E-commerce platforms have different faces and the same face for different people

The author of this article proposed a concept, the "Thousand Faces for Thousands of People" and "One Face for Thousands of People" of e-commerce platforms. He also explained and analyzed it, "Thousand Faces for Thousands of People refers to the way of traffic distribution, and One Face for Thousands of People refers to the similarity of crowd attributes." Let's take a look at the author's explanation.

I don't know when it started, but technology has been developing at an increasingly rapid pace. We can perceive things like drone delivery, driverless cars, AI, etc. If you had mentioned these things more than ten years ago, it would have sounded like a science fiction movie. Now they are gradually being realized. If I were to say which technological innovation has the greatest impact on our e-commerce business, I think it would be the technology that can adapt to different needs of different people .

Do you remember what e-commerce was all about more than a decade ago? It was keywords, finding users yourself, whoever had the most keywords got the orders. What is it all about now? Full-site promotion, you only need to set a bid, and the system will do the rest.

However, the simpler things are, the more difficult they are often , because there are no rules to follow and they are even more uncontrollable.

Why is it uncontrollable? I think it is because people don’t understand the technology of “Thousand Faces for Each Person”, and don’t understand the mechanism of automatic promotion and the principle of “Thousand Faces for Each Person” which complements it. Only when you understand the principle of “Thousand Faces for Each Person” and “Thousand Faces for Each Person”, can you really achieve the goal when doing e-commerce promotion . So what is “Thousand Faces for Each Person” and “Thousand Faces for Each Person”?

1. Thousands of faces for thousands of people refers to the way traffic is distributed

As far as I remember, the first person to come up with the technology of "one thousand faces for one person" was a certain company, including the current certain music, which is based on the technology of "one thousand faces for one person". The first e-commerce platform to apply this technology to the mobile terminal is Taobao, which may be wrong, so I won't discuss the details.

Its guessing what you might like is to recommend different products based on different user attributes to maximize the efficiency of traffic monetization .

Thousands of people, thousands of faces are just as the name suggests. If user A wants to buy a mobile phone today, the e-commerce app’s homepage will show him mobile phones. If user B wants to buy a mobile phone case today, the e-commerce app’s homepage will show him mobile phone cases. If user C wants to buy finger gloves today, he will be shown finger gloves (for playing games), and so on.

A thousand users have a thousand needs, and the same APP homepage will present a thousand different product recommendation pages. A vivid metaphor is that each person has a thousand faces .

Maybe you think this is not normal? That’s because you don’t know that before the technology of personalized advertising was introduced, all users who clicked into the e-commerce platform saw the same products. If you have different needs, you can only find the products you want through search, so the weight of search is particularly high.

However, the biggest disadvantage of doing so is that the efficiency of monetizing traffic is extremely low. Many users are too lazy to look for it and may not place an order. But now the system delivers the product you want directly to your mouth and asks you whether you want to eat it or not. You will most likely eat it.

For example, with the old recommendation method, if there are 10 million daily active users, 1 million orders can be completed a day. After changing to the recommendation method with different faces for each customer, the number of orders completed a day may reach 10 million if there are 10 million daily active users.

Just by means of technological innovation, the monetization efficiency has increased 10 times while the user base has not changed. Who wouldn’t want to use this technology? As a result, all e-commerce platforms have switched to a personalized recommendation method.

When we are doing Pinduoduo, the attributes of the products, titles, and keywords in the main pictures will be captured by the system, and your products will be labeled with N tags. Then, based on these tags, they will be pushed to matching users to achieve transactions.

The reason why white-label products are more difficult to promote is that there is no product label data in the system . Labels have to be created from scratch, which takes time. Therefore, it is understandable that white-label products are difficult to promote.

2. The similarity of the attributes of the crowd refers to the similarity of the attributes of the crowd

Everyone knows that there are thousands of faces for everyone. That is the business of the platform. Whether you know it or not does not affect your traffic. What really affects everyone's traffic is the principle of thousands of faces . Everyone should know why the whole site promotion knows who will buy your product? Does the system have the ability to predict the future? No, because of the property of thousands of faces.

Do you know the Enneagram? Think about it, there are billions of people in the world. According to the Enneagram, the personalities of these billions of people are nothing more than these nine types. No matter how abnormal your personality is, you can't escape these nine types.

The method of treating everyone the same is to divide buyers with the same characteristics into a traffic pool . Buyer A in the pool can buy your product, so buyer B with the same characteristics will most likely place an order when he sees the product. Because people's needs are similar, the recommendation method of treating everyone the same is created.

Why does the through train have stage one? Stage one is that the system displays your products to users in different pools. If a user in a certain pool sees this link and places an order, the system will think, wow, it turns out this kind of person likes your products, then I will find more people like this for you.

If the system pushes your link to a pool of users but no one places an order, then your link will not be recommended later, which means it will not be exposed , because the system thinks that your link is too useless and no one will even look at it.

Knowing this principle, what inspiration can we get from e-commerce? Have you thought of it? If not, you need to spend more time studying e-commerce. The biggest inspiration for us is that your products should not be the same as in the past. You can refer to the pictures of competitors, modify them, and then promote them by posting a link. Success or failure depends on luck. This kind of money-making business that relies on luck is not reliable .

A better approach is to first think about what kind of users you want to sell your product to, how large the user pool is, and how many links there are to competing products. In other words, you need to analyze how big the market is and how fierce the competition is.

If the market is big, the competition is fierce, and you have great capabilities, you can give it a try. If you are a rookie, don't try to cut into such a market, you can't grasp it. The best situation is that the market is large and the competition is small. If you cut into this part of users, you can really make money without losing money .

Believe me, there are many markets like this. If you can't find them, it's because you don't have the ability to find such markets. What we can generally find are niche markets with niche demands, such as cotton shoes with height-increasing effects.

Once we have determined the target group, we will then create corresponding materials based on the needs of this group of people. All your main pictures, details, SKUs and reviews will be based on this need. In this way, you will have a better sense of direction and it will be easier to establish links.

Instead of lowering the price when you can't beat the competition like before, you can't do anything except lower the price. How can you show your value in that way? The supply chain resources you compete for have nothing to do with you.

3. Finally

The e-commerce environment is changing every day, and the market is getting more and more competitive. The prices of agents are lower than those of manufacturers. How can we survive this? If we focus on the external market, we will never find a solution.

Remember, no matter how the external environment changes, the underlying logic of the platform and the attributes of the crowd will never change. Only if you focus on users with specific needs can you maintain steady growth in performance without lowering prices when everyone else is trying to get orders by bidding higher prices.

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