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内容电商研究报告关键看带货社交平台向电商对接红人私域流量
格隆汇 07-17 10:48

作者:Mr.QM

来源:QuestMobile

内容电商定义:指以消费者为中心,围绕IP、KOL、直播、热点事件等进行内容创造,实现商品随内容的同步流通与转换的目标,从而提升电商营销效果的一种电商模式

内容电商时代来临,载体并未改变,模式从软广告植入带货向强推荐演变,本文将从两个方面阐述内容对带货和电商的影响

为什么要发展内容电商?

1、移动购物行业对用户的获取成本愈发高涨,正寻求能够低成本实现高转化的拉新促活方式,行业对用户注意力的争夺也同样受到了来自短视频的冲击,月人均使用时长明显放缓,这也为短视频带货提供时长基础

2、虽然头部电商合计规模已超8亿,但CR3有所下降,电商行业对中小企业玩家仍然存在机会

3、在用户侧,移动购物行业迎来新的核心群体,90后+00后合计占比超四成,他们购物欲望强烈,虽然大部分人的收入可能不及年长群体,但易受到诱导,产生冲动消费,线上消费能力明显高于全网总体

4、新时代的年轻人属于乐享一族,纯粹的购物流程逐渐难以满足他们追求娱乐化、社交化的生活方式,相比逛电商,90后00后们更喜欢聊天互动、看视频、听歌,电商行业需要针对他们有所改变

5、经由以分发内容为载体的红人私域流量,内容电商改变了传统电商原本的流量获取方式,减少“货找人”的环节,节约相关营销费用,降低获客成本

6、内容电商能够实现多方位赋能,给全链条参与者带来新价值

现阶段内容电商的两种发展方向

1、现阶段内容电商的发展分为两种方向,一种是电商平台构建内容,改变了原本的流量获取方式,另一种是内容平台的电商化,通过向电商平台导流、或是自建电商,实现平台商业变现

2、方向一:电商平台的内容化

2.1 头部平台大力发展内容,借短视频、直播构筑消费新场景:直播+电商的融合,正成为商家触达消费者最直接也是最重要的途径之一,美妆、服饰、消费电子等行业的商家都拿起了直播工具

2.2 垂类平台继续深化内容建设,凭内容吸引目标群体:主打女性时尚电商的蘑菇街,在APP中将图文、直播等内容元素位置靠前展示,以KOL吸引大量想在一定消费限度内穿出个性、追随潮流的元气少女,同时采用公众号+小程序的方式实现对轻熟女性的引导,现阶段蘑菇街已获得2100万活跃用户

2.3 传统品牌尝试内容,借热门IP实现迅速起量:优衣库UT系列凭借持续展开的跨界合作实现快速起量,吸引大量具有中高消费水平的年轻一代关注

3方向二:内容平台的电商化

3.1 社交平台向电商对接红人私域流量:流量明星和大V以微博作为聚集地,他们生产的内容与微博用户形成良好的联动,吸引大量年轻女性关注,再通过诸如微博信息流展示广告和链接的形式,向电商平台完成导流变现

3.2 社区平台加强和电商平台的联系:小红书不断专精社区建设,围绕社区属性加强和电商平台之间的联系,基于入驻红人KOL的购物笔记内容,促使用户形成在小红书种草-到电商平台拔草的习惯

3.3 视频内容平台陆续自建电商平台:短视频通过算法完成内容分发,再经由红人推荐、直播种草,将商品调性与目标客群瞄准匹配,极大缩短了用户的决策流程,刺激瞬间消费潜力,各平台纷纷试水,对满足条件的用户提供卖货功能,降低交易互动门槛

3.4 自媒体构建微信小程序电商,实现电商闭环:一些自媒体公众号也上线了独立小程序,例如“黎贝卡”以公众号垂类内容获得高变现价值的女性用户,完成市场细分,再导入到小程序变现构成电商闭环

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