After meeting 30+ front-line traders, I summarized 20 new views on private domain

"Private domain" is one of the hottest topics in the traffic era. In this article, the author discusses the overall environment of the current private domain, common misunderstandings, and future development, and summarizes 20 new views on the private domain. Recommended for people who want to understand private domain operations.

Recently, I have met with a large number of first-line private domain operators and leading brands in the industry. We talked about the overall environment of the current private domain, common misunderstandings, future development, etc. The content is as follows:

01

Stop mythifying big brands. Their private domain strategies are not very meaningful to learn from. The brands, products, data and other resources they have are simply not comparable to those of small brands.

02

Similarly, good data does not mean good operations. For example, if a big brand can make 20 billion yuan a year, but its private domain can only make 200 million yuan, is that really good?

03

Not to mention that some brands, in order to raise funds and prove their own value, are frantically working on data, doing PR, and buying awards.

04

You have to do it yourself in the private domain, don’t think about taking shortcuts. The external operation team’s mobilization of resources, understanding of the business, grasp of the brand tone, and control of user needs are not comparable to your own team.

05

Through agency operation, the private domain can achieve 60 points, while 60-100 points requires the brand to do it itself.

06

Most of the agency service providers who promise to guarantee GMV are interested in the basic service fee that the brand will pay every month regardless of whether the performance is achieved or not.

07

User value, brand value, and service provider value are an impossible triangle from a business logic perspective. If service providers want to make money, they can either become sweatshops and produce products to 60 percent of their target on an assembly line, or they can slash prices, disturb users, and boost GMV.

08

If a brand wants to find a private domain operation service provider, I think a more reasonable model is: find a professional team to accompany and teach for a few months, wait until the team's capabilities have improved, and then slowly return to the brand itself; or outsource some unimportant and repetitive work to the service provider in a buying model.

09

A high average order value does not mean a complex operational chain, nor does it mean a long user decision chain.

10

As for the definition of high customer orders, I think from an operational perspective, we should not look at the amount of money, but the relative price. A pen usually sells for 3 yuan, and you sell it for 300 yuan, which is a high customer order. Similarly, a house in Beijing, Shanghai or Guangzhou that costs 1 million yuan cannot be said to be a high customer order.

11

A pen that costs 300 yuan exceeds the price range of ordinary consumers, so the user decision-making chain must be long and the operation chain must be complex. But for a house that costs 1 million yuan in Beijing, Shanghai and Guangzhou, we can only say that the user decision-making chain is long, not that the operation chain is complex.

12

If it is a brand with high customer orders, long user decision-making links, and complex operation links, then it is necessary to formulate operation strategies from the perspective of the global user life cycle and in combination with business characteristics . Don't create groups, post to Moments, or send coupons right away.

13

How well a private domain can perform depends half on the ability of the operator and half on the brand power and product power.

14

The cognitive gap among first-tier private domain operators has basically been eliminated.

15

Users add your private domain, your competitor's private domain, and countless brands' private domains. The operations and routines are similar, but the content presentation is slightly different. In the end, it all comes down to the competition of brand power and product power.

16

Don’t dream every day about achieving growth out of nothing, such as 0-1, 1-10, 10-100, through fission.

17

Don’t make a myth about private domains, as if you can’t do business without private domains. Private domains are about increasing the volume based on the stock. If there is no increase, then give priority to increasing the volume.

18

Looking at it rationally, the private domain is just the most efficient contact scenario for communicating with users.

19

The private domain cannot be rushed, and it should be viewed with an investment mentality. It is normal that no performance can be achieved in half a year. But this is precisely the biggest problem for workers to prove the value of the private domain to their bosses.

20

Therefore, private sector workers need the support and trust of their bosses , especially those starting from scratch or e-commerce companies.

Author: Sanshi, WeChat public account: "Chen Sanshi"