TOP1 outdoor brand, member repurchase rate has increased for three consecutive years, how does Jiaoxia achieve high growth in private domain performance?

Jiaoxia is a brand that focuses on lightweight outdoor products. In the past two years, it has received high attention on platforms such as Douyin and Tmall, and its revenue and repurchase rate have continued to grow. The article mainly summarizes the practice and experience of the Jiaoxia brand in private domain operations, which is inspiring to readers.

In the past two years, the domestic outdoor market has developed rapidly, among which Jiaoxia, which focuses on the lightweight outdoor field, is a leader.

During the 618 shopping festival this year, Jiaoxia ranked first on the Douyin outdoor list, and once again surpassed international outdoor brands such as The North Face and Arc'teryx in the Tmall outdoor market.

According to data, in the first half of 2022, Jiaoxia achieved total revenue of RMB 2.21 billion, an increase of 81.3% compared with the first half of 2021. At the same time, the prospectus shows that the repurchase rate of Jiaoxia in the past three years was 18.2%, 32.9% and 46.5% respectively , showing a trend of continuous growth year by year.

The increasing repurchase rate is inseparable from the refined private domain operation of Jiaoxia. So, how does Jiaoxia layout the private domain? Let's analyze it below.

1. Case Background

1. Brand Introduction

Founded in 2013, Jiaoxia is a brand focusing on lightweight outdoor lifestyle.

Since launching the first small black umbrella in 2013, Jiaoxia has relied on its innovative research and development of lightweight protective technology and sustainable reuse capabilities to provide the public with lightweight outdoor products covering multiple scenarios such as daily commuting, travel and outdoor sports.

2. Market size

In recent years, as the number of people participating in outdoor sports in China continues to rise, the market size of outdoor sporting goods in China has also continued to grow, reaching 357.5 billion yuan by 2021, with an average annual growth rate of 13.5% . It is estimated that by 2025, the scale of China's outdoor goods market will reach 600 billion yuan .

3. User portrait

The target audience of Jiaoxia is mainly sophisticated mothers aged 30 to 35 , who usually have high demands for sun protection and have certain purchasing power.

In terms of marketing, Jiaoxia insists on the parallel strategies of "celebrity endorsement" and "influencer sales". In 2021 alone, Jiaoxia cooperated with nearly 600 KOLs on social platforms. Among them, more than 199 KOLs have more than one million followers, which brought nearly 4.5 billion views to Jiaoxia.

2. Traffic Channel Analysis

Jiaoxia adopts a private domain operation model of official account + mini program + corporate microblog + community , and directs traffic between platforms.

1. Offline parcel card

Users who purchase through official channels will receive a package card. Through the bait of prizes and benefits, users are guided to add the company’s WeChat and further enter the private domain traffic pool.

2. Private Domain Platform

1) Official Account

In the menu bar of the "Beneunder" public account, a drainage channel is set up. Click "Xiaoaojiao" to directly scan the code to add the official WeChat customer service account. In addition, click "Offline Stores" to view all store addresses and divert offline traffic.

2) Mini Programs

On the homepage of the mini program "Beneunder Official Mall", there is a "Member Welfare Group" drainage window. Click to scan the code to enter the community.

3. Public Domain Platform

1) Tik Tok

Jiaoxia has established an account matrix on Douyin, with the total number of fans of several major accounts exceeding 3 million . The main video content includes brand promotion, product recommendation, live slicing, etc. Most accounts will start daily live broadcasts, mainly to sell goods.

2) Kuaishou

Compared with Douyin, Jiaoxia's operation scale on Kuaishou is smaller, with the main account having 573,000 followers. The video content is mostly live streaming slices, product recommendations, etc. The main account also broadcasts live every day, mainly selling goods.

3) Xiaohongshu

There are more than 150,000 related notes about Jiaoxia on Xiaohongshu, and the official account has 62,000 followers. The content of the notes is mainly brand promotion and event promotion.

4 ) Weibo

Jiaoxia has 128,000 Weibo followers, and mainly publishes content such as brand promotion, event promotion, and product recommendations. There is a fan group entry on the homepage, and you can apply to join the community.

3. Analysis of IP Characters

The enterprise WeChat customer service added by Jiaoxia from various channels has a relatively unified overall IP image, with slight differences in the names. The following is an example of the one I added.

1. Personal positioning

Nickname:小傲蕉+xx, for example 小傲蕉lin

Avatar: Uniform real female character

Role positioning : Brand welfare officer

2. Automatic welcome message

After adding the company WeChat account, a welcome message will be automatically sent, and users will be guided to enter the mini program mall to place orders by offering benefits with the order. In addition, a community QR code will be sent to guide users to enter the community.

3. Moments Operation

Content frequency : 3 pieces per day

Release time : Unfixed

Content in Moments: Mainly product recommendations and group buying flash sales. Each Moments comment area will explain how to get the coupon and the link to the mini program mall.

4. Analysis of Community Operation

The currently added Jiaoxia communities are divided into welfare groups and fan rights groups. The operation methods within the groups are relatively similar, and the fan rights groups operate more frequently. The following analysis will take the fan rights group as an example.

1. Basic information of the community

Group nickname: Jiaoxia | Fans exclusive rights group YY6 / Jiaoxia official mall - welfare group 15

Group positioning: welfare group

Community value: synchronized activities, distribution of benefits, etc.

2. Community welcome message

The announcement introduced the basic rules and main functions of the group, and also set up a mini-program link to guide purchases.

3. Community Content

The content sent in the community is mainly product promotion, guiding users to place orders in the group through pictures + copy + links. The frequency of sending is 4-5 per day, and the overall interaction frequency is not high.

Here is an example of a weekly community content:

Monday: 11:00 fan-favorite flash sale, 14:00 single-product recommendation, 16:30 event preview, 18:00 outfit recommendation, 22:00 multi-product recommendation

Tuesday: 10:00 event warm-up, 11:00 single variety grass, 14:00 single variety grass, 16:30 single variety grass, 18:00 single variety grass

Wednesday: 11:30 single grass variety, 14:00 single grass variety, 16:00 single grass variety, 18:00 single grass variety, 19:30 multi-grass variety

Thursday: 11:30 single variety grass, 16:00 single variety grass, 18:30 single variety grass, 20:20 buyer show collection activity

Friday: 14:00 single-variety grass, 16:00 multi-variety grass, 18:30 single-variety grass, 20:20 multi-variety grass

Saturday: 11:30 group buy, 14:00 optional return, 16:00 single variety grass, 18:00 single variety grass, 19:30 group buy, 19:30

Sunday: 11:00 Optional Return, 14:00 Multi-variety Grass, 16:00 Single Variety Grass, 18:00 Single Variety Grass

5. Membership System Analysis

Jiaoxia 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 Banana are divided into 5 levels: Copper Banana fans (bind card to join), Silver Banana fans (1 growth value), Gold Banana fans (500 growth value), Diamond Banana fans (1000 growth value), and Black Banana fans (2000 growth value).

Every 1 yuan spent earns 1 growth point. Member benefits include: multiple points, point redemption, member price activities, etc.

2) Points system

Currently, Jiaoxia points can only be earned through consumption. Members can use points + money to redeem designated products of the Jiaoxia brand at a low price, such as sun protection sleeves, base shirts, sun protection hats, etc.

2. Tmall Membership System

The membership system of Jiaoxia e-commerce platform is relatively complete, mainly based on the growth membership + points system. The following takes the membership system of Tmall platform as an example.

1) Growth system

There are 5 levels of growth members in Banana:

1. Copper card: free for new users to register;
2. Silver Card: Obtained by completing any purchase in this store;
3. Gold card: Obtained after spending 500 yuan in total in this store;
4. Diamond card: Obtained after spending 1,000 yuan in total in this store;
5. Black Card: Obtained after spending a total of 2,000 yuan in this store.

After becoming a member, you can enjoy many benefits including birthday gifts, member-exclusive coupons, points redemption for coupons, gift redemption, flash sales, member priority refunds, 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].

Highlights and shortcomings

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

1) Rich forms of community activities : Compared with similar brands, Jiaoxia has more community activities, including product recommendations, discount flash sales, and some "buyer show collection" activities to enhance interaction. It can be seen that Jiaoxia is dedicated to community operations and has established a complete SOP system.

2) Omni-channel private domain traffic diversion : Jiaoxia operates the private domain through omni-channel and sets up a variety of touchpoints to facilitate fans to enter the private domain from the public domain and divert traffic to social networks, corporate WeChat and other channels.

3) The membership system is relatively simple: Although Jiaoxia has set up a growth membership, the entire membership system is relatively simple at present. The rights and interests are not prominent enough, and there is no paid membership system. It only encourages users to accumulate consumption by exchanging points for rights and interests.

Author: Yan Tao Source: WeChat public account "Yan Tao Sanshou (ID: yantao-219)"