Where are the opportunities for e-commerce in 2017?

　　Liao Bing is the former founder of Taobao’s Taobao brand concept and supports hundreds of Taobao brands with annual sales of over 100 million. At the Crown regular meeting, Liao Bing specially invited to share with you how to do mobile Internet marketing and brands in the era of fragmentation.

　　Where are the opportunities for e-commerce in 2017?

　　The following is a selection of full texts:

　　I am in the entrepreneurial period now, and the initial stage of starting a business is very embarrassing. One is that Taobao’s dividend period has passed, and it has basically ended since 2012. Many people have started their own businesses in 2014. I didn’t catch up with Taobao’s dividend period, and I didn’t catch up with the WeChat business dividend period. I was thinking about what the next traffic entrance would be. Is there still a chance for mobile e-commerce?

　　Life is fragmented, and marketing methods must also change

　　Google proposed a concept at the end of last year, called "Moment", which means that all of us are now appearing in this mobile Internet era in a timely manner. This method is becoming the lifestyle of young people, the way of communication is changing, the scene of contacting goods is changing, and business decisions are changing.

　　In the past, we used to buy products in stores, and on Taobao, Vipshop, and JD.com, we were exposed to products on computers. In the era of mobile Internet, we found that the scenes of our contact with products, the means of purchasing products, and the decisions of making shopping are different from before. In the PC Internet era, the mood, user decisions, and user status are all different. At least now you can easily compare and compare on your mobile phone.

　　In the era of mobile Internet, innovation is getting faster and faster

　　From location to traffic to people's development law, offline location is equivalent to a channel. As long as there is a good location, no matter what kind of services you provide or what kind of products you sell, your performance will not be too bad, because the customer flow is fixed. However, with the advent of the Internet era, the important factor of location has weakened, and location is no longer important, so many stores with good geographical locations in first- and second-tier cities have been vacant in large quantities, which was impossible before.

　　In the PC Internet era, traffic is important. In my opinion, there are only three types of jobs on Taobao, one is to buy traffic, one is to sell traffic, and the other is to distribute traffic. Everything is for traffic. Taobao’s advertising revenue is much higher than that of Tmall, and traffic is equivalent to a channel. In the era of mobile Internet, consumers themselves are channels. Consumers are becoming more and more valuable in the ecosystem. When consumers buy products in the store, your work is not over. You also need customers to write good reviews for you, promote them, and become your repeat customer. The consumers have greater weight.

　　Being more beautiful is to seize customers’ first focus and capture customers’ attention at the first time.

　　Faster means making rapid progress to become a leader.

　　Let’s talk about the software of Xiao Black Skirt. It adopts a three-level distribution system and only sells Xiao Black Skirts without other products. As for women's clothing, traditional offline brands have only a few more than 30 styles. In the era of Taobao, the styles have increased exponentially. In the era of mobile Internet, the crowd has been fragmented and the style is more refined. If the little black skirt is on Taobao, it will definitely not be as sales as that on WeChat, because its style is more segmented, Taobao has been very segmented, and the little black skirt is even more serious.

　　Good products + good profit distribution mechanism

　　Recently, a lot of micro-businesses are called Global. It took less than four months to sell 1 million daily. A company that has been established for less than half a year has now reached 300 million US dollars. First, its supply chain is very strong and its leaders are very experienced. Second, its positioning is very broad, mainly in second, third, fourth and fifth-tier cities, without physical stores. Third, its third-level distribution model is special, and its model is 532. So this is very simple. First, the product is good, and second, your model is good. With good products and good profit distribution mechanisms, traffic will naturally come, and there is no need to worry at all.

　　First, sharing type will become the mainstream marketing method, and in the future, consumers will be the channel.

　　Second, the traditional marketing method of micro-businesses is no longer available.

　　Third, the Internet celebrity economy is just an individual phenomenon, and fragmented follow-up ability is the key. It is a low-probability event for Internet celebrities to sell goods, and it is an individual phenomenon.

　　Fourth, WeChat is the only way for traditional e-commerce sellers to grasp their own sales channels. WeChat gives everyone the opportunity. WeChat mobile Internet is the only opportunity to establish a traffic pool by itself. WeChat's bonus period will end in 2017.

　　Q: I also build three distribution platforms, and I make imported goods. What do you think is the most important point of the platform? We are very similar to what we just mentioned about Global.

　　Answer: Many data methods cannot be used and you need to think about it yourself. You must need a micro-business team to organize consumers in the early stage, and you must have more than 50,000 fans in the early stage. With a good profit distribution mechanism, good products, traffic will naturally come.

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