What are the e-commerce marketing models? What are the ways to do e-commerce marketing well?

In the fierce competition among e-commerce platforms, major e-commerce companies use various marketing methods to gain consumers' attention. Some excellent marketing methods can attract the attention of a large number of consumers. The more people follow, the greater the traffic. What are the e-commerce marketing models?

Vertical type:

Mainly operating a single category. A very important feature of vertical e-commerce is that the goods sold are all self-operated. This type of e-commerce mainly operates in a single category. Companies generally obtain the agency or distribution rights of certain brands and make profits by earning price differences, such as Yougou, which specializes in shoes, Youhuo, which specializes in clothing, and Jiuxian.com, which specializes in wine. In the mobile Internet era, a large number of vertical e-commerce APPs have sprung up like mushrooms after a spring rain, such as Chun Shui Tang, which sells adult products, and SF Express Select, NetEase Select, etc.

Hybrid type:

Vertical e-commerce will inevitably encounter bottlenecks when it develops to a certain extent. The most effective way to break through the bottleneck is category expansion. For example, JD.com, which started doing 3C digital, Jumei and Lefeng, which specialize in cosmetics, and Amazon and Dangdang, which specialize in books, have now developed into e-commerce platforms. Of course, I believe they are more of the inevitable result of capital operations. The characteristics of these platforms are self-operated + stores, self-operating original advantageous categories, gaining more bargaining power by expanding market share, and earning the sales difference from suppliers; introducing more categories of brand merchants to settle in and open stores, and through commissions , service fees, advertising fees and other income.

Flash sale type:

Flash sale websites are essentially platforms, but the difference is still very big. The flash sale platform does not have a store, and only offers limited-time sales on a brand-by-brand basis. For example, Vipshop and Juhuasuan, the main core competitiveness of this type of promotion is limited time, limited quantity, and lowest price. In addition, in order to establish barriers to competition, Vipshop has built its own warehousing and logistics system to ensure consumers’ shopping experience. Many people complain that the delivery time is long, because after all, the brand has to send the goods to Vipshop’s warehouse. The advantage is that Vipshop will hold user information tightly in its own hands to avoid loss.

Shopping guide type:

Mainly engaged in traffic distribution, the main profit model is to earn transaction commissions, such as some shopping guide websites such as 9 yuan 9 free shipping, cabbage price, and rebate network. They mainly rely on commissions from Taobao customers. Large-scale Taobao customers make considerable profits. There are also some coupon distribution platforms that are also Taobao customers. Large-scale shopping guide websites will also combine CPC and CPM. The earliest ones are Meili Shuo and Mogujie. It is a social shopping guide website, which was also the best shopping guide website at that time. Now it has been transformed into an e-commerce platform. There are advertising spaces that charge based on impressions or clicks. Live streaming became popular in the second half of 2015, and shopping guide live streaming also emerged. Through live broadcasting, broadcasters try on clothes, cosmetics, etc. on the spot to provide consumers with a more intuitive shopping experience and improve conversion rates.

Buying hand type:

Buying finger is to grasp fashion information and fashion trends, which can help consumers purchase goods from all over the world, or have a group of fans. Able to grasp certain orders. Meilishuo HiGo and Oxygen both use this model. Through fashion buyers around the world, they collect fashion items and provide them to consumers.

Content type:

Generate content profit through the model based on OGC, PGC or UGC. Xiaohongshu is a typical example. Xiaohongshu users post on the APP When searching for shopping lists, Xiaohongshu uses data analysis to find popular items and purchases them by itself for related sales. Another example is what is worth buying, which is also based on the integration of overseas shopping discount information. In essence, it is also a shopping guide.

In order to cater to users’ shopping needs and to keep users in Taobao’s ecosystem, Taobao has been vigorously supporting Taobao experts in the form of PGC as shopping guides in the past two years. Functions such as shopping lists make high-quality recommendations for users and guide shopping decisions. Content-based vertical e-commerce companies mainly make money through price differences, while pure content companies mainly make money through sales commissions. Of course, many soft-article writers also charge per article.

Service type:

Mainly refers to companies that provide e-commerce supporting services on e-commerce platforms, such as agency operations, and make money by helping brand owners operate online stores and collect service fees. , agency operations generally provide a series of services such as store decoration, design, photography, customer service, warehousing, and training. This is the preferred entrepreneurial direction for many friends who are doing business around me. It must be mentioned that there are also gray products here, such as search optimization, which has derived services such as brush orders and empty packages.

Technical type:

Profit through technical products and services. For example, Taobao seller service market provides product management, order management, OA, data analysis, marketing tools and various system tools. Marketing tool for businesses. Taobao's open platform provides many entrepreneurial opportunities, and sellers' demands for fresh marketing methods have spawned a large number of software applications.

Faced with the various needs of consumers, there are various roles in each link from producers to consumers. In this market, there are also thousands of profit models. What are the ways to do a good job in e-commerce marketing

Method 1: Price war

Price war is a method often used by merchants in the same industry, and it is also the easiest way to cause the enterprise market to lose control. a marketing method.

When the price war is launched, merchants enter an endless loop. It is difficult for anyone to get out of this loop. They always think that if they give up like this, they are persisting in this war in vain. The end result is nothing more than damage to the merchants, reduced product quality, and serious harm to consumers, who no longer choose to trust the merchants. This will be a war in which the gains outweigh the losses. It will really cost you both your wife and your troops.

Method 2: Advertising Communication

Spreading the word is the true purpose of advertising. In Yunnan’s entire network marketing, whether it is WeChat marketing, Weibo marketing, online promotion or brand integration Marketing plays the role of communication. In today's era of serious product homogeneity, more and more companies have realized the importance of communication, through which they can create differentiated brand competitive advantages. However, it should be noted here that advertising is allowed but not required. Advertising too frequently will only tire and bore your audience.

Method 3: Terminal Promotion

The advertisement mentioned above is a way of publicity to let the audience understand the company or brand, but what really makes consumers consume is sales terminal promotion. . It is the role of terminal promotion to create consumers' impulse to buy. Use various POPs, small gifts, posters and introductions from sales staff to encourage consumers to take action to purchase products. Terminal promotion can have closer contact with consumers, the effect can be evaluated, and it is highly controllable.

Many companies do not know the importance of terminal promotion, so when they start marketing, they always spend too much money on advertising, but the results are unsatisfactory. Combining aerial advertising and terminal promotion can play a greater role, effectively occupy the market, and work hard behind the terminal.

Method 4: Charity Marketing

Public welfare activities are usually done to give back to the society and assume social responsibilities. Many people think that if a company engages in charity activities, it is nothing more than a loss-making process. Buy and sell. In fact, it is not the case. Charity activities are more like long-term marketing activities in nature. Expressing a company's social responsibility through practical actions can make the audience have a good impression of the company. In fact, doing so is a disguised form of corporate image advertising.

Method 5: Word-of-mouth marketing

Word of mouth spreads the various advantages of the product through the use of enterprise products, which can make the product and even the brand popular in the market. This is the huge role of word-of-mouth marketing. Among the many marketing touch points, word-of-mouth marketing is of great importance. So how to form a good reputation? Word-of-mouth is closely related to consumers' user experience. After a consumer experiences it and feels that the effect is much better than expected, he will naturally spread the word by word of mouth. This method of communication is more convincing than advertising and basically does not cost anything. of.