What is the nature of the private domain? Three ideas for operating small programs in private domains

Traffic is getting more and more expensive, and the cost of acquiring customers is getting higher and higher. Now merchants are paying more and more attention to the intensive cultivation of private domains, and are trying every means to lock target customers in their own private domains. So as a merchant, how should you conduct private domain operations? This article is full of useful information, it is recommended to collect it. (1) What is private domain traffic? In the PC era, merchants cannot directly contact their consumers because users belong to the platform. Merchants are just advertisers and product movers on the platform. Each time they pay an advertising fee, they can generate an order, just like a tenant who pays rent every month. But in the era of mobile Internet, merchants can directly reach consumers through tools such as WeChat, Weibo, Kuaishou, and Douyin. This forms "private traffic", which means that merchants are no longer just tenants of a certain platform, but owners Own your own house and have property rights. The concept of private domain traffic flows from public domain traffic (main platform) to its own private domain. The traffic generated by the private domain itself (visitors) is called private domain traffic. Private domain traffic refers to channels that can directly contact users without paying, such as merchants’ APPs, mini programs, WeChat public accounts, video accounts, communities, etc. The core key points in the definition of the private domain concept: 1. The data ownership of the private domain belongs to the users themselves 2. The private domain has extensive external link capabilities 3. The rules of the private domain are formulated by the users themselves 4. The user relationship chain can be copied and transferred. (2) The idea of ??private domain operation. The essence of private domain is just one sentence - manage your user relationships well in the long term. There may be three different ways to operate private domain: 1. Stably provide user rights and interests. The first one is if the company mainly operates The products are high-frequency consumer goods that are in urgent demand, typically such as catering brands, snack brands, etc. For these brands to be in the private sector, they need a scenario (mini program, public account, community), and you can stably provide users with They promote various benefits, such as group buying, bargaining and other fission games through mini programs, and purchase at low prices to stimulate users to actively share and spread. A user may occasionally see you giving him a discount, and he may place an order. In fact, this has achieved the purpose. 2. Create an IP that users trust. In the second case, I tie the management of my user relationship to a certain image. In essence, it means establishing a certain persona and IP. This requires energy to create the persona and creation. IP comes up. Let this personality become rich, three-dimensional and enriched. In the end, everyone will trust my IP, so I will buy everything he recommends. 3. There is a third way of thinking about servitizing private domain operations, which is to de-servicize my private domain operations. This type of private domain business idea may be more suitable for companies with relatively high unit prices and high decision-making costs. Some of these products or services may typically be like buying a house or a car, or wedding photography. There is a very large wedding photography brand in China. Its entire private domain service has an average decision-making cycle from the consultation that generates the demand for wedding photography to the serious purchase of a car. For almost a month, this customer compared at least maybe three to four brands of stores, and they basically designed a suitable style around the typical needs of this user. How should I serve you, and finally achieve a final goal efficiently? transformation. Deyoudian not only provides assistance on the mini program system, but also provides overall operation planning, store diagnosis, solution implementation, store decoration and other services. If merchants encounter any problems during the process of making mini programs, they can consult Deyoudian customer service, Deyoudian will provide professional and considerate services to help you enhance operational effects and improve business capabilities.

Statement: It must be original by Youdian. Any form of adaptation or plagiarism is prohibited. Please indicate the source when reprinting!