New strategy for high customer orders in 2024: Red Book content seeding, private domain service closing

In the new era of digital marketing, how can we effectively improve the sales conversion rate of high-priced products? This article will reveal the new marketing strategy for 2024 - using the public domain seeding of platforms such as Xiaohongshu and combining it with private domain services to create a closed loop of global marketing for high-priced products. This article will provide you with unique insights and practical strategies to help you ride the wave in the new marketing era.

This article is short, I just want to tell you a piece of information:

The global era of high-end single product categories has arrived.

With the rise of Xiaohongshu and the growing power of buyer e-commerce, a new way of playing has also emerged - the integration of public and private domain IPs for high-end product categories, with Xiaohongshu's public domain audience promoting products and private domain audience closing deals.

AKA With the rise of Xiaohongshu, the loop that was not closed in the public domain has been filled by the private domain (+ video account + mini program + service system).

Let me first state the conclusion:

Now some private domain service providers and operators have emerged to help high-order product categories/brands on Xiaohongshu (such as beauty devices, etc.), and even to help high-order bloggers/buyers on Xiaohongshu, to open up a private domain position. With the power of the private domain, they can convert those customers who have been deeply planted and trust the products but are still short of the "last mile before sales" through the "customization + service-oriented" sales talk in the private domain, and then maintain the integration of the IP image of the public and private domains through continuous content operation and service management in the private domain, so as to achieve repeat purchases and even cross-category joint sales.

This approach is particularly suitable for categories and brands with high customer orders, as well as buyers on Xiaohongshu.

1. The products that need to be private-domain the most are not fast-moving consumer goods, but high-order durable consumer goods

I talked about the power of private domain in this article as early as 2019 (The nature and gameplay of the 2019 hot jargon "private domain traffic")——

However, from 2019 to today, in the past five years, the categories that have entered the private domain are completely wrong. A bunch of fast-moving consumer goods have entered the private domain - beauty, dairy products, food and beverages, etc.

A key logic: the public domain formats large products, and the private domain provides customized services.

For cosmetics priced below 300 yuan, especially those worth tens of yuan, you can place an order directly through a short video, and the public domain can quickly reap the profits. Why bother to do private domain? In the private domain, you spend a lot of effort and operate vigorously, but in the end you only sell one eyeliner. In the end, the private domain team can't find a sense of existence, and e-commerce and private domains compete with each other on price.

The categories that are truly suitable for private domains are not fast-moving consumer goods, but high-customer-order durable consumer goods that require service and experience.

For example, in the podcast that Chiyan Boy talked to me about (Conversation with Chiyan Boy: After seeing through the backdoor of the Internet, I found that a million fans are not as good as ten thousand users), he mentioned that although people were attracted to the 8,000 yuan beauty device on Xiaohongshu, the price was high after all, and many people were tempted but did not dare to take action.

Xiaohongshu users’ discussion on beauty devices

In fact, the last mile of high-order products is not just about price, but also about many psychological barriers: for example, can it solve my skin problems, and will there be after-sales service guarantees. At this time, even a few casual chats can solve many psychological barriers.

This is why, since ancient times, products with high customer orders require offline stores, sales follow-up, and human care!

Talking to customer service is one thing, but being influenced by the collective mind in a private domain, in a community, and being influenced by repeated exposure in the circle of friends is a completely different experience.

2. The rise of Xiaohongshu hides more opportunities

This strategy is actually not new knowledge, many people have already done it.

When TikTok rose in 2018-2019, it first brought a group of fast-moving consumer goods, especially beauty products, because beauty products are the fastest-reacting of all categories. However, beauty products are ultimately about trying new things, and what is needed is not private domains, but continuous stimulation and innovation.

Many high-customer-unit products have never dared to enter the global content market because they think that is a fast-moving consumer goods strategy that will damage their own brand tone.

However, Xiaohongshu has risen rapidly in the past two years. It combines "taste" and "e-commerce" and balances the brand's tone and sales attributes. This gives high-customer unit product categories that value tone and potential an opportunity to make a difference.

The trend of omni-channel content marketing for high-order durable consumer goods is very obvious. Our Daofa omni-channel marketing strategy consulting is also serving some potential categories and brands.

But here comes the problem: high-order durable consumer goods, such as home furnishings, accessories and jewelry, and 3C technology products, have very long decision-making chains. In addition to the "peace of mind gained from word-of-mouth verification" on Xiaohongshu, they also need a final push that will allow them to place an order with confidence.

This finishing touch cannot be solved by Xiaohongshu’s e-commerce live streaming, but requires more 1V1 customized services. This is when the opportunity for private domain service providers comes.

3. The rise of new private domain service TP/ecosystem service providers

The information exchange and cooperation between us and private domain service providers is never interrupted, so we have also seen that the ecosystem of private domain service providers has been iterating.

From the past official account H5 and SCRM era, to the fission era, to the mini-program era, to the private domain TP+community era, and finally to the video account era in the recent year, the private domain has finally officially connected with global content platforms such as Xiaohongshu and Douyin.

Video Live

With the comeback of Xiaohongshu’s Xiaohongxing and Xiaohongmeng, the sales attribution in the private domain can also be linked.

At this time, the so-called "right time, right place and right people" comes into play: the ability to manage digital users at the bottom of the private domain + the rise of video accounts + the explosion of Xiaohongshu's buyer e-commerce + the global contentization of durable consumer goods . Only when these four explode at the same time can we reap the dividends of this combination punch and achieve high customer orders, high conversions and high repurchases.

However, most brands cannot afford talents who understand both the public and private domains. Currently, the only ones I know of who are particularly good at integrating the public domain + private domain persona + user sales and circulation are some bosses (mothers) who do it themselves. Most of them are small self-employed individuals, and they may not do it in a standard way.

So what about brands?

At this time, private domain service providers have new opportunities. They can become private domain plug-ins for brands that cannot close the loop in the public domain. They can solve the following problems:

1. Assist in building a team: Many companies do not know how to build a private domain team. Even if they do, they still need to train and find SOPs, which is very time-consuming. For example, if you sell maternal and infant products, you must change your methods to sell jewelry. It is better to rely on private domain service providers to make a semi-standard and semi-customized set of services and sales techniques.
2. Raise LTV: The key to high customer order private domain conversion is not the number of people, but the high per capita output. Therefore, private domain operations need to know how to establish a trusting relationship with customers and provide a good service experience, rather than relying on the tactics of mass sales. Private domain service providers have rich experience in this area.
3. Reduce costs: Private domain service providers can charge service fees + commissions in terms of price. This can help solve the last-mile conversion problem of those "brand potential is insufficient, service is used to make up for it". These are things that traditional e-commerce TP cannot do.
4. Back-link operation: High-order customers need to accumulate crowd assets and operate independent websites (mini programs), and connect them with their own stores. The services of private domain service providers can cover this part.

In short, under the trend of omni-domain content marketing, the wave of new marketing has just begun.

In the next article, I will systematically sort out with you why I say that 2024 will be the era when the wave of new marketing will completely blow up like a tornado.

Author: Daojie Doris, WeChat public account: Daojie Doris