When the double eleven carnival is going on,
double eleven is approaching, domestic home appliance dealers have already been gearing up, grabbing consumers from the price, experience, service and other aspects, an e-commerce war is inevitable.
However, in addition to regular promotions, e-commerce providers who are actively deploying content are also beginning to seek new ways of playing in the content field.
How does the content become a fragrant? In the past, consumers completed the purchase of goods by active search, and in the era of all things, e-commerce companies are also creating a purchase scenario and reason for users when constructing content. Users are more likely to shift from rational consumption to perceptual consumption in the scene. Platform trading.
The dividend period that relies on new traffic-driven consumption has passed. For e-commerce platforms that have become industry giants, they need to turn to operational user behavior, and content distribution is the best choice to increase user spending frequency and consumption power. In turn, it will also make the platform trade. E-commerce companies who are eager to lay out the content ecology are not the price, but who can get the transaction transformation by creating a buying scenario that stimulates consumption. Whose game is successful.
Taobao: It’s not easy to defend, and the main battlefield of betting live
Before 2013, Taobao had been selling goods as a transactional e-commerce, and it was not until 2014 that it began to contribute to community and content. From two-dimensional graphics, three-dimensional short video, and now to the four-dimensional live sales, Taobao has been expanding the content of the platform, and the increase of each dimension is also bringing considerable transaction transformation to Taobao.
Hand Amoy Home & Micro Amoy
Taobao’s graphic content is based on personalized commercial varieties of grass or shopping guide. For example, in the form of a short graphic, there is a “good goods” that truly restores the user’s consumption in the store: watching the goods – generating interest – introducing – buying. The “Taobao headline” is more like the headline of the Taobao version. It is based on long graphic content, with strong readability and weak shopping guide, serving users who are hanging out Taobao.
The “wow video” in the short video field is similar to the vibrato. Its predecessor is love shopping. After being renamed in October last year, it was upgraded to the core position of the short video content of the hand-made video. It was once highly hoped by Taobao. The source of video material is divided into Amoy Red and brand merchants. At this point, Taobao short video has obvious creator number advantage.
But the “Best E-Commerce Short Video New Star Award” released by Taobao in 2018 is shortlisted.