Dangdang Stop bidding marketing behind: Electricity business website Rush Cold Thinking

"This is not an April Fool's joke," guoqing very seriously, "is the normal contract fulfillment completed, April 1 the end of the contract." ”

Recently, Dangdang United President Guoqing External Disclosure, since April 1 this year, the company will officially stop all advertising and search in Baidu, is expected to involve two companies related to the cost of tens of millions of yuan.

At present, with the help of capital, many e-commerce sites dare to burn money to advertise, all the costs rise. In this big environment, the pressure of the surge of the electricity business site calm for a moment, the search marketing, and even the traditional way of advertising to re-examine, perhaps it is necessary.

The Battle of loyalty?

"Stop the launch of Baidu," The news is guoqing in micro-Bo first revealed, a moment ago, he is cheerfully with netizens to discuss domestic writers and Baidu library dispute.

As the largest book sales site of the family, guoqing a succession of spicy comments, and even said, "Sue Baidu, when willing to provide funds." ”

In a netizen provocative ask "Lee always said a set, why Dangdang still in Baidu advertising", Guoqing simply announced, "from April 1 onwards, Dangdang stop in Baidu Advertising and search, the province of tens of millions of for concessions and improve services." Please login directly Dangdang search products. ”

The news in the network caused a stir, some accused guoqing "for a moment of loyalty, the company, shareholders in disregard of", some people questioned him "deliberately to please the publishing industry, have the opportunity to hype suspicion."

For the above statement, Guoqing hands a booth, "commercial war, no Forever friends, there is no eternal enemy." ”

Dangdang public relations to the "daily economic news" explained that the stop on Baidu advertising is mainly for the improvement of corporate costs, has been evaluated for several months. The cooperation agreement with Baidu expires before April 1 this year, happened to coincide with the public incident at the point of time. The PR person stressed that the decision was unanimously adopted by the company, not guoqing personal behavior.

Rising costs

At the beginning of February this year, guoqing on Weibo to complain that the price of Internet media advertising has gone up too fast, specifically named search engine "rise ferocious".

"Daily economic news" reporter learned that, including Dangdang, many companies for Baidu's advertising fees rose too fast feelings, mainly because of "Baidu promotion" game rules not grasp. An E-commerce site said, "The previous Baidu search keyword bidding situation is clear, anyone can query, enter a keyword, the price is how much, which companies in the purchase of all know." But switch to ' Phoenix Nest ' Later, ' Ming Mark ' became ' Dark Mark ', we can not see other than their own information, all in the dark buy, shout price, the unit price will naturally be elevated. That's why, since 2010, companies have been particularly aware of the main reason why the cost of Baidu search has risen faster. ”

Guoqing even half serious half joking to say, Dangdang can also collect the cost of information to search engines, or simply learn two years ago Taobao refused to be Baidu crawler crawl move, "do not rule out its shielding Dangdang all the goods information May."

For this Dangdang stop in Baidu on the launch, Guoqing said is a normal business decision, after careful consideration, "(The Electric business website to search engine) not so rely on." The ROI of the previous search was higher than the ad, and now it's almost 3 months before it was carefully evaluated. ”

The electric business thinks coldly

Industry insiders believe that the two companies to cooperate or suspend cooperation are due to their respective costs and benefits of consideration, guoqing is a high-profile suspicion of speculation, the industry's real background is the blind e-commerce expansion of the overall push higher marketing costs.

Jingdong Mall CEO Liu to bid promotion did a reverse review, "everyone a scuffle, dogs Yuwengdeli, why not join hands to stop this stupid mutual killing behavior?" Every peer has to think. "He believes that the E-commerce site industry's irrational competition caused the network promotion costs rise."

Liu at the end of last year had warned 2011 electric Business website Blind, fierce competition will raise the industry threshold: "Advertising fee why Price?" Very simple, is the market law. This year's e-commerce industry is the most financing of the Internet segmentation industry, but also this year's network advertising the most fierce one industry, is the most bubble of the Internet segmentation industry! Everyone to Sohu, Sina home page look at those banner ads know. ”

58 with the city CEO Yiu Jingbo also have the same feeling. He recently wrote on Weibo, "the Electronic Business site advertising: 3 years ago to cast 100 yuan to bring 100 gross margin;" Two years ago to cast 100 pieces of hope to bring 100 water, 100 pieces a year ago to bring 70 water is also OK; I guess I can't evaluate it with effect, the only criterion is: I have to vote for someone else. The navigation station sees through this to launch the bidding, thus the price is soaring into the sky. The burning money celebrates itself by winning the burning's right to collect money from the carnival on the market. ”

Walk Show Network senior operation director Li Jincheng to "daily economic news" revealed that the emergence of new marketing channels, such as Weibo, to give the electric business site more choices. "At the beginning of 2009, when the electric business website just arose, the search engine is a very effective channel, everybody is also willing to buy some brand, attribute key words." But with the big wind investment market participants increased, the cost of the surge, portal advertising costs rise, search engine marketing costs also rose at least 2~3 times. ”

Li Jincheng believes that the electronic business site now more than expected in precision, corporate brand promotion value and so on, search engine marketing can not fully meet the needs. In the past two years, SNS, micro-bo, such as the rise of new ways of communication, to the electric business site brought more multi-channel choice, "SNS on the spread of users is continuing, the next may be to the Internet personal influence marketing more to do exploration." ”