How do e-commerce make an analysis report on five operating modes of four platforms?

In the era of mobile internet, if you don't have your own e-commerce store, then I'm sorry, you lost at least twice the profit. E-commerce has become the standard of marketing in the new era, and many new enterprises rely entirely on e-commerce.

Compared with traditional physical stores, the advantages of e-commerce are very obvious.

Wide customer base, facing customers all over the country, not limited by store location; Low cost, no need for rent, transfer fee, etc. Physical store; Rapid marketing, through which various marketing activities can be held quickly; Data analysis, through the e-commerce platform, statistics and analysis of products, users, marketing, revenue and other data can be easily completed.

Here from the e-commerce platform and e-commerce operation mode two angles to analyze:

one

e-commerce platform

one

Taobao, Tmall, JD.COM and other platforms

two

Micro-electronic commerce

In addition to Taobao, the micro-e-commerce model is displayed in the form of a web page on WeChat. At the beginning of WeChat's business, the main trading platform was micro-e-commerce. At present, the players in the micro-e-commerce field mainly include:

1. micro-store: the e-commerce platform officially launched by WeChat, but its function is very simple and has almost no practical effect;

2. Youzan: At present, the most mainstream micro-mall platforms are very powerful. After you open a shop, you can link stores and promote them everywhere.

3. Wei Meng: This is similar to being praised.

This micro-e-commerce platform is characterized by cheapness, rich functions and high price. At present, the main problem is that you need to find your own traffic, because most of them are the same, the user retention is poor, and the entrance is deep, so it is difficult to get users.

three

Small program e-commerce

Backed by WeChat's 65.438+billion traffic, applets are developing very fast, but in the field of e-commerce, applets still face many problems:

1. function: Although the loading speed of small programs is optimized, the overall function is still relatively small.

2. Entrance: The entrance of small program e-commerce is too deep, and users can't find it for the first time.

3. Marketing: WeChat has very strict marketing control over small programs, and the ban is more serious.

four

use

The e-commerce App has the richest functions. All users can control and operate freely, and the business models that can be realized are rich and diverse, such as content e-commerce, distribution e-commerce, community e-commerce, shopping guide mall, takeaway mall, urban life circle and so on.

In the past, the development cost of App was high, so e-commerce malls were mainly players of large enterprises, such as Xiaohongshu, Tian Tian Youxian, KFC and so on. However, with the development of development technology, you can quickly create a new e-commerce App using the park-style app production platform.

2

E-commerce mode

E-commerce competition, if it is simply information display and trading, can no longer meet the requirements of the new era. In the new era of mobile Internet, many new e-commerce business models have emerged, which are very competitive compared with traditional e-commerce. They are mainly divided into the following five types:

one

Content e-commerce

User evaluation and word of mouth have always been the focus of e-commerce platform operation. With Xiaohongshu as the most representative, how to choose and use dazzling cosmetics? Listen to the grass farmers Users shop, learn from the latest beauticians and discuss and share with each other. Bring the traditional shopping concept to the extreme.

Content can not only attract users from self-media communication, but also refresh users' viscosity, improve conversion rate, help enterprises establish their own brands and build a benchmark position in the industry.

1. There are two main ways to make content:

(1) Platform operators make or draft.

Through user analysis, users' needs are mined to form content themes, and then the content matrix is formed by expanding according to the themes. In the early stage of content e-commerce, most of the content needs to be produced by itself to form an atmosphere. You can also use KOL (opinion leader) and big v draft in the industry.

(2) Guide and encourage users to produce.

2. Content form:

(1), make a list: for example, 8 quick artifacts for rich lazy people to eat breakfast. Provide solutions for selecting customers with difficulties;

(2) Evaluation: It is more convincing to evaluate goods from the perspective of a third party;

(3) Talent sharing: sharing the experience of using commodities for users;

(4) IP drainage: Using the personal influence of stars, KOL and big V, it is recommended to plant grass.

two

Educationally retarded

If you want to ask where people in a vertical industry are most concentrated, the industry community is undoubtedly the best answer. In the era of national social interaction, coupled with the recent popular fission marketing, the value of community operation has been infinitely amplified. There are tens of millions of books, which are realized through community fission. E-commerce, in terms of e-commerce platform, has increased community operations. At present, the new "Hundred Regiments War" is a fresh e-commerce in the community.

1. The purpose of community operation

(1) Community is the simplest and most efficient way for brands to communicate with users. Through the community, users' needs can be obtained at the first time, and marketing and activity information can also be notified at the first time.

(2) If Baidu has a problem, it is better to join the community and discuss it directly. For users, the psychological threshold of the community is low.

(3) Herd effect: Through the trumpet interaction in the community, it is very easy to produce herd effect and drive fans to participate.

2. The core of community operation

Many people may say: Why has my community become an advertising group and a zombie group? Xiaomi, who started as a community and community, summed up two magic weapons:

(2) Sense of participation: When the product changes from "others'" to "mine", the product will be in an invincible position. Let users participate in the operation of the community and form a discussion group for users, rather than an official marketing advertising group.

3. Community Operation Plan

(1) community positioning: before the tour, plan the theme of the community and sort out its value to enterprises and users. If the product has a bad reputation, avoid building a group.

(2) Association rules: inform the association rules after new members join.

(4) Building core fans: building the soul of the community and forming the focus.

(5) Big Coffee Platform: Find a big coffee platform for the community to enhance the overall value of the community and the sense of gain of group members.

three

Distribution e-commerce

In the era of social interaction, the value of content and community is not only greatly enhanced, but also divided.

Sales has also become the most important marketing tool. With the help of the distribution system, every buyer becomes a salesperson. SOIREE's expensive little black dress is popular in the circle of friends with a three-level distribution model. 1 year, achieving revenue from zero to hundreds of millions. Country Garden has developed 6 million salesmen without basic salary in three years, and its monthly sales have exceeded 10 billion.

At present, all marketing cases of the rapid rise of the Internet must have the concept of distribution!

For enterprises, it is a more accurate and efficient way to allocate the marketing expenses of the past wide-spread network to fans and let fans spread in their circle of friends. Gather a strong marketing team in a short time to form a strong ability to carry goods.

For fans: joining the distribution army can not only save money through self-purchase, but also make money through distribution.

Everyone is familiar with the distribution mode, but the explosive spread effect on the mobile Internet is unexpected by many people. To make money quickly, distribution is a must!

four

Shopping guide rebate e-commerce

The mall is similar to the distribution mall, but all products of the mall platform come from well-known e-commerce platforms such as Taobao and Pinduoduo. In other words, you don't need to find the goods yourself, do customer service, do after-sales, delivery and so on. But you can also make money by selling goods.

On your shopping guide platform, users can buy products from platforms such as Taobao and Pinduoduo after receiving coupons, but the price is more favorable than direct purchase. Users can also share these coupons with friends, and after friends buy them at low prices, users can get commissions. Of course, as a platform operator, you also have commission income.

Such a weapon to save money and share, users can make money lying down as long as they promote it, and the platform can naturally get good returns.

five

New retail

"There will be no more e-commerce in the future, only new retail." Ma Yun's new retail model Box Ma Xiansheng, through the online and offline linkage model, single store revenue has more than tripled.

After experiencing the physical store, users can place orders through the mobile App anytime and anywhere, without going downstairs, which is safe and fast, much more convenient than traditional online shopping, and can also get activity discounts through the App.

For merchants, with the help of e-commerce, the scope of customers has expanded from the previous two kilometers to ten kilometers, and the product categories have expanded infinitely, breaking through category restrictions. You can also quickly establish a membership mechanism for unified management, and 100% delivers the latest product and activity information.

These five latest business models can be selected or combined according to their own conditions, such as the content community model, such as the distribution shopping guide model, which are all very good. By using the park, you can make it yourself.

Related questions and answers: How do individuals do e-commerce websites and online stores have different functions and uses. If you just want to sell, I suggest you build an online shop with the help of the existing platform, with less investment and quick results (Alibaba, Taobao Mall, Paipai, Yi Bei and Dunhuang can all try). If you want to promote your own brand and sell products, I suggest you make your own website, and do paid promotion and free promotion to stabilize the traffic of the website.