In recent years, affected by the epidemic situation in COVID-19, residents' risk preference and expectation of future income have changed greatly, which is indirectly reflected in family consumption, savings and investment decisions, and will continue to affect in the future. Therefore, for brokerage companies, how to realize their own digitalization to adapt to the changes in residents' investment decisions and methods has become the key to creating differentiated competition in the industry. Nowadays, many futures companies begin to reach the audience directly with efficient connection paths such as App and short video, and realize users' closed-loop service and refined operation through diversified content output. Today, we will take two cases of private domain operation in the financial industry to show you how private domain can improve customer conversion rate by creating "trust". 0 12 Private domain operation case of financial industry 0 1 Huatai Securities: App operation that creates value With the popularity of smart phones as mobile Internet carriers, securities apps have become the entrance to the digital transformation of the securities industry and the core bridge connecting users. Nowadays, residents' wealth management needs are shifting from a single financial product to more comprehensive asset preservation and appreciation solutions and investment services. Therefore, catering to the industry dividends brought by massive users, creating a better user experience, and constantly optimizing the quality of their own App applications have become an essential infrastructure for the financial industry. Huatai Securities broke the homogenization of securities firms, and launched the "Zhang Le Fortune Link" App on 20 14 with the development thinking of internet finance, which gathered a large number of pure transaction customers and retail investors, screened high-end customers and provided high-quality professional management services. Zhang Le Fortune Link shows the professional service ability of Huatai Securities to a great extent, including a comprehensive and accurate data analysis system, which can provide investors with a lot of information with substantial reference value. By the end of 20021year, Huatai Zhang Le Fortune Link ranked first in the monthly active user scale (MAU) of self-operated apps of securities firms, with an average of 89 10000 person-times, which was in an absolute dominant position. The sense of crisis and uncertainty brought by the epidemic has made users pay more attention to personal assets, which has prompted the continuous rise of App active devices in wealth management-related industries. Among them, the futures app increased by 143.5% in June 2020. Zhongyan Futures: Compared with Tik Tok and Aauto Quicker, which have obvious entertainment attributes, WeChat video number has stronger brand attributes and knowledge attributes, and also has advantages in social fission and user circles. Therefore, taking video number as the main position of short video marketing can not only educate investors and expand users' cognitive range, but also accurately tap seed users and audience groups through rapid fission, realize users' retention and transformation, and form core competitiveness. At present, more and more brokerage companies and futures companies begin to lay out short video content platforms such as video numbers. CITIC Futures has settled in as early as the internal testing stage of video number, and major futures companies such as China Research Futures, Wenhua Futures, yongan futures and galaxy futures have also begun to lay out video numbers. In addition to releasing short videos, some futures companies have also started live broadcasts. Judging from the ranking of the comprehensive index of video number in the new list of third-party data platforms, the video number of China Research Futures is one of the few futures accounts before entering the enterprise daily list 15. Combined with the comprehensive index, its data in the whole futures industry has performed well and stably in the near future, and it is currently the best among all accounts in the futures industry. The works recently released by the video number of China Research Futures mainly focus on scene oral broadcast. The video content is professional and refined, the shooting background is neat and elegant, and the picture is well-made and clear. The contents of this account are mostly futures knowledge, popular science and hot topics of futures, and the boring futures contents are professionally handled to increase the interest of C-end users in an easy-to-understand language and approachable tone. Common topics are "investment and financial management", "walking with finance", "financial futures" and "trading dry goods". In addition to visual unity, China Research Futures has also opened a closed loop of WeChat ecological link, and the homepage is linked with WeChat official account, enterprise WeChat and customer service portal to shorten the user conversion path and realize content commercialization more efficiently. Generally speaking, the account of China Research Futures Company entered the market late, but it caught up quickly and attached importance to WeChat ecological link, which shows that the company and the team behind it attached importance to the video number platform. Private domain operation is an important means to realize customer relationship from weak to strong. It is not difficult to see from the above two cases that whether it is App operation, video number operation or enterprise WeChat operation, brokerage companies operate based on their own users, which is private domain operation. The user relationship in private domain is based on trust relationship, which is no longer limited to the level of traffic acquisition, but pays more attention to the good construction and long-term maintenance of the value relationship between brands and users. Therefore, the mature network business ecology and diversified media platforms have broken through the technical and space limitations, and realized the transformation of customer relationship from weak connection in the public domain to strong relationship in the private domain, making it an important channel for content distribution and commercial realization. Why is private domain operation so important? The inevitable transition from 0 1 incremental competition to stock competition. The Internet demographic dividend is exhausted, and the cost of obtaining public domain platform traffic is gradually increasing, but its conversion rate is declining. Therefore, the newly rising private domain traffic is the best choice with higher cost performance. It is self-evident that it is important to change the marketing focus of the financial industry and create a private domain traffic pool. Enterprises need to implement the channel construction and user operation of private domain traffic, pay attention to the long-term accumulation of good reputation and the iterative update of brand potential energy. The key evolution from traffic thinking to user thinking: the public platform traffic has the disadvantages of uncontrollable, low viscosity and difficult to achieve effective conversion. Therefore, many futures companies abandon the rigid thinking that traffic is king in the past, build a brand's private domain traffic pool, and carry out refined stock operation through the creation of private domain traffic pools such as App and video number, so as to establish a stronger connection with users, create a sustainable brand ecology, and maximize user value. The rapid changes in the current market environment make it difficult to cope with the one-way value output model. Enterprises need to integrate channel resources, optimize digital decision-making, get rid of the shackles of traditional ideas, and communicate with users at a deeper level, so as to enhance users' brand awareness, emotional resonance and value recognition of the enterprise, and finally achieve value creation and harmony and win-win. How to establish "trust" Private domain futures companies should constantly provide high-quality financial content or additional services, so that users can perceive the product advantages and brand concept of the enterprise, thereby increasing users' trust in the brand and further improving users' retention rate, conversion rate and repurchase rate. In private domain operation, there are three common trust systems: 0 1 transfer trust system. Trust transfer is a part of the process of trust establishment, which is defined as a cognitive process, that is, the trustee's trust in an unknown entity or a new situation can be transferred from his trust in a familiar entity or situation. Many futures companies will use signs or images associated with authoritative people or institutions to endorse themselves when operating video numbers, so as to enhance their professionalism and maintain the trust of users. 02 Help Trust System When a potential user enters the enterprise private domain traffic pool, the help provided by the operator can enhance the user's trust to a certain extent. Futures companies often drain users to corporate WeChat through channels such as App and video number, and then start community operations. Through further understanding of users' needs, we can close the distance with users by product recommendation and content output and help them solve the problems they are facing now. The value of value trust system is one of the core factors that affect the user retention rate of private domain traffic system. The higher the operating value of private domain, the higher the trust of users on products and brands. The operational value of private domain generally includes two aspects. One is service value. When futures companies take users as the center and provide refined operation services in community operations, so that users can have better product experience and service experience, users' trust can naturally be maintained and improved. Second, the value of interests, many futures companies will hold private activities on a regular basis, so that users can obtain certain practical benefits or emotional satisfaction, thus enhancing user stickiness. How should futures companies build trust and realize customer transformation? 0 1 staffing to improve operational efficiency There are two types of private domain operators: expert staffing and welfare staffing. (1) Expert staffing: the positioning of expert staffing refers to people who have in-depth research in a certain field or have professional authority qualification certificates. At present, most of them appear in the content output videos of futures companies as key opinion leaders. At the same time, they can provide professional consultation, such as product-related questions, personalized demand consultation, etc., and can gain insight into user needs and give professional advice quickly. The advantage of this personalized design lies in the high degree of certainty among users, which plays a decisive role in the retention and transformation of users. (2) Welfare-oriented staffing: Welfare-oriented staffing is positioned as a welfare officer, which is currently mostly used for community operations of futures companies. Its main function is to initiate activities and distribute benefits, such as holding firm trading competitions and giving gifts to new customers. Its advantage lies in that it can effectively give benefits to users through multiple offers, activities and forms, so as to quickly impress users. It is one of the most practical ways to establish user links in private domain operations. Providing personalized service for users For futures companies, user stratification is the premise of refined operation and personalized service. In futures trading, users can be divided into hedging customers and speculative customers according to the purpose of participation; Users can be divided into large customers, medium-sized customers and retail investors according to the scale of funds; According to the transaction volume, users can be divided into ordinary, key service, active and dormant categories. Futures companies make different product strategies through user stratification to meet their differentiated needs, so as to give full play to the value of users at all levels and achieve product goals. They can also allocate effective resources reasonably, quickly locate user problems and optimize functions for different users. Summary: The operation of private domain traffic always revolves around trust, which is an emotional bond beyond the transaction itself. Therefore, high-level private domain operation needs continuous interaction between enterprises and users, showing users an image with temperature, emotion, personality and distinct values. In the next few years, private domain traffic will enter a golden growth period. In order to realize the drainage, retention, fission and transformation of private domain traffic, futures companies should pay attention to enhancing users' trust, creating artificial IP, and doing well the refined operation of private domain traffic, which will bring new development opportunities for enterprise development.