FMCG manufacturers face two common problems when promoting products: low cooperation from terminal stores and losing touch with consumers. In traditional business models, while low cooperation can be partially addressed through salesperson communication, the consumer disconnection issue is nearly unsolvable. Many FMCG companies are attempting to solve these problems through digitalization. We found that Six Walnuts' exploration in this area offers valuable insights. Below, we introduce their experience to you. Inspired by Private Domain Traffic, Finding New Directions for Activation For brand owners, low cooperation from terminal stores and losing touch with consumers, though two problems, can be merged into one: How to help stores increase performance? With performance, stores naturally cooperate. Where does performance come from? For offline stores, it's about increasing repurchase rates. The key to increasing repurchase is to sink the previously "invisible" consumers into private domain. Private domain, in the past, was mostly accumulated online, with little connection to offline. Suppose you are the owner of a small store. A customer comes in, buys a bag of chips and a bottle of cola, and leaves. The transaction is "one-time" and random. The small store has no awareness of building private domain. When will the customer return? What will they buy? You know nothing. Community group buying has brought new changes to the industry. Although the ultimate evolution of community group buying remains to be seen, its method of creating private domain traffic has brought new ideas to the industry. Offline stores (b) can build their own private domain, connecting online and offline. Can this be used as an entry point to leverage stores and reach consumers? This is Six Walnuts' approach. Specifically, through "cloud stores" and "online IP building," they empower small stores as "mid-end hubs," enabling them to play a role in obtaining consumer purchase information and product delivery. Based on the strong relationship between community small stores and consumers, promote more communication between stores and consumers, increasing purchase and repurchase rates. How to Motivate Terminal Stores to Cooperate? First, how to stimulate the enthusiasm of terminal stores? Remember when you were a child, your mother would say to encourage you to study hard and get high scores on exams: "If you finish your homework by xx o'clock or get above xx on the exam, I'll buy you/reward you with xx." I believe most people can relate to such words. Incentives work because they bring added value to behavior. Drawing from the example of a mother rewarding her child, we can also give red envelopes or empowerment to small stores with good sales and displays, helping them earn more money, making terminals and brands a community of shared interests. For example, Six Walnuts, for the new product "Gaokao Wish Jar," set sales profits, promotion rewards, and sales rewards for various channels, plus the selection of star stores, so that truly well-selling terminals stand out, and additional empowerment plans are formulated to help small stores sell better. Channel digitalization involves opening online stores. The most common way is to register a "cloud store" in a WeChat mini-program, allowing consumers to get product activity information online and directly place orders in the store. So how to make small store owners willingly register for Six Walnuts' online cloud store? The answer is to give benefits. Use "bait" to guide store owners to register online stores. Within one week after registering the store, provide activity support to small stores to help continuously attract traffic, including daily one-yuan limited-time flash sales for Gaokao Refueling Cans, a 7-day 8.8% discount promotion on all products in the store, and a 10-yuan reward for each order completed and verified in the cloud store, etc. How to Attract Consumers to Buy? As a consumer, what is the biggest temptation? Cheap! Discounts! For consumers, discounts and price reductions are the most direct attraction. Six Walnuts uses the terminal small stores' own private domain traffic for online community promotion, distributing posters and text promotional content with mini-program entry QR codes to small store owners, asking them to forward in WeChat groups and Moments, achieving exposure for activation. You might have a question: When users enter the mini-program, do they move from the terminal store's private domain to the brand's private domain? After the brand obtains consumer information and organizes its own community, doesn't that leave the small store out? Actually, it won't be like that. The brand does not have the energy to handle product delivery and distribution, nor can it quickly reach communities, unless it sets up shipping stores in each region. This requires costs for rent, management, and operations. The role of terminal stores is irreplaceable. You might also ask: With such promotional activities allowing consumers to take advantage of the brand, once the one-yuan purchase and early discounts are over, will consumers still buy? Indeed, after bringing consumers into the traffic pool, you also need to keep them there. Consumers have the initiative to leave whenever they want. To this end, Six Walnuts created the "Blue Saturday" IP theme day. Through the anthropomorphic characteristics of IP, breaking the previous model of "brand first, content later," IP guides content creation, then proposes products that meet needs, shifting the selling perspective from the brand to the consumer. The brand regularly conducts product activities to activate users, firmly "gluing" them to the brand, and cultivating consumers' habit of purchasing products. How to Coordinate the Operation of Dual Private Domains? This involves the issue of "dual private domains." "Dual private domains" refers to the communities maintained by the small stores themselves and the users accumulated on the cloud store. Small stores and manufacturers have different roles and divisions of labor here. The role of the small store here is to continuously expose activities in communities and Moments, maintain good relationships with customers, and stimulate demand. According to Teacher Liu Chunxiong, communities have the characteristics of "strong social, medium transmission, weak transaction." The strong transmission and transaction value of communities are based on whether there is social value. For manufacturers, this "private domain traffic" is a good channel for studying user purchase behavior. Through the WeChat platform and mini-programs, simple user surveys and reward distribution can be conducted. This way, brand research is not limited by time and space, and can also save a lot of costs. In addition to connecting stores and reaching consumers, the data accumulated by mini-programs also avoids the possibility of salesperson fraud. In the past, salespeople might fabricate data to meet performance targets or receive extra rewards. By accurately recording store data through the system, including which stores were visited, their locations, and detailed orders for each store, the brand can have a clear picture. In Conclusion: Terminal stores and consumers are the last two links in the offline circulation of FMCG products. The traditional model cannot connect these two links, preventing data from helping manufacturers make decisions. Six Walnuts' experience can be summarized in two main points: First, through cloud stores based on WeChat mini-programs, empower terminal stores to solve the problem of non-cooperation, while helping them attract traffic. Second, through a series of traffic attraction and promotional activities, attract consumers to enter the cloud store, increase repurchase, and obtain consumer consumption data. By connecting data at both ends (b and C), making "disappearing" consumers appear, and mastering the final flow of product circulation, manufacturers can make more effective marketing decisions. New Distribution's bC integration special topic will bring you more valuable cases and thoughts. Please stay tuned.