Since the advent of Weibo, people have become lazy, too lazy to write long articles, and too lazy to write blogs, because blogging takes me a whole period of time. Weibo makes good use of fragmented information in people's free time, writing It will be easier and easier to get up, but recently when I was trying out Quora products, I naturally went to Zhihu in China.
Today I happened to answer a netizen’s question in Zhihu. Since Zhihu is a completely closed social Q&A product, I will share it here.
The problem is this:
If you were given a B2C department store website now, with sufficient funds, supply, and logistics, how would you operate it?
Here is my answer:
With sufficient funds, you can consider strategic deployment in two directions:
1. Operation of this area
1.1. Brand building - Vancl style lines, of course, don’t need to be so over the top, but the brand building of b2c websites is particularly important. Vancl’s basic online advertising is invested in this area, such as hao123, major portal advertising, video advertising, etc. .
1.2. Email marketing - B2C is doing relatively fast. As far as I know, those who sell bags, Hongbaizi, Dangdang, etc. have also made long-term deployments. Although it is very routine, it cannot be lost.
1.3. Taobao Mall - If operating this area requires revenue indicators, then I think I will deploy and promote this area as soon as possible, including some advertising on the Taobao site.
1.4. Search engine marketing - This is a relatively good area. Of course, other B2C sites are still doing it, and it is also an important part of domestic website traffic. However, after talking to some e-commerce friends, the conversion rate of this area is worth discussing.
1.5. Social media marketing - This is a big trend. We see that social traffic in foreign countries is rising. Domestic SNS series websites represented by Kaixin, Renren and Qzone, Sina Weibo and Tencent Weibo The Weibo series of products represented by Weibo are developing rapidly, and we have also seen the presence of b2c websites in these products, mainly in some promotional activities, some lottery activities, etc., which are almost all based on the operations of b2c websites, such as Tomorrow's Women's Day, I might as well observe the actions of other b2c websites. In addition, I saw a data a few days ago that the order volume of the social part of a certain B2C website in Beijing has exceeded the amount from SEM. Whether it is through advertising or activities on social networks, they all come from the social network part, so this Blocks are worth focusing on.
1.6. CPS cooperation - such as some alliances, cooperation and sharing of some shopping search websites.
2. Product extension
In terms of product extension, I will only talk about two points, that is, the layout of social e-commerce and mobile Internet.
2.1. Social e-commerce
I think the momentum in this area is very good, including Jack Ma’s emphasis on Taobao becoming an SNS at the annual meeting. What B2C lacks most is its business model, but what it lacks most is popularity; what social networks lack most is popularity, but what it lacks most is its business model. Social e-commerce is the best way to solve this contradiction. Of course, what is needed is innovation in product form and structure. I have never felt that the three-level structure of traditional B2C websites (homepage, list page, product page) has anything to do with it. Advantages and highlights.
2.2. Mobile Internet
This is a wave. If we fail to seize the Internet era, we will miss many opportunities. I think the mobile Internet is a very good opportunity that is worth taking action again. We have seen that payment applications in mobile phone applications have come in, and so have national teams (online banks). Some large e-commerce websites, such as the Taobao series, are also experimenting in the mobile Internet field. The market is heating up. It is time to enter It's the best time.
Author: Tian Fenglin
Article source: Tian Fenglin’s blog