Qinling: Electricity quotient price war tends to rational line will become new blue sea

Yi Ma Online Vice President Qinling

News and Information October 20, the 2012 China Mobile Developers Conference, sponsored by CSDN and Innovation Workshop, was held yesterday in Beijing, with the theme of "Opportunities and challenges under mobile mainstream". Invited the Baiyu industry elite for China Mobile Internet status and trends and mobile internet trends in the end cloud synergy and other hot topics for in-depth discussion. News and science and technology as a special support media will be the General Assembly to report the whole story. During the conference, Qinling, vice president of the online, was invited to receive the news and technology interview.

Qinling said that the electricity price war has become a normal, and when users have become online users, the price war phenomenon will tend to dull.

Talking about the current situation of the industry, Qinling said, from the whole e-commerce marketing this piece does have a certain growth rate will be slowed, but we are still very little impact.

The following is a transcript of Qinling interview:

Reporter: The data shows that the billion MA is only this year into mobile advertising in this field, I would like to ask how the current situation of progress? And what kind of difficulties have you encountered in this field?

Qinling: Accurate said that we do not enter this year, but this year specifically to create a pure mobile internet advertising Platform, our previous marketing platform has a natural extension of mobile Internet, but we think that the strength is not enough, with the development of mobile internet more and more good, and more users into the embrace of the mobile internet, So we think it is necessary to create a separate mobile internet advertising platform, the end of last year has been prepared, this March officially launched the opportunity to promote the application of the easy integration of app. At present, the difficulty is normal, after all, we enter the mobile Internet vertical area, relatively speaking, we are still backward, before a lot of platforms from 2010 into this piece, as a post-entry may we need to solve the problem is how we grow faster, Maybe we're not as big as the platform before, but we have to ask to make sure we grow faster than anyone else, so we have a chance to get ahead of mobile internet marketing.

Reporter: Want to ask, now this kind of network marketing company more and more, how do you think now the market of Chinese network marketing is a Red Sea or a blue sea, for example the competition between each manufacturer is not very intense, or everybody has own piece of area, the conflict between each other is not many, What do you think of the current market development? What is the role of this technology in advertising and marketing in terms of technology?

Qinling: The first one I think must be the Red Sea, not blue ocean. But from marketing, each platform has its own characteristics, or has its good place. The first marketing is to agent for the start, that is, there is the media, there is traffic, advertisers have the need to do in the Internet, set up an internet company, just do a simple docking, that is, the demand side and the supply side can connect. The farther back, along with especially the media this piece of traffic will be more fragmented, the network is also more and more complex, now can be divided into several aspects of these things, the first we can from the service advertisers, the service advertisers can say I have different industries, different industries advertisers, different platforms for customers. Also I according to this advertisement advocate puts on the advertisement request, for example has the brand, has the effect, this brand and the effect does not refer to the billing way, but is the advertisement main advertisement budget time his demand. If I am the exposure to attract users to the main brand, if the user, sales, to register these are the results.

The second problem is that you say this technique. Technology in the platform-style marketing must be a very important piece, and the more backward, will increasingly raise the threshold of competition, but also may be one of the core competitiveness, the more backward, believe that precision this piece will undoubtedly become the future advertising marketing this piece of the most important piece. Compared to the traditional internet, mobile internet precision has a greater advantage, because it attaches to the terminal, the terminal and the user a long-term continuous binding, can reflect the user is not only a foundation of the back of the property, and even the daily life of some information, some of his behavior, can get through this thing, How to get these data and make good use of, to give users the appropriate advertising content, rather than the original extensive to give you what things, but the real advertising and service combination, content and advertising, the content space is quite large, this technology is very important.

Reporter: You particularly emphasize the effect of marketing, you can explain, how do you highlight the effect of marketing, compared to other platforms have any special place? How do you guarantee to be accurate to advertisers such an effect? How to measure?

Qinling: Effect This piece, why we call effect? From two aspects, the first aspect of our service is the advertising main marketing this piece of service is the effect of the budget, I was to help him effect budget to meet his needs. You just said the effect, a simple distinction, just now I also mentioned that advertising we are divided into brand and effect of words, brand more to create an ideology, to create their own a culture or creativity, more is called the spread of the word, Let users know what kind of a product I am or how a company provides a service. The effect of this piece is more landing down a demand, is what I want users to use my products, or use my services, the final use after the final landing to a what kind of results, such as how many orders, such as now the main customer base is E-commerce this piece, And E-commerce we have expanded from last year to service providers, e-commerce like jingdong, Excellence, when, Taobao are our big customers, we help him to do sales, I through my advertising platform to attract media, participate in the launch of these customers advertising content, to help them bring real sales, and finally through a certain proportion of sales to do the split, This is the effect. such as Ping An insurance and so on some companies can implement the order, we also serve a number of car manufacturers, this may be more to take an interactive, with a registration.

Reporter: Hello, in the homogenization of this piece, is the app to promote homogenization of this piece, I would like to know, in this app promotion in the process of homogenization, how to take off so out?

Qinling: Do you mean the app is a developer or a marketing piece?

Journalist: That's the developer.

Qinling: I also mentioned this in the round table, I think developers now we first look at the whole app a trend of development, the main app application is still focused on the game. Game this piece why the number is more, and then the user base will also be relatively large, mainly he also has a better monetary way, the teacher said called monetization, China called free download, paid to use, mainly paid to download abroad, no matter what the way are relatively good to become the present, can be developed, can grow. For a game-less app, the current traffic is larger in the tool piece, the tool I define as more is finally going to turn to a kind of entrance, this is generally the thing that the giant wants to do, on the surface may be a simple function, but its this function certainly extends to this function periphery related more function, Finally becomes a main piece or a series, this piece of each giant certainly competes for this market. For developers it must be interesting to do this thing, the second one to let this thing more and his user's life, one is embodied in entertainment, one embodied in life services, entertainment, such as now sing it should be very hot, such as life services, can be said because of your application, such as some weather, Traveling around you, you can combine it as a content-type advertisement, because you know where the user is looking at the weather, what the cycle he's going to be in for one months, what city he'll go to, which city, You might be able to give users something that will help them improve their quality of life or make it easier for them to enjoy service, depending on the nature of the app you're using.

Reporter: You are now the mobile application of our advertising and traditional internet advertising a difference problem?

Qinling: Differentiation I think why we have developed a single advertising platform based on mobile internet this year, because we found that traditional advertising marketing can go to the mobile Internet to the natural extension, but if he can not be a good combination of mobile characteristics, his space will be very limited, so we separate out. The main difference is embodied in two aspects, the first one is that I think if the Internet is called a virtual world, I think the mobile Internet is more real, he and users more closely combined, this portable, accurate mobile internet better than the traditional internet, how do you move from the mobile end of the precise and interactive, How to embed in your app and product, this one has a chance.

Reporter: I would like to ask about the price war problem, distance from the last price war has a period of time, in Beijing and east again appeared business storm, I would like to ask, for this phenomenon you think will set off is the second round of price war?

Qinling: Although this topic is not much related to the wireless internet, answer. The price war is the normal commercial means, the so-called e-commerce is also business, in the user contention, the price war is a very effective means, and you see Jingdong, and Gome, easy to participate in, they say very hot, but still very cautious, not like propaganda more horror a price war, They only use this price war to obtain additional marketing resources, can quickly to attract users, I think more is a marketing tool. For what you said now this piece according to my personal opinion, I think the price war has become a normal thing, this is very natural, and will not say there is a round of two, this is normal, will continue to have four rounds.

Journalist: What do you think of the impact of the price war on the entire e-commerce industry?

Qinling: The first or Taobao attracted the vast number of users, but he is the platform of the Consumer-to-consumer, now the major e-commerce companies, they are the first to do or on the Internet to do the promotion or marketing, they mainly want to be able to have been attracted to the Internet users to their network platform up, This group of users is almost as fast as it is, and the pace of growth is less than the demand of each of the companies they will naturally extend the line, these normal, retail this piece is the fastest to cut to the user this piece, so Jingdong said to compete with the United States, from the grab online users, to grab the user under the line. When offline users become online users, you say this phenomenon is better.

Reporter: This year the whole point of the industry tends to calm down, we billion in the revenue has been affected?

Qinling: From the whole e-commerce marketing this piece does have a certain growth rate will be slowed, but we are affected should be very small, there will be a bit, because we are mainly based on effect marketing. Effect marketing for each of these e-commerce companies, first, he is to make money, through our impact on the effect, it will not say that the more I cast the more I lost, the second through the platform accumulation of media, their own traffic is still growing, so from our this piece we are affected quite small, We have grown by almost 110% this year, but smaller than last year, and we should have grown by more than 160% last year.

Reporter: Our side Weibo marketing progress how?

Qinling: Microblogging marketing We mainly belong to the call to set up, let micro-bloggers to the opera. The piece itself and the effect of this piece is not particularly good to combine, is mainly subject to the various micro-blogging platform data This transparency, because we have always had a point in the effect we should know, we must from the initial stage of advertising, and finally to user behavior, effect, or even two of acts we must have a complete data monitoring and analysis, In order to understand what kind of media suitable for what kind of customers. The user's behavior will have what kind of cycle, so magnify the value of the unit traffic to become cash. Weibo this piece of data relative to this piece is not very good, we still provide a platform to let our customers through the channel to publish micro-blog or release information, the current piece of the whole plate is still relatively small.

Qinling: Thank you.