In the last issue, I talked about Tang Kuiwei: the digital milk tea overtaking in the curve-Xicha was summarized, and the core of the private domain was not involved. Today, the three-wheat strategy goes on to talk about the private domain operation part of Xicha: applets, as the key platform for carrying traffic in the private domain of Xicha, have a lot to learn from its whole design. Sanmai's strategy first prepared a key layout of the small program of Xicha for everyone, and read the article together with the pictures. As the main entrance of private domain traffic, the whole design is not only about transaction, but also about drainage. Just in time for the launch of the joint venture between Xicha and Zhenchuan, everyone can enjoy the works of Xicha Design Company together. The design of each module of Xicha go applet is relatively simple, and the interface of each user interaction is finely designed. Ordering a single page: ordering+drainage+fission is first of all ordering a single page, because many users first enter the applet because of ordering, and there is nothing to say about normal ordering. The first thing you pay attention to when ordering a single page is a few carousel pictures. As the key area that users pay attention to, the setting of carousel map is very important! There are four main categories in the carousel of hi-tea: 1, new products and hot-selling products recommendation: helping users to place orders quickly and realize transformation, which is the first essence! 2, periodic activities: Monday, Monday exclusive, free delivery and discounts; Free delivery on Tuesday, give users habits! 3, community diversion: exclusive community exclusive benefits, guide users to add enterprises and communities, and retain users in many ways! 4. Interactive participation: joint exhibition of works, multiple awards to attract more users to participate in the collection of works, guide users to participate in sharing, and enhance the brand voice. The actions of Xicha in the carousel can be simply summarized as retention, transformation and fission! Completed the main actions of private domain operation. However, after all, the ability of carousel is limited, and these leading actions should be repeated constantly. For example, the fission setting emphasizes many times: drink together. Friends place orders together, and * * * participate in preferential activities. There are also the membership card privileges and group benefits of the top carousel, which are also a reminder. At this point, the diversion and transformation actions of Xicha single page have been fully set. What an excellent private trader needs is the overall operational ability and the perfect closure of the whole program interaction design. Sanmai strategy then analyzes the small program of tea-loving for everyone. Home: brand promotion+activity promotion+guiding orders+drainage publicity map: consistent with the function of ordering a single page and rotating the map, it belongs to the display position of brand key promotion products and activities! Store self-collection/take-out: directly convert coupons, membership cards and other settings to guide consumption. Among them, community drainage adopts 18 yuan's bait setting for group entry ceremony: 18 yuan's group entry ceremony is actually three coupons with full reduction, full 20-3, full 40-5, and full 58-/kloc-0. Combined with the price of hi-tea single product, it is basically available for single cup, double cup and take-away use. It can be said that hi-tea anticipates a variety of scenarios that users may consume in advance. The service life of 15 days after collection is also a time-limited way to promote transformation. Department stores like online shopping malls for bottled drinks, gift boxes and peripheral products, and increase the unit price of users by expanding categories. Member operation-the focus of private domain operation of Xicha! Xicha is a long and large membership system. Users can become 1 level members as long as they register. After entering the membership system, members can upgrade their levels according to their own consumption. Sanmai Strategy has made a table of rights and interests of different membership levels of Xicha for everyone to see the rights and interests settings of members at all levels more intuitively! Everyone must pay attention to the setting of rights and interests when doing private domain membership operations! If the rights and interests are set properly, the repurchase and fission effects will double! Xicha has five levels of members, namely VIP 1.2.3.4 and black card members. Through the pictures, we can see that Monday free delivery is the unified right enjoyed by all members; First, the first order is transformed through delivery and group ceremony. The upgrade threshold for VIP 1 to VIP2 is very low, so you can spend it. Level 2 members began to give discount coupons for drinks, free delivery once, and the first order was reduced on Thursday. You can also look at the rights and interests of each level and give gift certificates when upgrading. Fast-moving consumer goods and promoting consumption must be the primary purpose! Moreover, hi-tea intentionally guides users to consume on Mondays, Tuesdays and Thursdays, which is what we often say in private domain operations to cultivate users' fixed consumption habits. We don't elaborate on the membership rights of the first few levels. Let's pay attention to the ultimate member of Xicha Private Member Operation-Black Card Member, which is what we usually call iron powder! The biggest difference of black card members is the customized service of exclusive identity, and they have two 30-day experience cards to give to friends, fully mobilizing the sharing fission of high-quality members. Limited time card collection &; 30-day experience card: The design of the 30-day experience card has successfully started the user's "status bias", and people are not willing to change their accustomed "status quo". 2 1 day can form a habit, and many brands will consciously design the task of punching in 2 1 day. Xicha develops user habits through a 30-day black card experience, and guides users to actively consume and advance black cards. At present, only black card users can share the gift. Although the scope of publicity is small, users who experience the black card through the sharing of loyal users will also become loyal users with greater probability. Time-limited card collection is open to all users, winning the chance of card drawing through tasks such as sharing, consuming and drinking together, and completing a round of consumption fission and user communication. In addition, tea-loving members are divided into periodic tasks and growing tasks, and daily check-in is carried out through periodic tasks to maintain the daily activity of users; Spend points by growing up tasks. Xicha also has different integral weights, such as 1 integral for members who consume 2 yuan, and 1 integral for members who consume 1 yuan, so as to guide customers to consume and become planet members, and complete a certain number of consumption times before obtaining additional points. If you want to do a good job in the membership system, the rights and interests of members are the key point. Only by choosing suitable practical interests and convenient ways for members can we attract members to condense on products for a long time and become loyal users. At present, the community operation of tea-loving community is relatively simple and quite satisfactory. Join the group: the administrator will automatically send welcome words and reminders of various activities, as well as coupons to promote the transformation of the first order! Daily: weekly fixed activity push, and push reminder of the latest activity. Free delivery on Monday; Free feeding on Tuesday; Wednesday integral spike; Random reduction of spelling orders on Thursday; Joint money online activities; Community-exclusive coupon packages and so on, as the representatives of typical "high-frequency, low customer unit price, low decision-making cost and strong substitutability" products, Xicha is stepping towards the current "new tea top 1"! Its success, the operation of private domain is of course important, it can open up the closed loop from offline stores to online retail, and do a good job in the operation of related users. Of course, it is also indispensable to cooperate with the use of tools, the continuous research and development of products, and the endless marketing ideas!