Irai released the 2022 private domain report: WeChat Alipay short video platform becomes three major positions in merchants layout

On September 1st, the industry research institution Iri Consulting released the "2022 Insight Report on the Layout of Chinese Merchants' Private Domain". The three most important positions in operation; 80%of the merchants believe that the cost of private domain operating rises and 40%higher than the initial period. Domain linkage.

The report shows that under the catalysis of the epidemic, merchants' private domain operations have entered an explosive period, and refined operations have become consensus. In the survey, 77.3%of merchants were satisfied with the improvement of the business effect driven by the private domain layout. Among them, the growth of new customers and members was the most significant.

The layout of the private domain to multi -platform has also become a trend. The report shows that small programs are standard for business private domains, and WeChat, Alipay, and short video platforms have become the main positions of the current merchant's private domain layout. Earlier, the survey of Aladdin, a small program research institution, also showed that nearly 80 % of the merchants have also deployed WeChat and Alipay applets at the same time.

Corresponding to the outbreak of the private domain industry, the cost water rises, and 80%of the investigating merchants believe that the cost of private domain has increased from the beginning of the layout, with an average increase of 40%. The main reason is that the initial dividend has gradually faded, and the extensive business model is no longer applicable. Merchants need to coordinate manpower and resources for more fine operations. Therefore, for merchants, conversion efficiency and public domain drainage have become the most concerned factor in private domain operations.

Ran Yiyu, an analyst of Irai Consulting, believes that the value of public domain flow cannot be ignored. Providing "living water" for merchants is an important source of private domain flow, which determines the efficiency of private domain retention and operation. Help merchants identify pain points and formulate strategies based on the perspective of the global perspective.

Among the major platforms, Alipay first proposed a combination of public and private domains in 2018. At present, 8 major core public domains, small programs, life numbers and other private domains have been opened; WeChat proposed the concept of private domain 2.0 in 2022 and also talked about public -private area enable merchants; In addition, Douyin also proposed the concept of private domains, and Kuaishou also said that the public and private domain would help merchants operate.

Li Yongjian, deputy director of the Economic Research Center of the Chinese Academy of Social Sciences, said that the concept of "private domain" has been born for nearly 5 years. The private domain is shifting from extensive operations to refined business era, and the industry will also accelerate the linkage of public and private domains. He said that large platforms such as Alipay and WeChat need to play the role of platforms and continue to optimize products or policies to help merchants operate; merchants need to be more patient, find out the differences in different platforms, continue to operate, and iterate rapidly to improve the digital vitality of the enterprise.

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