Edit | Yu Bin
Produced by | Chaoqi Network "Yu see column"
In the era of fragmented attention economy, more and more people are accustomed to browsing the grass notes written by others on the Internet before placing an order, so as to understand the useful information of the product, quality parameters, functional characteristics, price range, precautions and other aspects.
For individual consumers, this can not only take fewer detours, but also shop around at the price, and the form of planting grass has also developed from the initial sharing of good things and the use experience to the current live broadcast with goods, Internet celebrity exploration shops, professional evaluations and other forms, which is really a variety of forms.
Content planting has become one of the important ways of commercial brand marketing
Now content operation has become a common practice, the grass economy has long been deeply rooted in the hearts of the people, Clauri in 2020 has released the "three major platforms to plant grass research report", its content shows that nearly 80% of the respondents said that they have been KOL planted grass, nearly 70% of users think that planting grass content has a great impact on their final purchase behavior, at the end of last year, China Youth Daily Social Survey Center joint questionnaire network survey results also showed that more than 80% of respondents will go online before shopping, first go to the Internet to search for relevant grass recommendations.
Cui Qian is a post-90s white-collar worker, she is accustomed to searching for online grass sharing, product recommendation and evaluation before purchasing large or more expensive goods, to see how others use the experience, and then combine their own economic strength to buy products, if you can't make up your mind for a while, she will also know to find some professional analysis of the masters as a reference.
Cui Qian's usual work is busy, personal energy is really limited, plus the current goods are a wide variety, dazzling, she does not have time to choose from them one by one, so directly by browsing the grass content to buy goods, can save a lot of time, of course, in order to avoid stepping on the pit, Cui Qian suggested that it is best to look at different websites or different creators of the consumption evaluation, especially focus on the negative evaluation.
In recent years, many social platforms, Internet e-commerce, content operation companies have aimed at the grass economy of this track, have made efforts to layout, Zhihu in 2019 launched the MCN creator recruitment plan, since the beginning of last year,Zhihu began to accelerate the commercialization of platform content construction and operation promotion pace, Zhihu first released the "cheese platform", the role of the platform is to build a bridge of content cooperation and traffic conversion for creators and brand customers.
At the end of last year, Zhihu held the first ecological partner conference and released a number of plans, with the purpose of gradually attracting various types of content creators to join on the basis of the previous professional operation and by further strengthening commercial operations, and then establishing a new way of content marketing and traffic monetization.
Specifically, Zhihu will focus on beauty, skin care, digital and other fields, through the convergence of the corresponding content creation forces, for different industries, different brands of customers to provide the corresponding content marketing solutions or marketing tools, such as Zhihu good things recommendation function can support jump to Taobao, Jingdong, Pinduoduo and other e-commerce platforms, to achieve accurate docking with brands or merchants, the current commercial content marketing has become one of the main fronts of Zhihu revenue, accounting for about one-third of its total revenue.
B station, vibrato and other platforms also have similar functions, can be the creator and brand customers both linked, to achieve content operation and commercial promotion, at present many head enterprises or platforms in the content sharing and traffic planting has been quite popular, but these companies are still facing different degrees of grass content is difficult to achieve efficient sharing drainage and commercial conversion of the problem, so since the end of last year, vibrato, Live e-commerce platforms such as Kuaishou and content operation platforms such as Taobao Shopping have invariably accelerated the layout of deepening and improving the platform's e-commerce business.
After the popularity and content culture creation atmosphere are cultivated, the platforms are also striving to create an ecological and transaction chain suitable for the development of brands and merchants, and the ultimate goal is to build an ecological closed loop from content sharing to commercial operation, and we can also foresee that the competition of various platforms in this field will only become increasingly fierce in the future.
Video and live streaming are the general trend of the future development of content planting
Compared with graphics and texts, the grass form of the video category undoubtedly has a richer visual expression and impact, so the protagonist of the current content planting grass is also shifting from graphics to video-led, many content platforms are also actively encouraging and supporting the creation of MCN, publishers can get more traffic support in this regard, and from the current traffic conversion situation, live e-commerce may become the next breakthrough in the transformation of content platforms to commercialization.
Dongxing Securities data show that last year, the domestic live e-commerce market size reached 2 trillion yuan, compared with other content operations and traffic conversion methods, live e-commerce has the advantage of intuitive and interactive, and an excellent KOL is easier to win the trust of users, live broadcasting can more easily help operators to establish a value closed loop of content planting and commercial operation, so as to achieve the goal of relying on high-quality user groups to achieve rapid and efficient conversion.
According to the report of Ai Media Consulting, the total amount of commodity transactions (GMV) in the Taobao live broadcast sector in 2020 is more than 400 billion yuan, douyin is more than 500 billion yuan, and the Kuaishou e-commerce business sector is close to 400 billion yuan, which is far ahead of the live e-commerce business of other platforms.
Douyin has raised the content planting grass and customer conversion problem to a more important corporate strategic height, some time ago Douyin tested the grass planting function in its APP, and its Vibrato box is also gradually developing in this field, at present, Douyin has basically established a transaction closed loop from live e-commerce to traffic conversion, of course, this also makes other competitors feel pressure.
In December last year, Kuaishou and Meituan reached a strategic cooperation in drainage conversion, when users brush Kuaishou short videos and have the willingness to buy, they can directly place orders in the Meituan Mini Program on Kuaishou, after the order is successful, the creators of the released content will also get corresponding benefits, CoCo, Xiangxiang, Ziguangyuan, Shuyi Burn Immortal Grass, 85 degrees C and other well-known domestic chain catering brands have become the first batch of settled businesses.
And in addition to catering projects, the Meituan Mini Program will also continue to launch hotel homestays, tourist attractions, leisure and entertainment, beauty salons and other life service categories, with the help of Kuaishou's huge daily user views, Kuaishou, Meituan, creators, brands and users have formed a closed loop of consumption from content sharing to value realization.
In the era when traffic is king, it is necessary to grasp both the entrance and the exit
There is no doubt that if in terms of the influence and penetration of the marketing system, the content operation platform is undoubtedly a relatively successful traffic conversion channel, whether it is the traditional commodities of large and small e-commerce, or the new consumer brands that accompany the rise of the national tidal boom, such as Yuanqi Forest, Perfect Diary, Bubble Mart, Huaxizi, etc., all of which have largely relied on the content planting mode and won the attention of the market and consumer groups, thus laying a good foundation for further growth and development and growth.
For major Internet e-commerce and content operation platforms, it is not difficult to establish a content creation and sharing mechanism including graphics, videos, live broadcasts, etc., and the biggest difficulty lies in how to stabilize the traffic inside the platform, rather than the embarrassing situation that the brand side shares content on the platform as in the past, and finally the user goes to other e-commerce platforms, WeChat, communities and other commercial and social media to buy and deal.
Second, platform enterprises need to establish a perfect and attractive product or service system, the system should include commodity supply, merchant settlement, payment and settlement, warehousing and logistics and other elements including the e-commerce supply service chain, only in this way can we achieve sufficient traffic conversion, and enterprises or e-commerce platforms can also obtain sufficient value returns from the commercial operation of various ways.
Judging from the current situation, the traffic conversion business still has a lot of room for improvement in the future development of major Internet e-commerce and content operation platforms. Among them, deeply cultivating content operations, encouraging creators and brands to continuously supply high-quality original content is the basis for realizing commodity sharing and traffic conversion, and efficient and convenient marketing and commercialization monetization means are the key to improving the purchase conversion rate and repurchase rate of user groups, which are complementary and mutually reinforcing complementary relationships, and will become the primary goal of major Internet e-commerce and content operation platforms in the future.
For example, in recent years, content operation and traffic conversion has also become an important development direction of Taobao platform, Taobao through internal introduction and external contact, vertical and horizontal, built a marketing matrix including Taobao live broadcast, Taobao headlines, Youku, good goods, etc., the previous year's online Taobao shopping also set personal, business and brand content creation functions, it can be content in the form of graphics, videos, live broadcasts and other forms of multi-angle presentation to users.
Although there is still a certain gap between Taobao and expectations in terms of content diversity, professionalism and user stickiness, based on the huge user traffic and transaction volume of the Taobao matrix, and the convenient closed-loop advantages it has from content operation to conversion transactions, it is not difficult to foresee that Taobao's future development prospects in this field are promising.
epilogue
"Yu See Column" believes that the traffic dividend of the Internet era is gradually fading, and the endless e-commerce platforms and commercial entrances have made the Internet economy show the characteristics of fragmentation and decentralization, and the way to accumulate popularity through content operations in the past, develop brand advertising business and create private domain traffic of merchants is gradually entering a bottleneck.
Content operation platforms and Internet e-commerce are invariably creating a closed-loop system from content to transactions, and strive to form an efficient commercial conversion link including graphics, short videos and live broadcasts, when the platform operator establishes an efficient link from content creation to commercial operation, enterprises can seize the opportunity and take the lead in striving for user resources in the era of attention economy.