来源：赴约

在2016年，百果园便开始了微信私域的布局，随着2019年企微3.0版本的更新，百果园也是将私域切换到了企微上。
In 2016, Baiorchard began the layout of WeChat private domain. With the update of version 3.0 of Enterprise Micro in 2019, Baiorchard also switched the private domain to Enterprise Micro.

百果园大部分的门店都是社区店，拥有先天的客情优势，再结合企微的赋能，整个私域的构建闭环就能跑通。
Most of the stores in Baiguoyuan are community stores, which have inherent customer advantages. Combined with the empowerment of enterprises and micro-enterprises, the closed-loop construction of the whole private domain can run through.

今天我们将带大家一同剖析百果园的私域运营策略。Today we will take you to analyze the private domain operation strategy of Baiguoyuan.

品牌行业：水果零售Brand Industry: Fruit Retail
关键词：拉新获客、促活留存、增购复购Key words: attract new customers, promote survival and retention, increase purchase and repurchase

百果园私域矩阵：Hundred Orchard Private Domain Matrix:

公众号矩阵：服务号+订阅号+城市账号；Public number matrix: service number + subscription number + city account number;

公众号引流路径：Public number drainage path:

除了百果园的官方大号外，还有特供企业的服务号和众多的城市号，城市号主要是服务于各个地区招商加盟的业务，公众号新关注的欢迎语和底部菜单栏设有企微引流点，结合LBS功能，给用户推送距离最近的社区门店店长企微，并拉进社区群。
In addition to the official large size of Baiguoyuan, there are also special service numbers for enterprises and numerous city numbers. The city number mainly serves the business of attracting investment and joining in various regions. The welcome language and bottom menu bar of the public number are newly concerned with enterprise micro-drainage points. Combined with the LBS function, users are pushed to the nearest community store manager enterprise micro-enterprise, and pulled into the community group.

小程序：交易大号+企业商城号+经销商号；Mini programs: transaction size + enterprise mall number + dealer number;

小程序引流路径：Mini programs drainage path:

在一些比较显眼的地方放置banner来做引流入口，比如付款页面和领券购买页，同时配合“进群7.9折”的利益点来进一步刺激用户点击进群。
Banner is placed in some conspicuous places to make drainage entries, such as payment pages and coupon purchase pages, and at the same time, with the benefit point of "7.9% off into the group" to further stimulate users to click into the group.

企微社群：社区群；Micro-enterprise community: community group;

不管是线上还是线下，百果园都很注重将用户导入社群，线上小程序，公众号，线下收银台台贴等，通过“进群领红包”、“享79折”等利益点来吸引用户进群。
Whether online or offline, Baiguoyuan pays great attention to introducing users into the community, online Mini programs, public accounts, offline cashier stickers, etc., attracting users into the group through interest points such as "receiving red envelopes into the group" and "enjoying 79% discount."

社群为用户提供以下价值：Communities provide users with the following values:

① 优惠价值：折扣优惠、优惠券包；① Discount value: discount, coupon package;

② 内容价值：当季水果推荐、促销活动、水果新颖吃法；② Content value: seasonal fruit recommendations, promotional activities, fruit novel eating methods;

③ 服务价值：拼团、到店自提、次日达、售后等；③ Service value: group, self-pick-up, next-day arrival, after-sales service, etc.;

④ 专属价值：社群专属折扣、社群特供水果等；④ Exclusive value: community exclusive discount, community special fruit, etc.;

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

视频号也和公众号一样，有一个主号，还有各个地区的号，各个地区的号交由地区的负责人去运营，主号由官方自己运营，目前更新内容主打各种店内场景，比如挑选水果，付款，推送会员等等。
The video number is also the same as the public number, there is a main number, there are also the number of each region, the number of each region is handed over to the person in charge of the region to operate, the main number is operated by the official itself, the current update content mainly focuses on various in-store scenes, such as fruit selection, payment, push members and so on.

私域运营策略：Private domain operation strategy:

① 企微人设① Enterprise micro-design

对外职务都是店长，用户一般加到的也是负责各个社区门店的店长，除了商城和视频号是统一绑定的外，朋友圈和其他内容都是由店长自己配置的，因为和线下门店非常契合，所以运营的内容也都是由店长自己操作的，每个账号的内容不一样。

② 朋友圈运营② Friends Circle Operation

朋友圈运营看每个店长自己的情况，有的店长开通了朋友圈有的没有，内容多以图文形式，主要以应季水果展示，秒杀、拼团、折扣等活动为主，以鲜艳的图片来刺激用户下单购买。
The operation of friend circle depends on each store manager's own situation. Some store managers have opened friend circle and some have not. The content is mostly in the form of pictures and texts, mainly focusing on seasonal fruit display, second kill, group assembly, discount and other activities, and stimulating users to place orders with bright pictures.

③ 社群运营③ Community operation

内容饱和度很高，除了店长发布各种促销、拼团、秒杀活动外，对应小区的租户也会在群内发布一些照片、拼单信息等等，内容发布时期不定，但在下班前会有集中信息的发送，便于用户下班后到店采购。
The content saturation degree is very high. In addition to the store manager releasing various promotions, groups and seconds kill activities, the tenants of the corresponding community will also publish some photos, order information, etc. in the group. The content release period is uncertain, but there will be centralized information sent before work, so as to facilitate users to purchase after work.

 百果园会员体系： 100 Orchard Member System:

百果园的会员体系属于等级制和付费制双会员模式。The membership system of Baiguoyuan belongs to the dual membership mode of hierarchical system and payment system.

（一）等级制会员(i) Class membership

1、会员成长值1. Member growth value

百果园的会员成长值名称是果粒值，购买金额和果粒值的比例是1:1，也就是消费1元可获得1点果粒值。
The member growth value of Baiguoyuan is fruit value, and the ratio of purchase amount to fruit value is 1:1, that is, spending 1 yuan can obtain 1 fruit value.

2、会员等级2. Membership level

百果园的的会员等级分为4个等级，V1：普卡会员，V2：银卡会员，V3：金卡会员，V4：钻卡会员。
Hundred Orchard's membership levels are divided into 4 levels, V1: Common Card Member, V2: Silver Card Member, V3: Gold member, V4: Diamond member.

3、会员权益3. Member Rights

会员可享受：会员专享价、三无退货、充值加赠、升级礼包、生日礼券、积分兑好礼、专享活动这些权益。
Members can enjoy: member exclusive price, three no returns, recharge plus gift, upgrade gift package, birthday gift certificate, points exchange gift, exclusive activities these rights and interests.

4、会员升/降级机制4. Member promotion/demotion mechanism

会员在一定时期内，在百果园门店、APP、微信小程序消费累计获取的果粒值达到对应的等级门槛即可升级，如果在等级有效期内（6个月）未升级到新的等级，则会进行扣减。
Within a certain period of time, members can upgrade if the accumulated fruit grain value obtained by consumption in Baiguo Store, APP and Weixin Mini Programs reaches the corresponding level threshold. If they are not upgraded to a new level within the validity period of the level (6 months), they will be deducted.

5、积分体系5. Integral system

用户在门店、APP、小程序消费可获得积分，还有其余额外任务可获得积分，积分可在积分商城进行兑换优惠券和实物礼品等。
Users can earn points for consumption in stores, APP and Mini programs, and points for other additional tasks. Points can be exchanged for coupons and physical gifts in the Points Mall.

（二）付费制会员(ii) Paid membership

1、会员门槛1. Member threshold

轻享版的会员门槛99元，尊享版会员门槛199元，会员有效期是1年。The membership threshold of the light version is 99 yuan, the membership threshold of the exclusive version is 199 yuan, and the membership validity period is 1 year.

2、会员权益2. Member Rights

会员可享受：每周精细福利（周边、电影券、小礼品等）、每月券包、天天折扣、每周五折扣、心享专属价、生日特权、专属客服、充值加赠等权益。
Members can enjoy: weekly fine benefits (peripheral, movie coupons, small gifts, etc.), monthly coupon package, daily discount, weekly Friday discount, exclusive price, birthday privileges, exclusive customer service, recharge and other rights and interests.

双会员模式好处：Benefits of Dual Membership:

双会员模式其实并不少见，等级制会员可以激励用户成长，通过会员权益和积分激励来提升用户的活跃和复购，而付费制会员则可以帮助品牌筛选付费会员，培养用户付费习惯，并增加平台营收。
In fact, dual-membership mode is not uncommon. Hierarchical membership can encourage users to grow, enhance user activity and repurchase through membership rights and bonus points incentives, while paid membership can help brands screen paid members, cultivate user payment habits, and increase platform revenue.

总结：Summary:

不管是哪种会员，其包含的权益种类都比较丰富，在使用会员权益时就能复购贡献新的GMV。获取积分的途径也很多，除基础消费外，签到、充值、参与活动都可以获得积分，一定程度上提升了用户的活跃。

No matter what kind of member, it contains a variety of rights and interests, and when using the rights of members, they can re-purchase and contribute new GMV. There are also many ways to get points. In addition to basic consumption, you can get points by signing in, recharging and participating in activities, which improves the activity of users to a certain extent.

私域转化策略：Private Domain Transformation Strategy:

① 首单转化① First single conversion

线上新用户可领取15元的组合券包用于下单，同时还有前三单单单有奖的活动参与，用户下单后可获得优惠券用于后续的购买。

② 复购转化② Repurchase conversion

对于用户来说，水果本来就是高频次购买的产品，品牌要培养用户在他们这购买的忠诚度，培养用户的购买习惯，线下门店的各种促销活动立牌，线上各种优惠券，秒杀活动，社群接龙，周五折扣日等等，都是激发用户复购的手段。
For users, fruit is originally a high-frequency purchase of products, brands to cultivate users in their purchase loyalty, cultivate users 'buying habits, offline stores of various promotional activities, online coupons, seconds kill activities, community solitaire, Friday discount days and so on, are to stimulate users to re-purchase means.

总结&思考

① 私域模式

百果园通过打造店长人设IP，通过店长人设来与用户之间建立链接和互动，通过线上线下渠道将用户导流至私域，在企微和用户一对一沟通交流，发送产品信息和最新活动，并邀请用户进群。
Baiguoyuan establishes links and interactions with users through the creation of store manager IP, diverts users to private domains through online and offline channels, communicates one-to-one with users in micro-enterprises, sends product information and latest activities, and invites users to join the group.

用户进群后，群内会有不间断的内容来提高用户的活跃度和转化率，在主小程序上搭建会员体系，以两种会员机制来对用户进行分层，进行精细化运营，提升用户的忠诚度和复购。
After users enter the group, there will be uninterrupted content in the group to improve the activity and conversion rate of users. A membership system will be set up on the main Mini programs. Two membership mechanisms will be used to stratify users, carry out refined operation, and improve user loyalty and repurchase.

② 会员体系

百果园的等级制会员有点像游戏行业里的东西，不同等级匹配不同的权益，差异化、多层级的会员权益可以满足不同人群的需求，也能刺激会员多次购买，从而提升用户的忠诚度。
Baiorchard's hierarchical membership is a bit like something in the game industry. Different levels match different rights and interests. Differentiated and multi-level membership rights and interests can meet the needs of different groups of people and stimulate members to buy many times, thus enhancing user loyalty.

在此之上是核心的付费心享会员，相当于是提前付费享受券包、折扣价等权益，其核心设计理念是为了让用户意识到，在百果园体系内有一张会员卡在，百果园要完成和用户的约定。
On top of this is the core paid heart enjoy member, equivalent to paying in advance to enjoy coupon package, discount price and other rights and interests, its core design concept is to let users realize that there is a membership card in the hundred orchard system, hundred orchard to complete the agreement with users.

结语conclusion

在公域建立心智，私域里提高粘性，不只是简单的把公域流量导向私域，还要想方设法的让私域用户能够对品牌更信任更忠诚，这是不可忽视的地方。
To establish a mind in the public domain and improve stickiness in the private domain is not only to simply direct public domain traffic to the private domain, but also to find ways to make private domain users more trusted and loyal to the brand, which cannot be ignored.