"Content E-commerce Operation Practical Class" Course [Trends]: Media Content E-commerce Business Model and Analysis

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiDST16wF-QBXGjM6rc7ZYjc2O I10hB6NhB52UQd49r8bnok7y_7FO8UacCaOcgKHVoQJCsyUwum1YWBjgTOEQNFd3MpaPeiXDlMsA9K3d1TjBO95S SFkJnxsLcPpFHa_KsQUNN4PcRtrl7/s1600/%25E5%2585%25A7%25E5%25AE%25B9%25E9%259B%25BB%25E5%2 595%2586%25E9%2581%258B%25E7%2587%259F%25E5%25AF%25A6%25E5%258B%2599%25E7%258F%25AD.jpg)

I am really happy to have the opportunity to be invited by the [Taipei Magazine Business Association] (https://www.facebook.com/mbatnews/) to talk to you about the development of [media content e-commerce] (http://www.magazine.org.tw/events/814/EDM.html). Of course, I know that many of the partners attending this time are leaders in the media or publishing-related industries. I also look forward to learning more from you and communicating with you through this event.

Of course, as a former media and publishing industry worker, I have this opportunity to share with you. In fact, I have a lot of feelings in my heart. After all, content is my favorite. Going back to the topic I want to share this time, I’ll start with the business model and trends of content e-commerce.

Many people know about my experience in the media, but in fact, my own career first started in the Internet industry. I am a product manager by background. In the era before Google, I worked for a search engine company. Later, I worked on portal websites to provide online products and services such as maps and communities. After that, I entered the media industry and worked for newspapers, TV stations, magazines, new media, etc. Then, about five years ago, my friends and I established the [Taiwan E-commerce Entrepreneurship Association] (https://tesa.today/), which should be the largest e-commerce community in China now.

Well, that’s my basic background. Then, the host just mentioned my interest and expertise in the field of content marketing, and asked me to use a little time to introduce it to you.

In fact, content marketing has been around for a long time, but I found that Taiwan has a little less information in this part; therefore, we often have to read a lot of information from Europe and the United States, or even things from the other side… Well, to be honest, of course these articles or information are great. However, I always feel that Taiwan has actually had great manufacturer cases and some good stories in recent years, but few people seem to report and share them.

Therefore, I established the website “Content Hacker” in October last year (2017). During the past two years, I have written more than 500 articles. If you are interested, just go to Google and enter the keywords “content hacker” and you should be able to find a lot of information related to content marketing.

In addition, because the discussion and information about content marketing in Taiwan is really limited, in addition to running the “Content Hacking” website in the past two years, I also produced an “Information Course on Content Marketing” (https://content.tw/contentmarketing/). At the same time, a new book called “Content-Induced Marketing” will be published in November this year.

Okay, let’s get to the topic quickly. In my fifty-minute sharing and ten-minute Q&A session, I will mainly talk to you about three parts: an introduction to content e-commerce, trend analysis and development, and some interesting successful cases of content e-commerce.

To put it simply, content e-commerce uses content value to drive business logic, and through immersion in specific scenes and situations, it can conduct in-depth interactions and connections with potential customer groups, and then achieve sales.

I think our friends here should be very familiar with content production, and they are even people in this industry. We all have a lot of enthusiasm for content, and you may have heard the saying “content is king.” This sentence may have been said by many people, but I found that as early as 1996, Bill Gates, the founder of Microsoft, said it.

Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.

Although everyone knows that “Content is King”, how to profit and monetize content is still a problem. According to traditional business thinking, there are two ways to monetize content. The first method is to try to increase traffic and then gain revenue through advertising. The second method is to lock in a clear niche market, generate influence through high-quality content, and then indirectly monetize it.

The two monetization paths mentioned above have been the key to making profits in the content industry for a long time, and many companies still pursue them today. However, if you still want to follow the same pattern now, you will encounter some bottlenecks. Firstly, in this era of information anxiety, there is too much information of all kinds. How to seek breakthroughs in the fiercely competitive Red Sea will be a very severe test. Secondly, the public’s demand for content consumption has also begun to change and turn. Therefore, if we still produce content according to traditional thinking, the road may become narrower and narrower.

When it comes to the rise of content e-commerce, it can actually be described as a combination of the right time, the right location, and the right people. It not only catches up with the trend of mobile Internet, but also responds to the sudden changes in consumer behavior and scenarios. If we look at the industry chain of content e-commerce, the three parts of content, community and e-commerce can be said to be interlocking.

In the past, these three may have been independent of each other, that is, e-commerce companies did e-commerce things, communities did community things, and content companies were only busy producing content… But if we look at the development of content e-commerce from a more detached perspective now, I would think it is like a pyramid. Not only are the three interconnected, but they can also be combined from the perspectives of “e-commerce content” and “content e-commerce.”

Well, let’s talk about the integration of social media and e-commerce first. Unlike traditional social media, which relies on advertising to make profits, social e-commerce monetizes traffic through e-commerce. Social e-commerce is based on the social ecosystem formed by major social media, thereby realizing the integration and empowerment of e-commerce and communities.

At this time, if we can redefine advertising and precipitate consumption behavior through the drive of content value, we can hope to shape a new ecology of e-commerce. In other words, through the diffusion and dissemination of high-quality content, consumers’ inner purchasing intention is triggered.

The core of content e-commerce is a new e-commerce model that is consumer-centered and uses IP, KOL, live broadcasts and hot events to create content, achieve simultaneous circulation and transformation of products and content, and thereby improve marketing effects.

Of course, “e-commerce content” and “content e-commerce” are not just different terms, but also a collision of new ideas. Therefore, in the evolution history of the content e-commerce industry chain, some interesting developments will be brewing.

Through the promotion of content e-commerce, some differences and changes have begun to occur in consumers’ shopping and consumption behaviors. For example, when people have shopping needs, they will go to physical stores or online shopping malls. But now another model is to achieve the purpose of promoting shopping through immersion when consuming interesting content.

In other words, it uses the word-of-mouth of Internet celebrities and opinion leaders as traffic portals, and then uses diverse content types such as graphics, text, video, and live broadcasts to attract a large number of users. When users watch these contents, they can not only directly connect to the e-commerce platform for shopping, but also share their experience or reputation on social media, forming a complete closed loop from discovery, purchase, sharing to discovery.

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi7r3l3wIaObaWK_cadDz70-Xb m7Zkciz_t-62u97kO47Bu0hLTO6YlLzKJvK4obbuOx3edR2pG6pN1vjpadHPJJMauUsUvj4DNio43bqdONOT8Jxy RlQuHYTWfKQMfryUAVetCv9SOYCJc/s1600/%25E5%2585%25A7%25E5%25AE%25B9%25E9%259B%25BB%25E5%2 595%2586%25E7%259A%2584%25E9%258A%25B7%25E5%2594%25AE%25E8%25B7%25AF%25E5%25BE%2591.jpg)

For example, [Little Red Book] (https://www.xiaohongshu.com/), founded by Mao Wenchao and Qu Fang in Shanghai in 2013, has hoped to become a lifestyle platform and consumption decision-making portal for young people since its inception, and is committed to making a good life around the world within reach.

Xiaohongshu users record every moment of their lives through short videos, pictures and texts, and are also willing to share their notes. As of March this year, the number of Xiaohongshu users has exceeded 220 million, and it continues to grow rapidly! It is particularly worth mentioning that 70% of users are born in the 1990s, which can be said to be quite young. In addition to operating its own app, Xiaohongshu has also developed a diversified brokerage model. In addition to stimulating users’ desire to purchase the high-quality products it shares, it also uses specific scenarios and usage scenarios to stimulate consumption and drive up sales figures.

This way of combining community interaction and content value not only empowers e-commerce, but also brings a new look to the traditional content industry. Having said that, maybe this is also what makes content e-commerce so attractive?

It is true that in this era of big e-commerce, content is becoming more and more critical. But in addition to the monetization model of traffic and influence, how can the content industry seize key positions? This question is indeed worth pondering. In addition to sharing this time, I also look forward to communicating with you more in the future!

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhtSoVyFXc_HA2BzAzKC7pLjpX SRlb6oV1OUX6w0Oax93YK9BPpZzzhRtDb_7_qaVwO-4SrqdmCsZ5WfTn4mPnbdkZCjNdTnkNoTmetG7T9sTkq4i0 lGbEB4WGW4elN0EOccFSoboJyb-bu/s1600/%25E5%2585%25A7%25E5%25AE%25B9%25E9%259B%25BB%25E5%2 595%2586%25E9%2581%258B%25E7%2587%259F%25E5%25AF%25A6%25E5%258B%2599%25E7%258F%25AD.jpg)

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiRkkZkKnEI3F3AtHZhFcQjutPU_ezlsOXByvA31zRQneHPyscQRWJ sudYWFiRPv1Coi6Y891okvHqCekeef6_qaJxR2Ew-d-4HQovzGpVN1hJqKWkKp-4mAlMO2NE2PEsjS2-Zs8WLBOFr/s1600/b_illust_91_0M.png)

★ Do you want your copywriting to be liked by more people? Come and watch “[Slow Reading and Understanding in Seconds] (https://www.books.com.tw/exep/assp.php/vista/products/0010973827?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-202605)”.

★ Welcome to purchase the audio course “Create Content Marketing from 0 to 1”.

★ To improve your content power, please don’t miss the online course “[Content Power: The Super Power of Building Brands] (https://hahow.in/cr/content-power)”

★ Photo Credit: Vista

---

Further reading

• Reading experience of “E-commerce Zero to One: From 0 to 1”: Starting from scratch, using the Hack spirit
• Targeting online shopping opportunities in the post-epidemic era: Make use of Cyberbiz and content marketing to make your business even more powerful
• “Content Marketing & Copywriting 6-hour Practical Class” Course Experience: Master the Essence of Writing

---