In recent years, the size of the lo-mei market has continued to grow. Although Juewei Food, Zhou Hei Ya, and Huangshanghuang are currently known as the "Big Three of Lo-mei", the total market share of the three is less than 20%. It can be seen that the current competition in the lo-mei industry is fierce, and even giant brands need to continuously widen their moats. For example, while Number List Zhou Hei Ya continues to expand, he is continuing to explore private domains and digital transformation.
At present, Zhou Heiya has more than 50 million fans on the entire network, and the official account alone has accumulated 45 million fans. Through accurate user operation, a large number of users have been accumulated in the private domain, and high repurchase and high growth have been achieved.
So how does Zhou Hei Ya make a private domain? The following will disassemble it for you.
The directory of this article is as follows:
Case background
Private domain drainage and dismantling
Community operation dismantling
Dismantling of marketing activities
Membership system dismantling
1. Case Background
1. Case Introduction
Founded in 1997, Zhou Hei Ya is a company specializing in survival, marketing and retail of leisure cooked braised products. Its main business is braised duck, duck by-products, braised red meat, braised vegetables, braised poultry and aquatic products and other products.
It only took 6 years from the first financing to the listing in 2016, and the revenue in 2021 will reach 2.87 billion, firmly ranking among the top three brands of lo-mei. As of the end of May this year, the number of Zhou Hei Ya stores nationwide has reached 3,000+.
2. Market size
According to the "2022 Luwei Category Development Report", the scale of China's lumei industry will reach 369.1 billion yuan in 2022, and it is expected to reach 405.1 billion yuan in 2023.
3. User portrait
80% of users are between 20-40 years old, and most of them are white-collar workers.
2. Dismantling of private domain drainage
1. Official Account
At present, the number of Zhou Hei Ya's official account exceeds 10+, and the total number of fans exceeds 45 million.
Drainage method: The official account guides users to go to the mall and enter the private domain community