After going deep into the front line of e-commerce management, he has cracked the secret of the explosion of new consumer brands!

1. The turning point of traditional e-commerce

      In 2020, the e-commerce transaction volume of the five major new media platforms (Tik Tok, Kuaishou, Xiaohongshu, Bilibili, Weibo) was nearly 900 billion yuan, while the total sales of the e-commerce market in 2020 exceeded 11 trillion yuan. In other words, the total sales of new media platforms only account for 8% of the e-commerce market; however, this is not the point!

      The focus is: surveys on consumers' sources of product and brand information (multiple choice questions), searches on traditional e-commerce platforms such as Taobao/JD/Pinduoduo account for 58.6%, and celebrities/Internet celebrities and content planting in new media channels such as Xiaohongshu/Tiktok/Weibo/B Station/Kuaishou account for more than 54%! In other words, from the perspective of communication, grass planting and traffic, traditional e-commerce and new media channels have already divided the world evenly!

      If you are still doubting the real influence of new media channels, then look at the number of daily active users. In the first half of 2021, the daily active data of the traditional e-commerce camp was: 347 million for Taobao, 307 million for Pinduoduo, and 95 million for JD.com; the daily active data of the new media platform camp was: 600 million for Douyin, 485 million for Kuaishou, 1.09 billion for WeChat, 229 million for Weibo...

      In other words, the number of daily active users in the new media camp is 3.2 times that of traditional e-commerce platforms! Obviously, the traffic of new media to plant grass fans can completely exceed the traffic in traditional e-commerce sites!

      In fact, new consumer brands exploded in 2020-2021, and captured the top 1 throne of nearly a thousand sub-categories. Their main users did not come from Taobao, but from new media fans!

      This kind of cross-border robbery has left traditional e-commerce people helpless!

      An e-commerce veteran sighed: "In the past, if we couldn't do new media well, we only reduced sales by a few percent at most. Now, if we can't do new media well, even the old e-commerce business will almost be unable to defend it!"

2. All-region e-commerce and all-region marketing

      Many e-commerce companies open stores on all channels, so they claim to be all-region e-commerce. In fact, if you cannot attract traffic across platforms and just compete for on-site traffic, it still belongs to traditional e-commerce.

      True global e-commerce is based on global marketing and branding, and can spread, plant grass, attract traffic and accumulate loyal users across channels.

      All-region e-commerce brands are a channel for killing, and can break the boundaries of all platforms and connect fans and user links!

      For example: As a new brand of comfort underwear, Ubras began to plant new media, harvest e-commerce platform and precipitate private domain users three years ago. The brand has formed a complete closed-loop link between WeChat private domain, Xiaohongshu, Douyin, Taobao live broadcast and e-commerce platforms, as follows.

      ① Place an order in the new media live broadcast room - ② Scan the code to enter the WeChat private domain after receiving the goods - ③ WeChat personal account invites users to participate in the order posting reward - ④ Driving traffic to Xiaohongshu to post single-type grass - ⑤ The fan group continues to expand to achieve a breakthrough - ⑥ More fans enter the live broadcast room to purchase or place orders in flagship stores of e-commerce platforms such as Taotianjing... Continuous cycle, fans are getting bigger and bigger like snowballs. In just two or three years, the purchasers have increased from hundreds of thousands to 5 million!

      Therefore, the essential difference between traditional e-commerce and all-region e-commerce is that the former users revolve around the e-commerce platform, while the latter users revolve around the brand and move across platforms. Being able to plant grass and attract traffic across platforms is a sign of the maturity of all-region e-commerce and all-region brands!

3. Plant grass and make the brand one

      As social and new media channels become more and more active, consumers' time is exhausted, and planting grass and draining traffic is becoming more and more important. The survey shows that consumption habits and consumption scenarios have undergone earth-shaking changes in the past two years!The specific changes are as follows .

      ①67.8% of users believe that grass planting content has a great impact on selecting products and ultimately purchasing them.

      ②74.0% of users have purchased products that are planted with grass, and 80.7% of them completed the purchase within one week after planting with grass.

      ③61% of respondents tend to trust celebrities and internet celebrities to recommend good products for their own use…

      Planting grass is essentially brand communication, which uses content to occupy the minds of customers and build brand awareness, reputation and loyalty .

      Many e-commerce companies think that they sell goods and that it is too far away to build a brand. In fact, brands exist objectively like air, hidden in every link of business. In the new media era, merchants frequently interact with fans, allowing brands to go to the forefront and become a bridge for merchants to communicate with customers. Every exposure, planting grass, attracting new products, harvesting and repurchasing are all bonus points to brand assets.

      The most important asset of a brand is users! Taobao takes AIPL quantitative population pool as an important indicator:

      ① Brand awareness group (new visitors)

      ② Brand interest group (collection/addition purchase)

      ③Brand purchasers (purchase)

      ④ Brand loyal people (repurchase)

      When we expand the AIPL quantitative population pool every day, we are making our brand assets bigger and stronger. For fashion fast-moving consumer goods brands, if the fan repurchase rate reaches more than 40% in 180 days, this brand will have the potential to be a brand for a century.

      Plant thousands of grass, and the way home is the brand! From the sales model to the brand model, it is also the only way for e-commerce in the future ! Whether you want it or not, the business tide will not be diverted by human will!