This article is reproduced from Industrial Technology
If you ask what is the biggest anxiety of merchants in the post-e-commerce era, the answer is obviously traffic.
From traditional shelf e-commerce to emerging live broadcast e-commerce and content e-commerce, public domain traffic dividends have been shared, and growth bottlenecks have become prominent. For merchants and traffic owners, it is urgent to find the last traffic depression in the e-commerce field.
An objective status quo is that after the public domain traffic enters the stock stage, brand merchants that rely on public domain platforms such as Taoxi in the past are facing increasing customer acquisition costs and conversion pressure. In addition, because the public domain is restricted by the platform, there has always been a barrier to the flow of traffic from the public domain to the private domain, which is caused by the genes of platform e-commerce.
After seeing the ceiling of public domain operations, more and more businesses are turning their attention to private domains. "The public domain means scale, and the private domain means stickiness. However, after the difficulty of obtaining customers in the public domain has increased exponentially, the fan effect and retention effect of the private domain will bring new growth opportunities for brand merchants such as Taobao. For some reason, private domain e-commerce has entered the final window period.” Insiders in e-commerce bluntly said that the window period of private domain e-commerce may only have half a year left.
In fact, in recent years, brand merchants who have shifted from e-commerce platforms to private domains are like crucian carp, but due to shortcomings in technology, experience, teams, and distribution channels, they have not been able to truly build a supply chain system based on private domains. , which in turn leads to the lack of sustainability in private domain operations. In the end, it is still trapped in a vicious circle of high-priced purchases and user loss.
Seeing that the last window period of private domain e-commerce is approaching, what is the optimal solution for private domain operations? Starting from the current plight of private domain operations, digital tools and supply chain ecology are the ultimate answer to solve the pain points of private domains.
In this regard, Mengjia Technology provides solutions for Taobao brands and large traffic owners. There is a highly synergistic relationship between supply chain services and software tools. Through technological innovation, merchants, distributors, and consumers in private domain e-commerce are empowered, and an intelligent supply chain operating system is used to build integrated operational capabilities. As the saying goes, "The momentum lies in the traffic, the success or failure of the supply chain, and the rebirth lies in the technology."
As a leading enterprise in the field of private domain e-commerce, Mengjia Technology recently released a dual SaaS strategy. The first SaaS is Supplychain as a Service (Supplychain as a Service), and the second SaaS is Software as a Service (Software as a Service). The dual SaaS works together to promote the ecological growth of private domain operations of brand merchants and distributors.
The new blueprint of dream rate technology
The ecology and refinement of private domain operations proves that whether it is a public domain or a private domain, the traffic game will become more intense, forcing merchants and traffic owners to look for more granular private domain operation solutions. From the dual SaaS perspective of Mengbao Technology, a subversive change in private domain e-commerce and private domain operations has arrived.
Private domain window period, the last chance
The e-commerce model has been iterated several times, coupled with changes in the field of traffic, reshaping the growth strategy of e-commerce merchants. Returning to the first principle of e-commerce, e-commerce merchants must grasp the new cornerstone assumption of business growth in the complex and ever-changing traffic trends.
What is the new cornerstone assumption of e-commerce? To answer this question, it is necessary to find the answer from the pain points of drainage and conversion of current brand merchants.
First, since cloud consumption and brand merchant business went online, the circulation relationship between people and goods was restructured, and the digitization of links gave birth to asset digitization business strategies. For merchants and traffic owners, the accumulation of digital assets based on fans is the core link to bring goods, rather than relying solely on brands and products.
Second, the price of public domain traffic is rising, and the field is seriously involved. For large brand owners and KA anchors, it can still support the recurring cost of business traffic. In contrast, it is difficult for small and medium-sized brand owners and traffic owners to maintain high customer acquisition costs after the public domain dividend declines.
Third, the public domain platform restricts the private domain. It can be seen from several leading e-commerce platforms in the market that the linkage transformation effect from the public domain to the private domain is not obvious. It is extremely difficult for small and medium-sized platforms to gain fans and traffic accumulation in the public domain and build their own private domain traffic pool.
Fourth, the rise of live streaming e-commerce has brought about the redistribution of e-commerce traffic, but the 28th effect of the industry has solidified, and it is difficult for small and medium-sized anchors and brand merchants to make incremental breakthroughs. Constrained by the complex algorithms behind the live broadcast platform, most live broadcast e-commerce companies are actually unable to scale.
Compared with the public domain with a solid structure, private domain operations have become the anchor point for e-commerce to create new growth. Since the outbreak of the epidemic, a large number of merchants have indeed joined the team of private domain operations, trying to seize independent and controllable private domain space with the help of small programs and the WeChat ecosystem.
But the problem is that there are many private domain participants, and the bonus window is gradually closing. Many e-commerce brands and traffic owners are still standing outside the window, lacking the methodology of private domain monetization and operation. Many brands even believe that private domain e-commerce cannot bring traffic and profit growth, but in fact, real private domains can achieve both user stickiness and excess growth.
Starting from different subjects, the obstacles to private domain transformation are also different, mainly in the following three aspects.
The first category is traditional merchants. They have relatively strong fan acquisition and operation capabilities. Some merchants also have offline physical stores. Consumers will join relevant WeChat groups during the shopping process, initially forming a private domain traffic pool. However, it lacks its own IP applets, operating methods, and distribution fission channels, resulting in insufficient private domain expansion capabilities.
The second category is private domain traffic owners. They are not only Taoke, but also online business traffic owners, such as media with a public account matrix. Due to the decline in advertising revenue, the demand for e-commerce monetization is gradually increasing, but there is a lack of certain operational capabilities and supply chain resources.
The third category is online e-commerce brands. They usually started as Taobao brands and have experience in public and private domain operations. However, they have also realized that traffic cannot maximize the benefits of traffic in the process of monetizing their own brands. Therefore, e-commerce brands are eager to create a second growth curve for traffic monetization, but they do not have high-quality e-commerce resources and integrated supply chain platforms.
It can be seen that there is traffic but do not know how to operate in a private domain, and there is an idea of private domain operation but do not know where to start, which has become the norm in the current private domain operation field. Behind these pain points, it highlights the separation of private domain operation tools and supply chains, and the failure to achieve the unity of the availability of tools and the availability of goods resources.
To build the integration of private domain e-commerce operations, Mengjiao Technology took the lead in providing a solution. Based on the dual SaaS service strategy, DreamPay Technology opens up general-purpose e-commerce SaaS tools for the industry, and at the same time opens up "intelligent supply chain" and "private domain operation SOP" to various traffic owners to help customers build a growth engine for private domain operations.
Double SaaS breaks the dream: creating an intelligent supply chain operating system
For a long time, brand merchants have insufficient awareness of the supply chain, making it difficult to advance private domain operations. The supply chain plays a fundamental and decisive role in the people and goods market operated by e-commerce, so what is a supply chain?
A question worth thinking about is, "Is the supply chain equal to the goods?" Usually, for merchants, the advantages of the supply chain they insist on are limited to the goods themselves, while ignoring the high-level integration capabilities of the supply chain. If the goods are good, only the merchants know, but the distributors and consumers don't, then there is something wrong with the content.
A good supply chain includes at least several aspects: first, good products; second, good content; third, good delivery, performance, and after-sales services. Commodities are the foundation, content is the reach, and services are word-of-mouth transformation. These three are indispensable for the supply chain.
Following the essential logic of the supply chain, DreamPay Technology sinks the technical focus to supply chain polishing. Driven by intelligence and computing power, it creates an intelligent supply chain operating system, and opens its capabilities to merchants to enhance the touch of private domain operations of merchants. reach and service capabilities.
Specifically, the supply chain as a service integrates the distribution ecology of Mengbao, empowers merchants to operate R (distributors) and C (consumers), and helps merchants establish core capabilities in product operation, content operation, and user operation on the platform. Realize the precise matching of new and old users by merchants in future user operations.
In addition, after the opening of the merchant distribution flagship store, it will be able to open up the connection of merchant services at a deep level, and the R and C of the front-end service, especially in terms of delivery performance and after-sales service.
The intelligent supply chain operating system created by DreamPay Technology is a mutual perception between the platform operation field and the merchant operation field, strengthens interaction and intervention, and can realize the merchant's full life cycle and full life link of investment promotion, operation, cultivation, and retention.
By uncovering the "face" of the intelligent supply chain of Mengjiao, you can see the "face" driven by algorithms and intelligent matching. The first is positive matching, regarding the matching of people and goods, so that merchants can choose the right shopkeepers and consumers can see the right goods.
The second is reverse matching, which is about the matching of people and services. When a merchant handles a lot of orders, it is inevitable that there will be abnormal orders, but ignoring the abnormal orders will lead to the loss of shopkeepers, consumers, and distributors. Therefore, what the intelligent supply chain operating system needs to achieve is to be able to intelligently perceive these abnormalities, and to actively intervene and deal with them.
From the perspective of empowerment, the intelligent supply chain of Mengjiao means to merchants that a carrier platform has been built, and each merchant can establish its own distribution flagship store on it. In the store, the merchant independently manages store operation, product operation, marketing operation, delivery performance, customer service and after-sales operation, and even the operation of the distributor.
Intelligent transportation management and diversified distribution channels drive the sustainable growth of merchant brand private domain operations. A set of data can be seen. In the recent joint activity between Mengbao and sports brand Skechers, the sales exceeded 16 million. Based on the explosive power of more than 2.9 million shopkeepers, if the potential energy of the intelligent supply chain of Mengjiao is further opened up and more merchants are supported to participate in operations, the number of trading shopkeepers can be doubled, and sales will explode on a larger scale.
It is understood that in the Q3 quarter of this year, Mengjia Technology has co-branded merchants to do many single events that can reach tens of millions within 3 to 5 days, and the potential of the intelligent supply chain is expected to be further released. For example, Govan super brand day event sold more than 18 million yuan; Inman super brand day event, sales of more than 11 million yuan; Adopt a cow super brand day event, sales of more than 10 million yuan; Romon super brand day event, the event launched a breakthrough More than 10 million yuan; Coach sold more than 6 million yuan on the first day of its launch.
SaaS tool + open supply chain + private domain operation SOP
In the field of private domain operations, represented by platform companies and service providers, they have chosen to export digital business tools such as small programs in the form of SaaS services. But only from the perspective of general tools, although there are many categories, it is not enough to solve the pain points of private domain delivery of merchants and traffic owners.
On the one hand, general-purpose SaaS service providers lack supply chain capabilities, and do not have integrated operation capabilities from product selection, distribution to transformation and retention. Brand merchants accessing mini programs cannot obtain conversion increments other than tools; traffic owners cannot achieve sufficient source selection.
On the other hand, it is difficult for ordinary SaaS services to meet thousands of people, and in terms of differentiated services, it cannot meet the delivery needs of different user groups. Due to differences in the size, experience, and reach of different groups, the operational efficiency brought by ordinary SaaS tools is not ideal.
In addition, at the service level, general SaaS service providers often provide one-time services, and have little involvement in private domain operation experience and skill transfer. This makes it difficult for merchants and traffic masters to form a systematic operating methodology after accessing tools, and the efficiency increase fails to be realized but the cost increases.
To operate SaaS in a private domain, Mengjiao chose the model of ecological empowerment, using the personal programs of the company and the company as the carrier, so that each enterprise and traffic owner has its own mini-program, which can be displayed in Mengjiayun according to brand preferences. Taiwan selection, one-stop solution for supply chain, pallet, and transaction chain.
This is the software-as-a-service of DreamPay Technology, which not only has software, but also provides a full set of services for private domain operations. Specifically, Dream Rate SaaS will provide differentiated and video-based services for various types of distributors.
At the level of differentiation, DreamPay SaaS integrates supply chain resources, allowing traffic owners and merchants to create more independent "Little DreamPay". Aiming at millions of little R Baoma shopkeepers, Mengbao provides general-purpose shop tools; for shopkeepers with a certain size among Baoma shopkeepers and who have certain needs for IP, they will provide personal small program tools, and each shopkeeper will The applets are all customized.
In addition to ordinary store owners, Dream Rate will provide different versions of tools based on their needs, such as retail version, distribution version, brand private domain version Wait for other versions. According to DreamPay Technology, the business of Big R will be the second growth curve of DreamPay in the next five years.
The data shows that the enterprise rate store business of Mengzhao Technology has grown to a certain scale. In the first half of the year, the newly cooperated traffic master has cooperated with Mengjia Technology in the past five months, and the number of transaction customers has reached 300,000+, and the monthly sales scale has increased by nearly 6 times.
A certain Taobao brand has cooperated with Mengjiao in the past six months, and has expanded from 0 to 1. At present, it has 200,000+ fans, and the monthly net income of the project is more than 800,000.
In terms of video services, the video-based solution of Dream Rate SaaS can synthesize and generate video through systematic technology, which can help merchants and traffic owners quickly establish the ability to carry video with goods, so that they can seize short video traffic dividends and obtain new ones. Flow, manage stock well.
On the basis of open supply chain and SaaS tools, DreamPay also provides private domain operation training, auxiliary team building and private domain operation SOP.
For example, Dream Rate SaaS will provide auxiliary private domain operation services for e-commerce brands or factory brands with a certain scale and single volume, as well as brands that have tried private domains but have not achieved satisfactory results, helping them build and hone private domains A team with operational capabilities can increase the stickiness of fans.
Dreampay Technology also opens up the private domain operation experience accumulated in the process of cooperation with leading brands to small and medium-sized e-commerce brands. While providing new skills for private domain monetization, help them improve their tool advantages, supply chain advantages and service advantages. For example, make full use of corporate WeChat and back-end user tags to get through fine-grained management.
With the help of Mengbao SaaS, merchants and traffic owners can not only supplement the supply chain capabilities, but also more easily deposit traffic into their own private domain pools. It truly allows merchants to realize the explosive growth of e-commerce at extremely low cost, and build a closed loop for the realization of brand private domain traffic.