After the parcel card era, how to reshape the private domain traffic map

In the field of e-commerce, every adjustment of the platform rules is like a reshuffle of the industry, prompting businesses to constantly explore new growth points. Recently, the new regulations issued by Tmall clearly prohibit businesses to divert users to other platforms through parcel cards and other ways, especially wechat, which undoubtedly brings no small challenge to businesses that have long relied on this strategy. However, challenges are often accompanied by opportunities, businesses are quickly adjusting the course to open up new private domain drainage path with innovative thinking, among which, "one thing one code" package integrated marketing and customized express packaging has become two popular directions.

One thing one code: let each product become an independent drainage station

With the increasing demand of consumers for personalized and interactive experience, one thing one code strategy emerged. By integrating the unique two-dimensional code into the product packaging design, each product has been given a new vitality, becoming a direct contact with the consumer's private traffic entry. This strategy not only enhances product recognition and fun, but also greatly enhances user engagement and brand loyalty.

For wine enterprises, the two-dimensional code is cleverly printed on the bottle or the outer package, not only enhances the sense of opening the bottle, but also guides consumers to scan the code to enter the exclusive tasting community or small program to enjoy more personalized services and concessions. This seamless experience makes the distance between the brand and the consumer instantly closer, effectively promoting the conversion and precipitation of private traffic.

Of course, the implementation of the one-thing, one-code strategy also faces the challenge of increasing design costs and optimizing the two-dimensional code location. Businesses need to ensure the easy identification of the two-dimensional code and the convenience of user operation while maintaining the beauty of the packaging, so as to maximize the drainage effect without harming the user experience.

Second, customized express packaging: create a new stage for brand interaction with users

In addition to product packaging, express packaging, as the "last mile" connecting brands and consumers, also contains huge drainage potential. Through customized express packaging, businesses can not only show a unique brand image, but also cleverly integrate drainage elements on the packaging, such as two-dimensional codes, interactive games, etc., so that the process of waiting for delivery has become interesting and full of expectations.

For example, businesses can design interesting puzzles or small games on the delivery box, guide users to scan the code to participate, and get coupons or small gifts after completing the task. This approach not only increases user engagement and stickiness, but also subtly guides users to the private space, achieving an effective conversion of traffic.

In addition, customized express packaging can also serve as an extension of the brand story, telling the story and values behind the brand through exquisite design and copywriting, and further deepening users' cognition and recognition of the brand.

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