One article understands: definition, essence, trend, value

Editor: In recent years, the topic we talk about from doing private domains to how to do private domain operations. This article takes the four aspects of private domain traffic, what is the private domain traffic, the nature of private domain flow, and the value of private domain flow. It will take everyone to understand and understand the private domain traffic, and I hope it will be helpful to you.

In the past few years, we have been talking about users' growth and growth hackers. Since 2018, the word of private domain flow has been hot. In essence, growth is biased towards new users, and private domain traffic operation focuses on the long -term operations of old users, enhance relations and friendship, and enhance retention and repurchase.

From 2019 to 2020, the topic that everyone talks about is to do private domain operations, and since 2021, the topic that everyone talks about is how to do a good job of private domain operations.

This article will help everyone understand the private domain traffic through the four aspects of the four aspects of private domain flow, what is the private domain flow, the essence of private domain flow, and the value of private domain flow.

First, why is the private domain flowing fire?

Now the industry generally says that 2019 is the first year of private domain flow. In fact, the word private domain flow has been available early, but it is only called differently. Before talking about why the private domain traffic is hot, let's take a look at the development history of Internet traffic.

The first stage: early PC Internet between 1997 and 2003

The picture comes from: "The History of the Evolution of" Data-Metaples "evolution of the 20 years of the Internet in China"

At this stage, the Internet is still in early development, but it has shown a trend of rapid explosive development -in just 7 years, the number of netizens in China Internet has increased from 300,000 to nearly 80 million.

There are Sina, Sohu, Netease's "3 portals", as well as Baidu, HAO123, 3721, Cat Pu, Tianya and so on.

The second stage: the comprehensive development period of the PC Internet between 2004 and 2009

The picture comes from: "The History of the Evolution of" Data-Metaples "evolution of the 20 years of the Internet in China"

At this stage, the PC Internet blossomed, and the number of Chinese Internet netizens surged from nearly 80 million to 384 million. E-commerce has also begun to become a pivotal existence in the Chinese Internet landscape. With the increasingly mature, with the development of 3G technology and smartphones, the era of the "mobile Internet era" has quietly approached -there is no doubt that this is the opening of the golden age of the Internet of China.

The third stage: 7 years between 2009 and 2016, generally called "the last half of the mobile Internet"

The picture comes from: "The History of the Evolution of" Data-Metaples "evolution of the 20 years of the Internet in China"

At this stage, the PC Internet transitions to the mobile Internet. Although the number of netizens no longer shows explosive growth, due to the popularity of smartphones, the average online duration of users has increased further. This is also the Chinese Internet on the traffic market. The last golden period of growth.

The fourth stage: the comprehensive maturity stage from 2016 to 2021

The picture comes from: "The History of the Evolution of" Data-Metaples "evolution of the 20 years of the Internet in China"

At this stage, traffic dividends have begun to decrease significantly, and new representative APPs have become less and less, but the connection between the entire Internet from traffic to monetization is fully matured at this stage.

The traffic scene and the realization of the online and offline are also fully connected. The connection between commerce and the Internet is truly established here. The possibility of drainage and realization.

Private domain flows are hot because of the decline in public domain flow with it. After more than 20 years of brutal growth, the Internet has gradually peaked. The merchants found that the previous marketing methods could not be played.

First of all, the "traffic dividend" of the Internet has declined, and the growth rate of netizens has slowed down and becomes saturated. Secondly, traffic is mastered by several giants. As the competition becomes more and more intense, the cost of customer acquisition is getting higher and higher. Finally, people consume consumption. Change of habits. Users have experienced three stages: offline shopping, e -commerce shopping, and social shopping.

With the changes in the above three aspects, the company's original marketing ideas can't play. Therefore, build a private domain flow pool, operate users for a long time, and tell your own stories, and increase the growth of incremental variables and stock bands into a problem that every merchant urgently needs to solve. Against this background, the flow of private domain came into being.

On the one hand, it is necessary to continuously screen the diversion users from the public domain flow pool. ; Finally, the stock is incremental, which is called "private domain fission user".

2. What is a private domain traffic?

The essence of all business revolves around three core keywords: product, traffic, and conversion rate.

Corresponding to private domain flow is public domain flow. The narrow public domain flow refers to Baidu, Taobao, Jingdong, Pinduoduo, Douyin, and the generalist public domain flow refers to radio, newspapers, television, portal websites, Weibo, WeChat, headlines and Douyin and so on.

Therefore, the definition of public domain flow is: the theoretical traffic that can be exposed to, these flows are public resources. If you want to pay attention to the groups in the public domain, you should either spend money or use resources. The public domain flow belongs to everyone and does not belong to yourself.

The private domain is a traffic that the brand can directly connect and repeatedly reaches the low cost. Merchants can connect directly with users, and repeatedly reach users in a reasonable way, operate users refined, and tap the user's life value. This will contain the value of the user itself and the value of social fission. In terms of private domain traffic comparison, there are some unique advantages. These advantages are also reflected in its definition.

First, traffic is more controllable. Private domain flow is the brand's own flow pool, often more controllable than public domain flow.

Second, cost -effective. Introducing fans from the public domain to the private area flow pool can be connected freely with the fans to achieve continuous repurchase and realization, and the cost is relatively high.

Third, be able to understand and serve users in depth. After the brand introduces fans into its own private area flow pool, it can establish a strong relationship with fans. By continuously output content and social interaction, understand the needs of fans, better serve fans, and improve fans' loyalty.

At present, the best tool for undertaking private domain traffic is the WeChat ecology, including personal WeChat, corporate WeChat, WeChat group, WeChat public account, etc.

But the public account and applet are the best carrier. Because the user click rate is low, the impact is weak. Can't reach users anytime, anywhere, freedom, and free to reach users. At present, the most effective carrier is the personal number (personal WeChat+corporate WeChat).

Third, the essence of private domain flow

Private domain flow is not only a concept, tool, and method, but also a thinking. In the rapid development of the Internet, we can continuously obtain cheap traffic, and the business method is relatively rough. Now, the flow dividends are topped, and we need to operate refined.

So before the discussion, we need to adjust our operating thinking and then see what the essence of private domain operations.

The essence of private domain flow is not harvesting users, but for long -term operations to tap the user's long -term value; the essence of private domain flow is to change from selling goods to user thinking; the essence of private domain traffic is to change the field of circulation. The monopoly pattern is broken, and the trend of decentralization is obvious.

In the private domain, enterprises and users are not a hammer to buy and sell, but to tap the life value contribution of each user. During this period, pay attention to the relationship between long -term operation and users. In the process of private domain operation, the core is the operation of the stock. The core of existing operations is to establish relations and affection with users. I have something to do with you, like a friend. And you are an expert in this industry, I will give you this part of my needs to take care of it.

The highest state of private domain flow is a flesh and emotional expert+friend+friend.

Fourth, the value of private domain flow

1. Lifetime value

According to the data released by Tencent Smart Retail, among the merchants who cooperated with them in 2021, the superpowers of superprooping stores, clothing fashion and beauty in the fields of business achieved 50%, 90%, and 100%growth respectively.

Let's look at the key private domain data of several companies:

Bubble Mart conducts refined private operations around the tide -playing circle, and uses the two small programs of the box machine and the membership center to connect online and offline. Realize the rapid growth of performance. The latest financial report shows that the annual income of the small process of the bubble Mate pumping machine reached 898 million, leading all online channels.

Li Ning explored the combination of Guo Chao culture and social platforms to the extreme. He set up a unique gameplay of "sharp cargo calendar" in the applet, and effectively drainted offline stores through the combination of "WeChat+store". At present, Li Ningxiao's program users have exceeded 20 million.

Watsons injects the traffic of over 4,100 stores and online multi -channels across the country, and uses digital shopping guide with the help of private domain to create a seamless consumer experience for consumers. At present, Watsons's O+O users are 2.7 times that of pure offline users, and the number of users of corporate WeChat BA (shopping guide) has added more than 40 million users.

These users have huge long -term life value, and they also contain solid real gold and silver.

2. Brand value

In -depth operation of private domain flow helps to increase the trust of customers. The trust of brands and products is the basis for the increase in unit price. For example, dozens of dollars, less than 100 yuan, many people actually consume impulses, but for hundreds of dollars, or need to think about thousands of days, their purchase logic is to first believe in this company or person.

Many times, new products are listed, and brands will investigate through research institutions. But the actual situation is to spend money, and the survey results may not necessarily represent real consumers. Now companies can directly investigate their own private domain flows, and then reverse the supply chain and products. This is not only efficient, effective, and saving survey fees, but also allows products to meet customer needs more.

3. Social value

The social value of the private domain refers to the communication and reputation brought by users. Users in private domain traffic rely on social platforms such as WeChat to share and spread, bringing more potential users.

If your product becomes a social currency in the user's mind, it will stimulate the independent communication of users. Such products not only include practicality, but also the elements that are beautiful, services, environment and other users.

Finding and using the social value of users' social values ​​for private domain traffic to allow users to spread, which is more than ten times higher than the brand's own advertising value.

4. Service value

In the offline trading environment, users need to go to the store for consumption, and the store also carries after -sales problems. In the private domain traffic system, the brand can drain consumer users into private domain traffic, and provide content consultation, experience sharing, daily communication and other content to enhance users' recognition and trust in the brand, and then enhance the product's recurrence of the product Purchasing rate and communication rate. Let's give a specific scene, such as household appliance stores in the county seat. The SKU provided is very rich, including electric water heaters, refrigerators, air conditioners, washing machines, and so on. Shopping guide, cashier, etc. can guide users to add corporate WeChat to facilitate the company to provide users with exclusive, timely and continuous services. Subsequent companies can stimulate users with multiple and multi -category consumption through one -to -one private chat and circle of friends.

Of course, any product has service attributes, and providing users with sustainable service consultation is to continue to interact with users. The closer care, the higher the trust, and the higher the repurchase rate.

#Columnist#

In -depth operation of the private domain, public account: In -depth operation of the private domain, everyone is a product manager columnist. 5 years of teaching and training, responsible for user growth and transformation. He is good at the construction of various community operations and private domain systems, and is summing up and output methodology and practical experience.

This article was originally published in everyone's product manager. Reprinting is prohibited without permission.

The title map is from Unsplash, based on the CC0 protocol

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