Many entrepreneurial stories are about how to create a business model, how to open up a blue ocean market, and how to obtain income by providing unique services and products. But in fact, as I said before, taking advantage of the situation is also a good entrepreneurial model. Giants have successful products and successful business models. All you need is to build some additional services or tools on top of it. , And then rely on him to achieve yourself.
In a sense, we who do self-media are actually relying on the WeChat platform to slurp food. Contribute valuable content to WeChat to form coexistence. So small programs, micro business, third-party platform services such as Youzan, Weimob, and tool platforms like Weiqing, etc., and so on.
Symbiosis with giants is a big topic. I have said some intermittently in the old articles, and I can't write so much today. Today I will only talk about some typical ones. The Baidu Alliance that I mentioned before will allocate more than tens of billions a year, and the Taobao Alliance will allocate more than 20 billion a year. Then some people say that there will be more last year. This depends on the interpretation of the financial report, but 20 billion. The above must be true.
Giants are willing to spend money to buy traffic. The threshold is actually not high. Many people rely on this to make money. Of course, many people think they haven’t heard of it. They didn’t see any news that said who made much money on this thing. Ali won't let anyone make this money, right, from ezbuy to Mogujie, Ali will have nothing to eat after a single kill, right?
Well, you will only see this news when the XX platform is blocked by Ali. Who will tell you if you are making money?
There are still a lot of people who make a fortune with a muffled voice. The gameplay and routines of the Guangtaobao Alliance are not too much to write a series. But I’m not good at this. Today, I only share some simple experiences. Those interested in children’s shoes need to dig deep.
First understand why the giants spend money in order to obtain increments.
Alibaba didn't deal with Baidu before, so I am embarrassed to get traffic directly from Baidu, then someone will run this leg, and if they play well, they will make a difference. Ali did not deal with WeChat, he played big, was blocked by others, and created such a demand for running errands to direct traffic from WeChat to Ali, then these people must be driven by interests.
But as players in the alliance, those who make money, they also have their own logic. In fact, inventory is easier to realize than incremental. What is inventory is that it is a Taobao user and a loyal buyer of Taobao. Now let these users If you take a hand from me and become my deal, won’t the commission be paid?
For existing users, the cost of education is lower, the conversion rate of user transactions is higher, and of course the rate of return is higher. But for a giant, if you grab its existing users, think about what the giant will think. The giant will think that you are of negative value, which will only reduce the seller’s profitability, because you do not bring in new users, but additional The commission is divided.
So the giants must not like to grab stock users, they must like to provide incremental users .
But everything is that ideals are one thing, and reality is another. Incremental users and existing users are not clear-cut, but can be separated simply and clearly. On the Internet, too much traffic in a vague area cannot be defined. So, for the giant, what is best for him?
The competitive environment.
Baidu was the same. After Google entered China, the Baidu Alliance became better on the channel. Once Google withdrew, Baidu felt that the money allocated to the channel was too much, and began to collect all kinds of chicken thieves. When the 360 search started, Baidu was busy again and began to spend money outside.
Google actually does the same thing. After they control the Android system, they regard Android phone users as their search inventory users. If you want to talk about search sharing with Google on the mobile terminal, it will basically be useless. Of course, content advertising can still be used. Points, this is another story.
Ali felt that when the world was settled, Mogujie was worthless in his eyes. But when the WeChat business on WeChat became more and more popular, Taobao coupons began to be overwhelming. Therefore, the future tight budget of the Ali Alliance does not depend on Ali or the power of these channels, but on Pinduoduo, JD, and Youzan. As long as you see that Pinduoduo is still challenging Ali's market position, you can rest assured that you can still take the money from Taobao Alliance.
Let’s talk about something specific,
How to get the stock users.
The so-called stock users are what I used to say before, selling the traffic of giants to giants. The frequently said keyword, attribution hijacking .
1. URL hijacking. In the past, browsers and various toolbars were often used. Users bought things on Taobao. After the browser secretly added a tail to the URL, it became his channel transaction, and the commission was divided.
2. Cookie hijacking. In order to please the channel, many alliances said that the users you brought to me did not have a transaction at that time, and there will be a transaction in the future, which is also yours. Then this is achieved by recording cookies, as long as the channel brings users in for the first time On the platform, transactions in the future are counted as channels.
The smart guy thinks that I don’t actually need to bring users into the platform, I just pretend to bring them into the platform, and save the user cookie. In the future, users will always use Taobao to buy things, and it won’t be mine. What.
So there are many forms, such as secretly accessing Taobao in the background, such as opening Taobao through the pop-up spam traffic channel, never expecting that these traffic can be directly converted, all waiting for subsequent users to actively purchase Taobao.
3. Relevant advertising. For example, if I buy the keyword Taobao, will the conversion rate be extremely high? That's almost certainly right, because the users of Taobao search are all loyal users of Taobao. It’s that many natural search users have become channel users, right? Do you think Taobao will allow this behavior, and do people really buy keywords like this? I just searched for the keyword "Taobao" on Google. One is indeed an advertisement. Guess whether it was bought by affiliate channels or Taobao. I guess it was bought by affiliate channels.
There are also many Taobao links on navigation platforms, which are actually used to grab stock of users, but there is no way. This is a toll. This is the so-called fuzzy zone. You can't say whether you don't give money or not. People really don't give you a place. The daily visitor, the increase in stock is actually unclear.
4. Rebates. In the past, many rebate websites and rebate apps used commissions to supplement the existing users. Later, Taobao Alliance adjusted multiple strategies and various restrictions, but now it is much less. Of course, coupons are now popular. This is another gameplay. The goal is to absorb traffic from WeChat and other social platforms. Well, now there are still coupons + rebates, which is a fuzzy area.
Here is an article, I recommend Lao Hu: Vernacular interpretation of Taobao Alliance 506 Social Taoke New Deal
Don't just look at the title and conclusion, look at the details of the content, and the logic of history.
5. Special resources, this will not start.
For example, the previous article that Lao Hu deleted after it was made public, the dismantling of the scheme of earning 10 million Taobao commissions on Double 11 is a very typical example of realizing the realization of existing users through special resources. So why is it that this method cannot be sustained? This is too typical and too clear that the stock users have realized, how can the platform allow this mode to exist for a long time.
Therefore, if you want to continue to earn platform commissions and platform money, you must remember this. The platform is unwilling to give you the money of the existing users. If this kind of money is made soon, the platform will sooner or later block it.
Therefore, the above-mentioned means of acquiring stock users, basically, at the current stage, may be ineffective.
But everything has a but!
Let me tell you an unspoken rule. I hope Ali’s classmates will not beat me.
In certain scenarios, the stock replenishment increment is acquiesced!
What is the stock replenishment increase? Let me first talk about a phenomenon. Many senior Taobao customers will find a phenomenon. The rules of Taobao Alliance are not completely restricted in accordance with the rules during the implementation process. This is what Lao Hu mentioned when he dismantled the case. Some things that are not allowed by the rules are not so strictly prohibited on some occasions. Why? The so-called water is clear and there are no fish, sometimes it is for the alliance ecology.
Why is there such a saying, in special scenarios, Taobao has to pursue increments in specific areas, and at the same time there is pressure on cost accounting, so for the alliance channel, to completely become incremental users, Taobao customers are also facing the cost of acquiring customers , The cost is too high and the commission cannot be covered, so they are naturally reluctant to invest. In order to encourage these alliance channels to pursue increment, they acquiesce in stealing some stock at the same time, flattening the cost, and making money. This is the so-called stock replenishment increment. For example, if you buy Taobao keywords on Baidu, the Taobao Alliance will probably ban your account, but you buy some Taobao keywords on Google overseas. When they expand related overseas markets, they may encourage you to invest. Open one eye and close one eye.
Therefore, many Taobao customers will be depressed. Why do they not let you make good money in the past? Now and then, in special scenarios, in order to encourage you to invest in incremental users, you will acquiesce in stealing some existing users and wait until others. Think that the time is right, if you steal the existing users like this, it will not work.
Let's talk about how to use incremental users
This route is too much.
SEO is not okay, it is definitely possible to do it. For example, someone found a channel that used Zhihu and sent a link to see it. Talk about an arbitrage opportunity with tens of millions of traffic . Of course, after the announcement, it is estimated that it will soon be abused in various ways.
SEM is okay, and it’s okay to be able to play, but Baidu’s keywords are usually expensive. If you don’t know how to play, you can only contribute to Baidu’s financial report. There is an article worth looking at some of my previous experience and experience as a bidder
It seems to be just one sentence, and all kinds of tuition fees are smashed, don't ask me how to learn, I don't charge IQ tax without an apprentice.
WeChat shopping information group is one of the largest channels, but WeChat doesn't like this group very much.
WeChat large, frankly speaking, no one dares to do it, afraid of blocking.
Weibo large, well, it can actually be done. Today, I also saw advertisements on Weibo pushing Taobao rebate tools.
Is QQ group OK? In theory, it is possible, but it is said that the measured data is far inferior to WeChat.
Shopping guide platforms, Xiaohongshu, and anything worth buying, should all be big users of Taobao's external traffic.
Live video, net celebrities bring goods, um, there are also some, but many of them open stores on their own video platforms, or rewind their own stores.
No matter if there are any more, I don’t know. I can’t tell. Seriously, Taobao’s killing of ezbuy was a bad move. ezbuy actually contributed a lot of incremental users, and even without ezbuy, does lazada dominate Southeast Asia? Was beaten by various shopees. The opponent is so powerful and killed the friendly army first, and it also made various overseas third-party Taobao customer platforms fear that the allies are no longer loyal. To be honest, it is really unreasonable. It is estimated that it is also for the kpi of the year.
The most feared thing to make money for a giant is to kill the donkey, but this kind of thing will always happen. If the Sichuan University leads it, maybe this is life.
We can only hope that the competition between the giants will never end, so that in order to gain a competitive advantage, the giants will give out more money, so today's article, I also hope that readers can understand why the giants give money, and What is the logic of making giant money?
Finally, I will talk about the most basic logic.
Why has selling goods become the most popular way to make money in recent years? Why are all traffic platforms concentrated on rushing to sell goods?
Because of the huge overcapacity in China as a whole, whoever can sell things is the best.
It seems to be a matter of course. It was not 30 years ago. At that time, whoever had the supplies in his hand was the most powerful person, who was the most powerful person, who approved the bills, and handled the materials. As long as you can get the supplier, nothing is impossible to sell. of. Twenty years ago, selling an Audi A6 could earn up to 150,000. As long as you can get a car, you can definitely make a fortune. At that time, Beijing could buy a house with 150,000.
In an era of overcapacity, the ability to sell goods will always be valuable. But there will also be local black swan incidents. For example, the global shortage of masks in the past few months and the shortage of meltblown cloth have become a buyer's market. Whoever has the goods will be awesome.
Finally, to summarize, my article today is actually very general, but the three articles I recommend are all dry goods, which may be helpful for being a Taobao guest, or doing other things such as Jingdong Fenxiang, Flower Birthday Notes, etc.
The first article: Lao Hu: Interpretation of Taobao Alliance 506 Social Taoke New Deal in Vernacular
Part 2: Talk about an arbitrage opportunity with tens of millions of traffic .
Chapter 3: Some of my previous experience and experience as a bidding Taoke
Read it thoroughly, and you will understand this business better.
Thank you readers for your waiting. The recuperation is over and you are back full of blood.