It is understood that bosses who do e-commerce will face similar problems: there is no continuous traffic entrance, difficulty in attracting traffic, difficulty in re-transfer, difficulty in repurchase, difficulty in fission, difficulty in investment promotion , etc.; in the face of a series of difficulties, it is essential to understand the new e-commerce gameplay. What are the new e-commerce gameplay in 2021? What are the new ways to play social e-commerce and live e-commerce?

Let me briefly introduce what social e-commerce and live e-commerce are:

Social e-commerce: It is a derivative model of e-commerce. It uses various social platforms, SNS, WeChat, Sina Weibo, social media, and online media to allow consumers to generate content and other methods to assist in the sale of goods; it applies social media elements such as attention, sharing, communication, discussion, and interaction to the transaction process of e-commerce. In layman's terms, social e-commerce allows users to spontaneously promote and sell products through the application of various social software and tools.

Live e-commerce: It sells products in the form of live broadcast, transferring the original offline and online store consumption scenarios to the live broadcast room, allowing consumers to understand products more conveniently, faster and more intuitively, so that users can place orders and purchases.

New ways to play social e-commerce in 2021

(1) Group buying method: A few people are buying cheaper. This way of playing first requires insight into the user's needs, using sharing and forwarding to exchange for sufficient user traffic, and selling for profits. WeChat sharing is a social platform with sufficient user traffic. The price of group-buying products is very affordable and can easily arouse customers' desire to buy. Most customers are the most irresistible to resist products with high quality, low price and demand, and instead place an order. However, the gameplay of group buying needs to be updated iteratively. The traditional gameplay of group buying lacks temptation to consumers, and it is difficult to arouse a large number of consumers to participate. The low activity also causes low user stickiness.

(2) Pre-sale and group purchase: Users can get more affordable prices by participating in the store’s product pre-sale activities; at the same time, sharing and forwarding through social platforms may also receive free orders, rebates during the event and distribution rewards, giving users a great opportunity to "get" goods for free and even make money! Pre-sale can also be regarded as a sales method before the product is officially launched, but many products are sold according to quantity, which can assist merchants in making predictions and greatly reduce R&D and production losses. You can also use order information to find high-quality supply chains later.

New ways to play live e-commerce in 2021

(1) Popularize the science of live streaming and selling goods in combination with knowledge: This method is common. Nowadays, selling insurance and selling houses on live streaming has become commonplace; not every audience is not thorough in understanding houses and insurance, so that the anchor needs to popularize the science first so that the audience can understand some new concepts and new knowledge first, and at the same time, they can also interact with the audience in real time in live streaming, such as knowledge Q&A, prize-winning quiz, etc., so as to attract more users in need to come and watch.

(2) Live streaming with traditional culture: Nowadays, many places are promoting Chinese culture, and many merchants combine it with live e-commerce; they use various festivals: Mid-Autumn Festival, Spring Festival, Qingming Festival, Dragon Boat Festival, etc. to sell related products; anchors can not only popularize traditional cultural knowledge in live streaming, but also sell related products. In this era of traditional culture rejuvenation, many people are also willing to pay for it.

How to take the path of e-commerce for traditional enterprises?

1. What is a traditional enterprise

Traditional companies are relative to some Internet companies formed in the information age. They refer to companies that have mainly manufactured tangible products since the emergence of the information industry, such as the petroleum industry, metallurgy industry, machinery and equipment, coal carbon, household appliances, electrical appliances, food industry, tobacco industry, textile and clothing, leather products down, wood, paper industry and printing. It can also refer to those management models, operation models, production methods, and product structures that are very different from those of modern enterprises, and they operate in their specific ways; companies that contain very obvious ancient cultural connotations in China; and companies that contain very obvious regional characteristics .

2. How do traditional enterprises do e-commerce?

I believe everyone has eaten Roujiamo! Do you know that Roujiamo can also be marketed online? Do you want to know how Roujiamo started its path to creating wealth on the Internet? Let’s take a look at the story of Roujiamo together.

Every afternoon at around 5 o'clock, near the Wudaokou subway station in Beijing, there is a small shop called "Xi Shaoye Roujiamo". This shop is located in the center of a small square, where there are long queues every day, which is in sharp contrast with the snack bar next door.

This shop is only about 10 square meters, but its operating room can be clearly seen through glass by making steamed buns, baking cakes, and Jiamo. A young man wearing a mask is holding a double knife and is working hard to chop braised pork on the chopping board. After chopping, take a sesame cake just finished in the basket next to you, and gently cut it into the chopped meat powder.

This is the recipe for the East Mansion of Roujiamo in Shaanxi. The steamed bun is crisp and it is burnt yellow inside, and it even falls apart after taking a bite. It is also sold with rolled noodles and Bingfeng drinks, which are obviously an authentic Shaanxi set meal. The store also has a slogan: "Xi Shaoye Roujiamo must have buns and yang in Beijing . " The Roujiamo is sold out every day, which shows how popular it is.

On the surface, the recent story of Roujiamo has only become popular in the WeChat circle. This is only one side of its marketing, but the other side of the product is completely unaware of it. The original team founder Meng , who was positioned his store as an Internet company from the beginning. The Roujiamo team is re-joining the traditional industry with a certain product-making mindset . So let’s take a look at how Roujiamo fulfills its entrepreneurial dream through product thinking learned from large enterprises.

Product R&D

1. Research, analysis, positioning

In a promotional story of an article "Why should I quit my job and sell Roujiamo", the founder wanted to make Roujiamo as an idea that he had since the beginning, but in reality it was not the case. In fact, Meng has been in a first-tier city for a long time, and he is an absolute foodie. After careful observation, he came to the conclusion:

① Some special snacks have regional characteristics but cannot be circulated to all cities, such as donkey meat firewood;

② Some special snacks are very objective, such as rice noodles, jelly, egg-filled cakes, and roujiamo. And this type of objective product is what the team should consider. The following is how to make a more outstanding product based on its own advantages;

③The founder finds the most suitable product by comparing with his hometown’s special snacks. There are many famous foods in Shaanxi, but many of them are only popular among locals and do not meet the public taste. Therefore, after several rounds of selection, I finally focused on the Roujiamo, which is not only of Shaanxi characteristics but also objective.

2. R&D, internal testing

Product R&D: After clarifying that the product is a Roujiamo, the initial positioning will be solved, but the second positioning will follow one after another - the method of making Roujiamo learned from Shaanxi can only be loved by Shaanxi people. This is also a problem that must be considered for product operations. To put it bluntly, the product is to satisfy most people. As long as 7 to 9 out of 10 people say they like it, it is considered a design success.

Meng spent half a year on the internal testing of the R&D of Roujiamo to ensure that it not only retains the unique taste of Shaanxi but also satisfies most people. At the same time, the team also needs to redesign the entire process flow and develop the oven equipment themselves.

In the research and development of Roujiamo's own product, Meng's team has created a complete set of calculation methods, including the amount of salt, the degree of meat cut, the thickness and diameter of the bun, etc. Each time, the taste is adjusted according to the refined adjustment, and the taste is scored according to the user's satisfaction.

This kind of practice may be related to the founder's background. Two founders have worked as senior engineers at Baidu Corporation. The essence of search engines is a complete set of calculation methods, and algorithm engineers manipulate the quality of website rankings based on constant adjustment of variables, and such adjustments need to be made daily.

The most taboo thing in product design is to be self-centered and ignore real user needs, and regard what you need as what users need., so testing is also required in the process of product development.

Test: In-house test Beta 1.0, about 10 testers were tested, constantly baking and tasting the taste, and then constantly changing the staff (relatives and friends) to continuously test the taste; in-house test Beta 2.0, about 20 testers; in-house test Beta 3.0, about 30 testers, first invited people to taste it at street colleges and universities in Beijing; in-house test Beta 4.0, this is also the last version of the test, the address is set at Tsinghua University, and there are 100 testers, and it was finally confirmed that most of the 100 people were very satisfied with the taste.

Meng did not say it very specifically in the test, but I firmly believe that based on the concept of product testing, they will definitely select the tester's sampling scope, including male, female, age and other reference dimensions to consider their products.

3. Improve and update

Meng said that everyone still has strict pursuit of improvement steps, and rapid updates are still in progress. Meng's average work time during this period is close to 20 hours. The team holds a meeting at 9 o'clock every day, constantly discussing how to improve the steps, such as how to cut meat more quickly, how to make customers pay quickly in the process of collecting money, and how to make long-term customers have a better mood, etc., are all within everyone's consideration.

For a product, customers only need to obtain product optimization results, but in fact, what they pay is the result of a group of engineers, product operations, designers, interaction designers, etc. working together.

4. Perfection, love

From product research and development to testing to upgrade, it is all the performance of Meng's team's pursuit of the ultimate, but there is another key point that is particularly touching. Meng said that ordinary small roujiamo vendors packed it for you with a bad packaging bag, which would have a poor user experience, so they packed it in paper bags, and it is imported safe material. At this stage, their paper can still be oil-permeable, and such user experience still cannot satisfy Meng. Therefore, they are looking for a mesh material that can pass through water molecules but cannot pass through oil molecules. If they cannot find it, they are very likely to find a paper bag that cooperates with professional products to develop. Not only should they ensure the safety of consumption, but they should also achieve the optimal results.

Online Marketing

1. Product first, marketing second

Many people think that they are a "Internet thinking" who is good at manipulating marketing and is popular again. I also had this idea more or less before the interview, but when I really understood how they made the product, at least I was already in awe.

In Meng's judgment, he always ranked first in product and second in marketing. They believe that a truly good product has self-propagation power and that users are caught in like a tornado. It was indeed an accident that was reported by China Youth Daily at the beginning, and then their affairs became well-known and popular on Sina Weibo and WeChat Moments. But several founders are always very restrained in marketing.

At the beginning, many media scrambled to report that they were rejected because they hoped to spend more time on the product and did not accept interviews until the production process has stabilized.

2. Think Tank

Meng said that they did not pay attention to marketing, but they actually spent a lot of effort on marketing. Here we need to mention their think tank, and the team and employees have been in large enterprises like BAT.

Meng said that after graduation, you should first go to large companies like Baidu Search and Tencent to get real experience. Only when you go there will you know what you want to do. At the same time, you will also have the opportunity to come into contact with better like-minded talents. In fact, enterprises, like schools, are all circles, encircling the experience and resources you want.

The team is also very grateful for the accumulation brought to them by this Internet company. Therefore, when opening business, any peers who hold NetEase, Sohu, Google, Baidu Search, Tencent, and Alibaba employee cards can be exempted from the order, which is also a kind of gratitude to some extent.

The article about the story that started with their popular WeChat Moments, "Why should I quit my job and sell Roujiamo", originated from the hands of a genius screenwriter in the circle, and the team formulated it under his article:

1. Free food on the opening day.

2. Share and like for free.

3. Internet company staff eat for free. Three marketing strategies.

It is estimated that in the future, more and more cross-border product people will use the logical thinking of truly making products in Internet companies to upgrade and optimize the original traditional enterprises down-to-earth.

3. Five elements of traditional enterprises entering e-commerce

Nowadays, companies with very little e-commerce experience have done a very good job after entering e-commerce, which has moved many traditional companies to enter the e-commerce circle . There are also many companies that have been hesitating whether to do e-commerce. From the analysis of our company's success and failure cases of many traditional enterprises and e-commerce companies, traditional companies must do these five things well if they want to successfully transform into e-commerce.

(1) Concept

Ideas are a very important point in e-commerce. Without good ideas, e-commerce will often lose its direction; with good ideas and continuous improvement of practice, the overall view and development direction will not go off the line, and you can avoid many detours.

As an emerging industry, e-commerce has different original business philosophy from traditional enterprises. When traditional enterprises are showing e-commerce, they will inevitably have differences with the heads of traditional enterprises. Many concepts will not be implemented and implemented. If we want to completely solve the integration of traditional enterprises and e-commerce, the leadership must also discuss the concept of unified work.

(2) Execution

If you have a good idea, you should implement it. How to carry out the work tasks assigned by superior leaders to subordinates, what level it needs to be, how many people need to be completed, and subdivided to each person's work, when is the time to complete the task, etc., all require quantification and statistics. What are the rewards for completing the task? How to punish them if they fail to complete the task? The construction of the assessment system is to better improve the execution ability that is lacking at this stage in traditional enterprises. Because the development of e-commerce will bring critical changes within an hour or every day, changes in any time period determine the success or failure of a traditional enterprise in e-commerce. The Internet is changing rapidly, so prior work must be completed in a timely manner with quality and quantity, so that we can achieve certain success in the ever-changing e-commerce field.

(3) Team

How to manage a team is very important, and you must take it seriously; how to form a good team? There are many factors that affect them, and the important one is to select a reasonable shareholder structure, such as those who understand technology, those who understand market sales, those who have network resources, and those who have relationships, so they can be combined together to complement each other. Strengthen equity distribution. If there is a problem with equity distribution, the company will not be big. Even if it grows bigger, problems will arise in the future, and the equity structure is unstable.

(4) Supply Chain

The supply chain is an important part of the entire e-commerce operation. Cost control is a point that all traditional enterprises should pay attention to, and it is also something that most e-commerce companies should consider in the development of. The first step for Internet companies to "independent innovation". Through reasonable and effective adjustments to supply chain management links, e-commerce companies can build lower cost control in procurement, logistics, supply, etc., and through the reasonable and effective combination of supply chain management relationships, a large number of suppliers and channel merchants can flow smoothly in their respective links, which has played a strong supporting role in the normal operation system of e-commerce companies.

(5) Information platform

A good information platform must be within 5 years without re-pushing or re-development. It must meet personalized services, standardize and modular, and be highly extensible, so as to seamlessly connect with corresponding third-party application information platform to achieve resource integration.