How to Build Private Domain Traffic in 2021 to Seize the Social E-commerce Opportunity?

Initially, along with thee-commerce dividend,was bornmany Taobao brands, such as Three Squirrels, Handu Yishe, and so on.Nowthe social dividendhas just emerged，similarly will alsoappearmanybased on socialasscenario social e-commerce brands and community e-commerce brands.

So in specific operations, what should be done to keep up with the trend,using private domain traffic to seizeWhat about the early-mover advantage of social dividends?

We can see Alibaba, JD.com, Suning, Xiaomiin recentfewyearshave all been laying out social e-commerce,somesmall, medium and micro enterprises are also, according to their own positioning,enteringthe field of social e-commerce.

Largeinternet ecosystems,e-commerce platforms，cancombine resource integration capabilities,Leverage your own brand effect to quickly build your own social e-commerce platform brand.

But for small, medium, and micro enterprise entrepreneurs,there is just nosuch a largeresourceandstrength backingtobuild their own social e-commerce brand。sosmall, medium, and micro enterprise entrepreneursshould, based on their own business,adjuststrategy, for example, those doingcosmetics e-commerce,Ortraditional cosmetics chain stores can adopt a single-categoryverticalsocial e-commerce model.

1、How to builda single-categoryverticalsocial e-commerce?

The simplest approach is to import allofflinecustomerresourcesinto an onlinesystem for management, and at the same time, you can also output content through social media platforms (Toutiao, Weibo, WeChat, communities) to acquire seed customers and build a private domain traffic pool.

Then, by building a social e-commerce mall through a mini program, you can directly conduct marketing activities in the private traffic pool and promote product links, which can activate users and monetize them.

2, so what is the dividend brought by this social e-commerce model?

When we were running offline physical stores and traditional platform e-commerce, the customer traffic was very high. When we use private traffic+after building social e-commerce with a mini program, users can become the center of traffic. When we carry out marketing activities and promote valuable content, we can rely on sharing through user-to-user relationship chains to generate traffic fission.

For example,Acustomers (private domain fans) enter the mall through the official account and mini program to join a group buy, and can then share it to Moments, sharetogroups. At this time, it can be seen by manyBusers (new customers). In this way, relying on one interaction between users, we will bring100times,1000times the traffic and exposure. This is something traditional e-commerce and physical stores cannot compare with.

3、verticalThe brand imprint formed by social e-commerce brands!

Small, medium and micro enterprises building a single category ofverticalSocial e-commerce, even without a distribution model, can leverage users' social relationship chains to achieve traffic fission. This can generate large sales volumes and increase market share.

Whether it's a Taobao brand or a traditional brand, being able to build a brand and enhance premium capability comes from two things: first, quickly capturing the market through channels; second, through brand planning, positioning, and marketing, leaving an imprint in customers' minds.

This is just like Taobao brand Three Squirrels, which has the imprint of a cartoon symbol and an anthropomorphic imprint. Similarly, after social e-commerce brands enter and capture the market, they can not only make the first batch of customers remember us, but also rapidly spread and fission through social relationship chains, bringing in more fans.

Now, in addition to platform social e-commerce brands, various private domain traffic pools+content information flows+social e-commerce brands based on mini-programs have also begun to take shape. To seize the initiative, it is necessary to lay out in advance.

4, the top-level design and implementation approach for community e-commerce brands!

In today's era of social dividends, for small, medium, and micro enterprises, in addition to building social e-commerce brands, they can also build community e-commerce brands.

If you are a company making maternal and infant products, or if you want to build your own business model relying on communities, you can use communities as traffic scenarios and sales scenarios, and use users as sales channels to achieve rapid sales fission.

Because in the second half of the mobile internet, sales scenarios will increasingly be about people grouping by type, meaning people with different needs and different types will gather together.

As merchants, we can use the theme of the community to attract related maternal and infant groups together into our community. In addition to consuming our products, they can also serve as sales channels to help us sell products together.

We can imagine whether people who need maternal and infant products might have common groups, such as their classmates and relatives. These can allbethe seed users of the community，social distribution, turning potential customers into our consumers.

5, In the era of fan economy, amplify customer needs

When we gather people with common interests together through communities and turn them into seed customer fans, we can then provide a series of products and services based on the needs of one fan. For example, the maternal and infant group will need baby products and parenting content, and will also buy cosmetics they need themselves. This is completely different from the traffic logic of traditional e-commerce and offline.