E-commerce operations have been transforming to content operations!

　　E-commerce operation, a term that has been said for many years, is now slowly transforming into users and content operation! In fact, whenever a new concept is proposed, many people think it is good, but few people dare to eat the first crab because they don’t know if there will be problems if they do it first. Since you don’t know how its output is, the best way is to watch first, and I will get a share of the pie when the industry matures. Although this is conservative, it also has disadvantages, because others are already ahead but you are much slower.

　　Today, with the rapid development of the Internet, it is normal to fight every second. If it is slow, it will be replaced!

　　Discover problems → Solve problems → Create demand. Content operation is not the first step, but the last step - "Create demand"!

　　Core ideas of content operation:

　　When the traffic bottleneck is in the event of a traffic bottleneck, content operations can maximize your traffic utilization, generate brand content dissemination, and stimulate consumption.

　　Regarding content operation, the official version explains it: by creating, editing, and organizing website content, thereby improving the content value of Internet products, and creating a certain promoting effect on users' viscosity and activity.

　　To put it bluntly, the "necessary needs" have been met, but after reading it, I still want to buy it. Content operation is to actively create customers' shopping desires and needs on the basis of meeting customers' urgent needs.

　　Content operation presentation form:

　　Xiaohongshu (word of mouth communication), Mogujie, new media operations (WeChat and Weibo), e-commerce lists (shopping guide), etc. are actually presentation methods of content operations.

　　In my eyes, content operation should be more like a combination of advertising companies + traditional e-commerce operations. Times have changed, and traditional marketing can no longer keep up with the pace of the times.

　　Traditional e-commerce operations focus on data promotion and achieve sales targets in combination with promotional activities. Flash sale, full gift, full discount, discount, free order... But "promotion" is not marketing!

　　Now, even if the merchant is willing to sell at a loss, consumers will develop the habit of always waiting for the day of "lower discounts". Buy goods at one time through large promotional festivals such as Double 11 or Double 12, complete the necessary goods, and then stop buying for a whole year, waiting for the second year of stocking up.

　　The long-term past of this model is not only unfavorable to the long-term development of the brand (without the transmission of brand spirit, consumers have no loyalty and viscosity, and profits are difficult to protect), but also a challenge to traditional operations. Moreover, customers do not like fancy promotion methods, they like more direct, simple and crude! The simpler the more straightforward the better!

　　Promotion is a tip-off for consumers before shopping, and it is a link in the entire marketing. It rarely has brand promotion and brand culture. It uses promotional methods to let customers buy. This trick is now outdated!

　　Traditional advertising companies make a living by brand planning, event operation, and brand image establishment and creation, and are responsible for the output and influence of content, but do not bear sales.

　　In other words: advertising companies create the image and communication of your brand, which is in the direction of the general content, but they are not responsible for the specific implementation of the sales link of e-commerce stores. They are responsible for the dissemination and creation of images, but they do not bear your actual sales.

　　Do you think the advertising company is useless? This is definitely useful. After all, one excellent advertisement after another appears. It is of course useful to explore the spirit behind the brand and shape the brand influence, and enhance the brand image, otherwise they would not charge so much!

　　Content operation cannot be separated from data operation. You must understand the data and understand the things behind the data!

　　What should content operation look like?

　　Relying on support from big data, we will find the characteristics of the target population, combine the brand's own characteristics and Internet hot events for integrated marketing, and spread content through channels such as WeChat and Weibo online stores, so as to achieve sales targets, and achieve the improvement and expansion of brand image, reputation and influence.

　　The advantages of this model are: content can be used to ride on hot topics, brand building, and can make customers forget the price (insensitive to price), improve customers' recognition and viscosity of the brand, establish brand culture, and establish brand differentiated marketing.

　　Just like the image and cultural communication created by traditional advertising companies for brands (such as brand slogans, advertising, offline activities, etc.), it is necessary to cooperate with traditional operations to promote omni-channel and ultimately achieve sales while achieving brand communication effect.

　　On the basis of meeting customers' urgent needs, relying on the creation of content operations, we provide customers with "scenario-based marketing" to create customers' purchasing needs.

　　A strong correlation between products and a certain "beautiful emotion" or "scene", coupled with the traditional operation method, is content operation.

　　How to create scenario-based marketing and content operations?

　　Let me give you a few chestnuts:

　　IKEA

　　IKEA creates a "home" feeling through the placement of the entire home, so that you can feel like "It turns out that my home can also be installed like this!" So when you see a small desk lamp that is well-equipped, you can buy it back!

　　Cola

　　In fact, Coke’s company sells “happiness” (you read it right), and its advertisements often convey a kind of happiness, happiness, and "Coca-Cola" when family reunites.

　　diamond

　　Products are pricey but emotions are priceless. Why are "diamonds" so expensive? Because what the merchant sells is not "diamonds" but "true love". I read an article before saying that diamonds are the biggest marketing scam in the 20th century, and that's what it means.

　　The generally speaking, Internet storytelling thinking, is like this. By telling a story, readers can substitute themselves, and then create a strong relationship of emotions, and then actively share or recommend it to friends, causing dissemination. "Create a sense of substitution, resonate, stimulate demand, and reach consensus" is the core of the Internet storytelling thinking.

　　If the product is not strongly associated with "some kind of beautiful emotions" or "scene", it can indeed achieve sales, but this is always "selling goods".

　　Merchants should know that you are not only selling products, you are selling a kind of sentiment, an expression of beautiful emotions. When customers see this product, they will think of relevant people or things, and then develop the desire to buy. This is the core creative need of content operation.

　　Disadvantage analysis:

　　①. Content operation costs are high, and it requires a lot of time and personnel to be invested, and even cross-departmental integrated marketing can produce the best results.

　　②. Talents are scarce and the training cost is high. Traditional e-commerce operations are more about mastering promotional methods, and many companies are even separated from their operations and planning, but the current content operations should be a combination of the two, so the entire industry seems to be very scarce.

　　③. The concept of content operation is still too new to the market. Although everyone knows that this is a good thing, there are few cases to prove its actual revenue effect. "Choose content operation or traditional e-commerce operation? How should you choose content operation? What should you do after you choose?" These simple questions alone are enough for you to worry about for a while!

　　Some people say that every event on Taobao is very popular. This is a new type of content operation, but behind its popularity is not only good creativity, but also a large amount of resources behind operations, design, creativity, etc., and Taobao is still trying to explore content operation.

　　The above introduces how e-commerce operations are constantly transforming in the big trend. Content operations will be often discussed in the next period of time, but content operations are not final, so we must continue to learn, discover and summarize, so that we can survive in e-commerce operations. If you don’t understand operations, you can choose to join us and leave us a message online, and we will take you to succeed together.