How about learning e-commerce in 2023, is e-commerce still hot?

With the optimization of epidemic prevention and control around the world, the previously suppressed consumer demand has been released, the return of the fire of the earth is also seen as the wind direction of the continued recovery of consumption to the good.

Under the outlook of economic recovery to the good, how will the direction of the e-commerce market in 2023?

In 2023, the rebound of consumption is bound to come, but its "revenge consumption" may not be as expected. It is expected that the first quarter of 2023 is still relatively low, after the second quarter there will be a mild rebound and recovery.

If there is no major improvement in the economic environment, enterprises will tend to be conservative in marketing investment, therefore, the main tone of marketing in 2023 is not expansion, but contraction and stabilization.

One: the integration of shelf and content e-commerce

The future direction of the e-commerce platform must be the combination of shelf and interest, and this prediction has been fulfilled.

The biggest player in interest e-commerce, Jitterbug E-commerce, launched the "Jitterbug Mall" this year and put forward the concept of "global interest e-commerce", in which the biggest change is the addition of a centralized e-commerce portal on the basis of short-video e-commerce and live e-commerce.

Consumer

Consumers can realize the "people looking for goods" like Taobao and Jingdong on Jinyin.

Taobao is also vigorously expanding the power of live broadcasting with goods, Taobao will be the Oriental selection, Luo Yonghao and other anchors to bring their own platform to strengthen consumers in Taobao can also be watched while buying the perception.

The trend has been very clear, for most merchants, shelf e-commerce, content e-commerce, the two can not be ignored, excellent e-commerce operators should be good at both content, but also good at the shelf.

Two: the opening of live e-commerce 2.0 era

In the middle of this year, the live e-commerce industry by the Oriental Selection screen, industry insiders were surprised, the original live with goods can also be so play!

The main reason for the fire of the Oriental Selection is attributed to the quality content output of the New Oriental teachers led by Dong Yuhui. This is when the "buy it, buy it," selling live broadcasts face aesthetic fatigue, the user's choice of their favorite content.

Three: live promotion normalization

Last year, Ali no longer announced the real-time turnover of the platform to Tmall as the main representative position of the double 11, in general, is the brand of the double 11. In the past, consumers are in the node of the promotion to buy big brands, because of the advantages of the brand, coupled with the appropriate concessions, a lot of people will produce a purchase.

If in a good year, when everyone has a lot of money, double 11 can still create demand and generate consumer desire to buy, then in the era of consumer downgrading, consumer demand was not strong, consumers are no longer blindly pursuing the brand, and thus the brand as the main object of the double 11 is no longer so much sought after.

In such a context, consumers like to participate in the big promotion, but only like low-frequency promotion, the basic mentality is that the cheap price half a year to buy once, buy once enough for half a year, and try not to spend money at other times.

At the same time, the mind of the big promotion has been live bandwagon and tens of billions of dollars to subsidize this kind of year-round preferential promotion squeeze, often said, live bandwagon after the birth of every day is a big promotion. Consumers buy goods through daily big promotion, gradually become a new consumption habit.

Four: selling + grass = brand

The next few years of e-commerce has an important wind vane, is "selling + grass", must learn the brand of grass. If you only sell goods, there is no sense of fan and user loyalty, combined with the cultivation of grass to do content, in order to better retain customers, and then let the customer help you to generate fission.

So in the future, the seller must increase the investment in the content of the grass, in the Amoy within the shop, Zhihu, B station, Himalaya, Xiaohongshu, shop, jittering fast hand and other various channels layout content.

Selling goods combined with content planting grass, is an important trend, selling goods is a short-term gain, while planting grass is for long-term interests, in order to have a greater premium for the brand, the future can increase the price of the customer unit.

When you plant grass with content, there will be many users, customers love you, love you will continue to buy your stuff, you can gradually improve your unit price, gradually develop into a super user, this is very important.

Five: the further rise of local brands

Country tide, is no longer a fresh word, it represents the further rise of local brands, this phenomenon will be more common in 2023.

The consumer groups represented by the post-90s and post-00s have undergone a fundamental shift in their perception and recognition of brands, and are no longer interested in "pandering to foreigners", but rather in whether the brands themselves are in line with their own personal interests, preferences and values.

Many Chinese consumers prefer local to foreign brands, not just out of national pride, but because they believe that domestic brands are better. Local products have the home-field advantage of being closer to consumers and can react faster to relevant trends.

Branding transformation has become an important trend

The new consumer brand growth model of platform seeding-placing KOLs-converting to GMV is gradually losing its effectiveness as the traffic dividend runs out. E-commerce companies have to return to the product itself, the construction of channels and supply chain, as well as the creation of brand moat.

Another branding transformation will happen centrally in suppliers and channel players. They gradually realized the scale effect superimposed on the added value of the brand effect, so on the basis of the scale effect, will go more actively try to brand transformation.

The disintermediated sales platform is also maturing, creating opportunities for them to transform. In the continued intensification of competition, choose to walk on two legs, will become one of the important grasp of the future of suppliers and channel operators.

The predictions for 2023 from all walks of life are not optimistic, and the main tone of this year's marketing is not expansion, but contraction and stabilization.