The private domain repurchase rate is as high as 40%, and the public account has more than 14 million fans. How does Huajia plan its private domain?

Is the flower industry not suitable for private domain? This article analyzes in detail the private domain operation layout of the flower e-commerce "Huajia". It is recommended for those who want to learn more about the layout of private domain.

As we all know, flowers are a low-frequency, low-repurchase consumer product, and it is extremely difficult to establish a deep connection with users for such non-standard products. Therefore, many people think that the flower industry is not suitable for private domains. However, the "daily flower subscription" model pioneered by the flower e-commerce "Huajia" coincides with the core concept of managing old users in private domain operations.

In recent years, Huajia has been making frequent moves in the private domain. In 2020, Huajia began to develop the private domain, established a dedicated private domain department, formulated user operation strategies at different levels, and cultivated KOL and KOC users...

As of 2020, Huajia Private Domain has accumulated 600,000 users, with a repurchase rate of up to 40%. The annual GMV of the private domain exceeds 100 million, accounting for 30% of the brand's omni-channel GMV.

How did Huajia achieve high repurchase rate and high GMV in the private domain? How did it do this? Let's break it down for you.

The contents of this article are as follows:

1. Case Background
2. Traffic channel analysis
3. IP character deconstruction
4. Community Operation Analysis
5. Membership system breakdown
6. Fission gameplay analysis

01 Case Background

1. Brand Introduction

Huajia was founded in 2015 and created a daily flower subscription model of "online subscription + direct delivery from the origin + value-added services". It provides monthly subscription services for single flowers at RMB 98, monthly subscription services for mixed flowers at RMB 168, and flower accessories and flower course services.

By leveraging WeChat Moments and adopting a flower subscription sales model, the company sold 360 million flowers in just three years, achieving sales of nearly RMB 700 million.

2. Market size

According to iMedia Consulting data, the size of the flower e-commerce market was only 16.88 billion yuan in 2016, but by 2021, the total sales had reached 89.69 billion yuan, and is expected to reach 150 billion yuan in 2025.

3. User portrait

Huajia’s user base is mainly concentrated in first-tier and coastal developed regions, and consists of women aged 24-40.

02 Traffic Channel Analysis

Huajia has established a private domain matrix with WeChat as the core, and has established private domain drainage channels for public accounts, video accounts, and mini programs. In addition, private domain operations or e-commerce conversions have been carried out to varying degrees on platforms such as Douyin, Xiaohongshu, and Weibo.

1. Private Domain Platform

1) Official Account

As a flower e-commerce platform, Huajia’s official account has always been its main publicity and promotion channel. In 2019, the official account had 14 million followers.

In the official WeChat account of Huajia, "FLOWERPLUS", pay attention to the automatic welcome message and the channels for traffic diversion in the menu bar.

Traffic flow path 1: After following the official account, a WeChat QR code poster will automatically pop up in the welcome message, using "red envelope" and "free blind box" as hooks to guide users to scan the code to add an exclusive maintenance instructor [Hua Xiaoni].

Traffic flow path 2: Click "Flower Friends Community" in the "Member Service" menu bar of the official account to jump to the corresponding page. Users can follow the prompts to scan the code to add Huajia Chief Welfare Officer, or click the link to jump to the Huajia Community page.

2) Mini Programs

There is a private domain traffic entrance in Huajia’s main mini program “FLOWERPLUS Huajia”. This channel is more about attracting users to enter the private domain with the “need for flower purchase and maintenance” rather than using a simple welfare hook to attract users.

Traffic flow path 1: Click "Maintenance Guidance" on the homepage of the mini program to jump to the maintenance instructor's addition page, and use the group benefits as a hook to guide users to add the company's WeChat.

Traffic flow path 2: Click "Offline Store" on the personal page of the mini program. The page that jumps to will display the real store scene, business hours and address of Huajia's offline stores, guiding users to add the store's WeChat account to generate conversions offline.

2. Public Domain Platform

1) Video Account

Video accounts are also an important channel for attracting traffic. On the one hand, they use videos to promote brands, preview events, and showcase products.

On the other hand, users can use the "Private Message" and "Add WeChat" touchpoints to get online answers to questions and add corporate WeChat for in-depth communication.

2) Tik Tok

Huajia has 272,000 followers on Douyin. The main content of its videos is product promotion, popularization of flower care knowledge, topic activity promotion, etc. It broadcasts live from 19:00 to 23:00 every Monday to Saturday, mainly selling products through live broadcast.

In addition, the account homepage has official stores, group purchase products, offline stores, live broadcast updates and other traffic paths, and you can jump to the corresponding page by clicking.

3) Xiaohongshu

The Huajia account has 21,000 followers and 42,000 likes and favorites. The account is mainly used for product display and flower collection preview. The homepage has a store and group chat entrance, which can be jumped to the corresponding page by clicking.

4) Weibo

Huajia has 185,000 followers on Weibo, and 439,000 likes and comments. Weibo will share content such as rewarded interactions, event promotions, and product introductions. The homepage sets the touchpoints for the fan group, and users can apply to enter after following the account.

03 Analysis of IP Characters

Huajia's private domain operations are undertaken through corporate WeChat. Different employee IPs are used to link users according to different channels. The names all start with "Hua", such as Hua Xiaoni/Hua Xiaokui/Hua Xiaoyi... However, the operations are basically the same. The following mainly takes "Hua Xiaoni" as an example for disassembly.

1. Personal positioning

Nickname: Hua Xiaoni Avatar: Photo of flowers Role positioning: Exclusive maintenance instructor Corporate WeChat Business Card: In each corporate WeChat Business Card, you can see the link to Huajia’s video account, official store and "Huajia Youli" (mini program), so as to make rational use of resources and conduct multi-dimensional drainage.

2. Automatic welcome message

After adding the WeChat account, the WeChat account will automatically reply with a welcome message, introduce exclusive benefits for new users, and automatically pop up a link to group purchases to guide users to convert or join the community.

3. Moments content

Content frequency: 1~2 Moments content is published per day. Release time: irregular. Moments content: mainly to promote products, popularize health knowledge, interact with prizes, and publicize welfare activities.

‍04 Community Operation Analysis

Huajia operates users through multiple channels, communicates with users through social groups and communities, increases product exposure, and promotes conversion. The following is a detailed analysis.

1. Community Positioning

Group nickname: FlowerPlus Treasure Flower Friends Group Group positioning: Welfare group Community value: Mainly publish pre-sales and after-sales question consultation and Q&A, synchronize the latest welfare activities and other content. Increase users' understanding and trust in the brand and create more super users 2. Community group welcome and group announcement After users join the group, the automatic welcome message will be triggered immediately, introducing the latest welfare activities, and attached with the group link, guiding users to jump to the activity page to generate conversions.

In the group announcement, the "5 yuan no-threshold coupon" is used as a benefit point to guide users to participate in the flower-sharing gift event. 3. Community content Huajia has set up a mechanism for accumulating "flower coins" (points) in the community. Flower coins can be used to "grow flowers" in the mini program to achieve the purpose of the lottery.

By accumulating flower coins, users are encouraged to be active and interactive every day: sending a "check-in" every day can earn 10 flower coins; sharing flower pictures in the group can earn 20 flower coins; inviting friends to join the group can earn 100 flower coins.

In addition, community content is basically centered around conversions, such as sending group purchase links, product links, etc.

Overall, Huajia still lacks some dimensions in terms of social content.

4. Community Content

Flowers are extremely ornamental. In order to meet users' needs for "appreciating beauty" and "sharing beauty", Huajia has set up a special "Photo Sharing Community - Huajia Community" in the mini program for flower lovers to post pictures and communicate, further enhancing user stickiness.

05 Membership System Analysis

Huajia operates its users in a refined manner and sets up a membership system in the WeChat mini-program, which is mainly based on the membership system + points system.

1. Growing Members

Huajia Growth Membership is divided into 5 levels, namely Crystal Pollen (0 experience points), Silver Pollen (51 experience points), Platinum Pollen (401 experience points), Diamond Pollen (2001 experience points), and Crown Pollen (8001 experience points).

Users can upgrade their growth value by placing orders, binding mobile phone numbers, and completing personal information. The higher the level, the more rights and interests they will obtain.

The main benefits include: exclusive certificates, vases for newlyweds, flower upgrades, self-selected mixed flowers, discounts on flower purchases, upgraded gift packages, new product experiences, birthday gift packages and other benefits.

2. Points system

Huajia's Huabi points are obtained through mini-program sign-ins and community activities. Huabi points can be exchanged for fertilizers and water drops to help stimulate the production of nutrients from seeds in the garden, so as to participate in lucky draws and win prizes.

06 Analysis of the fission gameplay

Based on its huge private domain traffic, Huajia will carry out some simple fission gameplay, rationally utilize private domain resources, and achieve the effect of attracting new customers and repeat purchases.

For example, group buying fission is also one of the common forms in the private domain, and is more oriented towards promoting sales.

Huajia has set up a "group buying zone" in mini programs, social communities and other channels, which includes more than 10 types of flowers and more than 20 types of green plants. Users only need to invite two friends to successfully start a group and enjoy the benefits of purchasing products at low prices.

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

1) Strengthen users' repurchase habits: Huajia creates a sense of ritual through the long-term reservation model of flower subscriptions and annual blind boxes, solidifies the frequency of users' monthly flower purchases and monthly flower receipts, and invisibly cultivates users' repurchase habits.

2) The membership system deepens the connection: Huajia divides users into different levels through the membership system, which deepens the connection between the brand and users, creates more consumption demand for members, and helps increase the user's repurchase rate.

3) Insufficient community operation: There are few community operation actions, which fail to effectively reach and retain users. The community content can be enriched, such as adding real-life photos of flowers, maintenance knowledge and skills, interactive games, etc.

Author: Yan Tao Sanshou, founder of Fengcheng Consulting and author of "Super User Growth"