Billion Chen Jun: Marketing cost growth to the core of the user into the electric business

Tencent Science and Technology (Yao) April 20 news, by billion power network hosted by the Small and medium enterprises E-commerce area of the top event "seventh session of SME E-commerce Conference" in Beijing Shijingshan District Wanda Pullman Hotel Grand. Yi Ma's South China Chief Representative Chen Jun in the speech, said that the platform electric trader Dozen not only the price war, has already arrived the flesh-cutting war, the profit space is getting thinner. In the development of E-commerce today, a variety of marketing costs are rising. Everyone's core will be implemented to the user.

Yi Ma South China Chief Representative Chen Jun (Tencent Science and technology with map)

Chen Jun said: "Business-to-business development is from trusting your people to trust your official website, plus the expansion of the category, and finally the combination of virtual and real, can reach the faithful users of the entity, deepen the expansion of the brand on the Internet, the formation of brand reengineering." The combination of virtual and real will create the maximum value of the brand. In contrast to the line and the line, online compared to the line, in the initial line there are many obvious advantages, from the construction costs, to the information flow, to the advertising effect, to the overall coverage of the Internet, to the ultimate risk, controllability and predictability relative is relatively perfect.

Tencent Science and technology will be the event for the live text + micro-blog live.

The following is a transcript:

Chen Jun: Hello everyone, thank you very much for this opportunity.

Yili has been doing business based on effect marketing and E-commerce.

From last year's data, the net purchase penetration rate is 40%, has more than 200 million net buys the crowd, has accumulated more than 770 billion net buys the market scale. The image on the right is the size of the user market, with a growth rate of 50%.

The picture on the left is an online retailer in Top10, USA. On the right is the overall growth rate of 2011, Suning easy to buy 490% growth rate, ranked first. That is, the growth of traditional enterprises and post-excitation is very powerful.

Business-to-business development is from trusting your people to trust your official website, plus the expansion of the category, and finally the combination of virtual and real, can reach the faithful users of the entity, deepen the expansion of the brand in the Internet, the formation of brand reengineering. The combination of virtual and real will create the maximum value of the brand.

In contrast to the line and the line, online compared to the line, in the initial line there are many obvious advantages, from the construction costs, to the information flow, to the advertising effect, to the overall coverage of the Internet, to the ultimate risk, controllability and predictability relative is relatively perfect.

We have three examples, we have two parts of traditional electric power, part of the traditional brand, such as Lenovo, Haier. Traditional retail is gome (micro-blog), Suning. Platform class of electric dealer, like when, Jing Dong. The traditional electric dealer is the price war, the traditional retail play is the price war and the user's scramble, the platform electricity dealer not only fights the price war, has already come to the flesh-cutting war, the profit space is getting thinner. In the development of E-commerce today, a variety of marketing costs are rising. Everyone's core will be implemented to the user.

Online and offline are able to coexist harmoniously. We have served nearly 500 E-commerce customers, there are several parts can be shared. Benefit sharing the distribution of benefits under the line of recycling.

Traditional electrical Business breakthrough direction We summed up four points. One is to do the incremental market, not just the stock under the line; the second is to provide customers with basic value, not just price, three is to make full use of the existing base of the mother brand, online, offline physical store connectivity.

From the overall planning of E-commerce, we call three carriages, marketing, supply chain, logistics. Marketing is the most basic means, E-commerce operating website is the foundation, just like building a house, the main pillar is customer service, supply chain and logistics, which is the basis of the entire website. The user platform you are targeting is your site's operations. Then the reasonable marketing to reach the user scale, the larger the user scale, the larger the sales scale. The bottom right picture is last year net buys the user the experience, inside has Jing dong such comparison before the electronic commerce enterprise.

To sum up, supply chain logistics, marketing channels, the user experience of the site, people and the final system, as well as the organization of commodities, which depends on whether E-commerce can achieve lasting profits, lasting growth, including whether it can achieve stable and rapid growth, these six parts are essential.

Marketing is to be divided into layers, according to the user level has different marketing channels. The finer the user hierarchy is, the more marketing tools are faced. We hope to build a diversified channel structure, which is divided into two parts. From the online overall marketing channel to look at two parts, part of the sales channels, part of the marketing channels. In short, part of the channel is to make money, and partly to spend money.

Sales channels are divided into three parts, such as Taobao, Jingdong shop in the store, is a completely sales channel. There are points mall such supply channels, can be called sales channels. The distribution of such sales patterns as CPS is also a safer sales channel.

From the point of view of marketing channels, it is divided into three parts. The first part is the effect of marketing, to the effect of assessment, can bring the basic sales channels, as well as strategic marketing, brand marketing.

We alone effect marketing. Safe and controllable marketing, its sales effectiveness and capital use to the extreme. We speak of controllable, at least three points controllable, the promotion of the region controllable, budget controllable, time controllable. So that we can use it rationally. Now can do is advertising networks, search engines.

Just talked about channel structure, this is the overall e-commerce development phase. This stage of development has a better measure of the condition is the number of daily orders, to each stage, the overall platform balance is different. At every stage, the ratio of marketing budgets is different.

According to various stages is also the distribution of marketing budget way. There is also a more ingenious marketing budget allocation method. E-commerce in the promotion of the Internet, the cost of trial and error to minimize. We should according to the effect of the proportion of three-layer differentiation, to achieve high conversion rate, the general conversion rate, low conversion rate. A high conversion rate of 30% channels can be increased 1.5-twice times the budget for continuous delivery, the general conversion rate can reach about 60%. 10% of the low conversion rate can be directly cut off. According to this cycle, the effect of marketing ratio is the biggest.

We have just talked about so many marketing, I have contacted too many e-commerce enterprises, or as long as the sale. But we have made the basic definition of sales, the effect of marketing also divided into three parts, efficiency, the most basic sales, efficiency. The whole combination is the real effect. We will be with the user's acquisition, transformation and retention to achieve brand awareness, reputation and loyalty. Marketing must have the effect ratio.

Marketing is a variety of delivery methods and marketing channels, in the carrier above, what kind of things we put in order to attract users? All E-commerce is doing activities, this is the most attractive, but also to enable users to transform the fastest. There are two points we should pay attention to, first, whether your activities are in line with the consumer's purchase mentality, is to seek the cheap, the name, or herd, contrast; e-commerce, especially like traditional enterprises, rarely dozen price wars, but prices are essential means. Reduce the user's first purchase threshold, so that users dare to try to experience our services, with the promotion of services, gradually become loyal users.

Marketing finished, the user came in, what to do later? Data analysis and mining, this is a classic case of Wal-Mart, beer plus urine not wet combination. Through the shopping basket and shopping cart statistics, the last beer plus urine is to increase the user's up value.

We now butt more market staff, like the market manager has BD, CRM. Small and medium-sized Enterprises I suggest a two-part, part of the pipeline sales channels, but also part of the pipeline marketing channels.

We summarize five levels of e-commerce marketing. The first level is no planning, the gradual transformation of the new user level, to the end of the whole marketing, to the membership of the system so that users lasting loyalty.

We are currently exploring a lot of new products, is the full network monitoring of the launch. To make marketing money more accurate, you must know the transformation of each node.

Thank you!