Advantages And Disadvantages Of "Fans Economy": High Sales Is Not Equal To "Repeat Purchase Rate".

Today's "fans" because

The development has given new meaning: this group is not only a social phenomenon, but also an economic phenomenon.

One of the most typical representatives is "net red". The "net red economy" represented by "net red" is actually a "fan economy". It is through the absorption of powder, after making the flow, the plot is realized.

When the "net red" is linked with the import business, can the fans economy further develop the import platform?

What's behind the "fans economy"?

In the 618 years of this year, there has been a big boost. In fact, there are fans of the economy.

Generally speaking,

It will adopt the "price war" or "GMV" approach, but this year it focuses on the fans' consumption groups, and renamed the activities in the year to "fans Carnival". The main significance is to strengthen the connection between fans consumption groups and brand dealers.

Reporters learned that this year's Tmall fans carnival, from the average purchasing power, fans crowd is higher than non fans crowd about 30%; and from the brand online marketing activity conversion rate, fans crowd is 5 times of non fans crowd.

From this data, we can find the strong driving force of "fans economy".

Some people think that if

It is unrealistic to rely on this driving force all the time. Now we often regard "fans = connections = money", but only a few cases in reality prove this point, so it can not fundamentally explain this view for the development of import electric business.

On the other hand, the "fan economy" is actually a gray economic chain, which is currently in a lack of regulatory environment.

Economist Jing Linbo also said, "the gray economic chain of fans selling is lacking in research and supervision at present, and it is urgent to fill the gap."

"Fans economy" lacks correct understanding and supervision system.

Although we are still controversial about whether the "fans economy" will adapt to the development of import electric business, there are still some merits in the "fans economy" from some aspects, but we must be moderate and know how to assess the situation.

On the whole, the current "fans economy" is still in a budding state, there are no deficiencies in many respects, and none of the links has been perfected.

In this way, for those cross-border import platforms that want to integrate the "fans economy" concept into the electricity supplier, we need to learn how to grasp the "fans economy". We need to pay special attention not only to the immediate economic benefits, but also to the social benefits while paying attention to economic benefits. Laying emphasis on social benefits is laying the foundation for your "fans economy".

Insiders said that now some of the industry's so-called "fans of the economic electricity supplier" is through some unusual means to Bo People's eyeballs, such as "net red" live broadcast.

By this means, the platform can get a lot of traffic in a short time, and the audience is also likely to become potential customers.

However, because the current "fans economy" does not have a regulatory system and lacks accurate positioning, it is very likely that the situation of large fluctuations in sales volume following fans flow is not conducive to long-term development. In comparison, large import platforms can attract consumers and control their fans by choosing high-quality products through controlling costs.

To sum up, the "fans economy" has two sides, and the importing providers want to get profits from them. We need to prepare ahead of schedule.

Although the "fans economy" can cause brand effect in a short time, it is not a permanent solution after all.

"Fans economy" actually can not represent the "repeat purchase rate".

In addition, the reason why the importing electricity supplier pays so much attention to the "fans economy" is that the "repeat purchase rate" of the fans is a lot of fans.

Just like the double 11 day, Tmall international, Jingdong global purchase, NetEase koala shopping, jumei.com and other import platforms, they not only care about the sales volume in November 11th, but also hope that these fans can become old customers, continue to buy goods on the platform, this is the "repeat purchase rate".

However, as an import business platform, there are many ways to improve the rate of "repeat purchase", not necessarily from "fans economy".

1, accurate positioning of consumer groups: first, we need to have a clear positioning, we can retain some of the consumer groups.

2, high-quality user experience: consumer spending is a process of enjoyment, businesses can improve their services, enhance consumer experience;

3, the content of innovation: for commodities, new content is also part of marketing. Importing electricity providers can work hard to promote the contents of imported goods, giving people a refreshing feeling.

4, pparent source of supply channels: consumers have a clear understanding of the source of commodities, which can often drive some consumers' interest in commodities.

5, collect consumer purchase information: every time consumers search goods, it is a publication of information, businesses need to screen, control the information, find out the most favorite products from consumers.

6, the search interface is succinct: many consumers choose online shopping, that is to see its convenience, import platform can simplify the search interface as much as possible, so that the consumer experience is more concise and clear.