Share by Laogao E-commerce Club - What is CEO marketing?

　　Li Wei , a partner in the e-commerce circle of Laogao , and one of the top ten Internet figures in Zhejiang. He worked for Microsoft, Taobao, and Tmall, and later founded Shangzhuang.com. Since 2016, he has served as an entrepreneurial tutor at Zhejiang University and served as an expert tutor at Jiangsu Satellite TV's famous recruitment program "Jobs and Jobs".

　　At the regular meeting of Laogao E-commerce Club, Li Wei expressed his own views on CEO marketing.

　　CEO marketing, the first thing is to have a clear purpose of exposure to avoid invalid exposure. You have to know that when you conduct activities, you need to promote your brand's traffic, and only then will people gradually accept the abstract things. The programs I participated in are called jobs and jobs. It is a recruitment program. Many college students apply for jobs. We will give him some opinions, but I am very purposeful. I just go to advertise. Once there was a female student in the program with 180s. I wanted to apply for a job combining wearable products and fashion, which was exactly what I wanted. I must win this person. All the bosses in the program questioned why he could publish papers in major American magazines so young. When the girl was about to collapse, I appeared. I said I could give you a position but I was afraid that you would not accept it. Then I introduced our technical products. The host took my words and introduced Han Geng as our partner, which made a secondary exposure for us. These are some things I think CEO marketing needs to do.

　　Another thing is to create communication opportunities. I often post advertising jokes on Shangzhuang’s Weibo. Regarding Internet celebrities, I think any overheated topic is a bubble, there are many pitfalls from Internet celebrities. Many Internet celebrities are sent by agency companies, and many of their comments are posted by zombie fans. One advantage is that they are more down-to-earth. They are not particularly concerned about their feathers like celebrities. As long as they make money, they have a high degree of cooperation, and the effect is not so good. We must distinguish Internet celebrities. As long as they are not too over-the-top marketing Internet celebrities, they can post them. Only win-win cooperation can last long.

　　The most essential thing is that everyone must light the model, light channels, consider content more, and use authentic content to make customers recognize it. This is truly effective. We need to improve efficiency at a low cost.

　　Q&A session:

　　Member 1: We are an offline brand. We have been working in 15 years. There are 23 provinces across the country that are our agents. Because it is the era of internet celebrities, there are few celebrities who endorse the cinema products of beauty salons, so I want to try this.

　　Li Wei: I don’t know much about beauty salons and theaters, but everything needs to be considered from customer needs and characteristics. You can do this, but I suggest you not to look for young and handsome guys. First, the cost is high, and second, it will give people a sense of distance. You can find some celebrities who are older but still young. These people are people in their era but are still popular. Such celebrities are much lower in cost.

　　Member 2: I am a brand of Internet sanitary napkins. Everyone in the industry knows about Jumei. I would like to ask you at what stage you decided to compete with Jumei in the form of PR. Although we have good quality, the transaction volume is very small. What should we do in PR to improve transactions?

　　Li Wei: First of all, I pay less attention to this category, so I can't give too much advice. We will use it first and then buy it. The first thing we invest in is theaters, but there is no local station. The quality of our design high-end products can be seen. We have sufficient funds to compete with them in this way.

　　Member 3: I am a self-media person. What do you think about the future combination of new media and e-commerce ?

　　Li Wei: I don’t think that pure social nature can produce benefits. I will use the lowest cost traffic to improve transactions. People have herd benefits, and people will want to see what everyone pays attention to.

　　Member 4: We are making pet supplies. Everyone is talking about internet celebrities. Is it too late to do content now?

　　Li Wei: Of course it is too late. For Internet celebrities, we need to distinguish between true and false, and we mainly look at your content. Content marketing is never too late.

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