Tmall agent operation: why can't businesses do well in private domain traffic?

Private domain traffic is often a hot topic of discussion.
Everyone hopes to hedge the rising traffic cost of the platform through private domain traffic self-help. Today, I will sort out some of the contents and views discussed in the group, so that we can deepen our understanding and understanding of the private domain.

1： A business friend asked if there were any service providers on the market that could solve the problem of diversion and trading.

The answer to this question depends on your budget. If the budget is sufficient, it is not difficult to find excellent private sector players, but if the budget is insufficient, the exploration can only be done by yourself.
As for private domain service providers, those who do a good job will start their own projects and choose a category to make a fortune.
Especially in Hangzhou Xiashana Belt, there should not be too many excellent people doing WeChat business and private trading!


2： A business friend asked how to start the private domain?

This problem should be solved in three steps. First, solve the traffic problem. The second is to solve the problem of transformation. Third, what do you want to sell.
1) Flow problems
This issue is of particular concern to everyone. Traffic is the source of business.
There is passenger flow offline, especially in supermarket chain stores. These public places naturally have flow.
Therefore, as a friend of offline stores, I hope that the flow of customers in the stores can precipitate the flow of private areas, as long as I have patience and spend time. The flow will only multiply.
One store, one IP, one circle of friends and one community. As for online methods, there are many, but it is not recommended that friends without private domain experience do paid launch.
The stock can be increased by taking the customers who have clinched deals and the existing fans of the platform to do activity fission, and the old can lead the new.

2) Transformation problems

It needs someone with experience in trading. There are teams and operation routines.
To be a transformational harvester, you must know how to sell, how to operate a circle of friends, how to play with communities, how to promote sales, how to plan the sku detail page, and how to manage the team to do work assignments.
The boss of a company with a smaller plan should come in person. Don't expect to hire an outsider.

3) What to sell

This is the simplest question. As an e-commerce company, we all know the source of goods. What we sold before is the first choice for private businesses.
However, it should be noted that many business friends are used to doing centralized e-commerce, and their thinking is stuck. You need to figure out whether products should be differentiated, and how to reuse and coordinate the traffic of Taobao store the day after the traffic precipitation. Don't combine them, or they won't do much.
You can see many KA Tmall brands. They are very large, but there is almost no plan for a perfect diary.
Centralized e-commerce and private e-commerce are related but independent. It was difficult to do both, and there was a big conflict between the team management and the way of thinking. Therefore, it is very important to do a good job in planning and target expectations.


3： Why is it difficult for Tmall merchants to do well in private domain?

This issue is discussed most intensely among bullish members.
There is a very important reason why Tmall sellers can't find a private domain, that is, after your customers buy everything from Tmall and add it to WeChat, the products you promote on WeChat overlap with Tmall too much.

In the private domain, if the categories overlap, the transaction flow fee of Tmall's regular customers will be saved at most.
That's right. However, the value point is small.
You want to spend money to buy Tmall traffic, and Tmall will give you traffic blessing and weight blessing. However, the traffic fees for private domain operations are saved, but your business growth is still spent on Tmall. This is not a business cycle that maximizes value.
Look at the perfect diary. They want to be channel brands in their own private domain. After brand trust is established in the private domain, the recommended things are trusted by consumers, and all transactions are immersed in the private domain.


Finally, let's summarize.
The difficulty of our Tmall merchants doing private business lies in the difficulty of team division, transformation of single category users, and transformation of the thinking of the person in charge of trading.
At present, the best practice is to start the private domain pool for Tmall traffic, but do not repeatedly use a single category to wash. The effect is limited.
What if the monthly sales volume of the store is not large?

My suggestion is to build a private domain. It's just that traffic costs can be saved a little by starting from a small village. If you add up, you will have more control over traffic.