Why do the headlines today choose the way of the electric business? How far is the dream?

Lead: The wireless end of the user flow, attention is increasingly dispersed, already has the user and traffic advantages of today's headlines do have the opportunity to grow into a wireless shopping area of a new force.

Recent news has exposed, the lawsuit-ridden news class app today headline low-key online The electric business version of personalized recommended brand special selling channel, and invited a number of Taobao platform for large business cooperation. The specific process is: the user clicks on the business promotion map into the channel page, click on a single item to enter the Product Details page, and finally click on the link to jump to Taobao to complete the purchase.

The three main ways of mobile transformation--electric quotient, search, game

As we all know, due to the wireless characteristics, the traditional advertisement bit pattern has certain harm to the user experience, causes the current situation which the wireless client faces is not optimistic, especially to today's headline this kind of news information class app, the user uses its app mainly is based on obtains the information the demand, itself commercial scene needs more cautious, Otherwise, the land will be destroyed.

So why do the headlines today choose the way of the electric business?

Now, whether it's PC or mobile, transformation is mainly through the three major channels-electric, search, games, which also corresponds to the current most lucrative bat core business, search is Baidu's old line, but in the user's behavior more dispersed mobile field is irreversible decline; Tencent, though a social startup, But the real golden egg business is a game.

In contrast, the power of the electricity quotient of the ability and expansion of more powerful, that is, can directly do the platform or trade, can also rely on the big Taobao to do outside shopping guide. From the picture can see today's headline "Special sell" this channel, is actually relying on Ali Taobao, cat business resources, with Taobao Guest mode built into the shopping guide channel page.

The headline "Special Sale" mode detailed

The electricity merchant itself is a heavy operation of the work, traffic, trading, inventory, logistics, distribution, customer service, interlocking, any one link is a huge investment in human and financial resources, in the current market environment in China, if there is no rich business, commodity resources, want to enter the electric shopping guide, or Taobao model to do the platform, really not so easy.

Ali's mother's Taobao alliance is currently China's largest CPS alliance, covering Taobao millions sellers to promote resources, 2013 of the Year's external division of more than 5 billion, basically all the external shopping site and applications are inseparable from the Taobao Alliance.

Today's headline "Special Sale" channel of the Electric business diversion cooperation, is a typical CPS scene, users through today's headlines click into a H5 page of the product aggregation, and can be directly on the page to achieve browsing, order, purchase and payment. After the user deals, today's headlines from Ali's mother Taobao Alliance to earn Taobao customer commission.

In fact, the cooperation between the two sides is not a simple advertising cooperation: Taobao Alliance through the today's headlines open the API data interface, the output of its products, business information; today's headlines after the development of template, through the manual editing of goods, shops screening and organize shopping guide content.

This type of cooperation is good for both sides, for the Taobao Alliance, can be from the headline personalized recommendations to get more traffic, and for today's headline, it does not need to put any human and material costs, do not need to invest, only need to have an editor to operate the shopping platform, and if the content and recommended to do bit , there is a discount of 800, what is worth buying, such as the precedent of the site, High Commission income naturally.

Can today's headline be a dream to the electric dealer?

Taobao guest API through the interface, the establishment of shopping guides, special sales platform for the success of the case is not uncommon. Early has beautiful said, Mushroom Street, such as shopping Guide website, now has a folding 800, 9 pieces of mail and other special selling platform. In contrast, these cases focus on the vertical and spend more time on content operations.

Although today's headlines have also chosen Amoy mode, but it is clear that they do not have the characteristics of the electric shopping guide, so at this stage will not do "heavy operation", but to the current users and traffic as much as possible. More similar to the watercress "things" and tiger flutter "discerning" these two cases.

The advantage of this model is that today's headlines do not need too much human and material investment, do not have to invest themselves, build platforms, do promotion, just through Taobao guest API can be obtained from the Taobao platform of High-quality business, commodity input. After that, just spend a small amount of manpower to edit the product, optimize the user experience, and enhance the user click conversion rate.

The headline of the Electric Business Shopping guide Dream success depends on the following factors:

1, whether can find shopping guide content and information content balance point: For consumer information users, watching the news occasionally glanced at the two eye ads innocuous, but if the advertising content is too rampant, will naturally affect the user experience, resulting in the loss of users. If the headline news like "Niang", the top three pages are full of "promotion" content, the user does not run to blame.

2, the Electrical Business Shopping Guide Content user experience: Because takes the CPS mode, therefore can achieve the transaction is today the headline income effect the key. Content is not good, perhaps the conversion rate is only 0.1%, if the better, perhaps to reach 1%, if the feeds flow way to the advertising content into a news, perhaps the conversion rate can reach 10% or more. Different conversion rate for the headline to represent the different profitability, since the headline has been through Taobao guest API to solve the problem of source of merchandise materials, perhaps the next thing to do, is to "what is worth buying" to take the guide.

3, Taobao Alliance Foreign Policy: The public, Taobao Alliance from last year's foreign policy is wavering, today's headline if the first two problems, then need to do is and Taobao alliance to talk about long-term, stable cooperation policy.

Overall, the wireless end of the user flow, attention is increasingly dispersed, already have users and traffic advantages of today's headlines do have the opportunity to grow into a wireless shopping area of a new strength.

What wireless applications still have the opportunity to enter the electric business shopping guide?

Last year, Ali mother for various reasons stopped with beautiful said, Mushroom Street cooperation, but also almost back to the opening of all API interface. From today's headline case, Ali's mother seems intent on opening the API again. If Ali's mother reopened the API, there would be a large number of wireless apps that would have the opportunity to replicate today's headlines.

I also from Ali mother insiders learned that at present, Taobao Alliance is starting a "shake hands" of the electric dealers to build cooperation projects, in addition to today's headlines, it also directed invited the national dozens of well-known mobile applications for a closed beta, the scope covers life, community, tools, shopping guide and other types, The real opening is expected to be launched in August.

It is understood that the scope of this study mainly includes the following characteristics of the app application:

User groups concentrated, such as mother and child, fashion, beauty makeup, home, cooking and other life services, community-type app.

There is a suitable commercial scene, such as the sweep code parity, brand label, shopping information discussion.

There is a good source of traffic on the wireless side, but there is no commercial access to the information, reading app.

At the same time, some of the shopping and electrical operators have their own understanding of operational capabilities of individual developers also have the opportunity to apply for the service Taobao Alliance.

At present, all kinds of wireless app in China is developing rapidly, but the overall commercialization pace has not kept up with the development. At present, in addition to the game, Baidu Search auction model is obviously not suitable for small screen, less content of wireless. If the Taobao alliance is really willing to use the Open API interface for more "Today's headlines", there will surely be more apps coming in for new commercial opportunities.