Today, I will share with you the knowledge of private domain operation. As for private domain operation, I am not a top expert myself, but as long as you can thoroughly master my knowledge system of private domain operation, opening a restaurant is absolutely enough. Our catering boss can think that private domain operation is WeChat operation. Although this knowledge will be boring to introduce, I really recommend you to read it, because it is really important. The characteristics of 0 1 private sector operations are different from those of public sector operations such as Meituan Review, Tik Tok and Meituan Takeaway. It is a place where you can "have fun". For example, you are A, the platform is B, and the customer is C. All public domain operations must be A->; b-& gt； C, and the private domain operation is a->; The best thing about private domain operation is that as long as it is done well, your customers will be very sticky. In other words, private domain operation is a process to help you realize the transformation of customers from "weak relationship" to "strong relationship". Let's think about it. If you open two convenience stores downstairs, one is yours and the other is owned by someone you don't know. Even if the products you sell are a little expensive, are you more willing to take care of your small business? Your private domain is awesome enough, and you have every chance to make every customer in your private domain treat you as a "little boy". However, private domain operation also has some shortcomings, that is, it is time-consuming and laborious to operate because of the number of WeChat friends. Once the operation is not good, it will become a pure waste of time. What kind of restaurant wants to have a private domain? In my opinion, there are three types of restaurants that must engage in private domain and do well: the first type is restaurants with high unit price, such as barbecue and birthday cake, and such businesses must bring goods through private domain; The second is a restaurant in a closed environment, such as a tea shop near a university or a tea shop in a small county. Such businesses should "brush the sense of existence" through the private domain; The third is a pure takeaway shop, which needs to build the trust of customers through private domain. If your family sells fast food, the unit price is not high, and you are still cooking in the lobby, then I advise you to give up the idea of being a private enterprise as soon as possible. The first step of private domain operation must be to get the micro-signal out, so I won't go into details here. In this era, it is estimated that no one does not register WeChat, but the next step is that 90% of catering bosses have made mistakes in the four parts of WeChat avatar, nickname, personalized signature and background map. (1) WeChat avatar and nickname Many catering bosses don't pay attention to it, so they start the whole logo+ store name; What's more, some strange names were used. After the customer added it, at first glance, I thought the wrong person was added. Remember, the WeChat avatar and nickname are your private faces. Don't even wash your face when you go out to meet friends? I'll give you two ideas about the setting of this piece for your reference: the first one is to use the logo of your own shop as an avatar+your own highlights as a nickname, as shown below. The second is to use your own life photos as an avatar+your own store information, and the role as a nickname, as shown below. Everyone can choose one of them. The advantage of this setting is that it is easy for users to remember you immediately after adding you, instead of treating you as a cold business organization. (2) WeChat personality signature and background picture personality signature I suggest you write a chicken soup, which is best in line with your own personal design; Be careful, don't write information about activities where members get several discounts and favorable comments, because customers will think you are like a robot when they add you. The background picture of WeChat can be a photo of your store, a photo of your employees, or a product picture with your family characteristics, which is more flexible. How to suck powder in private domain? How to lock the powder? After you finish the basic work, you should find a way to suck powder for your private domain. At present, there are two main ways to absorb powder in restaurants: one is in-store powder absorption, and the other is takeaway. In-store powder absorption refers to using customers' psychology of "taking advantage" to induce them to add your WeChat. For example, putting a water mark in the checkout column, telling customers to add your WeChat for the first time, reducing the checkout by xx yuan, and asking employees to cooperate with the publicity are all good methods. Similarly, for those customers who order takeout, you can also induce customers to add your WeChat by putting praise cards and calling back. In addition, while sucking powder, you'd better do a little trick of locking powder to prevent some customers from deleting you just after adding it and not giving you a chance to show. For example, if you are a fried chicken takeaway shop, when you can add customers to WeChat, tell him: xx is your fan festival every month, and all WeChat friends can participate in the fan festival activities in your circle of friends on the same day (please note the password when ordering), and get free gifts such as milk tea, ice powder and French fries. This means of locking powder is similar to the Meituan Shenquan Festival, and the things sent are just for everyone to talk casually, and everyone can flexibly replace them according to their actual situation; But we should pay attention to two points: first, don't be stingy, which will affect customers' participation; second, don't engage in overlord meals, which will affect customers' order conversion at other times. How to operate the content in the circle of friends? Content operation is the most critical part of the whole private domain operation, and its quality is directly related to the effect of your private domain operation. Its core is to send out what customers want to see regularly, avoiding sending customers advertisements of your store every day; As long as you run your circle of friends according to the idea of "useful, emotional and interactive", you won't do too badly. So what do customers want to see? Let's say a * * * five points for everyone. (1) Grass content Grass content is to make your product have a sense of existence. You should leave a deep impression on your products through this kind of content. How to do it specifically? I think there must be good-looking product drawings, and more importantly, you should take more pictures and explain the stories behind the products. For example, how fresh the raw materials of your products are, how complicated the processing technology of your products is, for example, your products don't use Heicks technology, and so on. You should show these contents in the circle of friends; They are what users want to see more than the product itself. (2) The content of storefront activities is simple and easy to understand, that is, telling users what activities your family is doing. It can be simple and rude, and they can effectively promote the conversion of users entering the store/placing orders. As for what specific activities are suitable for doing on WeChat, I will talk about them later, so let's skip this first. (3) Customer feedback: Does anyone in your WeChat praise your product for its delicious taste? Does anyone in your beauty group and comment App praise your store for its good service and good environment? Has anyone praised your product packaging for your Meituan takeaway App? If not, you should rectify. If there is, then you can show the best feedback in the circle of friends; Don't you say that other customers will know? You should cherish the exposure opportunity of your circle of friends. Compared with your boasting, your customers will praise you and enhance the trust of other customers. (4) Hot business content This kind of content includes photos of your store queue, photos of big orders and group orders occasionally received by take-away, and photos of major rankings on the US group and comment App. To be honest, I don't recommend posting a lot of this content in the circle of friends, because it is a little WeChat business. The more you send, the more customers will be cheated by WeChat business, which will bother you. But if you send less, those customers who like to follow blindly are likely to enter the store/place an order because of the herd effect. (5) People-oriented content People-oriented content can be said to be the most easily overlooked among the five types of content, but it plays a decisive role in the operation of private domain. You should always remember that no one wants an advertising machine in your circle of friends. If you want your customers not to hack you, you must tell them that you are a living person, that you have your own life and career, and that those advertisements you send are just accessories. Your selfies, your life feelings, and your interesting things in the store can all be sent out in the circle of friends; You can even tell a joke occasionally, chicken soup. If you can't do it well, let one of your core employees or the store manager do it. It is the soul of the whole private sector. How to operate the activities of private domain? If you want to explain the operation of the event thoroughly, it will take thousands of words. Today, I only give you some suggestions and introduce some common private activities. Let's give full play to our creativity according to our ideas. Let's talk about suggestions first. Three points: First, activities in private areas must be simple enough. All activities that users can't understand in ten seconds are rubbish, not to mention they have too many ideas. An activity has seven or eight links. Who has time to watch it? Second, don't be stingy when engaging in activities. You engage in activities to get customers involved. I'm sorry if you can't bear to part with this or that. The customer knows that he won't play with you next time you engage in activities. Third, the frequency of private domain activities is higher. You should continue to attract customers in the private domain through activities, or over time, customers will delete you, and everything you do will be in vain. Let's talk about some common activities first: (1) forwarding praise activities, such as users' circle of friends forwarding specified content, and collecting 10 likes can get a gift XX; (2) like activities, such as in a circle of friends, and reward gifts xx in the order of liking (ranking ends with 6, ranking ends with 8, etc.). ). (3) Welfare activities, such as all take-away customers on the same day, as long as the private domain specifies the secret code xx, reward a cup of lemon tea. (4) prize-winning interactive activities, such as posting a product map of a new product in your circle of friends, so that users can name it, and the selected one will have the opportunity to eat the new product for free. Activities are mainly creative, and others are not introduced much. Just remember the most important point. Awesome activity users will spontaneously be willing to spread it for you. If you don't participate in those activities in your private field, let alone spread them, then your activity operation is unqualified. How to operate private domain users? Finally, user operation doesn't mean it's unimportant. Whether it's done well depends entirely on how much energy you spend on it. In the private domain, user operation means that you have to interact with customers as friends. For example, a customer's circle of friends has made an interesting dynamic, you can like and comment; For example, on holidays, you can send a warm greeting to your customers; For example, if a customer gives you comments or even chats, you should reply. When you do all these things well, you will gradually find that those customers in your private domain will definitely have the highest response, because they also regard you as a friend, which is the value of your private domain operation. I will share this with you today, and I will continue to share dry goods in catering marketing, take-away operation and industry analysis with you in the future.