private domain traffic is becoming increasingly difficult, and it is even more difficult to operate physical offline stores. Private domains have become a major breakthrough for them. A bridge between users and brands needs to be a human touch, and private domain operations are doing this. This article takes Mixue Bingcheng as an example to disassemble its private domain operation method, hoping it will be helpful to you.
After a day of work, I walked home on the small road and passed by Mixue Ice City near 798, which is bright red, cute snow king, and high saturation door-face. It is a sharp contrast with Heytea , which is full of petty bourgeois mood and focuses on the cold wind. Against the backdrop of the night, Mixue Ice City looks even more "brightening"!
On June 22, 2020, Mixue Bingcheng, which just celebrated its 24th birthday, announced that it had exceeded 10,000 stores worldwide. In the tea circle where many heroes compete, Mixue Bingcheng is the first tea brand in China with more than 10,000 stores! As of October 1, 2021, in just one year and three months, Mixue Bingcheng stores have exceeded 20,000!
is a chain operating brand in China that mainly operates ice cream and tea. Its stores are spread all over China, with bustling commercial centers, crowded streets and alleys, and first-tier cities in Beijing, Shanghai, Guangzhou and Shenzhen, not to mention the third- and fourth-tier cities in the main battlefield of Snow King. Mixue Bingcheng's affordable prices, entertainment marketing and standardization are one of the reasons why they can succeed. So how is its private domain operation status?
As a private domain practitioner, I found that there was no article that dismantled the private domain of Mixue Ice City in detail. After experiencing it for a week, I found that the private domain of Mixue Ice City is amazing! Of course, there are many parts worth improving, and I have also made interspersed explanations. I hope the operation friends behind Snow King can see it.
is here to explain first that although the private domain gameplay of Mixue Bingcheng is more suitable for brands with large user size and high potential energy, or the fast consumer industry with high repurchase, fast user decision-making and low customer orders, I think the hidden strategic design behind it is suitable for bosses in all industries to study and study!
This article will disassemble how Mixue Bingcheng has built a private domain from four dimensions: traffic drainage, community, mini programs, and membership system. I hope it will be useful to you.
or below, enjoy:
1. The first step in offline store traffic
to do a private domain is of course to use your own channels to attract traffic, save money, be effective and controllable!
Therefore, offline stores have naturally become their most powerful user tool. I have always believed that traffic diversion must correspond to consumption scenarios, and Mixue Bingcheng has done a particularly good job in this regard. I found that Mixue Bingcheng mainly deploys private domain traffic in the three major consumption links of users entering stores, placing orders, and drinking.
1. When entering the store,
stands at the door of Mixue Bingcheng, and you can see a conspicuous poster sticking on the glass of the door, guiding users to scan the code to enter the official WeChat group.
Let’s think about it. When the user approaches the Mixue Bingcheng store, he must have a purchase demand and wants to come to Mixue Bingcheng to spend. So what is he most concerned about? Either you are struggling with what to drink or you are looking at if there are any discounts?
Therefore, coupons are sent directly on the poster, using the gimmick of "receiving 1 yuan discount for every 6 yuan" to attract users to join the group. Unlike other brands that are not painful and unforgettable, such as " Rolls-Royce 5 Yuan Voucher", Mixue Bingcheng seems full of sincerity.
You should know that most of the products in Mixue Bingcheng are priced at more than 6 yuan, so even if a person only consumes one drink, the 1 yuan coupon can be immediately reduced. For users, the effectiveness and timeliness of benefits are maximized!
At the same time, the copywriting of "If you encounter a problem, please @ the store manager in the group" is full of trust!
2. Ordering link
In the ordering link, there are 4 contacts that guide users into the private domain.
①Mini program
The biggest benefit of the applet: convenience.Unlike brands such as Luckin , KFC , which overemphasize that users place orders through APPs, Mixue Bingcheng stores mainly guide users to place orders through mini programs. For users, downloading APPs is time-consuming, traffic-intensive, and memory-intensive. Without huge benefits, the threshold for downloading APPs is very high, and mini programs are obviously the most convenient, most direct, and fastest!
② Video number
After the order is placed, the payment successful page is completed. Mixue Bingcheng has set up an entrance to the official video account, and users can jump directly to Mixue Bingcheng Video account.
In addition to mini programs and built-in jump video number, whether it is pickup or takeaway, there will be package cards + vouchers to guide the group on the packaging bag.
③Parcel Card
Mixue Bingcheng's package card and voucher design is very worth learning.
Frontal design:
- strong guidance: scan the code to enter the group;
- clear interest points: get 1 yuan discount for every 6 yuan;
- full of trust: If you encounter a problem, please @ the store manager in the group;
- QR code: After scanning the code, locate through LBS and enter the nearest WeChat group.
reverse design:
profit point group activities are clear: sign-in lottery + Wednesday membership day + group coupons.
④ Voucher
Frontal design:
- Prospect points are obvious: 1 yuan;
- Coupon nature: voucher;
- low threshold for use: universal stores across the country; after joining the group @沪利名 Reply to the "newcomer gift" and you can get it, don't worry about having to use it with a physical coupon.
reverse design:
- clear usage rules: product scope, restrictions, etc.;
- public and private domain drainage: mainly place Mixue Bingcheng official account and Weibo .
In addition, there will be a Mixue Bingcheng Double Micro QR Code design on both sides of the packaging bag.
3. Drinking link
In addition to packaging bags, wrapping cards, cup bodies, cup lids, and even straw packaging, they are all places where users stay visually. The product cup of Mixue Bingcheng has been designed with the official account following portal. Many people ignore the product itself, and in fact the product packaging is the most direct drainage contact. Mixue Bingcheng has made some thoughts on the cup. There are two interesting places in the design of the entrance of the cup official account:
① Guided copy
"Scan and know the new product" as a fast-moving consumer drink for young people, what new flavors and new fruit teas have been released are the points that Mixue Bingcheng users are very concerned about.
②QR code location
official account QR code where is the appropriate location?
A side: Snow King image
B side: Capacity scale
C side: Brand name
D side: Taste tag
Just imagine, if you ordered Mixue Bingcheng with your colleagues, and after getting the takeaway and taking out the cup, what is your first step? Did you take out the cup you ordered based on the taste label?
So on the side of the taste tag, the user stays the most visual frequency and stays the longest. Set the QR code on this side, and add the copy of "scan the new product to know before you know it", the traffic effect must be the most obvious.
In addition, during the above traffic diversion process, the clerk does not need to participate too much throughout the entire process. Therefore, when designing private domain paths, we must minimize labor costs, take into account the implementability and ease of execution of the store, and try to maximize the value between execution and traffic diversion. After
diverts users to the private domain, the second step is to retain and guide repurchase. In this regard, Mixue Bingcheng mainly achieves this through the Enterprise Micro Community.
2. The welfare group is silently sold
community as an efficient channel for retaining users to enhance stickiness and promote repurchase. It can almost be said to be the standard configuration for major brands to make private domains.
The community gameplay for different categories and brands is different.So, for brands like Mixue Bingcheng, which has standardized products, low customer orders, low decision-making costs, high repurchase frequency, large number of users, and cannot integrate 1-to-1 conversion ROI, the community is the most labor-saving and effective operation strategy. So how does Mixue Bingcheng play the community?
First of all, we need to be clear that group or inactive is not necessarily the most important. For welfare groups like Mixue Bingcheng, the standard for unsuccessful community generation is the order rate rather than activity. Therefore, all operational actions must be carried out around prompting users to convert and place orders.
1. Welcome to the group
After the user joins the group, he will tell him the community benefits, including coupons, daily activities, membership day time/welfare, etc.
has three details that are better done:
① Direct @Xuewang to receive benefits, which is the automatic reply function of enterprise WeChat, which can save the operation and maintenance time of store managers and clerks, and users can also receive coupons directly and conveniently;
② Community-exclusive welfare, so that users joining the group feel a sense of identity. The benefits can only be found in the community, which enhances user favorability and reduces the churn rate;
③ Mini program visual design, simple and direct, Pinduoduo style, inspires us to give consumers benefits, just be simple and direct!
2. Product recommendation
Mixue Bingcheng community product recommendation is currently very single, that is, around 9:00 am and 18:00 pm every day, I will actively recommend the current new product, and the recommendation form is: mini program + text.
is also the weakest part of Mixue Bingcheng's private domain:
①The recommendation frequency is too low, resulting in insufficient brand presence and the value of the community has not been amplified;
②The interaction form is single, and the recommended products do not trigger users to participate in interaction in the group;
③The recommendation rhythm is unplanned, and normal product recommendations can be used for group buying or flash sale. The process "preheating-on-on-end-chasing orders" will be a relatively mature community sales process.
flash sale event example⬇️
3. Xuewangqi Micro IP operation
IP is a personalized expression of the enterprise or brand, and a carrier of commercial monetization and personal charm. The private domain IP of Perfect Diary is called "Xiao Maruko" and "Xiao Miko", the private domain IP of Starbucks is called "Xiao Manager", and the IP of Wugu Mifang is Nutritionist -Gu Li; the IP of Meijian Qingmei Wine is called Xiao Meizi.
The private domain IP operation of Mixue Bingcheng has the following rules:
1. The avatar nickname design
follows the image of Snow King, and does not use the brand name of Mixue Bingcheng, which is close to the user's emotions;
2. The content
focuses on lottery, winning list announcement, UGC, new product recommendations, event promotion, and IP activities. From face to inside, it gives people a very comfortable feeling!
3. The frequency of posting
has an average of 1-2 days, without excessive disturbance or excessive silence.
4. Mini Programs for Young Operation
Mini Programs are the place where orders are placed and transactions are completed in the private domain. In the face of young people, how to operate younger is the key.
1. Open screen home page
Open screen as the page with the largest traffic, is a must-have option for penetrating brand impressions or marketing activities.The biggest difference between Mixue Bingcheng mini program and other tea drink brands is: simplicity!
Open the Mixue Bingcheng mini program. The first 2 seconds is a very simple welcome interface + ordering entrance, no pop-up windows or ads, simple and direct, and it flashes through the user's mind;
① Marketing banner page, mainly including new product recommendations and points redemption;
② Next is member points information. If you want to buy with points, you can use it directly through the points activity of the banner page;
③ The middle position is the ordering entrance immediately, the most central and most obvious. When you don’t know what to choose, there are three marketing activities below: what to drink today, summer vacation welfare package, and 0 yuan redemption to solve your choice difficulties;
④ What to drink today Jump to the most recommended drinks currently available; summer vacation welfare package Get 8 yuan coupons for fresh fruit tea during summer; 0 yuan redemption Jump to the Snow King Magic Store in the mall;
⑤ The bottom is the menu bar, home page - Order - Mine Still implements the simple visual design principle
2. Order page
① Store positioning, displays the store list, and prioritizes the user's location to guide the nearest store to the nearest store, and you can also choose the store you often go to;
② Enter the menu of the nearest store, and promotes two activities: 5 cups for free, with the purpose of guiding users to place more orders; mobile points redeem coupons, a joint activity with China Mobile.
③ It is worth noting that the order of product display in different stores is different, and this should be adjusted in real time based on the remaining amount of beverage materials in the store.
5. Membership system Long-term lock-in
In the private domain, through the membership system, those loyal users who have purchased brands and recognized brands can be cultivated, and the user's life cycle can be continuously extended .
can further enhance their stickiness and recognition of the brand through the delivery and interaction of member rights and interests, and ultimately realize a virtuous cycle of common development of brand and user value.
In general, the membership system has two major benefits:
① Increase the user’s repurchase rate and unit price;
② Lock customers and lock users’ consumption in the future.
So a good membership system can help users continue to grow, just like upgrading and killing monsters, stimulating users to continue to stay, use mini programs to place orders, and constantly generate repurchase behavior.
There are three elements to build a membership system: level x conditions x rights. The higher the level of
, the more rights and interests the members enjoy. At the same time, the higher the threshold for upgrading will be. How is the membership system of Mixue Bingcheng built? What's special about it?
The membership level of Mixue Ice City is divided into four grades:
① Micro Snowflake Member, enjoy 4 rights
② Little Snowball Member, enjoy 6 rights
③ Big Snowman Member, enjoy 8 rights
④ Ice Snow King Member, enjoy 9 rights
6. Mixue Ice City’s private domain recommendation
According to the current number of 20,000 stores and 200 people in a single community, Mixue Ice City conservatively estimates that the number of private domain users is 4 million+. Frankly speaking, the private domain of Mixue Ice City has a complete and mature overall operation system, and the user path is smooth and not congested. In terms of traffic design, community positioning, and mini program planning, it is very consistent with the brand positioning and the preferences of consumers. However, perhaps because it has just been in operation and many plans have not yet been implemented, here are three operation suggestions:
1. Organize more rich private domain activities
The current private domain has relatively single gameplay. You can launch joint activities with foreign brands in the group. While breaking the circle, you can also meet other needs of community users. For example, you can cooperate with Panda without taking the cake and launch the Snow King birthday celebration event, or cooperate with cinemas and attractions to launch activities such as Snow King accompanying you to watch movies and Snow King takes you to travel to China.
can also refer to KFC Crazy Thursday to create a brand Super Day, using 4 million+ users to inspire consumers' creative enthusiasm!
can also launch "Mixue Cat City", focusing on pet-keeping people! A cat nest castle with the theme of Snow King Cat will definitely release the consumption power of pet owners!
2. Refined service to vertical groups
million people must be a group of people with different needs. If you only maintain it according to the region, completely ignore the complexity of user tags. It is recommended that the community can change from a simple store area community to a group community. You can consider building a group based on user portrait characteristics, such as: the small happiness group of workers, the beautiful life group of people of homegrowns, etc., and then corresponding activities can be set according to different user attributes, and the lively, playful, and fan-loving personality designs can be implemented to the end. For example:① Focus on young people’s services
Young people pursue trends and love creativity. At present, Mixue Ice City has sponsored many trendy music festivals to penetrate the brand influence. It can also open up some IPs of Mixue Ice City, formulate DIY and creative activities, combine online and offline, and build the community into a highly active and youthful community, and carry out some local offline activities and launch some co-branded models and surrounding areas. Luckin and Heytea have done a particularly outstanding job in this regard.
② Focus on the services of best friends/couples/students
Create best friends/couples/student communities in all parts of the city, interact more, engage more, make more friends, and play more~Let best friends/couples/students participate.
③ Mainly serve white-collar workers
solves the pain points of what white-collar workers drink today, how to drink today, and save money. Multiple sets of meals combine the characteristics of morning, noon and evening. Community recommendations for ice cream coupons and beverage coupons and community membership day package coupons.
④ Services focusing on corporate group buying
Enterprise afternoon tea has huge demand, so it can open up the to B market.
3. The trend gameplay that matches the target group
Mixue Bingcheng users are typical "Generation Z". They are good-looking, lazy home, board game enthusiasts, easy-to-plant grass physique, punk -style health care, trend leaders, and two-dimensional are their tags, but what "Generation Z" doesn't like the most is tagging.
The next strategy of Mixue Bingcheng should be to make the "Generation Z" pay for interest and personality.
①Snow King IP + blind box gameplay, making Mixue Bingcheng the Pop Mart of the tea drinks industry.
Maybe one day, we can draw different outfits and different skins of snow kings, including the Superman version of snow kings, and the Bruce Lee version of snow kings; we can draw different movements of snow kings, swimming snow kings, skiing snow kings, and playing basketball; we can draw different expressions of snow kings, happy, sad, and crying... The world of IP is full of imagination, and private domains will become the best channel for interest consumption. Investigating user preferences, encouraging users to create together, warm up first releases, and social detonation are all the best choices for "marketing + marketing"!
②Mixue Ice City + MBTI test to create a community culture.
MBTI test is the most widely used personality testing tool in the world. In recent years, MBTI personality test has become popular with various MEME memes circulating, attracting many netizens to voluntarily take the role. On July 26 this year, Starbucks and the official MBTI organization launched the "Social Personality Test" interactive H5. 10 test questions briefly analyze user personality, and recommend corresponding new coffee after the end. For example, the genius socialist with E-F-personality is suitable for Frappuccino , the voice extractor of I-F personality is suitable for Chayun Oolong, and Mixue Bingcheng can also initiate MBTI personality test gameplay in private domain, give users different social titles and attributes, and create a social culture.
Finally, I say a few words about
Users and brands need humane "bridges". The bridges of offline stores are shopping guides and store managers. The bridges of online private domains are corporate WeChat/group owners. In 2022, private domains have become increasingly inaccessible channels for brands. For super chain brands like Mixue Bingcheng, the biggest advantage is that high coverage stores can continue to bring a huge traffic group. The target users are accurate enough and do not have to go through too long user cultivation journey. Just through the continuous community marketing activities, it can bring considerable conversion rates. By dismantling the private domain gameplay of Mixue Bingcheng, the thinking we have brought is:
①Design a drainage contact that meets the user's attention;
③Balance the community marketing that can reach the user's distance;
③Use the private domain IP creates a super symbol for the brand;
④ Creates a membership system suitable for consumers;
⑤ Continuously updated avant-garde event gameplay.
, the above 5 points are summarized in one sentence: Make users "good"!
believes that doing the above 5 points will definitely allow your consumers to follow you for a long time!
or above.
This article is operated by @Huanghedong. Original published by Everyone is a product manager. Reproduction is prohibited without 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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