Tmall Tiktok Double Champion, a private domain experience of a domestic brand

Private domain is a term that cannot be separated from business operations. In 2023, the heat is unprecedented

Private domain is a term that cannot be separated from business operations. In 2023, the heat is unprecedented.

When it comes to private domain, people seem to understand its meaning, but it is difficult to truly articulate it. Brands have found growth paths through private domain operations; Many businesses are still confused.

As a "private domain" for businesses, it is difficult to generalize with a set of universal rules for private domain operations that involve thousands of people and faces. But the diverse private domains essentially follow the same business logic and can be understood and mastered.

The "2023 Private Domain Business Evaluation Report" to be released by the First School of Finance and Business this month will unravel the private domain business practices of different types of merchants, understand the commercial essence behind the private domain, and restore the operational link between public and private domains. Starting from today, typical cases in this report will be released one after another.

Wen/Yang Yuexin

Novan is a local chocolate brand established in 2011. For a long time, when consumers mentioned chocolate, the first thing they thought of was foreign brands such as Defu and Ferrero. With the rise of e-commerce, domestic chocolate brands are gradually entering people's vision. In 2013, Novak's annual sales on Tmall exceeded 30 million yuan, becoming the best-selling chocolate brand. Nuovo focuses on dark chocolate and truffle chocolate. In 2020, it will focus on the Tiktok platform and achieve the first sales volume in the whole network.

In recent years, the problem faced by all chocolate brands is that the growth of sweet snack consumption has slowed down and market share has declined. However, Novartis still achieved efficient growth. In 2021, Novartis won the first place in the category of Tiktok New Year Festival Candies and Crafts, and ranked first in more than 11 lists of Tmall Double. In 2022, the annual sales revenue exceeded 800 million yuan.

In addition to regular live streaming sales and other public domain tactics, Novartis fully leverages the fission and feedback role of private domains. The following are several private domain insights shared by Novartis E-commerce Director Tang Jigang with a finance and business school.

Chocolate is not easy to sell, baby mom helps with the goods

Around 2021, Novan collaborated with many community group buying platforms to explore fission distribution channels for small B groups such as group leaders and influencers. Among them, the cooperation between Novan and private domain service provider Whaling's Haoyiku has achieved significant sales growth, thanks to the abundant resources of Baoma team leaders owned by Haoyiku. The characteristic of the Baoma group is that it is oriented towards family consumption scenarios and has a strong word-of-mouth effect in social interaction. The selection and recommendation of celebrity Baoma have a strong ability to cultivate grass.

At the end of 2021, focusing on the two major scenarios of Christmas and New Year's Goods Festival, Novan chose to sell truffle chocolates in 500g and 100 pieces in bulk, and cooperated with Haoyiku. Before the special sale, they sent trial products to the group leader to accumulate rich sharing and forwarding content, ultimately achieving a monthly sales of 20 million yuan, with an order conversion rate of about 10% higher than that of e-commerce platforms.

Differentiated operation during off peak seasons

The repurchase rate of chocolate is relatively low, and people generally only purchase it during holidays such as Valentine's Day. The sales of Ru Nuo Fan during the holiday period account for about 70% of the annual sales.

Before the festival, Novartis will store water in the private domain in advance. Through the official account, community and enterprise WeChat, Novartis will introduce the main products and promotional information to private domain users, and guide users to return to Tmall stores and Tiktok live broadcast rooms to place orders during the promotion period, so as to drive the traffic weight on the public domain platform.

During the off-season, Novak does not frequently send promotional messages to disturb users and only serves as a reservoir for the accumulation of people's assets. Another effective way of interaction is to give commission rewards to orders generated by regular customer recommendations, allowing each private domain user to play a small role.

Member Operations Center: 1+N member pools with a consistent division system

Due to the high cost of getting through the member data between various platforms, Novartis has set up a special member center to be responsible for the operation of private domain members across the platform. WeChat ecology is the main position of private domain, and the rest covers Tmall, Tiktok and other platforms, forming a 1+N membership pool pattern.

Tang Jigang, the head of Nuofan E-commerce, believes that the true private domain operation is not inviting customers to enter the brand's own territory, but rather whether the brand can be accepted by customers and enter their private domain. Therefore, as the platform with the highest number of daily active users, WeChat mini programs and enterprise WeChat have become the main private domain battlefields of brands.

Nuovo's official account and video account mainly focus on the product "truffle chocolate". Around the peak season of the festival, Nuovo's images, texts and video content of grass planting are pushed respectively. The video account also has a live broadcast room and a video shop. As a private domain mall, WeChat mini program not only has product shelves, but also has a membership center where members can enjoy lucky draws, points (cocoa beans) redemption, flash sales, and discount discounts.

In addition, Nova has set up a membership system in Tmall, Tiktok and Little Red Book. Among them, the Tmall flagship store has 587000 followers and offers 8 membership benefits; Tiktok Store has 857000 fans, with a cumulative sales volume of 9.507 million yuan, and provides four member rights; The Xiaohongshu store has not yet set up membership benefits.

Members of various platforms are unable to connect, but Novak has adopted a consistent membership division system. For example, the membership systems on Tmall and Tiktok are divided into six levels from "Coco Xiaobai" to "Coco Master" according to the amount of consumption within a year, and each level of members has special preferential rights of different strength. There are also multiple member fan groups in the store, mainly promoting member benefits and other promotional activities.

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