In 2020, under the pressure of economic downturn, many industries are beginning to "sink" in self evolution. Take the catering industry as an example, the head milk tea brand Xicha launched the "Xixiao Tea" brand, with the price floating between 11 yuan and 16 yuan; Xibei is preparing a new fast food brand "Gongchangzhang", which focuses on instant fried Chinese fast food for mass consumers; In addition to the take away business, online channels such as applets and WeChat communities have also become a new direction for catering enterprises to explore and develop.
Not only catering enterprises, but most of the industries you can think of are focusing on sinking markets. Even Internet giants like Alibaba and JD have begun to pay attention to the growth potential of second and third tier cities. Taking advantage of the wind of "market sinking", the direct e-commerce more suitable for small and medium-sized enterprises radiates new vitality.
What is direct e-commerce?
Direct e-commerce is a concept proposed by Tencent Advertising. Different from relying on e-commerce platforms such as Taobao and Jingdong to obtain customers, Direct e-commerce means that enterprises use self built websites, public accounts, small programs and other channels to directly sell their products online through online purchase. Whether you are in general merchandise, watches, digital appliances, food, jewelry, skin care, cosmetics and other industries, you can Use these channels to channel sales in the form of search engine advertising, friend circle advertising, public account advertising, etc.
The traditional e-commerce model is to sell goods through the traffic of platforms such as Taobao and JD. These traffic is the platform itself. If you leave this platform, it is difficult to take away these traffic. In addition, public traffic on the platform has become increasingly scarce, and the cost of customer acquisition has been increasing. Private domain traffic has also become a hot topic in recent years. Direct e-commerce sells goods based on private domain traffic.
For small and medium-sized enterprises, the direct e-commerce model is separated from the platform, eliminating the intermediate links, and can obtain traffic at a lower cost. By operating private domain traffic, it is also conducive for SMEs to grasp and operate existing customer resources and achieve secondary growth. Growth is crucial to the survival of SMEs in 2020.
How can direct e-commerce companies in different industries obtain customers through advertising?
Tencent advertising officials have drawn category maps according to the purchase frequency and interactivity of different products, which can provide directions for enterprises' advertising.
In this category map, the abscissa represents interactivity. The higher the interactivity, the deeper the communication between enterprises and consumers. The ordinate indicates the purchase frequency. The higher the purchase frequency, the more advertising media should be selected.
According to the division of coordinates, products can be roughly classified into four categories:
High frequency and low interaction
High frequency and high interaction
Low frequency and low interaction
Low frequency and high interaction
High frequency and low interaction
For example: packaged food and beverage, home care
Release suggestions:
This kind of product is purchased frequently, and consumers have a clear intention of brand. If they want to stand out from similar products, they can By using WeChat friends circle advertising and other high coverage channels, the focus of promotion can highlight the cost performance ratio of products, It can stimulate consumers to place orders.
High frequency and high interaction
For example: mother and baby
Release suggestions:
This kind of product needs to be purchased frequently. Before purchase, people often refer to others' shopping sharing to help them make decisions. This type of enterprise can Stimulate consumers' purchase impulse through community operation. At the same time, the enterprise official website and public account are used for content ecology, Share industry related knowledge, customer use effect and other information more flexibly in the form of images, texts, videos and other forms to stimulate consumers to make decisions.
Low frequency and low interaction
For example: 3C digital
Release suggestions:
Nowadays, the price of 3C digital products is transparent and the competition is quite fierce. Consumers often compare product information and performance through online evaluation content, and then buy through official formal channels. So this type of enterprise Through search optimization, the official website can maintain a high ranking on the search engine, which is conducive to consumers finding official channels to confirm product functions and place orders.
Low frequency and high interaction
For example: beauty, fashionable shoes and clothing, luxury goods
Release suggestions:
Beauty and fashion products are very vulnerable to impulse consumption instigated by shopping guides and KOL, so this type of enterprises can Settle in the new media platform, For example, Xiaohongshu, Weibo, brand public account, etc, Stimulate consumer interest with KOL's influence. At the same time, the coverage can be expanded through the information flow advertisement in the circle of friends.
Although the direct e-commerce model is relatively friendly to SMEs, SMEs often lack experience and technical support in website construction, small program development, whole network marketing, etc., which makes it difficult to operate in practice. As early as April this year, the General Office of the Ministry of Industry and Information Technology of the People's Republic of China issued the Special Action Plan for the Digital Empowerment of Small and Medium sized Enterprises, which aims to gather a group of digital service providers for small and medium-sized enterprises and help them improve their development quality, which means that the status of third-party Internet service enterprises has become increasingly important.
In the process of digital networking transformation, SMEs can make up for their own shortcomings in information technology and talent reserves by virtue of the resources and experience advantages of Internet service providers in digital marketing, technology research and development, so as to timely obtain new impetus for enterprise development and seize new development opportunities.
