The nature of the electric dealer flow? Sales channel expansion channel to disperse flow

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

What is the nature of the electricity quotient flow? This topic is the last 3W coffee and QQ Internet activities, invited to do a share. Recently, everyone focused on mobile internet entrepreneurship, the subject of electricity should not be very interested, so there is no completion of the text.

But these days Taobao cut off the micro-letter entrance incident uproar. Many of the online interpretation of this incident, the basic is around the "double horse", Ali Tencent Social Power competition. In fact, the discussion will not have any results, is that thing, we can see a string of this "double horse" behind the abacus.

About this incident "12 floor meeting room" last weekend also invited several external directors to discuss, this article also do not want to publish the attitude of this matter, is to borrow this event potential, and then talk about the electricity quotient traffic this matter.

First, why pay attention to traffic?

Recently, whether the electric business platform or electric dealers, open mouth is the flow. Why pay special attention to traffic now? The era of demographic dividend is over.

What is the demographic dividend? The simple point of understanding is the effect of natural growth of the overall user. In Ali Business-to-business just get up, in Yiwu as long as a few foreign languages, can rely on foreign trade to earn a full purse. 2010 years ago, to get a clean Taobao, a little understanding of the operation can get rich. But why doesn't it work today?

We often say that pigs can also be blown on the tuyere. Chances are best when a business model just comes up. Because this time the whole market is just up, the demand is released. Basically is a condition of short supply, so as long as the supply-side basically have the harvest. But when demand for blank markets is filled, future market increases will be slower. In the dividend period, a large number of donors squeeze into the formation of bubbles. Once the market becomes "cold", there is a state of insufficient current.

Taobao plus day cat, before 2011 are doubled growth, but 2011, 2012 growth rate is 58%. Because before 2011, a large number of people do not buy online shopping, when more than one more than one market. And 2011 years later, everyone is online shopping, such growth depends on the output of individual users. Similar to this, there are two years of smartphone development, as well as the car market boom in the past few years. These market demographic dividend times are slowly passing.

So whether the seller or the platform are considering the flow of the problem

The biggest headache is still like Taobao platform. Taobao hundreds of billions of sales, looks very big, but there are 7 million sellers, how many? 140,000! This is just sales, how much is the profit? To maintain its entire ecosystem, Taobao needs to take care of a balance of 7 million sellers. This also led to Taobao alliance such a body, also appeared the Electric Business Shopping guide, rebate website.

Well, the more the theoretical flow source, the better, micro-trust Such a large user base should be good for Taobao sellers. Why do we have to cut off the micro-mail portal? We interpret the nature of the flow.

Second, the electricity business flow is the essence of sales channels

Traditional product sales can be sold in different provinces and cities, in different stores in the same city. Sales channels, the number of stores, and sales directly related. This has a perfect distributor, Agent Management system, who master good channels who have the opportunity to succeed. The most popular sales channels are Wahaha, known as the new products listed within a few days can be spread to all corners of the country.

But in the era of electricity, Taobao Cat on the day to open a shop can, business good or bad to see the number of online shop. To increase sales, you need to increase the source of traffic. So we think that the essence of the electricity dealer flow is the sales channel. Different flow source prices are different. Taobao internal promotion such as the through train prices, and Amoy outside the promotion is much worse. From the ROI to consider, Amoy is 1:3, and Amoy can reach 1:10, or even 1:20.

Then why do we still want to amoy the through train, not all to seek traffic outside? This is a simple truth. Why is the store so expensive, there are people to rent? Like Lianhua admission fee so expensive, but also to squeeze in? Because of the large flow, high conversion rate. Of course, there are other factors such as brand influence. But can not deny Taobao official advertising value.

Then in Taobao inside play, not on it? In the same example, is it only possible to open a shop in the downtown opening? Will slowly start earning money, more and more? You'll find that rents are getting more expensive, people are growing more slowly, and there are more and more shops on the same street as you. Slowly only brand merchants have the strength to bear these costs, but this image shop may not earn money, just do brand. Earning money depends on other sales channels.

Therefore, brand electric dealers also pain, Taobao advertising and the cost of a good deal will be addictive, because the effect is really well, you can impulse and do brand, but do not earn money. We have also investigated some electric dealers, the annual sales of nearly billion, the profit of millions of less. So they are also actively looking for other sources of traffic, that is, to find other sales channels.

Know that the essence of the electricity dealer flow is sales channels, it is easy to understand the behavior of Taobao.

As a platform such as Taobao, if the micro-letter development, micro-letter will become Taobao's main source of traffic, which is equal to most sellers of the sales channel is micro-letter. The marketing channel in the business model is the core lifeline of the platform. So Ali also produced their own flow of products "micro Amoy", whether this can become a heavy flow of Ali entrance, still need time to verify.

But for the majority of dealers, or to expand their channels, to disperse their own flow. Of course, pay attention to the game plan of the Giants, Black Swan will come anytime.