This concept may not be able to give you an accurate definition, nor is it a practical tutorial. Just talk about your own views on this matter as a reference. When talking about this matter, I personally feel that there is no need to be so responsible. I just want to understand a few questions: 1. How to understand the operation method of private domain traffic 2. Under what circumstances is private domain traffic operation feasible, under which circumstances cannot it be done? 3 , whether it is necessary to do private domain traffic, then let’s talk one by one. 1. How to understand the operation method of private domain traffic. First of all, I don’t really agree with the current mainstream explanation of private domain traffic, which is too one-sided and utilitarian. As for how to understand this utilitarianism, it may be understood as an eagerness to realize cash, or it may be understood as an effort to attract entrepreneurs to buy courses. Neither is very kind. The current mainstream understanding of private domain traffic can be simply summarized as: starting from a comprehensive platform, which is the so-called public domain, deceiving users or potential users into another enterprise-led platform, which is the so-called private domain, and then targeting users Make multiple harvests. Under this logic, companies hope to achieve compound interest sales by forcibly trapping users. But this model is fundamentally a game of fishing in the marsh and killing the goose to get the eggs. The reason is very simple. If you want users to consume multiple times, you need to meet two prerequisites: the scarcity of the product and the attractiveness of the price. In other words, either your product is unique on the market and users must buy it from you. Either your price breaks the normal market price and is affordable enough for users. However, the first condition is almost impossible to satisfy. Nowadays, the level of industrial manufacturing is so high that unique products almost no longer exist. If you have it, other companies have it too. So we can only start with the second way, relying on activities, benefits, and price cuts to attract consumers to buy. This is of course profitable for merchants, but the profits will become increasingly thin. In addition, price reduction is the easiest marketing method to learn. Everyone is doing it and reducing prices. Since the price is uncontrollable, the only way to do it is on the quality of the product. As a result, prices are reduced and industrial waste is produced. In the end, I screwed myself to death. The brand influence was gone, and the reputation of the product was gone. I made a lot of money by relying on price reductions and promotions, but I didn't make much profit. This situation is too common. How many large factories are doing activities, and the sales volume is hundreds of thousands, and the final profit is not enough to pay the workers? Therefore, my personal understanding of private domain traffic is that we should not pay too much attention to the channel where the user is located, but should build user dependence on the brand itself. To put it simply, it doesn’t matter to me whether this user follows me on Zhihu or Douyin. I don’t have to put Douyin users on Zhihu and think this is a private domain. As long as the user is willing to follow me every day If you look at the content I output and recognize my brand culture, then he is my loyal user. For example, a user is willing to watch my short videos every day. If the price difference is not big, I don't believe that he will choose another brand when he goes to the supermarket to buy water. When the differences between the products themselves become smaller and smaller, the core point of competition is to compete for users' dependence on the brand, rather than forcing users to survive according to the route you set. That can only reduce the user life cycle infinitely. In the private sector, the focus is on building awareness of brand culture, rather than gathering a bunch of people to scream for discounts, promotions, and benefits. 2. Under those circumstances, private domain traffic operation is feasible. Under those circumstances, it cannot be done. If you follow the above ideas, it will be clear whether it can be done in private domain. If the private domain is based on users' awareness and dependence on the brand, then of course if you don't plan to build a brand, you won't be able to build a private domain, because users have nothing to rely on for their recognition of you. For example, some short-term and fast-moving industries, those engaged in short-term business, and those engaged in high-end customer complaints industries cannot establish private domains. Private domains are not a good choice for them, and will only make things worse. Here we can talk about sellers of comprehensive products or multi-brands. This can be done in the private domain, but at this time your users’ recognition is not based on a single brand, but on a certain personality or It is the understanding of the platform. For example, JD.com, Taobao, Pinduoduo, etc., what users trust is not a certain brand in it, but the e-commerce platform itself. Another example is the head anchor of a live broadcast. What users believe is not based on a certain brand he sells, but based on the person himself. Here it depends on how to understand the word brand. A brand can be a specific trademark, a person, or even a virtual image. You can call this image IP. It has culture, style, and tone, but it is not a specific product.

Whether it is the private domain or any other domain, the most stable relationship between people is never tied to material things, but to a sense of belonging, which is culture. 3. Is it necessary to build a private domain traffic? Now that we have talked about it, this question is easy to answer. Of course, not every company must build a private domain. In other words, not every company needs to build a community. Sometimes it's not a good idea to bring users together. After all, it's business, and in some industries, letting users communicate with each other can cause a lot of harm. For example, there are no problems with users in the first place, but it’s hard to tell them in the group. It has always been our fine tradition to watch the commotion and make noise. Watching the excitement is not too big a deal, but those with poor field control skills should be cautious. The last thing I say is that before you start a private domain, evaluate it first. When you really have hundreds of groups, what value do these groups have to you? Whether it can help your brand grow healthily and whether it can make your sales grow healthily? If not, or you are not sure, don’t start a private domain for the time being. Once the private domain is launched, it is irreversible for users. It does not mean that you have to give up if you don't do well. For any brand, users are the foundation. It is not easy to accumulate users over the years. Don't give it to others just to join in the fun. Made a wedding dress. 10 years of experience in Google promotion services, providing marketing consulting services to 7-Eleven, Microsoft, Tencent and other groups. Promotion does not take any detours and helps you find the channel that suits you. 1. Provide SEO strategy plan formulation and assessment of corporate promotion status; 2. Google SEO practical methods to break through the bottleneck of independent station traffic; 3. Share overseas promotion, traffic market trends, and overseas promotion and trading strategies;