Due to the steady growth in the domestic market demand for underwear and the upgrading of new consumption, some brands with Internet thinking have successively developed differentiated concepts and seized the market from traditional underwear brands, and Chang Nei is the representative of it. This article disassembles the private domain system in the banana, let’s take a look.
In recent years, the domestic market demand for underwear has grown steadily and has a huge market space. With the upgrading of new consumption, it provides opportunities for the rise of many new consumer brands.
Chang Nei was founded in 16 years and officially launched its first product in 2017. Its sales growth rate exceeded 100% for five consecutive years, and its online GMV reached 1.9 billion yuan. At the end of 2020, the valuation of Banana was as high as 2.5 billion yuan, becoming the highest-valued underwear company in the past decade.
Ban Nei began to build and reform the private domain and membership system as early as the beginning of the brand's explosive growth. As of last year's Double Eleven, the total number of users in Banana exceeded 10 million.
So how to build a private domain system to host and operate users, let’s break it down for you below.
The directory of this article is as follows:
- Case background
- Private domain drainage disassembly
- Personnel IP disassembly
- Member system disassembly
- Highlights and shortcomings
01 Case background
1. Case profile
Banana, established in 2016, officially launched in 2017 for the first time Product. It is a clothing brand registered by Sanliren (Shenzhen) Technology Co., Ltd. Focusing on the somatosensory problems in various scenarios, Banana Nei has redesigned basic living styles including underwear, socks, sun protection, warmth, home clothes, etc.
From 2020, the sales growth rate of for five consecutive years exceeded 100%; in 2021, the online GMV reached 1.9 billion yuan.
2. Market size
According to data, by the end of 2021, China's underwear consumption demand will exceed 1.7 million pieces, and the market size will exceed 440 billion. Consumers' online transactions reached 43.2%, of which Tmall has the highest penetration rate of , with an annual number of consumers exceeding 300 million.
3. User portrait
banana user group is mainly a user group aged 24-40. Of these, 56% are female and 44% are male. is mainly distributed in first- and second-tier cities such as Guangzhou and Shanghai.
02 Private domain traffic dismantling
1. The mini program
has set up a Qiwei addition portal on the mini program homepage. Specific path: mini program main page –Click [Add now] –Scan the QR code – Add Qiwei
2. Douyin
1 Inside Douyin has established an account matrix, with a total of more than 700,000 fans. Among them, the main account [Bananain Banana Flagship Store] has 473,000 fans.
video content product introduction, brand promotion, live broadcast promotion, etc. The live broadcast will be started every day from 8:00 to 15:00 and 20:00 to 00:00, and the host will guide users to place orders.
In addition, set the fan group entrance on the account homepage, click to jump to the group join page.
3. Xiaohongshu
banana has 3.3w fans in Xiaohongshu. The main notes include product introduction, event promotion, daily comics, interactive polite , etc.
has traffic to offline stores in the account homepage. Click [Offline Store] to jump to the store promotion section, mainly Xiaohongshu bloggers promote offline stores.
4. Weibo
banana has 25.1w number of fans on Weibo, and 477.2w are reposted and liked. ’s main content is to promote brand, product introduction, daily interactive topics, etc. The homepage of
has set up a community entrance, and click to jump to the group join page.
03 Employee IP Disassembly
In the process of laying out private domains, it pays great attention to IP creation, which is mainly reflected in three aspects: 's own IP, co-branded IP, and employee IP.
1. The own IP in the banana is designed as a "banana" image, and it is also an abstract word "inside", which echoes the brand name.
logo is mainly yellow and black, which is also the representative color in the banana. Public accounts, mini programs, etc. are mainly yellow and black.
2. Co-branded IP
Banut is actively engaged in brand collaboration among all kinds of products and launches a series of products.For example, cross-border integration with IPs such as Honor of Kings, SpongeBob SquarePants, VIVICAT, etc., to attract user groups of different audiences and allow them to spread spontaneously.
3. Employee IP
Bananain establishes a connection between users and private domains through corporate WeChat. Each employee’s WeChat becomes a window for external output. Take the employees I added as an example:
- Nickname: BananainBananain019 (Ajiao)
- avatar : The banana's own IP image
- role positioning: Friends
- automatic welcome speech: remind friends circle welfare activities as soon as possible, and guide users to enter the mini program mall
- Moments content: 1 to 2 items are published a day, mainly for product promotion , event promotion, brand promotion, etc.
04 Membership system disassembly
021, 10% of the operators invested in banana to upgrade the membership system. Refine operations from the dimensions of joining members, member repurchase, member promotion outbreaks, etc. After the refined operation of, the sales contributed by members increased by 200% year-on-year. It is understood that the average customer price of members is more than 1.5 times the average customer price of non-members, and the repurchase rate is more than 30% higher than that of non-members.
Currently, there is a membership system in WeChat mini-programs and e-commerce platforms. is a growth member + points system, and the content of benefits will be slightly different.
1. Mini Program Membership System
1) Growth Membership
Growth Members in banana are divided into 3 levels, and different levels enjoy different rights:
- 3 Series Member: Register to join the membership, which is effective for a long time. Enjoy benefits: shopping points (1 yuan = 1 point), birthday benefits (10 yuan gift voucher), and Wednesday membership day.
- 5 Series Member : The cumulative amount exceeds 500 yuan within 1 year, and no successful consumption within 1 year has been reduced to 3 Series. Enjoy benefits: shopping points (1 yuan = 1.2 points), birthday benefits (30 yuan gift voucher), and Wednesday membership day.
- 7 Series Member : The cumulative amount exceeds 2,000 yuan within 1 year, and no successful consumption within 1 year has been reduced to 5 Series. Enjoy benefits: shopping points (1 yuan = 1.5 points), birthday benefits (50 yuan gift voucher), and Wednesday membership day.
2)Stored value member
Users can choose to recharge shopping money in the mini program. The more you recharge, the more cash back. For example, if you recharge 500, you will get 20 yuan, if you recharge 1,000, you will get 50 yuan, if you recharge 2,000, you will get 150 yuan.
3) Points system
can be obtained by consumption in the mini program or completing the check-in task. Points can be redeemed for coupons, equity cards, , exchange products, etc.
2. E-commerce platform membership system
1) Growth membership
Growth members in banana are divided into 3 levels:
- 3 Series Member: No threshold to join the club.
- 5 Series Member: The cumulative consumption amount of can be upgraded if it is between 500 and 2,000 yuan, and no successful consumption within 1 year is reduced to 3 Series.
- 7 Series Member : The cumulative amount is greater than 2,000 yuan and you can upgrade, and no successful consumption within 1 year will be reduced to 5 Series. The higher the membership level of
, the more rights and interests, the specific rights and interests include: member exclusive coupons, member priority purchase, 0 yuan lottery, member flash sale, point redemption, group chat benefits, 0 yuan trial, member birthday gift, etc.
2)Stored value member
users can choose to recharge shopping money. The more you recharge, the more you give. For example, if you recharge 800 yuan, you will get 830 yuan, if you recharge 1500 yuan, you will get 1580 yuan, and if you recharge 3000 yuan, you will get 3180 yuan.
3) Points System
Users can obtain points through consumption, sign-in, inviting friends, etc. Points can be exchanged for products.
05 Highlights and Deficiencies
1. Case highlights
1) refined user private domain
banana divides the member system into 3 series, 5 series, and 7 series, and each level enjoys different rights. The higher the level, the better the rights and interests, attracting users to develop into a higher level.
2) omnichannel private domain drainage
banana has e-commerce stores on WeChat, Weibo, Douyin, Xiaohongshu and other platforms, combining social networking with e-commerce. The public domain is used to acquire customers, and the private domain is used to convert, and users are quickly deposited in the private domain.
2. Case is insufficient
1) Lack of community operation
Lack of community operation in banana. When the user transaction is completed, the relationship between the brand and the user will weaken, and it is difficult to maintain a long-term relationship with the user. Insufficient exposure will also be difficult to guide users to create repurchase.
2) There is less fission activity
banana lacks fission activity in the channel. It is difficult to absorb and convert more super users by relying solely on users' spontaneous recommendation and sharing. Brands need to set up more fission activities to guide users to share and recommend products, and achieve ultra-low cost-effective user growth.
columnist
Author: Yan Tao Sanshou; WeChat public account: Yan Tao Sanshou; everyone is a product manager columnist, digital marketing expert, and the pioneer of private domain traffic and super user growth methodology. He has authored "Super User Growth", "Practical Art of War on Weibo and WeChat Marketing", etc.
This article was originally published by @Yan Tao Sanshou. Everyone is a product manager. Reproduction is prohibited without the author's permission.
question picture is from Unsplash, based on the CC0 protocol.
The views in this article only represent the author himself, Renren are both product managers and only provide information storage space services.
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