After dismantling the private domain operation method, I learned the secret of Watsons stores letting me buy, buy, buy.

Editor's introduction: Inspired by Watson's offline shopping experience, the author of this article summarized its private domain operations, disassembled the private domain operation process into three processes: traffic drainage, activation and conversion, and divided them into three processes: traffic diversion, activation and conversion. Common practices and cases of these processes are introduced, hoping to help you. You might as well open WeChat and take a look to see if you have encountered a similar situation: the snack bar community at the entrance of the community pushes a promotion for purchasing signature snacks at a discount every day, and the service account of a beauty brand will start sending you introductions to discount activities as soon as holidays come. The circle of friends is also occupied by a large number of new product pre-sales and promotional activity information, which is dizzying. Have you visited snack bars more frequently? Are you tempted to buy beauty products when you see them on sale? Have you ever seen the pre-sale of new products and wanted to be the first to try them? These seemingly ordinary scenarios are actually examples of typical private domain operations. Entering the stock era, the customer acquisition costs of various brands have skyrocketed. In addition, due to the impact of the epidemic, the economy has become increasingly sluggish. Introducing user traffic into the WeChat private domain ecosystem you have built can reduce subsequent customer acquisition costs and increase repurchase. From my recent experience of shopping at a Watsons store, I truly realized the power of private domain operations. I originally wanted to spend 10 yuan in the store, but ended up spending more than 200 yuan. This is not over yet, and I took the initiative to follow up. I placed an order on the Watsons Mini Program and became a loyal fan of Watsons. So, how did Watsons make me place an order willingly? This article will combine my consumption experience with you to systematically talk about how Watsons WeChat private domain operations are done. I hope it can help you popularize the traffic growth methods such as attracting new customers, promoting activation, and conversion in private domain operations, and establish a preliminary understanding. , for product managers, learning more about operations will also help improve their understanding of business and traffic, which is beneficial to long-term development. 1. What is private domain operation? First of all, what is private domain? For brands, private domain can be understood as the merchant’s own traffic channel to directly reach users. Then, private domain operations are a series of new acquisitions, promotions, retention and conversions carried out around users in private domain channels. Unlike public domain traffic, which belongs to the platform and relies on distribution by the platform, traffic in the private domain belongs to the merchant itself. Take WeChat as an example. User traffic in channels such as corporate WeChat, service accounts, mini programs, WeChat groups, Moments, public accounts, and video accounts with brands is private domain traffic. However, if it is not in the above channels, there is an opportunity to search through it. WeChat user traffic that reaches the brand through channels such as Yisou, nearby, and advertising recommendations is public domain traffic. For example, for a convenience store at the entrance of a community, the flow of people who accidentally pass by the entrance of the community every day belongs to the public domain. Whether they enter the store is largely affected by the degree of publicity. Once they come, it is difficult to retain them. People in nearby communities belong to the private domain. They are a fixed flow of traffic. Whether to enter the store depends largely on the relationship with the store manager. In the public domain, such as opening a store on Taobao, you need to pay advertising fees to obtain traffic, and you need to pay high platform commissions to complete transactions. You do not have the user's information in your hands. You need to spend money to reach the same users, and the customer acquisition cost is extremely high. In contrast, the benefits of a private domain include the following three points: it can repeatedly reach the same group of users for free, reduce customer acquisition costs to facilitate subsequent activation and retention of users, increase the repurchase of single users to facilitate the creation of brand characters, and maintain relationships with users. In general, relationships can make brand information more frequent and more timely, thereby arousing potential consumer demand and improving memory points. For example, when I was thinking about what to eat online, I saw the discount information released by Haidilao in my circle of friends. So how to create a private domain specifically? The entire private domain operation link can be divided into: attracting new users, diverting traffic to private domain communities/activities/users, refined operations, improving stickiness to promote conversion, and increasing transaction volume. 2. Private domain traffic diversion 1. Traffic diversion method: establishing contact point, open up the internal traffic in the private domain. Specifically, traffic diversion refers to gradually importing the public domain traffic of the platform and the individual traffic of the store into the private domain traffic pool. This includes the establishment of traffic diversion contact points and "Enterprise WeChat + Official Account + Open up the traffic between private channels such as "mini program + community + live broadcast". Let’s look at the touch points first. Watsons’ main touch points are offline stores. It will place “Exclusive Beauty Consultant” welfare posters with the WeChat QR code of the shopping guide company at the store entrance and cashier, and list the exclusive services provided. Serve. At the same time, the store shopping guide will also be used to merge the guidance to WeChat and the guidance to register as a member.

Even if you do not register as a member, after purchasing goods in a store using WeChat payment, the shopping guide's business card will be displayed directly on the payment page. Take my experience as an example. At that time, I just wanted to buy a pack of paper. The shopping guide told me that there was a limited time promotion, so I was immediately moved. Then she guided me during the checkout and said that registering as a member can give me a better discount, maybe Out of the mentality of "excessive", I wanted to get more discounts on top of the already discounted ones. I was converted again. The process of registering as a member itself requires a series of steps such as adding a service account, following official accounts, and searching for mini programs. , although it is a bit cumbersome, but it is still the checkout process, and the time is still worth waiting. In the process of opening up internal traffic in the private domain, small programs, public accounts, and video accounts play the role of facades, connecting the public domain and the private domain. For example, after users enter the public account page through a WeChat search, they can Learn about the products and services provided by the brand through the welcome message, bottom tab bar, historical articles and other information. The community, service account, and circle of friends are more private and exclusive user operation channels. The Watsons service assistant (service account) will mainly divert traffic to the corporate WeChat through "Get 3 Free Postage Coupons" and to the fan community through "Get Cosmetics for 0 Yuan". There will be guidance on adding store shopping guides on the mall page of Watsons Mini Program, which will be matched according to geographical location. If you use the coupons pushed by the shopping guide to consume in the mini program, it will be included in the sales performance of the store or shopping guide. In addition, Watsons will also use WeChat’s social links to conduct fission recruitment, and the new users will be divided according to membership levels (including non-members, green cards, and black cards), and different levels will have different reward amounts. 2. Key points of traffic drainage: Based on scenario-based thinking, provide core value points. Regardless of the traffic drainage method, the key point is to provide users with core value points, which is why they come to your private domain. It can be a lottery, or It can be returning points, receiving coupons, these short-term benefits, or it can be long-term value, such as free express delivery to your home. As mentioned in Fogg's behavioral model, triggering a behavior requires sufficiently high motivation and strong enough ability. In my above-mentioned shopping scene, let me interpret the changes in various factors in the conversion process based on the Fogg behavioral model: B = become a member of the private domain, and m = motivation. After I learned that I can enjoy a series of benefits, I will Greatly improved; and a=ability, with the help of the clerk, the difficulty of registration has also been greatly reduced, so under the premise of being reminded, it is easy to become a member of the private domain. In addition, scenario-based thinking is also very important. Different people focus on different things in different scenarios. For example, when guiding users to register as members, store consultants do not need to explain the project rights to every customer. They only need to introduce them selectively according to different customers. When guiding users in the store, they focus on introducing the free skin test in the store. rights and interests. To give a negative example, the common offline scene of handing out flyers is actually a way to attract traffic. Once, when I arrived at the entrance of a shopping mall, there were about 3 to 4 people gathered together to hand out leaflets about the gym. When I walked to another door, I found another 3 to 4 people. The arrangement of people was so dense that it seemed a bit oppressive. She was also quite "nonsense". She came up to her and asked, "Beauty, do you know anything about swimming and fitness?" I hesitated for a while, thinking: I don’t want to know. The other person continued: There is a discount, come with me to experience it. I said: I don’t have time now, I will contact you later (I thought there was a QR code on the poster or something) of). After taking a closer look, I saw that the leaflet in my hand was shoddy and had no focus. I didn’t even know what kind of fitness it focused on. I glanced at it and there was no WeChat QR code. In fact, this means that it does not cut into the scene and does not provide a clear point of interest. At this time, I am walking on the way to the mall. Generally speaking, I am not just wandering around, but have my own things to complete. I will just stop me. This process is interrupted, and if the stop is forceful, the unhappy mood will appear uncontrollably. In addition, it does not provide an attraction, that is, why I should stop and look at you. 3. Private domain traffic promotes private domain operations. Private domain operations are not just as simple as adding WeChat or joining a group. Subsequent user operations are also a critical part. 1. Five major aspects: content, activities, interaction, community, and members. There are many ways to maintain users in the WeChat ecosystem. There are mainly five aspects: content, activities, interaction, community, and members. Of course, they are also among each other. related to each other. 1) Content For private domains, content includes content posted on public accounts or Moments, and of course also includes the design of micro copywriting in some mini programs.

There are three main public accounts of Watsons, namely Watsons Service Assistant (service account), Watsons Welfare Club (service account) and Watsons Official Grass Planter (subscription account). Among them, Watsons Service Assistant and Watsons Welfare Club provide more product discount information, pay more attention to member services, and mainly promote conversions with preferential activities and super-value membership rights, while Watsons Official Grassroots focuses on content marketing and branding. Plant grass. Taking Watsons' official Zhongcaojun and Qu Xiaoxi Moments as examples, the content planning can be mainly divided into three aspects: user-related, that is, the content that users pay attention to reflects care, recommends products that users need, and makes users feel that the brand is Understand me. Watsons official website has a lot of content in this area, and often launches nursing-related and interactive content with prizes. IP is related to presenting the lifestyle, opinions, attitudes and daily dynamics of the brand personality to gain a trusting relationship. Presentation and expression are a way to enhance familiarity. Product-related, present product stories and user experience to make users more familiar with the product, or push promotional information to promote conversions. Qu Xiaoxi’s circle of friends posts product introductions and product planting content every day. The copywriting in Watsons Mini Program is also quite careless. In recent months, the epidemic has resurfaced, and users have focused on how to protect themselves. Different copywriting will be displayed at different times, which is interesting and thoughtful. 2) Activities Generally, the purpose of activities is mainly divided into two categories. The first category is to increase user stickiness; the second category is to increase sales. The first type of activities includes check-in, voting, lottery, user creation, etc. Watsons has recently used the 0-yuan brand as an attraction to guide users to follow, like and comment on video accounts to increase the number of followers and activity in the video account field in the WeChat ecosystem. However, Watsons’ activities are more of the latter, often attracting users with high promotional intensity, and highlighting members’ benefits to achieve purchase conversion and membership conversion. 3) Interaction WeChat interaction mainly includes private chatting with service account users, responding to comments in Moments, etc. For example, the service account of Watsons store shopping guide regularly sends out some promotional information through offline store managers. After adding Watsons' IP personal service account, it immediately greeted users when they joined the private domain traffic pool for the first time, and clearly explained the short-term benefits (new products, discounts) and long-term value (US makeup sharing and trial activities). This is the best moment for enterprises to strengthen the primary cause effect, so they must seize it well. At the same time, users can actively send blessings and care through WeChat chat on birthdays, major holidays and seasonal changes; at important after-sales service nodes, such as delivery, receipt, maintenance, reservation reminders, etc., users can actively send blessings and care on important service nodes. Node cares and reminds users. When users can unlock more privileges and services due to accumulated consumption, they can also proactively tell users about their experience. You can also take the initiative to provide some benefits to users in the private domain. For example, there is a trial laboratory module in the Watsons applet, which regularly provides a number of opportunities to try out new products. Participants are selected through registration or lottery. After being selected, You will receive free trial items and you will need to write a trial report. 4) The community includes three aspects: content, activities, and interaction, and is mainly used to publish activities and release brand information. Of course, it is also divided into long-term communication groups and short-term flash groups. Long-term communication groups generally have a community calendar to inform users of events or exclusive benefits during a specific time period. Regular hosting can well develop users' habits, give users expectations, and give users a feeling that they will have if they stay there but not if they miss it, and can form a memory point. 5) Needless to say, membership is a very common user operation method. For users, this is a way to pay to enjoy excess value after recognizing the brand's products or services; for brands, this can increase user activity and stickiness, stratify users, and increase repurchase by old users. The mini program in WeChat also facilitates brands to build their own membership systems and can connect online and offline. Traditional store members usually apply for a membership card, swipe the membership card every time they come, or report their mobile phone number, which can usually only be used in offline stores. First of all, we must consider the threshold for obtaining paid membership. If the threshold is too high, the screening effect will be relatively strong and it will be easy to screen out users who are very loyal to the brand. However, at the same time, it will not be able to attract ordinary users, which will Discouraging a large portion of users will have a negative impact on improving membership conversion rates and further increasing repurchase rates. If the threshold is too low, the input-output ratio will be relatively low for the brand and it will not be cost-effective.

For example, Jiumu Sundry Club will amortize the discount to each quarter. On the one hand, it ensures the high value that users can directly perceive at that time. If you recharge 88, you can get 88 back, which is equivalent to free prostitution? Don’t waste it. The word 100% return will smooth out the user’s sense of money loss and increase their willingness to pay. On the one hand, it can increase the user’s probability of multiple purchases. Watsons has a similar strategy. The preferential services in its membership benefits have sufficient value and are limited. 200 points will be given after processing, but the points can only be used next time. In order to allow you to use the points next time, come back for consumption and increase repurchase. So how to guide users to become members? From the case of Watsons shopping, I summarized two points: First, we need to identify high-frequency consumer products/user pain points, provide limited-time discounts to stimulate users' desire to purchase, and guide members at this point. Second, the key points are most relevant to the current scene. benefits. When I was shopping in the store, I already knew what I wanted to buy. As soon as I entered the store, I went straight to the shelf where the products were located. When I walked to the checkout counter, I was stopped by the store attendant. She first looked at the product in my hand. A small set of toilet paper, and then asked me: This thing is often used, let’s buy three and get one free, do you want to buy more. When I thought about it, I really use it frequently, so I might as well buy more, and it’s also discounted, so I can save some money by the way. Just when she was scanning the QR code of the product, she seemed to casually ask whether she wanted to become a member, and introduced that becoming a member would allow you to accumulate shopping points, get free skin tests in stores, and get free gifts. Since the membership price is quite cheap, besides, I often buy these skin care products and daily necessities, so why not drop by and get one? Seeing that she had obtained my consent, she took my mobile phone and helped me register as a member. During the process, she also asked me to add the WeChat service account of the store manager. So I was converted into a member. After becoming a member, some measures such as check-in, task system, and points growth system are usually combined to increase the user's usage time in WeChat mini programs and other places, cultivate users' habit of fixed-point visits, and increase sunk costs at the same time. In addition, both ordinary users and member users can accumulate rewards by checking in and recording steps every day, and the rewards can be used in draws. 4. Private domain traffic conversion Transactions in the private domain traffic pool are mainly realized through two paths, one is operational transactions, and the other is live broadcast transactions. Here we mainly talk about operational transactions. Common ways to promote conversion include limited-time discounts, regular discounts, triggering by scenarios (big promotions, approaching holidays), etc. Watsons' main method is to issue coupons and promotions, and will "bombard" relevant information through multiple touch points. The picture below shows the coupon collection center of the mini program, daily discounts in the mini program, It mainly focuses on promotional content push and social push for public accounts. For those who enter Watsons Service Assistant for the first time, Watsons will also use group buying and instant discounts to stimulate consumers to place orders at low prices. After users participate in group buying, they will not only be able to buy popular products at low prices, but will also be rewarded with points. It can be said that One link after another. In addition, Watsons membership rights are also a way for new members to promote repurchases and improve conversions. These rights are often related to brand services and purchase benefits. For example, Watsons’ green card membership benefits include 6 major items: 1) Points for cash and membership price: both can very well stimulate repurchase. 2) Regret medicine, appointment services and any bottle testing: they are all value-added provided around the core positioning (beauty and personal care). Among them, skin testing is in line with the current trend of women’s skin care becoming more and more professional, and it is also a way to promote products. A touch point, usually you will really realize it if your skin is dry or has other problems. Moreover, the skin tester is relatively professional. For ordinary consumers, the technology is naturally professional and trustworthy. . 3) Returnability can also reduce the psychological loss when purchasing and reduce decision-making costs. Anyway, I can return it after buying it, and I won’t lose money. In other words, after a user becomes a member, it is very easy to complete the first order as a member user. In addition, after registering as a member, 3 free shipping coupons will be given immediately to promote online conversion within WeChat. After I signed up for membership at the store, the shopping guide immediately took me to a skin tester to test my skin. The result was that my skin quality was pretty good, but it was very dry. The waiter took the opportunity to say, look at our hydrating mask. Well, there has been an event recently, buy three and get two free, and the price will return to the original price after a while. If you become a member, you can directly use the coupon you just received. I thought to myself that a box of facial mask itself is not much and will be used up quickly. It is better to buy more. If I buy it after a while, I will miss the discount and it is not cost-effective, so I bought it.

In the long run, Watsons' membership system and daily promotions and benefits are closely integrated. When you first register as a Watsons member, you will be given a series of coupon gift packages, which is very attractive, and in subsequent promotions, members will also You can enjoy lower prices and stronger discounts. It’s no wonder that Watsons’ 65 million+ members contribute 80% of Watsons’ private sector revenue. 5. Write it at the end. In general, Watson’s private domain construction idea is: divert traffic from offline stores to the public account, and the public account will guide the conversion of members, and divert traffic to mini programs, communities, and corporate WeChat (including offline store shopping guides and Brand IP account), corporate WeChat, communities, and mini-programs can divert traffic to the community. All online private traffic can also be channeled to the nearest store through store services (such as free trials and self-pickup). Users When you place an order online, the goods will be dispatched to the nearest store, and the goods will be delivered to your home within an hour, thus realizing a closed loop between online and offline. Among them, the official account serves as the starting point for traffic distribution and is mainly responsible for event release, content marketing, user interaction and membership services, etc., and distributes traffic to corporate WeChat and mini programs; corporate WeChat and communities directly connect with users and can It further allows users to access mini programs and Moments, and enhances the effect of activities and content marketing; mini programs are mainly responsible for ordinary user operations, member operations and conversions. In addition, we can see that Watsons’ focus is on member conversion. When diverting traffic to the private domain, it uses member rights and interests as an attraction point to complete private domain traffic and member traffic in one step. Subsequently, both in terms of content and activity operations, It focuses on the purpose of conversion and highlights the members' preferential benefits in conversion. Finally, private domain traffic has been a popular field in recent years. This article is a summary of Watson’s private domain operations inspired by its offline shopping experience. It breaks down the private domain operation process into traffic drainage and activity promotion (including (content, activities, interaction, community, membership) and conversion, and introduces common practices and cases of these processes respectively. I hope it will be helpful for everyone to establish a preliminary understanding of private domain operations. Author: Product person Axiang, public account: Axiang’s Diary of Growing Up