The BDZF model for e-commerce is used by the world's top 500 companies

This article abandons various "high-sounding" operational theories and explains the basic theory of e-commerce, the "BDZF model", which is divided into four aspects: exposure, clicks, conversions and repeat purchases. Friends who operate e-commerce, come and learn!

Recently I have been reading some cases about brand building. There is nothing wrong with the normal cases, but the key is that various theories with English abbreviations pop up from time to time, such as the FATS theory. I was confused when I saw the English words, another long string of letters, and I instantly felt that it was so advanced. I felt like drinking aristocratic drink while holding the tea in my hand.

There are also SWOT, 3C, 4S, 5W, 7P and so on. Hey, I just want to ask: can you explain it in words that people can understand ?

Our main point is: Don't pretend to be stupid. So, in this article, I will use the most simple theory to tell you about the BDZF model of e-commerce explosive sales secrets.

It is said that the Fortune 500 companies are all using this model, luxury giants regard this theory as a guiding principle, and almost all top e-commerce companies are well versed in this theory. It is also a must-learn theory for all e-commerce operators. Those who are proficient in this theory can not only skillfully operate a billion-level business, but can also easily create a brand with annual sales of tens of millions. So what exactly is the BDZF model of e-commerce?

The e-commerce BDZF model is actually Exposure (B), Click (D), Conversion (Z), Repeat Purchase (F), which is composed of the first letters of Pinyin . I would like to ask the e-commerce operators here, is all your work centered around BDZF? Other imported theories are nothing compared to this theory. Don't tell me about 5S and 3P. As long as I have a high conversion rate, why should I worry about no orders?

01 Exposure (B)

After communicating with my friends who are in charge of operations in the e-commerce group, I found that everyone still has such a misconception. They think that this is the era of inventory, and it is difficult to gain exposure for product promotion. Creating inventory is the most important thing at the moment.

This statement does make sense from the perspective of large companies. The products of those large and invincible companies have already covered the entire country, and there is no growth to speak of , so they begin to expand overseas and go overseas to obtain new growth.

How should I put it? Inventory is still too illusory for 99% of our small and medium-sized businesses. In the 24th year, if I go to Pinduoduo to launch a new product and bid the highest, will there be exposure? 100% yes. If my price is competitive enough, I can also attract 5,000 orders a day in the current market . They say there is no increase in volume, so why can I still attract so many orders and exposure?

In fact, there is never a shortage of exposure in the market. The fundamental reason why people cannot get exposure is that they want to get exposure without spending money, which is definitely not possible. The biggest problem with spending money to get exposure is that the income is not enough to make ends meet, resulting in no money to invest in advertising for exposure. This gives people the illusion that the product cannot get exposure, but in fact it’s just that you don’t know how to invest.

Take Pinduoduo as an example, or the mainstream e-commerce platforms Taobao, JD.com, and Doudian, which all give high weight to price competitiveness. As long as you offer the lowest price on the entire network, are you still worried about not getting exposure? It can be said that it is much easier to do now than before. In the past, it was just a matter of driving skills, and the threshold was very high.

Now it’s all about price comparison. If you offer a low price, you will get exposure . Why should you compete with technology in operation? You just need to put pressure on procurement and reduce procurement costs. This is much more effective than studying driving technology.

02 Click (D)

Exposure is not difficult to get, you can get it as long as you increase the price. When I promoted a new product on Pinduoduo, the selling price was 30 yuan, and I bid directly up to 50 yuan. The platform gave me as much exposure as possible. At this time, the test for everyone is clicks.

The platform worked hard to give you 10,000 exposures, but you only got 1 click. Do you think you can run away at a loss? The platform is not stupid. With the same 10,000 exposures, the competitor can get 1,000 clicks, but you only get 1. You are not the godson of the platform boss, so why should the platform accommodate you? The platform will not give you exposure.

Therefore, if you want to successfully receive the exposure given by the platform, you must increase the click-through rate. 5% is the passing line .

The way to increase the click rate is very simple, just do something flat, do high-end design. There are two points here, one is to find the right people, the other is to have the right selling point . For example, if you sell cotton shoes, your main selling point is warmth, sorry, people who often climb stairs don’t care about it. If you say that my shoes are non-slip, then they will definitely click in to take a look.

Find the right anti-slip crowd, and then add a sentence that it is as anti-slip as an F1 car when cornering. What does that feel like? It would be strange if your main picture does not get a lot of clicks. Add more fuel to the fire, the factory will collapse, and the cotton shoes will be given away for free. Well, wait for takeoff.

03 Transformation (Z)

Clicks play a connecting role. Without clicks, there will be no follow-up. So no matter which platform you advertise on, you hope that users will click in to take a look. Just like offline stores, if customers don’t come in, no matter how good or cheap your product is, it will be useless.

Now that users have come in, the next step is the most important thing in all our e-commerce operations - conversion .

When a link is running on the platform, there are only a few data trends. High clicks, low conversions (can be cultivated). Low clicks, low conversions (abandoned). High clicks, high conversions (focus on cultivation). Low clicks, high conversions (can be cultivated). Let's keep the ones that are focused on cultivation and can be cultivated, and abandon the others.

The reason why you can stay is that the reference point is the highest number of orders with the same exposure data, that is, the highest effective conversion. This way, the platform will gain the most, and can amplify your exposure, so that our merchants can get a lot of orders.

So how can we improve conversions? Lower the price, especially for standard products. As long as the price is competitive, there is no need to worry about conversions. It is the same thing anyway. If the buyer can buy it for 40 yuan, why should he spend 60 yuan?

Therefore, if you want to have a lot of orders, don't have high profits . You are a smart person, and the buyers are not stupid. Don't want both profits and orders, otherwise you are really stupid.

Another way is to use high-quality materials to improve the grade of the product, so as to make a high premium. For example, if you spend 3,000 yuan to outsource a set of luxury-grade materials for a 10-yuan product, and then sell it for 20 yuan, I tell you, it can also sell well. On the Internet, you can't touch the real thing, and the authenticity, good and bad are still determined by the details of the main pictures.

04 Repeat Purchase (F)

With conversion, the job is done. Repeat purchase is optional. Spring and summer are coming. You can already plan for mosquito repellent and sunscreen products. Do you care about repeat purchases for such products?

Don't think about it at all. The highest popularity is over 7,000, and 20,000 orders can be made in a day. If the traffic comes, you can make a small company bigger and stronger by realizing the traffic. Why do you need repeat purchases? It's a waste of time .

Let me put it this way. For seasonal products, it is a process of reshuffling. There are new demands and opportunities every day. Before I started e-commerce, I thought the market was full of red oceans and there was no blue ocean market.

After doing e-commerce, you will know that even if you launch a new model today, if you identify the right target users and the product style does not lose points, it will still be a hit. There are opportunities every day, and if you don’t seize them, it is your problem and has nothing to do with the market.

For companies that build brands, repeat purchases are indeed very important, as they are doing private domain business. However, current platforms are cracking down on diverting traffic outside the site. All you have to do is to attract a buyer group, issue coupons, and stimulate repeat purchases.

Let me put it this way, if the platform does not support you, you can send a message to the buyer and the platform will directly increase your deposit by 50,000 yuan, or close the store. So, give up this idea.

at last

If you want to do well in e-commerce and want to have a lot of orders, then you must master and be proficient in the BDZF theoretical model. After all, this is practical experience, although it is not as illusory and high-sounding as the imported theory.

But BDZF is indeed effective. E-commerce operation is sales and results-oriented. Empty slogans are useless. The key is to achieve thousands or even tens of thousands of orders per day. How to achieve this? Use BDZF.

Author: Tiger Talks Operations, WeChat Official Account: Tiger Talks Operations