How to meet consumer expectations?

　　#Laogao E-commerce Online Information# At the Laogao Crown Club regular meeting in May last year, Alibaba waiter was invited to analyze Alibaba's dynamics, explaining the business planning blueprint of the seller's private domain and the operation and gameplay of merchants under the new trends. The members gained a lot on the spot. Now share with you.

　　The following is a selection of full texts:

　　The first part first learns about Alibaba’s recent business plans.

　　There was a business conference on March 2, and a white paper was released at the conference. Have you read it? This is very important. I have been in Alibaba for more than 6 years. This is the first time I talk about empowering merchants. In Alibaba’s 16-character policy this year, it is very important to prosper the ecology and empower merchants. This is very important. This year’s conference of the Merchant Business Department comprehensively tells everyone what to do for the first time. This is a signal that everything in this will continue to be done and will not be given up easily.

　　Today we talked about wireless private domains. Why do we talk about wireless? The content to be done in the future is basically related to wireless. To summarize the trade-offs of the entire business department, it is a terminal Qianniu client. Qianniu used to be the workbench of customer service, but now many things that the boss and operation work need are on Qianniu. One is open and the other is multimedia. This year, the most important thing is to deploy wireless video on the wireless end. This is the overall plan.

　　When we were making decisions, we visited many merchants. In fact, the merchants were not interested in this thing. This details page has been designed for their users, but modules such as recommendations and store activities still require thousands of people to set up. It cannot be said that if the details page is designed in a detailed manner, it does not require thousands of people to meet. You can still think of other methods. It is very important to have a thousand people to meet in the future.

　　Weitao really wants to transform into a product similar to Weibo. In the future, Weitao will add a lot of interactive gameplay and content sources. Most of the content now is store content, and more content will come in in the future to form a Weibo platform and become our channel for traffic. In the end, it will be our reserve of capabilities.

　　Part 2: Consumers are constantly changing, what kind of ecosystem will the merchants form?

　　First of all, openness will introduce more plug-ins to help everyone enrich your content and organization. The database is now more reflected in the refined analysis of users. Although it is not done well now, it will become better and better. Now the value of many big data has not been exerted, but it is only used internally. It can play a great value, which is unimaginable. Many times, a person's life trajectory can be analyzed using big data. It has been realized now. It is just that how to open up in combination with merchants is a problem, but it is already a must.

　　What can multimedia achieve?

　　First of all, videos can be displayed on the store homepage. During the video playback, the small card of the product can be changed continuously and will be associated with marketing. Then Weitao can do some live broadcasts. Although the live broadcast is not directly linked to sales, it can be used in the future. Open things are more industry-specific. Our store will have corresponding modules and new products will be launched. This is the opening of other marketing, such as the homepage animation, countdown plug-ins, and directory plug-ins. It will be open in the future. Everyone should make a reserve of their capabilities.

　　I just mentioned Qianniu Duan. Qianniu used to be more responsible for reception work. In the future, Qianniu will carry more capabilities and will become Alibaba's only workbench in the future. Therefore, everyone needs to use it, especially the operation of the store. There will be many problems and troubles in the future, and we must pay attention to it.

　　When consumers' behavior changes, they should first attract attention, then become interested and have the intention to buy, and then actually buy, buy repeatedly after purchase, or get a sense of satisfaction. In the past, consumption patterns were more due to information asymmetry, and consumers would follow this path to buy behavior. Now the situation has changed. In the wireless era, consumers can access various information through various channels. Consumers are no longer asymmetric with merchant information, but more about reconfirmation of information, and the model becomes more complicated.

　　In the past, in the PC era, consumers were more concentrated in the 1970s, but 40% of users on Taobao accounted for 1980s, 36% of users on the 1990s, and 7% of people born in the 190s. In fact, users are stratified, and the 1980s have become the main force of consumption. For the general trend, the 1980s are a group that we need to pay attention to, and the 1990s also need us to study them. Regarding the preferences of categories, the post-80s generation has begun to start a family and a career. He pays more attention to products related to life and work, and the post-90s generation is more concerned with clothing, skin care, virtual products, etc. What does this tell us? Although the general trend is like this, merchants for different categories should pay more attention to which group they are based on the specific situation. What are the characteristics of consumers? The post-70s people pay attention to quality, the post-80s people pay attention to high cost performance and pursue efficiency, and the post-90s people pay attention to price and more affordable prices.

　　Part 3: What are consumers’ positioning and expectations for the seller’s private domain?

　　For modules such as search and shopping guide, its characteristic is that they have a large traffic. The future trend is that we have to operate our own members. Some categories may say that we have nothing to do with members. How to catch traffic, Weitao must do it. In the future, it will be a very important position for everyone to attract traffic. How to increase their willingness to purchase, and do some articles on the homepage of the store. Many people think that the homepage of the store is not important, but changes will occur in the future. It will become very important to do marketing around the store. We must use scarcity to retain customers. Many businesses who make women's clothing will regularly launch new products, and only a few new items need to be snatched to buy them, so that users can be well maintained. From browsing to being interested, what do consumers of different levels pay attention to? Stores are more discounts and activities for post-80s, more topics and buyer shows for post-90s, more topics and interactions for post-00s, more topics and interactions for post-00s, more post-80s, more attention to store activities and product trials, post-90s, more attention to lottery building matching, etc., these methods make consumers interested.

　　As a businessman, how should we adjust? The first consciousness must change, the second is skills, and the third is innovation, all of which must be done around business changes. Being aware of wireless, now you need to go from wireless to PC. You can try it out and set up your store and details with wireless ideas, and test it a few more times before making a decision. Skills are wireless, one is content, one is user and one is tool. Qianniu will be a very important workbench in the future and must be used. In the future, the tools and services that everyone buys in the service market will need Qianniu to call. The Smart Version of Wangshou is a new version, all of which are related to wireless. Magic pen is very important. The future details page requires a magic pen to realize it.

　　Finally, let’s take a look at multimedia. Multimedia is very popular now and can do live broadcast sales, new product launch conferences, pre-sales and product introductions.

　　A workbench and two wings land on the merchant’s private domain. Changes in awareness, skills and innovation are needed.

　　Q&A session:

　　I want to know whether the opening of the APP will create an official editing page, whether this software is a third-party or official one.

　　Passing the Tribulation:

　　There is an internal business called Santong, membership, product, and service, which is gradually open. At this time, there will be a third party to help the merchant.

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