Electronic commerce company Operation reveals: E-commerce is only a channel

Article Description: Veteran secrets: How to play E-commerce channels!

College entrance examination that year, was bewitched by Ma Yun, I resolutely chose E-commerce professional. Of course, I regret the choice, because I did not learn to "dry goods." At that time (2004), electronic commerce is only the concept, when still in the bud, 8848 has died out, the university teacher actually did not have the pure business training, and the university curriculum, also all just patchwork, and the result, after graduating from university, e-commerce graduate student except the professional name is nice, In fact, it is difficult to find counterparts's job.

Today, when I chatted with the university classmate I was surprised to find that the graduation of E-commerce students 99% of the business is not engaged in e-commerce, even in the internet circle of people who work very little, and I have become "regular" in the "heterogeneous."

In order not to bear their dreams of e-commerce, I through the years of thinking about the Internet, as well as in the Bo Secretary down to do the planning, Hunan Leisure Agricultural network to do the operation, put a stall to buy shoes, do Taobao, write Barley blog, do the site, and play Micro Bo, Again to this year (2011) The system and the boss from 0 started to start an E-commerce company's overall experience to sum up: E-commerce, is just a channel.

About e-commerce channels

In my opinion, the current channel of electronic commerce mainly has the following kinds:

1. Self-independent channels

1.1 Features

Build their own E-commerce platform, through targeted promotion to obtain users.

1.2 Value

I think that the original brand of E-commerce is still very weak, proprietary channel is just the image of the brand, when the product, brand gradually recognized by the market, the self-channel will become the new economic growth point of E-commerce brand.

1.3 Platform Setup

Self-platform, flow in the absence of large-scale advertising investment in the premise, the flow of people is actually very rare, thus, in the beginning of the platform to focus on the study of only two aspects:

First, it is in product design, page structure design to do simple, refreshing, people feel at a glance, in the shortest possible time to enable customers to find their own products;

Second, the user in the registration, transaction process optimization, this is a direct impact on the conversion rate of the elements.

1.4 Operation

E-commerce, is no longer a concept, investors are no longer for the concept of network investment, in addition, Internet advertising costs are increasing. In the absence of money and access to investment, the operation of the self-channel I personally think that the main rely on raising, and the focus of the culture is through Third-party content Platform (blog, forum, News, questions and answers) for its traffic import, in addition, through some keyword optimization, outside the chain, such as the basis of SEO strategy will be the platform some keywords Google search in the top.

In doing product promotion, it does not matter with the flow, but according to their own product characteristics, to provide consumers with professional shopping guide promotional planning enough.

Therefore, I personally think that the beginning of the operation of proprietary channels without a large influx of funds, an editor of the day-to-day external content optimization enough, do not need to make a fuss about it as a priority.

2. Third-party proprietary channels

2.1 Features

Third-party proprietary channels for Taobao Mall, Pat Mall.

2.2 Value

Quickly reach sales, the best channel for products and brands to gain user experience.

2.3 Platform Setup

No need to build, as long as the qualification and comply with the rules of the mall game can be settled.

2.4 Operation

At present, for E-commerce sales channels, Taobao Mall, Pat Mall is their most controllable, and can produce large-scale sales of key channels. And for this kind of channel, in the initial stage I personally think that the most important is to build a burst, and around the building of the explosion, my personal experience for the following points:

First, the new brand in the absence of market testing, the premise of consumer purchase will mainly from the sale of the best products, and in the process of doing e-commerce, the new brand in the early stage of all the advertising investment is in vain, because the customer did not see the kind. Thus, only with the emergence of the explosion, customers will produce the desire to buy, and the explosion is seen so important, the reason is that Chinese consumers in spite of the pursuit of personalized products, but in fact, really willing to become "the first crab-eating people" or very few;

Second, the sale of products is only the result is not an end. The core of E-commerce is internal strength, and on the internal strength, in fact, is the customer after the purchase of products as well as the process of shopping to gain the added value. Consumers are willing to buy products after the purchase of more product information, more willing to touch the product side, while looking at the business to push the classic ads, content, and then to produce the illusion of other products, and in this period, but also consumers deepen the product brand awareness of the process;

Third, whether Taobao, Pat or Baidu, Google, their rules of the game are in fact the same, "help the rich do not help poor." In Baidu last content, click the highest affirmation in the home page, and in Taobao, Pat, the same keyword content of the product is certainly the most clicks, buy the most products ranked in the home page. So, in fact, Taobao, Pat shop two visits (browsing depth) of the focus of the source is actually from the product page rather than the homepage.

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