Focus Media Jiangnan Spring: Large data era of precision throw away big customers

Jason Media Chairman

Organize/print reporter Ye Jing

Oral/Public Media chairman

The audience has had an innovation, and now faces a second innovation.

Change does not come from the head, but because society has changed. Now the most important audience is whenever, the 22~45岁 between the consumer is China's most valuable consumers, because after 50, forums to many brands have developed a fixed awareness, advertising is not enough to affect their views. But whenever, the internet generation, is the digital, outdoor screen surrounded by a generation, their life trajectory here. They can have no TV, but no cell phones. Therefore, the development trend of advertising channels from television, newspapers to the internet, mobile phones, this transformation is very large. The information mode and life form of human are shifted from singleness to pluralism and fragmentation.

How do we subdivide this crowd more precisely?

Combination of active and passive

The internet is characterized by interaction without coercion, while the audience is mandatory but not interactive. Advertisers said that after reading the audience ads can not form a click into, even if the product to improve the visibility, but not entirely directly related to the purchase, so the first question to the audience is how to force the media to do more interaction?

I attributed the 20 media experience to two words: active and passive. By proactively referring to people's information patterns, consumers spend a lot of time on information, such as microblogs. Passivity is the space of human life. A typical one, his information mode is QQ, Renren, network video, online games, living space is bedroom, canteen, library. "Rounding up" a consumer group, from his most important mode of life, space model into.

The advantage of the information model is that the consumer spends a lot of time, but he has a lot of options; So the click interaction of the Internet is a pseudo proposition to some extent. Really need, Baidu search can be. But because the consumer spends a lot of time, so can do brand implant, a lot of things are spread. For example, Durex, create a lot of wonderful content, through micro-blog, micro-letter forwarding. A more well-known example is the Jingdong price war, on the surface you do not see the ads, but in fact you see Jingdong, also saw this price war, which is of commercial value.

On the interactive, we're going to do the NFC phone first. I think in two or three years, NFC should be a trend standard. At that time can be induced by mobile phone ads broadcast; In addition, can also through micro-blog interaction, through the ear of high-frequency ultrasound, such as in the broadcast of a cosmetics ads, appear small screen prompts, now open Micro Bo can receive the cosmetics coupons, you have to do is open letters accept coupons. Similarly, when you buy something in a shopping mall and see a brand, the brand prompts you to open the microblog and accept the coupon.

In addition, we have to do content change, internet companies often talk about improving the experience, we need to improve the next screen experience, so that consumers look at the screen is not because of boredom but because of fun. In the future, we want to do more content on the LCD media, entertainment content, to customize content for customers, this is what we will do next year.

Change Customer positioning

The audience is changing and the customer positioning is changing.

Each company will find its most important customer base, in the first place, Procter and Gamble, Unilever, L ' oreal and other companies positioned as the most important customers, there are more than 10 more than billion customers, but we do not want to do "three" and "Mistress", they are no longer our most important customers. 2003, we are in The advertiser side is a "primary"-necessary supplement. Then struggled for five years to go public, 2010, we became a "mistress" an important combination. Why haven't we done "the"? Procter and Gamble a year has 3 billion yuan advertising fees, to us nearly 200 million yuan, only accounted for 6%. If we are their very own, no one will believe it, say we do it, and no one believes it. As such, positioning in the advertising amount of 30 million yuan to 80 million yuan of growth customers.

such as the Shenzhou car rental. September 2010, Comrade Laoliu (Lu Zhengyao) gave me an advertising budget, I saw silly eyes, four months of advertising, 80 million yuan fee, but only 10 million yuan to us, 10 million yuan to the subway, leaving 60 million yuan to TV. I said you're going to die. 60 million yuan to CCTV, it is impossible to play a new brand. Niu before, but that was years ago, now there is no 200 million or 300 million do not think about it. CCTV's success is that it can cover the top 100 major cities, but the car rental business is mainly in the first 30 cities, so some money is wasted. I analyzed the characteristics of the car rental crowd, and finally let the old land 30 million yuan to invest in buildings, 30 million yuan investment framework, 10 million Yuan speculative field, 10 million yuan cast other.

There is no advertising in the newspapers or on the Internet. The theme of the building TV is not as good as renting a taxi, car rental, talk concept; The framework is the first rent free, is the promotion of action; The airport speaks freely and tells you convenience. These three space lock, after 2011 years spent 110 million yuan, 2012 also almost 110 million yuan, car rental market now what pattern? Shenzhou leased 28,000 cars at the end of last year, with only 7,000 competitors.

Lakara 2012 more than 40 million all gave us, the money all put in me, that success or failure is all my business. So after the strategic cooperation, I added some resources to make sure the case was successful. The audience do three or four such cases every year, concentrate firepower to fight him up, I must try to be an example. The best way is for customers to say our good.

The precision of the big data age

Today, the profit margin in the 20%~30%, and Baidu has 50%, do not say we profiteering, profiteering is the formation of the market, on behalf of the market recognition of your degree, the core is the value you give customers. Customers must want to use 10 dollars to hit a desired person, and will never use 5 dollars to hit a person who does not know who is the high precision of your ability to subdivide the requirements. A media platform, the more can be one-on-one precise subdivision, the higher the profit margin, the business model is different, the market value is different.

So I say the best model in the world, is Baidu this mode. Baidu has a large amount of eyeballs, but there is a large amount of eyeball is not enough, CCTV also has a large amount of eyeballs, but CCTV's turnover may be similar to Baidu's profits, because of the accuracy of CCTV precision segmentation. You can't say who's watching the World Cup, except that most people are men.

The precise subdivision ability behind is the data, the future is the big data age. Today Baidu behind is a big data, Taobao is also a big data behind, is a lot of traffic accumulated out of the data. One of our big mistakes is to buy good yes.

(Responsible editor: The good of the Legacy)