In recent years, with the development of mobile Internet, Internet advertising has maintained a rapid growth momentum. According to the statistics released by JIN Zhong Qi Xin International Consulting, in 20 18, the scale of Internet advertising market in China was about 65.4 billion US dollars. It is estimated that the Internet advertising market in China will reach 94.6 billion US dollars in 2020 and134.3 billion US dollars in 2023, with a good development trend and a broad market.
However, the growth rate of netizen scale also tends to be flat. As of June 2020, the number of netizens in China reached 940 million, an increase of 36.25 million compared with March 2020, equivalent to1/5 of the global netizens; The number of mobile Internet users reached 932 million, accounting for over 99%. The end of the era of extensive growth is an indisputable fact. The focus of major platforms and brands has gradually shifted to the refined operation of traffic and user operations, achieving the goal of delivery efficiency.
The outbreak of the epidemic undoubtedly accelerated this pace. On a global scale, the fight against the epidemic has inevitably become a tug-of-war, which directly leads to the rising uncertainty of the economic environment, and the behavior patterns of consumers are constantly changing due to the epidemic. Therefore, enterprises have to make new adjustments to their business and strategy.
This year, not only affected by the epidemic, but also accelerated the growth of online traffic, especially in the fields of short video and online entertainment. For the brand, how to quickly transform and adjust the operation strategy is the most important. We see that social e-commerce, live broadcast and private domain traffic operation all show a very favorable growth trend, and more and more users flock to social platforms, which makes this part of the brand invest more and more.
We find that the most important thing in the marketing industry is new concepts and new ways of playing. Since last year, social e-commerce, private domain traffic and live broadcast are almost well known. But if we throw away its coat, we will find that it is wrapped in the refined operation of traffic, and its essence is actually the operation of real and concrete people.
Return to the original point, take consumers as the center, drive by data and technology, and deeply understand the real side of consumers. Many enterprises focus on the popular marketing model, often ignoring the deep understanding of consumers' pain points and needs.
In the past, the main value provided by the online market for consumers was convenience. We tried our best to meet consumers' fast and convenient shopping needs through online marketing. Through the investment in "infrastructure" such as financial services and logistics services, major platforms have continuously improved their sales and after-sales services. Brands only need to buy traffic to get considerable growth.
With the peak of traffic dividend in the public domain, the focus of brand operation began to shift to pre-sale, and the rise of "planting grass economy" can be regarded as one of the signs. KOL has gathered a large number of consumers who yearn for the same lifestyle as the featured people, and replaced the brand culture through refined content and fan interaction. Its essence is to help consumers make up for the lack of pre-sales services and help brands repay user experience debts.
Driven by this interest, the platform began to study how to better "plant grass" for consumers and try various links between "planting grass" and "pulling grass". But this efficiency is far from meeting the consumer demand of brand owners. After the live broadcast appeared, the gap between brands and consumers was greatly shortened, and it was copied to all walks of life in a short time. From Lao Luo live broadcast to Viya, Li Jiaqi and CEO live broadcast of various enterprises, many unknown brands have thus achieved overtaking in corners. This is also why on the road of commercialization, almost all content platforms have reached the same goal by different routes, playing a combination of "live broadcast+short video+e-commerce".
At this stage, the contest between brands is no longer the upgrading of products, but a deep understanding of consumers. For brands, it is a "new infrastructure" that can help them understand consumers' big data and new technologies.
At the same time, the strategic cooperation between brands is also developing in one direction. Because consumers' data sources are rich, it can help brand decision makers to fully understand consumers, which is also the direction of platform efforts and send favorable signals to the industry.
For the vast majority of brands, they actually know that they should take consumers as the center and have accumulated a huge amount of data assets, but in actual work, they still face practical problems that are difficult to land. So, how do brands use data to achieve growth?
With the rapid development of the era of data intelligence, enterprises will pay more attention to data, and more and more expect to rely on technology to accurately grasp the user's insight, deepen the understanding of users, and then reach users accurately. Under such an industry trend, the whole network of digital merchants will also provide a steady stream of power for enterprises' digital innovation and upgrading and ecological construction, so that data intelligence will be changed from "out of reach" to "within reach", and finally help brands achieve a beautiful connection with users.
The whole network digital quotient iCommX B2C brand retail system takes consumer-driven business as the core, and establishes a leading brand retail system supporting multi-category and multi-brand operation around customer demand cognition and customer demand creation.
It should be noted that the whole network B2C brand retail system meets the needs of multi-brand and multi-category independent operation, and a new retail system combining decentralized operation with unified management is established to promote the growth of brand business. Its product features:
1. Multi-brand and multi-category integrated management
Adapt to a variety of brand operation modes such as one brand, one brand and many brands, fully support enterprise brand innovation, and quickly establish a brand retail system.
2. Enrich marketing strategies
Rich marketing activities, flexible activity configuration, rapid and efficient brand promotion of enterprises through member operation and community operation.
3. One-stop intelligent operation platform
Identify user groups through user portraits, formulate differentiated marketing strategies, quickly implement and continuously analyze the input-output ratio, and improve key operational indicators.
4. Automatically execute business plans
Based on marketing planning, we should allocate activity plans, manage the marketing process in an orderly and efficient manner, improve marketing efficiency, and enhance the competitiveness of enterprises with speed.
5. Data integration
Through the integration with the back-end system, the data flow and business flow can be opened up, which can improve the efficiency of business operation and processing and improve the efficiency of enterprises.
It is not difficult to see that while helping users to explore the growth path, the number of merchants in the whole network will help customers fully understand their own consumer groups, plan "high-value groups", and stratify the consumer groups-from those who have recognized brands and products and need to continuously optimize the effects and benefits, to those who need to cultivate category and brand awareness for a long time, and then decide different investment levels and communication methods. In addition, it is necessary to strengthen the ecosystem operation of KOL and the platform, and explore how to make more effective use of these resources to generate brand influence.