Private domain traffic solutions for different enterprises

Internet traffic has peaked, but private traffic can reach users freely, repeatedly and at low cost. In different companies, private traffic can help companies solve three major problems: traffic self-operation, customer transaction and repeat purchase conversion. This article uses three cases to share with you how private traffic helps companies solve these three major problems.

1. What is private domain traffic?

Private domain traffic is traffic (users) that can be reached freely, repeatedly and at low cost. It is like the fish you raise in your own pond. You can go fishing anytime and anywhere without spending any money each time.

I have been involved in different industries such as retail, online education, furniture, and finance. I have dismantled the private domain gameplay of hundreds of companies and concluded that private domain traffic actually helps companies solve three major problems:

1. Help enterprises solve the problem of traffic self-operation
2. Help companies close deals with customers more efficiently
3. Help enterprises achieve more repeat purchases and referrals from old customers

Next, I will analyze three cases to make it clearer to everyone how private domain traffic helps companies solve these three major problems.

2. How can private domain traffic solve problems in enterprises?

The first type: Private domain traffic helps the retail industry solve the problem of self-operation of traffic

Mode decomposition:

1) Suitable product types: products with low price, low decision-making cost and high repurchase frequency, such as pets, maternal and child care, milk tea, clothing and other industries

2) The core underlying logic of private domain traffic: Use hot products to attract traffic in the public domain, use mechanisms to complete the self-operation of traffic in the private domain, and ultimately achieve performance growth

3) 4-piece set for private domain implementation: community + circle of friends + mini program + membership system

Case analysis:

Just like the very popular Pop Mart, it made 160 million yuan through private domain in half a year, of which 46% of the performance was generated by repurchases of private domain members.

The purpose of Pop Mart's private domain is to solve the problem of traffic growth and traffic conversion through private domain, so the entire private domain landing is divided into three steps:

The first step is to create your own IP dolls and use blind boxes on major platforms and offline stores

+IP creates momentum, attracts a large wave of public domain traffic, and accumulates its own private domain seed users;

The second step is to build your own private traffic pool - community, constantly throw blind box purchase restrictions, flash sales, and related topics in the community, let users play and discuss in the traffic pool, and design a mechanism for old users to invite new users to quickly complete fission and form self-operating traffic;

The third step is to design your own membership system and points system, build the entire user life cycle, complete the implementation of refined operations, and continuously increase the frequency of repurchases by old customers. This is why the private domain was able to achieve a performance of 160 million yuan in half a year, and the sales revenue was generated by repurchases from 46% of old users.

The second type: Private domain traffic helps companies solve user transaction problems more efficiently

Mode decomposition:

1) Suitable product types: virtual products that require experience, such as various courses, marketing tools, etc.

2) The core underlying logic of private domain: reducing users’ decision-making costs through experience

3) Private domain implementation method: community + 1v1 + circle of friends

Case analysis:

I think everyone knows that in the online education industry, which was very popular before, each institution would pull users who wanted to experience it into learning groups for learning. Halfway through the learning process, users would quickly place orders for annual courses either through live broadcasts or group purchases. The conversion rate of this community conversion model can reach over 30%. For business owners, it is not only extremely efficient but also highly replicable and can be completely scalable. Therefore, it was once sought after by all walks of life.

Why does the entire online education industry want to use the community conversion model? The main reason is that they want to solve the problem of user batch transactions through the community conversion model. The implementation of the entire community conversion model is divided into four steps:

Step 1: Complete the process of adding users to the class teacher's WeChat account. First, the path for users to add the class teacher's WeChat account needs to be smooth. The basic user addition rate can be 70%. Secondly, after the user list comes out, an AI robot will be used to call the user to inform him to add the class teacher's WeChat account. Finally, the class teacher will take the initiative to add the user's WeChat. Finally, the entire addition rate can reach 95%;

Step 2: After adding the user, you need to conduct a one-on-one private chat. At this stage, the head teacher needs to tell the user when the class is, what course he/she is taking, what tools he/she needs to prepare for the course, and briefly introduce the content of the course to make the user feel comfortable in this link, thus gaining the first step of trust from the user;

Step 3: During the class, the class teacher will remind and comment on the class in the community and private chats. In particular, he will dig out needs during private chats, and gradually start to encourage customers to take classes next year and dispel their concerns.

Step 4: The stage of batch transaction of users. In this stage, live broadcast is generally used in the community to attract users' attention, and at the same time, preferential activities for purchasing annual courses are issued. The class teacher in the community will use chain games and a large number of water armies to create an atmosphere for purchasing annual courses and promote the first batch of users to complete the transaction in batches. Users who have not completed the transaction will start to use private chat and phone calls to complete the conversion.

The entire four-step process can all be streamlined and SOP-based, so that people who don’t know how to do it can get SOP and still have guaranteed output, greatly reducing the requirements for talent. This is why it is sought after by all walks of life.

The third type: Private chat traffic helps companies solve user repurchase and referral issues

Mode decomposition:

1) Suitable product types: products with high average order value, low repurchase frequency, and high decision-making costs, such as second-hand luxury goods, jewelry, liquor, custom products, etc.

2) The core underlying logic of private domain: attracting customers through IP and operating customers through refined labeling

3) Private domain implementation method: tag + 1v1 + circle of friends

Case analysis:

Have you seen a lot of second-hand luxury brands or liquor industry promotions on Douyin recently? They will leave hooks in the video for you to add their WeChat accounts. This model is a typical private domain + IP model.

Generally, companies want to use the private domain + IP model to solve the problem of user repurchase, because the single transaction amount of their products is very large, and the basic frequency of user repurchase will be very low. This private domain + IP model mostly outputs videos on Douyin, Video Number, and Xiaohongshu to divert traffic to the private domain, and then performs refined operations in the private domain.

For example, a certain sauce-flavored liquor from Maotai Town, Guizhou, their private domain is quite interesting. Generally, people who like to drink sauce-flavored liquor are middle-aged and elderly men.

The first step he took was to change the personas of all his service accounts to pretty young ladies;

Step 2: The pretty girl pays attention to the user's Moments and her own Moments of various types every day, finds their interests and hobbies and tags them;

Step 3: Send targeted messages to friends and private messages to the tagged users to attract their attention;

Step 4: Guide the transaction through private chat and sell annual liquor membership for 100,000 yuan. After doing this, the annual performance has increased more than 10 times.

summary

Well, I have told you a lot. Let me just briefly summarize:

• If your product has a low unit price and a high user purchase frequency, then use the private domain + mechanism model of Pop Mart, which can help you solve the problem of traffic growth and traffic conversion.
• If your product is virtual and requires experience, then using a community conversion model such as online education can help you quickly close deals with customers in batches;
• If your product has a high unit price and low repurchase frequency, then using the private domain + IP model of the liquor type can help you attack each user one-on-one and achieve huge sales.