私域 (sīyù): private domain (marketing)

Meanings

1 private domain (marketing)
2 audience the brand owns directly — typically WeChat groups, mini-program followers, or a personal account list

Characters

私

Examples

品牌都在搭建自己的私域流量池。

Pǐnpái dōu zài dājiàn zìjǐ de sīyù liúliàng chí.

Every brand is building its own private-domain traffic pool.

我们把客户从公域引到私域。

Wǒmen bǎ kèhù cóng gōngyù yǐn dào sīyù.

We funnel customers from the public domain into our private domain.

Tips

usage

Chinese e-commerce buzzword. 私域流量 ('private-domain traffic') = audience the brand can message at zero marginal cost — WeChat 个人号 contacts, 企业微信 customer groups, mini-program subscribers. Contrasts with 公域 (public domain: paid ad traffic on Tmall, Douyin, etc., which the platform owns). The shift from 公域 to 私域 became Chinese e-commerce's central strategic obsession around 2019-2021.