How to do a good job in private domain operation? An underwear brand sells 654.38+0 billion a year with this private domain game.

With the development of the Internet era, the private domain is getting bigger and bigger, and more and more brands are starting to operate in the private domain. So how to do a good job in private domain? In this paper, the author takes Ubras, an underwear brand that was established only four years ago and its sales exceeded 654.38+0 billion as an example, and dissembles its private domain traffic gameplay in detail. Come and have a look. With the development of the Internet era, the private domain is getting bigger and bigger, and more and more brands are starting to operate in the private domain. So how to do a good job in private domain? Next, the director dismantled its private domain traffic gameplay in detail through an underwear brand with sales exceeding 65.438+0 billion in just four years. The sales volume of this underwear brand ranks first in the whole network, far exceeding the old underwear brands such as Metropolitan Beauty, Manifen and Aimo, and it also leaves a well-known rookie brand at home and abroad, banana interior and so on. Ubras was founded on 20 16 and has been unknown. In the early days, it even sold goods through the "WeChat business" model until it suddenly broke out in 2020. In the past two years, Ubras' private domain name sales have been growing. Today, we will dismantle the private domain full link behind Ubras. I. Drainage path 1. WeChat official account drainage (1) pays attention to the official account of WeChat, and the welcome language guides to add the QR code of the enterprise to participate in the lucky draw, and 100% wins the prize. (2) Add enterprises and guide them into the group. 2. Video number drainage The homepage of video number shows the option of adding WeChat to guide users to add micro-enterprises. After adding micro-enterprises, micro will guides them to join the group. 3.Tik Tok Drainage (1) Place the entrance of the fan group on the home page, click to join the group, and the threshold is to pay attention to Tik Tok; (2) After the fans pay attention, the link to join the group will automatically pop up. 4. Weibo Drainage Officer's micro homepage shows the entrance to join the group. Click to join the group. The threshold is to pay attention to Weibo. 5. Package card drainage package card scan code, plus private customer service process: platform order purchase _ receive package card _ scan QR code _ add customer service WeChat. Second, people set IP nicknames: designer Xiaoyou, and the word "designer" reflects the sense of weight and professionalism. There is a senior designer who personally serves users and chats with designers, which narrows the distance with users and gives them enough attention. Avatar: Avatar selects a picture of a beautiful lady wearing underwear and holding a cup as the avatar, which echoes the brand products, conveys a relaxed, comfortable and free state, conforms to the tonality of the brand, deepens the user's understanding of the brand and implants the mind. Role orientation: Master of UAL Design in the UK, currently ubras product designer and national certified yoga instructor. Constellation: Pisces Age: After 90, personality: gentle, good-tempered, literary, quiet. Hobbies: love cold coffee, like yoga, sports 1 Welcome Language After adding customer service WeChat for the first time, it will automatically send a welcome language, send newcomers' benefits at the first time, notify community benefits, and guide users to enter the community next. 2. The background wall of the circle of friends (1) The background wall of the circle of friends selects a real picture of the designer Xiaoyou, and at the same time attaches a personal introduction of Xiaoyou, "The post-90 s Pisces woman loves to drink coffee, especially cold extraction, a British UAL designer, a current Ubras product designer and a national certified yoga instructor", and introduces the personality of the designer Xiaoyou in just a few lines. Multi-dimensional display of designer Xiaoyou's personal image gives people the impression that designer Xiaoyou is a young, gentle and talented girl, which highlights the professionalism of brand products and increases users' trust and goodwill towards the brand. (2) Personalized signature Personalized signature is "private 1 to 1, good product recommendation is from 10: 00 to 7: 00, and reply within 30 minutes during office hours", in which "private 1 to 1" reflects the real person's sense of temperature and exclusivity, and "good product recommendation" shows the professionalism and professionalism of designers. (3) The frequency of friends circle content: 1 day 1-5 articles, and the release time is uncertain, mostly after 10:00. Speech style: The content of shopping guide marketing circle of friends is mainly divided into three categories: product planting, brand promotion and welfare activities. Basically, it is product-related advertising content, lacking some "humanized" content. Iii. community operation 1. Basic information about the name of the community group: Ubras members enjoy private welfare associations. Objective: To transform, repurchase and promote GMV members' portraits: new and old users, 18-60-year-old female target users, and young white-collar workers occupy the main share of community value: dry underwear knowledge sharing, good goods recommendation, welfare concessions, interactive lottery game community management: small U community cycle: long-term maintenance, grass marketing, and paid transformation. 2. community positioning group name: Ubras members enjoy private welfare community content form: text, picture, applet, video number community positioning: new notice, preferential activities, product guarantee group 3. Join the community Welcome users to join the group. 4. Fixed column of content operation: sign-in reminder at 9: 00 every morning, activity promotion, new product release and limited time snapping; Interactive games: irregular interactive lottery, such as "underwear dry goods, shopping guides, irregular tea parties, etc." , improve user activity; Dry goods knowledge sharing: Share dry goods knowledge related to underwear in the community, so that users can feel the value of private domain and the temperature of brand. Four. Membership 1. Member registration and grade Ubras has established its own membership points system on the small program side. All users will join the membership when they register in 0 yuan, and then they will be upgraded according to the accumulated consumption. There are five levels of membership1* *, and the highest American member needs to spend 8999 yuan. 2. How to get points At present, there are three ways to get points: shopping points sign-in points and birthday gifts. 3. Membership integral benefits Ubras has set different membership benefits according to different membership levels. In addition to the rights and interests of members, they can also participate in point redemption, and members can enter the point redemption or point consumption camp to redeem according to their needs. Fifth, the "head anchor+star" live broadcast matrix Ubras can become a dark horse in the underwear market in a short time, which is closely related to its seizing the live broadcast outlet. The visual characteristics of the live broadcast room make many categories stand out in this wave, such as cosmetics that can produce strong visual conflicts before and after makeup, and clothes that can directly see the upper body effect in the live broadcast room. The "live broadcast fever" also made Ubras see the opportunity. Ubras began to use the live e-commerce platform to amplify traffic and let the brand explode in one fell swoop. Ubras played a combination boxing in the live broadcast. It cleverly constructs the live broadcast matrix by means of head anchor, star live broadcast and store self-broadcast, and uses the sales volume of anchor tape, the volume of star voice, the viscosity of the store, and the combination of three punches to get started quickly. Among the anchors who bring commodities to Ubras, there are also many teenage stars, such as Nana Ou-yang and Orfila. The star route is a distinctive feature that distinguishes Ubras from other underwear brands. Six, extensive grass planting outside the station In addition to live broadcast, Ubras also launched a large-scale off-site launch in Weibo, Xiaohongshu and Tik Tok. Weibo's target audience is mainly middle-aged talents, and the content is mainly to release new products that meet the brand; The launch of Tik Tok is mainly related to the information flow of spokesperson Nana Ou-yang; The launch of Little Red Book is mainly aimed at middle-aged people, with more emphasis on daily grass planting. Seven. Customized IP, blind box marketing In recent years, "IP" has been constantly mentioned as a hot word in the marketing field, and creating "IP image" has also been included in the marketing strategy by many brands. Ubras created the brand IP of "U Meow" for itself, and narrowed the distance with young consumers with the image of a cat. The personal number of the private domain also continues the brand's animation IP. In addition, Ubras has also played blind box marketing to create more brand interest and increase interaction with young users. Ubras obviously took a fancy to the popularity of blind box marketing at present, and further "made friends" with young people by launching "UU box". Ubras mysterious blind box contains 8 pieces of underwear, 8 different colors and 8 lucky patterns, each with a different meaning. In addition, the "UU box" is also set with "up+ hidden money", and the winner can get another right. This kind of fun play is probably the precedent of underwear industry. Whether signing a contract with Nana Ou-yang or launching brand IP and blind box products, they are all brand marketing products under the concept of Ubras insight into Z generation consumption. It can be said that Ubras is very good at "dealing with" young people and doing it very well. Eight, written at the end, as a new consumer brand, Ubras is a very typical growth case in recent years. Through a certain degree of arbitrage and technical application, it has opened up new categories and subdivided the track of underwear industry. This new category simplifies the supply chain, changes the complicated manufacturing process of underwear, and provides the possibility for rapid supply. At the same time, Ubras attaches great importance to the operation of private domain traffic. As early as 2065438+July 2009, Ubras began to operate a private domain and reached users with the WeChat personal number of "U's meow". The personal number often publishes benefits such as try-on activities in the circle of friends, and there will be a series of event announcements, and even drained back to the live broadcast room. At the same time, the brand encourages ordinary consumers to print orders on the little red book, forming a closed loop of planting grass with the private domain. After the consumer receives the goods, scans the QR code and adds the personal number, he will receive the drying task from Xiaohongshu. Xiaohongshu will get a piece of underwear for free after sending the photos of the goods and the contents of the specified keywords. It can be seen that the success of Ubras is inseparable from the omni-channel social media platform marketing layout. Nowadays, the brand has formed a complete closed loop of planting grass in the private domain, Xiaohongshu and the live broadcast room: placing an order in the live broadcast room-scanning the code into the private domain after receiving the goods-draining the WeChat personal number to Xiaohongshu-drying the grass-and then entering the live broadcast room to complete the purchase.