22 million private domain users, with a repurchase rate of 60%, how to achieve 1.5 billion annual revenue?

Edit Introduction: With the development of the private domain, more and more brands pay attention to the development of private domain operations. Happiness western cakes are a successful example of private domain operations. The author of this article shared the specific methods and ideas of the private domain operation of happy western cakes, and described the operation methods of different channels and the disassembly of human setting IP. Let's learn together.

Founded in 2008, Happiness West Cakes developed the O2O model of "offline experience-online transaction-factory production-logistics delivery". It is now one of the most competitive baking brands in China.

As online traffic is getting more and more expensive, Happiness Western cakes begin to lay out offline in 2018. At the same time, through the form of private domains, it explores lower -cost traffic sources and precipitate a large number of users to increase repurchase and transformation.

At present, the full channels of Happiness West Cake have accumulated tens of millions of fans, with an annual revenue exceeding 1.5 billion yuan. The number of private domain users exceeds 22 million, and the repurchase rate is 60%. It can be said that the growth of the private domain is an inestimable role in the growth of happy western cakes.

Here are how the private domain of happy western cakes is dismantled for everyone.

1. Case background

1. Introduction to the case

Happy West Cake was established in 2008. It was originally located offline baking chain brands. In 2013, it was transformed into Internet cakes. By establishing the "Central Factory+Satellite Factory+Self -Construction Cold Chain Logistics" model, the cake was made fresh and delivered on time. At present, Happiness West Cake has covered more than 300 cities across the country, with more than 22 million private domain users.

2. Market scale

Data show that the size of the Chinese baked goods market in 2022 is estimated to be 285.3 billion yuan, a year -on -year increase of 19.9%. As the epidemic has gradually recovered, the baking food market will maintain a growth rate of about 10%. In 2023, the scale of China's baking cupped market is estimated to reach 306.99 billion yuan.

3. User portrait

Female users of Happiness Western cakes accounted for more than 70%, mainly 18 to 35 years old.

Second, channel drainage disassembly

Happiness Western cakes not only have many fans on the public account, but also have also made comprehensive deployment on mainstream platforms such as video numbers, Douyin, and Xiaohongshu, and have reserved for private domain drainage.

1. Public account

At present, Happiness West Cake has a huge matrix in the public account, with a total of more than 10 million fans. Responsive functions such as brand promotion, product drainage, and online malls.

In the menu bar of the main number, there is a drainage entrance to the private area community. The specific path: the public account menu bar "receive 80 yuan voucher" -s scan the QR code to add customer service WeChat -customer service invitation to enter the community.

2. Application

Happiness West Cake also has many small programs, which is the main channel for users to buy online.

In addition to the conventional malls and membership functions, the applet has a big highlight, that is, you can DIY cakes online and place orders to buy, which greatly impacts the user's desire to buy.

3. Video number

A large number of account construction has also been made in the video number. The main video content is mainly brand promotion, IP promotional video, and product Amway.

In addition, the video number often starts live broadcast, which can not only live and bring goods and enhance brand exposure.

4. Douyin

The Douyin account matrix is ​​large, but the overall number of fans is not many. The main name "Happiness West Cake" includes products Amway and brand promotion. The department account will start live broadcast on a regular basis, mainly based on the cargo.

5. Weibo

There are two official Weibo accounts in Happiness West Cake, with a total number of fans nearly 400,000. Mainly release brand cooperation, welfare activities and new products.

6. Little Red Book

At present, there are 9300+ articles related to Xiaohongshu related notes, and most of them are the content of the user spontaneously.

The official account currently has 36,000 fans and published 402 notes. The main content is event introduction and product Amway.

Third, people set up IP disassembly

The employee account operated by the happy western cake has different positioning and image. The following customer service is disassembled by the customer service I added.

1. People set up IP creation

Nickname: Happiness West Cake Jelly Jun; Avatar: Cute cartoon image, surrounded by red envelopes surrounded by red envelopes. Highlight the brand characteristics of the cake and the characteristics of welfare officers; role positioning: exclusive welfare officer. Different employee accounts, this account has obviously spent effort on the homepage. Not only the links have been linked, but also links such as customer service WeChat, Qun -dimensional code, and official mall.

2. Automatic welcome language

After adding customer service WeChat, you will automatically send a welcome language. The first time you will send a new person's special product, and inform the community benefits to guide users to enter the community next.

3. Friends circle content

The content of the circle of friends is mainly divided into three categories: new product introduction, brand promotion, welfare activities.

In addition, some living content will be released appropriately, such as "Dragon Boat Festival thanks to the company to feed ..", so that the IP is full of "humanity".

Fourth, community operation disassembly

1. Community positioning

Group name: "Region+brand+community positioning+community serial number" composition, for example: Hangzhou [Happiness west cake cake welfare group] 12; content form: text, picture, applet, video number; community value: Share The latest welfare activities increase the repurchase rate of product. 2. Community management

Welcome to the group:

@user

Welcome to join the happy western cake welfare group, a variety of low -cost cakes, large coupons, and click fast collar (link).

There are many welfare in the group:

Daily preferential cakes; good gifts every week; unsatisfactory groups, spikes, red envelopes. So please pay attention to the news in the group. After the user enters the group, send the exclusive coupon of the community to inform the welfare activities and other information to allow users to understand the value of the community at the first time. However, there is no management in the group and no group regulations.

3. Community content

The main contents of the daily operations of the community include the product Amway, interactive content, and time -limited benefits. The details are as follows:

1) Product Amway

Usually the product is used to carry out the product and attach a small program link. Users can directly locate the corresponding city to place an order. The products pushed every day afternoon tea are different from the morning push to meet the different needs of users.

2) Interactive content

Interactive content includes user questionnaire surveys, community questions, holiday interaction, etc., to enhance community activity through these contents, and further stimulate users to place orders and retain.

3) Limited time discount activities

The community will conduct non -regular group spikes, teams and other activities to promote users to place orders and increase the conversion and repurchase rate.

This form is easier to obtain the user's favor, and it will not cause the user's resentment due to excessive sending the product.

5. Member system disassembly

At present, Happiness West Cake has a member system in WeChat Mini Program, mainly including two: paid membership card and points system.

The paid membership of happy western cakes is divided into three types. Basic rights include the purchase of special cake privileges, membership points, free liters, etc. The specific differences are as follows:

Quarterly card (12.9 yuan/quarter): Member discount, multi -time points half a year card (19.9 yuan/half a year): Member discount, multiplication score annual card (30 yuan/year): membership discount, multiple points, points exchange, brand brand, brand brand The activity can be said that the paid membership of the happy western cakes is quite cheap as a whole, and the annual card is only 30 yuan. Basically, you can return to the book to buy one product. The longer the time, the higher the cost performance.

The integration system is relatively simple. Users can obtain points by signing in and consumption (1 yuan = 1 points), and points can be used for cash to replace cakes or baking courses.

6. Fission gameplay disassembly

Happiness west cakes can maintain high growth in the number of users and private domains, thanks to its fission mode and mining of private domain flow.

Happiness West Cake has a fission entrance in its own private domain channels. It is induced through welfare, continuously pulls into new users, and maintains the scale and vitality of the private domain.

1. Public account drainage fission

Public account tweets will carry out welfare activities from time to time, stimulating users through prizes to help friends to help.

This method is easy to control costs. With a certain traffic foundation, it will also have a good fission effect.

2. Distribution fission

In the public account and applet of the happy western cakes, you can see the entrance to make money to make money. Share the product link/poster to your friends. Friends can get a reward when you purchase orders, which greatly stimulates the user's spontaneous communication.

3. Fission

There is a "Special Promotion" area in the applet, and users can buy cakes through the form of groups. In this way, it can enhance the enthusiasm of users and quickly attract new users.

Seven, Summary

Speaking of the highlights and points of a few happy western cakes in private domain operations:

Pay attention to product transformation: In all channels and circle of customer service, the links of small programs or products have been placed to maximize the number of users to place orders to buy. Pay attention to user needs: questionnaire surveys in the community to better understand the needs of users and users. The community is not standardized: The emphasis on group regulations in the community may not be enough, which may cause users to advertise in the group and reduce the experience of other users. #Columnist#

Author: Yan Tao Sanshou; WeChat public account: Yan Tao Sanshou; everyone is a product manager columnist, digital marketing experts, private domain flow and super user growth methodology. He has the role of "Super user growth", "Weibo and WeChat marketing practical warfare" and so on.

This article was originally published by@本 本 本 本 本 is a product manager.

The question map is from UNSPLASH, based on the CC0 protocol.

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