In the era of public domain traffic, merchants and consumers' activities on the platform will be subject to certain restrictions, which mainly comes from the strong control of the platform, but with the increasing cost of the platform's customer acquisition, this strong control is gradually declining.
Whether it is an e-commerce platform, enterprises and merchants, they all need to master the operation logic of public and private e-commerce, move from centralization to socialization and contentization, from traffic acquisition to conversion operations, and deal with the slowdown in the growth rate of e-commerce transaction volume .
◆E-commerce platform: Decentralization trend
Traditional e-commerce such as Alibaba , Tencent , Baidu , ByteDance, Kuaishou, etc. are a centralized model. What role does the platform play in this model?
First of all, the platform is a center that supports brand, merchants, and consumers' transactions and communication; secondly, the platform is a control base with strong control over traffic, customer relationships, transaction data, etc., and the activities of merchants and consumers on the platform will be subject to certain degrees.
At this stage, the traffic cost of traditional centralized e-commerce platforms is rising year by year, and it is becoming increasingly difficult for major e-commerce platforms to control their own traffic. For example, old centralized e-commerce platforms such as Alibaba, , JD.com, , etc. have strong strength and traffic control, but even so, they have to face the reality that the growth rate of total transaction volume has slowed down.
In order to change this situation, these centralized e-commerce platforms are developing towards decentralization, becoming more and more social and content-oriented. Two measures are usually taken: one is to obtain traffic from social platforms such as WeChat, Douyin , B station, Xiaohongshu , etc. through cooperation, investment, acquisition, etc.; the other is to strengthen the stickiness between users and merchants by constantly innovating products and models, such as Weitao , brand number, Youhao Products, Wow Video, Taobao Live , JD Live, JD Discovery Account, etc.
After a new round of traffic competition, strong leading companies will gather more traffic. However, for small and medium-sized enterprises with weak strength, the situation is not optimistic. Therefore, in order to survive and develop better, small and medium-sized enterprises need to establish private domain traffic pools in advance.
◆Operational logic of public domain traffic and private domain traffic
At present, there are two forms of traffic for existing social platforms and e-commerce platforms, namely public domain traffic and private domain traffic. Researching and analyzing these two types of traffic and finding the operation logic between them is an indispensable link in traffic operation.
When the platform is rich in traffic, public domain traffic is usually free or low-cost, and public domain traffic is easier to convert into private domain traffic at this time, so brands and merchants should find the right time to convert more traffic at a relatively low cost. Of course, some merchants come with private domain traffic. These private domain traffic may have been introduced from other platforms, followed the merchants into new platforms, and settled on the new platform, turning into public domain traffic of the platform. As the traffic dividend gradually declines, major platforms' control over public domain traffic continues to increase, and the demand for traffic monetization continues to strengthen. As a result, the contradictions in public domain traffic are becoming increasingly intensified, and merchants have turned to private domain traffic to open up territory, and the traffic battle has officially begun.
For brands and merchants, private domain traffic is a precipitation of user assets and can bring them lasting and stable economic benefits. However, only by importing public domain traffic into your own platform can you truly build a private domain traffic pool, such as importing public domain traffic on Douyin and Kuaishou platforms into your own WeChat groups, official accounts, personal accounts, enterprise WeChat , etc., so that private domain traffic can be controlled by yourself. If brands and merchants want to convert the platform's public domain traffic into their own private domain traffic, they often need to pay a certain fee to the platform.
It is undeniable that private domain traffic also requires merchants to invest capital and energy in operations to obtain certain value from it. Of course, compared to acquiring customers from public domain traffic, the cost of acquiring customers from private domain traffic is lower, and it can be directly converted and reused. Brands and merchants need to continue to attract user attention through various welfare means and gradually build and expand private domain traffic pools.Only when the private domain traffic pool is large and stable enough can brands and merchants successfully recommend products to users and expand other services.
◆Playing in public domain traffic and private domain traffic
Public domain traffic and private domain traffic have their own characteristics and value, so how should merchants play with these two types of traffic? Traffic on different platforms has different characteristics, so merchants need to analyze these two types of traffic in detail based on the characteristics of the platform. In addition, different platforms may be in different stages of development, and they may have obvious differences in product genes, user volume, traffic growth rate, online duration, user stickiness and fan quality, which will have an impact on private domain traffic operations.
Generally speaking, the lower the degree of centralization of traffic, the higher its value; the lower the hierarchical liquidity of traffic, the higher its value. According to the degree of traffic centralization and class mobility, each traffic platform can be divided into four categories:
●Representative platforms with high centralization and class mobility include Douyin, Xiaohongshu, etc.;
●Representative platforms with high centralization and class mobility include Taobao, Tmall , Weibo , etc.;
●Representative platforms with low centralization and class mobility include WeChat, Kuaishou, etc.;
●Representative platforms with low centralization and class mobility include Bilibili, etc.
conducts specific analysis of platforms such as WeChat, Taobao & Tmall, Douyin, and Kuaishou from the perspectives of information acquisition, algorithm principles, information transmission, private domain traffic carriers, and marketing tools. The analysis results are shown in the table.
WeChat, Taobao & Tmall, Douyin, Kuaishou Comparative Analysis
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At present, the most ideal private domain traffic operation platform is WeChat. As the "overlord" in the field of private domain traffic operation, WeChat is one of the necessary private domain traffic operation tools for individuals and enterprises. As a decentralized platform, Kuaishou has strong strength in private domain traffic operation, second only to WeChat. In addition, B Station also has certain potential in private domain traffic operation. At present, there are also many large platforms in the Internet market that mainly focus on public domain traffic, such as Taobao, Weibo, Douyin, etc. If these platforms can open up more control to users, they also have the hope to become the main battlefield for private domain traffic operations.
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