Selling products is like writing articles. If you can post hot topics, you can naturally bring more free traffic to your products, greatly improving the exposure of the products. In this era of the Internet, the information of self-media is loved by more and more netizens. If the product can be promoted under the influence of self-media, the effect can be said to be twice the result with half the effort. However, there is a difference between chasing hot topics in e-commerce and chasing hot topics in self-media. For e-commerce, chasing hot topics is divided into three types.
1) Single hot spot type
The single hot spot type will follow a phenomenal IP hot spot and provide corresponding peripheral products. Here is an example that everyone is familiar with in China: the screen-sweeping short film “What is Peppa Pig” at the beginning of 2019 was a big hit, and some people started selling second-hand blowers of What is Peppa Pig, and some people took advantage of this popularity to sell What is Peppa Pig Pig pendants.
However, this marketing method is not suitable for novice sellers, mainly for the following three reasons:
● Novice sellers lack a certain amount of precipitation;
● High requirements for the ability to respond quickly to operations:
● It is very time-sensitive, and the popularity is not always there. By the time a novice seller sells this product, the popularity may have passed, which can easily cause losses.
2) Comprehensive hot spot type
The comprehensive hot spot type is suitable for traffic bigwigs with systematic thinking. They are not just confined to a certain hot spot, but bring all the hot spots together to make a comprehensive website with a wider coverage.
For example, Taobao customer traffic website based on the same style of film and television stars. Self-built mall based on the same style of film and television stars.
3) Platform hot spot type
The platform hot spot type is suitable for sellers with systematic thinking, long-term strategic thinking ability and deep insight into the development of the industry. After all, a film and television IP always has its life cycle, and a popular star always has a time when he is out of fashion. However, when a platform becomes popular, its vitality is very tenacious, and there is unlimited room for expansion in the later stage.
The social platforms that were deployed earlier in China include Weibo, WeChat public accounts, live broadcast, Douyin, Toutiao, Bilibili, etc.: The social platforms that were deployed earlier abroad include Facebook, Twitter, YouTube, Instagram, etc.
These social platforms are now operating very well and have a large number of platform users. Of course, it is not necessary to rush into the market when a new platform is just launched. Even if the platform has developed to the mid-term, it is not necessarily late to enter the market, because the platform is developing and changing, and new policies and functions will always be introduced. Sometimes you can make a lot of money by seizing a new function point.
For example, in 2013, Facebook launched the Tag function. The information marked on the photo will appear on the other party’s timeline, and all the other party’s friends will see this information. A photo can mark 98 people. Based on the average of 350 friends per person, more than 30,000 people will see it once it is marked, and all of this is free.
If a product can get so much exposure, then the probability of success will be much higher than other sellers. There are many similar cases of making full use of platform functions, such as Instagram’s Hashtag and Story.
When sellers decide what to sell in their stores, if they can combine the tone of hot platforms and the latest policies and gameplay, they can naturally greatly increase the exposure of their products.