Private Domain Case Studies (2)

Case Study:

A post-90s founder leads a 20-person team that uses 100 personal WeChat accounts to provide hotel booking services. If you want to book a hotel near the Temple of Heaven in Beijing, he’ll compile a list of options that match your requirements and offer one-on-one recommendations, so you can simply choose directly on WeChat. His hotel prices match those on Ctrip, but the standout feature is that he offers free breakfast vouchers and even hassle-free cancellation vouchers; occasionally, discount coupons are available too.

The organizational structure is straightforward: one business development team negotiates corporate rates with hotel groups, one content team handles WeChat Moments posts, and the largest segment is the sales team. There’s also a marketing team that allows influencers with existing traffic to join as partners. This setup significantly reduces internal management costs.

His traffic originally came from various public platforms like Toutiao ads and Baidu ads, targeting users with promises of lower prices than Ctrip and dedicated personal service. He turned each personal WeChat account into a call center for hotel bookings, providing one-on-one support.

Today, this small team has generated 80 million RMB in annual revenue, with a repeat customer rate of around 80%.

The reason the repeat rate reaches 80% is that the team delivers highly personalized service to every customer. Each group consists of three people, led by a team leader, with each person managing five phones and handling about 200 customer interactions daily. Everyone knows how frustrating it can be to buy or refund tickets on a public platform. Compared to that, the humanized, one-on-one service provided via WeChat makes the high repeat purchase rate easy to understand.