The previous article mainly talked about: Understand the strategic value of private domain, 4 ways to play in the private domain of enterprises, find the private domain strategy that suits you, and how to formulate strategies in three stages: 0-1/1-10/10-100. Layout and resource

The previous article mainly talked about:

1. Understand the value of private domain strategy
2. Enterprise Four ways to play private domain , find the private domain strategy that suits you
3. at 0-1/1-10/10-100, three stages, respectively, how to formulate strategic layout and resource planning

Mainly as shown below

Complete private domain layout path map

Analyze by investigating enterprise traffic, users, products and business marketing models, combined with enterprise attributes, development stages and category characteristics dimensions, etc. , and come up with the enterprise's customized private domain strategy.

In this article, I will tell you how to carry out the specific implementation after determining the strategy. It is also divided into three parts:

1. How to use past data analysis to guide the operation strategy
2. How to make a good layout for private domain operations
3. How Dismantling and implementing

Before I talk about the first part in detail, let’s talk about the data:

First of all, to judge whether a business is doing well or not, you have to look at the data results, and calculate the LTV (life time value) of your users. How much money can you spend in your lifetime) is the best way to measure the results in the private domain. How to calculate LTV? Use this formula:

LTV=UV*single product output value (repurchase rate*customer order)*multi-product total output value (repurchase rate*customer order)

This is the same as what we used to do:

GMV=UV*conversion rate*customer unit price*repeated Purchase rate

This calculation of GMV is a bit different. In the past, we calculated it as a whole. In fact, what kind of products were not considered. But it is different in the private domain. The core calculation is the output value of the product. can you think about why first?

Let me announce the reason directly. There are mainly these reasons:

1. Because in the private domain, you actually have few opportunities to reach users, so you need to cherish it very much and try to achieve conversion every time you reach it;
3. private Unlike the public domain platform of e-commerce, users in the domain first search or browse for the product and click on it, thereby generating conversions.
4. In the private domain, except for relatively large companies, few capture user needs in detail. Therefore, the data on the total output value of single products and multiple products is very important. When reaching a certain saturation level, you need to upgrade or upgrade as soon as possible. Change products to stimulate new sales

With this formula, the dismantling of private domain implementation will become much easier. Let’s talk about how to do it in detail. period data? Mainly, we need to solve two problems:

traffic situation, that is, how big is your traffic base and future continuous increase?

User needs are what is the user’s consumption logic for existing products and future products?

First, let’s talk about the traffic

. We need to take inventory. Currently, how much is available online and offline in the entire company? How much can be used to deposit it into the private domain? How much incremental data is estimated to be deposited into the private domain in the future? . Are there any channels that can be expanded, and the estimated traffic base that can be expanded to.

At the same time, find out whether your peers are doing this, what conversion rate they can achieve in the private domain, and what is the approximate conversion cost. Based on the situation of your peers, how many users are estimated to be converted to the private domain? How much can the cost be.

Let’s talk about user

. Based on past business sales and the team’s understanding of users, what are the main products currently being sold? What is the reason to buy?

What is the user's decision-making process, that is, what is the user's understanding of this product and its category, what is the entire thinking link starting from demand during the consumption process, and what obstacles will be encountered in the process Impact on sales conversion?

Based on the existing sales products, what products can be extended to be sold together

Then do research

The research is to find out whether the above judgment of users is accurate.

Before conducting research, you must determine who your precise users are? You have to find accurate users for research, otherwise it is meaningless.

I believe everyone should know their own user portraits. If you are not clear, let me give you a reference:

1. Users who have made purchases within half a year;
2. Users who have made repeat purchases within half a year
3. Product positioning gender, age group and actual Compliant users.

Note, try not to find acquaintances when doing research to ensure the accuracy of the research information!

As for how to find these precise users, just contact them directly by phone. This is not difficult. The difficulty lies in the setting of the research questions. To put it simply, I usually have research questions in these four directions:

Purchasing motivation: What kind of problem does the product solve?

Selection criteria: Decision-making elements of the product purchase scenario

Comparative selection: Differences in the selection of similar products

Related consumption : Related sales of similar products purchased

This is the company I used to make tea for, and internal training shared several questions for your reference.

Because the entire survey is actually a very professional course, I will not go into details here. You can follow me for details. I will have the opportunity to share with you in the future.

2

How to do a good job in the layout of private domain operations

The entire survey above is actually It helps us to truly understand our users, their needs, the thinking path when demand is generated, key transaction factors, blocking factors, etc. when designing and laying out the private domain growth link. These are things that many people will ignore, or may take them for granted, rather than what users actually face.

If you don’t believe it, you can ask your business leaders whether they understand enough the users they come into contact with every day.

So how to lay it out specifically?

is mainly divided into 4 strategies:

1. product strategy
2. traffic strategy
3. operation strategy
4. user strategy

. Formulate Product strategy

The product strategy in the private domain is different from others. It has to start from the category itself to determine the traffic products, Regular price products and extended products.

category consumption characteristics determine the private domain operation strategy. Through the extension of private domain categories, we match the user life cycle to expand private domain crowd needs and consumption opportunities.

I take the big healthy dietary supplement project that I have done before as an example (mainly producing probiotics , dietary fiber, enzyme jelly and other products). This project explains this matter relatively better understanding.

Through the sales, reviews and live broadcast room feedback of Tmall and Douyin stores, we found that the main sales volume is enzyme jelly, and users purchase this product with the main purpose of losing weight. More than 95% of all users who purchase it have the need to lose weight.

Then, we can design product strategies around weight loss in the future. For example, if enzyme jelly is used as a drainage product, we use meal replacement powder as a derivative product to assist in weight loss, and then use probiotics + dietary fiber as an advanced product.

(This probiotic contains bacteria that can assist weight loss to help long-term and stable fat loss and achieve the effect of making it easy to lose weight (said by the founder))

Next, based on the point of weight loss, the enterprise WeChat personal The account is set up as a professional registered nutritionist to help provide professional guidance during the use of the product and share weight loss knowledge from time to time. The purpose of sharing is to shape the product's mind among users.

In this way, a complete product strategy can be derived:

• IP persona: Chinese registered dietitian
• Drainage product: Enzyme jelly, positioned for weight loss, priced at 19.9 yuan/2 boxes
• Regular price product: probiotics + dietary fiber, long-term positioning shaping Easy to lose weight, priced at 159 yuan/set
• Expanded products: Meal replacement powder, positioned to assist weight loss, priced at 29.9 yuan/box

. Drainage strategy

I believe this is the content that everyone is most concerned about and interested in. Let’s briefly talk about it here. There are more detailed documents on my official account. For details, you can add me on WeChat to receive: swimming-321

In the same case as above, the content in the red box in this picture is to actively add friends through the traffic of Douyin and Tmall through package cards, AI calls, SMS, and corporate WeChat. These 4 Contact points are directed to the corporate WeChat.

then reaches other content through corporate WeChat’s circle of friends and one-on-one private messages, wrapping fission activities to attract more users to join corporate WeChat .

then guides users in the enterprise WeChat to Douyin, and generates repurchases with Tmall, allowing the public domain system to judge that the store's sales volume is relatively high, so as to provide more free traffic, and then continue the cycle.

essentially diverts traffic from the public domain to the private domain, and then links the two.

But there are several core issues here:

1. You must clearly know the target customers and scenarios that your company needs to attract traffic;
2. Drain traffic in the right way at the right time and place;

. All channels must attract traffic, line. Online and offline, multiple modes, in the early stage, as long as it can be reached, bait for attracting traffic will be buried;

, try to attract accurate users as much as possible, such as setting thresholds to filter target users, relative to the number of users, Quality will be more important;

, operation strategy

complete the traffic diversion strategy. When users enter the private domain pool, our core is to solve the design of user operation links and life cycle management to maximize the total life cycle value of each customer. , to bring the relationship between the brand and users closer, so as to improve the GMV that the boss ultimately wants.

This is still the case. Using the disassembly method in the figure below, we will embed each operation strategy into specific links that can help improve GMV. Effectively improve private domain traffic conversion rate, private domain traffic volume, purchase conversion rate, customer unit price and repurchase frequency.





Let’s analyze the above picture again. In fact, the operation strategy is three cores:

1. How to attract traffic
2. How to retain
3. How to do repurchase conversion

forms a complete sales closed loop

. User strategy

wants users in this sales closed loop If you want to continuously provide LTV, you must design different marketing conversion models when users are at different stages. The first time is entered, it promotes the conversion of the user's first order. After a certain period, it will guide repurchases and conversions. This continuous cycle will increase the lifetime value of a single user and help companies increase GMV.

In the e-commerce industry, the most commonly used model is this RFM model. According to the user's last transaction time, transaction amount, and transaction frequency, users are divided into 8 categories and managed separately.



3

How to dismantle the implementation of

After completing the above four-step strategy, it is equivalent to 80% completion. The last step is to let the colleagues who implement it break it down into the dimensions that they can implement specifically.

For example, when it comes to improving LTV, the core is divided into four parts. So how to dismantle the traffic drainage link? It can be divided into: exposure volume; click/scan code volume; friend addition volume; friend volume not deleted for 48 hours/7 days/14 days.



Exposure volume How to specifically realize the amount of exposure , for example, if it is online, more channels are needed to promote it; if it is offline, it needs to be placed in a more appropriate position;

Click/scan code volume How to specifically realize , that is, posters The work is exquisite, the copywriting has attractive selling points, and the picture is outstanding;

Add friends ? Then it is necessary to give a short-term welfare value, and then dissect which short-term welfare value has more friends;

does not delete friends, ? Long-term value needs to be delivered through content. What is this long-term value? It can be tested continuously; how can it be delivered? Live broadcast, short video, graphics, one-to-one voice, etc.

is similar to this. is disassembled step by step, down to the specific executable steps , and then the executing colleagues are asked to continuously test and feedback the data results.

Of course, this matter has priority. The team can discuss together which ones have the highest priority and can produce the most results, and they will be implemented first. The final output is similar to the table below, with the responsibility assigned to the person and the specific time node.



4

Final words

The above is the private domain of the enterprise, from strategy formulation to tactical planning.

I forgot to hear a teacher say: Entrepreneurs should be regular soldiers among bandits, bandits among regular soldiers, and create differentiation.

I believe that many bosses are from non-scientific backgrounds. In the past, they have been trying to cross the river by feeling the stones. They have been "bandits" for a long time and have been relying on instinct to start a business and achieve growth.

I don’t know what a private domain is, and I don’t know how to set it up, how to set it up, and how to implement it?

But building a corporate private domain system will have many benefits:

. The boss will have a global vision, can pay attention to multiple elements, see further, and does not care about the gains and losses of one city or one place.

. The boss can improve the accuracy of key decisions. Have a basis to avoid chain failure reactions

. Build a core growth system in the private domain. The cause and effect are interlocking and promote each other to build long-term value.

. The company's business will form barriers and have the power to resist time.

I hope this article , so that everyone can form a system framework concept and have a framework awareness for the private domain of the enterprise.

But the real implementation requires the boss’s cognition, determination, patience, money, long-termism, and the joint efforts of all members of the organization, but it must do difficult but correct things.

Author: Shi Weiming swimming focuses on personal and business growth, shares operational growth capabilities such as private domain customer acquisition, distribution fission, refined operations, new media marketing, etc., establishes a growth mindset, and tries his best to help you become a team manager T-shaped talent.