The 36Kr Future Live Room and Yunjiu Capital invited Chen Xi, vice president of Mingluo Technology Group and president of Mingluo Fengfeng, to unveil the veil of private e-commerce for you!
Under the general situation of traffic anxiety and difficulty in obtaining customers, private domain e-commerce has stirred up thousands of waves. Some people say that 2020 is the first year of private domain traffic. Except for the head players, what is the overall market situation? How do brands in different industries and stages develop their own private domain strategy? In this issue of the 36Kr future live broadcast room, we will invite Yunxi Capital, the vice president of Mingluo Technology Group and the president of Mingluo Fengfeng, to open the veil of private e-commerce for you!
Chen Xi has 16 years of experience in the social media, e-commerce and Internet industries, and has planned e-commerce closed-loop landing solutions for many of the world ’s top 500 companies. Mingliuyoufeng focuses on providing brands with full-domain operation services of private e-commerce, helping brands achieve low-cost customer acquisition, continuous repurchase of high-loyalty customers, long-term closed-loop business growth, and becoming a true business partner of merchants . Its group company, Mingluo Technology Group, covers more than 90% of head brand advertising exposure monitoring, and is an open innovation platform for marketing smart national AI.
Private domain e-commerce shell
P1 touches the “real body” of private domain traffic
The “planting grass” of public domain traffic has now entered a mature industrial operation system, and the traffic depressions are becoming scarcer, so many brands have begun to turn to self-built private domain traffic.
In simple terms, private domain traffic is precipitated through platforms such as public accounts, micro-signals, and small programs, and becomes the traffic controlled by enterprises or individuals. Establish a healthy and sustainable closed-loop flow through private domain traffic to achieve brand, e-commerce, temperature, and interaction. Compared with the traffic from Kuaishou, Douyin and other self-media channels and the public domain traffic platforms such as Taobao, JD.com, and Ma Honeycomb, it belongs to the merchant’s “private assets” and is truly its own customer assets.
Can P2 live broadcast traffic represent private domains?
In the epidemic, there are many good news from the live cargo data. Is the private domain really just increasing traffic? This is just a superficial phenomenon! From the perspective of traditional business pursuit and efficiency, live streaming is not an efficient form of operation, and the information density will not be too high in theory. But in the trading link, the past year has suddenly become clear and simple. This interactive drive has greatly promoted trading.
It is worth emphasizing that live broadcasting is not a complete private domain business form, but only completes the first link of private domain e-commerce-it can directly and effectively reach the connected consumers repeatedly.
P3 Wechat-Another Misunderstanding of Private Domain E-commerce
Many people will consciously bring the WeChat business model to private e-commerce, such as setting up a WeChat public account, by setting upIP set up, gradually forming a community, without breaking, and finally live broadcast to complete the transaction.
In fact, this is also the appearance of private e-commerce. At present, some WeChat merchants have encountered bottlenecks, mainly due to continuous purchasing power and subsequent communication and interaction with users. This is also the biggest difference between private domain e-commerce and WeChat! Monetization of traffic and rapid harvesting are just tricks, and private e-commerce is a brand strategy, which is to digitize and online users to form long-term sustainability and scale.
P4 Why is Perfect Diary “perfect”?
Light speed growth template
The focus on the perfect diary should not be limited to the huge success of user volume + interaction + transaction, this is just the tip of the iceberg. What is more worthy of study is that Perfect Diary has established a complete closed-loop system for creating content, explosive products, platform e-commerce transactions, precipitating private domains, operating repurchase, category expansion, large-scale brand launch and continuous operation. Lightspeed’s growth template comes from the initial long-term brand building positioning, but also from less than three years, through the scene online, consumer online, employee online / process online, private IT system / digital infrastructure, to form a line Combined operation from top to bottom.
The core of the private domain
How does P1 private domain traffic double the transaction volume?
The National Bureau of Statistics ’retail sales of consumer goods in 2019
The essence of the private domain is retail Species will eventually fall on the transaction. The National Bureau of Statistics ’retail sales of consumer goods and Tencent ’s financial report show that in 2019, China ’s total retail sales of consumer goods was 41,164.9 billion yuan, the nation ’s online retail sales were 10.6244 trillion yuan, and the WeChat applet transaction volume was 800 billion yuan, accounting for 7.5% of online retail sales. At present, for most stock brands, the proportion is not large, but there should be a significant difference in the future. At present, such a trend has been seen.
If brand private domain transactions can account for 15% of the total turnover, the impact is very significant. First, the private domain will become an important sales channel; second, consumer data information will provide more communication, interaction and dissemination; third, consumer data will further improve the operational efficiency of the private domain system, which is ultimately reflected in the transaction Quantitatively.
P2 What is the difference between private domain e-commerce and traditional retail?
If the private domain is viewed purely from a retail perspective, it is essentially the same as the traditional marketing theory, and is fully applicable to the 4P, 5A market theory or AIPL e-commerce theory. The model is essentially the same as the traditional business. It is still four parts: consumer demand discovery, buyer reach, product and production efficiency, and delivery. In fact, it can be simply described as four parts: people, goods, market, and innovation. The key to winning market competition is not goods, but facing different consumers. The evolution and innovation of trading is essentially the common change of people, goods and markets.
Three core levels of P3 private domain e-commerce
The first layer can directly and effectively reach the connected consumers directly and repeatedly. That is, the aforementioned WeChat, live broadcast, etc., establish a community through WeChat personal numbers, IP settings, etc., and use high-traffic products to reach customers directly.
The second layer has its own controllable contacts to experience innovation. Not only pay attention to product quality, but also pay attention to users from the moment of entry, content, transaction, repurchase, communicationThe whole journey. Including the cognition of people and goods, the experience of the place, is a comprehensive innovation.
The third layer, data retention. This is the most meaningful part of the private domain and the biggest advantage that distinguishes it from platform e-commerce. Through its own data-driven and intelligent efficiency improvement, different consumer-specific interactive scenes can be achieved, transactions can be reached, and even traffic can be reached repeatedly.
P4 how to choose the three major relationships?
Increment vs. stock
The inventory is generally intensively promoted by diversion users. Finally, the live broadcast is harvested, and the inventory can be cleaned in a short time. The increment is not only the harvest of the current user’s stock transaction, but the source of the private domain users and the independent operation of the increment. It is recommended to make increments while digesting the stock, otherwise long-term sustainability cannot be guaranteed.
Public domain vs private domain
Sample private domain and global domain
Analysis of entropy increase from a simple physics point of view, if there is a lack of external new users and new changes, without introducing public domain traffic, operating in a relatively fixed and focused pool, products in the private domain may die. . The reason why some Wechat merchants died in a short time is that the public domain and the private domain have not established a connection. The first step in the construction of private domain traffic is to go to the public domain and draw a pipe from the sea that can be reached to the “small fish pond”.
E-commerce vs shop
The operation of the private domain can improve the purchasing power of offline customers, but the most important thing is that in the establishment of core forms such as increment and introduction of the public domain, the form of e-commerce and online delivery are the most efficient means of delivering scale. .
P5 new ecosystem of retail and media
“In the future, media companies will become retailers, and retailers will also become media companies.” From the changes in content production and delivery of companies such as Tmall and ByteDance, we can see that the boundaries between media companies and retail companies are blurred. Don’t really stick to one platform. It is necessary to connect different consumers on different private domain platforms and complete different product delivery. It is to truly understand the nature of the private domain and then complete the process from 0 to 10,000.
Service building brand decision investment strategy
P1 private domain brand e-commerceCamp Illustrations
Private domain e-commerce operation panorama
The most complete private domain brand e-commerce operation is divided into four steps. Through the establishment of a public account, KOL / community communication, and private domain operation content operation, complete the flow and introduce the public domain to accurately obtain customers. Complete private domain operations through content operations, event operations, and layered operations. Complete e-commerce operations through commodity activities, repurchase promotion, and distribution systems. Platform construction and data intelligence are completed through the middle platform construction, user communication, and data intelligence.
P2 private domain traffic how to get a slice of it?
For service providers, the most direct way is to support brands to control their business through consultation, training, and courses. You can also import private domains through advertising agencies and community agency companies through multiple channels, recruit new users through fission service providers, content agency interactive tools, etc., retain private domains with mid-range providers, and lock users with SCRM and SaaS Member, finally complete the transaction conversion of e-commerce SaaS, live broadcast service MCN and other forms. The service provider can choose one or more supports.
Let ’s talk about brands or merchants. For focused enterprises, platform e-commerce can complete the tasks of rapid sales and public domain contacts. The private domain can be used to form long-term growth, category expansion, and continuous iteration. Content operation ability, commodity operation ability. For transforming enterprises, platform e-commerce can fulfill the role of channel, and the private domain can directly face consumers, establish digital operation capabilities, and incrementally drive inventory, which requires public domain traffic, digital MNP, complete operating system, and incremental establishment strategy. For creative enterprises, platform e-commerce can be used to complete brand positions and sales users, private domains form seed users, experience generation, connect global domains, and core delivery closed loops. Experience innovation, complete operation system, public domain traffic, large-scale system, Iterative ability.
For investors, the keyword of platform e-commerce is “super species”, because having its own users, data, and product information is like a “Skynet”, which can efficiently distribute goods and traffic. The keyword of the private domain is “emergence”, and the essence of the core is digital innovation, which can quickly complete the iteration of new interaction methods and commodities. It is estimated that within three years, if an enterprise can achieve 0 to 10,000 creations, it should appear in the private domain.
P3 private domain will give enterprises digital genes
The essence of building a private domain is to build a company’s digital genes, which is also the core of the company’s long-term survival. In the next 3 to 6 months, private domain growth will be the focus, and will focus on the improvement of private domain efficiency, such as live broadcasting and bringing goods. In the medium term, it will support companies to build their own digital capabilities. Especially the ability to attract the right increment and form innovation after digestion. The last is to support the creation of a truly innovative digital enterprise. From the first day of its birth, it will be completely digital and will not be bound by certain rules now, forming a creative interactive experience and creating a completely iterative super brand. This is what we most want to see.