Benchmarking Dyson, with annual sales of 1 billion, how does the domestic dark horse brand Lifen enter the private domain?

Now, brands need to gradually establish a deep connection between themselves and consumers, and this can be achieved to a certain extent through private domains. So, how can brands plan private domain operations to make up for the shortcomings that may be caused in other links? In this article, the author disassembles Laifen's private domain layout strategy, let's take a look.

In February this year, a video on Douyin titled "Why can't the hair dryer that beats Dyson become bigger" went viral. In the video, Ye Hongxin, the founder of Lifen, said that Lifen has surpassed Dyson in all aspects.

This short video has been played over 100 million times on Douyin, and Lefeng’s sales have directly increased by 60 million. Many people got to know Lefeng, a “domestic brand”, through this video.

In the past two years, with the upgrading of consumption, the high-speed hair dryer market has ushered in rapid development, and the number of brands has increased nearly 20 times. Lifen is a well-deserved "dark horse" among them.

In December 2021, Laifen, which had just been established for two years, had sales of only 7 million yuan, but in September this year, sales were close to 1 billion yuan. During the 618 shopping festival this year, the total online sales reached 167 million yuan , ranking first in the hair dryer category on major mainstream e-commerce platforms.

It is undeniable that Lifen is very successful in marketing and has captured the minds of young consumers. However, it still has no offline stores, and the lack of product experience and service is a major flaw.

However, we can get a glimpse of the private domain operations of Laifen. How is it planned? How to establish a deeper connection with consumers , continuously and effectively enhance the brand image, and achieve growth.

The following is an analysis of Laifen’s private domain operations.

1. Case Background

1. Brand Introduction

Founded in 2019, Laifen is an innovative technology company with many years of R&D and production experience. In 2020, it launched the world's most cost-effective 110,000 rpm high-speed brushless hair dryer, which is well-known.

This year, Laifen’s product sales ranked No. 1 in their categories on Tmall, JD.com, and Douyin platforms, with its sales on Douyin surpassing the total sales of all competitors on the list.

2. Market size

From January to September 2022, the retail sales volume of the hair dryer market reached 4.14 billion yuan, an increase of 11.1% year-on-year. The retail share of high-speed hair dryers increased from 42.9% to 60.1%, and the retail volume increased from 5.4% to 13.4%.

3. User scale

According to public data, the number of Laifen users currently exceeds 1.5 million.

2. Online Matrix Disassembly

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

1. Official Account

Path 1: After following Laifen’s official WeChat account, you will receive the “Laifen Welfare Officer” corporate WeChat QR code, which will guide users to add you through welfare benefits, and then further guide them to add you to the community.

Path 2: Click on the "Join the group and get gifts" in the menu bar of Laifen's official account to jump to the QR code page, add Laifen's welfare officer's corporate WeChat, and then further guide you into the community.

Path 3: Click "Mall" in the menu bar of Laifen's official account to jump to the mall H5 page. Touchpoints for diverting private domains are set up on the "Home" and "Personal Center" pages, add Laifen Welfare Officer's corporate WeChat, and then further guide users into the community.

2. Mini Programs

In Laifen’s mini program "Laifen Official Mall", private domain contacts are set up in the "Home" and "My" pages. You can enter the community by adding a welfare officer.

It is worth mentioning that when new users enter the mini program for the first time, a discount gift package will pop up. Clicking on it will jump to the membership center to fill in personal information. After filling in the information, the user will be redirected to the membership center page and then be guided to join the group.

This series of actions is worth learning from. It not only helps to obtain user portraits and promote first-order conversions, but also drives community retention.

3. Video Account

Laifen has set up an "Add WeChat" entrance on the homepage of the video account. Users can click to add the welfare officer Xiaolai; in addition, clicking "Fan Benefits" on the homepage will jump to the mini program to add the welfare officer Jie Zi, and then guide the user into the welfare group.

4. TikTok

Laifen has three main accounts on Douyin, with a total of more than 1.5 million fans. Each account will start live broadcasts every day, and the video content mainly focuses on product recommendations, live broadcast clips, and situational recommendations.

In addition, searching for Laifen on Douyin will directly display Laifen’s performance ranking and product advertisements on Douyin. While expanding the brand influence, it can also allow new users to see the brand’s strength, thereby promoting the conversion of first orders.

5. Weibo

Laifen has 69,000 followers on Weibo, with a posting frequency of about 10 posts per month, mainly focusing on product promotion, event promotion, holiday greetings, and rewarded interactions. In addition, users can apply to join Laifen's official fan group.

6. Xiaohongshu

Laifen has over 4,500 related notes on Xiaohongshu, and its official account has 12,000 followers. The content of the notes is mainly about product recommendations and activities. A store link is set up on the account homepage to further guide the conversion of recommendations.

3. Analysis of the IP of the Character

Laifen uses WeChat for Business to establish a link between users and private domains. Each employee’s WeChat account becomes a window for external output. Here is an example of an employee I added:

1. Personal positioning

• Nickname: Welfare Officer Xiaolai
• Avatar: Laifen logo
• Position: Welfare Officer

2. Automatic welcome message

After adding through employee corporate WeChat, a welcome message will be automatically sent to guide users into the community as soon as possible, thereby increasing the community entry rate.

Especially when writing in the script "Although this is an automatic reply, I am not a robot" , such a small explanation can make users have a different perception, make it more humane, and increase their favorability towards the brand.

3. Moments content

• Cover of Moments: product promotional picture.
• Content frequency : 5~10 pieces/month.
• Release time : Unfixed.
• Content in Moments : mainly includes product recommendations, event promotions, community traffic generation, etc.

4. Analysis of Community Operation

As one of the main forms of private domain carriers, communities are the focus of enterprises' private domain operations.

The community of Laifen has done a good job in planning, content and service, with clear positioning, clear content and timely service, which allows users to know what the group is about, what they can get and what they can do as soon as they join. Let's take the community I joined as an example:

1. Community Positioning

• Group nickname : Laifen VIP fan base 5.
• Group positioning : welfare group.
• Community value : exclusive gift packages, welfare activities, check-in to earn points, hair care classes, interactive activities with prizes, etc.
• Community welcome message and group announcement : The welcome message is mainly used to guide users to receive gift packages, participate in small draws, check in, and check weekly welfare notices to understand the community activity arrangements; while the group announcement is used to publish welfare activity content.

2. Community Content

As soon as users enter the community, they will receive a "preview picture" that details the community activities every week:

• Monday to Sunday: Sign in every day;
• Wednesday: Laifen hair care class;
• Thursday: Small interactive activities with prizes;
• Friday: Super flash sale at 0.01 yuan;
• Saturday/Sunday: Raffles.

In addition, relevant community benefits will be automatically sent, and users will be informed of how to "check in".

3. Analysis of community activities

Many activities in the Laifen community are worth learning from. For example, in the weekly interactive quiz, as long as you answer 100 points correctly, you can participate in the 0.01 yuan flash sale on Friday.

The highest prize of the event is a Lifen high-speed hair dryer, the second prize is a styling comb, the third prize is a 50-yuan electronic card, and the fourth prize is 100 points.

From the gameplay point of view, lucky draws are used to attract users to participate in the interactive quiz on Thursday to achieve activeness, and then users who get 100 points are locked in to participate in the activities in the group on Friday, so that users will always remember the community and enhance brand awareness.

5. Membership System Analysis

Laifen has set up a membership system in WeChat mini-programs and e-commerce platforms. Both are based on a growth membership + points system , and the content of the benefits is slightly different.

1. Mini Program Membership System

Mini program members are divided into four levels: Trendy New Star (no threshold), LOHAS (30 growth points), Style Idol (60 growth points), and Celebrity Style (120 growth points). The main rights and interests of members include receiving coupons and points.

Users mainly gain growth points through shopping (3 growth points for every 100 yuan spent). If they want to upgrade to the highest level, they need to spend 4,000 yuan.

Points system: Laifen’s points can be obtained from sign-in and consumption, and the ratio of points obtained from consumption is different from that of general brands. You can get 1 point for every 10 yuan spent, while you can get 10 points by signing in for 1 day. There are only 2 products that can be redeemed for points, and they are all in the form of cash discount.

It is considered easier to earn points by signing in because high points can cultivate users' sign-in habits, increase the activity of the mini program, and strengthen brand awareness, while redeeming points can increase sales.

2. Taobao membership system

Taobao’s growth membership is divided into four levels, namely, Trendy New Star (free registration), LOHAS (cumulative consumption of 500 yuan or once), Style Idol (cumulative consumption of 1,000 yuan or three times), and Celebrity Style (cumulative consumption of 2,000 yuan or five times).

Membership benefits include: exclusive coupons, interactive raffles, exclusive gifts for grass-roots officials, posting and browsing to win prizes, lotteries, etc.

Points system: Laifen points can be obtained by signing in, filling out questionnaires, completing personal information, giving evaluation gifts and making purchases. Points can be exchanged for related products.

VI. Summary

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

1. Case highlights

• Community operation is more humane: on the one hand, when joining the group, the other party actively pulls users into the community, which saves users' time; on the other hand, after joining the group, users can immediately receive the community's weekly activities and participate in community activities efficiently.
• Differentiation of speech: When adding the automatic reply speech of WeChat Enterprise, specifically emphasize that you are not a robot. This more playful approach can bring you closer to users.

2. Insufficient cases

The content of Moments is monotonous : Although corporate WeChat accounts are more "humanized", this is not reflected in Moments. Most Moments are advertisements or activities, lacking daily life content.

Author: Yan Tao Sanshou

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