The reason why the merchant need to guide the website

1, Baidu has lost the online retail market

2008, Baidu was very confused to do their own consumer-to-consumer platform "there Ah," Ma Yun made a very domineering decision, refused to crawl Baidu. Then, Baidu closed there ah, also ignore the online retail information acquisition and integration processing, there are a single big Taobao, and give up, the direct result is-"Consumers in the online shopping, will not think of" Baidu ".

Even if Baidu in the field of advertising revenue is still increasing, although the group buying war, when the net business irrational burning money, Baidu earned a bowl full, the stock price soared. But Baidu did lose the market because they lost the most important user behavior and habits and fell into the abyss.

If you look at some of the search requests on the online retail, we will be aware of the seriousness of the problem. For example, Taobao Heat's dress, jeans, small suits, each word every day has more than 10 200,000 of the search request, but in Baidu only hundreds of search requests, and this poor little request is still not consumers in search, but peers or related practitioners. No one search led to search results have been bad, search results are not more people search, Baidu in this problem has been completely into the state of no solution. (at the beginning of Baidu Aladdin said in the beautiful, the beauty of clothing apparel hot word search results for special treatment, so big a baidu so dry a day can only point to the beautiful said to tens of thousands of of the traffic)

In addition to the 3C products of some of the comparison requirements (this piece has been almost etao robbed), and some of the beauty of consumer knowledge search, Baidu's real direct electricity daily traffic has been very small.

Of course, this is not to say that the flow of Baidu is not worth anything to the electric business. I just said that it has no direct value, but when these flows to a variety of innovative models of the shopping guide site, can still be converted into a valid electricity dealer flow.

Ps:hao123 is still a source of traffic that cannot be ignored. It can still bring a lot of effective traffic to the electric dealer website every day. (digression: If Baidu wants to restore online retail market, the only thing to do is: spend three or four years, the time to cultivate users online to go back to use Baidu's behavior habits. Do not think about how to transfer the power of the dealer's money, when you can not directly to the power to bring effective value of the time, the more the more money owed the more debt, will become more and more.

This tragic situation has brought a serious problem to the electric dealers: the lack of the search engine to the natural flow and CPC traffic. In Japan, South Korea and Europe and the United States, the electric dealers usually can obtain from the search engine near Bell natural flow, or also can be a large number of keyword ads. In China, the poor data, and other people's search engine traffic compared to the poor quality.

2, Taobao to obtain the flow of more and more expensive

As a result of various reasons, in fact, although the development of Taobao these years is very good, although Taobao's traffic growth is also in the doubling every year, but the speed of the flip is not keep pace with the seller's growth rate (now about 7 million of the sellers). The porridge is increasing, but the monk is increasing faster.

At the same time, in the past few years Taobao marketing products do not have any new bright spots, Taobao marketing means to sellers are growing different needs of the very weak. Such things as gold coins, are a line soon be hungry as the wolf sellers quickly grab food, and then fall, even the original to create greater value of the "Poly cost-effective" new model, has been reduced to marketing positions. (The growing cost of a good location, combined with the ever-decreasing value-for-money discount, has become a purely marketing position.) In the long run, the loss is quality, service, consumer interests.

In addition to Taobao's own business claims in the past few years, Taobao began to need to make money, but also to make a lot of money.

So Amoy sellers also have to face the fact that the flow of Taobao inside more and more expensive.

3, vertical web site and social web site traffic is very dispersed, not comprehensive electrical operators difficult to integrate these.

Yes, in theory, in addition to search, social networks and vertical sites can also bring some good traffic to the electricity dealers. This method with flow is an advertisement, one is the deep socialization operation.

About advertising, our tragic discoveries, China's vertical web site is usually more willing to sell traffic to the game, because the people can afford the price, because the game is too lucrative, regardless of conversion rate, the profits of others are still very high, people cast this advertisement; are also more rich conversion rate of a better comprehensive electric platform to buy, vertical electric business basically can not grab what advertising bit, like 11 to grab the ad bit irrational burning money after found that cast will only let himself die faster.

Not only vertical sites, almost all traffic advertising places have the same problem: because of the single vertical electric business category, few SKU, can cover the lack of user demand, resulting in their traffic ads is not cost-effective, ROI is too low. And with the non-electric business site to do CPS ads, is a basic impossible thing, because for the webmaster to traffic limited display space when the CPS is the lowest efficiency of the way to make money.

With regard to socialized operation, socialized operation is a kind of considerate work which can not be inferior to its fine. Because the influence of the vertical electric trader is very limited, and the user demand scene that it can cover is also very limited, the vertical electric Trader's filter hole is too big in the socialization operation this problem, the final deposition of the flow and the short-term actual effect always cannot reach the anticipation.

So, the network merchant's collective encounter is as follows:

Independent-like inns in the desert. Without active discounts, promotions, 99 yuan Group buy 100 yuan, no one is nobody; at the same time, the quality of our goods and service capacity is not very good to keep up, leading to the use of these methods to pull the customer final sticky low-key poor, and finally a little sticky high end of the sale by others lower discount to pull away. Most people are not in the business of their own flow, the cost of access to the staggering.

Taobao big buyers only have orders without users. In the price war today, in the majority of online shopping is the figure cheap today, in the Netizen for Taobao entrance extremely dependent on today. Big sellers want to keep their daily orders growing, must go to invest P4P to buy the flow of the search, must continue to participate in the platform to organize a variety of concessions to go, and the result of repeated concessions is that only orders have no customers, no matter when want to order must continue to need to be on the platform to let money advertising.

Comprehensive sellers peace Taiwanese businessmen are constantly scrambling for traffic. The growth of online shoppers has not been at an alarming rate in recent years, a big part of the reason I think it should be the fault phenomenon of Chinese netizens, more skilled to the internet as a way of life, netizens have all been sucked, and only the Internet as a temporary tool for the basic netizens also to really start to try online shopping. This group of people, all in Tencent. In this group of people do not have a good upgrade before the transformation, the platform business is actually a tug of contention.

Digression:

I think the next two years will be much like the development of the 06 video. When TV users turned into Internet users, when the potato is still "everyone is the director of Life", Youku has "the world is watching", we found that every newsstand has a thousand-yuan notebook, which broadcast Youku on which do not know there is no copyright of domestic TV dramas, Uncle Aunt while selling newspapers while enjoying the "TV series", then Youku laid the foundation of today's advantage; and the next two years, which is the internet chatting or watching news, signs of the basic netizens, began the transformation period of online shopping, most of these people in Tencent there. But Tencent today also no good way to greet their arrival, can only helplessly watching them slowly flow to Taobao ...

All in all, the electric dealers are having a headache for the traffic today. Especially for the non-comprehensive or platform-type electric operators, targeted high-quality traffic is what they need. This, the shopping guide website can give him, and only need to pay according to effect.

There are four articles in this series:

1, why users need to guide the site?

2, why do businesses need to guide the site?

3, the shopping Guide website serves the user and provides the value

4, social Shopping guide Why let Taobao happy and worried?