A 40,000-word manuscript explains the "Global Strategy of War"
Not long ago, Taobao began to partially connect WeChat Pay and WeChat for Business. This is a "milestone" turning point since the advocacy of platform interoperability, and it has also accelerated the new trend of cross-domain linkage across the entire domain. The essence behind competition and cooperation may have to go back to the issue of "user operation as the main battlefield" . Just as, in the general trend of private domain, major platforms have failed to snatch the "user operation as the main battlefield" of private domain from WeChat. When the "global domain" arrives, the advantages and disadvantages of different platforms will only continue to be magnified, which is why there is the "platform interaction" action mentioned at the beginning. Where the users are, there is the business. Last year, Jianshizhong launched a large-scale industry survey and screened nearly 800 companies, with 654 brand cases based on real feedback from the front line. The report shows that 70% of companies have begun to implement a global operation strategy . If we go back further, in 2022, omni-domain operations became a hot topic of discussion for brands and companies. At that time, Jianshi released the white paper "Five-Character Strategy: Omni-domain Marketing Strategy and Operation". The book pointed out: WeChat's "social omni-domain", Douyin's "interest-based omni-domain" and Alipay's "wool-based omni-domain", each platform has its own characteristics, but the underlying concept is nothing more than a strategy to retain users, which is nothing more than a shift from the PC traffic competition in the early years to the mobile traffic competition today. The strong demand for refined operations and increased revenue has prompted companies to gradually adopt global operations and incorporate them into the new requirements of the operations team. This requires not only cross-channel and cross-platform collaboration, unified data and user operation systems, but also cooperation between departments and adjustments to operations strategies. After a year of evolution, the "Tao" of omni-domain operations - the fact of private domain user retention remains unchanged; not only that, the seven underlying formulas of omni-domain growth are still the constant rules for the company's omni-domain operations. Therefore, we might as well reread the white paper "Five-Character Strategy: Global Marketing Strategy and Operation" again. The difference is that this time we have optimized and streamlined the original 100,000-word content a lot, and added more new cases. Next, let’s reread this “2024 Edition of the Global Five-Character Strategy” again, as follows, enjoy: 1. Taoism: 1V1 retention strategy for private domain user operations, designing bait and polishing hooksHow to use the five-character military strategy of the whole domain. We have previously discussed the logical relationship between the five characters of "Dao Fa Tian Di Jiang": Tao means that everything is user-centric; Fa means the rules of action for user operations. The two complement each other and stabilize the strategic direction of user operations. "Sky" is the cloud data that assists operations, and "ground" is the combined position of cross-domain traffic, which will be the organizational management for internal and external collaboration. The three support the basic foundation of the entire user operation. Today, let’s start with the word “Tao” in the “Five-Character All-Domain Strategy”, that is, “private domain user operation”. The topic of private domain user operation is very large, and there are endless scenario strategies and application models behind it; this topic is also very small, so small that it can basically be summarized in one sentence: Private domain user operation is almost equivalent to membership operation. Its essence is to provide users with warmer full-life cycle services within the APP ecosystem with strong social attributes such as WeChat, and to establish long-term and loyal intimate relationships with users. Many brands are engaged in user operations and follow the well-known AARRR model (Pirate model), operating and managing users from the aspects of customer acquisition, activation, retention, revenue, and self-propagation, but the results are generally not ideal. If we look into the root cause: AARRR focuses on the starting point of "acquisition", and as a concept proposed in 2007, it may no longer be applicable to the rapidly changing scenario of Internet operations. First, the Internet has entered the stock era and the cost of acquiring customers has increased; second, the user churn rate has increased, and we need a better model - the RARRA model. The RARRA model is an optimization of the Pirate Metrics-AARRR model by Thomas Petit and Gabor Papp. The RARRA model highlights the importance of user retention. The RARRA model puts user retention first and focuses on user growth. After retaining users, you can then activate them, allowing them to perform key behaviors within the product as quickly as possible and experience the product’s “aha moment.” Only then will users spread the word and make continuous paid contributions. Finally, after the previous four links have been optimized and verified, we will focus on user acquisition to achieve healthy user growth. While the number of users increases, the quality and value of users also increase. A careful observation will reveal that private domain operations are actually closer to the RARRA model that focuses on retention. That is, the core is not customer acquisition but retention. We often say: private domain operation is almost equivalent to membership operation, and membership operation is to lock in customers and encourage repeat purchases. How to achieve repeat purchases? Retention is crucial. As long as the user is retained and does not leave the table, the user will eventually make a second purchase. Do a good job of retention, and the rest of the conversion work will proceed naturally. So what user operation strategies should we design in advance to avoid loss? When a large amount of public domain traffic pours in, how should the link be designed? Next, I will introduce the six most basic private domain retention strategies: 1. 11V1 retention strategy - bait design and SOP follow-up speechThe frequency of 1V1 chat in private domain operations must be low, and it is only suitable to be triggered in important service scenarios. In most of the high-quality brand cases that Jianshi has come into contact with, we have summarized a rule - not disturbing is the biggest surprise for users. 1V1 contact scenarios are more passive consultations. Of course, active chat ability is also a necessary basic ability. So, next, let's take a look at the core indicators of user operations under active and passive contact: Look first and initiate a chat. User-initiated chats include at least six core links: The following are the user-adding micro-talk, first-day caring talk, 3-day or 7-day return visit + caring gift, next-day invitation to join the group (value judgment) talk, 30-day targeted interest push talk and special node return visit talk. Brands can refer to these key talk types, build a core talk library and design corresponding operation links. Next, passive chatting. The proportions of common user consultation question types are: 63% of the conversations were product-related, mainly answering product inquiries and recommending related products to guide purchases. 15% of the conversations were activity-related, mainly answering activity mechanisms and guiding users to redeem and use gifts. 10% of the conversations were after-sales-related, mainly answering after-sales order inquiries and guiding customer complaints and service support; 12% of the conversations were offline channel-related, mainly informing service acceptance and guiding related support. From opening remarks, script design, invitations, follower-adding link guidance, etc., the establishment of a script library should be updated in real time in line with the brand's latest dynamics. At the same time, the front-line experience of the sales champion should also be integrated into the scripts of all employees to apply the most effective conversions to actual combat. Now that we have an overview of active and passive chats, let’s talk about some key strategies for private domain chat design: In the design of the speech, our core is to solve why users are willing to listen to you. Following this design idea, we can proceed through the following steps: The first step is to establish basic trust. First, the opening remarks should be as brief as possible so that users can listen patiently. Otherwise, users will feel that you are being too long-winded and will terminate the conversation directly. Secondly, for a clear introduction, if the brand is strong or the users are loyal, you can use a short brand name so that it is clear at the first hearing. Then, for memory awakening, you can use actions that associate the brand with the user to further awaken the user's memory. Finally, for supplementary awakening, if the brand is weak or the user stickiness is weak, you can consider adding detailed supplementary instructions in the associated actions. The second step is to design AB bait. Bait A is the main solution. The design strategy is to tell the "user" what to give? If it is a physical object, it is in the name of registration and collection, if it is a coupon, it is in the name of the distribution path, and the service is in the name of the service generation scene. On what basis are you giving it to users? What’s so special about it? Even if you are giving it as a benefit, you should give a reason why it is only for you. In the design of the sales pitch, we should strengthen the rarity and sales popularity. On the one hand, we should ensure the authenticity of the information, and on the other hand, we should create scarcity, an exclusive benefit that not everyone has, and which is limited in time and quantity. A good bait design should not only be useful to users, practical and effective immediately, but also beneficial to the business. It is recommended to use physical gifts, coupons, cash or exclusive services. Common baits include: birthday, 25% user draw, loyal users, first batch of customers, VIP customers, what have you bought, etc. Bait B is a supplementary solution. Since adding WeChat is a requirement, it requires users to make an effort. Since it is an effort, we must consider the possibility of users' rejection. Based on the human nature of equal exchange, it is necessary to provide an exchange item that is equal to or higher than the value I pay. Or, if the user is worried about harassment, emphasizing benefits can more effectively lead users from the scenario of adding WeChat to the scenario of receiving benefits. Backup strategies will play a role in retaining customers at key nodes. It is necessary to provide users with a variety of interest points to choose from. During the entire process, attention should be paid to the retention tone and the expression of additional interest points. The third step is to design the hook. After a lot of preparation in building trust and designing bait, the next step is to the final step of user micro-retention - polishing a sharp enough hook. The principle of the hook is: explain clearly and concisely how to receive it, the connection link should be smooth and natural, and don't add more if it can be solved in one step. In short, do it in a way that is easy to redeem and use. Don’t let users think, simple and easy-to-understand benefits, no-brainer to receive, reduce all possible problems. Quickly introduce the benefits at the end of the benefit point, so that users can go directly to the next step without thinking. There are two common hook links:
A combination of bait + hook + backup interest points that is both tempting and reasonable is the key to achieving high private domain ROI. The most important thing throughout the process is to follow the "influence principle": For example, the sales pitch strategy for beauty or maternal and infant brands is: Invite users to become brand experience officers before they are given corresponding benefits. This logic is to create a scenario where users need to make efforts and rewards for completing a task. If users have a good understanding of the brand, it will directly increase the follow-up rate of the link. Private domain marketing based on mass messaging is declining, and brand private domain management needs to understand customers more like a senior service staff. Here are three types of effective speech techniques: The first choice is red envelopes, followed by services, and finally the experience officer type. Regardless of which level of rhetoric, there is no direct comparison between them, but a combination relationship of 1+1＞2. However, a few are mutually exclusive, such as the combination of red envelopes + coupons. Don’t use event-driven marketing. Instead, try to be hands-off as much as possible. That means don’t have preconceived ideas. Especially in customer service communications, listen more to what users are saying and use the language they like. Be personalized-driven and create personalized communication scenarios around individual users. Anyone who has worked in operations knows that operational strategies are very complex, and the more they rely on human execution, the harder it is to execute efficiently. Therefore, we often emphasize that reasonable "de-operation" is often more important than "strong operation" with excessive human intervention. The above is all about 1V1 plus micro retention. We have explained in detail the differences between active and passive chats and the three important principles of speech design: building basic trust, designing bait, and polishing hooks. I hope it will be helpful to everyone in the user retention scenario of single chat. In the next lecture, we will continue to talk about the second scenario of retention: community. 1.2 Community Retention Strategy: Creating a Healthy Community EnvironmentCompared with 1V1 channels, community channels are more frequent and are also the main battlefield for active users during daily activities. Before understanding the key indicators of community operations in detail, we first classify the communities in actual business scenarios (not high or low levels, just different types of communities).
After completing the definition of the community, let's look at the key indicators for measuring the quality of the community. It can be measured in two aspects: the rate of joining the community and the revenue capacity of the community: On the one hand, it is the group entry rate, and the corresponding key indicators are the conversion efficiency of the bait hook, the group entry guidance words, the group user activity, and the response and iteration efficiency of the group entry path efficiency. If you are not satisfied with the new members of the community, you may consider optimization and improvement from these four directions. On the other hand, there is the community's revenue capacity. We can consider it from two angles: the increase in the community's daily GMV and the increase in GMV during the event period.
In addition to the above key indicators of community operations, users' online social behaviors such as likes, favorites, follows, comments, private messages, group discussions, etc. can all serve as the core focus of private community activity. Of course, more customized strategies still need to be designed based on actual conditions. Hotwind Group is one of the few teams that can perfectly connect offline stores and private domains. At present, the number of their online communities is about 10,000, with a total number of about 1 million people in the group, accounting for 10% of the total volume of private domains. They have six strategies for daily community operations, which can be summarized as the six major memory points of the community:
At present, there are tens of thousands of people checking in in the group every month, and it may be promoted nationwide in the future. However, what needs to be done next is to enrich the gameplay of group points, such as adding fission and election gameplay. Hotwind will use three levels of indicators to judge the value of the community:
The focus of value assessment varies depending on the community positioning. If the group is positioned to sell goods, then the second and third-level click and conversion indicators can better reflect the value of the community; if the community is positioned to provide after-sales service and IP interaction, then the first-level indicators of the number of speakers and the number of messages are more important. Initially, the role of private domain was used for brand promotion. After a certain stage, sales conversion became the core department KPI. At this time, the frequency of private domain reach and content materials must be linked to conversion. Now community operations pay more attention to data such as the PV and UV of mini programs, the conversion rate of the community, and the average order value. Based on the changes in these data, we continuously optimize and adjust the copywriting, cover, push categories, prices, contact forms, and contact frequency to increase user click-through rate and conversion rate. If we only look at the number of messages and spokespersons, the activity of the Hotwind community may not be high, but the community can contribute millions of sales in a single month. The number of UV visits to the mini program mall brought by community reach is tens of thousands every day, which is enough to prove that the current community reach effect is feasible. Finally, it is worth mentioning that in the scenario of community operation, many companies will use mini programs to sign in and deposit user behavior in the mini programs. This approach makes it difficult for group members to see the community activity, let alone directly drive community activity. Jianshishi found this after in-depth discussions with many brand cases. In any scenario, in order to achieve high activity, whether in a group, official account or video account, maintaining multiple interactions among users in a single scenario is the key to increasing user activity. The cost for users to learn new links and new scenarios is getting higher and higher. Brands should try their best to establish exclusive jump links in scenarios that the public is accustomed to. That is, maintain "scenario purity", do not arbitrarily add and jump third-party scenarios and links, and respect users' usage habits in a certain scenario. The above is all about community retention. We have explained in detail the types of communities, key indicators of community operations, and actual business cases in community strategies. I hope it will be helpful for you to build a community retention framework. In the next lecture, we will continue to talk about the third scenario of private domain retention: Moments. 1.3 Moments retention strategy: Create a real and reliable personaThe third retention strategy for private domain operations is the circle of friends retention strategy: create a real and reliable personality. In daily private domain operations, posting on Moments is one of the best places to create a personal image. Without disturbing users, Moments is a place with high reach efficiency and is easy to cultivate trust. However, there are still pain points for brands to post in Moments: The interaction with users is relatively low. Without user feedback, it is difficult to track process data and only the final feedback data can be seen. Therefore, it is particularly important to post in Moments effectively. In addition, in addition to posting in Moments to create a persona, it is also necessary to use other social scenarios of social software to build the brand's IP image and cultivate the user's mind. The content structure of Moments can be divided into three parts: IP shaping, grass-planting, and brand promotion. At the same time, the content proportion needs to be adjusted according to different promotion times. For example, before Double 11, you can post more activity rules and promotional content; during Double 11, you can post more promotional products, which will increase the conversion rate. For example, in the beauty industry, you can recommend more popular items and hot-selling products during Double 11. Generally speaking, the conversion rate is higher than that of normal days. So, how can we operate the content of Moments more effectively? The answer is to build brand IP. IP focuses more on creating a reliable, professional, and trustworthy knowledge sharing image. For example, the manager of a home improvement store can answer questions such as "how to inspect a house" and "details of house inspection" in the circle of friends. From this perspective, users are more likely to have a natural trust in the brand itself, which improves conversion. The vast majority of users hope to have an expert friend who is good at a certain field, including but not limited to doctors, diet, and fitness consultants. Next, we will elaborate on the six basic points of IP creation that cannot be ignored:
After these six basic points are completed, the next step is to officially start the WeChat Moments IP operation, which can be divided into four stages: recognition → familiarity → following → closing. The creation and operation of the personality are completed in different stages. First, the recognition stage: completing the personality positioning and planning In terms of character positioning, it is necessary to clarify specific "personal" information, such as name/nickname, work experience, educational background, living habits, and personality labels. After completing the creation of the role, you can start planning the role and value that the role can bring to the brand. Generally speaking, roles are divided into five categories:
Second, the familiarization stage: establish the personality through content/interaction When laying out content, you must first choose the right channels, such as public accounts, video accounts, Moments, live broadcasts, new media and other platforms. After choosing a platform, you need to columnize and brand the content. In addition to outputting content, it is also necessary to increase the frequency of interaction with users and expand the forms of interaction. For example, use personal accounts/corporate WeChat accounts for private chats, actively initiate community activities, participate in activities, or use live broadcasts to create a sense of dialogue and immersion with users. Next, the conversion stage: build scenarios for conversion Everything is ready, only the conversion is missing. After a lot of preparation, the product is officially launched and the order is guided. In terms of product promotion, interesting sharing can more easily narrow the psychological distance with users, allowing users to subtly deepen their impression of the brand in a relaxed atmosphere, such as a green plant and gardening store owner showing off new products in the circle of friends. Guide the unilateral and scarce benefits. At this level, the main thing is to grasp the user's shopping psychology and achieve the purpose of conversion. For example, the regional manager posts enrollment information and registration discounts in the circle of friends. Among them, using scenes for transformation is an important form of making the early preparations visible. There are many different marketing scenarios, such as exclusive membership days, promotional festivals, flash sales, grass-roots columns, group purchases or fan welfare activities through social networks, live broadcasts, etc. In addition, there are many special marketing scenarios for brands to choose from, so as to achieve the purpose of promoting user conversion and repeat purchases through various marketing scenarios. Finally, the communication stage: KOC continues to explore and cultivate At this stage, we need to pay special attention to the role of KOC, do a good job of testing the community's activity, explore the public domain's positive reviews, and organize community competitions and other activities. At the same time, we must also pay attention to the work of tag recording and tracking to ensure the accuracy and refinement of the tags. Let’s take MINISO as an example. As the classic “spokesperson” of MINISO, Xiaoming perfectly integrated the personality and brand tone to create a well-known virtual personality IP. Based on the characteristics of the channels that connect private domains with core users, MINISO considers "Xiaoming Tongxue" to be a member of the user's friend list. The role he plays is a "friend" rather than an emotionless advertising machine. Based on this understanding, MINISO started to build the personal IP of Xiaoming Tongxue in the private domain. Xiaoming is responsible for user retention, brand communication, and consumer conversion in operations. He is a good friend who can provide timely feedback, obtain first-hand information, recommend MINISO products, and interact with Xiaoming in daily life. After a period of operation, users will actively share good products with Xiaoming, conduct reverse Amway, and express their concern when Xiaoming is working overtime late at night. In general, there are three key points in creating the IP of "Xiaoming Classmate": Key point 1: In line with brand tone Xiaoming has direct contact with users throughout the entire private domain channel. He is the most direct touchpoint for outputting brand concepts and reflecting brand tone. He shares with users the wonderful life products of Miniso that are "good-looking, fun and easy to use" on a daily basis. Implementation: In social groups, Moments, and corporate WeChat 1V1, create corresponding content columns based on core content such as good product recommendations, good product uses, new product sharing, and life sharing, and gradually establish users' awareness of the brand tone from daily content. Key point 2: Resonate with the core group of people In 2020, Ye Guofu, the founder of MINISO, first mentioned "interest-based consumption". He believes that being dominated by interest is the biggest consumption characteristic of this generation of young people, and young people are beginning to be willing to pay for emotional value. "Linking" users through interest: MINISO's core consumer group is mainly female, a group that loves life, is willing to pay for interest, believes that "appearance is justice", is willing to share, and grows up on the Internet. Therefore, Xiaoming has been a member of this group since the day he was born. Implementation: In daily operations, in addition to the unified information on seeding, activities, and promotions, Xiaoming is also good at using Internet buzzwords, following up on hot content sharing, and discussing with users. With limited daily reach, most of the content is used to build IP personality, share daily life without obvious brand information, resonate with users, and interact. Key point 3: Ability to express the functional positioning of the character Customer service function: When users encounter problems that are not resolved during consumption in stores or mini programs, they can contact Xiaoming to get more timely feedback and speed up the resolution of the problem. Information acquisition function: new product information - when new products are launched, especially during the launch of IP series products, the private domain can usually be used as a first-release channel, allowing users to be the first to obtain new product information and make purchases, solving the pain point of "wanting to buy only to find out that it is sold out". Good product promotion - Due to the large number of MINISO stores, the stocking situation of each store is not consistent. Many users of MINISO's good products do not have the opportunity to understand and experience them. Through Xiaoming's daily promotion in the private domain, users can learn about MINISO's good products and meet their life needs. Promotional activities - MINISO has different promotional activities on daily basis, at promotional times, and at the end of the year, but users cannot get the corresponding information in time if they have not arrived at the store. Therefore, through the reminder of Xiaoming, private domain users will be led to "take advantage of the situation" together. Social function: Xiaoming's real personality can make users feel that this is a "real person" rather than a "robot" that only posts messages at regular intervals. In daily group chats, users will be curious about Xiaoming's work and life and ask questions. Xiaoming's real interactive replies can establish an emotional connection with users and strengthen the social attributes of the personality IP. The above is all about retention in the circle of friends. In the next lecture, we will continue to talk about the fourth scenario of private domain retention, which is to use the membership system for retention. 1.4 Member Retention Strategy: Establish a Complete User Growth SystemThe fourth strategy for private domain retention is member retention strategy, which is to establish a complete user growth system. Going back to the original definition of membership, the key to membership operation lies in the construction of a rights and interests system, behind which is actually the establishment of a complete numerical system. This is a process that makes user behavior quantifiable and measurable. After completing this, we can continue to become familiar with users through actions such as user registration, user tags, user check-ins, user tasks, user honor systems, and level systems, and perform refined operations on users. It is worth mentioning that these actions are only a reference for actual operations. Not all users can fully cooperate. We need to use more flexible strategies to find the unchanging way of operation - that is, human nature. This sentence can be understood as follows. The first step in the refined operation of private domains is not to make labels, but to make content and speech that conforms to human nature and touches human nature. Therefore, in the front-end 1V1 retention strategy scenario, we spent a lot of space to talk about how to make good bait speech. This has a certain order. Everyone has made the membership tool too perfect, but no one has thought about why there is no conversion. The core is that they don’t understand it. Now we are in the "era of content is king", and the rise of Douyin has further strengthened this point. Good content must be full of warmth and emotion, and conform to human greed, anger, ignorance, and the desire to be respected and noticed. Labels change, but human nature remains the same. Having said that, the label system is not entirely useless. It can provide you with a reference for content themes. After all, when facing a group of 20-year-old young people and a group of 40-year-old middle-aged people, the style of speech must change. So how do you build a complete membership system? Do two things well: The first thing: establish a membership growth level and label system Membership level is a special label for members, which is convenient for enterprises to carry out differentiated classification management according to the value contributed by members. In essence, it is to increase the stickiness of users to enterprises and products, and form continuous and stable benefits or behavior output. The tag content not only includes basic attributes such as age, gender, and region, but can also be expanded to user behavior preferences and interaction frequency. For example, in the beauty industry, it can intelligently determine whether a member is a novice makeup expert or a senior beauty expert. Using different SOP funnels to continuously improve user conversion value helps brands to carry out refined operation management for thousands of people in subsequent marketing work. For member users with different portraits, such as high-value users with high repurchase frequency, fresh orders, and customized high-value users with different frequencies, personalized content reaching with different frequencies, it can not only activate silent member users, but also serve high-value users in depth. Through such in-depth service, it can not only improve product repurchase and renewal, but also realize public-private domain linkage, and continuously increase the value conversion of member users in mature and recession periods. Through differentiated member hierarchical operations, members' contributions can be improved and greater and longer-term benefits will be brought to the company. The member growth level system includes three core elements:
Take the five common membership levels used by merchants as an example:
The second thing is to establish a membership point system and member rights The collection and consumption of points is a monetization process. The first thing to pay attention to when monetizing is the sense of value. Users cannot spend 10,000 yuan to receive 10,000 points, and can only exchange them for a pack of tissues, and the sense of value will disappear in minutes. The second is how to consume points, what can be redeemed, and how much is still far from the next level. The brand needs to give users clear redemption indicators. The points sent are the brand's debt, so it is crucial to make the points flow. Next, we will introduce the 5 major points system elements and the 6 major member points rights and interests:
In fact, there is also a more interesting way to play "member hidden levels". Although it may not be applicable to all brands, many excellent brands are used. That is, different member service systems are provided at different member stages, and new members will first provide general IP services. As the member level increases, general IP will be transferred to personal IP, then upgraded and then to founder IP. This method is called hidden levels. That is, continuously creating surprises for users will greatly enhance the mystery of the brand, thereby maximizing user retention. Echoing the points system is the design of equity. Member rights are the "rights", "interests" and "honors" enjoyed by members. In essence, member rights are recognition and rewards for member contributions, and are also an incentive means for members. There are two types of member rights: One type is fixed service-oriented rights, including three types: user care strategies, such as configuring birthdays and exclusive customer service; convenient service-oriented strategies, such as obtaining priority and more offline services; credit reward strategies, such as providing free shipping, free deposit, and transfer of rights. The other type is non-fixed interest rights, including three types: preferential policy strategies, such as the rights to obtain points redemption, exclusive discount, double points and targeted discounts; marketing activity strategies, such as the rights to obtain flash sale, lottery, priority purchase, offline activities; member day strategies, such as the rights to obtain coupons, discounts, and free benefits. In the process of promoting the entire membership points and rights system, we should pay attention to two points:
The key to getting rid of virtual and real is to continuously get results, and the same goes for the investment logic. You also let the boss see the ROI, otherwise it will be difficult to invest in the long term. After all, for most companies, they do not have the ability to spend their funds on a "low output, high investment" project. Finally, let’s review. I just talked about the two most critical things in establishing a membership system. The first thing is to establish a member growth level and label system; the second thing is to establish a membership point system and member rights. It basically covers all the basic indicators and elements of the brand design membership system. Above this, we also talked about the underlying operational mentality method of "labels are changed, and human nature is unchanged", which may help you answer some confusions and problems in actual operations. OK, the above is the entire content of the member retention strategy. The next lecture will continue to talk about the fifth scenario of private domain retention, that is, using event marketing to retention. 1.5 Activity retention strategy: Design a game that activates usersMarketing activities are the key to cultivating user loyalty. The problem is how to systematically manage brand marketing activities. The first thing to do is to classify activities, and only by investigating things can you get to know. According to the commonly used classification basis of Tencent Smart Retail, we can divide marketing activities into three categories: The first category is S-level marketing activities, such as the annual national activities such as 618/Double 11/Double 12, or brand anniversary celebrations. This type of activity brand should formulate 4 key indicators, including 5 times the sales increase compared to daily life, 10% of hook products, the lowest network network, the overall strength is about 20% off, and the frequency of activities that are controlled once a month. The second category is A-level marketing activities, such as Valentine's Day/National Day/Christmas and other marketing festivals. This type of activity brand can formulate four key indicators corresponding to the sales increase by 2 times compared to daily life, 5% of hook products, the lowest network network, the overall intensity is about 28% off, and the frequency of activities twice a month. The third category is B-level marketing activities, namely, daily fixed activities flash sale/news/specials/member day and other marketing nodes. At this stage, brands can formulate 4 key indicators accordingly, including 1.5 times higher than daily sales, more than 5 hook products, the lowest network, the overall discount is about 95% off, and the frequency of activities twice a week. Here we also share two common activity scenarios and speeches in the beauty industry: In the second-return gift scenario of new members, free samples are used as customer rights offer, and customers are invited to collect them at the counter. Focus on rights and interests, reduce customers' preparedness and improve the write-off rate. To give two examples, guiding words are often:
In the birthday month customer care scenario, in order to improve the second return rate of new customers, brands can invite customers through strong offers to make customers feel that it is cost-effective to improve repurchase. The first common tactic is. Tomorrow is our Member Day. Our member customers can go to the counter to participate in points lottery, gift redemption and other activities, and there are also multiple points rights. The second type of common rhetoric is. Dear member XX, this month is your birthday month, I wish you a happy birthday here. XX special counter specially prepared an exquisite birthday gift package for you. You can go to the counter before XX days and buy it at will directly take it away... On a special day like birthday, it is more important to provide users with emotional value. It emphasizes care over marketing, and provides benefits to users, becoming an important moment to convey brand value. I have just introduced two common types of activity speeches. Here I will share a classic S-level marketing activity case - New Hope Dairy's annual "Fans Festival". This event attracted more than 2.5 million viewers, with a WeChat community interaction rate of up to 86%, and more than 1.1 million users participated in community check-in and other activities. The key is to achieve two key points: One is to build momentum; the other is to retain. In terms of public domain momentum, the brand innovatively upgraded the traditional fan festival to a "Metaverse Online Concert". During the event, the brand cross-domain links the three major public domain platforms of Weibo, Alipay and Douyin, creating the "bigday live broadcast event", attracting more than 2.5 million viewers. On Weibo, the brand lit up landmark buildings in many places on New Year's Eve, and narrowed the distance between the brand and fans through topic interaction. In Alipay, the brand has launched creative activities such as "Hei Xiaoyou Digital Collection" and "Free Lunch", which has inspired fans to participate. On the Douyin platform, through the "New Life" music co-production activity, we interact with fans to warm up the concert, and even the interaction of the brand chairman has driven fans' creation. In terms of private domain retention, we guide the target group to complete the transformation and transformation of "ordinary consumers-loyal users-brand fans" step by step. The brand has established an "emotional private domain" in the private domain field, that is, through activities such as "Fresh Live Play Cafe Group" breakfast interactive check-in, a localized and localized private domain user operation was built. During this period, more than 1.1 million users participated in the daily fresh "check-in" activities, and the WeChat community interaction rate was as high as 86%. In member operations, New Hope has also made innovations to stimulate loyalty by issuing "fresh coins" points and medals, and guide users to actively participate in brand tasks. Finally, through the "One Things, One Code" activity, fans will be encouraged to enter the mall to participate in points interaction. With the help of collaborative marketing on multiple platforms, New Hope has successfully attracted millions of fans to participate, and also built a stronger connection for the relationship between brands and users. Looking at the fan festival of New Hope Dairy, through social warm-up on the public domain platform, novel meta-cosmic stage elements, and performance content that echoes the emotional appeal of the crowd, users can be actively disseminated and spread, and then aggregated users through a complete membership system. The backend establishes two-way communication with resonant content and warm operations, thereby deepening the emotional connection between users and brands, thereby affecting users' longer-term consumption decisions. It can be seen that the combination strategy of "public domain building + private domain retention" is very closely coordinated in this S-level marketing campaign. In particular, as the private domain continues to leap from 1.0 to 2.0, the private domain service capabilities will also "overflow" more new enterprises, and this kind of service will eventually usher in new repurchase and monetization. Finally, let’s add a little point. There are 5 basic points to pay attention to in the process of brand planning new theme activities, namely: Activity theme & rhythm design, content system design, user growth incentive system design, daily topic interaction and activity, and layered operation of user pyramid structure. The above activity scene speech, the design of different indicators of S-level B-level A-level activities and the frequency of holding, etc. are all extrusion points for marketing practice. Continuous polishing and continuous optimization in these details is the key to the sustainability of creative activities. The above is the entire content of the activity retention strategy. The next lecture will continue to talk about the last scenario of private domain retention - the incentive retention strategy. 1.6 Incentive retention strategy: Building a complete distribution mechanismThis is the last retention strategy, the incentive system retention, and the construction of a complete distribution mechanism It is also a distribution mechanism specially established by the brand for the KOC group. The previous retention strategies are mostly passive strategies. The incentive-based distribution rules are to allow users to retain them while actively helping the brand bring more communication and conversion. Brands can establish a relatively complete KOC system from four perspectives:
The higher the incubation efficiency of KOC, the lower the operating cost of the private domain. In actual operation, the key indicator for testing the efficiency of KOC fission is the new recruitment rate, which is composed of four key elements: activity fission gameplay design (gamification/smash/cutting), total number of users, user incentive intensity and layered incentive rules, and private community user activity. Every KOC is an embodiment of thousands of users, representing the voice of a group of users. It is a concrete touchpoint when interacting with consumers. Through the KOC brand, you can more efficiently understand the needs of various user groups. For example, for high customer orders, high-quality car users and KOCs, participating in co-creation is more due to the need for self-realization. Watching the brand grow step by step and witnessing the birth of a great product, this process does not require profit-driven, but is driven by honor and value. What the brand needs to do is to continuously convey corporate value with a sense of vision and mission, and deliver products and services with greater expectations. The key to improving the KOC recommendation rate is to find the feeling of having a long talk with consumers. Here are three more points:
"Seeing" the real needs of users, always being with users and practicing co-creation is the core principle of user-oriented organizations. Combining member incentives and growth systems and member marketing activities, old members are encouraged to make fission recommendations, thus bringing more new members, which is considered to outperform the last mile of the entire region’s closed loop. At this point, we will finish telling the six retention strategies for private domain user operation. Let’s review them together:
The final retention strategy is the incentive retention strategy of KOC, which is also the highest level of user retention. From being unfamiliar to helping brands to promote word-of-mouth, this is the last mile that outperforms the closed loop of user retention. The starting point of the above six retention strategies is that private domain operation is not about attracting new products, but about retention. Back to the beginning, we first replaced the AARRR pirate model that is often used by everyone, and shifted the focus of private domain operations from attracting new things to retention. With retention as the goal, many operational actions will not be deformed, and the overall rhythm will be more long-term. Only when the brand has long-termism can users feel the brand's service and temperature. This is the origin of the following design frequency, establishing intimate relationships, and achieving continuous repurchase transactions. It is also the underlying logic of the Tao in the five-character art of war, that is, to focus on users, and do a good job in retention of private domain users. Next, let’s continue to talk about the second word in the Five-character Military Art, the underlying logic of “law” that echoes “Dao”, that is, the law of action for the whole-region operation. 2. Method: 3 parent formulas for the growth of the entire region GMVIn the five-character military strategy of the whole region, "Tao" guides the brand to not go astray in the grand strategic direction. What is the way of operating the whole region user? The answer is "private domain retention". These four words contain two key actions. One is to convert public domain traffic into private domain user assets; the other is to focus on the retention rate of private domain users. If you can ensure that the retention rate is minimized, as long as the user does not leave, there will always be a time of transmission. Even if there is no retention rate, all private domain operation actions are "death of lips and teeth". So how should we practice the way of operation in the whole region? This is back to the word "law" in the five-character military strategy of the whole region. 2.1 Three major GMV parent formulas in the whole region"Method" refers to the operational criteria of things. Returning to the whole-region operation, it means finding the unchanging laws in front-line business. Since it is a law, there must be rules to follow. It is most appropriate to use mathematical formulas to express the "fundamental law of whole-region operation". If you find the key influencing factors and data through the formula, you can follow the map and find the operational cracking method. Let’s start with the evolution of the three major GMV parent formulas in the whole region: Looking back at the evolution process of the entire GMV formula calculation method, we will find that the focus of merchants’ business strategies will change with the changes of the times. The 1.0 period is centered on the field, which we call the Wandian era. GMV=store traffic × (first order conversion rate after entering the store to match demand + habits/natural repurchase conversion rate under loyalty) × Customer order under brand positioning The location selection of a good store is the guarantee of traffic, and it also directly affects the efficiency of brand communication. The habit of most users is still in-store experience and consumption. This is a common phenomenon in the era of material scarcity at the beginning of the market economy. The 2.0 period is centered on goods and the public domain era. GMV=Advertising traffic × (first order conversion rate after discount + passive repurchase conversion rate under community marketing) × Customer order price under combination sales From TV shopping to Taobao, Tmall, JD.com online shopping anytime, anywhere, advertising investment, dazzling discounts and colorful marketing activities banners have turned everyone's attention from stores to the virtual world of more colorful online malls. To this day, traditional shelf-type e-commerce still occupies the current mainstream e-commerce seats. However, with the development of Douyin's interest e-commerce and private domain social e-commerce, the authoritative status of shelf e-commerce is being shaken. With the advancement of technology and the shift in the focus of user time allocation, the "people look for goods" model is shifting to a more efficient and direct "good look for people" model with more efficient and direct product circulation. The 3.0 period is people-centered, private domain era. GMV=number of paid users × ARPU value Brands are beginning to pay more and more attention to the lifetime value of single customers. As mentioned at the beginning, they should improve the retention rate of single customers as much as possible, that is, first extend the user's LTV, and then continuously increase the ARPU value. From focusing on core areas, to focusing on specific groups, and then to individuals, the particle size is continuously subdivided, and the value of private domains is just like Levin Hooke brings human vision into a new microscope through a single microscope, opening the door to the new business world of the "individual era". With people as the center, single customers are used as the private domain with the smallest analysis unit. With every step forward, you can see more users' value. The clearer the "pixels" of user portraits, the faster the companies can achieve thousands of faces. In the past, this was the patent of a monopoly e-commerce platform. Now with the development of technical tools, the difficulty of realizing them will become lower and lower. Going back to the underlying calculation formula of "Private Domain GMV = Number of Paid People × ARPU Value", in addition to obtaining more convertible traffic from the public domain, increasing the ARPU value is the ultimate goal of private domain user operations. So what is the ARPU value? The full English name is Average Revenue Per User, which means the average income per user, which represents the average GMV contribution of a single customer. If split, the ARPU value = 1× per capita unit price × (first order conversion rate + second repurchase rate +…+N repurchase rate). Therefore, this is destined to be a long-term battle that focuses on long-term ROI (long-term input-output ratio) across the entire life cycle of users, rather than a blitzkrieg focusing on direct ROI (short-term input-output ratio). Repurchase will be the main theme of the whole region operation, which coincides with the way of retention we mentioned at the beginning. Retention rate is the first, repurchase rate is the second. The former is more like a process indicator, while the latter is just a result indicator. If you do a good job in retention, the repurchase results will naturally not be bad. Regarding how to retention, you can look back at the content of the article "Tao", which specifically talks about six private domain retention strategies. Compared with Tmall's 10 years, private domains that are more difficult than public domains, there is at least a development cycle of 10 to 15 years. It has only been four years since the private domain was proposed to develop, and it should be said that there is still a long way to go. It is expected that from 2030 to 2035, we may be able to see the outbreak of a new species of private domain e-commerce. Finally, let’s review the content of this lecture. We first explain the relationship between Tao and law in the whole-region operation. "Tao" means that the brand does not go astray in the big strategic direction and has no retention rate. All private domain operations are "death of lips and teeth". "Law" is the operating principle of things. Put it in the whole-region operation, which means finding the unchanging laws in front-line business. Data formulas are the best way to express themselves. Through the formula, we can see the underlying changes behind business. Starting from the 1.0 era of the field-centered Wandian era, to the 2.0 era, the traditional e-commerce era of the goods-centered; and then to the 3.0 era of the people-centered private domain era. Merchants’ GMV calculation methods are also gradually evolving. We have discovered that in this business era with "individuals" as the smallest unit, just like when we were chasing Taobao and Tmall, layout of private domains may become the best choice for enterprises in 5-10 years. At the beginning of the next lecture, we will use the three "GMV parent formulas" of the above-mentioned "people and cargo yards" as the basis, and continue to dig deep into how the parent formula should be deformed in the operation details, and summarize and extract 7 different GMV calculation formulas, and jointly seek the fundamental rules of whole-region operation in the formula. 2.2 7 major formulas for private domain GMV growth and cost controlNext, let’s talk about 7 formulas for the growth of private domain GMV: Among these seven GMV formulas, three are calculated based on "people" as the center, two are calculated based on "goods" as the center, and two are calculated based on "field" as the center. Let's look at the first formula: Formula 1: Private domain GMV = Number of paid users × ARPU value This is to calculate the private domain GMV from the human dimension, and it is also one of the three GMV parent formulas. From the formula, we can clearly see that the core of improving the private domain GMV with people as the center should pay attention to two indicators: On the one hand, we continue to increase the "ARPU value", that is, we continue to increase the entire life cycle value of a single customer. ARPU value = total revenue ÷ number of paid users. This means that the higher the contribution of a single user, the higher the APRU value. In other words, the more single customer contribution and the more super users, the higher the ARPU value will be. To this end, the brand can do the following four key actions:
On the other hand, we continue to expand customers and increase the number of paid users. The number of paid users = traffic × (first order conversion rate + secondary repurchase rate +…+N repurchase rate). Continuous new and conversion through traffic operations will not only increase the number of first-time purchase users, but also increase the number of multiple repurchase users. To this end, the brand can do two key actions: First, through online access and offline visits to new customers, we will open up new channels, new cities and new types, and improve online and offline conversion rates; second, through online access and offline visits to old customers, we will deepen our cultivation of old channels, old cities and old types, and achieve the same effect of improving online and offline conversion rates. The improvement of each of the above data indicators can bring about GMV growth, which is the always-changing operating rule. If we deform the parent formula, we can also obtain a more detailed formula to measure the growth of private domain GMV from the perspective of new customers and old customers, which is the second formula: Formula 2: Private domain GMV = New Customer UV × New Customer's first order conversion rate × New Customer's average daily average customer price + Old Customer UV × Old Customer's repurchase conversion rate × Old Customer's average daily average customer price In the first half, the process indicators for the first order conversion of new customers are composed of new customers PV (new customer product browsing clicks), the number of new users placing orders, the number of orders placed by new users, and the amount of orders placed by new users. In the second half, the process indicators of Laoke's repurchase conversion are composed of Laoke PV (the number of clicks on Laoke's product browsing), the number of old users placing orders, the number of orders for old users, the amount of orders placed by old users, the repurchase cycle and the frequency of repurchase. Firmly control the changes in these process data indicators, and formulate corresponding improvement and optimization strategies to drive the long-term growth of overall GMV with local stable growth. When it comes to calculating GMV from the perspective of humans, the distribution GMV formula based on "people" is more likely to be ignored by traders. In fact, the distribution data directly reflects the ability to monetize private domains. We often say that private domain distribution is the last mile of the entire domain operation, "coming from the public domain and then spreading to the public domain." So how should we use formulas to monitor the effectiveness of private domain distribution? Let's look at the third formula: Formula 3: Private domain distribution GMV = startup volume × poster sharing rate × transaction conversion rate × activity unit price Overall, the key factors of the distribution formula include four parts:
These four data have maintained steady growth, and the distribution results will naturally appear on paper. Taking Libai Group as an example, their shopping guide can be roughly divided into two types: One type is self-operated, which is a shopping guide who signs a labor relationship with Libai. Each shopping guide will be responsible for different areas offline, and there will be supervision in different areas, and it will be supported by corresponding digital promotion managers and refined operational shopping guide tools. Of course, the group will also adjust the large operation rhythm based on the completion of the shopping guide. Under the guidance of the group, the self-operated shopping guide team will perform relatively uniformly. The other type is dealers or brand service providers. The shopping guides of brand service providers are more operated by dealers independently. The group only provides a set of shopping guide tools. Of course, there will be differences at the organizational level. On the basis of the tools, the dealer's reward and punishment mechanism will be set and the operator's reward and punishment mechanism will be set to achieve relatively uniform operational actions. The core is to coordinate the management of shopping guide tools. Yao Wei, director of consumer operations of Libai Group, believes that in the future, shopping guides need to upgrade at least three major capabilities - full-region customer acquisition, full-time connection, and full-level marketing. In the future, private domain development will pay more attention to the digitalization of "people", among which the changes in the shopping guide link are worthy of continuous attention. Next, let’s look at two private domain GMV formulas centered on “goods”, which is the fourth formula for the growth of private domain GMV: Formula 4: Private domain GMV = advertising traffic × unit price under combination sales × (first order conversion rate after discount + passive repurchase conversion rate under community marketing) This is also one of the three parent formulas of GMV in the people and goods yard mentioned just now. From this formula, we can clearly see that calculating GMV with "goods" as the center requires attention to 4 indicators: The traffic effect of advertising, the average customer unit price under combination sales, the first order conversion rate after discounts, and the passive repurchase conversion rate under community marketing. Briefly, it will still not be separated from the key GMV elements of traffic, customer unit price, first order conversion rate and repurchase rate. After applying the prefix restrictions, we will see various operational links centered on commodity sales. The improvement of each of the above data indicators can bring about GMV growth. If we deform the formula, we can also get a more detailed formula centered on "goods", which is the fifth formula: Formula 5: Private domain GMV = main promotion UV × main promotion conversion × main promotion price × main promotion discount + layered goods A sales + layered goods B sales +…+ layered goods N sales And the core focus is: the number of visits to the main products (UV), the conversion rate of the main products, the unit price of the main products, the discount of the main products, and the number of visits to the various layered shelf products (UV), conversion rate, unit price and discount. These variables are also core factors that directly reflect the GMV level. Paying attention to changes in these detailed indicators and formulating appropriate optimization and improvement strategies is the daily life of operators. Tencent Smart Retail defines product operation as a collection of the KPI indicators of the product category and transaction penetration ratio in all industries based on brand goals, through planning products (categories), product selection, product promotion, event themes, etc. The key factors affecting GMV are traffic, conversion rate, customer unit price and repurchase rate. What are the factors affecting these factors? First of all, on the traffic side, the brand should focus on traffic-related indicators, namely, the number of product visitors, product views, average stay time, product details page bounce rate, number of product purchases, number of product purchases, number of product collectors, number of visitors attracted by product search, product labels, product status, etc. Secondly, on the conversion rate side, brands should focus on transaction indicators, including the number of order users, the payment amount of old users, the number of orders, the average value of visitors, the order amount, the conversion rate of orders, the cumulative monthly payment amount, the annual cumulative payment amount, the number of payment users, the cumulative monthly payment number, the number of payment items, the number of payment items, the search guide payment user, the payment amount, the search guide payment conversion rate, the number of new payment users and the number of old payment users, etc. Immediately afterwards, the average customer unit price side, price-related indicators include the average daily or monthly average customer unit price. Finally, on the repurchase rate side, the repurchase cycle and repurchase unit price are important indicators. From traditional TV shopping to Taobao/Tmall's Internet online shopping anytime and anywhere, shelf-type e-commerce still occupies the current mainstream e-commerce. However, with the development of Douyin's interest e-commerce and WeChat private domain social e-commerce, the authoritative position of shelf-type e-commerce is being shaken. Technology progress and the shift of focus of user time allocation, the "people look for goods" model is shifting to a more efficient and direct "good look for people" model with more efficient and direct product circulation. Finally, let’s look at two private domain GMV formulas centered on “field”, which is the sixth formula for the growth of private domain GMV: Formula 6: Private domain GMV = sum of contact traffic from different channels × unit price under brand positioning × (first order conversion rate after demand matching + habits in this field / natural repurchase conversion rate under loyalty) From the above formula we can clearly see that if the GMV is calculated based on the "field" as the center, four indicators need to be paid attention to: The sum of contact traffic from different channels, the average customer price under brand positioning, the first order conversion rate after demand matching, and the habit/loyal repurchase conversion rate under this field. Briefly speaking, it will not be separated from the key GMV elements of traffic, unit price, first order conversion rate and repurchase rate. After applying the prefix restrictions, we will see various operational links centered on the scene layout. The improvement of each of the above data indicators can bring about GMV growth. Based on the entire parent formula, we transform to look at a new field-centric GMV calculation formula to measure the GMV growth of the private domain from the perspective of contacts: Private domain GMV = UV of contact points in private domain × Overall unit price × (first order conversion rate + second repurchase rate +... + N repurchase rate) Key indicators include UVs of contact points in private domain, first order conversion rate, N repurchase rate and overall customer unit price. Maintaining stability of these indicators is the main task of the enterprise field control team. We generally recognize the transaction market in the private domain as a "mini program":
From a business perspective, mini programs have played a great role in helping merchants grow their online and offline business. Many merchants from the food and beverage, clothing, shopping malls and department stores are creating a richer retail system through mini programs and their own membership systems. From the field perspective, the mini program is the home field of private domain GMV conversion. The four major contact points of the mini program associated with this include: Self-owned online contacts composed of official accounts, social sharing and mini program live broadcast; A shopping guide social contact point composed of corporate WeChat community or 1V1 single chat, circle of friends, WeChat QR code scanning, and offline QR code scanning; It consists of smart stores and pop-up stores and online public domain contacts of the entire Tencent system. Common online public domain contacts of Tencent system include WeChat advertising, ecological advertising and offline advertising on the advertising end; search on the search end, vertical search of mini program, brand area and independent operation cards; taskbar, discovery entrance, Android desktop, mini program jump and customer service messages on the system entrance; nearby mini programs and LBS advertisements based on LBS; payment completion page, card coupons, membership cards and smart business contacts provided by the payment card package; friends on the viewing end are watching and selecting the #tags, Moments sharing and on-site sharing touchpoints on the video end of the entrance; merchant entry and centralized traffic contacts on the smart retail entrance, as well as Tencent Games' public domain contacts, etc. In the past, good store location selection was a guarantee of traffic, and it also directly affected the efficiency of brand communication. This is a common phenomenon in the era of material scarcity at the beginning of the market economy. Now the scene is changing and channels are changing. Tencent ecosystem alone contains hundreds of contact points. In the "land chapter" of the five-character military strategy in the whole region, we will explore these public domain channels in detail. To do a good job of "field" is actually to make a good layout of online and offline contact points in all channels. In the above content, we elaborate on the calculation formulas of three private domain GMVs from the three dimensions of "people", "goods" and "field", but in fact, the cost is not taken into account. If we roughly divide it, the operating cost of the private domain can include two parts: explicit cost and implicit cost: The four major obvious costs include: First, the commodity cost expenses composed of incremental production costs, commodity backlog costs, and commodity loss costs; second, the marketing promotion costs composed of new customer marketing, repurchase marketing, KOC repurchase incentives, user repurchase full attendance incentives and CPS share costs; third, fixed costs such as manual rent; fourth, channel cost expenses. The three hidden costs include: First, communication costs. Due to the attenuation of information transmission, the existence of cognitive differences between team and employees and the uncooperation of each other are factors that hinder the progress of the project. The core is to formulate corresponding optimization strategies through training assessment, organizational coordination and value unity; Second, decision-making costs, whether the founder or senior management can make scientific decisions, and whether they can have a comprehensive analysis and overall perspective on the feasibility of the strategy; Third, trial and error costs, any new project starts, requires a process of crossing the river by feeling the stones, extracting SOP and methodology from the successful experience of the enterprise, and precipitating the best management practices and lean entrepreneurial theory, thereby maximizing the reduction of trial and error costs; In addition to explicit and implicit costs, there is also an internal management expense (G&A), which is the various expenses incurred by the enterprise administrative department to organize and manage production and operation activities. The above three cost structures are the core considerations of private domain costs, especially private domain operations. Traders often ignore these cost factors. Unlike the sales of virtual products such as knowledge payment, every order of sales of physical products has costs, and after scale, it will also create inventory pressure. These are not solved by the Internet's fission thinking, but rely on stronger supply and marketing capabilities to support. Okay, let’s summarize. What we just introduced are 7 private domain GMV calculation formulas and cost accounting elements that cannot be ignored. If GMV and cost are subtracted, it is actually our ultimate private domain profit. At this point, the retention and profit thinking behind Tao and law in the whole domain operation will be introduced to you. Next, let’s talk about the remaining three characters of the five-character military strategy in the entire region: That is, the "sky" of cloud data that assists in operation, the "ground" of cross-domain traffic combination positions, and the "nation" of internal and external collaborative organization and management, support the basic foundation of the entire user operation. 3. Tianpian: Three forms of corporate private domain middle platformData is an important basis for enterprises to make decisions and the key to widening gaps between enterprises. In the Five-character Art of War, we define "sky" as cloud data that assists operations. It is the base for brand strategic decision-making and the basic basis for the accumulation of digital assets of corporate users and content. How can a brand build the most cost-effective private domain middle platform? Let’s start with three forms of private domain middle platform: Enterprise digital infrastructure is often understood as building a CDP middle platform. The industry usually understands CDP as "the underlying OneID + front-end circle people tool + MA system", that is, through OneID, the omni-channel system is opened, the crowd circle selection is completed in CDP through consumer characteristic tags, and automated marketing actions are completed through MA tools. But if it is placed in the current Internet environment, this kind of asset-heavy CDP strategy is out of place. The private domain we have been talking about is actually part of the corporate middle platform, and it is nothing more than a semi-autonomous CDP. Combined with Luckin Coffee’s understanding of the private middle platform, we divide it into three forms: First, the private account ecosystem of the small private domain middle platform includes the layout of enterprise WeChat layout, personal WeChat layout, personal micro community, enterprise micro community, personal micro circle of friends and enterprise micro circle of friends. With the private account ecosystem alone, it is difficult for data to form a healthy closed loop. The reason is that this is an isolated island established by the brand itself and is not connected to the "public domain sea", which is easy to reach the traffic bottleneck. In the private account ecosystem of the small private domain middle platform, there is one thing that is actually ignored by everyone. Personal WeChat is actually still the biggest substitute for corporate WeChat. As a personal account. Private domain uses the most irregular methods to do formal e-commerce, rather than the most formal methods to do irregular e-commerce. Its social bonding with users will be more in-depth, and through interactions in the circle of friends, you can also understand user portraits more deeply, which is something that Qiwei cannot currently have. Second, the public account ecosystem of Zhongpin Domain Middle Station, that is, the public-private domain closed loop built based on the WeChat ecosystem, includes the graphics and text content power of WeChat public accounts, the video content power of video accounts, the live broadcast content power of video accounts, and basic mall product facilities such as mini programs and WeChat online stores. Tencent's second-quarter financial report shows that as of June 2023, the number of WeChat users was 1.327 billion, exceeding 1.3 billion for the first time, a year-on-year increase of 2%. The number of monthly active accounts of mini programs exceeded 1.1 billion. The financial report also disclosed for the first time that the video account's advertising revenue in the two quarters had exceeded 3 billion. The official accounts, video accounts and mini programs associated with such super APP products are almost free to merchants for use. The official accounts and corporate WeChat can still be used together. The two are not a relationship between whoever replaces the other; the official accounts can also form a combination of video accounts to support the private domain. Connecting each other is the tool advantage of the WeChat ecosystem and it is also a common link to truly realize the entire domain self-closing loop of WeChat. Most brands can fully utilize the platform's public account ecosystem in the early and mid-term to establish a brand's micro-end digital middle platform. Third, the APP ecosystem of the enterprise's large private domain middle platform includes the business methods of self-built CDP middle platform or APP. Generally, enterprises with initial scale will choose to have hundreds of billions or even hundreds of billions of companies such as Tathaga Yifen and Jiuzhoutong Healthcare, which will choose to build self-built middle platform to connect the entire domain data and conduct closed-loop and refined operations. Unless it is a platform-based enterprise, the biggest problem that a brand’s self-built APP is that the user’s APP is weak, that is, if the user deletes the brand’s self-built private domain APP position, the possibility that the brand will recall the user is very low. The biggest advantage of WeChat is that under the influence of the network effect of acquaintance social networking, users are likely not to uninstall WeChat. Even if the user deletes your WeChat friends, you can still add the user back and say hello. This is an advantage that no manufacturer of self-built APP can match. The CDP middle platform is just an operational tool, and it is unknown how much incremental it can bring to business. It is a matter that requires long-term investment in real work. Moreover, the healthy operation of the CDP middle platform needs to be based on a certain user scale, that is, there are not many companies that can truly wield this "sword". Perhaps only super-leading brands will choose this way. Even if it is done by super-head brands, there will be many problems. For example, the top brands attach great importance to user data privacy, and these privacy will involve many corresponding legal and regulatory issues. From data acquisition to guidance application, the whole process will be very cumbersome and requires a lot of cross-departmental collaboration. When actually implemented, it may be impossible to truly capture sufficient targeted and effective data to establish a model due to user permissions and other issues. Generally speaking, we believe that to be a middle platform, we need to establish an effective data system with CDP as the core. It not only needs to be based on the ADS advertising delivery system, REC recommendation engine, MA marketing automation system, SCRM community management system, CMS content management middle platform and other system tools, but also needs to summarize and integrate Yifang's data within the CDP middle platform. Through the data board, the brand can understand the consumption trends of users across the region at any time. However, among the hundreds of brand cases that Jianshi Shen talked about, only a few companies with hundreds of billions of yuan are trying and exploring. Not only that, the construction of the middle platform is something that requires 3 to 5 years of long-term investment. Overall, the first two private domain middle platform forms are easy to understand. As for whether to build a CDP middle platform for a large private domain? For example, to build a self-built APP, you still have to determine the development stage of the brand itself. Don’t blindly imitate the practices of big brands. You need to be cautious when expanding. You might as well ask yourself three questions before doing it:
Compared with new consumer brands, traditional enterprises that insist on building their own factories, independently developing and building their own supply chain channels have more advantages in the layout of the whole region's middle and platform. For example, enterprises such as Yili, Jiuzhou Tong and Laiyifen have long-term user operation accumulation. Even though there are not many such companies, in the process of hard work, they are constantly reorganizing and collaborating with multiple platforms. In fact, behind the three forms of private domain middle platform is the maturity of the digital transformation of enterprises. If there is no living conditions for the large private domain, don’t force the growth, otherwise it is very likely that the wife will lose both the wife and the army will be lost. User data assets and content digital assets are the most valuable market information feedback for the brand. Since it is an asset, it is something that can be owned for a long time and has long-term compound interest value. But in specific practice, we will find that although many brands have millions or tens of millions of users, they have only registered. The users are just a data in the customer's CRM system and do not really establish dynamic interaction user assets. Without high-quality user assets, high-quality content assets cannot be deposited, and vice versa. Therefore, at the beginning of the establishment of the private domain middle platform, how to accumulate two major assets became the first problem. Next, let’s start with four online and two types of data assets. 3.1 Four online transformations of enterprises or business upsWith the advancement of digital transformation in the industry, enterprises need to move the original offline trust model online. Now, the sales basic model with trust as the core and user relationship as the basis of the private domain is exactly matched with the past. In a sense, we believe that the private domain is actually an iteration of direct sales, and the two are completely complementary in the underlying logic. Behind this migration can be summarized as "Four Online Enterprise Digital Transformation": First, the organization is online, with internal employees as the core. From the end of 2019 to the beginning of 2020, this direct sales company started online, and took two steps: the first step is to move all internal organizational structures including Xiaob to the company's WeChat; the second step is to move partners and external users online from the first half of 2020. There are several key actions to pay attention to at this stage. The first is the transformation of consciousness. A lot of work is needed at the internal level, including early resources, project communication, awareness synchronization, popular science of behavior and digital applications, forming an overall sense of picture and security for enterprise WeChat at the internal level, how to apply it later, advantages and benefits, etc. It is difficult to promote traditional companies without first reaching the unity of ideas and cognitions within. The second is to organize employees and partners to learn and share with each other to form an overall consensus. The third is to let internal implementation employees take the lead, and to cut internal management to the enterprise micro-apply and popularize them. Then we cultivate core users to set benchmarks. We carefully selected 20 small Bs as seeds to accompany them to run the entire business flow. This includes from online preheating to offline clocking, and after the end, let these partners and users fission and recruit new products. This not only enables MVP, but also establishes benchmark cases. After forming a closed loop, we can continuously copy and move the original offline business scenario online. Second, business is online, that is, linking the entire business flow, transaction flow and online and offline activities. In response to the needs of partner management, this company has built a relatively complete middle platform, and uses internal mini programs to do the entire material distribution, lead tracking, business activity promotion, transaction settlement, etc., forming an online business development loop based on enterprise WeChat. In addition, combined with the mini program, we and customers also work together to create and sort out and build business scenarios to help Xiaobiao follow up with customers and promote transactions. Third, data is online, opening up the complete data closed loop and link from registration to transaction. They have a relatively strong IT team inside, completing the allocation of potential customers from registration to small b, which is allocated to small b by the C side, and then the small b completes subsequent transactions, and the entire complete link is used to collect data closed loop. At present, they are actively promoting the standardization of online business and the normalization of small b applications, and accumulating more business data, hoping to truly realize data-driven business transformation in the future. Fourth, management is online, divided into team management and customer management. Team management is to online the connection between the headquarters and the small b, and customer management is to field the management between the small b and the user terminal. Establishing an internal communication tool with the WeChat ecosystem as the core can reduce communication costs, but it is also because of the hundreds of thousands of small Bs, which is very challenging to the internal. Moreover, in the direct sales industry, the management system is a top-down positive pyramid shape. A single individual cannot see the overall situation. It also needs a strong tool from top to bottom to reach different markets and teams from the headquarters. Among them, in customer management, community and private chat are two core points, used to solve the daily communication of external users and the problems of potential new users attracting new users. Therefore, from the perspective of online management and online business, the completion of pilot MVP and local regional market coverage is the first step in completing the transformation. At this stage, more replications are made in the entire tob and toc directions, and in the future, the online digital model will be explored and updated through the linkage between private domains and public domains. 3.2 Two major digital assets: users and contentAfter completing four online digital infrastructure work, it is time to accumulate user digital assets and content digital assets. Let’s start with their key indicators, split them apart, and find out. User digital assets have 7 core indicators, including: Key user indicators such as user identity identification, user behavior data records, user interaction data records, user order transaction data records, user full-domain contact data records, user mobile device data, and user refined operation granularity. The sectors covered by content digital assets are relatively rich, including four major content libraries:
Content is the key to breaking through the entire domain, and good content can achieve cross-domain and breakthrough circle dissemination. Why do online e-commerce start a private domain faster? It is because when they do horizontal migration. Content capabilities are the best to migrate, while brands mainly use offline stores to migrate their capabilities, content capabilities are more difficult to migrate, so offline stores start a relatively slow start. However, offline retail brands will definitely accumulate strength in private domains, but they have not found the correct way to open them. Let’s take the voice content design strategy of AI outgoing calls as an example: AI outgoing calls are the third form of content beyond pictures, text and videos - voice. Voice content is not only low in production and production costs, but also has a much higher accuracy with users than articles with thousands of words. It can express your feelings in just a few sentences and easily win users in voice interaction. Voice content can also be customized. For example, Wang Yibo's fans like to buy trendy brand shoes, use recording verbal A, Gu Ailing's fans like to buy sportswear, and set up a set of recording verbal B. It can't be done in a thousand faces, but at least it can be achieved with different coupons when introducing the final product. It is also a star reminder. Buy different skus and see different landing pages. This can achieve accurate and efficient access. For example, two content strategies are often used in the content speech test of AI outgoing call: First, the content testing method of exploring the "subconscious" is to first use a brief and straightforward opening remark to introduce the time, place, role, etc. clearly. Then analyze the user data and interest points, and conduct a comparative test of dozens of sets of different scripts. Use interest points to stimulate users' attention and enthusiasm. The key is to let users subconsciously feel information such as "related to me", "many prizes", "large chance of winning", and "low participation threshold". The stronger the perception, the higher the fan intention rate will be. Finally, use the shortest flat and fast link to guide user conversion. Using this set of logical methods, the optimization of the technical content can increase the intention rate by 6%. Second, the single variable content testing method is similar to the ABtest testing method. According to the specific situation provided by the brand, variables with varying numbers are set, including variables such as different copywriting styles, different ways of reaching, different points of interest, different contact time, different recall strategies, and different groups of people. Set 3 or more schemes for each variable to test and compare. By reaching the user at the same time by more than ten or even dozens of variables, the variable factors are minimized, so as to achieve the best-effect scheme and model. In summary, the crowd package formed by user digital assets helps to guide brands to accurately place social media platforms and KOL plant grass; the content middle platform provides support for brands to produce precise placement of content and personalized production of posters, texts or video content filling. Focus on content on one hand and users on the other hand, and then build on the four online platforms of the enterprise private domain middle platform. Only by connecting public and private domains can the effect of public and private domains be maximized. The above is the "Sky" part of the five-character military strategy in the entire domain. Review the content of the whole chapter: We first explored the three forms of private domain middle platform, first know what stage we are in, and discuss whether it is suitable for accessing CDP, which in turn confirmed the importance of laying out the WeChat private domain ecosystem. Immediately afterwards, we gave three suggestions for building enterprise cloud: First, do a good job in the four online transformations, namely, organizational online, data online, business online and management online; second, try to continuously accumulate and polish the brand's content assets through the single variable method and content testing method that mines the subconscious of users; third, focus on precipitating dynamic user assets, add fans to add fans in order to add fans, and finally leave only a string of friend numbers, but can never be activated. Next, we will continue to talk about the fourth character in the five-character military strategy of the entire region, representing the "ground" of the cross-domain traffic position. 4. Land: This is a large map of the entire region traffic positionTraffic is the essence of all business! 在全域五字兵法中，“地”这个字代表的是全域流量阵地。虽然，整个“地篇”并没有详细展述单个阵地的流量打法，但能从宏观视角带大家看清线上公域、线下公域和异业私域三大全域阵地的全貌： 一是，3大线上公域阵地，第一个线上公域阵地是微信APP的公域流量阵地，包括微信公众号、视频号、搜一搜等；第二个线上公域阵地是其他APP的公域流量阵地，包括抖音、快手、B站、微博、小红书、淘宝/天猫、京东、等所有除微信APP 外的其他APP场域的流量；第三个线上公域阵地是PC端公域流量阵地，包含我们经常浏览的各大门户网站、信息流平台、媒体官网等。 二是，9个线下公域阵地，包含经销商渠道、集合店渠道、商超渠道、电梯/楼宇广告渠道、线下互动大屏渠道、门店导购渠道、门店扫码购渠道、包裹卡渠道、物码营销渠道等。 三是，1个异业私域阵地，别人的私域就是你的公域，通过品牌活动联名，带来的异业换量也是当下较为流行的流量拓新策略。 私域阵地是公域阵地的互补面，自2019年兴起之后就不得不容纳在企业经营的范畴内，如今在私域2.0的全域营销新趋势下，公私域联动打法已经成为品牌运营标配。 如果你仔细观察，腾讯广告基本上从来不谈私域流量，他们更多谈的是公私域联动。腾讯智慧零售商务副总裁范奕瑾曾多次表示，正是公私域联动的模式为腾讯广告提供了生存和发展的空间。 尤其是公域流量获取能力，公域占比越多，流量获取的反脆弱能力就越强，品牌才能源源不断“供血”。这项基本功该如何熟练掌握呢？在搞清楚这点之前，我们不妨先来一起来系统了解全域平台的13个主流阵地详情，或许会对你建立全域流量布局有一个宏观把控，并及时查漏补缺。 我们先来讲一讲三大线上公域阵地的构成： 提前声明的是，线上公域其实可以分为两类，移动端各APP公域阵地和PC端网站公域阵地。由于这次白皮书核心讲述的是微信公私域营销打法，因此，我们暂且将微信APP的公域触点单独拿出来拆解，其他APP的公域阵地只作基础普及。 4.1 线上公域阵地一：微信APP公域触点腾讯二季度财报显示，截至2023年6月，微信用户数为13.27亿，首次超过13亿人，同比增长2%，小程序的月活跃账户数超过11亿，这样的超级APP的产品包括但不限于公众号、视频号和小程序，几乎是免费提供给商家使用。粗略估计，微信公域的场景包括8部分和20个主要触点： 一是，微信公众号，品牌建设与内容营销的核心场景，包含：新关注提醒、图文信息、菜单栏、自动回复、模板消息、服务通知等关键触点。 二是，微信扫一扫，线下用户数字化的关键触点，扫一扫流量占比越多，品牌全域生意增长就越明显。 三是，微信搜一搜，主要承接用户主动搜索量，是品牌比较容易忽视的公域流量入口，占据着品牌官方区、服务接入（如红包封面、视频号直播预约等接口的打通）、指尖搜索等重要流量入口。 四是，微信广告，品牌主动付费投放的常规运营动作，微信公域广告投放场景包括朋友圈、小程序直购、公众号加粉、视频号视频推荐栏、视频号直播推荐栏等。广告投放能力是获取公域流量的核心能力。 五是，视频号，私域2.0全域新趋势下，视频号成为打通全渠道，连接微信公域的关键角色，已经成为腾讯下一个替代公众号和小程序的新官网。 腾讯2022年Q2及上半年财报中，视频号被浓墨重彩重度提及。数据中，视频号总用户使用时长为朋友圈的80%，总视频播放量同比增长超2倍，日活跃创作者数和日均视频上传量同比增长超过一倍等。而且还对广告收入带来了明显支撑。彼时的视频号还在“养”，如今，已经取得了亮眼的成绩，2023年Q2财报中，腾讯还首次披露了视频号两季度的广告收入已超过30亿。 六是，微信支付，典型的支付场景流量触点，用户支付后可直接跳转至品牌关注与领券页面，或直接跳转开通微信商家会员卡。 七是，小程序，主要的私域消费落地场景，小程序各页面的引导是重要的私域导流入口。 八是，其余13个常见的微信APP公域触点，包括社交小游戏、社交立减金、社交礼品卡、系统任务栏、微信发现入口、微信客服消息、小程序互跳、LBS广告、附近小程序、看一看、腾讯吉盒、腾讯游戏、腾讯视频等等。 今天的行业共识是，腾讯生态是私域最重要的载体，因为基于微信的生态的交互性更占优势，但各个平台其实都有往这个方向做布局。 在微信生态的整体运营中，“企微社群+视频号直播+小程序”是最经典组合，尤其对于一些消费品牌来说，可以直接在微信生态内形成一个小闭环，三者之间可以无缝衔接。其中，社群更多做用户的交互和营销，视频号直播更多做日常运营、节点型销售、种草和销售转化，小程序则更多去做下单交付。 4.2 线上公域阵地二：非微信APP公域阵地首先是，非微信APP公域阵地中的5大主流公域投放平台。 对于广告主来说，推广的第一步就是要找到与自身产品特性匹配的媒介平台，营销方向正确，营销效果才会可观。当选择投放平台时，大家之前最先想到的是：腾讯广告、微博、巨量引擎、百度信息流、阿里汇川等这些主流移动广告平台。 如果扩展来看，腾讯广告触点至少包含17大触点，包括微信广告触点、腾讯视频广告触点、QQ广告触点、腾讯音乐触点、腾讯看点、应用宝、优量广告、天天P图、同步助手、企鹅电竞、WiFi管家、QQ阅读、微信读书、手机管家、腾讯微视、腾讯新闻广告等。 值得一提的是，腾讯广告支持投放微信的场景越来越多，公众号、视频号都支持推广。 一条广告就能投到多个版位，跑量更方便了，过往非常依赖人工挖包，现在全靠系统来探索找人了。把腾讯系的流量全部汇聚起来，使它们不再各自“孤立”，从而实现了降本增效的根本目的，也让各行业各品类的海量投放数据得以聚合，推动营销系统的智能优化升级。 广告系统由辅助人类经验为主，变成算法智能决策为主。在这样的思路下，目标人群的选择本来就是数据建模挖掘的结果，不应该再囿于人类的经验。 腾讯广告起步于多场景、多平台的商业化，然而在今天，客户对于一体化的产品需求越来越迫切，而这也是释放商业潜力的重要一步。从近来诸多产品运营动作可以看出，腾讯广告正在迈出投放一体化的重要一步，而其背后的智能化系统，也正在经历涅槃式的变化。 腾讯广告之外，微博、巨量引擎、百度信息流、阿里汇川都是不容忽视的公域流量阵地。 以微博为例，不仅有着亿级优质用户资源，还可根据用户属性和社交关系将品牌/产品信息精准地投放给目标人群。基于CPM、CPC等结算方式与流量主展开合作。 它的最大的特性就是热点，将推广产品和热点进行结合可以有效提升转化率。通过打造话题、事件，以转发、评论、点赞等互动行为持续发酵，可以在短时间内让用户主动传播，实现营销内容大范围传播。 微博平台用户量大，且女性群体较多，教育、食品、婚纱摄影、美妆护肤品、游戏APP、娱乐、网服下载是广告投放的主流。 其次是，非微信APP公域阵地中的7大新兴社媒平台。 随着时代的变迁，抖音、快手、微博、小红书、B站、知乎、视频号等新兴社媒平台的崛起，新移动端广告投流模式逐渐成为商家的首选。接下来为大家盘点下新兴社媒平台的投放特点。 先看小红书，中国超具规模的生活方式分享社区，月活用户2亿，每日新笔记超过20W，90%的用户在小红书了解品牌/商品信息；80%女性用户；60%iOS用户；60%一二线城市用户；70%的90后用户。主要基于CPM、CPT、CPC、CPD等结算方式与流量主展开合作。 小红书的人群很适合教育、母婴用品、美妆护肤、日化品、零食等产品做投放。有价值的内容营销，可以带火不少产品，小红书的带货能力不能忽视，与网红合作，养号种草都是不错的推广途径，人群精准，转化率也普遍较高。 再看B站，月活2.94亿，日均视频播放量7.1亿，月均付费用户880W。哔哩哔哩活跃用户90-00后用户族群占比高达90%，以一二线城市为主。主要基于CPM、CPC等结算方式与流量主展开合作。 B站的竞价广告可由客户自主投放，自主管理，按照广告效果付费。灵活的计算和管理方式使客户可以自主把控广告投放节奏，更有效地提升投资回报率。 结合B站的用户属性，游戏、教育、社交、写真摄影、电商、美妆护肤这些行业在B站上是非常适合投放。 最后再聊下知乎，知乎上既有行业大咖、KOL，也有大量充满好奇心和求知的大众人群，他们在知乎上创造了大量的优质内容。与用户建立深度沟通、内容形成长期影响和广泛传播，这三大特点是知乎的部分核心竞争力，其用户集中于北上广江浙一带、用户素质较高，消费能力较强，也是不容忽视的竞争力之一。 知乎也是基于CPM、CPC等结算方式与流量主展开合作，从目前已知的数据来看，知乎比较适合电商、游戏、教育培训、网络服务、金融、旅游、房地产家居等行业的广告投放。 微盟增长运营部负责人王媛媛表示，流量方面还是首先做好腾讯生态的流量多元化，视频号、公众号、微信支付后链路、企业微信导购、看一看、搜一搜、逛一逛等等。 另一方面商户的经营正不断扩展到各个新的线上流量阵地，比如支付宝、小红书、B站，陌陌等，这加大了线上运营的难度和冗余，全域融通的关键在于如何在多元的流量下更好、更有效率地服务客户，降低运营冗余度就变得越来越重要。这个逻辑也适用于线上和线上环境的融合，逐步帮商户实现全渠道的经营升级。 最后，非微信APP公域阵地中的其他四类APP平台。 线上公域流量还分布在淘宝、天猫、抖音、京东等主流电商平台；拼多多、群接龙、群买买、蜂享家、微店、魔筷、快团团等社交电商平台；美团点评、饿了么等O2O电商平台；Soul、即刻、陌陌、绿洲等小众APP平台。 从腾讯系的率先入局、到抖音、快手、支付宝的极力追赶，及后来者小红书、百度、微博的加入，整个私域商业版图越来越热闹。见实将上述七大平台的私域玩法总结，并提出了其中四大主导因素：
其实，四大因素在七大平台中均有涉及，只是侧重不一，究其根本则是关系的缔结，在缔造关系的过程中又采用了不同的方式方法，构建了强弱不一的关系网。 以上便是全部的线上公域平台的分布，不同的流量阵地有着不同的运营属性。弱水三千，只取一瓢。找到适合品牌的投放阵地，循序渐进。 4.3 线上公域阵地三：PC端软件公域流量自1996年新浪、搜狐等第一批门户网站成立以来，国内互联网正式进入PC时代。经过二十余年的发展，PC端流量来源不断丰富，包括资讯平台、视频平台、工具软件、电商平台等几大类型。在媒体碎片化时代，PC端可在办公场景下实现对用户的长时间沉浸影响，依旧是广告主不可忽视流量阵地，具有极高的营销价值。 PC屏的广告触点也相当丰富，据360公开资料显示，包括但不限于导航/浏览器开屏、PC锁屏画报、搜索品牌广告、软件皮肤、贴片广告、植入广告以及信息流广告等。 如，在PC端，360拥有5.5亿的月活流量和高达94%的市场渗透率，基于强大的流量优势，360搜索、360浏览器、360画报等明星产品，也能够为品牌主带来强势的曝光和海量高价值的用户群体。 以360画报为例，独占办公场景黄金8小时，PC屏幕为品牌提供的是碎片化时代下难得的深度触达消费者的机会。在办公场景中，PC屏幕是毫无疑问的“第一媒体”。通过360PC锁屏画报这样的产品，强化PC屏幕的营销价值，是影响用户消费行为不可或缺的第四块屏(手机屏、电视屏、户外屏)之一。 360PC锁屏画报的出现，真正提升了全场景触达用户的饱和度。通过搭载不同的营销产品和应用场景，360PC锁屏画报正助力品牌主实现从品牌曝光、用户沟通，到效果收割的闭环，致力于为广告主构建一条完整而清晰的“品效协同”营销链路，枯木逢春，PC端的公域流量阵地依旧焕发着蓬勃的生命力。 回看这一讲的内容，我们先介绍了全域流量线上公域、线下公域和异业私域“三足鼎立”的格局，紧接着，我们详细展开了3大线上公域阵地的细节构成，我想大家已经对公域流量生态有了一个全面的认知，这张线上公域地图仅仅是三大全域流量阵地的其中之一，但却几乎占据着品牌线上流量的全部，换句话说，线上公域流量几乎等同于线下公域和异业私域流量的总和。 正如开篇所言，腾讯广告基本上从来不单纯谈私域流量，他们更多谈的是公私域联动。公域占比越多，流量获取的反脆弱能力就越强，品牌才能源源不断“供血”。 4.4 9个线下公域阵地和1个异业私域三大全域流量阵地的其余两个阵地，线下公域阵地和异业私域阵地。 先来看线下公域阵地。线下场景的运营往往会被很多互联网起家的品牌忽视，但它依然具备巨大的运营潜力。常见的线下公域阵地包括：经销商渠道、集合店渠道、商超渠道、电梯/楼宇广告渠道、线下互动大屏渠道、门店导购渠道、门店扫码购渠道、包裹卡渠道、物码营销渠道等。 其中，一些大型的连锁超市、百货商场、线上线下一体化零售转型、部分社区团购、小的KOC等未来都可能被拓展成私域，只是它具体的载体需要品牌从中筛选出来。 再来看异业私域阵地。前面提及的线上公域和微信私域的联营是绝大多数品牌全域流量布局的核心。单看微信生态的构成可分为社交、交易、内容服务和企业服务四大类： 第一类，社交层的朋友圈和微信群 朋友圈用于社交内容的裂变分享，也是品牌广告的主要投放阵地，同时企业微信朋友圈也逐渐成为企业标配；微信群则是品牌可直接触达的私域流量池，结合企业微信和朋友圈，品牌可以在微信群内展开精细化运营从而提升用户复购与用户忠诚度。 第二类，交易层的小程序 小程序是微信生态内最重要的交易主阵地，同时也具有丰富的流量入口，同样和微信全场景是相互打通的。 第三类，内容服务层的公众号和视频号 前者是品牌建设与内容营销的核心场景，承载这消息落地的前置环节；后者是全新的视频展示场景，可以沉淀优质的短视频内容和接入庞大的微信公域流量。 第四类，企业服务层的搜一搜和企业微信 前者是微信生态的搜索入口，链接用户、品牌、内容和账号的桥梁，同时，还可以接入品牌官网区，为品牌提供丰富的展示窗口；后者是近年来逐渐兴起的企业专属连接器企业微信。 在微信生态内，品牌可以从企业微信、企业微信1V1沟通、企业微信分享、企业微信群聊、朋友圈、小程序、公众号、视频号、KOL粉丝矩阵等异业合作的方式展开品牌联名和私域换量。通过模拟线下社交进行线上交易的模式，在微信生态内已经形成其独有的连接特色。 介绍完线上公域、线下公域和异业私域三大全域阵地，我们来讲一讲全域触点的总体布局与实战应用： 在公域进行投放后的第一承接平台，品牌往往优先选择在天猫、京东、线上旗舰店或线下体验店；在电商平台或线下完成首单转化后，沉淀至微信私域中进行人格化的IP精细化运营，在小程序商城内完成二次复购与裂变传播。 2022年年中，从支付宝到抖音、快手，再到百度、小红书、微博，都分别在重要场合多次提及全域战略，各个流量大厂冲入私域战场后，毫无疑问给各大品牌、创业者带来了一波又一波新红利。只是，面对这些不同公私域联动的打法，品牌要怎么选、怎么玩才能抓住这些红利？ 据见实观察，这些不同平台之间至少可以组合成3种不同的公私域组合玩法：某个平台+微信、首选短视频和内容平台、打通平台用户数据。 一是，某个平台+微信生态。随着各个平台之间的私域工具、私域体系和私域方法论逐渐完成，将来有可能进化成跨平台的用户分层运营。比如，宠呦呦的做法即是将支付宝、百度、小红书作为主力触达平台，再基于微信的社交关系做承接。茶尖尖在公域投入上则从到店用户加微信群的模式，转向加抖音号的运营模式。 二是，选择短视频内容平台。短视频的风浪越来越大，用户对于视频内容营销的依赖会持续加大，越来越多的品牌也期望通过优质的视频内容来增进品牌传播的目的。 三是，深耕各个私域平台闭环。周大生CRM中心总监徐陈晨表示，品牌在持续加强各平台用户的数据化管理，更加聚焦于汇聚流量、提升效益及1V1互动，实现用户资源池的搭建。切切实实的把各个平台的用户转变为能够看得见（数据）摸得着（触达）的用户资源池，而不仅仅是宣传和支付。 从目前的行业发展现状看，绝大多数企业的经营重心可能还是在公域。无论是投资人，还是品牌方自身的经验来看，公域投流起盘依旧是效率更高的打法。剩下的就是有运营技巧的部分，有特殊资源或特殊类目的企业，这个比例可能只占5~10%。 总得来说，私域的起盘难度还是很大的，纯私域起家的品牌更是凤毛麟角。加之品牌如果没有沉淀会员资产或稳定的订单量打底就更是难上加难，私域对内容能力、首单转化、持续复购和用户裂变的能力的要求都非常高，所以一定程度上，私域的主场往往在头部企业中。 以上便是全域流量阵地相关的全部内容，我们给到的只是一张流量地图，以便让大家在流量大海的征途中不迷失方向，这三大流量阵地的更多案例，我们将持续更新在见实公众号内，欢迎大家持续关注。 五、将篇：四种最理想的私域组织形态这一讲，我们分享的是全域五字兵法中的最后一个字“将”。也就是如何做好全域组织协同。 今天企业规模在50-500人之间，但有强烈成长欲望和成长性，有意愿通过系统、软件、工具、数字化提升自己的组织效率和服务客户的价值，私域对这类中小企业很有帮助。 在企业推进私域的过程中会遇到许多难题和障碍，如多个小程序团队之间、线上线下之间、总部和经销商之间存在原生壁垒，这是私域发展过程中，企业难免会遇到的部门竖井。 针对品牌特点，一些企业会做轻量级私域尝试，如将私域布局在线下团队、电商团队、市场部门下面。但随着私域的成长，挂靠在原本的组织架构下遇到瓶颈，需要重新进行改革，越来越多品牌的私域从原本附属于其他部门的角色，升级变成独立团队。 中小商户更多情况是，老板以及他下面的1-2名员工同时做这件事；也有一些品牌是自上而下进行组织变革，单独设置私域一级部门专门经营这件事，甚至有一些公司是一把手自己带队去做。 事缓则圆，私域就像吃中药，效果需要慢慢养。 在见实深聊的众多品牌中，归纳起来总逃不开这四类私域组织形态，包括，独立私域部门、市场部主导的私域、电商或CRM部门主导的私域和门店私域一体化形态。接下来，让我们详细了解它们具体的组织构成。 5.1 首先是第一种私域组织形态：独立成立私域团队零售企业已逐渐意识到私域是数字化转型布局的重要阵地，总部积极下场参与推进私域布局，成立独立的私域部门成为必然趋势。 通过自建品牌会员体系建立全渠道自营业务，该部门与电商部和线下零售团队在职级上往往也是平行的。该模式下的私域经营难度最大，需要得到领导层的高度重视，同时需要给予充足的资源支持。 因此，对于，大多数品牌而言，私域独立运营或许会太过理想化。 以私域部门的招募场景为例，首先需要CRM部门和门店BA（导购）进行配合，CRM部门没办法直接让门店进行操作，因此，需要先和分管门店人事的部门打招呼，再由销售负责人和其分管的大区经理协同，需要发布相关内容时，还要与品牌部门、市场部门协同素材。 虽然协同链路较长，但确实是目前普遍的私域组织现状。 如果只是为了推进私域单独成立一个权限非常高的部门，其实是不太现实和不太可能的，除非现在私域营收可以占据整个企业的20%以上，单独成为部门不仅可能面临高额的运营成本，在协同上也会更加困难。 但换个角度看，独立的优势在于有单独的预算支持，独立的考核业务指标，自主性相对较高。 私域业务附属在各细分业务线自主模式，每个业务线下都有独立的小闭环，有点像阿米巴模式，各自负责自己的渠道和自己的小程序，也有独立的IT部门负责中台搭建与管理。 这类组织多存在于两种企业，一种是跨国集团，在国内开展多品牌运营；另一类是传统大集团，尤其以美妆和食品为主。过去他们是货架逻辑，需要独立跑渠道，因此会以品牌体系和SKU体系来进行划分。 该模式下，私域会员部门和CRM部门各自独立运营模式，CRM部门分管公域的部分会员，私域部门就需要自己通过裂变来拉新，公域电商平台不一定给量，这就要看老板对私域部门的重视度如何，以及老板对私域的认知程度。 5.2 其次是第二种私域组织形态：由市场部主导的私域由市场部来主导小程序业务，分管会员管理和品牌管理，该模式较适用于以营销为导向、自由流量触点薄弱和品牌初期拉新。 市场部主导的小程序业务，有利于公域流量导流，同时对新模式和新玩法的适应能力会更强，更加擅长数字化营销；劣势是与后链路运营较为割裂，尤其是和线下业务多处在平行不相交的状态，不利于线上线下的流量互通。 如果想在旧的组织结构上改革，基本很少能转型成功。因此他们需要重新打造一个专门做私域的新团队，与传统渠道“赛马”。 这个新团队不会很大，就是先去试错，进而摸索出一条实际有效的路后，有些团队做私域的决心比较大，就会建立独立的团队来运作，再进行横向改革。 以瑞幸咖啡最小化私域组织结构为例，他们的私域部门有三个主要岗位：
麻雀虽小，五脏俱全，尤其是重服务的私域运营，更要建立起以用户为中心的用户型组织，iCC Grow就始终在倡导品牌建立用户型组织。 以他们服务的极氪汽车为例，极度的用户导向为企业带来了自下而上的企业文化，而不是自上而下的某个领导的个人主义。无论是高管还是销售，是营销还是运营，大家日常讨论最多的话题总是：如何跟消费者产生更深层次，更有价值或更有温度的互动。 用户运营对经营者的挑战极大，对组织的要求也比较高，绝大多数企业依旧欠缺从品牌到内容，内容到用户的链接转换的能力。 而能力欠缺的本质是用户运营人才的稀缺。关于此方面，在见实前不久的行业调研中有更详细的分析（连老板都想不明白的事：私域究竟缺些什么人？） 用户运营的岗位会牵动组织，需要做好跨部门协同；这里的诀窍就是将用户语言转化成技术部门、运营部门和营销部门，甚至是财务部门能理解的形式，让所有人能对齐目标统一前进。 有些组织天生具备跨部门协同基因，即便不具备，后期通过人才引进，一旦完成打通就会形成一个很强的战斗力，也就是我们说的用户运营力。 5.3 再次是第三种私域组织形态：附属于电商或CRM部门的私域小程序业务附属于电商部，与天猫、京东等电商业务并行，该模式前期需要共用电商资源，电商部门更加擅长数字化运作和电商运营。 该模式的优势之处是依托电商资源与先天优势可以在短期内快速完成冷启动；不足之处在于与线下合作流程较为复杂，协同性差。 以电商团队为核心的品牌，私域也是电商的组成部分，只是服务的客户属性不同，无论是在天猫、抖音、快手还是微信，品牌都是在平台的公私域中服务客户。微信私域可以作为高价值用户的服务场域，对这部分人群提供更加精细化和深度的服务。 私域并入CRM部门作为一个大整体的运营模式，越来越多的品牌开始采用这种组织架构，CRM部门会主动把高客单或高净值人群转到个微或企微私域，或者是以特殊专属的IP进行差异化服务。 推进这类私域组织变革的阻力来自于两个： 一是，愿不愿意把数据给你，担心你抢他们的业绩；二是，IT部门担心把数据给你后，出差错或数据隐私泄露，他们自己要背锅。 因此，在设计私域落地方案时，企业应该尤为注重数据安全，所有从CRM导出的号码都会先经过加密再对接机器人API，通过软交换解密号码后再发起外呼，数据回流时再将号码解密，反馈给CRM系统。 5.4 最后是第四种私域组织形态：门店私域一体化由线下零售主导小程序业务，同时由区域分公司来直接分管，线下主导的私域要求线下各大趋之间利益协同性强，特别依赖线下销售和导购。 线下主导私域业务，优势是有利于搭建超级导购和社群触点，可以更加灵活的搭配线下资源一同进行线上线下联营；劣势是缺乏长期规划和投入，私域发展受制于线下销售驱动，线上小程序业务的考核与激励总是不尽如人意。 以线下门店为主的品牌，比如像安踏、全棉时代、名创优品等，都是以线下为重点场域的，微信私域是作为线下场域的延伸和补充。这类品牌在组织架构上的安排是：线下门店和私域是一个大团队，电商是一个大团队。 私域的核心是提供温度感，有温度的服务，让真人在线社群，通过人与人之间的沟通、链接、互动，产生关系，感到温度。 在线下连锁业态中，一线员工直面用户，是私域最重要的触点，但在日常的工作中，员工是很忙的，需要处理门店中各种繁杂的业务，作为总部，也没办法实时洞悉一线门店的各种非标情况。 因此，在总部、大区的职责上需要做好职责区分： 对外，总部可以品牌IP建群，在企微群内，面向用户，执行总部层面的统一标准、具有创造性的工作—品牌活动、品牌故事、宠粉福利、内容种草。 对内，面向员工，能监督一线门店、伙伴的服务质量、响应时长。 门店伙伴，在企微群内，只需要做好一件事。基于门店层面，提供非标性的有温度的服务—用户间的情感互动、问题处理、活动链接、库存售卖。 这些都需要有一套底层的系统能力去进行支持赋能的，让总部的策略能够灵活直达一线员工，真正赋能员工业务，并能够实时追踪数据。 私域是用户全生命周期的终点站，渠道之间的争夺总会伴随着各种部门冲突，但百川归海，私域开启的管理方式变革红利还有很长，它是企业数字化转型的一块敲门砖。 六、完结篇：这不是一场零和游戏，而是一个新爆品时代的开始此刻正在发生的全域趋势，被腾讯定义为第三次流量迁徙。 在最新发布的《全域经营创新指南》一书中，腾讯将PC互联网向移动互联网迁移定义为第一次流量迁徙（从线下到线上）；将私域浪潮定义为第二次流量迁徙（从公域到私域）。 这是继2020年8月腾讯于财报中首次定义“私域”一词以来，再一次定义后续的流量变化。预示未来数年，或会有一波和私域一样的流量大潮涌来。 某种程度上看，全域是私域运营的自然升级，故称“私域2.0”。 腾讯特别强调在全域经营的大背景下，消费者可以“自由地选择交易渠道和形式”，这更像是一种价值回归，即品牌放弃单纯的流量依赖，回归商业的本质（为消费者提供商品和服务） 新的行业大背景下，抖音和支付宝也早早便开始了公私域联营的布局。 支付宝早在2021年便宣布“去中心化为主，中心化为辅”的新定位，意味着支付宝明确了公域和私域各自的定位；抖音则基于内容生态优势做起了全域兴趣电商，从兴趣电商到全域兴趣电商，既包括了兴趣的激发，也包括了兴趣的承接。 平台拉开阵式，流量内卷加剧，然而，看似是多平台的全域争夺，实际上还是微信全域营销的主场，腾讯或是最先完成全域闭环的平台。 腾讯二季度财报首次披露了视频号两季度广告收入超过30亿，报告还显示，截至2023年6月，微信用户数为13.27亿，首次超过13亿人，同比增长2%，小程序的月活跃账户数超过11亿。 这是腾讯交出的全域答卷，视频号的出现，带来了一片繁荣景象。 代表公域的视频号已经和整个私域生态完美打通，包括但不限于公众号、企业微信、小程序和搜一搜等等，眼看着腾讯要补齐自身的公域短板，而其他大厂的私域短板是否被补齐了呢？答案或许要画问号了。 公域型平台要想补上了“私域能力”，如果不从底层改变自己的商业模式，切掉原有盈利的业务线，完成自我颠覆，是很难实现真正的全域闭环。 但也并非无解，接下来，我们就从平台全域策略、品牌全域破局以及爆品时代的跨域联动三方面展开叙述，带你看透全域这件事。 6.1 平台全域破局：有的恶补私域能力，有的升级公域能力微信、支付宝、抖音、快手、微博等都有各自的平台公域流量和私域运营体系，理论上这些平台都具备私域运营基础，但他们之间的本质区别是什么？ 在回答这个问题前，我们不妨区分下品牌运营和私域运营两个概念： 品牌运营，尤其会涉及到公域付费投放，它是4A公司品宣推广策划的逻辑，从品牌定位，到品牌营销宣传，最后再到用户的触达与转化。 私域运营则更偏向于用户全生命周期管理，一方面，它独立于平台之外，不可被其他品牌或平台广告主动触达，但品牌自己可随时触达的自有渠道；另一方面，私域运营几乎等同于会员运营，从实体会员卡，到电子会员卡，再到如今的私域SCRM，无一不是品牌构建用户资产的过程。 公域考验品牌的品宣获客能力；私域则考验品牌的用户留存能力。 理解了公域和私域的本质，那么什么是全域呢？其实就是在一个APP中同时实现公域和私域两种能力，前面提到的微信、抖音、支付宝、微博和快手等平台都具备全域属性，只是有的偏公，有的偏私。 随着行业内卷的加剧，大厂之间的“柏林墙”被垒得越来越高，做好全域，就是要实现自主的公私联营的“两条腿走路”，在这样的全域共识下，这些APP背后的大厂们又做了哪些动作呢？ 先看微信生态，这是商家私域经营的主阵地。 2020年时业界出现了首家私域流水过百亿的公司；到了2022年时，已经有了5个百亿级，40个十亿级私域GMV的企业；企业微信发布的数据显示，2022年运用企业微信的真实企业与组织总数升至1200万家，每天至少服务着5亿用户；同年，企业通过企业微信运营私域的成交GMV规模上千亿。基于微信生态经营的私域，已成为企业用户经营管理和业务增长的基础底座。 但凡事都有两面性，效率和质量就像是不可兼得的鱼和熊掌，虽然私域用户质量更高，但流量在社交体系下的传播低效且繁琐，直到视频号的出现，不可兼得的局面开始逐渐被打破。 经过3年发展，视频号的发展趋于成熟，微信APP的全域闭环逐渐完善。 腾讯二季度财报首次披露了视频号两季度广告收入超过30亿；报告还显示，截至2023年6月，微信用户数为13.27亿，首次超过13亿人，同比增长2%，小程序的月活跃账户数超过11亿。 这是腾讯交出的全域答卷，视频号成为全场的点睛之笔，而反观其他公域型APP，他们的私域短板是否被补齐呢？或许要画个问号。 网易云商私域运营总监赵胜海在和见实深聊时表示，除微信生态外的其他平台严格意义上都不能称作私域，没有公私域联动的平台就更不要谈全域自闭环了。 从商业模式上看，抖音跟淘宝它本身其实并不是电商公司，而是广告公司，它需要通过对于流量的分配实现盈利。 在这个前提下，平台其实并不希望品牌可以在自己的平台上攒到可免费触达的粉丝团或会员用户的，流量的归属权仍然属于抖音电商与淘宝电商平台，想去和他们建立更深度的连接，从长期来看一定要付出经济成本。 实现全域自闭环的难度是大的，过程也是相当漫长的。 公域型平台要想补上了“私域能力”，如果不从底层改变自己的商业模式，切掉原有盈利的业务线，完成自我颠覆，就很难实现真正的全域闭环；而反观微信生态，代表公域的视频号已经和整个私域生态完美打通，包括但不限于公众号、企业微信、小程序和搜一搜等等。 你可能会问，微信生态电商属性不强，很难变现；又或者其他平台也在做私域，流量迟早会被稀释。然而，这些或许并不影响微信生态的全域布局节奏：一方面，即便微信现在正在推自己的小商店，但更多只是作为平台的一项服务存在，并不直接通过去引导用户流量而产生商业营收。 另一方面，抖音、淘宝的私域，更多是品牌整体私域架构的差异化补充，它可以在现阶段节省在淘宝或者抖音的广告投放费用，和企微私域的生态也并不冲突。 看似是多平台的全域争夺，实际上还是微信全域营销的主场，微信生态将是最先完成全域自闭环的平台。 6.2 品牌全域破局：线下依旧是未来必争之地无论是私域2.0，还是全域营销，亦或者接下来要提到的全域爆品时代，面对这些新的行业变化，平台的选择让人眼花缭乱，中小品牌应该如何应对？从总体战略上看，先在单点开花，再做全域布局是更加符合客观事物发展规律的做法。 基于此，品牌全域发展或许会经历三大阶段： 一是，全域准备阶段，持续推出爆款单品，占领细分赛道的用户心智。在有限的资源下，品牌能否选择合适的平台，并持续all in推出自己的爆款是非常重要的能力，如果不能做好爆款营销，企业很难渡过第一阶段的生存期。 二是，全域成长阶段，突破单一阵地，打通公域和私域阵地。公私域的联动考验的是品牌广告能力，不仅是投放技巧，更重要的是爆款产品和爆款能力的持续打造能力，对于已经初具规模的中小品牌而言，现阶段更多是要在抖音、快手，视频号，还有小红书等几大平台跟私域做好深度结合。 抖音流量成本不算便宜，但相对淘宝、天猫来说还可以接受；另一边，视频号也在逐渐走进大众视野，目前也处在大的流量红利期，官方流量投放券和直播间1:1的公域流量扶持都在大力助推优质内容创作者和新品牌。 微博则属于话题型社交APP，它是内容聚集地，通过内容引流私域可以，但私域反向赋能微博的可能性不大，在所有微博出圈的因素中权重太低，流量全被国际品牌、明星以及社会热点占据，中小品牌很难真正切入进去。 相反，目前更流行的内容种草平台是小红书，KOC更多活跃在这里，通过私域培养KOC，再在小红书上发文种草，获客的同时还能得到一定程度的品宣和口碑效应，目前这套体系已经发展得非常成熟了。 针对抖音，小红书和视频号这类仍处在红利期的社媒平台，品牌的核心目标是先打通数据回流的闭环，在新崛起的流量平台里获客，并沉淀到私域中来，再通过私域反向赋能公域，给抖音带来新的流量。 公私域平台联动的玩法一定是当前最新的营销打法，类似的组合还会开启全新的“钞”能力，新国货品牌就可以通过跨域的方式，通过资本的力量，在短期内用通过砸钱的方式推起来。 三是，全域成熟阶段，真正实现线上线下的全渠道联动。当品牌具有较强品牌力时，在没有较强深度运营基础和KOC运营加持的情况下，门店获客和后端转化率都会很高，以热风为例，95%的私域流量均来自线下，几乎接近100%的打通。基于上千家的门店优势，他们在很短时间内就积累了上千万用户。 从过往经验看，门店结合私域的起盘优势明显，黄金地段的客流不比线上付费投流效果差，即便会有流失，但一进一出始终都能保持私域池的活跃度。 数说故事创始人兼CEO徐亚波博士在和见实深聊时指出，一方面，公域正逐步向私域蔓延，如今各个平台均已形成各自的全域闭环；另一方面，新锐品牌正逐步从线上向线下蔓延。 以往品牌主要是从线下门店开始起步，如今是先推出网红单品，再布局线下，实现品牌软着陆，当然着陆之后，竞争的终局依旧在线下。 品牌终究会回到对线下渠道的抢夺，以美妆零售为例，国际的美妆品牌有专柜，中国头部的美妆品牌有门店，无论是如何发家的，最后基本上都会布局线下，背后的逻辑是什么？因为线下是“服务”的场域。 物质充裕的当下，标准化产品只是基本盘，无法标准的服务才是未来成就品牌的胜负手，谁越早布局线下，全域发展就越稳定。 零售行业是所有行业当中最需要私域的，因为需要做“服务化”，整个零售行业的服务化，和金融、教育、医疗等行业比，是目前做得最差的。 目前大家看到的绝大多数头部淘品牌，或者颈部以上的抖快品牌，几乎都是快速崛起的奔跑在零售赛道的品牌。 尝过了“赚快钱”的美味，就再也咽不下“为用户服务”的鸡汤。 尤其是还处在关注ROI的投流阶段，很少会认真考虑用户LTV做私域，他们更重要的事情还是依据爆品逻辑，抓住平台红利快速崛起。 这样做对，也不对。 私域本质上解决的是零售品牌高价值客户服务场域的问题，更关注如何筛选、孵化出高净值用户，提供更好、更精准的服务，拉升客户全生命周期价值，而这本质是从企业创立之处就应当重视的。 相较而言，线下品牌的稳定性要高于线上，很多线下连锁品牌即使近两年没跟上潮流变化，但是大家还是会去买，这背后不仅仅是流量思维，只有实现线上线下联动的企业才是真正实现全域布局的企业。 据见实观察，全域做得好的品牌，用户数据分析一定做得好，这种企业具备三种特征：一是，在数字化上有充足预算；二是，数据信息留存井井有条；三是，有一整套完备的数据标签体系。 同时满足这三个条件的企业大致有两类： 一类就是全球大集团，他们属于超头部品牌，多为每个赛道的Top10，品牌力足够强，甚至可以和平台battle，他们才具有更多的数据权限和服务权益。 另一类是数据意识很好且没什么包袱的新消费品牌，比如O2O新锐品牌里的林清轩、纯线上起家的认养一头牛、元气森林以及babycare，他们的数字化转型包袱足够轻，这些新消费品牌多为每个赛道的前三名，他们往往是纯线上起家或线下开店，所有数据都掌握在自己手中。 6.3 一个新的爆品时代正在悄然开启在电商重大节点前加大互联互通动作，似乎成为了阿里和腾讯的惯例。 如早在去年双11前，腾讯阿里就进行了“一连三通”的动作，阿里系首次在微信上线了主流电商业务小程序，支付宝支持向微信和QQ好友转账等。 再比如，今年618之前，微信则开放了微信朋友圈广告，可以直跳淘宝天猫，助力商家增长。此时，微信将优质短视频流量、小程序广告流量等开放给淘系商家，则是直接奔着接下来的“双11”目标而去，即助力商家在这个重要电商节点的高效引流和转化。 还有今年9月底，阿里妈妈又与腾讯广告深化合作，宣布微信广告可直跳淘宝天猫。即微信视频号、朋友圈、小程序等广告流量，可直接跳到淘宝、天猫商家的店铺、商品详情及淘宝直播间，这意味着腾讯阿里的流量全被广告打通了，在双11即将来临之际，为商家带来新的生意增长。我们甚至看到以往根本不可能出现的平台互通链路的发生。如，在百度app上看到的time line广告，可以直接从百度APP直接跳转至微信小程序。 从中我们起码可以看到这亮点重要的变化：
以游戏行业的标杆《我是大东家》、《羊了个羊》为例，他们都是在百度、抖音上投流，然后落地在微信上爆发的典型案例。以2022年爆火的《羊了个羊》这款小游戏为例。 这款小游戏几乎颠覆微信所有纪录，包括日活用户数据、收入数据等。超越对象可能包括当年的“跳一跳”、“海盗来了”。霸占无数群和信息流、朋友圈的同时，就连马化腾也曾亲自为它公开辟谣一张广告分成图。 在和“见实团队”的对话中，简游创始人张佳旭提到，“羊了个羊”最初立项在抖音，因为微博的大讨论和热搜，而在微信上爆发，反向覆盖多个平台后，继而又因为抖音的爆量视频吸引了更多人群。 在这个组合中我们看到：微信提供社交性和裂变扩散的基础，抖音和微博用热搜和爆量视频来满足“话题性”。 同一时期，和“羊了个羊”同在微信小游戏收入排行榜上的另一款小游戏“我是大东家”，做的更为彻底：他们在抖音、百度、微博等平台上投放广告，支持用户点击时直接调起微信小游戏。 此前不同平台间互相严防死守，不允许点击后直接调起或跳出另一个平台中去。随着互联政策推出，行业环境发生了巨大变化，现在，创业团队可以直接将所有平台用户，都汇聚在一个平台中。就像“羊了个羊”和“我是大东家”。 环境的一点点小改变，奠定了新产品的大爆发基础。也成就了更多新爆品的快速出现。 当年，“跳一跳”创下累计用户量3.1亿，日活超过1亿的微信纪录，由此在2018年开启了小程序小游戏创业和投资大浪潮。 现在，“羊了个羊”或已破其纪录，更重要的是，一个更公平、更诱惑的爆品大时代或许也在悄然开启。 由此可见，平台之间的竞合关系是相对的，商业也不是一场零和游戏，互通的大门已经缓缓打开，只是现在依旧是少数品牌或项目在跟进，但其实跨域的爆品打法每个品牌乃至小团队都将享有。 以往私域都是对存量用户的深度服务和复购经营，很难推出行业级的爆品，现在新的爆品时代到来了，接下来，就是孕育更多新爆品和新玩法的时候了，让我们拭目以待！ 作者：唐露尧 Source: WeChat public account "Jianshi" |
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