Ali categorizes advertisements from the way of information presentation: search/information flow/own resources/interactive resources. Each category is used to the extreme, and a flower is played.
I believe that when you see this, you may be tempted: Can I also harvest users of my own platform in this way.
There is a premise here to explain that the platform needs to be very strong for the realization method to be able to play flowers. Both Ali and Meituan can be strong enough to force merchants to choose one or the other.
So dismantling is very happy, imitation needs to be cautious.
There are two common pits to pay attention to in advertising monetization:
Balanced user experience: The interaction, copywriting, and frequency of advertisements must be based on principles in user experience. No one wants to be bombarded by advertisements every day.
Advertising channel management: What are the ROIs of advertisers and TAs in different channels, and whether they can continue to be delivered. Channels country email list can continue to be added and eliminated.
Common sense tells us that the same advertiser often comes to the same platform to advertise, and the roi must be getting lower and lower.
The platform never advertises to long-term advertising, and the roi will definitely decrease. It is also necessary to manage the ROI expectations of advertisers, at least not worse than their peers.
Advertising monetization is like raising a chicken that lays golden eggs. It is necessary to keep laying eggs for a long time instead of rushing to kill the chickens.
There are many ways to realize e-commerce, first look at the positioning of the trading platform.
Whether to sell the goods by yourself (B2C, such as JD.com), or to be an intermediary to connect sellers and buyers (C2C, such as Taobao), or let others help sell the goods and take a cut (B2C2C, such as Taobao guest).
The way the platform harvests merchants: bidding ranking, recommendation position, profit sharing, financial services, store management, advertising, marketing tools, etc.
Merchants harvest users: sell goods. Merchants are mostly working on the form of sales, product categories, and promotions, and video & live broadcast sales will gradually become more mainstream.
Selling goods is an ancient method of realization and the origin of business.
3. Value-added services
Value-added services are charging users through virtual goods/permissions. Common games & live broadcast, membership model, content monetization.
Value-added services can make a lot of money. Especially in making games, Zhou Hongyi once said that a good game is more profitable than selling white powder, but the risk is 0 and the cost is 0.
In general, more than 80% of users in the game do not pay, and less than 20% of krypton users contribute more than 99% of the revenue.
These 80% of non-Krypton Gold users provide 20% of Krypton Gold users with a very good gaming experience, and all kinds of props in the game are tailor-made for Krypton Gold users. Live broadcast is the same.
However, games create less social value and are often criticized.
Members of major video websites, Pinduoduo members, Ele.me members, Costco members, offline beauty salon/massage shop/barber shop/Internet cafe members, etc.
The advantage of the membership model is that after I become a member, I will give priority to the merchant when I make related purchases.
However, the cost of membership is actually quite high. If the value of membership obtained by members is not high enough, then no one will charge for membership.
Membership value is provided by the platform, which involves costs.
③ Content realization
The content monetization platform mainly has two types of users, content exporters and content receivers. The main mode is that the exporter earns money, the platform shares it, and the receiver pays.
Knowledge payment (selling courses, selling content) and live broadcast are typical.
Paying for knowledge seems to be a good business, but in fact, the harvesting ability is limited, and the money earned by simply selling courses is limited.
Because most of the needs to pay for knowledge (unless there is a strong demand such as public examination and certification):
important but not urgent;
The learning effect is difficult to measure;
Learning itself is against human nature, and the completion rate is low;
Far from money, unlike finance;
Knowledge itself is worthless, only when it is used, but Lu Xun did not tell how to use it.
As an example, it can be seen from the financial report obtained below that the net profit for a year is only a little more than 30 million, and the content creation will be exhausted.
Talking about Transactions (3): How to Realize
To sum up, games, memberships, and knowledge payment are essentially games that "recharge can become stronger/cost-effective/cool". If you can keep recharging and keeping cool, money will come.
For example, if you are a personal IP, if you can harvest 500 loyal members every month, if the member is 100 yuan/month (which is still low), you will earn 5w a month, which is much better than going to work.
Above, the common sense about the realization method has been sorted out.
02 Which monetization methods should the trading platform choose?
Let’s talk about logic again: what kind of realization method should the trading platform choose?
1. Is it better to take a rake or be a member?
Back to the original question: Does Didi take a direct cut from the transaction or directly charge the driver membership fee?
Here is an example to illustrate the pros and cons:
If you have built a trading platform, and Xiao Wang wants to join your platform to sell your products as an agent, you would prefer to charge him a fixed annual membership fee or a commission fee for each transaction.