The headline operation company’s double eleven record in 2019

On behalf of the operating company, the simple understanding is that it is a third-party company that provides operating services for the brand side. The online generation operation industry mainly discussed in this article, has a wider scope than the traditional definition, and the models are roughly divided into two categories: < strong> Online traffic generation operation and online channel generation operation.

The process by which consumers connect with a brand is divided into four stages: awareness, interest, purchase, and loyalty. Traffic operations are mainly targeted at the first two stages, commonly known as “planting grass,” as the brand’s tentacles reach consumers; channel operations are mainly completed after the two stages, that is, “pulling grass” to promote consumption Conversion and follow-up operations. The two types of companies cross each other and penetrate.

There are two iconic time points worth noting here: First, in 2015, the B2C market exceeded the size of the C2C market for the first time, the generation of operation services entered a period of rapid development, and the penetration rate gradually increased; in the same year, Baozun E-commerce US stocks were listed. The generation operation industry is gaining momentum. In 2019, Onenet One was launched on the GEM, and platforms such as Douyin, Quickstart, and Pinduoduo were accelerated to bring goods, and generation operators for new traffic continued to appear.

Under the background of e-commerce branding, competition among brands for online channels and resources has become increasingly fierce. The scale of the e-commerce agency operation market has grown from 29.54 billion yuan in 2011 to 962.3 billion yuan in 2018, with a CAGR of 64.5%. It has increased 32 times in 7 years, and the penetration is more sufficient.

So far, generation operators have become one of the core components of the e-commerce market. Taking the Double Eleven in 2019 just as an example, the entire network was 410.1 billion (Taobao 268.4 billion) Of the turnover, Content exposure is uncertain, and the traffic is extremely poor. It is based on constant feedback based on recommendation algorithms. This brings great challenges to KOL monetization, and it also requires a relatively mature generation operation company, to provide a dynamic supply chain to support the e-commerce conversion of traffic. There are several types of companies that are currently operating in Douyin:

1. MCN company: is good at content planning. By signing and cultivating his KOL, establishing a flow pool and realizing commercialization; MCN companies generally focus on a certain category, control their own goods or do Yes / co-branded, single supply chain capability;

2, S2B2C companies: have a relatively high-quality supply chain capability, and develop a set of solutions through traffic operations and algorithm mining; this type of company can currently enjoy traffic and category dividends in Douyin , Quick start, but if you want to establish long-term barriers, you also need to precipitate data and establish an extensible methodology;

3. Data companies: It is mainly data platforms such as Feigua and Qiangua. Through data monitoring and analysis, the database based on the platform’s talents is deposited, such as advertising and e-commerce through data in the later stage. There are also generation operation opportunities.

In general, Douyin’s generation operation is relatively early. Most companies are at the stage of exploring and building methodologies. The growth of different models in the later period deserves continuous attention.

  • Quick hands: the deep trust of old iron culture is the key to bringing goods

    On the day of Double Eleven, the number of celebrity live broadcasters was 3-5% higher than the average level every Monday, and the number of live broadcasts more than doubled. Kuaishou locked some users on the Kuaishou platform on Double Eleven through the deep trust link of the old iron culture.

    Unlike Douyin’s centralized traffic, fast hand traffic distribution is more based on the social chain, and users and experts have strong stickiness of trust. The business logic is similar to WeChat. The ability to carry goods is positively related to the number of core fans. The fast-handed ecological generation operation opportunities are easier to scale, and you can cut into the supply chain services through shop opening tools. At present, two types of models are growing faster in the fast-handed ecology:

    1. MCN-like: It is mainly for signing up for fast-handed people to provide supply chain services. The core barrier is the number of heads signing the contract, but the loss of heads and the uncertainty of the ability to carry goods at the waist and tail are the elbows to face.

    2. Shop opening service: The representative products are Kuaishou Xiaodian and Magic Chopsticks Technology. Attract talents through a whole set of store opening solutions, and then cut supply chain services.

    In general, the generation operation for the fast hand platform has grown faster and the model is more mature. It is easier to form a company with a certain size in the short term.


    On the other hand, the relationship between the brand and the carrier is still delicate, and the needs and strategies of different brands are different. In the process of scale, there will be contradictions in the logic of large and small brands, and they will face the challenge of territorial differentiation.


    1. The retention of big brands is unknown. With the accumulation of e-commerce experience and personnel of big brands, in order to control channel and terminal data and improve the efficiency of generation operations through internal collaboration, large brands acquire small generation operating companies to form their own operating teams. Such as L’Oreal’s acquisition of Guangzhou Baiku, Collix acquired Baiqiu e-commerce.

    2. The competition for mid-waist brands is more intense. The head-generation operator hopes to use its service capabilities and scale advantages to penetrate downwards, and the small-generation operator wants to use its refined operations to develop upwards. The mid-waist brand will be the next fierce battlefield for the generation operator.

    3. The profitability of small brands needs to be improved. Small brands have a short life cycle, and the profit margin allocated to the channel is small. Except for platform costs and labor costs under low human efficiency, the operating company ’s profits are meager, and small brands need more economical operation and incubation solutions. .

    On the whole, the head-end operating company still hopes to cooperate with international brands and major domestic brands first to achieve large-scale profits. Mid- and long-tail generation operating companies lack funds and resources and struggle to survive. While serving small brands, some are also seeking business transformation.

    Where is the e-commerce agency operation industry going in the future, with internal and external changes in the internal value, service objects, and traffic environment? Here are some of the trends and breaking ideas we have observed.

    1. Expanding the boundary: Amoy’s head structure has been determined, and the agency operation company is trying to expand the business boundary, such as acquiring / controlling brands from around the world. Channel delivery.

    CPT capital (ID: MeridianCapital) , author: Zhang Qian Lam, Zhuzheng Yao, Li Ho core