Editor's note: "Big Coffee Talk" is a new column that "Collects Voices in the Business World", which is more like a 36Kr view square, bringing together the views and insights of people from all walks of life. In the chaotic hot spots, clarify the context; when the trend is slight, find opportunities. Welcome to the discussion in the comments section, we look forward to your insights.
Everybody's talking about traffic, and everybody's thinking about monetizing it.
Li Jiaqi's sentence "buy it", how much thinking is hidden behind it; it is too difficult to get customers, and it is too late to "private domain traffic"? How is this wave of dividends for Tencent Video?
This issue of the big coffee said, let's talk about traffic and those things.
<h3>First, rethink "traffic"</h3>
1. Wang Weinan - Co-founder of Xumei Intelligence, Secretary General of the Internet Branch of meiwus knowledge management committee, "Change the perspective, use "investment thinking" to re-understand traffic"
The biggest difference between the Internet and the real world is that in the real world, we rely on air, water, and food. In the Internet world, we survive on media, data, and electricity. You don't have to worry about electricity and media, and data should be your only concern. The biggest difference between capital and traffic is that capital will lose money if it is not rubbed well, but traffic (data) will not.
2, Pei Pei - the leader of the Internet Monster Bandit Group, "Since a year ago, I have felt that Luckin Coffee has a problem." Why? 》
Luckin Coffee's management has been misappropriating and abusing a lot of "Internet thinking" words. For example, their chief marketing officer invented a "traffic pool" theory, which means "to attract traffic with cheap coffee, build a flow pool of Luckin coffee, and then export the traffic to other profitable areas." I have seen many speeches by Luckin executives, full of novel Internet, new retail, and new consumption concepts. This is a strong alarm: the company is unreliable. Real "Internet companies" rarely talk to you about "Internet thinking." Entrepreneurs who talk to you about "traffic", "fan economy" and "dimensionality reduction" often want to cut you off as a leek.
3. Alter-36kr Invited Author, "Intelligent Hardware Enters the "Traffic Battlefield""
In the design of "traffic = number of users× user duration", the growth logic of traffic is nothing more than two kinds, one is to increase the number of users, and the other is to increase the length of users. Thinking about the calculation rules of the traffic formula, the interaction between users and smart hardware, the connection between smart hardware and smart hardware, and the sharing of invisible data, should it be part of the calculation formula? After all, smart phones are no longer an indispensable way to network, and people are living in the era of all-scenario intelligence.
4. Liu Zhigang - Best-selling author, "The Essence of the Search + Information Flow Dispute: The Law of Ecological Efficiency of Traffic Giants"
Baidu, Tencent, and Byte divide their respective traffic territories in the name of search + information flow, but in fact, they are constantly improving their own traffic ecological efficiency, that is, not necessarily every part of a traffic ecology has a strong ability to monetize, and it is more necessary to achieve an overall traffic efficiency. The essence of the information flow has become the "fragrant food" that everyone flocks to, because this technology effectively improves the traffic coordination and traffic conversion efficiency, thereby improving the overall traffic generation efficiency.
5. Sun Guohui - former partner of Piglet short-term rental products, huh? It turns out that the to B market is finally a traffic business"
The COVID-19 pandemic has helped the giants quickly change many institutions from zero to 1. The next step of the giants of course hopes to go from remote meetings to collaborative office, complete from 1 to 2, and finally reach the market entrance of to B. At that time, the giants should gradually realize unilateral market charges and complete a typical SAAS business model. Of course, Presumably, everyone is now planning the third step: to create a to B application market, use Chinese favorite ecological concept, transform the unilateral market into a bilateral market, and earn tolls lying down.
6. Alter-36kr Guest Author, The Year of the Knowledge Track Paradox: The Struggle to Entertain to Death
In the era when traffic is king, under the temptation of commercial interests, when "killing time" has become the new law of the Internet, "entertainment to death" has long been prevalent, Huxley's "brave new world" has not arrived, and the national intellectual anxiety is a fact.
<h3>Second, customer acquisition & monetization, did you do it right? </h3>
7. Yang Ze - senior marketing planner and social network operation expert, Why is it difficult to form a social network by buying traffic alone? 》
More than 20 years of traffic dividends let us have an illusion, the Internet low-cost customer acquisition is the conversion funnel, in my opinion, low-cost customer acquisition should have paid a certain cost to obtain the core user group, and then with the help of network effects to achieve rapid growth of low costs, thereby pulling down the average cost. The demand is extremely large and there is almost no cost, which can far exceed the expected formation of network effects.
8. Chen Xiaojiang - Mantis Finance, Luo Yonghao "Fishing", Kuaishou, Douyin, Taobao Live, Pinduoduo, Jingdong Who Will Be Hooked"
Lao Luo's entry into the field of e-commerce live broadcasting is ostensibly to spell traffic, but in fact, it is to fight the supply chain. To put it bluntly, it is on the basis of ensuring quality, low price, low price, and then low price.
9. Han Wei - Founder & CEO of Luck Sports, "Lucky Sports CEO Han Wei: Physical Fitness Live Broadcast, Running Through Three Stages"
Entity companies to do live broadcasting, who has the largest platform traffic, and who to cooperate with, this is the first choice to judge. In theory, everyone should choose Douyin, because the Douyin platform is larger and the traffic is higher, and the reason why douyin is not chosen is because the link between it and WeChat cannot flow, and there is a competitive relationship. If the agency wants to serve more users, it should choose the largest platform, the largest traffic, whether it is Kuaishou or Douyin. But if he wants users to cycle to him and accumulate private domain traffic for himself, he may choose a niche live broadcast platform, because the niche live broadcast platform and WeChat can form a circulation.
10. Mu Xiaobin - Founder of Letter of Appointment, "Truth or Dare of a Live Streaming Entrepreneur"
Leaving aside the respective strategies of Douyin and Kuaishou, they will definitely build their own business system and product tools, otherwise they will become brokers of traffic and become a long-term source of traffic for Taobao, and the porter is an MCN agency.
11. Feng Xianfei-36kr Invited Author, "How to Do Private Domain Traffic to B Business?" 》
Public domain traffic + public account + personal account + community + official website these five elements to combine and match, first of all, through a variety of methods to go to the public domain traffic customers, the obtained customers will first be converted to the official account and then to the official website / or directly converted to the official website, and then will be converted to the personal account, and then further converted to the WeChat group. Through such combination and collocation logic, the business goals of different nodes in the customer's entire life cycle are finally completed.
12. Li Ying- Zhonghai Investment Partner, "Brand Rebirth and Upgrading under the Epidemic, How to Achieve It By Thinking About These Three Questions?" 》
Enterprises need to consider the problem of brand building and upgrading from a longer cycle under the premise of solving short-term survival. Private domain traffic and socialized marketing methods such as live broadcasting and community e-commerce are actually just a basic marketing tool. The use of these tools does not create long-term barriers to growth and competition. In the construction of the brand, entrepreneurs need to consider the needs of different levels of their core customer groups. Only by achieving accurate positioning can we maintain the loyalty of its users, and only by constantly expanding its boundaries can we finally stand out.
13, Liu Xuchang- Aimao MCN "The education industry grabs the time of kuaishou, there may only be half a year left| Super Salon
For ordinary users and ordinary teachers, the threshold of entry is much lower than that of other platforms. Students living in the fifth ring road, especially in the north, Shanghai, Guangzhou, and Shenzhen, will not understand why such and such content can also be popular. Because Kuaishou's traffic distribution is relatively fair and even, this gives many ordinary people the opportunity to be exposed. Creators who are not professional content can also quickly get a lot of traffic and gain their own fans.
<h3>Third, the video number: miss the jitter fast, can not miss it</h3>
14. Zhang Xiaolong - President of WeChat Business Group "Ten Points Lin Shao's 10-point Thoughts on Doing Video Numbers"
Either be taken away by Douyin Kuaishou to take away more traffic and usage time, or make the "video number" by yourself, optimistically, the future "video number" can stand with Douyin Kuaishou and even lead the way. Therefore, the battle of "video number" is crucial for WeChat. Although the form of "video number" is still very rudimentary, if it can carry out more traffic and commercial access with public accounts, mini programs, circle of friends or WeChat groups in the future, it will burst out greater traffic and commercial dividends.
15. Autumn Leaf - Autumn Leaf PPT, Founder of Autumn Leaf Business School, Tencent "Bet" Video Number, How is this wave of traffic dividends? 》
The video number means that the WeChat platform provides small videos to the way of "spreading the circle of friends + WeChat group + personal number", so that everyone's short video content can be seen by more people, thus letting go of the weChat ecology in the past can not spread the vibrato, Kuaishou and other small videos restrictions, this is a new traffic communication channel, and in the video number content to guide everyone to click on the associated WeChat public account link, users can recommend products and services in the WeChat public account, forming a complete commercial closed loop.
16. Iris Iris - "Occasionally Use Your Brain" public account, "I consume alone in Douyin, but I produce enthusiastically in the video number"
Running to the mentality of thinking about red and wanting to traffic to do short videos, I think it is wrong to have a heart. If you think: send a video number, anyway, someone watched, it is difficult to continue after the cold start, because breaking the circle through the social relationship chain is inefficient and difficult to sustain, don't forget, the essence of doing content is to bring value and new thinking to everyone.
17. Li Bo - Internet + e-commerce operation management expert, Dark Horse Will Accelerate Coach, "Why do you have more than one million Douyin fans, but don't make money?" 》
In 2020, if enterprises want to do short video accounts, they must first change their thinking. Enterprises do video numbers not to become Internet celebrities and top traffic after going live to bring goods, but to find their own accurate user groups through video numbers, and complete the final conversion through further attention and group. Many companies have only a few hundred thousand, one or two million fans, but the guidance conversion is very good, and the effect of carrying goods can be achieved.
<h3>Private domain traffic: By the time you realize it, it may be too late</h3>
18, Uncle Ni - 36kr guest author, "Talk about private domain traffic: when everyone thinks it's good, it's the most dangerous time"
Now everyone's perception of the pure one-sidedness of private domain traffic is not three-dimensional, incomplete, and completely because of the lack of practice, and has been brainwashed by various people, resulting in no real recognition of its risky side. If the corresponding needs of the brand itself are indeed rigid and high-frequency, it is naturally a good thing to manage its own customers through WeChat through the method of self-built traffic pool, but once the superstition of so-and-so method and so-and-so successful cases is often difficult to have too good results.
19. Small Circle Pear - 36kr Guest Author, "2020, Beware of Suffering from "Traffic Anxiety Disorder""
If private domain traffic just goes out of its way to send out selling information in the circle of friends, or constantly pulls the group to engage in seconds; then, "congratulations", your users will be farther and farther away from you. The essence of private domain traffic is the relationship between the operator and the person. By building a private domain traffic system, enterprises can do a full physical examination of their products and service quality - are you really user-centric?
20. Cao Hu-Kotler Global Partner, "How can enterprises upgrade their marketing thinking in response to the century-old changes in the market?" 》
Whether it's traffic, private domain data, or operations, it's actually in some of the key parts of marketing as defined by Kotler. Around the customer value, through the effective selection of target customers, through the target customers to provide customized products, effective channels, efficient communication and build relevant brands. This basic principle will not change, because no matter how the technology changes, the essence of marketing will eventually fall here.
21. Jiang Lai Lai - "Jiang Lai Lai" public account, "Analysis of similarities and differences between private domain traffic and membership system"
The conversion of private domain traffic emphasizes long-term and sustainability, and completing transactions is not the end. Instead, it will be guided by the lifelong value of users, continue to provide content and repeatedly reach users in the pool, improve user repurchase rate, and use users to achieve dissemination and fission. Therefore, the unique diversity of the conversion path of private domain traffic is not available in the membership system.
22. Luo Chao Channel - 36kr Guest Author, "Internet Entrepreneurship in 2020: Instead of Touching the Wind Everywhere, It's Better to Be Patient to Dig Up Stock"
Traffic is becoming increasingly scarce and is accelerating towards the head. For developers, it is becoming increasingly difficult to rely on independent apps to succeed, and the only way out may be to embrace the big platform. The abundant traffic of large platforms produces spillover effects and forms a new round of traffic dividends. Mini programs, public accounts, group fission, private domain traffic, KOCs, etc., are all means to tap the traffic dividends of large platforms.
23. Invited Author of Shili Village-36kr, "9 Basic Cognitions of Private Domain Traffic Operation"
Private domain traffic operations aren't the only way for businesses to grow, and it's not the most effective way for all businesses to grow. Private domain traffic operation is certainly not the standard of all enterprises, but it must be the basic ability that all enterprises need to master. The sales conversion of private domain traffic is based on customer trust, reliable products and efficient services.
24. Wang Yanfei - "Simple Law Operation" Public Account, "Under the Epidemic Situation, a New Way to Monetize Private Domain Traffic: WeChat Live Broadcast"
Once the private domain traffic acquisition, monetization method is not to say that it does not work, but with the improvement of user cognition, the original way of advertising conversion gradually declined, of course, as long as the traffic is enough or can be converted, but eating the old is not a long-term solution, the biggest change in private domain traffic 2.0 is to focus on the "social relationship" and "repurchase", the private domain traffic pool every user as a baby, the social relationship with customers as the most important asset to operate. Every traffic is a "friend" rather than a customer, from the perspective of a businessman, the first purpose of treating customers is to make money, and then it is others, but the first purpose of treating friends is to help, to help others save money, to help others find the products they want.
25. Qiao Songtao- Founder and Chairman of UU Errands, Super Views | Forget about "private domain traffic", small and medium-sized entrepreneurs should tap the value of "private domain users"》
Before it was a very popular word called "private domain traffic", I do not agree with it very much, it should be called "private domain user". At no time should the user be seen as a number, but as a living person. As people, you need to have the temperature to connect, to interact, to participate in their lives.
26. Xinbang Research Institute and Guosen Securities Research Institute jointly wrote the "Internet Private Domain Traffic Industry Research Report", a 46-page research report, telling you the private domain gameplay of 7 major platforms such as micro-jitter and fast red.
The word private domain itself speaks to the essence of private domain traffic - long-term operating users. The essence of business is traffic, but the traffic dividend has dried up, and the logic of past marketing and operation cannot be played. So everyone has "traffic anxiety", which is the background of private domain traffic. People look forward to finding a breakthrough in new traffic and finding new ways to grow from private domain traffic, because only growth is the real desire of the company's heart.