With annual revenue exceeding 20 billion and tens of millions of fans across the entire network, how does the national snack brand "Want Want" develop its private domain?

This article mainly analyzes the traffic matrix, personal IP, community operation and membership system of the Want Want brand on the private domain platform, and explains in detail its private domain operation methods and approaches, providing experience for people with private domain operation needs. It is recommended for people with private domain operation needs to read.

With the upgrading of consumption and the rise of e-commerce channels, the domestic snack market has undergone tremendous changes and brand competition is fierce.

Especially in the context of the digital wave, companies have been transforming into digitalization. As one of the fiercely competitive snack brands, Want Want, the "national snack" brand, is no exception.

In recent years, Want Want has always adhered to the principle of "consumer experience as the core", carried out various digital marketing activities, gained in-depth insights into consumer characteristics, and established emotional connections with consumers through content marketing and community operations.

So how does Want Want develop its private domain? Let’s analyze it for you.

1. Case Background

1. Brand Introduction

Want Want Group was founded in 1962 and was formerly known as Yilan Food Industry Co., Ltd. The Want Want brand was established in 1983. In 2008, Want Want Group was officially listed in Hong Kong. After years of development, Want Want has expanded to 63 countries and regions around the world.

Today, Want Want has developed into a comprehensive enterprise with diversified businesses. In addition to operating in the food industry, Want Want is also involved in medical services, restaurant chains, agriculture, hotels, real estate and other fields.

On June 28, Want Want released its financial report for fiscal year 2021 (April 1, 2021 to March 31, 2022), showing that its revenue increased by 9.0% year-on-year to 23.985 billion yuan, setting a new performance record since its listing and growing more than 100 times in 30 years.

2. Market size

According to a Frost & Sullivan report, the scale of my country's snack food industry has grown from 612.8 billion yuan in 2016 to 825.1 billion yuan in 2021, with a five-year compound growth rate of 6.1%. It is expected that the industry scale will reach 1,147.2 billion yuan in 2026.

3. User scale

Wangwang users are mainly those born in the 1980s and 1990s, aged between 20 and 39, of which 70% are female and 30% are male.

2. Traffic Matrix Decomposition

1. Official Account

In the menu bar of the official account "Wangzai Club", click "Wangzai Welfare Club" to automatically jump to the community QR code, and scan the code to directly enter the community.

2. Mini Programs

Private domain guidance channels have been set up on the homepage and personal center of "Wangzai Club".

Traffic flow: Click "Get a gift for joining the group"/"Join the group chat" - scan the QR code directly to join the group.

3. APP

"Want Want Club" has an APP with the same name. The main content of the APP is consistent with that of the mini program, and the settings of the membership system are also interoperable. However, the traffic flow paths are slightly different.

Traffic flow: Click "Get a gift for joining the group"/"Join the group chat" - pop up the community poster - scan the QR code on WeChat to join the group directly.

4. TikTok

Want Want has set up an account matrix on Douyin, with a total of more than 3 million fans. The main account [Want Want Club Food] has 1.763 million fans. The account is mainly used for brand promotion, product introduction, and daily life records.

The account homepage sets the entrance to the APP, store and community. Users can download the APP, enter the store or join the community by clicking.

5. Weibo

Wangwang has 2.608 million fans on Weibo, and the content of the account is mainly brand promotion, promotion of welfare activities, forwarding/following reward interaction, new product releases, etc. In addition, there is a fan group drainage entrance set up on the Weibo homepage. If users want to join the group, they need to follow the main account.

6. Xiaohongshu

Wangwang has 487,000 followers on Xiaohongshu, with more than 630,000 related notes and 82.13 million views on the related topic #旺仔新品打卡. The account content mainly involves brand promotion, new product promotion, peripheral product promotion, and sharing of avatars.

In addition, Xiaohongshu is also equipped with an e-commerce platform. Users can click [Store] on the homepage to enter the relevant page.

7. Bilibili

Wangwang has 180,000 followers on Bilibili and has received 1.577 million likes, which is relatively high among similar accounts. This shows that Wangwang is quite popular among young people.

The videos released are mainly advertisements, product reviews, daily work, product introductions, etc. In addition, Want Want will launch lucky draw activities on Station B, and users can have a chance to win by following the account and commenting.

3. Analysis of the IP of the Character

Speaking of Want Want, the first thing that comes to mind is the "Wangzai" IP image. Want Want Group is an industry benchmark that emphasizes sentiment, and its representative anthropomorphic image "Wangzai" is its biggest brand IP.

Want Want has successfully attracted users from different circles and channels through its own brand IP output and the continuous breakthrough of co-branded IP, which is mainly reflected in three aspects: self-owned IP, co-branded IP and employee IP.

1. Own IP

Initially, the image of Wangzai was hand-drawn by Want Want’s chairman, who wanted the image of the little boy to remind consumers of the brand’s forever young and energetic image.

As Wangzai has become the logo of Want Want and is now sold nationwide, its image has gradually become a childhood memory for people born in the 1980s and 1990s. At the same time, Want Want has also followed the trend of the times and created content in more fashionable forms, such as emoticons, peripherals, and blind boxes, to bring more freshness to users.

2. Co-branded IP

In addition to its own IP, Want Want also actively promotes co-branded IP, often jointly promoting products with well-known brands, games, etc., to attract users from different circles, achieve brand rejuvenation, and capture the hearts of young people.

3. Employee IP

Wangwang establishes a connection between users and private domains through WeChat for Business. Every employee’s WeChat becomes a window for external output. Take the employee I added as an example:

Nickname: President of Wangzai Welfare Club

Avatar: Wangzai Image

Role: Welfare Officer

Automatic welcome message: After adding the enterprise micro-blog, the enterprise micro-blog will automatically send a welcome message. The welcome message introduces the location of the IP and can solve the user's problem. The working hours for introducing the IP are from 9:00 to 17:30.

Moments content: 1 to 3 posts are published every day in Moments, and the content mainly includes new product promotion, welfare publicity, event promotion, etc.

4. Analysis of Community Operation

Want Want will publish various forms of product promotion content in the community to attract users to convert. Below is an example of a community I added to disassemble Want Want's community.

1. Community Positioning

Group nickname: Wangwang Welfare Club

Group positioning: welfare group

Community value: event promotion, product promotion, interactive topics, etc.

Community welcome and group announcements: After a user joins a group, an automatic welcome message will be triggered immediately, mainly to guide the user to receive community coupons and introduce community benefits. Group announcements mainly display the link to receive community coupons, the link to participate in the lucky draw, and introduce group rules.

2. Community Content

Wangwang's community is a product promotion service, and it publishes fixed content every day, mainly check-in activities, new product introductions, flash sales, etc. The following shows the operation actions of the community I added on a certain day:

At 9:00 a.m., an interactive topic will be posted with a sign-in poster to remind the community to sign in;

11:30 a.m.: Mini Program promotion activities, participants can get a chance to win a prize draw;

14:00 PM: Promote member discount products with mini program jump link;

16:30 in the afternoon: Promote the Double Eleven event and introduce the value points of the event;

17:30 in the afternoon: Promote discounted products, introduce product prices and attach Taobao links;

5. Membership System Analysis

Want Want has set up a membership system in the WeChat mini program, which is mainly composed of a membership system + a points system. The following is a detailed analysis.

1. Growth Member

Wangwang's growth system is displayed in the mini program [Wangwang Club] and is mainly divided into 5 levels:

Mengxin Wangzi: Register and become a member, and enjoy benefits: shopping points (1 yuan = 1 point);

Silver Wangzai: Spend 60 yuan to upgrade and enjoy benefits: shopping points (1 yuan = 1.2 points), upgrade rewards (100 points), shopping allowances (silver exclusive coupons);

Golden Wangzai: Spend 500 yuan to upgrade and enjoy benefits: shopping points (1 yuan = 1.4 points), upgrade rewards (300 points), shopping allowances (gold exclusive coupons), and golden birthday gifts;

Platinum Wangzai: Spend 1,500 yuan to upgrade and enjoy benefits: shopping points (1 yuan = 1.6 points), upgrade rewards (500 points), shopping allowances (Platinum exclusive coupons), platinum birthday gifts;

Diamond Wangzai: Spend 3,000 yuan to upgrade and enjoy benefits: shopping points (1 yuan = 1.8 points), upgrade rewards (1,000 points), shopping allowances (diamond exclusive coupons), diamond birthday gifts;

In addition, members can enjoy benefits: exclusive gifts for new members, member day privileges, lucky draws, task points, flash sale carnivals, large coupon redemption, peripheral redemption, new product trials, etc.

2. Paid Membership

The Want Want membership annual card is displayed in the mini program "Wangzai Wangpu". The annual card price is 49 yuan/year, and it is estimated that you can save 1,198 yuan/year by becoming a member.

Becoming a member can enjoy 8 major benefits: free snacks and peripherals for 0 yuan, 50 yuan no-threshold coupons, monthly coupons, 5% discount, double consumption points, points redemption, joint brand benefits, and the right to bring goods, etc.

3. Points system

Users can earn a large number of points by consuming and completing tasks, and the points can be used to redeem coupons, limited edition peripherals, etc.

VI. Summary

Finally, let’s summarize the highlights of Want Want in private domain operations:

1. Product + Marketing

Want Want incorporates its products into marketing activities and uses creative methods. As the originator of the cute world, Want Want has attracted users' attention and maximized marketing, from the cute creation of the "Wangzai" IP to creative marketing methods and the launch of a series of peripheral products.

2. Multi-channel layout

Want Want has built a multi-channel online communication and conversion platform in terms of channel layout. In addition to Tmall and JD.com, it has also launched its own e-commerce models such as the Want Want Club Mini Program, Want Want Shop Mini Program, and Want Want Club APP. At the same time, popular social platforms such as Xiaohongshu, Douyin, and Kuaishou will also open corresponding platform stores, thereby achieving multi-channel conversion enhancement.

Author: Yan Tao Sanshou

Source: WeChat public account "Yan Tao Sanshou (ID: yantao-219)"