10 ways to play private domain fission in 2023

In the era of private domains, in addition to trying every possible way to maintain old customers, companies also need to bring a steady stream of new users to private domains, and the fission of "old bringing new" is undoubtedly the preferred strategy for attracting new users. In the actual private domain operation process, what fission methods are worth learning? The author of this article summarizes 10 ways to play private domain fission, hoping to be helpful to you.

In the era of private domains, in addition to finding ways to maintain old customers, companies also need to bring in a steady stream of new users to private domains. With the cost of acquiring customers remaining high, the fission of "old customers bringing in new customers" is undoubtedly the preferred strategy for attracting new customers.

On the one hand, it rewards old users and stimulates them to find new users, which can enhance the loyalty and stickiness of old users . On the other hand, compared with the current customer acquisition costs of external platforms, this method is more sustainable and low-cost.

So in the actual private domain operation process, what fission methods are worth learning?

After analyzing many brand private domain cases, we have summarized the 10 most commonly used private domain fission methods to help you open up your thinking. If you need any suggestions, please save them first!

01 Invitation with courtesy

"Gifts for invitations" is a very common and effective means of attracting new users. By using certain welfare baits, it stimulates old users to actively invite new users, thereby achieving rapid user expansion.

This method is also very common in the private domain, but it often requires a certain cost, so the conditions for successful fission must set a threshold. Usually, the fission object needs to complete consumption, registration, or enter the private domain.

Brands can establish invitation windows in private channels such as official accounts, apps, mini-programs, and communities .

For example, China Merchants Bank has set up a "recommendation gift" window in each channel in the private domain. If you successfully recommend 1, 3, or 5 people to apply for a card, you can choose a physical gift. The more invitations you make, the higher the reward value.

02 0 yuan prize

This form of process is similar to "invite gifts", but invitation gifts are a long-term means of attracting new users, while the form of "receive prizes for free" is more suitable for limited-time activities at a certain node.

Through welfare bait, users can invite friends to help and get corresponding products. Usually, it can be promoted through all private channels such as official accounts, mini programs, Moments, private messages, and communities.

For example, Qiaqia will promote some limited-time fission activities, such as the [Free Snacks for 0 Yuan] activity, which attracts users to participate through limited-time and limited-quantity prizes. Users invite friends to help, and the more friends they invite, the more rewards they will get.

Biostime launched a "Drink Coffee for Free" campaign in the community. If you invite 5 friends to add customer service, you can get a product worth 69 yuan for only 6 yuan in postage. If you invite 10 friends to add customer service, you can get the product for free shipping.

03 Group buying fission

Group buying is also one of the common forms of fission in the private domain. Merchants use preferential prices to stimulate and attract users to initiate group buying for some products based on the number of people in the group, thereby achieving fission.

This form is more sales-oriented. Merchants can initiate group buying in mini programs, communities and other channels. For example, industries such as fast-moving consumer goods, beauty products, and e-commerce are suitable for group buying activities. Common types of group buying include trial groups, super groups, flash sale groups, and overseas shopping groups.

For example, Watsons has set up a special "Direct Purchase Hot Products" area in the mini program, where a minimum of two people can form a group and enjoy discounts on the products.

04 Bargaining for goods

The bargaining method is most common in Pinduoduo, and it is also suitable for private domain conversion. However, it is necessary to set bargaining rules that are in line with user psychology and set the appropriate bargaining difficulty.

If the number of bargaining is too much, users will feel that it is too difficult and will give up easily. If the number of bargaining is too little, it will be difficult to achieve the expected marketing and fission effect. Alternatively, you can set a certain level of threshold, and get corresponding discounts when reaching a certain level.

For example, Boqii Pet has set up a "bargaining zone" in the mini program mall. The number of invited people for different products is also different, including 2, 5, 8 and 10 people. The more people invited, the lower the reserve price.

05 Distribution fission

The distribution method is relatively simple and crude. Merchants set the promotion share ratio of products and use cash rewards to stimulate users to promote products spontaneously, thus forming fission propagation.

You can also set up performance rankings and provide additional ranking rewards to fully mobilize user enthusiasm, but pay attention to the distribution level to avoid risks.

For example, the official account and mini program of Xingfu Cake show the entrance to make money through distribution. By sharing product links/posters with friends, you can get rewards when your friends place orders, which greatly stimulates the spontaneous dissemination of information by users.

06 Lottery fission

The lottery method has become a very frequently used customer acquisition method in brand marketing. This method has a low cost. Users gain lottery draw times by sharing, which drives new users to participate in the lottery, forming a fission cycle.

It is usually necessary to guide users to the mini program or H5 page to participate in the activity.

For example, the Blue Moon Mini Program has a "Seasonal Laundry Campaign" where users can participate in the lucky draw to win coupons, laundry detergent, autographed photos, membership cards and other prizes. The number of lucky draws can be increased by sharing. This method can increase the enthusiasm of user participation and quickly attract new users.

07 Development Game

This gameplay is similar to the lottery fission, but each has its own advantages. The lottery gameplay design is relatively simple and easy to implement. The development type requires the design of overall levels, rewards, scenes and other dimensions, and the investment cost is relatively high, but the advantage is that the user loyalty and stickiness will be greatly improved.

Usually, you can design corresponding scenario games based on your own private user portraits.

For example, Wu Gu Mo Fang has a mini-game called "Wu Gu Farm" where users can earn water drops (quick upgrades that can be exchanged for membership points) by sharing with friends, which increases brand exposure and reduces customer acquisition costs.

08 Live lottery

Live streaming is currently the most popular activity, and naturally there are many ways to attract traffic and fission. Live streaming lottery is the most common method, and it is more suitable to be done in combination with video account live streaming in the private domain.

For example, users who win prizes in live broadcasts or want live broadcast benefits or courseware PPTs can add corporate customer service to receive them and expand the number of private domain members; or set conditions for forwarding the live broadcast room to the circle of friends, send the shared screenshots to customer service to receive prizes, and guide users to promote the event.

09 Package Card Fission

For brands with mature e-commerce systems, the fission method of package cards is also quite common. They guide members to enter the private domain through rewards or give good reviews on the platform to attract public domain users to convert.

The mainstream package cards on the market can be roughly divided into four types of bait: cash, physical, virtual, and service. A good package card design can not only reflect the brand's tone, but also maintain a high conversion rate.

For example, the conversion rate of Daily Black Chocolate’s private domain package card is as high as over 30%. The focus is on “benefits”, the overall layout is clear and concise, and the benefit points are numerous and clear, which naturally makes users want to enter its private domain.

10 Gift fission

Merchants can package their products into "commodity cards" or design "stored-value cards" with fixed amounts, which can be used to purchase products directly, and users can choose to give them as gifts to friends.

This approach, on the one hand, can help you determine which users are your super users (who are willing to share), and on the other hand, it can also stimulate consumption from new users.

For example, in the McDonald’s mini program, you can choose monthly cards of different prices to give to your friends. You can give to one person or more people, and achieve fission in this way.

Final Thoughts

The above are the 10 private domain fission gameplays shared.

It is worth mentioning that for each fission activity and action, the path must be designed, the budget must be clearly defined, and the risks must be considered. Some effective gameplay can be fixed and become regular operational actions in the private domain.

But no matter how the form and channel change, user experience and value should be put first, and word of mouth should be used to drive old users to bring in new users. This is the key to real health and sustainability.

Author: Yan Tao San Shou;

WeChat public account: Yan Tao San Shou;