First, the reasons for the rise of content e-commerce
1. Consumption upgrade
Consumption upgrade is simply the increase in income of the population, the psychology of consumption has changed, and the social production has transitioned from meeting people's basic needs to meet people's psychological needs. The CBNData report on China's Internet consumption ecology mentioned the upgrading of residents' concept of consumption, which includes the popularity of personalized consumption, the shift from "price-oriented" to "value-oriented", and the pursuit of a more segmented category of three upgraded concepts.
2. Traffic value-added
Traffic has been firmly in the hands of the platform, because of the excellent content of the content entrepreneurs, and a strong appeal, subscribers gradually began to shift from the platform to the content itself, the content creators to create a lot of content to attract subscribers, and subscribers will be converted into consumers, and is a consumer with a strong ability to realize the cash.
3. Crowd structure
The post-80s have become the main force of new consumption, and the post-90s are also a force to be reckoned with, thanks to the personalized consumption concepts of the post-80s and post-90s and their strong willingness to consume, as well as their pursuit of and aspirations for a better biochemistry.
?4. Higher customer acquisition costs
The era of traditional e-commerce required by the large flow has ended, the cost of obtaining traffic has increased, and the cost of traffic realization has also increased, the simple flow of the desire to reduce the cash itself.
?5. Users don't believe in advertising
Consumers gradually no longer believe in simple hard advertising, and traditional advertising itself is not interactive, the consumer reach rate is very low.
Second, the current situation of content e-commerce and solutions
The content e-commerce industry chain platforms are divided into three categories, namely, comprehensive social platforms to WeChat, microblogging-based. Vertical social platforms are dominated by Xiaohongshu and Mom.com. Vertical tool platforms are dominated by Meitu Xiu Xiu and Auntie.
The mainstream business model of the three types of content e-commerce is supply chain + operation + brokerage to form a closed loop of kol incubation and operation to ultimately realize the realization of cash.
WeChat number in every 7 engaged in content e-commerce, the relative proportion is not particularly high, but it is worth noting that the service e-commerce, such as business consulting, knowledge payment and so on. Service e-commerce all content e-commerce will expand the direction.
The base of the livelihood category in the large is relatively large, the activity is very high, but the proportion of open store is relatively low. The number of stores and the proportion of open stores in parenting and cultural content e-commerce are both high, and are large categories in content e-commerce. This also explains the previous financing of most of the mother and baby, parenting class content e-commerce, of course, parenting, mother and baby class is more suitable for content e-commerce because the consumer group is not price sensitive, the thirst for product quality and knowledge is higher than other products.
On the development of the business model of content e-commerce problems, I analyze the following points in this and write a simple program.
?1. Content output needs to be high-quality and continuous.
The content itself is a test of the creativity of the content team, high-quality content writing is the basis of the content of the e-commerce, not to mention the continuous high-quality content output. In the case of the "rice cake mom" high-quality content output mainly relying on foreign advanced high-quality parenting thesis scientific research re-understanding and writing. In addition, content plagiarism is also a taboo, can be said to be unable to touch.
?2. Content e-commerce supply chain management issues.
Content e-commerce products need to have the following six characteristics, relevant to the fans, the content has plasticity, non-standard products, reliable quality, taste and style, face value. One of the most important quality can be high, 16 years in October suddenly microblogging exposure "rice cake mother" fake news. Its news let many fans began to question "rice cake mom", later "rice cake mom" issued a statement, because the customer service system is not too perfect, e-commerce sales volume is huge, resulting in no way to reply to the network information in a timely manner, resulting in a large number of fans dissatisfaction upsurge. This also reminds the majority of content e-commerce entrepreneurs to improve the importance of supply chain management.
Based on the 6 characteristics of content e-commerce, content e-commerce teams need to have a professional buyer team to screen products and experiment with products.
3. Fan consumption habit cultivation.
Content e-commerce is mainly a problem of realizing the e-commerce board, the main reason is that consumers do not have the active motivation to buy not to mention the purchase behavior, so cultivating consumers to buy has become the main problem in front of the majority of content e-commerce entrepreneurs.
The main reason for this is the weak correlation between content and products, such as livelihoods, military public numbers commonly sell specialties, agricultural products and so on. Consumers can't buy because they read the content and think the product is useful to them.
The content e-commerce entrepreneurs did not shape a good purchase scenario and purchase mode, did not develop the WeChat side of the purchase of the port, but from the WeChat side of the flow to the Taobao. Consumers certainly will not generate purchase behavior.
4. Scenario-based marketing.
The so-called scenario-based marketing refers to the marketing behavior of consumers in specific real-world scenarios with psychological states or needs, so as to effectively achieve the goals of the enterprise.
Generally to do scene-oriented marketing need to have the following aspects. Insight into consumer demand, scene setting, and guiding the purchase. Take the rice cake mom as an example.
I. Insight into consumer demand.
Insight into consumer demand, understand the fan moms do not know how to play with their children
Second, scene setting
? Provide tabletop game scenes and beneficial places.
Third, guide the purchase
After introducing a pass of advantages and delicious put out the purchase link.
Third, the future trend of content e-commerce?
Content e-commerce will have both, content payment + content e-commerce dual mode parallel.
The following will introduce the characteristics shown in the three cases of Luo Alisi, Rice Cake Mom, and Uncle Kai Storytelling.
Luo Alisi
The knowledge payment represented by Luo Alisi, on the one hand, sells courses online, on the other hand, sells physical books and high-pressure related products, only Luo Alisi focuses on his knowledge payment, we can see from the app mall section of the efficiency of the office, decent equipment, business gifts, parenting, art life, etc.
The cake moms and Uncle Kai's storytelling are the three cases.
Rice Cake Mom
Rice Cake Mom also began to pay for knowledge, and has the ambition to become the leader of parenting, mother and child knowledge knowledge payment. "E-commerce is no longer the center of gravity of rice cake mom," Li Danyang said e-commerce is too difficult to do, the current focus on content, content distribution and paid courses.
The paid course platform, Rice Cake Mom Parenting Lecture Hall, was launched on May 1 last year, and reportedly did 10 million in sales in four months, with 200,000 paid users. Currently opened more than 20 courses, prices in the range of 9.9 yuan to 299 yuan, mainly including pediatric care, puzzle development, mother beauty and slimming.
Uncle Kai Storytelling
Uncle Kai Storytelling, with storytelling as an entry point, has become the king of storytelling for children and a treasure trove of parenting for parents. Which in addition to the Kai Shu storytelling is also on line with the big names column, you can go to the public number to check, in addition to his preferred mall and similar big numbers are almost the same.