Originally, offline supermarkets have natural offline traffic advantages and can accurately target surrounding customer groups. However, in recent years, the community group buying craze has risen, and many large supermarket chains have been affected. How to make good use of the supermarket's huge traffic advantage + full-category goods advantage to further retain customers and increase the frequency of customers' consumption in the supermarket? Private domain operation is an excellent choice. Beginning in 2020, many large-scale supermarket chains have begun to operate in the private sector, and Wumart Supermarket is a typical case. So far, Wumart Supermarket Enterprise WeChat has accumulated 2 million users, and it is expected to exceed 3 million by the end of this year. In the composition of private domain transactions, community transactions can account for more than 70%. Moreover, 20% of high-net-worth corporate WeChat private domain users can contribute nearly 70% of GMV! So how does Wumart Supermarket lay out its private domain? I’ll break it down for you below. 1. Case background 1. Case introduction Wumart was established in 1994 and currently has more than 500 shopping malls across the country. In April 2018, Wumart acquired all stores in South Korea's Lotte North China region. In April 2020, Wumart successfully acquired 80% of the Chinese business of Metro, one of the world's top 500 companies, for 2 billion euros. 2. Market scale The sales revenue of supermarkets in my country is showing a growing trend. Analysis of the current situation of the supermarket industry shows that as of 2021, my country's supermarket sales revenue reached 2.2611 billion yuan, a year-on-year growth of 3.16%. It is estimated that by 2025, my country's supermarket sales will reach 2,496.8 billion yuan. 3. User portraits 58% of Wumart Supermarket users are female and 42% are male. There are many middle-aged users, with 36.16% aged 31-40 and 19.7% aged 41-50. 2. Dismantling of the traffic matrix 1. Offline stores Wumart Supermarket will place Qiwei QR codes in offline stores to guide users to add and join the group with discounts. 2. The public account Wumart Supermarket has accumulated tens of millions of fans on the public account. It uses this advantage to set up multiple touch points on the public account to attract users to Qiwei and then join the group. Path 1: In the automatic reply welcome meeting, you will be guided to add exclusive customer service to the US fan group. After adding, the exclusive customer service will guide you to join the group. Click the group link to automatically identify the Wumart Supermarket US fan group near the user. Press and hold to identify. Can join. Path 2: In the first-level menu poster activity, click on the 28th Anniversary Promotion to jump directly to the official account activity article. The article guides users to add exclusive customer service. After adding, the exclusive customer service guides them to join the group. Path 3: In the half-hour delivery on the first-level menu, click to join the group to receive 11 yuan for free. A poster with a dedicated customer service QR code will pop up. After adding, the dedicated customer service will guide you to join the group. Path 4: Wumart Supermarket inserts Qiwei’s QR code into each article and uses welfare activities to guide users to add. 3. The video account’s homepage has WeChat touchpoints added to guide users to Qiwei, making it easier to reach users. The main content of the video includes various product activities and Amway, offline store activity promotion, food guides, etc. In addition, entrances to two channels are placed in the video account and the official account, allowing users to cycle from the private domain to the public domain and back to the private domain without wasting resources and effectively locking in customers. 4. Douyin Wumart Supermarket has two main accounts on Douyin with more than 190,000 fans. The video content is mainly Wumart talk show live replays, event promotions, product amway, etc. The main account will also start live broadcasts to sell goods regularly. 5. Weibo Wumart Supermarket has more than 880,000 fans on Weibo. It will publish information 1-3 times a week, with only 1-3 messages each time. The content mainly includes online and offline activities, holiday blessings, interactive prizes, etc. In addition, Wumart will publish a headline article every week. Different articles are activities for different categories of products, and they will guide the addition of corporate microblogs in the article, making good use of public domain traffic to acquire customers and promote growth. 3. Dismantling of Personal IP Wumart Supermarket mainly uses "Wuxiaomei" as the brand IP to carry out refined operations and establish a real IP image. The following is a dismantling of the product. 1. Personality setting Nickname: Wu Xiaomei Avatar: Xiaobaicai animation avatar Positioning: Exclusive customer service Personalized signature: Follow Xiaomei, life will be more beautiful Moments background picture: Guide to sign in to the community to receive cash coupons 2. Moments content Content frequency: Updated 5-6 times a week, 2-3 posts each time Publishing time: Irregular Moments Content: The main content is marketing activities, such as lottery, flash sales, live broadcast activities, points activities, member days, etc. 4. Community The operation and dismantling of Wumart Supermarket has created many vertical communities, which can not only better contact and interact with users, but also understand users' feedback and needs more clearly. Therefore, in the composition of private domain transactions, community transactions can account for more than 70%. The following is a breakdown of the store group I added as an example: 1. Social positioning group nickname: Wumart Supermarket Huairou Wanda Store Official Welfare Group 10 Group positioning: Welfare group Community value: receive coupons, membership days, limited activities, etc. 2. Community content Wumart Supermarket’s welfare group push frequency is 3-4 messages a day, and the main content is good morning greetings, product activities, membership days, etc. etc., take the content of a day in the community as an example: 08:00 good morning greetings (weather forecast + temperature + travel restrictions + Amway products); 10:30 product activities; 20:00 product activities. 3. Community layering Wumart Supermarket has many interest groups, such as flower groups, mother and baby groups, heart selection groups, etc., which bring people with like-minded interests together to create value for existing category marketing and drive better sales. 5. Dismantling of the membership system The membership system of Wumart Supermarket is mainly based on the self-developed "Multipoint" APP, which is based on the paid membership + long-term membership + points model.

1. Paid membership. There are three types of paid memberships in Wumart Supermarket: annual card (99 yuan), quarterly card (27 yuan), and monthly card (10 yuan). The specific benefits are as follows: Exclusive coupon collection: including multiple discount coupons, merchandise Exclusive activities such as coupons and freight coupons: get 12 eggs for free every Thursday, 12% off for members only. Exclusive member prices: exclusive prices for body lotion, antibacterial soap and other products. 2. There are 4 long-term members of Wumart Supermarket. The levels are: ordinary card (free registration), silver card (with a growth value of less than 3,999), gold card (with a growth value of 4,000-9,999), and platinum card (with a growth value of more than 10,000). The growth value is valid for 1 year, and the corresponding growth value will be deducted upon expiration. Benefits include fast after-sales service, no queues for shopping, and upgraded gift packages. 3. Points system users can earn points through check-in, evaluation, shopping, etc. There are many ways to use points, such as direct redemption, 0 yuan redemption, price increase redemption, limited time redemption, etc. There are also a variety of redeemable products, such as coupons, daily necessities, food, small household appliances, etc. 6. Summarize the highlights and shortcomings of several Wumart supermarkets in private domain operations: Strengthen offline channel drainage: Wumart Supermarket places a lot of QR code materials in offline stores, and guides users to scan codes to enter the private domain through benefits. In addition, at the checkout The station will guide users to download the APP. Refined community operations: Wumart Supermarket is good at using its own resources to establish a variety of vertical communities to achieve refined operations and better sell products, thereby achieving growth.