With private domain revenue exceeding 100 million yuan and a repurchase rate of nearly 40%, how does LemonBox, the No. 1 in its niche category, achieve growth through private domain?

Private domain marketing continuously follows up and analyzes the results, continuously optimizes private domain operation strategies, and improves brand value and performance. This article tells how LemonBox, the top 1 in the category, achieves growth through private domain marketing. I hope it helps you.

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.

In this potential market, a dark horse DTC nutrition brand "LemonBox" emerged. Relying on perfect private domain operations, it achieved revenue of over 100 million yuan from its mini program , a three-fold increase in one year.

It has served over 3 million users in total, with a repurchase rate of nearly 40% , making it the No. 1 in the customized nutrition package category.

So how does LemonBox operate its private domain? Let’s analyze it below.

The contents of this article are as follows:

1. Case Background

2. Traffic channel analysis

3. IP creation and disassembly

4. Marketing activities breakdown

5. Membership system analysis

1. Case Background

1. Brand Introduction

Founded in 2017, LemonBox provides users with personalized nutrition solutions with the brand concept of digital nutrition science. Users can get professional advice from AI nutritionists and customized daily nutrition supplement packages by completing a health questionnaire.

Currently, LemonBox has more than 30 SKUs. In addition to its flagship product, customized vitamins, some new product forms are also under development, such as functional products such as gummies.

2. Market size

The market size and future development trend of China's vitamin industry have become the focus of the industry. According to Euromonitor data, the average annual compound growth rate of China's health care product market has been 9.5% over the past decade.

In 2019, the market size of China's health care products industry has reached 185 billion yuan, and is still growing at a rate of 4%. It is expected that the market size will reach 320 billion yuan by 2025.

3. User portrait

LemonBox's target audience is female white-collar workers aged 25-35 in first- and second-tier cities, 70% of whom are born after 1990.

2. Traffic Channel Analysis

LemonBox has established a private domain matrix with WeChat platform as the core, and established private domain drainage channels in mini programs and apps. In addition, it has carried out private domain operations to varying degrees on platforms such as Douyin, Xiaohongshu, and Weibo.

1. Private Domain Platform

1) Mini Programs

Currently, LemonBox only has one mini program, [LemonBox customized nutrition package]. The mini program of the brand hall has been suspended. The drainage channel is set up on the homepage. Specific path: Homepage drainage channel (add WeChat and purchase any single product for 19.9 components) - scan the code to add WeChat

2) Official Account

The LemonBox official account has set up a private community entry point in the greeting message and menu bar.

Specific path: Welcome - Reply [Healthy Partner] Add WeChat - Add WeChat business card and send gifts Public account menu bar - My - Personal Nutritionist - Scan the code to add WeChat

2. Public Domain Platform

1) Video Account

LemonBox only puts the public account's traffic on the video account homepage, and does not set up corporate WeChat traffic. The video account does not have much content, mainly popular science knowledge + product introduction.

2 ) Xiaohongshu

LemonBox has published 900 notes on Xiaohongshu and has 9,360 followers . It mainly focuses on knowledge popularization, product recommendations, and AI nutritionist promotion.

3) Tik Tok

LemonBox's Douyin account has more than 43,000 followers. The video content includes product promotion and knowledge popularization.

4) Weibo

LemonBox has 12,000 followers on Weibo and has posted 815 messages. Currently, LemonBox updates 1-2 messages a day, which is basically a daily update. The main content is knowledge popularization, product recommendations, and promotional activities.

3. Disassembly of Private Domain IP

LemonBox has refined its customer service WeChat account, with the role of the corporate IP being mainly a health partner. It mainly focuses on new product introductions, trial solicitations, and holiday benefits. Below is a detailed breakdown of the corporate IP I added.

1. Personal positioning

Nickname: Health Partner Bella

Avatar: A lemon

Role positioning : Health partner

2. Automatic welcome message

Add a self-introduction as soon as possible, inform customers of the services you can provide, and offer a 20% discount. And by emphasizing that you are a real person, not a robot, you can get closer to customers.

3. Moments Operation

Release frequency : 1 per month (very low frequency)

Release time: Every month (not fixed)

Moments content: product recommendations, event introductions

4. Marketing Activities Analysis

Promoting activation is the most core task in the entire user operation process. If you only attract users but fail to promote their activity, there will be no good sales conversion.

LemonBox chose a simple and crude way - marketing activities. Through marketing activities with different themes and forms, it attracts users to participate and enhances user stickiness. The following are three examples of platforms: Xiaohongshu, WeChat official accounts, and Weibo.

1. Xiaohongshu

LemonBox regularly organizes welfare activities on its official Xiaohongshu account, usually without setting a participation threshold, to maximize user participation. Take an event in July as an example:

Participation period: July 1st - July 31st

How to participate: Click on the "Limited Time Prize Draw" in the lower left corner of the picture and share

Participation rules: Random selection

Number of winners: 2

Event Prize: LemonBox Sun Protection Black Umbrella

2. Official Account

Compared with Weibo and Xiaohongshu, LemonBox has more frequent marketing activities on official accounts. In the official official account, almost every tweet has a welfare activity, and you can participate by leaving a message. Take a recent activity as an example:

How to participate: Leave a message at the end of the tweet

Winning rules: Random draw

Number of winners: 3

Event Prize: LemonBox Travel Cup

3. Weibo

LemonBox officials will hold lucky draws on Weibo from time to time to increase brand exposure and fan stickiness.

How to participate: Like + Comment

Winning rules: Share your experience in the comment area, and the top three users with the most likes will be selected

Number of winners: 3

Event Prize: LemonBox Vitamin B Complex

5. Membership System Analysis

LemonBox has established a complete growth membership system in the WeChat mini program, which is mainly based on the growth membership + points system . The following is a detailed analysis.

1. Growth Members

Currently, there are 4 levels of membership: lv1 (membership upon activation), lv2 (2 boxes or 500 yuan), lv3 (4 boxes or 1,000 yuan), and lv4 (8 boxes or 2,000 yuan). The higher the consumption, the higher the level and the more benefits you enjoy. The specific benefits are as follows:

Lv.1: 1 lemon value for every 1 yuan spent, membership gift certificate, value of 195 yuan discount coupon

Level 2: 1.2 lemon points for every 1 yuan spent, and a 75 yuan voucher reward

Level 3: 1.5 lemon points for every 1 yuan spent, and a 100 yuan voucher reward

Level 4: 3 lemon points for every 1 yuan spent, and a 250 yuan voucher reward

2. Points system

LemonBox points are called "lemon value". Users can earn points by spending (1 point for every 1 yuan spent * membership multiple), checking in, making comments, completing questionnaires, etc. Points can be used to redeem coupons, physical gifts, etc.

VI. Summary

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

1) The mini program system is relatively complete : LemonBox has a "one-size-fits-all" system for its mini program, using big data to locate the target population and make personalized product recommendations after evaluation, which is relatively accurate.

2) Rich means of promoting activity: Through check-in activities, cultivate and supervise users to develop consumption habits and increase the possibility of repeat purchases.

3) The company’s IP building is weak : the WeChat Moments are updated only once a month, and it is obvious that not much time is spent on operating it. The customer acquisition method mainly relies on old customers bringing in new ones and fission to spread word-of-mouth, which is relatively simple.