With an annual revenue of 1 billion and a monthly private domain GMV of 6 million, how does Afu Essential Oil create high-conversion private domain operations?

01 Case Background

1. Brand Introduction

Afu Essential Oil was founded in 2005 and is a leading brand of essential oil cosmetics in China. It is well-known in the industry as "Afu is essential oil".

There are more than 400 image counters in first- and second-tier cities across the country. Online channels cover major mainstream platforms, and the market share of essential oils and essential oil beauty products is always far ahead.

2. Market size

In the past five years, with the improvement of people's living standards and the start and improvement of the domestic essential oil market, the essential oil industry has gradually got on track and initially formed its own brand.

According to a market research report on essential oils released by Betzers Consulting, the global and Chinese essential oil markets will reach RMB 91.0 billion and RMB 25.6 billion respectively in 2022. The report predicts that the global essential oil market will reach RMB 137.15 billion by 2028.

3. User portrait

The user group of Afu essential oil is mainly concentrated in the young consumer group between 20 and 35 years old , with female consumers accounting for the majority.

02 Traffic Channel Analysis

1. Offline stores

In offline stores, Afu Essential Oil uses BA sales talk to guide users to follow the official account and add the company WeChat account. In addition, there is a traffic-generating table sign at the cash register to increase the exposure of private channels.

2. SMS Reach

After purchasing products on Afu Mall, users will receive an event SMS, which can be directly redirected to the WeChat page. Using free pure water as a benefit point, users are attracted to add corporate WeChat.

3. Private Domain Platform

1) Official Account

After following the official WeChat account of Afu Essential Oil, you will receive a corresponding "digital password" prompt. You can receive benefits by replying with relevant numbers. In addition, users are guided to add a "skin care consultant" to receive benefits.

2) Video Account

The homepage of the video account introduces the live broadcast time, new member benefits, event discounts and other content in the introduction. It also sets up traffic points for the company’s WeChat account, brand flagship store and live broadcast appointment entrance. You can jump to the corresponding page by clicking it.

The video account mainly contains skin care knowledge, product introductions, live broadcast publicity, event promotion and other content.

4. Public Domain Platform

1) Tik Tok

Afu Essential Oil currently has 74,000 followers on Douyin. The account mainly promotes products and shares skin care knowledge. The account homepage sets up traffic paths such as stores, live broadcast dynamics, and fan groups. Click to jump to the corresponding page.

2) Xiaohongshu

Afu Essential Oil has 57,000 followers on Xiaohongshu, with 114,000 likes and favorites. The account mainly introduces skin care knowledge, product recommendations and the latest welfare activities. The homepage of the account has a store's drainage touchpoint to guide users to convert.

03 Private Domain IP Disassembly

Afu Essential Oil operates multiple corporate microblogs to carry users, such as Afu Essential Oil Store Manager Loli/ORG Brand Team. The main function is to promote the latest event information and answer questions for users.

At the same time, the content of the circle of friends is also consistent. The following is an IP analysis of the WeChat account I added [Afu Essential Oil Store Manager Loli]:

1. Personality IP creation

Nickname : Afu Essential Oil Store Manager Loli

Avatar : Real female avatar

Role positioning : store manager or welfare officer, share the latest welfare activities and discounts

WeChat Business Card : After adding WeChat, WeChat will automatically send a welcome message. The welcome message mainly introduces the user's role positioning, and comes with a mall link to guide users to place orders and receive gifts.

2. Analysis of content in Moments

Content frequency : Publish 3 Moments of Friends content every day

Release time : Irregular

Moments content : mainly promotion of welfare activities, product introductions, etc. Moments are all about releasing product information, without IP-related content and life-related content. It will be more like mechanical customer service, not easy to cultivate trust with users, and it is difficult to have in-depth content communication with users.

04 Community Operation Analysis

Social networking is the most effective and common scenario for promoting activation in the private domain. Afu Essential Oil connects users through social networking to increase product exposure and conversion. The following is a detailed analysis.

1. Community positioning

Group nickname : Afuyan Institute V1

Group positioning : welfare group

Community value : Promote the latest welfare activities and generate conversions; answer questions for group members; increase brand and user stickiness;

2. Group Announcement

Group announcements are an important channel to increase exposure. Afu Essential Oil updates the latest welfare activities in real time through group announcements, thereby promoting user conversions.

3. Community Content

Afu Essential Oil has various ways of operating its community, including lucky draws, interactive games, knowledge popularization, discount activities, etc. Through different activities, it improves the activity and conversion rate of users in the community.

Let's take the example of adding a community to operate the sop for a certain day:

• 10:00 am Knowledge popularization. Introducing the method of "using oil to nourish the skin" to promote transformation;
• 13:00pm Welfare event promotion. Introduce the event rules, attach the event link, and guide users to click on the link to purchase.
• 18:00 PM Product introduction. Introduce the event products and promote conversion;
• 19:00 Welfare event promotion. Secondary promotion activities to increase exposure and promote purchases.

In addition, the community of Afu Essential Oil also has a hierarchical system . The higher the consumption, the higher the level of community you can enter, and the better the benefits you can enjoy. For example, users who make any consumption can enter the V1 level community, and users who spend more than 300 can apply to enter the V2 level community, etc.

05 Membership System Analysis

Afu Essential Oil has set up a membership system in both the WeChat mini program and the e-commerce platform. The mini program is mainly based on the growth membership + paid membership + points system, while the Tmall platform lacks a paid membership section.

1. Mini Programs

1) Growing membership

Membership is divided into four levels: Puff (just register), Lavender member (any consumption at the counter), Rose member (cumulative consumption of 2,000 yuan), and Forever Flower member (cumulative consumption of 5,000 yuan). The validity period of Rose member and Forever Flower member is 1 year.

Member benefits include: card opening benefits, upgrade benefits, birthday benefits, points exchange benefits, member day benefits, and beauty express, as shown in the figure below.

2) Paid Membership

After clicking to join as a member, a red envelope with instant discount will pop up, and it will be valid for 15 minutes. There will also be a countdown to increase the sense of urgency.

The paid membership of AFU Essential Oil is called AFU Black Gold Annual Card, which is 69 yuan/year. The benefits include 1 cent to get the best-selling products, 50% cash back, free products every month, exclusive birthday gifts, priority to try new products, the first to know about flash sales, super-fast refunds, and exclusive customer service.

3) Points system

Points can be obtained through consumption (1 point for every 2 yuan spent online and 1 point for every 1 yuan spent offline), signing in, etc.

Points can be redeemed for goods or vouchers in the points mall, and you can also participate in the points lottery to win corresponding goods or voucher rewards.

2. Tmall platform

1) Growing membership

There are mainly 5 levels, namely bronze puff, silver puff, gold puff, platinum puff and diamond puff; free registration and upgrade based on consumption amount.

The benefits include exclusive member discounts, doubling of member points, free trial of star products, posting pictures to win gifts, exchanging points for gifts, group chat benefits, etc.

2) Points system

Afu Essential Oil points are mainly obtained through consumption, attention, daily check-in, daily points grabbing and browsing, and points are mostly used in the form of cash.

summary

Finally, let’s summarize the highlights and areas for optimization of Afu Essential Oil in private domain operations:

1) Full-domain closed loop: In the marketing closed loop of private domain traffic, a three-in-one combination of store + community + direct sales was launched. The private domain link can be organized as: store QR code/BA guidance - follow the official account - online and offline traffic guidance - mall activities cooperate with offline, do a good job in traffic distribution and guidance, and return to offline for consumption upgrades.

2) Community operation: Afu Essential Oil has various ways of community operation, and improves community activity and conversion rate through different content.

3) Drainage methods: Afu Essential Oil has various drainage methods. It is worth mentioning the SMS drainage method, which is designed from the perspective of tools and humanity and has a substantial effect.

4) IP setting: The IP role positioning is not accurate. On the surface, he is the store manager, but the content is from the perspective of the welfare officer, including private messages, Moments, etc.

Author: Yan Tao

Source: WeChat public account "Yan Tao San Shou"