In the past two years, many people have used the outdated topic of e-commerce to promote the related issues represented by new retail Concept to start a new era. For a while, whether it is the capital market or the Internet giants, they are all in full swing into the whirlpool of new retail, ready to usher in an Internet revolution. Nevertheless, not only did the e-commerce platform not become weak as a result, but the momentum soared, as can be seen from the results of the e-commerce platforms on Double 11.
In the current Internet market environment, traffic is no longer the main driving force, but retention is the main driving force.
The so-called retention is actually based on the existing retained users to find new development opportunities. At present, most of the e-commerce platforms have begun to transition from the bonus period of traffic to the period of competition for retention.
In the age of traffic, the competition is the way and means for players to obtain traffic. In this process, the main test is the marketing and operation capabilities. Even if they do not participate in the operation of the industry, many companies or merchants obtain as much traffic as possible by burning money subsidies and channel marketing.
In the retention era, the competition is the ability to convert traffic in a relatively stable retention ecosystem. In this process, even the use of burning money and subsidies can no longer achieve immediate results.
Many Internet giants have begun to think about how to change from traffic to retention. With the help of new technologies and new models, tapping the potential of users and finding as many development opportunities as possible in the retained users is the key to maintaining the size.
So for small, medium and micro enterprises that are struggling to survive in the cracks
< strong>How to achieve the "double harvest" of traffic and retention in the competition?
The platform is aimed at small, medium and micro enterprises to achieve “intermediate" This allows manufacturers to directly and effectively reach customers to achieve purchases, and fundamentally help manufacturers to "de-capacity, de-stock, and reduce costs" and other problems. Minimize customer acquisition costs and maximize the benefits of existing customers. Different from other e-commerce platforms, they charge high marketing and promotion fees, and the platform accurately recommends user purchase behaviors for category recommendations, accurately capture high-quality customers, and share platform data with vendors.
Secondly, through the combination of mainstream and innovation, the platform rebates dual services with "cloud shops" to form a private domain chain and build Different from the business model of traditional e-commerce platforms, it helps manufacturers more effective and faster vertical consumer groups. Consumers excavate consumers, and consumers produce "fission", thus ensuring the "win-win" of flow and retention. It not only greatly reduces the cost of acquiring customers, but also guarantees the retention of users to a certain extent.
Today, with the multi-channel and multi-resource blessing of the Internet, small, medium and micro enterprises should explore and discover more suitable new models, new channels, and new ways of playing. Only by not being swallowed up by the Internet wave and homogenization competition, can we gradually find a way out of the current predicament...