How to do a good job in private domain operation?

How to do a good job in private domain operation? Participation: Friends of Leng Yun Fashion Group 7 Time: August 20, 2022 Owner: Leng Yun _ The following discussion in Leng Yun fashion circle is a discussion and summary of industry issues. These sharing belong to the crystallization of collective wisdom. Does not represent Leng Yun's personal opinion. I hope this way can benefit more people in the industry! | 1 | What is a "private domain" 1? What is the "private sphere"? Landlord: How do you define "private domain"? Yunyou Ating: WeChat, Little Red Book, Tik Tok. Bin Xu: My understanding is that, for example, I have 1000 students, and each student has his own circle of friends on WeChat, or they can play Tik Tok Aauto faster and have their own fans on Tik Tok and Aauto faster. These circles or fans are "private areas". Host: Do you think Tik Tok is a private territory? Tik Tok is also forming a group. Yunyoumo: I think it is a user group that can establish mutual trust and generate payment behavior, which is different from the public domain traffic of major platforms. Traveling in Bin Xu: Everyone's fans in Tik Tok are private, right? Tailor Yun Youxiao: This is a relative concept. Before talking about "private sphere", what is "public sphere"? The public domain generally refers to those platforms that sell traffic, both online and offline. For example, Taobao, Tik Tok and offline shopping malls are all selling traffic. The full name of private domain should be private domain traffic. My understanding is that traffic belongs to businesses, brands or enterprises, not platforms. Landlord: Is this the actual situation? Do you think your fans in Tik Tok are really your own traffic? Including other platforms, Weibo, fans of Little Red Book. Bin Xu: My husband has his own fans in Tik Tok. Every time he broadcasts live, the system will recommend it to his fans, and a group of people will come. Landlord: Is this a private area? Why is there a distinction between public and private? Do you know that?/You know what? The tailor smiled: the public belongs to everyone, and the private belongs to himself. Bin Xu: I think it's ok. Private domain refers to people who have established contact with a brand or individual. This person knows you or recognizes you, and bloggers have a certain influence on fans. Landlord: So we all know whether the traffic on Tik Tok is public domain or private domain? Yunyou little tailor: the public domain. Owner: Do you know the traffic push logic of Weibo, Xiaohongshu and Tik Tok? For example, if you have more than 654.38 million fans on Tik Tok, does this mean that they can see everything you post? Bin Xu: Not everyone can see it, but priority will be given. If the public domain on the vibrato platform pays attention to you and continues to pay attention to you or interact with you, it will become a private domain. Yunyou Anson: Private domain was first proposed for the operation of WeChat group. Owner: Is this the logic of Tik Tok now? Now the traffic distribution mechanism in the public domain is very complicated, and your fans may not be able to see your things. Tailor Yun Youxiao: The traffic distribution right cannot be called "private domain" in the hands of the platform. Yunyoumo: I feel that the private domain still has to pay. Landlord: You can look at my definition of public domain and private domain. But you don't have to agree with my division. (Public domain traffic) (Private domain traffic) The private domain is mainly the WeChat ecosystem and the goal of WeChat. In addition, official website and APP are private domains. A Ting: What is the standard or boundary of distinction? How many fans do you like? The audience or? Whether their sense of boundaries has always been blurred. Tailor Yun Youxiao: Video traffic is more and more like Tik Tok, which is controlled by algorithm. Owner: I define the video number as "private domain" because its recommendation mechanism is different from Tik Tok. It is also an ecological chain based on the circle of friends. Video numbers can be transformed into communities, and its recommendation mechanism is based on the circle of friends. The ecological chain of WeChat itself is mainly private domain. Tailor Yun Youxiao: I quite agree with this feeling. For example, is Tik Tok Group a private sector? Landlord: Yes. Theoretically, you can say that, but now there are groups in Weibo. Personally, I think it is mainly whether they have achieved the desired effect in the private sector in the end. If there is a group that doesn't work, it's useless. To some extent, the definition itself is not important, what matters is the effect. But overall, I think private domain traffic is your own traffic. Yunyou Little Tailor: You can't really turn customers into yourself by selling advertising platforms. Landlord: That's right, so one of the difficulties now is that it is getting harder and harder to transfer traffic from the public domain to the private domain. If you are not careful, you may break the rules. Tailor Yun Youxiao: Yes, but it's easy in the WeChat ecosystem. Landlord: Yes. So I think the actual private domain ecology is WeChat ecology, which is also their characteristic. 2. You know the brand case with better private domain operation. Owner: You know a good case of private domain name operation. Welcome to recommend them. And explain their advantages? Unlimited shoes and clothes. The tailor YunYouXiao: "Becky Li's Dream World", this is not bad. There are not many good examples in the clothing industry, but there are many cosmetics and online celebrities who are basically doing it. Landlord: Why are there not many clothes? Have you all made private domains? Yunyou Little Tailor: We just do data operation for the clothing industry. Private domain is a necessary condition, otherwise there is no data. Landlord: What kind of private domain have you made? Yunyou Anson: I haven't seen any good cases. They are all trained by training institutions, and the methods used may not be effective. I feel like I'm cutting leeks. Yunyou Little Tailor: Providing tools and methods for WeChat eco-trading and interaction. Yunyoumo: I feel that KFC's "Crazy Thursday" is a case of private domain operation. Tailor Yun Youxiao: Wei Lai, who sells cars, has many cases in the official account of WeChat. Yunyou Anson: Are there any cases that can be taken out now? They all apply the previous membership marketing customer operation logic. Owner: Have you ever experienced the perfect diary and glasses? Tailor smiled: just read the report in a perfect diary. Bao Dao saw the case interpretation in reality, but it never appeared in their group, so it is not easy to evaluate. Owner: The cases of Bao Dao Glasses and Perfect Diary are public, so you can check them out or enter the experience. However, the marketing expenses of the perfect diary account for a high proportion. Now most clothing stores do shopping guide online. Yunyou Little Tailor: The personalized operation of clothing brands is very important, and the store manager should be the best personalized object. Private domain is a place with temperature. Each brand should have different personalized objects, so that you can add store managers with brand IP. Yunyou Ating: The fans are sticky and the traffic is fast. Owner: For example, the strategy of a group company I know is: (1) put all the members into a group system, not by brand, but by CRM of the unified headquarters of the group. Think about it, what are the advantages and disadvantages of doing so? The advantages outweigh the disadvantages? Do more harm than good? (2) Thirdly, with this strategy, what are the requirements for shopping guides? Do you understand this strategy? Little tailor: the thinking of selling goods can be like this, and the brand value is difficult to highlight. You can communicate with customers, but don't operate together. Yunyoumo: In this process, resources have been allocated and reorganized. The advantage can be said to be that you can understand the existing user assets of the group from a more macro perspective? The disadvantage is that some brands with outstanding performance may be dissatisfied? Yunyou Anson: Brand private domain operation is customer operation, member operation, providing some exclusive services, products and benefits, and planning activities. Owner: The idea of Yunyou tailor is effective if it is applied to personal brand. But it is unreasonable and inefficient for large group companies. Because this brand does not need to rely entirely on the private sector for brand maintenance. They have many other ways to make brands. A Ting: I agree. Yunyou Anson: You can promote new brand products or sell goods directly. This is not difficult to do. Yunyou Little Tailor: If they use big data to communicate with brand customers, this is no problem, but they sell goods together, and then they will be in big trouble. Landlord: But if you start from the private sector and rely heavily on it, then you need this. But the cases of the group companies I mentioned are all time-honored brands of more than ten or twenty years. They didn't start from the private domain, so they don't need to spend too much time on brand building in the private domain, mainly on brand maintenance. Yunyou Little Tailor: This is equivalent to treating your customers as the public domain, and the brand is engaged in the private domain. This is no problem. Landlord: Then the question is coming. How to allocate shopping guides? Yunyou Small Tailor: Generally, large companies will do this, and change customers into different business segments through data insight. Who sells and who earns? If so, it may be selling goods together. I wonder how the company handled the case mentioned by the landlord. Yunyou Anson: Customer relationship management system, which is very mature. Customers are divided into different levels and adopt different methods. Owner: Now the customer is very confused. How many guides does the same customer face? How to allocate shopping guides? In this case, the increment is completed by the group's exclusive shopping guide (different from offline); The stock is carefully cultivated by the store manager's shopping guide and combined with CRM management, which is of strategic significance. Yunyou Anson: There are many ways to maintain customers. Shopping guides only need to protect their own customers, and group customers also have customer service. These are the categories of membership marketing, so we should have a new understanding and operation mode of private domain operation. Personally, I think that private domain operation is to do services, from selling products to selling services in the past. If you can do this, you will win in the future. Service is a solution, which provides solutions for customers through private domain operation. Yun Youxiao Tailor: I quite agree. Yunyoumo: I think it should be difficult to implement group integration. How long did it take them to make such a change? It feels as if it has changed from an independent brand within the group to a group consumption ecology. Yunyou Anson: Whether it is the shopping guide of corporate headquarters or terminal stores, we need to focus on providing solutions for sales. It used to be a shopping guide. With private domain, designers can go to the front desk and serve customers. Yunyoumo: Kind of like Huawei's shop? Using that kind of electronic product is an eco-experience store. Yunyou Anson: You should learn to understand and learn Haier's inverted triangle model. | 2 | How to start a private domain? 1. Seed User Owner: If you want to open a private domain, if it is a small company (individual), where do the seed users come from? If it is a medium or large company, where do the seed users come from? How to persuade offline customers to go online? Yunyou little tailor: old customers, friends and employees. Yun You A Ting: Seed users can drain from Xiaohongshu, friends around them, customers and friends of friends. Landlord: As someone just said, what if you don't want to add friends? For example, I personally will not add any shopping guide WeChat, nor will I enter any selling community. I think there should be someone like me. Yunyou Ating: Then pay attention to the official account of WeChat. I think what Becky Li has done well is that the official account of WeChat is not broken, and it is related to the private domain. The tailor smiled: knowledge is also ok. Different people have different needs, such as social needs. Landlord: Yes, I have joined some good communities now. They are knowledgeable and sociable, and I have not joined any clubs that sell goods. I don't think a simple sales community will last. 2. User fission master: How to acquire more customers through the fission of existing customers? Assuming two situations, how to split the low customer unit price? How to split the high customer unit price? You can define each other first. What do you think is the unit price of low-priced customers? What's the unit price for a premium guest? Little Tailor of Yunyou: If there is any community that says to share handsome men's clothes every day, I would like to join. A Ting: So Becky Li makes good use of this. She will share it on the official WeChat account, so the user's viscosity is high. This brand of coat is made in summer. The unit price of low customers is around 99 yuan, and that of high customers is around 199 or 299 yuan. Yunyou Bin Xu: I'm studying how to use college students' innovation and entrepreneurship platform to turn C into B. Landlord: How do you divide it? Little tailor: divided into high and low groups, some people think that clothes at 1000 yuan are expensive, while others think that they are too cheap to buy. The best fission comes from the propagation of KOC. Yunyou Anson: There can be many fission designs, such as multi-product mode, member rebate mode, agency mode and lottery mode. Owner: Are there any successful fission cases with a customer price of more than 5,000 yuan? Yun You A Ting: Yes, there are also traditional points model, membership system and so on. Tailor: Yes, buy a car. Owner: Is there a successful case of high unit price of clothing? Have you ever calculated the customer acquisition cost through fission? How is it better than traditional e-commerce? The tailor said with a smile: There must be one in real life. I pulled my friend into the pit when I was helping someone with clothes. Owner: I haven't seen anyone share the data of private domain customer acquisition cost, so I don't know what its actual data index is. For example, the perfect diary depends on KOL/KOC, and it feels that the cost of obtaining customers should be quite high. Tailor Yun Youxiao: This may be just an example. Owner: What do you think of this customer acquisition cost in Pinduoduo? Compared with traditional e-commerce, the typical low customer unit price is red envelopes and coupons. Do you think this is really useful? Or is it effective in the short term and not necessarily effective in the long term? Did you find that the higher the customer unit price, the more difficult it is to split through existing customers? Have you ever wondered why? Yunyou Bin Xu: My idea for this project is to encourage students to be bold and innovative, design patterns, and then print them on T-shirts or sweaters with digital technology. I will set up a digital printing center in the school to help them realize it and make them my C customers. Then encourage them to go to the private domain to promote their designs, and link to the online system of the center through the QR code of the private domain to place an order. Student sales can get a commission, which counts as customer participation in design+fission marketing. C hatches into B, and you can still get the support of Dachuang. Landlord: This is very good. Your school is an MCN university. Tailor Yun You smiled: The pattern is very good. Bin Xu: Yes, and the MCN of the school is very stable. No one will run away before graduation. So schools should be closer to the industry. Landlord: I take luxury goods and high-definition products as examples. There are tens of thousands of these products, and they are not willing to show their circle of friends. Do you know why? Let me give my opinion. Now the successful fission, all I see are low-priced products (mainly clothing). There are fewer expensive ones. So I'm also thinking about how to raise the new high-end price. First, in order to keep a low profile, really rich people don't show off. Second, for safety. Third, I don't want to have a conflict with others. Therefore, in fact, the fission of high-end customers (like this 10,000-yuan class) may only be realized through the salon where friends bring friends and the brand itself. 3. User label owner: Do you know where to label? How many people will label customers? What label? Yunyou Little Tailor: WeChat can set notes and labels. But this will be useful for small customers, and more will be troublesome. Owner: Not at all. Last time I heard a case, an international cosmetics group. Guess how many user tags they have? Tens of millions of users. Now, in terms of scale, big customers and small customers are logically connected in operation, but different technical means are applied. Large groups rely on third-party companies to develop systems for maintenance. Yunyou Little Tailor: It should not be native to WeChat, and the label has a mature methodology. Wandering in ink: basic information, consumption behavior, consumption preference. Owner: So we have to use third-party software tools. They have about 6000 user tags. So what is the label? Tailor Yun Youxiao: For the label category we make, an entity will have thousands of labels. Landlord: What is "entity"? Is it too much energy? Fine management is too fine and the input cost is too high. Even if it is automated, it seems to me that it is too much, and it may also cause data redundancy. Wandering about ink: basic attributes: age (life stage), occupation, gender, city/city level, education level, children/car/room, etc. Consumption behavior: login times in the last 30 days, membership level, average monthly consumption frequency, average monthly consumption amount, shopping time, etc. Then different categories, such as skin care products: oily/dry skin, allergic, yellow, black and white skin and so on. Tailor Yun Youxiao: For example, a product you buy can be a label alone. Landlord: I see what you mean. Let's look at the scale and group. I don't think more data is better. Tailor Yun Youxiao: Yes, according to business needs, we will put off the things that need to be solved. Owner: What is the purpose of the label? Do you understand the label we are talking about? Labels and notes are all available information and can be done by hand. Yunyou tailor: Labeling is the foundation of digitalization, which can reduce costs and increase efficiency. The most realistic value of marking on WeChat is to classify portraits for customers. Landlord: Yes. In addition, labels are mainly used for precision marketing. Private domain sales is essentially selling the right goods to the right people at the right time and at the right price. So let's think about it, which categories should our labels be divided into? How are the labels classified under these categories? Let's look at the label of the goods first. Commodities are not labeled on wechat. If it is a big company, it should have a corresponding commodity system; If a small company or individual starts a business, at least it can be marked on the EXCEL form. Only when the goods are labeled can they be better and more efficiently recommended to the corresponding customers. So what should the product label include? We will take the handiwork of small and medium-sized enterprises as the standard, because that's basically what big enterprises do. What label do you put on the product? Little tailor of Yunyou: The physical attributes, trading attributes and after-sales evaluation of products can be used. Landlord: Yes. I classified it as "consumption data" after evaluating the sales. What else is there? Sub-categories (not just down jackets, skirts, etc. It also includes size, thickness, length, outline, style, name, etc. ); The picture below comes from my Advanced Buyers Collection Manual, which specializes in collecting goods. Everyone's product labels can be typed along these dimensions. As for the specific extent, it depends entirely on your management fineness. The finer you are, the more efficient you are, but the more energy you put in. So we each measure which labels to play from the input-output ratio. (