According to statistics from the "China Online Shopping Market Monitoring Report for the Third Quarter of 2010" released by iResearch, the transaction size of China's online shopping market in the third quarter of 2010 was 121 billion yuan, a year-on-year increase of 76.9%. Although the growth slowed down, The industry has developed into a blowout trend. In particular, the listing of Mecoxan on Nasdaq has also set off a wave of listings. Industry giants such as Dangdang, JD.com, and Vancl Eslite have also included listings in their strategic plans. It can be said that the entire e-commerce industry has become a It is a rising industry, so large, small and medium-sized enterprises are also pouring into the Internet to get a share of the pie. However, when many companies enter the industry, they find that there are considerable differences between online and offline. Especially after the website is built, they do not know how to market it. Due to the characteristics of e-commerce itself, some companies have burned millions of dollars in a short period of time and then disappeared into the vast ocean of the Internet. So how can an e-commerce website effectively conduct marketing? This article will combine the author's own research and practice to discuss the marketing of e-commerce websites.
1. Traditional Internet Promotion Strategies
It is called traditional because these marketing strategies have been popular on the Internet for N years and are also used by many websites. Low cost or even no cost is the characteristic of these strategies, and these are what many small and medium-sized e-commerce companies need. , because there is no heavy capital injection, they can only make a lot of efforts in cost control.
At present, the author is responsible for the marketing of e-commerce websites in my current company. Our monthly promotion budget is 2K, which is a huge challenge for me. Due to the pitiful low gross profit margin of the product, I cannot invest more. At present, the mainstream promotion methods are strong, and what we are trying is the most traditional promotion, which mainly includes forums, question and answer forms, blogs, traffic exchanges, platform cooperation and other forms of promotion. Although these seem to be extremely traditional, they will be the most traditional ones. Achieving basic perfection is a very meaningful thing for the enterprise.
Integrating product resources, based on market positioning, and selecting potential customer groups to use Q&A and forums will be extremely effective, and the conversion rate will be greatly improved. However, it should be noted that the promotion mentioned here does not mean going to every angle of the Internet. Post ads every day, but do it in a planned manner. Jingdong Mall’s own forum is a relatively successful example in increasing user stickiness.
2. Emerging Internet Promotion Strategies
Traditional promotion is the best choice for small and medium-sized e-commerce companies, while emerging promotion strategies are the only way for medium and large-scale e-commerce companies. Fancl Eslite, Jingdong Mall, and No. 1 CPS Alliance Advertising are distributed in From all angles of the Internet, Weibo, which appeared at the beginning of the year, has also become a battleground for e-commerce. Quwan.com uses Tencent Weibo to achieve more than 50% of the entire order volume in one day. This shows that Internet companies must innovate their profit models and market Promotion must keep pace with the times.
Among them, CPS is the most typical. The previous CPC has slowly withdrawn from the Internet stage because it can no longer meet the development needs of e-commerce companies. The CPS alliance pays commission fees based on transaction volume. This is a low-risk, low-cost emerging promotion. Path, Taobao's Alimama Alliance took the lead in opening up the market.
At present, the types of domestic CPS platforms include: third-party CPS alliances: CPS alliances dominated by five companies: Linktech, Yiqifa, Guozhi, Weiwei, and Meitong; rebate-type CPS platforms: Fangli.com, Yigou; personal distribution as the mainstay The main CPS platform: Alimama Taoke B2C; self-built CPS alliances: VANCL, Dangdang and Joyo CPS Alliance.
No matter which type of CPS alliance it is, its essence is the same. Promotion expenses are based on sales commission. For small and medium-sized e-commerce companies with limited funds, its risks are minimized and its operability is relatively strong. , which can quickly increase transaction volume and is perfect for e-commerce companies.
CPS is the most typical emerging promotion strategy, and there will be more innovations in this form in the future, because e-commerce has become a development trend in China, and other value-added service industries centered on e-commerce are also constantly innovating.
In fact, whether it is a traditional or emerging promotion path, e-commerce companies need to formulate different market promotion strategies according to different development stages of the company. From one aspect, if you want to have a place in the e-commerce industry, you still have a long way to go. Far away. In the author's opinion, the way to market e-commerce websites lies not in what to choose but how to choose.
The author of this article is an e-commerce researcher and practitioner, a writer for several news websites, and has a personal experience sharing website
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