Electric business marketing Offering "engagement" hand-held online video to seek a way out

With the listed company Yintai Department store's Silver Thai network for the first "shock", the electric business enterprises began to join hands with video sites, to invest in homemade dramas to carry out the brand and product marketing

newspaper reporter He Jun

last year's scenery unlimited hot e-commerce, at the beginning of 2012 suffered "very cold."

First group purchase website bubble Large area burst, already had thousands of group purchase website to close down, group purchase web site handle NET public impact no fruit, litters regiment secretly hard not see true chapter. Shortly after the earnings announcement, the already-listed company, Macaulay and Dangdang, were equally miserable, with big losses causing investors to vote with their feet, which are now down 88% and 49% per cent from their IPO prices. In addition, many of the burning money of the goods into the huge losses and exit the IPO rumors can not extricate themselves.

Electric dealer Big marketing not bad money

however only half a month, where the founder of the Customer Prudential product (micro-BO) but with the renewal of Han Han's move to tell the public, where customers are not bad money, the second spring of E-commerce. The massive Killema also has the listed company Yintai Department store's Silver Thai net, recently, its joint Sohu video carries on the homemade drama marketing, intends through its first investment Korean dramas "Secret Angel" to promote the internationalization of the product.

Han's continued endorsement for Van Gogh products brought a surprise brand effect, and E-commerce sites and online video of the Cross-border union, but the real use of sales to prove the prospect of this model.

Silver Thai Network deputy general manager Shanxin in an interview, said: "Video site and the cooperation of the electric business site in fact there are many kinds of forms, this is the first time in Korea in tune with the network homemade drama." Now the electricity market is a white-hot competition, including shop No. 1th, Jingdong and other companies have implanted a number of films, TV dramas of cooperation, Silver Thai Network and ordinary Web site is not the same, we are the traditional department store chain store support of the company's website, and Jingdong is just a network platform, and Yintai is online, offline chain. ”

for the electric business push homemade drama means and effect, Shanxin said: "We not only carried on the content implantation and the brand exposes, but also includes the audience matching, the periphery development and so on omni-directional deep cooperation." For example, throughout the "Secret Angel" story always four Angel necklace, as well as many sets of costumes is silver Thai network joint well-known jewelry brand for the play exclusive, not only to borrow star effect brought sales, but also promote their own brands. The play of the broadcast, so that this series of products sales, much more than expected.

to cooperate with video to find another way

However, with the growing popularity of the network of homemade dramas, various controversies accompanied by the birth, which makes the electric business in the marketing of homemade drama also faces risks and challenges. There have been news that the homemade drama "The Underworld" because of the constant language, many times the bloody violence screen to touch the bottom line, there are many video sites of homemade content or suspected pornography or shoddy and much criticized.

"Compared to the homemade dramas of other video sites, Sohu video production of the portal drama has always been the idea is all-star, large investment, high-quality, strong production, which determines the Sohu video of the portal drama and other micro-TV dramas are fundamentally different," Sohu video content Operations senior director Shawna said, "such as The Secret Angel ", is the first Chinese investment, the Korean team to complete the production of pure Korean dramas, our attitude towards homemade content is very rigorous and prudent, entertainment does not mean that must be violent or vulgar."

with the combination of Youku and the video site for homemade drama investment has been increasing, the recent film and television drama network copyright prices have also appeared a rare drop. Shawna said: "Why is it important to make homemade plays?" Because homemade drama is not only the replacement of copyright content, the site is also very important for differentiation. An important project for the content platform the brand value may be greater than the value of the replacement copyright. ”

analysts pointed out that, with the first "electric shock", in many fashion department stores general action Heavy now, the face of walking Xiu net, gathers still net, gathers the United States excellent product as well as the day cat, Jingdong and every guest several big platform luxury channel's intense competition, the electric merchant cooperates the video website to carry on the marketing is an effective shortcut. The deep integration of E-commerce and online video, the two most sought-after internet concepts, may be a way for the electric business to kill themselves in the winter.