Chen chun/weng
YesElectricianFlow dividends are fading, commercial competition is internalizing the other side, and as the series of transformational moves fallsEcosystemI'm giving it to the merchantsSmall and medium-sized businessesMore growth dividends。
May 10thThe podcatAt the 618 congress of businessmen, the newly formed triad was first publicly visible. It focuses on the three main strategies of “user-first, eco-prosperity, and technology-driven”, among which “eco-prosperity” is to make a pyrotechnic city. This was followed by a series of business moves in the direction of living ecology。
Of particular concern is the new 0 threshold membership policy introduced in july to allow small and medium-sized businesses, for the first time, to contract large public traffic to operate in their own private domain and to sink their shop assets, which is the only one on the domestic electric power platform。
Skycat's new brander growth data have been the first to demonstrate the success of building an ecosystem path. In the second quarter, the number of new entrants to skycat platforms increased by 75 per cent over the same period, exceeding the number of new entrants in the first half of last year. Forty-five per cent of business types are industry-based brands and 20 per cent are new consumer brands. There are nearly 30 of these new businesses, and nearly 700 of those with a turnover of $10 million。
In recent days, the goldman sachs review has also shown three months of continuous growth in the number of users of domestic electric power platforms and 4 per cent in june. In the three main integrated electrician platforms, the power of the treasure hunter (dau/mu) has reached 45 per cent, with the rate of increase being in the lead of the electrician type app。
The high growth of the data series confirms that ecological prosperity is a prerequisite for enhancing user experience. On the basis of eco-rich and productive work, businesses have the ability to have greater certainty and confidence, which ultimately manifests itself in better service and experience for users, who naturally choose to “vote with their feet”。
From white to brand
The change in the number of small and medium-sized businesses, which are small and medium-sized players, is an important indicator of the extent of the atmosphere of the electrical platform. At the moment, treasure hunting is active for 1 billion consumers, more than 10 million businesses and anchors, and is one of the largest platforms for consumers and market owners。
According to the 2022 report " small and small new dynamics: eco-innovation entrepreneurship watch 2023 " , published by the institute for the study of small and medium-sized peasants and ali, as of 30 november 2022, there was a net increase of more than 1. 3 million online shops, with more than 1. 75 million small and medium-sized shopkeepers having an annual turnover of more than 100 per cent over the same rate, and a monthly turnover of over 50 per cent maintained by the owner of the shop。
On the basis of attracting millions of-class, small and beautiful businesses each year, how to make them cross the path of development and even out of branding is the direction they have been trying to make。
Born in 1999, it was a new group of crab eaters. As a result of the creation of two popular face packs during the university, with more than 10 million distributions, a “shark and pussy boy” was launched in partnership with a treasure shop, selling a million dollars on the first day, making it a big blow. Subsequently, the idea of a treasure-hunting business emerged, and in january 2023, her “single shop” was officially opened, with the main players playing around the ip range of dolls, toy clips, key buttons, etc., before the fans accumulated, and the money surged, so that his shop was rapidly gaining momentum。
This year, there was a further increase in the operation of a small shop with a 170 per cent increase in the volume of open and red sales. At the moment, there are dozens of small teams, many of them after 00, of his college students. “we used to be in school, we played, we now became, we have a career at the shop, we have a career at the shop.”。
Moreover, at 618, which has just fallen under the curtain, as of june 18, more than 2. 56 million small and medium-sized traders have been traded this year over the same period last year. There are also 1. 18 million small and medium-sized businesses that have made a small breakthrough of $110,000, of which 68,000 have joined the treasure hunt in less than three months. Moreover, 305 brands have been closed. Such an achievement could not be easy in the context of competition among electricians。
Retrospectively, such large-scale growth is due in essence to the importance accorded to small and medium-sized businesses in the construction of the system. During the 618th of this year, qingming, jianyang, zhengzhou, suzhou, guangzhou, chengdu, shenzhen, fushan, nantung, jinping, hangzhou, etc. Announced the opening of special venues for small and medium-sized businesses in 11 industrial belts to inject the exclusive flow to support industrial development。
In retrospect, this is just a small step in favour of a large number of small and medium-sized businesses, and it has become normal to support small and medium-sized businesses in industry through live broadcasts. In the last six months, it has been known that poaching live has helped the shenzhen water and jewellery industry to bring in nearly 1,000 small businesses, including 8 out of them, with a drop of 500,000 within three months, through policies such as flow support, specialized training and cash incentives。
Data also show that a growing number of businesses have already benefited from the dividends of ecosystems. During the 618th of this year, the number of businesses that publish short videos on a daily basis increased by 55 per cent, to 200 per cent; the average number of users watching short videos on a daily basis increased by 113 per cent, and the number and duration of visits doubled accordingly。
To promote the prosperity of the ecosystem and the growth of more small and medium-sized businesses, in may this year's 618 businesses, at the general assembly, the group suggested that growth was the key word for this year's operation and would move from three key options: first, users first; and second, ecological prosperity. Third, technology-driven. Among them, ecological prosperity and science- and technology-driven specific strategies refer to the build-up and upgrading of business member systems。
In terms of ecological prosperity, the treasurecats have established brand business development centres and sme development centres, respectively. Among them, one of the important tasks of the brand development centres is to focus on the life cycle of brand users, from divers to new customers to members, from purchase to return visits, to help brands form consumer awareness and appreciation of the brand, and to build a membership system of joint ventures。
Under the series of initiatives, hundreds of thousands of businesses are in the cold, and the scale of the business of the treasurecats has rightly been greeted with a surprising increase. In the second quarter, the number of new entrants to skycat platforms increased by 75 per cent over the same period, exceeding the number of new entrants in the first half of last year. And in the last two years, about 20 per cent of skycats have been registered as new brands in the head of other platforms。
Users also “vote with their feet” during this period, contributing to the rapid increase in the activity of petrix users. Annual data published by third-party monitoring agencies for the period from april 2022 to june 2023 show that in the mainstream electric operator app, monthly living data rose significantly in the second quarter of 2023, with the most significant increase in the ring of treasures, with the total monthly activity approaching 877 million. In march this year, after the number of active users (the number of daily visitors) of the apc was 380 million, the number of monthly users of the apc also grew。
From flow to retention
On the evening of 31 may, the official flag shop of the apple tinker bell was officially launched, the first time that the apple brand had been aired globally, with the sole live broadcast platform, the theme of which #apple live # had appeared on twitter。
According to the information received, the entire live broadcast lasted one hour, attracting a cumulative crowd of more than 1. 336 million people. In terms of the degree of preference, for example, 256 gb iphone14 pro may be given a maximum of $1,500. In addition, according to relevant sources, it is conservatively expected that there will be billions of sales on-site。
When similar businesses are growing larger, how to convert uncertain flows into definitive “retention”, create their own private domain, generate stable retention and repurchase, and become the focus of anxiety for each。
Such anxiety stems from the fact that, for a long time, domestic electricians have existed in two models — one of which is that electric platforms have more voice. Under this model, more merchants are in the midst of extremely tense “racing horses” and may face immediate phase-out if the platform's “racing horses” target is not met; the other is active ecology, with large fish. Through content-building, membership tools, dedicated support, the platform enables businesses to convert uncertain flows into private flows, generate stable retention and buy-backs, and thus achieve business continuity。
As a typical representative of the second model, the treasurecats, in an effort to further consolidate their strengths, issued an intensive series of measures this year to benefit small and medium-sized businesses。
In june, a small- and medium-sized business company, the star making project, was launched, which is called “the flow of traffic and subsidies”. Specific initiatives include a maximum of $2,000 in advertising vouchers and a number of practical measures, such as dedicated star flow support, to help start-up small and medium-sized businesses to accelerate their growth。
In guangdong, when the treasure project landed, it succeeded in helping the merchants “100 days to speed up the sale of millions”。
Only a month later, skycat launched the blue star project for the recruitment of new merchants, providing an operating incentive of up to $50,000 for a three-month shop commission credit for successful arrivals from july to the end of september 2023; in addition, providing a one-to-one service for new entrants; and supporting the exclusive flow of search, short video, etc. For new businesses。
The series of initiatives has brought greater certainty and participation to businesses. On 4 june and 13 june, for the first time ever, a small shopr on the line was dedicated to the 618 marketing channel: the best price. The centre for the development of small and medium-sized businesses (smes) of the recently established nau-tai group has also launched three special development programmes for small and medium-sized businesses: advertising subsidies, ai intelligence efficiency and business security。
According to ali's mother and the president of public relations in the market, this year's poppy cat “618,” has seen an overall positive growth in the number of users, businesses, and three targets. “this is not only the largest `618' in history, but also the largest `618' in terms of user participation and business participation”。
At a recent internal meeting, owen, the ceo of the noc brand development centre, also proposed to focus on the size of the product and the growth of users. This means that the growth dividend of the skycat ecosystem also benefits more small and medium-sized businesses in the medium to long term。
