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严选用户全渠道触达实践

2020-12-18 00:11:11 InfoQ

{"type":"doc","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"互联网的下半场流量越来越分散,作为品牌电商的严选也有了多种流量来源和销售渠道。包含主站的App、Web和Wap三端,微信小程序,天猫、淘宝、京东等外渠店铺,还有抖音、快手等新兴直播销售渠道,以及旗舰店和园区店等线下渠道。如何在全渠道范围运营好严选的用户流量,相比于平台电商来说是一个全新的命题。本文分享严选在全渠道用户运营上的思考和智能化触达的项目实践。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"什么是全渠道?"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"回顾整个商业社会,很大一个争夺其实就是流量之争。线下店注重地段,争夺的是客流量;而有了互联网之后,线上争夺的更是网络流量。在互联网的下半场流量越来越分散,对于严选这样的品牌电商来说也有了多种流量来源和销售渠道。首先有自己的主站(含App、Web和Wap三端),也有微信小程序,其次入驻了天猫、淘宝、京东等大的电商平台店铺,再次有抖音、快手等新兴直播销售渠道,当然严选也有DSP接入了广大媒体流量,最后严选还有商场旗舰店和园区店等线下渠道。如何在以上的全渠道范围运营好严选的用户流量,相对于平台电商或工具类产品的用户运营,是一个全新的命题。"},{"type":"text","text":"  "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/f9\/57\/f9e78f61a4c1f93639ac5a85da402d57.jpg","alt":null,"title":"","style":[{"key":"width","value":"100%"},{"key":"bordertype","value":"none"}],"href":"","fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"严选为什么要建全渠道触达系统?"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"1.全渠道策略是品牌电商的自然选择"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"“全渠道策略是继今年严选明确品牌化发展方向后的非常自然的战略选择。对于消费品牌来说,每一个能够触达我们目标消费群体的渠道,都是非常重要的基础设施。严选也将利用好包括主站、淘系、京东、B端、线下零售等在内的全渠道通道,将我们的商品渗透到更广泛的消费群体。”   -- 严选事业部"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"2.大的电商平台不能做"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"电商平台巨头之间往往是竞争关系,阿里不可能拿到京东的数据,京东也拿不了阿里的数据。因此阿里系、腾讯系、京东系等大公司或其投资的子公司,是没办法帮品牌商家整合全渠道数据的,只有第三方中立的公司能做到。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"3.其他第三方公司做不好"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"市面上还有很多小的第三方公司,他们在帮助品牌商搭建全渠道能力,但是存在一些问题。首先,是数据保密问题,严选不可能把用户数据给到其他第三方公司。其次、是技术能力问题,这些公司具备软件开发能力,但是一般没有完善的算法研发团队,缺乏智能化的创新能力。再次,是缺乏业务实操经验,第三方公司没有自己的电商业务,对于电商运营中遇到的问题来自需求方,很难真正理解业务痛点,因此他们可以做基础通用的功能,但无法长期持续地创新和解决业务问题。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"综合以上三个原因,严选自己建设全渠道触达能力是最佳选择。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"严选全渠道触达的业务场景"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"整体的业务目标:"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"numberedlist","attrs":{"start":1,"normalizeStart":1},"content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":1,"align":null,"origin":null},"content":[{"type":"text","text":"实现全渠道用户的统一管理"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":2,"align":null,"origin":null},"content":[{"type":"text","text":"实现用户全生命周期管理的ROI全局最优"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":3,"align":null,"origin":null},"content":[{"type":"text","text":"实现用户触达提效减量,提升用户体验"}]}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/0d\/62\/0db81a4f77f292b264c02305460ee262.jpg","alt":null,"title":"","style":[{"key":"width","value":"100%"},{"key":"bordertype","value":"none"}],"href":"","fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"主要动作:"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"numberedlist","attrs":{"start":1,"normalizeStart":1},"content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":1,"align":null,"origin":null},"content":[{"type":"text","text":"根据业务目标确定触达用户"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":2,"align":null,"origin":null},"content":[{"type":"text","text":"自动计算成本最低的动作"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":3,"align":null,"origin":null},"content":[{"type":"text","text":"定位最及时的触点"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":4,"align":null,"origin":null},"content":[{"type":"text","text":"选择效率最高的时间"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":5,"align":null,"origin":null},"content":[{"type":"text","text":"匹配个性化的内容"}]}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"总的来说,就是在给定的业务目标和预算成本约束下,系统能智能化决策,圈定用户群体,并根据每个用户状态个性化地安排何时、何地、以何种形式、发送何种内容、设置多少花费,把ROI做到最大化。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/0f\/e6\/0f6ed44547e21919b9a9fb9f129a37e6.jpg","alt":null,"title":"","style":[{"key":"width","value":"100%"},{"key":"bordertype","value":"none"}],"href":"","fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"需要解决的问题"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"ali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