The difference between jittery voice e-commerce and taobao e-commerce

The difference between Jitterbug and Taobao e-commerce:

From the point of view of the user population-platform ecology-traffic logic-market results.

First, let's take a look at the public's general perception of the two:

Taobao is "people looking for goods", like a large supermarket, so it will be called "shelf e-commerce". Before the offline target is Walmart, so the traditional e-commerce has a very typical feature is "only when I lack what will go to buy what", is a typical demand-driven consumption, more of an active search process.

Shake sound is "goods looking for people", like our daily shopping, known as "interest in e-commerce" because in the shake system shopping most consumers have no direct needs, only "I see what will feel I'm not sure what I'm missing," he said, "but it's through the content that I'm interested in tapping into the potential needs of consumers, and it's the process of moving from a passive acceptance of the content to an active search and purchase.

From the user population, the consumer decision-making path is not the same

As a large online supermarket, the Amoy system of e-commerce is product-oriented consumption, the consumer's decision-making path is the "demand - contact - transaction".

Taobao only pure display goods can be, because consumers already have a demand. At this point, it depends on which merchant's products can run through the horse race to the front of the show to consumers, so as to form a contact, single or multiple contacts will promote the transaction.

Shake is an interest-oriented consumer, and the consumer's decision-making path is "touch point - demand - transaction".

Shaking voice e-commerce focuses on creating a scene rather than displaying goods, because consumers do not have a clear need initially, and even they do not shop at Shaking Voice to consume, but only for entertainment, which is why the purchasing power of Shaking Voice Mall is far less than that of their short videos and live broadcasts. Only grass-roots short videos and scenario-based live broadcasts can form a contact point, through the scene or pain point creation to dig out the potential needs of consumers, to achieve the conversion of grass-roots to transaction.

So the core of the interest of e-commerce if you want to promote the sale of the core is to find the right contact, through the contact to dig out the potential needs of the user, so that this part of the user in advance of the consumption, which can be divided into the traditional e-commerce cake.

Two, from the platform based on the ecological environment is not the same

Shelf goods is the traditional retail genes, is a very direct buy and sell relationship with the market, commercial traces of heavier, everyone's perception of Taobao is a platform for selling goods.

Taobao is to make money by "promoting transactions between buyers and sellers to extract commissions and advertising costs", only the larger the transaction volume, the more money.

The logic of growth for Taobao-based e-commerce is: the more sellers that come in - the more merchandise that is brought in - the more buyers that are attracted - the more sellers that are attracted. Just like Walmart, which attracts users with more diversified, convenient, better quality and cost-effective goods, Taobao's marketing strategy is to enable consumers to choose more, faster, better and more cost-effective products for their needs.

If the rise of Taobao is based on a wide range of shelves, but the ecosystem of Jitterbug is based on a socialization attribute of the short video, the user logs on Jitterbug is more for entertainment, social, content is the fundamental, if too commercialized, it will destroy the existing soil roots.

The growth logic of Jieyin system is actually divided into two layers, and the key point still lies in the daily traffic, that is to say, retention:

The first layer: more content producers-bringing high-quality content-introducing more content consumers-attracting more content producers.

The second layer: more platform users-bring more commercial traffic.

Jieyin also charges commissions and advertising fees, but other than that, it's the realization of its traffic that has the most value.

So, the ecological environment of ShakeYin determines that it can not be like Taobao to promote products directly, it is through the reach of indirect transactions. Jieyin's gene is still one socialized short video, in order to maintain its own ecological environment, it can only be in the form of content touchpoints to seed products to promote transactions.

Three, from the flow of logical structure, different ecological environment shaping the ecosphere is not the same

The traditional e-commerce ecology has a very obvious feature is that Taobao does not have the characteristics of the retention of people.

Taobao is a large supermarket, everyone is to buy and go. Its ecological only three parties "users, platforms, merchants", Taobao can not produce traffic, very direct and pure buy and sell market, can not produce traffic, but also can not stay in the flow, can only consume the flow.

This traffic logic makes Taobao decided Taobao will always lack of traffic. Supermarket traffic is already fixed, the shelves of the goods but only increase or decrease, the flow has not enough points, if the businessman wants to grow only in the exposure, click, conversion of these indicators work. Then look at the supermarket side, other supermarkets are also grabbing sources, if you want to continue to pull people, you have to publicize with the benefits of concessions to attract consumers to buy, so a big promotion point, Taobao also have to major platforms to do "off-site marketing" to buy traffic.

Shaking sound is more like a set of food, drink and entertainment in one of the mall, its ecological self-social entertainment attributes. After all, it is the largest mall, even if the user does not have the actual need to buy, there is no time or will go to the mall to shop around, rub an air-conditioning to watch a movie why. And other mall facilities are not so fully equipped, the daily flow of people is still very large. The ecosystem of Jitterbug has more roles to play, and it integrates users, celebrities, and businesses into a rich and diverse content scene, and gradually forms a new ecosystem of "users, celebrities, MCNs, businesses, and platforms".

Shaking sound e-commerce itself is able to produce traffic, it relies on the content as a bait to attract users to stay, and even able to transform the traffic.

Darren and MCN are like middlemen who rely on the output of content to attract traffic to the business and to keep users on the platform. As long as the daren and MCN can get enough benefits, there will be a constant flow of motivation to output innovative new short video users, can be this part of the user in the pool to stir up the living, the ecological can be a virtuous cycle.

Four, from the market results, the core point is to find the right people to do user experience

The key point of the competition of e-commerce platforms is how to better serve the user: how to let the user with less time, spend less energy, with a more cost-effective price to buy a more in line with their own needs of the product, as well as guaranteed after-sales experience.

There is another point is: the user himself is with the consumer behavior habits, for the user, behavior habits are very important, habits are very difficult to change.

While it is said that nowadays interest in the rise of e-commerce, but in fact the two are not completely opposite. Some people just like offline consumption, some people like to buy while shopping, some people like to have a clear need to go shopping again. Now we are still accustomed to product-oriented consumption, Taobao as the largest traditional e-commerce, based on its rich shelves of goods, there will still be a large part of a stable source of traffic.

The daily traffic of Jieyin does have an advantage over all traditional e-commerce platforms, but the ecological environment on Jieyin's side will also limit the commercialization of Jieyin. If Jieyin generates a lot of shopping information, it also loses the meaning of this social entertainment. If you have been trying to convert non-targeted people and recommend a lot of shopping information, it is easy to cause the loss of existing traffic.

So how to maximize the conversion of the station crowd is very necessary, Jitterbug is now the main thing to accumulate consumer users, analyze which is the right crowd, in order to determine the grass, how to better divide this part of the cake is the subject of Jitterbug in the study.

The next platform is the need to analyze the consumer group that matches the platform's yard, to do a good job of user experience for this part of the population, to cultivate their behavioral habits and transform this part of the population.