With a total of 100,000 private domain users in one year and a repurchase rate of 38%, how does Daily Black Chocolate conduct private domain operations?

How can brands do a good job in private domain operations, accumulate more users, and increase user repurchase rates? Perhaps you can take a look at the private domain operation strategy of Daily Black Chocolate. Under the private domain operation strategy on the brand side, Daily Black Chocolate has accumulated a large number of users and achieved a high repurchase rate. How did it do it? Let's take a look at the author's analysis.

In the past few years, the domestic chocolate market has been dominated by giants, most of which are dominated by foreign brands, and domestic brands have found it difficult to win the favor of consumers.

The "Daily Dark Chocolate" that came out in 2019 broke this situation. Its main selling point of "0 sugar, 0 fat" hit the health needs of domestic consumers at that time. After one and a half years of establishment, it took the top spot in the dark chocolate category.

As a new domestic consumer brand, it also likes to adopt a high-profile strategy, focusing on online communication and marketing, and especially attaching importance to private domain operations.

Daily Black Chocolate started its private domain business at the end of 2020, and accumulated 100,000 private domain users in one year. Its community repurchase rate was as high as 38%, far exceeding the industry level.

So how does Daily Black Chocolate develop its private domain? Let’s analyze it for you.

The contents of this article are as follows:

Case Background
Traffic channel analysis
IP character dismantling
Community Operation Analysis
Membership system breakdown

1. Case Background

1. Brand Introduction

In 2019, LANDBASE established China's leading chocolate brand - Daily Dark Chocolate, focusing on the concept of "health, high dietary fiber, and low sugar", and creating main products such as the Pure Small Square Series, Dark Milk, and Oatmeal Milk Dark Chocolate. The brand slogan is "Make every day happier."

Since its launch in early 2019, in less than two years, it has become a new cutting-edge brand ranked first in the dark chocolate category on Tmall, with an average monthly consumption of over 10 million.

2. Market size

China has now become the world's second largest chocolate market. With a population of 1.4 billion, chocolate is growing rapidly at an annual growth rate of 10-15%, and the market consumption potential is as high as 20 billion yuan.

It is estimated that the sales scale of chocolate in China will reach 27.272 billion yuan by 2023, and the sales volume of chocolate in China is expected to be about 253,000 tons in 2023.

3. User scale

The core group of Daily Dark Chocolate is mostly in second-tier cities, with women accounting for 55% and men accounting for 45%. Users aged 20-29 are more focused on fitness management such as fitness and fat loss, while users aged 30-39 may pay more attention to healthy snacks to improve and relax.

2. Traffic Channel Analysis

1. Offline parcel card

The first batch of private users of Daily Black Chocolate were accumulated through package cards. After many iterations, today's package cards are of high "quality", with exquisite appearance and clear process.

After users purchase the product and receive the package card, they can follow the instructions to add the company’s WeChat account to participate in the lottery, or they can directly enter the community to receive benefits. Multiple paths are used to lock consumers into the private domain.

2. Official Account

After following the "Daily Dark Chocolate" public account, you will receive an automatic reply with a welcome message. According to different instructions, you can join as a member, add a customer service WeChat account, or enter the community.

3. Mini Programs

On the homepage of the "Daily Black Chocolate" applet, a private community contact point is set up. After clicking, the group QR code will pop up directly. You can join the group by long pressing to identify it.

4. Video Account

The homepage of the video account has a WeChat touchpoint to guide users to the company's WeChat account, making it easier to reach users. The video mainly contains content such as product promotion, product recommendation, and spokesperson promotion.

5. TikTok

Daily Black Chocolate has two main accounts on Douyin, with a total of more than 50,000 fans. Each account has a fan group to gather users together, which can reach users more easily and quickly. The video content is mainly product promotion, spokesperson recommendation, scene-based grass planting, etc.

6. Weibo

Daily Black Chocolate has a total of 229,000 followers on Weibo, and publishes 1-2 pieces of content almost every day. The content mainly focuses on activities, interactive activities with prizes, interactive topics, product recommendations, etc. During the tasting interaction, users will be guided to add the Black Chocolate Sauce WeChat account and introduce it into the private domain.

7. Xiaohongshu

Daily Black Chocolate has 16,000 fans on Xiaohongshu and has set up a store. In the tasting notes, it guides users to follow the official account and uses tasting activities to attract users to follow the official account, thus introducing private domains. The content of the notes is mainly scene-based seeding, topic activities, holiday activities, product recommendations, etc.

3. Analysis of the IP of the Character

The proportion of female and male users of Daily Dark Chocolate is not much different, and the brand has also created different IPs for the two different groups. Girls are called Dark Chocolate Sauce and boys are called Dark Chocolate Jun.

The name setting also matches the mainstream group of the brand very well, and the private domain is mainly based on black chocolate sauce, as follows:

1. Personality IP creation

Nickname : Dark Chocolate Sauce.
Avatar : A cartoon of a little black man being bitten.
Position : Welfare officer.
Automatic welcome message : After adding the enterprise WeChat, a welcome message will be automatically sent to guide users to receive "benefits" and enter the mini program to place orders.

2. Moments content

Cover of Moments : Daily Dark Chocolate brand promotional picture.
Content frequency : Post 2-3 Moments of Friends content every day.
Release time : Unfixed.
Contents of Moments : Mainly publishes contents such as popularization of dark chocolate, product recommendations, welfare activities, and product promotion.

4. Analysis of Community Operation

The repurchase rate of the Daily Black Chocolate community is as high as 38%, far exceeding the industry level, which must be unique. Let's take the welfare group I added as an example:

1. Community Positioning

Group nickname : [A33] Daily dark chocolate Double 11 carnival.
Group positioning : welfare activity group.
Community value : surprise flash sales every Thursday, latest activities, fan benefits, etc.

2. Welcome message and group announcement

When a user joins the group, an automatic welcome message will be triggered immediately, mainly introducing welfare activities and group value. Group announcements will be updated according to activities in different periods, mainly focusing on welfare.

3. Community Content

The content of the daily black chocolate welfare group is unified. Take the weekly content of the welfare group I added as an example:

From the following table, it can be seen that the content is mainly activity-based and the publishing frequency is also very high. Although there are two topic interactions per week, no one participates and it lacks popularity.

However, there will be a weekly event preview, and clear community planning will reduce users’ resistance to activities and improve retention rates.

4. Community Activities

Everyday Black Chocolate will hold different interactive activities within the group to attract user participation, increase activity and improve user retention rate.

1) Lucky Draw

In the welcome message for those who have just joined the group, a 666 gift box is used to attract users to participate in the lottery. New users have one free chance to participate in the lottery; the prizes include coupons of different denominations to promote the conversion of first orders.

2) Interesting topics

Interact with topics during different festivals, events, and hot spots, and then guide users to send private messages to Hei Qiao Jiang to earn points.

3) Free tasting

From time to time, the group will post interactive activities offering free tasting benefits. The interaction threshold is low and the participation is strong. While promoting activity, it can also enhance the value of the group and improve user retention.

5. Community Cooperation

Daily Black Chocolate cooperates with private domain communities of brands such as Zhong Xue Gao and Ole'. Its main strategy is to distribute Daily Black Chocolate coupons in each other's communities, push posters containing each other's products and benefits, limited-time hot events, etc., and successfully increase private domain users for its own brands.

5. Membership System Analysis

The membership system of Daily Black Chocolate's mini program is not much different from that of the Taobao platform. Both are based on the growth-oriented membership + deposit + points model , but the rights and interests will be slightly different based on different platforms.

1. Growth Member

There is no threshold for joining Daily Dark Chocolate Growth Membership. According to the changes in consumption amount, members will be upgraded to different levels and enjoy different rights and interests.

There are currently 5 levels, namely Dark Chocolate Novice, Dark Chocolate Student, Dark Chocolate Master, Dark Chocolate Expert, and Dark Chocolate Star Appraiser.

The rights and benefits and thresholds for each level are carefully divided. Taking the mini program members as an example, the membership rights include membership gifts, membership upgrade gifts, birthday gifts, points sharing and redemption, new product tasting, membership day, points flash sales, and free shipping for the entire store.

2. Deposit

The stored value amounts set for Daily Black Chocolate on the mini program and Taobao platforms are different, but it is worth noting that the gifts for a 1,000 yuan recharge on the mini program are more than those for a 1,000 yuan recharge on Taobao. This may be due to the difference in platforms, as the mini program is a brand-private platform and Taobao is a public platform.

3. Points system

Daily dark chocolate points can be obtained through consumption, posting, adding dark chocolate sauce, signing in, etc., and can be used to redeem coupons and physical items.

The redemption merchandise includes not only products of this brand, but also various daily necessities, which can meet the different needs of users while stimulating user consumption and rights redemption.

VI. Summary

Finally, let’s summarize the highlights of daily dark chocolate:

DM card design : The postcard has a novel design and a strong sense of ceremony, which will make users reluctant to throw it away. In addition, the interest points set by the DM card are very suitable for fast-moving consumer goods, low-cost, and easy to attract precise users.
The private domain closed loop is complete : From the case, we can see that the WeChat ecological closed loop of Daily Black Chocolate is very clear. From the official account → corporate WeChat → community → mini program, every step of the user's experience is accumulated in the private domain.

Author: Yan Tao Sanshou

Source: WeChat public account "Yan Tao Sanshou (ID: yantao-219)"

<<: How to write public welfare copy?

>>: How to build a private domain operation system?