First, the reasons for the rise of content e-commerce
1. Consumption upgrade
Consumption upgrading is simply the increase of residents' income, the change of consumption psychology, and the transition of social production from meeting people's basic needs to meeting people's psychological needs. China Internet Consumption Ecological Big Data Report released by CBNData mentioned the upgrading of residents' consumption concept, including three upgrading concepts: the popularization of personalized consumption, the change from "price-oriented" to "value-oriented" and the pursuit of more subdivided categories.
2. Flow appreciation
Traffic has been firmly grasped by the platform before. Because of the excellent content and strong appeal of content entrepreneurs, subscribers gradually began to shift from the platform to the content itself. Content creators create a lot of content to attract subscribers and turn them into consumers, and they are highly mobile consumers.
3. Crowd structure
The post-80s generation has become the main force of new consumption, and the post-90s generation is also a force that cannot be ignored, which benefits from the personalized consumption concept and strong consumption will of the post-80s and post-90s generation, as well as the pursuit and yearning for a better biochemistry.
? 4. Increase customer acquisition costs
The era when traditional e-commerce needs large traffic has ended, the cost of obtaining traffic has increased, the cost of realizing traffic has also increased, and the desire to realize pure traffic itself has decreased.
? 5. Users don't believe in advertisements
Consumers no longer believe in simple hard advertisements, and traditional advertisements are not interactive, so the reach rate of consumers is very low.
Second, the status quo of content e-commerce and solutions
Content e-commerce industry chain platforms are divided into three categories, namely, comprehensive social platforms are mainly WeChat and Weibo. The vertical social platforms are mainly Xiaohongshu and Mom. The vertical tool platforms are Meitu Xiu Xiu and Dayima.
The mainstream business model of three types of content e-commerce is the closed loop of supply chain+operation+broker forming kol incubation operation and finally realizing realization.
One out of every seven WeChat tubas is engaged in content e-commerce, and the relative proportion is not particularly high, but it is worth noting that it serves e-commerce, such as business consultation and knowledge payment. Service e-commerce All content e-commerce will expand.
Large-sized middle-class people's livelihood base is relatively large, and the activity is relatively high, but the proportion of stores is relatively low. Parenting and cultural content e-commerce have a large number of stores and a high proportion of stores, which is a major category of content e-commerce. This also shows that most of the financing in the last article is maternal and child care content e-commerce. Of course, child care and maternal and child care are more suitable for content e-commerce, because consumer groups are not sensitive to price and are more eager for product quality and knowledge than other products.
In view of the problems existing in the development of content e-commerce business model, the author analyzes the following points and writes a simple scheme.
? 1. The content output should be of high quality and sustainable.
The content itself is a test of the creativity of the content team. High-quality content writing is the foundation of content e-commerce, not to mention continuous high-quality content output. The export of high-quality content of Mother Rice Cake mainly depends on the re-understanding and writing of foreign advanced high-quality parenting papers. In addition, content plagiarism is also a taboo, which can be said to be untouchable.
? 2. Supply chain management of content e-commerce.
Content e-commerce products need to have the following six characteristics: suitable for fans, plastic content, non-standard, reliable quality, tasteful and qualified value. Among them, high quality is the most important. 16, 10, the news that "Mom's rice cakes" were sold for sale suddenly came out in Weibo. The news caused many fans to question the "rice cake mother", and then the "rice cake mother" issued a statement that due to the imperfect customer service system and huge sales of e-commerce, it was impossible to reply to online information in time, which led to a surge in dissatisfaction among a large number of fans. This also reminds the majority of content e-commerce entrepreneurs to improve the importance of supply chain management.
Based on the six characteristics of content e-commerce, the content e-commerce team needs a team of professional buyers to screen products and experimental products.
3. The cultivation of fans' consumption habits.
Content e-commerce is mainly about the realization of the e-commerce sector. The main reason is that consumers do not take the initiative to buy, let alone buy. Therefore, cultivating consumers to buy has become the main problem faced by the majority of content e-commerce entrepreneurs.
The main reason is the weak correlation between content and products, such as people's livelihood and military affairs. The official account of WeChat generally sells specialty products and agricultural products. Consumers can't buy products just because they think they are useful after reading the content.
Content e-commerce entrepreneurs did not create a good purchase scene and purchase method, and did not develop the purchase port of WeChat, but diverted from WeChat to Taobao. Of course, consumers will not buy it.
4. Scene marketing.
The so-called scene marketing refers to the marketing behavior aimed at the psychological state or demand of consumers in a specific realistic scene, so as to effectively realize the enterprise goals.
Generally, the following aspects are needed to realize scene marketing. Insight into consumer demand, scene setting, and guide purchase. Take the rice cake mother as an example.
First, gain insight into consumer demand.
Insight into consumer demand, understand that fans and mothers don't know how to play with their children.
Second, the scene setting
? Provide board game scenes and benefits.
Third, guide the purchase
After introducing the advantages and delicious food, post the purchase link.
Third, the future trend of content e-commerce?
Content e-commerce must have both, content payment+content e-commerce dual-mode parallel.
The following will introduce the characteristics of Luo Ji's thinking, rice cake mother and uncle Kai's storytelling.
logical thinking
Pay for the knowledge represented by Luo Ji's thinking, on the one hand, sell courses online, on the other hand, sell physical books and high-quality related products, but the focus of Luo Ji's thinking is to pay for his knowledge. From the section of app Mall, you can see efficient office, decent equipment, business gifts, parent-child puzzle, artistic life and so on.
Rice cake mom
Mother of rice cake also began to pay for knowledge, and she has the ambition to be a leader in parenting and maternal and child knowledge payment. "E-commerce is no longer the focus of rice cake mothers." Li Danyang said that e-commerce is too difficult to do. At present, the focus is on content, and efforts are made to distribute content and pay for courses.
The paid course platform, the lecture hall of rice cake mother parenting, was launched on May 1 last year. It is said that in four months, it made a sales volume of10 million, with 200,000 paying users. At present, more than 20 courses have been offered, with prices ranging from 9.9 yuan to 299 yuan, mainly including children's health care, intellectual development, mother's beauty and slimming, etc.
Uncle Kay tells stories.
Uncle Kai tells stories, taking storytelling as the starting point, and becomes the king of children's stories and the treasure book of parents' parenting. Among them, in addition to Uncle Kai telling stories, he also launched a big coffee column, so you can go to the official WeChat account to check it yourself. In addition, his preferred shopping mall is similar to similar large shopping malls.