From 85 million to 500 million, from Xiaohongshu to Douyin, the whole world is doing content, but you still don’t

　　Content is greater than search, starting in 2018.

　　On Double Eleven in 2018, Jiang Fan, then president of Taobao, once said: "We can also see that the traffic based on personalized recommendations has exceeded the traffic brought by search and other methods. This is a very, very big change, which was completely unimaginable in the past."

　　From the perspective of e-commerce, what is content? Let’s take a look at an example first.

　　A young entrepreneurial team launched a nano-waterproof spray can, which sprayed it on the shoes to form a protective film, making the shoes and bags waterproof, oil-proof, etc., and is a typical preventive product.

　　When describing products, their e-commerce copywriting says:

　　When you go out, your shoes and bags are inevitably wet, contaminated with soil and stains, and stains your beloved items.

　　After seeing this, the reader was not moved and thought: This situation is not common. At worst, just wipe it clean, or I don’t have that much demand for shoes and don’t need them much.

　　The promotion copy of this product is written like this:

　　上班下雨最崩溃了，不小心蹚一鞋子水，在公司又换不了鞋子，要黏黏腻腻一整天，想想就糟心。出门在外，登山下海，领略过多壮观的美景，就要踏过多泥泞的道路，吃过多飞扬的尘土。

　　Besides, shoes, backpacks, clothes, hats, etc. are easily stained with gasoline or food you have, making them dirty. After returning home, brushing shoes and clothes is enough to get rid of your old waist, and it may not be able to wash it off.

　　It can be seen that the second copy is more tingling than the first one. While readers feel the pain, they also find solutions to the problem and the seriousness of not solving the problem in the copy.

　　So, what is content?

　　In my opinion, everything that can attract users' attention without limiting to various forms such as graphics, videos, live broadcasts, etc., can attract users' attention, solve user problems, create user needs, and even stimulate consumption, is content.

　　Creating demand is the core of this series. I have already purchased it (with the urgent needs met), but I don’t want to buy it anymore. But after reading it, I still want to buy it, and this is the value of the content.

　　Why does content e-commerce appear?

　　What are e-commerce activities? Flash sale, full discount, buy and get free, discount, optional, etc. to complete transactions at low prices. This method is very effective in the early stages of e-commerce development. Many e-commerce uses this method to go long, strengthen the supply chain or expand the platform, and then the rising period ends, entering a period of slow development or even recession.

　　The crude sales of traditional e-commerce overdraws consumers' sensitivity to price. When the post-90s generation became the main consumer force, the importance of price lags even more behind "experience". So whoever can provide a better experience will be able to achieve greater development.

　　E-commerce platforms have seen through this long ago and have followed the trend to do community and content.

　　Taobao made Weitao and community Douyin to connect Taobao and sell goods. JD.com found that Jumei Youpin was embedded in the tab in the middle of the homepage. Kuaishou has launched the "Kuaishou Store" e-commerce mini program. Recently, B station also tested the new e-commerce mini program "Potential Energy List Mower" in the client. Not to mention Xiaohongshu, which has seized 250 million users.

　　It seems that e-commerce all over the world is building content communities, and content platforms all over the world are switching to e-commerce, and content e-commerce has become a real trend.

　　The whole world is doing content, but you still don't

　　From 85 million to 500 million monthly active users, from Xiaohongshu to Douyin, the two most popular monetization platforms are generating content in their own way and connecting to e-commerce.

　　All merchants know the importance of content, but you still don’t know what to do.

　　How to break it?

　　From July 25th to July 26th, Laogao E-commerce Club will hold the second e-commerce Thousand People Summit in Hangzhou. At that time, Wen Zhong, general manager of Taobao Content E-commerce Department, will invite you to share with you!

　　The big names of this Thousand People Summit will gather. In addition to the five Alibaba executives led by Wu Minzhi, partner of Alibaba Group, senior vice president and chief customer officer, there are more than a dozen e-commerce big names such as Wu Bin, founding shareholder of Vipshop, Fang Jianhua, founder of Inman brand, Tan Chong, founder of Xiaogou Electric Appliances, all of them will be present in person. The opportunity is rare, only once a year!