Case name: [Sophia Whole House Customization] Analysis of Private Domain Traffic System
Case industry: home customization industry
Case goals: acquiring new customers, bringing new customers to the old, converting users, and user word of mouth
Case labels: private domain traffic system, WeChat public account, short video marketing, project management, low-frequency consumption
Why pay attention to home private domain traffic?
As we all know, the home furnishing industry has low-frequency consumption and long service cycles. Most of the transactions have always been offline. However, the performance and profits of the home furnishing industry have improved a lot this year.
Reason 1: In the long run, the main group of furniture consumers is expected to continue to expand. According to the annual birth population data released by the National Bureau of Statistics, between 1981 and 1997, the number of new births in my country was over 20 million each year, and this population is currently between 24 and 40 years old. It is expected to continue to become the main force of China's furniture consumption in 2010, that is, the number of potential furniture consumers in my country will maintain a high level in the next ten years.
Reason 2: Sophia expects to achieve sales revenue of 8.07 billion-8.84 billion yuan in 2020, a year-on-year increase of 5%-15%; net profit attributable to the parent of 1.13 billion-1.24 billion yuan, a year-on-year increase of 5%-15%.
Especially in the fourth quarter, revenue increased by 25.3%-57.7%, and net profit attributable to the parent increased by 21.4%-51.5%, which is very strong.
Reason 3: The overall proportion of customers attracted by e-commerce has increased from 16% to 25%; the proportion of e-commerce customers in first-tier cities has exceeded 45%; cultivating customer acquisition channels such as Douyin, Xiaohongshu, WeChat, and Kuaishou, the whole network is private Domain traffic has more than 20 million fans.
Sophia: Private domain play of low-frequency consumer goods [public account + video account + community]
Sofia has precipitated three private domain play styles:
The first is the official account + applet. Realize the closed-loop link of private domain traffic through user pull, retention, conversion and fission;
The second method is short video + community (enterprise WeChat), through the short video IP diversion from the public domain to the community for IP extension, to complete the transformation + fission of users within the community;
The third one is offline stores + enterprise WeChat + applet. Through the marketing capabilities of enterprise WeChat + applet, terminal stores country email list can be empowered to improve customer service experience and achieve efficient transactions.
1. Public account operation analysis
The community part, Uncle Wen has not yet been exposed to, but the public account and video account are the targets for case study and dismantling. Next, our dismantling of the text will take these two sections as the core analysis.
Official Account: The Design Logic and Marketing Orientation of the Official Account
Public account dismantling:
Public number picture: star real person image + brand
Official Account Name: Sophia Cabinet Customization Expert