The dilemma of online businesses from a consumer standpoint

From the consumer's point of view, today's Chinese consumers, we go to the offline shopping mall, there are two cognitive, a perception is that we have a strong brand awareness of the mall itself, the brand we consume is also very strong awareness. Like to hang out this afternoon, we might say go to Yintai, Xidan, Wanda, consumer awareness of shopping malls is very strong, but the consumer of shopping malls more knowledge of what is the center and what is the nature of the consumption of the knowledge, such as Beijing many girls said I go to xidan a shopping mall offline consumption, We also have a knowledge of the brand, such as we walk into Hong Kong, or we go into Vientiane City, often not that we see this dress is very beautiful I want to buy. Offline consumption, consumers are directly linked to the shopping malls and brands, consumers of shopping malls and brands have a knowledge of the store and the business.

What is the status quo of China's online consumption today? It's not like this at all, we can think about how we consume online, and consumers want to buy things. First go to Taobao, cat, Jing-dong, only goods will, when, number 1th stores such vertical or integrated mall entrance platform, and then find cheap, good-looking, fun things, and then according to the category, looking for clothes, shoes, skirts, jeans, consumers and businesses have a very thick wall, we can recall , we are in Taobao, Jingdong, when shopping, after buying, remember in which businesses buy it? Never remember. You only remember when you buy it, or buy it in Jingdong, or on Taobao.

Today, China's online consumer sector is a strange phenomenon, merchants and consumers by the platform business people cut, online consumption, we do not know the merchant, we only know the platform entrance, led to the result is that today businessmen here will never have their own customers, can never have their own traffic, because consumers do not recognize him , will only be through the entrance of Taiwanese businessmen to find, flat Taiwanese businessmen to the business of the goods together, with the game of Taiwanese businessmen to show the goods to the consumers to find goods. Consumers find and compare goods according to the rules of the game and advertising rules of Taiwanese businessmen, and then produce the purchase, consumers do not know which business to buy.

Here, the merchant is completely without status, brand is completely without status, so far, China's e-commerce more than 10 years, no one can live can also be the real online brand appearance, we also see that no one can really make their own as a seller business to large-scale or even listed sellers, none. All the points on the platform to create such a game rules, you have to listen to the platform, consumers, businesses listen to the platform, so that consumers and businesses completely cut off, which is today we see two of the situation.

We buy things online, for the brand and shopping malls are aware of, online shopping, we only know that shopping malls, do not know that brand, so, online business is very very poor, this is the current E-commerce players, platform business and brand business status.

Consumers--jumping out of the rules of the game

As consumers, our consumption has not continued to play according to the rules of Taiwan's game, we reflect on our current consumption.

There are two very strange phenomena in the field of consumption, the first very strange phenomenon is that all the platforms are continuing their design of a set of their overbearing, and its closed rules of the game, so that businesses and consumers all only listen to his command, and the consumer itself has changed, I want to buy the time to buy.

Today, consumers have actually Taobao, Jingdong, such as the electric business platform completed as a shopping site, Taobao is the final trading place, rather than the place I find and stroll, not the place I trigger consumption.

Taobao is actually just a shopping destination, and shopping from the starting place into today's consumer life scene, online, these daily life scenes? Micro bo, micro-letter, Mushroom Street, watercress, under the kitchen such as some vertical web sites and such a number of integrated SNS community, even including the places such as Mo, this is two a particularly strange phenomenon, consumer behavior has actually changed, platform vendors are still playing with the old rules of the game, which is today to see the state, so, Every business today is becoming more and more painful.

In my opinion, because of the whole centrality, because we want to buy things, go to a place where businesses want to buy things, go to a place where everything is concentrated in one place, only one person or several people to make the rules of the game, resulting in the whole situation become so deformed, business unhappy, consumers unhappy, the overall quality of consumption, The quality of the whole product is falling, everyone is in a bad mood, only a few people who make the rules are cool Market capitalisation can be very high, profit margins can be very high, the company's development is super cool, this is the current status of China's online consumption, every business day is very sad.

And we'll find that it's not just the online business that's so hard, in fact, the business and brand under the line is also very painful, because they will find that because of the impact of E-commerce, if I do not do e-commerce, as if I have to hang out, many offline brands to do E-commerce, slowly increasingly towards such a dead end.

Today, the brand is not able to through the traditional advertising channels to reach consumers have a sense of him, consumers began to through the social network of brand awareness, rather than the brand through advertising to generate awareness of the brand. Businessmen say that all Taiwanese businessmen do not let me touch consumers, media channels can not reach consumers, as if there is no way to go, business opportunities, all businesses have told me that the profit is getting lower and higher marketing costs, more and more do not know how to communicate with consumers, we have tried many ways, tried to do their own App, Tried to do their own community, and then we summed up a sentence, maybe the thing you can do is that today consumers communicate with their brands and businesses through social networks, so what you can do is go to the places where he plays and communicate with him, instead of building a forum, building a community and his own App and letting him find you, It's not where he buys things, it's about where he plays and making friends with him.

It may be the status quo, no matter where you sell things, no matter where you sell things, you may have to find ways to make your customers become your fans, what fans? It's not a fan of apps, it's a micro-letter that he turns into a fan of your little faith, he plays Weibo and becomes a fan of your microblog, he goes down to the kitchen to watch the recipes every day and becomes a fan of your kitchen so that you can have a channel to communicate with consumers, and the future retailers may have to go that way, Instead of trying to hit the ads and desperately to go to the goods, to establish a communication with consumers, and have their own customers, but also their own flow.

Build a bridge to communicate with consumers

Every business in the future needs to communicate with consumers through social channels to establish such a pure channel.

First of all to have their own membership management system, membership level, customer consumption trend forecast, etc., need to have their own network of dynamic sales management control mechanism, the future must not only Taobao sell things, will be Taobao, Jingdong, Taobao sell goods, the need to establish a unified pricing, unified order Processing, unified after-sales service tracking system.

Today, almost all systems are rubbish, the only way out is to send spam messages, to build channels that connect with consumers, all of which require complete marketing centers, micro-letters, microblogs, watercress, people, FACEBOOK, Twitter, social channels, and your customer relationship management. and customer marketing system of things into a complete system will find the whole chain can turn up, is not just a sell, or not just a go goods. This is what real retailers or real retail brands should do in the future, which is the ability to build, which may be more important in the future than the supply chain and financial processing capabilities.

Suitable for such a model of merchants generally have two conditions: first, this category repeat the purchase rate how; second, whether you trust, if buy mother and child, I must believe this business, I buy cosmetics, must believe this business, such as women's clothes, how do you play on it? Some things may subvert the idea, every micro-letter and do Weibo people will think I want to do the content, women's best to do is only one, the reason why a consumer is willing to pay attention to the women's shop micro-letter or Weibo, because like its style, like their home material, here in fact, only need to do one thing, Weekly or every few weeks when the new model to send him a notice, tell him this is our new style, like you buy, usually nothing to harass him, this is the practice of women, very very simple.

The future of the mother and baby in the social media will have a very big opportunity, today, consumer consumption, the operation of the electric business is actually the operation of each category, each category of operation determines the operation of the entire electric business platform, such as buying clothes, very simple, good-looking, cheap, today, Chinese consumers online consumption is so, buy cosmetics , very simple, first, it is true; second, it is suitable for me, the practice of doing cosmetics is to do better communication, to ensure their own credit. In the Women's field, mushroom Street only need to find the process of consumers to become more beautiful some he will be able to do a Fashion Taobao, Poly-Mei excellent products to build their own is true, you can establish its leading position.

Today, if other platform business dozen beautiful products how to hit it? Said Chen Au is false, recently they say the character is not good, cosmetics field, spelling is who is false or true. Chen Au Very clever, we found that some of the mother and the little girl said Chen so handsome, it is impossible to sell fake. Why can't mother and baby do it before? The result of our analysis is this, before there are two reasons: first, or do 0-3 or 3-6, basically only earn 3 years of money, E-commerce field has been strange to do in the original way, the first year must lose money; the second year does not make money, the third year will make money, this time the people does not buy your family thing, Why do social networks bring new opportunities to mothers and babies? Because the original online next person can only affect a few people, in the forum era, maybe a person can affect the last 10 times, in the era of social networking, especially in the wireless Community era, a person can easily affect dozens of people or hundreds of people, even if he does not buy your family things, he will become your promoter, social network, Babies and mothers may have a very, very big opportunity next.

We play micro-letter or play Micro Bo or more emphasis on content, so will emphasize mass, micro-letter mass, micro-bo Mass, there are micro-bo letters mass, what content?

Here are a lot of businesses that send out all kinds of soul chicken soup and all kinds of experience, this is the second most of things, we found that the worst conversion rate is a variety of soul chicken soup and a variety of experience to share, the conversion rate is the best is straightforward to say that this is our new model, or directly say when to start seconds kill, and then play a variety of interactive games.

The road of socialization marketing is not short-sighted

Share so much about the social marketing content, we found that the business marketing channels are mainly three places, micro-bo, micro-letter, Taobao Micro Amoy, on Weibo, you can do a lot of marketing work, in the micro-letter, more is to do their own old customer maintenance, I do not know what to do in micro Amoy.

I did not study, sometimes we play such a metaphor, what on the microblog? What is your marketing on Weibo for consumers? For consumers, on Weibo, I watched the news while watching the ads; what was the status on the micro-mail? I'm looking at the good things my friends share in the micro Amoy, in the ads when watching ads, I believe that the future may have more micro-letter, micro-bo, micro Amoy so worthy of the business operation of the social channels, the emergence of more and more vertical sites.

In our view, the source of future consumer traffic is divided into three parts: first, today relies on the traffic of the search; second, the consumers play with those socialized and centralized traffic; third, go to the center, consumers stay in the vertical services of the community App to flow and order, the future of a retailer's home orders should come in the above three places, Instead of just the search traffic from one point on the platform.

The future of the electric business to go a road is actually very difficult, because all Chinese electricity dealers will have a very unpleasant problem: special short-sighted, How soon there is a pile of orders and fans, anyone who walks quickly, will not be very secure. For example, we often say that you want a lot of fans, you want to have a lot of orders right away, you should advertise and traffic, what does it look like? For example, today we said that the body is not good, a bunch of people say to you drink medicine, give you a ecstasy, drink immediately after the spirit.

Today, you have to insist on early to bed and early morning exercise, today insisted that tomorrow may have some spirit, may need to persist for a long time to do, Chinese businessmen do not have this patience, this is today very painful, we this road is still very distant, very distant. Hope that we give some support and encouragement, nothing is always scold us, although we do not good, but we do very difficult, we are very hard.

Oral/White Raven