B2C mall has become a good platform for direct sales of enterprise products. However, it is not an easy matter to really get good profits from your products through this platform. It requires some professional Internet marketing practitioners to operate. Since many companies do not have this understanding and do not have professionals to carry out relevant online marketing work, the good wishes in the early stages of building a website have also come to nothing. Not only have all the financial and material resources invested been wasted, but business owners have lost confidence in the e-commerce industry, resulting in the closure of many B2C malls.
The author has recently been working on the Internet marketing of products on a company's B2C e-commerce website. Although it has not achieved good results, in general, it has begun to move on the right track. After this period of time, I gained a better understanding of the B2C mall. It is really difficult to do it well. Unlike entertainment websites, the main purpose of promotion is traffic and does not care about the conversion ratio of IP to PV. As for the mall, it not only needs to increase the conversion rate, but also needs to increase the percentage of visits to actual sales. Therefore, products and users are more targeted.
For shopping malls, most of its promotion methods use paid promotion, such as CPS advertising from advertising alliances. (Go to Webmaster Encyclopedia ZZBK.ORG to check related entries), directly cooperate with some website advertising, website navigation station promotion, etc., and now the advertising alliance CPS advertising, after some contacts during this period, everyone’s reaction is that in addition to some popular products In addition, some other products, such as cosmetics, clothing, digital products, etc., are actually difficult to obtain good results. As for advertising cooperation with other websites, the advertising costs of these websites are really too high. For larger companies, they can afford this cost, but for small and medium-sized enterprises, it is questionable. However, judging from the cooperation with some websites, it is very helpful for brand promotion, traffic has increased a lot, and sales have also increased to a certain extent, but the percentage of visits to sales has a downward trend.
The above mentioned two types of paid marketing, and let’s talk about the promotion of website navigation stations. Friends who do online promotion know that promoting website navigation stations is a good way for the website to obtain traffic, and the products and users are also highly targeted. . But the cost is also very high. It is said that making a secondary page of hao123 costs several thousand yuan a month. Another point is that a comprehensive navigation station like this, for a B2C mall that only sells a certain product or a certain industry, has a very narrow user base, and it is difficult to make the cost directly proportional to sales. The author has also been hesitating about how to choose the website navigation station for promotion.
The author remembers that there should be professional website navigation stations for shopping. After searching, I found that there are quite a few such professional navigation stations. Even the famous website navigation station 114la has a dedicated shopping navigation channel. Alipay also has a professional shopping website. Navigation, there are many personal navigation stations, such as "Shopping Hall" (www.gouwuguan.com) is also a professional shopping navigation, it is more like a shopping navigation station than 114la shopping channel, than Alipay, the column It is divided into more than 20 major categories, and each category is also finely classified according to products. It makes it very convenient for users to find the products they need quickly. It is also divided into "brand shopping" and "boutique wholesale" to better meet the needs of different users.
Through data analysis, except for a few, the number of visits is not very satisfactory, and the promotion effect is relatively unsatisfactory. Professional website navigation stations are actually better able to adapt to the development of the Internet. Whether it is an information website or a search engine, the market will be finely divided in the future. For example, Baidu’s recently launched elderly search is based on the characteristics of the elderly. divided. I hope these professional shopping navigations can develop and mature faster. Provide good services to the rapidly developing B2C mall and allow the B2C mall to obtain more benefits. (Author: Peng Hongwei)
This article was published on Peng Hongwei’s Internet Promotion Blog, www.penghongwei.com.