2022, the entire e-commerce market has actually approached saturation, and several large platforms are gradually in the zero-sum game . Moreover, whether it is upstream merchants or downstream active users, all companies are in a highly homogeneous state. Under this trend, private domain e-commerce has become the new focus of everyone.
All major public domain traffic platforms are focusing on private domain scenarios, but what is really done is WeChat. The reason why WeChat is very cautious in commercialization is that it is naturally a decentralized product. Once it takes too much distribution rights to itself, the underlying layer of WeChat will be destroyed. The same is true for , Douyin, . Its underlying layer is naturally a centralized distribution platform. Such algorithm logic is a certainly equivalent to the base of the platform. It is in a dilemma for private development.
, and ordinary corporate brands make private domain , without as much burden as public domain platforms to make private domains, corporate brands can turn around, come out of public domain platforms, and build their own private domain system, just like some big internet celebrities who switch from Douyin to Kuaishou. The reason behind this is also because Kuaishou is more private than Douyin.
Enterprise brands need to build a private domain system, and there are two control points: First, whether the brand owner can interact with fans very heavily to achieve effective distribution of content and value; second, whether the interaction is initiated by the brand owner and can be fully controlled.
Because after several years of development, especially the harvest of live broadcasts, brand companies did not really benefit from the live broadcast track, because the live broadcast room is not a scenario that can control channels and prices. Another very painful point is that the price comparison target in the live broadcast room is usually the official flagship store of a certain brand, which makes the brand very speechless and helpless.
also looks at live broadcast from the perspective of public domain platforms, and the platform cannot allow expert live broadcast to become bigger, because in the chain of content e-commerce, content builds trust, and transactions consume trust. If the share of live broadcast is too high, it will lead to excessive consumption of users' trust in the platform. In addition, it is actually difficult for experts to divert traffic to brands because experts hope that all consumers will stay here and “repurchase” in their own live broadcast room.
live broadcasts are not pleasing to both the brand and the platform, and are slowly declining, while private domain e-commerce has become a new hall where everyone is rushing to influx. Tigerban believes that the live broadcast is private domain e-commerce after it. After the corporate brand now invests in the public domain, it can be transferred into its store’s private domain traffic pool through mini programs for refined operations.
establishes a private domain, and uses the private domain to achieve high frequency interaction with fans to achieve high user stickiness, thereby extending the user's life cycle , providing more repurchase opportunities as much as possible, and reducing the marketing cost .
E-commerce is for the purpose of sales, but e-commerce on public domain platforms is more suitable for promotions because the logic of the entire operation is very simple, which is to advertise, but the side effect of doing this is that "price breaking" is very serious. Public domain platforms including Douyin have defined their e-commerce development strategy as interest e-commerce, that is, through Douyin's content ecosystem and algorithm recommendation mechanism, they can stimulate users' interest and turn them into purchasing behavior, so as to achieve the purpose of "finding goods for people".
However, it is different to find goods and people after all. The decision-making chain of non-purpose shopping is very short. The order-to-order price of goods that can really touch consumers to place orders and consume is usually within a low range. This e-commerce model is also called emotional e-commerce. In this state, it is difficult for merchants to operate long-term, so the only ones that can satisfy corporate brands to do long-term e-commerce are private domain e-commerce.
private domain e-commerce has the internal strength to cultivate customers' strong loyalty to the brand, which is reflected in customer retention rate, repeated purchases, and the benefits of promoting the brand to others. Private domain e-commerce is a de-promotional approach, and it cultivates "a repurchase group that does not purchase through activities naturally within 365 days." If you want to define the issue of who is looking for whom the person and goods, then private domain e-commerce is a "goods and people look for goods."
Private domain e-commerce is actually social e-commerce. In terms of socializing, it does not simply refer to online socializing, but also offline socializing, that is, real socializing.The biggest attraction for corporate brands is that it is low customer acquisition costs, high user viscosity, and reusable.
A good private domain operation can not only achieve repurchase, but also reduce the brand's customer acquisition cost through fission and other methods. However, fission is based on social interaction, and how can individual social interaction be coordinated and integrated by the brand? This is the solution to the same private domain e-commerce proposition, and it is also the key to distinguishing the marketing capabilities of different brands of enterprises in . But no matter what, private domain e-commerce has given all companies in difficulties a new dawn and an opportunity to take their destiny into their own hands.
