来源：赴约

作为典型的低频高消费领域，家装行业需要非常强的专业度和信任背书，如何在新用户与品牌之间建立这两个基础，是很多品牌都要直面的问题。
As a typical low-frequency and high-consumption field, the home improvement industry needs very strong professionalism and trust endorsement. How to establish these two foundations between new users and brands is a problem that many brands have to face.

今天我们将带大家一同剖析索菲亚的私域运营策略。Today we will take you to analyze Sophia's private domain operation strategy.

品牌行业：家居家装Brand Industry: Home improvement
关键词：拉新获客、促活留存、组合打法Keywords: attracting new visitors, promoting survival and retention, combined play

索菲亚私域矩阵：Sophia Private Domain Matrix:

公众号矩阵：业务号+案例号+品牌官方号；Public number matrix: business number + case number + brand official number;Public number matrix: business number + case number + brand official number;

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

官方品牌号主要输出品牌内容来强化用户心智，业务号主要用于沟通+转化用户，打通线上线下服务闭环。
The official brand number mainly outputs brand content to strengthen the user's mind, and the business number is mainly used for communication + transformation of users, opening up the online and offline service closed loop.

线上渠道的获客途径主要为公众号新关注、底部菜单栏和推文内嵌，以领取优惠券、方案策划等为钩子来吸引用户扫码添加，扫码添加后就有员工来与用户进行沟通，非常及时，公众号内也接入了客服系统来与用户进行实时的交流，用户在公众号内有点击菜单栏或者其他的动作，就会有客服消息，跟客非常的快。

The online channel mainly receives new attention from the public number, the menu bar at the bottom and the embedded tweet. The hook is to receive coupons and scheme planning to attract users to scan the code and add them. After scanning and adding, employees will communicate with the users. It is very timely. The customer service system is also connected to the public number to communicate with the users in real time. If the user clicks the menu bar or other actions in the public number, there will be customer service messages. It is very fast to follow customers.

小程序：社交裂变类+案例类+商城类；Mini programs: social fission + case + mall;Mini programs: social fission + case + mall;

小程序类型：Mini programs type:Mini programs type:

索菲亚有多元小程序，“索菲亚送福利”主要以产品优惠为核心利益点，主要是用来低成本引流获客的，是面向C端用户的社交裂变引流类小程序；“荐尺有礼”是专门做老带新的小程序；“索菲亚有美家”主要用于更新客户实拍案例，来提升用户留存活跃度，主打一个沉浸式逛家居，建立品牌信任；“索菲亚商城”和“吾家有品”等小程序主要是用于帮助用户线上选购商品的，实现转化。
Sofia has multiple Mini programs."Sofia Welfare" mainly takes product preference as the core interest point, mainly used for low-cost drainage and customer acquisition. It is a social fission drainage Mini programs for C-end users;"Recommended Ruler and Gift" is a Mini programs specially designed to bring old and new ones;"Sofia has beautiful home" is mainly used to update customer photo shooting cases to improve user retention activity, focusing on an immersive home shopping and building brand trust; Mini programs such as "Sophia Mall" and "My Home has Products" are mainly used to help users purchase goods online and realize conversion.

企微社群：装修交流群；Enterprise micro-community: decoration exchange group;Enterprise micro-community: decoration exchange group;

不定期会拉群，群内主要分享各种户型各种风格的装修案例参考以及一些营销活动。会定期清理不活跃的社群，直接解散掉。
From time to time, the group will pull groups, mainly sharing decoration case references of various styles of various units and some marketing activities within the group. They regularly clean up inactive communities and disband them directly.

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

作为内容输出的新赛道，“索菲亚整家定制”作为官方企业号，主要发布大促活动、新品上市和品牌资讯，而“索菲亚”有美家则主打客户家一镜到底、新品实拍和门店逛店等风格，还有一些个人IP号，多元风格，拓宽品牌的内容形式。
As a new track for content output,"Sofia Whole Custom" as the official enterprise number, mainly releases big promotion activities, new products and brand information, while "Sofia" has beautiful home mainly focuses on customer home mirror to the end, new product real shot and store shopping style, as well as some personal IP numbers, multiple styles, broaden the content form of the brand.

会开展不定期直播，以大促活动、直播逛店、装修干货分享等形式促进流量转化。
It will carry out irregular live broadcasting to promote traffic transformation in the form of promotion activities, live broadcasting, store shopping, decoration and dry goods sharing, etc.

私域运营策略：Private domain operation strategy:

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

目前有活跃的有两个企微号，对外展示的身份分别为“设计助理”和“品牌福利官”，设计助理这个号主要用于对接用户，沟通业务上的需求，福利官这个号主要是发布各种大促活动信息，以及各种优惠活动对接的，二者的朋友圈内容也不同，设计助理主要是一些家装案例分享，福利官是各种优惠活动发布，总的来说分工比较明确。

从用户添加企微开始，便有人立刻与用户进行沟通，响应速度非常快，主要沟通目的在于让客户留资，留下手机号后，会有专门的员工与用户打电话进行进一步沟通交流。
From the user adds enterprise micro, someone immediately communicates with the user, the response speed is very fast, the main purpose of communication is to let the customer retain capital, after leaving the mobile phone number, there will be a special employee to call the user for further communication.

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

朋友圈发布内容的频率不高，一个月发布大概1-2条，重大营销节点和直播前夕会发布朋友圈提醒。
The frequency of publishing content in the circle of friends is not high, about 1-2 articles are released every month, and reminders from the circle of friends will be released on the eve of major marketing nodes and live broadcasts.

③ 社群运营③ Community operation③ Community operation

社群内容形式以“小程序+文案”为主，主要是分享各式装修案例和客户实拍，重点节日会配合发送活动信息，不活跃的群会在一定时间内解散。
The content form of the community is mainly "Mini programs + copywriting," mainly sharing various decoration cases and customer photos, sending activity information in cooperation with key festivals, and disbanding inactive groups within a certain period of time.

索菲亚私域打法：Sophia's private domain strategy:

（一）公众号+小程序(I) Wechat Official Account + Mini programs(I) Wechat Official Account + Mini programs

通过用户拉新、留存、转化和裂变来实现私域流量的闭环，用公众号推送专业的文章内容来吸引用户，再用小程序承接，用免费设计和沟通的方式与用户建立信任，在成交节点还会利用秒杀、优惠券、买赠等形式来实现转化。
The closed loop of private domain traffic can be realized through user's new creation, retention, transformation and fission. Professional article content can be pushed by public number to attract users, and then accepted by Mini programs. Trust can be established with users by means of free design and communication. Conversion can also be realized in the form of seconds kill, coupon, purchase gift, etc. at transaction node.

（二）短视频+企微(II) Short Video + micro-enterprises(II) Short Video + micro-enterprises

利用短视频（抖音、视频号）来从公域进行导流，到私域做IP的延展，然后在企微内继续跟进客户，完成用户的转化+裂变。
Short Video (chatter, video number) are used to divert from the public domain, extend IP to the private domain, and then continue to follow up customers in the enterprise micro-enterprise to complete the transformation + fission of users.

并利用直播配合大促活动促进流量转化。And use live broadcasting to promote traffic conversion.

（三）门店+企微+小程序(III) Store + Enterprise Micro + Mini programs(III) Store + Enterprise Micro + Mini programs

主要是利用企微+小程序的营销能力来给门店进行引流，并提高用户的服务体验，以实现最后的成交。
It mainly uses the marketing ability of enterprise micro + Mini programs to drain stores and improve the service experience of users, so as to realize the final transaction.

私域转化策略：Private Domain Transformation Strategy:

成交转化流程Transaction conversion processTransaction conversion process

利用公众号和小程序在售前阶段多点布局，快速建立用户的产品认知，满足用户各消费阶段的咨询需求；在售中阶段配合政策和活动，多维匹配用户需求，不定时发放优惠券，运营客户实拍案例，强化品牌信任度，推动销售进程；售后阶段做好客户口碑，利用裂变小程序，做好客户老带新工作。

结语conclusion

回到最开始的问题，低频高消费行业需要强专业+强信任背书，不单单需要广告和市场，也需要结合私域的各种打法，才能构建品牌和用户直接的强关联纽带。
Back to the initial problem, the low-frequency high-consumption industry needs strong professional + strong trust endorsement, not only advertising and market, but also various methods of private domain to build a strong direct link between brand and user.