No Orders Without Brush Orders? Breaking the Traffic Deadlock on E-commerce Platforms
Problem Analysis: The Root Causes of the Traffic Deadlock on E-commerce Platforms
In the e-commerce industry, many entrepreneurs often fall into a misunderstanding: without brush orders, their stores will receive no orders. This view reflects the complexity of traffic distribution on e-commerce platforms and the intense competition. However, although brush orders may bring false sales volume and ranking improvements in the short term, in the long run, they not only violate platform rules but may also lead to serious consequences such as store closures and fines. So, why do entrepreneurs get trapped in this dilemma? The root causes are as follows:
- Traffic distribution mechanism: The algorithms of e-commerce platforms tend to allocate traffic to stores with high sales and good reviews, making it difficult for new or small sellers to gain exposure.
- Fierce competition: There is severe homogenization, and many sellers offer similar products or services, making it hard to stand out.
- User habits: Consumers prefer to choose stores with high sales and many reviews, creating a “Matthew effect”.
- High operating costs: The costs of paid promotions (such as直通车 and钻展) are rising year by year, which small sellers can hardly afford.
Therefore, the key to breaking the traffic deadlock lies in finding compliant and sustainable operating strategies rather than relying on the high-risk method of brush orders.
Solutions: How to Break the Traffic Deadlock?
1. Optimize products and positioning
- Differentiated competition: Find niche markets or小众 needs to avoid direct competition with leading sellers. For example, develop customized products for specific groups.
- Product quality: Ensure high – quality products, reduce negative reviews and return rates, and increase the repurchase rate.
- Brand story: Attract target users through brand stories or values and establish an emotional connection.
2. Fine – grained operation
- Title and keyword optimization: Study users’ search habits, optimize titles and keywords, and improve the natural search ranking.
- Main image and detail page design: The main image should highlight the selling points, and the detail page should clearly show the product advantages and usage scenarios.
- Review management: Encourage real users to leave positive reviews, handle negative reviews promptly, and improve the store rating.
3. Multi – channel traffic acquisition
- Social media marketing: Use platforms such as Douyin, Xiaohongshu, and Weibo for content marketing to attract off – site traffic.
- Private domain traffic: Retain users through WeChat groups, official accounts, or membership systems to increase the repurchase rate.
- Live streaming e – commerce: Showcase products on live – streaming platforms to enhance users’ trust.
4. Make reasonable use of platform tools
- Paid promotion: Use tools such as直通车 and Super Recommendation within the budget to accurately target ads.
- Event registration: Participate in the platform’s promotional events (such as Double 11 and 618) to get more exposure opportunities.
- Data analysis: Regularly analyze store data and adjust operating strategies.
5. Compliant operation
- Avoid brush orders: Comply with platform rules and increase sales and reviews through legitimate means.
- Long – term orientation: Focus on the long – term development of the store rather than short – term benefits.
Case Study: The Success Secrets of Three Squirrels
Three Squirrels is a leading enterprise in the Chinese snack food e – commerce field. Its success experience provides a good reference for breaking the traffic deadlock:
1. Precise positioning
Three Squirrels targets young consumers and features a “cute” brand image. It attracts users through lovely IP designs and interactive marketing.
2. Differentiated products
In addition to regular nut products, Three Squirrels also launches customized gift boxes and co – branded products to meet different scenario needs.
3. Content marketing
It publishes interesting content on social media and short – video platforms, such as the “Squirrel Mini – Theatre”, to enhance user stickiness.
4. User experience
It pays attention to packaging design and after – sales service to improve user satisfaction and generate word – of – mouth.
5. Multi – channel layout
In addition to platforms like Tmall and JD.com, Three Squirrels also expands to offline stores and its own APP to achieve full – channel coverage.
Through the above strategies, Three Squirrels successfully achieved a breakthrough from scratch without relying on brush orders and became a leading brand in the industry.
Conclusion
To break the traffic deadlock on e – commerce platforms, the key is to break free from the mindset of “brush orders” and start from multiple dimensions such as products, operations, and marketing to build a sustainable business model. Although it may require more effort in the short term, compliant operation and differentiated competition are the real winning strategies in the long run. It is hoped that the sharing in this article can provide some inspiration and help for entrepreneurs!
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