---
title: "Weimob's Chen Zhihao: A Guide to Private Domain E-commerce in the Food and Beverage Industry"
description: "At the 2020 (3rd) China FMCG Conference, Chen Zhihao, head of product operations at Weimob, shared insights on private domain e-commerce in the food and beverage industry. He emphasized the importance of combining public and private domain e-commerce, and introduced Weimob's solutions for private domain operations, asset empowerment, and marketing, with case studies showing significant growth."
author: "陈智浩"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2020-09-03"
language: "en"
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# Weimob's Chen Zhihao: A Guide to Private Domain E-commerce in the Food and Beverage Industry

> At the 2020 (3rd) China FMCG Conference, Chen Zhihao, head of product operations at Weimob, shared insights on private domain e-commerce in the food and beverage industry. He emphasized the importance of combining public and private domain e-commerce, and introduced Weimob's solutions for private domain operations, asset empowerment, and marketing, with case studies showing significant growth.

The 2020 (3rd) China FMCG Conference, hosted by New Distribution, was grandly held from August 24 to 26 at Shanghai Fuyue Hotel. The event brought together over 3,000 dealers, manufacturers, and internet industry practitioners from across the country, with a full house and unprecedented scale. The following is the speech delivered by Mr. Chen Zhihao, head of product operations at Weimob, at the parallel forum "Technology Empowerment: Food and Beverage Innovation Trends in the Post-Pandemic Era," organized and published for our readers.

Hello friends, it is a great honor for Weimob to be invited to this conference. This is actually my second year attending. Today, my topic is "A Guide to Private Domain E-commerce in the Food and Beverage Industry." I have noticed that e-commerce trends change every year, and there are many ways to understand and play e-commerce. Last year, I talked about social e-commerce, and this year, the concept of private domain e-commerce has emerged.

Why is today's topic "Private Domain E-commerce Guide"? Because in my understanding, there is also a "Public Domain E-commerce Guide." What I want to express is that **current or future enterprises must operate in an omnichannel manner: first, the combination of offline stores and online e-commerce; second, the combination of public domain and private domain e-commerce. Only by grasping both the north and south poles can enterprises succeed in e-commerce.** Today, I will share some information about private domain e-commerce and bring you some cases to see how these enterprises use Weimob for private domain e-commerce.

First, let's look at the macro environment trends. This is data from the National Bureau of Statistics for 2015-2020.

This year, the unavoidable topic is the pandemic, which has had a huge impact on both online and offline. As you can see, from January to June 2020, the proportion of online retail sales increased by the sum of the previous two years' growth.

Although everyone hopes the pandemic would not happen, now that it has, it has impacted offline and brought opportunities to online. How to seize these opportunities is what we need to think about.

Looking at the data, in May and June this year, China's epidemic prevention and control were very effective. It can be seen that **the trend of online retail's proportion, although flattening, is still upward overall.** The data shows that the pandemic brought a large number of people who had not previously shopped online to the internet. After experiencing the convenience of online selection and payment, they naturally stay online. This is why the online retail development trend is rising.

Where has enterprise growth gone? Is it public domain or private domain e-commerce?

Let's first look at private domain. According to Weimob's statistics, from July last year to June this year, private domain e-commerce has grown nearly tenfold. I believe that leading enterprises in any industry represent the industry trend, and in terms of private domain e-commerce, it can be said that it has become the darling of all entrepreneurs.

Private domain e-commerce is so hot. How does Weimob, through years of technical accumulation and industry deep cultivation, help merchants play private domain e-commerce well? Today, I will explain it from three aspects.

First, operating private domain: How can enterprises move from public domain to private domain? They definitely need a private domain operating environment and tools. Tencent's recent financial report mentioned something very interesting. It defined the concept of private domain, mainly defining mini-programs and official accounts as private domain. **What Tencent said in its financial report seems to tell all entrepreneurs: if you want to play private domain, come to me.**

Looking at the growth trend of mini-programs, **in 2020, mini-program DAU grew to 400 million, MAU exceeded 730 million, and average daily usage time exceeded 18 minutes. I specifically noted that the food and beverage industry grew by over 500%.** These are very impressive growth figures.

Weimob uses mini-programs as a carrier to help everyone build their own private domain e-commerce. Weimob's smart retail solutions use digital capabilities to help merchants build a comprehensive service and function system. We solve key problems for merchants in private domain operations, and through operational empowerment, we derive full-scenario empowerment, including store scenarios, anchors, communities, internal and external official account scenarios, and internal enterprise scenarios, all adaptable through our solutions.

In addition, for franchise and agency models, we empower the enterprise's large private domain to small private domains. Currently, offline stores are independent due to geographical and other natural factors, but online, the internet breaks spatial distance. Franchisees and agents have a large demand for private domain customer transactions. We empower franchisees with independent customer flow, payment collection, and daily operations through the enterprise, helping them solve the small private domain needs under the large private domain.

For example, if there are hundreds of stores nationwide, we can use our solution to divide all stores into regions. Through a series of settings, users in Shanghai can enter the mini-program and be directed to the nearest of 20 stores. If they want to consume near home, they can switch stores to find the nearest one.

The mini-program itself has hundreds of stores, but after entering a store, users can only switch among those stores. If a franchisee has its own operational capabilities, it can independently decorate and run marketing activities within its region, while other stores can also participate.

The second part is asset empowerment. First, traffic assets. We know that on traditional public domain platforms, enterprises mainly acquire traffic through advertising purchases, which are one-time and cannot be reused. Weimob connects public domain channels, helping enterprises divert traffic from public domain to private domain traffic pools for better conversion and reuse.

Then there is the private domain of member assets. After traffic comes in, it becomes members. The open nature of public domain means that so-called enterprise members are more like platform members. In the private domain, combined with Weimob's capabilities and the private domain environment, we can directly communicate and interact with them. Through more frequent and deeper interactions, we can help enterprises obtain more dimensional and concrete member profiles, layer and tag different member profiles, and then conduct precise operations based on different member levels, improving enterprise performance conversion capabilities.

Next is the private domain of data assets. Whether it's customer flow, customer group data, or marketing and service data, it can all enter our private domain for analysis and output. At the same time, enterprises can export data and integrate it with data from other channels for comprehensive analysis, gaining a full understanding of their business operations and health.

The third part is marketing private domain, and I must mention the hottest thing now: live streaming. Weimob provides dual solutions: the Weimob Live APP and the Weimob Live mini-program, to help enterprises meet various live streaming needs in different situations.

We also pioneered a live streaming co-hosting model, where two non-competing enterprises can co-host a live stream, interconnecting their private domain traffic. Private domain traffic is a very precise asset for enterprises, but due to its relative closure, growth is slow. Through the co-hosting model, **we divert private domain traffic between two non-competing enterprises, maximizing the use of private domain traffic. We call this private domain sharing.**

Weimob also provides various traffic data statistics functions, including data analysis, traffic conversion, and real-time dynamics. Through cross-data analysis, we help enterprises optimize their private domain live streaming operations. There are also social-based marketing tools, such as for brands, where we can open a group of two or three people to attract resources from existing customers.

In addition, Weimob has many marketing plugins, such as those for promotional conversion, community operations, or industry segmentation, selection, and strong interaction. Dozens of products are provided to enterprises to help them do their private domain marketing well.

Finally, let's talk about enterprise shopping guides. In the private domain environment and social scenarios, more and more enterprises realize that their employees are actually very high-quality marketing channels. Previously, shopping guides were offline salespeople. Now, with internetization, all enterprise employees can become shopping guides.

Weimob's smart retail shopping guide solution empowers enterprise employees, giving them online marketing and promotion capabilities, order and payment capabilities, and personal customer refined operation management capabilities. It helps them serve their customers online in all scenarios. At the same time, it empowers enterprises to independently set management permissions, profit distribution, task assignment, and data monitoring and analysis capabilities, helping them motivate and manage, so that platforms and enterprises can lead shopping guides in doing private domain marketing well.

Due to time constraints, I mainly talked about the big framework. Everyone here is in the food and beverage retail industry. I know the competition is fierce, and everyone has a sense of crisis. But with it comes the driving force for change. That's why so many people are here today.

Next, let me introduce some representative enterprises in sub-sectors of the food and beverage industry and how they do it.

The first is Kabrita. It strongly encourages dealers to do offline operations and help small stores that haven't profited with one-click drop shipping. Through these methods, they help them do online operations, effectively building their own private domain. What were the results?

In July, they launched a new product. As seen on their official account, they attracted private domain consumers with large discounts. The activity generated 3 million yuan in sales in one day.

Another well-known milk powder brand achieved 100,000 new members in 4 years by encouraging old customers to promote and bring in new members. For each new member brought in, they gave points, balance, and physical goods as rewards. Combined with a multi-tier reward mechanism, they maximized their fan capabilities and the fission growth characteristics of private domain traffic.

In addition to what I've mentioned, Weimob has experience serving customers in various industries. Private domain e-commerce is still young, and every industry has areas to explore, learn from, and integrate. Not only within industries, but also between industries. Weimob also communicates and collides with leading enterprises in various industries. Through the new trends and play methods they bring, we iterate and enrich our SaaS capabilities. Ultimately, our goal is to make business smarter and help enterprises succeed.

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