Private Domain Case | With more than 62 million members and online sales growth of 63.95%, how does Dasanlin operate its private domain traffic pool?

Every brand wants to achieve marketing promotion through private domain traffic to increase product/service awareness, user conversion rate and sales. So how does Dasanlin operate its private domain traffic pool?

In recent years, practitioners in the pharmaceutical retail industry, especially traditional chain drugstores, have generally responded that it is becoming increasingly difficult to achieve good results. In particular, as Internet retail channels have become increasingly mature and have captured offline traffic and revenue on a large scale, how to quickly build online business channels, or how to quickly activate online businesses, has become a difficult problem faced by many operators.

However, there are some pioneers in the industry who have realized the importance of this issue early on, and have seen the trend of private domain operations for existing users very early on. They have started online private domain traffic pool operations in advance, using offline stores, official accounts, video accounts and other channels to build drainage touchpoints and accumulate traffic. For example, Dasanlin has successfully achieved impressive results through a set of online business models based on digitalization.

Let us let the data speak. As of June 30, 2022, the online private domain traffic new retail business with the "Dasanlin Health" mini program as the main carrier has more than 60 million members, and online sales have increased by 63.95% year-on-year.

Such performance growth is obviously inseparable from Dasanlin's "offline stores + private domain" gameplay. In the eyes of their private domain operators, only by managing the relationship with old customers well and continuously making old customers repurchase can they avoid constant traffic anxiety. Doing a good job in the refined operation of old customers is the most valuable thing in today's era.

What did they do right? What gameplay can we learn from and reuse? Let's take a look.

1. Operational Process Analysis

Step 1: Multi-channel traffic

For Dasanlin, which focuses on medicine, the customer groups it targets have clear needs, many of which are rigid, which is more conducive to the development of traffic diversion. Its core interest is to guide users to add the company WeChat account around "professional consultation + caring service + coupons", which is very efficient. In terms of channel layout, Dasanlin also has a wide range of choices. So what channels did it choose? Below I have sorted out the main channels:

1. Offline store traffic diversion

As a chain brand with more than 10,000 offline stores, coupled with the fact that customers who purchase medicines have a natural need for follow-up consultations, offline is definitely a super traffic entrance, with several thousand customers passing through in better locations every day.

The idea of ​​offline traffic diversion is to guide customers according to different stages of drug purchase: passing by the store - shopping - checkout and payment . First, posters for traffic diversion are posted in the store to attract potential customers passing by the store to scan the code and add the company WeChat. Second, cards for traffic diversion are also placed in front of the checkout counter, and the counter service staff guides users who are shopping for drugs and are buying drugs to scan the code and add the company WeChat. The offline face-to-face communication method itself has a strong sense of trust, and the effect of adding WeChat is still good.

2. WeChat public account push

Then the second largest entrance for Dasanlin to lay out its drainage channels is the official account. In fact, due to previous accumulation, Dasanlin’s official account already has a large fan base. The average number of readers of a tweet is as high as 60,000 likes, and 100,000+ likes are also common. The total number of fans is still quite considerable.

The moment a user follows the official account, they will receive a push notification of the activity link, which will guide them to add the company's WeChat account through the benefit point of "adding a health consultant to receive a red envelope". In addition, the menu bar of the official account also has an entrance to join the community to guide potential customers to add.

3. Mini Program Mall Guide

The third channel is Dasanlin’s official mini-program mall “Dasanlin Health”, which includes various medicine purchase and consultation services.

In fact, the customers who come to the mini program are basically either those who have clear medication needs and purchase medicines directly, or those who have unclear needs and hope to have professional doctors provide medication guidance.

For those with clear needs, after purchasing the medicine, QR codes are printed on package cards and medicine bags to attract after-sales customers to add them to the company’s WeChat account for retention.

For those whose needs are not clear, the mini program directly displays the pharmacist guidance banner on the homepage, which is more eye-catching. Clicking in can also locate different stores, allowing customers to choose to add health consultants from nearby stores, which is more conducive to guiding offline conversions. WeChat video account guidance

In addition to the text and picture methods, Dasanlin also embraced changes very promptly. In the early stages of the commercialization of the video account, it began to accumulate the content matrix of "short video + live e-commerce", inviting professional medical experts to produce health science and medical science video content, and has accumulated a group of fans.

On the homepage of the video account, the channel for adding corporate WeChat is opened. Users only need to click the "Add WeChat" button to add users on the video account page to corporate WeChat for business operations.

4. AI outbound calling + adding friends by mobile phone number

Of course, the last method is also the most efficient way that Dasanlin focuses on to activate the old member group, that is, outbound calls + adding friends by mobile phone number.

By calling customers and searching for their WeChat accounts through their mobile phone numbers, we can directly invite customers to join us through WeChat by phone based on their interests. In this way, we can quickly add hundreds of thousands or even millions of existing members to WeChat for continuous operation.

Step 2: Traffic Acceptance

In the link of traffic acceptance, Dasanlin’s goal is very clear, which is to use WeChat for Business. Since WeChat for Business has very rich customer management functions and has the official endorsement of Tencent, more and more companies have begun to use WeChat for Business as the main battlefield for private domain operations, and Dasanlin is no exception.

After these customers are added to the corporate WeChat, what kind of guiding actions will Dasanlin take to attract customers to continue to maintain stickiness and repurchase?

1. Professional IP character creation

First of all, the corporate WeChat persona design is related to the user's first impression, which is related to trust and goodwill, and is very important. So let's first look at Dasanlin's corporate WeChat persona design.

The nickname is a real person's nickname, and the avatar is also a professional doctor's avatar. The role is positioned as an exclusive health consultant. It has an official company name and green certification remarks. The overall positioning gives users a very professional impression at first glance.

2. 5 yuan red envelope and paid membership guidance

Then, after the customer adds the exclusive health consultant on WeChat, the first welcome message sent is the fulfillment of the early traffic-generating interest points. The first is a 5-yuan zero-threshold coupon given by adding the consultant. After receiving it, the user is guided to open a paid membership of 100 yuan per year. After the purchase, they can enjoy product discounts, member points, coupons, free shipping coupons and other benefits. For customers with a high demand for repurchase of medicines, such as patients with chronic diseases, it is actually quite attractive.

3. Guide people to join the local welfare group

The second is to invite users to join the welfare group through the benefit point of the 10 yuan red envelope, and lock in the surrounding customers who frequently use medicines through the welfare group. After receiving the 5 yuan red envelope, you can click on the group invitation link again to enter the welfare group and receive the 10 yuan red envelope.

To sum up, perhaps their customer profile is mainly customers who are price-sensitive and have relatively clear needs, and they attract and retain users by offering the benefit of free 5 yuan or 10 yuan red envelopes. Both are drug purchase coupons, not actual red envelopes. The actual cost is estimated to be less than 10 yuan, which is actually quite cost-effective.

Step 3: Retention, activation and conversion

The next step is to cultivate and manage the long-term customer loyalty of these new customers, so as to make them stick to the brand and generate continuous payment and additional purchases. Let's take a look at what Dasanlin has done.

1. One-on-one private chat, consultation and repurchase reminder

Unlike some food and beverage retail industries, where the consumer consumption cycle is very short and there is no need for much interaction with merchants, the pharmaceutical industry is different. The first step in seeing a doctor is consultation and diagnosis, so one-on-one private chat is definitely the most core method in the pharmaceutical industry.

This is why Dasanlin directly set up its corporate WeChat IP as a health consulting expert. In the pharmaceutical industry, as long as you talk to customers with an attitude of service and concern, rather than blindly promoting sales, there will basically be no problem with repurchase and renewal. Let's take a look at how Dasanlin manages customers in layers through one-on-one private chats?

Because consulting doctors face a large number of customers, sometimes it is difficult for doctors to stratify so many groups, and they may not be able to follow the private chat rules SOP in time. Therefore, Dasanlin uses the SCRM system to automate some of the above standardized operating processes, such as automatically calculating the customer's repurchase cycle, allowing the doctor's corporate WeChat account to automatically send message reminders to customers, etc. In this way, doctors do not need to remember some operating processes themselves, and can focus on providing customers with one-on-one personalized diagnosis.

For customers, a medical and health company that can remind me in advance when I need a follow-up visit, take the initiative to care about me when I am sick, and send me greetings during holidays, then it is natural to choose this company when I need to buy medicine.

2. Community Operation

Because one-on-one private chats are mainly for consulting on some personalized issues and maintaining customer relationships with key patients, if we were to manage hundreds of millions of customers through one-on-one private chats, the cost would be very high and unrealistic.

Therefore, community operation is also a very good way in the pharmaceutical industry. Because the disease and health category has its own interactive topic attributes, users can be stratified, and the same type of groups can be operated centrally through the community. An enterprise WeChat community can accommodate up to 500 people. Through the community approach, not only can service costs be greatly saved, but also users in the community can interact spontaneously to form natural social stickiness.

Dasanlin is no exception, and regards community operation as an important way of private domain operation. Let's take a look at how they do it.

Let's first analyze the community I added. The nickname of the group is [Dashenlin Health and Welfare Group-XX Point]. I was invited to get coupons after adding the company WeChat without paying. It can be concluded that the community should be an activity group with a relatively low threshold, and the target customers are also some unpaid or low-price paid customers with low stickiness. The main community content includes some group buying activities, preferential information, flash sales, etc. In addition to product sales promotion, it also combines live broadcast + community gameplay, regularly invites experts to live broadcast according to hot spots, and guides live broadcast rooms within the community.

Of course, in addition to this, they have also built some communities with other positioning. After all, private domain operations require refined management and need to stratify communities. Through communication, they have the following communities, which I will summarize:

In summary, the main goal of community operation is to convert low-value customers into high-value customers in batches at the lowest cost, and then spend more energy to continuously maintain high-value customers. Therefore, the stratification of the community must be done in place.

3. Daily push notifications in Moments

Moments are a way to not disturb customers too much, but still appear in their field of vision imperceptibly. Dasanlin’s Moments mainly include some product discount information, health tips, daily greetings, etc., and it sends 1 to 3 Moments every day. The time is mainly based on the mobile phone viewing habits of the target customer group, which is around 10 am, 4 pm, and 10 pm.

4. Membership system

The establishment of a membership system is also a means for Dasanlin to retain and activate customers. Currently, Dasanlin’s membership system is mainly based on paid membership + points system.

Let’s first look at paid members, which are mainly divided into two categories. One is basic membership , which only costs 10 yuan to join permanently. It is aimed at all customer groups. The purpose is to increase the frequency of contact with customers. The rights and interests are relatively basic, including shopping points, member day activities, member prices for some products, etc.

The other is the Supreme Member , which requires an annual fee of 100 yuan/year. It is more targeted and mainly serves customers with strong weekly repurchase demand. Member rights are also richer, including discounts on discounts, 10 coupons of 100 yuan, free shipping, monthly membership gifts, double points, etc., which are obviously more attractive to customers with a high repurchase rate.

In short, through the design of paid membership, the frequency of contact with customers is increased, and customers with urgent needs are locked in . The money from paid membership is all used as the cost of gifts, thereby improving customer stickiness and trust in a low-cost way.

Next, let’s look at the points system.

The point system is designed to be relatively simple. The main logic is to redeem general merchandise that is used by the general public, and can be used for lottery activities. This will cover a wider group and increase consumer consumption scenarios and frequency.

2. Replicable highlights

From the perspective of disassembling the entire private domain operation process of Dasanlin, the process is actually quite simple: traffic generation – consulting consultant acceptance – preferential red envelope conversion – membership + tiered communities + video accounts , continuously cultivating customer stickiness and improving retention and repurchase.

Because the enterprise WeChat private domain method has strong reach and meets the strong interaction needs of the pharmaceutical industry, it does not require complex operations and can produce results quickly in the early stages. However, if you want to operate well in the long term, you still need more refined customer tag data and more detailed and rich operational strategy support to thoroughly build the company's database and business library.

Let's take a look at the reusable highlights after disassembling Dasanlin in this article:

1. LBS positioning is added to the traffic diversion, and store consultants in different regions are added to locate customers to facilitate subsequent offline traffic diversion.

Offline stores have higher levels of trust and service accuracy, so it is necessary for chain pharmacies to guide users to go to offline stores for consultation and consumption. Dasanlin has set up positioning for different stores to accurately attract customers around the stores and achieve precise radiation.

2. The AI ​​outbound calling + WeChat friend-adding method allows old members to quickly settle in and greatly reduces the cost of acquiring new customers.

If your company has already accumulated a lot of old customers in its CRM, you can use this link to quickly guide them to settle in WeChat Enterprise for operational retention and conversion.

According to experience, the effect of SMS recalling old customers is dozens of times different from that of AI outbound calling and WeChat. Because the click-through rate of SMS is very low nowadays, one of my customers complained that the click-through rate of SMS activities is less than 1%. However, with the WeChat method, through the correct wording design and fan-adding link, the member data and pass rate can reach more than 40%.

3. Full-link health consultants create real-person IP throughout the entire process, making customers feel very professional and warm

It can be seen that whether it is the traffic-generating materials, conversion materials, or corporate WeChat avatars, there are real-life elements. In particular, most of Dasanlin’s customer base is over 30 or 40 years old, and they often involve offline face-to-face services. The creation of real people online is more conducive to building trust.

4. The community is divided into fine-grained groups, from basic groups to member groups to core member groups, to cultivate customers more focusedly.

Many companies try to do everything in their community, regardless of the type of customer, and add them to a group, which results in no interaction in the community and no response to messages. If there is no stratification, the community operation is equal to zero.

Therefore, Dasanlin's refined community operation stratification can be used as a reference. First, for customers of different values, different groups are maintained, and more core customers are maintained with emphasis. Second, the members of the basic group are continuously converted and upgraded to high-value communities.

3. Suggestions for Optimization

As for whether Dasanlin has any shortcomings, there are definitely some. Let me first mention one point: when users accept the contract, there is no introduction or consultation guidance, and they are directly given a link to guide them to purchase membership .

Here I will use Chunyu Doctor, a leading Internet medical company, for comparison.

Since the initial interest point is professional consultants, customers come in most likely to get better medical consulting services. However, on the left, Dasanlin does not have any welcome words to guide, and directly throws a purchase link . Especially for new customers, the experience is relatively poor, which is very inconsistent with the identity of a consultant. Relatively speaking, the consultation rate should not be increased. In fact, for the pharmaceutical industry, the consultation rate is an important indicator.

On the right, Chunyu Doctor introduced himself directly after adding him. Introducing himself first makes customers feel more trust and professionalism . At the same time, he guides customers to consult by saying "Tell me your questions, you can ask me directly". With friendly questioning guidance, the consultation rate is likely to be much higher than without asking. Even if there is no demand, you can label it and guide customers later.

IV. Conclusion

In fact, you may summarize a lot of suggestions for optimization, and you may feel that their strategy in a certain link is not very good, but even so, doing enterprise micro-private domain and not doing enterprise micro-private domain are one thing, doing enterprise micro-private domain and doing it well are another thing. It is recommended to do it first, from 0-1, and then from 1-10.

Dasanlin formed a private domain team and built up the overall process first. This is the first step to make changes under the current severe market environment.

Author: Mao Wen Private Domain Research Society, WeChat public account: Mao Wen Private Domain Research Society