3,000 stores have been digitized, and the user scale has exceeded 20 million. What is the advantage of the private domain of "China's Shoe King" Aokang?

In the digital age, how does the traditional shoe brand Aokang, the "King of Chinese Shoes", use its private domain advantages to achieve scale and user growth? Let us analyze the secret of success of Aokang, the "King of Chinese Shoes", and understand how they make good use of the private domain economy and create a new market landscape in the wave of digital transformation.

In recent years, with the impact of the economic environment and the change of young people's dressing concept, the growth rate of China's leather shoes market has slowed down. In 2018, the demand for leather shoes in China fell to 3.005 billion pairs, a year-on-year decrease of 21.58% .

As a leading brand in the leather shoes industry, Aokang has nearly 3,000 stores covering almost all major cities in China. In the past 30 years of operation, the most important assets accumulated by Aokang are customers and a large number of shopping guides.

With its sensitivity to the market, OKAN started to build a membership system in 2016, and its current user base has exceeded 20 million.

After completing its digital transformation, OKAN's private domain strategy is quite representative, forming a three-pronged private domain operation model of "CRM+Enterprise WeChat+One District One Store".

Today, we will analyze OKAN’s private domain operations for you and see what its highlights and features are.

1. Case Background

1. Brand Introduction

Zhejiang Aokang Shoes Co., Ltd. is a leading retail service operator in China. After 27 years of development, it has become one of the largest private shoemaking companies in China, with a brand value of 16.592 billion yuan. The company takes "more comfortable men's leather shoes" as its brand mission, owns a number of self-owned brands such as Aokang and Kanglong, as well as international cooperative brands such as Wanliweide, Skechers, and Yidong Sports. It has become one of the largest private shoemaking companies in China and a leading leather shoe brand manufacturer, operator and retailer in China.

2. Market size

According to statistics, the scale of my country's men's shoes market is 187.9 billion yuan, a year-on-year increase of 18.7%. In the 100 billion-level market, compared with sports shoes and casual shoes, leather shoes are mostly used in formal occasions and have a "must-have" attribute in business and specific social occasions.

3. User portrait

Aokang's users are mainly men aged 30-45, mostly business people and bosses. The average customer spending is between 600-1,000 yuan , and it is a mid-to-high-end product.

2. Traffic Channel Analysis

OKAN has established a private domain matrix with channels such as "official account + mini program + corporate microblog + community" as the core, and has made use of popular public domain platforms such as Douyin, Xiaohongshu, Weibo, etc. to achieve public and private domain traffic conversion and help brands expand their voice.

1. Private Domain Platform

(1) Official Account

After following the "OKAN" official account, the welcome message introduces the brand characteristics and comes with a link to register as a member. In the official account menu bar, you can also find the touchpoint to add the company's WeChat account. Specific path: Official account menu bar - Member Center - Exclusive Customer Service - Scan the code to add the company's WeChat account

(2) Mini Programs

Enter the mini program [OKAN Member Center] to find the touchpoints for OKAN corporate microblog traffic.

Specific path: Homepage – Member Center – Exclusive Shopping Guide – Scan the QR code to add WeChat account

2. Public Domain Platform

(1) Video Account

The video account [ OKANG ] mainly focuses on brand publicity, product promotion and other content. The homepage sets up touchpoints for public accounts and corporate WeChat accounts to attract traffic. Users can add corporate WeChat welfare officers by clicking.

(2) Tik Tok

Aokang has 416,000 followers on Douyin and 646,000 likes. The account content mainly focuses on brand introduction, product promotion, and event publicity.

The homepage sets the store’s traffic path, and you can jump to purchase products by clicking.

(3) Xiaohongshu

Aokang's account on Xiaohongshu has 3,662 followers and 25,000 likes and favorites. The account mainly publishes content such as brand activities and product promotions.

(4) Weibo

Aokang has 147,000 followers on Weibo, and 468,000 likes and comments. Weibo will share content such as rewarded interactions, event promotions, and product introductions.

The homepage sets up touchpoints for the fan group. Users can apply to enter after following the account and becoming loyal fans of the account.

3. Disassembly of Private Domain IP

OKAN has carefully designed its customer service WeChat account and positioned its brand IP as a welfare officer.

Below is a detailed analysis using the corporate IP I added as an example.

1. Personal positioning

Nickname : Miss Aokang CoCo

Avatar : Female anime character

Role positioning : Brand welfare officer

2. Automatic welcome message

After adding WeChat, users will be invited to join the community immediately, and the account will notify the brand of the latest activities from time to time.

3. Moments content

Content frequency : Unstable

Release time : Mostly 8:30 a.m. and 11:00 a.m.

Moments content : mainly for brand publicity, product promotion, etc.

4. Analysis of Community Operation

Community is the most effective and common scenario for promoting activity in the private domain. OKAN increases product exposure and conversion through community operations. The following is a detailed analysis:

1. Community Positioning

Group nickname: Aokang Fan Welfare Club 4

Group positioning: welfare group

Community Value: Welfare Activities

2. Community welcome message and group announcement

Joining the group will automatically trigger a welcome message, and group announcements will provide reminders of brand activities and customer service hotlines. At the same time, group rules will be set and boundaries will be established to reduce future violations.

3. Community Content

Aokang mainly focuses on the promotion of activities to attract users to consume. A SOP has been established for community content to push users at multiple times a day. Take the SOP of a certain day as an example:

8:30, Good Morning Radio (sharing the day’s information)

9:00, New Year's goods at great value (get big coupons)

13:00, community benefits (limited time sale)

14:00, community benefits (limited time sale)

15:00, community benefits (limited time sale)

16:00, community benefits (limited time sale)

21:00, public account push

In general, OKAN’s community is still mainly focused on product purchases, and user activity is average.

5. Membership System Analysis

OKAN has established corresponding membership systems on both mini programs and e-commerce platforms, both of which are based on a growth-oriented membership + points system . The mini program membership system is broken down below.

1. Growth Member

OKAN has established a complete growth membership system, dividing members into four levels: registered members, silver members, black gold members, and diamond members . The higher the level, the higher the rights and interests you enjoy.

Specific benefits include double points on membership days, birthday privileges, holiday benefits, etc.

2. Points system

In addition to growth membership, OKAN has also built its own points system. Users can earn points by signing in, shopping, etc. For every 1 yuan spent, 1 point can be earned, and the points can be used to redeem products or coupons. Points can be used to redeem store vouchers, life vouchers, products, etc., and can also be used for lucky draws.

VI. Summary

Finally, let’s summarize the highlights and shortcomings of OKAN’s private domain operations:

1. Product promotion breaks through the circle : various platforms jointly promote new products, accurately locate them according to user portraits, amplify product attention, achieve rapid promotion, and reach more target users.

2. Low community activity : The group owner outputs content in a one-way manner, mainly focusing on product activities, and user participation is relatively low. We can add some activities, such as daily check-ins, adding questions and answers to win points when popularizing scientific knowledge, etc., to increase user attention and participation.

3. The IP image is relatively weak : the content of OKAN’s WeChat Moments is almost all product-related content, lacking daily life content, making it difficult to narrow the distance between OKAN and users.

Author: Yan Tao WeChat public account: Yan Tao Sanshou