In the past one or two years, private domain users have become a new position for the company to make direct sales. A reporter from China's ** newspaper found that recently, some ** companies have tried to use the way of enterprise micro to attract new customers to undertake direct sales business, and some ** companies have attracted users into the private domain community by making efforts to provide an entrance to the live broadcast of the traffic platform and test the private domain operation. A number of industry insiders said that at present, whether it is the development of private domain users or the operation of the first direct sales platform, they are facing pain points such as high customer acquisition costs, uncertainty in user conversion, and limited third-party payment channels. However, the cultivation of private domain operation and user trust requires long-term operation, and in the process, the investment in the construction of the institution's service system, data processing capabilities, compliance management and other fields is tested. The way to seek contrarian growth in a weak market is to build a sales system centered on customer companionship. Some ** companies test the water enterprise micro business**The company has made new moves to develop direct sales customers. Recently, a reporter from China's ** newspaper learned that the e-commerce department of some ** companies is carrying out New Year's Eve consumption red envelope distribution activities to develop enterprise WeChat users. For example, many investors have reported that they have received a Huaan** SMS push recently, and they can receive consumption red envelopes by scanning the WeChat code to add corporate WeChat friends. 
After following the WeChat of the company's investment assistant, complete the account binding, and the consumption red envelope will be automatically issued. 
Some ** companies are also following up the new model of the industry in a timely manner, and the relevant business personnel of a ** company in South China revealed, "Recently, we have seen that the same industry is testing the water and attracting new enterprises, and we have also begun to try to follow up and broaden the way to obtain customers." Dongfang** related people also reported that the company has been carrying out enterprise and micro business for a period of time. In the view of the above-mentioned Oriental people, the sales and service format of the Internet has made the company have a direct customer service scene, and the customer's requirements for the company's service are getting higher and higher, and the granularity of the service is getting finer and finer, and the community and 1-to-1 customer service based on the enterprise WeChat have become the company's "standard" service. At the same time, the rapid development of the investment consulting business also requires that there must be a one-to-one service form of community and enterprise micro in the marketing service side. 
In addition, according to a reporter from China's ** newspaper, some leading institutions have recently added financial planners to WeChat through *** release activities or offline activities, and then through the screening of existing individual customers, for medium and high net worth customers by a dedicated team point-to-point maintenance. There are also institutions that expand private domain users through the investment and education content streaming methods of traffic platforms such as Douyin and WeChat***. For example, Ant provides an entrance to a live stream that can guide users to a private communityConsignment platforms such as JD.com and Wealth Management Connect also provide community private domain functions. An industry insider in South China said that his institution is also considering carrying out new enterprise and micro enterprises. "For the public offering industry, not being able to directly contact customers is a major pain point in the development of the industry. Therefore, the company is also reaching customers and cultivating direct sales customers through various means, which is not only for the sake of scale, but also for the intention of cultivating customers and promoting investor education. Hong Hong, senior business director of Yingmi**, also said that the private domain operation with enterprise micro as the carrier has become a relatively common model in all walks of life, and it is also expected to become a trend in the financial industry. "Because the main online social networking and information acquisition scenarios of users are based on the WeChat ecology, the company can more easily reach users with service content, product information, brand awareness and other information through enterprise micro to attract new users and add usersUsers can also respond smoothly when they have questions or needs. In addition to channel marketing, private domain operation will become a new way for companies to more directly obtain customers, serve customers, and cultivate customer stickiness. Hong Hong further analyzed and pointed out. However, there are also ** company e-commerce people who said: In the near future, we will not consider attracting new enterprises. "From a brand point of view, Qiwei can increase the reputation of the enterprise to a certain extent. However, if the enterprise micro wants to undertake direct sales business and needs to build a small program or APP for jumping, it will incur a certain cost, and small and medium-sized companies should not be particularly interested in this aspect. ”"The cost of customer acquisition is not low".The effect of private domain operation remains to be seenAlthough many leading companies are actively deploying private domain operations, from the perspective of realistic feedback, the effect is average, the cost of customer acquisition is not low, and the accuracy of the customer group is not enough. "Although our company has tried to operate in the private domain, it is more to follow the footsteps of the industry's leading companies, and at present, the cost of customer acquisition is relatively high, and the customer group is not accurate enough, and the future effect remains to be seen. The above-mentioned business person of a ** company in South China also said. Another person from a ** company in South China said that at present, there is not much investment purely for the expansion of new products, on the one hand, the effect is not obvious, and on the other hand, the path of transformation is not clear. "Private domain traffic carriers include WeChat service accounts, ** accounts, mini programs, and various communities. Some **companies are testing the waters of Mini Program sales**, but at present, the function of Mini Program buying and selling has not been fully liberalized. Most of the ** company Mini Programs, including the top ** companies, only display product lists, and cannot directly buy and sell transactions. According to an industry insider. The above-mentioned industry insiders said that the emerging channels of mini programs only provide a more convenient way to buy and open up the "last mile" of basic people's orders, which is still in the testing stage, and it remains to be seen how effective it will be. Moreover, the Mini Program belongs to private domain traffic, and it is difficult to acquire users and convert, and the platform will not automatically promote it to users who are interested in financial management and **. He also said that in the future, it remains to be seen whether WeChat Mini Programs will become an important way for managers to sell directly or bring more incremental funds. The influencing factors include the technical security issues in the docking of the trading system, whether the people are willing to change their original trading habits, the regulatory requirements of the regulatory authorities for the WeChat Mini Program channel, and the convenience of the Mini Program in the functional design of the direct sales channel. Hong Hong, senior business director of Yingmi**, believes that it is smooth and effective to continuously expand the channels of private domain users with warm services, content that meets the needs of users, investment gadgets, etc., because the people have a strong demand for professional services and communication and companionship. Judging from Yingmi's practical experience, due to the diversification and personalization of investors' needs, traditional investment education courses cannot solve the specific problems they encounter in actual investment, and at this time they need "investment advisory services" to help them do a good job in asset allocation and investment management, so there is a steady stream of users who are willing to join the private domain. Regarding the current pace of innovation in the industry, more industry insiders bluntly said that whether it is a private domain operation or a financial planner, the core is to enhance investors' sense of gain, improve the profit experience, and provide customers with a relatively complete full-cycle service chain of asset allocation, including pre-investment, investment-investment, and post-investment. Behind this is also the trend of sales gradually shifting from "product sales as the center" to "investor profit as the center", and more emphasis is placed on investor companion services. However, he also said that for the operation of the ** direct selling platform, facing the pain points of high customer acquisition costs and limited third-party payment channels, the operating costs include the construction costs of the front-end and back-end systems and the payment costs of payment channels, which are higher than the cost of the official website and WeChat direct sales APP. Small and medium-sized companies with a weak foundation in the construction of direct selling platforms are facing greater input-output uncertainty. We will build a sales system centered on customer accompaniment"At present, the cost of customer acquisition is high, the customer group is difficult to accurately locate, and the third is that there is still a certain distance from the real transformation into real customers after customer acquisition. The relevant business personnel of a ** company in South China said that the difficulty of selling under the **market**. Dongfang ** related people also said that the biggest difficulty and challenge in sales at present is market adjustment, customer confidence is insufficient, old customers are facing the risk of loss, and new customers are also extremely difficult to expand. "In the process of Internet customer expansion, it is greatly affected by the market and product performance, and faces various uncertainties. "Some people believe that the biggest difficulty for the company to develop new users is that there are too few new users, and no one wants to enter the market in the case of a bad market as a whole. Under such a market pattern, the best way for the company to seek a breakthrough is to build a sales system centered on customer accompaniment. "The market continues to be the best, and the lack of money-making effect has affected the overall reputation of the public offering, and the industry is currently facing a crisis of confidence. On the one hand, this leads to the loss of existing customers, and on the other hand, it also leads to an increase in the cost and difficulty of attracting new customers. According to an industry insider, from the current trend of developing new users, it has gradually changed from the previous investment drainage to the customer-accompanied investment advisory business model, and strengthened the advisory service has become the key direction, no longer simply chasing traffic dividends in the short term to "bring goods", but reconstructing the relationship with investors through long-term continuous two-way interaction, accumulating brand value, and seeking recyclable "retention". Hong Hong, senior business director of Yingmi**, also said that the more the market is cold, the more users need to be accompanied by professional investment advisory institutions to help him know and understand the market, better see the essence of investment in fluctuations, improve their understanding of risks and returns, and establish a new investment concept of "long-term return = time + volatility". Only by allowing customers to understand and establish this perception can they truly improve or partially improve their behavior of chasing up and down. Hong Hong also said that the cultivation of private domain operation and user trust is also a matter of long-term operation, and it also tests the investment of the institution in the construction of service systems, data processing capabilities, compliance management and other fields. Fintech is also a way for many ** companies to seek a breakthrough. An industry insider in South China said that since the beginning of this year, various companies have used financial technology to expand new ideas with data intelligence in the operation of private domain traffic and middle platform marketing. "A typical approach is that our app has realized the "thousands of people" of pushing content, and will recommend suitable content to customers according to their position structure, reading habits, etc., so as to enhance the effective combination of customer service and traffic capture. "Edit: Captain Review: Muyu