Percentage points: New marketing era under brand transition

"Billion Power network News" November 23 ~ 24th, at the seventh annual China online retail Conference sponsored by the Ministry of Commerce and Information technology, Chengdu Municipal People's government and Sichuan provincial business office, the company's marketing vice President Zhang Yifan published a speech entitled "New marketing era under the brand transition".

Here is the percentile marketing Vice President Zhang Fan speech record:

Zhang fan: thank you! I am a percentage of the fan, here I would like to share with you what we have observed e-commerce in the next step may be a more significant change of point. The cat has recently undergone a relatively large change, is from the home of the cat, the cat's home page has undergone a huge revision, and this revision of it is not only the style changes, more is the introduction of personalized elements. Yan-nan days, this home revision most people are concerned about the interaction of innovation, in fact, Taobao internal cognition, actually personalized introduction is the play. And he solves the problem:

First, the solution of the home to the operation of the excessive reliance on maintenance personnel.

Second, through thousands of people to expand the way the first page information.

We talked about personalization, saying that personalization had to be about Amazon, Amazon's second-quarter earnings said their turnover grew 29%, from 9.9 billion last year to 12.8 billion this year, and all observers said it was linked to Amazon's larger recommendation, but others say the recommendation can continue to expand, Can continue to dig deeper and help Amazon go to larger areas.

Why do we want to personalize E-commerce? Because personalization can help each of our customers to provide them with exclusive services, to show them what they want, and this personalized can cover pre-sale, sale, after-sale. Before the sale, we all know that SEM is very important to the electrical business traffic, digging through the user's needs to get them to a different landing page, and this landing page is what they want to see, according to our results, the two jump rate in the Web site where the personalized landing page is applied has increased by 45%, The conversion rate increased by 27%. We can also use personalized hot list, read also seen, bought and bought, improve the real consumer possibility. As a result, the number of consumers buying increased by 43%, and the customer unit price increased by 39%. We can also through the Member mail emd+ personalized display of different titles and content, through the title personalized can improve the rate of open mail, through personalized content can improve the consumer clicks. What is the final result? We got an ROI boost.

How do you do that? We understand the user's needs and intentions, by introducing our customer's industry rules and KPIs, using algorithms for fine computing, through the display engine, to the user at the right time, the right place to show the right content. At present, the percentage point in the service of more than 450 Chinese e-commerce companies, to help our customers cover the home page, single product pages, list pages, channel pages, also provides EDM services and SEM services, which are part of our customers include red children and Yintai.

What are the results of providing services to our customers? We offer an average of 10% orders for our customers, a 20% per cent increase for our customers, and more than 10% of the categories are recommended for percentage points and are sold. In fact, we help our customers dig deeper into the needs of users and solve the problem of high inventory rate.

Therefore, we observe that personalization from now on to the next few years will be the trend of the Internet, because the material is extremely rich, plus the marginal cost zone 0, so that personalization becomes a point of growth.

We want to say a percentage point personalized propulsion engine is the electrical business home travel must be, thank you!