The media have to do the electricity business?

At present, the media as a whole is still in the test water, exploring stage. Media to do flow is an advantage, but in the supply chain management, member system construction must be cautious.
One

In the traditional media transformation tide, the so-called "electronic business" is a very multimedia is very concerned about the direction of attention. Because it is logically tenable: when an article/a photo introduces something fun and interesting, the reader is likely to have the idea: where to sell? If there is a better way for readers to become consumers, the media will be able to profit from it.

International fashion media giants have been involved in the path, such as the headquarters of the United States in New York, the group of Kang Na. It has done 7 times before and after the start-up of the electric Business enterprise Investment, many of its fashion publications have their own online stores, such as women's fashion magazine glamour operation of the Glamstore shop, Male magazine GQ and luxury goods department Nordstrom launched the shopping site Nordstrommen.com.

Hearst Publishing Group's Harper ' s Bazaar (its Chinese version of the magazine "Fashion Bazaar" in our country is famous) and luxury electric dealers Yoox cooperation, together to create a website shopbazaar.com, the main sales of luxury goods department stores, also includes some independent designer merchandise.

In China, the fashion media also has a trend of electronic business. "Fashion Bazaar" through the cooperation with the Yintai department store group, made a bazaar style of the net shopping wardrobe. The official website of Elle World Fashion Court, Elleshop, the Ruili Women's network of Ruili magazine and the official Mall of Mina's magazine are the embodiment of the media's electronic business.

In addition to fashion publications, other types of media are also testing water. For example, when the haze was severe, one of the city's newspaper media told me that their newspaper had an entire edition of the Haze article, with an advertisement for an air cleaner, and only one night, the sellers sold thousands of orders. The air purifier is expensive, and the total flow is considerable.

Summary down, the media electronic business, there are several operating methods.

Two

Ali's idea is to let the media as a power industry marketing export, in fact, that is, with Ali rich goods and media flow (whether the traditional distribution or the digital end of the line) for a conspiracy. The embodiment of this idea is the "code on the Amoy" project launched this year.

Frankly speaking, this project Ali is first to break the money in: newspaper readers as long as the two-dimensional code in the sweep of the action, Ali will pay to the media, and Ali also to the reader to provide similar collection of treasure, gold coins for online discounts on the integration tool. This first hit the money into the behavior is bound to make Ali on the cooperative media is a choice, so into the code on the Amoy project media is not too much, so far is more than 50. The code is now in the test period, observing the newspaper sweep code behavior and really complete the transformation of consumption relations (there are different periods, such as the difference between working days and holidays). It is expected that after the double 11 this year, Ali will provide the newspaper with the distribution of water.

Ali's point of view, the line on the 506 billion of Ali's mother's cash share told it converged Amoy flow is effective, it hopes to make a media version of Ali mother (now first defined as the paper Ali mother). Therefore, it is concerned about how the media fully tap the marketing value of its traffic. Code on the core of the project is two-dimensional code, as long as a media can bring consumption flow, this two-dimensional code can appear in any place, such as Ali and the nine cities of the subway media have a cooperative intention.

From the point of view of the media, the code on this project makes it almost without concern about the three major sectors of the electricity industry (supply chain, logistics and payment), it is to do is how to spread the two-dimensional code. This type of operation can indeed be effective in the short term, especially in the stock of "newspaper circulation". Paper media specifically for the number of printed version of the layout, are not unthinkable.

In the long term, however, the media must at least be concerned about "commodities" – not caring for the supply chain, but about what is easier to get users to scan and purchase. The matching relationship between goods and content articles should also be done well. In other words, it's not just an ad project, it's an operational project.

But the code on the Amoy project to the media is only part of the support, because it is the most important support media paper, is known to be declining. And the new support media digital media, for a while app, site is no longer the most popular thing. The media will certainly look to the most popular social networks. In this area, there are other ways in which the media can play.

Three

Thanks to Alibaba, Hangzhou can be said to be the center of China's electric business industry. In this beautiful city, the birth of a "pocket pass" entrepreneurial project. The official description of the project is: "The Pocket Pass is based on micro-credit microblogging and other social platforms and tools of the micro-electric solutions provider."

This project's entrepreneurial history is not long, uttered, less than 2 years, the founder of the former Ali employees. The platform has brought together a large number of media "micro-electric Quotient", the number of more than 5,000, including: traditional paper media (newspapers, magazines, business DM, radio, television), media sites, from the media. Media has a pulse, the southern Press group's most brands, Hangzhou Daily Group, Zhejiang Province, most of the radio media, CCTV's electric platform, Yunnan, Hunan and other satellite TV, the site media is more well-known have snowball (well, that is the FRY U.S. website, selling around), baby tree, billion power, and so on, since the media, including Rom thinking , Parenting encyclopedia, etc.

In the rush of media, there are many who do the wind. Sales currently ranked in the top three is the central wide shopping, Hunan TV "I am a great beauty", Luo thought, daily Peak can reach hundreds of thousands of of the scale of water.

I don't have much inclination to discuss what kind of "micro-business Solution provider" This service is--it's not a media power provider--but the interesting thing is that why do more than 5,000 of the media choose a platform that has not been around for two years to launch their electric business path, There are many outstanding achievements? The more important question is why the more than 5,000 media are not directly choose Taobao open a shop, but also run it there to do what "micro-electric dealer"?

This needs to start with the "relationship" in communication. The early media relied primarily on subscriptions (newspapers and magazines), and subscriptions actually represented a trust relationship. But with the rise of the network, a large number of people through the Internet to obtain media content output, which can also have the effect of transmission, but just "trust relationship" was drawn away. Most of the netizens ' reading is random stroll, the transmission through the portal on the network is a kind of ideographic dissemination (the information of one content arrives), rather than a purposeful propagation (the media is acquired as a unit of trust).

Micro-bo, micro-letter these two micro-rise, to the media's "purposeful transmission" has brought a certain revival: users need to get information through attention, and this concern and the previous "subscription" implied by the trust relationship non-virtualized. Further, both micro-properties have a chain-propagating attribute through social attributes, and this is based on strong or weak social attributes that have a certain trust relationship. The media will be two micro-social platforms as a breakthrough in the electricity business, it became a very natural thing.

But there's a lot of technical work to do in the two micro--especially on the micro-credit public platform, including commodity management, order management, trading systems, membership systems and other procedures for the development and construction, pocket-pass provides this similar "infrastructure" output, for the media, belong to the object of cooperation, What you want to do is more focused: the relationship between the business and the user. This thing for the media, some belong to the more good, and some belong to learn, because the relationship is through the content to complete. Content, is not unfamiliar to the media.

But we also want to see that the current performance of the more excellent on the pocket platform of the media, are themselves have enough influence, whether it is the central wide shopping, or ROM thinking, including "I am a great beauty". They can take the approach is to two micro-flow of traffic to two micro-import (Rom thinking itself on the two micro on a very large flow). The Pocket Pass provides only the technical support, but the electricity merchant's three main links: the supply chain, the logistics and the payment, the pocket Pass can complete is the last item of access, as for the first two, all must the media oneself to organize.

It's a bit more complicated than that. However, there are more complex play, along with further in-depth, the media has begun to become the electrical business itself.

Four

There is little media to continue to deepen the path of the electric business. For example, modern express main drinks, health care products, ticket products, "express easy to buy" (formerly its Group Buy Station Fast group), the Beijing Times main selling vegetables "Jinghua billion net", Huaxi City newspaper main agricultural products "eight-hour Shopping Network", the Southern Metropolis newspaper "South all Tesco" and so on, Some Metro-type paper media, which rely on the subway to distribute the main channel, are also trying. They are, after all, one of the ways in which the media can earn revenue, and the yoho! of the media has almost made itself an electric dealer.

Founded in 2005, Yoho! has "yoho! trend" and "yoho! Girls" two fashion magazine Media, 2008 began to test the utility business, to 12 years, according to the company itself claimed to have been profitable, 13 water breakthrough 500 million yuan, profit 40 million yuan.

Born in Dangdang Consumer-to-consumer Division general manager of Yoho! Vice President Cong that the electricity quotient on two key links: flow and supply chain. Flow can guarantee enough potential passenger flow, and supply chain can guarantee consumer experience (including price, delivery, etc.). In his view, both, the media have some advantages.

Supply chain, because the media has been with the brand advertising and public relations cooperation, may be able to obtain a good supply channels. Yoho! has won the Nike and Wrangler support, but also with star products such as Zhou Chang begins and Edison Chen Clot launched cooperation. The media can skip a lot of links from suppliers to the competitive price of goods, which is the advantage of the supply chain.

Another advantage from the "vision", after all, the media's editorial team has a good understanding of the content, but also well-informed, and generally understand the trend. This vision for "buy hands mode" laid a certain foundation. And the general vertical subdivision of the electrical business site, do is to buy hands mode.

Flow point of view, the media is extremely good at manufacturing topics and engage in offline activities, the content of the production of Handy also allows the media to maintain a steady growth in the flow of the situation.

But these advantages really need to play out, in fact, the whole structure needs to be reconditioned. Yoho! as a market-oriented media and small media, this kind of reconstruction relative resistance will be much smaller. Yoho! abandoned the distribution, editing, advertising such a system and the use of "promotion departments, content departments, electric business sector" This fully cooperate with the electrical business chain system, and according to the system distribution staff. In fact, there are a lot of electric companies, also in the use of this business chain system.

For many media groups carrying news functions, this step is very difficult to cross the past, but yoho! this kind of pure consumer media, turn a lot easier, it's content, is to operate the service.

Five

Like yoho! such media towards the direction of the electricity business, but in fact, the electrical business is also in the media trend. A particularly classic example is millet. Li Vanchang, one of the founders of Millet, recently struggled to drum up business from the media, causing too much interest from the electric business. In fact, the truth is simple: if you have a strong media, it means that there is a stable flow of the entrance, also means higher profits, and independent platform independence.

Ali IPO disclosure of nearly 50% of net profit margin to prove the flow is how valuable, because Ali platform's main revenue is to help Amoy merchants to import traffic income generated by advertising revenue. And such a single product such as millet rely on the internet to sell products of the company, incredibly no dependence on Ali, which let too many electric dealers convinced Millet's point of view: to media.

To "Chu Orange" a cannon and red originally Life Network is a classic example of the electrical business media, because the electrical business of the founding team mostly from the media, they too understand how to detonate public opinion attention. Moreover, their media is not only to do the content so simple, further, they put the product itself, into the media.

One of the examples that has been repeatedly mentioned in the marketing of Orange is that of the orange box. The box was printed with slogans, some full of aftertaste, and others smiling. The Orange is limited to seasonal relationships and limited production, and there is a taste of hunger and thirst marketing. When consumers get a box of orange, the box on the social network of the sun to meet the vanity of TA's mentality, the box on the interesting words, also make too many bystanders willing to forward.

For example, the original Life network was specially sent to the Han cold an extraordinary Chu orange, in the box printed with "The world has you one is enough"-this sentence coincides with the Han Hanzheng in the media "a", Han is very useful, Han cold fans are also greatly useful. The product itself as a media, and let the public spread it out, the original Life network is familiar with the tips.

Six

From the current situation of media computerization, basically the overall still in the test water, the stage of the Pathfinder. There is no doubt that media does have an advantage in traffic flow. But in several other areas, the media still have to be wary of trying. One is supply chain management, which will directly affect the profit margin, the Internet price suppression is everywhere, the supply chain management is not good, prices have no advantage. This, a small number of media operations have been successful, most are still groping.

The 2nd is more advanced: Member management system, that is how to make new customers become old customers. In fact, this is even a lot of the original problem of the electrical business: once the advertising to urge, the water will immediately significantly decline, a large number of costs in the new (including yoho!, but also thanks to its relatively high customer price, to offset this cost). On this issue, we are all exploring.

As for the shopping guide, or open the shop, or even the overall electronic business, depends on the actual situation of the media itself. Personally, I don't think there's much of a difference here.

The media of the road of electronic business, still in hardships, struggling to move forward.