Plum Blossom Creating Zhang Xiaoyan: Do you want to start a business in private domain? You have to answer these 3 questions first

Allan

December 2, 2022 at 8:52 pm

Author | Source of Changdan | See Shi (ID:)
The recently saw Zhang Xiaoyan, a partner of Meihua Chuangjun, and talked about the topics of entrepreneurial opportunities and new entrepreneurial teams in private domain traffic. On the phone, many details are constantly mentioned. If the currently visible entrepreneurial team focuses on what areas, and what genres are focused on? What attitude does WeChat give? and many more.
This that I can feel at that time, plum blossoms have used a lot of time to watch this new field. After a while (that is, last week), the plum blossom had cast a few good projects. Zhang Xiaoyan mentioned the characteristics of these teams in detail. One of them adopted a private domain flow play, which directly achieved more than 30%of the conversion rate of more than 30%.
Mer surprise (of course, it is also an interview with the brothers company in the way to sort out the reference for everyone. Yeah, it is one of the teams of plum blossoms). In Zhang Xiaoyan's opinion -in fact, most investors are the same, thinking that private domain flow is a trend of iron. Companies that make good use of this play will get a strong opportunity for growth.
just, how will they choose the team? For early investment, risks are greater. The private domain traffic is now even more contempt for some people. Judging these opportunities, and the possibility of the project itself, is the core skills of angels. This simply attracted Zhang Xiaoyan to talk to Zhang Xiaoyan face to face.
Zhang Xiaoyan mentioned the three issues of identifying risks: how to get a precise user base? How does the personal number plan and plan? What is the conversion rate in each link?
It more judgment and detailed observation of the industry. Let's take a look at the new track of Zhang Xiaoyan and plum blossoms. By the way, the Plum Blossom Team will also come to the scene to invite entrepreneurs who start a business in this field to talk to the Plum Blossoms Team from November 19-21. If you are interested, you can make an appointment: r
plum blossoms Chuangyou partner Zhang Xiaoyan
Sega: What big opportunities are you looking at in private domain traffic track?
Zhang Xiaoyan: One is to sell real objects and the other is to sell virtual items. In the real thing, the first depends on the category, is there a rigid need; the second depends on whether the gross profit can make each link have a profit point; Essence Fourth, the brand is a project that has the opportunity to become brand potential. However, as far as the actual thing is concerned, the private domain is only one of the scenes of getting traffic, but now everyone must use this scene and even become an indispensable way. The reason is that the e -commerce platform is really too expensive. For example, 80%of Taobao's traffic is given to the top 20 merchants. For most brands, there is no chance of traditional transaction scenarios, but it can finally become a place to the last transaction, any contact in WeChat. Seeing: Is there any change in the perspective of brand opportunities?
Zhang Xiaoyan: Being a brand must have a very clear understanding of the product, including brand positioning, traffic, customer base, etc., and the direction of long -term development will have a strong context. However, the essence is still selling goods, so the most important thing is to depend on the supply chain side, so that the founding team will have the relevant experience of the supply chain side, such as clearly where a product is more concentrated, which manufacturers are better suppliers, and where the raw materials come from Come, how about the profit margin of turnover funds and other details.
. Another problem is that the power of bargaining should be at the end of the entrepreneur, otherwise a lot of funds will be pressed on the product, and finally the expansion will be difficult.
So the brand of real objects must be familiar with the supply chain, and then consider other. From the perspective of private domain flow, we will see if his private domain is "reasonable", such as whether the brand positioning is "fit" with the user base, whether the supply chain is "open", and through the "change of the cost of sales cost of private domain" Wait for details. Seeing: What more specific categories have you seen?
Zhang Xiaoyan: Snacks, beauty, daily chemicals have been seen. In general, it will look at those products that are not too transparent, now have the opportunity to be transparent, and can achieve products that are not so high and closely related to life. Seeing: What industries are there in virtual products?
Zhang Xiaoyan: Private domain flow is a good trend for insurance. First, insurance is a large market, and the proportion of online accounts is not large, but the online growth rate is very fast. Second, the product does not need to produce pure services; third, the insurance company has a very hungry willingness. Self -breakthroughs through online ways.
On the other hand, the insurance industry is different from the curriculum products of knowledge payment categories, and insurance is different from the curriculum products of knowledge payment categories. The course has a delivery cycle. It is not exclusive to the insurance brokerage company. Therefore, one of our judgments is that virtual products are suitable for private domain flow, because it is not like selling real objects, and the supply chain will not become a threshold for virtual commodities. Wait. Especially in industries with high customer acquisition costs such as financial management, insurance, and education, they most want to find low -cost traffic channels to break through this status quo. Seeing: What are the reasons why they value such tracks?
Zhang Xiaoyan: The market is large and grows fast. At the same time, it is also a field of meaningful and valuable in society, especially the problem of "expensive diseases" in China is still not completely solved. The lengthy and even "pit people" insurance products exist. At the same time, young people's concepts of insurance products are under great changes, and insurance may gradually become their standard. Seeing: What is the phenomenon seen from the perspective of low -cost acquisition of traffic?
Zhang Xiaoyan: Entrepreneurs may see some new opportunities for e -commerce, because the biggest part of e -commerce is the cost link of traffic acquisition. Important way. For example, through the fans of the fans, then wash out a high -precision user base, and then sell some high gross products to monetize. However, it is still necessary to make a brand, and to make a brand, the scene of private domain flow is one of the important contacts that reduce customer acquisition costs. Seeing: What do you think of the particularity of WeChat and private domain traffic?
Zhang Xiaoyan: In a broad understanding, everyone's understanding of "private domain" still depends on WeChat's attitude. However, I think that in the direction of e -commerce, WeChat will make some concessions. For example, it may be possible to open a company WeChat for entrepreneurs, so that everyone can play better in the private area traffic. If this is not possible, then the official position may develop tools that can better operate private domain flow, but the tools for group control must be killed. For WeChat, e -commerce must be supported, so from the perspective of capital, we have reason to believe that he will let everyone play in the future and play greater. For example, when we learn from "who learn from", they actually used the use of private domain traffic very early, but at that time, it was not called private domain traffic. They just operated a lot of groups a long time ago, so for those parents, they are a place to obtain effective information. For operators, the group of maintaining parents has become a system, such as discipline groups, regional groups, etc., etc. Therefore, they pay attention to the level of operation, and they actually send some effective content to the group, not just the level of fission and new. The launch is also very interesting. By output some truly valuable content, and then put it to attract relatively accurate parent users, of course, there will be accurate transformation. Realistic: What reference and key data measurement indicators this case gives you?
Zhang Xiaoyan: Following this idea, after we understand a project, if we have a plan to do private domain flow, we will ask the entrepreneur three questions: how to get a precise user base? How does the personal number plan and plan? What is the conversion rate in each link? The products we have seen are called "Long Investment Schools", and the division of groups is very detailed. For example, the role of each group will be divided into roles such as seniors, class teachers, and senior students. The value of these characters is mainly to create the atmosphere of the group. It is a bit like talking about cross talk, and the activity brings is very good. This is a deep operating system and execution method. The first large -scale implementation, such as planning to arrange several roles, how to divide up labor, and how to cooperate with each other. But it is important to emphasize that if you rely on all your staff to do it, it is easy to fall into the "sea tactics."
The execution of the second large dimension, such as the key to motivating operators? Which characters themselves to work and which characters let users come to the company. If they are selected, and then train, they will build this operating mechanism.
The third large -dimensional execution, such as how to set up a user's growth system, how to put the advertisements for group and personal micro -signal, thereby summarizing which content conversion rate is higher, and other data indicators in other operation links in other operation links Essence True: How does the cost of acquisition of private domain flow be measured and calculated from the perspective of investment?
Zhang Xiaoyan: From the WeChat of one person to the end, how much money do you spend even if you get customer acquisition costs. At the same time, it is necessary to count as a customer's LTV. For example, after the first transaction was completed, how many times the user repurchased and how much each unit price was. Different categories will have different prices, but the entire customer unit price will be slightly lower than JD.com and Tmall. In the private area flow scenario, users will have the opportunity to consider ordering.
Segis: How to look at the importance of WeChat group in private domain flow?
Zhang Xiaoyan: Very important. You see the group connecting the dragon and taking a new wave of financing. Many entrepreneurs who do social e -commerce companies have reflected that the "connecting dragon" method is better. Because the establishment of trust between Chinese people is more difficult. For example, if the merchant communicates with the role of a seller, the buyer always thinks that you are expensive and come to take advantage of me? In fact, most people are such a mentality, because many businesses are originally "poor information" business. Therefore, through the method of the square, the group scenes, the atmosphere of "snap -up" is created, and the sales will be much easier. People, have publicity. For example, some groups I may not see, but I see some interesting and important groups. If you use the sense of content to form interaction, I will actively participate in it, but we still pay attention to the quality of the product itself. Seeing: Do you have the project you have invested in the middle and long -term support to support them to develop the app?
Zhang Xiaoyan: It is not necessary before selling goods to a certain amount. In addition, there are Zan in the market, such as a small program platform for SaaS, and the problem can solve the problem with third parties in the early stage. Realistic: What experience do you think have the advantage of doing private domain traffic?
Zhang Xiaoyan: Originally, the person who is a micro -business and Taobao is an advantageous entrepreneur. The second category is that there are many groups in hand, which will also become extra points. If there are no groups, but there are methodology that can be built quickly, and the cost accounting is cost -effective, or the conversion rate is very high. These are all of them. These are all Advantage. Seeing: The perspective of investment, how do you look at WeChat's attitude towards e -commerce?
Zhang Xiaoyan: In the beginning of WeChat, I voted for Jingdong and Meili. Do n’t all want to be an e -commerce company? They will not give up, they just care about what the entrepreneurs use. Tencent will continue to support and continue, it is impossible to let Ali play. Including the current private domain flow, it is likely that "corporate WeChat" is a good choice of a good carrier. Seeing: How do you look at the future of fans settled in the private domain traffic?
Zhang Xiaoyan: Private domain flow, to a certain extent, is always a tool. The core place is to operate your fans well, and then guide the repurchase to enhance stickiness. This is exactly the so -called private domain traffic. However, there is a big premise that the product must be good, not a hammer to buy and sell. Only sustainable purchases can support the result of capitalization and scale. Or operate through the way of selling people, but it is also necessary to perform corresponding packaging. It must comply with the provisions of laws and regulations, and must be valuable to retain fans. Seeing: What are the projects of private domain flow?
Zhang Xiaoyan: Many. Including some small bs, there are many ways to use private domain flow.
The project of selling wine, they are doing the way dealers operate. There are also some services such as offline parent -child classrooms and training institutions. The gameplay is also using private domain traffic. For example, foreign cooperation, three different types of training courses are packed into a course package, in their respective groups. Push together to achieve better conversion. I think this will become a popular way of sales, because the crowd is accurate and the demand is the same. Then in this process, a new form of platforms may occur to help three different institutions in supervise sales, receivables, and accounts.
In general, the era of mobile Internet is also the era of fragmented reading. The traditional method, the information reaching rate is very low: it is said that the email transmission is 0.2%, the SMS reading is 0.03%, the WeChat account is 3%, and the WeChat account is 3%, and the WeChat account is 3%, and the WeChat account is 3%, and the WeChat account is 3%, and the WeChat account is 3%, and the WeChat account is 3%, and the WeChat account is 3%, and the WeChat account is 3%, and the WeChat account is 3%. Correspondingly, the news reading rate of WeChat group reaches 40%, so from this perspective, private domain traffic must also be done.
Sega: What do you think of private domain flow and micro -business?
Zhang Xiaoyan: They are very similar, but you can't sell those inexplicable things. This is not a long -term score. However, it must be an opportunity to make a brand. For example, a brand must have multiple SKUs, because a brand must not be supported by a single product. Seeing: Back to the ecology of WeChat, what new opportunities will you find from the perspective of the crowd? For example, post -00s and the elderly market.
Zhang Xiaoyan: Will see, but we think that the opportunity to sink the market and sinking market may be greater. For example, my "Mom and Dad" has no other hobbies, but there must be WeChat, because we want to make video calls with me, and we will also give them red envelopes by WeChat, and they will also consume in WeChat.

1 thought on “Plum Blossom Creating Zhang Xiaoyan: Do you want to start a business in private domain? You have to answer these 3 questions first”

Allan
December 2, 2022 at 8:52 pm

Author | Source of Changdan | See Shi (ID:)
The recently saw Zhang Xiaoyan, a partner of Meihua Chuangjun, and talked about the topics of entrepreneurial opportunities and new entrepreneurial teams in private domain traffic. On the phone, many details are constantly mentioned. If the currently visible entrepreneurial team focuses on what areas, and what genres are focused on? What attitude does WeChat give? and many more.
This that I can feel at that time, plum blossoms have used a lot of time to watch this new field. After a while (that is, last week), the plum blossom had cast a few good projects. Zhang Xiaoyan mentioned the characteristics of these teams in detail. One of them adopted a private domain flow play, which directly achieved more than 30%of the conversion rate of more than 30%.
Mer surprise (of course, it is also an interview with the brothers company in the way to sort out the reference for everyone. Yeah, it is one of the teams of plum blossoms). In Zhang Xiaoyan's opinion -in fact, most investors are the same, thinking that private domain flow is a trend of iron. Companies that make good use of this play will get a strong opportunity for growth.
just, how will they choose the team? For early investment, risks are greater. The private domain traffic is now even more contempt for some people. Judging these opportunities, and the possibility of the project itself, is the core skills of angels. This simply attracted Zhang Xiaoyan to talk to Zhang Xiaoyan face to face.
Zhang Xiaoyan mentioned the three issues of identifying risks: how to get a precise user base? How does the personal number plan and plan? What is the conversion rate in each link?
It more judgment and detailed observation of the industry. Let's take a look at the new track of Zhang Xiaoyan and plum blossoms. By the way, the Plum Blossom Team will also come to the scene to invite entrepreneurs who start a business in this field to talk to the Plum Blossoms Team from November 19-21. If you are interested, you can make an appointment: r
plum blossoms Chuangyou partner Zhang Xiaoyan
Sega: What big opportunities are you looking at in private domain traffic track?
Zhang Xiaoyan: One is to sell real objects and the other is to sell virtual items. In the real thing, the first depends on the category, is there a rigid need; the second depends on whether the gross profit can make each link have a profit point; Essence Fourth, the brand is a project that has the opportunity to become brand potential. However, as far as the actual thing is concerned, the private domain is only one of the scenes of getting traffic, but now everyone must use this scene and even become an indispensable way. The reason is that the e -commerce platform is really too expensive. For example, 80%of Taobao's traffic is given to the top 20 merchants. For most brands, there is no chance of traditional transaction scenarios, but it can finally become a place to the last transaction, any contact in WeChat. Seeing: Is there any change in the perspective of brand opportunities?
Zhang Xiaoyan: Being a brand must have a very clear understanding of the product, including brand positioning, traffic, customer base, etc., and the direction of long -term development will have a strong context. However, the essence is still selling goods, so the most important thing is to depend on the supply chain side, so that the founding team will have the relevant experience of the supply chain side, such as clearly where a product is more concentrated, which manufacturers are better suppliers, and where the raw materials come from Come, how about the profit margin of turnover funds and other details.
. Another problem is that the power of bargaining should be at the end of the entrepreneur, otherwise a lot of funds will be pressed on the product, and finally the expansion will be difficult.
So the brand of real objects must be familiar with the supply chain, and then consider other. From the perspective of private domain flow, we will see if his private domain is "reasonable", such as whether the brand positioning is "fit" with the user base, whether the supply chain is "open", and through the "change of the cost of sales cost of private domain" Wait for details. Seeing: What more specific categories have you seen?
Zhang Xiaoyan: Snacks, beauty, daily chemicals have been seen. In general, it will look at those products that are not too transparent, now have the opportunity to be transparent, and can achieve products that are not so high and closely related to life. Seeing: What industries are there in virtual products?
Zhang Xiaoyan: Private domain flow is a good trend for insurance. First, insurance is a large market, and the proportion of online accounts is not large, but the online growth rate is very fast. Second, the product does not need to produce pure services; third, the insurance company has a very hungry willingness. Self -breakthroughs through online ways.
On the other hand, the insurance industry is different from the curriculum products of knowledge payment categories, and insurance is different from the curriculum products of knowledge payment categories. The course has a delivery cycle. It is not exclusive to the insurance brokerage company. Therefore, one of our judgments is that virtual products are suitable for private domain flow, because it is not like selling real objects, and the supply chain will not become a threshold for virtual commodities. Wait. Especially in industries with high customer acquisition costs such as financial management, insurance, and education, they most want to find low -cost traffic channels to break through this status quo. Seeing: What are the reasons why they value such tracks?
Zhang Xiaoyan: The market is large and grows fast. At the same time, it is also a field of meaningful and valuable in society, especially the problem of "expensive diseases" in China is still not completely solved. The lengthy and even "pit people" insurance products exist. At the same time, young people's concepts of insurance products are under great changes, and insurance may gradually become their standard. Seeing: What is the phenomenon seen from the perspective of low -cost acquisition of traffic?
Zhang Xiaoyan: Entrepreneurs may see some new opportunities for e -commerce, because the biggest part of e -commerce is the cost link of traffic acquisition. Important way. For example, through the fans of the fans, then wash out a high -precision user base, and then sell some high gross products to monetize. However, it is still necessary to make a brand, and to make a brand, the scene of private domain flow is one of the important contacts that reduce customer acquisition costs. Seeing: What do you think of the particularity of WeChat and private domain traffic?
Zhang Xiaoyan: In a broad understanding, everyone's understanding of "private domain" still depends on WeChat's attitude. However, I think that in the direction of e -commerce, WeChat will make some concessions. For example, it may be possible to open a company WeChat for entrepreneurs, so that everyone can play better in the private area traffic. If this is not possible, then the official position may develop tools that can better operate private domain flow, but the tools for group control must be killed. For WeChat, e -commerce must be supported, so from the perspective of capital, we have reason to believe that he will let everyone play in the future and play greater. For example, when we learn from "who learn from", they actually used the use of private domain traffic very early, but at that time, it was not called private domain traffic. They just operated a lot of groups a long time ago, so for those parents, they are a place to obtain effective information. For operators, the group of maintaining parents has become a system, such as discipline groups, regional groups, etc., etc. Therefore, they pay attention to the level of operation, and they actually send some effective content to the group, not just the level of fission and new. The launch is also very interesting. By output some truly valuable content, and then put it to attract relatively accurate parent users, of course, there will be accurate transformation. Realistic: What reference and key data measurement indicators this case gives you?
Zhang Xiaoyan: Following this idea, after we understand a project, if we have a plan to do private domain flow, we will ask the entrepreneur three questions: how to get a precise user base? How does the personal number plan and plan? What is the conversion rate in each link? The products we have seen are called "Long Investment Schools", and the division of groups is very detailed. For example, the role of each group will be divided into roles such as seniors, class teachers, and senior students. The value of these characters is mainly to create the atmosphere of the group. It is a bit like talking about cross talk, and the activity brings is very good. This is a deep operating system and execution method. The first large -scale implementation, such as planning to arrange several roles, how to divide up labor, and how to cooperate with each other. But it is important to emphasize that if you rely on all your staff to do it, it is easy to fall into the "sea tactics."
The execution of the second large dimension, such as the key to motivating operators? Which characters themselves to work and which characters let users come to the company. If they are selected, and then train, they will build this operating mechanism.
The third large -dimensional execution, such as how to set up a user's growth system, how to put the advertisements for group and personal micro -signal, thereby summarizing which content conversion rate is higher, and other data indicators in other operation links in other operation links Essence True: How does the cost of acquisition of private domain flow be measured and calculated from the perspective of investment?
Zhang Xiaoyan: From the WeChat of one person to the end, how much money do you spend even if you get customer acquisition costs. At the same time, it is necessary to count as a customer's LTV. For example, after the first transaction was completed, how many times the user repurchased and how much each unit price was. Different categories will have different prices, but the entire customer unit price will be slightly lower than JD.com and Tmall. In the private area flow scenario, users will have the opportunity to consider ordering.
Segis: How to look at the importance of WeChat group in private domain flow?
Zhang Xiaoyan: Very important. You see the group connecting the dragon and taking a new wave of financing. Many entrepreneurs who do social e -commerce companies have reflected that the "connecting dragon" method is better. Because the establishment of trust between Chinese people is more difficult. For example, if the merchant communicates with the role of a seller, the buyer always thinks that you are expensive and come to take advantage of me? In fact, most people are such a mentality, because many businesses are originally "poor information" business. Therefore, through the method of the square, the group scenes, the atmosphere of "snap -up" is created, and the sales will be much easier. People, have publicity. For example, some groups I may not see, but I see some interesting and important groups. If you use the sense of content to form interaction, I will actively participate in it, but we still pay attention to the quality of the product itself. Seeing: Do you have the project you have invested in the middle and long -term support to support them to develop the app?
Zhang Xiaoyan: It is not necessary before selling goods to a certain amount. In addition, there are Zan in the market, such as a small program platform for SaaS, and the problem can solve the problem with third parties in the early stage. Realistic: What experience do you think have the advantage of doing private domain traffic?
Zhang Xiaoyan: Originally, the person who is a micro -business and Taobao is an advantageous entrepreneur. The second category is that there are many groups in hand, which will also become extra points. If there are no groups, but there are methodology that can be built quickly, and the cost accounting is cost -effective, or the conversion rate is very high. These are all of them. These are all Advantage. Seeing: The perspective of investment, how do you look at WeChat's attitude towards e -commerce?
Zhang Xiaoyan: In the beginning of WeChat, I voted for Jingdong and Meili. Do n’t all want to be an e -commerce company? They will not give up, they just care about what the entrepreneurs use. Tencent will continue to support and continue, it is impossible to let Ali play. Including the current private domain flow, it is likely that "corporate WeChat" is a good choice of a good carrier. Seeing: How do you look at the future of fans settled in the private domain traffic?
Zhang Xiaoyan: Private domain flow, to a certain extent, is always a tool. The core place is to operate your fans well, and then guide the repurchase to enhance stickiness. This is exactly the so -called private domain traffic. However, there is a big premise that the product must be good, not a hammer to buy and sell. Only sustainable purchases can support the result of capitalization and scale. Or operate through the way of selling people, but it is also necessary to perform corresponding packaging. It must comply with the provisions of laws and regulations, and must be valuable to retain fans. Seeing: What are the projects of private domain flow?
Zhang Xiaoyan: Many. Including some small bs, there are many ways to use private domain flow.
The project of selling wine, they are doing the way dealers operate. There are also some services such as offline parent -child classrooms and training institutions. The gameplay is also using private domain traffic. For example, foreign cooperation, three different types of training courses are packed into a course package, in their respective groups. Push together to achieve better conversion. I think this will become a popular way of sales, because the crowd is accurate and the demand is the same. Then in this process, a new form of platforms may occur to help three different institutions in supervise sales, receivables, and accounts.
In general, the era of mobile Internet is also the era of fragmented reading. The traditional method, the information reaching rate is very low: it is said that the email transmission is 0.2%, the SMS reading is 0.03%, the WeChat account is 3%, and the WeChat account is 3%, and the WeChat account is 3%, and the WeChat account is 3%, and the WeChat account is 3%, and the WeChat account is 3%, and the WeChat account is 3%, and the WeChat account is 3%, and the WeChat account is 3%, and the WeChat account is 3%. Correspondingly, the news reading rate of WeChat group reaches 40%, so from this perspective, private domain traffic must also be done.
Sega: What do you think of private domain flow and micro -business?
Zhang Xiaoyan: They are very similar, but you can't sell those inexplicable things. This is not a long -term score. However, it must be an opportunity to make a brand. For example, a brand must have multiple SKUs, because a brand must not be supported by a single product. Seeing: Back to the ecology of WeChat, what new opportunities will you find from the perspective of the crowd? For example, post -00s and the elderly market.
Zhang Xiaoyan: Will see, but we think that the opportunity to sink the market and sinking market may be greater. For example, my "Mom and Dad" has no other hobbies, but there must be WeChat, because we want to make video calls with me, and we will also give them red envelopes by WeChat, and they will also consume in WeChat.

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