---
title: "How Xinwang Baidi Effectively Transforms to Private Domain?"
description: "Digital transformation is the future trend, and it's even more urgent for traditional enterprises. Xinwang Dairy, a subsidiary of Xinwang Group, is a city-based low-temperature dairy company. Recently, we had an in-depth discussion with Anhui Xinwang Baidi Dairy, a subsidiary of Xinwang Dairy, and found they have many insights, especially in the private domain."
author: "刘润"
publisher: "New Distribution"
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published: "2021-11-15"
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# How Xinwang Baidi Effectively Transforms to Private Domain?

> Digital transformation is the future trend, and it's even more urgent for traditional enterprises. Xinwang Dairy, a subsidiary of Xinwang Group, is a city-based low-temperature dairy company. Recently, we had an in-depth discussion with Anhui Xinwang Baidi Dairy, a subsidiary of Xinwang Dairy, and found they have many insights, especially in the private domain.

Source: Liu Run's Official Account (ID: runliu-pub)

Digital transformation is the future trend, and it's even more urgent for traditional enterprises.

Xinwang Dairy, a group dairy enterprise under Xinwang Group, is a city-based low-temperature dairy company. The company has 57 wholly-owned subsidiaries, 15 major dairy brands, 16 dairy processing plants, and 13 self-owned pastures.

Recently, we had an in-depth discussion with **Anhui Xinwang Baidi Dairy**, a subsidiary of Xinwang Dairy, and found they have many insights, especially in the private domain.

**The dairy industry has some well-known pain points.**

Consumers' loyalty to dairy brands is relatively low; they often follow promotions. If there's a promotion, they buy; if not, they might switch to another brand.

The repurchase cycle in the dairy industry is also relatively long. After a purchase, it's uncertain whether the consumer will return.

What to do?

How an elephant turns around is a question many are pondering.

**Xinwang Baidi decided to go private domain. The team at Xinwang Baidi Dairy said their original intention for private domain operations was to get closer to customers.**

First, from the user's perspective, in the shift from selling products to user-centric thinking, they need to gain insights into customer needs. Therefore, they need to be closer to customers.

Second, from the brand and cost perspective. Public domain traffic is getting more expensive. If every activity requires paid promotion, they can't control their content and rhythm. They need their own territory to get closer to customers.

Third, from internal management and customer retention perspective. Internal personnel are mobile; the departure of an employee often leads to customer loss. If handover isn't timely, user experience and trust are eroded. Therefore, the right to manage customer assets should be brought back to the company for empowerment management. This way, they can get even closer to customers.

**So, in 2020, Xinwang Baidi started private domain operations and partnered with Youzan New Retail.**

**Youzan New Retail is a newly established brand under Youzan, dedicated to helping traditional retail stores achieve digital transformation. Youzan New Retail also aims to help merchants strengthen their omni-channel marketing capabilities, private domain operations, transaction conversion, and organizational iteration.**

**After the partnership, as of October this year, Xinwang Baidi's private domain customer acquisition grew 10 times. Sales also increased by 269% compared to the full year last year, with a year-on-year absolute growth of 15.56 million yuan.**

It's fair to say this is a good result.

So, how did they do it? What can we learn?

**From Public Domain to Private Domain: Strengthening Omni-channel Marketing Capabilities**

To do private domain, the first step is to accumulate private domain users.

**How did Xinwang Baidi strengthen its omni-channel marketing capabilities, starting from zero on WeChat Work to accumulating its first wave of user assets?**

The team at Xinwang Baidi told me it's mainly through online, with some offline entry points.

**Let's talk about online first.**

Online, Xinwang Baidi has many online stores and various platforms and channels. These are traffic from public domain platforms.

But this traffic is too scattered. They need to find ways to centralize it and accumulate it on WeChat Work.

**So, Xinwang Baidi used the "Follower Growth Component" feature of Youzan's WeChat Work Assistant, configuring WeChat Work QR codes at nodes where users might pass by, such as product detail pages and pop-ups after payment orders.**

This way, users can see the WeChat Work entry at any stage—before, during, or after purchase—achieving effective traffic diversion and accumulation.

**The team also told me that one feature of Youzan's WeChat Work Assistant—profit-sharing follower growth—issues targeted new customer coupons to those who first add WeChat Work, which is quite attractive to users and effectively and precisely converts traffic from public to private domain.**

Why?

Because Xinwang Baidi's price control is very strict; they don't easily change prices. Issuing coupons to users is a real discount and simple to operate, making it easier to convert users to WeChat Work.

That's online. What about offline?

**Offline, they place materials in multiple scenarios where they touch users.**

The team gave me a few examples.

**For instance, the bottle label on milk bottles—can't waste it; it's a great touchpoint. They print the WeChat Work QR code on the label.**

**For example, during promotional events, when distributing flyers, they also print the WeChat Work QR code on them.**

**For example, when users visit offline milk stations, the station manager invites them to add WeChat Work for better service.**

These methods divert users from the public domain traffic pool to the private domain WeChat Work.

**Xinwang Baidi completed 0-1. How did they continue to grow the private domain traffic pool from 1 to 10?**

**Fission.**

Fission has two growth sources.

**First, user growth brought by "Fresh Promoters" (external distributors).**

Fresh Promoters are recruited from group users; they were originally loyal fans of Xinwang Baidi's products and services. Therefore, they are more persuasive and approachable when promoting to customers. The customers they bring in then enter the private domain through the mall's customer acquisition funnel.

**Second, interactive fission within the community.**

Every month, Xinwang Baidi runs activities like group buying, Moments likes, inviting friends to help get red packets, etc. These activities also generate more interactive fission.

So, what's the effect of such practices?

The team told me that in early 2021, after connecting the Youzan store with WeChat Work, the private domain pool grew rapidly. As of October this year, the number of accumulated customers is 10 times that of last year.

**With the help of Youzan New Retail, Xinwang Baidi strengthened its omni-channel marketing capabilities, reached more users, and accumulated its private domain traffic.**

**Private Domain Operations and Conversion: Strengthening Private Domain Operations and Transaction Conversion Capabilities**

Accumulating from public to private domain is just the first step.

**Next comes operations and conversion. This requires enterprises to strengthen their private domain operations and transaction conversion capabilities.**

How did Xinwang Baidi do it?

**They also summarized two points: content operations and atmosphere design.**

How to do content operations?

The key is to provide valuable content.

**In private domain operations, content production is the core, and operational touchpoints are the means. Providing users with warm and valuable content is the most important.**

Xinwang Baidi created the "Hei Xiaoyou" IP Fresh Promoter image.

They configured a unified avatar, name, exclusive custom emoji pack, and custom scripts for Hei Xiaoyou, and built a "professional nutritionist" persona as the window for customer communication. Behind each Hei Xiaoyou IP is a real person communicating, collecting customer needs in real-time, and feeding them back to relevant departments for rectification and progress tracking.

Then, they set up a community operation SOP. Hei Xiaoyou Fresh Promoters share knowledge about milk, parenting tips, weather reminders, and other content. Regarding product or service questions, the internal requirement for Hei Xiaoyou's response speed is also very strict—reply in seconds.

**The team said something I found particularly insightful: "In private domain operations, you need to think clearly about what value you bring to users. What to do, what to buy. Many people focus on the final 'what to buy' but neglect the 'what to do'."**

They chose to provide valuable content to give users a sense of gain and bring them closer.

But with so many groups, how do they manage? They use Youzan's WeChat Work Assistant's "Quick Reply" and "Customer Profile" features to easily manage many messages.

**Just upload image-text content to the material library, and employees can send it with one click. Plus, with WeChat Work's built-in auto assistant reply functions, efficiency is greatly improved. The team said that in daily situations, one person can manage 140 communities.**

With good content, trust is built.

What about atmosphere design?

**Marketing activity design is to strengthen transaction conversion capabilities. After doing something, then it's about buying something.**

Xinwang Baidi places great emphasis on atmosphere-driven marketing. Before an event, they do a week-long or even longer water retention period, letting the group gradually warm up, and then explode when the event starts.

It's like boiling water: you prepare everything, start heating, the temperature gradually rises, and finally the water boils.

In the group, they hold "Wednesday Fresh Milk Day" coupon-grabbing activities, "7-day Breakfast Check-in" activities, and encourage customers to share their daily milk-drinking routines and orders. These shares reflect customers' real life states and product experiences, and these authentic shares are more likely to move others.

But what if some users still haven't placed an order?

**The team said, "Many people do community activities only online, treating customers as online friends. Besides online community interaction, we also have regular offline experience exchange activities. Combining online and offline makes emotional connections stronger."**

We hold a free "Fresh Baby Birthday Party" every month, inviting parents and children to our factory to see how milk is produced step by step.

The team shared a set of data with me: their sales from January to September this year increased by 248% compared to the full year last year. New customers accounted for 47%, and repeat purchase rates for existing customers improved significantly. For example, in September's back-to-school event, customers with a repurchase interval within 30 days accounted for 41%, within 90 days 84%, and within 120 days 90%. Most customers chose to continue purchasing.

**With the help of Youzan New Retail, Xinwang Baidi strengthened its private domain operations and transaction conversion capabilities, providing warm and valuable content to achieve better conversion.**

**Private Domain Experience: Strengthening Organizational Iteration Capabilities**

I asked the team, "You've only been doing private domain for a short time and have made such a breakthrough. What other insights are worth sharing?"

They thought for a moment and said there are mainly two points:

**Organizational support and tool selection.**

**In essence, it's about strengthening organizational iteration capabilities.**

What does organizational support mean?

**The team said organizational support, upward, means gaining leadership support.**

Transformation in traditional enterprises sometimes encounters resistance. So, securing the support of the top leader is crucial.

The top leader project is particularly important.

What about downward?

**Downward, it's about performance assessment.**

The team shared that assessment is an important lever. Their assessment went through two stages.

Initially, in the 0-1 stage, the focus was on private domain user growth, with assessment focusing on new customer acquisition.

But after reaching 1-10 with a certain base of private domain users, to serve these users well, they need to focus on strengthening private domain operations and transaction conversion capabilities.

Think about it: if a customer asks a question and it goes unanswered for half an hour, where is the customer's comfort and trust in such service?

So, the assessment focus shifted to the service quality of Hei Xiaoyou, with indicators detailed to weekly conversation count & duration, and monthly average response time. The purpose is to improve service quality.

**Then, it's about choosing the right tools.**

Efficient tools ensure organizational iteration.

**Xinwang Baidi's partnership with Youzan New Retail has achieved good results.**

Before the partnership, data across Xinwang Baidi's platforms was not interconnected. It was like feeling for stones to cross a river, walking blindfolded. Without real-time data synchronization, precise analysis and operations were impossible.

But after partnering with Youzan New Retail, Youzan's WeChat Work solved the key issue of user transaction visualization. Through the customer profile in the WeChat Work chat sidebar, consumer behavior data is synchronized in real-time, allowing targeted analysis and immediate action based on each customer's status.

**For example, if a user received a coupon but forgot to use it, Youzan's WeChat Work "Precision Marketing" automatically generates a reminder message for unused coupons: "You have a coupon waiting to be used." The team said this is like an activation and wake-up call, improving conversion rates.**

Users also feel that you care about them and provide excellent service.

**Therefore, strengthening organizational iteration capabilities requires organizational support and choosing the right tools. This way, private domain operations become more efficient.**

**Final Words:**

Digitalization is the trend. Private domain is the direction.

But during transformation, many difficulties arise. This may be especially true for traditional enterprises.

Today, we shared the case of Xinwang Baidi's partnership with Youzan New Retail, which should give you many insights.

**In private domain, having systematic capabilities is crucial. This systematic capability is what we mentioned earlier: strengthening omni-channel marketing, private domain operations, transaction conversion, and organizational iteration capabilities.**

**Only then can you better achieve omni-channel performance growth, effective customer growth, and customer LTV growth.**

Transformation requires both the courage to transform and the wisdom to do so.

**Strengthen capabilities, break through growth.**

I hope all traditional enterprises can do well in private domain. And I wish all traditional enterprises success in their transformation.

**Are you "watching" me?**


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