In today’s highly competitive market environment, private domain operations have become one of the key strategies for brand growth. However, different brands have shown completely different effects in private domain operations. This article will provide an in-depth analysis of four typical private domain operation models and comprehensively dismantle their core operation logic, hoping to help everyone.
Have you found that some brands can make users take the initiative to repurchase the same private domain action, while others can only be exchanged for blocking and leaving the group?
The essence of private domain operation is not traffic harvesting, but accurate matching of user consumption logic.
The consumption frequency of the product × the unit price of the customer, like an invisible ruler, determines the complexity of the user’s decision-making link and the underlying logic of the operation strategy.
- low-frequency and high-customer unit price products (such as educational courses, high-end home furnishings) require deep trust and endorsement
- High-frequency and low-customer unit price products (such as FMCG and daily services) rely on scenario-based reach
- Intermediate frequency high-decision cost products (such as beauty and skin care, digital 3C) require professional value output
Based on this underlying logic, we have extracted four typical private domain operation models, covering the entire cycle from cognitive establishment at the front end of the decision-making chain to the deepening of relationships at the back end.
Next, I will start this articleKnowledge experts, exclusive consultants, shopping advisors, and hobbiesStarting from the underlying logic of the four models, the core differences of different models in user stratification, content design, reach rhythm and conversion path are analyzed.
Whether you’re an advisory salesperson serving high-net-worth clients or a private domain trader operating consumer goods, you’ll find a framework that works for you.
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01 Knowledge expert: topic-driven, rich in content
Pattern Overview: Build a bond of trust with knowledge
The knowledge expert private domain takes professional content output as the core driving force, and establishes a deep trust relationship with users through systematic knowledge sharing, scenario-based solutions and continuous cognitive education.
This model is especialIt is suitable for areas with high customer unit price, high decision-making cost, and high-frequency knowledge requirementsFor example, maternal and infant products, health management, beauty and skin care, etc. – consumers not only need products, but also professional guidance to reduce decision-making risks.
Core logic:Use content to solve cognitive anxiety and make the brand a knowledge partner for users
Applicable scenarios:Categories that require long-term knowledge companionship (e.g., maternal and infant parenting requires 1-3 years of knowledge input)
Value Chain:Professional content→ cognitive identity→ trust precipitation→ brand dependence
Operation methodology: The four-dimensional system creates knowledge barriers
Content Marketing:Build a pyramidal knowledge matrix
Underlying science popularization:Produce standardized knowledge manuals (e.g., “Parenting Guide for New Moms” and “White Paper on Skin Care Ingredients”)
Mid-level scenario:Dismantle user pain points (such as what should I do if my baby wakes up frequently at night?) Seasonal care process for sensitive skin)
Top-level insights:Export industry trend reports (e.g., 2025 Maternal and Child Nutrition White Paper)
Content Form:Short video knowledge slicing (accounting for 60%) + long graphic strategy (30%) + live Q&A (10%) to form a content chain of lightweight reach, deep retention, and instant interaction
Community operation: Build a learning community
Community Layering:
Basic group: Regularly push knowledge dry goods (daily active ≥30%)
Membership Group: Open expert Q&A, exclusive courses (monthly paid conversion rate ≥15%)
Operational Rhythm:
Weekly: 1 live broadcast of topic knowledge (e.g. Thursday parenting and nutrition class)
Monthly: 1 offline workshop (e.g. Ingredient Lab Experience Day for a beauty brand)
Quarterly: 1 knowledge test (e.g. parenting knowledge competition, points redemption products)
Interactive design: Set up a knowledge check-in mechanism, and users can share study notes to unlock advanced content
Character creation: Three dimensions to create credible experts
Multi-channel drainage:Knowledge hooks accurately acquire customers
Public domain drainage:Post knowledge easter eggs on Douyin/Xiaohongshu (such as a 3-minute short video of a mother and baby blogger to judge whether the baby is deficient in calcium, and the comment area guides to add enterprise WeChat to receive the complete evaluation form)
Offline Penetration:Set up knowledge pop-up stations in shopping malls (such as physical test + nutrition consultation for health brands, scan the QR code to join the private domain to get customized solutions)
Old belt new fission:Design Knowledge Dissemination Rewards (Users share course links and successfully invite 3 people to unlock expert 1-on-1 consultation qualifications)
Successful case: How Feihe conquers the Bao Ma group with knowledge content
As the leading brand of domestic milk powder, Feihe has built in the face of the dual challenges of high-priced product trust and parenting knowledge anxietyContent + service knowledge private domain system：
Content Matrix:
Official account Feihe parenting expert: 3 in-depth parenting strategies per week (such as “The golden period of brain development for 0-3-year-old babies, these nutritional misunderstandings should be avoided”)
Channels Crane Mom Classroom: 1 30-second parenting tip a day (such as the correct water temperature for brewing milk powder, 90% of parents are wrong)
Enterprise WeChat parenting consultant: Push customized knowledge packages according to the baby’s age (such as automatically sending the “Flatulence Coping Guide” at the age of 3 months)
Community Operations:
Establish a monthly age segmented community (0-6 months / 6-12 months, etc.), and hold monthly growth milestone themed activities (such as live broadcasts of 6-month-old complementary foods)
Set the role of Crane Ma Knowledge Officer: Invite senior mothers to share their parenting experience and form a knowledge ecology for users to teach users
Conversion Closed Loop:
Knowledge interaction → trust building: 42% conversion rate after users participate in more than 3 live streams
Scene penetration → demand awakening: When explaining the knowledge of immunity improvement, the advantages of natural implantation of milk powder nutritional formula
Data verification: The average repurchase cycle of private domain users is shortened to 28 days, and the LTV (lifetime value) is 3.2 times that of ordinary users
Pattern extended thinking
When knowledge becomes the social currency of the private domain, brands need to be wary of the trap of knowledge overload – content professionalism ≠ information complexity, the key is to use structured knowledge + scenario-based applications to reduce user cognitive costs. In the next stage, combined with AI tools such as parenting knowledge intelligent Q&A robots, the knowledge expert mode can be upgraded to a real-time knowledge butler, realizing a dynamic upgrade from content output to solution.
02 Exclusive consultant: service-driven, comprehensive and three-dimensional
Model Overview: A Professional Services-Driven Trust Economy
Core definition:Expert consultant private domains transform brands into exclusive solution providers for customers by building industry knowledge barriers and personalized service systems.It is suitable for fields with long decision-making cycles and high professional requirements, such as 3C digital, high-end home furnishings, enterprise-level IT services, etc. – consumers not only need products, but also need full-cycle professional support from selection to after-sales.
Four core features
Applicable industry scenarios
3C Digital:Selection and operation and maintenance of enterprise-level equipment such as printers and servers
High-end home decoration:Whole-house intelligent solution design and equipment integration
Finance and Insurance:Consulting on enterprise asset allocation and risk hedging strategies
Operation methodology: The five-dimensional system builds a closed loop of services
Professional Team:Create a dual drive echelon of technology + service
Front-end consultants:Certified engineers (such as HP Intelligent Printing Consultant Certification) provide equipment selection and scheme design
Backend support:Customer success manager follows up on after-sales operation and maintenance, and regularly outputs “equipment health report”
Training mechanism:Carry out special training on industry scenario solutions every month, such as dismantling smart campus printing solutions in the education industry
Exclusive channels:Build an offline experience + online closed-loop service network
Mini Program Tools:
Device simulation selection function: Enter the monthly printing volume and usage scenarios, and automatically recommend 3 models for comparison
Remote Printing Testing: Users can experience HP printers’ wireless printing, cloud collaboration and other functions online
Content marketing: from knowledge output to scenario education
- Basic layer: Product usage guide (such as the “12 Tricks to Self-Fix Printer Jam Self-Repair” video)
- Advanced level: Industry solutions (e.g., “E-commerce Warehousing and Printing Optimization Plan”, reducing the error rate by 50%)
- Ecosystem Layer: Technology Trend Insights (2025 Intelligent Printing Technology White Paper Interprets AI Automatic Ink Adjustment Technology)
Interactive Activities: Design experiences – engagement – conversion links
Data-driven: Visual management of service effects
Customer Stratification Metrics:
Complexity of requirements (simple consultation / customization / system integration)
Service Value (Annual Service Budget / Renewal Rate)
Service efficiency indicators:
First response time (average 12 minutes for enterprise WeChat)
Solution confirmation cycle (14 days on average from demand submission to contracting, 50% shorter than traditional model)
Success story: HP’s full-link service upgrade of 3C digital private domain
Background challenges
Traditional 3C sales rely on offline stores, with long customer decision-making cycles (printer procurement needs to be compared with 5 brands on average), and poor after-sales operation and maintenance experience (slow fault response, opaque accessory replacement).
solution
Offline traffic online: build a closed loop of stores – mini programs – enterprises
LBS positioning and drainage: users scan the code to enter the mini program, automatically match the intelligent consultant of the nearest store, and obtain the “Equipment Selection Comparison Table”
Remote service front: The store displays the mini program remote printing experience area, and customers can test the multi-terminal printing function of mobile phones/computers/clouds on the spot
1V1 consulting service: from product sales to business empowerment
Demand diagnosis: Send the “Enterprise Printing Demand Questionnaire” through Enterprise WeChat, and automatically generate the “Printing Cost Optimization Suggestions” (including three-dimensional analysis of equipment energy consumption, labor efficiency, and consumables cost)
Solution customization: Design a basic printer + intelligent consumables management package for small and medium-sized enterprises, with an estimated annual cost savings of 12,000 yuan; Provide multifunction machine + IT operation and maintenance outsourcing solutions for large enterprises, freeing up 60% of administrative energy
After-sales service digitalization: real-time monitoring of equipment status
IoT system: remotely monitor the amount of ink, the number of paper jams, and the duration of use, and automatically push the “Equipment Health Weekly Report”
Intelligent work order system: After the fault warning is triggered, engineers contact the customer within 2 hours, and on-site maintenance within 4 hours (100% coverage rate in first-tier cities)
Operational results
Customer conversion rate: The conversion rate from offline store consultation to online signing increased to 38% (only 15% in the traditional model)
Service premium: Customers who purchase the Smart O&M package are willing to pay a 25% service premium with an 89% renewal rate
Business extension: 32% of device customers subsequently purchased HP’s cloud collaboration software, forming a full-chain binding of hardware + service + ecosystem
Thinking about model upgrades
In the field of 3C digital, the core of the expert consultant private domain is to transform technical advantages into service competitiveness. HP transforms traditional hardware sales into ongoing service subscriptions through a device as a service model, allowing customers to move from purchasing products to purchasing efficiency solutions.
In the future, combined with AI large models (such as automatically analyzing customer business data and recommending equipment upgrade plans), the transition from passive service to active empowerment can be further realized.
03 Shopping advisor: promotion-driven, simple and direct
Model overview: Preferential benefits leverage high-frequency consumption
Core definition: The shopping staff private domain takes the precise reach of promotional information as the core, and stimulates users’ instant purchase behavior through high-frequency preferential activities, convenient shopping experience and social fission mechanism. It is suitable for categories with high frequency and low customer unit price (≤ 200 yuan per consumption) and low decision-making costs, such as coffee, fast food, fast fashion, daily chemical products, etc. – users pay more attention to price sensitivity and purchase convenience than in-depth service.
Three core features
Applicable industry scenarios
FMCG:Coffee, milk tea, baking and other instant consumer goods
Daily chemical retail:Household essentials such as laundry detergent and paper towels
Fast fashion: Seasonal promotions of basic clothing and accessories
Operation methodology: Four steps to create a preferential – convenient – fission closed loop
Preferential activity design: three-layer hook precise drainage
(1) New customer ice-breaking combination
Privilege Coupon Pack: Register and get 10 off 10+ half-price coupon for the second cup (35% increase in conversion rate for new customers at Tim Hortons)
Limited time flash sale: 1 yuan coffee rush at 10 o’clock every day (stock is limited to 200 copies, driving the daily active activity of the mini program to exceed 50,000)
(2) Incentives for repurchase of old customers
Full Reduction Gradient: Set 80 minus 20 150 minus 40 (28% increase in unit price)
Member recharge: Recharge 300 yuan to get a 50 yuan coupon + exclusive cup set (recharge users spend an average of 4.2 times per month, non-recharge users only 2.1 times)
(3) Social fission mechanism
Group play: initiate a group of 2 people to enjoy a 90% discount each, and a group of 5 people to enjoy a 70% discount (group orders account for 18% of the total orders)
Sharing reward: Forward the mini program to a friend, and both parties will get a 5 yuan coupon (sharing rate of more than 25%)
4. Optimization of shopping convenience: omni-channel contact coverage
Mini Program Functions:
Nearby stores are automatically located, displaying real-time inventory and pickup time
The frequently purchased list remembers user preferences, with a one-click repurchase rate of 45%
User Engagement: Build a promotion-content-feedback triangle
Data analysis: real-time monitoring of the effect of offers
User Hierarchical Labels:
Price sensitivity (high-frequency use of full discount coupons / buy flash sale products only)
Purchase Cycle (3 days / 7 days / 15 days repurchase)
Activity Performance Indicators:
Voucher Write-Off Rate (91% for Tim Hortons Breakfast Vouchers, 65% for Afternoon Tea Coupons)
Fission coefficient (1.8 new customers per returning customer on average)
Success story: Tim Hortons’ private domain offers fission two-wheel drive
Background challenges
The coffee market is highly competitive, with low user loyalty (an average of 2-3 brands are tried per month), and it is necessary to seize daily consumption scenarios through high-frequency promotions and convenient experiences.
solution
Public domain drainage and private domain: Build a store-social-mini program link
Store diversion: Scan the QR code and add corporate WeChat to spend more than 50 yuan, and get a free coupon for the next day (conversion rate 22%)
Social Fission: Launch a cashback event where users can unlock free coffee by sharing it with 3 friends (150,000 new users during the event)
Refinement of preferential strategies: hierarchical operation to improve conversion
New customer link:
First order: 1 yuan to buy Americano (the cost is controlled within 3 yuan, driving 63% of users to buy add-ons)
Second order: 8 coupons off over 30 (for users who only buy special products, the unit price will be increased to 38 yuan)
Old customer link:
Weekly active users: Push points to spend as money (10 points = 1 yuan, consume points to increase repurchase)
Silent Users: 10 off 20 Exclusive Resurrection Tickets (37% Wake Rate)
Convenient experience upgrade: shorten the decision-making path
Mini Program Quick Order: Select the top 3 products in user history by default, click to add to the shopping cart
Timed delivery function: Support to make an appointment for the next day’s breakfast delivery time (12% of the reservation order, 30% increase in the unit price of the customer)
Operational results
User growth: Private domain users exceeded 1 million within 6 months, of which 35% came from social groups
Conversion efficiency: Mini programs account for 58% of orders, and the average order time is shortened to 1.2 minutes
Cost control: 72% of the new consumption leveraged by coupons was purchased for non-promotional products, and the gross profit margin increased by 5 percentage points
Thinking about model upgrades
The core of the shopping advisor private domain is to use data to make offers smarter. Tim Hortons uses AI to predict user purchase cycles and dynamically adjust the timing of coupon issuance (such as pushing a repurchase coupon on the 4th day after the user’s last purchase), increasing the ROI of promotions to 1:5.8. In the future, combined with LBS geofencing technology (such as afternoon tea flash sales pushed by users 300 meters around the office building), scenario-based and precise discounts can be further realized, so that every reach becomes a consumption trigger.
04 Interests: Scene-driven, interest-oriented
Model Overview: Social fission under the love economy
Core definition: The interest-based private domain uses common interests as a link to transform users from consumers into brand co-creators by building vertical communities, outputting scenario-based content, and stimulating social sharing. It is suitable for categories with high customer unit price, low consumption frequency but strong social attributes, such as high-end clothing, luxury goods, photography equipment, travel customization, etc. – users pay more attention to the cultural identity and social value behind the product, and the decision-making process is significantly affected by KOL planting and community atmosphere.
Three core features
Applicable industry scenarios
High-end fashion: designer brands, luxury wear community
Interest consumption: a community of photographic equipment and outdoor equipment enthusiasts
Cultural experience: travel customization, art collection exchange platform
Operational methodology: 3D construction of interest-identity-conversion closed loop
Community Building: Operate tribes of interest in layers
(1) Community matrix design
Core community: Invite senior players to serve as interest managers (such as Phil signed a tennis coach to lead the tennis dressing class)
Vertical communities: Segmented by scenario (running/yoga/urban commuting), each community has its own content calendar (e.g., commuting OOTD challenge every Wednesday)
Offline branches: Establish FILA sports life halls in Beijing, Shanghai, Guangzhou and Shenzhen, and regularly hold dressing workshops + outdoor experience activities
(2) Threshold design for group entry
Submit a resume of interest (e.g., sports experience, style preferences)
Complete the interest test (answer 3 brand culture questions correctly to unlock the qualification to join the group)
Content output: scenario-based grass planting + cultural penetration
Social interaction: Design engagement-identity-belonging links
(1) Identity system
Set interest levels: beginner players→ trendsetters→ brand friends, unlock different rights and interests (such as close friends can participate in the closed beta of new products)
Customized social medals: complete outfit check-ins and invite friends to join the group to get virtual badges (can be exchanged for limited items)
(2) Offline scene linkage
Interest pop-up store: Set up a sports dressing lab in the business district, where users can experience AR virtual fitting + generate exclusive outfit reports
Tour group: Organize a snowy mountain trekking city cycling themed event, sponsored by the brand with a full set of equipment (conversion rate of 45%)
Data analysis: Interest tags drive precise operations
User portrait dimension:
Interest preferences (running / tennis / skiing)
Aesthetic tendencies (minimalist / vintage / functional style)
Social influence (the top 20% of users in the community are defined as grass planters)
Content performance metrics:
Outfit video collection rate> 25% (only 12% for regular content)
Average monthly shares by community users ≥3 times (0.8 times for non-community users)
Success story: The road to breaking the circle of the Fila sports aesthetic community
Background challenges
The high-end sportswear market is facing the pain point of separation between function and fashion, and users hope that clothing can not only meet the needs of sports, but also reflect personal style. Through the private domain of interests, Phil transforms products into fashion symbols in sports scenes.
solution
Precise drainage in the public domain: targeted placement of interest tags
Crowd Bag Design:
Sports enthusiast (Keep user / marathon participation record)
Fashion followers (follow outfit bloggers / Xiaohongshu collection OOTD tags)
Material Strategy:
Push running outfit test video to sports people (show the sweat wicking of clothing)
Push star airport sports style graphics and texts to fashion people (highlight brand co-branded design)
In-depth operation of private domain: from content planting to cultural co-construction
Community Content Engine:
Daily Outfit Inspiration: Release Philo × City Landmark Theme Outfits (such as Shanghai Bund Cycling Outfits, Chengdu Street Skateboarding Suits)
Weekly Host Live Broadcast: Invite fashion editors to analyze how sportswear can be integrated into daily wear (more than 100,000 interactions in a single live broadcast)
User Co-Creation Plan:
Fila Outfit Designer Event: Users upload original design drafts, and the top 3 styles with the highest number of votes are mass-produced and printed with user IDs
Like-minded Star Promoter Mechanism: Invite 5 friends to join the group to become Star Promoters and enjoy priority access to new products
Transformation link design: Scene requirements are naturally awakened
Scenario-based product combinations:
Morning Run + Coffee Shop Exploration Set (Sports Bra + Loose Sweatshirt + Daddy Shoes)
Weekend Excursion Capsule Series (Waterproof Jacket + Multi-Purpose Backpack)
Trust endorsement system:
After purchasing, community users can apply for the status of a dress evaluator and publish real-life experience content (38% increase in conversion rate)
Establish a second-hand idle trading area, and old users can get new product deduction coupons for reselling old models (promoting repurchase and enhancing community stickiness)
Operational results
User quality: 72% of private domain users have a bachelor’s degree or above, with an average monthly consumption of more than 8,000 yuan
Conversion efficiency: The average cycle from following to first order for community users is 17 days (45 days for non-community users)
Social fission: The outfit check-in activity drove 63% of users’ self-sharing, and 41% of the new users came from community recommendations
Thinking about model upgrades
The core of a private domain with interests is to make the brand a part of the interest. Through the dual penetration of sports scene × fashion culture, Fila transforms products from functional tools to social identity. In the future, combined with metaverse virtual dressing (such as users creating avatars in the community to try on new products), it can further break the limitations of physical scenes and upgrade interest interaction from offline experience to digital symbiosis.
05 Conclusion
Through the sorting and analysis of the private domain operation model, we hope to help those brand merchants who plan to do private domains but do not have a clear plan to find the correct positioning and development direction.
At the same time, it also provides a strategic reference for those brand merchants who have entered the private domain, breaking the growth bottleneck and making the private domain the second curve of brand growth.
