There is no better solution, just sharing some of the rebate network of their own thinking

Hello everyone, today is the mentality of learning, there is no better solution, just to share some of the rebate network their own thinking. I first briefly introduce a rebate net, back to the net was founded in 2006 to serve the electricity business, we are selling goods, we are more people or sell traffic. 06 years of service in the electrical business, more than 400 independent electric dealers have settled in, now there are 20 million users, 1.2 million new users a month, every day to everyone here or the cooperation of the electric dealer with 200,000 orders, 1 million new users per month, or gathered a number of popular, we provide a group purchase, rebate and so on information.

The challenge of the new era of electricity dealers, we are starting from 06 is relatively early, we also experienced a rapid growth period of 09-2011 years, when the speed of the growth of the electric business is 242%, this year is 51%, the outbreak of Internet users has been the past, we entered a rapid but stable growth, 50% is not very slow speed. Peer competition between the user is also increasingly accumulated, the user also choose More, the previous selling shoes may be a family, now may be three, before buying a book may be Dangdang, now may be Su Ning and Jingdong can be.

Media prices are also constantly rising, we serve the electric business, often hear the price of the media more and more expensive. The user overlap between the electrical quotient is also increasing, our user's habit believes that the rebate net, we can see the whole network of shopping, we observe the trend in recent years, the average user in a year how many mall, the number of shopping malls, the number of the list is constantly climbing, three years ago is about 1.8, overlap is very high.

We are also doing user access, we have a rethink, how fine to do the work now, including user access and the retention of old users. New guest access and old guest activation.

New guest access, mainly to consider how to choose media, media launch to help us bring new customers, we think the media value is virtual high, the real measure of the value of a media is not so clear, a lot of advertisers to our company to promote advertising planning, we hold the view that the online media brand value is not high, is not the brand is not valuable, the brand is very valuable, but the online media brand value is not high, really impact very small. The electricity quotient and the internet based on the advantage of the offline is the actual data, we can see the channel conversion rate and sales in the end is very difficult, before the online is very hard, we want to throw out every money I want to really produce a lot of benefits, we feel that the brand on the internet is basically not reliable, media choice when also consider the difference in user quality , the matching degree, the consumption ability, many electric dealers use the ROI appraisal their market department, actually is the examination, this month has produced how many turnover, but very few examines the user the quality difference. Our thinking about this piece is very much, we conclude only one measure of standard. We feel that each channel to measure value, the value of the measurement points are falling on the value of users, this channel to help me to bring a user, bring me how much value, not necessarily pure water.

Is there a normal relationship between value and input, user value we define it as a gross margin to the user in a fixed cycle, and as a user we say, for example, how much of the gross profit we have in a year, using the value of the user, rather than this month's sales, contains the user's lifecycle, Sometimes the product of mother and child is not your client after two or three years so there are life cycle problems, as well as the retention rate of the problem, 100 people bought things that day, how many people are still in your shop for the second month, this is the ROI is not reflected. Including matching degree and consumption ability, is to do a big promotion can not refer to things. User value of an important indicator of average income per user, I look at gross margin, is ARPU multiply on the entire gross margin. When we do media delivery, the media's choice of media can really help me to bring the number of users to generate how much of the amount of gross profit, which is my measurement of media value.

User value minus the cost of user access, I have some channels that are hard to measure. But our industry is to do CPS or based on the transaction of the pattern or advertising mode, in the precision mode, we are aware of these data, fewer people. A lot of bosses are thinking twice, one is ROI one is the user value, ROI is more short-sighted value, this month how much sales value, which is related to inventory ratio and cash, but considering how long-term user value response, I hope to find the right users, he can buy more later. Matching users will buy more, the second month, the third month will also buy this is more we need customers.

Long-term goals and short-term goals affect the work of the marketing sector, and some departments are more concerned with optimizing the quality of channel users, including optimizing channels. This has pros and cons.

The value of the user to set the media value, back to the most basic point, a media seemingly expensive, does not mean that the media than other media poor, you have to put the value of users in, this is often with partners have communication.

The activation of the old user, the price war is sometimes very fierce, discount promotions, when a discount on the value of the product is influential, such as a cosmetics hit 50 percent, once again want to play 70 percent, customers think 50 percent can buy now 70 percent or buy, in fact, there are a variety of disguised promotional methods, So the price war is not the only channel.

Some people say we can do the activation of the old user, I also found a lot of situations, users in fact such a single, for example, the user in Beijing east is to buy 3C products, a shop may be to buy daily necessities, red children are to buy mother and child products, but their own analysis is not seen, there are some third-party media is this information, We also have other media and navigation sites that have this information. The third point is that many independent businesses feel they are my users when they get the new users. The number of different businesses to buy the increase in the choice has increased, users of different businesses to understand the increase in different businesses to buy different things. It's really a big question mark whether you actually own this user.

User retention rate of the situation, 100 users to this business, the second month how many also go to the merchant shopping, the first month 100% is no painting, the first month 100 people to go shopping, the second 10% to go shopping, with the advance of the number of the decline must be fast. For example, a business has done a good job of stabilizing. I would like to say that the key user once acquired is not without the cost of two times marketing.

The old guest activates the loyalty of a user to differentiate, hardcore users are almost without activation, they are high-value users, how to keep these old users is a business to worry about. The second is general loyalty, which may be spent on my consumption but also on competitors. Disloyal users, may have been lost, purchased once but later lost, is now back to do a second shopping.

User value, the most valuable users and less active users are very different, or to keep the most active users, guarding an active user, may be more than holding n inactive users more value.

We have to face two marketing costs head-on, the cost of the old user activation, how to promote delivery, Coca-Cola has become a household name, it spends n billions of dollars a year in the market costs, part of attracting new customers, more to promote consumption, hoping to drink a bottle of Coke, which is cost. Many users in the United States are named, and many Chinese customers are anonymous.

Third-party Shopping guide website Utilization, rebate NET is a third party shopping guide website, suppose the subway is to Shanghai Xujiahui This is a business district, they are to go to consumption, promotional information push, many exposure opportunities, the store in many occasions to let users see this information, this is a number of exposure opportunities, a lot of edn SMS push, America has a much higher opening rate than China. If you can't communicate with them actively. Promotional tools diversify, some third-party shopping sites have a more comprehensive, probably no information that is new to the mother but has not yet bought something from you. It is possible that the team has not been organized yet to do the slime matching and push these some third party sites can help.

Rebate network is to do the network to buy back the industry, this is a media, a direct impact on users, CPS is a final account, the difference between CPS is relatively large, can affect the density of the user is not the same. We actually have a whole network shopping habits, basically want to buy something, can find a match on the above, the user once is established trust, all the consumption moved to our website, we are to see the overall user information. New customer access, we can provide to everyone is relatively high quality, Low-cost marketing platform, should be lower than a lot of media. Old guest retained many times exposure, today you have mother and child promotion, there may be rebate net to buy a 3C product, but saw the mother and child promotion, have the opportunity to do this exposure, the frequency of shopping is the whole consumption of shopping frequency, this exposure will be higher intensity, today to the subway mouth to buy shoes you may have potential demand.

Rebate Promotional tool features, does not affect product value, shopping will be strong, these customers are want to buy things, the willingness to buy is relatively strong, consumer psychology, some of the psychology of earning small profits, prepared 100 dollars to buy, through the rebate net Province two or three dollars, we found that the same group of users when the active degree of high, the risk is relatively low, The media to cast an advertisement, CPS has a single count, we gathered high frequency of users, like airlines willing to give gold card users like some concessions, ROI and CV difference, channel is quite valuable. Increase user activity.

Thank you!