Webmaster Encyclopedia interview: Wu Jian share electric Business Road

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Hello everyone, Welcome to visit Webmaster Encyclopedia interview program. This interview Wu Jian the way to share the electricity quotient. Welcome, everyone.

Webmaster Encyclopedia: Wu Jian Hello, very happy you can participate in Webmaster Encyclopedia interview, first and everyone briefly introduce your electric trade routes?

Wu Jian: Everyone stationmaster friend, everybody good afternoon, I am Wu Jian, that in today's share before beginning, I briefly introduce my own some situation.

I am Wu Jian, the one who has been on the road. At present in Beijing an E-commerce service enterprise is responsible for the market work, in fact, the first two days Lingfang found me, I still a bit hesitant, because I am not a purely personal webmaster, but later Lenovo to the current development of electric business and webmaster friends closely related.

Webmaster Encyclopedia: Oh, the interview is also to exchange their own ideas, to help you solve some problems.

Wu Jian: Let me briefly introduce my electrical business path:

I was in 03 high time to know the word "shop", then just curious, think the internet is a kind of mysterious. After entering university in 06, began to really basic Internet, at that time was simply on the internet, playing games, and then began to open shop in 07 plan, but because of school work and school network problems have been unable to do so, October 10, 08, my first Taobao shop on-line, mainly engaged in women's clothing; 0 9 years March, my second online shop online, main men, and later transformed to women, in fact, these two online shop is my third entrepreneurial project, in this before the marketing studio, did the campus marketing promotion team, but has not been very force, so the beginning of the October 08 Taobao career, Has played an important role in the development of my later electric business. February 10 (that is, senior year graduation), I entered a traditional enterprise do business marketing promotion of enterprises, the February 11 to Beijing to join the current company-E-commerce Outsourcing Service Enterprises responsible for the market work.

To sum up, October 08 began to enter the electricity business, February 10 into the first real electric business enterprise, February 11, to join a relatively early electric business service enterprises.

Webmaster Encyclopedia: Thank Wu Jian for sharing so much. That Wu Jian tell us about E-commerce marketing and the traditional marketing methods compared to the previous, what are the advantages of the market?

Wu Jian: In fact, I mainly engaged in other or electrical business Enterprise Network Marketing, so next I will be based on their own experience and ideas to share some. In fact, the difference between E-commerce marketing (network Marketing) and traditional marketing, lies in the marketing channel and the thinking difference, its essence still lies in the marketing essence (the brand influence + promotes the commodity sale), the traditional marketing mostly lies in the line, the media mainly is the television, the media, the outdoors; and the electric business marketing is more online ( Of course, the best effect is the combination of line and line, the advantage is more flexible, lower cost, spread a wider range, almost all over the world can be spread to.

Webmaster Encyclopedia: Well, traditional marketing approach to the scope of the face will not be so extensive, and the cost is very low.

Wu Jian: About the host asked "that kind of marketing way to achieve marketing results", I remember the network promotion expert mouchangqing teacher said "there is no most effective, only the most suitable" so I personally think: Enterprises in doing online marketing should not look for more effective marketing methods, but consider which is more suitable for the development of the enterprise itself. In fact, the current marketing trend is "hunting marketing retreat, fishing marketing to the throne."

Webmaster Encyclopedia: So the webmaster in the process of doing optimization, to find the right way for their own is the best.

Wu Jian: The host said very right, the Internet attack anywhere in the world, so your marketing can do every corner.

Webmaster Encyclopedia: Now do e-commerce site A lot of people, that Wu Jian believe that the electric business website has any promotional strategies.

Wu Jian: This problem is also a lot of network marketing to promote friends most concerned about, but also I have been research and practice for a long time. From my personal experience, the current E-commerce site marketing strategies are: SEM, BBS, video, blog, microblogging, SNS, CPS Alliance, PR, etc., but this should be based on the location of their own sites and their own resources to do marketing decisions, if you are small and medium-sized electric business enterprises, then the effect of marketing the most suitable; If you are a large enterprise, then hard wide + effect marketing perfect match. In fact, in addition to these, the most worthy of concern is social media marketing, that is, fishing-style marketing. In fact, many friends may have begun to do social media marketing, but they feel that this is the marketing revolution.

Webmaster Encyclopedia: Social Media Marketing. Wu Jian can tell us in detail.

Wu Jian: OK, host, I am also happy to share this topic with you. Talking about social media marketing, I'm going to follow a phrase I mentioned above. "Hunting marketing retreat, fishing marketing to the throne" said, in fact, the throne should be reminiscent of the ancient emperor after the death of a new emperor to replace him, in fact, this is precisely used in the current network marketing right, hunting marketing, is worth the traditional marketing strategy and form, this mainly includes the traditional media dissemination, the interruption advertisement, the one-way activity promotion and so on, all is the enterprise's amuse oneself. and fishing marketing, according to my understanding should be, pay more attention to the fish in the water and the fishermen on the shore of a relationship between the fish have the right to choose their favorite hooks, and anglers are based on the taste of fish to choose the delicious bait. Of course it's just a metaphor, but in the depth of your experience, it's a really good metaphor. This is a section of my new article in my blog that you can look at and understand the next phrase. Simple: One-way communication-placeholder dialogue, entertain themselves-with the people, the current mainstream of the new media include: micro-blog, SNS website.

Webmaster Encyclopedia: This will be the site's marketing to meet the needs of users to do. It would be nice if we could combine the electricity quotient with the new media. Especially Weibo marketing. Like now is the micro-Bo fiery era, Wu Jian think E-commerce site How to do a better use of micro-bo marketing?

Wu Jian: The moderator said very right, this is also the current electric business enterprise marketing strategy, Weibo marketing is an important part of social media marketing, because compared with other new media marketing strategy, micro-blog marketing more interactive, and with the micro-blog This keyword heating up, many companies have been Weibo as their own marketing strategy.

How to run a good corporate Weibo website do a good job of micro-bo marketing, in fact, this is to throw away the site itself back to the internal enterprise, enterprises want to do micro-blog marketing, I think need to be aware of the following: ① marketing leader or even corporate CEO is optimistic about the media microblogging, and will improve the status of Weibo marketing; Whether there is a person responsible for enterprise micro-blogging operations; ③ whether there is a team to operate and manage the Enterprise Weibo account; ④ whether the localization and target audience groups are analyzed; ⑤ whether the basic skills (topics, dialogues, languages, etc.) of micro-blogging operations can be grasped ⑥ whether or not they can regularly launch activities to interact with the audience (entertainment) On the 3rd, you may encounter the same problem is "enterprises do not have such a team", in fact, enterprises do not need to set up a team, but can be the company's various functional departments of some colleagues to organize together in the micro-blog interaction.

Webmaster Encyclopedia: Well, Weibo is a big circle, to be able to interact.

Wu Jian: In fact, our company will soon have a "high-level group, for the traditional enterprise-supporting" micro-blog activities, this is a typical example of teamwork, about micro-blogging operations, I recommend you a book "micro-Bo marketing a pass", we can download or buy a look, there will be a lot of inspiration.

Webmaster Encyclopedia: Speaking of this, the team's spirit of cooperation is very important. Do E-commerce site webmaster are also spread over every corner of the Internet, that for the electronic commerce of the same dust, Wu Jian believe that the development of electric business enterprises how to innovate?

Wu Jian: But at present many enterprises do not have one to this point, I personally think that the enterprise to do e-commerce needs to be clear: ① E-commerce must be the standard of the future enterprises, line online channel integration to ensure that their own enterprises not to be destroyed by the commercial revolution; ② how much resources their own businesses have, Because everyone knows that there are signs of bubbles in the electricity business big enterprises play is capital and strategy, so, in the absence of capital and talent, the advantages of goods, perfect supply chain do not follow suit, otherwise you will be burned to the wind; ③ Enterprises in the industry in the current situation, because the industry different electric power business is not the same heat, According to the industry's electricity quotient heat, careful test hydro-electric, such as the steel industry, the current electricity business is generally hot, so there is no capital to promote the imagination, so at this time to enter the electricity quotient is far more than two years later into the electricity business better, mainly the cost will be much lower.

How to innovate the development of electric business enterprises, I think there are several points:

① mode of innovation, this model has the essence of innovation, and the form of innovation, the essence of innovation mainly includes Self-and or service, the innovation of manifestation includes common business-to-business, Consumer-to-consumer, B2B2C, b2c2c, and so on the O2O;

② Marketing mode of innovation, the latest marketing ideas and thinking, said before the new media marketing is a marketing model of innovation;

Webmaster Encyclopedia: There are many innovative methods, we can not always go the same road. Online Mall type of site for the user experience is very important, that is to improve the user experience of online shopping mall, how do we do?

Wu Jian: The user experience, I think several aspects need to grasp. User experience can be a combination of trust of the site to talk about the trust of the site, I think this is the strategic problem of enterprises, our company will have more than 10 brands (including domestic and foreign) of the mall, so this is also we have been discussing the issue.

① Supply chain construction and management, direct and factory cooperation and dealer cooperation effect is not the same, one is the price of the initiative is not the same, the second is the degree of control of commodity quality; ② industry's own product control management mechanism, many enterprises are not the supply chain is not perfect, nor is the quality of goods themselves not, Second, the goods into the library and before the library to do quality control, so there are a lot of times because some defective are covered with "fake shop" "crime"; ③ logistics Warehousing Management system, if you often shopping in Jingdong mall, you can feel the logistics of Jingdong is not a name, Rapid logistics to the Jingdong user experience added a lot of points; ④ site itself, this should be a lot of enterprises need to consider the problem of internal strength, shopping experience to do the best, I personally think it is excellent, whether it is the product itself recommended or classified recommended to do pretty good. We can analyze and analyze the excellent website construction at ordinary times. ⑤ Brand's own construction, this is mainly the market PR do things, in fact, many times the consumer shopping experience is on the one hand, the brand of Word-of-mouth spread is on the one hand, this and traditional enterprises do offline brand is the same as the essence.

The user experience, the point of attention should be: ① pre-sales-Customer service guide, well-trained customer service with the general customer service is very different, this aspect of my current company to do is still very good, the requirements of the customer service than the operation and management of the staff more stringent requirements, because it is directly to the consumer; ② Sales--Website Experience + Customer service, consumers want to quickly find the goods they want, this is to improve the core of the shopping experience, this can be a lot of attention to excellence; ③ after sales-logistics + after-sales service, the proposal has the strength of the enterprise to establish their own warehousing logistics, one day to receive goods and three days, five days to receive the goods are not the same mood. Can be sold for the goods promised after-sale repair, refund, etc. can also add value for the user experience.

Webmaster Encyclopedia: Wu Jian to everyone said a lot, in fact, every time and webmaster exchanges, will refer to the problem of user experience, the user is God, I must give him to the whole good to do.

Wu Jian: Yes, but the user is God is not a form, must do it, especially the electric business enterprise.

Webmaster Encyclopedia: Now a lot of small and medium-sized enterprises, because of the lack of funds, it is difficult to find suitable for their own promotional channels, that for small and medium-sized electrical business site, how to operate the CPS to the extreme?

Wu Jian: Indeed, for the small and medium enterprises of the electric business site, CPS is the most practical is the most effective, the least risk of marketing channels, in fact, CPS is also a traditional and innovative points, the traditional CPS is to join such as Ali mother and some mature CPS platform, Innovative CPS is not a combination of current social media to do the new media CPS dividend, such as Amoy is currently pushing the "micro-rebate." However, to remove these, I think SMEs want to do a good CPS, and the use of the ultimate CPS, depending on two points: ① the advantages of the commodity itself, adsense prefer high conversion rate, high sales of goods and websites, so to choose the site best-selling, high conversion rate of goods to the CPS Alliance platform; ② how many webmaster resources do you have, Many times out of the high conversion rate of goods, webmaster Resources is also very important, and the webmaster to establish a good relationship, to establish their own webmaster circle, through webmaster leaders to lead followers, in my opinion this is a good direction. I think the company can make me good these two points, at least CPS will have a certain effect. and need to emphasize is "webmaster's power is not to be underestimated, can be regarded as the backbone of the entire Internet."

Webmaster Encyclopedia: Connections are important. At first Wu Jian talked about traditional marketing. That for the traditional enterprises, to enter the electricity business site will have a few ways to develop?

Wu Jian: Indeed, the connections are very important, and now the more I feel in Beijing. As we all know, at present, the electrical business into a blowout-type development, especially the 10 's unusually hot, and promote the evolution of the business-to-consumer, whether it is the consumer-to-consumer, both the rapid development momentum, and here I do not want to say some data, because the data for us is not too big, we need to recognize that, The traditional enterprises in all walks of life in the power of the fact, because of my company (Hing-long letter Tatsu) of the nature, so I can easily see this point, there are dozens of traditional brands are active to come to the door, in fact, the traditional enterprise to do the road of the electric business is nothing but these

① self-help strategy, which refers to the traditional enterprise Self-built team, self-Reliance Department, what is the implementation of their own operations, but this is like what I said just now, this kind of enterprises should be prepared for the protracted war, especially the integration of resources, supply chain, talent, capital; ② cooperation strategy, which is less risky than the first category, Several traditional enterprises signed a strategic cooperation agreement, give play to the advantages of each enterprise, learn from each other, and jointly cultivate a market; ③ Curve National Salvation Strategy, this is a leveraging the power of strategic channels, the company's own business outsourcing, and its own full-time and supply chain, brand management, commodity design, Internet sales channels are responsible for other E-commerce outsourcing companies, such as Nokia in China's E-commerce is the domestic local electric power outsourcing enterprises responsible.

Webmaster Encyclopedia: The traditional Enterprise customer relationship is very strong, we should make good use of customer relations to achieve the purpose of online sales.

Wu Jian: Electrical business Outsourcing is also experienced 10 years after the precipitation and 10, outsourcing enterprises into their spring, including our company (Hing Long Letter Tatsu) is also the same, in the electric business Combat 10, many brands are mainly to come to the door. The above three should be the current traditional enterprises to enter the general choice of electricity business road.

Webmaster Encyclopedia: Thank Wu Jian for sharing. Due to the interview time relationship. This is the end of this interview.

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