One million private domain users, monthly GMV of nearly 10 million, a complete analysis of the private domain of the new tea beverage dark horse Bawang Chaji

In the fiercely competitive tea beverage market, many chain tea beverage brands are facing the crisis of closing stores, but Bawang Chaji has achieved amazing growth against the trend. What kind of operation plan is behind this? Let's follow the author of this article to disassemble in detail how Bawang Chaji operates in the private domain.

In recent years, the new tea beverage market has grown rapidly and has reached a market size of hundreds of billions. However, the tea beverage industry is considered one of the most competitive industries due to its low entry barriers and serious homogeneity.

Since 2020, the new tea beverage track, which has been hot for many years, has suffered a heavy blow, and many tea beverage chain brands are facing the crisis of shrinking market value or even store closures.

However, Bawang Chaji, which was founded in 2017, has achieved amazing growth against the trend during this period. In just five years, it has successfully "expanded overseas" and has more than 1,000 stores worldwide.

At present, Bawang Cha Ji has accumulated 1 million member fans in the private domain, with a monthly GMV of nearly 10 million. The strong private domain operation is the basis for the rapid expansion of this new tea chain brand.

Below is a detailed analysis of how Bawang Cha Ji operates in the private domain.

1. Case Background

1. Case Background

Bawang Chaji is a new Chinese tea brand. In 2017, Bawang Chaji was born in Yunnan, the hometown of tea in the world. The popular product [Boya Juexian] sells more than 10 million cups per year on average.

In 5 years, Bawang Cha Ji has expanded beyond Yunnan and has been gradually launched in various cities across the country. It has also opened stores in Malaysia, Thailand, Singapore and other places. Currently, there are more than 1,100 stores worldwide.

2. Market size

The total market size of China's freshly brewed tea drinks in 2020 was 113.6 billion yuan, and is expected to reach 340 billion yuan by 2025. It is a veritable 100 billion yuan market.

3. User portrait

The user group of Bawangchaji is mainly female, accounting for 60.4% . In terms of age, users aged 22-40 account for as high as 83.8% , and are mainly distributed in first- and second-tier cities.

2. Analysis of the IP of the Character

The IP roles set for each store of Bawang Chaji are different. Some are assistants and some are store managers. The content will also be different. Take the one I added as an example.

1. Personal positioning

Nickname : Bawang Tea Princess Ledi Port Store

Avatar : Bawangchaji brand LOGO

Role positioning : Exclusive store manager

2. Automatic welcome message

The content of the automatic welcome message is: self-introduction + order link + guidance into the group (group value) + link to join the group.

Most of the users who add the company’s WeChat account do so because of event benefits, and Bawang Cha Ji puts the discounts within the group. Although this makes the path longer and reduces the experience, it allows users to join the group while adding the company’s WeChat account.

3. Moments content

Content frequency: 2-3 times a month

Release time: Released irregularly

Moments content: mainly for event promotion

3. Traffic Channel Analysis

Bawangchaji has established private domain traffic channels in its online stores and online mini-programs. In addition, it has carried out private domain operations or e-commerce conversions 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. Offline stores

Bawang Cha Ji's offline stores have touchpoints at the bar or door to guide customers to add WeChat accounts.

2. Mini Programs

The Bawang Cha Ji mini program has prominent welfare community touchpoints on the homepage, my page, member activity area, and order details after placing an order . You can add your company’s WeChat to the group by clicking on it.

3. TikTok

Bawangchaji has two main accounts on Douyin, with a total of 410,000+ followers. The content of the two accounts is different. The Guangxi regional account has a more plot-oriented style, while the other one is mainly for product promotion.

Based on the concept of making friends through tea, Bawang Tea Princess’ two Douyin accounts have opened fan groups to narrow the distance between the brand and fans.

4. Xiaohongshu

Bawangchaji has more than 60,000 notes on Xiaohongshu and more than 46,000 fans. She has also established a fan group. The content of the notes is mainly about product promotion, product recommendation, new product promotion, reward interaction and activities.

5. Weibo

Bawangchaji has a total of 53,000 followers on Weibo, and posts content almost every day, usually one post per day; the main content includes brand promotion, rewarded interactions, product recommendations, etc.

In addition, Ba Wang Cha Ji also established a fan group on Weibo, which was a good way to gather and maintain fans from each platform.

4. Analysis of Community Operation

The community of Bawang Cha Ji is similar to the welfare groups of most brands in that it is lightly operated, with welfare benefits offered in the community and users placing orders on the mini program for self-pickup/delivery, thus forming a closed consumption loop.

Let's take the community I added as an example to analyze it:

1. Community positioning group

Nickname: Zhejiang Hangzhou Yunhe Shangjie Store-Bawang Pet Fan Tea Club 9

Group positioning: welfare group

Community value: receive community benefits and learn about the latest brand activities

2. Community welcome message and group announcement

When users join the group, an automatic welcome message will be triggered immediately to guide them to receive community benefits. The group announcement will state the latest activity rules and information.

3. Community Content

The Bawangchaji community has a clear content plan, and publishes fixed content every day, mainly check-in activities, discount distribution, interactive games, etc. The following shows the operation actions of adding a community in a certain week:

Monday: Yuanqi Tea Day, distributing tea coupons; Tuesday: Knowledge popularization, pushing popular science content related to tea culture; Wednesday: Membership Day, distributing coupons throughout the venue; Thursday: Milk Tea Day, group purchase discount activities; Friday: Interactive games, improving activity through fun games;

5. Membership System Analysis

Ba Wang Cha Ji has no other products and no peripheral products, so it has not opened an e-commerce store. Currently, there is only a membership system on the mini program, which is mainly based on a growth-type membership + paid rights card + points system .

1. Growth Member

There are five levels of membership in Bawang Tea Girl, which are divided into bosom friends, childhood friends, gentlemen’s friends, bosom friends, and Bawang’s best friends. The level of experience is used as the upgrade standard.

The benefits include no-threshold coupons, full-discount coupons, double points, birthday discount coupons, new product tasting coupons, offline event experiences , etc. Different levels have different benefits, and the higher the level, the richer the benefits.

2. Paid Membership: Fan Me Privilege Card

Bawang Tea Princess can purchase a "Fan Me Privilege Card" for 0.99 yuan, which includes a coupon for 5 yuan off for purchases over 49 yuan, a coupon for 3 yuan off for purchases over 39 yuan, and a coupon for 15% off a single cup of Sakura Oolong.

For less than 1 yuan, you can get 3 coupons. The low price reduces user decision-making and the coupons are limited to 7 days, which locks in user consumption within 7 days and improves conversion.

3. Points Mode

Ba Wang Cha Ji's points are obtained through consumption, sign-in, and completing information. Although the redemption ratio is not high, the redeemable goods are relatively small, and most of them are virtual items, mainly discount coupons, half-price coupons, and free coupons.

In addition, a special points lottery has been added, with 5 draws a day and 5 points each time. The prizes are mainly coupons, which is not only interesting but also increases the value of points.

VI. Summary

Finally, let’s summarize the highlights and areas for optimization of Bawangchaji’s private domain operations:

1. Payment Rights Card

Although the unit price of Ba Wang Cha Ji’s rights card is relatively low, it is limited to use within 7 days, which locks the user’s consumption cycle and improves conversion.

2. Points system

The point system provides users with motivation to continue consuming. Points lottery and other methods further enhance the value of points in the minds of users.

3. Private Domain Operation

Whether it is the circle of friends or the social group, Bawang Cha Ji publishes less content, lacks interaction, and user stickiness needs to be improved.

Author: Yan Tao

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