Traditional e-commerce "broken circle" road

Some time ago, because in the circle of friends sent a paragraph about the content of the e-commerce, and friends briefly interacted with this time want to re-summarize the fragmentation of the idea, want to talk about the current environment, the Internet dividend period has passed, the stock of competition under the e-commerce "break the circle of the road".

According to Questmobile data show that the mobile Internet coverage gradually saturated, user growth has slowed down, the scale reached 1.167 billion historical high. Despite the lack of user growth, but based on for the current user scale, the stock market is very huge.

The competition in the inventory market, the Internet giants control the flow channel, and the new growth forces are also rising, such as the vertical content community-based: Xiaohongshu, B station, to get things, Zhihu, as well as to the local life services: Meituan, DDT, Dianping and so on. How to have an advantage in the complicated stock market, more test of operational efficiency and profitability.

More profitability, content-based community products in addition to advertising traffic share, but also focus on the e-commerce business, while traditional e-commerce platforms have begun to deepen the content ecosystem, with the help of grass-sharing model to pull GMV.

For example: Taobao launched a live broadcast and the six content modules, Jingdong launched a shopping community; Xiaohongshu, Jitterbug, fast hand and other platforms have laid out the content of e-commerce track, especially Jitterbug, fast hand, and other platforms. Especially Jitterbug, Racer, by virtue of the huge daily traffic, have led users to live e-commerce. Whether it is an e-commerce community or a community e-commerce, the core competition lies in the four aspects of traffic, supply, transaction aggregation, and the ability to guarantee transactions.

For traditional e-commerce, which itself comes with a certain amount of traffic, the supply of goods and the ability to guarantee transactions still holds an absolute advantage, and in terms of transaction aggregation, traditional e-commerce is more reliant on standardized brand exposure, in the public domain traffic operation, through the platform home page, recommended for content consumption, however, today's consumers, especially young people of generation Z have become the main force of consumption for the However, today's consumers, especially the young people of Generation Z who have become the main consumers, have a more multi-dimensional reference space for the selection and consumption of products.

Generation Z young people pay more attention to brand power and marketing personalization, experiential and interactive, a single public domain flow of marketing methods can not meet the needs of young people, but also based on this some of the content platforms rely on their own content advantage layout of the e-commerce by young people's favorite.

For traditional e-commerce, the ability to summarize transactions is a point that needs to be further improved. I have also seen a very interesting phenomenon, we are all from the small red book for grass, whether it is beauty or clothes, shoes, rarely directly in the small red book to complete the purchase, of course, part of the reason is the supply of goods, and a large part of it is because there is no traditional e-commerce as a perfect transaction security system, it is difficult to form their own transaction closed loop, inevitably for the traditional e-commerce to do the graft.

Traditional e-commerce: Jingdong and Taobao, has begun the layout of the content community, want to Jingdong as an example to explore the "e-commerce break the circle" road: from the Jingdong shopping community rooted in the app at the bottom of the core tag, the average user can easily enter the community to browse the contents of the community by sharing the real experience of purchasing and single evaluation, to be grass officer, greatly reducing the grass threshold, but also increased the authenticity and diversity of grass content.

In addition, in terms of product design, different categories of content for different consumers, you can provide more personalized, interactive and experiential content and products for consumers to take the initiative to screen, and the transaction summary is closer.

Of course, complete reliance on UGC content grass, although able to enrich the supply of content, but also will bring the grass quality of the situation of mixed quality, there is not enough high-quality content, it is difficult to form the user's purchase of mind. This requires some high-quality KOL, through professional, high-quality content to trigger consumer pain points, improve awareness and stimulate purchasing power, and then through their own influence endorsement is allowed to user trust.

As for the KOL itself, if the user has a good experience with the product that the KOL carries, it can increase the identification of the product, and also increase the trust and stickiness of the KOL, which is convenient for re-purchase and the next planting of grass.

The account system and growth mechanism of grass seeding users still need to be strengthened, in terms of a current home page fans more creators, the default user avatar and signature, fuzzy portrait is difficult to reach consumers to form a brand endorsement.

As a platform, a perfect user growth system and mechanism can stimulate the user to continue to output high-quality content, accumulation of private flow, once the user has a certain influence can play a role in the platform, to bring the platform flow and influence, to help the platform to break the circle, such as Weiya and Li Jiaqi, Taobao achievements Weiya at the same time, Weiya also in Taobao brought a huge amount of traffic and revenue.