E-commerce hot-selling products? 1 core idea, 8 ways to attract traffic

Do you believe it?

Everything in the world will go through the stages of "birth-prosperity-decline-death". When it reaches its peak, decline is a foreseeable trend. This is an inevitable law of the development of things.

Taobao was founded in 2003 and has been in existence for 18 years. Compared with century-old stores, it is still very young; but all signs indicate that Taobao is already at the top of the stratosphere and will remain so for a long time.

Generally speaking, Taobao will not experience major ups and downs, and players within the Taobao ecosystem will still compete with each other, but most of the beneficiaries will still be the top merchants.

In the future, it is an inevitable trend for Taobao to go from prosperity to decline. When Taobao turns to decline, the merchants who are highly dependent on its ecosystem will not have an easy time either. Therefore, preparing for a rainy day is the best option for businesses.

So what can businesses do to prepare for a rainy day?

Six years of experience in front-line e-commerce operations tells me that no matter you are a mid-level or above merchant or a new entrant, you should pay attention to "private domain traffic"; it may not be a life-saving talisman for merchants in the short term, but it is definitely the driving force for the long-term and stable development of merchants.

Since it is private domain traffic, there must be corresponding "public domain traffic". This is the inevitable result of the unity of opposites of things.

If you have read my previous article "How to make a product a hit as soon as it is launched? If you read "Master these traffic depressions and this operating rhythm, you can explode", you will know that the project I am currently operating has entered the stage of public domain traffic selection; in this article, I analyzed the advantages and disadvantages and basic situation of the current traffic depression (public domain traffic) through binary coordinates.

Based on the company's current actual situation, I only chose "Tik Tok" which can burst into large traffic in the short term and "Video Account" which has great potential and potential in the medium and long term as public domain traffic.

The core idea: Take the ultimate single product, calculate the investment-output ratio of paid traffic, and as long as it does not lose money, it will be launched on a large scale until the sales volume of a single product reaches a level of 100,000 or even 1 million, thus forming a market effect.

1. How to leverage Douyin’s paid traffic

Since it is a paid traffic conversion, there are not many options for Douyin, mainly the following:

1. Paid promotion through short videos

It is mainly through one or more videos (released in waves) released on Douyin, and promoted through DOU+, calculating the investment-output ratio.

Of course, this is a process of continuous optimization and transformation. If a positive input-output ratio cannot be achieved within one's capabilities, this method will be eliminated.

2. Paid promotion in live streaming

This is easy to understand. It means selling goods through live streaming. During the live broadcast, the live broadcast room is promoted through paid promotion to see if a positive investment-output ratio can be achieved.

Similarly, there are many conversion modes for selling goods in live broadcast rooms, such as raffles for high-priced products, flash sales for low-priced products; multiple people broadcasting in the store, each with their own responsibilities; and various conversion promotion routines, etc.

3. Short video warm-up + live broadcast room conversion

This is actually a combination of the first and second methods above. The core is to warm up, build momentum, and create suspense through one or more short videos one or two days before the live broadcast, and then focus on taking over traffic and making conversions on the day of the live broadcast.

4. Expert Commission Method

This is actually similar to the traditional "Taobao Affiliate" model, which uses the commission settlement method after the transaction. As long as the commission and platform deduction are calculated properly to avoid losses, in principle it can be launched on a large scale as long as there is sufficient liquidity.

Currently, you can use the “DouXban” platform to find influencers to collaborate with you in selling products. The way to bring goods can refer to the model of Xiaohongshu: ordinary people bring goods → mid-level influencers bring goods → top influencers bring goods → top internet celebrities bring goods; if the rhythm is well controlled, it can form an influencer circle bringing layers of goods effect. In short, more and more influencers of different levels will actively join the array of bringing goods.

5. Luban E-commerce

Luban e-commerce can be understood as Taobao Through Train paid promotion. Up to now, the promotion cost of Luban has been rising steadily, and it is still quite difficult to achieve positive production. However, one advantage of Luban e-commerce is instant feedback, real-time adjustment and control. As long as the production is positive within a period of time, the cost can be continuously increased, and if a loss occurs, it can be stopped in time.

6. Tik Tok information flow

The first step of the Tik Tok information flow is to present it to users in the form of a video. If the user is interested, he or she will click on the advertising link below, which is displayed in a single page.

The second step is the conversion work. This page carries the merchant's conversion expectations, that is to say, the quality of this single page design determines the conversion rate or the input-output ratio; this is a process that can be continuously optimized, and the results are immediate; in the Baidu era, this form was very popular.

Of course, Douyin’s paid projects are far more than these, such as opening screens, challenges, etc., but you have to choose the one that suits you based on your company’s actual situation and the goals you want to achieve.

For the above 6 paid promotion methods, as long as one of them works (that is, the investment-output ratio does not lose money), then the sales method of "explosive products" can basically be achieved, and a market effect can be formed. It is just a matter of how much investment and how long it takes.

I know that investing in production capacity cannot avoid losses, which is closely related to the category, product and unit price. As for what products I make, you can find out by reading my previous articles.

For example, this article "You must understand this business law, operate outside the e-commerce platform, and make your product soar" writes about the basic situation of the product and the market as well as some of my ways of thinking.

2. How to leverage video account traffic

Video Account is an important part of WeChat ecosystem and one of the few channels for WeChat public domain traffic. It is also the fourth video platform after Douyin, Kuaishou and Bilibili. Of course, the positioning of Video Account is completely different from the first three, and the algorithms are also very different, especially the push based on traffic from acquaintance relationship chains.

Let’s take a look at the picture below, and you will know the important role of Video Account in WeChat:

At present, the video account is fully open and has gradually entered the promotion state, which encourages WeChat users to upload videos, as can be seen from the recent customization of red envelope covers; and WeChat still has many killer features that have not been used, such as placing the video account above the Moments, and putting the video account at the first-level entrance of the WeChat interface, that is, at the same level as "Messages" and so on.

From the perspective of free traffic, Video Account is still in the traffic dividend period. As long as you upload a video, you can get more or less free exposure. As for paid traffic, only targeted invitation internal testing was opened in 2020. It can be said that the paid traffic dividend has basically not started yet. Once it starts, a large amount of traffic within the WeChat ecosystem can be obtained at a very low cost. This is a great opportunity for businesses, and I am also waiting.

However, since the video account has not yet opened payment, there are two ways to obtain public domain traffic:

1. The video content itself

I believe everyone understands this point, which is to obtain traffic from the WeChat ecosystem by uploading videos and let others know you; as for how to shoot a video with high likes, there is a set of methodologies and techniques here, which are all designed based on human nature.

One thing to pay special attention to here is that the video account is for others to get to know you, so you should put a link to your official account under the video account to let others get to know you better; then contribute more detailed value on the official account, and use some baits and hooks to add users to your personal WeChat account and corporate account, so that you can repeatedly reach users at almost zero cost or perform tiered operations on users.

2. Live video broadcast

The video account live broadcast has only been launched recently. At the beginning, there were almost no people doing live broadcasts, but now more and more people are doing live broadcasts. If you pay more attention to it, you can see the changes along the way.

Nowadays, live streaming is also an important way to obtain free traffic, and the monetization tools of live streaming rooms will become more and more abundant in the future; so when creating a video account, in addition to making videos, live streaming cannot be ignored.

It can be said that the future commercial value of video accounts is huge. Combined with private domain traffic, traditional e-commerce will slowly migrate to video e-commerce, and eventually all customers will settle on personal WeChat and corporate WeChat.

Of course, whether it is traditional e-commerce, video e-commerce or private domain e-commerce, these various e-commerce forms will coexist. No one will eliminate the other. At most, it will just be a matter of who has a larger market share. But as of now, the cost of traditional e-commerce is already very high, and entering the private domain e-commerce is an important decision for far-sighted businesses to prepare for the future.

I have written so much without realizing it. I have written about three aspects: business rules → methods and ideas → traffic pool analysis, focusing on the traffic channel analysis of Tik Tok and Video Account.

The overall main line is to operate based on business rules. The core is to create a market effect through extreme single products, and to build explosive products with sales of hundreds of thousands or even millions through a single channel in the early stage. Only in this way can we return to traditional e-commerce to take over market traffic for conversion and promote explosive products to achieve success.

High-level operations must be based on overall planning and systematic operations under business rules, rather than using a spiral plan to promote products on e-commerce platforms as soon as the product is available. Although this can also lead to success, it is usually short-lived.

Of course, this is not absolute. It just means that the operating costs of traditional e-commerce are getting higher and higher, and most businesses are not very profitable or even losing money. Only by improving their own cognition can they find new ways out.

Finally, e-commerce will coexist in various forms, but private domain traffic will be the most promising form in the future. Taking the private domain as the core throughout the entire business operation, I think this will be the best choice for more and more operators.

Author: Zhi Zhuojian

Source: Zhizhuojian