Private domain to public domain" and "private domain traffic sharing" will become the new trend of e-commerce in the future. Interaction has become the core of playing with private domain traffic. The explosion of private domain achievements has brought about a new round of redistribution of public domain traffic.
"I am a seller. I want to be a Taobao expert. What should I do?"
"Be your seller well. If you want to be an expert, why don't you go to heaven!"
"I don't do direct drilling, I can do content. Weitao Live's article writing group maintenance is done, why is there no place for me to use it?"
"You can't have both fish and bear's paws. Integrating expert resources to sell goods is the king."
"Old driver, take me..."
Who says sellers cannot make content and can’t divert traffic to themselves by operating private domain traffic?
Dongdongdongdongdongdong, knock on the blackboard, mark the key points!
In 2017, Taobao will continue to promote the path of content and communityization.
In 2017, content-oriented and community-oriented sellers will usher in spring.
In 2017, private domain traffic was the top priority for sellers' operations.
Let’s take the two-day “Global Buyer Ceremony” that just ended at 24:00 pm on January 16 as an example to discuss how sellers should play in 2017?
Carnival between fans and buyers
There is also a buyer between experts and sellers!
Global buyer: refers to living overseas for a long time, understanding overseas products and understanding overseas lifestyles, which can help overseas shopping users buy the products they want.
From the definition of buyer, global shopping has three requirements for buyers:
① Living overseas and having a certain degree of professionalism about overseas shopping
② Good at community or content operations
③ Have overseas supply capacity
From January 15th to January 16th, Global Purchase selected 100 buyers from thousands of buyers to this annual PK event. Users can vote for their favorite buyers. The number of votes the buyers receive determines their sorting on the page. Fans participating in the voting have the opportunity to get a 1 yuan purchase benefit. More than 850,000 fans participated in this voting, which far exceeded the effect of general activities. Most of the voting sources come from the private domain of each buyer. The maximum number of votes for a single buyer reached 10,000, which surpassed the popularity of many Internet celebrity competitions.
This is not a simple Taobao event, but more importantly, it highlights the new changes in Taobao in 2017. Rather than saying that buyers = merchants, buyers = experts, it is better to say that buyers born from global purchases = social sellers.
The clock is turned back to August 28, 2016, a 24-hour, global live broadcast ceremony spanning more than 100 countries and regions, bringing the new term "global buyer" into users' vision. In 2016, Taobao Global Shopping took buyers as its core business and created a warm global buyer market for users. Buyers operate their own private domains through live broadcast, WeChat, group chat, search and other tools to establish interaction and stickiness with fans and realize fan economy monetization. Global buyers are a new group of overseas shopping merchants. For the merchant side, this new group is different from the traditional KA merchants and shelf-style sales model, and has explored a new path for sellers to grow through communities and content; for consumers, it has achieved group-based sharing, and personalized and diversified overseas shopping needs have been met.
The buyer business is centered on people. By playing with private domain traffic, store fans can feel their reality and temperature, thereby improving conversion and repurchase.
Private domain training
You are still in the public domain to private domain, but they have already been in the private domain to public domain!
Public domain traffic: Public domain is the public domain. For example: marketing activities across the entire network, good goods, shopping, industry channels, etc., all belong to Taobao's public domain. The public domain is usually based on certain rules or algorithms to present goods and stores to consumers, and sellers cannot manage and intervene in public domain traffic.
Private domain traffic: a position that sellers can control themselves. Sellers can decide what content and products to display, how to interact with fans, form sticky fan relationships, and enhance fans' followers' follow-up visits and repeated purchases. The Weitao content page that sellers are most familiar with is a typical private domain. Sellers can publish Weitao content independently, and fans can like or comment. In addition, live broadcast rooms, group chats, store acceptance pages, etc. are also private domains.
The surface of this global shopping activity is a high-quality buyer inventory and a big PK, giving back to old fans and attracting new fans; behind it is a large training for buyers' private domains, forming a full linkage between event venues (i.e. public domain traffic) and buyer stores, live broadcasts, Weibo, group chats, domes, and Weibo (i.e. private domain traffic), further promoting buyers' private domain operations and creating a benchmark buyer. It’s not that the traditional Taobao marketing channel is no longer useful, but that new seller marketing routines have emerged.
This new marketing campaign has several highlights.
Highlight 1: Private domain and public domain linkage. In addition to the distribution of centralized traffic in the venue in the past, buyers in the event fully mobilized their private domain channels, such as buyers' stores, live broadcasts, WeChat, group chats, domes, Weibo, WeChat, etc., guiding private domain fans to the public domain venue, realizing a benign traffic closed loop from public domain to private domain and private domain back to the public domain.
Highlight 2: Private domain traffic sharing. Buyers' private domain alliance, achieving 1+1>2. Buyers who do not have conflicts of interest can choose their own alliances. For example, the Korean village chief will always connect their fans to vote for Kangaroo Street in Australia. In this way, buyers formed a fan sharing alliance, taking the village chief as an example, the average daily increase in buyers' fans is 50,000 yuan.
American buyer Tingting and South Korean buyers Park Ye and A Liang form an alliance
Unlike traditional activities where traffic simply flows from the public domain to the private domain, "private domain to the public domain" and "private domain traffic sharing" will become new trends in e-commerce in the future. Interaction has become the core of playing with private domain traffic. The explosion of private domain achievements has brought about a new round of redistribution of public domain traffic. Public domain activities reward private domain traffic well, bring more traffic and transactions, and achieve win-win results for consumers, merchants and platforms.
Big IP creation in Taobao
Taobao seller new growth plan
Another innovative breakthrough in this buyer ceremony is the creation of buyer IP, which will build amateur buyers into benchmarks and further shape them into Taobao IP. When a buyer becomes an IP, your fans are the most loyal to you, and the products you recommend are the most professional opinions. To achieve this goal, you must have a clear positioning, dare to show yourself, and not easily change your personal style by your fans. IP decides to buy or not. In this era of personal IP prevailing, Taobao IP is extremely precious. Grow faster and close transaction loops. This is a commercial monetization that social IP is unattainable, and it has become a natural result in Taobao IP.
Let’s take a closer look at the growth path of the Korean village chief, a global buyer, over the past few months. As the first "local internet celebrity" incubated in the Taobao system, the Korean village chief has begun to grow into a big IP in the global shopping business. Only watching live broadcasts, no one would have thought that this big boy born in the 1990s was already a "big boss" with sales of over one million in a single day. He would have thought that half a year ago, his Taobao store sold only a few thousand yuan a day. In this PK event, the Korean village chief even achieved excellent results with more than 60,000 fans voting.
There are many buyers like the Korean village chief. Whether it is the New Zealand mud that attracts countless fans or the funny and humorous Korean Xiaopang, through his own private domain operations, he has created his own obvious personal style among the buyers. The benchmark cases of buyers have successively become "Tao IP" in the wild growth. This is due to the unique advantages of global shopping. The product coverage is wider and the update speed is faster, creating more good content, allowing them to be at the forefront of the trend. Next, with the maturity of content and communityization, various Taobao IPs will appear one after another in various industries, not just Taobao internet celebrity stores in the traditional sense.
Traditional IP grew up on Weibo and sold on Taobao. The new IPs today can be grown on Taobao, harvested on Taobao, or even feed back to Taobao. This is a new seller growth plan with extremely low promotion costs and extremely high user viscosity. This typical Taobao IP must understand both the product and the content, and the seller is a good content maker because the seller understands the product and the consumers. . There is no doubt that 2017 will be a year for the rapid growth of Taobao IP and a year for the explosion of content and community sellers.
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