Top of the Great Era

Chapter 1715 Content E-commerce
Zhou Buqi had a discussion about e-commerce with Chen Dong. It wasn't just nonsense, but he really had some ideas, "Niconico is doing pretty well on Tang Binchen's side, do you know that?"

"It seems to be pretty good."

Chen Dong didn't know much about the specific situation.

Zhou Buqi was dissatisfied, "Niconico is aimed at Two-dimensional, otaku and star fans, which highly overlap with the user group of Jingtao. You have to use this resource efficiently."

Chen Dongdao: "That's a video website. Jingtao is an e-commerce business. If you want to attract traffic..."

"It's not drainage!" Zhou Buqi interrupted him, "Your way of thinking is still a bit old-fashioned, you can do as the Romans do, don't be assimilated by the local e-commerce forces. Although e-commerce is also retail, it is the Internet after all. Have innovative thinking!"

Chen Dongdao: "niconico and Jingtao have some cooperation."

"not enough!"

"not enough?"

"I paid attention, but the content related to Jingtao on Niconico is still a little bit less."

"I follow instructions."

Chen Dong gave up, not understanding what Boss Zhou was thinking.

Zhou Buqi said: "The last time I had a meeting in Shanghai, I said it. In the new era, you have to develop the Internet celebrity economy, but you haven't considered it? Do you think I'm just talking about football, movies, mobile phones and wireless networks?" Man-machine?"

Chen Dong was very embarrassed, "I have thought about it, but I don't understand it deeply."

Zhou Buqi didn't compete too much with him, and said: "Internet celebrity economy is the big trend in the future, isn't the iPhone also an Internet celebrity product? Have you seen the iPhone advertised on TV?"

"Ah."

"Jingtao's current model is shelf-type e-commerce, including Taobao, JD.com, Amazon, and Rakuten Market. In fact, they are all the same. They are all shelf-type e-commerce. These companies have been working in the field of shelf e-commerce for more than ten years. After so many years, the foundation is much stronger than Jingtao. It’s not surprising that Jingtao can’t compete with Rakuten and Amazon in Japan.”

"Yes, shelves." Chen Dong agreed with this description, "Just like the shelves in a store, users come to pick products."

Zhou Buqi said: "However, users usually only go to the store to shop when there is a need. Few people go to the store when they are idle and bored. This is a low-frequency behavior, and the traffic is destined to be very low."

Chen Dongdao: "So we need to find a way to attract customers from outside."

Zhou Buqi said: "The idea of ​​drainage is correct, but it is still traditional. The logic of drainage is that we find ways, such as store promotions, such as decorating stores, such as launching new and more interesting products. Attractiveness, to attract users to come. A more advanced idea is to let users come actively.”

"initiative?"

"This is what I call the Internet celebrity economy. We must focus on finding opportunities at the content level. For ordinary people, going to the store is a low-frequency behavior, and the behavior of obtaining content is the high-frequency behavior. Few people go to the store to shop when they are idle. , the vast majority of people hide at home and watch TV.”

Chen Dong understood what he meant, and took a deep breath, "Do Internet content! Content around Jingtao's products!"

Zhou Buqi said: "Jingtao's sales promotion can indeed attract some consumers, but consumers are passive behaviors. They don't have subjective shopping needs. They just buy what they see is cheap. The same is true for physical department stores. Promotions are effective, but the result of price cuts is bound to be a decline in profit margins. The content is different. The content is a recommendation, which means that consumers have obtained a certain recommendation from other channels to generate their own shopping needs, and then actively come to Jingtao to shop. Content E-commerce, not only has a higher frequency, but it is also a dimensionality reduction blow for shelf e-commerce.”

"Content e-commerce..."

Chen Dong was in a daze. He felt that the flow of information was so intense that his brain was short-circuited.

Zhou Buqi said: "The best consumption is not consumption for commodities. How much is a commodity itself worth? More derivative value is the content. A T-shirt, the same style as Marilyn Monroe, You can have more sales and a higher price; the Three Kingdoms blind box sells so well in Japan, consumers are not buying the toy itself, but actually paying for the content. The blind box lottery game, the cultural characteristics of the Three Kingdoms, and the development of Niconico The box evaluation and the influence of the movie "Red Cliff" are all content. The content packaged outside the product can better stimulate consumption."

Just now when Hitoshi Yoshino was present, he also said that the economic crisis had a great impact on Japan, and the enthusiasm for consumption in the market fell intermittently.

07年的时候，日本的手机销量突破5000万台。08年金融危机爆发，销量直接暴跌到了3600万台，09年又跌到了3400万台。

Many times I stop spending, not because I have no money.

Instead, the impulse to consume has been lost.

Excellent "content" is an excellent way to stimulate consumption.

The most typical representative is the live broadcast e-commerce industry that emerged later in China. Once it appeared, it was vigorous and had a great impact on the traditional e-commerce model.

However, there are also high and low distinctions between live broadcast e-commerce companies. Low-end live broadcast e-commerce companies, like a low-end street vendor, keep yelling, talking as fast as a machine gun; It's like a show, calling on the audience to place an order through a show; there are also some lower-end ones, which use quarrels and fights to attract popularity.

High-end live broadcast e-commerce is like a scientist from NASA, who gave an astronomy class, and the children bought astronomical telescopes with a longing for the universe; it is also like a lecturer from "Hundreds of Lectures", who talked about a glorious and magnificent history , the audience will be curious and respectful, and will buy related books for further reading.

But whether it is acting, performing arts, quarreling, or grand lectures, it is actually content, and it is the active consumption behind the content.

If it is entertainment content with a wide audience, the consumption power will be even greater.

The most typical example is the Hollywood commercial blockbuster.

"Iron Man 5" was released by Marvel Pictures in May. Zhou Buqi has seen the relevant data. In the past four months, the derivatives market alone has brought 2 million US dollars in revenue to Ziwei Star Global.

The theory of content e-commerce is very cutting-edge.

Not to mention that it is only 2010, even in 2020, it is the most cutting-edge e-commerce theory in the world. Except for Chinese Internet people with extreme imagination and creativity in Internet business models, no one in the world can play it.

It’s not that foreigners don’t accept this approach, it’s that some giants, including Amazon and Facebook, lack similar creativity and execution. After TikTok launched a live broadcast e-commerce overseas, it also fascinated foreigners.

The idea of ​​content e-commerce is very advanced.

At this stage, it is not suitable to be placed in China, and neither is Europe or the United States.

Only Japan can.

Here is the most mature e-commerce fertile ground in the world.As early as [-] or [-] years ago, when there was no Internet, Japan's "communication industry" was very developed, that is, "communication sales", which relied on telephone, newspapers, TV, magazines, radio and other media to sell goods.

The "content e-commerce" model has actually appeared in Japan long ago.

At that time, some merchants advertised and sold goods in magazines. Interested consumers dialed the phone number left in the magazine to place an order, and left the delivery address, and then remitted money to the designated bank card, and they could wait for the harvest.

Later, someone discovered that this kind of hard advertising is not effective, and the sales volume seems to be better with the storytelling model.For example, if you write an article in a magazine, the important props in the article are the products you want to sell.After reading the story, readers will burst out with a strong desire to buy, and will actively call to place orders.

This model can be moved to the Internet.

It has been several years since Zhou Buqi sent Tang Binchen and Chen Dong to Japan to expand the market. Most of the time, the more he knows, the more he feels that the local people's business thinking is really old-fashioned and old-fashioned.

If there were such a good business environment and social atmosphere in China, the merchants would have already made their mark.It is not necessary to wait until short videos explode ten years later to have the opportunity to start a similar business.

This is of course a good thing for Zhou Buqi. The lack of a deep understanding of the Internet in the local e-commerce industry is precisely the opportunity for Jingtao to gain more market share after it has stabilized its foothold!
Around content e-commerce, Zhou Buqi told Chen Dong a lot.

He didn't prepare in advance, and he didn't ask Professor Han to help him make a closed-loop theory.But it doesn't matter, Chen Dong is his own person, so it's enough to explain the general idea clearly, and a little mistake in the details is not important.

To explain the theory clearly and how to do it in detail, Chen Dong has to think slowly and do it after he understands it.

Zhou Buqi said: "The content does not necessarily have to be video content. This is a generalized concept. However, this is a cutting-edge e-commerce theory, and you can't eat a fat man with one bite. Take your time."

Chen Dong thought about it slowly, and said slowly: "Well, deepen the cooperation with Niconico, and cooperate with some high-quality video producers."

Zhou Buqi smiled and said: "Yes, just like the unboxing video of the blind box, you can make more similar videos. The content should not be too direct, too direct will be too suspicious of hard advertising, and users will feel repelled. Integrate with video content. For example... Let me give you an example, didn’t I say that group buying in schools should be group buying clothing.”

"Ah."

"You can find some popular broadcasters, let them wear some Two-dimensional clothes, comics or game styles, and shoot a small video to hang on Niconico. This is in line with the positioning of the website, and it is also conducive to winning fans for them. It can also attract people to buy the same clothes.”

Chen Dongdao: "I know, I'm afraid that the actual effect is not very good, and the content traffic is still traffic. Niconico's traffic scale is far inferior to YouTube."

Zhou Buqi said: "Yes, first explore the model, and figure out the entire process and operation mode. Japan has this kind of market, so start experimenting. Maybe Tang Binchen will make a YouTube traffic comparison in the future." For higher products, Jingtao can respond quickly.”

(End of this chapter)