The First Official White Paper On Private Domain Operation

With the maturity of wechat app ecology and the rise of live delivery, "private domain" has become a hot marketing topic of the year. At present, many forward-looking brands have entered the market and achieved remarkable growth. 2020 is also known as "the first year of private domain".

In order to further help more enterprises develop their private areas, Tencent marketing insight (TMI) and Boston Consulting Company (BCG) jointly released the first white paper on private domain operation in the industry, 2021 China private domain marketing white paper. It provides positive guidance for enterprises to obtain efficient growth by virtue of private domain through insight into the trend of private domain business, analyzing the changes of consumer private domain behavior, and summarizing precipitation to create private domain.

　　 Hole trend solution mode, help brand in-depth understanding of private business

As a brand's own user assets that can carry out personalized operation, brand private domain has become an important path for brand to influence consumers. At present, the penetration rate of private domain contacts in China is as high as 96%, and it has the characteristics of strong stickiness, easy habits, great influence and frequent transactions. The private domain of brand official has high penetration rate in all aspects.

Focus on private consumers, white paper This paper summarizes the four characteristics of active people in the private domain, including "high demand for content", "more people who pay attention to quality", "more demand for convenient shopping" and "high demand for service". According to the two criteria of activity and price sensitivity, the private population is divided into five categories: "active sharers", "Shenfen grass growers", "smart consumers", "quality life masters" and "diving followers" Type.

　 Four characteristics of active people in private areas

In view of the actual situation of various types of brand private domain operation, Tencent and BCG, through tens of millions of Tencent marketing big data research and in-depth interviews with senior marketing experts of brand companies, refined four private domain operation modes of "same interest", "knowledge expert", "exclusive consultant" and "shopping consultant", at the same time, summed up the consumer preference and operation focus under the corresponding mode, and scientifically analyzed the behavior The successful cases provide the practical reference of "visible" and "easy to learn" for private brand operation.

Four types of operation modes in private domain

Efficient conversion of public-private intermodal transport, first systematic disclosure of ten typical links

To help brand In order to further clarify the efficient path of private domain operation, Tencent, based on its deep insight into various types of industries and the marketing demands of different customers, refines ten representative links from public domain to private domain, which helps enterprises to choose suitable growth methods efficiently. According to the three marketing objectives of user operation, transaction conversion and drainage transformation, enterprises can choose the appropriate link to quickly lay out private track in combination with different marketing tools, so as to realize the long-term growth of users and Gmv under the public-private linkage.

　　 Ten marketing links of public private intermodal transport

In addition, the white paper also comprehensively disassembled the private domain operation benchmarking cases of several key industries, and provided senior marketing experts with scientific insight and product tool capability analysis in various links, providing more detailed and more practical professional guidance for the rapid development of private domain construction of brands.

　　 The first official private domain knowledge base, brand private domain comprehensive improvement, with teaching reference

In order to help brands quickly solve the problem of enterprises entering the private domain, Tencent officially launched the knowledge base of "growth in the field of Tencent" for the first time, which condenses Tencent's long-term insight and actual combat accumulation. It provides systematic and standardized private domain operation guidance for industry brands from the perspectives of domain trends, application links, actual combat cases, product capabilities and growth experts, so as to help enterprises get involved in private domain Domain growth express.

Pay attention to the wechat public account of "Tencent advertising" and reply "growth in the domain" in the background, which will lead directly to the landing page; when the backstage replies to the "private marketing white paper", you can obtain the full online version of 2021 China private marketing white paper.

In addition, Tencent has also launched the official customized "white paper does not read in vain" private domain growth Limited gift box, which contains three private domain magic weapons, namely, "private domain marketing white paper", "ten operation marketing link manual" and "response to demand sign + growth smart note", to help you see growth in this spring!

"White paper not for nothing" private growth Limited gift box