The original offline Shang Chao has a natural offline traffic advantage, which can accurately lock the surrounding customer base. However, in recent years, the upsurge of community group buying has arisen, and many large supermarket chains have been hit. How to make good use of the huge flow advantage of supermarkets and the advantages of various commodities to further retain customers and increase the frequency of customers' consumption in supermarkets? Private domain operation is an excellent choice. Since 2020, many large supermarket chains have started to operate private domain, and Wumart is a typical case. Up to now, Wumart Enterprise WeChat has accumulated 2 million users and is expected to exceed 3 million by the end of this year. In the composition of private domain transactions, community transactions can account for more than 70%. Moreover, 20% of high-net-worth users in the corporate WeChat private domain can contribute nearly 70% of GMV! So how does Wumart lay out its private domain? Let's take it apart for everyone. I. Background of the case 1. Case Introduction Wumart was founded in 1994, and now there are more than 500 shopping malls in China. On April 20 18, Wumart acquired all stores in Lotte North China, South Korea. In April, 2020, Wumart successfully acquired 80% equity of China business of Metro, a fortune 500 company, for 2 billion euros. 2. Market Size The sales revenue of supermarkets in China is increasing. According to the analysis data of supermarket industry, as of 202 1, the national supermarket sales revenue reached 2261/billion yuan, up by 3. 16% year-on-year. It is estimated that by 2025, the sales of supermarkets in China will reach 2,496.8 billion yuan. 3. Women account for 58%, men for 42%, middle-aged users are more, 3 1-40 years old accounts for 36. 16%, 4 1-50 years old accounts for 19.7%. Second, the flow matrix disassembly 1. Offline wu mart will place an enterprise micro-QR code in the online store to guide users to add with discounts and merge into the group. 2. Wechat official account Wumart has accumulated tens of millions of fans in the official account of Wechat. With this advantage, it set up multiple contacts in the official WeChat account, diverted users to Enterprise Micro, and then joined the group. Path 1: automatically reply to the welcome party and guide the exclusive customer service to join the American fans group. After adding, it will guide the exclusive customer service to join the group. Click on the join link to automatically identify the wu mart fans near the user, and then press identify to join. Path 2: In the first-level menu poster activity, click the 28th anniversary promotion, and jump directly to the WeChat official account activity article, which guides users to add exclusive customer service, and the added exclusive customer service is guided into the group. Path 3: The first-level menu lasts for half an hour, click Free Join Group to get 1 1 yuan, and the exclusive customer service QR code poster will pop up. After adding, the exclusive customer service will guide you into the group. Path 4: Wumart inserts the QR code of Enterprise Micro into each article, and guides users to add it with welfare activities. 3. Video number On the homepage of the video number, a contact person adds WeChat to lead the user to Enterprise Micro, which is convenient for reaching the user. The main contents of the video include all kinds of product activities and Amway, offline store activities promotion, food strategy and so on. In addition, the entrances of the two channels are placed on the video number and the official WeChat account, allowing users to cycle from the private domain to the public domain and then back to the private domain, without wasting resources and effectively locking customers. 4.Tik Tok Wumart mainly has two accounts in Tik Tok, with more than190,000 fans. The video content mainly includes live playback of Wumart talk show, activity promotion, Amway products, etc. The main account will also open live broadcasts to sell goods regularly. 5. Weibo Wumart Weibo has more than 880,000 fans, posting 1-3 messages every week, with only 1-3 messages each time. The main contents are wired online and offline activities, holiday blessings, interactive prizes and so on. In addition, Wumart publishes a headline article every week. Different articles are activities of different products, which will guide enterprises to add articles, make good use of public domain traffic to acquire customers and promote growth. Three. Dismantling personal IP Wu mart mainly takes "Wu Xiaomei" as the brand IP, carries out refined operation and establishes a true IP image. Perform the following disassembly. 1. People set positioning nickname: Wu Xiaomei head: Chinese cabbage animation head positioning: exclusive customer service personality signature: pay attention to Xiaomei, life will be better. Background of circle of friends: guide people into the community to sign in and get cash coupons. Frequency of friends circle content: updated 5-6 times a week, 2-3 posts each time: irregular friends circle content: the main content is marketing activities, such as lottery, spike, live broadcast activities, integral activities, etc. Therefore, in the composition of private transactions, community transactions can account for more than 70%. Let's take a group of stores I added as an example to disassemble them: 1. Community positioning group nickname: Wumart Huairou Wanda Store official welfare group 10 group positioning: welfare group community value: coupon collection, membership day, limited activities, etc. 2. Wumart's social content push frequency is 3-4 a day. 10: 30 product activity; 20: 00 product activity. 3. Social Stratification There are many interest groups in Wumart, such as flower groups, mother-infant groups, and heart-selected groups. Bring like-minded people together to create value for existing category marketing and promote better sales. V. Dismantling the membership system Wumart's membership system is mainly based on the self-developed "multi-point" APP, which adopts the mode of paying members+long and large members+points. 1. Wumart paid members are divided into three types: annual card (99 yuan), season card (27 yuan) and monthly card (10 yuan). The specific rights and interests are as follows: exclusive coupon collection: including multiple exclusive activities such as full discount coupons, commodity coupons and freight coupons. : 12 get eggs free every Thursday, and members enjoy a 8.8% discount. Exclusive member price: exclusive price of body lotion, antiseptic soap and other commodities. 2. Wumart Changda members have four grades, namely, ordinary card (registration-free), silver card (growth value within 3999) and silver card. The growth value is valid for 1 year, and the corresponding growth value will be deducted when it expires. Benefits include quick after-sales, no need to queue up for shopping, and upgrading gift packages. 3. The points system users can get points by signing in, evaluating and shopping. There are many ways to use points, such as direct exchange, 0 yuan exchange, price increase exchange and limited exchange. There are also many convertible goods, such as coupons, daily necessities, food, small household appliances and so on. 6. Summarize some highlights and shortcomings of private domain operation in wu mart: strengthen offline channel drainage: wu mart online stores put in a large number of QR code materials, guide users to scan the code into private domain through welfare, and guide users to download APP at the checkout counter. Refined operation of community: Wumart is good at using its own resources, establishing various vertical communities, realizing refined operation and selling products better, thus achieving growth.