With annual sales of 100 million cups and 30 million members, how does Shanghai Auntie achieve "high conversion" in the private domain?

This article starts with Shanghai Auntie, the "dark horse" in the tea market, and breaks down in detail how it deploys private domains to achieve high penetration and high conversion. It is recommended for those who want to learn more about private domain operations.

In recent years, the new tea beverage market has grown rapidly and has reached a scale of 100 billion. However, the market competition is becoming increasingly fierce. Only brands with resources and understanding of traffic can achieve long-term survival. In such a big environment, if brands want to break through, they must make rational use of public and private domain traffic. Almost all first-tier tea beverage brands are also accumulating private domains and doing a good job of user repurchase to drive new business growth.

Shanghai Auntie, known as the "dark horse" in the tea beverage market, also attaches great importance to the operation of private channels.

At the end of 2020, Shanghai Auntie officially launched its membership system; in 2021, in just 15 days, the number of private domain customers on WeChat reached 20,000+. As of the first quarter of 2022, the number of members has grown to 30 million, with annual GMV exceeding 1 billion . The penetration rate of mini programs has also remained above 50%, and the overall member repurchase rate has also increased significantly.

How does Shanghai Auntie achieve high penetration and high conversion in the private domain? Let’s analyze how it deploys in the private domain.

01Case Background

1. Brand Introduction

Shanghai Auntie was founded in 2013 in Shanghai. It is a well-known tea chain brand in China and the pioneer of grain tea. It focuses on providing new fresh fruit tea for young consumers. Starting from Shanghai People's Square, it has continuously expanded its stores across the country. Now it has opened more than 5,000 stores in 300 cities across the country, with annual sales exceeding 100 million cups and a membership base of 30 million.

2. Market size

The total market size of China's freshly brewed tea drinks in 2020 was 113.6 billion yuan, and is expected to reach 340 billion yuan by 2025. It is a veritable 100 billion yuan market.

3. User portrait

The user group of Shanghai Auntie is mostly girls, accounting for 85%. Most of the users are young people born in the 1990s and 2000s. White-collar workers and students are important consumers of the store, and their ages are generally between 18 and 30 years old.

02Traffic Channel Analysis

Shanghai Auntie has established a private domain matrix with channels such as "official account + mini program + corporate WeChat + 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

Shanghai Auntie has more than 5,000 stores in more than 300 cities across the country. The stores will publicize membership benefits in prominent locations, guide users to scan codes to order food, and divert users from offline to online operations.

2. Private Domain Platform

1) Official Account

After following the "Shanghai Auntie" official account, the brand characteristics are introduced in the welcome message, and a jump link is attached. Users can click "Add Welfare Officer" or "Join the Group to Get Gifts" to jump to the promotional page of the store membership group.

By introducing the store community benefits, the user is guided to scan the code to add the company WeChat account. The system recommends the nearest store welfare officer based on the user's real-time location.

2) Mini Programs

There are traffic-generating touchpoints on WeChat on both the homepage and the ordering page of the mini program. Using the "10 yuan coupon" as a hook, users are attracted to click on the WeChat QR code poster, and can scan the code to add a store welfare officer.

3. Public Domain Platform

1) Video Account

The video account of Shanghai Auntie mainly contains content such as brand promotion, product introduction, funny skits, etc. The homepage has a touch point of "Add WeChat", which can be clicked to add the Welfare Officer WeChat. The Welfare Officer invites you to join the community.

2) Tik Tok

Shanghai Auntie has 249,000 followers on Douyin and 1.02 million likes. The account mainly promotes products, funny ads, event promotions, live broadcasts, etc.

The homepage sets the official phone number, official website, stores, fan groups and group purchase recommended traffic paths, and you can jump to the corresponding page by clicking.

3) Xiaohongshu

The account has 357,000 followers, 256,400 likes and favorites, and popular topics such as #沪上阿姨不是血糯米 have 42.82 million views.

The account mainly promotes new products and advertises products. Tweets will include lucky draws to increase exposure of the content and attract users to make offline purchases.

4) Weibo

Weibo has 387,000 followers and 368,000 likes and comments. Weibo will share content such as rewarded interactions, event promotions, product introductions, etc. The homepage sets the touchpoints of the fan group. Users can apply to enter after following the account and becoming a loyal fan of the account.

03Private Domain IP Disassembly

Shanghai Auntie has set up a "store-exclusive welfare officer" . Different stores are bound to different IP addresses. The naming format is usually "store name + Shanghai Auntie/Little Girl", and the operation actions are basically consistent. The following is an example of "Shanghai Little Girl".

1. Personal positioning

Nickname : Shanghai Little Girl

Avatar : The brand’s iconic logo

Role : Welfare Officer

2. Corporate WeChat Business Card

In each company WeChat business card, you can see Shanghai Auntie’s video account, working hours, and links to "Want a drink" and "Click me to join". Among them, clicking "Want a drink" will jump to the ordering page of the mini program.

3. Automatic welcome message

After adding the WeChat account, the WeChat account will automatically reply with a welcome message, introduce the exclusive benefits of the community, and provide a link to the community to guide users to join the community.

4. Moments content

Content frequency : Publish 1-2 Moments of Friends content per day

Release time : Irregular

Moments content : mainly for welfare activities promotion, live broadcast promotion, etc.

04 Community Operation Analysis

Shanghai Auntie has more than 5,000 stores across the country, and the community is mainly based on store groups. It attracts users to join the group by offering "free coupons" and guides users to receive coupons after joining the group, prompting them to place orders. Let's break it down below.

1. Community positioning

Group nickname : (Shanghai Auntie) + store name + fan group, such as (Shanghai Auntie) Zijingang store fan group

Group positioning : welfare group

Community value : synchronize the latest welfare activities, increase the exposure of activities, and promote more conversions

2. Community welcome message and group announcement

When a user joins the group, an automatic welcome message will be triggered immediately, introducing the community’s exclusive benefits and attaching corresponding links to guide users to jump to the activity page to generate conversions.

3. Community Content

There is no fixed arrangement for the content that Shanghai Auntie posts on the community. She usually posts content about welfare activities, such as lucky draws on Wednesdays and half-price events for the second cup. She mainly focuses on promoting the activities and attracting users to consume.

05Membership System Analysis

The number of members of the Shanghai Auntie mini program has exceeded 30 million , mainly through setting up a membership system in the WeChat mini program, which is mainly based on the growth membership + paid membership + points system .

1. Growing membership

Shanghai Auntie Growth Members are divided into 5 levels: LV1 (registration), LV2 (10 freshness), LV3 (100 freshness), LV4 (300 freshness), LV5 (999 freshness). Freshness can be obtained through consumption, 1 yuan consumption = 1 freshness. The higher the accumulated freshness, the higher the level, and the more rights and interests you enjoy.

Taking LV5 as an example, the main benefits include 20% off coupons, half-off coupons, half-price coupons for the second cup, discount coupons, free delivery coupons for takeout, etc.

2. Paid Membership

Auntie Shanghai has set up a paid membership of "Fresh You Love Vitality Card" in the mini program, and enjoys 30-day benefits for 9.9 yuan. After activation, she can get a 15-yuan coupon package and half-price benefits every day (some stores and some products).

3. Points system

Users can earn 1 point for every 1 yuan spent, which can be used to redeem product coupons or to add money to purchase physical prizes.

06Fission gameplay analysis

Shanghai Auntie will perform some simple fission gameplay on the "order page" and make rational use of private domain resources to achieve the effect of attracting new customers and repeat purchases.

For example, on Thursday, the "Laoyu Group Buying Day", users can invite friends to join the group buying and enjoy a discount of 2 yuan off for orders over 15 yuan.

07 Summary

Finally, let’s summarize the highlights and shortcomings of Shanghai Auntie’s private domain operations:

1) Product promotion breaks through the circle : various platforms jointly promote new products, and based on user portraits, amplify product attention through rewarded interactions, funny videos, high-quality product advertisements, etc., to achieve rapid breakthrough and reach more target users.

2) Improvement of the membership system: By setting up membership systems of different levels, unified maintenance and management of member data, improving member labels, conducting customer segmentation, "differential treatment" in marketing, precise reach, efficient operation and insight into members.

3) Insufficient WeChat operations : The WeChat Moments content is almost all product-related content, lacking daily life content, making it difficult to narrow the distance with users.