Text | Hassle-free Coke carry
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The wave of e-commerce is rolling forward, at the moment when consumer expectations and business paradigms are constantly changing, the game between the platform and merchants is becoming more and more subtle, the smoke of low-price competition is permeated, some people are lost in the carnival, and some people are seeking to break through in perseverance, this year, the e-commerce rivers and lakes are surging, and the video number brings goods, like a clear stream, with its unique attitude and rhythm, attracting more and more attention, it does not pursue the low price of the fire, but is committed to building a benign and healthy ecology, providing fertile soil for merchants to continue to grow
This year's 618, the major e-commerce platforms set off a huge price war, as if to firmly stick the "lowest price" label on their bodies, in this war without gunpowder, merchants have felt powerless, high traffic costs, thin profits, high return rates, are like a mountain, so that they can't breathe
In the midst of this hustle and bustle, the video number is particularly calm, it did not participate in this endless price involution, but chose a more stable, but also more long-term value of the road, it knows that low prices may be able to bring temporary traffic and sales, but ultimately damage the healthy development of the entire industry
Relying on WeChat, a national-level social software, Channels has a natural traffic advantage and user stickiness, bringing together a large number of high-net-worth and high-spending users, who pay more attention to quality and service, and have relatively low sensitivity to price
This year's 618 video number with goods list,It's a good proof,In the TOP50 list,We see many new faces,Most of them come from food、Home furnishing and other categories with high customer unit price,These businesses are not blindly pursuing low prices,But through refined operations、High-quality content and differentiated products,Successfully captured the hearts of consumers
For example, a store called "Goethe Old Liquor Store" rose to prominence during this year's 618 and became the champion of the brand list, this store mainly sells high-end liquor such as Moutai and Wuliangye, and its products are not cheap, but they are still warmly sought after by consumers, and many products are even sold out during the event
Another noteworthy phenomenon is that more and more brand merchants began to settle in the video number, and use it as an important channel to bring goods, Nestle is a typical example, in February this year, Nestle began to lay out the video number, after several months of careful preparation, they made a good start during the 618 period, and the single-day sales exceeded one million yuan
Nestle's success is not accidental, they are well versed in the operation of video accounts, and they have quickly accumulated popularity and attracted a large number of fans through a series of popular content and topic marketing; They make full use of various tools in the WeChat ecosystem to direct public domain traffic to the private domain, and establish deep connections with users through communities, live broadcasts, etc. They also actively cooperate with influencers to further expand their brand voice and increase product sales with the help of influencers
It proves that in the e-commerce industry, in addition to low prices, there are other ways to break through, through the construction of high-quality content, refined operations and private domain traffic, merchants can completely get rid of the shackles of price wars and achieve sustainable growth
As an emerging platform, there are many things that need to be improved, such as how to further improve traffic efficiency, how to better support small and medium-sized businesses, how to build a more complete supply chain system, and so on
However, it is foreseeable that with the continuous development of Channels, its influence in the field of e-commerce will become more and more significant, which will provide a more fair and healthy competitive environment for merchants, and also bring consumers a better and more convenient shopping experience
What do you think about bringing goods to Channels? Feel free to leave a message in the comment section and share your views
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