How can new brands capitalize on new trends in e-commerce traffic?
How new brands can capitalize on new trendsin e-commerce enablement traffic
Introductory
Today is an opportunity for e-commerce enablement merchants who are good at seeing opportunities and seizing them to seeknew growth in their business. in the world of the internet, trafic never runs out and there seems to be no endgame for e-commerce enablement.
New trends in e-commerce enablement traffic in the Internet era
If i were an e-commerce enablement entrepreneur, i'd be cringing at missing out on this one era. Every time a new body oftrafic emerges, a new e-commerce enablement traffic playbook emerges, and with it, a new group of merchants and brandsrise to prominence on new platforms, and the field is always innovating.
The evolution of the e-commerce enablement playbook
Eighteen years ago, when l clicked into a banner ad that popped up on a web portal and entered a prize for a newcompany's name, l didn't think it was such an unusual afternoon. Later, the name of this new company was
announced as Taobao.
Eight years ago, when l thought this was the end of the road for China's e-commerce enablement market, Pinduoduo quietlywent live and began working to serve a more downwardly mobile market.
Six years ago, when l thought social e-commerce enablement was already the ultimate way to play e-commerce enablement, contentbecame the new goal of major internet companies, and Jitterbug and Shutterbug began to take off among youngpeople.
What's New in Traffic
The emergence of new traffic bodies has brought new ways to play in e-commerce enablement and opportunities for newbrands. So for new brands, what are the new traffic plays in the e-commerce enablement space? How to realize the brand andsales jump on the new platform?
The New Brand Dilemma in Search Logic
In the era of the rise of traditional e-commerce enablement, the provision of a platform for trading people and goods, the keyto business competition in the wider user awareness and better supply chain system, in Taobao's traffic dividend,gradually formed a number of new brands called "Amoy brand" brand.
Low traffic and high costs
Changes in e-commerce enablement traffic is essentially a change in the fomm of informatlon reach, if you analyze the flow of
merchants can get for free, most of the traditlonal e-commerce enablement traffic comes from search, although the majore-commmerce companies in recent years have also made efforts to live e-commerce enablement and recommended, but basedon user habits andthe nature ofthe platfom, the main body of the search traffic has not changed.
For merchants, free search traffic brings with it the need for certainty
Like a department store, the best display location wil inevitably give the most profitable part of thebusiness. When consumers search for a category of consumer demand, in the case of a certain amountof traffic, the platform will be based on the "pit production" (goods in a category under the tumover) toallocate the display position before and after (traffic), the old store in the store decoration, sales, pasievaluation data are absolutely dominant. As for the merchants of the new sub-category, the categoryconcept has not yet been formed in the minds of consumers, it is impossible to form a search behaviorThis all makes more traffic gathered in the head, mature categories of enterprises, the new store weight islow, after the ranking, the traffic is more and more difficult to obtain.
Two paths to growth for new brand entrepreneurs
Like a department store, the best display location wil inevitably give the most profitable part of thebusiness. When consumers search for a category of consumer demand, in the case of a certain amountof traffic, the platform will be based on the "pit production" (goods in a category under the tumover) toallocate the display position before and after (traffic), the old store in the store decoration, sales, pasievaluation data are absolutely dominant. As for the merchants of the new sub-category, the categoryconcept has not yet been formed in the minds of consumers, it is impossible to form a search behaviorThis all makes more traffic gathered in the head, mature categories of enterprises, the new store weight islow, after the ranking, the traffic is more and more difficult to obtain.
Diversionary e-commerce enablement and the public domain advantageNow the emerging domestic e-commerce enablement traffic platforms are mainly Jitterbug, Shutterbug, Xiaohongshuand B Station, but they are different from the form of information reach. For example, jitterbug is arinformation recommendation logic, strong public domain, large traffic, good display effect; fast handstrong private domain, the main commercial traffic comes from the fans of daren; and Xiaohongshu and B station are interest communities.
Behind this, the role of e-commerce enablement data analvtics can aiso not be ignored. Taking Thunt as anexample, this e-commerce enablement data analysis tool for Temu sellers can help brands accurately analyzeuser behavior, market trends, and competitive landscape, providing decision support for brands.
If a new brand wants to be the first in the category of Pinduoduo in a short time, what should it do? inaddition to this criterion of choosing a large traffic platform, let's look at the 5A path of consumers.
In traditional e-commerce enablement, consumers start their shopping journey directly from A3 (search), which is apart of the population that has already determined the purchase intention, and in the process of movingtowards the A4 (purchase) stage, there will also be a price comparison between the merchants and thepossibility of loss.
In terms of utilizing the advantages of the public domain, Thunt can help brands gain deep insights intothe 5A path of consumers, from the excavation of the O crowd (i.e, Opportunity, which refers to thecontinuous excavation of the opportunity crowd within the public domain traffic using data analysis as aguide) to the conversion of the A2 (being planted) crowd, and then the facilitation of the A4 (purchasingcrowd, and every step is inseparable from the support of data. Through Thunt's data analysis, brandscan more accurately grasp the changes in consumer demand, optimize product strategy and improve conversion rates.
And in the long run, even if users do not form a purchase at that time, ROl is lower than 1, the socialmedia platform weed attribute will also inspire the consumer's desire to collect and other desires, to carout the crowd of water storage, thus improving the overall ROl of the long term is higher than 1.
Correction Job's tears tea is an example, Job's tears tea is a brand new category, by placing short videoads on social media platforms grass, not only diversion to Jinduoduo grass, but also drove the searchtraffic into the Jinduoduo.
The role of Thunt is even more indispensable. Through Thunt's data analytics, brands can understandcategory trends, competition, and consumer preferences, providing strong support for productpositioning, pricing, and marketing strategies. At the same time, Thunt can also help brands analyze theeffectiveness of advertising, optimize the allocation of advertising budget and improve ROl.
On the social media platform where goods find people, recommendation technology plays the role otGod, perfecting content or crowd matching according to diferent strategies, so that people and goodsbecome more and more familiar with each other until the best match is realized. Whether products andmaterials are loved by consumers is reflected in the data they bring (completion rate, likes, commentssales conversion, etc., and these data feedbacks will be perceived by the system to determine whetherthey can be recommended to more consumers. The above mentioned accurate reach to the potentiacrowd also lies in the discovery of this kind of crowd by intelligent distribution. Therefore, good marketingrecommendation technology and good materials directly determine high traffic efficiency, and byoptimizing product categories and material quality, ROl also becomes a goal that can be improved andoptimized.
If the goal of a barley tea brand is to become the first in the category in Pinduoduo, then according to thesales volume of the existing first place in the same category in Pinduoduo, we know that to become thefirst place we need to do 10,000 pieces of sales, and through the measured ROl, we can deduce thebudget we need to put on social media platforms and data analytics platforms, as well as thepossible returns. For merchants, profit = store unit price - (fixed costs + customer acquisition costs)as long as the cost of customer acquisition, social media platforms and data analytics platforminvestment is less than the platform e-commerce enablement, and the long term ROl is positive, it is worthinvesting.
Relying on Thunt's data capabilities and technical skills, traffic becomes a controllable lever formerchants to accelerate growth and expand revenue. Advertising investment becomes a cost ofproduction with determinable returns, and allows brand owners to budget without capping.
Today is an opportunity for e-commerce enablement merchants who are good at seeing opportunities and seizingthem to seek new growth in their business, in the world of the internet, trafic never runs out and thereseems to be no end game for e-commerce enablement.
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