Scan the QR code in the image to register Private domain, this concept, I think for traditional practitioners, due to the pandemic, has become familiar. We often see how someone's business has grown significantly through private domain strategies; and in CVS convenience stores, KA outlets, and some terminals, we frequently see activities like scanning codes to receive red packets, scanning codes to get coupons, or the first bottle for 1 yuan. Perhaps you have also had the experience of scanning a code to add WeChat (official account, service account, or personal account) after purchasing a product. When you complete this action, you can be understood as having become a 'private domain user' of a brand. As a practitioner, I have been thinking: when these actions are completed and you become a brand's private domain user, from the brand's perspective, how much value is there really? Will there be repeat purchases? Will there be engagement? To put it more simply, after following the brand's official account, when the brand pushes information, will I click in, or just look at the title, or even not look at the title and just scroll past? **1. What is the probability of consumers scanning the code? **2. After scanning the code and becoming a user, what is the probability of following? 3. After following the information, what is the probability of purchase conversion? Through this funnel, finally returning to the business itself, what is the value of private domain, and is the return on investment positive? Returning to the FMCG industry, for a bottle of drink, a bottle of milk, a bag of chips, as immediate consumption categories with low involvement, low value, and heavy logistics, from what dimensions should the value of private domain be judged and measured? Is it a sales growth platform? Is it a brand communication platform? Is it a demand insight platform? Or, something else? With these doubts, we had an in-depth exchange with Liu Ming, the private domain head of a leading domestic dairy company, to explore where the value of private domain truly lies, how companies should correctly understand private domain, and what position it should be placed in.
Consumer & Categories · E-commerce & Instant Retail
A Bottle of Milk, a Bottle of Drink's 'Private Domain': Is It Just Scanning a Code to Get a Coupon and Enjoy a Second Bottle for 1 Yuan?
Scan the QR code in the image to register. The concept of private domain has become familiar to traditional practitioners due to the pandemic. We often see how someone's business has grown significantly through private domain strategies, and in CVS convenience stores, KA outlets, and some terminals, we frequently see activities like scanning codes to receive red packets or coupons, or the first bottle for 1 yuan. Perhaps you have also scanned a code to add a WeChat account (official account, service account, or personal account) after purchasing a product. When you complete this action, you can be considered a 'private domain user' of that brand.