Alibaba summarizes the four major trends in the new retail era as: " Consumption is entertainment, global integration of buying and selling, omni-channel integration of online and offline, and building highly personalized consumption scenarios for big data . " It sounds very tall and elegant. It seems that only wealthy merchants and brand owners can play with it, but the opportunity lies there, it depends on whether you can see it or not.
Small businesses always tend to specialize in practical things such as traffic, conversion, and direct trains. They take it for granted that the industry trends Alibaba shouts every day have nothing to do with it or have little to do with it. In fact, there are many concerns. As a small business that is fluttering under the rules, only by following the right trend can you achieve twice the result with half the effort, and will not waste time and energy and damage your confidence.
Keep up with e-commerce trends
First of all, you need to clarify a major premise. With the improvement of commercialization level, the product quality and service levels of various merchants will be endlessly converged. Good products are the source of everything and the foundation of everything, but only good products cannot stand out in commercial competition. All merchants will compete for user time. Your competitors are not only Taobao, Tmall, movies, novels, offline merchants and other entities that can consume user time.
User time will become the most valuable product in the new business era.
Taobao proposed " content, mobile, and social " to transform Taobao from a sales platform into a tool for users to spend time and keep users on Taobao as much as possible. Weitao, good products, love shopping, must-buy list, Taobao live broadcast, etc. are all for this purpose. We must weaken the shopping itself and strengthen entertainment so that consumers can spend as they play.
For example, the popular Internet celebrities, experts, and live broadcasts are ultimately the ones that play with product personality and emotional added value, using content as the entry point to attract consumers to purchase or pay attention.
Grasp the trend direction
The so-called fan economy is the core of the product personalization, the form of expression is Internet celebrities, and the content of expression is lifestyle recommendation and fan community construction. This model has a high threshold, large investment and high income. It is generally suitable for famous Internet celebrities to work alone in the supply chain or large brand companies to find Internet celebrities to cooperate with.
The so-called Taobao expert is essentially a group of celebrity shopping guides based on the Taobao ecosystem. The expression form is Taobao experts evolved from Taobao customers with the support of Taobao, and the expression content is product recommendation based on professional Taobao experience. This model has a relatively low threshold compared to Internet celebrities, and merchants with certain strength can afford the expenses of Taobao experts. But for small sellers, it is still too tall.
Whether it is an internet celebrity or a Taobao expert, it still lacks operationality after all, and this is not suitable for sellers of all sizes and big and small who are struggling on the survival line. Tmall is increasingly inclined toward brand owners, big sellers, international small sellers who cannot change quickly will be eliminated sooner or later.
Where is the way out for small sellers
Alibaba is going to enter the WeChat business, and the acquisition of 20 million WeChat business can be regarded as finding a way out for sellers of all sizes. Sellers of all sizes must find their own way out, and they must practice their internal skills well.
1. Why not go live?
Whenever I whistle by the mall and see the young bosses who have no customers playing with their mobile phones, watching novels and movies, and chatting, I think: Why don’t they use this free time to do something?
It must be admitted that although small sellers work hard, they have a lot of time to waste. Hard work and hard work are not always equal.
Instead of wasting time on waiting for customers to come to their door, it is better to use your free time to live broadcast. Internet celebrities play live broadcasts in a relatively high-end way, which is the kind of celebrity, fans, and personality cult. Small sellers can't learn it, so they can play grassroots. There are three core values of live broadcasts: sense of companionship, customer trust, and social value.
1. A sense of company
The well-known value of live broadcast is companionship, and a large number of people spend their time online every day. Boredom, emptiness and loneliness are their main characteristics. Find a small part of it, live streaming your own clothes, chatting, occasionally sharing shopping experiences, and entertainment gossip. This kind of companionship is valuable in itself.
The most important point is that such a live broadcast is different from a professional anchor who sings and dances on a live broadcast. She herself broadcasts the life of the seller and does not require too much investment. She can also make use of her free time. Benefit without any expense!
2. Purchase trust
Compared with the product details page, the live broadcast displays the product more three-dimensional and vivid, and can be extended to points of interest to customers at any time, increasing persuasion and promptly promoting transactions.
A well-known disadvantage of online compared to offline is the lack of experience and interaction. Live broadcast moves offline shopping guides online, which is a great make-up for online experience.
3. Social precipitation
Not to mention falsehood, isn’t Waner fans doing content just for the repurchase rate? Now the traffic is too expensive, and fully exploring the value of every customer is the way to last. It would not be a waste of time to be able to accumulate customers who come to shop through live broadcasts into fans with a little loyalty.
Before doing live broadcasts, small sellers need to keep in mind a few things to pay attention to:
1 ) Not every product is suitable for live broadcast
2 ) Not everyone is suitable for live broadcast.
3 ) There has never been a standard live broadcast mode. It is a good mode that makes yourself and your fans comfortable and can sell goods.
2. Why do you have to brush orders?
Big sellers can also say that they are making good listing data, and for the sake of gimmicks in publicity, small sellers, why do you join in the fun? Even if you lose everything, you can't lose enough money to promote it. Why bother to deceive yourself? Small sellers do business in two words: down-to-earth.
Let’s not talk about the various punishment measures for being discovered when brushing orders. Just a little bit, is brushing orders useful? Never be fooled by the order-brushing team. When doing business, you have always been accumulated through water and a little bit. You have never reached the top in one step. You can only accumulate strength and reward hard work.
3. Why do you have to fight against big sellers?
When doing business, it is important to have no one and have good things in person. This is the reason whether it is online or offline. In terms of resources, team, capital, technology, etc., small sellers are definitely not as good as big sellers. The limited power must be concentrated in valuable places to strive for breakthroughs, and they just think about what great prospects will they have to spend some money under the hands of big sellers.
In this era of consumption upgrading, small sellers should focus on developing a personalized niche market, and accumulate strength while deepening their efforts. When they have enough power, they will not be able to do anything to big sellers. It is too unwise for small sellers to fight the same thing as big sellers.
4. Why are you always looking for some secrets for drainage?
Whether online or in private messages, I often see small sellers asking for help, asking where to attract traffic, but aren’t the ones that attract traffic on Weibo, Taobao, forums and other platforms? After all, there are only a few, nothing new. Do you want to find a peach blossom land where you can rest assured and your traffic will automatically soar? Hello, wake up.
Traffic drainage is just that, there are no shortcuts or so-called secrets. It is better to do basic skills well than anything else.
Instead of spending time finding traffic, it is better to do the details of store decoration, product details, customer service speech, product matching, discount matching, etc. first.
5. Why don’t you stop and make the product well first?
Big sellers have the capital to take the extensive route. It doesn’t matter if there are some small flaws in product quality and service experience. They have a thick foundation, but small sellers can’t afford it. They miss out on a group of customers a day, and they will basically stop after a month. We must work hard, precipitate every consumer, and do every detail of the product well. What else can we do if small sellers do not have a high repurchase rate?
There are no excellent ideas in this world, only down-to-earth results. Repetition and simplicity are well-known magic weapons for success.
I wish all buyers a big sale on Double 11 ! come on! ! !
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