Business characteristics and business goals determine how to do private domain

In the eyes of many people, "private domain" is regarded as a myth, as if as long as there are enough people on WeChat, it can bring business. Of course not! From adding WeChat to generating actual conversion value, it takes many operations in between. The author of this article discusses the topic of private domain operation, hoping to be helpful to you.

01 A typical problem

Background information:

A yakitori restaurant in a city's core business district, with 110 square meters on the first floor, 60 square meters upstairs, and 40 square meters for outdoor seating. It is the No. 1 restaurant on Meituan with a ￥158 meal for two.

Current situation:

It has been in business for several years and has accumulated X million phone numbers. There are several hundred offline welfare groups with 200 people added, and 1 member group with X00 people. There is no dedicated person to manage it at present.

Before the epidemic, there were 200-300 groups of customers coming to the store every day, and now there are only 100 groups.

need:

How should I operate my users through private domain?

02 How to analyze this problem

The boss’s need is “how to operate users through private domains”. It is difficult to answer this question directly.

Because he puts the problem in a box, it is easy for us to think only within the box.

First remove the "Private Domain" box.

In fact, the boss saw that he had hundreds of groups and wanted to maximize their value. But because he used the word "private domain", the problem could only be thought of along the lines of "how to operate these users".

Without the “private domain” box, the question becomes “How can I maximize the value of these users?” It is essentially a “how to do it” question.

As the title suggests, we introduce a thinking framework: business characteristics and business goals determine how the business is done.

It consists of three parts: business characteristics, business objectives, and how to do the business.

The problem faced by Yakitori shop owners is "how to do business", so let us analyze the business characteristics and business goals of "Yakitori shop" below.

"Business characteristics" are generally sorted out from two dimensions: the user's perspective and the enterprise's perspective. I have never run a restaurant, so I can't give an analysis of the industry characteristics from the enterprise's perspective. But I have eaten a lot of meals, so I can try to give the characteristics of the restaurant industry from the user's perspective.

The consumption motivations of users in catering can be divided into three categories:

• Consumption to fill the stomach: This is to solve the problem of eating, that is, to fill the stomach. When you can’t make your own food, you can order takeout at work or find a fast food restaurant outside to make do with a bite.
• Entertainment consumption: when you achieve something, go out to play, or go shopping, you choose to consume for the sake of experience or self-enjoyment, not just to fill your stomach;
• Social consumption: treating others to a meal in order to show one’s sincerity or to repay a favor or to ask for a favor.

The consumption demands of these three types of catering have different criteria when choosing "which one to eat".

The basis for user selection determines your marketing purpose. After all, marketing is all about changing user choices:

• For those who want to fill their stomachs: they choose what they want to eat when they remember it, or they choose what they want to eat when they are tired of it. This type of product can be marketed in private domains, because the consumption frequency is high enough and the battle for recognition is fierce. The value of private domains is that users see you every day, and only you are in their brain cache.
• Entertainment: The selection criteria are based on being recommended, good-looking storefront, and high reviews. This kind of conventional private domain marketing is not very meaningful because consumption is too random, but you can ask everyone to help recommend it in the private domain, or build a psychological account of "I want to go there for a meal on the weekend" by posting content during mid-week events.
• Social: The selection is based on appearance. People don’t usually go there but everyone knows it’s high-end. This kind of private marketing is not very meaningful, but it can be done. It needs long-term value.

Back to the Yakitori restaurant, looking at the customer bill and the store conditions described in the background information, it should not be a choice for satisfying hunger. The price is not suitable for entertaining guests either. It is a typical entertainment-oriented restaurant.

Then its best strategy is not to spend a lot of effort on private domain operations, but to do Dianping or Douyin local life, let as many consumers as possible see and know, and make itself the choice when users want to "reward themselves". And do everything possible to let people who consume in the store give good reviews on the reviews, which is very important for whether "latecomers" choose you.

Therefore, the users in these private domains can become traffic for "brushing reviews". It is better and faster to mobilize these people to write reviews after shopping in the store than to put them on the platform.

By calculating the intensity of promotion properly, it may be possible to achieve a result lower than the cost of placing the promotion.

03 Extended thinking

Many times we "demonize" or "deify" the private domain: either because we were previously anxious and made a lot of efforts to add a bunch of customers, but then found out it was useless and we were very angry; or we think that the private domain is a new generation of bonus/trend/opportunity and we must seize this wave of opportunity.

But returning to the essence of business, all traffic-related gameplay is a form of marketing and is used to serve the business.

This is true for short videos, live broadcasts, and private domains. They are used to make business monetization more efficient and increase the input-output ratio. The prerequisite for all this is that you have a healthy business that can operate normally.

Simply put, they are levers: good businesses will make more money, but they will also make bad businesses die faster.

Back to the essence of business: the characteristics of the business and the business goals determine how the business should be done.

It is suitable to use it to think about private domain strategies, and it is also suitable for short videos and live broadcasts.

Once you have determined how to do the business, the only thing left is the specific method. As long as your goals and paths are clear, the specific method is nothing more than a process of solving problems one by one.

Author: Xixin, WeChat public account: Xixin