What are the specific channels for private domain traffic?

The establishment of brand private domain traffic pool experienced a big explosion in 2020, and all walks of life have achieved good results after exploring private domain channels. Private domain traffic marketing channels can be roughly divided into four categories:

The first category is the brand's own base, including WeChat official account, enterprise WeChat, applet, APP, community, official website and so on.

The second category is e-commerce platforms, such as Tmall, JD.COM and Pinduoduo.

The third category is Weibo, Zhihu, headlines and other self-media platforms;

The fourth category is emerging video media number platforms, such as Tik Tok, Aooutlets and Bi Li, Bi Li.

These traditional channels seem to be rich and diverse, but in fact they have entered the highly competitive stock market. Each type of channel is basically divided by several giant platforms at the head, which will undoubtedly make it more and more difficult for brands to obtain traffic on these platforms.

Four categories of traffic marketing channels in private domain

When everyone is fighting in these traditional private channels, have you noticed your products? These tens of thousands of products circulating in the market every day are the fifth private domain traffic battlefield, and they are naturally bound together with traffic carriers such as people, goods and fields.

Dear brand owner, imagine if every product sold can talk and tell you who the consumer who bought your product is, what his preferences are and where he lives ... wouldn't it be easy to influence him to buy again?

However, from the moment the product goes to the sales channel, it often loses control and "loses contact" with the brand. How can products reach consumers and become our private domain traffic pool?

From 2065438 to July 2009, WeChat fully opened "one thing, one yard", which is an important layout of Tencent All in the industrial Internet. As the head service provider of WeChat's "one thing, one code" capability, Infinite Cloud Track helps brand owners to find target users efficiently, build systematic and digital capabilities, and then build brand enterprise account system and private domain traffic pool.

Interpretation of "One thing, one yard"

0 1

What is "one thing, one yard"?

"One object and one yard", as the name implies, is the unique identification code of a product. Using SaaS cloud platform and Internet of Things technology, brands and distributors, retail terminals and consumers can be seamlessly connected, thus providing comprehensive integrated solutions such as anti-counterfeiting, anti-smuggling, traceability and marketing.

02

What industry can "one thing, one yard" be used in?

"One object and one code" has been applied to various industries, especially the FMCG industry, but the FMCG industry has different demands for "one object and one code", and the fresh, grain, oil, food and dairy industries have obvious demands for traceability; Health products and cosmetics are more used in the anti-counterfeiting function of one object and one yard; Scan code marketing is more used in drinks, beverages, snack foods and other fields.

"One thing, one code" covers the whole life cycle of products, including all aspects of product production, circulation and sales. At the same time, we can build a communication bridge between brands and consumers through product media, reduce costs and increase sales for brands through precision marketing, and finally provide reference for brand market decision-making through data precipitation and analysis.

03

How to play "One thing, one yard" wonderfully?

As a "super connector" linking consumers and offline channels, retail giants such as China Tobacco, Coca-Cola and Mengniu have laid out their products one after another. In this issue, we will analyze how China Tobacco plays a wonderful role in "one thing, one yard".

In the Spring Festival of 2022, a "code action, dividing up 5 million gifts" detonated the New Year carnival. Consumers can win prizes such as Xiaomi TV, sake, Pu 'er tea, Tatu coffee, Infinite Hey Card and cash-filled red envelopes by scanning the QR code on the red envelope bag and entering the activity page.

This is another exploration of China Tobacco on one object and one yard. The data shows that the number of participants in this activity exceeds 100w, which helps China Tobacco to realize seamless communication with consumers, build its own private domain traffic pool, and also leads the industry to think about how to directly connect consumers with digital tools.

So, how does China Tobacco connect consumers with one thing and one code?

First of all, after the consumer gets the Chinese New Year red envelope, he scans the QR code of the red envelope and jumps to the brand homepage. Click on the activity banner or activity module to jump to the activity page, click on the lottery, and ask the user to register for the lottery opportunity first. After winning the prize, users are required to pay attention to the designated WeChat official account when redeeming.

Lottery is the conventional marketing method of the brand, but this activity successfully drained into the private traffic pool built by China Tobacco by using the technology of one object and one code, and obtained data such as user code scanning time, region and contact information.

In the end, unlimited cloud traceability helped China Tobacco to revitalize users, let users settle down and bring five long-term values:

First, traffic precipitation, brand use;

Second, it saves traffic acquisition cost and later operation cost;

Third, the flexibility of reaching consumers is improved;

Fourth, it helps to carry out higher-quality refined operations;

Fifth, build enterprise user systems and data systems to help business insight and decision-making.