来源：赴约

元气森林作为一家具有互联网基因的饮料公司，推出了一系列深受消费者欢迎的无糖、低卡健康饮品，横空出世的它曾经是一种快消品牌中最亮眼的存在。
As a beverage company with Internet genes, Yuanqi Forest has launched a series of sugar-free and low-calorie healthy drinks that are popular with consumers. It was once the most eye-catching existence among fast-moving brands.

今天我们将带大家一同剖析元气森林的私域运营策略。Today we will take you to analyze the private domain operation strategy of Yuanqi Forest.

品牌行业：快消饮料Brand Industry: Fast Food Beverage
关键词：拉新获客、促活留存、转化变现Key words: attract new customers, promote survival, transform and realize

元气森林私域矩阵：Vitality Forest Private Domain Matrix:

公众号矩阵：服务号+订阅号+其他账号；Public number matrix: service number + subscription number + other accounts;

公众号引流路径：Public number drainage path:Public number drainage path:

两种引流方式，一种是将引流嵌入和其他品牌联合活动中的任务，另一种是直白的公众号底部菜单栏点击跳转至文章，在文章底部引导扫码添加。
There are two ways of drainage, one is to embed drainage into tasks in joint activities with other brands, and the other is to click on the menu bar at the bottom of the straightforward public number to jump to the article and guide the scanning code to be added at the bottom of the article.

小程序：会员号+商城号+经销商号；Mini programs: membership number + mall number + dealer number;Mini programs: membership number + mall number + dealer number;

小程序引流路径：Mini programs drainage path:Mini programs drainage path:

企微社群：活动群；Micro-enterprise community: activity group;Micro-enterprise community: activity group;

社群提供以下四点核心价值：The community provides four core values:

① 优惠价值：折扣优惠；① Preferential value: discount;

② 内容价值：节日、活动等一手活动信息同步；食品DIY小技巧、健康饮食知识等；
② Content value: synchronization of first-hand activity information such as festivals and activities; Food DIY tips, healthy diet knowledge, etc.

③ 服务价值：售前售后问题的咨询答疑；③ Service value: consulting and answering questions before and after sales;

④ 品牌价值：粉丝聚集地，成员良性互动加强品牌心智；④ Brand value: fan gathering place, benign interaction among members to strengthen brand mind;

视频号：官方号；Video number: official number;Video number: official number;

视频号保持在更新，重点节假日都会出内容，明星代言的内容比较多，品牌方也是尽可能的在和当下的实时热点相结合来进行品牌宣传。不定时直播。
The video number is kept updated, the content will be released on key holidays, the content of celebrity endorsements is relatively large, and the brand side is also combined with the current real-time hot spots as much as possible to carry out brand promotion. Live from time to time.

私域运营策略：Private domain operation strategy:

① 企微人设① Enterprise micro-design① Enterprise micro-design

品牌有多个账号，一个是“元气小助手”，一个是“小元气”，一个头像是一个花朵小人在比心，传达一种有朝气有元气的感觉，另一个则是用的品牌名称作为头像比较正规正式。
The brand has multiple accounts, one is "Little Assistant", one is "Little Yuan Qi", one avatar is a flower villain in the heart, conveying a feeling of vitality and vitality, the other is to use the brand name as the avatar is more formal.

在主页都配置有“新人专享15元优惠券”，用户点击领取跳转到小程序下单。On the home page, there is a "15 yuan coupon for newcomers", and users click to receive orders to jump to Mini programs.

两个号朋友圈内容相似，目前还在更新朋友圈的是“小元气”这个号。The content of the two numbers is similar, and the number that is still updating the circle of friends is "Xiao Yuanqi".

② 朋友圈运营② Friends Circle Operation② Friends Circle Operation

朋友圈发送的频率差不多是一天1-2条，内容包括新品上新、限时秒杀、会员日活动、品牌联合活动等，一般为图文形式，也有视频/视频号内容。
The frequency sent by friends circle is almost 1-2 pieces a day, including new products, time-limited seconds kill, member day activities, brand joint activities, etc., generally in the form of graphics and text, but also video/video number content.

朋友圈正文一般不会挂商品链接，通常在评论区下挂链接，应该是可以防止内容被折叠。
The text of the circle of friends generally does not hang links to goods, usually in the comment area under the link, should be able to prevent the content from being folded.

③ 社群运营③ Community operation③ Community operation

日常运营节奏：Daily operation rhythm:

发送频次：1天5-7条；Frequency of transmission: 5-7 items per day;

发送时间：主要在这几个时间段，早上11:00-12:00，下午16:00-18:00、晚上19:00-20:00；
Sending time: mainly in these time periods, 11:00-12:00 in the morning, 16:00-18:00 in the afternoon, 19:00-20:00 in the evening;
11:00 - 12:00, 16:00 - 18:00, 19:00 - 20:00, 19:00 - 20:00, 18:00 - 20:00, 19:00 - 20:00, 19:00 - 20:00
Sending time: mainly in these time periods, 11:00 - 12:00 in the morning, 16:00 - 18:00 in the afternoon, 19:00 - 20:00 in the evening;

发送形式：文字+图片+小程序等方式；Sending form: text + pictures + Mini programs, etc.;

④ 会员or积分体系④ Member or Points System④ Member or Points System

目前元气森林的会员制应该是取消了之前的付费模式，改用了消费升级成长模式，目前会员等级分为4级，会员等级越高，越能享受额外的权益，最多可以享受8种权益，包括：消费返积分、会员生日礼、会员升级礼、新品抢先体验、专属社群、年终礼盒等。
At present, the membership system of Yuanqi Forest should cancel the previous payment mode and switch to the consumption upgrade growth mode. At present, the membership level is divided into 4 levels. The higher the membership level, the more additional rights and interests you can enjoy. At most, you can enjoy 8 kinds of rights and interests, including: Consumption bonus points, member birthday gift, member upgrade gift, new product Early Access, exclusive community, year-end gift box, etc.

目前积分主要来源还是消费产生，可以通过签到等任务获得少许积分，积分可以用来兑换实物奖品和优惠券，目前来看可兑换的权益比较少。
At present, the main source of points is consumption. You can get a few points through sign-in and other tasks. Points can be used to exchange for physical prizes and coupons. At present, there are relatively few rights and interests that can be exchanged.

私域转化策略：Private Domain Transformation Strategy:

① 首单转化① First single conversion① First single conversion

在元气森林集合店等小程序首页有【新人专享福利】，活动，通过给予用户特定引流品的无门槛优惠券，来促成用户的首单转化。
On the home page of Yuanqi Forest Collection Store and other Mini programs, there is [Newcomer Exclusive Welfare] and activity, which promotes the conversion of users 'first order by giving users threshold-free coupons for specific drainage products.

② 复购转化② Repurchase conversion

社群每日抽奖、每周三上新、周五会员日、VIP权益、每日秒杀等。Community Daily Lottery, Wednesdays, Fridays, VIP Rights, Daily Spikes, etc.

在社群每日有抽奖活动，用户可抽取像是各种媒体会员、实物商品和元气森林产品优惠券等奖品，用户抽到优惠券领取后会跳到对应的商品详情页。在朋友圈等地方还会不定时发布特价秒杀活动，通过图文介绍以及一个优惠的价格，来促成用户的下单。
社群每日抽奖、每周三上新、周五会员日、VIP权益
There is a lottery every day in the community. Users can draw prizes such as various media members, physical goods and coupons for Yuanqi Forest products. After receiving the coupons, users will jump to the corresponding product details page. In the circle of friends and other places will also release special price seconds kill activities from time to time, through graphic introduction and a preferential price, to promote the user's order.
Community Daily Draw, Wednesdays New, Fridays Membership Day, VIP Benefits

总结&思考

元气森林已经基本构建了私域的整个完整周期，从引流到留存到复购增购。后续可以往以下几个方面延伸：
Yuanqi Forest had basically constructed the entire cycle of private domain, from drainage to retention to re-purchase. Follow-up can be extended to the following aspects:

① 社交裂变① Social fission

元气森林的受众群体比较清晰，年轻一代和职场白领居多，而且快消品本身的普适性就比较高，可以考虑做一些拼团、买赠、抽奖等活动来带来更多的精准用户。
The audience group of Yuanqi Forest is relatively clear. Most of them are young generation and white-collar workers in the workplace, and the universality of FMCG itself is relatively high. We can consider doing some activities such as group matching, buying gifts and raffle to bring more accurate users.

② 社群互动② Community interaction

基于用户属性大部分为“Z时代”的年轻人，所以他们其实是乐于去和品牌方互动的，元气森林本身也有很多和用户的共创活动，像是新品取名、商标征集、元气体验官等活动。在社群环境内可以再多整点互动环节，晒单、游戏等等，也有很多品牌在这样做，让用户来产出私域内容。
Based on the user attributes of most of the "Z era" young people, so they are actually willing to interact with the brand side, Yuanqi Forest itself also has a lot of co-creation activities with users, such as new product naming, trademark collection, vitality experience officer and other activities. In the community environment, there can be more interactive links, orders, games, etc., and there are many brands doing so, allowing users to produce private domain content.

③ 会员体系③ Member system

既然已经选择了成长型会员机制，那么可以多在高级会员和普通会员的差异度上下功夫，也要不断的用会员权益去触达用户，提高用户的一个感知度，更高一级的会员可以做什么，获得哪些权益，像是自如的会员体系就是根据居住时间来升级的，高级会员可以获得押金减半/全免，无责换租等对用户来说具有高价值的权益。而喜茶的会员则是可以通过用积分来兑换折扣金、配送费等权益。
Since the growth membership mechanism has been selected, we can work hard on the difference between senior members and ordinary members, and also constantly use member rights to reach users, improve a perception of users, what higher-level members can do and what rights they can get, such as free membership system is upgraded according to residence time, senior members can get deposit halved/free, no responsibility for rent exchange and other rights and interests with high value to users. The members of Xi Tea can redeem discounts, delivery fees and other rights by using points.

结语

私域的运营其实就是人的运营，解决用户的需求，用心对待每一个用户，复购是肯定能做上去的。如何吸引用户，吸引用户后怎么让他们转化，转化后如何再继续复购，这些是企业需要长久思考的问题。
The operation of private domain is actually the operation of people, solving the needs of users, treating each user carefully, and repurchasing can definitely be done. How to attract users, how to convert them after attracting users, and how to continue to repurchase after conversion are questions that enterprises need to think about for a long time.