The group members said that it was an interview column of Husniff facing the members of the Hupao group. Through a few predictable questions, they dig out the real business experience and thinking behind each group member, and restore each of the “blood and flesh”. Industry changes and entrepreneurial stories.

Respondents in this issue:

Private domain traffic has become popular in recent years. Not only have a number of entrepreneurial companies brave enough to nugget, but Internet giants have also stepped down to develop products and services.

The reasons for the rivalry are not complicated. The speed of the Internet has always exceeded the rate of population growth. At a certain stage, there are fewer and fewer users who have not been exposed to the Internet. The growth of overall Internet users will inevitably slow down. It is the so-called close to the public domain traffic “ceiling”, and the subsequent “big problem” is the rapid growth of public domain traffic costs.

The growth rate of traditional e-commerce companies has slowed down, traffic costs are high, and users are concentrated on the head, causing small and medium businesses to be trapped. However, with the growing trend of UGC and e-commerce socialization and contentization, the influence of platforms on merchants and customers has declined, which makes it possible for content producers/merchants to directly connect with customers. From traffic harvesting to user operation and maintenance, private domain traffic is of great value to content creators and businesses.

Based on social platforms such as WeChat, Kuaishou, and live broadcasts that follow the relationship, it naturally strengthens the connection between content creators/merchants and users. The unobstructed mechanism is also conducive to the establishment of various forms of in-depth communication and interaction. Merchants have regained traffic and transaction data. And control over customer relationships. Since 2013, domestic social e-commerce has developed rapidly, and the penetration rate has gradually increased.

Behind the performance, for businesses, it is a change in thinking, that is, from traffic thinking to user thinking. When low conversion rates encounter high customer acquisition costs, the traditional user thinking of spending money to buy traffic is outdated; user-centric, refined operations, and user thinking that improves conversion and retention are the key to breaking the game.

Although private domain traffic is not new, it isWith the rise and maturity of China’s new media platforms, “private domain operation” has become a formal proposition before all companies. Especially when the economy is facing downward pressure and corporate budgets are shrinking, corporate “public-private partnerships” have become an inevitable choice.

The time comes to 2021, and many new retail companies have achieved certain results in the development of private domain traffic. In contrast, many companies in the industry are still confused and wait-and-see. What is the current development status of private domain traffic? From the perspective of the industry, where are people’s misunderstandings about private domain traffic most likely to appear? Following is the sharing of the interview record shared by Husniff Pro with He Jianxing, a member of the cutting-edge technical team of the Hupao Group:

Q: Can you talk about the development status of the private domain traffic industry that you have seen recently?

He Jianxing: From the perspective of industry customers, we have recently seen that many traditional companies are starting to do private domains. For example, we have recently served many dairy products customers. They open stores offline and are also turning to private domains. The impact of the 2020 epidemic has a great impact on them, and the external environment forces them to do private domains. At the same time, for them to do private domain, their overall ROI will be very high, they do not need to invest too much extra cost, just need to use the whole set of private domain tools, they can achieve better benefits.

On the other hand, we will see some Internet celebrities who used to get very high traffic in the public domain, including some MCN agencies, are gradually being forced by the pressure of the platform to suppress the head of the Internet celebrities, and more and more The more small and medium-sized Internet celebrities start to enter the private domain circuit, the impact of entering the market. These two types of customers are opportunities we see now.

Q: Do you have specific data and actual cases regarding the value of private domain traffic to customers? Including how customers use private domain traffic to realize their value?

He Jianxing: Let me give an example of an actual user. It is not convenient for me to say which brand is specific. Its sales in the private domain have reached 300-400 million within a year, and it has used about one or two thousand accounts to manage their fans. Each account can accumulate 3000-4000 fans, and each customer service manager After several numbers, each customer service can manage 50,000 to 60,000 actual users.

In one month, each fan of customer service management can generate up to nearly 300,000 sales, and the industry average is about 100,000. For companies like this, they have basically figured outThe growth path of the private domain.

Some companies have gone a step further and have begun to try to migrate to corporate WeChat. The conversion rate of corporate WeChat may currently be about 30% lower than that of a personal account, but in contrast, the meaning of adding a fan is deeper than that of a personal account. Now many big brands themselves prefer to use Qiwei. Some of our partners and operating companies are responsible for brands like Procter & Gamble and Watsons. A customer’s sales can even reach 100,000, and a single output value has achieved positive results. The cash flow can be scaled up for large orders.

Overall, the investment of businesses in the private domain is actually a continuous calculation process. The core is still the input-output ratio. The test is nothing more than how to find a monetization methodology and sustainably scale.

Q: From your observations on the industry, which companies are most likely to benefit from private domains and should invest in private domains most?

He Jianxing: At present, common customers in the private domain industry mainly have two characteristics: high customer unit price or high repurchase rate. Take the e-commerce customers we currently serve mainly as an example, not all product types are suitable. At present, it seems that the most suitable are the five categories of cosmetics, women’s clothing, mother and baby, video and health products. For example, furniture and home furnishings is a commodity type with low customer unit price and low repurchase rate, and it is difficult to obtain more income through private domains.

So not all companies are suitable for private domains. Many companies recruit a bunch of people and start private domains, but because of the relationship between their categories and users, the sales they sell are not enough to support new recruits. Salary.

In addition to increasing sales, private domains also have corresponding value for many traditional companies whose original sales model is similar to private domains. For example, many store sales and telesales that need to establish in-depth contact with customers, their original private domain is actually realized by sales staff, but the problem is that the sales staff’s private domain is not equal to the company’s private domain, and the resignation of the sales staff may even cause Take away the company’s customers directly.

On the other hand, it is very easy for such traditional enterprises to do private domains successfully, because they do not need to invest additional personnel costs to do private domains, but only need tool-level upgrades to build private domains. The company’s customer resources are well protected.

Q: At present, the source of private domain traffic is still the major platforms of Internet companies. What do you think of the differences in private domain traffic on different platforms?

He Jianxing: I think it’s like Weibo or Douyin, Cannot be regarded as private domain traffic in the strict sense. Because private domain traffic is the business’s own, fans should be reachable at any time. On the other hand, looking at Douyin and Weibo, merchants can plant content on them, but after he planted the grass, it is a passive process for consumers to see the content, and the merchants will essentially lose their reach. ability. Of course, the content distribution and planting of Weibo Douyin still has its own value, but it is not suitable for private domain expansion.

As far as various platforms are concerned, the key is how to obtain traffic from public domains and convert them into private domain traffic. There are currently four anchor points that seem feasible: WeChat official account, WeChat, enterprise WeChat, and group. At present, it seems that the video number has a tendency to develop into the fifth anchor point.

Q: Enterprises trying private domain traffic does not mean abandoning the past accumulation of public domain traffic. Then how should newly acquired private domain traffic be combined with past apartment traffic to maximize the benefits for the company?

He Jianxing: Many of the merchants we have worked with before will put forward the need to import transaction data stored in CRM and other systems into the WeChat system. From a realistic execution point of view, it is difficult for customers to follow the official account and add friends based on past transaction records.

Combining public domain and private domain traffic, we generally give customers three suggestions: The first is to screen out high-quality customers in the past, tailor-made discounts, through SMS, phone calls and other methods Introduced into the private domain. The second is to package the CRM data, through advertising channels such as Guangdiantong, Toutiao, Alimama, etc., to efficiently transform into the private domain at a lower cost. The third point is to conduct multi-dimensional analysis of past transaction data to provide a basis for precision marketing in private domains.

Q: From the perspective of an enterprise, what are the key strengths that need to be built to turn to the private domain?

He Jianxing: The first element is the team. You have to build a suitable team, and at the same time, you need to formulate performance based on the characteristics of your private domain. Maybe your original team was all in the public domain. Suddenly you asked him to be a private domain and asked him to add fans one by one. It must be driven by performance. So on the other hand, the team is also a CEO project, and the company must pay attention to it.

The second factor is operation. There are too many operating methods for private domains. For some customers with high customer unit prices, we need to focus on guidance. For low customer unit prices, you can use flash sales, batch flash sales and other gameplay methods. Each category has its own suitable gameplay, customers need to keep trying on the basis of their own private domain system, and finally get their own operationMethodology.

The third is the tool, because the private domain is a very important activity, and the benefits that a single customer service can produce are crucial, including how he focuses on customer management in the private domain and how to guide customer consumption. These are actually competitions of different tools. If these tools are used to maximize the benefits of a single customer service, the company can naturally dig out the greatest value from the private domain.

Q: In the process of exploring this track of private domain traffic, what are your particularly unforgettable experiences?

He Jianxing: June 2019 is more memorable. Our company started its business in 15 years. At the beginning, it was a public account. By 17 or 18, its opening rate dropped drastically. Many customers have changed their private domain contacts from public accounts to personal accounts. After the operation, we followed the development and made this part of the WeChat system.

By 2019, about 30 to 40 million WeChat accounts were blocked at once. You were like some of our friends who were even fully blocked at the time. This made the entire market a lot of cold water. At that time, we In fact, it was quite difficult, and I felt a little hopeless. In such a difficult situation, we and the entire team also withstood the pressure. When the official WeChat product of the company came out, we all in to promote it.

It also took almost a year for us to develop products based on enterprise micro-enterprises that are completely targeted at e-commerce retail, which has been highly recognized by our customers. From now on, this time the business transformation is successful. This experience is quite dramatic for us.

Q: What are your expectations for the development of the private domain traffic industry in 2021? What is the next development strategy of Aike?

He Jianxing: I personally feel that the entire private domain industry has a bright future this year. First, it was officially released last year by Enterprise Micro, but its private domain system is actually developing very fast, and it has been updated so far. It’s 3.0. The growth of Enterprise Micro will obviously provide better support for the private ecosystem above.

So I judge that this year should also be a year for my company to explode, the key is to stick to our four core fortresses:

The first one is to continue to output professional solutions in the private domain of e-commerce, leading the development of the industry;

The second is to further output value to customers, we plan to introduce some externalAbilities, such as store systems and SMS systems to provide customers with more comprehensive capabilities, such as helping them to use SMS to drive traffic and marketing within the same system;

The third is brand. We ourselves have always paid attention to the building of brand reputation. Therefore, we are very concerned about the renewal rate of our products, including whether customers can succeed through our products. For this reason, we have also specially created a very Professional customer success team;

The last point is data. We have tried big data last year. The main reason is that we believe that the future competition in the private domain will shift from the tool level to the data level. Especially how to use data to support customers to do more precise marketing.