In private domain operations, the combination of team organization directly affects the growth of business and the long-term retention of users. This article will delve into how to build an efficient private domain team, analyze the division of labor and collaboration models of different roles, and provide practical cases to help enterprises build a more competitive private domain operation system.
Recently, I chatted with many friends, and everyone agreed that 70% of the obstacles to the implementation of private domain business are organizational management problems, and 30% are business problems.
Although the slogan “private domain is the number one project” has been shouted for several years, it can really not do much.
Many companies still put private domains under the e-commerce department and marketing department, and it is difficult to obtain sufficient internal resource support without an independent professional team.
From the boss’s point of view, this is actually just a channel for management.
If the positioning of the team is a channel, then after all, it can only be a hammer deal, not to mention the growth of long-term profits, and the short-term benefits are difficult to see.
Once the growth effect cannot keep up with psychological expectations, the intensity of investment in this matter is bound to weaken, so it is better not to do it……
Therefore, let’s first make the correct positioning of the private domain!
1. The correct positioning of the private domain is the user operation center
The private domain, as the user operation center of the brand, is more of a concept of membership operation.
The boss’s thinking about the private domain also needs to increase the revenue of a single product in the short term, to how to build the membership system of my entire brand, to serve the long-term stable growth of the brand!
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Specific to the private domain business itself, let’s look at the organizational structure.
Here, I will probably post a standard of universal organizational value (all blood and tears stepped on):
Channel customer acquisition: The main goal is to do public-to-private customer acquisition, and the indicators mainly look at the cost of adding V and increasing the rate of V.
Transaction conversion: user activity, stickiness, churn rate, and the ROI of the first order to the public domain.
Retention and repurchase: How to design the content system and private domain product system of the private domain, so that users have stronger trust in the brand, generate repurchases, and the increase in the repurchase rate corresponds to the lifetime LTV of 1 month, 3 months, or even one year.
In addition, based on the user’s social relationship, it can even incubate new products
Private domain fission: How to combine content, products, and benefits to acquire more new users at low cost and reduce the cost of public domain customer acquisition. and incubate KOC/KOS to feed back the brand reputation and voice of the public domain platform
Therefore, do not treat the private domain as a one-time project, and the organizational management and target strategy of the private domain need to be planned step by step.
(Attached is a reference diagram of organizational structure, it is not recommended to copy directly)
In some special cases, such as some businesses that need to deliver services in the private domain, a delivery team will be created independently, but it is especially recommended to put it in the user operation team.
To clarify the positioning and organizational management structure, we must first solve the most difficult problem in the early stage, the distribution of benefits.
Here, the boss should not think about giving instructions, demanding, must, and coercion, this matter will not last long, everyone who understands understands it, this is not much to say……
2. Why are public domain teams willing to divert traffic to private domain teams?
Here, we are not talking about the high customer order business of the lead category and the business of stores
Clue businesses, such as education and training, medical aesthetics, etc., naturally have to be traded in the private domain.
The public domain is more of an exposure channel, and the public domain and the private domain are cooperative relationships and there is no competition.
For store businesses, such as catering, flower shops, etc., the purpose of private domain is more to retain and activate.
The transaction of the private domain will also feed back to Meituan and Volkswagen, and such a public domain platform is even more mutually beneficial.
E-commerce businesses, especially those of a certain scale, are often prone to fighting, resulting in everyone’s business not doing well.
The public domain teams of e-commerce companies are actually reluctant to divert users to the private domain.
Because this will harm the interests of their team, after all, it is inevitable that the public domain will spend money to buy old users.
Of course, this matter is also very simple, just do a good job in the distribution of benefits.
For example, when a user who has not completed a transaction in the public domain enters the private domain, the GMV of transacting in the private domain within one month is counted as the public domain.
Users who have already traded in the public domain enter the private domain, and everyone agrees on a time according to the product cycle, such as repurchasing in the private domain within half a year, and the private domain can be divided into six or four points with the public domain.
Through profit sharing, the willingness of the public domain team to cooperate will be very nice, if you don’t believe me, try it!
(It is recommended here that companies with a scale of more than 5000W must be equipped with SCRM, and the history of blood and tears is +1…… ）
In addition, some big brands will face the problem of dealing with external partners.
Because the interest structure of big brands themselves is very complex, there are direct sales and franchises, and the ownership of private domain assets is a big problem.
For example, should the private domain members of the store belong to the store or the headquarters?
3. The boss should think clearly that franchise and direct operation are two different things
Returning to the essence of the question, what is the relationship between the brand and the franchisee?
The brand authorizes the goods and brand assets to franchisees, and local franchisees complete the business through their own channel resources and user relationships.
Therefore, from the logic of retail business, user assets should belong to franchisees.
But in fact, some brands don’t think through it clearly in this process.
If you want to directly turn C-end consumers into brand assets, then you should do direct sales.
If you want to be a franchise and want C-end users to belong directly to you, you can communicate and trade directly, then I can only wish you a prosperous business.
Therefore, the brand should continue to do what the brand should do, from the brand, product, operation, content, etc., to empower franchisees, and do a good job in incentives and horse racing mechanisms.
Franchisees should be at the forefront to better serve C-end users.
Private domain assets belong to franchisees, and brand assets and product assets belong to brands.
Everyone does what they have to do and is the most efficient.
But if there are some brands that are very strong and must grasp the ownership of users, then you have to consider that all the subsequent income of this user on the platform will be divided into part of the franchisee, and how much is divided is a game between you……
In the private domain, 70% is a problem of organizational management, and 30% is a problem of business
The organization is the core of development, and if the organization does not grow, the business will not grow!
