Direct-operated e-commerce information flow advertising strategy

When the Internet becomes a traditional industry, the ceiling of the e-commerce industry will eventually arrive as expected. How can e-commerce platforms break through the growth ceiling?

The basis for breaking the growth ceiling is to tap into traffic. In recent years, e-commerce platforms have demonstrated their capabilities and continuously explored new sources of traffic.

The emergence of direct-operated e-commerce just meets the transformation needs of traffic giants.

To increase the exploration of traffic value, we need to sink more to the bottom of the traffic funnel and get closer to the transaction link. Compared with traditional e-commerce advertising that directs traffic to e-commerce platforms, direct-operated e-commerce is closer to transactions and is the best choice.

1. What is direct-operated (second-category) e-commerce?

Taobao, Tmall, JD.com, Pinduoduo and other well-known platforms are traditional e-commerce (or first-class e-commerce), while e-commerce platforms that exist independently of these traditional channels promote their products and generate orders through all traffic channels are called second-class e-commerce platforms.

The specific definition is that it refers to selling single products through information flow advertising on media such as Toutiao, Douyin, Guangdiantong, Baidu, etc., relying on the information flow of the platform, and the transaction form is mainly free shipping and cash on delivery.

Students who work in information flow should know that products that are popular recently include camel milk, inspirational books, etc., and their pages are more in the form of filling in order information and then placing an order directly.

Features: quick results, large order volume, short product cycle

II. Elements of creating hot-selling products in direct-sale (category II) e-commerce

If you want to create a hit product, I will give you a formula: hit product = 50% product selection + 10% channel + 30% operation + 10% luck. It can be seen that product selection is a very important step. If the product is not selected well, all promotion will be in vain.

In addition, when choosing products, we must remember this sentence: "Don't blindly follow the trend to choose products, but learn to predict hot products." So let's take "daily necessities" as an example to understand its hot product selection conditions.

1. Product selection features

The product categories are diverse and the frequency of use is high. Most commodities have no obvious seasonality and are generally "down-to-earth" in nature, which can help people solve practical problems in daily life. Products that are both novel and practical are more likely to become popular products.

2. Consumer groups

It is suitable for men, women, old and young, and is suitable for a wide range of people.

3. Product price

Cost-effectiveness is an important factor that consumers consider when purchasing.

▲ Medium and low-priced small commodities: The average order value is between 99 and 199 yuan, mainly cleaning products, household daily necessities, and personal care products. Most of the commodities are essential products with a high replacement frequency and large household demand.

▲ Medium-to-high-priced quality products: Products with a unit price of more than 200 yuan, mainly small household appliances, kitchen appliances, kitchen utensils and stoves, etc. Most of them are upgraded versions of ordinary products that can improve the quality of life, such as sweepers, and are mostly purchased by families.

4. Life Cycle

▲ Seasonal products: The life cycle is 1-4 months, and there is concentrated demand only in certain seasons, such as electric water faucets and other products.

▲ Four-season general-purpose products: Most daily necessities can be purchased all year round, with a life cycle of 1 to 8 months.

5. Product selection strategy

You can focus on cleaning, lighting, high-tech, kitchen and home furnishings, creative living supplies, and products with daily functions.

3. Direct sales (category 2) e-commerce channel selection

Generally speaking, different products have different distribution channels. Direct e-commerce distribution channels include Toutiao, Baidu product pages, Guangdiantong, Moments, Phoenix, NetEase, Sina, Mayu, Fenmintong, etc. Different products have different hot-selling channels.

1. Toutiao

Toutiao has high requirements for products and will collect a deposit. Generally, products with a customer unit price of more than 150 yuan will be easier to promote. It is suitable for clothing, shoes, bags, small appliances, alcohol, food and other products.

2. Guangdiantong, Baidu

It is suitable for customers with average order value below RMB 150, especially since GuangDianTong’s audience is relatively younger, so some low-priced and cost-effective products will be easier to promote.

3. Friends circle

I don’t have any special requirements for price, but products with high cost performance are better.

4. Phoenix, NetEase, Sina

Since there are more male audiences, the products generally chosen are alcoholic beverages, watches, leather shoes and other products that cater to male needs.

5. Meiyou, Fanstong

Generally, the proportion of female audiences is larger, and the products chosen for launch should also be female-related to better obtain traffic.

Author: Houchang College

Source: Houchang College