Alimama's online advertisement brand B2C

Overnight, a large number of online brand advertisements for the same companies suddenly appeared on websites, big and small on the Internet. Why are the same ads mounted to so many websites? This is Alimama's "national broadcast" product. With the release of this product, Alimama not only improved its ad trading platform architecture, but also announced the start of separation from traditional online advertising.

"National Broadcasting" draws on the concept of "news broadcasting", integrates more than 0.4 million of Alimama's small and medium-sized websites and nearly 0.2 million of blog sites, and packages and sells them to advertisers, at the same time, all websites are divided into different channels based on content to meet different needs of advertisers.

Wu Yongming, general manager of Alimama, believes that before the launch of "national joint Broadcasting", Alimama was mainly a C2C advertising trading platform. Now, Alimama has entered the brand-new B2C advertising field. To be accurate, alimama will be an advertising network platform. On the platform, C2C customers can still directly communicate and trade, while on the network, Alimama will aggregate a large number of Class C websites and traffic through cooperation and buyout, push brand advertisements to advertisers. What is most disruptive is that the launch of "national broadcast" has redefined the value of small and medium websites and for the first time granted the value of brand advertisements for small and medium websites in China.

Wu Yongming believes that, unlike traditional online advertisements, Alibaba's B2C advertisements emphasize accuracy. Alimama uses technical means to segment 100,000 of websites in many dimensions, such as in regions and audiences. Wu Yongming said: "Alimama not only needs to expand the number of websites and groups, but also to focus on and make details. For example, if a dry cleaners in a certain area of a city are to be promoted in the local area, the current online advertisement type cannot meet its requirements for the division of regions and groups and the effect, the 'national broadcast' can help it."

Speaking of Alimama's development goals, Wu Yongming proposed that in 2008, we should first establish a business model, which is a network platform integrating B2C and C2C advertising transactions. The core point is to have enough coverage of the advertising audience. At present, Alimama covers more than 2.5 billion Chinese websites. He hopes that by the end of the year, Alimama will cover more than 80% of Chinese netizens, covering the traffic of 5 billion million people, one of the largest advertising transactions in China within three to five years.

When talking about profitability, Wu Yongming said that previously, in order to make the platform more open, Alimama had no longer been exempted from the transaction fee for long-time advertisements. In the future, it would not be ruled out that the entire C2C transaction would be free of charge. Ma Yun even proposed that "everything is done at any cost ".

Wu Yongming explained the reason for free: "Alimama's long-term profit model will target advertisers, but at present, it is necessary for them to recognize the value of the Alimama platform. When the transaction volume is the largest in China, that is, the profit ."

In addition, Wu Yongming revealed that although Alimama is currently focusing on Internet and online advertising, Alimama will enter the traditional advertising market at the right time, including offline advertisements, media advertisements for newspapers and magazines, and even street signs and terminals.