New Hope’s private domain analysis shows that customer acquisition has increased 10 times, with a repurchase rate of up to 50%. How do fast-moving consumer goods brands play in the private domain?

This article takes the New Hope Dairy Company, which has developed rapidly in recent years, as an example, and analyzes from five aspects the reasons why this brand can maintain a stable high customer acquisition and repurchase rate. Let’s learn together!

The dairy industry has developed rapidly in recent years, but consumers are not very loyal to dairy brands. In many cases, they just follow the promotions and switch to another brand when there are no promotions. The repurchase cycle of dairy products is also relatively long, so repurchase has become a problem for many dairy brands.

As one of the most dynamic and innovative enterprises in China, New Hope Dairy has built a fleet of urban dairy companies with the core value of "fresh strategy" in just over a decade. It currently has 15 major dairy brands, 16 dairy processing plants, and 13 self-owned ranches.

In 2014, New Hope's brand Baidi began to develop private domains, build a membership system, and explore the community + live broadcast model to reach users. After completing the digital transformation, New Hope can still achieve a repurchase rate of 50% when the annual customer unit price exceeds 1,000 yuan, and the sales volume on Double Eleven in 2022 increased by 84% year-on-year .

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

01 Case Background

1. Brand Introduction

New Hope Group is a national key leading enterprise in China's agricultural industrialization, China's largest feed production enterprise, one of China's largest agricultural and animal husbandry enterprises, owns China's largest agricultural and animal husbandry industry cluster, and is a leader in China's agricultural and animal husbandry enterprises.

The Group provides the society with indispensable upstream and downstream products of the agricultural industry chain, and with the business philosophy of "making profits for farmers and benefiting eaters", is committed to building a world-class agricultural and animal husbandry enterprise.

2. Market size

With the improvement of people's living standards and the change of consumption concepts, the dairy products market has shown a rapid growth trend in the past few years.

According to statistics, the scale of China's dairy market reached about 500 billion yuan in 2023, a year-on-year increase of 10%.

3. User portrait

The users are mainly women aged 25-30 , concentrated in several cities with higher consumption levels. Women in this age group are usually mothers and wives, and have a higher demand for dairy products.

02 Traffic Channel Analysis

New Hope 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 "Hangzhou New Hope Shuangfeng Dairy" official account, the brand characteristics are introduced in the welcome message, and a QR code of the company's WeChat welfare officer is attached. Users can scan the code to add the company's WeChat.

Specific path: Official account menu bar – Shuangfeng milk ordering – Exclusive customer service – Scan the code to add the WeChat account

(2) Mini Programs

Enter the mini program [Shuangfeng Milk Fresh Order] and you can find the touchpoints for New Hope’s corporate WeChat traffic.

Specific path: Home page – Click to add Hei Xiaoyou – Scan the QR code to add Qiwei

2. Public Domain Platform

(1) Video Account

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

(2) Tik Tok

New Hope has 55,000 followers on Douyin and 23,000 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

New Hope’s account on Xiaohongshu has 13,000 followers and 22,000 likes and favorites. The account mainly contains content such as brand activities and product promotions.

(4) Weibo

New Hope has 585,000 followers on Weibo, and 100,200 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.

03 Private Domain IP Disassembly

New Hope has refined the creation of its customer service WeChat account, positioning 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 : Hei Xiaoyou - sweet boy

Avatar : Brand mascot

Role positioning : Brand welfare officer

2. Automatic welcome message

After adding WeChat, the account will notify users of the brand’s latest activities from time to time.

3. Moments content

Content frequency : 2 pieces per day

Release time : Mostly 9 am and 3 pm

Moments content : mainly welfare activities, product promotions, etc.

04 Community Operation Analysis

Social networking is the most effective and common scenario for promoting activation in the private domain. New Hope increases product exposure and conversion through social networking operations. The following is a detailed analysis:

1. Community Positioning

Group nickname: New Hope Shuangfeng Member Welfare Group 3

Group positioning: Parenting sharing 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

New Hope mainly focuses on the promotion of activities to attract users to consume. The community content is relatively rich, and users are pushed at multiple times a day. In addition to product promotion, there are also check-in activities and video live broadcasts with rich content. In the long run, it is easier to win user trust than simply posting product links, laying the foundation for subsequent conversions.

05 Membership System Analysis

New Hope has established corresponding membership systems in 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

New Hope has established a complete growth membership system, dividing members into 6 levels: newborn calf, nursing calf, adorable calf, struggling calf, energetic calf , and noble golden calf . The higher the level, the higher the rights and interests you enjoy.

Specific benefits include points redemption, coupons, birthday privileges, etc. The higher the level, the higher the value of the coupons. In addition, New Hope has set up Hei Xiaoyou as a member-exclusive welfare officer.

2. Points system

In addition to growth membership, New Hope has also built its own points system, where users can earn points by signing in, shopping, following public accounts, etc.

For every 1 yuan spent, members can earn 1 point, which can be used to redeem products or coupons. Specifically, members can redeem milk, rights cards or other products.

summary

Finally, let’s summarize New Hope’s strengths and weaknesses in private domain operations:

(1) Omni-channel private domain traffic diversion: New Hope operates its private domain through omni-channel operations and has set up a variety of touchpoints to facilitate fans to enter the private domain from the public domain and divert traffic to channels such as social networks and corporate WeChat.

(2) Rich community content: The community content is relatively rich and is pushed to users at multiple times a day. In addition to product promotion, there are also check-in activities and video live broadcasts, with relatively rich content. In the long run, it is easier to win user trust than simply posting product links.

(3) The membership system needs to be improved: At present, New Hope’s membership system is relatively simple, mainly based on earning points through consumption and redeeming points for gifts. It lacks more ways and gameplay to attract users to continue consumption.

Author: Yan Tao; Editor: Chief

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