From Zheng and Island
Liu Run, a well-known business consultant, has a basic judgment:about the futureIn 5-10 years, the incremental market will become the stock market.In the world of stock fighting, corporate brands must not be taken lightly.
Faced with a complex economic cycle, there is no cheap traffic on the line, offline and can not attack in, corporate brands should do? This article shared today is hoping to inspire you。editing Series:I don'冑
Source: Zhenghe Island (ID: zhenghedao)Competition from TO C companies is rapidly escalating!In 2020, the outbreak of black swans suddenly, physical consumption avalanche cliff decline will be a group of physical enterprises forced to the line - on the one hand, offline revenue loss of nearly 100%, on the other hand, online live e-commerce in full swing.In the face of the ice and fire, it is all the more worrying that, even though the outbreak is under control and the economy is recovering, the flow of passengers to flagship stores and stores offline is still much lower than it used to be - the money spent, and the position is on, but the effect is still less than expected.The major enterprises suddenly panicked and were at a loss.The barbaric era of purely relying on the flow dividend to capture the land is gone.On the one hand, the traffic growth of major platforms slows down or even tends to stagnate, but the endless flow of enterprises is still increasing, resulting in high traffic acquisition costs, which makes it difficult to obtain passengers, high costs have become a common difficulty for large and small enterprises.On the other hand, with the advent of the era of personalized consumption grading, consumer selection is more and more unaffected by advertising, promotion and other factors, resulting in a more fragmented situation of mass consumption.This is actually a pretty dangerous signal!In a sense, this marksThe TO C industry is entering a new era of competition。Traffic operation has undergone disruptive changes, but the huge risk of being eliminated is that the current TO C-type enterprises, especially retail enterprises that are also addicted to the public domain traffic dividend, have to face.
The world has been suffering from "public traffic" for a long timeFor TOC companies, the first thing to know is to be clear and not to be lucky enough to admit that:The dividends of the public traffic era are over.In the early stage of the public traffic dividend, more buyers, fewer sellers, as long as the brand into this field, the platform will give support, give enough traffic, the brand can make money.During this period, brand merchants do not have to worry about traffic problems, but most users are rushing to the platform, product loyalty is not high, at any time will turn to the platform of the same type of competition, brand merchants difficult to precipitate loyal users.And most of the platform traffic is tilted to a small number of head merchants, other small and medium-sized enterprise brands want to get a piece of it is not easy.Even more brutally,Generally this kind of platform will be the customer transaction related data as their core assets, will not be fully shared to the business, in the era of data is wealth, this is very unfair to the brand business.
The rise of private domain traffic is no accidentWith the enhancement of the control ability of large platforms, the cost of brand merchants to obtain traffic will be higher and higher, the establishment of private domain traffic, is undoubtedly the most effective way to deal with the high cost of customers.Strengthen the awareness of private domain traffic, learn and master the operation law of private domain traffic in practice, it is obvious that brand merchants in the user growth difficulties, traffic acquisition is expensive, conversion costs steep increase in the stage of the best way out.It is no exaggeration to say that:Private domain traffic is a new growth opportunity that every brand must try to seize.No special attention can be found, many big corporate brands have been crowded into the private traffic track early.For example, Anta on February 1st launched full retail, almost all employees in their WeChat circle of friends to sell goods;Sibeka online business, in addition to takeaway platform, every day in the enterprise WeChat and 10,000 users interaction;Yintai, Tianhong and other major department stores 50,000 cabinets into the WeChat small program live room, began to systemic operation of private domain traffic ...
Why do more and more brands want to pull new traffic from the public domain and run their own private domain traffic?From some brand cases we can find traces:Watson, for example, began to lay out private domains in November 2019, and this year's March 8 promotion set a one-day GMV record of breaking 10 million with more than 3 million consumers connected by Enterprise WeChat.
For example, 100 orchards deep into the private domain, the current WeChat small program members exceeded 28 million, in July 25-26 for two consecutive days of small program live broadcast, WeChat on the single-day turnover exceeded 30 million.
For example, step by step through the "WeChat cluster single, in the small program order, the total warehouse direct goods" community group purchase service, with the help of small program live, in the March 6-8 holiday period, the total sales of small programs more than 50 million.
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It can be said thatPrivate domain is no longer a simple "small wind mouth", but the enterprise must compete.In fact, the reason why more and more brand merchants actively increase the number of betting private domain traffic, because the benefits are obvious.In a previous interview, Lin Liangliang, deputy general manager of sales operations for Tencent's advertising industry, shared the topic, which is simply summarized as three points:1. Cost-effective:Users are the brand's own, to these users to show, recommend information, will not generate additional costs to pay, can be "more free" to do marketing conversion;
2. High user loyalty and strong stability:User consumption will not leave, is conducive to enterprise precipitation users, as long as the user has been, enterprises can continue to pass product value to users, brand value, shorten the distance between users, enhance mutual trust;
3. Brands are becoming more independent:Over time, the private domain will become larger and larger, the proportion of public traffic will be smaller and smaller, as the private domain traffic will become larger, compared to before, the business will become more and more independent.
In fact, why stop these brand merchants, some head e-commerce recently are also actively layout private domain traffic strategy, now basically Tmall, JD.com including e-commerce users can do the business are doing.
From the development of the entire industry, they have perceived the future predictability of private domain traffic.Take Tencent, which has little industry relevance, and the video number's strong attack at the beginning of the year is an important step in Tencent's social ecological layout, with the aim of firmly capturing WeChat-based private domain traffic users.
Attention! Business logic has begun to changeIn the era of high traffic in the public domain, our brand merchants waste a lot of things, such as in the operation and management is not so good, in the cost control is not so serious and strict, many brands live quite moist, it is because the growth of the dividend period covers up all the problems.In the traffic dividend period, brand merchants have a lot of opportunities to try and error, but once the dividend disappears, brand merchants should be cautious, make fewer mistakes, or even make no mistakes, because the more intense competition environment has not allowed brand merchants to have half a point of flash.Let's look at two simple sets of data:In 2018, a large number of Internet companies began laying off workers to control costs;
In 2019, more than 400 housing enterprises declared bankruptcy liquidation, including large housing enterprises;
Revenues at 91 retail-listed companies fell 15.65 per cent year-on-year in the first half of 2020, while net profit fell 57.33 per cent year-on-year.
Since the outbreak, there have been several typical changes in user behavior , with an average of 160 hours of online time per month, up nearly 40 percent from early 2019, according to QuestMobile.The data tell us a dangerous signal: the wind has stopped, even the headwinds, and a whole new turn has begun. At this time,Enterprises can no longer lie down like in the past to win, into the era of private domain traffic, enterprises should start to fine-tune operational capabilities and management efficiency.For a To C company, selling a commodity to a hundred people to a hundred items is an extension of the value of a single customer and the basic logic of private domain traffic.The growth rate of public traffic represented by large platforms has peaked, the cost has continued to increase, and the traditional user growth model has gradually failed. In contrast, low-cost, free-flowing private-domain traffic, represented by Tencent, is beginning to gain widespread attention.
Enterprise and traffic play, completely changed!In recent weeks,Tencent has pushed the concept of a "trading ground" with unprecedented forceIn addition to upgrading the entire line of products to help enterprises online business, Ma Huateng also wrote an in-depth discussion of this new wave -Tencent expects to be more than just an assistant to the digital transformation of countless companies, but also a "business growth partner" for corporate brands.Among them,"Public and private domain" is the core of Tencent's trading ground, and is even written into the financial report - the premise of commercial growth is traffic, from the public domain to obtain traffic, in the private domain to complete the transformation.Now, the way businesses and mass traffic deal with it has changed completely.Public and private domains, as two distinct forms of traffic pool hosting, mean that two different operational capabilities, team architecture, and different business categories.Through the public and private traffic, from the point of view of landing, is to promote the fine operation of public traffic, so as to achieve people with interest, people to geographical points, people to professional points, when users and products are activated, the private domain can be more vigorous development, will have the commercial value of the grand public domain.In this way, the public and private domains can fit together.The union of public and private domains is not a crude way to get traffic through, but the core to solve is in fact the problem of flow efficiency and retention precipitation.This is in line with the ultimate goal of Tencent's advertising market, as mentioned by Lin Liangliang.That is, to help brands and users to establish a long-term and loyal relationship, and ultimately achieve continuous sales transformation.So how do you understand the relationship? And how to use the "trading market"? We can be perceived by the effective combination and playing of some success stories.As the leader of "National Tide Action", Li Ning, whose offline store traffic is no longer the same year, began to pay more and more attention to the operation of private domain traffic pool, and want to do all kinds of marketing means from the public traffic pool to pull new. Recent orders sold through WeChat's small program are several times more than orders waiting in line at the store site.Li Ning e-commerce's private domain flow pool can operate so successfully, thanks to its timely stand in the weChat small program, explore a "la new customers and deep-till stock" of a new business model.In this model, Li Ning broke the past brand online marketing mindset, relying on Tencent advertising ecosystem to adopt a brand-new commercial link, after the establishment of a small program mall, Li Ning through the regular advertising, from the circle of friends, public numbers and other public traffic entrance to attract new users.At the same time, through "Tencent has a number" business Board function, Li Ning sketched out the current small program user portrait, analysis of the specific characteristics of potential buyers. With a deep understanding of the user, Li Ning applies these insights to commodity advertising, using structured data to create a library of goods, looking directly at the product characteristics of potential users who are most likely to buy it.In the delivery process, Li Ning continued to guide the front-end delivery through a number of back-end conversion data, and through the "smart bid" mechanism low-cost stable and efficient access to traffic, quickly obtained more than 97 million ad exposure and more than 1.06 million ad clicks, CTR (ad click/ad exposure) also reached 1.09%.What's more,Advertising ROI (RETURN) averages 2.41 on a 15-day basis, with a one-day ROI of 6.61.At the same time, because commodity advertising supports clicking on the click of a button to order goods, Li Ning also obtained a substantial increase in actual sales: total sales of more than 3.61 million, customer unit price as high as 320 yuan, far exceeding the industry average.
Structural opportunities are just beginningTencent, which has 1.2 billion users and 50 million merchants, has more than 1 billion WeChat payments and orders every day. WeChat, for example, traded 80m last year, and this year it is clear that this figure will far exceed 100 per cent growth.It's not just Li Ning,Tencent advertising can target the industry attributes and business objectives of different brands, provide complete business solutions, innovation and customization of different trading links.Tencent's advertising ecosystem is redefining online advertising in China to help brand advertisers build relationships with users in their private domains, such as public numbers and small programs, so that they can effectively maintain long-term and loyal customer relationships, rather than just single-transaction ad serving.As Lin Liangliang mentioned in the interview,Tencent this trading place brought about business, not only in the first time, Tencent's private domain of the core role, is to help enterprises to become their own users, not the platform;Not only to help enterprises to achieve short-term order conversion, fan precipitation effect, but also long-term user operation, user re-purchase effect.In the past, the industry has been pursuing the "one-in-one product effect", in Tencent's trading floor in the "public and private domain" combination, has come to a realistic landing step.As for this economic phenomenon, Tencent believes thatThis is an emerging "structural opportunity". And the "trading market" is where Tencent helps the outside world seize this new structural opportunity.Lin Liangliang revealed in an interview,In the near future, Tencent will have more entrances to the public and private domains.If the daily live user 200 million video number, will support the addition of links, directed to the brand private domain. Small programs can be shared to the circle of friends, small program live will have a fixed entrance. Search a search to find the brand, you can show the brand home page, as well as search can directly to the consumer scene and so on ...These plans have also been made public by Tencent on various recent occasions.This means thatMore different combinations of play, such as the two-link play just mentioned, will continue to emerge.Tencent's "trading ground" will also ferment more valuable "deals" - fan precipitation, order conversion, continuous re-purchase and so on.Tencent's private domain operations have shown good results for some customers, and it is expected that in another six months to a year, the overall state will be exponentially improved. At present, it is also understood that private domain products, infrastructure, soft methodology, industry understanding, commercial content output, service system construction on the rapid progress.
These are being rapidly improved up and down the industrial chain, including Tencent.It can be said thatTencent has taken a crucial step and a key step in getting the industry to take good use of Tencent's huge traffic.The real transformation and trading of private domain support is just beginning.
Many enterprises have come to the crossroads of fate.Under sustained economic pressure, 70-80% of small and medium-sized enterprises are likely to fall in the next 5-10 years (Wu Xiaobo).In the face of the existential crisis, enterprises can only continue to adapt to a new generation of picky and changeable Chinese consumers, so as to better seize the opportunity of the new era of consumption.In fact, most companies today have turned the corner as their main strategy. But business is not easy, want to quickly enter the once completely unfamiliar digital ecology, enterprises in the subjective need to supplement the private domain traffic series of cognition, and objectively, but also to quickly understand the role and value of marketing technology.This becomes increasingly important in the days when traffic is becoming more expensive - unless you have the financial resources to get your products on the platform's front page with huge traffic.Finally, attach: If you can make the right use of private domain traffic, even if you only have a small business budget, you can do marketing like a top 500!
Welcome to pay attention to this public number, welcome point in the look at the praise!
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