Marketing Leaders Roundtable Dialogue: The Nature of internet marketing

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2010 (seventh session) China marketing leaders meeting was held in Guangzhou on December 10. Renren, general manager of Sun Rui, dispatch deputy General Manager Zhao, Townstown Jewelry Chairman Shen Xingjong, Wanxing software Vice President Fu Yuquan, Mokabakka CEO Yang Jianbin participated in the "Internet Marketing Essence" of the Roundtable dialogue.

The following is a live transcript:

Feng Yu: Our final round of dialogue is to talk about the essence of Internet marketing, our dialogue is chaired by the general manager of the South China branch of Renren Sun Rui, there are four guests in the dialogue: Dispatch Deputy General manager Zhao, Townstown Jewelry Chairman Shen Xingjong wanxing, Vice President Fu Yu of Software; Mokabakka CEO Yang Jianbin Please。

Sun Rui: I was so attracted to the king's wonderful speech that I went around the whole way. Very honored, and very grateful to "new marketing" to give me a round table dialogue, you are all internet marketing talent, including 40 after the people are called the father of the Internet, this dialogue I can actually learn a lot. The problem we are talking about is the nature of internet marketing, think about the nature of the Internet before 15, when there is no internet at that time, should it be only after the age of 40 to operate the Internet?

Shen Xingjong: Old man 63 years of age, I looked at the venue inside than my old not to count out, last month in Beijing, my friends and I said on Weibo, the history of the tide always want to play me down, but I always caught a straw on the top of the wave, and survived, and now I caught the internet this straw, e-commerce this straw, And let me lose 1.7 million four years ago, a very traditional manufacturing industry has survived, and now the annual sales can reach about 50 million. So, this straw is worth it, 4 years ago, a blacksmith, to this year, Alibaba gave me a title called the Internet Godfather, became one of the top Ten Network business, yesterday also made a speech in Hangzhou, the effect is good.

Sun victory: How do you think of the way to help you earn 50 million through E-commerce? To be honest, we really have a little imagination, how did you come up with that? It is said that Uncle Shen was doing the clock business, then is to do jewelry, I am very novel, you first in this inside to talk about values, and then continue to open.

Shen Xingjong: 4 years ago can not survive, this time how to do? I did not speak to the b2c,c2c before, people told me this is good to do, I said how to do? 4 years ago, invited two college students, bought two computers, rented 1200 square meters office, so began, today I have 60 computers, 60 undergraduates, today I have a full range of international business, Consumer-to-consumer, we have a full range of operations, and we have stood in the forefront of E-commerce, has begun to do with the core of C cbbs,c consumers, terminals, we take it as the core, s services, as long as the Cbbs to achieve the ultimate you can succeed.

Sun Rui: Shen talk so many new concepts, we update is F2F, which is how a marketing principle? What is the trend of internet marketing innovation?

Yang Jianbin: Our company was established early this year, many people here have not heard, "Mokabakka" This name is a little strange, many consumers ask me what this means, in fact, there is no meaning, because our product positioning is more European style, so played a foreign name, one day my son watching cartoons, Hear Mokabakka, feel very easy, so a name, a lot of people listen to the name can't say the feeling. Wang, vice president of the blue, was very passionate about it, consumer e-commerce in the Chinese market is 3 times times the rate of growth, this year is probably more than 2000 billion, is basically doubling growth, the consumer in China's retail market is 2%, in the Western market is already 6%, 8% of the proportion of the future space is very large. At present, we are familiar with the more mature is the garment, diamond, jewelry. Mokabakka now do is home appliances and furniture products, clothing is online sales, the diamond is a physical store such products are relatively large, because this is more important to the consumer, so be sure to see the diamond, there are physical stores, we do products furniture and home appliances than the physical store has a link, there are services, must be door-to-door, To be repaired, this is to be ensured, we are currently only within the scope of Canton sales, acceptance level is relatively high, we did not go through any intermediary environment, not to find retailers, we are investors behind, manufacturers through a link into the consumer family, we save the cost and value of 50%, kitchen appliances, Like hoods, disinfection cabinets to the United States to buy 8.0001 trillion, but we can buy less than 4000. This morning, consumers are not buying cheap products, but buying them cheaply. He compares my product with Gome's product to have what difference, the feeling buys to take up the cheap. E-commerce to the consumer experience is the current industry we are the first to do, sales exceeded our expectations, then we will gradually expand throughout the country, because we are the expansion of globalization.

also has the consumer to ask, you this can calculate the electronic commerce? Because there are physical stores, E-commerce should not have shops. My website has played an indispensable role in the process of consumer purchase, he has a full understanding of the product, go to the physical store to do a final certification role, the process of "shopping" is done in the home, the recent Taobao hit an ad is "no one shopping does not mean that no one street", the final confirmation of products, Look at the product is not the same as the picture, confirmed that after the completion of the final transaction, E-commerce in the site has made an indispensable link. This is a pan-commerce, not a full e-commerce. Marketing model or in the attempt, there is a continuous attempt to process, for example, the traditional, group purchase site cooperation, some professional channels of cooperation, some immediately effective, some can not immediately effective, different industries have different characteristics, here I do not do a detailed list, thank you.

Sun Rui: Your side talk about online and offline interaction across the country have, wanxing software has a new model involved in online offline, I have seen that network marketing-oriented, offline channel lead distribution mode, you can in this respect with us to do a discussion.

Fu Yuquan: You may not be listening to wanxing software, wanxing Software is a network marketing from 2003 to the way we Chinese do not buy the software shipped abroad, we have a year of sales close to 100 million, which is related to the product, because we are doing software, online sales-oriented, supplemented by the line. What is the nature of Internet sales? The godfather of the electric business here, I'm showing off. I'll talk about my opinion, the essence of Internet marketing is marketing, "network Marketing" These four words as a means of sales, in fact, but you face more symmetrical information, the target audience more extensive, product and customer communication between more frequently, you have to redefine your product, redefine your market, Then put your products through the network to promote the effective means to form a brand or customer management, and then further enhance and enrich your products. Network marketing is not very esoteric things, we did 7 years of Network marketing, network marketing means we have been using, we do overseas markets, we have all linked up to use social media to the original SVS how to let customers know your brand, upgrade your products, in terms of domestic has a lot of development space, Platforms like Facebook are not in China yet, although we have renren and happy net, but not suitable for enterprises to do, the power of Sina Weibo we all know that micro-bo marketing is not suitable for long-term advertising, so I think overall, I think the essence of network marketing is only marketing, network is just means.

Sun Rui: Thank you! Fu always chat to foreign marketing model, just then talked about not suitable for China's happy net to do marketing it? I don't know if my understanding is wrong?

Fu Yuquan: The year of the Facebook enterprise is relatively high, mainly is the product of the company, basically will find a good on Facebook, not in Renren, I believe that Tsingtao beer will not open accounts in Renren.

Sun Rui: I'm interested to hear you say that. Zhao has 12 years of network experience, can you talk about the value in these areas?

Zhao: Thank you, host, and thank you for hosting today, "New marketing" has been our long-term concern of the media. Today such a forum really gives you a very good learning opportunity, the stone is very passionate, give me great encouragement, said the future Internet will eliminate the tradition, should be in some areas we may have some opportunities. The theme of this forum is the nature of the Internet, I personally think that the nature of the Internet is useful, you in the Internet no matter what you do you have to be useful, such as Uncle Sales of products to users useful, home appliances products for users is cheap, whether it is save time and money saving, users can be useful to pay attention to you, otherwise on the Internet to talk about innovation , talk about all aspects of no use, you also do not collect users. In fact, I have done in this more than 10 years a very small part of the marketing, is the internet advertising. In terms of Internet advertising I think it is also useful, you advertise to advertisers have no use, advertisers are very valued and adhere to. The news is around a useful link to launch, we want to provide advertisers a toolkit concept, uncle in doing internet advertising when we atmosphere four steps: First, do research, you have to understand yourself, you want to know what you put on the Internet site characteristics, such as the news and news have 7 kinds of people, why should be divided into 7 kinds of people, Because the people are investing in the people, the investment crowd is a concept? No, the crowd may not do the stock, but do the stock index futures, it may be to do banking products or make gold products. Different investment intention of the crowd, in fact, or the outside of the action is not a category of people, such as the people who do futures may need more money, may be a higher degree of professional, more adventurous sense, in the traditional needle for some brand choice above, There is a specific way of thinking or a bank's financial products, I just do a special ordinary financial products, I am going to exceed the current inflation rate, I only 5% of the income is good, this category of people when consumption reflects another feature, a site may be categorized in the middle of different groups of people, You can't say I use this same strategy on this site, in fact, in this site can also be subdivided, you have to do the analysis of the people of this site, different groups of people concerned about the consultation information, the channel to visit, the content is not the same, so in these areas, you have to ambush your product information.

Second, integration. Uncle in buying and selling one of these products, may choose a lot of website to do promotion, or have a lot of means to do promotion, at this time to integrate it, can not disperse, you will choose the unified type how to do. For example, like Tianya, may use the word of mouth, integration means. Third, to innovate, you don't use the old-fashioned stuff, you have to do it in a new way, speaking of this case, the lottery is part of the lottery, you just register you have the possibility of a BMW car, registered population of more than 1 million people, in order to get the horse, this innovative idea is very good, to apply to this Different innovative models, and finally a direct user, through the previous steps you have reached your goal, reaching to your user community, is such a structure. Thank you.

Sun Rui: Very incisive, I presided over the process, you have been talking to me about the nature of Internet marketing, in fact, I began to think in our topic involved in different areas of internet marketing, and finally talk about our nature. In fact, when I just got the theme of new marketing, I see, the nature of internet marketing really brings me a lot of thinking, 15 years ago, there is no internet, the Internet is 15 years ago by the United Network Committee to define the real platform, I went online to inquire about its essence and definition, It should be the same as the meaning of life, life has no meaning, is that we have injected meaning into the big. The content of Internet marketing, including "new marketing", discussed a lot about marketing functions, target consumers and so on, but I think for each of us, the experience of Internet marketing value or our identity is different, Zhao may always feel useful, Fu always feel that marketing is marketing itself. Shen Zong, what do you think is the nature of the Internet?

Shen Xingjong: I think from the blacksmith's point of view, because I am the farmer, the essence of Internet marketing I think it is human nature, leaving the human nature, you blow the hype of the Internet are no one to buy your account. Google's search function is very convenient for us in life, why Facebook has a bright future, may soon overtake Google, has surpassed, may have reached 100 billion market capitalisation, because it is more humane. I told my staff that Facebook is a country culture, and that we have a culture in Beijing, which is more human, so it has a higher market value. That's why Facebook is so popular with so many people, because it's more human, where is the next more humane Internet? Maybe in China, I want it to come from China, thank you.

Sun Rui: Yang always sums up the value of Internet marketing.

Yang Jianbin: Speaking of the nature of Internet marketing, our company is still in the exploratory phase, our Guangdong market experience of regional promotion, first, now on the advertising, the internet is not cheap, this is my first conclusion. Second, the traditional media still has its trust degree, the media sex. Third, in the Internet can find more accurate crowd, including some word-of-mouth and consumer feedback can be timely, which is two-way transmission. I feel like we have regional sales, the platform under the cable must be the traditional media and Internet media to promote the integration of the way, not only rely on the internet media.

Sun Rui: That is, online, offline to combine together, the most important is in the precision of this piece. In fact, in my opinion, just like the uncle said, I feel very moved, but also very real, in my opinion, the biggest essence of the internet is the love, the feeling of everyone. In fact, just now you talk about the development of Facebook so quickly, Renren is another Facebook, basically I also said that today, 5 of us will be able to have a round table dialogue, and then we have a chance to maintain communication, we hope to maintain better communication. Basically in Renren can see the latest state, 160 million of the daily interaction is also very active, basically I have 1 hours to active, then we will have a better communication, we have to come here today. Thank you.