The essence of private domain is full of fraud and misunderstanding

In recent years, the term private domain traffic has become very popular. As a brand's exclusive community, private domain traffic plays an important role. This article shares the anti-humanity of private domain traffic, the nature of private domain, which is full of fraud and misunderstanding, and how to develop in the future.

1. Why is the private domain always anti-human?

The contemporary business world is full of so-called "private domain" cases. However, after careful study, I found that these cases seem to only stay on the surface and show no signs of in-depth practice.

In some cases, as soon as you enter their private domain, you can immediately feel a deserted atmosphere, as if it is deserted and silent.

In fact, there are not so many successful private domain cases. In the private domain operation, almost no company really operates with the mentality of managing consumer relationships in the long run. In today's era of weak consumption, bosses are eager to boost performance, and private domain is only seen as another new channel to obtain sales.

Of course, there are also some companies that are determined to use the private domain as a long-term consumer business. However, as the actual operation progresses, they find that the cost of investment is far beyond expectations, and the activity of consumers is responding to the various activities of the company in a numb state: they move when stimulated a little, but become dead silent when no more stimulation.

Therefore, companies either lose patience and stare at the touted "success stories" in the industry, trying to imitate them and reposition the private domain as a channel to quickly gain sales; or they completely abandon the fantasy of operating around consumers, believing that the private domain is nothing but "nonsense", and turn all marketing back to the track of pursuing rapid traffic monetization.

However, these companies' attempts often end in failure because private domain operations go against human nature.

The phenomenon of unsuccessful private domains is widespread. This is not only because private domain operations themselves pose a huge challenge to the business capabilities of enterprises, but also because private domains violate the nature of human nature.

2. Why are users and brands full of distrust?

We might as well ask ourselves, isn’t the purpose of our private domain operations to attract those users who are “most loyal” or “most familiar with us” and then convert them into loyal consumers?

Even if we think in our hearts about "long-term management of consumers", the subtext behind it is probably "long-term harvesting of consumers".

The private domain of an enterprise, apart from the gentle sugar coating on the surface, is actually just a bunch of "Come and buy something, buddy!" Therefore, the contradiction arises.

Consumers are not lambs waiting to be slaughtered. They also have a clear voice in their heads: "I want to enter your private domain and enjoy your discounts!"

Otherwise, why do they have to enter your private domain? You want to harvest them, but they want to harvest you. This is simply a big joke: the sheep you want to fleece wants your wool; the leeks you want to harvest are always thinking about whether you have any leeks to harvest.

This is human nature. Many private domains die in the contradictions of this human nature.

However, in order to successfully conduct private domain operations, it is necessary to break this knot of human nature.

If you want to harvest your private domain users, that’s fine. If private domain users want to fleece you, that should also be fine. If we can understand this, the private domain will not die, but will have the opportunity to become more and more active.

However, many companies do not have such awareness. They are like extremely risk-averse speculators who only want to harvest consumers but never consider how to meet their needs. It is natural for me to harvest you, but it is not okay for you to come to my private domain to make a profit!

But this is a terrible idea.

When conducting private domain operations, one question that cannot be avoided is: why should consumers enter your private domain?

Just because your brand is so great, do consumers have to enter your private domain?

Or is it because you are so charming that consumers must visit your private domain?

The question is, why should consumers bother to go to your private domain to see your brand and charm? They can go to Tmall, Pinduoduo, Ele.me, or they can go to Xiaohongshu and Douyin. They can go to places where they can reach you more easily. Obviously, your private domain may require them to take an extra step or two, and authorize login, etc., adding extra steps and trouble. In any case, in terms of convenience, the private domain has already lost.

3. How should we do private domain in the future?

Therefore, in order to successfully operate a private domain, greater efforts and energy must be put in to allow consumers to truly feel the unique value that cannot be obtained elsewhere.

This means that private domain management cannot be just a sales channel, but should be a place to provide consumers with unique experiences and value. Your private domain should become a community where they interact, share and communicate with your brand, not just a shopping platform.

In private domain management, you need to establish a real connection and relationship so that consumers feel that you are their friend, partner or supporter. You need to provide valuable content, professional advice, personalized recommendations, and exclusive activities and benefits to make consumers feel that entering your private domain is a special experience.

This requires you to have a deep understanding of consumers and understand their needs, preferences and behavioral habits. Through data analysis and personalized marketing, you can accurately meet the needs of consumers and provide content and products that they are really interested in. This personalized care and customized experience will enhance consumer loyalty and engagement.

At the same time, private domain management also requires continuous communication and interaction. Through social media, online activities, offline gatherings, etc., you can establish a closer connection with consumers, let them participate in your brand story, and become loyal advocates and promoters of the brand. Your private domain should be a vibrant and interactive community that constantly inspires consumers to participate and share, forming a virtuous circle.

Most importantly, private domain management requires continuous investment and patience. Building and maintaining a successful private domain takes time and resources, and cannot be achieved overnight. You need to continuously improve and optimize, and adjust and innovate based on consumer feedback and needs. Only by operating persistently can you truly reap the rewards of private domain management.

In today's highly competitive business environment, private domain management has become an important strategy for companies to gain competitive advantages and maintain long-term sustainable development. However, to succeed in private domain management, it is necessary to go beyond the simple thinking of sales and harvesting, truly focus on consumer needs and experience, and establish real and meaningful connections and relationships. Only in this way can private domain management become a valuable and influential marketing tool that brings long-term growth and success to companies.

Author: Pingfan Qingnian, WeChat public account: "Private Domain Operation Notes"