According to the official news of Taobao, from February 1, 2012, Taobao Express and Tmall Express were officially split. According to the current news, the rules have not been changed, but Taobao's move is undoubtedly to further strengthen the supervision of the market. Businesses engaged in e-commerce, especially those who opened stores on Taobao, know that the direct bus is the most direct source of traffic in the station. According to the official data of Taobao, the direct bus traffic accounts for a large part of the traffic of Taobao businesses at any stage of development.
(The data in the figure above is from 2011)
Traffic saturation in Taobao cannot be avoided
According to the data in 2011, natural search traffic accounted for a large proportion, especially when the initial funding was tight, but to achieve a breakthrough, we must strengthen the investment in advertising expenses to obtain more traffic. However, as the traffic competition in the station becomes more and more fierce, the click price of the through train is also getting higher and higher, and even there is no display for 3 yuan. This has put a lot of pressure on small and medium-sized sellers on Taobao, and their survival has been increasingly tested.
In November 2011, I learned about the resource allocation of Taobao's hard advertisements in 2012, as shown below:
According to the above figure, we can see that 90% of the advertising traffic in Taobao is blocked by 10% of the big merchants, and the remaining 10% of the traffic is also in the hot stage of the competition in the drill show system. We can see that the traffic in Taobao has been seriously saturated, and the competition for direct trains, drill shows and various activities has increased, and the survival of small and medium-sized businesses is also facing increasing challenges. Taobao itself has developed this problem, so it launched etao shopping search, integrated Taobao Mall and B2C merchants, and provided free off site traffic for merchants.
As a merchant, how should I promote outside the station?
Off site promotion can also be divided into paid and free traffic. The conversion rate of both free and paid traffic cannot be compared with that of on site traffic. Because there is an essential difference between the two kinds of traffic, the traffic inside the station is the traffic with strong desire to buy, and the traffic outside the station is the traffic with strong doubt. We are familiar with the following effective ways of off-site marketing: SEO, SEM, soft text, microblog, Taobaoke, hard radio, CPS cooperation and other technical promotion and cooperation. The most secure part of this is the cooperation between Taobao customers and CPS. In fact, strictly speaking, Taobao customers are also a kind of CPS cooperation, but today Taobao customers have shown their own characteristics, so I also distinguish Taobao customers from other CPS cooperation.
Which businesses are most suitable for Taobao customer promotion?
In fact, all Taobao merchants should do Taobao customer promotion, because the risk of Taobao customer promotion is very small compared with the launch of competitive advertising and hard advertising, which is basically zero risk, because the commission is paid after the order is completed, and the commission can be adjusted according to the merchant's own situation.
Future trends of Taobao customers
According to the official data of Alibaba Alliance, the number of people registered in the Alliance is nearly 2000W, and most of them are Taobao customers. Taobao customers are also facing huge competitive pressure. In fact, only when there is pressure can there be power. In the process of continuous development, many Taobao customers' promotion methods may be unheard of. For an enterprise that needs rapid development, Diversified promotion methods are very necessary, and Taobao customers can obtain the results of a variety of marketing methods by one marketing method.
