2024 Top Ten Brand Omni-domain Operation Annual Cases

2024 Top Ten Brand Omni-domain Operation Annual Cases (Part 2) The external trend is: when the low-hanging fruits of e-commerce have been picked, and when the business "growth myth" created by traffic is difficult to continue to replicate, the value of the WeChat ecosystem is seen again: the easy days are over, and if merchants want to continue to grow, they must choose to dig deeper in positions closer to consumers. The major internal changes are: just last month, WeChat launched the "Send Gifts" function. In the eyes of industry insiders, this function can link social and e-commerce, and has the opportunity to replicate the previous success of WeChat red envelopes in promoting the growth of WeChat payments. Tencent's positioning of e-commerce has also undergone major adjustments since the launch of WeChat Stores: it will no longer be limited to video accounts and live broadcasts, but will also establish an e-commerce ecosystem within WeChat and connect the entire WeChat ecosystem. This means that WeChat e-commerce has taken a big step towards a larger ecosystem. This is undoubtedly another good news for brands and merchants who have been digging deep into the WeChat ecosystem. We will continue to sort out the brand cases in the WeChat ecosystem based on the inventory in the previous article. Of course, unlike the previous article, we will mention the layout of brands in WeChat stores to seize this wave of opportunities. At the end, we will combine the new opportunities of WeChat stores to clarify the focus of brand merchants in 2025. 01. JNBY Reasons for being on the list The highlight of JNBY's model lies in its multi-brand matrix, digital and intelligent operations, and the construction of a deep membership system. Through a multi-brand strategy, JNBY covers consumer groups of different ages and needs, and achieves diversified and steady growth in revenue. Especially in the WeChat ecosystem, JNBY has expanded around the mini-program mall, achieved "thousands of stores with thousands of faces", and opened up a new "brand + channel" omnidomain business idea. Operational performance By the end of 2023, JNBY member users have reached 7.4 million. In 2023, the number of members with purchases of more than 5,000 yuan will exceed 300,000, and their total consumption will reach 4.3 billion, contributing more than 60% to offline channels. JNBY's community rate is 35%, that is, 35 out of 100 members are deposited in the corporate WeChat community; JNBY has also achieved significant performance growth through self-broadcasting on the video account. Case highlights 2024 Top Ten Brand Global Operation Annual Cases (Part 2)?Year-end Review Content Section Multi-brand content differentiation: JNBY conducts differentiated content operations for different brands. For example, JNBY's customer profile is relatively literary and fashionable young customers who like to dress up; LESS's customer profile is highly educated working women, and fans are generally low-key and literary. High-quality content creation: Since 2013, JNBY has created multiple columns on its official account, such as "Weekly Selection", "JNBY x VICE", "where're we living", etc. Through these columns, JNBY not only promotes new products, but also enhances the brand's cultural connotation and user stickiness. JNBY's WeChat official account ranks first in the top ten women's clothing WeChat official account influence rankings in China. Social Section Focus on interaction with members: On social media, JNBY focuses on the quality of the content itself and the interaction with members, rather than simply guiding consumption. For example, it cooperated with VICE to launch the "Travel" project, inviting young people to share the meaning of travel and wandering, and carried out the "Very Interesting" window renovation plan in stores in many places, which gained a lot of social media dissemination. Online and offline linkage: Through the VIP services of offline stores, such as the JNBY+ collection store in Shenyang MixC, every time new products arrive in the store, the store shopping guide will invite high-end member users to the store, provide exclusive matching and fitting rooms, and enhance the user experience. Commercialization Section Public and private domain linkage promotes conversion: During the New Year's Goods Festival in February 2023, JNBY tried to import private domain traffic for the video account for the first time, guided the store's private domain customers to enter the video account live broadcast room through the shopping guide, and gave discounts on goods and concessions on the shopping guide end, achieving a breakthrough in the sales of the live broadcast room. Video account self-broadcasting: JNBY has achieved significant performance growth through self-broadcasting on the video account. At the end of 2022, JNBY will officially enter the video live streaming sales channel, with the "JNBY" brand main account and the "JNBY Women's Flagship Store" outlet store as the core sales channels. According to Xinshi data, the two accounts sold 406 million yuan in sales in one month. Mini Program Service: In 2018, JNBY launched the "BOX+ More Than Box" mini program, combining "exclusive matching" with "try before you buy". After paying an annual fee of 199 yuan, consumers can enjoy 6 home fitting services per year. By filling out questionnaires and communicating with stylists one-on-one, "More Than Box" tailors matching for consumers each time and sends it out in special boxes. Membership Service: JNBY provides more touchpoints for members through WeChat mini programs and subscription services. In fiscal 2018, the number of active WeChat member accounts reached 376,000, and the number of members with a total purchase amount of more than RMB 5,000 last year was 182,000. Consumer retail sales increased by nearly 30% yearon-year, contributing more than 40% of the total offline channel retail sales. 02. Chando Reasons for being on the list Chando attracts users through creative content and interactive experience, combines public welfare marketing with social responsibility to enhance brand image, uses celebrity effect and fan economy to expand communication power, and integrates online and offline channels to achieve full-scenario coverage. This model provides valuable experience for other brands. Operational performance Chando has achieved significant business growth through digital transformation and refined operations in the WeChat ecosystem. Specifically, through the integration of data and refined membership operations, Chando added more than 50,000 new card-bound members in the first month of its launch and converted more than 20,000 orders in the mall. Especially in the operation of WeChat stores, users are stimulated to place orders through multi-level and multi-point content on the WeChat store homepage and product details page. Case highlights 2024 Top Ten Brand Global Operation Annual Cases (Part 2)?Year-end Review Content section Multi-channel content layout: WeChat official accounts regularly publish high-quality brand stories, product introductions, tutorials, user reviews and other content. For example, by publishing practical content such as skin care tips and makeup skills, users are attracted to pay attention and share. Video accounts show the effects of product use and brand activities, for example, publish comparison videos before and after product use to attract users' attention and likes. Content innovation and interaction: Set up interactive activities in official accounts and video accounts, such as lucky draws, Q&A, voting, etc., to increase user participation and stickiness. For example, hold a "Show your Chando products" event to encourage users to share their experience and win prizes. Encourage users to share their experience and experience to form a good word-of-mouth communication. For example, by setting up a user evaluation reward mechanism, users are encouraged to share their experience in mini programs and official accounts. Social section Establish a brand-exclusive user group: regularly share brand dynamics, promotions, usage tips, etc. to enhance interaction and stickiness between users. For example, create a "Chando VIP group" to provide exclusive benefits and priority services for high-value users. Expert cooperation: Through the WeChat expert platform, select experts who match the brand tone and target audience for cooperation, and expand the brand's social communication scope through the content creation and influence of experts. For example, invite beauty bloggers to publish their experience and recommendations of Chando products on WeChat official accounts and video accounts. Set up a sharing incentive mechanism: encourage users to share brand content to Moments and WeChat groups to form secondary dissemination. For example, after users share brand activities to Moments, they can get small gifts or coupons. Commercialization section Mini Program Mall: Through the Mini Program Mall, provide convenient shopping processes and rich product selection to enhance the user's shopping experience. For example, set up one-click purchase, quick settlement and other functions to reduce user operation steps. Use big data to analyze users' browsing and purchasing behaviors, provide personalized product recommendations, and improve users' purchase conversion rate. For example, push related products and promotions based on users' browsing history. Live streaming: Through WeChat mini programs and video accounts, regularly hold brand live streaming activities to show product usage effects and promotions to attract users to buy. Global promotion: Use the WeChat advertising platform to carry out precise advertising and reach the target user group. For example, promote brand activities and new product launches through Moments ads, official account ads, etc. Combine content marketing with advertising, attract user attention through high-quality content, and then achieve precise conversion through advertising. For example, guide users to pay attention to the brand through official account articles, and then promote user purchases through mini-program ads. WeChat gift giving: Chando has set up a "gift giving zone" on the homepage of WeChat store, which also teaches everyone how to use WeChat's gift giving function. There is a gift box that has sold 25,000 pieces in the "gift giving zone" alone. 03. Three Squirrels Reasons for being on the list Three Squirrels has achieved explosive growth on the Douyin platform through the strategy of extremely cost-effective large single products. At the same time, it has actively laid out the WeChat ecosystem, used private domain traffic operations and multi-touchpoint linkage, and built a complete membership system to improve user stickiness and repurchase rate, thus returning to the growth track in the fierce market competition. Operational performance In the first three quarters of 2024, Three Squirrels achieved outstanding performance, which is inseparable from the expansion and optimization of its online channels. In 20234, Three Squirrels cultivated a professional live broadcast team internally, carried out regular live broadcasts, and cooperated with many well-known influencers to expand brand exposure and product sales scope with the help of influencers' influence and fan base. In addition, it actively carried out private domain traffic operations to improve user loyalty. It is worth mentioning that on the first day of the internal test of the "Send Gifts" function of WeChat Store, the single-day transaction and new user increase of its official store account exceeded 500% month-on-month, and the average increase of matrix accounts also exceeded 10%. Case highlights Top 10 cases of brand full-domain operation in 2024 (Part 2)?Year-end review Content section Different layout of short video content: Different video accounts have different focuses. For example, [Three Squirrels Flagship Store] mainly focuses on celebrity endorsements and IP animations in the early stage, and adds welfare event information in the later stage; [Squirrel Dad Zhang Liaoyuan] publishes the founder's personal thinking, corporate management philosophy and brand stories behind the brand, etc., to create a three-dimensional corporate founder image and enrich the brand connotation. Live streaming product strategy is clear: Video account live streaming follows the Douyin hot product strategy, mainly promoting cost-effective single products, such as nuts, red dates, yam and eight-treasure cakes, considering the preferences of mainstream consumers, and the explanation strategy is a single product cycle explanation, with moderate prices, and emphasizes that the product is suitable for a wide range of people and diverse eating scenarios. Social section Hold online activities: Regularly hold interactive activities with prizes, such as online draws, limited-time promotions, user interactive games, etc., to increase user participation. For example, during the Spring Festival, the "Nut Gift Box Delivery" event was launched. Users who participate in the interaction have the opportunity to win exquisite gifts, and at the same time, valuable user feedback information can be collected to provide reference for product development and market strategies. IP Marketing: With the "Internet Nut Brand" as the core positioning, it targets young consumer groups, especially those born in the 1990s and 2000s. Through the combination of the "cute pet" image and the concept of "healthy snacks", it has successfully created a brand image with strong affinity and full of fashion sense. The emotional value of "love and companionship" is conveyed through brand stories, and the product is closely linked to the daily life of consumers. For example, its slogan "Let nuts become a part of life" is deeply rooted in the hearts of the people and enhances the emotional resonance of the brand. Commercialization Segment Douyin e-commerce has outstanding achievements: Since entering Douyin in 2020, it has accumulated sales of 1.455 billion in three years, becoming the number one snack brand on Douyin. Achieve 500% growth in half a year in 2023, with sales of 108 million during Double 11, an increase of 224.2%, verifying the feasibility of the ultimate cost-effective large single product strategy, such as the sales of macadamia nuts at 19.9 yuan/10 packs in a short period of time, and sales of over 100 million. The mini program member mall system is perfect: a membership system with two membership modes, hierarchical and paid, has been built. The hierarchical members are divided into four levels, V1-V4, according to the growth value, corresponding to different rights and upgrade mechanisms; in addition, there is a "pine nut coin" points system, which motivates users to consume and interact in various ways, and improves user stickiness and repurchase rate. WeChat gift: Three Squirrels keenly captured the opportunity of WeChat gift, and quickly launched the Hongyunli nut gift box that fits the festive atmosphere, attracting a large number of consumers by taking advantage of the gift-giving craze. When consumers choose to give gifts to relatives and friends, they often place orders in batches, which significantly increases the order amount and quantity. Moreover, after receiving delicious nuts and tasting them with satisfaction, the recipients are easily converted into loyal fans of the brand, and then repurchase on their own, which continuously contributes to the sales of the brand. 04. Luckin Coffee Reasons for the list Luckin Coffee can be said to have pioneered the "product-operation integration" development model, connecting marketing and user operations. Luckin Coffee has built a strong competitive advantage with its 20,000 stores, optimized supply chain management and digital transformation, providing a real case of new quality productivity for the entire coffee industry, and is poised to become a world-class coffee brand. Operational performance At present, Luckin Coffee's corporate WeChat private domain users should be around 30 million. A simple calculation shows that 600,000 to 1.65 million cups will be sold in the private domain every day, accounting for 11% to 31% of Luckin Coffee's average daily order volume. Luckin Coffee's private domain order contribution is second only to APP and mini programs, far exceeding third-party food delivery platforms. When the WeChat gift-giving function was launched, Luckin Coffee followed up in a timely manner, selling 10,000 orders of the New Year gift box set at 19.9 yuan in one day, creating a performance of more than 200,000 yuan, becoming a benchmark case in the industry. Case highlights Top 10 cases of brand omni-domain operation in 2024 (Part 2)?Year-end review Content section High-frequency interaction with self-media: high-frequency interaction through WeChat official accounts, release new product countdowns, drinking manuals, daily marketing and other content, maintain a humorous and happy tone, and fit the interests of target users born in the 90s and 95s. Brand omni-domain seeding + hot marketing: use platforms such as Weibo and Xiaohongshu to expose seeding, and increase the popularity of communication through KOL and hot event marketing, such as signing Gu Ailing to build momentum for the Winter Olympics. Social section Community construction: establish communities through platforms such as corporate WeChat to achieve direct communication and interaction with users, and use LBS to allow users to join the store community closest to them to increase repurchase rate. Personalized service: provide users with personalized recommendations and services through data analysis to increase user satisfaction and loyalty. Social fission: use strategies such as free drinks for newcomers and invitations to get cups to achieve low-cost and efficient new fission. Enhance user stickiness through high-frequency consumption, long-term consumption lock-in and virtualized circulation. Commercialization section Low-price traffic and differentiated pricing: Regularly launch low-price activities such as "9.9 yuan/cup" to attract consumers to shop in a fixed time period and increase store traffic. Differentiated pricing is carried out according to product positioning, consumption scenarios, and seasonal changes, such as "office workers exclusive" pricing discounts and "cool summer" packages.