The upgrading of consumption and the rise of a new generation of young consumers have caused changes in consumer demand and brought new opportunities and challenges to the catering industry. In the new market competition environment, catering enterprises need to accurately link consumers through digital marketing to increase product sales and enhance brand awareness and reputation. Communication is attached to content, and content is attached to media. The media environment has changed, the content logic has changed, and the communication link has also changed. With the gradual increase of media channels, many brands are being pushed to a brand-new evolutionary environment. For example, the catering industry has ushered in the era of "private domain traffic comes first, and public domain traffic coexists", from the play of public domain traffic such as Tik Tok shops, small red books planting grass, and building brand connotation and feelings to the operation of private domain traffic such as operating WeChat community, sending coupons and welfare. Many brands have been advertising in the public domain for a long time, and the cost is high. Now, the traffic dividend has peaked, and the marketing under the public domain traffic is facing high customer acquisition cost and low user stickiness, and the marketing information reaching efficiency is gradually decreasing. For brands, it is an important competitiveness to achieve sustainable growth by exchanging low customer acquisition cost for high demand, high viscosity and high frequency interaction of consumers. Therefore, it is a vital link in the marketing development strategy of catering enterprises to tap the lifelong value of users and build a brand private domain traffic system. In this issue, Tawang Food Brand Marketing will give you a detailed analysis of how food enterprises do a good job in brand private domain traffic. 1. What is private domain traffic? Private domain traffic is relative to public domain traffic. At present, there are five sectors of public domain traffic:-E-commerce platforms (Taobao, JD.COM, Netease Koala, etc. ); -Content aggregation platforms (Tencent News, Netease News, Today's Headlines, etc.). ); -Community platforms (Baidu Post Bar, Weibo, Zhihu, Jane Books, etc.). ); -Video content platforms (Tencent Video, iQiyi, Tik Tok, etc.); -Search platforms (Baidu search, Google search, 360 search, etc.). ). For merchants, if they enter a good platform early and operate properly, they will get a good bonus. However, if you enter a mature platform, the traffic cost will not have any advantage, and you may pay a lot of high tuition fees because you don't understand the rules. At the same time, for brand merchants, because the platform will eventually become a channel for collecting tolls, all transactions are equivalent to paying a penny to the channel. But for the brand, it is very uneconomical for regular customers who have had more than two transactions to pay this toll. Another problem is that generally, this platform will take the data related to customers and transactions as its core assets and will not fully share them with merchants. In the era when data is wealth, this is unfair to brand merchants. The problems existing in these public domain traffic patterns have given birth to the demand of brand merchants for private domain traffic. Private domain traffic, when there was no concept of "private domain traffic" a long time ago, we also called it "fan economy" Whether it is "private domain traffic" or "fan economy", its essence is to turn the business around "goods" into the business around "people". To some extent, traffic is the contact with consumers, that is, how many consumers come to you. The earliest retail contact was the grocery store in front of the community, and later it became a supermarket or shopping center. Then came the concept of platform e-commerce, all of which are public domain traffic. Compared with the public domain traffic provided by the platform, private domain traffic does not need to pay, and can directly reach the user's channel at any time and at any frequency. Second, the characteristics of private domain traffic Specifically, private domain traffic has four characteristics: 1. Own. A lot of online traffic needs to be paid, while private domain traffic is its own traffic, which can greatly reduce costs. 2. Free entry. Is CRM a private domain? Can only be said to be "semi-private". Because contacting your CRM members requires costs, text messages and phone calls, the conversion rate is very low. Real-time online is even more impossible, and many users are asleep. 3. Real-time online. Users can connect with brands anytime and anywhere, which is why many brands put private domain traffic operations on WeChat, because WeChat is an application with high usage frequency and opening rate, with 65.438+02 billion users. It is a very powerful social platform, where consumers will spend a lot of time, basically online in real time. 4. sustainability. Consumers are willing to communicate with brand merchants continuously. If the brand treats consumers as leeks, it will not be sustainable, but if it treats consumers as friends and connects private content with friends, the relationship between the two sides will last long. Therefore, how to manage private domain with high quality is a key issue. Third, WeChat private domain operation and brand case At present, the ubiquitous private domain traffic brand marketing is on WeChat. Wechat is a relatively convenient channel for enterprises or brand businesses to reach consumers through the mobile Internet. Through micro-signal+WeChat official account+group+applet, it can completely carry most of the interaction between brand merchants and consumers. Moreover, the system based on the brand merchant's own applet can ensure that all the data belongs to the merchant himself, and the merchant can make good use of the data to mine more commercial value. When product promotion, sales, repurchase and user operation are scattered in different scenes, even though they are all talking about "brand concept, long-term and user thinking", there are very few brands that really control user assets and can achieve deep links with consumers. Facing the traffic bottleneck and the increasingly complex business environment, how to do a good job in brand building and achieve sustained growth? A noteworthy trend is that the private domain format with small programs as the core is rising rapidly. A large number of new consumer brands of food and beverage, based on small-program self-operated e-commerce, have built a private domain ecology, connecting communities, corporate WeChat, official WeChat accounts, video numbers and other scenarios to expand more increments. According to Tencent's official data, Tencent Eco has connected 65.438+0.2 billion users and 50 million merchants, and there are more than 65.438+0 billion WeChat payment transactions and orders every day. In hundreds of millions of transactions every day, we see that many catering brands achieve business growth by building private domain traffic. The emergence of private domain ecology makes brand marketing in food industry no longer an empty concept. 1. Private domain traffic operation of the new nutrition brand WonderLab. Take the new nutrition brand WonderLab as an example. In the field of fitness, people are familiar with whole wheat bread, salad, etc. in the process of losing weight, but compared with the former with certain dinner attributes, the role of meal replacement categories involved in WonderLab in losing weight is more clear. Compared with snack food, the repeated purchase demand of meal replacement consumers is clear. After all, losing weight is not a day's work. Based on this feature, WonderLab's friends circle advertisements usually choose "keep the traffic in the official WeChat account, a private location" as a priority option compared to "jump directly to the small program mall to realize". In the refreshing process, WonderLab tried one of five flavors: Yangzhi Mannan, Jasmine Milk Green, Rose Litchi, Taro Ice Cream, Five-kernel Salted Egg Yolk and Sea Salt Cheese by paying postage. 2. qiaqia private food game qiaqia Guazi is a traditional brand, which missed the earliest Internet opportunity, so it gave the Internet brands such as Baicaowei an opportunity. So they began to try to operate private domain traffic. How are melon seeds made in qiaqia? Let's take a look. First, introducing old users to WeChat has brought an increase of 34 million in three months, 50 million in seven months, and the first 10 month 10 million, and it is still growing. Different from the previous core operation, it is customer-centered, that is, consumers. The advantage of doing business around this group of people is that all private domain traffic can be reused, and products around the needs of this group of people can be sold. For example, fast-moving brands such as Fu Nan and Mengniu will seek their joint cooperation. Let's take a look at how Chen Wenjing cuisine is created in terms of private domain traffic, which is divided into four steps: (1) Gamification scene creation users keep qiaqia cuisine. There are three menu bars on the official WeChat account, which is very interesting. They are activity center, online mall and personal center. In the menu bar of the activity center, there are rich game scenes, transparent factory scene scenes, joint pet powder activities and newcomers' gifts. (2) Cross-border joint, a cross-border joint powder pet activity was held in the cotton-eating era in qiaqia. After entering, the theme of the activity shows that this is a good time to meet good cotton. Go online on the occasion of March 8th Goddess Day. Clicking on the gift package will directly jump to the activity page of the official mall of Cotton Age, and you can get a large coupon of 89-50 yuan, which will once again hit the user's psychology of taking advantage. (3) Online transparent factory to build brand power In the consumer food industry, users are most concerned about food safety. The transparent factory of qiaqia Food just meets consumers' concerns about food safety. (4) 1 Newcomer Gift, start the private domain operation, click on the menu bar "1 Newcomer Gift" to pop up a poster with the QR code of enterprise WeChat. The poster that pops up in "1 Newcomer Gift" is to add the enterprise WeChat with "Little Kwai Kwai", and then establish a link to join the group through the welcome language of enterprise WeChat, and publish/kloc-. Both contacts can guide users into the private flow pool of qiaqia food. (5)88- starter card, which locks the starter card just launched by users, similar to Taobao 88 member and JD.COM Plus. All goods with the first card logo can enjoy a discount of 8.8%. If you use a large coupon, it is equivalent to a discount. The most important thing is "0 yuan to open the card"! In fact, priority cards are introduced as welfare cards, increasing the frequency of users' consumption. The increase of consumption frequency brings about the increase of stickiness between users and brands, and also plays a good role in retention, which is enough to explain the intention of qiaqia food in every link. 3. Private milk powder operation in He Fei 20 19 China He Fei was listed in Hong Kong. As the head brand of high-end milk powder, its amazing growth has aroused widespread concern inside and outside the industry. One of its biggest highlights in the marketing direction is that the "online virtual community" mentioned in its prospectus is an online private domain ecology, which combines with traditional media to deeply promote face-to-face activities and amplify the communication effect. He Fei milk powder brands spread through traditional media to enhance brand penetration, and at the same time open up online and offline, public domain traffic and private domain traffic: offline activities not only shape brand image, but also private domain ecology classifies consumers according to different needs (infants of different ages have corresponding milk powder products), providing consumers with long-term services and maintaining brand stickiness. Private domain ecology provides a stable and long-term space for high-quality professional content. Specifically, after He Fei obtained customers through friends circle advertisements, he chose to establish a relationship with enterprise WeChat, and enterprise WeChat gave priority to adding professional shopping guides. This success has been repeated in other "functional" food categories, such as mint health, which has long been committed to this game. Fourth, how do food enterprises and brands do a good job in private domain operation? How do enterprises or brands in the food industry do a good job in private domain and empower growth based on private domain? First, let's think about it. What is the core operation of private domain traffic? People are consumers' lifelong consumption value and social value. What is the lifetime consumption value? That is, in the consumer's consumption cycle, all his/her consumption is purchased in your brand and your platform. From the perspective of industrial sustainable development, when business is no longer a one-time sale, industry competition can move towards benign competition in which good money drives out bad money. We believe that private domain will bring an era when content is king for food categories with certain "functionality". Having said that, how can the food industry do a good job in private domain and empower growth based on private domain? 1, start the private domain and rebuild the people's freight yard. For enterprises, once they start to do private domain, they will go through a process of reconstructing people and goods yard, which is also a process of changing the internal organizational structure of enterprises. In the food industry, the core value of private domain is more to serve consumer demand testing and product life cycle management. What enterprises really need to do is to promote omni-channel digital transformation around marketing contacts and realize seamless connection in the era of mobile Internet. 2. Constructing the underlying logic of digital marketing with the characteristics of the food industry In order to reconstruct the underlying logic of marketing in the food industry, the overall solution must be planned based on the common pain points of this industry. At present, most food industries have three obvious pain points: (1) high sales cost but low efficiency; (2) It is difficult to reach the target customer base accurately, and the retention conversion rate is low; (3) Lack of understanding of the sales performance and operating conditions of terminal retailers or stores. How to implement and land? We can start from the following three aspects: (1) lay out all channels, increase marketing contacts, formulate promotion policies for different channels, and directly connect with terminal stores; (2) Set up a data center, integrate data and target customers, so as to provide timely preparation basis for business decisions; (3) Introducing intelligent shopping guide to keep abreast of the sales performance and operating conditions of terminal retailers or stores; And (5) the essence of private domain operation: it is very interesting to have unlimited private play with consumers. The significance of private domain traffic operation lies in transforming traffic rather than attracting traffic. Through more convenient and lower-cost access and operation, a certain amount of traffic can get higher income. If you want a private domain traffic pool to get traffic purely through fission, you will go astray. Because it is impossible to evaluate the verified traffic without transforming it, and it is likely to become a "vanity indicator". For food enterprises and brands, no matter how well online marketing is done, it is also necessary to precipitate potential customers who are "planting grass", and effectively drain them offline through perfect operational business flow, truly realizing the closed loop of transformation and preventing the waste of brand marketing resources. To achieve the breakthrough from online to offline from 0 to 1 and from 1 to ∞, it is necessary to break the single-point ability of product research and development, production, logistics supply, channel sales, marketing, service and after-sales, build a fast iterative digital system with brand, product and user experience as the core, enhance the online and offline experience and stickiness of users, and form a positive cycle. For the food industry, high repurchase frequency is an effective advantage for it to develop the private sector and empower growth; Under the condition of ensuring food safety, we should always take consumers as the center, put consumer experience first, and then design the most sustainable private domain operation mode with private domain operation tools in combination with industry trends and enterprise status quo, so as to do well in all aspects of private domain operation, improve user experience and realize sustainable user retention and transformation by continuously optimizing the operation of user life cycle. Public domain traffic and private domain traffic, they are not a competitive game, not who is going to replace who. As for the investment proportion of marketing resources, it should be decided according to the actual situation of the enterprise. Whether it is the traffic from the public domain or the "reservation" in the "small circle", it basically follows the trajectory of consumers and meets the needs of consumers. The essence of private sector operation is infinitely close to consumers. Consumers are the food and clothing parents of enterprises, that is, no matter how big the impact of new things is, a basic truth will not change: the closer you are to consumers, the farther you are from failure. Tawang Consulting concluded: In the context of declining traffic dividends in the public sector, it is the key for major brands to maintain sales and brand awareness growth by achieving customer acquisition and user retention through private sector traffic operations. Both the public sphere and the private sphere are indispensable, which can narrow the distance between food merchants and consumers and deeply explore and interpret the relationship with consumers. But they are only at the level of "tactics", and the fundamental thing is to establish a systematic strategy, tactics and tactics centered on "consumers", which Tawang calls "3W consumption strategy", that is, enterprises need to spare no effort to stand on the consumer's point of view, focus on the consumer's life ecology, and personally study the consumer's needs, including explicit needs and implicit needs, to meet the needs of consumers throughout the brand operation cycle. Remarks: All contents, materials and finishing, if there is any infringement, please contact to delete. -Consumption strategy: consumer-oriented brand strategy Tawang 3W consumption strategy: the essential core strategy that food enterprises should unswervingly choose in the consumption era. After more than 40 years of reform and opening up, China has experienced the product era, the channel era and the communication era, and officially entered the consumer era (consumer-oriented market). The characteristic of the consumption era is that enterprises need to spare no effort to refine the enterprise value chain from the perspective of consumers, based on consumer demand, consumer cognition and consumer path. Enterprises should not focus on internal environmental factors or external competitive factors in brand building, but should focus on consumers' living ecology and personally study consumers' needs, including explicit needs and implicit needs, in order to meet the needs of consumers throughout the brand operation cycle. —— Tawang TasteWend, Vice Chairman of Food College of Jiangnan University, focuses on the food health industry, the pioneer of consumption strategy and the in-depth service of brand cases. Tawang is a consumer-oriented brand case company with "consumption strategy" as its core. Strategic consulting company. Committed to helping food enterprises understand "consumers" deeply, determine the market and win commercial success. Tawang Tastewend believes that food brands come from and serve the market, and consumers are the main body of the market. If food brands want to win the market, they should take consumers as the strategic starting point.