The commended test questions are getting harder and harder

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In the past few years, traffic anxiety on Internet land has become increasingly inflated. From the concept of private domain traffic, quickly became popular to live broadcasts, and almost all merchants were grabbing incremental.

As a result, the theme of digital reform has gradually increased to increasing and growth, and sales and marketing digital services have been highly respected. Digital service providers such as Zanzan, Micro -League, and Guangyun are "incremental" attributes of the strategic level to attract new customers.

The incremental level does not seem to care for the praise. Customer loss, platform disconnection, and rising competition have not only weakened the realization of these head players, but also largely hinders their long -term growth.

Looking for incremental, it also becomes the development problem of digital service providers. On the one hand, the source of the incremental amount of merchants is new traffic, but the positioning of the service provider is not a traffic platform, but one of the "gold rushors" of the traffic platform; on the other hand, it is not sure that the macro environment directly acts on various customer bases. Under the dominance of cost reduction, digital expenditure is more cautious.

If a typical player is praised, it is trapped by the increase in performance, and has never found a reliable breakthrough. According to its recent release of 2022, 2022H1, there are 440 million yuan in business revenue of Zanzhan Subscription solution, a year -on -year decrease of 13.7%; merchant solution business revenue is 280 million yuan, a year -on -year decrease of 3.4%.

In the past two years, Youzan has always been actively looking for new increments. One is to extend business boundaries and release vertical industries such as hotels; second, strategic focus on large customers, such as providing in -depth private domain operation customization services; third, to open up and more There are many super traffic platforms, such as Xiaohongshu.

From now on, the frustration of performance has proved that the praise's incremental strategy really needs to be adjusted in depth.

The transformation is painful

In fact, the difficulty of growth has become a common problem for head digital service providers. In addition to praise, micro -League and Guangyun also face the dilemma of slowing down or negative growth. According to the financial report, in 2022H1, the revenue of Youzan and Micro League decreased by 9.2%and 6.2%respectively, and the revenue of Guangyun Technology 2022Q1 fell 2.7%year -on -year.

Why the header players have rolled against? One reason is that under the influence of other negative factors such as epidemics, the engine of small and medium -sized merchants in the past cannot be turned, and the second is that product and service profits are compressed by competition and integration.

In this case, the development of new businesses, anchoring new customers, and excavating new traffic have become just needed. Major players such as Zan, Micro League, Guangyun, and Jushui Tan have accelerated the transformation and upgrading.

In terms of ecology, from basic digital services to value -added digital services, such as from opening SaaS to distribution SaaS; in the market, from the e -commerce industry to physical retail; in terms of model, from a single SaaS product to integrated SaaS and PaaS comprehensive products.

The transformation of Zhanzan was very direct. At the Menlo 2022 conference in the year, it was announced that it was fully upgraded from the "opening marketing solution" to "private domain operation solution". Jarvis.

From opening to marketing, or from the opening to comprehensive operation, it is basically the core idea of ​​Zanzan's transformation in recent years. Prior to this, Youzan has released industrial solutions such as new retail, beauty industry, education, and exploring different industries to explore different industries Digital demand differences are prepared for more industries later.

But there are many pain points in such a transformation. First, compared with the foundation and original needs of opening a store, the needs of marketing, sales, and resource management are more difficult to meet; second, the business model of many industries is more complicated, and the difficulty of comprehensive digital services is relatively difficult; third, the institute, the institute There are mature solutions for cross -industry, and it is difficult to eat tiger mouth.

This is also the key reason for the increasing increasing income of praise. In other words, the transformation of Zhan also needs to be tested through more actual scenarios and cases. After repeated iteration, it may affect the transformation of more potential incremental customers.

The in -depth transformation of the private domain operation is to pry open the customer's willingness to open the customer faster, especially the middle and large customers with more urgent demand and a stronger ability to monetize.

However, it is necessary to mention that the cost of private domain operations is also increasing, and customers pay more attention to the quality and customer sales of traffic. Although digital operations and systems are already very rich, if the value and retention of traffic cannot be solved, it cannot be solved. No matter how complicated the private domain operation, the effect may be unsatisfactory.

The big tree is not good

On the one hand, the private domain operation is because Youzan sees the shortcomings of large and medium retail customers in private domain operations, and on the other hand, because Youzan sees that the private domain operation still has more incremental opportunities.

It can be seen that Youzan wants to break through the positioning of digital tool service providers and transitions to traffic and channel service providers. The core difference of the two positioning is value. The former is like a foundation, and the latter is like a high -rise building based on the foundation. It is aware of helping merchants to make the house higher and higher.

The question is, where does the traffic come from? You Zan's digital solution service provider has a common feature in the business model: symbiosis with the super traffic platform.

This means that once the platform changes the cooperation model or introduces more similar collaborators, the realm of praise will be severely weakened.

Kuaishou cut off the external links in some e -shopping scenarios before, which brought a considerable negative impact on Zanzan, such as the continuous decline of GMV. At the same time, using its own digital products to replace third -party partners has become the consensus of a large platform.

The praise is the strategy of responding to carry out business on other platforms that have not been strictly restricted, such as Xiaohongshu and WeChat. Taking the WeChat video number as an example, there are currently Zanzan and Micro League's solutions to the video number scenario.

Youzan's founder and CEO Bai Row recently made it clear in the interview that there are two new structural opportunities, one is the structural change of the population, the other is short video and live broadcast, and the focus is on WeChat video.

In addition, he also mentioned that the video number has a higher customer unit price, with an average of more than 200, much higher than other platforms, and the value and purchase conversion rate of a single user are relatively high.

There are more consumption opportunities and higher value traffic in the video number. It is the prerequisite for the strategic focus of praises, because the merchant needs the video number and the video number for the black hole effect of the merchant provides a huge and expanding expansion for some praise. Customer flow pool.

But the back of the big tree is not so good. First, the platform squeezes the third party with self -developed digital products is a big trend. After the fast -handed vibrato, the video number officially launched its own "video number shop" in July; second, during the window period, rare traffic and high value The scene will trigger an extremely fierce competition; third, the praise is still losing money, and the strategic focus of the big platform is very tested.

Although there are rich service scenarios in large platforms, from the perspective of competition and cooperation models, there are not many cakes that can be divided into Zan.

Ecological shortcomings

In the survival mode of large platforms, in order to strengthen the brand competitiveness and grab more high -value customers, there are praise, Micro -League, and Jushui Tan are accelerating ecological construction.

For existing products and services, for the integration of specific industries for solutions for merchants. For products that need to be supplemented, the means of capital mergers and acquisitions or strategic investment are mainly used to enrich the entire ecosystem.

Micro -League acquired Xiangxinyun of SaaS SaaS last year; Jushui Tan strategically invested in mobile digital solutions last year; Youzan has invested in SaaS service providers such as Bo Jun Software, and School Manager.

With the help of capital tools, there are praise and micro -alliances. On the one hand, you can make up for the solution mode without layout, such as ERP, to create a one -stop and full -chain solution ability to be one step closer; on the other hand Speed ​​up the release and seize the market faster.

For praise, the financial report shows that the effect of capital tools is not bad. Merchants in vertical industries such as the United States and education have initially recognized the praise solution, and contributed more of the revenue of subscribing solutions for praise.

However, the ecological shortcomings of Zan still exist. On the one hand, from the solution of vertical industries such as the beauty industry and education launched by Youzan, the upstream supply chain scenario has not been integrated into the solution, which means that the solution is not 100 % complete, and it does not meet the merchant. All needs.

On the other hand, Youzan's currently launched industry solutions have fewer industries, and industries such as catering, entertainment, beauty, and home furnishings have not yet been involved.

Short board supplementation is a long process. For praise, the cost and effort to make up for the shortcomings may be far beyond imagination. Because of the horizontal point of view, digital products in midstream and upstream scenes are much more difficult than opening and marketing scenarios, such as supply chain procurement.

Hold the advantage

Even though the objective environment suppresss the willingness of merchants to pay for digitalization, the opportunities of commercial digital track will not disappear. First, the cloud trend is not changed, and the scenes of low penetration rates of digital products are very promising; second, the flow of traffic is not changed with the trend of the new media, and the scene where the transaction demand erupts is absolutely gravitational; third, digital service personality personality personality Customized trends do not change, intelligent, automated, and low -cost tools have become the protagonists.

However, the current environmental pressure is relatively high, and the weakness of the merchant's demand makes Youzan very passive. To some extent, the current focus of praise should be tilted with short -term benefits. As long as it helps the merchant find the incremental increase that supports it, it will be enough.

Rich private domain operation experience is the core competitive advantage of praise. You have to keep this long board and create more typical promotionable benchmarking cases. The overall development will have a greater probability to get rid of the trend.

Keeping the advantage is valuable to all players. First, the competition is not reduced, and the possibility of strong advantages will maintain strong business; second, expansion and deceleration, advantageous business is the core cash source.

Objectively speaking, there are more pressure on the issue of excavation incremental increases as digital service providers. One is directly reflected that there are a large number of layoffs and micro -alliances this year, and the strategic contraction trend is significant.

However, it is also in this challenging environment that there are a few pounds of praise and a micro -alliance. Whether it can help the merchant cross the cycle can the most authentic answer appear.

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