From 0 to 100 stores, how did Zuoting Youyuan use its private domain to attract 6 million members and dominate the Chaoniu hotpot market?

In the Internet era, all industries are accelerating the process of onlineization and digitalization. For example, Zuotingyouyuan, a leading Chaoshan beef hotpot brand, has achieved its current success by relying on digitalization, membership marketing, and private domain operations. So how did Zuotingyouyuan deploy its private domain? The author has disassembled it for you, let's take a look.

In recent years, with the popularization of infrastructure such as mobile Internet, the catering industry is accelerating its online and digital transformation and upgrading.

Take Chaoshan beef hotpot brand Zuoting Youyuan as an example. With the help of digital empowerment, it has achieved good results in membership marketing and private domain operations.

As of 2022, Zuoting Youyuan has accumulated at least 6 million members and has now grown into a leading brand of Chaoshan beef hotpot. Private domain operations have contributed greatly to this achievement in the catering market environment of the past two years.

So how does Zuotingyouyuan lay out its private domain? The following will explain in detail.

The contents of this article are as follows:

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

1. Case Background

1. Brand Introduction

Zuoting Youyuan was founded in 2015. It inherits the essence of Chaoshan beef hotpot, focuses on having more stores and fresher meat, and has established a full industry chain model. It currently has more than 100 stores across the country.

2. Market size

With the development of my country's economy and society and the improvement of people's living standards, the hot pot industry has also shown a rapid growth trend.

According to relevant data, the market size of China's hot pot industry reached 499.8 billion yuan in 2021, a year-on-year increase of 17.99%. It is estimated that the market size will reach 668.9 billion yuan in 2025.

3. User portrait

The user group of Zuotingyouyuan is mainly female, accounting for 58%. In terms of age, those born in the 1980s and 1990s are the main force of hot pot consumption, among which those born in 1985-1990 account for 29% and those born in 1990-1995 account for 34%.

2. Traffic Channel Analysis

1. Offline stores

Zuoting Youyuan has more than 100 directly-operated stores across the country. At each store, you will see guidance to scan the code and get a number. Based on each store, it attracts offline consumers to scan the code and follow the official account, gradually directing traffic to the private domain traffic pool.

2. Private Domain Platform

1) Official Account

In the menu bar of the "Zuoting Youyuan" public account, there are guides to communities, mini-programs, and membership systems, attracting users to enter the mini-programs to order food and join the community.

In addition, articles in official accounts will also attract traffic to mini programs through welfare guidance.

2) Mini Programs

When the user clicks [Join the community] on the homepage of the mini program, [Community Code] in the bottom menu, or [Join the community] on the [My] page, the system will match the QR code of the fan group of the nearest Zuoting Youyuan store based on the user's real-time location, and the system will jump to the WeChat business add page again after recognition.

After adding a store manager, a welcome message and community QR code will be automatically sent. You can join the community by scanning the code.

3. Public Domain Platform

1) Tik Tok

Zuotingyouyuan’s Douyin account is quite special. The official account is more like a personal account. It publishes memes, complaints, recommendations, plots and other content from a passerby’s perspective to interact with users, narrow the distance between itself and users and gain attention.

In addition, the homepage of Zuoting Youyuan has group purchasing and offline store touchpoints, and the store can jump to the relevant page. At the same time, the official will also conduct live broadcasts from time to time to guide users to convert.

2) Weibo

Zuotingyouyuan has 102,000 followers on Weibo, and 20,000 likes and comments. The account is mainly used for rewarded interactions, sharing daily work, brand dynamics, and welfare activities.

There is a contact point for the fan group on the homepage, and you can apply for entry by following the official blog.

3) Xiaohongshu

Zuotingyouyuan has 7,569 followers on Xiaohongshu, with 53,000 likes and comments. The account mainly promotes brand image, welfare activities, rewarded interactions, food recommendations, etc.

There is an obvious social button on the homepage, and you can join the group chat by following the account.

3. Disassembly of Private Domain IP

The IP of Zuoting Youyuan is uniformly named [Location + Zuoting Youyuan + Niu Zhanggui] to serve users, mainly to publicize the latest event information and answer questions for users.

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

1. Personality IP creation

Nickname: Joy City Zuoting Youyuan Niu Zhanggui Avatar: Anthropomorphic Niu Shabu Hotpot Cartoon Image Role Positioning: Welfare Official Enterprise Micro Business Card: The business card contains links such as [Member Center] [Online Mall] [Queue and Number Collection], which make rational use of resources and guide users with multi-dimensional services.

2. Automatic welcome message

After adding the WeChat account, the WeChat account will automatically send a welcome message. The welcome message uses "free prizes in lucky draws" and "12% off on all orders on Tuesday Member Day" as bait to guide users to join the community.

3. Analysis of Moments Content

Content frequency: less content, no regular release time: release content around 15:00-16:00 every afternoon Moments content: mainly promote welfare activities. When promoting in Moments, a QR code will also be attached to attract users to scan the code and participate.

4. Analysis of Community Operation

The community is one of the most common and effective scenarios in the private domain, and the community of Zuotingyouyuan is operated in the store group mode. Take a community I added as an example:

1. Community Positioning

• Group nickname: Zuotingyouyuan Hangzhou Joy City Store Member Welfare Group
• Group positioning: welfare group
• Community value: new member gift packs, exclusive benefits, and the latest event previews

2. Group Announcement

The Zuoting Youyuan community only has an automatic welcome message, but no group announcement. The group welcome message guides users to receive new member gift packages and explains that there are long-term benefits in the group. This is also the underlying methodology for attracting traffic, namely short-term benefits + long-term value.

3. Community Content

Zuotingyouyuan will promote dishes at 11:00 and 18:00 every day. Tuesday is the community welfare day, and participating in the event can get coupons to encourage users to convert; and there will be red envelope coupons and interactive quiz content every week.

Overall, Zuotingyouyuan’s store group, like general store groups, lacks activity, but the rule setting is still good.

5. Membership System Analysis

Currently, Zuoting Youyuan has set up a membership system in the WeChat mini program, mainly based on the growth-type membership + points model.

1. Growing Members

Zuoting Youyuan's growth membership is free to register after authorizing the account, but users who have not completed their personal information will be prompted to complete their information and receive a 48 yuan gift package, which can be used on the same day or the next day, and also locks in the user's recent consumption.

There are four main levels of membership: Niu Xiaomeng, Niu Xiaoxing, Niu Laoda, and Niu Mowang. Members can upgrade by accumulating growth points through consumption.

In addition to the interesting name of Zuoting Youyuan's membership, the growth value is also interesting, called Niubi; and their membership rights are very substantial, and each level is different:

1. Niu Xiaomeng, with a growth value of 0, can receive a 38-yuan no-threshold voucher;
2. Niu Xiaoxing, with a growth value of 1-999, can receive a 50-yuan no-threshold voucher and consumption points on his birthday;
3. Niu Lao Da, with a growth value of 1000-2999, can obtain a buy-one-get-one-free coupon for fresh beef and a monthly special menu coupon;
4. Bull Demon King, with a growth value of 3000+, can get a 58 yuan voucher, which can be used when the amount is over 200 yuan, and is eligible for an invitation to a new product tasting session.

2. Points system

Zuoting Youyuan mainly earns points through consumption (20 yuan consumption = 1 point). Points can be used to redeem dishes, vouchers and mall vouchers. Whether they are physical or virtual items, they are valid for 30 days.

summary

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

• Personalized operation: The IP created by Zuoting Youyuan on external public platforms is relatively friendly, which can easily increase the favorability of the characters. The creative plot content has also attracted a large number of fans, expanded the brand voice, and laid the foundation for product conversion and repeat purchase.
• Real-time positioning community: Users can choose to join the nearest store community based on their geographic location. This is more user-friendly and also helps to increase the community’s repurchase rate and achieve simultaneous online and offline conversions.
• Community operation has little content: Community operation is a good conversion scenario, but Zuoting Youyuan does not set up group announcements, the content released is relatively small, the details are not in place, and the user experience is average.

Author: Yan Tao Editor: Chief

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