Content Business Research Report: Fast Unhappy, The Key Is To Take Goods.

After the traffic increment is gone, the demand for traffic is more intense. The electricity supplier is one of the best, with only one goal: low cost, high transformation and high activity. But the reality is that the cost of acquiring the mobile shopping platform has been rising, and every family is looking for a new way to achieve high transformation with low cost.

At the same time sinks users, after 90, 00, these gradually entered the field of vision. This has led to the fact that over the past year, although the total number of TOP3 users in mobile shopping industry has exceeded 800 million, the user penetration rate has dropped down from 86.9% to 82.1%, which means that a large number of opportunities are emerging, especially for small and medium-sized platforms.

After the flow becomes scarce resources, the application of any user's attention is intrinsically competitive, but content application is always a bridge, starting from the newspaper and TV era.

For 90, 00 later said, pure electricity providers, obviously not as entertainment, social life style, private area traffic reduced the "goods to find" link, reduce the cost of guests: short video, small program, the public number and APP, strong correlation, transformation, promotion of life, became a key, Taobao mobile with Taobao live broadcast of the new consumption scenario, mogujie.com will map, live and other content elements display in front of the location, attracted a large number of young female users; each short video launched a shopping Mini program, allowing direct goods; many self media also launched a small program, directly with goods.

Whether the content of the electricity supplier or the content of the electricity supplier, the essence is to bring goods, how to bring good?

There is only one truth. You and I both need to face the blood.

Content business definition: refers to the consumer centered, content creation around IP, KOL, live broadcast, hot events, etc., to achieve the goal of synchronous circulation and conversion of commodities with the content, thereby enhancing the electricity supplier marketing effect of an e-commerce mode.

With the advent of the content business era, the carrier has not changed. The mode has evolved from soft advertising to strong recommendation. This article will explain the impact of content on goods and electricity providers from two aspects.

Why should we develop content providers?

1, the acquisition cost of mobile shopping industry is increasing, and it is looking for new ways to promote low cost and high transformation. The industry's competition for user attention is also affected by the short video, and the average monthly usage time has slowed down significantly. This also provides the time base for short-sighted frequency products.

2, although the total size of the head business has exceeded 800 million, CR3 has declined, and the electricity supplier industry still has opportunities for small and medium-sized players.

3. On the user side, the mobile shopping industry is ushering in a new core group. After 90 +00, the total proportion is over 40%, and their shopping desire is strong. Although most people's income may be less than that of the elderly group, they are easily induced and impulsive consumption, and online consumption ability is obviously higher than that of the whole network.

4, the young people in the new era belong to the happy family. The pure shopping process is gradually unable to satisfy their pursuit of entertainment and social life style. Compared with the shopping mall, after 90's 00 people prefer to chat and interact, watch videos and listen to songs.

5, through the distribution of content as a carrier of the red private area traffic, content providers changed the traditional electricity supplier's original traffic acquisition way, reduce the "goods to find" link, save related marketing costs, reduce the cost of passengers.

6, content providers can achieve multi-directional empowerment, bringing new value to the whole chain participants.

Two directions for development of content providers at this stage

1, at the present stage, the development of content providers is divided into two directions. One is the content of electronic commerce platform, which has changed the original way of traffic acquisition, and the other is the electricity content of the content platform. Through the diversion to the e-commerce platform, or the self built electricity supplier, the platform business is realized.

2, direction 1: the content of electronic commerce platform.

2.1 head platform to develop content, short video, live broadcast to build a new consumer scenario: Live + business integration, is becoming one of the most direct and important way for businesses to reach consumers. Businesses such as beauty, clothing, consumer electronics and other industries have picked up live tools.

2.2 vertical class platform continues to deepen the content construction, attract the target group by content: mogujie.com, the main female fashion business provider, displays the content elements in the APP, such as picture and text, live broadcast and so on. It attracts lots of gas girls who want to wear their personality and follow the trend in a certain consumption limit. At the same time, the public number + small program is adopted to guide the light women. At this stage, mogujie.com has got 21 million active users.

2.3 the content of traditional brand tries to be rapidly increased by popular IP: UNIQLO UT series realizes rapid volume with continuous cross-border cooperation, attracting a large number of young generation with high level of consumption.

3, direction two: content platform of the electricity supplier

3.1 social networking platform to connect the private sector traffic to the electricity supplier: traffic stars and big V take micro-blog as a gathering place, they produce content to form a good linkage with micro-blog users, attracting a lot of young women's attention, and then through the form of advertising and links such as micro-blog information flow, to complete the diversion of business platform.

3.2 community platform to strengthen the relationship with the electronic business platform: Xiaohong Book constantly specializes in community building, focusing on community attributes and strengthening the links between the electronic business platform, based on the shopping notes in the red KOL, prompting users to form a habit of weeding grass in small red books to the electronic business platform.

3.3, the video content platform has built its own e-commerce platform: short video completes content distribution through algorithm, and then recommends and broadcast grass by the red man, and matches the target of the target audience with the commodity tonality. It greatly shortens the user's decision-making process, stimulates the instant consumption potential, and the platforms are testing the water, providing the selling function to the users who meet the requirements, and reducing the transaction interaction threshold.

3.4 from the media to build WeChat small program providers, to achieve the closed-loop business: some self media public number also on-line independent small programs, such as "ribeca" to the public number of vertical content to get high cash value of female users, complete the market segmentation, and then imported into the realization of small program realisation, a closed loop business.