What is the new business model of private domain?

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Recently, some private sector enterprises will find that their GMV growth is significantly bottlenecks or even declines when they conduct mid year reconsiderations, and there are no obvious highlights when analyzing their profit performance.

Then began to reflect: Is there any problem with the positioning and mode of the private domain? Is there any other "new value" for the "old thing" that has become popular in the private domain?

"After reflection, everyone began to focus on: Whether the operation efficiency of the whole enterprise can be improved through private domain, or whether the profit rate of the whole enterprise can be improved and reduced through private domain Marketing Proportion of expenses 。” Bian Shuoshuo, co-founder of Baishi Interactive, mentioned their small observations in this way.

In the process of private domain consulting and running, Shuoshuo found that in the first half of this year, many enterprises wanted to reposition their private domain and find their own private domain model. Therefore, They met the challenge of "new business model design", And in the process of serving brand customers, I found the answer to this question.

Next, let's take a look at the new private domain business model they understand. By the way, we also invited Shuo Shuo to see this week's Shanghai Private Club More in-depth sharing on this topic

What is the new business model of Baishi Interactive Private Domain?

Bian Shuoshuo, co-founder of Baishi Interactive

01 Private domain helps new business model

Reality: Has the demand of the brand enterprises that are looking for you to do consulting and running with them changed significantly?

Side shuffling: In the first half of this year, there was a particularly obvious demand for re positioning the private domain and re finding a private domain model suitable for oneself.

At the beginning, people focused on the playing methods and tools of private domain landing, and later on the refinement of private domain operate Efficiency improvement and GMV change after, Now we begin to pay attention to whether the business efficiency of the whole enterprise can be improved through the private domain, or whether the overall profit margin of the enterprise can be improved through the private domain, while reducing the proportion of marketing expenses.

In our view, this is a new change and demand for the value output of the private sector, and also a manifestation of the private sector helping enterprises design new business models.

See the truth: how to understand the new business model?

Side shuffling: The way enterprises do business is changing, or has been evolving. This evolution is clearly reflected in the following five aspects.

From the perspective of business objectives , from focusing on growth in the past to focusing on profits now. From the perspective of marketing mode , from the funnel type in the past to the ripple type today.

From the perspective of product creation From the past, relying on talents like Jobs and Musk product manager From now on, Lingguang is always creating with users anytime, anywhere. From the perspective of organization, from the past pyramid type to concentric circle type.

Finally From direct to Private domain operation Relevant operation indicators From the past focus on quantity indicators, such as GMV and fans, to the present focus on quality indicators, such as NPS and super users.

To illustrate the new business model in one sentence, I would like to use Mr. Zhang Ruimin's point of view on the 2013 Drucker Forum to summarize: Enterprises have no boundaries, management has no leadership, and supply chain has no scale. It is the trend of enterprise development and the essence and core of the new business model.

Fact: Why is it said that the private domain helped this new business model?

Side shuffling: Private domain is a field that can be infinitely close to consumers in the current business environment Because of the private domain, enterprises can have more accurate insight into consumers, so as to provide more matching and even more leading products and services.

Just now The starting point of these five evolutions is consumers Therefore, it can also be said that the technology and methods of the private domain provide a powerful fulcrum for this business model transition.

Reality: What new business models do you see from the signs, details and data of customers?

Side shuffling: Over the years, the five evolution points just mentioned have actually been happening in enterprises, but they are relatively fragmented. By the first half of this year, we can feel it more systematically.

Data performance is the most sensitive There are some projects that started earlier in the private sector and GMV has always been good. They began to find that the growth of GMV in the private sector had obvious bottlenecks or even declined. Analysis of its profit performance showed no obvious highlights. Looking at the horizontal chart of the whole region, we found that neither sales nor profits were optimistic.

At this time, everyone began to reflect: Is there any problem with the positioning and mode of the private domain? Is there any other "new value" for the "old thing" that has become popular in the private domain?

02 The new model can go on forever

Reality: Will the new business model replace the old one?

Side shuffling: The old and new business models are not antagonistic. They are grayscale and integrated. The enterprises we serve are not going from old to new overnight, but upgrading selectively and gradually with their own development in the market environment.

No model is better. The new business model is a big trend, and it is better to choose the one that is suitable for you when it is actually launched.

Reality: How many years of development can this new business model sustain, and how many more years can it go?

Side shuffling: I think we can go all the way, Because its starting point is to manage customers and deepen customer relations. It is different from the private domain model that maximizes the business flow. When the flow meets the peak, the customer relationship will take root. Good products and good customer relations are also the lifeblood of a good brand.

Reality: What will happen to the team in the enterprise under the new business model?

Side shuffling: Under the new business model, the organizational structure will change from some departments serving customers to All departments are re structured to serve customers with customers as the core.

The member department will move from the back-end passive service to the front-end more active and even customized service. The marketing department may upgrade. The user co creation, user communication and other work that the private domain is best at will be incorporated into the overall planning and implementation of the marketing department.

Reality: In view of this new business model, in what areas will you increase the investment of human resources, capital and resources?

Side shuffling: We will invest more in the selection and training of the consultant team and the standardization of service products.

We always adhere to two points in the operation service, The first is "operation is not knowledge, but action", So in 2015, we started from the whole case agency operation of WeChat ecology. In 2017, we incubated a self operated project starting from 0 to 1 on WeChat. By the end of 2019, we began to do private consulting business.

The second is "doing the right thing is more important than doing the right thing". At the beginning of 2020, the market is very hot and there is a lot of demand, but we are the partner team tied together with 100% power to spread on the projects of several brand customers, to promote the implementation of innovation in the most complex enterprises, and to form the most complete and effective experience.

We always believe that private domain can bring value to enterprises, and operation is only a necessary and insufficient condition. In addition, it is even more important to promote adjustment from the perspective of enterprise operation and upgrade from the perspective of internal management.

After three years of experience, at the beginning of this year, we opened our services for growth enterprises, with partners empowering the consulting team internally and consultants and KA forming a team externally to serve more customers.

03 Four new trends of private domain

Fact: What new trends do you see in the private sector in 2023?

Side shuffling: First, input is in the private domain and output is in the whole domain, Public private domain linkage is an inevitable trend. We see that some customers who are positioned as high-end customers will pay attention to Little Red Book, while those who are positioned as local customers and mass customers will pay more attention to Tiao Yin, Meituan, etc.

Second, positioning and mode are better than playing methods and tools. At first, people paid more attention to playing methods and tools, and sought to obtain more traffic at low cost. Later, they began to focus on refined operation.

Refined operation is just a private domain model or a strategy, which is suitable for a certain type of enterprise or a part of the overall strategy. It can not take all of the fresh. We think it is more important to choose the right direction than to start blindly.

Third, the market has a more comprehensive understanding of the private domain and a more rational attitude. There is no obvious data anxiety, and there is no confusion about how to start.

Fourth, operation strategy+AI operation execution is the future trend. Middle and high level compound talents, that is, people who understand business, marketing, users and products will be scarce, but the executive talents in a specific link are easily replaced by AI.

Fact: What types of brands do you currently serve? What changes have taken place in the cost and energy they have invested this year?

Side shuffling: We mainly serve traditional enterprises, focusing on department stores, shopping malls and consumer medical care.

First, marketing investment has changed from focusing on recruiting to focusing on members, and from focusing on services to focusing on services. It is reflected in many aspects, such as upgrading the member operation team, upgrading the member service rights and interests, and maintaining more regular customers in the overall budget.

Second, they will spend money on business upgrading and core capacity building. For example, the private domain positioning and model mentioned above are usually completed by employing external brain to assist internal teams, and will also improve team capabilities through internal training and external learning, as well as adding content, planning and other positions that were relatively short of traditional enterprises before.

Third, After a certain volume and the mode is basically clear, more customization, connection and other upgrading investment will be made in technology.

Fact: How is your overall business growth this year?

Side shuffling: This year's growth is quite good, the number of customers is increasing significantly, the customer perception and demand are more rational, or the pursuit of long-term and overall private value output more and more customers. We summarize the reasons as follows:

First, after the private market became more rational, more and more enterprises began to realize that, It's better to borrow an experienced external brain to help you with your own exploration The overall production of time, energy and money is higher than that. Second, most enterprises can now be equipped with basic private field teams. With the development of the company, the number of teams will gradually increase. The team is the key to the effective implementation of the strategy, and is also a necessary condition for us to select customers.

Third, we have actively broadened our market scope, from being a brand enterprise to being a growth enterprise. Moreover, the service fees have also been reduced. Now there are both partner empowerment teams and standardized service products, and the fees can be accepted by more enterprises.

Truth: What do you focus on when serving customers?

Side shuffling: When we serve customers, we will focus on three points.

First, from the perspective of operation, it is very important to select the correct measurement indicators. The indicator is the direction. If the direction is wrong, you may lose everything.

The essence of private domain is to deepen the customer relationship. It must take time for the relationship to produce value. It is unrealistic to plant trees today and tomorrow, so blindly pat the head or copy others case There will be problems in determining the approximate rate of indicators, so it is necessary to find important and refined process indicators, such as the contribution of members at all levels and the growth rate of members at all levels, based on its own positioning and mode, development stage and core strategy.

Second, whether the private domain can bring value to the enterprise is determined by a set of systems, which includes three aspects: operation, management and operation.

In terms of operation, it is necessary to establish a system of facing customers directly, promote all internal links of the enterprise to continuously optimize customer experience, and improve customer repurchase and referral. In terms of management, we will promote the upgrading of organizational structure and corporate culture through direct access to users, truly focus on customers, and empower front-line and knowledge workers. In terms of operation, a set of user operation models with measurable results and feasible methods should be established to deepen user relations through the combination of content and services.

Third, from the perspective of service, we must lead our customers to win small battles in stages to help them build confidence internally and gain more support within the organization.

Although we advocate the long-term private domain, the private domain work under the new business model is still a very innovative business with high risks and difficulties.

I think every leader and person in charge of the private sector who is determined to promote the private sector in traditional enterprises has a strong entrepreneurial spirit. As a service provider, it is our responsibility to help them achieve results. It is meaningful and interesting to do this difficult and correct thing.

Operation article of last year and today

This article was submitted by Baishi Interactive user strategy consultation, which does not represent the love operation position. If it is reproduced, please indicate the source: https://www.iyunying.org/operate/pd/335034.html