Top 1 in ice cream category, the Hermes of the ice cream industry, how does Zhong Xue Gao manage its private domain operations?

Recently, Zhong Xue Gao launched a low-priced ice cream series "Sa'Saa", further expanding into the mid- and low-end markets. Zhong Xue Gao, known as the "Hermes of ice cream", has put a lot of effort into private domain operations. The author of this article focuses on Zhong Xue Gao's private domain operations and provides a detailed analysis for everyone. Let's take a look!

Recently, Zhong Xue Gao, which has always focused on high-end products, has actually lowered its prices and launched an affordable series of ice creams.

The new series is named "Sa'Saa". Compared with the previous prices of more than ten or even dozens of yuan, this product is priced at only 3.5 yuan.

Taken together, Zhong Xuegao is not satisfied with the current situation and is trying to further expand into the mid- and low-end markets.

Since its launch, Zhong Xue Gao has been known as the "Hermes of ice cream". 16 months after its establishment, its revenue exceeded 100 million yuan ; in 2022, Zhong Xue Gao once again won the top spot in ice cream sales on Tmall and JD.

Like most new consumer brands, Zhong Xue Gao has also put a lot of effort into the private domain behind the wildly growing sales.

Today we will focus on Zhong Xuegao’s private domain operations and provide a detailed analysis for everyone.

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

01 Case Background

1. Brand Introduction

Zhong Xue Gao, founded in Shanghai in 2018, is a Chinese ice cream brand named after the surnames of hundreds of families. It adopts a unique Chinese tile-shaped design, supplemented by a "Hui" pattern on the top, which means "returning" to the original taste.

The Double Eleven sales data in 2022 showed that Zhong Xue Gao won the "double first" in the Tmall and JD POP ice cream categories.

2. Market size

According to survey data from the China Catering Industry Association, the scale of China's ice cream market has reached 180 billion yuan, making it a trillion-level supermarket, and is expected to reach 380 billion yuan in 2023.

3. User portrait

Zhong Xuegao's target group is mainly high-income, highly educated young women , and the age of the user group is mainly concentrated between 25 and 35 years old .

02 Private Domain IP Disassembly

Zhong Xuegao has carefully designed its customer service WeChat account, and the role of the corporate IP is mainly focused on brand promotion and welfare distribution.

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

1. Personal positioning

Nickname: Zhong Xiaoxue | Community Welfare Officer

Avatar: Anime character avatar

Role: Community Welfare Officer

2. Automatic welcome message

Send community links as soon as possible and inform users of the benefits included in the community so that users can grasp all valuable information in a timely manner.

3. Moments Operation

Content frequency : 1 piece per day

Release time : Unfixed

Moments content : Mainly new product promotions and discounts. Occasionally there will be some "life-like" content

03 Traffic Channel Analysis

Zhong Xuegao has established a private domain matrix with WeChat as the core, and established private domain traffic channels in official accounts and mini-programs.

In addition, private domain operations or e-voucher conversions have been carried out to varying degrees on platforms such as Douyin, Xiaohongshu, and Weibo.

The following is a breakdown of the drainage methods and main contents of each channel:

1. Private Domain Platform

1) Official Account

The Zhong Xuegao official account has a private community entry in the menu bar. In addition, a touchpoint for adding the company’s official WeChat welfare account is set at the bottom of each official account tweet.

Specific path: Follow the "Zhong Xue Gao" public account – "Buy Now" in the menu bar – Fan Welfare Officer – Scan the QR code to add customer service WeChat – Customer service invites you to join the group – Enter the community

2) Mini Programs

Zhong Xuegao has set up a drainage entrance for private domain communities within the mini program.

Specific path: Mini Program menu bar "Member" – Add community – Scan QR code to add customer service WeChat – Customer service invites you to join the group – Enter the community

2. Public Domain Platform

1) Video Account

Zhong Xuegao’s video account focuses more on product promotion.

The main video content is mainly public welfare activities, new product promotions, and situational dramas. At present, the account has not yet been live-streamed stably.

2) Xiaohongshu

The official account of Zhong Xue Gao currently has 107,000 followers, and the content of the notes mainly focuses on product recommendations, new product launches, and event promotions.

The number of related notes in Xiaohongshu has reached more than 70,000 . In addition to the brand’s own publicity, users’ recommendations and exposure are very loud.

3) Tik Tok

Zhong Xuegao has established a matrix on Douyin, with a total of over 1.37 million fans on three accounts. The positioning of each account is different, including brand promotion (product promotion), live streaming sales, and situational drama.

In addition, the account homepage has a product store and links to join fan groups, which can effectively achieve traffic and conversion.

4) Bilibili

As a community with a relatively young user base, most companies choose to softly implant their products and corporate culture here in the form of "situational dramas".

Zhong Xuegao has done this even better. Whether it is the anime avatar or the ID "Zhong Xuegao", they all emphasize the youthful character.

In terms of content, Zhong Xue Gao currently focuses on "teaching you how to cook" and does not have too many product placement ads. However, the number of views and fans is relatively ideal, with 308,000 fans and 2.014 million likes.

5) Weibo

Zhong Xuegao has 188,000 followers on Weibo and has posted 1,355 microblogs. Currently, Zhong Xuegao updates his microblogs 1-2 times a day.

The main content is event promotion, product recommendations, new product launches, and prize-winning interactions.

04 Community Operation Analysis

Community is the most effective and common scenario for promoting activity in the private domain. Zhong Xue Gao increases product exposure and conversion through community operations. The following is a detailed analysis:

1. Basic information of the community

Group nickname: Zhong Xiaoxue's fan base - 26

Group positioning: welfare group

Community value: product notifications, latest welfare promotions, coupons

2. Automatic welcome message and group rules

After joining the group, users will immediately receive a welcome message and be informed of the community benefits. Zhong Xuegao clearly states the group rules and working hours in the group announcement, making it easy for users to quickly understand the community's interests and build trust.

3. Community Content

The content of Zhong Xuegao’s community operations is relatively simple, mainly publishing community benefits, new product recommendations and other content.

The release time is concentrated at 10 am and 17 pm. These two time periods are usually the breakfast and dinner time of users, which are easy to generate consumption demand.

05 Membership System Analysis

Nowadays, the "membership" model has long been commonplace in private domain operations. It not only can better serve high-quality users, but also can lock in users' consumption for a period of time in the future. Especially in the catering industry, paid membership is also becoming a trend.

In line with the development of the times, Zhong Xue Gao has launched a membership system based on "paid membership". The following is a brief analysis of Zhong Xue Gao's membership system, which mainly includes: membership system, paid membership and points system.

1. Membership system

Zhong Xue Gao has launched a membership system, where users can continuously upgrade their levels by accumulating points. The specific advancement path is: foodie - foodie - expert - gourmet - glutton.

It is worth mentioning that different levels have different speeds for earning points. For example, consumption at the "Taoist" level can earn 1.5 times the points.

2. Paid Membership

Zhong Xue Gao has launched a "Special Season Card", which costs 9.9 yuan and can enjoy membership benefits such as free shipping, member price activities, and coupons.

3. Points system

Zhong Xuegao has set up a "points system" on both Taobao and mini program ports.

Users can earn points through consumption, which can be redeemed for coupons or customized gifts such as refrigerator magnets, notebooks, canvas bags, headphones, etc.

06 Summary

Finally, let’s summarize Zhong Xue Gao’s highlights and areas for improvement in private domain operations:

1. Omni-channel private domain traffic diversion: Zhong Xuegao operates its private domain through omni-channel, and has set up a wealth of touchpoints on various platforms such as Weibo to facilitate fans to enter the private domain from the public domain and divert traffic to channels such as social networks and corporate WeChat.
2. High degree of IP personalization: Compared with traditional "advertising bombardment", Zhong Xuegao's circle of friends operation incorporates popular content such as "local life", making the IP personalized and easier to be trusted by consumers.
3. The membership system is relatively simple: Although Zhong Xue Gao has set up paid membership, there is only a single category at present, and there is no refined division of consumer groups. In addition, since the membership system lacks specific rights and interests, there is insufficient motivation for members to consume.
4. Single form of social activities: Compared with multi-category catering and fast-moving consumer goods brands, Zhong Xue Gao’s social activities are relatively single and the interaction rate is relatively poor.

Author: Yan Tao

Source: WeChat public account "Yan Tao San Shou"