Precision Marketing is a war without smoke

He Zhi, technical director of the China Institute of Analysis Technology (Shanghai) Co., Ltd. recently spent a lot of time on a number of high-end crown shops in Taobao, he said in my interview that Taobao big sellers now face development bottlenecks, one of the biggest problem is that they have to face accurate marketing.

He said that the http://www.aliyun.com/zixun/aggregation/37640.html "> Taobao merchants after a few years of rapid development, has emerged in tens of thousands of annual sales of tens of millions of thousand million of crown sellers." These big sellers in the development process, although also explores and innovates many marketing means, but generally still is the traditional marketing way.

According to the survey, the current Taobao on the major sellers of traditional marketing methods, the first is to low prices as a selling point, the main competition for traditional channels of customer resources. This has worked in the past few years, but there are now as many as hundreds of thousands of Taobao sellers of several major consumer goods. Some of the goods on Taobao have been ridiculously cheap, and there is a strange phenomenon of "there is no cheapest but cheaper". This low-cost marketing model is difficult to maintain sustainable development.

He Zhi said that in addition to price, the second traditional way of marketing is to spell advertising. In previous years, Taobao big sellers through search, advertising and other means to win traffic, there is a flow of sales. But now, the customer attention is limited, the advertisement cost is more and more high, the marketing effect is getting worse. I think so, Taobao choose to do the through train more and more, this continues to fight the way many sellers have been unable to afford.

The third is a tendency to focus on products beyond customer focus. In the early stage of Taobao, the new market sufficient, business development will pay more attention to products, this is more easily understood. But up to now, Taobao product variety is full, in turn to get new customers but helpless, even if found some methods, the cost is more and more high.

He Zhi pointed out that the above problems make Taobao big sellers have to think about the next marketing how to carry out? His prescription is to be familiar with accurate marketing on the Web at the fastest speed. From product-centric, to customer-centric, from the new customers, to the new and old, pay attention to repeat business, from extensive marketing to precision marketing, from the sense of marketing, to the accurate measurement of marketing.

Taobao's 3 crown shop North American Sunshine is one of the key investigations. I interviewed Sun Feng, the owner of North American Sunshine. Sun Feng said that she was surprised by some data in his investigation into his own shop. For example, the customer's shopping cycle, "I had no idea how long my customer shopping cycle was, and now I know for sure it's an average of 120 days." This time is longer than I thought. I also know how many customers in their stores are sleep customers, how to activate them. ”

One of Sun Feng's methods of activation is the association recommendation in data marketing, "for example, and the most closely related to protein powder is calcium, VB, and VC, I now learned to put these several products packaged to sell, or in the product description above the relevant recommendations are targeted to put on the above products, shorten the customer's shopping path, This is the true association recommendation. The previous approach was to put a few advertising items on top of all products, so the customer experience was very bad. ”

Sun Feng said, no straight survey time is not long, but she learned a lot of things, "such as sending promotional information, now I promote what products, what the crowd, no purpose of mass is wasteful." "Sun Feng has learned to use data tools to easily classify people," I will slowly transform into a group of people services, this is the future trend of commercial retail. I used to have some kind of merchandise, and then I looked for clients. Now I want to transform into a group of people, and then analyze their needs, and then help them find things, upside down, because now the material is very rich, the difficulty of organizing products is not too big. "Sun Feng's first marketing plan is to help people who lose weight to find healthy things to eat, and she thinks this is for the crowd."

Why straight and I said a passage, I think is amazing, he said, "if the spelling price, fight advertising is a fight, accurate marketing is not the war of smoke." After knowing the awakened, will be eaten in silence, and the pioneers will establish the competitive advantage on this battlefield! ”