Produced by | Bullet Finance
Author | Mercy
"China's service industry, basically every subdivision of the industry, can be 'redone'." Yao Jinbo, CEO of 58 Group, once made such a judgment.
The mobile Internet has developed rapidly in the past ten years, the early traffic dividend has long disappeared, but the huge stock market has not penetrated sufficiently, and e-commerce practitioners have never stopped exploring, trying to use model innovation to capture new opportunities.
E-commerce giants have experienced several battles, the head platform has mastered most of the traffic, and it is difficult to have major changes at present. Traffic for today's e-commerce market, quite a bit of "Luoyang paper expensive" meaning. At this time, net red e-commerce has become the focus of attention, and it has gradually become a new growth point in the economic field.
Net red e-commerce is mainly based on celebrities, creating an independent IP brand that belongs to individuals, and using user viscosity to achieve user purchases. More and more Internet celebrities and celebrities have entered the field of e-commerce with goods, and some analysts said that the Internet celebrity market in 2020 will exceed 300 billion yuan.
Internet celebrity e-commerce taps the value of existing users through content products and interactive forms, actively consumes and experiences, and conveys users' more intuitive product feelings through live broadcasting, which is in line with the consumption habits of a new generation of consumers.
It is an indisputable fact that mobile Internet traffic has bottomed out. According to questmobile, China's mobile Internet users fell by 2 million in q2 2019, and from December 2018 to June 2019, the growth rate of user time slipped from 22.6% to 6%. The Internet has entered the stock market scramble.
Douyin's daily active activity has reached the order of 320 million, and it has begun to pay attention to content depth to help creators monetize traffic. On August 24, Douyin launched the "Creator Growth Plan", which will help 10 million creators monetize traffic on Douyin.
Little Red Book has already begun to adjust its direction. The company's chief product officer once told the media that Little Red Book is a community that is a city, and what it provides is content as a service. Faced with the bottleneck of user growth, Xiaohongshu chose to be a community instead of a social e-commerce. At present, 70% of the 3 billion graphic text and short video content generated by Xiaohongshu every day comes from UGC.
The Internet traffic dividend has bottomed out, and various platforms are taking measures.
Recently, the app of the online shopping guide platform Rebate Network has been completely revised, adding a large number of content with goods functions, including not only graphics, short videos, but also UGC and pgc content grass planting community "find good things".
As a veteran e-commerce shopping guide platform, rebate network is a lot of post-80s and post-90s shopping money-saving artifacts. Since its establishment 13 years ago, the company has been deeply involved in the field of shopping guides. The makeover of the rebate network obviously has more far-reaching considerations.
Recently, the "lipstick brother" "overturned" incident when selling non-stick pans in the live broadcast room was on the hot search.
In the live broadcast room, tens of millions of fans are watching Li Jiaqi and the little assistant bring goods to a certain non-stick pan. After the assistant beats an egg into a hot pot, the egg sticks firmly to the bottom of the pan and begins to paste the pan.
Li Jiaqi, who was not yet aware of the problem, still said next to him: "Let's let my aunt fry a steak." ”
Finding that something was wrong, Li Jiaqi got up to save the scene, and while taking the spatula in the hands of the little assistant, he said: "This does not put oil." It is non-sticky and does not paste. ”
In recent years, it has been popular for Internet celebrities to bring goods, but similar to Li Jiaqi's "rollover accident" is not an isolated case. The issue of word-of-mouth publicity of online brands has attracted attention.
In February this year, Xiaohongshu announced the integration of third-party e-commerce and community resources, the establishment of a new brand department, the opening up of content and transactions, and the opening up of new marketing channels. Through the "brand number" product to mine user portraits, the content of the use of bloggers to enhance user brand awareness. Help Xiaohongshu complete the in-depth development of existing user needs.
Douyin is generally in the form of short videos to attract advertisers to advertise, and to achieve better effect conversion while delivering brand effects.
Rebate Network is also constantly changing itself. The platform interface design has changed from advertising display to channel entrance, information flow, and bottom bar, all around "centralization".
For example, the focus chart on the home page of the rebate network has changed the previous form of "price discount interest points" and begun to emphasize the characteristics of goods in the form of copywriting.
The positioning of the entire website has also changed from the original "preferential value for money tool" to "content with goods". The relevant person in charge of the company revealed to the media that as of now, the "Find Good Things" channel has accumulated more than 50 subdivided content types, more than 1,000 high-quality kol and mcn institutions, and more than 1,000 user participation topics.
At present, the content ecosystem of rebate network is mainly a content circle platform and original content number, the former around parent-child, food, beauty, technology, enjoy life, etc. to produce vertical ecological content and rich content products, the latter content comes from brand enterprise number, self-media large number, red ip and rebate exclusive IP.
In addition, the company has also invested 200 million yuan to incubate the original plan of "Hui buy xia" to create an original high-quality content aggregation platform to help more content entrepreneurs seek their own value. The "Original Author List" released every month can obtain up to nearly 10,000 yuan of original and celebrity customization rights.
As the Internet enters the era of stock, the cost of traffic becomes more and more expensive. The rebate network has found another way, through horse racing, precipitating 30 million online shopping masters. By opening up the ability of this group of high-value users in the content ecology and data engine, it is equivalent to helping the brand build a huge ammunition library and provide them with strong and sufficient firepower in promotion.
It's a completely different style of play than in the past.
Online shopping masters are the opinion leaders around consumers, they not only have a high willingness to consume and a strong ability to consume, the key is that they do have a very direct influence, simply put, the ability to carry goods.
The data shows that they are mainly women (67%), with an average age of 29.5 years old, 72% of active users have a monthly household income of more than 12,000 yuan, 35% of users place orders on the same day after visiting, 54% of active users enter the store more than 10 times a week, and an average of 5 times to enter the store will generate an order; 65% of users are married and have children, and 18% of users are middle-level or executives of the company.
Based on the data precipitated by these people, including user behavior data, consumer transaction data, commodity data, delivery data, etc., the orange vein intelligent marketing system developed by the rebate network is to do various value mining and marketing pushes, and lay out panoramic marketing from multiple pipelines. This kind of content ecology built on the basis of real consumption has the characteristics of efficient interaction and fully empowers brand parties.
Using the form of "content + goods" to attract customers, this rebate network is somewhat similar to Xiaohongshu. The core driving force of Xiaohongshu's business ecology lies in the creation of real content and the community atmosphere, and a large number of users share beautiful, real and diverse content on the platform. And it is precisely because of the variety of lifestyles that consumption and transactions have arisen. High-quality and authentic content also attracts a steady stream of brands to settle on the platform, and brands can more accurately find their target consumers, and also understand their lifestyles and fashion trends.
In contrast, the Little Red Book is from planting grass to trading, while the rebate network is from trading to planting grass, the former emphasizes interaction, and the latter focuses on reality. All the comments, sharing and other grass content based on real trading are the characteristics of the rebate network and its moat.
It's a completely different path and a whole new attempt.
The mobile Internet has entered the era of traffic exhaustion, and it cannot really trap enterprises with model innovation capabilities. Moreover, "exhaustion" is not accurate, under the premise of having the world's largest consumer market, the rebate network is fully based on market foundation for model innovation; for many shortcomings of traditional e-commerce, the rebate network has also been extended in a new form to give users a better experience.
Just past the "Double 11", Li Jiaqi's live broadcast room had 43.1536 million fans and Wei Ya's live broadcast room 36.835 million fans; before the Kuaishou e-commerce shopping festival, Simba became the first in sales with a single-day live broadcast sales of 400 million. The live broadcast room has become a new selling battlefield for the platform.
Whether it is for e-commerce platforms or short video platforms, the economy with goods is another form of increment, which is a secondary development on the basis of the original users. The "net reds" on the platform have experienced bits and pieces of growth, such as Li Jiaqi and Wei Ya of Taobao, the seven uncles and grandfathers of the Douyin platform, and the Sanda brother of Kuaishou, etc. To some extent, their success is to seize the opportunities of the times.
The rise of Internet celebrities with goods essentially reflects the anxiety and desire of e-commerce platforms for traffic. Traffic giants such as Pinduoduo and Taobao have shown us a massive stock platform, and they have tried their best to set up various high-traffic festival time points, and then make full use of the stock to obtain incremental traffic.
The advantages of the platform using old users to bring new users to obtain traffic are: First, cold start is relatively easy. The existing users are already the seed users of the platform, and the platform can do a good job of conversion as long as they tap their needs and invest corresponding resources in the use of their products on the platform. Second, users forward their favorite products and short videos to their circle of friends, and the users in their circle of friends are largely in line with the user portrait of the platform.
It can be seen that the key significance of mining existing users is that it can not only help the platform obtain new traffic, but also provide the traffic that the platform wants.
With Internet traffic stretched thin, the giants are clearly seeing another way to get traffic.
Some time ago, the home page of the rebate network app appeared hungry mo icon and entrance, marked "full return 5%" words, click on the icon after the web page jumped, there appeared near the hungry food merchant aggregation page. The rebate network publicly stated that Ele.me has officially settled in the rebate network, and all rebate network users who place orders takeaways, in addition to enjoying the original discounts, can also get an additional rebate.
Figure / Rebate Network app
According to the relevant person in charge, consumers will receive a rebate of 1.5 yuan for a takeaway order that pays 30 yuan through the rebate outlets. Takeaway is a high-frequency consumption, which can save more than 1600 yuan a year for a white-collar worker's three meals. Rebate network on the basis of shopping to develop seed user traffic again, on the one hand to provide users with value, on the other hand also to solve the problem of their own traffic anxiety.
In the impression of consumers, shopping on the rebate network can get additional rebates and more discounts, which is better than many e-commerce shopping platforms. The online shopping guide platform, which started in 2006, has reached 200 million users.
Compared with the previous cooperation with a large number of brand stores, the cooperation between Rebate Network and Ele.me is an attempt at a new format and can also be regarded as a derivative of its original strategy. The takeaway, grocery shopping, medicine, etc. on the Ele.me platform also meet the daily needs of rebate network users.
It is worth mentioning that in March this year, rebate network also opened an online travel channel and reached cooperation with the national tourism platform, which marked the official launch of the "all-scenario" consumption strategy of rebate network. Consumers' daily consumption scenarios such as shopping, tourism, local life, travel, entertainment, education, etc. can be found on the rebate network platform.
Traffic is fair to every business, but it's a good idea to use. Compared with the platform strategy of "net red with goods" such as Douyin and Xiaohongshu, the practice of rebate network is more strategically innovative - no matter how the shopping guide model is done, there is always a funnel effect, and there will always be a marginal decrease in traffic value, so the rebate network does the opposite, combining the three factors of user preference + consumption decision + entrance, driven by the decision-making potential caused by the user's mind, directly promotes the occurrence of consumer behavior, obviously the commercial efficiency is higher and more effective.
Even though the "incremental era" of the Internet has passed and the "stock era" has become the main theme of the current Internet environment, each platform is still working hard for each consumer decision.
In the battle for the stock market traffic of the deer, it is still unknown whose hand the deer died.
The title of the text comes from: pixabay, based on the cc0 protocol.