Does anyone analyze how Vipshop does private domain traffic?

With more than 400 million registered users, Vipshop is the third largest e-commerce platform in China. In addition to the basic verification code and notification message, the monthly promotion message is still very big, the main purpose is to wake up sleeping customers (registered users who have not logged in for a while).

Of course, traditional SMS cannot operate its own traffic. Due to the poor effect of sending ordinary short messages in the past, users need to go through the steps of "exiting short messages-opening applications-entering activities" after receiving short messages, which easily leads to the loss of customers and the low probability of users jumping.

Therefore, it innovatively upgraded smart SMS (a new enterprise SMS with logo and menu based on SMS channel), and used it as a private domain traffic channel to reach its customers repeatedly, and successfully built it into its own private domain traffic pool.

Specifically, at the bottom of the message, we added "Special sale-today's new model, my exclusive shopping cart", "Limited time discount-half price on Friday, coupon collection center, limited time spike" and "My-contact customer service, my order" as menus. At the same time, choose sleeping customers to push the promotion money of their required categories, and use the coupons and activities in the menu below the SMS to drain, so that the repurchase rate of Vipshop will be greatly improved, and the awakening rate of sleeping customers will exceed 50%.