Let's share a dismantling case about private domain operation in Zhou Heiya! Not much nonsense, straight into the dry goods! I. Brand background Zhou Heiya: The revenue in the first half of 22 was 93 million yuan, a year-on-year decrease of 44.4%; The net loss was 42 million yuan, compared with a profit of 224 million yuan in the previous year, a decrease of 118.8% from profit to loss. Tasty food: the revenue in the first half of 22 was 2.413 billion yuan, a year-on-year decrease of 3.8%; The net profit was 274 million yuan, down 3.78% year-on-year. Revenue in the first three quarters was 3.885 billion yuan, down .1% year-on-year; The net profit was 52 million yuan, down 15.33% year-on-year. Although both parties are losing money, the decline of tasteless taste is obviously much less than that in Zhou Heiya. The reason is that Zhou Heiya temporarily closed some stores, and at the same time increased its support for franchisees, so that the sales expenses reached 235 million yuan, up 15.21% year-on-year, which was largely due to community marketing. Second, the community marketing strategy is tasteless. In the empowerment store, there are six empowerment systems, including site selection evaluation, store design, technical training, operation guidance, research and development support, and logistics support. In the research and development support, small programs were developed during the period, and corporate WeChat and service number were used for marketing. 1. Obtaining customers under the overall process line-enterprise WeChat group-community operation; 2. When the store is updated, the clerk guides to add the enterprise WeChat group to inform that there are preferential activities; 3. Group operations design different activities every day to increase the fun of activities and promote the transformation of orders within the group; 4. Private domain scene ① Service number: guide users to pay attention to the service number and attract fans to join their private domain; ② Community applet: a community marketing applet-"Tasty Food Assistant", which is only open to the public, and has the functions of rolling out coupons and issuing bonuses. Reduce the marketing cost of franchisees while facilitating operation; ③ Enterprise WeChat: Use the enterprise WeChat group to acquire and retain customers, and establish an accurate private domain traffic pool. Third, the gameplay is dismantled 1. Activity 1: public domain+private domain combination form: take-away platform discount+Wednesday member day 1 take-away platform discount activity: public domain traffic conversion; ② Wednesday's member day activity: private domain traffic conversion. Strategy: discount for each takeaway platform+daily reduction tool for members: enterprise WeChat group+takeaway platform+community marketing applet ① enterprise WeChat group: operating group users; ② Take-away platform activities: Activities attract users of take-away platform to place orders; 3 applet: use the delicious food assistant to reduce the red envelope and guide the private domain traffic conversion. (Self-developed community marketing tools, not open to the public) Process: ① Hungry, US delegation, public comment discount activities: public domain transformation ② Wednesday member day activities: private domain transformation; Using social marketing tools, members can get a discount with a shake; A large amount of coupons+postage, increase the game attributes to promote the transformation, and will inform the new users of the highlights of the gameplay: ① community marketing tools: shake and reduce coupons, increase interactivity, independently develop, and save the marketing costs of franchisees; ② Enterprise WeChat group: integrating private domain resources; ③ @ Join new users: promote the conversion of new users' orders. There are problems: new users enter through store code scanning, and they have their own purchase behavior. Then, guiding users to place orders in groups may lead to repeated actions, which may affect the transformation within groups. 2. Activity 2: In-store activity 68 draw form: In-store activity 68 draw+takeaway reduction strategy: In-store 68 draw: special prize overlord meal, first prize duckling bag, second prize product exchange 11.11, third prize duck head 1, fourth prize product exchange 1.1. Restrictions: in-store on-site exchange, invalid tools for leaving the store: enterprise WeChat group 1 enterprise WeChat group: operating group users; ② Community operation: synchronous activities and in-store exchange. Process: ① Description of distribution activities; ② Redeem at the store on site. Specific activities: highlights of gameplay: diversification of event prizes: on the one hand, intra-group operations promote private domain traffic conversion; On the other hand, the prizes are diversified, and the prizes are used to attract users to convert and increase the unit price of customers. 3. Activity 3: Fight for the Red Packet Form: Group Red Packet Strategy: Give out 1 red packets from 5 yuan, and grab 1-4 red packets, and get a discount of 6-9 fold respectively. Limit: The amount is within 2 yuan, valid on the same day and transferable. Tools: enterprise WeChat group+service number+community marketing applet. ① Enterprise WeChat group: group user operation; ② Service number: obtained by fans; 3 applet: "delicious food assistant", not open to the public. Process: ① activity promotion: poster+service number live code; (2) activity notification: publish activities to guide group members to pull new ones; 3 red envelope distribution: use marketing applet to distribute red envelopes; (4) List announcement: Announce the winners' list and inform how to use it. Specific activities: ① activity promotion: poster+service number live code ② activity notice: release activities to guide group members to pull new ones; 1-4 people get a discount of 6-8 fold, and 5 users are accumulated. 3 red envelope distribution: using marketing applet to distribute red envelopes; (4) List announcement: announce the winners' list and tell them how to use it; Income and expenditure analysis: Every time each group spends 5 yuan, it will get 5 accurate users, and get 6-9% discount for ordering red envelopes respectively. The comprehensive discount is 7.8%. According to the official gross profit of 34%, the marketing discount is set at 78%, which is within the acceptable range of the brand. Highlights of gameplay: ① Community marketing tools: It is more convenient to distribute red envelopes (enterprise WeChat does not support red envelopes for the time being); ② Enterprise WeChat Group: It is more efficient to operate the brand private domain community with enterprise WeChat; 3 Fight for a lucky red envelope: Get different discounts according to your lucky ranking. IV. Case Summary For small and medium-sized enterprises, they may not have the research and development ability, and they can't realize the function of shaking the red envelope by making their own small programs. However, with the help of other community marketing tools, they can also have similar effects, and they can also learn from the operation mode: 1. Set up WeChat community code in Laxin/Keke store to guide users to enter the group; Attention should be paid to the design of gossip for the clerk. 2. In-store activities don't focus on daily activities, and order conversion is guided through fun and interactivity. ① Store activities: increase store activities, use diversified activity prizes, attract fans to convert, and increase the unit price of customers; 2 red envelope activities: use the red envelope to increase interactive activities and stimulate transformation; ③ Take-away platform reduction: according to the unit price of your own customers, you can set up activities on the platform. 3. Operating public domain+private domain traffic: public domain traffic promotes conversion, and the private domain traffic is synchronized, and the two complement each other. According to user preferences, orders can be converted anywhere. 4, other aspects of time selection and activity intensity: catering business activities, the time is generally chosen before meals, such as 11: -12: , 5-6 pm. Can be adjusted according to its own industry situation. The activity intensity should be measured according to its own cost and the existing customer unit price. The above cases, I hope to help and inspire everyone. More cases about private domain operation have been sorted out. There are 46 super-practical dry goods, which are very comprehensive, including mind maps and practical documents of products, content, communities, new media and other operations, as well as marketing strategies of major platforms, including Tik Tok, Aauto Quicker, Zhihu, WeChat, Xiaohongshu and Enterprise WeChat, xiexiuhuas. Please contact me if necessary.