Apr 07, 2022
In Fashion Forum
The overall situation of interconnection and interconnection has been determined, and it has been more than a month since the external chain blocking has been initially lifted, and the unimpeded high seas of the Internet are looming. In the past, the Internet drew lines with private rights to prevent users from jumping at will; now, the tangible boundaries are gradually collapsing, and users can gradually "free themselves". The sense of security of platforms and brands is naturally decreasing. In order to retain users, the importance of private domains is highlighted - allowing users to voluntarily retain and complete closed-loop services here. Therefore, after interconnection, whether it is a platform or a brand, it will strengthen rather than relax the private domain layout. Even the highly centralized Douyin has entered the market in a hurry-since the "flag" of the private domain was established in July, the pace of Douyin is accelerating. Recently, a small program called "Douyin Planet" was launched, which is a new pawn in Douyin's "private domain" layout. In this way, Weitao is shaking quickly, and it has all been assembled -compared to the past in the closed territory of their own, where they operated their own private domains; now playing private domains on the high seas, on the one hand, there are many storms, and the difficulty is high, on the other hand. With more space and more opportunities, the gameplay will naturally change accordingly. And Wei Tao Kuai Shi, who seem to be heading in the same direction, has different starting points, different strategies, and inevitably different endings. 1. Private Domain Big Bang What is a private domain? The so-called private domain is the domain directly owned by the brand, sustainable, low-cost, and even accessible for free. In this regard, Ma Huateng once made an analogy, "For example, when building a house, we do not rent it, but invite you to build the house. After the house is built, it is yours. Your customers and fans are yours, and you don't need to pay monthly rent. , there is no need to increase the price every year.” Once a brand has private domain users, the marketing cost is extremely low, and it can continue to promote and convert at low cost or even free of charge; in contrast, the public domain platform uses a remote control to adjust the size and direction of traffic, so it is not easy Phone Number List for the brand's public domain fans Owned by the brand, with limited value. Interestingly, the term private domain was first proposed by Ali. Turning the clock back to January 2016, at an internal executive meeting held by Alibaba, Zhang Yong, who had just assumed the new CEO position for half a year, encouraged merchants to build their own data traffic pools, which was the "first show" in the private domain. However, the development and blooming of the concept of private domain ultimately depends on the WeChat ecosystem—a decentralized, relatively “Buddhist” social platform. Compared with highly centralized e-commerce platforms and content platforms, it is naturally fertile ground for private domains. Today, private domains have become the standard for head content and e-commerce platforms, which is the first sign of the explosion of private domains. Taking WeChat as an example, in 2019, the transaction volume of WeChat mini-programs exceeded 800 billion, and in 2020, it will increase by 100% to more than 1.6 trillion. By the end of this year, it is expected to exceed 3 trillion, and the growth rate has not slowed down compared with previous years. According to a white paper released by the Aladdin Research Institute in July, this figure is expected to cross the 10 trillion mark within three years.