How should sellers cooperate with Taobao experts?

E-commerce in 2015 was a changing autumn. The sudden rise of mobile Taobao has become the main battlefield of competition. In this fierce competition, we have gradually realized that consumers are gradually changing - their changes have also brought new opportunities to our e-commerce.

The traffic of mobile consumers is becoming more and more fragmented, and more people use their mobile phones to read, play games, and socialize, but they spend less and less time shopping on mobile phones - mobile consumers are rushing to browse products less and less. At the same time, many merchants only have dozens of seconds to reveal their time on the homepage. "The choices of mobile consumers are becoming more and more entangled, and many consumers are panicked. In fact, in many cases, the simpler the orientation, the easier it is to buy the product."

In addition, mobile consumer groups are getting younger and younger, their consumption concepts have completely changed, and they no longer attach so much importance to the price of products. They need more participating and influential idols or opinion leaders to select products for them.

This is because the thousands of people on the mobile phone make more and more different products seen by more consumers, resulting in more and more choices and more dispersed merchant traffic. Therefore, mobile phone consumers urgently need a shopping guide intermediary to help select products, position products, and recommend products.

In the same year, celebrities began to become popular on the Internet. The girlfriend of the celebrity Aaron Kwok was an internet celebrity, and Wang Sicong's girlfriend was also an internet celebrity, and she was an internet celebrity store owner with annual sales of hundreds of millions. This allows us to see the rise of an emerging market. Indeed, Internet celebrities are not just Internet celebrities at the beginning. Many stores have begun to cooperate with Internet celebrities to allow them to cash directly. Many stores such as Durian Home have annual sales exceeding 100 million with the help of Internet celebrities. E-commerce seems to have seen a new dawn.

As a platform, Taobao is not willing to lag behind and has begun to fully integrate the resources of the site and directly transform it into Taobao's new system: experts.

What is Taobao expert?

Expert positioning. Taobao’s positioning for experts is a mediation shopping channel that can generate content, is very familiar with the industry, and can attract fans and interact. Therefore, it is different from the previous excellent sites from the beginning, "eliminated many previous excellent sites, re-review, re-recruitment and targeted introduction."

Expert settlement method. Taobao initially continued some of the practices of the best stations, so it used two methods: CPS (delivery fee) and CPC (display fee).

Expert traffic display area. On the Taobao homepage of mobile phone, I gave experts a very important display position:

On the homepage of Taobao mobile phone, there are good goods, love shopping, must-buy lists, expert Taobao, daily good stores, micro-tao, and community, which are all portals for experts to show. If these portals are charged for mobile Taobao, they will cost billions of dollars a year. In addition, the Double 11 list, Double 12 list, New Year's goods festival list, etc., the investment in this area can be said to be very huge.

Through the operation of experts, the declined traffic has gradually rebounded, which has also increased the opening frequency of Taobao Wangwang a lot, making consumers' traffic more accurate and finding the product they want more quickly.

Experts made huge transactions on Double 11, which also allowed Taobao to see the future of experts and increased the intensity of reform.

Experts bring many benefits to the store

First, the merchant’s products are better displayed to the demanding customers through professional recommendations from experts, so that the transaction conversion rate is higher and the customers are more accurate;

Second, experts began to retain some consumers, allowing them to see more products or industry knowledge in Taobao in addition to shopping. From the past, simple shopping, to the content that can generate attention, learning, communication, and interaction, they have also increased their playability a lot;

Third: Experts have made the maintenance of old customers in some stores more refined and have indeed made the service available, because the buyer show in the past was only in the store, while the buyer show is on the community square. In the past, only customers who entered the store could see it. Now, as long as they log in to Taobao, they may see it. And the stickiness of old customers is getting higher and higher, because as long as you are interested in content production and pay attention to this expert in purchasing product categories, you will continue to recommend the products he recommends in the future;

Fourth, it solves the problem of who the merchant’s products are sold to. In the past, many merchants wanted to sell the products to more people. This is actually unscientific. The characteristics, packaging, performance and services of the product all determine that a product can only serve a part of the people, and an expert is the bridge between this product and some people, making the merchant’s products and services more and more targeted;

Fifth: Scenario-based consumption highlights, making the content of experts more and more abundant. The purposeful and scenario-based docking of recommendations makes consumers more and more sense of scene integration and experience.

This is how merchants cooperate with experts

Merchants have also achieved a great change in their store operation thinking through experts, from the previous thinking of selling goods to social thinking, from the previous emphasis on single shopping guide channel promotion, and now they attach importance to social shopping guide scenarios.

There is also the transformation of store operators. From the previous operations, they only knew search and direct trains to promote them. Now operators should be more familiar with consumers' psychology and understand more about consumers' demand data; from the previous digital data analysis to the current data analysis of humanities, emotions, consumption scenarios, preferences, etc.

The store starts to create experts on its own (the experts have opened a store account and can also open an expert) or cooperate with experts. The store provides experts with some expert services such as event planning, event promotion, event pictures, event content, etc., so that experts can better complete specialized promotion.

The store’s planning and copywriting department has begun to collect content and picture collection for experts, as well as copywriting analysis for competitors, collection and analysis of copywriting and picture collection in the industry, and has formulated a series of content for experts to promote content.

The customer service department can be more familiar with the products based on the experts' focus areas, receive and answer customers in a targeted manner, and analyze the consumption level and consumption concepts by analyzing the customer's attributes and some attention characteristics. Not only can it reach a deal, it can also communicate with customers, and it can also display the product's attributes and selling points to consumers in a more dimensional way. Combined with pre-sales communication and analysis, an effective maintenance is carried out after-sales service, and data management is carried out for customers, customer care, customer secondary marketing, new tastes and customer sharing.

It can be said that Taobao experts have cross-generational significance for the development of e-commerce, which indicates that the platform has begun to shift to socialization. It is also a change in business thinking that copes with the intensification of fragmented traffic on the mobile side and the difficulty of customers' choices.

I believe that in the future, social e-commerce will rise on various platforms, and the homogeneity of products and the bidding era, the thinking of selling goods will gradually evolve into a new business system that serves some people.