Click to view details 01 Traffic exhaustion is a term that has been frequent lately, indicating that e-commerce is nearing its ceiling. However, while platform traffic is drying up, the local traffic pool is a goldmine. The term "local traffic pool" has been increasingly frequent recently. Some now say "offline is a goldmine," which does not mean returning to traditional offline channels, but rather relying on the "local traffic pool" based on offline. The local traffic pool has two key points: one is local, i.e., community characteristics; the other is traffic, i.e., internet characteristics. New retail and new marketing are actually using the internet to empower offline and tap into local traffic pools. 02 How does offline become a local traffic pool? This is a concept after connecting the three-dimensional space. The three-dimensional space refers to offline, community, and cyberspace. Offline has strong ties, communities have strong interaction, mini-programs have strong push, and O2O has strong delivery. By connecting the three-dimensional space, offline relationships become online traffic. A local traffic pool is traffic formed by relying on offline strong ties, and it is amplified traffic. It should be noted that in Chinese retail, relationships are an important characteristic. Marketing expert Mr. Fang Gang once said that new retail and new marketing both manifest as community marketing, which leverages offline strong ties, and offline relationships have strong community characteristics. 03 Three Squirrels' "Snack Subscription Store," which I call IP new retail, aims to achieve 10 billion in five years. The "Snack Subscription Store" emphasizes several points: first, "unity of person and store"; second, a dual IP strategy. Three Squirrels' strategy is truly remarkable. Only with "unity of person and store" can the owner's offline strong ties be utilized. Their exploration proves that with offline strong ties, opening sales increase by 60%. The "dual IP strategy" amplifies the offline strong ties of "unity of person and store." Three Squirrels is an IP, and the store owner must also become an IP. IP amplifies offline strong ties. Three Squirrels' strategy relies on "unity of person and store" to fully tap into the "local traffic pool." 04 There are many community e-commerce models now, including WeChat business, mom groups, and physical stores. I have always favored the store-based model, even though it lacks the "group buying" feature most, for a simple reason: stores are typical community business forms with spontaneously formed offline strong ties, i.e., the original "unity of person and store" form. WeChat business and mom groups are only temporary online relationships. Store-based community e-commerce differs from traditional retail in that it uses communities, mini-programs, and O2O delivery to turn long-accumulated offline relationships into online traffic, i.e., a local traffic pool. In fact, all retail forms have community characteristics, or what might be called trade area attributes. New retail is the same; the difference is that all new retail brings offline relationships online and expands traffic. 05 I have always advocated new marketing. Before 2018, successful new marketing had the characteristic of "IP-driven," even Jiangxiaobai was "IP-driven + deep distribution." In 2019, new marketing will form two major driving forces: one is IP-driven; the other is three-dimensional driving. Three-dimensional driving means channel, community, and cyberspace, three-dimensional driving. The result of three-dimensional driving is the local traffic pool. Previously, we always said there was no substitute for deep distribution. Now, three-dimensional driving replacing "channel-driven" is the substitute. The biggest beneficiaries of the local traffic pool are first the retail stores, because their sales expand. Then, distributors and brand owners are also natural beneficiaries. In the past, offline driving was called deep distribution, community driving was called WeChat business, and online driving was called e-commerce. These were all single-dimensional driving, a dimensionality reduction strike. After 2019, three-dimensional driving will form. The foundation of three-dimensional driving must be around strong channel relationships, from channel (offline) to community to mini-programs, connecting the three-dimensional space. 06 In 2018, we observed a common phenomenon: the separation of orders and delivery, and the generalization of O2O. For example, online orders with offline delivery, either "to store" (self-pickup) or "to home," as seen in community e-commerce. Do not underestimate the generalization of O2O; it is very valuable for connecting the three-dimensional space. Compared to offline relationships, the three-dimensional space upgrades offline strong ties. First, relationships become high-frequency, i.e., strong community interaction; second, orders (transactions) become convenient, especially with the popularization of mini-programs. So I always emphasize: offline strong ties, community strong interaction, mini-program strong push. Now I add: O2O strong delivery. In my book "New Marketing," I repeatedly emphasize that in the three-dimensional space, offline, community, and cyberspace are two levels of amplification. From offline to community is the first level, and from community to cyberspace is the second level. In the two levels of amplification, community is the amplifier. Many are doing community marketing now, but I only favor one type: communities that rely on offline strong ties. Purely commercial communities may have short-term commercial value, but they will not last. Recent data shows that social e-commerce is growing, but WeChat business is becoming increasingly difficult, because all commerce will take on social characteristics. The local traffic pool is not simply moving offline relationships online, but after amplification through the three-dimensional space, it changes from single-dimensional driving to three-dimensional driving. The local traffic pool is the result of three-dimensional driving. Source: Teacher Liu's Forum Click here to register in one click