The change of electric business: from flow to community, mobile electric business is rising

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

"I World Network Business Note" Review of the electrical business four years, we found that the trend of the electricity business is moving from fast to slow, this change is essentially the return of operations. When it comes to operations, the founder of the pocket-pass often says, "Go where the consumer is, and make friends with them." This idea seems to be simple, but it is a lot of electrical business enterprises did not do things, with the mobile Internet, the original increasingly concentrated electric dealers also have a new opportunity-through mobile network contacts to contact consumers, build brands.

The founder of the paper/pocket-Jay

The development of China's electric business has been 10 years, the beginning is to help consumers find low-cost and more commonly difficult to buy goods, in such an opportunity, began to rise rapidly.

The first round of electrical business is centralized, from multiple platforms/independent operators, gradually focused on Taobao/CAT/Jingdong and other large platforms. Businesses have almost only one platform to play, is the mall model. Whether it is the day cat, Taobao, Jingdong Mall, Amazon, only goods will or 1th stores, almost all such a pattern, on the platform of the mall, is an astonishing flow, but each of the sellers on the above can not control the flow, it is difficult to dominate their own destiny.

As the first wave of electricity dealers gradually occupy the market, other new trends have started, such as now a sudden increase in several retail platforms and models, a moment to enter a new inflection point, or called the second climax-Mobile community power provider. Although the current mobile community electric business is still in the bud, but on the Internet, and the rise of the brand of electricity, never spell is the speed, who first faster to seize the market, to seize the end-user, who can occupy the opportunity.

When the second round of electric business change is underway, the big platform still plays an important role, "low price" + "long Tail" products of comparative shopping still occupy a major share. But rely on the electric business class large platform, such as existing Taobao cat, or information flow of the big platform, such as micro-bo, micro-letter door shop, brand-type merchants will become a strong strength, this is mainly due to electricity, payment, logistics, integrity mechanism, such as the maturity of the large environment, as well as consumer shopping psychology is maturing, gradually formed a brand of "lap layer" , and the "tribalism" of consumer demand, rather than the pursuit of low-priced products.

For sellers, as the platform increases, as the fan economy erupts, you may suddenly find that the merchant also has the possibility of controlling customers and traffic.

From buying traffic to looking for customers

Marketing costs are getting more expensive, customer demand more and more personalized, whether it is based on marketing perspective, or based on the grasp of consumer demand, or based on the future of flexible supply chain trends, we need to establish a sound customer communication channels, to maintain the customer and flow of self-control, at least part of the self-control.

In fact, in the previous stage of mobile internet retailing, most of the merchants had almost no own traffic, their official website, the two-dimensional code printed on the goods, the CRM-related texts and mails, were just a few means of small effect. Because the electricity dealer's entrance is not very rich now, pay flow is almost all the current businesses have to take the most important means, but through the purchase of traffic is only a batch of goods, with the merchants to promote the demand for more and more fierce competition, these import pay flow is bound to become more and more expensive, will be more and more uneconomical a means. For most businesses, the question is how to get their fans through the purchase of paid traffic, or create channels for continuous communication with the user. Every merchant in the purchase of each volume of time should ponder a problem, "in addition to pull orders to sell goods, this flow can bring me what."

The core of own flow is not to buy new traffic, but to use different channels and ways to communicate with their old customers and target customers effectively. At present, micro-letter, micro-bo, micro-Amoy is a more effective method. So at this time, but the small and the United States are more likely to rise in electricity. Because these small and beautiful electric dealers are hard to get effective traffic in large public entrances, when you purchase traffic with others, your goal is narrower than his, your conversion rate is no other high. In this case, small and American electric dealers are more suitable to do some precise channels to obtain customers, similar to micro-Bo fan and micro-blog headlines, can define the crowd and key information, these are good choices. and the design of promotional content, they can also have their own style, consciously attract the appropriate customer base.

New trend of Community marketing

Now the media and industry focus on large data, more is the relationship with the platform, said the whole platform of large data. But for a seller, knowing what my customers want and what they like doesn't necessarily depend on how much data they need. When you have thousands of effective fans in your hand, you can analyze their needs and their preferences, which is the big data for sellers, which can help you manage your work well. Remember that big data is just a means, not an end.

For the accumulation of the seller's own large data, community marketing is a new trend, micro-credit public number, micro-bo Enterprise is a more effective way, the Internet has entered the Community era, online shopping behavior has begun to differentiate, through the search portal purchase is no longer the only option, the importance is gradually weakened, Effective community-based operations are new opportunities and necessary tools.

At this stage, the small and medium-sized enterprises play a community-based operation most people encounter the problem is conscious inaction, excessive care about short-term interests, not willing to devote energy to long-term effects. Micro-blogging and micro-letter operation is not a tool to follow, according to each merchant's own circumstances of their own style, according to the current more effective means of different planning.

Throughout the past 10 years, the history of the electric business, all opportunities, into the King defeated, Spell is speed. As for the future, advertising marketing is evolving rapidly into interactive marketing, in a new business environment for mobile marketers, and the brand economy is evolving to a fan economy. Whether you sell a product or sell a service, every business must have its own fans and the platform they communicate with their fans-online stores. Closed platform is not only a channel, or a brand with their fans closed-loop communication of the best scene.

"To where consumers are, and to be friends," is one of my most common words. If you think about it, maybe it's the central idea of a mobile power trader.

(This article starts in I World Net merchant, all reprint please indicate the author and the source)