Group Buying Marketing Of Small And Medium Sized B2C E-Commerce

CPS today's high.

A friend of B2C who runs Hanfeng clothes asked me if I tried to buy a group.

The main marketing method of B2C website in the past is CPS (Cost Per Sales) advertising, that is, putting advertisements on larger traffic websites, and then placing advertisements on the platform after clicking on the actual consumption situation of the users after clicking advertisements.

The average advertising rate is around 30%, that is to say, every time we earn 100 yuan in revenue, the income of B2C website is almost 70 yuan.

On the whole, there is an upward trend in CPS advertising charges.

At the end of last year, it was only 15%. Today, the rate of 30 points still needs to be sawing by advertisers and advertising platforms.

There are some relatively large website platforms, such as thunder and Tianya, which also need a base rate: that is to charge a part of the cost according to the Banner advertising, and the excess part is calculated by CPS.

The advertising platform, which is "not cold" for pure CPS advertisements, is also conceivable: there is no commercial value in return for displaying or clicking. With the continuous promotion of e-commerce, a large number of B2C websites appear, and the media platforms with streaming media are unlikely to emerge like spring after B2C.

The rise of group buying website has given B2C website a choice.

The growth rate of this website has shown an exaggerated rising curve. According to the statistics of China Electronic Commerce Research Center, from January, 53 of the websites reached 8 in September and 1215 in September.

Even though the center believes that more than 200 people will not be there by the end of this year, no one can deny that this is a rapidly rising web site. It is precisely because of the rapid rise that compels the group buying sites to compete with each other and do not become so arrogant as the mass media platform.

In today's group buying rate, the slightly larger quotation rate is about 5%-10%, that is, it costs 10 yuan for every 100 yuan income.

The small and medium-sized ones are just beginning to take a lead, and those large practical operating rates are all zero, because they need product supply to boost their popularity.

Compared with CPS's entanglement, B2C website should pay attention to this emerging market.

In the final analysis, the most basic number of B2C websites is traffic. After having traffic, there will be a list of potential consumers. If you put more effort into page design, you can also increase conversion rate and customer unit price.

This is a typical funnel principle, the first layer of funnel, that is, traffic and potential consumers.

Group buying sites can not bring large scale traffic to B2C websites, because their own traffic is not so large, but if they often release some discount products on different group buying websites (in fact, many B2C websites can even produce a lot of goods that do not need money), it will be extremely beneficial to expand the list of potential consumers.

Group buying is an online trading behavior. B 2 C is also an online trading behavior, which means that online payment is not the threshold. Consumers take out some silver to buy their own goods, at least indicating that they are interested in the product.

All these factors can make B2C operators get a good raw material, improve operation and enhance their overall sales flow.

In fact, CPS advertising can almost do this (except the possible consumers do not have the habit of online payment), but CPS's high advertising cost has become a burden for small and medium-sized B2C websites.

And for the newly formed group buying form, B2C website should have such sensitivity and then cut into it quickly.

You know, B2C, which is known to all today, has laid its foundation in the early days when CPS was just beginning to take a low cost.