Let me ask a question first: what do you think of the e-commerce shopping festival? I believe that many people's answers will focus on these keywords: e-commerce platform promotions, "chopping parties" to buy, buy, and merchants to post transcripts... these are all right. But what we need to know is that the e-commerce shopping festival is by no means just a shopping spree. More importantly, it is also an excellent window to observe new trends in e-commerce, because every time at this time, major platforms will find ways to Introduce the old and bring forth the new, and come up with a new round of strategies and tactics, which not only brings a new atmosphere to the consumer
market, but also promotes the progress of the industry. For example, at the "818" shopping festival that ended not long ago, Douyin's "interesting e-commerce" set off a wave of popularity, attracting the attention of many industry observers, including me. However, compared to the new thing of interest in e-commerce itself, I am more interested in another thing related job title email listto it, that is, another comprehensive evolution of the e-commerce marketing paradigm. 1. Phenomenon: Short video content marketing is gaining momentum Let's review a case first. Around 2017, a little-known e-commerce platform suddenly entered the public eye: through the establishment of a UGC-oriented vertical community, many experts and amateur users can share all kinds of good things in it, so that more People discover and "plant grass",
which in turn promotes the completion of transactions and realizations. With this novel model, the platform quickly became popular, and as of May 2017, it has achieved a revenue of 10 billion yuan, and is known as the "national grass planter". That’s right, this e-commerce platform is Xiaohongshu, and its business model can be said to be the first of its kind in content marketing. It is also since then that major e-commerce platforms have begun to realize the great power of content as a traffic portal, and have joined forces with brands to deploy content marketing on a large scale, triggering an upgrade of the e-commerce marketing paradigm. If we look at it from a marketing perspective, we can see that the rise of content marketing is no accident.