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Some people say that the biggest outlet in 2022 is private domain traffic; It is also said that the private domain in 2022 has already hit the Red Sea. Correct judgment of the trend can make a qualitative change in the layout of your private domain operation and help you succeed faster.

So, in this brand-new year of 2022, what is the trend of the private sector? Cicada's private domain operation expert group has produced some cutting-edge viewpoints from countless dialogues, cases and large surveys. Let's have a look!

First of all, LTV will gradually replace GMV and become the core indicator of private sector operation.

The life time value of LTV is the lifetime value of customers, which is the sum of all the economic benefits that the company obtains from all the interactions of users.

GMV refers to the total amount of transactions (within a certain period of time). Mostly used in the e-commerce industry, generally including taking pictures of unpaid orders.

Why will LTV gradually replace GMV and become the core indicator of private sector operation?

Let's look at two formulas first:

GMV= flow x conversion rate x customer unit price x repurchase rate

LTV= user base x per capita customer unit price x average number of purchases per user

It can be seen that GMV will be affected by public domain traffic and its conversion rate. If we want to measure the quality of private domain operation, LTV can more accurately show how much value each enterprise customer has generated for the enterprise. After a period of operation, does the user pay more? In addition, LTV can also help enterprises identify high-value users, accurately stratify users and conduct refined operations.

Second, in 2022, the focus of private domain operation will shift to refined operation, and powder drainage is becoming the beginning of refined operation of enterprises.

202 1 some enterprises have begun to adjust their operational focus. In the new year of 2022, more and more enterprises will shift their operational focus to refined operations. If there is no layout yet, be careful to fall behind ~

Third, there will be more and more full-time jobs and talents in private domain operation.

2022 can be said to be a turning point in the history of private domain development, with opportunities and challenges coexisting. The competition of major enterprises to enter the private domain will inevitably increase the demand for private domain talents, especially compound talents and growth talents.

Fourth, the concept of private domain is generalized, and all platforms are firmly integrated into private domain.

Which high-traffic platform hasn't mentioned private domain yet?

No, they are all accelerating the entry and layout of the private sector.

This will inevitably bring new understanding and gameplay to the industry. In terms of content system, Tik Tok and Xiaohongshu are natural positions; From the relationship point of view, Aauto pays attention to WeChat more quickly and unconditionally; In terms of algorithm operation, Baidu and Tik Tok will once again stand out; In local life, Alipay has obvious advantages, and Aauto Quicker is also trying to seize the share with Meituan.

Different platforms, different speeds, different understandings, and different levels of infrastructure are attracting enterprises to consider how to "global+private domain" in any case. This is a well-deserved trend.

However, there are also challenges: any big platform wants the private domain to run only in its own system. This will cause some resistance to our traffic flow.

This is the best time, this is the worst time. The only constant in any industry is always changing. Only by keeping up with the trend and keeping warm can we go further.

Come on, soldier!