Reading experience of "E-commerce Zero to One: From 0 to 1": Start from scratch and unleash the Hack spirit
The rise of Taiwan’s e-commerce
The time series is about to enter 2022, and the current development status of various industries is also very different. Due to the impact of the COVID-19 epidemic, it can be said that all industries have been depressed in the past two years, but the e-commerce industry has shown a phenomenon of blooming. For e-commerce traders, it feels like they are eating sugar cane these days.
Especially under the influence of the epidemic this year, because some people are afraid of going to physical stores for consumption, consumption behavior has shifted online, causing the scale of the e-commerce industry to quickly approach the department store industry (opens in a new tab). Speaking of the rapid development of the e-commerce industry, I unconsciously think of the book “E-commerce Zero to One: From 0 to 1 (opens in a new tab)” written by a Chinese.
The author Liu Jiasheng (opens in a new tab) is my Facebook friend. He has many years of entrepreneurial experience at a very young age. He has also been invited to give lectures at TeSA (opens in a new tab) before, and he can be called a potential rookie in Taiwan’s e-commerce field.
Although the development scale of Taiwan’s e-commerce is not as large as that of the other side, it can almost be regarded as a “national movement.” Unfortunately, there have not been many local discussions and books on e-commerce in the past few years, and a lot of information still has to rely on mainland China or Europe and the United States. Therefore, I was very happy when I saw this book coming out, and I was full of expectations.
Customer Lifetime Value
The author generously shares his experience in operating Tuanyuan Nuts (opens in a new tab) in the past few years, and also puts forward his own online advertising strategies in response to the Facebook advertising issues that everyone is concerned about. I think this part is a very valuable and practical part of the book. At the same time, the author also mentioned the importance of “repurchase” and called on readers to pay attention to customer lifetime value (opens in a new tab) (LTV, Lifetime Value)——not only allows customers to take the product home, but also allows the brand to live in his life.
LTV (opens in a new tab) represents the lifetime value of a customer, and CPA represents the cost of acquiring a customer. LTV must be higher than CPA to survive, otherwise there is no way to scale.
SEO operation key
I also agree with the author’s mention that before investing in digital marketing, we should first try to adjust the company’s own e-commerce structure. When I saw the chapter introducing Search Engine Optimization (SEO), I felt very familiar, because in the past I had many times learned from content marketing and [copywriting] on the “Content Hacker” website or when teaching companies. Writing](https://vstar.school/copywriting/ (opens in a new tab)) talks about related precautions, such as: finding the right keywords, accurate website titles, making good use of website description, etc.
The author will also use mind maps (opens in a new tab) or charts to match the explanation. I also think this arrangement is very good. For example, when introducing the unit “Three Questions of SEO”, Jia Sheng (opens in a new tab) used a mind map to help everyone sort out three key questions for operating SEO, which are not only specific but also very simple and clear.
*What is your product?
- Why do consumers buy from you?
- What are the main features of the product?
E-commerce Hack Spirit
Overall, I feel that “E-commerce Zero to One: From 0 to 1 (opens in a new tab)” is indeed a recommended book for getting started with e-commerce. It is suitable for reference by friends who are interested in developing an online shopping career or want to enter the e-commerce industry. If there is a shortcoming, apart from the fact that the book is slightly lighter and the layout is a bit loose, it is that there are too many typos! For example, Taiwan’s early Internet entrepreneur Xue Xiaolan (opens in a new tab) is named Xue Xiaolan, dotco m is marked as dotom, 清心福全 (opens in a new tab) is marked as fresh and blessed, once is marked as one but… these are all unacceptable. I hope that they can be improved together when there is an opportunity to reprint in the future.
Hack (opens in a new tab) is an attitude and method of solving problems. Even if it is not the standard solution that the public thinks, it uses various thinking and tools to solve the problem quickly. Hack’s tactics are not about scorched-earth positional warfare, but fast and exciting guerrilla warfare. Hack pursues quick and effective problem solving, but it is not a reckless rampage, but a deep understanding of each step and the right medicine.
As the saying goes, “flaws do not hide the good”, these small flaws do not affect the pleasure and inspiration gained from reading this book (opens in a new tab). I really appreciate the Hack spirit mentioned by the author of this book, because this is an attitude needed by e-commerce merchants, and it was also the original intention of me establishing “Content Hacker”. Well, the e-commerce industry needs a steady stream of new blood to join, let’s roll up our sleeves and get to work!
★ Photo Credit: Karolina Grabowska (opens in a new tab)
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Further reading
- Targeting online shopping opportunities in the post-epidemic era: Make use of Cyberbiz and content marketing to make your business even more powerful
- Recommended preface to “Shopping Revolution”: Show unique value, start by thinking about the pleasure, advantages and benefits it brings to customers
- Want to take advantage of the Double 11 shopping craze? Come learn how push-to-take-advantage-of-the works together
Next step
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Vista Cheng speaks and runs workshops on AI workflows, writing and content systems for companies, schools and public agencies.
