The underlying logic of the private domain is high-quality client connections. From the transformation of China's Internet social traffic operations, we can see that the biggest pain point at the core of the Internet is connection. In addition to the connection itself, it now pays more attention to the quality and depth of the connection, including: quality connection content, such as consumption upgrades, new consumption, etc.; further connect users, truly understand users, interact with consumers, and produce more in the future through interaction. Big gains. This is the development trend of the Internet, from simple connection to deep connection. The nature of private domain traffic is to connect more deeply to old users, and to better understand user needs through the connection, so that old users can bring new users and generate greater value.
1. Starting from the life cycle value of users, there are six core issues that need to be addressed:
1.
Recruiting new users through fission, including new users’ transaction conversion, and improving overall transaction conversion rate and traffic efficiency.
2. Repurchase conversion
The cost of managing an existing customer is much lower than the cost of attracting a new customer. Through refined operation of existing customers, the transaction frequency of users during the life cycle can be increased.
3. Brand communication is
not limited to offline, but online uses the most accustomed way for consumers to generate more good interactions with users and improve the brand's image in users' minds. This is the value that private domains play in brand communication and core user management.
4. Customer service
For companies with high customer unit prices and long service cycles, user management through private domain traffic can improve user experience.
5. Distribution management When
KOC is needed to help spread and distribute products, private domain traffic can assist in the management of KOC customers.
6. User stickiness
Build connections with users through multiple channels and cultivate user loyalty through private domains.
2. Deeply cultivate three links to effectively deploy private domain traffic
Private domain traffic emphasizes the transfer of traffic pools from public traffic to private traffic and the cultivation of high-net-worth users. To achieve the maximum revenue of private domain traffic, the establishment of a traffic pool, the optimization of the conversion process, and the cultivation of high-value users are indispensable and complementary to each other.
The establishment of a private domain traffic pool. The private domain traffic pool imports external traffic into the internal space storage that does not flow to the outside. It can have strong interactions between users and users, users and products, and is operability in the control of user churn. Common ones include subscription traffic pools, social traffic pools, product traffic pools, etc. The use of incentive systems to achieve the coexistence of the three user pools allows users to voluntarily establish the demand for three private domain traffic pools.
Smooth conversion process. The conversion of private domain traffic follows the conversion method of the funnel model, relying on the advantages of the coexistence of the three pools established in the previous stage, and optimizes the conversion of different conversion stages. The three dimensions of conversion are traffic conversion, additional purchase and unpaid conversion, and order conversion.
Promote the introduction of traffic to be transformed, and creative promotion pictures and titles are important factors that affect the accuracy of traffic. The advantage of the social traffic pool can play a greater role in facilitating payment and additional purchases. If there is a user’s WeChat account at this time, the user can be guided to complete the order through the form of customer guidance. From order to order completion, the design of product links is conducive to improving the conversion rate from order to order completion.
Cultivation of high-value users. The value of a single user is the most direct profit-making factor. The growth of the value of a single user mainly starts from two aspects of the user's single consumption value and the user's repurchase rate. Increasing the customer unit price has a very important effect on revenue, and at the same time helps to improve the user experience. The increase in customer unit price means the upgrade of services, allowing users to experience more services brought by the product. Companies can increase customer unit prices through customer service recommendations, full use of coupons, full discounts, full gifts, plus money purchases, and package methods. Repurchase is the biggest advantage of private domain traffic compared to public domain traffic. The repurchase rate determines the value cycle of users. High repurchase reflects the value of the user's back-end. Increasing the repurchase rate is also enhancing the life value of users. Enterprises can realize user repurchase through new product releases, establishment of membership systems, and repeated access to the three major private domains.
Three, four forces model, find the most suitable private domain play
1. Organizational power
Private domain self-operating ecology requires strong organizational support, generally divided into marketing department-led, offline business-led, affiliated to the e-commerce department, and independent teams. mode. These four models are not necessarily universal for every company, and they are not necessarily applicable to all companies. The setting of the overall team structure and matching is very important in the organization, that is, how to give the team appropriate incentives. In the incentive system, many companies have fully integrated and consistent small programs and offline incentives. For example, some brands, such as clothing, daily chemicals, and beauty, have deeply bound the mini programs and offline team incentives. Usually, these brands don't care whether customers come online or offline. In our view, companies with such a mentality can truly operate the private domain well.
2. Commodity power
Focus on the breadth of commodities. A wider SKU is configured in the private domain, and certain product users can only obtain it in the private domain channel. Therefore, new operating methods will be derived accordingly. For example, if users need to share more in order to obtain scarce and limited products. In addition to the width of the SKU, in fact, consumers are more concerned about the price. In the beauty industry and the daily chemical industry, there are many leading companies, including international big names, domestically produced locals, and domestically produced cutting-edge companies. Take the beauty channel as an example. In the private domain, can companies consider making some distinctions in the price strength of some commodities?
3. Operational power
Every operator who is actually operating must consider the distribution of channels operating in the private domain, and whether the distribution of different channels and the comparison within the industry are reasonable. How to operate each touch point well is for every operator to consider. As the nature of users' shopping in private domains becomes stronger and stronger, if brands can have very good content blessings, consumers will not only passively reach out, but also have very active search behaviors.
4. Product technical capabilities.
Product basic performance, information architecture, core functions, and quantifiable data also require attention.
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