With 100 million units sold in 3 years, Bear Electric Appliances has become the top small household appliance brand. How does it plan its private domain operations?

In recent years, more and more people have paid attention to the family environment, which has also spawned a huge market scale. This article analyzes how Bear Electric Appliances plans its private domain operations, hoping to be helpful to you.

In recent years, more and more people have begun to pay attention to the quality of the home environment, and purchasing small household appliances has become a preference of many consumers, which has also spawned a huge market scale.

However, the small home appliance market is no longer a blue ocean to be developed. New brands are rising rapidly. If you want to gain an advantage in the market, in addition to continuous breakthroughs in product research and development and innovation, you should also pay more attention to "user relationships".

The brand strategies of many brands have shifted from the public domain to the private domain, placing user experience at a higher position.

For example, Bear Electric Appliances established its own private traffic pool early on, and through user interaction and community marketing, it successfully built the brand into a "top-tier" small home appliance brand.

In 2022, the revenue was 4.117 billion yuan, a year-on-year increase of 14.18%, which can be regarded as a counter-cyclical growth among a number of small home appliance companies.

How does Bear Electric operate and deploy its private domain? The following is a detailed analysis.

The contents of this article are as follows:

1. Case Background
2. Traffic channel analysis
3. IP creation and disassembly
4. Community Operation Analysis
5. Membership system breakdown

1. Case Background

1. Brand Introduction

Bear Electric Appliances was founded in 2006. As an industrial company driven by the innovative business model of "creative small home appliances + Internet", it develops more than 100 new products every year, and its R&D investment has grown at a compound rate of more than 60% in the past three years.

It was officially listed on the Shenzhen Stock Exchange on August 23, 2019, becoming the first stock of "creative small home appliances". During the Double Eleven period in 2020, Bear Electric Appliances ranked first in sales on Tmall in seven categories, and ranked first in sales on JD.com in five categories.

2. Market size

Globally, the market size of the small household appliance industry has grown from 177.8 billion yuan to 207.9 billion yuan in three years, with a compound annual growth rate of 3.5%. Although the global small household appliance market has declined due to the epidemic, the small household appliance market industry is still likely to grow at a rate of 5%-6% in the future.

3. User portrait

The majority of Bear Electric Appliances fans are female, accounting for 91.54%; the majority of fans are aged 31-40, accounting for 46.22%.

2. Traffic Channel Analysis

1. Private Domain Platform

1) Official Account

Path 1: After following the [Xiao Xiong Electric Appliances] official account, there are benefits for joining the group in the automatic welcome message to attract users to click to learn more, add the welfare officer [Xiao Xiong Meng Zai], reply with the keyword "lottery", and you can join the group.

Path 2: You can also join the welfare official enterprise WeChat group in the first-level menu "Self-service" - "Mengzi Welfare" of the official account.

2) Mini Programs

Mini program touchpoints: Click the second service in the automatic welcome message of the [Xiaoxiong Electric Appliances] official account to enter the [Xiaoxiong Service] mini program; or enter the [Xiaoxiong Service] mini program from the first-level menu of the official account, "Self-service" - "Service Center".

Community touchpoints: Click on the event poster on the mini program homepage or click "0 Yuan Lucky Draw" in the quick entry menu to jump to the welfare club poster and add the welfare officer to the group;

2. Public Domain Platform

1) Video Account

③ Video account: On the homepage of the video account of [Xiaoxiong Electric Appliances], there is a WeChat account of the welfare officer [Xiaoxiong Mengzai]. After adding it, reply with the keyword "lottery" to join the group.

2) Tik Tok

Xiaoxiong Electric Appliances has multiple accounts on Douyin, of which the three main accounts have a total of 1.69 million followers. The content types are divided into product recommendations, live broadcast traffic, food guides, etc.

3) Kuaishou

Xiaoxiong Electric Appliances has one main account on Kuaishou [Xiaoxiong Electric Appliances Official Flagship Store], with 56,000 fans. The main video content is to show the products in the form of making delicious food;

4) Weibo

Xiaoxiong Electric Appliances has 920,000 followers on Weibo, and posts 1-4 times a day. The main contents are brand activities, food guides, topic interactions, and holiday greetings.

5) Xiaohongshu

Bear Electric Appliances has more than 4,200 notes on Xiaohongshu, and its official account has 49,000 followers. The main content of the notes is spokesperson promotional advertisements and Amway products.

3. IP creation and disassembly

From corporate naming to product design, Bear Electric Appliances has the advantage of a natural IP.

The product styles are mostly round and cute, and the overall visual effect is like a cute "little bear". Coupled with the "Bear" cartoon LOGO, the IP image is ready to emerge.

Currently, Bear Electric Appliances' IP creation is reflected in three aspects: self-owned IP, co-branded IP, and employee IP.

1. Own IP

Bear Electric Appliances uses "cuteness" as its entry point to accurately enter the circle of young people, and thus creates the "cute" bear IP image.

The big head, small body, red scarf and "fish board" symbol vividly interpret the brand concept of "cute", which perfectly matches the product positioning and image.

2. Joint IP

In addition to its own IP, Bear Electric Appliances will also actively seek cooperation with co-branded IPs to bring in a new wave of consumer groups and popularity through co-branding.

For example, Bear Electric Appliances and Zhihu jointly created the IP Ivan the Bear, and through high-quality answers, videos and other forms of dissemination, the IP image and personality of Ivan the Bear have become deeply rooted in the hearts of the people.

3. Employee IP

1) Character positioning nickname: Cute Little Bear

Avatar: Cute cartoon bear

Role positioning: Brand welfare officer

2) Automatic welcome message

After adding the company WeChat account, a welcome message will be automatically sent, followed by a link to the lucky draw app with keywords to facilitate user service. A community link will then be sent to further invite users to join the community.

3) Friends circle

Frequency of operational content: 2-3 pieces per day

Release time: Unfixed

Moments content: event promotion, product recommendations, and product usage guides

Highlights: There are purchase links for the corresponding products in the comment section of the activity and Amway circle of friends

4. Analysis of Community Operation

Xiaoxiong Electric Appliances connects users through social networks to increase product exposure and conversion. The following is a detailed analysis of the social network I added.

1. Basic information of the community

Group nickname: brand + type + number, e.g. Bear Welfare Club♥20

Group positioning: welfare group

Community value: lucky draws, new product trials, points gifts, and event synchronization

2. Community welcome message

When a user joins a group, an automatic welcome message will be triggered immediately, guiding the user to claim the "group benefits" and enter the mini program for conversion.

3. Community Content

The content sent within the community is mainly product promotion, guiding users to place orders within the group through pictures + text + links.

Let’s take the community’s one-day content SOP as an example:

09:30 Product Amway + Forum Warm Reminder

10:10 Join the group for a lucky draw + guide to join the half-price group

12:00 Product Recommendation

17:30 818 promotion event

5. Membership System Analysis

Bear Electric Appliances has set up a membership system on both WeChat mini-programs and e-commerce platforms, which is mainly based on a growth membership + points system. The following is a detailed breakdown by platform.

1. Mini Program Membership System

1) Growth system

Members of Bear Electric Appliances are divided into five levels: Bear Newbie (register to join), Bear Master (1 growth value), Bear Elite (2 growth values), Bear Star (3 growth values), and Bear Supreme (4 growth values).

Gain growth points through consumption, and points can be used to redeem goods.

2. Tmall Membership System

Xiaoxiong Electric Appliances has also set up a membership system on Tmall. It is mainly based on the growth value membership + points system. The following takes the membership system of the Tmall platform as an example.

1) Growth system

Xiong Mengxin: 0 membership required, just get the card; membership gifts, exclusive gifts, shopping points, points sharing, exclusive customer service, direct fans;

Xiong Daren: The cumulative transaction amount in 12 consecutive months is ≥ 69 yuan; exclusive gifts, shopping points, points sharing, exclusive customer service, and direct fans;

Xiong Elite: The cumulative transaction amount in 12 consecutive months is ≥ 169 yuan; exclusive gifts, shopping points, points sharing, exclusive customer service, and direct fans;

Xiong Mingxing: The cumulative transaction amount in 12 consecutive months is ≥ 399 yuan; exclusive gifts, shopping points, points sharing, exclusive customer service, and direct fans;

Xiong Zhizun: The cumulative transaction amount in 12 consecutive months is ≥ 899 yuan; exclusive gifts, shopping points, points sharing, exclusive customer service, and direct fans;

After becoming a member, you can enjoy many benefits including shopping credit discounts, large coupons on Wednesdays, points redemption for gifts, etc.

2) Points system

Users can earn points by following stores, signing in daily, shopping, etc. Points can be used to redeem products, peripherals, etc. in [Point Sharing and Redemption].

summary

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

1) Clear conversion path: Set up small stores on Xiaohongshu and Weibo to facilitate users to place orders directly on the platform and complete the conversion.

2) User stratification to meet needs: A special mini program for the official peripheral mall has been established to meet user needs, from daily household appliances to food material packages.

3) The membership system needs to be improved: there are few activities in the mini program and the gameplay is simple, not very powerful. In addition, the membership system is not perfect;

4) Insufficient community operation: The community operation is relatively simple, with no group rules or welcome messages, and no SOP formed.

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