Li Jiaqi and Li Ziqi earn 360 million yuan a year, and Anker's revenue exceeds 5 billion yuan: it turns out that it is all thanks to this

What is the hottest thing in 2019? The Internet celebrity economy is definitely the most popular.

The phrase "OMG" from internet celebrity Li Jiaqi has captured thousands of fans. He once sold out 14,000 lipsticks in one minute , setting a Guinness World Record and earning the title of "No. 1 Lipstick King".

On January 5, 2020, Li Jiaqi started selling Jinzi's "spicy sausage" on a live broadcast , selling more than 100,000 packs in 5 minutes. He also sent Jinzi ham to the daily limit the next day. This live broadcast directly brought Jinzi Ham a market value increase of 548 million yuan .

Another celebrity is Li Ziqi , whose videos almost always make it to the Weibo hot search list. Not only has she gained a large number of domestic fans, but her way of exporting traditional Chinese culture to the world through videos has also attracted the attention of many foreign fans. Her YouTube followers number 7.4 million, even exceeding that of the BBC .

Because of the concepts of "Li Ziqi" and "Internet celebrity", this stock rose 200% in 14 days on Saturday .

Even Kweichow Moutai, which has no trouble selling, has recently joined the efforts of internet celebrities to promote its products.

On January 9, Wei Ya, known as the "No. 1 Taobao Lady" , promoted the 2018 53-proof Feitian Moutai at a price of 1,499 yuan. More than 20 million people bought it online, and 500 bottles were sold out in an instant.

The reason why these online influencers who sell products have become so popular is that they all rely on one thing - traffic .

Internet celebrities represented by Li Jiaqi, Viya, and Liziqi, either rely on their good looks or their own skills, and quickly accumulate a large number of fans through live broadcasts, videos and other methods, and then realize traffic monetization through live broadcasts "selling goods" and opening online stores.

It can be said that the internet celebrity economy is nothing more than an e-commerce model disguised as traffic, and traffic is its foundation.

Doing e-commerce is all about traffic , and the essence of e-commerce is the process of monetizing traffic!

The same is true for cross-border e-commerce. In the eyes of many cross-border e-commerce sellers, traffic means sales.

Take Amazon, the world's largest e-commerce platform, for example. It has entered an era where traffic is king. It can be said that whoever can get more traffic can get more exposure and more clicks, and then it is possible to generate more sales.

Sellers who have been in the market for a while will clearly feel that Amazon traffic is getting more and more expensive. A click on a PPC ad costs 2-3 USD. Some popular categories even have to pay 5 USD per click to occupy the homepage ad space. Seeing the ACOS soaring in the background, one can't help but feel chest tightness and shortness of breath. Many sellers often lament that although the store sales seem to be very large, after deducting the advertising fees and other costs, it is basically equivalent to working for the richest man's brother-in-law, and then they miss the good old days when Amazon's click fee was 0.02 USD.

Scarcity makes things valuable. The reason why traffic is becoming more and more expensive is that the number of sellers pouring into Amazon is huge, increasing rapidly by tens of millions every year.

According to statistics, in 2019, 1.2 million new third-party sellers joined one of the 16 Amazon sites around the world. Since January 1, 2017, 3.6 million new third-party sellers have joined the Amazon platform worldwide, of which more than 1.1 million sellers have joined Amazon US. This data is equivalent to 3,287 new sellers per day, 136 per hour, and even 2 new sellers per minute in the past 1,000 days . India is second with nearly 400,000, and the UK has nearly 300,000 new sellers.

As more people come in, the bonus will naturally disappear. Because of this, many sellers have turned to independent sites, trying to catch up with the new wave of cross-border e-commerce blue ocean bonuses!

In fact, both platforms and independent websites are full of opportunities, and traffic is the basis for acquiring customers. How to obtain traffic seems to have become a pain point in the industry .

Let's first take a look at how Anker, a well-known industry seller with over 24 million high-quality users, obtains traffic. Anker's main sales channels are online platforms such as Amazon, eBay and Lazada, offline retail and its independent website anker.com. Anker started out on platforms and successfully directed traffic to its own independent website. How did it do this?

The above picture shows the traffic proportion of Anker's subdomains. It is not difficult to find that the largest proportion is actually its main site anker.com , which is its independent site, accounting for as much as 86.88% .

Among the traffic sources of Anker's independent website, Google natural search accounts for as high as 60.89% , ranking first. It can be imagined that its Google marketing is very successful.

In addition, Youtube and Facebook are well-known foreign social networking sites, and most companies doing exports will choose to promote on these two platforms, and Anker is no exception.

Among Anker's social traffic sources, Youtube ranks first, accounting for 25.92%, and Facebook accounts for 22.22%.

In addition, Anker has also done a very good job in attracting traffic on the Amazon platform .

As you can see from the picture above, it is an Anker power bank. The editor has framed some content on it. One point worth noting is: Anker’s own link is still below it.

In this way, when natural traffic comes in, even if he does not buy this product, he may buy another product, which means that the money spent on attracting traffic from platforms such as Google and Facebook is not wasted .

Anker is good at capturing traffic from various channels. In 2018 , its revenue exceeded 5 billion yuan , which is the best proof that the money was not wasted.

For ordinary sellers, there are two ways to obtain traffic: free and paid . Here we take independent sites as an example.

Common free traffic acquisition methods include free traffic from Pinterest, marketing through Reddit, free traffic from Facebook, search engine optimization (SEO), building your own themes on YouTube/Instagram, etc. Since it is free, it is naturally not as effective as paid traffic, and it takes more time to operate and accumulate.

For many independent websites, the two biggest sources of traffic are: Google and social media such as Facebook and YouTube. This can be seen from the example of Anker.

So when you are doing traffic and researching independent websites, don’t think too much about it. You should think clearly about social media displays such as Google and Facebook, especially Facebook and Google advertising. However, as independent websites have developed to this day, if you want to obtain high-quality traffic, you must spend more money and energy.