Wang Jinjing: A new mode of e-commerce media marketing

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Full text of the speech:

Shang: Thank Cheng Yilun mentioned the concept of interactive marketing, Zou always mentioned a problem, about Alibaba media marketing and the development of plastic surgery, the following please Alibaba National Planning and Channel management Director Mr. Wang Jinjing to share the new model of electronic marketing.

Wang Jinjing: After listening to the general words, I feel back to the days of work in Austria and the United States, attended the three annual meeting, or the first time at the annual meeting of the ads in the face of advertising people speak so much, so very lucky.

Alibaba is doing online marketing only about two quarters of the time, really start to do only a quarter of the time, basically I joined this period of time, so we can talk about very few things, but today we have to attend the meeting, I think some ideas may have some inspiration for future marketing, So it's a pleasure to come to the meeting today.

First talk about E-commerce, we talk about the current situation this is the understanding of E-commerce for several years, but the actual situation is so, now the main situation has begun to centralize, e-commerce no matter how many models, basically have two points, one is business, one is trade, one is retail, So we basically say is business-to-business and b2c,b2b is very simple, the development time is very long, Alibaba has 6-7 years time, this Part key is two questions, one is you can help everybody to gather this information together, another one can guarantee the information behind Ramble is guaranteed, As long as you meet the information and credibility of two parts on it, trade requirements are very simple, do not need to do other things, the basic can be resolved, but the business is very complex, you can see a lot of things, the domestic network advertising budget is only 4%, because advertisers do not know how to use the Internet, You know the situation in China is very difficult to sell, how much does the customer consider the cost of the output, if only by two or three sets of digital deduction, and do not know how many products sold in the media? How much value does it bring to my sales, and all are brand information, advertisers may have concerns, because the traditional media, brand reporting is very obvious, someone to see customers, customers say that more than 10 years since the establishment of the brand by the television media, now tell me only broadcast TV is not enough, how I believe, for this customer, What he said was right and wrong, and right he believed in TV media, wrong is that he did not know the Internet, 50% of orders are from the Internet, he must be interested in the Internet, for advertisers there is no way to carry out the retail, is very important because many people do not understand that he is not suitable for the Internet products and value of the strategy, There are logistics brand credit and so on, a lot of things, there is a charge of the problem, how to support his channel with the original cooperation, the Internet under the line of sales and offline combination, this is The Advertiser has never dared to think of things, if you want to, you can try to lose some of the original things.

Online trade, talk about business-to-business is online trade is basically retail, in 06, China has 43 million registered enterprises, which has 18 million are already registered users of Alibaba, you will find trade companies, the Internet for them more important, many people are willing to use the Internet, But the proportion is very terrible, the proportion of 4% of the Taobao, while the offline retail industry from a heavy responsibilities to the state of becoming more and more, 06 Wal-Mart has 9.93 billion sales, overflow lotus in China has 10 billion of sales, Taobao, 06 has 16.9 billion yuan sales, our goal in 07 Taobao breakthrough 36 billion of the turnover.

These problems have all passed, now the question is what to buy, the potential threat to him is not the primary consideration, Alibaba is actually a group, we have a lot of group assets, we are these assets, really began to enter the field of Internet marketing, we have a lot of advantages, we do not say more.

The very important part that we're going to talk about today, in Beijing has been said, is the marketing of Alibaba to change the bureau, the network marketing activities divided into several major stages, the first part is very powerful portal, there is a term is the portal marketing, recognition, hope that customers love this brand, and the brand to form Interactive, What is the advantage of the portal? He can recognize a lot of users, of course, the cost is very high, he put the establishment of the cognitive into the goodwill inside, he will form a good income, which is why advertisers have been very fond of the portal reasons, like the portal for two points, the first is influence, The second will form some people for the network brand preferences and loyalty, which for future sales is very beneficial.

From 2000 onwards, until now has been playing this mode, until found that the search engine catch up with the portal so far a guest said WEB2.0 is actually community marketing, community marketing characteristics are? Is that the arrival rate is better. The information he provides is very focused and produces much better loyalty and goodwill.

Again is the search engine, such as Google and Baidu, this part, you can make a greater arrival rate, you can search for more information. These three models, just speaking of the focus is on the conversion rate, there is a way that you do a lot of things, sales where? Can we figure out how much sales he can produce with these patterns? Don't know, even if not produce sales, they are not particularly direct sales action, this is the portal Marketing search Marketing Community marketing has long been the problem, we are Alibaba to do is a unique network marketing model, this marketing model, the first arrival rate is not as big as the portal, everyone conversion rate is very high, and can effectively penetrate to the purchase level. We bring 4 unique marketing opportunities.

The first particular crowd of crowds, portals and community sites are all specific groups of people, each site has the characteristics of each site, what is a specific group of people, the age of these people are interested in news sports, this is also the concept of gathering, if they are interested in a certain type of goods, such as for cars interested in, Such people gather together in order to buy, so we talk about the concept of a crowd is the willingness to consume. The second part of the online sales, such as Taobao, now we use a set of mechanisms for online sales services. Then the user consumption behavior orientation, and finally with the specific audience continuous communication. We may have a long time with a specific subject, such as buying a car, many people buy a car, regardless of whether there is money need to consider a period of time, perhaps one months, maybe a year, this also illustrates a problem, consumers have the will to produce consumer goals, to the final decision to purchase, there is a process, if people escape the control range , marketing can be interrupted.

Now talk about these, a specific audience group marketing strength, affiliate marketing, this is the activities of Alibaba website, specializing in the sale of printer copier Trinity printer, to Alibaba, there will be a very good service mechanism to become Alibaba's paid users, Or in the payment of corporate members can enjoy a good service mechanism, if you can control a certain period of time to a specific user naturally have good returns.

This is an online shop, we know Bbaun, he and Taobao began the online sales, Taobao has a large consumer groups, so he chose Taobao, his brand channel did not do a good job, customers choose Taobao is to achieve two goals, first he wants to know how to pass some things, Enhance the acceptability of these potential target consumer groups to the product, second, how to invest online, in the ability to achieve the best input and output, in what way you can do a penny to make a penny, or even earn two cents, which he built on Taobao store, and customers for online retail operations, Taobao packaged goods to consumers there is no breakage, Taobao has such an experienced user has tens of millions of, he actually get the turnover is very good. This is the first time advertisers, after spending money, have a harvest, and know what kind of goods sell well, even know that there are low-cost goods and high prices of goods people their strategy? This is a pattern that customers have never tried before, and there is a pattern in the traditional sense, there is a concept, what is the traditional directional marketing, the user's production information, he is now 28 years old, earning 100,000 dollars a month, he is very active, so you decide he may be a car buyer, sent him a car ads, You spend a lot of energy on the design of emails, and when this email gets feedback, what you're doing, there's an important question, all the actions are based on parameters, and this argument assumes that he offers some mechanism, new, and true, and that all your decisions are based on his criteria, such as age, sex, income, etc. , there is a pattern on Taobao, which is directed through the records of his transactions, we can give examples, such as insurance customers, he would like to know how to sell insurance through the Internet, which is the initial discussion of the issue is the sale of infant insurance, we will choose in the past week, on Taobao above all the products bought baby supplies of consumers , after the consumption was reached, immediately I will determine your behavior, such as trading behavior behind, you are not my users, and finally found that diapers and milk powder These things can not be bought to give people, are their own use, and are their own baby, so we locked his purchase behavior, To be sure he had his baby around, this is the potential consumer of infant insurance, after these analyses, the customer receives an email, is promotion baby insurance, he will return to Taobao to buy this insurance.

So we're very simple, I don't need to tell the user who, these things are used to prove what he did is true, and so the orientation dimension is different from the previous definition of the customer dimension is two dimensions. Can analyze a lot of things, so consumer behavior orientation is a very special way, there are specific audiences to continue to contact the example is SMB marketing. SAP is also enterprise business software, he has hundreds of thousands of or even millions of companies on Alibaba, these enterprises need business management software, on this platform for long-term exposure, in favor of customer awareness of products, HP and Lenovo is the launch of commercial IT systems, ICBC to do business credit services, Found in the group's existing business, hope through the Portal plus vertical station, in order to develop, but now Alibaba has a large number of platforms, a department can understand the user's information, and the user's information is true. So we talk about E-commerce marketing is not online shopping, there is a level, is very detailed disclosure of consumer information, the establishment of consumer information can produce targeted communication, the second can be carried out offline retail attempts, we believe that the site's traffic is not the same, customers are not the same, On what site on the ads will be on the sale of revenue to pull more, Alibaba can put this analysis out, this in the past did not, today to say these, thank you!