The rise of the concept of public financing in China, to a large extent, thanks to the development of innovative science and technology industry

The rise of the concept of public financing in China, to a large extent, thanks to the development of innovative science and technology industry, those amazing ideas are easy to win the admiration of technology enthusiasts. So many deep vertical areas of the public-raised sites in narrow groups are quickly spread, to establish their influence in the industry.

At present, China's public is still in the cradle stage, far less than the United States and other regions developed, from the vertical to the platform is a very distant road, the public raised the purpose of expanding the difficulty equivalent to rebuilding a vertical web site.

But if it is done by Amoy-Bora, it seems to be progressing much faster. Last year's double 12 period, Taobao tentatively launched a public-chip platform-Amoy wish. From the sponsor's point of view, the Amoy star is also vertical, because the sponsors are stars, supporters are mostly fans.

Time has passed four months, now Taobao Star is willing to as a theme market, officially Taobao ordinary sellers open enrollment.

Taobao opens up the 2.0 era of public financing

March 27, was the project leader Shang known as the 2.0 version of the Taobao star is willing to officially online. Before that, it was more of a platform role to pull stars and fans away from fans to help stars achieve their aspirations.

Taobao star is willing to the starting point is to star as the core cohesion, at the beginning of the line coincided with a double 12 of the large flow of transit, so the concept of star public to make the Tao star wish just a line to attract a large number of fans buyers. These flows may be scattered in the various categories of Taobao, the channel, but Amoy Star is willing to pass the "star" of this dimension, the group of people gathered up.

In fact, for most users of Taobao, the public is a relatively unfamiliar concept, the star's appeal can indeed quickly improve the visibility of the platform in the short term, but for a sustainable development of the public platform, need more quality project support.

At the beginning of January this year, Taobao star is willing to and Lenovo Group of a cooperation to make this platform has a more strong public chip means.

Last year, Lenovo launched the creation competition, which aims to discover the good ideas of the people and help the creators to commercialize their creative products. The competition finally selected 10 projects, landed Taobao for commercial incubation. Shang through this attempt to understand what kind of group needs to be raised, what kind of project for Taobao Public, the main body also have more possibilities.

Currently registered Taobao star willing to project sponsors may be divided into three categories: one is the original understanding of the concept of the public, through other channels to know that Taobao also has such a platform, so that their own creative projects landed in Taobao, such projects generally more high-quality, probably accounted for the total number of 30%-40% The second category is Taobao on the marketing awareness of the sellers, may be in their understanding, Taobao star Willing and other marketing platform is only a certain difference in form, the purpose is to spread the brand, selling products, this type of seller accounted for two to three floors, which also have high-quality projects; the rest is to test the water, the project is also bizarre.

public ≠ pre-sale

In fact, many sellers will find this concept and pre-sale similar.

So what is the difference between the public and the pre-sale? Shang that the timing of the project is in the embryonic state, the initiator needs to support the power to promote the implementation of the project, and the pre-sale time is still to rely on, generally the product will enter into mass production, the business in order to estimate the number of early open to purchase a model, the two starting point is different. But in fact, there are a lot of sellers are in the name of the public to carry out the pre-sale.

Shang analysis, may present the seller does not adapt to the public to raise the play. In fact, the public chip is a bit of experimental nature, the seller can put the products still on the drawing Taobao star willing to do the test, for example, at the same time release three samples of new products to observe the reaction of the market, the end may only produce the most supporters of the products, other fund-raising can be directly returned to supporters, which can help sellers save trial and error costs.

"One of the benefits of doing public-funded projects on Taobao is that you can get a lot of customer information." "Take the cultural industry as an example, it does not form a good profit closed loop in China, many excellent works can not be through more forms and channels to obtain benefits, and Taobao star is no doubt for the cultural industry to provide a solution to the transformation," first you can understand your audience groups have what kind of appeal, their consumption ability And then through the backstage data, can understand the supporter's age, the geographical distribution and so on basic situation, after mastering certain data, may even do the crowd the directional push. "Data precipitation and use, this is Taobao star is willing to compare the advantages of other public-funded sites, but also compared to the pre-sale model more flexible decision-making basis."

"Even the ability of the initiator can be turned Taobao star will become a media window, the occasional release of new products here, a good idea can also be timely and supporters to communicate, including the project's real-time dynamic. "Shaw does not attach great importance to the SNS of the public, he believes that there is not enough communication is also to determine the success of a project is an important standard."

The masses are the product of trust.

Why is communication important? Because Taobao consumers have a deep-rooted idea: hurriedly delivery, early receipt of goods, this is impossible for the public to complete the project task.

Perhaps this is Taobao do the limitations of the public, the larger the customer base, also means that the higher the cost of education. Since the public is in the early stages of a product chain, the time from the start to the rewards of the supporters is often long enough to break through the limits of consumer understanding, even if it is written clearly in the project page, consumers may follow the inertia of consumption, directly ignore the information, And after a week began questioning why customer service has not yet shipped.

"Consumers do not adapt to the long-term waiting for the public-funded projects, the popularization of the concept of the public will take some time." "This wait is essentially based on trust between people, Shang that the biggest difference between Taobao star's willingness to compare to other marketing platforms is that it is a product of trust between project sponsors and supporters." To protect this trust, the platform will be very strict with the initiator before the project is online, and even need to call its personal credit record.

"We have been to the research of Taiwan's music vertical type of recognition website Flying V users after the successful recognition of the funds to the initiator, and do not worry that the initiator will be on bail." "Trust and understanding between people is actually the driving force behind the recognition." At this stage, Taobao star will not be successful in the recognition of all the funds are submitted to the initiator, only after all the supporters have been rewarded, the initiator will be able to get all the money.

"We hope that Taobao star is willing to be such a platform that can trust each other to provide the first group of supporters for a project that really lacks capital," he said. "Some good ideas are worth waiting for, some good ideas to be trusted, and waiting with trust is the best support for a public-funded project."