Tracking the development trend of mobile Internet

November 6, 2012-7th, the seventh annual Iris Summit in Shanghai Kerry Center Hotel Grand opening curtain. The meeting is the 10 anniversary of the establishment of the Advisory Group, after Beijing, Guangzhou, the year after another industry event. With the theme of "Embracing change", the summit focuses on the change and innovation of the Big Data age, focuses on the trend of the new economy, analyzes the successful experience of network marketing in the past 15 years, and closely tracks the developing trend in the field of mobile Internet.

The following is the cbsi of Chinese women fashion Group Products vice President Hu Haiwi published a "Fashion Media integrated Marketing development" as the theme of the lecture transcript:

(pictured Cbsi, vice president of Chinese women's Fashion group Hu Haiwi)

Hu Haiwi: Thank you for your time. This afternoon I will introduce some of our views on the overall marketing development. We are to share the conclusion of the internal discussion. Just now many guests have talked about the change in the overall environment, and it is clear that the current consumer environment is changing. In my personal experience, because I have been working in CBSI for more than 10 years, CBSI is a relatively special company, after many times of capital integration, now is an internet-oriented company. Almost more than 10 years ago, our business in China was mainly paper media. From the late 90 to now we have experienced the process of transition from paper media to internet media. I think there are two points worth sharing with you, one is the time to change. Usually when we see from paper media to the Internet transformation process, there is a curve, today many people are talking about mobile, socialization these topics, yesterday, a lot of people speak accurate, big data.

Many years ago we talked about today's internet, but didn't change in the first wave. In the beginning there will be a lot of capital and support coming in to form the first peak. But the process quickly faced a low ebb, and we found it useless. But in a trough, it's usually a lot of people who can be quiet and think. Usually in the trough period will be prepared for a second real change, in the trough is the transition occurs. This is a.

The second: In the process of transformation, do not know why the paper media can not be translated into the Internet media? My personal feeling is not that I do not want to, we all realize that these things are the future development of the Internet. At that time did not do is the lack of necessary transformation ability, that is I will not. It's a terrible thing. In the past year or two, we have often had discussions about how our capabilities should be prepared in the future if the transition takes place.

Such a figure, we should have seen a lot of comparative traditional digital marketing ability system. In fact, the whole process of user consumption and the process of the affected system. The rightmost black word is ability, as long as you have these abilities or some of them can be in the current digital marketing market to make money, doing business. The so-called integrated marketing new development, I think is the emergence of new capabilities. It is clear that over the past two years, we have seen a number of new capabilities in the entire digital marketing arena, and if you don't do these things slowly you will feel a little bit more laborious. Personally I am more concerned because one of the key points of digital marketing is content dissemination, in the final analysis, many things are in the dissemination of content. What changes will be taken in the way the content is propagated? I took the conclusion directly, which is our internal conclusion. These four points in the future of female marketing in the field of comparative need to pay attention to, one is personalized. We face a lot of consumers, especially female consumers, her so-called personalization is only concerned about their own things. The second is lightweight, which is often used as a fragment of the description. I think, especially for the mobile internet, there is no debris or fragments, because everything is already fragmented. Lightweight content becomes very important. The third is socialization, in which we are more interested in the role of the so-called opinion leaders in the field of women than in the broader concept of socialization. The last few people to speak, is the perceptual experience. Perceptual experience in today's internet marketing, digital marketing in the field of more and more weight, in fact, sometimes we ignore this matter.

Here is a brief introduction to the direction of future change we value. The so-called personalization, in fact, very important point is high correlation. What the user needs now is a highly relevant content and you have to be very close to him. In fact, for the simplest example, when we open the microblog with our mobile phone, you will feel that all content is relevant to you, because only the person you are concerned about will appear. If we open a traditional Web page now, if you open the Sina homepage, in fact, 90% of the content is not related to you. Now women will increasingly accept the form of micro-blogging, all of which I choose, at least I subscribe. If you push too much of what you think I should focus on, it will actually cause users to resent it, and it's not very suitable for mobile internet. This is the concept of personalization.

There are a lot of things to do in the vertical field, and you have the main system that meets the needs of the industry. If this is not the case, the problem in the future is that when the so-called big data is accurate these things become a reality, you will find that you lack the content to invest in these marketing objects. Content lightweight fragmentation here too, it's an advantage that is easy to consume, easy to spread, and easy to reorganize. Of course easy to reorganize this, now less involved. In this case, people are consuming a lot of fragmented or lightweight content every day, do content dissemination process there is no micro-content communication ability, there is no way to my valuable content in the form of lightweight dissemination, and finally in the mobile or social media has become less popular. There are actually two of them, one is the fragmentation of the red content. Is that I'm watching now, can you think about converting some of the lightweight content on the traditional internet to fragmentation, and if there's any capacity to regroup after it's broken? Because many lightweight content corresponds to lightweight consumption. For example, I saw a very beautiful pictures on the Internet, its price is not higher than 100 yuan, I go directly to Taobao to buy. This does not require our careful consideration. If the weight of consumption, such as I buy a car can not see a photo to decide. This requires a lightweight reorganization of content. It's complicated for the entire mobile internet or social media.

Finally, quantify the user Content contribution mechanism. Now many professional websites have their own community, blog, but the lack of making users very easy to contribute content platform. Social marketing environment, I do not think that a lot of talk, just now talked about, no matter how to find the opinion leader, which is very important in the field of female consumption. Another is how to build an effective evaluation mechanism. Although there is no industry-approved assessment mechanism, at least we have to have an evaluation mechanism of our own to evaluate it.

Perceptual experience is particularly important for fashion and feminine fields. Perhaps everyone has a basic concept: the difference between reason and Sensibility. Now a lot of people do this kind of research, is the female cognition and male gender difference. The so-called rational content simply said it is the use of professionalism to overwhelm their readers, so that you are impressed. We now have a lot of car sites or it sites that actually use this method. You believe me because I'm more professional than you. This type of communication is also a way of thinking that men are born with, and I can convince you more professionally than you do. Women are not like this, we can communicate is to achieve empathy, you can understand my feelings, we have the most basic emotional communication, this is called perceptual content. Now a lot of doing socialization or mobile process, we found that the emotional content of the demand is more and more big. Especially considering the front of socialization and content lightweight two topics, the emotional content of the communication is very important. Especially if you have only a very simple picture and text in the case, the success of perceptual content determines the success or failure of lightweight content dissemination.

Finally, these thoughts are a summary of the few that have just been said. In personalization, there are two points, one is not able to detect the needs of users? I talked to some people in the United States who studied personalized content, and in the end, they often joked: "How come there are no devices that can read human thought?" So we can be truly personalized? "Before that we have to find ways to read the user's mind. When you perceive his needs, do you have a better category of personalized products. These two points determine the success or failure of large data precision marketing. Lightweight is very simple, find a media to get 10,000 words of the manuscript, the number of times sent out, but also to make video, do pictures, these abilities have, but in turn, very high-level, but each time only allow you little text and pictures, you have the ability to complete the information delivery task? This is a big challenge. Can we be good at using the power of opinion leaders and how to evaluate.

Finally is the perceptual experience, is not transmits the content, but transmits the emotion. Go back to the time of change that was originally said. We sit here today to talk about changes that won't happen right away, and the day-to-day work we do today will have to be done tomorrow. In fact, we can think about it, if starting from this year to 20% each year, it is estimated that the entire marketing landscape will change completely in three years. The difficulty is that we must do a good job today's ability to put today's marketing ability to play to the extreme circumstances, in order to prepare for tomorrow's marketing. So that we can embrace change. Instead of being eliminated by change.

Thank you!