White Raven Talk Shopping Guide (a): Why do we need to guide

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Oral/guang.com founder White Jay Edit/I World Network business

Seems to be in the Pinterest after the shopping guide mode in China has a rapid development, but this model is not a copy of the foreign monk, on the contrary, the Chinese Internet environment is the real decision factor-we need to guide.

Can't count on the search engine

2006, Baidu has made its own electric dealer website "have Ah" after, Taobao "sealed" Baidu this entrance. This move is very crucial, although Baidu is still very lucrative in the electric business advertising, but Baidu has essentially lost the online retail market.

Why is it essentially lost? Because it has lost the user's behavior, this is a very serious phenomenon, in the online shopping, no one needs search engine. So, in many people's judgment, net buys = Taobao.

At the same time, in other markets outside China, there will be a phenomenon: a trader, an independent electric dealer, he has a large part of the natural flow, that is, the flow of money, there are also money from the search engine Consumer-to-consumer advertising traffic. But not in China, in China there are some from the search engine CPM brand advertising or display advertising traffic, rather than click the traffic, because users do not go from Baidu.

Do not talk about whether users can find, today's situation is that users do not search. We look at the data, the dress in Taobao one day have 10-20w search, and in Baidu only hundreds of; jeans in Taobao one day have 10w search, and in Baidu only two hundred or three hundred, and these two hundred or three hundred is not the user's search behavior, is the merchant, practitioner's search behavior.

And search is a rolling ecology, when the user does not go, its crawler crawling things can not update, optimization, in addition, today's data is very messy. The value of Baidu in the field of electric business is only two aspects: parity and knowledge. Parity is mainly 3C category, suitable for price competition, but the parity of the problem, Jingdong prices can be changed dozens of times a day. In addition, some standardized goods, because it requires knowledge. The rest of Baidu is parity and knowledge, other aspects of the flow of online sales. If you want to add, there are hao123 brought to the merchant traffic. If Baidu is still desperately selling ads to the company today, it will make the company more and more feel that Baidu is worthless. It takes at least 2-3 years for Baidu to do something good: Save the user's behavior, not how much money they make.

In this context, the business can not count on the search engine.

Why do businesses need a shopping guide?

With the rise of social networks, social communities and vertical web sites can actually bring traffic to the electricity quotient. But in China, there is a very serious problem, China's electric business marketing is still in the extensive stage, can not attract the flow is a long thing, rather than a short-term outbreak of things, so it is very difficult to integrate the flow of vertical electricity dealers, because it is too dispersed, not conducive to centralized promotion.

The comprehensive electric business is some, but the comprehensive electric business is not many, Taobao outside only Pat, Jing Dong, every guest, when, but they are also the category distribution is very lame. Non-synthetic electric dealers, lame comprehensive electric dealers, CPM\CPC and the final ROI are very low. Why does this result? First, the source of traffic is very poor. Baidu and other search engines to attract the quality of the flow is not high, and a large number of small site owners are in the wash flow, such as the window of such compulsive ads, it is difficult to bring good ROI. Spam messages and spam have led to low conversion rates for EDM. Second, the SKU less, but the conversion rate is not good. Playing a comprehensive advertising, selling is vertical things, conversion rate must be very small.

At the same time, we are today in the era of price warfare, leading to a decline in stickiness. I can easily attract a user, but he is directed at the price and promotion, not for my service. If I can no longer use my quality and service to attract him, then this customer is not sticky.

And in Amoy, Taobao from a commercial point of view is essentially a marketing platform, it is the current situation is the growth of buyers can not keep up with the growth of sellers, more and more people sell things, especially the strength of the traditional enterprises continue to join in accordance with the normal business routes, Amoy flow will be more and more expensive. Because for the traditional brand, product promotion fee is nothing, but for the beginning of the grassroots from the electric and Amoy brands, product promotion fee is its main cost.

Taobao each of the cost of UV will be more and more high, so Amoy flow trend is to increase prices. This trend is normal, as long as it is a normal business, will certainly increase prices. Our market is always determined by the value of demand, not the so-called cost price. Demand is growing, but the ability to provide demand does not match, gruel.

Another reason, Taobao's marketing approach is too small. Over the years, Taobao has not added much new effective marketing tools. Finally got a good deal, all of a sudden fire up, because Taobao resources are scarce for two or three years, before the gold coin is the same. The seller broke his head as soon as he came out.

To sum up, this series of problems mentioned above leads to the following: from Amoy out, the company became a hotel in the desert, no one to come, even if not easy to come to the people, also can not stick to him; Amoy, the price is more and more expensive, resulting in the seller need to have new, more reasonable, roi higher, cheaper, better source of traffic. This is why businesses need to have some new help him to do a shopping guide for his drainage of the entrance.

Why do users need a shopping guide?

Above I mentioned "Taobao = online shopping", but today's online shopping has become very complex, users today's online shopping with the original online shopping is not the same, the user purchase preferences have also undergone some changes: first personalized people to buy personalized things, and then personalized people to buy something popular, and then the popular people to buy something popular, Today's online shopping market has flourished.

We can divide user behavior into several:

A The goal is very clear. I'm going to solve something, identify categories and even subcategories, and even focus on a price and focus on style.

b only identified the requirements. Only know what to solve, the big category of know.

C only clear the scene. I'm going to travel and dive.

D wander around.

e figure cheap.

We can further divide the above five kinds of behavior, a, b belong to the user's active behavior, C, D, E belong to the user's passive behavior.

Taobao initially resolved the active behavior, but gradually, the passive part began to erode the active part, because when consumers have the economic ability, often because of passive to buy something. You have not enough time, only hungry to eat, but now you have money, you may eat more snacks, eat less staple. Therefore, the proportion will be tilted, of course, the proportion of initiative is not low. This is a basic user behavior.

So why do users need a shopping guide?

1, Taobao can not meet the needs of all users

NET shopping = Taobao, we just see what can be satisfied with Taobao, you can know that online shopping is not enough.

One of the shopping patterns of Taobao today is search, search can only solve a, with a little b.

Taobao another shopping model can be based on the category to find, this category refers to the concentration of 2, 3 category. Taobao category in 6 years ago spent six months to comb, but this six years Taobao in the category basically no big as, its products than all the store category are much more, planning logic is not suitable for consumers to look for, category management and do not good, so Taobao category is in fact not able to help consumers find what he needs.

Taobao's shopping model is also an activity, it can meet the only cheap.

Therefore, although Taobao search is good, but B, C, D on Taobao can not be satisfied, which leads to users find no place to meet these needs.

With data to illustrate, Taobao is currently 100 million of the UV, there are about 1.5 billion PV, day orders less than 10 million, so, it is an order corresponding to PV is about 150, this conversion rate is very low. Although this is not to say that each of the 150 orders are 150, there are many in Taobao blindly turn and browse other content, but we can see that Taobao became troublesome.

2, Taobao do not have thousands of people face

Five or six years ago, the horse has always advocated Taobao to do thousands of people, but Taobao is too big today, it can not do thousands of people face, it is too many categories, it's too many people. But today, we need thousands of people, because we can not take a product to meet the needs of 600 million people. This is very difficult to do, in addition to search can be done, the existing other functions can not be done to say, in the consumer does not have a clear goal, it is difficult to do thousands of people face.

Why can't taobao do thousand people face?

First of all, the product of a single, Taobao these years and no new shopping guide products, you can let users in different dimensions to find goods. At the same time, Taobao similar products are not directed to your shop, but first guide users into the product list. Product path more and more, according to user behavior to adjust the entrance, Taobao did not do.

Secondly, how do we reach thousand people? Google can do, because personalization, personalized behavior is a thousand face of a road, but this road Taobao walk is not good, but I think Taobao should stick to go on. To a certain extent, Google is a community because people get more and more personalized information, it is on the one hand to improve the technology of its search engine, on the one hand, social "relationship" can be personalized.

The result of all this is that the display means is very single, but on the other hand, more and more goods, more and more sellers, influx of demand is more and more personalized, so, users on Taobao to meet the demand will become more and more difficult.

3, consumer decision-making cost is very high

Today, the cost of spending decisions is very high for all of us. This is because:

First, the effectiveness of information is a big problem. Taobao commodity reviews, you will find that the effective comments are not much, although the people who have bought comments, but are similar to "good sellers" "Logistics good", many comments themselves began to decline.

Secondly, the description of the goods Taobao began to focus on the picture, focused on the show, rather than focus on the function of goods.

There is also the credibility of the information. Taobao's image over the past few years, consumers have doubts about Taobao.

This is why consumers need a shopping guide: Taobao can not solve the different types of consumer demand, because Taobao do not according to different types of people, different scenes to his different entrance to find something. Even if it solves the problem of entry from different entrances, the decision-making process is not resolved.

Therefore, consumers need a third party to solve these problems, the guide came into being.