The Solution to China's Lockdown: Private Traffic

Private Traffic

私域流量

The ripple effects of the coronavirus pandemic have heavily hit the business world, causing new challenges for many large and small enterprises forced to temporarily stop operations or, in the worst scenario, shut down completely. 

新冠病毒大流行的连锁反应严重打击了整个商业世界，无论是大企业还是小企业都面临着各种新的挑战，它们中有的被迫暂时停止运营，有的甚至是被迫完全关闭。

Through such critical times, how can brands react and even take advantage of this moment to strengthen their relationship with consumers?

身处特殊时期，品牌应该如何应对新冠疫情，并且利用这一时期加强与消费者的关系呐？

“Private domain traffic” is a new trend that may just be the answer! 

“私域流量”这个新趋势也许就是答案！

微信

Private traffic has been a buzzword in marketing in China over the past couple of years and 2021 was definitely the year of the private-traffic explosion in China. 

私域流量在过去几年一直是中国营销的流行语。在中国，2021年绝对是私域流量爆发的一年。

Private traffic connects brands directly with consumers, and if an honest and reliable relationship is established, private traffic makes it easier to turn users into loyal consumers.

私域流量将品牌与消费者直接联系起来，如果建立了可信可靠的关系，私域流量更容易将用户转化为忠实消费者。

Dominant platforms such as WeChat with its huge traffic pool of over 1 billion daily active users, can provide huge traffic support for the growth of brands.

同样，在这个新趋势的下，占主导地位的平台是微信，它拥有日活跃用户超过10亿的庞大流量池，可以为品牌的成长提供巨大的流量支撑。

团购

What is the new opportunity emerging from the pro-longed lockdowns occurring this year in many cities around China? Community group buying!  

今年中国多个城市长期封城，在逆境中如何寻找新的机遇？社区团购！

With both offline and online retail shut down, community group leaders buy goods in bulk for neighbors in the same residential compound directly from brands. The whole buying and selling process happens in WeChat groups, through which brands acquire new "private traffic" customers.

随着线下和线上零售的关闭，社区负责人直接从该品牌为同一住宅区的居民批量购买商品。整个买卖过程在微信群中进行，品牌通过微信群获得新的“私域流量”客户。

So how to master private traffic through Wechat during COVID-19？

那么疫情期间如何通过微信发展私域流量呢？

Private traffic is based on the communities of consumers, so each connection is customer-centric and takes three key points into consideration: key customers screening, marketing optimization, and a closed-loop business ecosystem.

私域流量是基于消费者社区的集合，所以每一环联系都是以客户为中心。有三个需要考虑的关键点：重点客户筛选、营销精细化和闭环商业生态系统。

1

Key Customers Screening

重点客户筛选

Private traffic is mainly used to manage user relationships. Enterprises can use WeChat groups to filter out key customers and establish VIPs or more targeted small groups. 

私域流量主要用于管理用户关系。企业可以使用微信群筛选出重点客户，建立VIP客户或更有针对性的小群。

In this way, brands can establish a closer relationship with users and push the evolution of users from temporary fans to lifetime consumers. Promotional activities exclusive to the members of a group chat give a sense of advantageous belonging that keeps consumers loyal over time. 

通过这种方式，品牌可以与用户建立更紧密的关系，推动用户从暂时性粉丝向终身消费者演变。只有特定群组成员才能参加的促销活动会给他们带来一种积极有利的归属感，从而保持消费者的长期忠诚度。

2

Marketing Optimization

营销精细化

To provide the best customer service at the right time. Carrying out a precise marketing strategy based on client classification allows brands to achieve an accurate matching between user type, communication content, timing, and frequency. 

在合适的时间提供最好的客户服务。基于客户分类实施精准营销策略，可以让品牌实现用户类型、传播内容、时机和频率的精准匹配。

Of course, this process of continuous iteration and optimization of the marketing strategy takes time and a lot of patience, but the focus should always be on customers. Enterprises can start deploying existing resources and in a later stage customize the services for customers with special needs at specific periods. 

当然，这个营销策略的不断迭代和优化的过程需要时间和充足的耐心，但重点应该始终放在客户服务上。企业可以开始部署现有资源，并在后期针对特定时期有特殊需求的客户定制服务。

For example, as Shanghai is experiencing lockdown due to the pandemic, some luxury brands in the city have started sending fresh food to customers. Lending a hand in times of trouble may greatly increase favorability, brand recognition of the client, and develop brand loyalty.

例如，由于疫情，上海正在经历封城，该市的一些奢侈品牌已经向顾客提供新鲜的食品。雪中送炭在困难的时候伸出援手可以大大增加客户的好感度和品牌认知度，培养消费者对品牌的忠诚度。

Gucci's food delivery to customers

3

A Closed-loop Ecosystem

闭环的商业生态系统

The data shows that the most popular model for private traffic at present is "mini program + live broadcast + private traffic", as a way to generate quick purchases and orders. Through the combination of these three tools, brands can reach users effectively by greatly shortening the transaction path, improving conversion rates and completing the loop of “user acquisition – user education – purchase conversion”.  

数据显示，目前最流行的私域流量模式是“小程序+直播+私域流量”，以快速激发购买力和生成订单。通过这三种方式的结合，品牌可以有效地接触到用户，大大简化了交易路径，并提高转化率，实现了“用户获取-用户教育-购买转换”的循环。

Pinduoduo e-commerce livestreaming

Let's take Pinduoduo as an example. Pinduoduo encourages users to invite friends on WeChat Groups to purchase items together in a single order, thus having access to a discounted price for products that were already discounted. In 2017, Pinduoduo also launched its own mini-program inside WeChat that will grant access to more private traffic. This is how they initially improved their private traffic and have become one of the top e-commerce mini apps in the WeChat ecosystem.

让我们以拼多多为例。拼多多鼓励用户邀请微信群里的朋友一起下单购买商品，这样就可以获得已经打折的商品的再次优惠。2017年，拼多多还在微信推出了自己的小程序，将获取更多的私域流量。这就是该品牌最初改善私域流量的方式，并已成为微信生态系统中顶级的电子商务应用小程序之一。

CONCLUSION

Private traffic is definitely one of the most successful tools for brands to win customers’ trust, especially in these tumultuous times. This sense of trust is the driving force for purchase conversions.  By being closer to consumers and satisfying their most essential needs during the pandemic, brands can face such challenges and see their recognition enhanced.

私域流量必然是品牌用来赢得客户信任的最成功的工具之一，尤其是在这个相对不确定的时代。这种信任感是购买转化率的驱动力。在疫情大流行期间，通过更接近消费者并满足他们的最基本需求，品牌可以应对这个时代的挑战，并提高在消费者中的认可度。

Do you need support with your private traffic strategy? Get in touch with us at [e-mail]. 

需要关于私域流量策略的帮助吗？联系我们吧：[e-mail]。

LATEST ARTICLES

近期内容

Click to read all our articles

点击此处阅读更多文章