Jingdong releases hongxiaomeng store baby: private traffic becomes the focus of e-commerce new game

category:Finance
 Jingdong releases hongxiaomeng store baby: private traffic becomes the focus of e-commerce new game


The birth of red small league is to solve the operation pain point in live delivery with goods - to create a dedicated supply chain for Hongren, and to reconstruct and split the people and goods yard. At the same time, the platform also solves a series of problems, such as the lack of high-quality brand resources, the difficulty of supply chain management, the lack of High Commission goods, and the heavy operating costs. It can be said that hongxiaomeng is a product built by Jingdong and can maximize the advantages of Jingdongs supply chain.

It has become a basic fact that the growth trend of new users is becoming slower and slower. How to make a user buy again is an urgent problem to be discussed. The core of this problem is how to hoard and repeatedly stimulate and transform these users.

As a result, private domain traffic takes advantage of the wind.

What is private domain traffic? It refers to the fact that an individual has complete control over the fans and customers deposited on his account. These groups are the traffic that can be directly reached and can be used repeatedly. For example, QQ numbers, wechat, fans or customers in the community belong to private domain traffic. When you publish a product in the private domain, you are free to communicate and collect suggestions with any member of the product.

The opposite is the so-called public domain traffic. For example, Taobao, jitter, Baidu, tiktok and so on are all a complete ecosystem. A huge flow pool can be used to get traffic through some advertisements, but most of the traffic can not be used for you, not only uncontrollable, but also hard to reach freely.

What are the benefits of private domain traffic?

High cost performance

It is expensive to obtain exposure from public domain traffic, and the cost is rising at present. For example, bidding ranking, from a few yuan a hot word to now dozens of yuan a keyword. However, although the cost is increasing, the effect is decreasing. The private domain traffic does not need to spend expensive exposure costs, but also facilitates timely communication and feedback with customer groups, which is not achieved by public domain traffic.

Convenient for brand maintenance

We can shape the image of enterprises and brands through the output of brand soft text, open screen advertisement and so on. However, to maintain the image of the brand, it needs to be perceived and recognized by users. Private domain traffic pool can let users feel the enterprise service in a close distance, let users have problems can communicate with staff immediately feedback, is conducive to the enterprise to create a good reputation, and even strengthen the loyalty of some loyal fans.

On the future development of private domain traffic, we specially interviewed Mr. Zhang, who is in charge of dianbaobao E-Commerce Research Institute. Zhang said that in the next few years, private domain traffic will become the focus of enterprise development, especially when the future growth is becoming more and more difficult and the traffic is becoming more and more scarce. Therefore, all enterprises should pay attention to the problem of difficult access to traffic and build their own private domain traffic pool in time. Source: editor in charge of mass news: Chen Tiqiang_ NB6485

On the future development of private domain traffic, we specially interviewed Mr. Zhang, who is in charge of dianbaobao E-Commerce Research Institute. Zhang said that in the next few years, private domain traffic will become the focus of enterprise development, especially when the future growth is becoming more and more difficult and the traffic is becoming more and more scarce. Therefore, all enterprises should pay attention to the problem of difficult access to traffic and build their own private domain traffic pool in time.