Douyin Private Domain: A new traffic ecology after three-domain interoperability

阿遂
中文

Advertising master Wanamaker has a famous saying: "I know that half of my advertising expenses are wasted. Unfortunately, I don't know which half is wasted."

In this "post-traffic era", only half of the waste seems to have become a highly cost-effective operation. Both platforms and B-end companies urgently need to subvert the traditional traffic model and create a new ecology of traffic that can be circulated healthily.

1. Private domain traffic: From concept popularity to calm criticism, where is the problem?

In fact, in the era of big data, traffic calculations can be accurate to user portraits: age, gender, mobile phone model, shopping preferences and even recent daily topics. So, in the era when the flow is so accurately reached, what causes the inefficiency of the flow operation?

The reason behind this is "efficiency is not equal to effect" . The crowd has reached it, but rude reach can not arouse users' attention or behavior transformation during the information explosion stage. This also makes the "private domain traffic" biased towards refined operation a way to break the game.

The term "private domain traffic" has been widely discussed since 2019, and will officially enter the first year of private domain traffic in 2020. Regardless of whether it is a new industry or a traditional industry, more and more companies and merchants have begun to actively or passively pay attention to the operation of "private domain traffic", shifting the focus of competition from the public domain to increase the number of new domains, and the increase in conversion to private domain operations. Realize cost reduction and efficiency increase.

The threshold for private domain traffic seems to be very low. Anyone can do it. Just like video delivery, anyone can be an anchor. But how many of them are successful in the end? Therefore, after the brutal development of private domain traffic, it quickly experienced a process from birth and popularity to calmness and criticism.

Think about this development process, where is the problem of private domain traffic 1.0 stage? In an interview, Jianshi CEO Xu Zhibin shared what he thinks is the next trend of private domain traffic, and may also give me an answer:

"First, from the perspective of enterprise operations, one-to-one personalized operations and one-to-one refined and heavy operations are the future direction. Second, for platforms, there are also data richness, convenience, and openness. The completeness of tools will continue to improve. At the same time, the enrichment of the platform ecology can bring about the enrichment of operation methods. Because most companies expect to see the objects for learning, rather than exploring there by themselves. The last point is to improve efficiency. With the advancement of tools, various tools and systems that help companies improve efficiency will explode in large numbers."

As Xu Zhibin said, private domain traffic is the direction, but there is a lack of efficient tools and system models, as well as the platform's participation and support system for private domain traffic.

As the current "traffic gathering place" in the head, Douyin has realized the problems of the industry. In addition to the iterative tool platform and support policies, it has also launched an industry white paper on private domain operations.

2. With fans as the center, Douyin is creating a commercial flywheel

At the Douyin Enterprise Account product launch conference on July 27, Huge Engine released the "2021 Douyin Private Domain Operation White Paper" (hereinafter referred to as the white paper). Mu Jianxin, the head of the business operation of the giant engine company, said at the conference: "The Douyin Private Domain is a new addition to the Douyin business, and it is also a fan-centric commercial flywheel."

Traditional high-traffic platforms, in order to prevent the loss of users, are intentionally or unintentionally evading the head KOL to create a personal private domain traffic pool, and the Douyin private domain created by Douyin's clear flag, will it be a "public" for "private" "The pseudo-concept?"

Before discussing this issue, let's first look at the data published in a few white papers:

  • As of July 2021, the total number of Douyin enterprise accounts has reached 8 million, and the number of enterprise accounts with more than one million fans has increased by 165% year-on-year;
  • In 2020, the average daily viewing volume of the commercial content of the enterprise account will exceed 20 billion;
  • In June 2021, the number of Douyin Enterprise Account submissions increased by 120% year-on-year;
  • From January 2021 to June 2021, the increase in shopping cart clicks is 77%;
  • There are 4 million+ companies every week, and about 150 million+ user private message consultations are received;
  • A total of 1.25 million+ companies have set up a private message "auto-reply" function, and hundreds of thousands of companies have launched a "self-service menu" for users;

After reading these six sets of data, you may have a new understanding of is developing a traffic ecosystem that is co-created with business owners and merchants from a collection of short video content. different user scenarios and business forms are constantly being decomposed and integrated on this short video platform. And Douyin also relies on the continuous expansion and iteration of its business model to obtain a new round of traffic growth.

Unlike traditional traffic platforms, it has only been three years since the launch of the Douyin Enterprise Account, which means that Douyin has not been trying to do traffic business for a long time, and the business model is also changing with the Douyin platform itself. And it changes quickly.

For example, in 2019, Douyin has achieved an explosive growth in traffic. The current DAU has reached 600 million, making this platform able to carry more things; in 2020, the Douyin terminal will add e-commerce functions to achieve from content to traffic to business. The closed loop. From the perspective of users, this rapid iteration is a rapid upgrade of platform value and a rare public domain traffic dividend in the "post-traffic era".

With the changes, the number of companies is growing rapidly, and before the short-term dividend of public domain traffic fades, cutting into private domain traffic from the public domain is the inevitable result of pursuing long-term, in-depth operations. At the same time, there are more and more tools and products for enterprise accounts. All these characteristics make Douyin a very suitable platform for private domain operations.

As Mingchao Xiao, the founder and CEO of Zhimeng Consulting, said, private domain is a business concept, not a sales concept, nor a single brand concept. Private domain operation is a business in the digital age, from the front desk to the middle desk to the back office. A continuous process from user operation to content operation to the accumulation of user assets.

What TikTok Private Domain provides is the private domain integration strategy from manual operation of "barbaric operation" to efficient and intelligent management-breaking through the barriers of circulation between the public domain, business domain and private domain, with fan-centered precision To build a fan-centric commercial flywheel with the support of business tools and smart management provided by Douyin Private Domain.

3. Establish standards for the industry, and Douyin Private Domain will create a new traffic ecology after three-domain interoperability

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Mao Yulu, product leader of the Giant Engine Enterprise, shared a picture at the conference, comparing the Douyin Enterprise 2.0 to an airplane. in:

  • The private domain is the fuselage
  • Fans are passengers
  • Smart management system is the cockpit
  • The operating tool is the tail
  • The public domain and the commercial domain are the left and right wings of the aircraft

In the sharing, Mao Yulu mentioned that Enterprise Account 2.0 will help everyone make full use of natural and commercial traffic, with private domains as the load-bearing axis, to settle fans down, give play to its long-term value, and help everyone bid farewell to the simple one-time use in the past. Traffic conversion business, and then can step into a more efficient and prosperous business scene.

That is to say, ’s thinking on private domains is no longer a simple zero-sum game based on traffic, but a more open logic to open up three-domain traffic, from one-way customer acquisition to two-way promotion. The volume helps companies achieve more and more accurate user operations and activates a greater flow effect. Integrate ecological resources and business tools, reach and touch users in collaboration, promote the efficiency upgrade of private domain operations, and promote the development of the industry to establish a new set of standards.

Through the private domain capabilities brought by the enterprise account, the positive circulation of traffic between the public domain and the private domain, and the private domain and the business domain is realized. On the one hand, with the help of the effect of private domain traffic operation, the efficiency of reverse driving public domain and commercial domain traffic is improved, and the compound interest effect of traffic is brought about. Based on the number and stickiness of users deposited in private domains, in public domain scenarios such as short videos and live broadcasts, the rights of core fans and high-intention fans are raised to bring more accurate public domain traffic and maximize the value of traffic.

As we said at the beginning, to maximize the value of traffic, we must create a new ecology of healthy circulation. The concept of "three-domain intercommunication" proposed by Douyin Private Domain may be the optimal solution for traffic at this stage. It will definitely become a new standard system in the industry.

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