strategy refining: small programs+key data of interest communities: 51 million Chaowan are sold a year, with a revenue of 2.5 billion yuan. It increased by 49.3% year-on-year, among which the growth rate of online income was even more fierce: 951 million yuan, an increase of 76.5%. Nearly 31,111 communities on WeChat extended their reading and earned 461 million yuan in online income alone! ? Bubble Matt's 31,111 community should not be underestimated! Refinement of operational details 1. Laying more than 311 offline direct stores, stationed in key business districts and online stores in first, second and third tier cities, laying vending machines to screen more similar users. 2. Provide a large number of social media channels to plant grass, attract fans and netizens, and establish a sense of belonging to the brand. 3. Rely on users' own purchasing needs, and reshape it with small program innovation scenarios. 6- Sam member store industry: Shangchao features: high frequency, multi-SKU private domain type: brand-centric private domain operation focus: service+sales strategy refining: full membership+shopping guide key data: there are 34 stores, distributed in 22. There are more than 4 million members at present, and the renewal rate of membership is as high as 81%, about 4,111 SKUs, 711 self-owned brand products are extended to read, and 3 million paid members renew their cards. After 25 years of silence, the private domain mode of Sam Store finally broke out. 1. Refine the operation details, control the supply chain strongly, shape differentiated customers, and demand high quality to redefine the industry standard. 2. Full membership mode: The membership system determines that users recognize brands first and choose. 3. Actively embrace the mobile Internet: enter JD.COM, accurately develop potential members and data-driven home service, fully meet members' demand for instant consumption, and the monthly repurchase rate is over 51%. 7- McDonald's industry: chain catering features: high frequency, short decision-making chain, multiple SKUs, strong brand. Private domain type: brand-centered private domain operation focus: sales strategy refining: WeChat official account+applet+community+member key data: Small program trading orders account for 71%; There are 31,111 communities in China. Extended reading quarterly revenue of $5.8 billion! ? Starting from McDonald's private domain link (last quarter), the revenue was $5.8 billion! ? The details of McDonald's private domain link (below) operation are refined. 1. Offline scene drainage: From the user behavior path, a large number of drainage entrances are set in the store scene in each link of entering the store, ordering food and dining, which is the channel premise for retaining and guiding repurchase. 2. Silent transaction of welfare group: community welcome language, product recommendation, time-limited and irregular theme activity push, all actions of the community focus on prompting users to convert orders, and high-frequency community push also constantly reaches users. 3. Refined operation of small programs: push different contents for users at different stages, place orders to guide users to split, and open up member clubs. Can give full play to the role of small programs as a private domain to carry transformation and transaction. 4. Member system can lock customers: through the delivery and interaction of member rights, users can further enhance their stickiness and recognition of the brand, and finally realize a virtuous circle of the development of brand and user value. 8- Famous and excellent products industry: Department store features: low price and high frequency, low decision-making link, multiple SKUs, interest consumption private domain type: brand-centric private domain private domain operation focus: service strategy refining: The number of communities is 31,111+; The consumption of private members is 1.5 times that of ordinary members. Expand the mystery of reading the value of new consumer assets, and refine the details of the operation among the millions of private users of famous and excellent products. 1. Design the user's path online and offline, complete the new action of private domain, and complete the relatively basic content precipitation, user portrait precipitation and label precipitation. 2. At the same time of innovation, the community is stratified: famous and excellent products mainly divide their communities into three categories. Regional groups rely on the customer groups around the store to distribute common content and activities; Category groups are divided into different categories such as snacks and beauty cosmetics, and will also be divided into gold and silver card users to operate; The third kind of community is a further KOC group. 3. Through five dimensions and 61+ community labels, the cycle of the community is comprehensively combed, only to better understand the group characteristics of the community. With different labels, the brand can also design different activities for the community, enhance the transformation of the community, and complete the upgrade from "thousands of people and thousands of faces" to "thousands of faces". 9- Perfect Diary Industry: Beauty features: high price, high frequency and high interaction, short decision-making link, multi-SKU private domain type: brand-centered private domain private domain operation focus: sales type+service strategy refinement: WeChat official account+enterprise micro-personal (IP)+ community+small program extended reading perfect diary, which is underestimated! Refine the operation details 1. Perfect diary IP personnel design: First, realistic portrayal, establish users' trust in IP; Second, the positioning of IP personnel is accurate, meeting the needs of users and product transactions; The third is the depiction of value sense, which gives users a strong sense of value. 2, the circle of friends of the perfect diary: First, the state of the circle of friends of "Xiaowanzi" follows the law of hair bands created by the shipper; Second, people-oriented content, "Xiaowanzi" identified its target users, at the same time strengthened personality labels, insisted on content output, and created a person who loves beauty makeup; Third, product-based content deepens users' impression of products through the form of selling anxiety+solutions+future expectations; 3. The community password of the perfect diary is: relying on products, strengthening the positioning of the community, and buying products in the community is cheaper to learn beauty. By exporting value+providing welfare privileges+guiding customers to place orders on the platform mall, customers are firmly locked and allowed to buy again and again. Taking advantage of the herd effect of the water army, through interesting interaction and commodity guidance, the output content of Xiaowanzi is imperceptibly formed, forming a natural transformation. 11- Flower West Sub-industry: Beauty features: high frequency and high interaction, short decision-making link, multi-SKU private domain type: brand-centered private domain private domain operation focus: interaction+sales strategy refinement: live broadcast+private domain product customization+community extended reading "the light of domestic products" Flower West, how to operate a private domain user whose brand attracts 3 billion yuan a year (part one)? "The Light of Domestic Products" is a flower, and how to make the brand attract 3 billion yuan a year for private users to operate (part two)? Refinement of operational details 1. Online and offline linkage: Online through Tmall, Tik Tok platform live delivery, KOL content planting, celebrity promotion and endorsement on Tik Tok, Aauto Quicker, Weibo, bilibili and other platforms, make full use of the long tail effect of online marketing to enhance brand image and awareness. Offline is to hold activities, deeply interact with users, create brands and products, and pay more attention to user experience and brand service. 2. Private domain operation in the direction of "users * * * create": create a private domain traffic pool and conduct refined user operation, which mainly includes WeChat service number, applet mall, video number, members and enterprise WeChat. The main purpose of private domain operation is "users * * * create and participate in development". 11- Afu essential oil industry: beauty features: medium-priced intermediate frequency, multi-SKU private domain type: brand-centered private domain private domain operation focus: sales strategy refinement: friends circle advertising+WeChat official account and community undertaking+skin care training camp incubating new courses+applet and live broadcast to promote the first order and repurchase Key data: Afu essential oil has been deployed on WeChat since 2118, and the average monthly sales of private domain end is about 6 million; The average reading volume of WeChat in private domain is 31,111 ~ 51,111, and the estimated number of fans is around 811,111. The annual revenue of extended reading exceeds 1 billion, and the monthly revenue of private domain is 6 million GMV. The operation details of Afu essential oil are extracted. 1. The front desk focuses on drainage and transformation, while the middle desk provides content and technical support, and continuously incubates customers in the form of courses and education to enhance their LTV. 2. Every activity of Afu essential oil will be pushed omni-directionally, so as to ensure that every incoming and retained customer can receive the news of the activity. This will enable the activity to be started omni-directionally, which will have the greatest impact on consumers and can also form the spread and mutual influence of consumers. 12- Grains Mill Industry: Food Features: High Frequency, Low Decision Link Private Domain Type: Shopping Guide Distributed Private Domain Private Domain Operation Emphasis: Service Strategy Refinement: Membership System+Super User Operation Key Data: About 11 million private domain users; Super users accounted for 1%-3%, and the private domain member mall GMV exceeded 111 million. Extended reading of Grains Mill, five unique tricks in private domain, making the performance exceed 1 billion. Operation details are refined. 1. The combination strategy of nutritionist IP: by building the brand core IP image, it is not limited to the transit role of channel powder, but also provides professional exclusive services for members. 2. Multi-touch diversion system: users are retained in WeChat official account, video number and enterprise micro number. 3. Systematic community operation strategy: Community is an effective strategy to implement IP unification after the first step of opening user contact, and the brand is implanted into the group active means by using the core carrier of content access, and the membership card is the super adhesive for core users. 13- Wuling Hongguang Industry: Automobile characteristics: high price and low frequency, long decision-making link, few SKUs, and re-introduction of private domain types: brand-centric private domain private domain operation focuses on: interactive strategy refining: enterprise WeChat+co-marketing +UGC users * * * Create content key data: Wuling Hongguang Mini sold more than 211,111 vehicles within 211 days of its launch; Tik Tok's topic was played 1.7 billion times, Tik Tok's fans were 711,111, Little Red Book Notes were 21,111+,and bilibili's single video played 951,111 times. Extend the light of reading domestic products! Wuling Hongguang's "Macho Car" sold 211,111 cars within 211 days of listing. 1. Low-profile new play: avoiding the product ideas and play of mainstream new energy vehicles, aiming at the old man, directly cutting into the short-distance scooter market, directly cutting into the electric vehicle market in third-and fourth-tier cities, and impressing consumers with their own sales. 2. Low budget and high volume: The appearance value and brand style of a car can have an impact on its purchase decision, and the products that impress consumers have their own traffic. User psychology, social platform, these two money-making Keyword suggest repeated fine products. Wuling Hongguang relies on users' * * to create content to harvest traffic, plant grass and pull grass, the most common fast-moving link, which is happening on consumer-resistant products. 14- Watsons Industry: Beauty Collection Store Features: High price, high frequency and high interaction, long decision-making link, strong grass planting and multi-SKU private domain type: shopping guide distributed private domain private domain operation focus: service+sales strategy refinement: WeChat official account+applet+community/number+video number Key data: private domain tens of millions of members; The reading rate of mass articles to users is 71%, and the coupon write-off rate is 42%. Extended reading dismantling Watson's full contact operation, we summed up the operational details of this reusable private domain operation model. 1. Watson WeChat official account.