At the HMS Core. Sparkle e-commerce innovation salon, Huawei’s push service is geared towards e-commerce shopping scenarios. Based on the theme of “global precision marketing, accelerating user conversion” and combining its own diversified push functions, Huawei’s push service proposes “refined operations, global The concept of "Chemical Touch" has attracted the attention of many developers.
Since its launch, Huawei's push service has been favored by developers for its stable, efficient, and accurate message sending capabilities. As of September 2020, Huawei's push service covers more than 200 countries and regions, and the daily volume of messages sent exceeds 50 billion!
Taking advantage of the HMS Core. Sparkle e-commerce innovation salon this time, Huawei Push Service has proposed refined push operation recommendations that will help e-commerce applications increase retention, increase revenue, and reduce loss. The main aspects are as follows:
1. Crowd segmentation to accurately reach your target customers
. There are many products in the e-commerce industry, and the target audience is very wide. Finding the corresponding target users for each product is the focus of the current e-commerce push operation. One. The current Huawei push service supports the "audience grouping" function, which can filter out specific user groups based on user attributes and behaviors and perform differentiated push. For example, for maternal and infant products, use the "audience grouping" function to filter out women who have viewed maternal and infant products within a certain age, and push them new information on related maternal and infant products, and push products that meet user needs, and more It is easy to attract users to click and promote conversion.
In addition, you can also push products of interest to users according to user preferences, so that e-commerce push operations are more effective. Huawei Push Service provides a "topic subscription" function, which allows you to push relevant information based on the topics that users subscribe to. For example, using the "topic subscription" function of Huawei's push service, users who have subscribed to the topic of "beauty and skin care" will be notified about the price reduction of beauty products, or users who have subscribed to "pre-sale reminders" will be pushed to release new products related to their subscriptions Information. Use push notification messages that users are interested and willing to accept to bring subscribed users back to your application and attract them to consume.
Second, intelligent push, location-based O2O marketing
in addition to online sales, the line will be set up at most stores electrical products business of commodities more publicity and demonstrate the use of offline stores. At this point, you can use push to push offline store messages to Internet users, seamlessly connecting online and offline, and achieving the effect of "1+1>2".
The current Huawei push service supports the geofence push function. You can create a geofence with a radius of R meters by specifying a location and taking the location as the center of the circle. When the target user enters, leaves or stays in the geofence, push notification messages to the user . For example, an O2O e-commerce application can use the geofence push function pushed by Huawei to delineate one or more offline stores. When the application is authorized by the user, when a user walks near the offline store, the push is automatically triggered. Send users news about discounts in offline stores and new products to attract users to shop. Pushing through geo-fences can reduce offline physical stores' reliance on prime locations for shopping malls, and at the same time, it can pull new products and new store consumption more quickly, effectively increasing the conversion rate.
3. Globally facing, multi-time zone, multi-language cross-border marketing is
developing rapidly in the e-commerce industry today, and the globalization of the e-commerce industry has become a future development trend. The current Huawei push service basically covers the world, and supports multiple time zones and multiple languages Push to empower the globalization of cross-border e-commerce.
The multi-time zone push function of Huawei Push Service supports "Push by UTC time zone" (push and display messages in all time zones around the world according to the specified time zone time) and "Push by local time" (push and display messages according to the user's local time) Two strategies. For example, e-commerce operators in China hope to push new news on products to overseas users at 20 o’clock in the evening based on the time of overseas users. You can choose to push them according to the local time and set the time to 20 o’clock in the evening. The message was received after 20:00 local time.
In addition, the multilingual push function of Huawei's push service can display content in different languages according to the user's mobile phone system language settings, which facilitates e-commerce operations to send messages in different languages to users around the world.
4. Automatic push to effectively reduce e-commerce operating costs. In the
daily e-commerce operation process, it is necessary to screen different target users for various scenarios such as e-commerce marketing campaign promotion, new product subscriptions, shopping cart reminders, logistics message reminders, etc. News push has high operating costs.
Based on this problem, Huawei Push Service proposes a solution-automated push function. Huawei push service will soon launch the automated push function, you can customize related events, automatically trigger message push when the event occurs, and easily complete a variety of customized scenarios and automatically reach it, which can not only effectively reduce push operation costs, but also improve user shopping experience , To maximize the value of push!
At present, many e-commerce applications have been the first to access Huawei's push service for refined push operations. Among them, the e-commerce application AliExpress, as a cross-border shopping platform of Alibaba for the global market, faced the severe challenge of complex overseas operating environments and lack of efficient and stable access to overseas users in the early stages of globalization. After accessing Huawei's push service, users in various countries and regions can be accurately reached through Huawei's push service, and the latest offers and event information can be shared with overseas users, effectively realizing overseas users' promotion. Before and after access, AliExpress’ message arrival rate and daily active users have both increased by 30%!
In the future, Huawei's push service will continue to explore the possibility of combining with push functions in different scenarios of applications in various industries, and use its push capabilities to empower applications in various industries to achieve efficient transformation of application push operations in various industries!
We look forward to your joining!