"Counterattack" Uniqlo, with more than 10 million private domain users, how does the most popular domestic fast fashion brand layout its private domain?

This article focuses on the local fast fashion brand Urban Revivo (UR), and objectively analyzes UR's private domain operations by analyzing its private domain IP personality, omni-channel traffic, community operations, multi-channel guidance for repeat purchases, and membership system. It is recommended for those who want to learn more about the brand's layout in the private domain.

In the past few years, due to the impact of the epidemic, the business of offline stores has generally suffered a great impact. Many clothing stores have encountered the crisis of layoffs, store closures, and even bankruptcy. Especially after the Xinjiang cotton incident, foreign fast fashion brands represented by ZARA, H&M, and GAP have lost their glory and have closed stores and withdrawn from the offline market.

In such a market environment, local fast fashion brand Urban Revivo (UR for short) began to grow against the trend.

In 2022, it opened 43 new stores and became the number one on Tmall’s women’s clothing brand sales list during the 618 period. Uniqlo, which has long been at the top of the list, ranked second.

UR is also one of the earliest brands in the fast fashion industry to initiate digital transformation and operate private domains, providing reference experience for many clothing brands.

During the epidemic, UR mobilized nearly 5,000 shopping guides from 300 offline stores, transferred and activated 10 million WeChat users within three months, and online sales increased by more than 50% month-on-month.

So how does UR plan its private domain? Let’s analyze it for you below.

The contents of this article are as follows:

1. IPization-Analysis of Private Domain IP Personality
2. Connection-omnichannel traffic analysis
3. Promotion-Community Operation Analysis
4. Repeat purchase - Multi-channel guide repeat purchase analysis
5. Membership system breakdown

01 IP-Disassembly of Private Domain IP Personality

UR establishes private links with users through corporate WeChat, and provides a unified external image for each employee’s corporate WeChat, taking the employee I added as an example.

1. Basic IP information

Nickname: UR-little lion

Avatar: Brand logo

Role positioning: Community exclusive welfare officer

2. Corporate WeChat Business Card

In each company WeChat business card, in addition to the circle of friends, you can also see UR’s video account, working hours, and can jump to the mini program mall and membership center.

3. Automatic welcome message

After adding corporate WeChat, the welfare officer will send community links and mini program mall links as soon as possible to promote conversion and retention.

They will also inform users of the benefits included in the community, so that users can grasp all valuable information in a timely manner. They will also make special notes to explain that they are not robots, narrowing the distance between them and users.

4. Moments content

Content frequency: Publish 2-3 Moments of Friends content per day

Release time: Irregular

Moments content: mainly product recommendations, new product introductions, event introductions, etc.

02 Connection—Analysis of Omni-channel Traffic Drainage

UR has established a private domain matrix with channels such as "official account + mini program + corporate microblog + community" as the core, and has made use of popular public domain platforms such as Douyin, Xiaohongshu, Weibo, etc. to achieve public and private domain traffic conversion and help brands expand their voice.

1. Offline stores

The main way to attract customers to the store is to add shopping guides. A WeChat QR code is placed at the checkout counter. The shopping guide will actively remind customers when they check out. By adding shopping guides to the community, customers can receive no-threshold coupons and enjoy other welfare activities.

2. Private Domain Platform

1) Official Account

Path ①

Automatic welcome message: New users who follow the official account "UrbanRevivo" will receive an automatic welcome message. We offer a 95% discount on the first order for new users, and use discount benefits such as a 20 yuan coupon with no threshold to attract users to join the official welfare community.

Path ②

Menu bar: The menu bar of UR official account sets three interest points for new fans, ordinary users and member users: weekly new products, becoming a member and meeting UR. It guides users who follow the official account to click into the mini program and achieve conversion to the greatest extent.

Path ③

Official account articles: The content of the UR official account mainly consists of three parts: welfare activities such as superimposed discount activities, clothing matching, and brand promotion.

The article uses exquisite graphic layout, with an average headline reading of over 100,000. The pictures in the article will be attached with a link to the mini program mall to guide users to click and enter the mall. The banner at the bottom sets links to the official Weibo, Xiaohongshu, and video account to guide users to enter the public domain.

2) Mini Programs

A prominent community entrance is set up on the homepage of the UR mini program, which attracts users to join the official welfare community with a 220-yuan membership gift, laying the foundation for subsequent repurchases.

3. Public Domain Platform

1) Video Account

The official video account of URBAN REVIVO is linked to the official account and WeChat account as an entry point for traffic. The main video content released includes brand promotion, product recommendation, etc.

2) Tik Tok

URBAN REVIVO has set up an account matrix on Douyin, with the main account having more than 5 million followers. Among them, the main account has 3.031 million followers, and the main video content includes brand promotion, product display, etc. Several main accounts will start live broadcasts every day, mainly to bring goods.

3) Xiaohongshu

URBAN REVIVO has 197,000 followers on Xiaohongshu, with more than 1,800 notes, mainly focusing on brand promotion, product recommendations, and event introductions.

4) Weibo

URBAN REVIVO has 728,000 followers on Weibo, and its main content is brand promotion, welfare activities, and product recommendations.

03 Promotion of activity-Analysis of community operation

Let’s take the community I joined as an example for analysis.

1. Basic information of the community

Group nickname: UR-Fashionable (GW) 497

Group positioning: welfare group, event notification group

2. Welcome message

When users join the group, an automatic welcome message will be triggered immediately, informing them of the community benefits and group rules, allowing users to feel that this community is operated by a dedicated person, and the users will be guided to the mini program to place orders.

3. Group Announcement

The group announcement will release the clothing categories that have been "popular" recently, and guide users to click on links to promote conversions.

4. Daily community content

The content of the community is mainly focused on attracting traffic, conversion, and seeding. Take the SOP of a community for one week as an example:

1. Monday: Romantic Star Products, Release Format - Picture and Text + Mini Program Link
2. Tuesday: Points coupons, release format - text + mini program link
3. Wednesday: Hot product recommendation, release format - text + mini program link
4. Thursday: Inspirational star product, release form - text + mini program link
5. Friday: Sports suit, published in the form of pictures and text + mini program link
6. Saturday: TOP list, all-match shoes and bags, release format - text + mini program link
7. Sunday: Vitality Star Products, published in the form of pictures and text + mini program link

5. Community promotion gameplay

The community will periodically conduct interesting and fun interactive games to increase user stickiness and activity. For example:

1) UR Treasure Dress Challenge: Users upload their notes of wearing UR clothes on Xiaohongshu, add corresponding topics, complete tasks and check in, and have a chance to win a prize of 10,000 yuan.

2) Participate in the interactive topic every Wednesday and answer questions. The first 10 people will receive a 20-yuan free-threshold coupon.

04 Repeat Purchase-Analysis of Multi-channel Guided Repeat Purchase

The most critical part of the private domain full link is repurchase. Like most brands, UR also guides repurchase in various channels. Take the following platforms as examples:

1. Official Account

After following UR’s official account, coupons will be sent immediately to guide users to enter the mini program to purchase. In addition, many tweets on the official account will be linked to the mini program to guide users to place orders.

2. Mini Programs

In UR's mini program, users are often given coupons to attract them to place orders. In addition, users can also obtain more preferential benefits through tasks and other forms.

3. Community

In terms of community, UR guides users to place orders by regularly sending various welfare activities.

4. Weibo

On Weibo, UR guides users to place orders by publishing the brand’s latest activities.

5. Xiaohongshu

On Xiaohongshu, UR attracts users to place orders by publishing content that encourages users to buy.

05 Membership System Analysis

As a mature brand, UR is naturally aware of the importance of the membership system. The membership system can not only bring positive impact to the brand, but also achieve user retention and stimulate conversion.

UR currently has a membership system built within the mini program.

1. Growth Member

UR has four membership levels:

1. Associate members: apply to join Tmall UR official flagship store membership and have not made any purchases within 360 days;
2. General card member: has joined the Tmall UR official flagship store and has made any purchase in the past 360 days;
3. Silver card member: has joined the Tmall UR official flagship store and has spent more than 2,000 yuan in the past 360 days;
4. Gold Card Member: Has joined the Tmall UR official flagship store and has spent RMB 5,000 or more in the past 360 days.

The higher the level, the more rights and interests you enjoy. Take the gold card as an example: becoming a gold card member will also give you the opportunity to receive multiple benefits such as gold card exclusive gifts, gold card exclusive community activities, gold card fitting rooms, limited city offline experience activities, etc.

2. Stored-value card

UR's stored-value cards are divided into three tiers: recharge 1,500 yuan to get 200 yuan, recharge 3,000 yuan to get 500 yuan, recharge 5,000 yuan to get 1,000 yuan, and there are multiple skins for members to choose from.

3. Points system

Users can earn points by registering, spending, participating in regular activities, etc. New users can receive 100 points for free upon registration, and the points can be used for cash, lotteries, and redemption of coupons.

06 Summary

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

1) Rich community activities: As a fashion and fast-moving consumer goods brand, UR has a rich product category and a fast-changing product lineup. There are many forms of activities, and products are promoted according to different time nodes and seasons. The community is relatively active.

2) There are many private domain touchpoints: UR has set up many private domain touchpoints, attracting users through a 20-yuan coupon with no threshold. Users can enter the community through multiple channels such as official accounts and mini programs, laying the foundation for subsequent repurchases.

3) Insufficient stratification: There is a lack of customized stratification for customers with different needs. For example, the community is basically female-oriented, and there is no refined stratification for men's and women's clothing.