With 3 million private domain users and a 5-fold increase in mini program GMV, how did Jiumu Miscellaneous Store achieve high growth in private domain performance?

This article starts with the growth of private domain users of Jiumu Grocery Store, and analyzes the reasons for its emotional connection with consumers and the 5-fold growth of mini program users from the aspects of Jiumu Grocery Store's traffic channels, private domain IP, community role, membership system, etc. It is recommended for those who want to understand the reasons behind the high growth of Jiumu Grocery Store's private domain performance.

In recent years, the cultural and creative trendy toy market has been one of the hot spots in the offline retail industry. However, it also faces the problems of serious product homogeneity and regional limitations, resulting in too few target users to be reached and difficulty in promotion.

Therefore, many cultural and creative brands have shifted their focus to online private domain operations to solve the problems of insufficient customer acquisition and low user loyalty.
As a typical representative of cultural and creative brands, "Jiumu Miscellaneous Store" began to layout private domains in 2018, by accurately retaining high-value users and tapping into potential users.

As of 2021, the number of members of Jiumu Miscellaneous Services reached 3 million, of which 500,000 were paying members, and more than 80% of consumers were women. In the same year, the GMV of the mini program increased nearly 5 times year-on-year.

How does Jiumu Zawushe establish an emotional connection with consumers and achieve high stickiness and high conversion? The following is a detailed analysis. 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
6. Fission gameplay analysis

1. Case Background

1. Case Background

Jiumu Sundry Store was established in 2016. It is a mid-to-high-end cultural and creative sundry store and an independent brand under "Morning Light". The products sold are mainly cultural and creative stationery, educational entertainment, practical furniture, etc.

As of mid-2022, Jiumu Sundry Store had 481 stores nationwide, with operating revenue of 400 million yuan in the first half of last year and average single-store revenue of approximately 831,600 yuan.

2. Market size

Relevant statistics show that the growth rate of my country's trendy toy market has exceeded the global level. In the past few years, the scale of China's trendy toy market has increased by nearly 3.5 times to 20.7 billion yuan, with an annual compound growth rate of 34.6%.

It is estimated that the market will exceed 76.3 billion yuan in the next five years and exceed 110 billion yuan in 2030.

3. User portrait

Jiumu Miscellaneous Store targets women aged 15-29 as its target consumer group, mainly distributed in first-tier and new first-tier cities.

2. Traffic Channel Analysis

Jiumu Miscellaneous Store has established a private domain matrix with WeChat as the core, and 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. Offline stores

Jiumu Miscellaneous Store has more than 400 offline stores. In the stores, the privileges and benefits of the "Study Master Card" are made into posters in prominent locations to attract users.

At the same time, the store sets up a performance incentive mechanism, which is promoted by store staff to guide users to open Xueba membership cards.

2. Private Domain Platform

1) Official Account

Traffic flow path 1: After following the official account, a traffic flow link will be included in the welcome message. After the user clicks it, he will automatically jump to the corresponding page, guiding the user to join the Xueba Club or make a purchase.

Traffic flow path 2: Click "14.9 Free Shipping to Get Lucky Bags" in the "Member Mall" menu bar of the official account to jump to the page for adding a welfare officer by scanning the code. Users can follow the prompts to scan the code to enter the community, or click the link to jump to the Xueba membership card page.

2) Mini Programs

Traffic flow path 1: In order to attract users to open Xueba membership cards, Jiumu Miscellaneous Store sets up multiple traffic touchpoints on the homepage of the mini program, and sets up a separate "Member Center" page, using discount activities and exclusive privileges to attract more users to click and learn more.

Traffic flow 2: On the "Member Center" page, attract users to scan the QR code and join the community through benefits such as new member gifts and 0 yuan lucky draws.

3. Public Domain Platform

1) Tik Tok

Jiumu Zawushe has 73,000 followers on Douyin and 54,000 likes. The videos mainly include product introductions, live broadcast promotions, event promotions, etc. The account homepage sets up official stores, live broadcast dynamics, fan groups, music playlists and other drainage paths, and you can jump to the corresponding page by clicking.

2) Xiaohongshu

The Jiumu Zawushe account has 44,000 followers and 130,000 likes and favorites. The main content of the account includes new product promotion, event promotion, reward interaction, notebook sharing, etc. The homepage has a store entrance, and you can jump to the product purchase page by clicking it.

3) Weibo

Jiumu Zawushe has 36,000 followers on Weibo, and 140,000 likes and comments. Weibo mainly displays the content of welfare activities, attracts users' attention, reposts or comments through lucky draws, gift packages and other welfare, and increases the exposure of Weibo accounts.

The home page sets the contact points for the fan group, and you can apply to enter after following the account.

3. Analysis of the IP of the Character

If a successful brand wants to be remembered by consumers for a long time, it must have a distinctive IP image. The IP operation of Jiumu Zawushe is mainly based on joint IP and personal IP, which are analyzed in detail below.

1. Joint IP

As a major marketing tool, brand collaboration can bring in a new wave of consumer groups and popularity. Therefore, Jiumu Zawushe will actively seek brand collaborations, constantly tap into new user groups, and stay close to the preferences of young users. Currently, Jiumu Zawushe has launched new products in collaboration with many well-known IPs such as LuLu Pig and Zhuo Da Wang, and has received unanimous praise.

2. Personal IP

In addition to the co-branded IP, Jiumu Miscellaneous Store has created a private IP image of "Xueba", established links with users through corporate WeChat, and further deepened the relationship with users through related personal operations.

Take the micro-enterprise I added as an example:

1) Personal positioning

Nickname: Xuebajun

Avatar: Xuebajun's anime IP image

Role positioning: Jiumu class representative

2) Automatic welcome message

After adding the enterprise WeChat account, the enterprise WeChat account will automatically reply with a welcome message, introduce community benefits, and guide users to join the community or activate the academic master card.

3) Moments content

Content frequency: 1~3

Release time: Usually every day, but sometimes only once in a while

Moments content: mainly product introductions, welfare activities promotions, etc.

4. Analysis of Community Operation

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

1. Community positioning group nickname: Jiumu Miscellaneous Official VIP Group

Group positioning: welfare group

Community value: mainly publishes pre-sales and after-sales consultation and Q&A, synchronizes the latest welfare activities, etc. 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, guiding them to participate in community lucky draws and receive exclusive gift packages.

3. Community Content

The community operation content of Jiumu Zawushe is regular, with fixed-board content released at fixed times, mainly focusing on product recommendations, welfare activities, and game interactions. Take the operation SOP of a certain day as an example:

8:30 am: Daily check-in activities and release activity links;

8:30 am: Introduce the points lottery, wheel rules and event benefits;

15:40 pm: Release Monday's inventory and recommend corresponding products;

18:40 PM: Product promotion with links to guide conversions

5. Membership System Analysis

Jiumu Miscellaneous Store has about 3 million members, of which more than 500,000 are paid members. This is mainly achieved by setting up a membership system in the WeChat applet, which is mainly based on the growth-oriented membership + paid membership + points system.

1. Growth Members

Jiumu Miscellaneous Club's growth membership is divided into 4 levels, the following are the specific requirements and rights:

• Chigua Member (free registration): Benefits include member birthday gifts, member exclusive prices, points redemption, points redemption discount coupons, new member gifts, and 1x points;
• Team leader (consumption accumulation of 500 yuan): benefits include member birthday gifts, member exclusive prices, point redemption, point redemption discount coupons, member upgrade gifts, and 1.5 times points;
• Squadron members (spending over 2,500 yuan): Benefits include member birthday gifts, member exclusive prices, point redemption, point redemption discount coupons, member upgrade gifts, and double points;
• Brigade Secretary (consumption of 6,000 yuan or more): Benefits include member birthday gifts, member exclusive prices, point redemption, point redemption discount coupons, member upgrade gifts, and 3 times points;

2. Paid Membership

Jiumu Miscellaneous Club has set up a paid membership card for "Academic Master Members", which costs 88 yuan a year and includes the following benefits: a 90 yuan no-threshold voucher package, 50% off on points redeemed for vouchers, a 66 yuan voucher package on the 1st of each month, double member birthday benefits, priority purchase for academic masters, etc.

3. Points system

Jiumu Miscellaneous Store's points can be obtained through consumption, sign-in, participation in activities, etc. Points can be used to redeem no-threshold coupons, exchange gifts, participate in point activities, etc.

6. Analysis of the fission gameplay

There are many ways to play fission in the Jiumu Miscellaneous Store mini program. There is a special group buying area on the homepage, as well as lucky draws. In addition, you can also share fission through mini games.

For example, for group buying activities, there is a limited-time group buying area on the homepage. Users can enjoy the benefits of purchasing products at low prices by inviting friends to join the group.

There is also a fission gameplay of the mini-game, with a dress-up activity set up with the theme of spring. Users who share their outfits can get one chance to draw a lottery and participate in the exclusive big wheel lottery for a chance to win a LULU plush doll.

summary

Finally, let’s summarize the highlights and shortcomings of Jiumu Zawushe in private domain operations:

1) Joint IP establishes emotional connection: Jiumu Zawushe cooperates with LuLuzhu, Zhuo Dawang, Ruotai, Bilibili and others through IP to launch joint cultural and creative products, which on the one hand expands the brand voice, and on the other hand attracts consumers' interest in IP products and generates conversions.

2) Combining online and offline: Offline stores can be used to attract users to online operations; online stores can be promoted through fan communities to attract users to offline sales. Combining online and offline can form a virtuous closed loop of [traffic diversion-conversion] in the private domain.

3) Insufficient operation of personal IP: Personal IP is almost entirely product-related content and does not reflect personal characteristics. It is difficult to gain user trust and to communicate deeply with users.

Author: Yan Tao

Source: WeChat public account: "Yan Tao Sanshou"