Electricity quotient is the last straw of paper medium?

　Titanium Media Note: Alibaba through the mobile phone Taobao and the country's 12 mainstream newspaper strategic cooperation, "Amoy" Business today officially on the line, with mobile sweep code to pay the newspaper layout and E-commerce together, whether to try out a paper media O2O road? Titanium Media author Shun Chunhui from an metropolitan newspaper, engaged in negotiations with Ali, He talked about the original intention of writing this article:

After the completion of the series of traditional media transformation of macro-strategy thinking, more hope that their own thinking can be more grounded gas, the transformation of the practice of specific ways to do some discussion. And around the traditional media to do the main body of electricity is my personal thinking direction, and constantly think of a suitable for traditional media business road. In practice, we are also trying to implement the relevant business, ready to launch a specific project this year.

All in the midst of the time, Alipay people to find, launched their "Amoy" "Media" project plan, and spend heavily in six cities nationwide 12 mainstream city newspaper launched the project. In the newspaper printing Cat Mall on the commodity two-dimensional code information, readers can be scanned to complete the shopping, and truly realize the media of the paper medium Electronic business. Last night, I was in the city newspaper completed the final cooperation contract signed, arranged for the April 1 release of the news articles.

Think back, this is perhaps the traditional paper media real access to the new Medium business model, access to the electric business, close to the Internet, close to large data, connect users the best opportunity, perhaps the last opportunity to seize this opportunity may be related to life and death. At the same time, this type of project is not a choice for traditional media, when the tide comes, does not give you too much to think about the opportunity, if success means a complete rebirth; if it fails, the best underwear in the traditional media will fall off, and the last remaining of the channel value and media value will be positively.

Attached to these days for the past some of the summary of thinking, and did not find a specific path, in fact, there is nothing new. However, at the foot of the road, anyone who can read this text can understand how to do it, only if they are willing to do it. Look forward to the spring, not the night ...

------The following is the text---------

In the face of the impact of new Internet media, traditional media has been a number of new media transformation attempts, some do digital newspaper, some do news portals or news community, but also to do news clients, every time the new media try to earn enough eyeballs, have not been able to make substantial gains in substantive breakthroughs, There is no new business model for truly profitable sustainable development.

Once, it was widely accepted that the Internet three kinds of mainstream business model, advertising, games, electric dealers a little farther away from the traditional media, although there are new media sites, app clients, the media official microblogging group, but due to the limited volume of traffic, advertising revenue micro-blog, compared with the traditional newspaper advertising revenue is not enough to mention; And the game and the electric dealer because of the high threshold is unable to get involved.

The traditional media how many times and the internet business model pass by, can only always act as the Internet layman's role, helplessly by the Internet new media again and again the impact, round after round of development opportunities to slip away but there is no way.

Nowadays, with the progress of mobile internet technology, the popularity of mobile terminals, especially the mobile internet in People's daily life is becoming more and more high, but also for the traditional paper media has brought a new development opportunities, a chance to deeply practice mobile business opportunities.

One, Mobile media (newspaper) + smartphone = Mobile power provider?

1, the mobile electric business implementation of the possible scenarios expected

Scene One:

Let's imagine a scenario where a newspaper is delivered to a subscriber audience, on the front page of the newspaper there is a brief introduction of commodity information, big hit the so-called group purchase signs, and next to a large two-dimensional code, small print reminder, with a mobile phone scan two-dimensional code directly under a single buy can enjoy 65 percent discount ...

If this is the product you need, or if the price is favorable enough, will you be tempted to pick up the phone scan?

Scene Two:

When you are browsing the South Entertainment version of the news report, the "Professor" of the big picture attracted your attention, a dark black suit with a little two-dimensional code, next to a line of small print "cat shop exclusive sale of the same black suit", if you are the depth of the "Professor" fans-young female white-collar workers, Do you also pick up your mobile phone scan to buy a gift to your handsome boyfriend, in order to expect it to "Professor" soul possessed?

Scene Three:

When you get out of the neighborhood to buy food in the morning, you walk in front of a delivery boy in a uniform south, free to send a copy of the South is the community newspaper "Pengcheng Tong", the cover of "Today Group buy rice 7.5KG only 23 yuan", next to a small two-dimensional code, scanning can be a single, 12 o'clock noon before delivery, No need to worry about no rice at noon ...

Would you pick up your cell phone and sweep through the newspaper?

The above scenario may have been around you, perhaps it is not far away from your life, because since April, Alipay United nationwide Six cities, the mainstream newspaper media, jointly launched the "Code on the Amoy" project, in the traditional newspaper printing Taobao and day Cat shopping mall on the selected special goods, The reader can purchase by scanning the two-dimensional code information of the commodity, complete a offline to online and then to offline "3O" mobile e-commerce shopping experience.

2. Define 3O e-business business model

3O (offline-online-offline) Electronic business model refers to the online Offline channel for the description and definition of commodity information, and these offline channels to display the commodity information in two-dimensional code, such as the standardization of information packaging, With the help of smart phone and other mobile terminal equipment through scanning two-dimensional code mode, set up offline offline information and online electric platform information connection, complete the online E-commerce experience process process, including the order, payment and other core electrical business experience link, Then it is a kind of e-business business model to carry out the logistics distribution and complete the whole electric business process by offline.

Second, the mobile internet to the traditional paper media to bring new opportunities for the electric business

1, the traditional paper media mobile power business strategy to achieve the three basic conditions

The implementation of the above scenario in today has no technical difficulties, and can be easily achieved, because of the popularity of mobile internet technology, two-dimensional code technology widely used, as well as E-commerce business model of the continuous maturity of the modern newspaper through the two-dimensional code technology and mobile terminal equipment, help, It is easy to realize the function of the newspaper as an online mobile operator, which brings new vigor to the media carrier of the so-called over gas, and it benefits from the following basic conditions:

A, the rapid development and popularization of e-commerce industry, directly brought E-commerce from the online display, order, payment, delivery, customer service and other processes of the specification, so that E-commerce shopping flow and product experience more standardized and flow, so that newspapers as a line of entry into the line after the import of traffic, Subsequent support system can easily and efficiently complete the user's shopping experience process.

b, the spread of two-dimensional code technology and smartphone and mobile phone business application of the progress of shopping, two-dimensional code and the perfect combination of smart phones, so that more offline channel resources can easily and online rich resource pool and service support embodied, so that there is no digital offline goods and channel resources can instantly establish and online network connection , and then realize interconnection, value creation.

C, E-commerce Business Line of the audience group development has been close to saturation, the traditional media has mastered the offline regional channel media resources, as well as the traditional media coverage group is different from the online e-commerce shopping habits of the group, but also makes this to the electric business development has an incremental effect of services to be innovative practice.

2, the traditional paper media mobile electric Business new machine optimistic outlook

When television media rise, radio is considered a kind of traditional media is slowly forgotten by people, so that one day we even think that it will be with the village through the big broadcast horn disappeared and completely out of our lives, but the rapid development of the domestic automobile industry, the rapid increase in the number of social household cars, so that the radio instant glow of new Vitality ;

Today, traditional paper media in the impact of the new Internet, is already a real traditional media, and because of its lack of digital, and the Internet new media there is a huge development of the gap, and now, with the progress of mobile internet technology and the popularization of intelligent terminal equipment, Does the smartphone allow the traditional paper media in trouble to glow the new life that broadcast has brought to the auto industry?

Third, the traditional paper media to do the core advantages of mobile electric business

Influence, credibility

The influence and credibility of the traditional paper media for many years ' operation for its implementation of mobile electric business to provide an important endorsement of the brand, E-commerce business integrity system in the absence of today, the traditional paper media credibility and influence through the high threshold of the combination of electronic goods, to ensure that the relevant business quality benign development.

Content advantage, personalized recommendation, influence the trend of life

Traditional paper media has the core advantages of content production, among which the spread influence of the paper Media user group is profound, the influence of the readers ' life trend is established by virtue of its traditional content advantage, and the communication of consumption values can provide users with personalized and differentiated living consumption solutions. And finally realize the true value of this value transmission through the way of mobile electric trader.

Consumption scenes, reading habits

The audience of newspaper and internet media have certain crowd difference and reading scene difference, this group and the PC Internet audience exist The inherent subdivision difference, also makes the newspaper reader can use the smart phone to realize the convenient connection with the Internet, finally realizes in the different consumption scene carries on the electric business model to develop.

Low cost, extended service, light electricity business

Traditional media in the process of competition with the Internet new media, the traditional paper printing costs become a burden, and through the original paper and distribution channels, the mobile electric business model of value-added services, on the one hand can rediscover the commercial value of newspaper distribution channels, on the other hand, its realization of profit, No matter how much can be in the objective of a thin paper media in the cost, improve profitability;

and use the original layout content, on this basis without adding any layout, and directly in the relevant layout content to increase the two-dimensional code information, will not increase any editing and printing costs, belong to the low-cost operation of the project, and to carry out the line of traffic and customer import, to help advertisers or electronic business platform class customers of the electric businesses to achieve, Without the direct establishment of the electrical business logistics, platform, payment and other industrial chain system, but also to the light of the electronic business of the way to intervene in the electrical businesses, simple and easy to operate.

Regional communication power, community channel, narrow public communication

Once the local issue of newspapers, not wide-area distribution has become a disadvantage, with the Internet information any time, any location, any content arbitrary dissemination of the advantages of a huge gap in the CPC, CPM Advertising mode of profit in the Internet advertising competition in the absolute leeward, however, now the information dissemination of vertical fine differentiation, The characteristic of specific channel specific group communication makes the disadvantage of traditional newspaper in the PC Internet age become the core advantage of service Area channel and narrow community, this advantage also becomes the advantage of the mobile electric business.

Four, the paper media to do mobile electricity business, several desirable modes:

1, the electric business information directly into the content of the page

Also will be the day-to-day content of the products involved in direct identification and introduction, and the two-dimensional code information directly into the sales page, and so on, and enhance the daily layout content in the process of presentation of the rich degree and service characteristics.

2, in the main newspaper set up a special version of the business or monograph mode

Set up a fixed electric business promotion Special Edition or column, daily selection of current or specific news events to extend the goods, carry out the electricity business transactions, and then form a fixed mobile business transactions.

3, on the paper to carry out a limited-term group purchase, special sale or exclusive channel sales mode

Can make use of the newspaper's front page and other common location, the daily preferential or group purchase products recommended, for special sale and specific commodity newspaper electric channel exclusive sales, and this service can be used as a traditional newspaper advertising a value-added services to provide, on the one hand, to ensure that customers of hard or original ads published, Event marketing, as well as social media platform channel coverage, also through value-added services to provide exclusive first sales of special merchandise to achieve the integration of customer service delivery and marketing programs.

4, channel media to carry out specific groups of consumer demand targeted to meet the pattern

For a newspaper or magazine, such as a community newspaper or a channel media, can be based on the characteristics of their coverage of special categories of merchandise sales, such as access to the community, residents living area of the community newspaper, can try to carry out the community living goods mobile business, such as oil and vegetables, fruits and other daily necessities of the business, to achieve the proximity of services.

5, the whole media channel for the model of composite electric business

With newspapers, magazines, networks, social media, channel media, outdoor media, such as all media resources of the whole media cluster, through the integration of the full media resources covered by the wide-area group, the special commodity of the whole media channel integration and promotion, and thus achieve full media business expansion, Special goods such as limited-times group buying business can be combined with newspapers, magazines, networks, social media and many other media carriers and communication channels, to carry out the model of multiplex marketing communication.

Five, light electric business model to start, in-depth electric business in two stages

1.0: Light Electricity commercial trial hydropower

In the current development of traditional paper media, although has a certain number of "3O" electric business advantages, but the lack of internet genes and electric quotient of traditional media, can not achieve step all-round intervention e-commerce business, the first step into the e-commerce business of the specific mode of operation must be the light electric business model, The basic features are:

A, as far as possible to traditional customer advertising business value-added service model for business promotion;

B, as far as possible in the existing media resources and channels based on business development;

C, as far as possible the use of the current layout content resources into the business embedded;

D, the choice with the independent electric business enterprise or electric business platform for cooperation and development;

E, should be positioned as a mature electric business chain of traffic flow into the role of the channel;

F, the choice of the main dealers in the trading of standardized products or non-entity categories of goods mainly;

2.0: Deep cooperation of specific partners

On the basis of the initial attempt of the 1.0-level electric business, it is necessary to summarize the results of the practice, the role of its media channels and the advantages of influence and credibility in the process of business development, and then choose to carry out a centralized and standardized electric business model.

At the same time, there is a need for in-depth cooperation with special categories of enterprises (direct customers) or platform operators (agents), to conduct a comprehensive business model innovation around special enterprises, or to become a platform for specific areas or a specific category of goods in depth business partners, and then the Electronic Business practices, standardization and in-depth practice.

Vi. value evaluation of electric business model

Traditional media, with the help of traditional media carriers and channels, and the use of mobile Internet terminals such as mobile phones, try to carry out 3O (offline-online-offline) business model, on the one hand, realize the intrinsic media carrier and channel value increment, It also minimizes the production and distribution costs of media products, is a typical way to reduce revenue and expenditure, on the other hand, its essential features in the face of the new Internet media impact process, based on their own grasp of the resource value of a new mode of change, including content production advantages, channel advantages, customer resource advantages, It is a significant innovation attempt to innovate the business model of traditional media advertising business mode on the way of traditional media transformation.

On the so-called "internet thinking" comment on the traditional paper media's mobile electric business attempt

Once, traditional paper media, though with an astonishing circulation, theoretically has a large number of users, but not with the user (readers) to establish a connection, and thus led to the impact of new Internet media, in the user economy, traffic economy, interactive economy, the effect of economic ideas flourish under the Internet competition environment, lose the competitive advantage, And now in the PC Internet era of peer competition disadvantage, because the rise of mobile internet is about to be reversed, it is expected to be transformed from a disadvantage to advantage.

Connection：

Using mobile internet terminals to combine two-dimensional code information in a newspaper, traditional paper media can easily use mobile terminals to achieve the initial data connection with their users, but also to further reduce the competition between the new media and the Internet, at the same time, also makes the traditional paper media really have the opportunity to rebuild their own user system, The connection may have the opportunity to replicate the car industry's renewed vitality in the broadcasting media.

Demand：

In the traditional paper media layout information to reflect the commodity information of the two-dimensional code, in addition to the traditional media to provide users with information content dissemination services, but also to achieve the user, including E-commerce needs, such as the demand for more satisfaction, greatly increasing the value of the media, and convenient operation, and with the help of the existing mature electric business platform and business model, It also makes the demand satisfaction and user experience stand on the basis of the achievements of the Internet civilization, and the quality of satisfying the user needs has been greatly improved.

Large data:

Although the use of two-dimensional code for mobile business, the need to rely on the traditional platform of the technology platform advantages, almost all data information needs to be rooted in the third party platform, while the traditional paper media only play a role in the flow, but to achieve the effect of monitoring and deep cooperation, Traditional paper media can use this to achieve the media product audience basic information, as well as user behavior data accumulation and other data resources acquisition, and then conditional start to build a real traditional paper media of their own large data business base database.

Free：

The integration of mobile electrical business information on the basis of existing layout content makes the value-added service based on traditional paper-based business closer to the provision of a free service, which has an innate advantage in attracting users ' attention and interacting effectively, Also makes the paper media mobile business expansion has the innate cost advantage.

Eight, "3O" mobile electricity dealers can bring traditional paper media into the spring

In the process of traditional paper media trying to transform the Internet, the transformation of traditional editing and cataloging business, the innovation and upgrade of the business model around the layout advertising is considered to be unable to bring about substantial change, or it is difficult in itself, because under the influence of "go-center", "Pan-Media", "de-media" tide, traditional media monopoly status is not, The general trend of user churn, content not being needed, and customer advertising slipping away is basically irreversible.

The industrial transformation, which is widely recognized, that is, centering on the existing resources and influence value of traditional media, choosing to carry out business development of Industry subdivision in the upstream and downstream of media industry, and then opening up new business to realize the realization of existing resources and influence value, however, although this kind of model has the early pilot of traditional media group such as Zhejiang newspaper , but because of the poor replication, and the difficulty of choosing the industry subdivision field has been no more successful can directly learn from the case.

and "3O" mobile business, perhaps in the traditional media transformation is worth a try in the process of a new business model, on the one hand, based on their own traditional resources and advantages of the play and value mining, on the other hand to the Internet mature business model of a business to develop a solid step forward.

Without actually embarking on practice, and obtain the data of the stage test, before the beginning of this business, the question about the conversion rate, the real value and the practical significance may be meaningless, and the practice of choosing a small scope, and using the "lean" thinking to guide the operation, And summarize the results of the stage, choose to establish standardized products and services, in-depth development, may be able to create a traditional media characteristics of the electric business Road.

In the traditional media transformation Road, the newspaper industry is unusually cold today, "3O" mobile electric business may be the traditional paper media into the hope of spring.

Historically, the birth of television to the status of the broadcast media has been a severe challenge to the brink of desperation, and the popularity of home cars for the broadcast brought the second spring, now, mobile Internet, especially the smartphone terminal and mobile applications to the popularity of the traditional paper media can bring the second spring it?

Decisive, the opportunity is right in front of you.