Product service, operation characteristics

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If you want to realize the transformation and profit of private domain traffic , Finally, we need products to undertake , Therefore, this traffic mode is very suitable for brand merchants , Such as online courses 、 Food and fruit 、 General merchandise 、 Digital appliances 、 Mother and baby toys 、 Clothes, shoes, bags 、 Food and beverage takeout 、 Life services and cultural tourism . that , What are the specific characteristics of products or services suitable for private domain traffic mode ？

One 、 The frequency is very high , High repurchase rate

As mentioned earlier , Private traffic has a remarkable feature , That's it “ Single acquisition , Reuse ”. therefore , Businesses can choose some products with high consumption frequency and repurchase rate , Attract users to buy for a long time , Improve the stickiness of regular customers , Specific product types such as The figure below Shown .

 

In private traffic mode , Most of the profits of businesses come from regular customers , Therefore, businesses should constantly improve the competitiveness of products 、 Brand competitiveness 、 Service competitiveness and marketing competitiveness , Promote customers' second purchase , Even realize long-term cooperation . Do that , The key is to choose the source of goods . therefore , Try to choose some products that are just needed by users .

Two 、 High quality content , Knowledge payment

Knowledge paid products and services , Its essence lies in selling relevant knowledge products or knowledge services , Let knowledge generate business value , become “ Real gold and silver ”. In the age of the Internet , We can easily transform our knowledge into pictures and texts 、 Audio 、 Video and other products and services , Spread and sell to users through the Internet , So as to realize profit . With the development of mobile Internet and mobile payment technology , The business model of knowledge transformation and profit is becoming more and more popular , Help knowledge producers gain good profits and popularity .

With the improvement of people's consumption level , The concept and mode of consumption have changed qualitatively , Especially with the emergence of various new media channels and the rise of we media , People have developed new reading habits and consumption habits , And gradually formed the habit of paying for reading .

Under the tide of private domain traffic , Many influential “ Big V” Also through official account, community and other channels , To sell their knowledge paid products , It can quickly realize transformation and profit , Get income from fans . for example ,“ Ruixi ” Song Sidi, founder of official account , She is a young Chinese female writer , The former host of the morning program of the Central People's Broadcasting Station .2015 In, he founded his own original radio program 《 Listen to it alone 》, Because of its unique voice and unique program content, it has quickly won the favor of a large number of listeners .

His representative works are 《 May you get lost , Come to me 》《 Always get used to being alone 》《 I can only walk with you 》.2017 year , She will be on the radio 《 Listen to it alone 》 Renamed 《 Radio Reese 》;2018 year , Honored in China “90 after ” No. 1 in the list of writers 4 name .

Today, ,“ Ruixi ” Official account has tens of millions of fans , From the content released by the official account, we can see that her account positioning is “ Emotional life ”, Such as The figure below Shown .

  among ,《 May you get lost , Come to me 》 Won the 2017 The best books of the year 3 name , Sales are very good . Many people are complaining that the bonus period of official account has expired , When you don't have time to catch it , However, Reich continuously improves the brand potential through official account . meanwhile , Rishi has diversified transformation profit-making methods and payment channels , Not only using online courses to realize content payment , Better at realizing knowledge transformation and profit through offline publishing .

Through the above case, people can understand the truth of paying for reading , For fans , Rishi's book is more than a simple book , But books with personal colors and brands . Their purchase , In essence, it is the love and recognition of Rishi brand , And this brand is based on high-quality knowledge products .

3、 ... and 、 Topic products , High heat

If a product makes headlines , Its fiery degree is self-evident . In order to attract a large number of user traffic and detonate the product , Making topic headlines is a great way . therefore , Products with a sense of topic are very suitable for private domain traffic .

Products with a sense of topic have strong social attributes , It is very easy to cause strong repercussions in the community . among , The topic play method of Tiktok is a very popular marketing method at present . Large offline brand enterprises can combine Tiktok POI（ An address location function ） Combine marketing with topic challenge , By refining brand characteristics , Find user interest points to post related topics , This can attract a large number of users , At the same time, let offline stores get a lot of exposure , And the high transformation of precise traffic will also bring high profits to enterprises .

for example , Sichuan “ DaoChengYa butyl ” It is a very beautiful scenic spot , Because of its unique landform and original ecological natural scenery , Attract a large number of tourists to go sightseeing . Based on the user's interest , Someone started on Tiktok “# DaoChengYa butyl ” Topic challenges , Such as The figure below Shown . here , Offline businesses can invite some online celebrities to participate in the topic , And release some tapes POI Short video of the scenic spot of the address , Such as The figure below Shown .

 

 

After seeing the video in the topic, users who are interested in the scenic spot , Usually Click to view , Now enter POI You can see the details of the business on the details page . This method can not only attract fans to punch in at the scenic spot , And it can effectively improve the offline conversion rate of surrounding businesses .

On the tiktok platform. , As long as someone watches your short video , Can produce touch .POI It shortens the distance between enterprises and users , Achieve the maximum flow of brand interaction in a short time , It facilitates brand marketing and business transformation . and POI With topic function and Tiktok's natural drainage and cargo genes , It also improves the communication efficiency of offline stores and the arrival rate of users .

POI The biggest function is to superimpose the online flow pool and offline passenger flow , in other words ,POI It can not only divert water from online to offline , And it can let offline experience feed online content , Accelerate the process from exposure to transformation , Turn the traffic into the sales performance of the store .

Four 、 Offline entities , Traffic conversion

Offline physical stores can launch a non-profit drainage product , Attract users first , Then merchants can add their wechat to realize traffic conversion , Or guide them to consume other products , So as to realize direct profit . for example , On posters in front of many restaurants , You can often see a special dish , This is the way of promotion .

for example , With the advent of the community era , Haidilao is interested in the wechat market , So we use wechat community to transform private traffic , Attract customers to shop . After doing wechat community marketing , Haidilao has promoted the ultimate service from offline to online platform of official account , Such as The figure below Shown . Users can book seats through wechat official account 、 Deliver meals to the door , You can even go to the mall to buy primer . If users want to order takeout , Just enter the delivery information , You can wait for the delicious food to be delivered to your door .