2024 - Traffic Anxiety is the Main Theme

One of the things that strikes me these days when I do annual planning with my consulting organization is traffic anxiety.

From the customer acquisition channel, material, quantity, unit price, to the activation, conversion, repurchase and fission of customer undertaking. Every detail is being scrutinized more and more finely, and the granularity requirement is getting higher and higher.

From personal IP to content matrix, from self placement to kol seeding, from graphic short video to live broadcasting, from public domain to private domain to full domain, as long as there is traffic, all think to get involved in a foot, dig a dig.

For companies with a decent stock of users, new users can be acquired by word-of-mouth from old users, but the natural demise of the international student life cycle still makes most owners anxious about new customer acquisition.

This is just a microcosm of the consolidation industry, a traditionally oriented industry that has been forced to focus on traffic operations in the direction of growth.

Behind the flow of anxiety is the externality of the intensification of the involution of competition, platforms down to grab users, price wars to reduce profit margins, new entrants to the player becomes more. The cake is only so big, want to share more, only to keep their own, grab the hands of others.

There is no antidote to traffic anxiety, either lying flat and lowering expectations, or anxiety seeking breakthroughs, embracing change and taking the initiative to compete.

In 2024, more consolidation companies will take the initiative in products, services, and operational efficiency to cope with the involution. Companies inside the industry that have been quietly tamping down their fundamentals will also increasingly show a thick and thin trend and gain more and more user recognition.

Users in the market maturity, will gradually begin to differentiate, the platform will steal some of the already mature users, differentiated service companies will retain the characteristics of the user, there is a certain scale effect of the company will stand on the edge of the rise and decline.

The timeliness and stability of the product's postal route, the intimate experience of warehouse handling, the professional personality of the service, and the peace of mind of claims protection have all become essential.

Cost reduction and efficiency in operational efficiency, high efficiency and low cost at the level of customer acquisition, high conversion in user undertakings, repurchase and word-of-mouth of old users, and fission of stock users all enhance the schedule.

And these competitions, brought about by the industry's threshold to enhance, although the entry into the industry is still easy, but can develop and grow the threshold has gradually become higher.

2024, embracing change and accompanying anxiety along the way.