Using Private Domain Traffic To Save Oneself And Do Micro Business

"Spike activity is on the way. Are you ready?"

More than 1 p.m., Beijing Chaoyang Joy City MG dress guide Zhang Ziyi in WeChat group circular reminder.

"Welfare is coming!" "OMG, buy it! Buy it! " Zhang Ziyi's colleagues followed various groups of facial packs in the group to rally the upcoming spike activity.

When Zhang Ziyi throws out the kill kill product, the group friends are in the group or private customer service orders. The order is simple and brutal: picture + size + (receive) address + (WeChat private customer service) transfer, and then wait for the receipt.

Almost at the same time, a spike activity in the discount group of Shanghai M&S is also booming. Zou Dongyu, a customer service, hangs out a few cheap explosions in the group. She tries to shout and encourages friends to consult and order.

In fact, since the outbreak of the epidemic, Lila, the shopping guide of the 100 Olay special store in Chaohu, Anhui, Angela Baby, the mother and baby shopping guide of the harmonious Ginza square in Ji'nan, Huang Xiaoming, the store manager of Hubei's apple orchard, and the Mo&Co shopping guide Zheng Shuang of Guangzhou are doing the same thing -- selling in the kill group and the WeChat friends circle.

Nowadays, there are countless such spike groups on the WeChat platform. The phenomenon of selling goods through "spike group", employees' personal circle of friends, and small programs has spread everywhere. So that some people exclaim: the national micro business is not a dream; in 2020, they looked down on micro businesses and turned into micro businesses.

After all, the present situation is pressing. When the new crown pneumonia epidemic ravages, the Chinese response to the call for home segregation at the same time, also led to offline business almost overnight. Industries such as shopping malls, catering, tourism, entertainment, education and training have been pushed down by the pause button, resulting in huge losses.

The latest analysis of the impact of the epidemic on China's economy and policy recommendations is expected by the Hengda Research Institute. In just 7 days, the direct economic losses of the 2 industries in the catering, retail and tourism markets can reach 1 trillion.

Jia Guolong, chairman of Xibei food and beverage, has publicly stated that due to the basic shutdown of the 400 outlets, the monthly sales loss is expected to reach 7-8 billion yuan a month before and after the Spring Festival, and the loan payment will not last 3 months.

The repeated delays in the reemployment time have left many companies anxious and cash flowing into the final exam. Sitting still is obviously not the style of Chinese entrepreneurs and entrepreneurs. The key is how to save ourselves.

When the crowd is no longer concentrated, the offline public domain traffic pool is invalid, and the public domain traffic on the Internet - the major e-commerce platforms are affected by the logistics during the epidemic period. Besides the urgent needs of the consumers, the users' willingness to place orders is reduced, resulting in a shrinking volume of the platform.

Private domain traffic has become an important starting point for all trades and professions to "save themselves". They resume their work by means of remote office and online operation, and activate users by means of small programs, WeChat group, App, WeChat public numbers, such as savings and operation of private domain traffic.

By means of the draught of private sector traffic, even some suppliers who provide SaaS software services for catering and retail enterprises are booming in the capital market.

In the late January, the stock price declined slightly, and its stock price was good recently. From February 3rd to 14, the price of 08083.HK in China rose by 32.73%, while the price of 02013.HK rose 27.34%.

We can see that a lot of private traffic on the Internet is going on. So how do they save themselves through private traffic? In the end, who can really break through?

1, offline shopping malls: community building, live broadcast, online shopping guide

During the Spring Festival, online shopping malls have always been a good place for users to spend. Affected by the epidemic, the shopping mall of the Spring Festival is "a bit cold". They not only shorten their business hours, but also part of the shopping malls are forced to go out of business.

Take the Beijing area as an example, many shopping malls, in response to the call for epidemic prevention and control, have reduced the business hours of 12 hours a day to varying degrees, mostly postponed until 11 a.m. and closed at 6 in the evening. Even opening, there are few customers in the store. Some shopping malls are temporarily closed, and the resumption of business hours is uncertain.

According to the data released by Yang Zexuan, co-founder and director of Zhongcheng Business Research Institute, the opening rate of shopping malls is about 40% during the Chinese New Year's Spring Festival, and the opening rate of shops is 20% to 30% in the opening stores.

Some shopping malls, such as Wanda and rainbow, offer rent free concessions to businesses. The statistics of the commercial real estate committee of the real estate association show that a total of 79 commercial real estate operators have introduced the rent reduction policy and estimated the scale of profits to be nearly billion yuan.

But for businesses, the key is to help themselves on their own. Zhang Ziyi, Zou Dongyu, Tong Liya and so on, which are sold in the spike group and the circle of friends, are not private behaviors. They are all promoted by the requirements of the company or shopping malls.

Chaoyang Joy City MG women's clothing shopping guide Zhang Ziyi mentioned that during the special period, they moved the store to a friend circle, and the sale of the building group was "unified regulations". The current goal is mainly to "keep the sales volume". Because the second price has been reduced to 3-5 of the usual discount, their spike sales have been almost as good as usual stores.

In addition to deducting some rent, shopping malls help themselves by helping merchants to save themselves. The responsible person of Beijing Xidan Joy City tells all weather technology. At present, they are helping the brand merchants transform to online through the way of small program and live broadcast.

"At the end of 2019, we launched the online shopping mall with small programs, enabling consumers to visit" happy city "on mobile phones without leaving home. The relevant person in charge of Xidan Joy City said that the online shopping mall is not just a simple way to open the shopping center online sales channels, but to excavate the value of fans' economy on the basis of resource integration, and guide consumers to realize circular consumption under the online and offline businesses.

At present, UGG, FURLA, ADIDAS, Champion, KAPPA collusion, MOUSSY+, L'OCCITANE, ISSEYMIYAKE Lssey Miyake and other super 40 businesses have become the first to enter Xidan mall mall mall merchants.

Members of the mall can log into the small program mall and select products by logging in to the official WeChat applet of Xidan Joy City. During the special period, most products will be delivered to users through express delivery.

The opening of online small program mall broke the scene restrictions, and also made Xidan Joy City win a lot of revenue in this special period. They revealed that since the on-line launch in December 21, 2019, Xidan's joy mall small program mall has generated more than 1 million 500 thousand yuan trading volume, with a daily activity of over 10000.

MICHAELKORS, STARTER, PANDORA Pandora, CONVERSE CONVERSE and so on the two batch of nearly 60 merchants brand will also be online.

In order to enhance consumer stickiness and enable brand merchants to maintain their business during the epidemic period, Xidan Joy City has also launched the mall + brand online live broadcast mode to expand users.

Specifically, they invite the leading brands of the big brands to share online, complete the planting of grass, and then guide consumers to small programs online mall and shop manager WeChat group and other channels for commodity sales and services. At present, a series of live programs have been on the line.

Some stores that are too late to go online are encouraging businesses to "operate" in the simplest and most direct way. After the outbreak of the outbreak, they established WeChat community under the joint request of the company and the shopping mall, said Olay, a shopping guide for shopping mall in Chaohu, Anhui.

Their WeChat community is mainly promoted by the way of old members' divergence and circle of friends promotion, and is led by the shopping guide to run the community. Every day at three p.m., they will launch a spike activity in the community, with different products. The category is basically controlled in three categories (including star single products), with ten items in each category.

After the group orders, the WeChat / Alipay transfer payment is directly directed to the shopping guide. The next day, the goods are purchased from the shopping mall by the shopping guide, and shipped by the two logistics companies of Shun Feng and post.

Tong Liya disclosed that during the operation of the community, the order volume of the old members was on the same level as before, but the traffic volume and new members were far less than those of the offline stores. "We want to sell it in the shop because we face the customer face to face, and the price of the guest will be even higher. (Group) daily kill single product has three, many people only buy one of them, but if you go to the store, you may buy a set of products. She said.

For the spike group, all of the above shopping guides said that after the event, they would dissolve the group; after the work returned to normal, the offline stores would be their "main battlefield".

2, catering industry: online activation of members, pushing takeaway

Offline catering industry is the "worst hit area" affected by the epidemic.

Jia Guolong, chairman of Xibei food and beverage, is astonishing. Not long ago, he publicly revealed to the media the "difficulties" of the Spring Festival - the 400 stores were basically closed down, leaving only more than 100 outlets for takeaway business. He predicted that the monthly revenue of Xibei would be 7-8 billion yuan before and after the Spring Festival. One of his "loan payment wages also lasted for 3 months", it is thoroughly exposed the difficulties of the catering industry under the line.

Under the crisis, Jia Guolong led Xibei to open an online "self rescue", focusing on takeaway, online shopping and group meal three major businesses. Among them, takeaway business is the core.

Liu Ruiqi, senior manager of Xibei member's operation, revealed that at present, the number of outlets that opened their takeaway business has increased significantly, doubling the amount before the outbreak, with a turnover of about 2 million yuan, accounting for more than 80% of the total revenue.

The same experience also took place in a famous restaurant chain enterprise with a history of more than 20 years in Shanghai.

"A lot of catering companies say that this year's Spring Festival revenue is only 5%-10% for the same period last year, and we are basically the same." Yang Yang, President of the company, told all-weather technology.

As in previous years, the business of this year's food station was booked early. "New Year's Eve" is the highlight of a year's revenue. Most other businesses only accept a round of booking. The company accepts two rounds of reservations because of the hot appointment. It's the first round of thirty 6:30-7:30 in the new year, and the second round is the new year's thirty night after 7:30.

The plan will not catch up with the change. The outbreak of the epidemic situation has led everyone to give up the idea of going out and avoid the gathering activities such as "New Year's Eve dinner".

"The two rounds of new year's Eve dinner were fully booked this year, but the number of people actually coming to the store is few. Some of the customers who have paid 200 yuan or 500 yuan have asked for unsubscribed money. We have made a full refund. Yang Yang said, "this year's (New Year's Eve sales) is very different from previous years". Many prepared fruits, vegetables and other ingredients can only be used as store staff welfare treatment.

The collapse of the restaurant business has led the company to find ways to break through.

"At present, everyone is used to spending online and reducing outgoing. Even if the epidemic is over, people may not change so quickly in terms of consumption psychology. The willingness to go out for dinner in the next two or three months will be greatly reduced, "Yang Yang said."

After the seven day of the Spring Festival holiday, the catering industry began to tap the value of private sector traffic. At present, the online business is mainly divided into two parts: the first is takeout business, besides takeaway business on the traditional platform such as hungry and American group, it also includes "enterprise direct delivery business"; the second one is the frozen finished products on the partial line.

As the distribution staff temporarily unable to be in place and other reasons, the order quantity from the takeaway platform reduced. Therefore, at present, the largest proportion of orders in takeaway business is enterprise direct delivery, which accounts for about 60% of total revenue during the epidemic.

In Yang Yang's view, the "direct business of enterprises" can be attributed to the development of private domain traffic. The customers of this business are mostly old customers. They are satisfied with dishes, or they see the circle of friends of their shopkeeper and understand the related business. So they take the initiative to find the door, hoping to get the meal service after the company resumed work.

As far as C consumers are concerned, the channels of communication between enterprises are mainly concentrated on the WeChat public number. At the same time, through the "online shopping mall" applet, the "big dishes home" service is pushed to consumers.

Yang Yang revealed that the price of the dishes arrived at 288 yuan -588 yuan, and the first day on February 10th, from 200 to 9 o'clock, the order volume exceeded 200 orders, far exceeding expectations.

Whether B or C, business expansion in the special period is based on online fans. At present, their WeChat public number has 670 thousand fans, and the public's number of tweets reads more than 5000.

"This epidemic situation can test the fineness of catering enterprises, and is the touchstone of enterprise's capital and cash management capabilities." Yang Yang believes that since the establishment of the company, it has always adhered to a steady development idea. Even though this time it has suffered some impact, its influence is relatively controllable.

"From the financial situation, we are more confident that there will be no big problems in at least half a year." He said.

3, retail chain: fruit shop force community, mother and baby store online.

For the more than 4000 orchard stores with offline stores, the pressure during the outbreak can not be underestimated, especially the stores in Hubei are basically closed.

In 2019, the annual scale of the park was about 12000000000 yuan, of which 80% came from offline stores, while the remaining 20% came from online channels, including App, vegetarian fresh line platform - 100 fruit hearts and Tmall stores opened in the second half of last year.

But the park said that during the epidemic period, the overall self operated electricity supplier achieved a 2.5 fold increase, of which the order of small programs increased by more than 5 times, and successfully resisted the sudden storm.

In addition to trying to maintain the normal operation of stores, the park has focused its efforts on breakout, and the most important part is community management.

"Because the number of users coming to the store is small, the main point that we contact with users is mainly in the community. This also depends on the community system built in the past by the park," said the responsible person at the park. They set up a community channel based on each store (Wei Xinqun), covering 3 kilometers of consumers around the store, and using the company's unified mobile phone number to manage and operate the community.

After disinfecting videos of each group of stores and eliminating consumers' doubts about fruit safety, we make full use of the marketing of exploding money to tap the value of the community.

Take the marketing of their car sales as an example, encourage users to place orders through small programs by sending out videos or pictures of their arrival in the community.

Some time ago, 79.9 yuan / three kilograms of cherry became the best seller in the community. A store could sell more than 200 copies a day, and hundreds of pounds of cars became sales. In addition, other cost-effective products, such as apples and bananas, will also carry out marketing activities in the community.

Every afternoon, the community will send a password red envelope, users can input coupons in the small program, they can get coupons, and the order to store and home can be used. This greatly enhanced the activity of the community and increased the conversion rate of orders.

A significant change brought about by the community is the upgrading of the conversion rate of small programs. Li Xiang, a partner in the park and the head of online business, has publicly stated that "we can transform the interest users of the entire community into orders through community adding small programs, which is a very effective way. The amount of orders increased by more than 5 times during the whole spring festival.

Of course, the development of online park is not limited to small programs and communities, but rather a traffic closed loop of "store + small program + own App + community + WeChat public number". Among them, the store is not only a front-end store, but also a sales point and a traffic pool; the community is one of the core flow pools to radiate community users around the store; App, small programs and public numbers are tools for reaching consumers and serving customers.

Under the epidemic, there are no offline retail chains that are closely related to people's livelihood. In addition to fruit shops, there are also maternal and child chain stores.

Angela Baby, a mother and infant shopping guide in Ji'nan, Shandong, revealed that before the onset of the new crown pneumonia, the average daily sales of the shop were around 20 thousand yuan, and even now 10 thousand yuan can not be achieved. At present, the store orders basically go online, and then express to the home.

"Most of the orders are now regular customers. Unless they are in urgent need of commodities, other mother and baby products such as toys, snacks and clothes will not be bought for the time being," she lamented.

In February 14th, the baby friendly room (603214) of the mother infant chain listed company revealed that during the epidemic period, the sales of its milk powder accounted for a significant increase in the same period in the past year, according to e interactive.

The baby friendly room is currently one of the largest maternal and child products sales and maternal and child service agencies in China. As of the first half of 2019, it has opened 251 outlets in the country.

Previously, the baby friendly room has always been a direct marketing store as the main marketing channel. With the rapid development of mobile Internet, the retail chain of mother and infant has ushered in new opportunities for development. With the help of capital, the baby friendly room has gradually opened up online sales channels, such as App and small programs. At present, the company takes direct outlets and APP as the main marketing channels, combining small programs, WeChat public numbers and other promotion platforms, forming a business mode of full channel integration.

Under the epidemic, the sales impact of the baby friendly room is obvious. At present, most of the company's stores have been closed, especially outside Shanghai stores.

The bet line is a must. The baby friendly room said that in order to cope with the epidemic situation, the overall operation has increased the number of door-to-door delivery and express home service, covering users through four ways: SMS, WeChat, App and telephone.

At present, its closed shop can guarantee delivery time of 2 to 3 hours per day, and make every effort to meet the needs of consumer orders. In terms of commodities, we must keep track of the source of goods in a timely manner, respond to the market more quickly, communicate with upstream brands in a timely manner, and quickly arrive to meet the needs of consumers. In addition, increase brand health care consultation, increase brand cooperation online lecture service, meet consumer's demand for anti epidemic.

　 4, leisure services: travel consultants become "store owners", nightclub DJ becomes anchor.

The Spring Festival was originally a golden week for the tourism industry, but the Spring Festival in 2020 has become a nightmare for the tourism industry. The epidemic has not only destroyed the revenue expectations of the tourism industry, but replaced the series of non performance output such as refund, withdrawal and disposal of the stranded passengers.

Wu Zhixiang, founder of Tongcheng group, has counted an account: there are more than 20 thousand travel agencies in the country, more than 10 hotels, close to 1 million accommodation facilities, plus hotels, scenic spots businesses, airlines and so on, more than 10 million practitioners. In January 20th, academician Zhong Nanshan confirmed that there was a phenomenon of human transmission of the new crown pneumonia, and the tourism industry fell into a single key suspended state. Only during the Spring Festival, the loss reached 1 trillion.

He predicted that more than 10 million of the employees in hotels, scenic spots, businesses and airlines will not work in the next three or four months.

The same brigade with over 3000 employees is unable to escape. In the absence of products can be sold, how to maintain the livelihood of employees, how to protect cash flow has become an urgent problem for the company to solve.

In the first time of the aggravation of the epidemic situation, the same round of the Ctrip carried out the first round of communication with MI Dian. Mi Dian is a private sector business platform for membership. It aims at building a set of centralization online membership shopping centers to meet the needs of all users with the business logic of "private domain traffic + membership + unbounded commerce". In short, it helps enterprises to build private domain traffic and achieve revenue growth through membership.

After the office of the Ministry of culture and tourism asked the national travel agencies and online travel companies to suspend business team tours and air tickets + hotel tourism products, the same Cheng Guo brigade immediately reached a partnership with MI shop.

The specific mode of cooperation between the two sides is that the same Cheng Guo brigade as a pilot enterprise access the SaaS system. At the same time, the tourism consultant of the same Cheng Guo brigade upgraded to electric business owner during the epidemic period, and added more categories on the basis of the original sales of tourist products, so as to fully satisfy the users' demand of "tourism + eating, drinking and playing".

"The logic behind this is to make use of their rich sales experience and customer connections to support the recent demand for online e-commerce sales. On the one hand, it has achieved the goal of cross selling between the original customers and the new retail products. On the other hand, the same journey has complementation with the demand for low frequency tourism and has greatly reduced the impact of the epidemic on the same brigade." Yang Jiajia, vice president of Tongcheng group and CEO of the same brigade, Guo Lu.

The cross-border cooperation has achieved remarkable results. According to public data, after the cooperation between the same brigade and Mi shop, the national tourist consultant's single day sale in the shop has rapidly broken through ten million yuan mark, and the travel consultant's weekly commissions can reach more than 10000 yuan or even exceed the traditional tourist season.

On the consumption side, the Ctrip not only increased consumer spending by more than ten times in the first month, but also found that high frequency consumption played a significant role in promoting low-frequency consumption.

More and more tourism practitioners began to have the consciousness of operating private traffic. At present, there are nearly 100 enterprises that have worked together with MI shop and SaaS system.

In an open letter recently issued, Ctrip tourism channel business unit CEO tension also encourages stores and travel agencies to operate private domain traffic through micro business platform.

"When people don't go out, people buy more opportunities online than on weekdays. This may be an opportunity to develop micro business, and stores can also try to increase interaction with guests and earn some revenue. " Tension believes that the mining and application of private domain traffic on social platforms should be well studied and studied by stores.

The isolation of people at home has affected the tourism industry, but has promoted the new way of leisure -- cloud diving, online ksong and so on.

The so-called cloud dance, that is, through the "music + Internet" online interactive way to enable consumers to play with the barrage "disco". This is also a new approach to "self help" under the offline entertainment industry.

Recently, a number of head nightclubs and brands have been stationed in Beijing, Chengdu, Chongqing, Changsha and other first and second tier cities, such as jitter, fast hand and B station.

On February 4th -8, B station joined the modern sky, livehouse-School, Chi pupil music and other organizations, moved the music scene to the online, invited more than 70 bands and singers, including the new trousers, Zeng Yike, turtle, penicillin, black and Huang Xu.

There are dozens of bar brands, including Oscar, monsters Park, SupreMonkey, Spaceplus, Chongqing Echoboy and other famous bar brands. At the same time, the fast hand also launched the cloud music week, which has been online for a week of continuous online music parties.

The popularity of "cloud jumping" is far beyond imagination. According to the data released by the fast hand, the SIRTEEN of the bar brand, Mr. Shi San, has been broadcast for 26 minutes and the circle of powder 300 thousand. At the same time, the number of people online exceeds 100 thousand +, the total audience is over 2 million 310 thousand, and the attendance rate is about 3000000. It has been reported that the head nightclub OneThird (OT) has been on line for 5 hours, earning nearly 2 million.

5, how to use private domain traffic?

It is not difficult to see that the sudden outbreak of the epidemic once again pushed the operation of "private area traffic" to the draught.

So far, there has been no clear and precise definition of private domain traffic in the industry. Relative to "public domain traffic", the "private domain traffic" literally means "private flow that can be controlled by itself".

The industry also describes the "private domain traffic" from its characteristics. Zhang Heng, chief operating officer of the new listing, thinks that there are three main characteristics: it belongs to all of its own, and it can be freely touched and reused.

But one thing is certain is that in the private domain traffic, the communication between enterprises and users is more direct and more closely related.

From the perspective of self-help of enterprises in various industries during the epidemic period, some people regard the operation of private regional traffic as a micro business behavior that they can not be helped. Some people regard it as a life-saving straw, while others suddenly find that digital means and private area traffic operation become an important starting point to help them overcome difficulties.

Cosmetics brand Lin Qing - Han is a typical example. Sun Laichun, founder of micro-blog, revealed that the more than 30 stores in Wuhan had all been closed down due to the outbreak of the epidemic. As a result, when the statistics of the national stores in February, Wuhan stores remained ranked second.

At first, Sun Laichun thought that he had made a mistake in statistics. Later, it was discovered that since February 1st, more than 100 stores in Wuhan have been shopping through small programs to nail Taobao and make achievements online.

During the epidemic period, the rainbow mall has also become the beneficiary of private sector traffic.

According to the twenty-first Century business review, Tianhong started its own online platform three years ago. It launched a department store a year ago, holding a set of digital tools, such as rainbow App, rainbow small program, and department store digital solutions based on WeChat and WeChat ecosystem.

During the epidemic period, the value of 22 million digital members accumulated before Tianhong was highlighted. During the closed shop, Tianhong Department Stores strengthened the implementation of the more than 90 stores in the country and delivered good results.

And temporary cramming, rushing to sell in WeChat group is equally obvious.

For example, some offline shopping guides do not answer the questions of customers in the group. They can not provide the detailed size of the products, such as online customer service. The payment method can only be transferred through the WeChat / Alipay to the shopping guide individuals, and the replacement service can not be provided, which will affect the consumption experience very much.

In the praise of CMO pass, private area traffic is not a draught or a short-term trend. It is a business concept that allows businessmen to get rid of the idea of being kidnapped by platform traffic, and begin to pay attention to their own flow pool and value the value of each customer.

She believes that this kind of thinking actually does not exist dividends and dividends. It is a business stage that every businessman, regardless of scale or mode of operation, must understand and apply.

The latest news in February 16th is that Hengda, a housing giant, has joined the ranks of private sector traffic self-help, which fully implements online sales, pushing all members to sell online.

Liu Xuefei, vice president of Hengda Group, said: "Hengda sells 3 days online, and the number of subscriptions has reached 47540 units, equivalent to 58 billion of the housing value."

Hengda said that its online sales platform "Hengfang Tong" has added about 3000000 users in the past three days, and the total number of users has exceeded 10 million. Through this platform, the total number of commissions and awards has been increased by nearly 10 billion yuan.

In February 18th, Hengda will also launch the super preferential housing activities, and launch the most powerful concessions in Hengda's history.

Who will be the next company to join the private sector?

　　 Note: Zhang Ziyi, Zou Dongyu, Tong Liya, Angela Baby, Huang Xiaoming, Zheng Shuang and Yang Yangjun are aliases.