The surface is data, but the essence is the heart of the people: new e-commerce needs to do a stable business

What is the difference between new e-commerce and old e-commerce?

It's very simple. The biggest difference is that the starting point of the new e-commerce business is really focused on a certain point.

This point can be understood as a product, an interest, and certain potential needs.

In short, it is like a magnet that can accurately attract people, rather than an abstract business concept that no one dares to guarantee that it will work. It is a concrete, visible and tangible thing.

With this business starting point, all links surrounding it have undergone chain changes.

The most typical example is the e-commerce transaction cases on Douyin . You can feel that they are different from the e-commerce consumption paths in the past years by intuition alone, such as short video presentation format, content marketing implantation, incredibly accurate recommendation mechanism, etc. These unprecedented details together form a new e-commerce.

1. The business password behind the real story

At the beginning of this month, Uncle Ni walked around Guangdong due to interviews and went to several companies. I found that no matter what product you make, they were talking about a common topic, that is, they must concentrate on doing Douyin well.

A Chaoshan friend of Uncle Ni has been doing e-commerce for 10 years. Recently, I have also moved my business position to Douyin.

I had a good chat with him and there were some interesting details.

For example, when I asked him why he went to Douyin, he said that, it was very simple, because except Douyin, it doesn’t make money on other platforms . If you have to do anything about investment, there is only one criterion left, and it depends on who has better investment, which means it can bring more business growth. According to him, at the beginning, he invested in Douyin and could make 5,000 orders a day, and a rough calculation would also make a profit of 50,000.

For these merchants who have their own supply chain, it is easier to do business on Douyin. It seems that they only need to turn traditional marketing into short videos, and with content and combined with investment tools, the rest is waiting, and consumers will place orders in your account along the content.

He said he didn't do anything special at that time, just working hard in the factory to support the suddenly enlarged business. In my opinion, this is a happy trouble.

According to him, there are currently 5 people in his material team, two edited and three models appearing. How much did this small team of five people make for him on Douyin last year? He said 20 million.

This year we have encountered new challenges. On the one hand, it is the pressure of the general environment, and everyone actually has encountered challenges. On the other hand, the "novice bonus" is dissipating. Merchants compete in the long run for new e-commerce platforms such as Douyin, which is a multi-dimensional ability. This is actually the same everywhere. Long-termism is the iron law of business.

However, the new e-commerce platform still has advantages for merchants' business. Many of the corporate cases that Uncle Ni interviewed this year also meet this judgment. The reason why everyone goes to TikTok is because it is relatively easier for the business here to find new increments.

The logic behind it is also very simple, because consumers' attention is attracted by new content forms represented by short videos and live broadcasts, and the e-commerce potential on the content platform is gradually released.

For merchants, the starting point is not content, which is different from experts. Merchants need a shorter path to open the business link, so there is a fundamental difference between merchants’ content and experts’ content. The focus of merchants’ content must be clearer, which is to make it around “goods”.

This actually puts forward new requirements in terms of the width and frequency of the content, so this friend also said that compared with last year's content, this year's content has been upgraded, and better-quality and effective content must be made around the business link. If it is still the previous few guns, it will be found that it does not match the business increment and cannot bear it.

They need more professional and richer "tricks and tricks" to provide new thrust in business.

2. Only if you have a clear idea can you have rice in your pocket

Speaking of this, we talk about the real hard-core and practical things that are deeply rooted in the hearts of new e-commerce. In fact, it is a more accurate way to match people and goods, more dynamic data, and a data trader who has more insight into consumers.

The so-called "numbers see trends, numbers see marketing, numbers see business, numbers see ecology". Through dynamic data, more certain businesses can be seen. Who can see them? The insights and traders who connect the supply and demand sides are the driving force behind the Douyin business's better operation.

They know that there is rice in the merchant’s pocket. For merchants, this big data analysis platform is a "tip", which contains data and business tricks.

On July 19, Youmiyoushu, a new e-commerce marketing big data analysis platform under Youmiyun, held a new e-commerce trader conference (NECOC) with the theme of "Count See and Growth".

With DaaS as the core value of data services, the concept of traders has been strengthened again, and the new value they can produce for merchants has been further clarified.

This new change has triggered the upgrade of merchants' actions.

Taking investment flow as an example, investment flow was relatively early in the past, but the upgraded third-party data marketing solutions and tools can further amplify the business, and the platform also hopes to build a larger ecosystem with these third parties.

This is also the new demand that will inevitably arise if the "novice bonus" mentioned above gradually disappears. It’s like when a person first enters the gym to train, because his foundation is weak, there will be obvious changes no matter how he practices. But after a year, you will find that your body changes have slowed down, and you can't even practice for a long time. At this time, you need professional coaches to take you to practice, and they have a deeper understanding, richer experience, and more data and methods.

The trader is similar to a coach, or it can be called a new e-commerce coach.

So at the time when everything is recovering in the second half of 2022, the upgrade of third-party platforms is coming very timely. Youmiyoushu, a subsidiary of Youmiyun, is the first new e-commerce marketing big data analysis platform to stand out at this point in time.

Youmiyun VP, Franky, head of Youmiyun Domestic Commercialization Center

Speech at the First New E-commerce Trader Conference

For merchants, their fundamental advantages lie in three aspects:

Select hot products - scientific products; look at materials - reference materials; make investment flow - increase efficiency.

It is straightforward and in line with the merchant's short-link business growth logic on the new e-commerce platform. In terms of product selection, traders monitor the sales data of the four new e-commerce platforms and analyze 6400+ sub-category categories to fully grasp consumer portraits, customer orders, package proportions and other data. They can accurately sense what products will become popular products, and the logic behind them is data and analysis services. Obviously, this is more scientific and accurate than merchants' own thinking.

In terms of content materials, Youmi Youshu provides a timely updated and high-quality creative material library. Traders can monitor the latest hot materials at the first time. What kind of copywriting and content consumers have a positive and active conversion effect. This is not just a simple imitation and dissemination, but a creative content inspiration based on big data.

There are hot products and content, and finally it is time to improve the efficiency. Youmi Youshu's intelligent delivery tool can help merchants create 500+ delivery plans in one minute, which is more than 10 times more than this index. Automation and intelligence help merchants deliver content and monitor delivery results in real time. The ultimate goal is to meet merchants' business growth expectations.

It can be seen that these are the most anticipated values ​​on the new e-commerce platform in 2022. For merchants, it can make business growth more certain, while making it more labor-saving and simpler.

3. The fundamental problems that new e-commerce needs to solve

It can also be seen from the above story that merchants are much better at doing business in new e-commerce platforms like Douyin.

This is a major premise and the biggest attraction of new e-commerce platforms to merchants. It is also the fundamental problem that new e-commerce needs to solve to make business better.

However, it is obviously unrealistic to simply think that if you come to Douyin, you will definitely do your business well.

The friend also clearly stated his physical feeling, such as the content material could last for one month at first, but later the cycle became shorter and shorter, and now this cycle has become seven days. In other words, merchants release a series of new content every seven days on average to attract new consumers.

Another key point is that the essence of new e-commerce really getting a good business is not traffic, but people's hearts.

How to gain deep attention through the lowest cost method? Relying on high-quality content on good products is on the one hand, which is the basic market. On the other hand, it is through who connects this basic market with the consumer market, which is equivalent to building a bridge between merchants and consumers that everyone is willing to pass.

Obviously, Youmi Youshu, a subsidiary of Youmiyun, is doing this.

At the New E-commerce Traders Conference (NECOC) on July 19, a new product that condenses this profound value was also released, marking that the new e-commerce business will be better done.

For example, in the face of the problems of merchant product dispersion and data separation, Youmi Youshu has been completely upgraded, using three data-connected links to provide integrated value of pre-investment, in-investment and post-investment.

How do these three links run? First, the first link connects advertisements, corresponding live broadcast room sales, and expert accounts.

This is very important because if the merchant does it himself, the marketing information collected is scattered and divided. It seems that it is good to see an advertising idea, but I don’t know what the sales volume of the products it promotes or the live broadcast room. For example, when a merchant saw a product that was sold out, he also saw that it produced a large number of short videos, but he did not know whether the product was hit by short videos, live broadcasts, or promotions in multiple dimensions. The truth behind these data cannot be judged by the content of the terminal.

And you Miyun can help merchants understand the truth behind the explosive products.

Meng Feifei, the Youmiyun VP and Youmiyoushu project leader

The second unique link opened by Youmiyun is the connection between the three-party marketing data and one-party tools. For example, advertising copywriting that is essential for investment flow can refer to the platform's hot-selling copywriting big data in a timely manner. Through Youmiyun, merchants are not only investing in content, but also an integrated experience. While investing in the flow, they can obtain feedback and corresponding response actions, and realize all actions in one tool. This is also the overall value of 1+1>2.

The third link opened by Youmi Cloud is the connection of multi-channel three-party marketing data. Data such as hot-selling markets, advertising materials, hot-selling copywriting, peer store analysis, live broadcast room analysis, etc. can be connected. The more data and the more connected links, the more problems merchants can raise and solve. Various types of marketing data are constantly updated and reorganized to form the vitality organism of Youmi and Jushu.

These value points mean that Youmiyun and Youmiyoushu not only bring more certain business growth to individual merchants, but also improve and build a more stable development path for the entire new e-commerce industry.