The operation of private domain is first and foremost the operation of the enterprise.

Want to do a good job in private domain operation? What is the key? What should we do?

When it comes to private domains, people are talking about various operating methods everywhere, which is very misleading.

The word "operation" originated from the Internet. It generally means a series of skillful operations performed to achieve a certain goal.

When it comes to skills, it is easy for us to attribute the success of this thing to the skills or focus on the skills.

We learn various test-taking techniques and examination skills since childhood;

When we grow up, we make money, various money-making skills, ways to make money;

Now we have private domains, various private domain techniques, and operation methods;

Focusing on the techniques will prevent us from seeing the fundamental things in doing this well.

In "The Way and Art of Private Domain", I explained why I have learned so many private domain operation methods/techniques but am still not good at private domain.

Everyone tells you to do private domain, but no one tells you what the private domain has to do with business operations? Or maybe you have never thought about it.

1. Private domain empowers business operations

No matter what business the company is doing, whether it is physical business, e-commerce, or self-media, any kind of business can add a private domain (+private domain), and must add a private domain. Not adding it means you are walking on one leg, and adding it means you are walking on two legs or more legs.

Physical + private domain, combining online and offline, supplementing the limitations of offline business hours and space;

E-commerce + private domain, the combination of public and private domains, makes up for the limitations of high costs and difficulty in repeat purchases in the public domain;

Self-media + private domain, the public domain attracts the private domain to monetize and achieve high customer order monetization.

2. Private domain is part of business operations

The private domain is not an independent existence. From a strategic perspective, it can be an important strategy for the enterprise. From a channel perspective, it can be a special channel. From a marketing perspective, it can be a special marketing method. But no matter what, the private domain is part of the business operation.

Private domains can help and improve operations, but they cannot replace operations.

If your business is doing well, then it will be easy to do business in your private domain. For example, are KFC and Luckin Coffee doing well in their private domains? Judging from the results, yes, but the success of their private domains is essentially the success of their business operations, so that their private domain operation strategies can be very simple and crude, adding people to the group and sending coupons, which is really enviable, but if you can't learn it, don't learn it.

Precisely because private domain is part of business operations, when doing private domain, we must not separate it from the business operations and remain at the operation/technical level.

Private domains must be integrated into corporate business strategies, operational details, and business processes. The underlying logic is to establish loyal relationships with customers, cultivate loyal customers, and optimize corporate operations. On the surface, they are so-called operating methods, operating skills, and operating strategies.

When I accompany a client like me, the first thing I have to do is to confirm the strategic significance of the private domain with the boss, then to have an in-depth understanding of the business situation of the enterprise, and finally to reorganize and optimize the business processes and integrate the private domain (strategy/method).

This process is an integration process from multiple perspectives, including the enterprise perspective, the customer perspective, and the third-party perspective.

3. Business operation is a higher level issue than private domain operation

I am not saying that operational strategies and methods are not important, but I hope that companies can see the issues at a higher level.

Any decision made by an enterprise should be aimed at improving its operations, and such improvement should be long-term rather than short-sighted.

Some private domain operation methods and techniques can indeed bring in revenue in the short term, but if you do not focus on improving the business operations of the company itself, this "rain after a long drought" type of action will not be able to fundamentally change the current situation of the company.

4. Final summary

The operation of private domain is first of all the operation of enterprise. Only when the enterprise itself is well managed can the private domain be operated well. Private domain can empower, help and improve the operation of the enterprise, but it cannot replace the operation. Private domain is part of the enterprise operation, and the enterprise operation is a higher level issue than private domain operation. Enterprises should think more about how to use private domain to fundamentally change the current situation of the enterprise.

Author: John Wu

Source: WeChat public account "Dajiang Wu"

This article was originally published by @大江吴 on Operation Party. Any reproduction without permission is prohibited.

The title image is from Unsplash, based on the CC0 agreement