Everyone is telling you to build a private domain, but no one tells you to build a private domain system

At a time when private domain traffic operation has become a hot topic, many people are emphasizing the importance of "doing private domain", but often overlooking the systematic framework and refined actions needed behind private domain operation.

Ordinary people are telling you to do private domain

Experts will tell you that you need to build a private domain system

Some people may think: Are you using these fancy words to make a deal with me? Are you deliberately making it so mysterious?

Based on the value of "sharing as objectively as possible, only talking about what is useful to everyone, not picking out what is beneficial to me"

as well as

As a senior practitioner in the field of knowledge payment and private domain for 7/8 years, I have obtained several cases with great results.

• NetEase Youqianjun, private domain monetization increased from millions to tens of millions
• Tonghuashun Fund, the private domain conversion rate increased by nearly 100%
• Zhigu Trends: Private domain monetization revenue has doubled from 5% to 15%.
• Zhang Qi, a businessman from Boshang, doubled his private domain monetization revenue
• Short video IP Tian Buhuang, with over 1,000 fans, has realized nearly 200,000 yuan in private domain
• Zhu Dan, the leader in self-study, has thousands of friends and has realized hundreds of thousands of dollars in private domains
• Teacher Liu's family education, a group of more than 300 people, private domain monetization of 50,000+

…..

I want to say that private domains cannot succeed without a system. This is really the case.

In the past year of working on IP, I found that people’s understanding of private domain is very scattered.

You think you are doing private domain

• "Like Luckin Coffee, you can make 1 million yuan a year by creating a group and sending coupons"
• "Learn WeChat business and post dozens of WeChat Moments every day"
• "Learn from the big names and hold an event every year to concentrate on one transaction"

If you do this, your private domain will never survive for more than 3 months.

If you think Luckin Coffee is just sending coupons to a group of people, you can read the case analysis: How Luckin Coffee relies on private domains to return to the center position

This is how most people who have never worked in private domains, or have a very shallow understanding of private domains, view private domains.

I often share this with my students:

To do a good job in private domain, we need a systematic framework + refined actions

Why does the private domain need a systematic framework? For refined operations?

Why does the private domain need a systematic framework? To achieve super conversion rate?

Today, let’s talk about systematization, using 1 dimension and 8 frameworks, so that you can have a very comprehensive understanding of the private domain.

1. 1 Dimension

First of all, we need to understand that when we do private domain, we should not think in a single point, but think globally.

Because private domain is a systematic project, from traffic generation to transaction, each link may affect the final result.

The private domain we are talking about now is actually to accept users, activate users, and close transactions with users around the WeChat ecosystem.

In the WeChat ecosystem, there are communities, Moments, WeChat, public accounts, video accounts, and mini programs.

These are all private domain touchpoints, and the functions of each touchpoint are different.

I further divided it into the personality matrix and the transformation matrix

• Personality matrix: nickname, friend circle, video account, signature, avatar
• Conversion matrix: Moments, private chats, live broadcasts, public accounts, and communities

How would people with single-point thinking go about creating private domains?

Just like what I said above: only do social networking, or only post on Moments, or only do activities

Global thinking: Make good use of all the touchpoints of the WeChat ecosystem and develop a good combination strategy

2. 9 major systems

I just said this: To do a good job in private domain, you need a systematic framework + refined actions

Systematic framework or refined actions, which comes first?

My understanding of this may be different from other private domains you have seen.

Theoretical scholars may say: develop private domains around public domains, monetize traffic, and make refined actions around a systematic framework.

I will tell you: focus on the private domain to develop the public domain, focus on monetization to develop traffic, and focus on refined actions to develop a systematic framework.

This is the difference between a practical person and a theoretical person in the private domain.

These three short sentences are my experience in this industry for 7/8 years.

Refined movements, according to my own original 5W landing method

They are WHO, WHEN, WHERE, WHAT, WHY

To translate it into: when, to which group of people, through which scenario/channel, what content you send, and why you do it

Thinking back, if you want to do such sophisticated operations in the private domain, what kind of systematic framework do you need?

The systematized framework consists of the following 8 systems (in no particular order):

1. Character system

For private domain businesses based on IP, the human setting system is a prerequisite element, because in IP-based private domains, users buy not only products, but also the IP itself.

The personality matrix I mentioned above: nickname, avatar, signature, circle of friends, video account

In fact, it is constantly helping to shape your personality.

2. Sales transfer/transaction system

How do users complete transactions in the private domain? At what stage do they complete transactions?

Only when this is clear can we know which stage the user is in the private domain and what actions to take based on each stage.

3. Product system

Here, products and product systems should be separated

A product is a single

A product system refers to a set of business-based product combinations

The common product systems of knowledge IP include the following three

Products suitable for private domains must meet either high unit price or high repurchase rate.

4. Labeling system

Why do some people say that they have done a good job with their personal image and products, and everything else seems fine?

But why is the transaction conversion rate not high?

You forgot a saying, "Look at the person talking."

Think about it, if you are a private company selling cosmetics, among those users who frequently buy international brands and spend tens of thousands of dollars a year on them, who would like you to recommend group-buy lip glosses for 9.9 yuan every day?

Everyone must have heard the saying: 20% of people contribute 80% of the profits

According to different groups of people, doing different group operations and doing a good job of user stratification is a great lever to do a good job in private domain

5. SOP system

I have written before that if you want to operate in a systematic way, you also need SOP (standardization)

Without SOP, your private domain is in disarray and your experience cannot be replicated.

Maybe you will always stay in the process of fishing for three days and drying the net for two days.

Think about it, today I tested a very good activation script and found that this script brought a very high response rate

Do you want to use it on other users so that more users can reply to you?

When you put it on other users, you find that the situation is still good

Is it possible to let your sales staff use it and activate it for their users?

With SOP, good experience can be replicated

Copy not only to users, but also to your team

6. Traffic system

The private domain traffic system is divided into public domain traffic + private domain traffic

• Public domain traffic diversion means transferring traffic from external platforms to private platforms. Your traffic pool comes from external platforms such as Douyin and Xiaohongshu.
• Private domain traffic diversion means to make your private domain friends fission, or referrals. Your traffic pool comes from your own private domain.

A healthy private domain should allow you to live well by relying on referrals

7. Data system

If you do private domain and don’t understand the data

It's like crossing the river by feeling the stones, which is illogical.

During my consulting work last year, I encountered several such cases. One of them was my consulting client.

I asked him, you have been doing this for a year now, can you show us the data indicators?

As a result, there is no table.

The key data is only in the minds of a few core members, scattered

The result left me confused. Without data, how could I understand how you performed in the past, where problems occurred, and where improvements need to be made?

8. Content system

The content system is so important. Let me put it this way.

SOP, labels, layers, etc. are the trunk, and content is the leaves.

• How to post to Moments, the final presentation is content
• How to chat privately, the final presentation is the content
• How to do live broadcast, the final presentation is content

….

Based on IP-based private domain, you should not learn from e-commerce/brand private domain, which always launches activities, coupons, and discounts.

IP-based private domain content requires empathy and value

In a word, good content is content that can provide users with useful content.

9. Delivery system

Many people may ask, what does it have to do with delivery?

Have you ever heard this sentence:

• A deal is just the beginning of your relationship with your customer, not the end.
• Delivery is just the sublimation of your relationship with your customers, not the end.

Good delivery can bring you more materials and reputation, which can feed back all the actions you take.

Most people who do delivery may only do delivery.

So, let me summarize, if you want to do refined actions, what kind of system framework do you need to support it?

• Refined actions require a data system for iteration
• Refined actions require an SOP system to ensure continuity
• Refined actions need a content system to have soul
• Refined actions require a label system to provide direction
• Refined actions require a product system to achieve goals
• Refined actions require a traffic system to achieve scale
• Refined actions require a human system to build trust
• Refined actions require a delivery system to be confident
• Refined actions require a sales and transfer system to have a process

For example

Are you feeling a little dizzy at this point?

It's okay. I'll use an example to translate it into the most colloquial language.

For example, I was in charge of a private domain of an IP before. How did I do systematic operation?

First, draw a simple process framework for IP-based business

Secondly, based on this framework, what do I need to prepare? Take the first conversion as an example

I need to know what is being resold, which involves the product system

Secondly, once I know what I am selling, I need to work backwards to find out where the traffic comes from, which involves the traffic system.

But before the traffic comes in, I have to do some work and decorate the storefront, so I have a personal setting system.

Now that I have all the above, I need to know what means and scenarios I need to use to close the deal in the first phase. This is where the deal system comes in.

When traffic comes, I use some content to influence them, which requires a content system

In order to make my content more useful

I need to stratify and label users, so I need to use a label system.

In order to reduce everyone's operating costs, I need an SOP for sales or myself. With the SOP system

Then in this process, we have a data system, which facilitates us to iterate in time, know what is wrong, and how to optimize it.

After the deal is done, I will start delivering. If there are cases, I can add more ammunition to my content library, deal library, etc., and then I will have a delivery system.

After reading this, do you understand what the systematic framework + refined actions of private domain are?

If you are still stuck on the question of whether private domain is just about creating a group or posting to a circle, then read this article again.

Because this may be the most comprehensive article you have ever seen on the entire Internet, and it is also my original article on the systematization and refinement of private domains.