E-commerce operation: Goodbye! Brush orders!

　　Can e-commerce operations make money without brushing orders?

　　The answer is clear, there is almost no hope for making money, and it is a problem to survive. We interviewed several sellers and they said so.

　　Seller 1: I never swipe orders. I open a direct train worth more than 1,000 yuan a day, and I just sold one or two orders, a dress with an average customer price of 58 yuan, and the profit was more than ten yuan. My friend only orders but not drives. She has a dress worth more than 1,000 orders a day and a customer unit price of 65. I have always told myself that I can’t swipe orders, I can’t swipe orders, so I owe more than 200,000 yuan now, and he has made millions.

　　Seller 2: To be honest, I have never brushed orders, it is really hard to endure. I finally found a good model and started making it, but as soon as others started to make sales of hundreds or thousands of dollars. Helplessly, I was really waiting to die if I didn’t brush orders.

　　Looking at the major forums, almost 90% of sellers said that if they do not brush orders, they can only wait to die. So much so that some sellers will be considered alternative and unresponsive after they do not brush orders.

　　This is similar to "Chinese-style crossing the road". When the punishment is not strong, a group of people can cross the road by gathering together, while those who are serious and accurate in following the rules are considered fools. E-commerce brushing is more serious than not brushing, because the money in your hand will stimulate desire more.

　　Marx's "Das Kapital" mentioned: "If there is 10% profit, it will be guaranteed to be used everywhere; if there is 20% profit, it will become active; if there is 50% profit, it will take risks; for 100% profit, it will dare to trample on all human laws; if there is 300% profit, it will dare to commit any crime, or even the danger of hanging its head."

　　When everyone is doing one thing, even if it is wrong, it is considered irrelevant. Because everyone's focus has been gathered on why they do this? What can this bring? Do I want to be together?

　　The most critical right and wrong, bottom line and morality, are ignored.

　　Rome was not built in one day, and such a huge order-brushing trend cannot be created in a short period of time. In 2009, e-commerce rose wildly. At that time, people didn’t know what order swiping was. They were all focused on optimizing titles, developing products, and maintaining old customers. The business was also developing well. Everyone didn’t have to worry about traffic, and they lived a very comfortable life on their own acre of three-point land.

　　But the good times did not last long, and competition among brands was fierce. Some people gradually discovered that many merchants in the same category had average titles, average products, and average maintenance, but the sales volume was particularly good. But I have worked so much, but I have been lagging behind and can't figure it out.

　　Later, I learned from some insiders that the term "brushing orders". At first, merchants could only help collect shops and buy things through their classmates and relatives around. Later, QQ groups became popular, and order brushing took advantage of the QQ groups to ride. Merchants swipe each other, AB pairs swipe each other, AB pairs swipe each other, and AB pairs swipe each other, becoming more and more intense.

　　Because of concerns about being investigated, sellers try to imitate the real process, from searching, browsing, collecting, adding shopping carts, fake chats, shopping comparisons, screenshots throughout the process, etc., the original order-brushing model evolved like this. Some people are worried that the platform may strictly investigate and clean up the orders, and even if they do not make money, they will never brush orders.

　　But the fuck is: ① If you don’t brush, your competitors will keep brushing, you can only wait to die; ② If you don’t brush, your competitors will help you brush, lower the dynamic scores and give negative reviews. Gradually they found that whether they were brushing or not, they were in the game and they were not allowed to get out. Some time ago, CCTV exposed the order-brushing industry chain, which undoubtedly gave e-commerce sellers a wake-up call. What was originally hidden behind it is now being brought to the table, and the platform's supervision will definitely be greatly enhanced. In such an environment, continuing to brush orders will take great risks.

　　2 How can you make money without brushing orders?

　　Seller 3: We make food. We recommended that we brush orders in the previous operation, but I thought about it. Brush orders are just for search rankings. Food categories are different from other categories. You have to eat rice bites at a time, and the road is step by step. It’s harder in the early stage, but it’s profitable later. Sure enough, our repurchase rate reached 20%, and many specialty stores came to authorize the purchase of goods, and the business was getting better and better. Don't brush orders~

　　Seller 4: Commercial marketing is people-oriented, and order brushing is a popular ranking, but with the improvement of consumers' rationality and discernment ability, order brushing is definitely not a long-term solution. The population portrait and positioning analysis obtained are not helpful at all. The best upgrade is to focus on private domains and communities, solve user needs and improve the comprehensive experience.

　　The reason why order brushing can achieve great benefits is that consumers trust the platform's comprehensive ranking and sales ranking system. Now, order swiping is destroying this trust, consumers no longer believe in rankings, and they will still be skeptical about the top products, which is very terrible.

　　The rise of social e-commerce in 2018 is partly due to the general trend of order swiping. Traffic exhaustion, and the once crazy and legendary era is gone. Only by building your own private domain traffic can you gain greater development opportunities. Moreover, with the arrival of new retail, offline stores will also participate in the competition, and online sellers will have a harder life. If you don’t find a way, you can only slowly decline and be destined to be mediocre.

　　From August 23rd to August 24th, Laogao E-commerce Club will hold the 44th regular meeting in Guangzhou, "break the traffic dilemma and build countermeasures". This time we invited Alibaba waiters, TOP merchants, Taobao billion-level traders and other big names to teach you how to break the traffic dilemma and build countermeasures from the aspects of community, new product creation, Taobao homepage, customer maintenance, etc., and look forward to your arrival!