Everything can be CPS-what is e-commerce distribution? Is it true to hide coupons?

"Everything can be CPS" means that everything can be sold as CPS. This pattern is not surprising. In fact, as the saying goes, the seller takes the commission.

CPS is a form of advertising. There are many forms of marketing advertisements, including CPS, CPA, CPM, CPC, CPT and so on. CPS (cost per sale) refers to paying by sales. CPA and CPS are both effect advertisements, that is, they only need to pay advertising fees when they are actually downloaded or sold, and they are also the preferred advertising forms for businesses, because the input and output are controllable. But for traffic owners, CPM usually has higher advertising revenue.

Any "product" sales channel can consider the form of CPS, such as e-commerce products, online courses, membership and so on. These are common forms of CPS sales.

CPS is a good business promotion model. When you look at the circle of friends forwarding posters to sell goods, or sending some product links, the probability is CPS products. The seller needs to pay the advertising fee for this CPS product, which is the income of the promoter, so that the promoter has the motivation to promote.

This essentially corresponds to the distribution system of the Internet platform-the promoters help the platform to obtain off-site traffic, and at the same time, the promoters get the corresponding commission.

Let's take a look at how the e-commerce industry plays.

Internet CPS products are common in the e-commerce industry, and mainstream e-commerce platforms such as Taobao, JD.COM, Pinduoduo, Meituan and Suning have gradually launched their own CPS promotion platforms.

Today's e-commerce platform, there are more and more businesses, and the competition is becoming more and more fierce. Merchants want to promote products, they have to pay a certain promotion cost: merchants will give profits to promoters, and at the same time, they will also release hidden coupons and other benefits to buyers.

Let's first look at the underlying logic of CPS products:

Briefly summarize the main process of CPS products: merchants put CPS products on the e-commerce CPS platform, promoters get promotion links from the platform to share with users, users complete the purchase of goods through the promotion links, and the platform identifies the promotion orders and settles with promoters and merchants.

The results are: buyers get hidden coupons, promoters get commissions, merchants increase sales and open stores, and e-commerce CPS platform improves GMV, which is a win-win situation for all parties.

The essence of CPS products is to promote drainage outside the station, users click on the link or go to the product details page of the main station, and the ordering process is still in the main station system. Therefore, commodity information: title, picture, price, commodity details and other commodity elements are still obtained from the main station.

Following the launch of the relay platform CPS, many third-party coupon platforms have been launched based on buyers, including coupon APP, coupon applet, coupon mall, coupon community, and major content platforms with embedded coupons. At present, the mainstream is the coupon community, which reaches consumers directly in the social circle.

The coupon community is mainly based on WeChat group, which is divided into two group operation modes: manual fine push operation and machine violence billing. Let's use actual cases to popularize science for everyone.

First, manual precise push operation

This is an era of "consumers lying flat". As more and more choices occupy cognition, it will soon enter the situation of "cognitive surplus"-consumers no longer want to make choices, or are unable to make choices, and will eventually enter the era when "optimal distribution" is king. Therefore, we also see that more and more companies, organizations or individuals begin to establish membership relations with consumers, and after establishing long-term trust relations, they provide limited choices in closed groups.

Accurate push operation mode needs to proceed from the immediate interests of users, help users make decisions, let customers recognize the promoters' ability to select products and service awareness, constantly build trust, generate repurchase and build their own moat. This is actually a process of resource integration. There are too many kinds of electrical goods, and the optimal distribution of goods is the value of promoters. Don't underestimate this work, especially test the operator's patience and choice of goods.

Take my friend as an example. A friend runs a WeChat group of more than 300 people, which has been carefully managed for three years. The group is full of old iron powder, and everyone has been buying from her in buy buy, because the products she recommended are cheap and good. She spent a lot of energy on the choice of products and services, not only selecting good quality products for the members of the delegation, but also studying preferential information frequently. She is also very skillful when buying, and she has to study when to buy it and how much is the most cost-effective. Usually, group friends will talk about herself privately if they have purchase needs, and she will spare no effort to provide good service. Most group owners don't spend too much energy to choose products, and they push which activity is big when they see it, and don't pay attention to quality. There are not many well-run groups like my friends. It is actually a particularly trivial and boring thing to choose products and services and always pay attention to studying preferential information. Patience, carefulness and perseverance are indispensable.

She summed up three characteristics that a reliable coupon community needs:

Seeing the lucky readers here, I also posted free membership places in the group of friends. Welcome everyone to join the group to exchange ideas and save money together (the official reply code "168" of the architect's practice record on WeChat official account plus herself, let her help you join the group and buy with confidence).

Second, the machine violence sends a bill

The advantage of automatic operation of the machine is that it saves worry and effort. In the early stage, we need to think clearly about the operation mode, complete the customer acquisition conversion (typical traffic thinking) in the middle stage, and do a good job of operation and maintenance in the later stage to ensure that the machine orders normally every day. The shortcomings are also obvious. The core of the group's lack of refined operation is price war. It is difficult for users to retain, and the overall income will only be less and less.

In the past, I ran hundreds of WeChat groups in Pinduoduo, and violently distributed coupons with a single brush. Because the selling price and commission of goods in Pinduoduo are very small, it is a way of taking volume-small profits but quick turnover. The customer base is mainly students, and the monthly fee includes the rent and daily maintenance of the credit card machine.

A community has a life cycle. When I bought a large number of coupons, I calculated the income-I can earn thousands a month after half a year. It's almost a year now, and it's almost back to the original, but even after returning to the original, the monthly income is not much, not as good as before. To sum up: although doing this thing itself is an unpredictable thing, it doesn't matter much, but it doesn't matter. A man of practice knows the truth, and never looks back until he hits the south wall. If they don't do well, it's hard to reflect on themselves. Everything should be a process of putting their eyes into it.

Based on the success of e-commerce platform CPS and coupon platform, various rebate platforms have been derived in recent years. From the perspective of rebate types, it includes rebate APP, rebate personal number of WeChat system, rebate official account of WeChat and so on.

Last year, Taobao CPS platform suppressed rebates and rectified the rebate ecology by reducing commissions and modifying the ownership of customers' orders in the station. Wechat has also been suppressing the rebate number, mainly because the threshold of the rebate platform is low, and some dishonest individuals or organizations use various unreasonable marketing methods to destroy the entire rebate ecology. Until now, the rebate platform has been recognized by Taobao, forming a stable form of e-commerce.

Let's look at the underlying logic of the e-commerce rebate platform:

For buyers, if they want to buy the same product, they can not only get hidden coupons on the rebate platform, but also get large rebates, which is much cheaper than direct original price purchase.

The times are changing, but the core needs of users have not changed-buying the most cost-effective goods at a lower price. The advantage of rebate platform over coupon platform lies in the high user stickiness. When consumption becomes just needed, users can buy directly from Taobao and JD.COM, so why buy on your rebate platform? Because there are hidden coupons, the same goods can be bought at a lower price, and a certain proportion of goods can be cashed back. However, there is a certain threshold for accessing the e-commerce CPS platform, and the rebate platform will generally dock multiple e-commerce CPS platforms to facilitate users to shop and rebate on the whole network.

The rebate platform of WeChat system is varied, and the rebate amount is not uniform. Take the official WeChat account "Zhenhao Commission" that I have been using personally as an example (high rebate rate), and look at the whole process of rebate:

1. Copy the Taobao link and send it to a really good servant (JD.COM can also).

2. Click the returned promotion link to copy the password.

3. Opening Taobao will automatically jump to the coupon page, and it is not bad to automatically bind the order after placing an order.

4. Confirm receipt of the order, settle accounts and withdraw cash.

So don't go to Taobao/JD.COM. You can buy things at the original price in the future. We should use such a good rebate platform! In addition, in the real good commission, everyone supports two-level distribution, and invites friends to pay attention to the use to earn commissions-the era of national distribution has quietly arrived.

Without low-cost customer acquisition channels, good delivery and operation strategies, advanced models, and good coupon communities and rebate products, it is difficult to form a system in the end, and it is a pity to abandon it. CPS is a traffic business, and all the difficulties lie in traffic. If you have traffic thinking, long-term customer acquisition channels and low-cost operation strategies, CPS is a good way for you to realize cash.

Some time ago, an Internet industry tycoon said something to me, which made me wake up:

When you are confused, choose the most difficult road, because it is difficult, so it is valuable. If one thing can succeed casually, what moat does it have? What opportunities do you have as an ordinary person? Others have more money and resources than you, and they have already rushed to do it. On the contrary, everyone finds it difficult, and what has no chance is your opportunity.

Encourage together!

I like to watch it. I earn millions a year.