Recently, when we were studying the main domestic e-commerce platforms, including the short ** live broadcast of various platform gameplay, we found a very interesting change, which is worth thinking about and paying attention to.
In the past, the platform did not allow merchants to repeat the distribution of goods, what does it mean?
For example, if I sell a bottle of drink, I put the link of the drink on it, and the keyword corresponds to the drink that "replenishes water and quenches thirst".
Well, this product is fixed, and a link corresponds to this single item.
If I still want to increase the need for "replenishment", I have to use another product to make a separate link, and the product must be different, otherwise it will be judged as a duplicate distribution.
However, today the platform is changing and is beginning to encourage merchants to do "multi-link layouts for the same product".
What does that mean?
We have the same product, even if the style is exactly the same, but as long as we find the needs of different scenarios and use different materials and keywords to generate different links, that is, to make differentiated links for the needs of different scenarios, the platform will also give traffic and order conversion.
This is a very important change, and it is also a sentence I told you at the course site of "Video Broadcasting Era, Enterprise Global Marketing Rapid Growth System Class": Today, on the Internet, we must learn to add sales and subtract from the market.
If you haven't understood this yet, then you need to listen carefully.
Let me ask you a question, what do you think, what is the freedom of business?
The freedom of business, it's not that I now have a product that can meet the needs of customers, this is called "cloze in the blank", what are you missing now, I know the correct answer, I will fill it in.
What is true freedom?
I can always provide different options to different customers, do multiple-choice questions, and ABCD can provide them all.
The freedom of business comes from having more choices.
For example, when I was making books, I went to other bookstores to see how they were doing.
I found a problem, under normal circumstances, in a bookstore, everyone will do a good job of classification, such as finance, management, marketing, workplace, personal growth, psychology, philosophy, children, etc., very fine.
However, in general, bookstores will only put a book in a fixed place, in a category, for example, the book I read is Drucker's "Effective Manager", which is placed in the category of "management", and you can't find it anywhere else.
Of course, there is nothing wrong with this categorization for the most part, because bookstores need to help customers find the books they are looking for quickly.
However, I have read this book carefully, and I know that it is not only about management, but also about the cultivation of personal psychology of managers, including the management of time, the improvement of workplace literacy, the cultivation of values and the management of the organization.
As for me, I made an attempt, I took a copy and put it in the category of "personal growth", and I watched to see if anyone would read the book.
At that time, it was 19 years ago, the Internet was not particularly developed, and there were still a lot of people reading books, and it didn't take long for me to find that someone came to the category of "personal growth", picked up Drucker's book and began to read it carefully.
This gives me a certainty.
Therefore, when I plan the whole book, we will also do label classification, talk about finance in one piece, talk about management in one piece, talk about personal and workplace in one piece, which is to quickly help customers identify their needs.
However, I would put a book in at least five or six different categories.
As long as the book covers different categories, I'll put it in.
Because of the same book, everyone's focus is different, just like "Effective Managers", some people learn how to manage, and some people learn how to manage their time.
The same book, in fact, can face different groups of people at the same time, solve different needs, different problems.
Then, for an enterprise, when we can add different user types and different scenarios on the basis of the same product, it may increase the number of users and bring more sales opportunities.
So why don't I do it?
The same logic is true for today's platform shift.
Today, many people like to do one thing in e-commerce, I open the list, I see what sells best, I just stare at it, analyze his products, people, needs, and then I also sell the same single product.
We found that 90% of the merchants are staring at the 50% of the demand, repeatedly doing homogeneous competition, and everyone is rolling around, just thinking about how to kill the opponent.
In fact, there is still 50% of the remaining demand, which is that there are no merchants to do serious research and develop new traffic and scenarios.
This is a great waste, because with the same product, we can dig out a lot of different user needs.
For example, we have a student, mainly the ornaments of a certain trendy IP toy, he told me that there are too many people who say that the platform is doing it, and they are all competing, they have no advantage and don't know how to do it.
So, I asked him, is this product designed and produced by ourselves? What elements are used, what materials are added, and what kind of technology is needed?
The boss replied fluently, and I asked him, since we have such a good design, production and manufacturing capacity, as well as rich experience and production capacity guarantee, can I only produce this small toy, and I can't do anything else?
The boss said of course not, we can also make a lot of things, make other toys, pendants, small gifts can be.
I wondered, and I said, "Then why don't you do it?"
The boss said that I hadn't taken any other orders before, and I didn't know if it was good to do anything else.
I told him, that's why you're coming to our course, you're going to learn.
We have a lot of operators, who have been doing business for more than 10 years, and their thinking will form an inertia, I am making such and such a product, and I will sell this product.
What is it called? This is called "looking".
All he sees is the product, just a certain type of customer needs.
We say that "if there is an empty phase, everything that has a phase is false", and a specific product is just an appearance, an empty phase.
So, what's really important?
First of all, the first is the core ability that we can manufacture the product, not the product itself, but our ability to design and produce the product, which is the "cause".
Second, we start from the source, I have these design and production capabilities, so what are the scenarios that I can apply to? This is the "edge" part.
When the causes and conditions are aggregated, it is the coming that you can get the results.
That's why we have to add to sales and subtract to the market on the Internet today.
So, what should we do on e-commerce platforms today, including short ** platforms?
We use the current core products, with the help of old customer tags in the past, to do user portrait analysis, including on the Internet, with the help of different keywords, as the contact point of the network radar, to obtain different types of customers on the network, and analyze his needs.
For example, I am making Bluetooth speakers, which link do I have an advantage in Bluetooth speakers? This is my core competency.
Then, I analyze the customer's needs and scenes, square dance, KTV, home theater, office and other scenes, can we do it? Can I satisfy them?
Then, for the same category and scenario, you can lay different keywords and play different needs.
For example, when I play square dance, I can play very loud, when I am in KTV, I can adjust the sound quality very well, when I am in the home theater, I can make the sound three-dimensional, and when I go to the office, I can go to noise reduction.
As long as my core competence can meet these needs, then the keywords and imagination space we can lay can be magnified by at least 10 times, and my same product can leverage the needs of many different scenarios.
Then, we go to the short ** platform, stand in the dimension of different users and different scenarios, and open different short ** accounts in a targeted manner, so that all the content of one account can be played around the needs and scenarios of this group of people to do accurate communication and conversion.
But in fact, the products of my countless accounts are essentially the same, but the materials I display are different, and the people and scenes I target are different, but the market that my products can leverage is countless times larger than before.
Moreover, in terms of content materials, we can use AI, such as Wensi Ziya's professional marketing AI.
Let's build a framework for transformation, let AI write different content for scenarios and needs, and then put the corresponding picture materials into it, let AI edit, and immediately make countless ** for you to run traffic and do tests.
In the end, we can optimize a high-conversion content for replication at the lowest cost.
This is the marketing method in the era of video broadcasting, even if it is the same product, we can leverage different groups of people and scenes to create a huge market. Author: Shan Renxing.