Your circle of friends is a free billboard for KOCs.
Editor’s note: This article comes from the WeChat public account “investment in the net” (ID: China-Venture), author Xue Ying, editor Han Honggang; authorized to release.
1, I treat you as a friend, you treat me as private traffic
A beautiful girl who can be salty and sweet, she is generally described in buzzwords.
In the cover of the circle of friends, Xiaowenzi took a half cup of milk tea, wearing sunglasses, and the hair was picked up by the breeze. Looking at the sea in the distance, it was just a silhouette, and she could not see her look.
She is not only good-looking, but also a beauty makeup person. The signature expresses her positioning of herself: “I don’t know how to make a cute one, and I don’t want to wear a dead star.” She is selfless and always willing to share with her good things: “Let’s see! I found another baby color today!”, she is exquisite, often playing card net red holy land. In the warm afternoon, come for a cup of afternoon tea, and then send a few good-looking photos, generously essay: “Today’s card retro style, inadvertently found a store that is super suitable for photography.”
Note: A small circle of friends
If you are not careful, you have made a small friend a friend and bought her new eye shadow. Xiao Jingzi is also very happy, and completed a single performance, thank you, my private domain traffic.
Don’t be misunderstood, Xiaowenzi is not your ordinary micro-business friend. It is a part of the WeChat group control in the perfect diary of the new round of domestic cosmetics beauty brand with a financing value of 1 billion US dollars. There are hundreds of such “WeChat real people” conservatively estimated. If you count thousands of people per number, the perfect diary has a million-level “private domain pool.” She has a complete set of people and rigorous operations, acting as a beauty consultant in your daily life, and each circle of friends is professionally planned, distributed to different real people, improve brand retention and repurchase, let you Pick up your hands again.
Playing private domain traffic, exquisitely creating explosives and KOL launching, this brand that was established in 2016, this year Tmall 618 surpassed Lancome, Estee Lauder, and SKII, and became the first throne of Tmall makeup. In 2018, the perfect diary has achieved a 90-minute sales volume of 100 million.
While many merchants are still lamenting that the traffic is getting more and more expensive, Xiaowenzi took her selfies, welfare and lipstick, and planted the grass in the circle of friends. When the time comes, she can harvest. .
2, Hello, welcome to the world of stock killing
KOCs that play “private domain traffic”, these days’ buzzwords will define this small.
The industry has never lacked the masters of word making, KOA, KOB, KOD, KOH, KOM… old bottles of new wines, people from all walks of life have not yet defined the new concept of connotation and extension, selling marketing plans, publishing arguments, seemingly Lively, in fact, the environment has changed.
The traffic bonus really peaked this year. According to QuestMobile data, in the second quarter of 2019, the number of monthly active users of mobile Internet in the whole network decreased by 1.93 million, reaching a peak of 1.14 billion. In the fight for stocks, the proportion of users in Baidu and Tencent declined, and Tencent fell 3.6%.
Note: Data source QuestMobile
After more than a decade of rushing, Chinese e-commerce began to decline in 2014. According to the China E-Commerce Report, the total year-on-year growth rates of transactions from 2014 to 2017 were 57.6%, 32.9%, 19.8%, and 11.7%, respectively. With the increase in speed brakes, the users between the e-commerce platforms are also heavily overlapping. In 2018, the total number of active e-commerce platforms reached 1.392 billion, which greatly exceeded the number of Internet users of 829 million.
“Traffic is too expensive” is a big headache for businesses. When the incremental dividend is sufficient, the merchants can gain a share through the expansion of the mainstream e-commerce platform. When the market growth slows down and competitors continue to emerge, it will increase the pressure to compete for traffic costs. When the growth rate of sales can’t keep up with the growth rate of traffic, a large number of merchants are under pressure to lose money. The data shows that merchants generally spend 20% to 30% of their turnover to purchase traffic. The stronger the stronger, the Tmall 200,000 head business buys 80% of the platform’s traffic, leaving only 20% of the traffic. The merchants at the waist are divided up.
One side is the high cost of traffic, and the other is the pressure of economic downturns. The macroeconomic growth rate has slowed down, and the revenue capacity of merchants has declined. In order to control costs, the first thing to do is to control the advertising budget. As the “barometer” of Internet companies, Focus Media has not had a good time this year. The results announcement released on July 29 shows that in the first half of this year, Focus Media’s operating income was 5.718 billion yuan, down 19.59% year-on-year, and net profit was 776 million yuan. It dropped by 76.82%.
“What private domain traffic! This is not because Party A has no money to invest in the media. If you don’t have the money to buy CCTV, you will start to want to get some money. Then you can think about it! Oops! Friends circle + The community, don’t spend money! Start a savvy name – private domain traffic, but this set is not the same as the micro-business play?” Media people ginger tea commented.
How can the money be spent on the blade? Merchants are beginning to realize that the attention of users has shifted, and it is not so easy to grab users. Users are scattered in different small circles, ancient style, second element, e-sports, JK, national style, rock, hip-hop, hip-hop, folk, electronic, punk… each layer has its own set of rules and methods. The channels for people to obtain information and generate consumption are becoming more and more fragmented. Many merchants refer to consumers on the open platform as fish in the big fish pond. Even if they touch it this time, they will not know where they will flow next time.
“Build a fish pond of your own, pick up the fish, you can touch it repeatedly, and don’t spend advertising fees. This is your private domain traffic.” The marketing teacher led the reporter to the reporter: “According to my experience, the following 18 fish ponds cover more than 99% of the target customers, there must be a fish pond suitable for you to drain, respectively, WeChat group, circle of friends, old customers , QQ group, public number, live broadcast platform… different fish ponds, gathering different target fans, as long as you find the right method, it will attract a large number of accurate customers to find you.”
In the world of stockpiling, the action of building a fish pond began.
3, who can play private domain traffic
Private domain traffic is a user who can be reached for free, can communicate and manage over and over again, or, in layman’s terms, is a repeat customer. Merchants expect that compared to Baidu, Weibo, Vibrato and other “fish ponds”, fishing in their own fish ponds, relatively speaking, the cost is lower, easier.
The underlying logic of private domain traffic is the refined operation of the user. Different from the extensive user management in the past, the competition in the second half is more focused on the further exploration of the life cycle of user retention, conversion, re-purchase and sharing. It is not a new concept, but it is getting more and more attention in the context of stockpiling.
The insiders likened this process to the following: the process of finding fish, attracting fish, circling fish, fishing, and raising fish. Searching for fish is to locate your own products and find a public domain pool that best matches your target users. The lure fish is designed to design a set of drainage paths, such as KOL launch, public soft-text, lottery, games and other bait, to bring together traffic scattered across different platforms. Users enter their own pool, but also find ways to improve retention and activity, means credit card, preferential benefits, exchange sharing. In addition to active repurchase, this gameplay is most concerned with “precision fission”, which is essentially through the lure to obtain new customers through old customers.
The perfect diary can be described as “fishing people.” When you plant grass on all major platforms and buy a product with a perfect diary, you will get a “red envelope card”. After you follow the public number, you will be guided to follow the personal number. The small one will invite you further. Into the group and scan code applet.
Note: Dialog with the small one
The main focus of the operation after entering the private pool is two aspects. The first is the community operation. Unlike the zombie group or the advertising group, the WeChat group “Small Perfection Institute” is based on the sharing of fine beauty and beauty. The carrier is usually a small program, and there will be live broadcasts and sweepstakes to keep the user’s continuous attention and active. The second one is the circle of friends. The little girl seems to be a beautiful girl who lives in your circle of friends. In addition to sharing good things, she will also be in the autumn and watermelon, go to the gym to run the card, share “You used to be a teenager” and you say good night. The content of the circle of hundreds of small personal numbers is basically the same, but it will also make some different adjustments according to the user.
There are three main ways to save after the retention: welfare spike, WeChat group push and private chat recommended promotion. In order to maintain the long-term maintenance, the perfect diary does not use the direct advertising bombing method, and will only further follow when the user expresses a clear interest. Progress. Behind the unified small personal number is the sales team, and the conversion results can be directly recorded through different codes to ensure the implementation of the KPI and incentive system.
Not only is the perfect diary to taste the sweetness of private domain traffic, and the company is regarded as the biggest beneficiary of “private domain traffic” based on the growth of WeChat ecosystem. The wind has not stopped, the capital is moving, and a number of startup companies based on WeChat chat and public number marketing, such as Tiger Zan, Yidian, Shenshangduo, Jutongtong, and Taomou, etc., Sequoia Capital China Investment institutions such as the fund, Jinshajiang Venture Capital, and source capital have entered the market.
The giants are also eyeing private traffic. Although WeChat is widely regarded as the biggest hotbed of private domain, Taobao has long been laid out. At the internal meeting of Ali in early 2016, Zhang Yong clearly proposed the concept of private domain: “We must encourage merchants to operate his private domain. Space, at the same time, we should also encourage all business teams to create private space on the wireless, operate the business’s own traffic, and operate the red account’s own account traffic, I think only this, such a small mobile phone screen Only able to carry the expectations of our big house.”
According to many media reports, Ali’s “Taobao Master” has completed the internal test, this product of the main friend’s welfare sharing is a typical social e-commerce logic. To become a Taobao master, you need to get an invitation letter. Taobao master can give acquaintances Amway good things. After the acquaintances succeed in pulling the grass, Taobao masters can get rewards and withdraw cash at the end of the next month.
As a Taobao that sells traffic to merchants, there may be a dilemma for the merchants to obtain private domain traffic, but for fast-handers, it is the key slogan of the sounding of the front.
Note: Faster emphasis on private traffic
“Hug private traffic”, the quick hand clearly stated in many interviews and conferences, Yan Qiang, vice president of fast business, said: “How do fans bring private domain traffic more efficiently to commercial content, there are more private domains Traffic is precipitating, which is the most considered by us at this stage.” Yue Futao, the fast-paced vice president, said that it is more direct: “The current private domain traffic allocated to users is more than 30%, which is conducive to live broadcast and trust based on trust relationship. Businesses such as advertisements are realized. To put it bluntly, fast-handed advocates ‘hidden wealth in the people’. This ‘people’ includes personal and institutional numbers, and users have given us corresponding returns.”
4, the user is not a leek
When all platforms and businesses are turning their attention to private domain traffic, there are also hidden dangers under the opportunity.
The private domain traffic is not equal to the micro-business, but the micro-businesses, as the originator of private domain traffic, once made this word not glamorous. According to the “Investigation Report on Online Purchase Integrity and Consumer Cognition” issued by the China Consumers Association, in the dissatisfaction ranking of China’s online consumption in 2016, the proportion of Weishang ranked first.
Your circle of friends is a free billboard for Weishang. There are a thousand friends who want to do a lot of KOC, hyaluronic acid mask, domestic light pearl powder, top food supplement bird’s nest … they capture the circle of friends, resulting in content water, quality decline. Not only that, but many people will be dragged into some inexplicable group: weight loss remodeling group, Mabao Paradise group, private equity investment group… This operation has formed a huge interest chain.
“There are many whites, this is a fertile ground for cutting leeks.” An industry insider who shared private traffic has proposed several actions “many micro-business team, store group training company, e-commerce training company” operation. . Including:
“The first is to create anxiety and create anxiety every day. The e-commerce link has deteriorated, and you can’t survive without looking for a backing. Xiaobai has no way out.
Second, is to send a variety of data screenshots every day, hundreds of thousands of single is the normal state. There are also screenshots of the orders, a variety of videos. In short, it is to constantly stimulate your little heart and make you tickle. I feel that as long as I pay for my studies, I can make a fortune right away.
Third, continue to create cases and create a story of rebellion. What is it before the course is studied; what happens after the course is studied. As long as you are willing to spend money to study, you can be like the protagonist in the case.
The urgency of eagerness and greed in human nature is packaged into a story of “private traffic”, once again sold to everyone, and these are undoubtedly a violation of good social, when the locust is too large, the entire ecology Will be eaten. On May 13th, WeChat released “About the lureIt is strictly forbidden to induce users to share and disseminate external content and public articles. Severe social behaviors such as batch maintenance, bulk plus friends, and bulk forwarding are also severely hit.
In addition, the lack of supply chain control, counterfeit and inferior, after-sales service can not keep up with some of the “private traffic” players are hard-hitting, many micro-businesses have money to take celebrity endorsements to wash white. Last year, traffic star Chen Lilong caused strong dissatisfaction from fans because he received a micro-business brand. One of the reasons was that the brand’s reputation was too bad. After Chen Lilong unilaterally canceled the contract, the fans were still not relieved. The brand’s principals were crying with a group of employees in the live broadcast room. “The fans of Chen Linong are sorry, we know it is wrong. You pointed out where we are doing it. Ok, we will change it.”
This kind of farce is still happening from time to time. How to effectively combine the public domain and the private domain, reduce the cost of obtaining customers, and improve the retention and activity of users? How to cultivate long-term trust with users and tap a longer user life cycle? How to provide intimate services to users on the basis of not disturbing users? The difference in answering these questions affects the long-term reputation of the company. After all, the user is the user, not the private domain traffic, not even the leeks.