From the "money" of the media: How far is the electric business dream?

The intermediary transaction SEO diagnoses Taobao guest stationmaster buys the Cloud host technology Hall

Hewen/Wen

This is a tempting picture:

You can choose to access a wide range of micro-letter advertising self-service platform, in their own public accounts to sell ads to make money. This long-awaited has not yet been online advertising system, the Spring Festival during the period, it is said that 10 days of time has been the account operator income million, of which the public account "Luo thought" the most;

You can also use the "micro-shop" such as mobile phone shop app, open a micro-letter version of the Taobao shop, do familiar with the electrical business, has since the media has been by virtue of public sales to achieve 33,000 yuan;

For many of the media (on the micro-credit platform in the form of "subscribe to the public number"), the micro-trust platform, is really ready to let the media operators to make money?

Or we can speculate, whether it's advertising programs for the public, or allowing mobile operators such as "micro-stores" to apply the Consumer-to-consumer platform and the green light to the electricity business base, all of which are hidden in the micro-letter "selfish":

The public operator is trying to import the flow of "carrots"--increasing advertising revenue--and the increased flow of traffic means greater commercial space for micro-letters. Micro-shop "and other Consumer-to-consumer category" Taobao shop "the rise, as well as the recent micro-letter for the launch of the" micro-letter Shop "service, to some extent, are in the training of users micro-letter" Taobao "habit, for micro-letter platform on the future of the" cat "to do the matting.

Advertising "Initial experience"

"Every day to uncover a, dress collocation secret", this is a female fashion brand Shopping Network "Love picture shopping" text ads, links in including "hearsay", the micro-letter subscription number of the article at the bottom. This year during the Spring Festival, "Grapevine" and other dozens of from the media public number and content number, was invited to participate in the Tencent effect advertising platform "wide-point" and micro-letter launched by the micro-letter public number of the effect of advertising products in the beta.

In the beta, the advertising form is in the micro-letter subscription number text Message page at the bottom of a text chain, ads click on the landing, can be "love map" such as the need to promote the public Number Account page, can also be the public number under an article details page.

According to Tencent official data, during the period of the public account ads to participate in the average 3.5% clicks, each click can give the public number to take 5 cents of the proceeds, during the period of a wide range of not involved in any partition, the proceeds are fully divided into the public number of operators.

Tencent's official comment on the ad system was last May. Tencent effect Advertising Platform Department general manager Rozheng External said, micro-letter public number ads are still in the early beta stage, the number of advertisers are also strictly controlled, has not started to do the volume, from the spring Festival to now is just the whole process pass. He also revealed that the micro-letter advertising self-service platform will be online in the near future, when advertisers can self-help release ads, public number can apply for access to advertising.

Is this the advertising system that is a wide-range of communication is really the micro-credit of the public number to become a sharp weapon?

"It's not funny, it looks like bull when it's just rolled out." Later I looked at its profit-sharing mechanism, it can be said that no one can see it, (to the public operator's) too little, we do a little bit of electricity than its benefits much more, and even we all think that even a group of advertising is indifferent. "The man who said this was dad, Kmedia, chairman of the Media League, before the media, the company responsible for marketing, public relations company boss, publish writer, now operates a micro-credit public number" bubble Dad speak knowledge "(to tell stories about the Science Encyclopedia Knowledge), is the mother and child class from the Media Alliance Kmedia Initiator.

The Media league's first member has 25, is from more than 60 focus on the parent-child domain from the media selected, "All is the content of original strong, interactive high, subscriber number of subscribers, and maintain the rapid growth of the micro-letter public account." Dad's view of the micro-credit advertising system is fairly representative of the parent-child Media alliance.

Widely-used micro-letter advertising system during the period, there have been written by the media, "10 days from the media Wan Yuan, micro-letter effect advertising bonus period coming", but the voice of the empty is also a confrontation.

In the view of Internet Watchers Wei, Tencent, one of the three biggest advertisers in China, has a wide range of sources (the other two belong to Baidu and Ali), in the micro-credit of the public account to advertise the customer is not missing, on this platform there will be a large number of small advertisers, but "said it is from the media ( That is, the individual founder of the original-oriented media, the major gospel, 10 days to raise a Wan Yuan, fear is very small to be able to. Wei a simple account: 100,000 subscriber's micro-credit public number, if the opening rate is calculated at 15%, 0.1% ad clicks, the number of clicks per day is 15 times, so that the advertising revenue that the public operator can get is almost negligible, "so the game is widely available (for) less than 100,000 subscribers ( Public number), there is not much money to purchase.

On the other hand, at this stage advertisers for micro-letter from the media advertising value, indeed have confidence?

"In fact, we also need an education process, many brands now think that from the media is too small for them." "Kmedia, vice president of the Media League, Wei da senior vice president of public relations, maternal and child service team leader Li Fi said.

Li Fi is responsible for the Wei da Public Relations Maternal and Child Service team is a PR person's "Mother Regiment", the team in the daily work and life has been concerned about, contact a lot of mother and child from the media public number. Kmedia before the establishment of the public relations between the Mother and child service team to find the first bubble dad, want to participate in creating a parent-child class from the media League. In the eyes of this group of public relations, the mother and child market is very large, the mother and the child from the media is becoming a very active in the field of power. But as a PR man, they are also clearly aware that in the link between advertisers and consumer users, there are two major problems: advertisers for the mother and child from the value of the media to understand, but also to be excavated; the mother and the child from the media itself also need to grow, irregular, immature, uneven level of development needs to first self-improvement.

"A lot of people are not really aware of the value of the media," he said. (brand) for the cost of the media may be 10,000 yuan, 20,000 yuan, 100,000 yuan, which for a lot of molded brands (put the budget) is too small. To brand advertisers is a process that needs to be continuously educated and explored. "At the same time Li Fi they have seen the need for commercialization of media, see their potential impact on brand communication, in the Kmedia Alliance has some accounts began to commercialize the cooperation, the process they also encountered a lot of problems, there are successes and failures, Li Fi They have a strong feeling," first let the media self-improvement , and commercialization ".

How far is the electric business dream?

On the topic of "micro-credit ecology and commercialization of media", "hearsay" founder Feng Dahui's summary is quite incisive: in the micro-letter from the media, should discard the attributes of the old media, that is, "participation, send Press", but to take advantage of the characteristics of micro-letter, in the product "personalized", "vertical" up and down the full effort, Only very personalized from the media, will gradually attract, gather together a variety of categories of user groups, very accurate, very vertical user groups, "when the media can put this kind of people who have the ability to consume, people who are interested in the gathering, we want to find a way to make money." Journalists understand that, in this logic, such as vertical electric operators will become possible.

Feng Dahui the ideal scene for reporters: There may be a lot of public numbers, their subscriptions are not big enough, even for a small number of people to produce content, produced content is entirely with their own interests, they do not need a special mass of readers, can still live, can still do good, " This is the manifestation of social diversity, which is the ecology.

In this process, Feng Dahui that the less external intervention the better, of course, the platform to provide some "convenience" of the basic tools are needed, such as micro-letter payment, such as the appropriate distribution of content. For example, for example, some public numbers are willing to spend money in a normal way, so where and how to promote them, and whether or not the micro-letter will let go of such restrictions as "normal demand".

From this point of view, it is not difficult to understand that the wide-access micro-letter advertising self-help system is actually a micro-letter in the mobile end of the establishment of the electrical quotient of the ecological system is an important link.

In fact, directional advertising and precision advertising is also a wide range of micro-letter advertising system has been trying to the direction, citing Tencent wide-point director Rozheng, "is not not done, but not reflected." The reason is that in the beta stage, micro-letter advertising entry threshold is relatively high, advertisers and traffic providers (that is, the number of points of access to a wide range of letters of the subscription number), resulting in micro-advertising matching samples are very small, small sample, directional advertising and precision advertising is difficult to embody.

Speaking of micro-trust, some people summed up two models: one is based on the micro-letter Address Book Consumer-to-consumer platform, for example, the "Micro Shop" of pocket shopping and Chanfong pay under the "Meow Meow Micro Shop", one is based on grafting on the micro-trust platform system on the open platform, such as for merchants to provide mobile solutions to the "pocket pass", And at the end of May this year appeared in the micro-letter first-level entrance of the Jingdong "shopping", as well as micro-credit public platform launched in the same period, "micro-letter Store" (support service number to build their own electric business platform). The common denominator of these platforms is the tight integration with the micro-credit payment system.

So far, the micro-credit operators have tried to be cautious, the industry on the two models of micro-trust companies are the best of the argument, but it is undeniable that they are in the training of users of micro-letter "Taobao" habit, but also in the micro-trust platform to do "precision", "directional" of the electric dealers accumulate richer data. This time for the coveted E-commerce and not the Tencent, is undoubtedly a chance to miss.

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The story of the "Micro Shop"

At the founding meeting of Kmedia, a middle-aged man named "Harry" was surrounded by a crowd of people who shared his entrepreneurial experience "How did I get on the day 33,000 by public goods sales". He told the world of IT managers that now "Yu Chunlin" is far more angry than his real name.

Yu Chunlin has been the head of the portal book Channel, and later full-time to do since the media, operating two media: one is the micro-letter public account "classic painting" (Free to share the classic picture of the app), did 13 months, has 48,000 subscribers. First, Tencent media on the open platform of "Ha Dad Hum Mom", for six months, there are nearly 120,000 subscribers.

He told reporters that he preferred the micro-letter public account "classic painting." The reason for this is that the public account has better data: the number of people reading more than 10,000, reading more than 15,000. The more essential reason is that "classic picture book" is the new media.

"What is the new media?" I have my own definition: The new media is someone's media. "Yu Chunlin for several years of traditional media, in his view, the traditional media is mouthpiece, loudspeakers, no one, no interaction." However, the micro-credit public number "classic painting" is different, in order to carry the account, he and his wife and children collectively, editing articles, writing articles, gossiping, photos, he himself also singing, and even in the future may also dance on the above, "the user naturally willing to interact with our living, my users even call themselves ' Hayu ', some of you are even willing to talk to me about the experience of marriage and family life of suffering and unbearable. Because of the interactive feedback, I also feel very meaningful and fulfilling. ”

Logically speaking, Yu Chunlin can also be in the "Ha Dad Hum Mom" on the way to show their own, but "Tencent media open platform than the micro-letter public number, the latter is the most interactive, is currently the best new media platform." Yu Chunlin's personal feeling is: there is interaction, there is a relationship. Relationship is not good, the user's choice is very simple, that is unsubscribe, no longer pay attention to you. If the relationship is good, it generates trust. And with the trust of your users, everything is possible.

As a result, in the premise of maintaining user experience as far as possible, Yu Chunlin in the "classic painting" on a number of commercial attempts: advertising, sponsorship, selling things, Members, etc., have a certain effect, and the best way is to sell things, that is, to do the electrical business.

"I usually sell picture book, the price is more than Amazon, when, Jing Dong a little bit cheaper, sales good." But they sell things very complex, purchase, shelves, orders, packaging, courier, After-sale and so on. These are energy-consuming, and I don't have much time to find good content and interact with Hayu. "So Yu Chunlin choose to cooperate with the merchant buy." The practice of cooperative group purchase is, Yu Chunlin received orders and money to the merchant, merchant delivery and after-sales service. As a result, Yu Chunlin saves time and energy, and his users (Hayu) receive concessions, and businesses can sell goods.

Yu Chunlin Cooperation to do a good job is late February this year, at that time, "classic picture book" Subscriber is about 33,000, one day group sales is 33,000 yuan. Later he wrote the story, titled "How did I make it through the public number 33,000?" published in the Dark Horse website, hence a lot of businessmen to find a home to cooperate, so in the "classic picture book" On the cooperation is not limited to books, as well as learning machines, socks, milk powder, mobile power and so on.

In Yu Chunlin's attempt to sell things on the micro-credit public number, the micro-platform also adopted a permissive attitude towards the access of Third-party mobile service platforms. Yu Chunlin in the "classic picture book" On the Open "Ha Dad Micro Shop", using the Mobile Shopping guide application "pocket shopping" in January 2014 before and after the quietly on-line mobile application "micro-shop", can be opened through the micro-letter shop in the way, in the chain of acquaintances to trade.

According to Yu Chunlin experience, micro-shop to sellers open the threshold of the shop is low, users simply through the mobile phone number, ID number, bank card number and other information to verify the registration of the store, after the successful registration, the seller can freely add goods, share shops or merchandise, through the micro-letter collection, management orders, promotional and so on

Yu Chunlin's micro-credit experience is undoubtedly a successful case of commercialization of media in the Kmedia Alliance. Combined with the actual situation of the members of the Union, Kmedia president of the Alliance, introduced by the micro-letter driven by the user needs, compared to advertising, more suitable for the commercialization of the way is actually the electrical business and brand activities. (Hewen)