How can e-commerce sellers integrate their advantages and break through Double 11?

Preface: The core of all business behaviors is human. Human needs are the first driving force of all business logic. If users want content, you must go from the familiar product center to the content center. If you are lazy and don’t want to do it, and don’t do it well, you will be kicked out.

Entertainment, personalization and interactiveness are important features of Double 11 this year. Alibaba’s support for Taobao experts, live broadcast celebrities, and merchants who can provide original content has reached an unprecedented level. This fully demonstrates that content competition has become an important dimension of e-commerce competition.

Be an internet celebrity? Don't think about it!

The logic of business behavior is always to establish people's links, and simply selling goods is not the ultimate goal of business.

Internet celebrities, or shopping guides under the Internet ecosystem, do the work of linking business and people's relationships. Internet celebrities themselves do not produce value, but they occupy an important position in the logical chain of business because they master the links of relationships.

As a shrewd businessman, it is better to go barefoot than being controlled by others: become an internet celebrity, link fans with content, character mapping brands, emotional empowerment products, and return to the essence of business - links between people.

The ideal is full, but the reality is too skinny.

You can’t be an internet celebrity if you want to be, you can be a just like you want to be.

Blue Skinny Mushrooms...

Do you have talent and beauty?

Are you bold enough?

Are you an inspirational template?

Are you Sicong good-time?

If not, why do you expect to become a super internet celebrity with millions of fans?

You still have to be down-to-earth.

Micro Internet celebrity? Yes!

Nowadays, e-commerce and even the overall business trend are shifting from product centers to content centers, and content is the link between business and people. In this era of rich and redundant information, in the noisy communication ecosystem, it is difficult for information to reach precise users without loss and quickly. Sellers can only rush and escape in the information quagmire until they die silently. E-commerce people must use the old hen, a social platform, to raise their own brand of eggs by relying on high-quality content that is highly segmented and focused on fans.

For most small and medium-sized e-commerce companies, it is enough to run a social account with 100,000 fans and 1,000 strong fans. It’s a beautiful thing to have fans, but we have to believe in a truth:

The more popular the internet celebrity, the more accurate the more niche it is.

Business, what you play is precise, and 100,000 precise users are much more powerful than 10 million streaming gouache. If there are 1,000 irons, that's really a big deal!

Why do you need to be a micro-net celebrity with 100,000 fans and 1,000 die-hard fans? Because micro internet celebrities have one advantage: they are simple and durable. Success is happy, and failure is the same.

With 100,000 fans in hand, you have room to display and the opportunity to try and make mistakes. You can try marketing activities, fine-tune and improve event plans, expose the store, enhance brand awareness, and collide with fans to create a brand spark, gather fans to build an exclusive community.

The more internet celebrities are, the more universal they are, the more accurate they are, the more niche they are. Being a micro-net celebrity and being small and beautiful is enough.

Entertainment, personalization and interactivity are important features of Double 11 this year, and support for Taobao experts, live broadcast internet celebrities, and merchants who can provide original content has reached an unprecedented level. This fully demonstrates that content competition has become an important dimension of e-commerce competition.

Five words? Enough!

Tell your fans clearly: What I do and what I will bring to you. Then you will be able to make it through the first step. Then remember five words:

real

The development trend of a brand is personalization. The best shortcut to building a good brand is to build a brand as a star. The same is true for being a micro-net celebrity. Be yourself, that's enough!

In an industrial society, transportation is convenient and communication is instant, but emotions are becoming increasingly indifferent. Emotion is a scarce product. Giving emotions to the product and adding personality to the product, the unique advantage is established.

Change

There is no need to be flattered, but it must change at any time. It is important to keep on the same frequency with fans.

When your content marketing falls into a state of embarrassment, ask yourself: Do you have a solid foundation? Have you mastered the appropriate content skills? Does it have clear and eye-catching features? Are there clear and supported values? All these questions have the same source: Is “I” co-starred with fans?

rich

This "rich" has two levels, first, material richness. Everyone is a beast of interest, so having red envelopes is of course more attractive than not having red envelopes. I won't say much. Second, rich content. Everyone is emotional animals. The bourgeoisie can find Cezanne, Van Gogh, and Sanmao here. The angry young people can find Qin Shihuang, Chen Qingzhi, and Ran Min here. How can fans not love you? Research fans, give them what you want and what they want, and the emotional links will naturally be established.

thin

Details determine success or failure. The most important thing to be a micro internet celebrity is to be friends with fans. Doing things in detail is the key to the success of micro-Internet celebrities. The internal logic of Internet celebrities is to lead as many fans as possible to a circle created by using various means to omit and screen the inner circle of consumers, directly transmit product information to consumers, and then promote products to gain profits. If things are not done in detail, fans will immediately escape even if they come in.

many

Without the Internet, no matter how good the wine is, it will not be able to float out of the deep alleys.

Without social sedimentation, no matter how many traffic fans are, they are passers-by.

Make as many as possible use of various Internet platforms, spread yourself as much as possible, and work hard to settle down and become your own fans. Whether it is Internet celebrities, experts, live broadcasts, videos, direct trains, Juhuasuan, Diamond Exhibitions, or daily special offers, they are all traffic entrances for e-commerce sales. What you need to do is not to do whatever you are better without discernment, but to integrate various traffic entrances based on your own conditions and give full play to the advantages of team collaborative combat . Everyone should do their own things and only increase internal friction.

Take Weibo as an example. Weibo is more of an information square, which can spread you and make your influence stronger, but it is difficult to connect the gap between "purchase intention-deal" and "deal". As a typical one-to-many model, the stickiness between Weibo bloggers and fans cannot meet the needs of transactions. But can Weibo simply give up? It is difficult for Weibo to facilitate direct transactions, but it has unique advantages in public opinion control, after-sales service, and influence precipitation. Making content is not just about promoting transactions.

Take Taobao experts as an example. The core logic of Taobao experts is "showing someone": as long as you buy my product, you can be as beautiful as me. Taobao experts are essentially a traffic shopping guide, but it is not just a shopping guide. They also sell a lifestyle and emotional identity, which is one of the value of the product itself. If you just make Taobao experts a sales channel, it would be a waste.

After all, micro internet celebrities are just a different saying. As long as you can establish a link with customers, it doesn’t matter if you are not an internet celebrity. It's just that there are different efficiency and different paths.

Only by using products as the fabric and content as the line can we integrate resources from multiple parties and submit a satisfactory answer on Double 11.

This article was originally published by Laogao Crown Club, the Laogao e-commerce circle. Reprinting is welcome. Please indicate the author and source when reprinting.