With over 1 million users and annual sales exceeding 100 million yuan, how does Songxianxian achieve performance growth by relying on private domains?

Since people's living standards have improved, their requirements for health have also become higher, and the layout of the seasoning track for health has gradually increased. Taking Songxianxian's private domain as an example, the author will dismantle how Songxianxian's private domain operates. Let's take a look!

As people's living standards improve, they pay more and more attention to health, and the condiment track has gradually increased its layout for health. In 2019, Songxianxian became the first "Matsutake seasoning category" brand to deploy Douyin e-commerce; the public domain grew rapidly to acquire new users, and the private domain layout further increased the repurchase of old users. Songxianxian's private domain sales are growing every year. In 2020, sales exceeded 100 million yuan, and the repurchase rate reached 300%. In 2021, the repurchase rate reached a high of 450%.

Below we will analyze for you how Songxianxian’s private domain operates.

1. Case Background

1. Brand Introduction

Songxianxian is a Chinese health food brand founded in 2019. Its main products include Matsutake seasoning, Matsutake Yipinxian, Matsutake vinaigrette, Matsutake fresh soy sauce, etc.

In 2020, Songxianxian won the top sales in the Matsutake seasoning category on Tmall. In 2021, its Matsutake seasoning won the "Oscar Award" in the food industry - the International Delicious Medal. In 2022, Songxianxian was selected as the top 2 of the Douyin e-commerce seasoning annual gold list.

2. Market size

Data shows that the market size of China's condiment industry reached 513.3 billion yuan in 2022, and is expected to reach 1002.8 billion yuan in 2027.

In the future, the domestic market's health demands will continue to be released, and the market penetration rate of healthier and safer healthy condiments will further increase, and the development prospects are promising.

3. User portrait

The main customer group of Songxianxian on Douyin, Tmall, Xiaohongshu and other channels is sophisticated mothers aged 28-35. However, the age of the audience on video accounts is generally older, mainly middle-aged and elderly people aged 40-50, and there is no clear regional distinction, covering first-, second-, third- and fourth-tier cities.

2. Traffic Channel Analysis

1. Offline supermarkets

Songxianxian has entered more than 15,000 offline terminals, including more than 20 well-known chain supermarkets such as Walmart, RT-Mart, Sam's Club, Hema, and CR Vanguard.

Offline activities will be determined according to the supermarkets in each region; for example, a supermarket in Nanjing held an activity called "Check in and post on Xiaohongshu, get a 12-piece seasoning set", which promoted Xiaohongshu content through user check-in notes to enhance the promotion of brand activities. At the same time, users were guided to add the customer service WeChat account to receive benefits, thereby settling these active seed users in the private domain.

2. Private Domain Platform

1) Official Account

The welcome message of the "Songxianxian" public account is not in the form of common textual narration, but a poster that lists the eight safety standards of Songxianxian products to build trust and indicates the benefits of joining the group to attract users to scan the code and add WeChat. The entrance to "Group Benefits" is set up in the secondary menu. The poster's "30 yuan coupon, free for new members" highlights the benefit point and states "limited to 200 coupons per day" to create a sense of tension and encourage users to take immediate action.

2) Mini Programs

When users enter the mini program, the homepage shows “First-time group member can get a gift certificate with an order”. Compared with the “188 yuan gift certificate” activity in the same area, the content guiding users to join the group is not prominent and can be easily overlooked.

3. Public Domain Platform

1) Video Account

The introduction is relatively simple, with a personal WeChat account for business cooperation and a corporate WeChat account added by the user. The WeChat account added to the private domain in the video account and the official account is the same "Songxianxian Store Manager-Xiaosong".

2) Tik Tok

Songxianxian's Douyin short videos are mainly about "food preparation and children's consumption". The copy mainly introduces the health characteristics of the product, user reviews, price discounts and other soft marketing content; the content is basically the same as the video account. There is no obvious entry for adding WeChat on the Douyin platform, but parcel cards are placed in express delivery.

3) Weibo

The homepage sets the touchpoints of the fan group. Users can apply to enter after following the account and becoming a loyal fan of the account. The content is updated infrequently, about 3-5 times a month, mainly in the form of pictures + text, mainly to convey knowledge about brand concepts, raw material health and eating methods.

4) Xiaohongshu

Xiaohongshu will occasionally conduct marketing activities to guide users to bind topics, post notes, and promote brand products.

The number of fans does not exceed 10,000, but the best-selling products in the store have been purchased by more than 10,000 people.

The content of the notes is basically in the form of pictures + text, and no short video content is used; there is no obvious private domain traffic entrance.

3. Disassembly of Private Domain IP

The official channels of Songxianxian use "Songxianxian Store Manager ~ Xiaosong" to uniformly accept users. The store manager here is not the store manager of an offline store in the traditional sense, but the store manager of the online WeChat mall.

Let's take the Qiwei IP I added as an example to disassemble it:

1. Personal positioning

Nickname : Xiaosong, the store manager of Songxianxian

Avatar : Brand LOGO

Role positioning : WeChat mall store manager & exclusive nutritionist

Enterprise WeChat Business Card: It states [Online Hours] 9:30-18:30 to reduce the poor user experience caused by slow responses during non-working hours.

2. Automatic welcome message

After adding the WeChat account, the WeChat account will automatically reply with a welcome message. First, the WeChat account will introduce the WeChat account's position as a dedicated nutritionist, introduce the community's benefits, and guide users to reply with keywords to join the group. It will be the same account as the package card after adding it.

3. Moments content

Release frequency : 1~2 pieces of content per day.

Release time : mainly concentrated between 3 and 4 pm.

Contents of Moments : mainly product introductions, brand promotions, dietary knowledge, welfare introductions, etc.

4. Analysis of Community Operation

As the most effective and common scenario for promoting activation in the private domain, the following is an analysis of Songxianxian’s community, taking the official member group I added as an example.

1. Community Positioning

Group nickname: Songxianxian official member X group

Group positioning: welfare group

Community value: mainly synchronized welfare activities, the latest product recommendations, etc. The operation of the community is mainly to encourage users to convert, increase users' understanding and trust in the brand, and create more loyal users.

2. Community Group Announcement

When a user joins the group, an automatic welcome message will be triggered immediately to introduce the community benefits; there will also be a "this week's discounted products" link to facilitate new users to directly enter the mall and place orders.

It was already mid-September when I joined the group, and the group announcement was still about the weekly welfare discount on August 14th, which should have been due to failure to update in time.

3. Community Content

There are 1 to 2 pieces of community content every day, mainly including new products, group purchase discounts, popular science knowledge, and membership day on the 20th of each month.

5. Membership System Analysis

Currently, Songxianxian has a membership system in WeChat mini-programs and e-commerce platforms. Both are growth-oriented membership systems with different level conditions and corresponding benefits.

1. Mini Program Membership System

For growth members, the level is assessed based on the amount of user consumption. The consumption amount is calculated on a one-year basis and those who fail to meet the standard will be downgraded.

The threshold for entry-level and advanced tasters is low, and users can reach this level after making their first order; the benefits mainly include coupons, discounts, membership price activities, birthday privileges, and points.

The fees for senior tasters, gold tasters, and exclusive tasters are 200 yuan, 500 yuan, and 1,000 yuan respectively. The thresholds are gradually raised, and users need to make multiple purchases to reach them.

The benefits mainly include multiple coupons, discounts, points, membership promotion prices, birthday privileges, and free shipping; different levels of benefits are used to promote user consumption upgrades.

Points can be used to redeem coupons or peripheral products that are "gift only, not sold", which are small items commonly used in life, with cute, practical and attractive designs.

The 20th of every month is Membership Day, which lasts for three days and offers many benefits.

2. Taobao platform membership system

You can be promoted to different levels according to the amount of consumption and obtain different points and benefits.

Membership benefits include monthly coupons, points exchange for peripherals, lucky draws, recharge benefits, etc.

3. JD.com Membership System

You can be promoted to different levels based on the amount of consumption, and you can get different member discounts and shopping points during store activities; there is no specific information.

VI. Summary

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

1) Rich materials: The content operation is very consistent with the brand tone of Songxianxian. The production of pictures and videos is aesthetically pleasing, and the expression and layout of the text are concise and clear, allowing users to perceive the concept of nature and health.

2) Membership system: By setting up membership systems of different levels, users’ consumption habits in the mini program are cultivated. The peripheral products that can be exchanged for member points and are “only given away but not sold” are scarce, practical, and cute, which makes them very attractive to users.

3) 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.

4) Private message SOP: The first week after adding a new user is the best time to build trust. You can use standardized SOP to reach out to the user multiple times, introduce brand information, collect user shopping experience, understand user needs and other information.

Author: Yan Tao

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