Du Liang Keynote speech: Integrated Network marketing in the new era of competition

Shen Du Liang, general manager of Shenzhen Point of the spirit of the theme speech "new competitive era of integrated network Marketing"

Du Liang: Ladies and gentlemen, friends of the network, good afternoon.

Taiwan has a cultural guru called Li, who was most afraid of such a lecture hall when he was speaking at Tsinghua University. Because his head looks to the right from the left, because he thinks he's like an electric fan. I don't mind being an electric fan here today, bringing a cool breeze for everyone. Today's topic is the new competitive era of integrated network marketing. Because this is 2008, we have had a tremendous change today compared to 35 years ago. Just this week, China's netizens have surpassed the United States and reached the top of the world. The number of expanding Internet users will also bring about changing provinces. In today's era, in the 纷纭复杂 environment, how do we do our network marketing. Because we don't have to do a little bit of internet marketing as before to make money. We are now in Alibaba above, Baidu above competition, how can we kill a road, how to choose a right path?

Today, mainly four themes: the first topic is the new trend of internet marketing, is just said today and 35 years ago some new changes, our network marketing has any new way. 2nd in such a network market environment, we should find out where our customers are, find out how to marketing to them, sell our products. 3rd, why pay attention to the customer experience? The customer entered the door, why buy our things. The 4th is the new concept, called b4c, before we heard of Business-to-business or Business-to-consumer, from this b4c we will have some new revelation.

1th, the new trend of network marketing.

        Such a diagram is a new way to cover the current network marketing, we need a website, our customers will understand our corporate website, understand our services. Through Baidu to do some bidding and optimization, our site is not cosmetic, our website is as a marketing tool. In addition, we have to do some multimedia pictures, but also to do the head of the line, but also Alibaba business-to-business platform to do some supply and demand issues. These years we also heard about forum marketing, called blog marketing. These marketing means 纷纭复杂. When we give a lot of friends a look at this picture, we don't know what the concept is. For example, blog marketing, forum marketing, they do not know how to do. Therefore, often many enterprises received a variety of phone calls, such as Baidu called, Baidu said, your enterprise production of such products, to our Baidu to buy a related word, to bid. When others say related words, Alibaba tells you, you do not have to do the program site, Alibaba has shops, so can do network marketing. There are also 7788 of internet companies that call business owners or manufacturers. Faced with this variety of means, our network has tried, often feel a vertigo.

        Enterprise Network Marketing, especially the network marketing of small and medium-sized enterprises. The word marketing is actually a very systematic, very whole project. Specifically, small and medium enterprises How to do a good job of network marketing, we will share in the third part. Let's look at the new Internet marketing tools that have emerged in recent years. This is mainly said through the transmission of viruses and other new network marketing methods. Its emergence, mainly because of the rise of Internet reds. We all know sister Furong, she is in Baidu, Tsinghua campus, very dare to show the photographer his very thick legs and arms. On the internet was spread out the first dare to sell ugly people on the Internet. The second is Jiabao, she opened a lingerie shop in Taobao, many people no one to see, also did not buy. So she wanted to put on her underwear and then send it to Taobao. . Sales were not good at the time because they were men. After the men have read it, and will not really buy. The third is an angel Meimei, she is a minority in western China Girl, there is a person to travel to the west when, to her photographed, posted online, caused by the sympathetic chord of netizens, suddenly there is a beauty like fairy came to appear, it is easy to red all over the north and south. Their presence is the use of network platforms, such as MOP and other network platforms to accumulate popularity. Analysis of a case, is Gong Li to love the mattress made an advertisement. Xi-a mattress supply to diaoyutai and other places such as, illustrates its strength. In order to consolidate his position, but also want to invite a match with his business spokesperson, their company's planning department for a long time, and finally decided to ask the Asian days after Miss Gong Li as a spokesperson. They wanted to make an advertisement for Gong Li, which was chosen in Guangzhou. This advertisement, pleased the mattress decided to spend huge sums of money to hit the television media, they choose to broadcast in the news after the focus of the interview play. Like the mattress also know, to buy mattresses are newlyweds or move to a new home. Like the new married people to the main, they watch the news broadcast very little. For such a group of people, more is a day after work to browse forums or Web pages. How to Shing the mattress by the words of the thought, they want to hype, what way to let the mattress in the internet to resonate, let the people understand the mattress, and understand the Shing words of the happy ad. Planning Department to Guangzhou, she dressed less, in bed posing some posture, such ads and on CCTV to see the ads are not the same. We go to the website to see the title is particularly attractive, how to make a very attractive title is very important. At this time, he wrote such a title, Gong Li bed drama inside full exposure. We have a lot of resources to send posts online. We put this face out after, some people will point in, the result is not so, a look is like the mattress ads. This can also be said to be a bed play, Gong Li made a bed of the advertising film, it can be said to be.

        You see this is the copy of the time. Shing said the domestic famous brand XI, rushed to Guangzhou's biggest hard touch for Xi-an-like shot a bed drama ads. Gong Li in order to love the bed play, but also special from Hong Kong to their own make-up, hair stylist, costume stylist together to Guangzhou, visible to the passion of the performance of the attention. This kind of effect, to the happy finishing mattress brought a good impact. At that time such a post, in the Yahoo Forum, in the China Network Forum, Sina Forum, as well as Tianya, Renren, Mop, Phoenix, Sohu, Tencent and other forums. In such a number of forums are fully rolled out. These forums basically cover the eyeballs of 80% of Chinese netizens. We netizens surf the internet, not for a particular need, will choose some portal stations, and here has covered some portal sites, to see some gossip or news of things, this effect is very good. At that time, such a planning case, only 15 days. 15 days of the effect is obvious, the entire advertising posts, a total of clicks on the 200多万次, has been reproduced more than 20,000 times, the audience more than 20 million of the crowd. Such an effect, in fact, is not what site we are in the release of the effect, because such an effect is a word-of-mouth marketing effect. I am a netizen, I saw such a post, I feel interesting, I want to tell my friends and I together happy, together and I to share. This process of communication is a process of word-of-mouth communication. We often see on the internet to see such a title, such a post, is the real film beach beauty, we are very interested in, especially male friends, very want to click in to see, I am the same, really beautiful women really gone, because there is no beauty on the sea. We thought it was fun to send to our friends, and I spread more than 600 people at once. This is the network communication and traditional media is different place, the traditional media is a one-time transmission. Like a newspaper, a hand is not to be read. Network transmission is not the same, we suddenly received very interesting information, we are very simple to paste the URL can be passed to our friends, but also very intuitive and convenient. Form a channel of communication, we first see whether to create an attractive advertising, this is the virus spread the most source of virus. How strong the virus is, the appeal of advertising. We put an attractive ad, such a virus to a certain site, the main site, if the Netizen saw, he liked it very much, he helped you spread. He often publishes to the website which often goes to, he goes to the website to have some netizen to carry on the dissemination again, such dissemination is much more than our one-time dissemination.

In recent years there has been a lot of network PR, you can use such a noun to generalize the behavior of network marketing. In fact, I think the network PR or network hype, he actually came late some. At present, since the network terminal hype and Word-of-mouth is the return of network marketing. Just with the help of a platform of network marketing. We often put the network marketing myth, we always feel that the network marketing is a technical life, we must understand very technical deep things can, in fact, network marketing is the same.

Part two, where are the customers? How to do small and medium-sized network marketing?

        just said that is suitable for terminal consumption of enterprises, such as Wahaha, Red Bull, Xi-like mattress and so on. The products produced by small and medium-sized enterprises are more raw materials. such as digging raw materials from the mines, to the next enterprise to the end of the consumer layer. Alibaba as an example, Alibaba is a big myth, we can not myth Alibaba. Because Alibaba above has tens of millions of Member's origin, but more is produces the spare parts tool the enterprise. The products of these enterprises are not sold to ordinary consumers, but to some enterprises, so Alibaba is a business-to-business brand. If some enterprises in Alibaba marketing will have a big discount. Just said the truth is very simple truth, where there are customers go, but no matter which industry has a large number of competitors in competition with us, we can hardly say that our products must be better than our peers. Our prices must be better than our peers. At this point we might as well change the angle to think about where our customers are? Snakes, pythons, green bamboo snake which one is longer? This question depends on how we understand it. If we follow the conventional understanding is certainly the longest python, but Green bamboo snake has three words, and snakes and pythons only two words, so the answer is green bamboo snake the longest. Say Python the longest time many people say python the longest person, those are your competitors. One example: I have a friend in Huaqiang north to sell mobile phones, he and his wife two people. Because there is no rent far-mong Digital mall store, one months need seven thousand or eight thousand yuan. He knows Alibaba, also know Taobao, he opened a shop in Taobao, sell mobile phones, only sell the world's top five brands, Motorola, Nokia, Samsung and so on. He had been driving for two months and found few people coming to his Taobao store. The average two days to sell a mobile phone, only earn 50 yuan, one months a person to raise not live, don't say raise own wife. Taobao after his business, thinking, Taobao so much to do mobile phones, but also Taobao big sellers, how can I compete with them? They have a lot of customer service to receive Taobao customer visitors, I only two people, I do? He thought of a way, can go to the mobile phone forum to post some information, such as to some mobile phone home to publish a forum, to sell his mobile phone, he took his pictures to do a fine, word processing a little better, this time sales significantly increased, selling up to 3 mobile phones a day. Did one months, the average daily amount, basically maintain not move, sometimes return to two days a unit of sales. Because according to his diligence level, he needs to post every day, sometimes lazy, sales down. He once talked to me, selling mobile phones on mobile forums. Why do I have to sell mobile phones on mobile forums? He said the best time to sell 40 units a day. "As you said, choose a non-mobile forum to sell mobile phones," he said. He goes to the Campus forum, will choose some Watch forum, travel forum. Because the mobile phone is a big consumer, everyone must, to a certain time, people's mobile phone dropped, replaced, you will buy a new cell phone. In these forums there is no one to sell other mobile phones to compete, he appears to have a very good advantage, sales naturally rise. There is also a case in Beijing, Beijing has a special wine forum. This forum is mainly about the flavors and the vintage of various wines and cocktails. Because like red wine, like the cocktail of the people are very rich people, say better is the taste of people, such as some people often chat on the above. This forum is the registration invitation type, I am the above member may invite others to enter the forum. If someone accidentally broke into the forum, it would not be joined. The forum has long been a car company, golf companies in the above advertising. Although the forum is to discuss wine, but the crowd and the car, golf crowd is the same, are high-end crowd. Small and medium-sized enterprises in such a way to think, not necessarily in Taobao, but also may be elsewhere.

        What do we do when we find customers? Network Marketing is a word, "Qin". Network marketing is not so advanced, not so complex, a word can be summed up how the network marketing. One more example: all of us here today are the Internet merchants and guests from Shenzhen. Shenzhen people must have been to Huaqiang north, there are generally three major impressions: 1. More than 2 cars. The first street of China electronic market 3. The crowd who shouted the invoices under the SEG building. The people in the underground access to the place, so many people shout invoices, shouting out of the way, you say he is effective? Effective。 Surely somebody needs someone who will find them. Is this a good way? Well, because he chooses the right place and the right way. The right place is the place where there are many people in Huaqiang north, there is no evidence in the right way, even if the police come and don't know, unless the police undercover. Small and medium-sized enterprises certainly can not do so, small and medium-sized enterprises do network marketing also need diligent. How does this diligent understand? Let's make a case of the website of Huang Zong Sheng Technology Co., Ltd. We now many enterprises, should say that more than 99% of enterprises have a corporate network. But why don't we think about it, that our business has only one website? Why not have a few more sites? This is the homepage of Hualong website, is specialized to do flat plate company. We take the main station of the emperor of Hualong as a main entrance, and then according to the other three products to do different websites. We use the civil speaker products to do a website, but also to do a public use of the product site, in some offices and other places to do a public use of the product site. There is also a DIY personalized online design site, now emphasizes DIY personalized design, we provide to netizens in the Internet to design their own web marketing website. Such three sites, plus the main station of Hualong, no matter in the number of search engines, will be much more than our peers. There is also a problem, we often receive Baidu Company's people to call us, do Baidu bidding it, Baidu bidding well. For example, Hualong Ascension, we search for the word speaker, you do not have to do online marketing, as long as the money can be. Baidu bidding advantage is outstanding, stable, shortcomings are also very obvious, expensive, narrow coverage. I went to do a Baidu bid, the cost is very high, many small and medium-sized enterprises are difficult to continue. Narrow coverage means that when we go to buy a bid, Baidu often can put our home page in Baidu first, but our second page, the third page can not appear our information. The advantage of SEO is that it costs less and charges a one-time fee. The coverage is wider, because it does the whole station's ascension. So it did the weight of the network optimization than did not do the network optimization of the weight of the top ranking. Baidu salesman may have called, now Baidu bid ready to do optimization, I found a network company to do a website, do some digital optimization. This time BaiduSalesman will certainly tell you, you do this optimization, we check this very strict, do not be our Baidu K, K has never come out, is tantamount to treason life imprisonment. Just take Hualong as an example, with a main station with three of product site methods, many enterprises may not be able to accept. Because to go to the new three site work increased three times times, input to increase three times times, because many companies do not have web design, and added three sites, many small and medium-sized enterprises do not have the funds or budget to do three sites or even four or five enterprises. What do companies do at this time? Actually very simple, we specially arranges three or four person, specially arranges to do the electronic commerce personnel, we go to each website, goes to Alibaba, Tencent, NetEase and so on to register the blog, to publish the information. We set ourselves a goal, one months or two months, we go to register 100 blog, in the blog has our function discussion. Whether in search engines or search volume will be more than others, this is the effect of diligence. We are not afraid of Baidu's salesman to call over, did you do the bidding? We didn't. We did the optimization. Baidu salesman said: Do optimization will be Baidu K off. We said that we in Alibaba, Taobao to do the optimization, you have the ability to check.

We use Network Marketing products to promote our company, will certainly bring certain customers. What are the concerns that customers are bringing in? Why should he choose your company to trade with you, rather than choose other companies, must have their own reasons.

Part Three, what is the level of our customer experience?

        We often go to the east gate to buy things, if it is sufficient time, such as a Sunday, to the east gate to see if we can buy the clothes, shoes and so on. We are in the east gate of the street, like the HS-Heng mobile phone chain, in the shop door to put two large speakers, there are a lot of noise, many people like, there are many people do not like. Why do we buy mobile phones here? This is because a lot of means to form the purchase factor. For example, a clothing store, the decoration of the clothing store, how to put the clothes, the floor with what material, hangers are how to design, service staff attitude is how. And so on, it's possible to form some of the factors that we would like to buy here. For example, there are many shops, when a customer will follow you in the door, as if afraid you steal things, as if you have any problems will help you solve. This has caused many customers to resent it. Will cause some customers experience is not good. Also talking about the problem of online customer experience. How does the Customer experience form on the Web? For example: Taobao. Now come out a better mobile phone, but in mainland China has not been licensed, due to China Mobile, unicom restrictions, but can also buy. Like the Apple phone, in the market is more than 3,000 yuan. I generally open Taobao is to know what I want to buy, through the function of Taobao search key words, out of the results. The results may be based on the credit rating to screen, or according to a region, or choose to trade with the city, I choose Shenzhen. There will be thirty or forty shops selling apples. At this time I will open five or six of Taobao Apple Store, to compare. The price difference is not too much, has no effect on me, the credit value is not too bad, I should choose which Taobao shop transactions? This is very related to the decoration of Taobao shop. Because there is no face-to-face communication on the Internet, can not get more information, we are more through the site of Taobao decorate the situation, introduction of the situation, these pictures and word processing and expression, can be very clear to tell you the advantages of this product where, and its function is how strong, as well as after-sales service and value is what. We can only through the word to understand Taobao this seller is not credible. For example: Last night I found three web pages of Taobao shops on the Internet. The first is written Taobao first sellers. I know two crowns sell mobile phones on Taobao, but he is not the first. Even if you write Taobao will not check, time long you also become the first. There are online buddies, partners. There are also exquisite gift gifts. Tell you where the offline address is, if you don't believe in online purchase, you can buy it offline. We usually open three or four shops will browse the shop how to do, we will certainly choose to let people trust the store to trade. Include the following Alipay, if no Alipay is paid through each bank's remittance. This is a double crown shop, this seller's credit has been coated, can not show 582, should be two to three crownLike。 We see this picture is very not clear, it is very simple to say the situation, contact the way is what, there is no good picture. The following is a very conventional Taobao shop things. This is also a Shenzhen seller, credit is a star, we see how he did? The picture on his right is very small, not to say this picture small how, the key is such a practice let us think he is very hard, will cause us to his distrust, probably will not choose him to carry on the transaction. Here's a random story about the iphone. There is also a Shanghai Taobao sellers, he taobao mobile phone shop decoration above done best. He was also the first mobile phone in Shenzhen, in the prominent position of the boarding service center, so that you find them at the earliest time. Including related accessories, product description, price and so on. and a picture of the product. First product picture has a positive, there is a side, there is a box, there is a with accessories together, there is a mobile phone how to use, there is a headset, this multiple image composition let us very understand the product function of what the appeal. Through these pictures and text so that we can see at a glance what the function of the product. including how to remit money, how to carry out after-sale warranty and distribution, speak very detailed. These practices determine whether you can keep customers in a Taobao store. Customers open your shop, will also open other Taobao shop, why he chose your Taobao store instead of other Taobao store? Why did the diamond do a little bit worse, that is, crown own crown of the truth.

Part IV, the revelation of b4c.

B4C is an extension of the customer experience, we are doing a good job just customer experience at the same time, how we do a good job for customer service. We used to hear about the explanation of a noun. The 2 is the meaning of arrival and direction. From the merchant to reach the customer, is a path, channel meaning. Put this information on the Internet for you to understand, and then from the Internet to the customer's hand, you pay. I promise three packs of information. This is the traditional way of doing things for the business-to-consumer. But now the environment is different, how we seek novelty to kill a way out, more important is how we from the customer's point of view, so have the concept of b4c. 4 is to refer to, for the meaning, from the Merchant customer point of view, for the sake of customers, customer service meaning. While sending the goods, I may give you a flower, perhaps on the anniversary or holiday, for your sake. I will be based on what you want to buy me this product want to do a thing, give you a plan, an idea, let you better use this product. This time our products, flowers, ideas packaged together to sell to customers, the customer's feeling is completely different. I also promised a good East product, I promise to you to achieve the three packs of goods, I give you flowers and a use of products, so that you better use the product.

The concept of b4c is such that it retains the original function of the customer to sue and sum a service, more is to seize the emotional appeal of customers. This is the key to our b4c. Let me give you an example: it should be said that this example will be more convenient to help you understand the concept of b4c. Many of you here are married or have a boyfriend and girlfriend. How did a married man give a woman a diamond ring? Now married popular diamond ring, how to buy, how to give their wives? We can often see the Chinese people, especially some cities in the mainland, some urban masses, when they get married to buy this gift for their wives. For example: "Wife, we will soon get married, buy you a ring." Went to a gold shop, you choose. Wife said to this ring, husband said, this ring how expensive ah, 10,000 yuan, 8,000 yuan can not. Finally, after bargaining, bought the ring, the wife was mad at the side. Like you gave me a ring like a cabbage. The French say that men in China have blown a kiss at a woman like he killed him. But Chinese women want their husbands to make a romantic move, in fact, the ring is a very solemn moment, is two people together logo. Just like you go to the gold shop to bargain, to buy a wife is completely unacceptable behavior. Why isn't there a diamond shop inside the mall thinking about planning a diamond delivery process for men? In fact, this process is very simple. For example, today is an old gentleman, may be forty or fifty years old, in Shenzhen. Now the cause of success, then in Shenzhen, when there is no money, but the wife is very supportive. Now money, feel that did not give his wife to buy a ring very guilty, now to buy a ring. In fact, he would very much value such a remedy, his wife will be very moved. However, if there is no reasonable expression, like you this diamond is good, the wife will not have too much feeling. How a young couple can give their girlfriends a ring. The ladies at the scene laughed, and if your boyfriend, your husband, gave you the ring, you'd remember it for life.

From the beginning of a means of communication, PR hype, or later how to find customers, how we give customers to do network marketing, how to give customers an experience, if the customer experience a sublimation--b4c. This is actually a whole. Or that sentence, small and medium-sized enterprises, including some shopkeepers Taobao, to do a good job of network marketing, in addition to find the right way, more important is to "diligent." In the face of new competition, we have to go forward, kill our way out, and use our computers to greet our customers with very surprising and innovative ideas. Thank you!

(Above for journalists ' transcript) (about 50 minutes long)