From price marketing to content marketing, look at the future Chinese market 1

　　The vice president of Laogao E-commerce Club - the Hasen brand, I believe they are all familiar with it. Hasen's shoes are also spread all over China. Hasen has experienced more than 2 billion yuan in annual sales in China for more than 20 years. When he entered e-commerce in 10 years, he completed more than 80 million online sales. How to go from price marketing to content marketing? What perspective should China’s entire market look at? Let’s see how Hasson’s head Wang Yanting answered!

　　The following is the full text of the speech, compiled by the editor of the nearly Laogao e-commerce circle

　　After lunch today, we started the speech. The word "speaking" may be a bit too heavy, and I think it is more appropriate to use "share". Before we start, the topic we share: There is a keyword in it: marketing.

　　I will briefly talk about the difference between marketing and sales. Have you ever been to Apple's experience store? When we walk in, we will zip the iPad, try out the iPhone, and see their fingerprint functions. Did the iPhone sell it to you at this time? No, some people just go in and charge. So has it been marketed to you? Yes, you remember what you can experience in an Apple store: fast service, clean store design, brand image maintenance, etc. I didn't buy it this time, and I may not buy it next time, but I will buy it one day. This is Apple's strategy. Therefore, marketing can be understood as "the promotion of a brand: including brand ideas, product strength, brand positioning, etc.", which we call marketing. Sales are "I put a product at the price and put it on a price point, telling you how much it costs and how much I will charge you after you buy it." It is an act. Marketing is a ritual and means, and its purpose is to achieve sales, and the sales process is marketing. There are differences between the two. After clarifying them, let’s take a look at today’s report. China and the world are talking about one thing - marketing. There are many marketing methods, and now we can only roughly put forward two methods: one is price and the other is content. Content marketing is very empty. Due to time constraints, I can only do a simple organization to tell you the difference between the two. Let me briefly introduce my past experience. I used to be in a German e-commerce company mainly responsible for marketing. I will use this company to analyze and explain it to you later. This is our company's user manager. He is responsible for user analysis and website data analysis. If there is any communication about interface analysis and data mining after the meeting, we are happy to share it with you.

　　First, let’s take a look at the global marketing overview. At the end of last year, there was a very important indicator. We have sorted out the world's top three e-commerce groups, including those that you are unfamiliar with and familiar with. The first place is Amazon. It was founded in 1994, with its main profitable market in the United States, with an estimated turnover of US$70 billion in 2013. Because the specific financial statements of the fourth quarter cannot be seen at this point in time, it is a value that combines the estimated value of the first three quarters and the fourth quarter, so this turnover is only a reference value. The number of employees is 100,000, which is a large amount of data. Its service emphasizes fast warehousing, so it uses a lot of warehousing employees. The second place is Alibaba , which is our very familiar partner who loves and hates. It was founded in 1999 and had a turnover of 7 billion in 2013, which seems unlikely. Because it is just integrated before Season 3, and Season 4 has two important days, "Double Eleven and Double Twelve", which are not accurately covered. If we follow the data we can find now, we might have a revenue of 200 billion in 2013, but it includes splitting, point-uplifting and advertising revenue. Therefore, in terms of website turnover, we still have to use a relatively accurate value - 7 billion.

　　Because the other two websites do not sell advertisements, it is better to use the same standard. Alibaba 's main market is in China, with 22,000 employees. The last one is Rocket Network Company, whose main markets are Europe and Asia, and its development in Southeast Asia will be introduced in detail later. Southeast Asia is a very wonderful market, and I may want to remind everyone where the business opportunities are in the future. Rocket Network Company currently has 25,000 employees, and was established in 2007. Everyone should pay attention to this data. It was established in 2007, but it can become the third largest e-commerce company in the world. This is very terrible data. What do these companies mainly do, and what are the differences? Let me tell you first. Amazon is between content marketing and price marketing. Alibaba is tending to price marketing and gradually realizing content marketing. Rocket Network Company never does price marketing, so these three companies are very valuable for reference. How do we compare them? Why can a website that never sells for sale grow rapidly at such an amazing speed? Is this a path for the future that I am here, including myself?

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