Community Marketing Has Become A New Leader In Agricultural E-Commerce

E-commerce is the trend, and e-commerce is also a problem. Analysts in the e-commerce industry say that the average cost of acquiring a new customer is more than 180 yuan. E-commerce companies cut off the circulation, it seems to reduce costs, which is why e-commerce is cheaper. E-commerce cut off the circulation, but it also lost the marketing grasp, which increased the cost of acquiring new customers. This is the difficulty and confusion of e-commerce.

Grab of traditional sales

The core of marketing is layout, because marketing is not a short-term effective work, it needs a long-term layout, and it accumulates. For example, the formation of brand influence, traditional sales, channels are the promotion work carried out by channels and rely on channels, such as in-depth distribution, terminal promotions, terminal interception, etc.

Compared with multinational companies, Chinese companies are undoubtedly in a disadvantaged position on the brand. This phenomenon cannot be changed in the short term. Therefore, Chinese companies must find a competitor to compete with multinational companies. For some multinational brands that perform poorly in China, the important reason is that they rely on the brand. I do n’t know how to leave the channel as a grab, and many sales work simply cannot be launched.

E-commerce stickiness

E-commerce has cut off the circulation link. Although it has reduced costs, it has also lost the grasp of sales. E-commerce has its gains and losses. Losing the grip on sales, e-commerce has to take measures to increase customer stickiness. This is a way to increase the return rate for old customers, but it is not effective for acquiring new customers.

New e-commerce player: community marketing

The lack of platform e-commerce, the huge merchant group and the lack of platform interface are contradictions that can never be reconciled. If you can't find a way from outside the e-commerce platform to direct traffic to the e-commerce port, the price of traffic on the e-commerce platform will only get higher and higher.

In the era of mass communication, it is difficult for niche companies to find niche communication channels and they have to participate in the competition of mass communication. China's marketing is gradually entering the era of segmentation and coincides with the era of decentralization, which is actually a good thing.

Based on dissatisfaction and fear of Ali's monopoly e-commerce platform, when a strong community (public account, community circle) appeared on WeChat, many people hoped that WeChat would become a new e-commerce platform, forgetting the basics of WeChat as the media Trait, its basic function is communication, communication and interaction, but it is expressed in a community way.

As a communication tool, the community is an effective tool to break the monopoly of e-commerce on the platform, just as the brand created by mass communication offsets terminal hegemony.

Mass media, first of all, is the media, as long as it has a readership, it can be commercialized as a tool for commercial communication. Community, it is also a communication medium. The disadvantage is that the scope of communication is a bit small, but as long as there are enough groups, it can be commercialized, and it can also be used as a communication tool.

If there is no community, the operation of the e-commerce brand has been gradually standardized, the space for e-commerce marketing has been compressed, and the purchase traffic has become a sign that the e-commerce merchants are disarming the platform.

To get new marketing space, e-commerce merchants must grasp the grasp of the community. The community is a force independent of the e-commerce platform, a position that can guide new traffic, and a new space for e-commerce marketing.

The community has two major flaws. One is excessive fragmentation; the other is basically a weak relationship. This requires community integration. Keep in mind that using traditional centralized media is simple, but requires sufficient money; using decentralized media such as the community does not require a lot of money, but it must require you to have sufficient integration capabilities.