I thought: the purely private sphere has collapsed. After trading dozens of head enterprises, the operation of private domain still needs to return to the brand. I have to say, this reply is the most refreshing among many interviews on' organizational change' and it caught my heart at once. Although there have been some failures in the private sector, the word' collapse' is really too heavy. In the continuous communication with this operator, she made some supplements: the private domain only for the purpose of realizing cash may be difficult to continue, but as an important part of the digital world, she has made achievements in customer education, data collection, product testing and so on. On the one hand, the private domain redefines the brand; On the other hand, data value is redefining products and incubating new brands. Many enterprises hope to incubate new product lines with the same user data and user minds, and even want to start building new sub-brands with the private domain traffic of the main brand. Brands are more and more contemptuous of private domain transactions, and some brands have serious internal friction because they have not done a good job in private domain division of labor. In addition to the above, we also discussed the characteristics of organizational change of private domain team, cognitive change of private domain and the development trend of private domain operation. They suggested that the private operation of enterprises should return to the brand, and suggested that all enterprises should adopt the combination of "operation mode"+"own team execution"+"partial outsourcing". This is also the beginning of a series of conversations: since last month, Kingview has been talking with many private sector partners and executives, private sector service providers and entrepreneurs. We are convinced that most of these difficulties are related to the direction of organizational optimization. (Click for details: Dialogue invitation: How will organizational change help enterprises to be private and digital? ) We will continue to publish more in-depth dialogues and refine them into a new white paper, Organizational Optimization: The Real Key to Private Sector and Digital Leap. Here, you are also welcome to have any new experiences, feelings, new cases and practices in the process of operating the private domain, such as organizational optimization, organizational change, new ways of cooperation, new departmental adjustment and staff post setting, new responsibilities and KPI design. And make an appointment to talk at any time. Now let's listen to the private story of this service provider. Welcome to talk about your story and feelings in the comments at the end of the article. As follows, enjoy: 0 1, some characteristics of the enterprise. We started to operate on our behalf in the early 1920s, when many mid-range businesses came to us. Because the dividend is still there, the overall return on investment is not bad. We can basically recover the funds within 3-6 months and start making profits within 7-8 months. Then from the end of the 20th century to the present, it has been serving the head enterprises in the fields of health, catering and FMCG. I also found some characteristics after taking it: 1. Most head consulting companies are required to adjust their organizational structure; 2. Most of the leaders of the team come from inside, and rarely from outside; 3. The person in charge is usually from the strategy department or the brand department; However, we will find that the private domain awareness of these enterprises is still very limited, and they still do official WeChat accounts, communities, corporate WeChat and scrm. The final sales will definitely fall into the micro mall, and they will not use the resources of delivery and stores. This is actually related to the business model behind it. Most of these enterprises follow lean entrepreneurship, and they are all under a marketing department or an e-commerce department first, and they will be fully pushed away when you succeed. At the same time, the private domain team does not necessarily have the decision-making power of prices and products, so there is basically no price conflict with e-commerce. At most, it is to apply for a batch of specialized products to do community activities, which leads to a low ROI of the private domain team throughout the year. However, they will have another indicator, called the number of fans of official WeChat accounts or the number of corporate WeChat friends. Because of the lack of internal resources, it can only be launched to the outside world, and most of the users attracted by the launch are wool parties based on points of interest. In the end, they survived, and the refined operation has little value, and no new business model has emerged. 02. Some changes in trading enterprises are my understanding of the private domain team last year. At the beginning of this year, I visited the top management of some enterprises and found that their understanding of the private sector began to converge: 1. I hope to build my own new brand through private domain; Some enterprises actually don't have a clear portrait of the target users before doing private domain. After doing this, they will know more about users, so they will explore new opportunities outside their products, and then hope that these new opportunities can incubate new brands. Some enterprises regard private domain as a new brand exploration model, hoping to create a group of young people through private domain. 2. I want to connect the whole domain with a private domain; The organizational structure of these enterprises related to the private sector has also begun to change, gradually becoming a real digital team, and the focus has shifted from focusing on the private sector to focusing on the world. First of all, the proportion of micro-mall, enterprise WeChat and user CRM in KPI is gradually decreasing; Secondly, the private domain team pays more attention to the opening of resources, and will also open the resources of e-commerce, but the transaction will still return to the original channel; Thirdly, instead of focusing on external investment, we should focus on precipitating users of existing channels, improve the label classification system, and then plan marketing activities based on user labels; Then, the demand is more open, not limited to a single channel and service provider. For example, I will use three or four tools and products at the same time, and I will also try Tik Tok, Aauto Quicker and Little Red Book. Finally, the private sector began to feed back the public sector. Enterprise WeChat is no longer just selling goods, but more about communicating with consumers. The community no longer just guides the purchase, but also guides the public to comment on the news and guide the purchase of e-commerce in the public domain. In the past, all the links that might be thrown into the group were shopping malls and small programs. Now, when necessary, put a link between Taobao and JD.COM. This change has actually subverted the original concept of private domain, so I think the next step of private domain will no longer be limited to private domain, but integrate the information of the whole domain. At the same time, we can also see that enterprises are mixing SaaS in the market with their original systems to form a global digital model tool. Then combine this tool to do user education, new product testing, release and so on. Under this cognition, the agency operation needs of enterprises began to change, which is generally reflected in four points in the brands we cooperate with: 1. Private domain is no longer a place to sell goods, but a brand entrance, which is a field of interaction with users; For example, in the past, users would pay attention to the number of people in the community, the number of users of enterprise WeChat, sales and so on. Now they will pay more attention to whether there are new models, how many new products have been recycled, how much user feedback has been obtained and so on. Although there will be sales targets, the proportion has been greatly reduced. 2. WeChat private domain is no longer the only channel that needs attention. We should also pay attention to Tik Tok private domain and Aauto faster private domain, and pay more attention to the closed loop within the system. 3. How to combine all kinds of private domain tools to make up for the shortcomings of their own digital systems. 4. How to use data collection and how to collect the required data by activities and products. But not all enterprises have changed. For example, businesses with a single brand in the middle waist will set up a private department under the e-commerce department to be responsible for the sales of the community. I now have such a judgment: the operation and implementation of private domain should return to brand, or the current private domain operation has not yet reached the stage of e-commerce operation. On the one hand, it is difficult to define the delivery standard in private domain, and the same operation method has achieved different results in different enterprises; On the other hand, the agency needs to know the culture and organizational structure of this enterprise very well in order to make the project go smoothly. It is embodied in two types of enterprises, one is large state-owned enterprises. For example, in the company we recently served, the digital department was initially set up by the strategic director, and this year a private domain team was set up under this department. At this time, the private domain will be more comprehensive and no longer just a channel for selling goods. Under such circumstances, we will suggest that the mode of cooperation should be changed from agency operation to accompanying operation, because in state-owned enterprises, the relationship between superiors and subordinates and the internal culture of enterprises are not affected by external agency operation. In the discussion of cooperation with such enterprises, we all hope to have such a person who is only responsible for internal communication and coordination of resources, because in agency operation, 70% of operators can't feel the corporate culture of a company, or even mobilize all resources, and can only give suggestions, ways and methods. The other kind of representatives are foreign companies. Their leaders are generally IT or business departments. Most of the latter have the background of consulting companies, which have high requirements for the whole region and pay special attention to the value of data. They will first store the data in CDP, and then use the data for advertising, marketing, new product development and so on. Instead of focusing on the number of users and sales. We also play the role of guidance and advice. Now I will suggest that all enterprises adopt the combination of "escort mode"+"own team execution"+"partial outsourcing". 1. When seeking digital transformation, most enterprises will choose to select outstanding talents from the original enterprises, but their understanding of "digitalization" may be simple or cannot be concealed, so in principle they need to have a running partner. And a runner is better than a running team. The choice of escort should pay more attention to whether this person's background and knowledge can complement KP in the shortest time and adapt to corporate culture. Two people working together can put forward more innovative and down-to-earth strategies and implementation directions, and can also promote the development of the whole situation faster. 2. The key to the success of digital transformation is that it can conform to corporate culture and be implemented with minimal impact on many departments. In this way, the CEO of each section is better than the employees of his own internal company. Their cross-departmental communication can make a more intuitive judgment on the business process. 3. For things that require high repeatability or creativity, they can be outsourced to the operation team for implementation. This can avoid problems such as unclear demand and communication obstacles caused by customers' single KP unable to take care of all professional knowledge.