Business Guide To Differentiate Taobao From E-Commerce And Social Networking Providers

Some people say that the social electricity supplier should go.

This is a good idea for the electricity supplier, because the operation logic at the bottom of them is totally different.

The more you know about social interaction

The more I have a deep feeling, that is, the way of playing the electricity supplier in the past is completely ineffective in this field.

1, Taobao electric business regular play

Taobao electric business here does not refer to Taobao alone. It refers to a type of electricity supplier that relies on the platform to grow.

The platform based electricity supplier has a common feature, that is, having a convergent traffic center, and the business competition on the platform is actually the ability to obtain traffic.

I had the privilege of working in a Taobao electricity supplier for a period of time. My main job was to optimize the pages and optimize the keywords.

The main purpose of baby page optimization is to increase store retention and conversion rate, while keyword optimization is to get a pre ranking position on the platform in order to get more exposure opportunities.

Of course, there are many ways to get exposure, for example, brush up, create explosions, buy through trains and open drilling.

What I have just said is the way to get exposure in the station, and there are many other ways to look for opportunities for exposure outside the platform.

At the earliest, Taobao had a Taobao customer, allowing businesses to launch their own customers or others, distributing the exclusive links of these Taobao customers, and guiding the shops through the way of obtaining Commission.

At the earliest time

And beautiful is to rely on Taobao customers grow up, according to the beautiful joint CEO June revealed that in the most prosperous time, some Taobao shops business main traffic comes from mogujie.com, not Taobao platform itself.

After the pformation of mogujie.com into a platform, most of these businesses have been pferred to mogujie.com.

Later, with Zhang Dayi and others as the representative of the net red economy, for them, Taobao is just a sales tool, they have their own traffic entrance.

When the red shop began to rise, the platform side even thought that their data was taken out of the brush list.

In 2015, the double 11 net red shop even occupied the top ten nearly half of the beauty shop.

When the official reaction came, the strategy of net red economy was launched quickly. Xiaoyao Zi worked hard for the net red economy at the Wuzhen conference. In the year after that, Taobao's headlines, iFashion and Taobao live broadcast were upgraded and introduced. Taobao quickly stood on the draught of the net red economy.

2, a decentralized social networking provider.

In fact, it is to say that the earliest social business, that is, those who rely on micro-blog, they embody what is called a center of its own flow, selling goods through personalization, and selling very well.

When the last time live broadcast, the sales volume exceeded 20 million, and the result was staggering.

Of course, we prefer to use net red economy to call them, but we can not deny that they are actually the first batch of social business operators.

The biggest difference between social networking providers is that they do not need to rely on platforms for traffic distribution, but rather sell their products by creating their own traffic centers.

However, what we are talking about in social networking is more of a group of electronic business players who are leaving the traditional e-commerce platform or hoping to get help from WeChat dividends. They mostly use the third party platform's electronic commerce tools, and then bind them on their own public account to advance and expand the market.

This group of players and the net red are also somewhat different, although they also like the net red people, create their own traffic center and entrance, but the difficulty is much larger than imagined, some of them directly copied the way of micro business.

No centralization of the flow platform can rely on the biggest difference between social business providers and traditional electricity providers. In such an environment, they can not do the traditional electronic business platform, such as to clean up the bill, buy through trains and participate in drilling and exhibition activities.

So we can see that most of the gameplay of social networking providers, the biggest demand is how to get traffic.

Buying a through train or participating in a drilling exhibition is similar to Baidu's competitive bidding. It is spending money on buying traffic to stimulate sales.

Although social networking players can also spend money on traffic, but traffic and traffic are different. The biggest difference is that the accuracy of traffic can not be considered.

Although it is necessary to spend money on the traditional e-commerce platform, the traffic is relatively accurate. They can be pushed to the target users accurately, but the cost is also higher and higher.

Social networking providers mostly like to advertise on some big public numbers, but the accuracy of this kind of traffic is much lower, and the pformation and retention are very low.

Because there is no centralized traffic entry, they can not improve their ranking by optimizing the baby details page or optimizing the product keywords.

For the traditional electric business gameplay, these two things must be done every day, but for the players of social e-commerce, many have forgotten to do these things.

3, how do social networking providers pull new, pform and retain?

Traditional electric business is playing the game of traffic. Most of them are similar to department stores without their own products. They will return goods from all parts of the country, and then make profits through continuous access to traffic.

Although the flow rate is relatively accurate, the cost is very high, and it also faces many users' price comparisons.

The way that social networking providers get traffic is a bit of a chicken thief, that is, by adding as many friends as possible.

The first thing before a traditional electricity supplier opens a shop is probably the first thing before the social networking business starts to shop. Most of them try to add as many friends to them as possible by sending things, and then guide these friends to the order in their stores.

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Then we should learn from the mode of Taobao customers to develop their own push players. If we are not able to stand on the brand and products, there is nothing wrong with playing like this.

But many players ignore a problem, that is, users' adaptability to information. They, like microdealers, regard frantic screen as a top priority.

What I have been saying to many people is that social networking is a hope for the future. Players need to use their own charisma to influence users slowly, so that they may come to your store to experience your products one day, and then rely on the experience evaluation of your products to decide whether to pay attention to your public number and continue to buy your products.

Whether traditional electricity providers or social networking providers, product quality and consumption experience are always the most crucial part of retention and pformation. The only difference is that traditional electricity providers can obtain traffic through continuous bidding, while social networking providers can not.

The traditional electricity supplier is the method of traffic. The social business is actually a brand playing from the beginning.

Although social networking providers do not have a credit rating system, there is no need to worry about whether users will give bad reviews, but users will use their minds to evaluate them.

From the acquisition of traffic, the cost of obtaining electricity by social networking providers is far higher than that of traditional electricity providers, so it is more necessary to pay attention to the retention and pformation of users.

From the perspective of retention and pformation, social networking providers have an advantage that has been neglected, that is, make full use of their public numbers to increase user activity.

The users of traditional electric business are thinking of buying things before they can sweep the goods on the platform shop, and then place a few orders after comparison.

However, social networking providers may contact their users daily through public numbers. Although the opening rate of public numbers is already very low, it does not mean that there is no chance to do so.

A businessman's public number does not necessarily have to do something new and unique, to find out scenes of users' use of products, and what they may care about in this scenario and help users solve this problem.

Most social networking operators forget to do one thing, that is, how to make themselves more beautiful.

As I mentioned earlier, social networking is a market that hopes for the future. You need to enable users to accept your present, or even like you, now that they will be able to consume your products someday.

How to do things around your products, if you make your shop decoration better, how to improve your brand packaging and product quality is the most important issue for social networking providers.

The success or failure of traditional electricity providers may depend on traffic, but the success or failure of social business depends entirely on the word-of-mouth of users.

This is a market that is entirely dominated by users. Do not play too many routines with users. Users will use foot tickets.