Don'T Just Focus On "Big Red And Live" Big Data And Content Marketing Is Also The Focus.

In the past, the use of big data, operation effect only touched the middle of the masses of users.

This group of people represents the basic preferences of most people. The traffic volume is concentrated on the high cost performance and the large number of buyers.

There is a lack of channels for display and special payment.

Content operation means

The upsurge has become monotonous.

Many people are looking for Internet Celebrities, making video and sending soft articles. They think this is the content operation, but in fact it is not.

Such a practice can neither produce a closed loop nor form a loop.

If the content operation is a huge iceberg, then the form of net red and video is just the tip of the iceberg, and the greater value is still hidden behind.

This year, on the basis of big data, the crowd will work together with the content to form the main direction of Tmall store operation.

Two logics

Accurate user groups and upgrading conversion rate are

The two major logic.

Merchant case 1 footwear top business

The company's sales performance is good, but there is a problem of brand aging.

Its target group is young urban women, but at present, the offline stores are too old to buy people and do not match the brand positioning.

The sustainability of future brands can not be guaranteed.

In addition, the marketing activities of the shops are continuous, but the customers are not precise enough to achieve pformation.

The combination of Tmall content tools and crowd tools can help to achieve brand younger.

For example, using the search crowd orientation tool, when young users search for the keyword "Daphne", they will jump out of the brand younger series products; when students search, there will be price concessions and discount series of student products.

Merchant case 2: a luxury brand

The brand has opened a flagship store in Tmall, but when you search it on the phone, you may not jump out of the flagship store.

This is the result of directional search.

Tmall will consider the users of the brand more than two thousand, and the 15 most recent days, as a potential consumer group.

Users can present brand content through keyword search, and may also have VIP discount.

Moreover, the more powerful companies are, the more willing they are to maintain user management.

Tmall can turn users out, and shops can make precise push for these people.

This also illustrates a problem, Tmall is not not high-end users, but high-end users do not find, or do not know your existence.

Once he knows, then your daily sales will double.

This year, micro Tao will become one of the main products of platform development.

It can be customized for different groups of people according to their age, sex, city and other information.

If your friend shares a trip to Thailand and happens to have a hotel information, and you have the desire to travel recently, then your micro tour will have a customized travel service specially designed for you.

Three major content operation priorities

Brand content

How can we reach the needs of users? It is very simple, who will pay attention to whoever plays the role.

The content has played a great role in this area, which may be more realistic than the discount of goods.

Interest point

For high-end users, they can provide more rights and interests.

Not only can we compete with direct selling cars with explosive products, but brands can also replace content resources.

New products

Find the user resources to expand the category, and recommend the product to him through the tool orientation.

Double 11 play

The industry divides the double 11 into three categories: industry's own play, Tmall's horizontal playing and external innovation.

During the campaign period, there will be live broadcast forms.

The "daydream" column is a double 11 feature.

Tmall's horizontal play is roughly divided into two pieces.

Live broadcast is a daily activity, but shops must combine with the crowd.

Appeal to choose the form and content of live broadcast.

Content shopping guide is on the other hand, in addition to scenario requirements, it can also enhance sales pformation.

At the level of innovation, there are some ways to play in micro Amoy, such as fan interaction and full channel integration.