In 2022, the live broadcast of video number entered a period of rapid growth, and more and more brands built private domain traffic pools through live broadcast to achieve low-cost contact with users and promote refined operation layout. Service operators have been deeply involved in the WeChat ecosystem, providing practical methodology and practical experience for the brand. In 2022, the private domain performance of service brands was 65.438 billion +GMV/ year, serving nearly 80 million enterprise micro-users. In this year's WeChat open course pro, as an outstanding service provider representative who has helped hundreds of brands achieve business growth, Zero One Digital has been deeply affirmed by the government. The official said that in 2023, it will increase support for service providers in terms of traffic incentives and operational tools. From the perspective of brand operation, share "the live broadcast of video number empowers private domain and drives the growth of users' LTV index". It is believed that brands can bring more accurate public domain traffic by using private domain users to broadcast video numbers live. At present, the live broadcast of video number is in a fast-growing bonus period, which can help brands achieve business growth. In recent years, offline traffic has become more and more expensive, and many businesses have shifted their operational focus to online. The biggest advantage of video number different from other platforms is that it realizes the reconstruction of "people and goods yard" based on real social relations, and accelerates the transformation of brand global operation through immersive consumption scenarios. In the video number, brand merchants can activate private domain traffic through live broadcast, with live broadcast as the transformation purpose. At the same time, they can also activate the public domain traffic of the video number ecology and open up new traffic portals for the brand. In the past, brands forwarded small program cards on enterprise WeChat and posters on WeChat community. Now, the practice is to forward live video numbers directly. Compared with applets and posters, videos spread faster and are more accepted by users. It is found that the live forwarding rate of private domain video numbers is very high. At the same time, the brand can also use the private domain of the video number to drain the public domain traffic recommendation, and get the platform traffic recommendation through the private domain traffic, and finally convert the public domain traffic into private domain traffic, forming a two-wheel drive of public domain and private domain traffic. The interactive advantages of the live video number in the floating window in the community, and the brand merchants guide the private domain to the live broadcast room, and the platform gives 1: 1 public and private domain traffic incentives, which makes the user unit price and forwarding rate of the live video number continuously improve. Compared with the live broadcast of video number, private users are not precipitated, and the traffic between live broadcasts is precipitated to the private domain. Private users can directly increase their consumption power by 50%, and the UV value in the live broadcast room can be increased by 30%-80%. In other words, the live broadcast of the video number does not require private domain precipitation. For the live broadcast of 10000 people, the UV value is 1 yuan (equal to 10000 GMV), but if it is a private domain user, the UV value can rise to 1.3 yuan-1.8 yuan, and the public and private domains drive the overall growth. According to the logic of people's freight yard, the interactive efficiency and conversion rate of live video number are higher, and it also has the value of stimulating users' LTV. Different types of brands can get incremental opportunities in the video number. Settle private domain traffic, open up brand marketing position 202 1, and Zero One Digital Division set up a video number live broadcast team, which also took many detours in the early stage. After11,the business gradually improved; In 2022, there were nearly 200 live broadcast teams. Through more than one year's operation, it is found that the private domain of video number has more ability to precipitate users and traffic than the public domain, and can cultivate long-term loyal customer relationship. The platform also has higher requirements for live broadcast of video numbers. It is not encouraged to promote orders, force orders and other routine modes to drive the live broadcast from "selling" to "relationship" and press the video number e-commerce acceleration button. Based on the long-term development, brand merchants hope to precipitate users into private domain traffic through live video numbers, so as to realize zero-distance communication with users and finally complete the transformation. A high-quality live broadcast room can incite the scene traffic of WeChat ecology such as communities and friends, quickly gather users and drain them to the live broadcast room, and at the same time realize the intercommunication of public and private domain traffic, thus quickly diverting. Any industry can achieve a rapid increase in the number of videos. At present, the footwear industry is doing better in video number. Since September, the theme of zero one has been doing live broadcast of footwear theme, and it has been profitable. GMV has exceeded 50 million industry categories in a single month, 90% of which are footwear. According to official data, the sales amount of live video number with goods increased by 15 times, the average customer unit price exceeded that of 200 yuan, and the overall repurchase rate exceeded 60%. Private domain accounts for 50%. In most of the live broadcast rooms with good sales, the ratio of public domain traffic to private domain traffic is basically 5: 5, and some can achieve 70% public domain drainage, which brings business transactions and performance growth by inciting public domain traffic to feed back to private domain, and the repurchase rate is also high. Taking the retail live broadcast as an example, we should first sort out the private domain traffic sources, guide the online and offline traffic to the live broadcast, and then precipitate it to the enterprise WeChat, do a good job in user tag management, divide the user service level, and finely operate customers. In the live broadcast, users can be guided to actively share the live broadcast room through prizes to form fission, and user interaction, live broadcast lottery and other links can be arranged to attract users to watch continuously, improve the traffic weight of the live broadcast room, and let the live broadcast room enter a higher traffic pool. Through the live broadcast of video number, private domain users can bring long-term compound interest value to brand businesses. Self-broadcasting of video number brands can be divided into three stages: the first stage is the initial stage, in short, the second stage is the growth stage, and the traffic between live broadcasts is structurally stable; The third stage is the mature stage. Through the investment flow, the accurate public domain flow will be precipitated into the private domain for long-term valuable operation. In the initial stage, we should do a good job in the management of people and goods yards and grasp the rhythm of live broadcast. During the live broadcast, the operation team needs to adjust the rhythm in real time, maintain a good live broadcast atmosphere and attract users to enter the private domain; Do a good job in user service strategy, and you can see whether the traffic enters from the public domain or the private domain through the background data. If it is a private domain, briefly describe the product; If it is public domain traffic, it is necessary to build users' awareness of the brand; There is also the product selection strategy. According to the needs of users, different types of products are put on the shelves, and products such as limited-time benefits are set up to promote the conversion of user orders. In the mature period, private domain operation is an essential accelerator to amplify the potential energy of video signal live broadcast. Through the live broadcast of video number as an incision, the purpose of pulling new, transforming, retaining and fission is achieved, forming the core of private domain operation. Live broadcast of new trading growth points through video, and at the same time extend the relationship between people and goods yards to private scenes. User life cycle can not only directly affect product sales, but also affect brand market competitiveness. In the mature period, it is necessary to build a long-term live broadcast matrix. Many brands actively participate in e-commerce activities with video numbers such as 6. 18,1.11,invite KOL to bring goods, and start long-term and high-frequency self-broadcasting, and gradually build a mature brand self-broadcasting account matrix. The exposure of a single brand account and live broadcast room is limited, but the account matrix can get more traffic for the brand in the public domain. At the same time, the establishment of account matrix number can optimize the account content for different users and major product lines, stimulate users' consumption interest through the content, and bring business increment to the brand. As an atomized component in the WeChat ecosystem, live video number reduces the entry threshold of brand merchants, activates the original private domain traffic, and also reduces the cost of the cold start stage of live video number, aiming at live broadcast with goods, and opens up the traffic situation for brand merchants. Different from other e-commerce platforms, video number has the advantage of establishing trust relationship in private domain, and it will have greater explosive potential in 2023. The closed-loop system of video number live broadcast with goods to private domain operation makes the brand more marketable. Author | Founder and CEO of Jianfeng Zero One Mathematics Department