Five years ago, China's e-commerce business was basically in an era when prices were king. It focused on attracting consumers' attention with vigorous price promotions and cultivated the first batch of e-commerce consumers in China. Three years ago, the word “traffic” began to rise. Both the Amoy brand and the traditional brand joined the flow war. It seems that only the “Chuanliu” can “uninterrupted” and it also declares that the e-commerce traffic is the arrival of the king era.

Traffic is the premise of e-commerce transactions, just as traditional routes do not talk about business without visitors. At the same time, the major manufacturers are also conscious of the flow of traffic, have spent large resources on the purchase, have used traditional media to divert, and even more, have used the Internet naval forces to “brush” traffic. When UV (traffic) is clearly priced, it has violated the spirit of fair and free Internet “grassroots dream”.

All problems that can be solved with money are not the key to success. The author hereby boldly appealed that: Internet thinking with traffic as king is about to end, enterprises should gradually change their mind from traffic thinking, and be positioned as a fine CTR (transition purchase) thinking.

The high flow rate is high and when the price of UV goes up all the way, the flow reflects only the hard power of the capital, while the CTR reflects the soft power of the enterprise. The flow is valuable, and the conversion rate is priceless. How traditional companies upgrade CTR is the key to competition in e-commerce platforms.

First of all, the products that connect "electrical" are always more important than large ones. In the Internet era, a good product is the largest marketing, traffic can only let us find consumers, suitable for e-commerce products in order to allow us to retain consumers and form a reputation. Coca-Cola's activities in e-commerce activities will be very large, but the CTR is very low, the sale of three squirrels "Double 11" may reach Coke sales in e-commerce for six months. If a well-known brand is an e-commerce company, if they only use the Offline product Online, they will never play the Amoy brand. Instead, they will be dismissed as boring by the “Pan 90”. Therefore, different packaging, different functions, different experiences, and in short Only if the products under the line are more interesting, sentimental, and forcible, can they have the possibility of online success.

Second, the "electrical" marketing strategy: the Internet provides enterprises with a great deal of convenience, now everywhere on the Internet can see articles, stories, pictures, videos, seemingly content, in fact, advertising. But what about it? As long as you are willing enough, consumers are willing to listen to your story and agree with your story. That's enough. It is the first step to take “Electrical” products to the market. You have to put “compassionate” on the Internet. These assets can provide you with brand exposure and loyalty. Is the immutable Slogan (brand slogan) really important? Who cares about "a source of water for the world" and is it related to "post-90s"?

Finally, customization will eventually become the mainstream, "if you want to be friends with me, please prove your sincerity", sincerity is created specifically for TA, just as the unified Assam (now renamed as the clear blue) of instant milk tea TOP1, Not long ago, he created a unique singles bottle, hand-painted by a well-known illustrator in Malaysia, a package full of good mood, to the Tmall supermarket home page as the world premiere, and then in the video, microblogging, everyone, Schools and other media channels to do publicity, so consumers grab crazy, set a "double 11" the day the whole network sells 1 million bottles of the amazing record, buy a collector's edition of milk tea, are not willing to drink a lot of people, this It is the charm of customization. Whether or not Taobao can be exterminated in the era of Industry 4.0 is too early to speak of, but under the C2M model, the traditional enterprise will enter a more personalized intelligent manufacturing mode, which will become a trend. The customized products are the main means of overtaking.

In today’s era of cold violence, there may be fewer cases of weaker and stronger players, and the Internet is a good platform for clever wins and excitement. Content is always more important than resources.

Some people lamented that e-commerce is changing too fast. Today, the price is dominant. Today, UV is the king, and tomorrow's CTR wins. What about the day after tomorrow? I don't know, but I'm not sure what to do with it, but I would like to say that the day after tomorrow is beautiful.