Private Domain Operation: Where do the 20 million private domain users of Liby, the No. 1 domestic daily chemical brand, come from?

In an increasingly competitive market environment, private domain operations have become the choice of most brand companies. This article takes the private domain operations of Liby, a leading domestic daily chemical company, as an example to break down the operating process of Liby's private domain operations and reveal the principle of Liby's huge private domain users. It is recommended for those who want to learn about private domain operations.

Data shows that the sales volume of China's daily chemical industry reached 251 billion yuan in 2021, a year-on-year increase of 4.24%, but the overall growth rate of the industry continued to slow down.

Mainly affected by the epidemic, offline channel sales were hindered. In addition, with the continuous entry of innovative brands, the overall concentration of the industry continued to decline. At the same time, daily chemical products are seriously homogenized and consumers lack brand loyalty.

In order to cope with market and competitive challenges, daily chemical companies have started digital transformation, shifted their focus to online channels, and started refined private domain operations.

As a leading domestic daily chemical company, Liby started digital reform and layout of private domain as early as 2018. With the help of WeChat ecosystem, it connects online and offline channels, and connects mini programs, communities, live broadcasts and other channels.

As of 2022, Liby has accumulated more than 20 million private domain members. By accurately retaining high-value users and tapping into potential users, it has found a new growth point for the company.

Below we will provide a detailed analysis of how Liby’s private domain operations are planned.

The contents of this article are as follows:

1. Case Background
2. Traffic channel analysis
3. IP character dismantling
4. Community Operation Analysis
5. Online Marketing Disassembly
6. Membership system breakdown
7. Fission gameplay analysis

01 Case Background

1. Case Background

Liby Group was established in 1994. As a leading brand in China's detergent industry, Liby has the country's leading sales of laundry detergent, dishwashing liquid, laundry soap, laundry liquid and laundry aid products, and has won many brand honors.

In 2017, Liby Group's sales revenue exceeded 20 billion yuan, and its sales of dishwashing liquid and laundry detergent also ranked first in the industry, with nearly 200 million users across the country.

2. Market size

According to iMedia Research data, the market size of China's daily chemical products industry reached 455.3 million yuan in 2021, and it is estimated that the market size will exceed 500 million yuan in 2023. In 2021, the scale of China's daily chemical industry in the global market will increase from 13.89% in 2020 to 16%.

3. User portrait

Liby's user profile is mainly composed of white-collar workers, working young people, and full-time mothers, with women accounting for 76.3%. Among the age group, those born after 1995 account for as high as 43.5%. Geographically, the first-tier cities with a large number of urban white-collar workers are the center, among which Beijing, Shanghai, Guangzhou and Shenzhen account for more than 53.8%.

02 Traffic Channel Analysis

Liby has established a private domain matrix with WeChat as the core, and has established private domain drainage channels in official accounts and 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. Private Domain Platform

(1) Official Account

In the menu bar of the official account "Libai", there is an "Exclusive Corporate WeChat" drainage channel. Click it to directly add the corporate WeChat welfare officer. After following the official account "Liby Welfare Club", a welfare poster will be automatically sent with a corporate WeChat QR code to guide users to add it.

(2) Mini Programs

Liby mainly operates two mini programs, namely [Liby Official Flagship Store] and [Liby Member Club].

The functions of the flagship store are mainly product sales and welfare activities, and the functions of the club are mainly to display the membership system, community interaction, points redemption, welfare activities, etc. The following shows the traffic flow path of the mini program:

Traffic flow path (1): In the personal center of [Liby Official Flagship Store], use the benefits of [Add welfare to get 9.9 yuan new member gift] to attract users to click, jump to the welfare page, long press to scan the code to add the company WeChat, and automatically send the group QR code after successful addition.

Traffic flow path (2): On the homepage and discovery page of [Liby Member Club], there is a [Community Exclusive Fan Benefits] poster to attract users to click on it. Click on it to enter the event details page. After saving the picture, scan the code to directly enter the new member benefits group.

2. Public Domain Platform

(1) Video Account

In the video account of [Liby Welfare Club], there is a corporate WeChat account with a welfare officer. After clicking Add, the community live code will pop up and you can join the group by scanning the code.

(2) Tik Tok

Liby has set up an account matrix on Douyin. In addition to the main account [Liby Official Flagship Store], different accounts are divided according to the region.

The main function of the account is to focus on products, introduce product styles, fragrances, etc. In addition, the account guides people to join the fan group through live broadcasts, and draws coupons and peripherals (poker, etc.) from time to time.

(3) Xiaohongshu

Liby has 25,000 fans on Xiaohongshu, and the main content is topic interaction, product recommendation, new product release, and reward interaction. In addition, a store is set up on the homepage to facilitate order conversion for users on the platform.

(4) Weibo

Liby has 1.854 million followers on Weibo, and the main content is topic interaction, product recommendations, new product launches, and rewarded interactions.

In addition, there is a fan group entry point on the Weibo homepage, and you can apply to join the group by following Weibo.

03 Analysis of the character IP

Liby has carefully built its customer service WeChat, using corporate WeChat as a base to establish the image of a real IP. The following is an example of the customer service I added.

1. Personal positioning

• Nickname: Liby Welfare Officer-NN
• Avatar: A cartoon portrait of a young woman
• Role: Welfare Officer

2. Automatic welcome message

After adding the enterprise microblog, the enterprise microblog will automatically send a welcome message to introduce the account's location. It will also send a group QR code to guide users to join the community.

3. Moments content

• Content frequency: Updated irregularly
• Release time: 8:00-10:00 am mostly
• Moments content: mainly product introductions, welfare activities promotions, etc.

04 Community Operation Analysis

Social networking is the most effective and common scenario for promoting activity in the private domain. Liby increases product exposure and conversion through social networking operations. The following is a detailed analysis:

1. Community Positioning

• Group nickname: [Libai] Fan Base AA19
• Group positioning: welfare group
• Community value: synchronize the latest welfare activities, increase users' understanding and trust in the brand, and create more super users.

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

Liby's social media content includes various game activities and releases product conversion content, such as:

• Interactive activities: guide users to participate in small-scale quizzes to win prizes
• Plant a fragrance and win a gift box: guide users to enter the mini program to participate in the event and win a gift box
• Health Memo: Guide users to place orders through the popularization of washing and care knowledge
• Welfare officer recommends: Amway products, guiding users to place orders through community exclusive prices

05 Online Marketing Analysis

Online marketing activities are also the most core part of the overall private domain. A good marketing rhythm and experience can greatly improve the acquisition, retention and conversion of private domain users.

Below, we use the three platforms of WeChat Official Account, Xiaohongshu and Weibo as examples to analyze Liby’s marketing activities with different themes and forms.

1. Official Account

Liby will set up some welfare activities in its official public account, and users can participate by reading tweets and leaving messages. Take the latest activity as an example:

• Participation period: March 1st - March 25th
• How to participate: Leave a message at the end of the tweet
• Winning rules: Random draw
• Participation: 3 people
• Activity prizes: A copy of the novel "Life" + a bottle of any [Liby's high-end natural cleaning and care product]!

2. Xiaohongshu

Liby regularly conducts welfare lottery activities on Xiaohongshu, usually without setting a participation threshold, to maximize user participation. Take a certain activity as an example:

• Participation period: January 14th - January 20th
• How to participate: Leave a message below this Xiaohongshu post
• Winning rules: Random draw
• Participation: 3 people
• Activity prize: Liby bid farewell to the old and usher in the new year with a surprise "washing" gift package

3. Weibo

Liby holds lucky draws more frequently on its official Weibo account, usually 2-3 times a week. The difference is that it sometimes conducts joint promotions with other brands to increase brand exposure.

• How to participate: Follow + Like + Retweet
• Winning rules: Random draw
• Participation: 1~3 people
• Event Prizes: Branded Products

06 Membership System Analysis

Liby has about 20 million members, mainly through the establishment of membership systems in WeChat mini-programs and e-commerce platforms, with a growth-oriented membership + points system as the main focus.

1. Mini Program Membership System

(1) Growth Membership

Liby's mini program members are divided into 4 levels, with specific requirements and rights as follows:

Ordinary members (free registration): membership gift package, points redemption, new product trial, super member day, membership anniversary, birthday gift

Silver members (accumulated 1 growth value): membership gift package, points redemption, new product trial, super member day, membership anniversary, birthday gift, upgrade gift, points acceleration

Gold members (accumulated 100 growth points): membership gift package, points redemption, new product trial, super member day, membership anniversary, birthday gift, upgrade gift, points acceleration

Platinum members (accumulated 300 growth points): membership gift package, points redemption, new product trial, super member day, membership anniversary, birthday gift, upgrade gift, points acceleration

(2) Points system

Member points can be obtained by signing in, answering questions, posting, interacting, etc. Points can be added to cash in the points mall, or exchanged for free laundry beads, towels, soap, laundry detergent and other products.

2. E-commerce membership system (Tmall as an example)

(1) Growth Membership

The membership system of Liby e-commerce platform is also very complete, mainly based on the growth membership + points system.

Liby's growth membership is divided into 4 levels:

1. New members: Join for free, and spend 1 yuan = 1 point.
2. Ordinary members: For any consumption within one year, 1 yuan of consumption points = 1 point.
3. Senior members: If you spend RMB 300 or more within one year, 1 RMB of consumption points = 1.5 points.
4. Supreme Member: Spend RMB 600 or more within one year, and get 3 points for every RMB 1 spent.

Becoming a member can enjoy the following benefits: new member gift package, member-exclusive coupons, shopping points, points redemption, exclusive customer service, 15-day no-reason return, etc.

(2) Points system

Liby users can earn points through consumption and use the points to redeem products, peripherals, etc. in [Point Sharing and Redemption].

07 Analysis of the Fission Gameplay

Fission is also an important way to attract new customers and repeat purchases in the private domain system.

Liby has set up many fission gameplays, such as invitation gifts, inviting friends to receive cash, and April laundry benefits activities.

Taking Liby’s winter gift event as an example, the steps for participation are: user registration - generate support poster - share with friends - scan code to support - receive prizes.

Users who invite 5/10/15 people cumulatively can receive different levels of Liby laundry detergent prizes for free. The more fissions, the richer the prizes.

summary

Finally, let me talk about two points that need to be improved in Liby's private domain operations:

Personal IP: The IP nicknames of some welfare officers are too long, which affects the user experience to a certain extent. It is recommended to put online time, after-sales service and other content in the signature, which can enhance the user's favorable impression of the IP and make it easier to close deals in the subsequent conversion.

Points system: It is recommended to add some channels for obtaining points, such as check-in, comment, mini-games, etc., to enhance user activity and stickiness, and lower the threshold for users to obtain points, so as to achieve the purpose of retaining users and reducing churn.