The difference between content e-commerce and traffic e-commerce

The difference between content e-commerce and flow e-commerce has four points: from operating traffic to operating content, operating goods to operating consumers, single cash to diverse cash, and consumption scenes from shelves to guided shopping. Traffic e-commerce mainly relies on the paid traffic of merchants to attract traffic, and the main work content of the operator is to buy traffic, measure models, and keep an eye on data. While the operators of content e-commerce's operational focus is on content, aiming to attract traffic through the operation of high-quality content.

The difference between content e-commerce and traffic e-commerce has four points: from operating traffic to operating content, operating goods to operating consumers, single cash to diverse cash, and consumption scenarios from shelves to guided shopping.

The details are as follows:

1, operating traffic to operating content

Traditional e-commerce can also be called traffic e-commerce or search e-commerce, mainly relying on the merchant's paid traffic flow, the operator's main job content is to buy traffic, test models, staring at the data;

And content E-commerce operators of the operation focus on content, aimed at attracting traffic through the operation of high-quality content, such as a Tmall store set up a special new media department, mainly responsible for the store Weitao, copywriting live content operation.

The content here can be understood as a wide range of large content, that is, everything that can help merchants absorb powder, solid powder program, copy, pictures, videos, activities, etc. are called content.

2, the operation of goods to the operation of consumers

Traditional e-commerce operators operate the center of gravity is the goods, the operator through the building of the selling points of the goods, the keywords of the search set up so that consumers can quickly search for the target goods, the consumer, the process of obtaining the goods is passive acceptance;

The content e-commerce operator's focus is the goods. The operators of content e-commerce, on the other hand, the focus of the operation of the operator is changed from the goods to consumers, according to the consumers to choose the goods for sale and adjust and optimize, aiming at a series of operations on the consumers, so that the consumers will be converted into customers.

The content of its operation includes pre-consumer psychological analysis, potential demand prediction, character profile analysis, pre-sale consumer guidance, in-sale service, after-sale service, improving stickiness, improving conversion, etc.

3, a single cash to a variety of cash

Traditional e-commerce is a single way of realizing, that is, through the online transaction of goods, so the traditional e-commerce is also known as transaction e-commerce;

Content e-commerce is a way of realizing in addition to the commodity transaction, but also through the knowledge of the payment of cash, lease advertising cash, transformation cash.

Content e-commerce in the content, not just a single recommendation of goods, there will be a variety of consumer interest in the content;

These contents gradually cultivate the reading habits of the target consumers, laying the foundation for the subsequent transformation of the consumer and the content provider can be by virtue of the influence of their own content IP for pit cash;

To complete the content service cash, rental advertising cash.

4, the consumer scene from the shelf to shopping guide

Traditional e-commerce is a shelf-type e-commerce, the consumer is faced with a wide range of goods on the shelves, from time to time, because of the problem of choosing the trouble.

And in the content e-commerce model, consumers do not have to work hard to "compare and contrast", but by the content creators to help consumers first screened once, and will be screened out of the depth of the analysis of the goods, to help consumers choose the most suitable goods and services.

Consumers' consumption scenarios have been optimized from shelf-based scenarios to commodity usage scenarios.