After exploring the e-commerce industry for 11 years, he has summarized the essential problems behind traffic, which is worth pondering!

      Just as the 618th promotion in the e-commerce industry, we ushered in the May offline meeting of Laogao E-commerce Club . As the founder of Laogao E-commerce Club, Laogao shared some of his feelings and thoughts about "traffic" over the past 11 years of e-commerce.

      "I have been in e-commerce for more than ten years and have opened five or six Taobao stores. Why do I talk about traffic today? In addition to talents, companies only have two things, one is products and the other is users. With these two things, no matter how hard the company makes, they will never die." Lao Gao said.

1. Embrace change, embrace unchanged

      The bosses who attended the regular meeting of Laogao E-commerce Club were all the bosses who studied strategy, management, management, and organizational structure. This was done by the boss. This is the charm of our Laogao E-commerce Club. The content of our Laogao E-commerce Club is to tell the bosses, which is to inspire and bring ideas to decision makers.

      Why should we embrace change and embrace the unchanging? Many people are anxious about traffic, sometimes Pinduoduo, sometimes Douyin Kuaishou, sometimes Vipshop, don’t panic, do things that remain unchanged.

      What is the unchanging thing? First, your talent echelon , this is an unchanging thing. No matter what you do, your talent will not change. Finding someone who stands alone and can become your partner in the next three years or now is an unchanging thing; the second unchanging thing is your supply chain, your products , whether your products have technology, patents, and core competitiveness. No matter how traffic changes or how the industry changes, this is an unchanging thing; the third is the system and culture of your company . No matter what you do, whether you sell pants, stockings, or cosmetics, behind these things, you must do your system and culture well.

      What are the unchanging things? You will find that there is only one most unchanging thing here, and the most important thing is people. The Tao Te Ching says: Tao gives birth to one, one gives birth to two, two gives birth to three, and three gives birth to all things. We believe that the development of a company is very important, the product is very important, marketing is very important, the system is very important, culture is very important, and in the end, people are the most important. What is the most important thing behind people? It is the boss's perception. Our company can grow bigger and it is the boss's perception. There is a saying in Buddhism: Appearance is born from the mind, and appearances are born from our mind. The greater our experience and the higher our cognition, the greater our vision can be produced. Therefore, you must come out to improve your cognition.

2. Traffic fragmentation requires multiple platforms to be laid out

      I have worked in an offline company before. Wherever there are customers and business, you are there. Traffic is the channel. When I opened a store offline, there were four major elements. Do you know what it is? Position, position, position, position. What is the essence of position? The essence of location is traffic, it is the customer.

      Now consumers' time is fragmented, and their shopping is becoming more and more random. For example, when consumers browsing Douyin, they suddenly see Apple in Xinjiang, and after seeing it, they buy it. Suddenly, they see the midnight snack on Meituan and buy it. Online shopping has become very easy, simple and casual. The fragmentation of e-commerce traffic is an inevitable trend, so Douyin, Kuaishou, and Xiaohongshu must be deployed. These are the sources of your traffic, business sources, and the sources of brand exposure.

      There was a saying in ancient times: Heroes come from troubled times, and heroes come from chaotic times in business. For some brands, we need to do the right and difficult things. Simple things are meaningless and waste time. Multi-platform is a trend, and we must make arrangements.

3. Return to talents and use talent thinking to solve traffic problems

      The issue of traffic we are discussing today is actually the problem of our boss. Has the boss found good talents to solve the problem of traffic? For example, Xiaohongshu, Douyin, Kuaishou, JD.com, and Pinduoduo, have anyone found someone who stands alone?

      First of all, the boss needs to have a sense of importance to talents. We must return to talents. You must focus 30-40% on talents. One is to find talents, and the other is to cultivate and cultivate talents. I think companies with less than 300 people must be mainly looking for talents and training as a supplement. Focus on talents and learn to hand over your work, so that you can have more time and energy to build a talent system.

      Secondly, the boss should start to take action, don’t stop recruiting, and recruit every day. For example, you need to build a human resources department. If your team has more than 100 people, your human resources department will not be less than 5 people, and at least 2-3 people will recruit every day. If the company has 5 departments, increase the 5 departments to 9 departments. One of the departments is to reserve talents and give talents a test field. For example, if you didn’t do Pinduoduo or JD.com, you built these two departments, recruited people, asked them to do it, let them try it out, it’s very good. These people are future generals. When you are in the clouds of generals, these generals also need to compete for jobs, promotions, and salary increases to become partners. We must use talent thinking to solve the traffic problem.

      Sometimes, you have to find believers and followers. Even if you don’t understand traffic and operations today, you have a lot of recognition of you, recognize you as a person, and recognize what you do, and he will have motivation. So finding those believers and followers is more critical . You need to have corporate culture in your team and cultivate more followers. He is very confident in the boss, the team, the company's culture, and what you do. Such people are often very motivated. You can do anything you want. Please remember that talents are not only in the recruitment market, not just employees, but the people you meet in your eyes are talents.

4. It is important to keep old users in the era of stock

      No matter which platform you are, you have to study the rankings of daily active users of each APP every month, keep reading, and deeply analyze the characteristics reports of each APP population. There are more elderly people or more cities. You need to match your products and industries, and find which APP has the most users and what is most beneficial to you, and then make a layout.

      In the future, e-commerce is equal to traditional enterprises, so everyone embraces unchanging, does the unchanging things well, studies the changing things well, responds to all changes with unchanging, and responds to changes with changes. Now the traffic era has entered the stock era. When we study traffic with our left hand, we must study stock with our right hand. We study your own old customers. The customers are not about the number, but about the essence. High-quality customers must be deeply explored, trained and educated, and turn these customers into members and then into friends. This is the trend.

      I agree with the point that Alibaba’s vice president said yesterday. What is the essence of business? It is to constantly have diverse relationships with consumers and become a lifelong customer. I think this is a very interesting answer, and I hope it will inspire you. Please use your own traffic first, don’t use it well like a monkey moving corn. Your traffic is not enough, so you can chase new traffic.

      While chasing new traffic, it is more important to make good use of the original customers of your company, especially to provide services to important customers with multiple labels. This is the essence of member e-commerce. Only with member e-commerce can there be community e-commerce. You can generate an ecosystem by selling facial masks. Facial masks can make money. You can collect membership fees every year, travel money every year, and parent-child education. You have trust with customers because of your facial masks. With trust, the second product and the third product are continuously strengthened and formed for a lifetime. This is also a kind of traffic.

5. Only by recognizing the essence can you create and convert traffic

      Traffic is a diversified thing, including your talent system, your supply chain, your products, and front-end display, details page, marketing, tapping of selling points, your products, your logistics and delivery, and your after-sales service. In fact, these are all related to traffic.

      Ten years ago, I did Tmall and Taobao, and I had good products and services. Taobao itself will support you. If your product customer review rate is very high, repurchase rate is very high, stay for a long time, and have good feedback, you will find that your natural traffic will definitely not be bad.

      A good reputation, more repurchase, your marketing is done well, and the customers have a lot of fission, and you can bring customers here, one with two and two with four. The essence of better traffic conversion is stickiness. You have to stay with you before you have the opportunity to convert. What’s left is management, and behind management is how the boss finds and cultivates talents.

      There are almost no bonuses for e-commerce nowadays. Don’t imagine and dream about getting rich overnight. E-commerce ten years ago was like picking apples. You can pick apples even if you sit here. You stood up and picked apples 5 years ago, and you had to jump three years ago. Now you have to build a ladder. That’s it. I think the disappearance of dividends is a good thing for e-commerce companies. It can truly return to management, to employment, and to talents. The company is a problem of people. The problem is the problem of you yourself cognition. The problem is that simple.

      If your company’s business is not good, it is definitely not because you went up to perform performance. How did you make a breakthrough? Find the person in charge of doing good performance. If the company's products are not good, how to find a person with a better supply chain? Our boss must have a useful thinking, rather than studying so-called things every day, and getting out of the matter to the human level, you will definitely have a great leap in cognition.

6. Make arrangements in advance to seize the dividends of traffic

      Yesterday I had a conversation with Alibaba’s vice president. We have a common understanding that live streaming can reach a scale of 7 to 8 trillion in the future. This is an important layout. You must start to pay attention to this matter. Whether it is Kuaishou, Douyin, including video accounts, or live broadcasts, I think there is still a certain bonus period, so everyone should study and make more arrangements.

      Laogao E-commerce Club is a good platform, with forty or fifty study tours every year. When you study at Laogao E-commerce Club, you can focus on several things. The first thing is to look at the organizational structure of their company, and the second thing is, you ask this member, how do you use people? Once you understand the organizational structure and employment of a company, you will roughly know the core of this company.

      For bosses, although we should not go to the details, we should have market acumen and understand some new platforms, platforms used by post-90s and post-95s. We download and take a look. These things are the sources of new traffic in the future . I just said that some new channels, including Xiaohongshu, DingTalk, etc., are worth studying. The same thing is the case. Only by doing what you don’t change can you cope with more changes.

7. Traffic sinks and find new opportunities

      Now the traffic has been reduced, and some platforms have been reduced to rural areas. I think it has made a good connection for consumers. There are many differentiated marketing in the future, and everyone should pay attention to some channels, including cross-border e-commerce. Traffic is not just domestic traffic. We need to see some new opportunities and new opportunities.

      If you have strong supply chain advantages, I think cross-border e-commerce is a good direction, especially for business owners who fight for a long time; some bosses are slow, slow and lasting. I think this kind of boss is more suitable for platform e-commerce and cross-border e-commerce; some bosses prefer to play, play, and Kuaishou and Douyin; if you are a closed boss, you are more suitable for doing down-to-earth business, suitable for supply chain, suitable for Tmall and JD.com.

      Not all platforms need to be used once. Everyone has their own suitable things. Find something that the founder likes and continue to do.

      In addition, I hope everyone pays attention to offline stores. When I shared it at Laogao E-commerce Club five years ago, I told everyone that the focus of e-commerce in a few years will be offline. Why? Everyone has found that mobile phones have achieved geographical location. For example, if I open a store here, I open my Douyin account, build my QQ group, build my WeChat account, and build my video account. People within a radius of 10 kilometers can see me. You will find that this place is both my store and my warehouse, and I can ship the goods directly.

      In the future, offline will be a very important traffic layout , and I am very confident that this day will come. In the future, 1,000 stores can be opened a year. First, you can settle in Meituan, second, you can settle in JD.com, and third, you can sell them directly to people with a radius of 10 kilometers through Douyin, Kuaishou, and video accounts. You can experience and make warehouses and ship them directly. This is not only better than the experience of Tmall stores, but also provides customers with social and relationships. After comparing the two, you will know that the advantages of these two are far greater than the advantages of Taobao stores and Tmall stores. If you have the conditions, try it.

      But if you have to learn to socialize, you must open an offline store, there must be multiple ways to play. For example, you have to add all consumers to WeChat, you have to do WeChat marketing, private domain marketing, Douyin marketing, geographic experience marketing, including cash on delivery. This is a comprehensive thing. It can be combined with Taobao and Tmall stores, and even users who don’t want to place an order. You can also combine it by following the Tmall store to get coupons back. This is a very optimistic place and is worthy of everyone’s research.

Laogao E-commerce Club is in full swing in June training

The troubles of 99% of e-commerce bosses: excellent employees cannot be retained, the team is loose and unactive, and everything is managed by themselves. The boss is physically and mentally exhausted, the team cannot grow, and the company's strategic layout is unhappy. The boss must find a way to reduce the time spent in the company to below 50%, and spend the remaining time finding talents and new growth points, and use it to learn and communicate, and optimize strategies. From June 26 to 27, Hangzhou [Laogao E-commerce Club] has a management special session that combines Chinese and Western ideas - "The Combination of Chinese and Western · Using Tao to Control Techniques" will help you improve your corporate management and cognitive ability, realize your company's rotation, double your performance, and enhance your company's core competitiveness! Registration is on the hottest event, scan the QR code to learn more details!