After two and a half months, the interconnection of the whole network was officially landed. On November 29, WeChat officials released an update on the "WeChat External Link Content Management Specifications", the next day, weChat group chat scene can directly open the Taobao link, the entire Internet cheered, netizens have said that this is what the Internet should look like.
Blocked for 8 years, WeChat and Taobao officially broke the ice, not to mention who is taking advantage of the next two sides, from the perspective of the entire ecology, the ultimate benefit is still the brand business. Divert traffic on traffic-rich content platforms, do user operations on high-sticky social platforms, and complete transactions and conversions on multiple e-commerce platforms. The increase in channels, smooth links, and ecological prosperity will surely usher in crazy growth.
The essence of retail is the people and goods yard, when the interconnection of the whole network really began to land, how to use this wave of dividends to efficiently revitalize the brand's human goods yard and maximize the value of the private domain of the enterprise has become the strategic focus of more and more retail enterprises. In view of the actual value brought to brand merchants after the interconnection of the whole network and the practical guide for follow-up operations, today we will discuss the following ~
If WeChat is compared to our "home", Taobao is a "shopping mall", and Douyin is a "playground". Before the whole network is interconnected, each platform has a "barrier" interval, we can only listen to a QQ music at home, play a king glory qualifying game (WeChat ecological software); want to go to the mall and playground is not to drive or squeeze the subway (a bunch of jump passwords), can be described as a twist and turn, how much trouble is more trouble. However, after the interconnection, the obstacles of various platforms have been broken, and you can buy goods from the mall at home and eat ice cream from the playground, seamlessly connected, free and smooth. Therefore, the first advantage of the official landing of the whole network interconnection is the extension and expansion of the "field".
The "field" is the stage
Transaction conversions continue to strengthen
"Field" is a way of connection, which connects people and goods, that is, user needs and goods. When the interconnection of the whole network is officially landed, cross-platform sharing, content planting, marketing conversion, etc. can be realized, and the user's experience will be greatly enhanced. If we compare the "consumer experience field" before the interconnection to the 1.0 version of the flat space, then after the interconnection is the "consumer experience field PRO version" of the three-dimensional space. This cross-platform experience upgrade will bring unlimited opportunities for brand owners to grow their private domain business.
The upgrading of the experience field is bound to drive the efficient transformation of the private domain trading field. Before opening up, we can almost only do private domains within each platform, and once all platforms are completely opened, then we can gather the public domain traffic of all platforms through the private domain, and the Mini Program Mall will become a value pool with innate advantages. As a result, it is urgent to build a private domain infrastructure for enterprises.
With a smooth transaction closed loop, Chang Sturgeon Mini Program Mall provides consumers with convenient shopping scenes and consumption experiences, repeatedly reaches users through diversified marketing activities, stimulates conversion and repurchase, cooperates with corporate public accounts and communities, and video numbers + live broadcasts, pulls new and promotes the integration of conversion and repurchase, and fully covers brand users. Through the combination of public domain customer acquisition + private domain refined operation, it enhances user stickiness, improves brand repurchase rate and customer unit price.
In the retail industry, the "people and goods yard" is three eternal and unchanging components, especially after the official landing of the whole network interconnection, the brands with offline stores should open up online and offline business, make full use of the omni-channel trading field, in order to orderly, efficient and continuous operation, so the "field" element is particularly important. However, in general, the "people yard" has its fixed order, and brands need to learn to play to the advantages of each component.
"People" is the starting point of operation
It is also the end point
What remains unchanged in retail is that the goods are exchanged for value to the user, and the "field" connects "people" and "goods". Whether it is an e-commerce or a physical business, whether it is called consumers, or users and customers, its essence is traffic. From the public domain advertising to the refined operation of private domain traffic, the essence is to do one thing: find people, find traffic. No one, goods and fields will lose their meaning, and attaching importance to the value of people also marks the progress of traditional retail to smart retail.
In traditional retail, enterprises believe that there are high-quality products, outstanding price advantages, and choosing a good geographical location with good services is the key to business success; however, in the era of interconnected global smart retail, the value of people can be highlighted, and brands can only seize the dividends of this wave of trends by taking people as the center and paying attention to the user's consumption experience. Based on big data, Chang Sturgeon SCRM digital operation tool tracks users' consumption paths and behaviors in the global ecosystem, builds a 360° user portrait for brands, automatically labels, and empowers follow-up full-link personalized services.
In addition, the community is also the main position for building positive interaction with consumers based on the key element of "people", and it is also a new starting point for group management of users to achieve accurate drainage, repurchase, referral and long-term growth. With the Chang Sturgeon Micro SCRM system, the global user layering and group operation are more efficient. In addition to publishing brand daily activity information in the community and maintaining community activity; for high-value users, brand IP officers can also conduct 1V1 private chats with users, and send specific content at specific times, such as marketing nodes, to enhance user trust and stickiness.
With the interconnection of the whole network, the innovation of "people and goods yard" is not only in the ranking of relationship status, but also in the all-round upgrade of their respective contents. Brands can only adhere to the first purpose of user needs, do a good job in the refined operation of the private domain, and guide users to complete orders and repurchases on the brand e-commerce platform and Mini Program mall with the help of the power of the community, so as to achieve the long-term conversion and repurchase of the brand's private domain.
"Goods" are good is the foundation
Public domain delivery makes brand value higher
High-value products are a prerequisite for achieving brand value. The business world's criterion for judging the quality of a product is not to meet the expectations of the boss, but whether it can meet the expectations of users. In addition to satisfying the user value and experience value, excellent products pay more attention to the communication value of products.
In the past, people often said that "the aroma of wine is not afraid of deep alleys", but looking at the new consumer brands now, while developing products, the cost of brand marketing is not soft. With the subdivision of the track, relying on super single products, omni-channel exposure, occupy the user's mind, to achieve brand awareness and sales of synchronous rise.
With the interconnection of the whole network, the path for users to purchase goods is shortened. If you put an advertisement on Taobao, 1 click is 10 yuan, and if you put an advertisement on WeChat, 1 click is 3 yuan, do you want to choose to invest in WeChat? At this time, the platform traffic far from the transaction will be a depression, so the advertising value of WeChat will be better realized. In the past, e-commerce invested in advertising, the purpose was to buy the platform's traffic, through the e-commerce to complete the transaction, the traffic is fleeting. Now, we want to convert the purchased public domain traffic into your private domain users in various ways, into your own, repeatable, low-cost and even free reach users, so that the traffic snowballs more and more.
With the help of Tencent, iClick has developed accurate crowd package data, and the front end is based on traffic, using Tencent's 21+ advertising touchpoints, from delivery links, efficiency strategies, to long-term data tracking, and gradually promoting implementation. At the same time, by precipitating the user's interaction data, the delivery model is optimized and referenced, so as to continuously improve the high ROI delivery strategy, accurately divert the brand to the private domain, and maximize the brand value of omni-channel exposure.
In the context of smart retail, the brand's evaluation of the value of goods needs to start from the needs of people, based on products, based on accurate analysis of user needs, to give goods more spiritual and cultural value. Combined with the potential energy of public domain advertising, the brand value is amplified, and the value resonance with the target users is established to better achieve the unity of product and effect.
From people looking for goods to finding people, when all platforms can substantively embrace interconnection, it will be a mutually beneficial and win-win situation. WeChat Taobao 8 years of "ice-breaking", for brands, seize this wave of opportunities, the new wave of private domain growth may really come!