Small private domain, new opportunities, what is Tiktok's enterprise number?
Release time：2023-11-16
Source：Dongguan Lanhui Shoe Materials Co., Ltd
Small private domain, new opportunities, what is Tiktok's enterprise number?
August 19, 2021 Information source: US China Footwear Industry Network
(From Giant Arithmetic)
This report is very detailed, which represents that Tiktok's private domain operation for enterprise number has entered a 2.0 era of refined operation.
At the same time, this is also a challenge for private domain traffic leader WeChat and e-commerce leader Taobao.
Seize the time of WeChat users, especially those who use the "official account" in WeChat private domain to do Taobao e-commerce business.
Of course, for more enterprises, especially those that rely on the internet for business, converting traffic and inquiries into transactions in the private domain has become a must do thing.
Why? What exactly should we do? Let's look down.
According to data from the National Bureau of Statistics, in December 2020, there were 989 million netizens in China, and 782 million users had engaged in online shopping, accounting for 80% of the overall scale.
In 2020, the overall growth rate of the digital economy reached 15%, and online retail accounted for nearly a quarter of the total retail sales of consumer goods in society.
These numbers are actually very scary, they are all measured in trillions.
Of course, part of the reason is that the pandemic has once again spawned online transactions, shifting offline demand to online.
Part of the reason is that the logic of doing business is evolving.
Whether in business or sales, everyone knows this formula for doing business:
Sales=Traffic × Conversion rate × Customer unit price × Repurchase rate.
Whether it's e-commerce transactions or offline to store transactions, the first step is to obtain traffic before completing other businesses.
There are generally two ways to obtain traffic:
The first is to obtain public domain traffic through content, such as short videos and text.
Secondly, it is to pay for platform traffic through advertising, such as information flow advertising, DOU+, and Baidu bidding, and spend money to complete the task, just like TV advertising.
This is like the difference between free promotion and paid promotion.
The focus of this stage is called "attracting user attention", allowing you to see me, understand me, and preferably be interested in me.
This will bring a large number of users to interact with the enterprise. They may be attracted by an article, resonate with a short video, or have a common need.
Those who have followed you, those who have been attracted to you, those who have been seen by you investing in advertising, and even those who have already purchased your products and services.
They are both the source of enterprise traffic and the foundation of enterprise business.
This is only the foundation, this user still belongs to public domain traffic, is a drop of water in the ocean, and has not become your customer.
Just like the sea king casting a net and choosing hundreds of people to chat at once, you think you are a treasure, but in reality, there are also big treasures, two treasures, three treasures, and so on.
Similarly, most traffic businesses are still in the process of single item interaction and selection, where everyone is feeling the elephant through a layer of window screens.
What should we do?
There are currently two effective solutions.
Firstly, without comparison, there is no harm.
Starting from my competitors, I don't need to run faster than the lion, I just need to run faster than my opponent, and it's better to kick him.
Consumers' eyes are bright, and by comparing, they can find the pros and cons of each merchant.
We can achieve this effect by using our core strengths as' keywords', or by attracting and gathering a group of people through long-term, high-quality content.
The second is to establish a private domain.
This is from the perspective of traffic itself, that is, from the user's perspective.
Aren't we always in one-way communication, separated by a layer of yarn?
Okay, let's gather these users into a traffic pool that can be reached and communicated at any time.
Everyone can communicate without boundaries or distance.
In this private domain traffic pool, the roles of enterprises and users have completely changed, not the "business that attracts user attention".
Instead, companies use research on traffic groups, coupled with refined operations, to shift from direct promotion to deep interaction, from one-time conversion to multiple repeat purchases, turning commercial traffic into your fans and supporters, continuously deepening brand awareness.
I prefer to call establishing a private domain "chatting with users like friends", which is a bit like what Luo Yonghao said about "making friends".
03. In the past, the main platforms for enterprises to convert private domain traffic were on WeChat, and the platforms for transactions were on Taobao, Tmall, Pinduoduo, and JD.
The challenge of Tiktok to the dominance of both sides is indeed worth our expectation.
Competition will promote innovation, change, and prosperity in the entire market.
Currently, there are generally three gameplay options for private domain traffic on WeChat.
Firstly, based on a "subscription account" or "video account", original content is used as a continuous value output to obtain users, and conversion and purchase are completed on the subscription account. This duration will be long, but user stickiness will be relatively high.
Unfortunately, this kind of play is easy to succeed in the bonus period of the official account, but when the official account has been positioned as a private domain traffic tool, it is possible to do a good job in the subscription account with the joint efforts of products, marketing, design, research and development, and even other channels.
This is generating business value through your overall operations.
For example, WeChat now has five interrelated content carriers, namely official account subscription account, service account, circle of friends, video account and WeChat listening to books, covering graphics, video and audio.
Secondly, based on the "WeChat group", this is to become a community.
We can continuously segment different customers on our hands, import different WeChat groups, or invite users from other channels to join WeChat groups for refined communication and communication.
WeChat groups are a more in-depth education and screening process, after all, no article or video can fully express the creator, nor can it reflect the true emotions of users.
Everyone needs a deeper communication, and the WeChat group is responsible for this.
The test here is the interactive ability and continuous content output of the operators.
Thirdly, use the "mini program" as the entry point to build your membership system.
Similarly, the applet can also connect the official account and the content of pictures and texts, and can also be used as a means of payment and purchase.
It is a highly frequent and practical tool in the private domain.
Secondly, there is the customer management system of SCRM, especially after the official connection between enterprise WeChat and WeChat, this type of enterprise marketing tool also needs to be utilized.
Of course, the drawbacks of using WeChat as a private domain are also obvious. For most small and medium-sized enterprises, WeChat may only be a tool for providing group chat and private messaging, and has not formed the three complete gameplay we mentioned above.
Perhaps most of the operational results require a lot of manpower to tackle user challenges and try to conceive every user scenario.
Without comprehensive business data analysis and strategic guidance, it is a solution for customers at different stages and scenarios.
So, many WeChat groups started out very lively, but eventually became silent and self promoting "zombie groups".
04. Relatively speaking, the Tiktok Enterprise 2.0 plan has made some very good innovations.
For example, identifying users and automatically layering them into passersby fans, likes fans, and true love fans.
Whether the number of fans has increased among passersby or true love fans can be used to test and quantify the actual effectiveness of your operations.
(From Giant Arithmetic)
Tiktok has created four scenarios to build the entire private domain traffic pool for enterprises.
They are enterprise homepage, enterprise subscription account, enterprise one-on-one private message, and enterprise group chat.
These four scenarios complete a closed loop between public domain traffic and private domain fans.
From the initial contact, after clicking on follow, the subscription account will automatically follow to complete the repeated content contact, then to customer service one-on-one communication conversion, and finally to the group through social marketing to complete the conversion and repurchase.
(From Giant Arithmetic)
Tiktok's private domain game of enterprise number is more targeted, more profound and proactive in mining commercial value, and undertakes part of the operation and statistics.
If the enterprise number is built, Tiktok can transform from a short video platform for entertainment to a comprehensive platform for social networking, information, retail and e-commerce to assist enterprises in digital transformation.
This is also in line with current policies.
In fact, we can also see that there may be repeated "post epidemic era" during the epidemic, and comprehensive online management has become a trend.
Top companies are all exploring the business value of digitalization and want to become platforms, while small and medium-sized enterprises are fully embracing the business space brought by digitalization, while traditional enterprises are stepping up their transformation efforts.
Refined operations and digital marketing have become one and two aspects of solving business growth for enterprises.
From traffic to business, we have undergone evolution, and users have also paid tuition fees. Simply attracting users' attention is no longer the focus of our business.
It's about connecting all channels of traffic, outputting brand value, and allowing users to become the most important partner in our pond from a drop of water in a vast ocean.
Perhaps the ideal private domain is to maintain a close connection with users and help them live and work better by disseminating brand values and professional opinions.
At the same time, through this "altruistic" interaction and communication, we can also find and precipitate a group of users who have strong identification with the enterprise.
This kind of private economy may be in line with the pursuit of conversion rate and repurchase rate by future enterprises.
