New trend of the electric business: The capital cold winter helps the electricity merchant from the extensive to the fine management transformation

Settling user is more important than conversion rate, purchase frequency, course Unit price

http://www.aliyun.com/zixun/aggregation/9381.html "> User viscosity is one of the core indicators of website operation, which directly reflects the popularity and content of the website and the attractiveness of the product to users. The most direct evaluation index is the average value of PV/UV, the greater the values, also means that the site user viscosity is also high. At the same time, the user stays time and the direct jump rate is also the important parameter.

If the information website, the content readability becomes the influence user viscosity big factor. Because some breed a lot of headlines party and irrelevant content, greatly increase the information recipient reading burden. Therefore, also gives the subscription class website to provide the very big development space. For ecommerce sites, in the past, we pay more attention to conversion rate, purchase frequency, class unit price, many e-commerce sites at any cost to sell traffic and through Low-cost strategy to attract users to the past, nothing more than to precipitate users, and then become loyal members of the website, but through a period of operation, can really precipitate the number of users site Liao Liao.

Online shopping is a habit, but not a necessity

Online shopping has been integrated into the lives of many netizens, whether it is mobile phone value, payment, travel, insurance, catering, beauty, buy books, home appliances, we found that everything can be realized through E-commerce. However, online shopping is only a part of life, it is not like entertainment, news, social, games, software tools are daily life indispensable. Therefore, how to attract users attention to E-commerce site has become an important issue to improve user viscosity.

"No one on the street does not mean nobody shopping" this is the classic Taobao advertising language. Taobao uses traditional business theory to use the Internet, by creating a not-replicated shopping atmosphere to attract guests and retain guests, Taobao every day to become a lot of women online is an important part of the same as many girls like shopping. Taobao has tens of thousands of goods, there are hundreds of thousands of different sellers, there are countless activities, discount promotions, buy, so, Taobao for each consumer, every day is new, every day in the change, must always pay attention, therefore, Taobao has a very high user viscosity.

Taobao's advantage is that many of the electrical business site can not replicate, especially the vertical type of electricity, because the commodity is relatively single, less varieties, for many users is a small audience needs, the use of the frequency will be quite low. It is very difficult to improve the user's viscosity.

Capital Winter, practice internal strength springtime

"The capital winter is not the electric business winter", the industry is still arguing, butt decision speech, different identities represent different interest groups, starting point and point of argument inevitably appear diametrically opposite. How to improve profitability is the focus of this debate. Some reduce marketing costs, reduce brand expenditure, some of the advertising campaign to control, improve accuracy, some of the Web site process optimization, improve conversion rate; some try to sell their members many times, improve the rate of repeat purchase, almost think, electric dealers in one by one try and practice. Reducing the cost of palliative service, improving operational capacity is still the crux of the problem. Therefore, the electric dealer website must from the past the user behavior from "buys" to become like Taobao "stroll", the website loyalty is established.

How to let the user from "buy" into "stroll", mainly from the following aspects:

(1) must let the website move. The move here refers to the site must be active, every day there are new changes, such as promotional activities, lottery, discount, group purchase, so that users feel fresh.

(2) Create lively atmosphere. Chinese people like to watch, reflected in business is the fun. Therefore, the site must create a lively atmosphere, through the user to order, vote, comment, receive coupons, return to the present and other forms of construction.

(3) Commodity information. E-commerce is a non-contact shopping, price, product description, picture become the impact of the user under a single key node. Especially the picture information, is the user most direct organ feeling. The more beautiful pictures, the stronger the impact on users, the user's desire to browse and share the stronger, beautiful said and Mushroom Street can be one of the important factors. If your site has a large number of very beautiful pictures, believe that users are willing to stay to enjoy. Invisible also increases the viscosity of the website. Moreover, it is easy to form word-of-mouth, increasing the likelihood of users to continue browsing next time.

(4) humanization. Internet spirit Equality, E-commerce site and users should not be indifferent, there is a there. The suggestion uses the network language element more, lets the user feel cordial, this can close the distance with the user.

(5) To find the user to subscribe to your site reasons. can design more interactive elements with the user, including e-mail subscriptions, SMS notification, so that users keep abreast of the latest news of the site.

Extensive development to fine management

In the past, we pay more attention to speed and scale, now more concerned about the operation of the site itself, Green Mango Travel Network Gaogo said. Believe that the handle, high friends, Litters Regiment, group treasure, 24 coupons and other Group purchase website lesson still vividly. The capital and market impulse let a lot of electric dealer website too superstitious speed and scale, and ignore the website itself most basic operation ability promotion, Operation ability Promotion is a long-term process, not one touch and then. Including membership loyalty, supply chain ability, category expansion ability, website conversion rate, user purchase frequency, order customer unit Price, user experience, the most important point how to retain and precipitate users, enhance user activity and viscosity. Everything needs to be refined to manage and accumulate. Just like the O2O model practitioners, group buying site basically large area loss, and Ctrip but one year 30多个亿 income, the reason is in the refined management level. Ctrip introduced the most advanced Six Sigma line operation, and continuously improve the service level, but also very effective to reduce operating costs.

Here refinement is not only the management of fine, there are ads into the fine, user experience fine, Web site operations, such as the refinement of a system of work.

Opportunities and challenges coexist

Enterprise existence is for the purpose of profit, what can be profitable enterprises are any time is healthy. Loss and speed, scale exist together controllable scope, otherwise, the enterprise is unhealthy. Capital winter, survival and development is not contradictory, opportunities and challenges coexist, are you ready?