On April 24th, the 2017 “New Retail, New Insight†marketing conference organized by Tianxia.com was held in Hangzhou JW Marriott. The conference was packed and heavyweight guests from Ali executives, industry leaders, domestic and foreign brand executives, and well-known investors attended the conference speech and discussion.
At the new retail conference, nearly 1,000 executives from all walks of life participated in the event. It is reported that tickets were basically sold out one week before the start of the conference. The conference site will discuss topics such as future e-commerce, retail industry trends, and brand content marketing. Among them, the “source of marketing, the starting point of the marketing linkâ€, which was given by Sun Wei, CEO of the grass company, received a warm response. This topic content is the core of today's e-commerce industry, and it is also the answer that many brands are most eager to know. The following is a grasshopper CEO Sun Wei speech record (Lite version).
Content selection logic
Content marketing is in full swing in today's e-commerce field. Everyone is accustomed to taking a certain product or a series of products as a starting point to consider how content is done. For example, we usually have brand-to-product or Brief for marketing, and then consider various forms of content marketing for graphic, video, live, and web red. This mode of operation seems to be already a tradition.
In the past 12 months, we have created 290 games, more than 800 hours of PGC live broadcast, more than 50, more than 200 minutes of video, more than 13,000 high-precision graphic posts, 5 large offline events, 6 More than 100 million times of panning is external PR exposure. In the Queen's Day event, which was only in conjunction with Tmall apparel in March 2017, more than 11 million traffic was directed to merchants through the content in Ali's Daren system.
In this process, planting grass is always thinking about a problem......... So why is this commodity? Or, why is this SKU?
Today, since every traffic is operated in a more refined way, we need to pass on useful information to consumers and pass on the information of “buy what is appropriate?â€, which is very valuable for shopping guides. Where is the source? We feel that this is the starting point for marketing the full link.
Consumers' demand for goods stems from life. We can use "scenarios" to explain and visualize what this "demand" is. The collection of preferences of most consumers for a certain direction and dimension over a certain period of time is called "trend." To put it simply, it is "recently popular..."
We believe that under the theme analysis of fashion trends, the selection of the most suitable products for consumers at the moment, and then the content of the scene around it, is the source of super high conversion rate (average 12%). In other words, in the matter of inertia: "taking the goods as the starting point, and then considering the way of content marketing", the front should be considered one more step: "Selection logic under the theme analysis."
In the e-commerce market, what should the content source do in advance?
In order to adapt to the Chinese market, in order to adapt to the e-commerce market, we have done a few more things on the basis of content source analysis:
(1) Cross-matching the analysis results of content sources with the preferences of consumers in the Chinese e-commerce market (the frequency of keyword searches and the sensitivity of consumers to commodity attributes), leaving a high degree of adaptability , abandoned other worthless information.
(2) Taking the result of the cross comparison as the origin, figurizing to the subject content, and refining the product attributes of details such as color, fabric, craft, and silhouette. Let any ordinary consumer or merchant know at a glance what the next season's story is saying? What are the goods?
Let me give you another example: Suppose, today I want to talk about the knight fantasy in the hearts of men. I might talk about Harley’s history in the United States for a hundred years. After a chat for more than 100 years, it has experienced war and economic recession. , depression, strikes, buyouts and buybacks, foreign competition, and the baptism of market changes, talk about the history of the United States in the 19th century before the creation of the brand by William Harley and the Davidson brothers. Chat about the free avenues, original powers and good times that the Harley brand represents. Let's talk about the cowboys who don't need horses to vent their hormones after the Industrial Revolution. In short, it seems to me that this is the motorcyclist spirit of Harley riders.
However, not everyone can afford a few hundred thousand motorcycles, then a highly recognizable frog mirror seems to be a good choice! Ever since, Ray-Ban's new style, and the cooperation with Wu Yifan, created a text message about 800 words, the effect of transforming 80 singles a day... This month is the man's day of Tmall, this is just happening Case.
The theme for March is “SystematicalGardenâ€, which we define as “the garden behind the dome under the environmental pollutionâ€. Take the example of underwear, this year no longer needs to gather, no longer need to lift, which represents the bondage and dilemma, like environmental issues. Therefore, more choices of thin, lace, breathable, created a day of 400 single underwear results...
The era of Tao Department content has arrived, how do brands capture public domain traffic?
The current content operation is divided into two major blocks: the public domain and the private domain. In the public domain, image Taobao, daily good store, (combined with Tmall live broadcast) Taobao live, guess you like, theme search, round table Q & A and several familiar graphic resources: there are good goods, Love shopping, checklists, headlines, global fashion, etc. are all within the realm of the public domain. At present, there is a clear statistics on the content traffic in the background of the business staff, so that the business can monitor the effect in real time.
However, the interesting place is coming!
Merchants are often forced to face such a large-scale public domain resources. At the operational level, there is no integrated package like “super product†that can solve the merchant's appeal at one time. On the other hand, it is easy for the merchant to misunderstand that compared to the effect of the marketing node and the activity of the Everest traffic, the public and private content marketing is more like a long-term flow, it is a long-tailed marketing method. The shopping guide behavior of “grassing grass†is more like a traditional Chinese medicine. In addition to treating “emergencyâ€, it can slowly adjust and strengthen consumers' awareness of the brand and slowly accumulate energy when they are not marketing nodes. And when the final sale broke out, the effect of “grassing†was increased.
In fact, in the process of contact with the business, the merchant's appeal is very simple: IPVUV or conversion. The transformation itself is directly related to the quality of the goods. We use topic analysis to solve the problem of the selection, and each analyst can provide the brand with a complete solution to solve the problem of traffic certainty (IPVUV).
Three-dimensional product experience, need to continuously optimize the private domain
As content marketing in the public domain is in full swing, we judge that there will be more mature private products in the next phase.
The visual 3D of the store's homepage and product details page, the second floor of the store, and the micro-Amoy are all helping the business to operate more stereoscopically and carry the traffic of the store's private domain. More stereoscopic (second floor) from the product, more stereoscopic (3D) from the visual sense of product information, and more stereoscopic from the operation of fans/submarines.
A while ago, the grayscale has launched a brand new role in the brand account, which is a powerful weapon for the merchants to do content operations! Merchants can upload their own images, videos, or live broadcasts, or submit content from media, talents, and organizations. Deliver content to each resource location in the public domain mentioned above, and actively reach the targeted people! This provides a great space for the private domain operations of the business.
"I can't look back because everything has changed." McQueen's famous quote was shared with me by one of my mentor and friend. This sentence was written behind each of our closing reports and was engraved in our office. At the door, it reminds us that the era of demographic dividends is over. We must embrace change and adapt to change! I still remember that Teacher Gao Xiaosong said a paragraph. He said that throughout the history of mankind, the industrial revolution, the scientific and technological revolution, and the Renaissance will always alternate, and they will lead for decades. When the rapid development of human science and technology brought about by the industrial revolution began to enter the final stage, it would inevitably form a hotbed of the Renaissance to fill the gaps in the human spirit that the industrial revolution's brutal and rough development methods could not take into account.
It is a great honour to be here, everyone, we, everyone is standing at the starting point of this new round of historical reincarnation!
For details, please pay attention to the "Raining RED" WeChat account.
Editor in charge: Wang Huixia
Ladies Jeans Pant,Grey Sweatpants Womens,High Waisted Sweatpants,Black Bell Bottom Jeans
Shaoxing hjh clothes.co.ltd , https://www.hjhclothes.com