I suggest you start your private domain operations with these “small things”

Currently, more and more companies are building their own private domains. How to build a private domain? The author of this article answers 7 types of questions. Let's take a look.

Today, almost all companies are doing "private domain", and everyone knows that private domain is very important.

However, enterprises often face various new problems in the process of private domain operation. There are too many cases in the market, and enterprises are unable to make good judgments and solve them due to their lack of experience.

The end result is that the private domain business is getting worse and worse, and profits are declining.

Therefore, today we have specially selected 7 key issues in the private domain of enterprises in recent times, involving different industries.

The following are answers to your questions one by one, I hope they are helpful to you.

1. How to get started?

Q: When first starting to do private domain business, what indicators do companies need to focus on?

Focus on two aspects of data.

1. Interaction data : including the reply rate of the first greeting, the number of daily likes on the IP, and the proportion of private message communication (for example, if there are 2,000 followers, and in addition to greetings, the actual number of people who communicate with customers is 300, then this indicator is 15%).
2. Transaction data : including the number of new followers, the number of first-time private domain purchasers, and the average purchase price. Run through the model cycle from adding followers to purchasing (for example, within 1 week, 2,000 people join and 50 people purchase. If it is an event transaction, look at the number of participants and conversions in the event).

2. How to start in the book industry?

Q: The book industry wants to improve, split, and repeat purchases. But the team's capabilities are limited, and I don't know where to start?

First, analyze the team . The boss needs to first distinguish whether the team's limited capabilities are due to a lack of skills or a lack of motivation.

If it is a lack of skills, it is easy to deal with, there are many learning channels online.

If the motivation is not enough, then promotion, fission and repeat purchase may not be achieved. Private domain operation is a delicate and repetitive work, which requires confidence, patience and perseverance.

Second, solve the problem. In terms of these three links, repurchase is easier to do than fission. If your product is good, the service is not bad, and there are no frequent complaints, then start with the exposure link in repurchase. If you persist for one month, you will see a significant improvement in performance.

Third, reverse review. If the performance has not improved at this step, reverse review the three modules of IP, content, and exposure to see if they have been done well.

1. IP determines trust, and trust determines the transaction.
2. The content determines whether you are real and interesting. Only when you are real and interesting will there be interaction.
3. Exposure means demand for purchase. If the exposure is not enough, customers won’t be able to find you when they want to buy something.

3. Private Domain of Small Enterprises

Q: Is private domain suitable for small businesses?

Private domain is currently the only operating mode suitable for small and medium-sized enterprises.

The remaining methods:

1. The price of advertising is high, but the investment will drop immediately after one step.
2. Brand cooperation generally depends on the size of the company and whether the user profile matches.
3. Developing new products takes a long time, creating hit products has a mysterious cost and is difficult to replicate.
4. Expanding the sales team takes a long time and is complex to manage.

From the above analysis, private domain is the only way for small and medium-sized enterprises.

4. How can express delivery companies do a good job in private domain?

Q: How can express delivery companies manage their private domain well from the perspectives of layout, rhythm, and personnel division of labor?

1. Layout: Set up an operation plan. IP+content+products (first determine the products that will be purchased later, food/daily necessities/door-to-door pickup/designated express delivery/best, low return rate)
2. Product setting: For express business, we should set a good price. For product business, we should make repeat purchase products. We are not afraid of low profit, but we cannot bear large volume.
3. Rhythm: First make a sample, work on no more than 10 accounts, then execute the plan - data analysis - review and adjust.
4. Division of labor : interaction + copywriting, 2 people. The number of people depends on the proofing account.

5. How does the tea industry attract customers?

Q: The tea industry has just started to develop private domains and wants to attract a large number of traffic. Currently, it only has package cards. What should I do if the number of fans cannot be increased?

Take a black tea company we served as an example: the tea industry generally has high customer orders. In 2017 and 2018, it lost 3 million yuan every year and was about to close its store.

After taking the class, 30 people were added to the tea shop every day, and the number of people exceeded 300 in ten days. The front end can be used to attract customers, and the tea is of good quality and affordable. The back end can be used to make products with high customer orders.

After 2 months, the original customer repurchase cycle was 3 months, but now 20% of the customers in the circle of friends repurchase within 15 days. This includes tea gift boxes and host cups. The average customer order has increased from 80 yuan to 260 yuan.

Suggested adjustments:

The way to attract traffic for package cards is different in different industries and with different values. Let me talk about our practical cases.

A women's shoe client with an annual e-commerce turnover of about 20 million yuan had a 7% conversion rate for package cards. After we initially adjusted the wording, prizes, and card design, it increased to 13%. Through continuous adjustments, we strive to achieve a 20% conversion rate.

Therefore, the first package card is for users who have purchased it. It is very important to continuously adjust it and achieve perfection.

In addition, we can also make adjustments and optimizations from the dimensions of adding fans, operations, and products.

• Add fans: Tea users can add fans using their mobile phone number at 8 pm every day (the highest rate of adding fans), and tell customers that if they have any questions after receiving the tea, they can contact me.
• Operation: Design IP and content, 6 pieces of content a day. Don’t post low-quality ads, create a good tone.
• Products: expand the circle of friends, tea sets, tea cups, etc., to increase repeat purchases.

6. Private Domain of the Maternal and Infant Industry

Q: Is the maternal and infant industry suitable for private domain? Our product repurchase rate is low, and public domain traffic is getting more and more expensive. I want to do private domain, but I am not sure whether it is suitable?

The maternal and infant industry has no choice but to develop private domains. Only by developing private domains can the traffic problem be solved.

Traffic is expensive in all walks of life now. The most painful thing for the maternal and infant industry is the continuous decline in birth rates , which will lead to a decline in user demand in the next 2-3 years. Traffic is getting smaller and competition is getting bigger. Private domain is the life-saving pill for maternal and infant.

In addition, the user life cycle of maternal and infant products is short , so how to extend the user life cycle is very important. In e-commerce, you cannot just put up products casually. In the private domain, you can capture users and put up many children's products, such as children's snacks, health products, books, etc.

Looking at competitors, they are all doing business in the private domain , such as Pigeon, Kidsland, Feihe, etc. They are also selling similar products, baby products, in the private domain.

At this time, we basically cannot compete if we only do e-commerce. So, since competitors are all doing it, we don’t have to hesitate.

7. Taobao furniture

Q: How to create private domain for Taobao furniture with high order value and low repurchase rate?

5 aspects.

1. Add fans : Private domain with high orderability, focusing on the conversion of potential customers to new customers. Wangwang and live broadcast design x yuan gift, leave information after taking pictures, and join the private domain after leaving information.
2. Sales : Send customers different styles of furniture layout, one-stop service plan. High customer orders, strong service, multiple plans.
3. IP shaping : created by a team of designers, long-term cooperation with xxx (well-known) companies, etc.
4. Content creation : Send more real photos taken by customers, answer installation questions, and choose style to reassure potential customers.
5. Service : Add xx days of after-sales service.

Author: Yan Tao San Shou WeChat public account: Yan Tao San Shou