With a private domain GMV exceeding 20 million a year, Durex ranks among the top three in the industry. What is so good about its private domain?

When the market in the industry tends to be "saturated" and the public domain traffic reaches its peak, many companies have shifted their focus to the private domain and its digital transformation. Durex, which ranks among the top three in the industry, achieved a GMV of over 20 million in a year by relying on the private domain. How did it do it? Let's take a look at the analysis in this article.

At present, the markets of various industries are becoming "saturated" and the competition is extremely fierce. Many companies have coincidentally focused on digital transformation and private domain operations.

Relying on efficient digital tools and refined user operations, the company can find new growth points. Even in industries with "special" brands such as Durex, its strong repurchase rate and good privacy make it naturally suitable for private domain operations.

In 2021, Durex began to operate the entire WeChat ecosystem and became the first mini-program e-commerce brand in its category to cooperate with Tencent in the private domain. In just one year, its private domain GMV exceeded 20 million yuan.

During last year’s Double 11, the GMV of the mini program mall exceeded 6 million yuan, a year-on-year increase of more than 200%, through attracting new customers through the public domain and converting customers through the private domain. The GMV contribution of the enterprise micro channel exceeded 20%, a year-on-year increase of more than 340%.

As one of the leading brands in the industry, how does Durex do private domain business? Let’s analyze it for you.

The contents of this article are as follows:

1. Case Background
2. Online traffic channel analysis
3. IP character deconstruction
4. Community Operation Analysis
5. Membership system breakdown

01 Case Background

1. Brand Introduction

Durex is a subsidiary of LifeStyles Group in China. LifeStyles Group is a world-renowned condom and sexual health products company, operating 18 well-known condom brands including Durex in more than 60 countries and regions including China, the United States, Europe, Japan, Australia, Brazil, etc.

2. Market size

It can be seen from the "2022-2023 China Sex Toys Industry and Consumer Behavior Survey and Analysis Report" released by iiMedia Research that the market size has continued to grow for six consecutive years from 2016 to 2021, reaching 168.53 billion yuan in 2022.

3. User portrait

Durex's user profile is the 18 to 30-year-old group, accounting for about 70%, mainly college students, new white-collar workers, gamers, sports enthusiasts, drama fans, etc.

02 Analysis of online traffic channels

Durex uses online application tools such as "Enterprise WeChat + Official Account + Video Account + Mini Program + Community + Live Broadcast", and relies on popular platform channels such as Weibo, Xiaohongshu, Douyin, and Bilibili to gradually import the platform's public domain traffic into its own private domain traffic pool.

1. Private Domain Platform

Official Accounts: Durex has established a large official account matrix, and different accounts have different users. For example, "Durex Fan Alliance" is mainly for private users; "Durex Secret Garden" is mainly for female users.

According to the data, the reading effect of Durex-related public accounts is far higher than the industry average, and the tweet opening rate is 10 to 20 times the industry average.

After following the official account, a welcome message will be automatically sent, and users will be guided to add the corporate WeChat welfare officer through new member benefits. In addition, the official account menu bar and tweets have traffic to mini programs and e-commerce platforms to achieve further conversion.

Mini Programs: Durex has also established a matrix of mini programs. The following mainly introduces the two mini programs [Durex Mini Program Flagship Store] and [Durex Anxin Welfare Club].

The functions of the flagship store are mainly product sales, guiding membership and introducing welfare activities, while the functions of Anxin Welfare Club are mainly to display the membership system, welfare activities, etc.

The following shows the drainage path of the mini program:

Traffic flow path 1: When entering the mini program homepage, a pop-up window [9.9 yuan free shipping for any 2 items] will automatically pop up to attract users to click and view. Long press to scan the code to add the company WeChat [Welfare Officer-Bang Bang Jiang]. After the addition is successful, the company WeChat will automatically send a QR code to join the group.

Traffic flow path 2: On the mall homepage/receive benefits page, use the new member benefits of [9.9 yuan for any 2 items] to attract users, long press to scan the code to add the company WeChat [welfare officer-Bang Bang Jiang]. After adding successfully, the company WeChat will automatically send a QR code to join the group.

Traffic flow path 3: On the personal center page of the mall, use the [100 Anxin Coins] benefit to attract users to join the group. Click the reply number "7" and the QR code of the corporate WeChat welfare officer will pop up automatically. After scanning the code to add, the community link will pop up automatically. Click the link to scan the code to join the community.

2. Public Domain Platform

Video account: In the video account of [Jissbon Member Welfare Club], there is a WeChat account of the welfare officer [Bangbang Jiang]. Click to add and you can join the group.

Douyin: Durex’s main account on Douyin is named [Durex], which has 1.03w followers. The account mainly promotes products, introduces benefits, and shares knowledge.

There is a store on the account homepage, and a clear merchant membership in the middle to guide users to register as members.

Weibo: Durex has 357,000 followers on Weibo, and the main content is topic interaction, product recommendations, and rewarded interactions.

Xiaohongshu: Jissbon has two main accounts on Xiaohongshu, "Jissbon" and "Jissbon", with a total of nearly 6,000 fans. The content is mainly product recommendations, event promotions, and knowledge popularization.

03 Analysis of IP Characters

Durex currently establishes links with users through corporate WeChat, and the employee IP added behind it naturally becomes an important window to showcase the brand tone.

The IPs added through different channels are also different, such as Bang Bang Sauce, JJ Junior, JJ Junior, etc. The following is an analysis using "Bang Bang Sauce" and "JJ Junior" as examples:

1. Analysis of the IP of "Bang Bang Jiang"

• Nickname: Bang Bang Sauce
• Avatar: Cartoon girl half-length portrait
• Role: Welfare Officer
• Automatic welcome message: After adding the enterprise WeChat, the enterprise WeChat will automatically send a welcome message, and will also send the QR code and community link of the [welfare community] to guide users to scan the code to join the group.

• Frequency of Moments content: 1 Moments content is posted every 2 days on average
• Time to post to Moments: 15:00 p.m. or 20:00-22:00 p.m.
• Contents of Moments: mainly promotion of welfare activities, notification of winners, prize-winning interactions, etc.

2. Analysis of the IP of "JJ Junior"

• Nickname: JJ Junior
• Avatar: A girl's sketch and a cartoon image of the Durex logo
• Role: Welfare Officer
• Automatic welcome message: After adding the enterprise WeChat, the enterprise WeChat will automatically send a welcome message and trust benefits to guide users to enter the mall to purchase, and will also send a community link of the [welfare group] to guide users to scan the code to join the group.

• Frequency of Moments content: 1-2 Moments content is posted every day
• Moments posting time: 15:00 pm and 20:00 pm
• Contents of Moments: mainly product promotion, welfare activity publicity, prize-winning interactions, knowledge popularization, live broadcast previews, etc.

04 Community Operation Analysis

Durex's community operation has achieved refined and layered operation, building different types of communities based on different user portraits, which are divided into daily groups, interest groups, welfare groups, etc.

We also use personalized employee images such as JJ Junior and JJ Junior to push content in the community in a refined manner, and regularly give users exclusive discounts to promote transactions and achieve repeat purchases.

Below, I will take a community I added as an example to break down the Durex community.

1. Community Positioning

• Group nickname: Jissbon VIP member flash sale group
• Group positioning: welfare group
• Community value: event promotion, product promotion, etc.
• Community welcome message: When users join the group, an automatic welcome message will be triggered immediately to guide users to pay attention to group announcements and participate in flash sales.

2. Community Content

The Durex community publishes 3-5 pieces of content every day, mainly focusing on flash sales, interactive games, community Q&A, and gifts for attracting new customers.

05 Membership System Analysis

Durex has set up a membership system + growth system in WeChat mini-programs and e-commerce platforms, and the content of the benefits will be slightly different.

1. Growing Members

Durex's membership system is mainly carried in the [Durex Mini Program Flagship Store].

The membership level is determined by the user's growth value behavior over a certain period of time. The user can obtain growth value through shopping, product evaluation, and completing information to increase the level. The growth value is used to assess the user's membership level.

There are 5 levels of growth members:

1. Bronze member: You can become a member by signing up for 0 yuan, 1 yuan = 1 point
2. Silver Member: Spend 9 yuan or more in 365 days (reach 9 growth points), 1 yuan = 1.1 points, 100 points, 2 exclusive coupons
3. Gold Member: Spend 39 yuan or more in 365 days (reach 39 growth value), 1 yuan = 1.2 points, get 180 points, 2 exclusive coupons
4. Platinum Member: Spend 99 yuan or more in 365 days (reach 99 growth value), 1 yuan = 1.5 points, 288 points, 2 exclusive coupons
5. Star members: Spend 169 yuan or more in 365 days (reach 169 growth value), 1 yuan = 2 points, 388 points, 2 exclusive coupons

Points system: Users earn points through consumption and sign-in, and the points can be exchanged for products in the [Points Mall].

2. Tmall Membership System

The membership system of Durex e-commerce platform is relatively complete, mainly based on the growth membership + points system. The following takes the membership system of Tmall platform as an example.

Growth Membership: Growth Membership is divided into 5 levels:

1. Ordinary members: Just bind a member, 1 yuan = 1 point, shopping points * 1 times
2. Intermediate member: The cumulative consumption amount in this store reaches 69 yuan, 1 yuan = 1 point, shopping points * 1.2 times
3. Senior members: The cumulative spending amount in this store reaches 269 yuan, 1 yuan = 1 point, shopping points * 1.5 times
4. VIP members: The cumulative spending in this store reaches 569 yuan, 1 yuan = 1 point, shopping points * 1.8 times
5. SVIP: The cumulative spending in this store reaches 999 yuan, 1 yuan = 1 point, shopping points * 2 times
6. Become a member to enjoy benefits: birthday gifts, points redemption gifts, exclusive coupons, lucky draws, free trials, etc.

Points system: Users earn points through consumption and sign-in, and points can be exchanged for coupons, product exchanges, discount cards, etc. in the [Points Mall].

summary

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

1) Improve private domain traffic contact points

Durex has set up many touchpoints for private domain traffic diversion. Users can pay attention to new member benefits in different scenarios. The traffic diversion steps are relatively few and there is no need for repeated jumps. This reduces user loss to a certain extent and lays the foundation for product conversion and repeat purchases.

2) Social media actions are relatively simple

Apart from the automatic welcome message and weekly flash sales, there are no other innovative ways to play. It is recommended to add mini-games, knowledge sharing and other content to enrich the community value.

3) Poor membership points experience

There are relatively few channels for obtaining member points. The function of earning points by signing in currently has a bug and cannot be used. In addition, a large number of points are required to redeem goods. For users, the experience is poor. It is recommended to increase the ways to obtain points, such as inviting friends, participating in small game draws, etc.

Author: Yan Tao San Shou;

WeChat public account: Yan Tao San Shou;