With private domain revenue exceeding 100 million yuan in half a year, how does Winona, the "pride of domestic products", use private domain to achieve performance growth?

Do you know Winona? How did it achieve rapid development? Starting from Winona's development, this article introduces Winona's brand background, operation mode, etc. in detail. It is recommended for students who want to understand brand operation.

In recent years, Chinese cosmetics have been on the rise. Data shows that in the past three years, more than 6,000 cosmetics brands have opened Tmall flagship stores, of which Chinese brands account for 80%.

Domestic brands are appearing more and more frequently on various 618 and Double 11 lists. Not only is the quality of domestic products getting higher and higher, they also pay more attention to the conversion and retention of online traffic, and it has become a consensus not to over-rely on marketing and public domain traffic.

Taking "Winona" as an example, they regard the product repurchase rate as an important indicator and have early on set their sights on the operation of private domain traffic.

According to its financial report, Winona's private domain sales in the first half of 2021 reached 128.7 million yuan, accounting for 10% of its total revenue . From the public domain to the private domain, Winona has accurately built a brand traffic pool, and the strong private domain makes this domestic brand extremely competitive.

Next, we will analyze Winona’s private domain operations in detail.

1. Case Background

1. Brand Introduction

Founded in 2010, Winona is a functional skincare brand that focuses on sensitive skin. In November 2020, Tmall’s Double 11 beauty list was announced, and Winona became the only domestic brand on the list.

2. Market size

The market size of China's skin care products industry increased by 10.28% year-on-year, exceeding the global level. It reached 293.806 billion yuan in 2021, a market worth hundreds of billions of yuan. It is estimated that in 2025, the market size of China's skin care products industry will reach 391.716 billion yuan.

3. User portrait

Winona is positioned in the mid-to-high-end market, mainly targeting people with sensitive skin, and its consumer group is mainly urban women aged 20-50 .

2. Traffic Channel Analysis

Winona has established a private domain matrix with the WeChat platform as the core, and has also set up certain traffic-generating touchpoints on platforms such as Douyin, Xiaohongshu, and Weibo.

The following is a breakdown of the traffic diversion methods and content of each channel:

1. Private Domain Platform

(1) Mini Programs

Winona has 7 mini programs, including the official mall mini program, infant and toddler product program, beauty service mini program, JD flagship store mini program, and super member mini program. However, only the official mini program has a traffic path. Specific path: My – My Customer Service – Scan the QR code to add the assistant – Invite to join the group

(2) Official Account

The "Winona Official Mall" official account has set up a private community traffic entrance in the greeting message and menu bar.

Specific path: Menu bar of the official account - Get a gift for joining the group - Scan the QR code to add the customer service WeChat - Customer service invites you to join the group - Enter the community

Greeting message on the official account: Add Xiaowei as a friend and receive community benefits.

2. Public Domain Platform

(1) Video Account

Winona has set up a WeChat contact point on the video account homepage, which can be added by clicking on it. The main content of the video is live broadcast previews, new product promotions, and product recommendation promotions.

(2) Xiaohongshu

Winona has more than 190,000 entries on Xiaohongshu and 178,000 fans. The content mainly includes brand promotion, new product promotion, live broadcast preview, promotional activities, product promotion, and skin care knowledge sharing.

(3) Tik Tok

Winona has established a matrix on Douyin, with a total of more than 630,000 followers on its five accounts. The video content includes brand promotion, new product launches, product recommendations, skin care knowledge, etc. The homepage of the account has a link to the official website for traffic diversion.

(4) Weibo

Winona has 1.546 million followers on Weibo, and has posted more than 16,000 Weibo posts. She posts 2-4 posts a day, and updates frequently. The main content is event promotion, product recommendations, celebrity endorsements, brand promotion, and public welfare promotion.

3. Analysis of IP Characters

Winona’s corporate IP is relatively traditional. All employees use the company logo as their avatars, and the role of the corporate IP is mainly brand promotion, welfare distribution, and event forecasts.

Below is a detailed analysis using the corporate IP I added as an example.

1. Personal positioning

Nickname: Community Wei helps Jiujiu

Avatar: Winona brand logo

Role positioning : Brand welfare officer

2. Automatic welcome message

Send the group link as soon as possible, introduce yourself, and inform the group of benefits and online time, so that users can grasp all valuable information in time.

3. Moments Operation

Content frequency : 2-3 pieces per week

Release time : Unfixed

Contents of Moments : promotional activities, preferential benefits, local life, brand charity, etc.

4. Analysis of Community Operation

Let's take the community I added as an example for a detailed analysis:

1. Basic information of the community

Group nickname: Winona counter Winona fans welfare group

Group positioning: welfare group

2. Community Welcome

After a user joins the group, an automatic welcome message will be triggered immediately, guiding the user to claim the "group benefits" and enter the mini program for the lucky draw. The specific community rules will also be informed to regulate the operation of the community.

3. Community Content

Winona’s community has fixed sections of content, including daily draws, promotions, skin care knowledge, live broadcast previews, etc.

In addition, Winona’s customer service staff will actively answer users’ questions and give corresponding skin care suggestions, so the overall retention rate and activity of the community are relatively high.

5. Membership System Analysis

Currently, Winona has accumulated a large number of members online, with 14.7 million fans in its Tmall flagship store alone.

In addition, membership systems have been established in both WeChat mini-programs and e-commerce platforms. They mainly include growth-oriented membership and points systems, and the level rules are relatively similar. The following is an example of mini-program membership.

1. Growth Member

Winona's membership is divided into 4 levels: Member (membership by binding a card), Senior Member (annual consumption of 500 yuan), VIP Member (annual consumption of 1,500 yuan), and Supreme VIP Member (annual consumption of 5,000 yuan). Members' rights and interests include consumption points, new product trials, birthday benefits, member days, point redemption, etc. In addition, there is an anniversary gift on May 20 every year. See the figure below for specific rights and interests:

2. Points system

Currently, points can be obtained by daily check-in, completing information, consumption, adding consultants, etc. Points can be exchanged for star products and peripherals according to different membership levels.

3. Recharge membership

Winona encourages users to recharge by recharging cashback. The higher the recharge amount, the more cashback you get. Specifically: recharge 285 to get 300, recharge 570 to get 600, recharge 950 to get 1000, recharge 1900 to get 2000.

6. Highlights and shortcomings

Finally, let’s summarize Winona’s highlights and shortcomings in private domain operations:

1. High community activity

Winona’s community has set up a rich promotional content. In addition to the weekly SOP, customer service staff will also give corresponding suggestions based on the customer’s skin type and needs. The community retention rate and activity are relatively high.

2. IP image is relatively weak

Judging from the content posted on WeChat Moments, it is mainly product advertisements, and the frequency of posting is unstable.

3. Membership system needs to be improved

Winona’s membership system provides many rights and interests for members, but the shortcoming is the lack of linkage in private domains. The membership system is only reflected in the mini program, and there is no corresponding introduction in the official account and community.
Author: Yan Tao

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