With annual sales exceeding 10 billion yuan and being a top-level health care brand, how does Swisse manage its private domain operations?

This article takes the health care brand Swisse as an example to analyze the biggest reasons for its development and profitability. Its success experience is not only applicable to similar health care brands, but also to other different brands of products. Recommended for friends who are interested in brand marketing and promotion~

With economic development and consumption upgrading, consumers' health awareness has been significantly improved, and the scale of the health care products market has expanded year by year, becoming a new blue ocean.

Among them, Swisse is a global health brand. As of September 30, 2023, the group's revenue was 10.28 billion yuan, and the revenue in the Chinese market increased by 6.9% year-on-year, accounting for 70.7% of the group's total revenue, making it the largest contributor to the group's revenue.

During the Double Eleven this year, the sales volume of health care products sub-category ranked No. 1 on both JD.com and Taobao.

Behind Swisse's steady development, more importantly, is its "user-centric" philosophy and its emphasis on user operations and private domain operations. Today, we will analyze its private domain operations for your reference.

1. Case Background

1. Brand Introduction

Founded in 1969, Swisse Australia is a vitamin, supplement and skin care brand that now offers more than 200 products, including multivitamins, food supplements, sports nutrition, skin care and functional foods.

The Swisse vitamins and supplements range caters for all stages of life - from pre-conception supplements for men and women, through to babies, children, teenagers and adults of all ages, right through to seniors.

2. Market size

As the market acceptance of health foods gradually increases, and residents pay more attention to their own health, China's health products market continues to develop and the market size continues to rise. Data shows that the size of China's health products market is on the rise. In 2021, the size of China's health products market was 270.8 billion yuan, an increase of 8.19% year-on-year. It is predicted that the market size will reach 328.9 billion yuan in 2023.

3. User portrait

Judging from the user portrait, the main age group who pays attention to and consumes immunity-enhancing products is between 30 and 40 years old, and the proportion of the two is over 44%.

The ratio of men to women is relatively balanced, with a slightly higher proportion of women. At the same time, in terms of region, Guangdong, Beijing and Jiangsu are key areas.

2. Traffic Channel Analysis

Swisse has established a private domain matrix with channels such as "official account + mini program + corporate WeChat + 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 the brand expand its voice.

1. Private Domain Platform

1) Official Account

After following the Swisse WeChat public account, the welcome message introduces the brand characteristics, welfare activities and a jump link. After the user clicks the link, they can scan the code to add the brand welfare officer.

Specific path: Automatic welcome message – Become a SI member – Nutrition consultant – Scan the code to add a welfare officer

2) Mini Programs

Enter the mini program [Swisse Luxury Collection] and you can find the touchpoints for Swisse’s corporate micro-channel traffic.

Specific path: Homepage – Nutrition Consultant – Scan the QR code to add WeChat account

2. Public Domain Platform

1) Video Account

The video account [ Swissé ] mainly features brand promotion, product introduction and other content. The homepage has touchpoints for corporate WeChat traffic diversion, and users can jump into the private domain by clicking.

2) Tik Tok

Swisse has 341,000 followers on Douyin and 798,000 likes. The account content mainly focuses on product introductions, event promotions, and live broadcast promotions.

The home page sets the traffic paths for stores, fan groups and group purchase recommendations, and you can jump to the corresponding page by clicking.

3) Xiaohongshu

Swisse’s account on Xiaohongshu has 485,000 followers and has received 163.4w likes and collections.

The account mainly promotes new products and brand events, and tweets will include sweepstakes to increase content exposure, attract users’ attention to products, and generate purchases.

4) Weibo

Swisse has 1.803 million followers on Weibo, and 25.853 million 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

Swisse has carefully built 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 : Nutrition Consultant Xiaoshi (working hours 9:00-21:00)
• Avatar : Real female avatar
• Role positioning : Brand welfare officer, nutrition consultant

2. Automatic welcome message

After adding the WeChat account, the WeChat account will automatically reply with a welcome message. The account will notify users of the latest brand activities from time to time.

3. Moments content

• Content frequency : 3 pieces per day
• Release time : Mainly concentrated in three time periods: 12 noon, 3 pm, and 8 pm
• Moments content : mainly brand promotion, product introduction, health science popularization, etc.

4. Analysis of Community Operation

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

1. Community Positioning

• Group nickname: Swisse [Pet Fans Welfare Club]
• Group positioning: welfare group
• Community value: new product promotion, welfare activities

2. Welcome message for joining the community

When a user joins the group, an automatic welcome message will be triggered immediately, introducing the community’s exclusive benefits and attaching corresponding links to guide users to jump to the activity page to generate conversions.

3. Community Content

Swisse's community mainly focuses on promoting activities and attracting users to consume. There is less community content and no interactive games, and the overall user activity is average.

5. Membership System Analysis

Swisse 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

Swisse has established a complete growth membership system, dividing members into five levels: Experience Officer, Star Officer, Tasting Officer, Leader, and Inheritor . The higher the level, the higher the rights and interests you enjoy.

Taking the diamond level as an example, users need to accumulate 30,000 growth points to upgrade to this level. They can enjoy multiple rights and interests such as upgrade gifts, birthday gifts, star product experience, 1V1 health services, and exclusive health assessments.

2. Points system

In addition to growing membership, Swisse has also built its own points system. Users can earn points by completing information, completing health assessments, consumption, subscriptions, etc.

For every RMB 1 spent, you can get 1 point, which can be used to redeem products. Specifically, the redemption method includes direct redemption of points and redemption of points + money.

summary

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

• Rich multi-platform touchpoints : Swisse has set up accounts on various platforms, using content to attract user attention, and multiple touchpoints to quickly lead target users from the public domain to the private domain.
• Rich IP image : Swisse’s circle of friends has rich content. In addition to product recommendations and brand activities, there are also holiday greetings and skin care sharing, which can easily gain customer trust and lay the foundation for subsequent conversions.
• Single community gameplay: Swisse’s community content has few gameplay methods and is only used to distribute coupons. User activity is average and there is little interaction.

Author: Yan Tao

WeChat public account: Yan Tao San Shou