in the last three or four years, the growth rate of the internet has slowed down greatly, and it has begun to enter the era of stock. The platform began to take traffic into its own hands, and it became a trend to buy traffic from the platform, and the cost of traffic was getting higher and higher. Therefore, the word "private domain traffic" has become so popular in the past two years that all walks of life want to build channels that can reach users freely and independently. When it comes to private domain traffic, it is inevitable that the concept of community cannot be bypassed. Everyone wants to build their own community and earn money from it. However, how many people have thought about what community is? Why can't your community be transformed? First, the new way to pull the new stage: the new way to reach the delicious duck neck with a single touch VS three touches is very simple. A QR code of an enterprise WeChat group is posted on the shop glass, and consumers scan the code to enter the group. Chunjiang Slow Duck Store was added with personal micro-signal "Slow Duckling" and then pulled into the group. Such a small difference seems to have entered the group, but the result will be very different: there is only one contact between the delicious duck neck and the consumer, and if the consumer withdraws from the group, it will never be found again. There are three contacts between Chunjiang Slow Duck and consumers: WeChat group, personal number and personal number circle of friends. The information coverage has tripled, and even if consumers don't join or leave the group, they can reach the information through the circle of friends and personal numbers. Group positioning: automatic reply &; After the group announcement entered the group, there was no reply to the group of Juewei Duck Neck, and the group announcement was blank. The group name was a very common "VIP group of Juewei Duck Neck XXXX Store". At this point, consumers did not know what the group was for and what value they could get. The group name of Chunjiang Slow Duck is "Chunjiang Slow Duck XXXX Community Daily Red Packet Group". After joining the group, it will be related to the introduction of the group (although it is manual), and the group announcement also has a clear store address, telephone number, group rules and so on. Let consumers know the value of this group as soon as they enter the group-they can grab red envelopes every day, or they are a neighborhood mutual aid group. Clear group name, humorous automatic reply and group announcement can make consumers know the value of this group to themselves very directly and narrow the distance. Although it is a small detail, it is clear at a glance that the user experience is weak and strong. Second, the advertising machine with no feelings in the activation+active stage VS the neighbor and sister downstairs. As can be seen from the above picture, only the owner and the staff are talking about the delicious duck neck group. Chicken soup is served every morning, and the preferential content and product photos on the US delegation are occasionally thrown away, occasionally reminding users not to send Pinduoduo bargaining links. It's really like the status quo of most friends' communities: low activity, advertising only, and then gradually reduced to a dead group. The daily life of the delicious duck neck group and the slow duck group in Chunjiang produce hundreds of contents a day. Sometimes I think, damn it, where did a group selling duck necks get so many topics to talk about? After my observation, there are two main factors in the activity of this community: 1. Neighborhood is close, and we often talk together. Because the store is located at the door of a fresh supermarket in our community, people from the community and surrounding areas come to spend, so many people in the group know each other. Even if they don't know each other, they will have a natural sense of intimacy because they are in the same community. Because the living environment is the same, there are many things to talk about and share: the chicken soup cooked today is very good, whether to go fishing together tomorrow, and the duck head bought from the boss's house today is particularly spicy. Coupled with the lovely shopkeeper's sister, the whole group atmosphere is very relaxed and active. Therefore, this is not only a community selling duck goods, but also a platform for neighborhood communication. Here is not only a collection of people, but also a collection of neighborhood relations. The daily life of the slow ducks in Chunjiang 2. Make red envelopes in a game and guide the experience of store products. Excuse me, when is the most active time for a community-when grabbing red envelopes? Giving out red envelopes is a tried-and-true method to promote life. However, don't give out red envelopes simply to promote activity, which is both a waste of money and unsustainable. The method of giving red envelopes to the slow ducks in Chunjiang is worth learning: a, giving red envelopes at regular intervals as a fixed action of the community every day, and giving red envelopes at 8 o'clock every night. Establish a close connection between 8: 11 pm and the action of grabbing red envelopes in the group, so that users in the group can form a habit, and they can think of this group at 8: 11 pm, and naturally think of the products of Chunjiang Slow Duck. Actually, this method was used by Starbucks eight years ago. At that time, Starbucks developed an APP called earlybird. After the alarm clock rings at the set wake-up time, the user only needs to click the wake-up button as prompted to get a star. If you can walk into any Starbucks store within an hour, you can buy a cup of discounted coffee. Don't underestimate this action. It can make you associate with Starbucks from the moment you open your eyes, and let users form the mind of "going to Starbucks for breakfast". B, use red envelopes as bait to experience products. Every night, the owner's sister will send 3-5 red envelopes, each of which represents a product: a duck head, a duck's paw, five-dollar diced chicken and so on. Users who grab the largest and smallest amount of red envelopes can go to the store to collect the corresponding products within three days with screenshots. Each red envelope costs a dime or even a few cents, and the cost is very low. But it can enliven the atmosphere in the group, satisfy users' psychology of seeking excitement and interest, and most importantly, guide users to the store and experience the corresponding products. First, let the users who haven't eaten taste it, and second, everyone is here. I'm sorry to take only one duck paw, and it can also boost the sales of other products by the way. The point is, in the long run, the relationship is closer. This method of low-cost active users, guiding users to experience core products and pulling in the distance from users, although very simple, can really be said to be wonderful. The transformation stage of red envelopes that users keep every day and are robbed in 5 seconds: how to be high-frequency+just in fact, the above red envelope link has already involved transformation, but I think this is not the key to transformation. Here, everyone can think about it first. What kind of products are suitable for the transformation community? OK, my answer is-high-frequency, low-cost and just-needed products must be one of the most suitable types for the community. High frequency means very high repurchase rate; Low price means low decision-making cost; Just need means that the intensity of demand will not change no matter how the external conditions change. Do the duck products sold by Juewei Duck Neck and Chunjiang Slow Duck meet the above three factors? Don't rush to answer, let me ask another question-who are the competitors of these two brands? You might say, Zhou Heiya? Huang Shanghuang? Kukuya? No, their competitors are all products that can fill consumers' stomachs. So, how to make duck goods just need+high frequency? I found the answer from the community operation of Chunjiang Slow Duck. As mentioned above, one of the special products of Chunjiang Slow Duck is the signature pancake, which is a kind of food wrapped in coarse cereal pancake skin and fried in a pot until both sides are golden and crisp. Although it looks unremarkable, it is precisely because of this pancake that it has created a product that can be used as a staple food for Chunjiang Slow Duck, from non-just-needed to just-needed. As a snack, duck products can be high-frequency or low-frequency, and everything depends on the choice of consumers. How to influence consumers' choices and make them give up other snacks and choose their own products? Here, Miss Shopkeeper cleverly chose to send food photos at eleven o'clock at noon and five or six o'clock in the afternoon, which solved the problem of "what to eat at noon" and "what to eat at night", and appeared in front of users when they made random choices, increasing the probability of being selected. Going home from work, bringing a pancake and two duck heads to end the hard work and fatigue of the day is not beautiful. Ordinary cross-category products A simple product, plus a simple action, solves the problem of high frequency+just need. As for whether the price is low, different people have different opinions. Third, to sum up here, you may find that there is nothing profound and ingenious about the community operation of Chunjiang Slow Duck. Miss shopkeeper doesn't know what community operation is, and she hasn't learned the methodology of operation. Just with a warm heart, we become one with our neighbors, provide the best products and services to our neighbors, win the trust of our neighbors, and give the original cold exchange of business value a human touch. Using the community, you can reach users for free, but you can't disturb users for free. The value we provide to users forms a personal endorsement, which is equivalent to the emotional account of this community. This account is the stock of users' satisfaction and trust in us. Every time you create value, you save money for this account; Every conversion action is to take money from the account. Therefore, keeping the emotional account balanced and having enough balance in the account is the lowest operational logic of all communities and even private domain traffic.