In 2024, WeChat, Tiktok, Little Red Book

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2024-11-18

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In the era of AI, what practical attempts will be made to explore business opportunities and growth? How can product managers seize this round of AI opportunities?

In 2024, as the cost of public domain traffic continues to rise, businesses are turning to private domains in search of more efficient and cost-effective ways to reach users. This paper deeply discusses the new trends of WeChat, Tiktok, Xiaohongshu and other platforms in the field of private marketing, analyzes how major Internet platforms lock traffic through strategy adjustment, and how businesses find new growth points in this change.

This year, many merchants' perception is that public traffic is becoming more and more expensive, and the cost of getting customers is getting higher and higher. According to the statistics of the Jiazi Lightyear report, from 2018, even the head of the Internet platform, the cost of getting new customers has gradually increased from tens of yuan to hundreds of yuan.

So, merchants began to engage in private domains one after another. After all, private domain users mean that you don't need to pay additional data acquisition fees to achieve user reach. These users are almost still interested in your brand or have already consumed it. They have the most basic trust in the brand and can bring the most direct effect - an increase in conversion rate and a reduction in marketing costs.

The influx of more and more merchants into the private domain will naturally create some new trends, and the private domain marketing ecosystem has also undergone some changes. The pattern of private domain operation is being changed.

01 From WeChat to the entire network, the battle for private domain traffic

According to Tencent's first half financial report, the private domain remains an important source of profit for Tencent. In the financial report, it was mentioned that the revenue of enterprise service business achieved a growth rate of more than ten points, benefiting from the growth of cloud service business revenue (including the commercialization of enterprise WeChat) and the increase in technical service fees for video account merchants.

But outside of WeChat, private domains are also constantly mentioned by other platforms.

Xiaohongshu increases its e-commerce business to achieve a closed commercial loop; Users jointly raise "Little Fire Man" on Tiktok, and Tiktok enhances social attributes; Kwai refers to private domain again and publishes relevant data; Traditional e-commerce restricts traffic induction... Internet platforms have resorted to means to "inner circulation" of traffic. At the same time, more and more businesses have opened their minds and turned to content e-commerce as a private domain.

Recently, Tiktok has been strengthening the social attributes of the platform in various ways, which is good news for businesses to operate private domains. For Tiktok, when the e-commerce GMV reaches a certain saturation, and the public traffic cannot achieve deep grass planting or re purchase, the e-commerce business will inevitably enter the bottleneck.

Therefore, Tiktok needs social interaction to re drive the private domain and realize the internal breakthrough from the public domain to the private domain. Starting from users' social circles that are closely related, creating a chat atmosphere is necessary to stay active after entering the merchant group chat.

It is observed that on Tiktok, businesses with high repurchase rate are more active in community operations, and the atmosphere within the group is also relatively more active.

Similarly, Xiaohongshu has long been more than just satisfied with planting grass. After a series of adjustments in the past two years, more and more merchants have completed the transaction loop from planting grass to conversion on Xiaohongshu, especially small and medium-sized merchants. Data shows that in the first half of 2024, the number of small and medium-sized merchants operating on Xiaohongshu increased by 379% year-on-year, and the GMV of small and medium-sized merchants increased by 436% year-on-year.

Switching jobs to become a B-end product manager and preparing to do a big job, I found that I had simplified the problem

In recent years, the vigorous development of B2B business has also led many people in related positions (C-end product managers, interaction, testing, research and development, operations, project managers, etc.) to transform into B2B products. But most people initially have concerns about the B-end

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Where are the high-end players making their efforts?

In the private domain.

Xiaohongshu started as a sharing community with a strong social atmosphere. It can gather a large number of users in the early stages of interest, making the entire process from planting grass to purchasing more efficient. In order to retain internal traffic, the official Xiaohongshu platform has also introduced favorable policies, providing "note traffic" assistance to merchants who experience group chat business functions, and offering billions of level traffic subsidies.

Even Kwai began to mention private domain again frequently. On August 27, at the 2024 Kwai Optical Co creators' Conference, Cheng Yixiao, the founder, chairman and CEO of Kwai Technology, focused on private domain in his speech. And relevant data will be released: According to data from July this year, more than 75% of daily active users will like, comment, give tips, purchase products and other interactions with following creators/anchors on the following page and in pan private domain scenarios. In terms of social interaction, the number of double entendre private messages between years has increased by nearly 40%. Users are increasingly sending private messages to friends on the platform, and the penetration rate of close friends has also increased by more than 10%.

Tmall is releasing some strategies to keep traffic on its platform. In June of this year, Tmall once again revised its "rules and implementation details for inducing third parties", explicitly prohibiting merchants from directing traffic outside the site through package cards and other means. Once the new regulations come into effect, it means that merchants can no longer convert public domain traffic on the platform into their own "private domain traffic" at a very low cost. To continue reaching consumers, they can only communicate within the platform. It is not difficult to guess that Tmall is laying the groundwork for building its own private domain traffic pool.

Pinduoduo has also had similar regulations: as long as a merchant engages in illegal inducement behavior, they will face punishment measures such as increasing the store deposit (with an increase of 50000 yuan), and even as long as they violate the rules twice or more, the merchant may face serious consequences such as having their entire deposit deducted and returning the store.

Whether it is an implicit "explicit ban" or a soft "traffic subsidy", platforms are racking their brains to lock traffic within their own sites, and the pattern of private domains is quietly changing.

02 Changes from Promotion to Communication on the Platform

The attributes of the platform are different, and the characteristics of the private domain are naturally different. The means used to achieve different goals are also different. But fundamentally, the evaluation criteria for a private domain are not based on how many fans you have in your group, and the value of a private domain is not just about making users repeat "buy buy buy buy" or reminding them of new products.

More importantly, communicate with consumers and accumulate brand audience assets. The diversification of platforms has brought more opportunities for brands to communicate with consumers, and it's not just about having one more platform and more fans. But it can communicate with different groups of people. Taking content e-commerce as an example, users gather under a certain post due to their interest in products or brands, and then enter a private domain group through a link. In such a group, users are still in the pre link stage, and the discussion of products and brands is also higher. You can clearly feel that the atmosphere of this group chat is very different from traditional coupon groups.

McDonald's China Chief Growth Officer, Yabin He, mentioned in a conversation with Morketing, "Insight should first focus on the fans. It's not just the users, but the most passionate part of the users, the loyal fans of the brand

How to focus? Where are the most passionate fans? Private domain.

Morketing recently joined a very active fan group for a headphone brand. In the group, not only is there a check-in activity where players can receive products after completing a 21 day check-in, but the administrator also guides group members to discuss product related topics, such as what lifestyle scenarios to use the product in; Tomorrow is a live broadcast, what theme would you like, and so on. The activity level of the entire group members is very high.

Only when users come to life can brands come to life, and such a private domain is valuable.

As Yang Jiongwei, founder and CEO of Weiling Technology, said, "Enterprises are increasingly focusing on the operation and exploration of customer lifecycle value. Whether it is B2B or B2C enterprises, private domain has become an important tool for customer relationship management

How to do a good job in private domain? Morketing believes that at least three values should be provided to your users.

1. Emotional value

If winning customers in the public domain is like shouting with a loudspeaker, then in the private domain it's like having a tea party or even a 1v1 date. In this scenario, communication is more focused and targeted, making it more conducive to conveying emotional value. To do well in private domain marketing, you need to demonstrate your brand's care for consumers and show your thoughtfulness.

Luckin is a great example, where the Chief Welfare Officer, Lucky, will tailor their services to meet the needs and preferences of customers. For different cities, temperatures, and weather conditions, Luckin Coffee recommends cold drinks for cities with high temperatures and hot drinks for cities with low temperatures; When it's inconvenient for users to go out on rainy days, invest more in food delivery discounts.

As Yang Fei, co-founder and chief growth officer of Luckin Coffee, said, "One on one is about helping customers solve problems, providing personalized service to customers, rather than harassing users. That's why Luckin Coffee has millions of private domain users, but the blacklisting rate is less than 0.3%.

2. Content value

Whether it's the purchased members on WeChat or the interested users on content e-commerce, in order to keep them in the private domain for a long time and bring conversion, it is necessary to provide differentiated content for business trips.

Merchants can learn from long video platforms in this regard. Morketing has found that popular variety shows are recently launching membership derived programs. In the past, VIP benefits may only be available in the pure enjoyment version or in advance to increase the experience, but now with more content benefits, many users' mentality has become "I can wait, but you can't stop me from watching". In addition, the main film constantly attracts traffic to member programs, which emphasize that only members can listen, giving VIP users a sense of value for money.

The operation of private domain content is also the same. It is necessary to give consumers a reason to join the group, such as posting photo tutorials for camera products, OOTD for clothing categories, makeup tutorials for the beauty industry, sharing white papers for the toB industry, and so on. On the one hand, it enhances the stickiness of fans, on the other hand, it enlivens the group atmosphere, allowing everyone to discuss, and at the same time, it can better absorb the traffic brought by grass planting posts.

3. Experience value

The value brought by the experience is more direct and highly sticky.

In this regard, new energy vehicles have been particularly outstanding in recent years. Home tire repair and car wash are routine operations. As a NIO owner, you can even experience home feeding, home haircuts, and home cooking. In addition to NIO, new energy vehicles such as Ideal and Xiaopeng are also launching their own apps to provide users with experiences such as charging, car maintenance, listening to music, making phone calls, and health checks.

Durable consumer goods similar to cars can try to start with the experience and maintain private domain membership.

Business is essentially a competition for attention. As the public domain dividend period gradually passes, what merchants truly want is to leverage more transactions with more reasonable costs. Creating a private domain is not just about counting people, nor is it just about importing them into a private domain pool. Its verification is about the relationship between the enterprise and the user. Only by providing true value to consumers can true communication be established.

Text | Tiana

This article is written by [Morketing], the product manager of Renren. The WeChat official account is [Morketing]. The original/authorized release of this article is made by Renren. Without permission, it is prohibited to reprint it.

The title image is from Unsplash, based on the CC0 protocol.

加码私域的2024年，微信、抖音、小红书…卷出了新趋势

Morketing关注

2024-11-18

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2024年，随着公域流量成本的不断攀升，商家们纷纷转向私域，寻求更高效、成本更低的用户触达方式。本文深入探讨了微信、抖音、小红书等平台在私域营销领域的新趋势，分析了各大互联网平台如何通过策略调整来锁定流量，以及商家如何在这一变革中寻找新的增长点。

今年不少商家的体感都是，公域流量越卷越贵，获客成本越来越高，据甲子光年报告统计，从2018年起，即便是头部的互联网平台，每个新客的获取成本也逐步从数 10 元上涨至数百元之多。

于是，商家们纷纷“内求”开始大搞私域。毕竟私域用户意味着你不需要再支付额外的流量获取费用就可以实现用户触达，这批用户几乎还是对你的品牌感兴趣或是已经消费过的用户，他们对品牌有最基础信任，可以来带最直接的效果——转化率提升，营销成本降低。

越来越多商家的涌入私域自然会摩擦出一些新的趋势，私域营销生态自然也发生了一些变化，私域运营的格局正在被改变。

01 从微信到全网，私域流量争夺战

根据腾讯上半年财报来看，私域仍然是腾讯利润的重要来源。财报中提到，企业服务业务收入实现十几个点的增长率，受益于云服务业务收入增长(包括企业微信商业化提升)，以及视频号商家技术服务费的增长。

但微信之外，私域同样不断被其他平台提及。

小红书加码电商业务，实现商业闭环；用户们在抖音上合伙养“小火人”，抖音增强社交属性；快手重提私域，发布相关数据；传统电商限制流量诱导……互联网平台们纷纷上手段，企图把流量“内循环”，同时越来越多的商家打开了思路，把做私域的目光投向了内容电商。

最近，抖音不断通过各种方式加强平台社交属性，这对商家运营私域来说，不失为一个好消息。对抖音来说，当电商GMV到达一定饱和度、公域流量无法实现深度种草或者复购，电商业务就无可避免地进入到了瓶颈。

所以抖音需要社交重新带动起私域，实现从公域到私域的内在突围。从用户近相关的社交圈入手，营造聊天氛围，才能在进入商家群聊后处于活跃状态。

据观察，在抖音上，高复购率产品的商家在社群运营方面都比较积极，群内气氛也相对更加活跃。

同样小红书也早就不止满足于种草，在经过近两年一系列的调整后，越来越多的商家在小红书站内完成种草到转化的交易闭环，特别是中小商家，数据显示，2024年上半年，在小红书经营的中小商家数同比增长379%、中小商家GMV同比增长436%。

跳槽做B端产品经理准备大干一场，发现把问题想简单了

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这其中的高端玩家在哪里发力呢？

在私域。

小红书本就是以分享社区起家，拥有很浓厚的社交氛围，在前链路兴趣阶段就可以聚集起大量的用户，从种草到购买整个链路也更高效一些。小红书平台官方为了留住站内流量，也推出了利好政策，对体验群聊经营功能的商家进行了“笔记流量”助力，官方提供亿级流量补贴。

就连快手也开始再次高频提及私域。8月27日，2024快手光合创作者大会上，快手科技创始人、董事长兼CEO程一笑于演讲中重点倾斜私域。并公布相关数据：从今年7月数据看，每天，超过75%日活用户会在关注页和泛私域场景，跟关注创作者/主播进行点赞、评论，或打赏、购买商品等各种互动。社交方面，年对年双关私信数增长近40%，用户在平台里面越来越多地与朋友发私信，并且密友渗透率也有了10%以上增长。

天猫在发布一些策略，将流量留在自己的平台。今年六月，天猫再次修订了“诱导第三方规则及实施细则”，明确禁止商家通过包裹卡等方式将流量导到站外。新规定一旦生效，意味着商家无法再将平台上的公域流量以极低的成本转化为自己的“私域流量”，想要继续触达消费者，只能在站内沟通。不难猜测天猫是在为打造自己的私域流量池做铺垫。

拼多多也有过类似的规定：只要商家实施违规诱导行为，就会面临提高店铺保证金 （增幅为5万） 等处罚措施，甚至只要违规行为两次及以上，商家就可能面临被扣除全部保证金以及退店的严重后果。

不管是隐性“明令禁止”还是软性“流量补贴”，平台们都在绞尽脑汁将流量锁在站内，私域的格局正在悄然发生改变。

02 从促销到沟通，平台卷出来的变化

平台的属性不同，私域的特点自然也不同，想要达成的目标不同，用的手段也就不同。但从本质上看，私域的评判标准绝不是你的群里有多少个粉丝，私域的价值也绝不只是发红包让用户重复“买买买”，或是提示一下新品上新。

更重要的是沟通消费者，积累品牌人群资产。平台的多样化，给品牌带来了更多沟通消费者的机会，这里并不只是说多一个平台多一些粉丝。而是可以沟通到不同的人群，就拿内容电商举例，用户因为对产品或品牌的兴趣，聚集到某个帖子下，再由链接进入私域群，在这样一个群里，用户还都处在前链路阶段，对产品和品牌的讨论度也更高一些。你能很明显感觉到，这种群聊的气氛和传统发优惠券的群有很大区别。

麦当劳中国首席增长官（Chief Growth Officer）何亚彬在和Morketing对谈时曾提到：“洞察要先聚焦粉丝。不仅仅是用户，而是最热情的那部分用户，品牌的忠实粉丝。”

怎么聚焦？哪里有最热情的粉丝？私域。

Morketing最近加入了一个非常活跃的耳机品牌的粉丝群，群里不仅设置了打卡活动，完成21天打卡即可获得产品，而且管理员还会引导群成员讨论产品相关的话题，比如在什么生活场景下使用本产品；明天要直播，大家希望是什么主题，等等。整个群的群成员活跃度非常高。

用户“活”起来，品牌才能活起来，这样的私域才是有价值的。

就像卫瓴科技创始人兼CEO杨炯纬所说：“企业越来越重视对客户的生命周期价值的运营和挖掘，无论是toB的企业，还是toC的企业，私域都成为了客户关系管理的重要抓手。”

怎么做好私域，Morketing认为至少要为你的用户提供三个价值。

1. 情绪价值

如果说在公域获客，就像是拿着个大喇叭吆喝，那私域就是在开茶话会，甚至是1V1约会。在这种场景下，传播是更加聚焦、定向的，因此也更加有利于传递情绪价值。想要做好私域营销，就需要展现你的品牌对消费者的关照，展现自己的贴心。

瑞幸就是很好的案例，“首席福利官Lucky”，会根据客户的需求偏好。对于不同城市、不同气温和天气，瑞幸会给温度高的城市推荐冷饮，温度低的城市推荐热饮；雨天用户不方便出门时，投入更多的外卖优惠。

就像瑞幸联合创始人兼首席增长官杨飞所说：“一对一是要帮客户去解决问题，是要个性化地服务客户，而不是去骚扰用户”。这就是为什么，瑞幸咖啡有数千万的私域用户，而被拉黑率不足千分之三。

2. 内容价值

不管是微信上的已购会员人群，还是内容电商上的兴趣人群，想要让他们长久地留在私域带来转化就一定要给出差异化内容。

这一点商家可以向长视频平台学习，Morketing发现，近期热门综艺都在推出会员衍生栏目，以前VIP的权益可能只是看纯享版或是提前看，增加体验感，但现在多了内容上的权益，很多用户的心态成了“我可以等，但你不能不让我看”。再加上正片里不断引流给会员节目，会员节目里不断强调只有会员才能听，给VIP用户一种物有所值的感觉。

私域内容运营也是一样的，要给消费者一个不得不进群的理由，比如，在群里发布，摄像产品的拍照教程，服装品类的OOTD，美妆赛道的妆容教程，toB行业类的白皮书分享，等等。一方面是提升粉丝的粘性，一方面活跃群气氛，让大家讨论起来，同时还能更好地承接种草帖子带来的流量。

3. 体验价值

体验感带来的价值是更加直接的，并且黏性极高。

在这方面，新能源汽车近些年做得尤为突出。上门补胎、上门洗车都是常规操作，成为蔚来车主你甚至能体验到上门喂猫、上门理发、上门做饭。除了蔚来，理想、小鹏等新能源汽车也都在推出自己的APP，给用户提供充电、养车、听音乐、打电话、健康检测等体验。

类似汽车的耐用消费品不妨都试试从体验感入手，维护私域会员。

生意本质上是对注意力的争夺，当公域红利期渐渐过去，如果用更合理的成本撬动更多的交易才是商家真正想要的。做私域不是为了数人头，也不是导进私域池中就可以了，其核实是企业与用户关系。唯有给消费者提供真正的价值才能建立真正的沟通。

文 | Tiana
本文由人人都是产品经理作者【Morketing】，微信公众号：【Morketing】，原创/授权 发布于人人都是产品经理，未经许可，禁止转载。

题图来自Unsplash，基于 CC0 协议。