Discussion: Effect Integration marketing "strategic upgrade"

Discussion: Effect Integration marketing "strategic upgrade"

News and Science and technology 2012 Fourth annual effect of Integrated Marketing Forum held in Beijing on December 18, dispatch as the exclusive financial media will be the General Assembly for the full report.

This is a special discussion entitled "Strategic escalation" of effectiveness integration marketing.

The following is a special forum transcript:

Shenyin: I would like to ask a CCTV question, we are not easy to the electric dealers, you happy?

Guo Hongjing: This question is not very good answer, this year for a lot of electric business is a very difficult year, very difficult year. I remember two meeting this year, one is a generation of the meeting, this July, this will open like a memorial service, everyone is very stressful. A lot of people talk about electrical business more and more difficult, vertical electric Chamber of Commerce gradually die, the future is who world.

My view is that, first of all, there will not be so many companies die, because the enterprise toughness is strong enough, most will survive. The second today, including the West Street network, the goal to adjust, the past we are full of very big dreams, no matter how today, we must pursue the future, in fact, now we see today is our future, is not able to go through today, Ma Yun said small and beautiful, This is more valuable for our electrical business to do a more vertical, smaller, more focused matter. This is my idea.

Shenyin: And last year than the total marketing budget and last year than the increase or decrease, more fancy is which piece? What about the overall measure?

Guo Hongjing: I should not sit on the stage, should be under the stage. Because there was a meeting last year, I promised to attend, I have parked downstairs, sometimes the family ran. Why should not be put on, today began our whole marketing is what kind of adjustment? On the West street, we from vertical to the main web site, into a traditional enterprise Unicom network sales channels to provide goods to the website, today, we have thousands of front-end sales Web site West Street system support and goods supply, buy 20 pairs of sports shoes from West Street to send. You ask about the changes in marketing costs, we are marketing this year we first expected 600,000, we last year not less than 2 million per month.

Daiusen: We have achieved growth, and last year more than 3 times times growth, while we in marketing because last year very crazy, especially group buying for the representative to lead the whole market to put the cost or hot money madness, this year capital is not so keen on this matter. For us, we think that marketing is simply a matter of spending money, and we can do things with some interesting gameplay, including our recent TV commercials.

Shenyin: You have 2-minute ads in Hunan TV. Spend a lot of money why?

Daiusen: We believe that all marketing is not only looking at an ROI, but more as marketing why users who target users and those who are already users will spread it. We have a theory that wants to give users a reason to spread, I have this information, you do not have this information, I have information about the currency of something to share. We think this time, last year may be a lot of advertising budget flowers, against the fierce competition, this year I see although the overall, spend more money, in fact, we choose more accurate channels, put very rational.

Shenyin: Why Choose TV channels like this? Do not spend more money on the internet, poly beautiful money to spend the outdoors, the subway is an important place to put, including Hunan TV so expensive television channels, what is the reason?

Daiusen: We'll look at the different channel user lifecycle, and although the ROI is the same, the same new user gets a big difference from different channels. From brand channel, day cat or Baidu brand pool user well-known value from other channels value 2, 3 times times more. We first for brand advertising know this brand advertising 3 months to see the effect, for our first time to see the ads to invest in sales rise, such as we say the double 11 time in Hunan satellite TV camp advertising, an advertisement broadcast millions, we first will go to take effect directly measure the value of brand advertising, the second through brand advertising, In the brand traffic channel users to gain growth, such growth in fact do more long-term than other channels.

Shenyin: In fact, you have a fancy for being sexually transmitted.

Shanxin: 2012 do Yintai feel is more and more happy, we said that silver Thai nets is a child with a golden key, investment scale we do not have more money than other electric dealers, we are born with the golden key, but is very bitter a poor entrepreneurial children. A lot of advertising marketing media, Yintai network to do the marketing of our market costs to grasp the comparison of the button door. Advertising on TV I agree with him that we do not have a mass launch in the outdoor media, in the TV commercials, but we think about similar problems. In your advertising environment, because the network ads are more direct to see ROI effect of the media, such media to maintain a relatively invariant situation, in some other promotional media to do variables can get some very interesting data. For example, 2011 for the first time in the distribution line ads, only 1.5 months, when SEM we rise 9 to 10 times times, which is very interesting. I mean that in the network environment to maintain relative, because the network test for a long time, relatively a fixed range, its ascension unless with the conversion rate in the station significantly increased, otherwise the basic is not likely to have a substantial increase or decrease in marketing effect. In doing some other auxiliary test marketing tools, see very interesting phenomena. This is what we want to try for 2013 years.

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This year is the case, first of all, silver Thai nets are more children buckle door, although the background is good, we have such a more interesting data, 1 to June this year, marketing costs and marketing costs in July-December, the second half of the first half of the marketing costs are less than 1/2, sales are 3 times times more than the This and we are in the transformation of a very many multiples, the combination of a continuous optimization is related to, and our marketing channels to explore more and more accurate, and some suitable for their own location of the city related. Therefore, in this regard, the group has no growth in our demand for annual net losses. Our annual marketing cost accounted for is certainly decreasing year, we 2012 years of development is relatively smooth. Reach the curve.

Li Wei: Electric business This job is never a high handsome, itself is a very bitter live, I have been doing internet advertising fooled others how to play, but really do it when you find that there are too many kungfu needs, a little notice, a lot of things do not effect. I agree with Guo General said, vertical electric business is supposed to do a relatively small and beautiful business, should focus on their own field, the future of the electric business is there.

This year pain certainly has, because in the past some time VC gives a lot of money lets you occupy the market share, at that time does not have to consider the profit, does not consider whether has more money to come in. Now Duanliang, sure this pain is inevitable. Because it involves the adjustment of a company's strategic objectives. For us, Massamasso a year, although there is pain, more is a kind of calm and perseverance. I am in the Internet more than 10 years, the internet every few years there are always some ups and downs, just happen in different industries, but after this trough has always survived the enterprise, will become a very good leader in this industry.

We are reducing the cost of the launch this year. Shrank to half last year, nearly 100 million last year. This part of the reduction here, more to adjust our own, for a business, morning and afternoon all talk about a lot of marketing things, such as DSP are increasing the way to buy more. As the main conversion rate of advertising, we often say that the average 1% 2%, most enterprises, if we upgrade the conversion rate, a lot of media choice, you can put more money on the media to attract users. If this point is not well done, I believe there must be a deadlock here. So in this year, more is including our next year is also in the relative adjustment period, more we from the operating point of view how to optimize our product structure, how to improve their conversion rate of attractiveness, at the same time, with the help of some new relatively good means, can let marketing money to spend more value, These things are the best foundation for an electric trader to build a truly sustainable development.

Although this year pain, but let us all very calm, with the hope of adhering to do their own internal strength, the electrical business has a very bright future.

Shenyin: You just said pain, I particularly want to know, the past 1.5 spent 150 million in marketing, you think which money is the most unworthy?

Li Wei: In fact, this thing is difficult to say, we used to say that flower portal wronged, we do not cast line, the basic cast a portal, will cast a search, will be voted alliance. If you look at the current media roi, it is clear that the portal is the most miserable. But we found that if we took advantage of the rich first compression will portal, this is the inevitable choice. But the compression of these, we said that although the ROI is very poor, but the brand effect is, in fact, the impact of the whole en-joint benefits. It is difficult to have effect, but it is embodied in the brand area. The specific impact of how much, which media influence, this is not so accurate numerical, intuitive is the interaction and influence. Simply to evaluate which media is the least willing to vote is difficult, an enterprise in different stages of development may be the media mix and benefit considerations are not the same.

Yi Zongyuan: We are suffering, a little joy in pain. The first one we started layoffs last year, the first half of this year's marketing costs, we are happy for several reasons, first April this year, the second financing completed, 30 million dollars, a little money, if no money is not necessarily sitting here. The second we are more fortunate may be related to a lot of friends here, we chose this industry relatively happy. First of all, we do not sell clothing clothing standards, this year, the price does not matter, the second we do bulk purchase, the old customers 70% to 80%, single purchase of old customers contribute, our entire order growth is the old customer drive, my marketing costs have no impact on the company's performance, as long as the channel adjustment and optimization is still growing. The third is that we are relatively high gross margin, so we have the possibility of profitability. After the first half of this year adjustment, marketing costs last only 2, 3 channels. A search engine, mainly some special brands and some core categories, the second is the brand area, the third is navigation, all the focus of these three pieces. Basically our marketing theme this year is to get free high quality traffic at one end and, on the other hand, strengthen the operation as much as possible. Because we do brand, brand apparel choice, sell what things how to sell, how much money this thing than the media conversion rate of greater significance. This year we sell some fur, the snow in the north this year is very early, this year, the whole process is very painful, we are optimistic that this month to achieve break-even, this is to adjust the profit margin, marketing costs have been in a number. Order up our logistics Faijambi at a relatively low level. We now focus on how to make the profits last, and then consider how to scale.

We were founded at the end of 09 years until now, only in the first half of last year to cast a small wave of internet advertising, the major portal test, take some data. We do not have personalized brand communication.

Shenyin: Do you think it means a little to you?

Yi Zongyuan: Mostly no money. Many people do not know our site, we dig channels. There is really no money in the pay channel. The last 360 engaged in double 12, out of a promotion, we also and 360 have done cooperation, the effect is very good.

Shenyin: I particularly want to know the search engine, Baidu and 360 What is the effect?

Yi Zongyuan: Can only disclose data, one day we found, with 360 browser found the default navigation comprehensive search, basic 10 to 15 points, 360 contribution rate 10 to 15 points. This data is relatively stable, and many use the comprehensive search without leaving 360. Because Baidu is a feature, Baidu is mainly the order area, our old customer repurchase is search, the majority of brand advertising, order return to the brand area and navigation, our business model is characterized by this ROI will improve.

Zhu Qigong: Ask me happiness is not happy, so answer. I see this cold winter someone hanging out very happy. I do not make any adjustments, I now cash flow at least let me live more than a year I am very happy. The third happiness is the second half of this year, I do electrical business for so many years, to today more than 10 years, I only in this year the happiest is the previous day advertising companies to call, this year few advertising companies to call, this is very happy.

Just talked a lot, from our point of view, cut the cost without saying it, this cost based on our previous is not slow and no purpose cut, a lot of waste, in the market, there are also operational aspects, this waste is not really careful to see what the business process can be controlled, which is not controllable, last year when we talk about scale, this month 10 million, Next month 20 million, next month 40 million, hit the money to rise very high from this month, doubled growth. Not particularly rational in business. Gains and losses, mixed, we began to adjust the strength of the beginning of this year. In addition, we have more focus on our pilot product line this year. Marketing is certainly part of the marketing is very important, but now there are many enterprises in the product line is not clearance stage. No differentiated products, the Red Sea has been a mess, you still do the same goods, we adjust the merchandise can avoid the disorder or real blood spell, what is blood spell? Sell Nike I sell this you sell this, 480, 680, some people sell 280, you sell, all market rules are useless. I 580 in, I pay 300, you do not do. We pay more attention to product line, in order to our entire product planning is one, after this stage really consider our marketing how to increase customer stickiness, let customers buy more times. This is what we do.

At least 10 points higher this year than last year, on the basis of product restructuring through marketing strategy to adjust this number, 10 points is very important. This is my personal feeling happier this year relative.

Listen to the play DSP this piece. DSP really promotes the vertical this piece attractive. Recently, a lot of people on the internet said that the vertical electric dealer has no problem, I said that the vertical electric business is not a hopeless, is more vertical and more straight, the pursuit of what. Said must do 1 billion the name wager, does 60 million, serves 100,000 people, each person sells 1000, you are what concept, you can do? Many companies do not have the means to a certain extent, he is 10 times times more expensive than you. DSP promotion good very strong, but do this time, I have done business, but also management of sales, why in the Chinese market personnel and boss ideas are different, the boss actually give you the simplest, today will give you 50 million advertising fees, must bring 500 million sales, the boss is very simple, do not say virtual, I want this thing. Why a lot of time everyone put the brand advertising on the threshold of their own to see the ROI ads, he knows not to cut off. Since the development of the media is very important, not today can see the results, there must be time. This time you can carry, the boss can carry.

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Shenyin: Thank you very much. Cross-examine, you said that the vertical electric business, the former section of the industry have friends said can not do, have to do brand, on a number of brands, the recent news is not particularly happy, how do you think? Is it only small and beautiful this way? No big ideas?

Zhu Qigong: Big ideas can be, like when I was in HC, many internet companies in China are willing to go to 360, we want to make one for each line, do very vertical time, this thing is a big business, I just came up before telling a story, I have a staff under a girl not married, he took a friend to do technology, Two people every day 6 points up, print leaflets, 9 points back to pick up the phone, customers need to deliver, 200 single day, more than 25% gross profit, and customer repeat purchase rate is very high. A lot of customers are basically more than 200, many are around the bank, the building white-collar, hope to eat immediately, 5 km 10 km cover, now two people become 7 people, if we Beijing 10 of this point, each point is profit center small business into a big business, not to be bigger. First to do a vertical, make a 200, 300 people really can't do.

Today all Baidu or old horse is good, the earliest from this piece, found there is a market. You can do it all by yourself and you can make a big deal.

Shenyin: Investors can't accept it.

Zhu Qigong: Many people do business for investors, in order to get financing, although today has done two financing, today I think it is very wrong idea. We do business, I took money for this thing, like yesterday saw the investor family downstairs 7 days did not see investors, research investors above fees.

Shenyin: What do you disagree? Is this small and beautiful you understand?

Guo Hongjing: In the past we talk about how to get traffic in marketing, how the flow of better transformation, how to better operate, today learned a lot. I am a layman in marketing, the core of a thing, you have a very good understanding of the user's flow, know how the behavior process to help you, with the most optimized means to do, after what is the result. The company may be more important to the electrical business, often you do it will find that these people come, consumption, but still can not become your users, this is particularly scary. China has several giants, which is particularly scary. How to let him become your user, we have to do very well. These people are not to be able to become your users for a long time, and really stay, not the best way, with the best way to die, vertical electrical business in the future to provide a large platform for different easy to provide value, brand difficult to do, which industry is difficult to do. The best way to do it in the process is fine.

Shenyin: Back to the original point, we do this thing is not long-term value to users. Last one said first on behalf of the flow, the latest for users, we are for the user's business, if do a lot of marketing, product combination is not good or bad.

Guo Hongjing: Yes, because we do sports, the last Zhou Adi made a front 64 percent, Nike do 50 percent, I just said that can not produce in this product or give users an additional value when the real giant, the traditional brand to enter the ranks.

Shenyin: Le Bee boss is a famous TV presenter, every day on television to see and star Tatsu people a lot of bright spots. They make brands, and they are relatively easy things for them. What do you think of your brand?

Daiusen: In fact, Brand is not just brand advertising, brand more consumers think of our time why come to us. We and Le bee regardless of the sales model or for different marketing strategy is quite dissimilar.

Shenyin: A word to answer why do consumers come to you?

Daiusen: For most of the consumer consumers have to buy, I go to Jingdong or Amazon, I need this thing I like to buy here. Consumers to gather beauty do not know what to buy. Poly Beauty is recommended, buy this product today why, consumer behavior patterns are different. means that our marketing approach has changed. Why do we now like not to cast the word, we focus on making consumers think of cosmetics, I want to visit the time, we recommend. That way we actually have an advantage over the entire consumer buying path, including loyalty. Because what we need to inspire is more impulsive.

Shenyin: The last question of the time relationship, number 21st is the end, if this is not the end of the arrival of 2013, what do you think about marketing?

Shanxin: I have just listened to Zhu's speech and I agree with him more. Yintai Investor is not a decentralized risk investment structure, is the group investment. Our investment relationship is strange, and other investors demand rapid market size, expanding the number of membership requirements is not the same. We are the traditional sources of the bosses, they are more concerned about the business itself is not a healthy business model. Can make money this matter, is to make money or do scale or to do a certain scale many people agree to as big enough, a little change can always make money, this thing in China so many big giant force, want to do Amazon a little change to make money, that little change is difficult. The point we want to do is a healthy business, make money even if the scale is small, first to achieve break-even.

The next 2013 focused on the rational control of our market cost ratio, and further optimize our commodity structure, improve the conversion rate, improve our gross margin, but also better serve the users, to achieve in the sales target we want to achieve the basis of the reasonable marketing cost control and gross margin. Marketing cost control how to achieve break-even point, next year in addition to doing new marketing attempt, may be to attract users, our company basically next year to the user side do some more research, such as the user to reach what reasonable scale, not as large as possible to reach this point. New users retain more than equal to the old user loss rate and so on data, to achieve reasonable user size and sales scale. Basically next year we focus on this.

Li Wei: Our company's goal next year is simply to make a profit, and profit does not mean spending less, first of all this is a business, next year in the product side and the operating side to do our own things, we have begun to do. Marketing next year more than this year, on the one hand is our own operating system to upgrade, so let me in the external spending a little more relaxed, another is now the whole emerging of some of the delivery methods we are willing to try, these aspects may be for an effect of the electric business, especially when the operation of more accurate numbers or better experience, These things give you a better ROI.

Shenyin: You aim to build men's electric dealer.

Li Wei: yes.

Yi Zongyuan: Next year the biggest challenge is whether there is no money, branding is done, this is a challenge, we consider scale. We focus on three things, one how the value of the goods to make, a good product is far more valuable than advertising, good merchandise good service appears we do not know where customers come. Good is the commodity itself, the core of the electricity business is retail, how to do good merchandise is the first important task. Next year we focus on customer service, we now study a model to do three purchases four, purchase cycle shortened. Third on the challenge of e-commerce in executive power, how to implement all the things that we are currently talking about in the entire content management this piece, all the management focus down, these are the comparative core.

Zhu Qigong: We may have more changes in the layout of commodities in the 2013. This you will see. The second is to study today's DSP, which was hoped to be achieved many years ago. I said more realistic, how to find customers, this is to go back to study well. This is what we are doing here, we have the exact marketing start price of 1 million per month.

Shenyin: Thank you. Thank you.