Serving over 10 million users, the beauty industry O2O giant Helijia's private domain operations are fully disassembled

This article deeply analyzes the private domain operation practices of Helijia, an O2O platform for the beauty industry. The article first introduces Helijia's brand background and market status, and then breaks down Helijia's practices in four aspects: private domain IP, traffic channels, community operations, and membership system. It is recommended for readers who are interested in private domain operations.

"Helijia" is one of the largest O2O platforms in the beauty industry in China. Founded in March 2014, it has evolved from an initial home-based nail art platform to a comprehensive platform covering almost all beauty services in 9 years.

However, in recent years, the traffic dividend has been declining. How to achieve user growth and retention is a difficult problem that all companies need to face, and the same is true for Beaver Home.

Therefore, as early as 2019, Beaver Home began to try to operate private domain traffic, completing the closed-loop link from attracting new customers, conversion to repeat purchases, and established its own membership system.

The following is a detailed analysis of how Helijia operates its private domain. The contents of this article are as follows:

1. Case Background
2. Private IP Disassembly
3. Traffic channel analysis
4. Community Operation Analysis
5. Membership system breakdown
6. Highlights and shortcomings

01 Case Background

1. Brand Introduction

Helijia was founded in 2014. It provides users with "pan-beauty" services such as manicure, eyelash extension, beauty, physiotherapy, fitness, body shaping, hairdressing, makeup and styling.

Currently, Beaver Home has more than 60,000 registered craftsmen and provides beauty services to more than 10 million users in 12 cities across the country.

2. Market size

Data shows that in 2022, the scale of China's daily beauty market represented by beauty, hairdressing, and nail art will be about 800 billion yuan. It is roughly estimated that in 2025, China's daily beauty market will exceed the "trillion" scale, and both supply and demand will continue to be strong.

3. User portrait

Beaver Home’s target users are beauty-loving, middle-class women, specifically women between 25 and 35 years old with a monthly income of more than 15,000 yuan.

02 Private Domain IP Disassembly

Beaver Home has carefully crafted its customer service WeChat account, with the role of the corporate IP focusing on 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: Huhu, the welfare officer of the Beaver Family (10:00-19:00)

Avatar: A female avatar (the image is more trendy and of a beautiful girl)

Role positioning: Brand welfare officer

2. Automatic welcome message

Send the group link as soon as possible, introduce yourself, actively ask about birthdays, create exclusive member profiles (corresponding benefits can be sent on birthdays later) and inform group benefits, so that users can grasp all valuable information in a timely manner.

3. Moments Operation

Content frequency: 2-3 pieces per week

Release time: Unfixed

Contents of Moments: The main contents are promotional activities, live broadcast previews, preferential benefits, and daily life.

03 Traffic Channel Analysis

Helijia has established a private domain matrix with the WeChat platform as the core, and established private domain traffic channels in mini-programs and apps.

In addition, private domain operations of electronic conversion coupons have been carried out to varying degrees on platforms such as Douyin, Xiaohongshu, and Weibo.

The following is a detailed analysis of the traffic diversion methods and contents of each channel:

1. Private Domain Platform

1) Mini Programs

At present, Beaver Home has only one mini program, which provides functions such as manicure, beauty, hairdressing, eyelash extension, makeup, housekeeping appointments, membership recharge, and points redemption.

Traffic flow path 1: Function button at the front end – WeChat fan membership benefits introduction page – click to become a fan member for free – add the company WeChat account – invite to join the group

Traffic flow path 2: Receive coupon pop-up window – Fan benefits introduction – Add company WeChat – Invite to group

2. Public Domain Platform

1) Video Account

Helijia has placed the company's WeChat information on the video account homepage, which can be added by clicking on it. The main content of the video is skin care knowledge popularization, promotion of preferential activities, and medical beauty project recommendations.

2) Xiaohongshu

Helijia has published more than 200 notes on Xiaohongshu, mainly focusing on nail customization, hot-selling items, and trendy style recommendations, with a total of 20,000 fans.

3) Tik Tok

Helijia has established three accounts on Douyin, with a total number of fans exceeding 24,000. Two of the accounts focus on nail customization and hot-selling product recommendations.

Another account focuses on the stories of craftsmen starting their own businesses in Beaver House, with the main purpose of increasing brand exposure.

4) Weibo

Helijia has 136,000 followers on Weibo, and has posted more than 1,000 Weibo posts. Currently, Helijia's Weibo updates less frequently, and only posts relevant content during festivals or promotions. The main content is hot nail products, medical beauty project recommendations, and event content.

04 Community Operation Analysis

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

1. Basic information of the community

Group nickname: Pull out the fur to become beautiful group

Group positioning: beauty group, welfare group

Community value: live broadcast preview, medical beauty knowledge popularization, event preview, discount preview

2. Automatic welcome message and group rules

After joining the group, users will immediately receive a welcome message and be informed of community benefits and the latest activities. Currently, Beaver Home only marks community activities in the group announcement, and does not explain the relevant group rules.

3. Community Content

There is no fixed content output within the Beaver Home community, which mainly focuses on promotional activities and promotional product content.

For example, there are interactive games at 4 p.m. every day. Players can win corresponding points in the games, which can be accumulated and exchanged for prizes.