The traffic is thirsty.

The traffic hunger is becoming more and more intense in the competition of "happy enclosure" in the business industry.

Recently, Eric has released a monitoring list of the number of users visiting independent consumer shopping malls in the vertical footwear industry. And before the industry generally more concerned about ROI (return on investment), order conversion rates and other indicators, Eric published vertical field of user access to data reports, very meaningful. The people told the Daily economic news reporter that today, the industry's unprecedented density of crowded, independent vertical business is now in the "flow of hunger and thirst disease", and the flow-oriented "Matthew effect" (refers to the strong constant strong, weak and weak constant phenomenon) undoubtedly deepened this symptom.

Flow ceiling

Eric's report showed that the top ten per day visits to consumer footwear were 15,000 independent IPs, up from 490,000, while the top 281,000 on the total number of monthly visits was 17.24 million.

Amoy Vice President Chen to "daily economic news" said, "from the macro perspective, the whole industry is growing rapidly, the user is also increasing, but from the microscopic view, the difficulty of achieving high quality flow is obviously increasing." ”

The head of another vertical enterprise is also blunt about the daily economic news, and the current share of electricity dealers is clearly "uneven between rich and poor". Relevant industry data show that at present, Taobao (including Consumer-to-consumer department and Business Taobao Mall) accounted for more than 60 million independent IP, in the field of independent customers in the first east of the BoE can account for 6 million IP, the next when, excellence, every guest, almost each 2 million ~300 million.

Shangxiang, a prominent electricity business observer, said that although the business of the industry is growing rapidly, but last year, the tide of financing, burning money, unprecedented competition, coupled with the high cost of marketing promotion, is the current flow of hunger and thirst is an important reason, and with each other to promote.

Several industry insiders told reporters that the most recent quarter, the industry's order conversion rate, ROI lower than the end of last year, in addition to the short shopping season factors, the high cost of marketing promotion is one of the main reasons.

And the higher the cost, the promotion effect is diluted, which in turn stimulates the enterprise to strengthen investment. And the flow in the promotion of rising costs, but increasingly scarce, and finally into the arms of the strong, "Matthew effect" to strengthen this.

internal and external countermeasures

For business enterprises, in addition to traditional methods, innovative marketing efforts are gradually becoming popular, SNS, micro-blog marketing and video advertising marketing has become the focus of the new market means.

In the past week, every guest, Amoy, Le Bee has launched a new round of video advertising. Every customer to the "daily economic news," the data provided that within 8 hours of the video on Sina Weibo only reached 120,000 times the forwarding volume, which forwarded millions other 8 people, 100,000 levels above the 25 people.

Chen also told reporters, Amoy video ads on the day, the site backstage monitoring to day independent IP traffic more than usual 200,000 ~30 million. In addition, Amoy also launched a campaign on this week's advertising campaign with the media.

At present, Weibo may not have a very large direct contribution to order volume, Chen also said that the current social media marketing is still groping, "to the effect of at least six months." ”

In addition, the changes in the industrial landscape provide more diverse solutions externally.

When the people are hungry for traffic, they are naturally willing to send them the flow. According to people familiar with the situation, Tencent has been investing in at least 10 of its more potential companies in business, in addition to what is currently outside the area. Baidu, Ali are also in the field of foreign investment. In this regard, Shangxiang that this is the Internet industry in the overall flow of entertainment to the commercial flow of the inevitable process of transformation.

In addition, another kind of traffic solution-the electric business generation operation is also emerging. Currently on behalf of the operation of the field has three kinds of models, of which occupy nearly 80% of the environment is Taobao's operating on behalf of the main service in the traditional enterprises; The second is for some vertical enterprises to provide independent business-to-business operators, the third is similar to the role of network channel agents, For its service brands to Taobao and the website of the company to shop goods.