Dismantling of Juquan private domain case丨How Internet celebrity drinks can be monetized through private domain diversion

In recent years, there has been an obvious trend of high-endization in the beer and beverage sectors. High-end ready-made tea drinks including Naixue and Heytea have emerged. Mid- to high-priced beverage brands represented by Yuanqi Forest have gained With the rapid recognition of consumers, high-end beer has emerged, craft beer has experienced rapid growth, and low-alcohol wine represented by RIO is rapidly expanding. Even when mass consumer goods were collectively under pressure during the epidemic, the high-end trend of the beer and beverage sectors remained unchanged and they still maintained a good growth momentum. Today we will focus on Yuanqi Forest. As a cutting-edge brand that focuses on “0 sugar, 0 fat, and 0 calories”, under the industry structure dominated by giants such as Coca-Cola, Nongfu Spring, Wahaha, Huiyuan, etc., it is hard to “kill”. "Creating a new path also set off a new wave of consumption. In addition to taking a unique approach in product polishing, Yuanqi Forest’s digital practice of content marketing is also at the forefront of the industry. Yuanqi Forest, founded in 2016, is an innovative beverage company independently developed and designed. Its products focus on "0 sugar, 0 fat, and 0 calories", taking into account both taste and health, and catering to consumers' pain points. There are 6 types in one package series, including Full Score Micro Bubble Juice, Alien Series, Soda Sparkling Water, Milk Tea, Bodybuilding Tea, and Burning Tea. Judging from the age distribution, it is mainly concentrated among women under the age of 24. Women pay more attention to healthy living and care about their body shape than men. This is also in line with the slogan of Yuanqi Forest, 0 sugar, 0 calories and 0 fat. So, how does Yuanqi Forest handle private domain traffic? Next we will dismantle them one by one. The most basic rule of Yuanqi Forest's private domain operation is "the public domain becomes the voice (user's mind), the public domain becomes the private domain, the private domain is the operation, and the operation is the membership." Quickly occupy the market through large-scale advertising both online and offline. Then, by transferring the traffic from the public domain to the private domain, and completing the refined operation of users through the community, membership system and points system, online and offline bloom at the same time. In addition to cooperating with popular movies and variety shows to quickly occupy the market, Yuanqi Forest also places corresponding advertisements on popular channels such as short videos and social platforms. Offline will reach users through channels such as large supermarkets and chain convenience stores. The idea of ??user accumulation in the private domain is the same as that of other brands' private domain operations on the market. Yuanqi Forest will also use "public accounts, mini programs, corporate WeChat, membership systems, and video accounts" to complete refined operations for users. Path one: