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China's Internet was extremely lively in 2010, and the biggest highlight was e-commerce. Traditional B2C companies are no longer satisfied with a single industry segment and are moving towards the era of department stores. The competition among B2C platform websites such as Jingdong Mall, Redbaby, Dangdang, etc. is becoming more and more fierce, product homogeneity is further strengthened, and price wars are intensifying, much like the color TV war back then. Moreover, the CEOs of these platforms have said that profit is not the goal, but the goal is to win more customers.
In contrast, some B2C companies that focus on branding seem to be less interested in this model of making money at a loss. Among them, Vancl Eslite, Maibaobao, Lushou, etc. are the best-performing brands. Among them, the success of Maibaobao reflects the shift of Taobao's development focus from unprofitable C2C to B2C. From pure C2C hypermarkets to the establishment of Taobao Mall, and then vertical malls Electrical City and the recently launched famous shoe store, all have verified this trend. Maibaobao, a company that sells bags, suddenly became a typical Taobao brand with the help of Taobao Mall. It seems that any industry can burst into new vitality with the help of the Internet and e-commerce. In fact, whether it is a rising industry, a traditional industry, or even a sunset industry, as long as e-commerce is done well, it can meet the needs of a large part of online customers. Based on the translation industry I am engaged in, this article will next talk about how translation companies can achieve greater development with the help of the Internet.
When it comes to translation, many people think that translation is invisible, difficult to standardize, and not suitable for online marketing. In fact, based on my many years of experience, translation is actually very suitable to be done online. First of all, translation often does not require logistics. The customer only needs you to send the translation to the designated email address. Therefore, even if I am in Qingdao now, the client in Chengdu can immediately receive the translation he needs via email. You can also sign contracts with out-of-town customers via fax, which has the same legal effect. In this way, a series of processes in between, from the initial search for a translator to the final submission, can be completed online. Secondly, a translation company is a typical "light company" that does not require excessive investment and has controllable costs. Through the Internet, companies face 420 million Chinese netizens. Who would not say that this is a huge piece of cheese.
If a translation company wants to do a good job in online marketing, I think it should pay attention to the following aspects:
1. Solve the trust problems existing in e-commerce. A few years ago, people often said that payment was a major bottleneck in the development of e-commerce, but now payment is becoming more and more convenient, and online banking, Alipay, etc. have become household names. As netizens' awareness of risk prevention increases, how to build trust between companies and customers has become a top priority. Jack Ma also faced this problem when he founded Taobao. Now Taobao has become very successful. What solved the trust problem? It's Alipay. It is Alipay, Alipay's first third-party guarantee mechanism, which greatly reduces transaction risks. Everyone who buys things on Taobao knows that when a customer takes a picture of a product, the payment is not paid to the seller's account, but to Alipay. After the seller delivers the goods, he will perform the delivery operation on Taobao. After receiving the goods, the customer can confirm receipt if there is no problem. , then the money reaches the seller’s account from Alipay.
If the customer feels there is something wrong with the goods, they can contact the seller to return the goods. If the seller agrees, the money on Alipay will be returned to the buyer's account. If there is a dispute, Taobao will make a decision. In fact, as an independent company, Alipay has already left Taobao and has become the benchmark enterprise and basic standard for third-party payment in China. More and more companies have joined the Alipay Trust Plan. Currently, Alipay's daily transaction volume reaches 1.2 billion yuan. I think there are two ways for translation companies to use Alipay. First, the company can sign a contract with Alipay and establish a corporate Alipay account. When a customer conducts a secured transaction through an enterprise's Alipay account, the payment is still paid to the Alipay intermediary first. After the customer receives the translation, it is OK and then confirms it. At this time, the money is transferred from the Alipay intermediary to the enterprise's Alipay account. Through Enterprise Alipay, customers can also see the company's positive rating, and its model is basically similar to Taobao. The second way is to open a store on Taobao. The company can enter Taobao Mall or open a personal store. In this way, customers can know the company's translation quality and service level by looking at the reviews. Therefore, translation companies can vigorously use third-party certification or guarantees, such as Alibaba Trust Pass, Alipay Guarantee, Taobao Mall or Store, E-Commerce Integrity Certification, and place these logos at the bottom of the homepage.
2. Use the long tail theory for search engine optimization. Many people know the role of SEO, and the competition for popular keywords is becoming increasingly fierce. For example, Baidu searches for Beijing translation companies can get nearly 600,000 search results, which shows the level of competition. However, the long-tail theory of the Internet tells us that the sum of the search volume of unpopular keywords that are large in number but with small search volume will be greater than that of popular keywords, and the competition for these long-tail keywords is not fierce, such as Korean translation in Beijing, market Marketing planning translation, Changping District translation company, etc. If translation companies can make good use of these long tails, they can also bring greater traffic and win more customers.
3. Comprehensive communication. When customers enter the translation company's website, they often have problems of one kind or another. At this time, the website should clearly display various contact methods, including telephone, fax, email, QQ, MSN, TQ and even Taobao Want Want. In this way, the conversion rate of the website can be improved and customers can have a better experience.
E-commerce is developing at a rapid pace, and translation companies must keep up with the times if they want to make a difference. The doubling growth rate of e-commerce every year has indeed attracted the involvement of traditional industries. Today, we have seen too many cases of traditional industries getting involved in e-commerce and achieving great success. I hope that in the translation industry where I work, I can see more and more translation companies develop and grow step by step with the help of e-commerce, and that leading companies in e-commerce applications in the translation industry will emerge in the future.
This article was originally written by Gate Qingdao Translation Company www.gatefanyi.com . Please indicate the source when reprinting.
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