Liu Run: Do you like tap water, or well water

Text/Liu Run (the founder of Runmi Consultation)

Source: Recommended from "Filling Whenee: How to Leaves the Wave of Private Domain and Future Growth in the Future", by Xu Zhibin, CITIC Publishing Group Published in July 2022

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When Xu Zhibin published his first book "Social Dividends", I started to read and benefited a lot. Later, I read the "Instant Discipline" and "Small Group Effect". This is the fourth book.

There are many books, not terrible. It is terrible that every book of him is very insightful.

The core of this book is a private domain, but Zhibin is not about the private domain. He found a very good corner, which is the core relationship that contributes to the value of the private domain. In my opinion, Zhibin used the two simple words to grasp the real points of the private domain.

What is a private domain?

We say traffic is like water. If it is used with water, the traffic in the public domain is like paying water for tap water. The rent bureau you out, this shop is yours; the bidding ranking, you have more money, this keyword is yours. Pay for your users. Once paid is stopped, the faucet is closed.

The private domain flow is like well water. It is expensive to hit the well, but free water. For example, making a public account is like a well, which is actually not easy, and the cost is particularly high. Since 2018, we have to create at least one high -quality content every day, and we dare not slack off in a day. Once the data shows that the reader is not worthy, we have to review. For a long time, he has worked hard and diligent. Now, the public account "Liu Run" has more than 2 million readers. It is expensive, but although it is expensive, once we have this well, we can reach our users once a day with an article. Such a touch is completely free.

When tap water is cheap, you want to do well, but as more and more people use water, water prices will become higher and higher.

According to data from different channels such as EMARKETER, Sidi.com, and Beijing News, the average online customer acquisition cost of sellers in 2010 was about 37.2 yuan, which rose to 54.6 yuan in 2011. By 2012, it became 83.3 yuan. The higher the higher, it was 486.7 yuan in 2019, up more than 10 times in 10 years.

Some people began to think carefully: these money is enough for me to speak. Therefore, in 2021, the whole of China was suddenly everywhere.

Let me give me an example. There is a restaurant called Tai Erocha. Go to this restaurant for dinner. When you sit down and order, if the waiter says "let us red with red dust", don't be nervous, you should calmly answer "eat chic." At this time, the waiter will say "yourself" and then give you a "own person" to enjoy the side dishes.

Is there such a thing? There is such a thing. So how do you become their "self"? Join a organization -Tai Er universe base, it is actually the fan base of Tai Ercana fish. This group will release the secret code of the month every month. With this secret code, fans can receive a exclusive side dish when they go to the store to eat.

I think, as smart as you, I will understand immediately that Tai Dieris is hoping to use this exclusive welfare to maintain fan stickiness, and then constantly attracts them to the store for consumption.

Is this trick really useful? Of course, the statistics of Tai Ercana fish, in 2020, sent a total of 150,000 exclusive dishes through the "counter -sign". Based on their average customer unit price of 88.4 yuan, this interesting secret code brought them more than 13 million yuan in income. The Tai Er universe base is their well.

In 2021, I signed a contract to become a consultant to Tencent. The most important job during the period was to combing the private domain logic with a group of very good friends. Our definition of private domain is: private domain is those who you own, repeat, low cost, and even freely reached.

There are three keywords behind this sentence: possess, duplicate, free.

First, possess. First of all, this well is yours. You use this well, you don't have to pay money; you can collect money by others.

Second, it can be repeated. Repeated synonyms are active. The guests left after eating, and you said, "Welcome to come again." Will he really come again? You don't really know. If he doesn't come to you, you can't find him, very passive. The most important role of Tai Er's universe base is: when I think, I can actively reach it. Because of the initiative, it can be repeated.

Third, free. Only when the water is free, it makes sense to hit the well. The lower the cost of each touch, the better.

But why is the user who is willing to be repeatedly reached by you once you join your private domain? The logic behind this is the relationship between this book, that is, intimate relationship.

First of all, I am very credible. So you are willing to be reached by me. You believe that I am here to serve you, not to harass you, nor to consume you.

Secondly, I am very cute. Zhibin put forward a very interesting concept in this book. "I am a post -born junior, please bring more" so that users can tolerate you more and even become your parents.

In the end, I was very kiss. You can also become an elder, because people naturally get close to the people who help themselves, and let the companies positioned as the elders naturally attract attention.

The private domain is water, and it is best to glue — if the user comes, you don't want to leave or inseparable. I think the gum mixed in this water is a relationship. The stronger the relationship, the more glue sticky. The main component of this glue is emphasized in this book: I am very credible, I am very cute, I am very pro -pro -pro.

Thank you Zhibin for writing a book that benefited me again.The traffic ecology is undergoing a vigorous public domain of public domains. This opening is a well -played game.I wish you the best water picking point by reading this book and the well -playing tool.I suddenly looked forward to inspiring Zhibin's next book, but it would be very inspiring.

This article is excerpted from the recommendation preface of "Relationship Filifiers: How to Leaves the Wave of Private Domain and Future Growth in the Future". Xu Zhibin is published in July 2022 of CITIC Publishing Group. The copyright belongs to the author and this book.Essence

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