What is an enterprise from the media?

What is an enterprise from the media?

With Ali's IPO process, some of its business indicators have been made public. One of the indicators is staggering: Net profit margins are close to 50% (this figure does not include financial services such as Alipay). It has surpassed the domestic Tencent, and even surpassed Google. Is it the electric dealer who makes money? No, the average gross profit margin of the electric dealer can not reach that number, since ancient times retail trade is a penny saved, where may be compared to do the game Tencent is still high.

Ali is not a real electric dealer, it has the so-called "entrance" of the electricity quotient. What's the entrance? The white point is the diversion volume. The electric dealer is responsible for opening the shop to sell goods, Ali is responsible for soliciting. The gross profit of the goods sold, a large piece to be given to soliciting. This thing to push one step forward is, soliciting the rules of the game, but a life, who dares not from? This is the truth of the ecology of Amoy.

Do business need traffic: Online is very normal, online is more natural. Business to the flow of media or media-enabled services-I can hardly use the media to describe Taobao, let's use the media properties of the service bar-has been a cooperative relationship. Sometimes companies are stronger and the media is weaker. Sometimes, companies are weaker and the media is stronger. Is there any way that companies can stop relying too much on media properties? Very simple: Let yourself have media properties.

Enterprises from the media, it was born.

A more ancient example is the 3Q war. Tencent has a standard sense of mass media: QQ.COM,360 has a so-called official website. When the 3Q war, both sides use their own client window function, so that more people visit their website, and then to the other party to do a great deal. The interesting point is that the volume is much smaller than Tencent 360, in this war of words, do not fall downwind. 360 of their own official website-that is, enterprises from the media-has played a role.

But the 3Q war is just a PR war, although it has a huge impact on Tencent's subsequent development, but it is a PR war. This kind of enterprise from the media application is not too replicable--in the end the enterprise is not every day in the public relations fight. Enterprises to build websites, open micro-blog, to do micro-letter number, are not anything new, but very few people will mention "enterprise from the media" This five words, until the appearance of millet.

Li Vanchang advocates business from the media, very much into the ears of businesses--especially the electric dealers--for a reason. Millet completely does not depend on Ali's power, has become an independent power. If it is jingdong this big store also just, but this is the company is selling a few products, according to the electricity quotient, the category is not much. According to the general routine of the past, it is at best a cat in the B shop, now incredibly become a business within the power of even bat can not be belittled. When it shouted "business from the media", it was very persuasive. Yes, why do we have to put a lot of gross profit to the entrance? Why not through the enterprise from the media, to establish their own stable source of traffic, save this fee to become their own profits?

The construction media is very expensive, does an official website is needs the technical input, also needs the product investment. Most companies in the official website of the construction is only a façade kungfu, not to mention those purely for advertising to promote the so-called "airplane Manuscript" (minisite). Micro-BO Micro-letter These two, it seems that no amount of technical input and product input, and two micro have ready-made social network system, can form a word-of-mouth effect. The business of doing what the so-called media (not Tencent does a mass media) becomes extremely operational. Millet not only gives the vision, but also gives the methodology. Whether it is a follow up, or the heart is a sympathetic chord or even, enterprises from the media, began surging.

Therefore, enterprises from the media, in fact, the past "outsourcing" of the promotional costs to save. This step, the past is more difficult, because it is not cheap to do a media. Now, it's just a possibility. Two micro-operation, compared to build a station to do the app much cheaper, millet is a shining example, we follow it!

It's so simple.

Enterprise from the media: Pull Cool Meng Trinity

Enterprise to do the media, nothing more than to "content marketing", these four words is the current marketing industry is very hot topic. In the real sense of the media debate on whether the "content is king" or "channel for the King", corporate media, it is believed that "content must be king." The reason is also very simple, the enterprise does the media, originally is the cost center, did not expect to have the profit.

Enterprises believe that good content will trigger the spread of the audience, with the help of social networks, can play a small investment in the promotion of large effects. However, what is called "good content" is itself a rather troubling problem.

My personal opinion, for an enterprise media, should have three kinds of characteristics, I call it "pull Cool Meng Trinity". These three points do, basically the corporate media will be very popular.

Drag, corporate media is to need a little drag flavor, mainly to their own products or services that self-confidence, to have a "my thing is good is good is good" strong constant express or implied. Consumers like good products or services, if even the manufacturers do not have this self-confidence, how can the audience accept that this is a good product? This is especially true for Mr. Jobs, who has always been able to make his own things the best that can be overridden by people.

Cool, mainly to cater to the trend, even if it is very "traditional" very "old" things, but also to make a cool feeling: nostalgia can be a cool. Cool, in the end, is a fashion in which most people seek out things that are fashionable and reject items that are not fashionable enough. If the use of the fashion of the company's not fashionable products, indicating that users are not fashionable, this will be a lot of consumers disgust. And some very traditional enterprises through the copywriting and creative, but also can make "cool" sense, such as Coca-Cola launched on the packaging printed on the campaign words.

Meng, occasionally sell the eruption is still very needed, when necessary in the insignificant place can be appropriate to laugh at (black), mainly to dilute the "drag" feeling. Do not sell Meng only sell pull, will make people feel that this enterprise high, not close, this in the image of forging will lose points. A classic example is the early days of Microsoft. At the turn of the century, the company was cool, but always so high that public opinion had a sense of "dark Empire".

Pull Cool Meng Three dimensions, the cornerstone of the drag is the actual products and services, cool target is the image of the project, Meng is flank cover affinity to build. Obviously, the most important thing is the actual products and services. If this cornerstone is not right, drag also white drag, but by a wider range of criticism, as for the back of the cool and Meng, will become castles in the castle, it is easy to be criticized as "singing crosstalk."

So, when social networking started to thrive, I kept thinking that not all businesses fit into the field. Because not all of the company's products and services are enough to "serve the public": there are too many companies in China have a fatal flaw in the specific supply, it was not on the social network what did not, one on the contrary caused a crisis. I've even made the assertion that the first step to getting a business into a social network is to prepare for a crisis pr.

Can have a certain confidence into the social network of the so-called "media" business is not suitable for everyone, after the operation can be achieved to drag the triad of the Trinity is not to be able to do--rely on two years of intern Meng is Meng, drag and cool may not be made, so, enterprises from the media this matter, There will be many people under the influence of millet kill come in, but in the end, successful beneficiaries, not too much.