From price marketing to content marketing, look at the future Chinese market 2

　　This article follows " Looking at the future of China's market from price marketing to content marketing 1 ". Let’s first look at Amazon . It is currently a world-renowned e-commerce company. It can only be said to be "current" because China is now in the world market after all. It started with selling books and sansiders. These two cannot be worn or more content. They can only introduce them in detail. They make the page very clean and strengthen functional publicity services and design. This area has in-depth information on the characteristics. Amazon has a very classic record that is very admirable to the e-commerce community. It calculates the speed at which the website is opened. For every 100 milliseconds, its turnover can be increased by one percent. This is what they will do, why does it do it? It is telling consumers and all employees on the web page: My website does not have many pictures, what I want is speed. If the website content and speed can only be one of them, you must choose speed. This is where we need to reflect on. If I were a seller, when we opened a web page on Alibaba or Tmall, especially clothing sellers, they would do something because they had already asked a photographer to take pictures of their clothes, and a total of 30 pictures would have to be put on, because all the money was spent, it would be a pity not to put them on. When consumers see a dress that is very beautiful, they can only see the first picture after clicking in, and it is "other recommendations". The photos of this dress cannot be viewed, so the buyer can only exit. Have you paid the advertising fee? Pay. But why is the bounce rate so high? Because the web page speed cannot keep up. So Amazon has a good experience to provide us. If there are many photos on the web, please choose a few beautiful pictures. Only by giving up can you gain.

　　Next is Alibaba , which we are familiar with, which is now actively developing a different innovative service. Why? Because it has realized the importance of content marketing. Traditional Alibaba has always competed with price as an advantage. Can you see the above? This is the most important location of a website, and here and here. Let’s look at the above, “New Spring Products Start 50% off”. What is this concept? If there are physical products here, you may be surprised. What does the new product convey at 50% off? First, I am a physical brand without integrity; second, this is a website that is clamoring for prices, just price high and discounts very low. This has developed a way of thinking for consumers. Everyone is very smart consumers. Today we know a brand. For example, when Hasen’s new product is 50% off, will consumers buy it at 30% off? Absolutely not. He knows that you are a brand or website that loves to discount, how could he buy it when you are in real price? So this invisibly hurts the interests of the brand, website and store. There are also a large number of promotional activities such as "38.8 Free Shipping" below. Fortunately, it has strengthened the user experience in recent years, including the revision of web design and some activities, as well as some services it promotes. The most obvious thing is that the paid column needs to be converted into a marketing column. Take the shoe category I am most familiar with. This year we held a meeting and Xiao Yao said something. Now, as long as each brand has a good marketing plan, he will give us the position. I will share with you a data. We have obtained the first banner under the footwear catalog on Tmall's homepage. The number of people entering that day was 170,000. This is free, and if converted into advertising, it will be a lot. What did I do? I just packaged it with a outfit and told you what the trend is this year, and I got this place. So I highly encourage everyone to fight with your waiter. He will tell you bloodily: Group brands, many of you have spokespersons and are very rich. You can invite celebrities to hold concerts and pay a little more for artists to promote. You just do it, I will give you the position. He will negotiate with you like this. What is he doing? He actually wants content, but he can't do it, so the store has to make the content by himself. As long as you make good content and win the PK, he will let you go. Alibaba is transforming, which is also an opportunity for us. If we can lead other industries to do a content, we are qualified to negotiate with it: we have done the content, and I have found 5 brands for joint marketing, or directly introduce a fashion article to analyze the trend. What position can you give me? The layout of this matter is also very good. It will not be like the previous bloody example: there are 2-hour spaces here, who wants to do the activity? It is impossible to make an activity page in 2 hours, you can only use the price to do the activity. If 10 manufacturers compete, you sell 99, he buys 98, she sells 89, then I will sell 59 and negative gross profit, because I want to drive the sales of other products. Until now, we can use a normal way to maintain the brand and increase the age of consumers and ask for a place from Tmall. Tmall has realized the global emphasis on content and has gradually begun to transform, from brand collection to indirectly creating content to marketing. So I hope you can also operate in this direction.

　　Finally, let’s introduce the Rocket Internet, a relatively unfamiliar rocket network company. It is a German company founded by the three brothers Sanwell, who are very famous in the e-commerce industry. There is a saying in the e-commerce industry - "If you want to do e-commerce, please look back and see if there are three wolfs behind you. They are very bloodthirsty. What do you do, they will quickly make a bigger one behind you."

　　He uses the IT of the aircraft carrier to play e-commerce with you. Can you play with him? They can't play with it, they are so rich, with personal assets of 45 billion euros. Its model is an incubator for global e-commerce companies. Its categories are very special and diverse. Currently, there are 75 branches around the world, covering a total of more than 50 countries. So he is the president of Global Flying, he comes to your branch once a year, and I have the honor to meet him once. Its history is: in the early days, it was established, sold to eBay, and established Rocket Network Company, and later founded CityDeal and sold to Gao Peng, while owning equity to operate the Chinese market. But there is one problem - it is not suitable for the local environment, so it quickly withdrew from the Chinese market. It is not like Amazon, "I fought with you, I spent money in, I want to fight you to the end." It still owns shares but does not operate it. More than 70 branches around the world are all their industries, including fashion, electronic consumption, taxi delivery, food delivery, restaurant booking, etc. They do a lot and have a keen sense of smell. If you know where the fresh market can be done, they will do it quickly. They also have a good advantage, which is that they attach great importance to "localization". What does this mean? They are on fashionable websites, with 45 branches and 45 countries around the world. They set up 30 purchases in each country to collect local free brands, that is, designer brands. There are also agent brands, because the conditions for agency in each country are different. It also has been sent to 7 or 8 countries in Asia, such as sending some brands in Singapore to Hong Kong. It does it in these three ways.

　　It is best known that in Hong Kong, people like to wear trendy brands, Taiwan is also a trendy brand, and Singapore is a designer brand. There may be different brands in the mainland market - domestic sales or international brands. It is understanding that only localization can we know what kind of products localized consumers like, so it pays great attention to localized operations. This is a very clever model. If it opens branches in 7 Asian countries and sets up 30 purchases, which adds up to 210 purchases, it will know which agents are cheaper and can buy goods in a unified manner. For example, it found in Taiwan that a brand onisuka tiger sold very cheaply, so it bought 6,000 pairs of shoes and sold it to Vietnam, a Southeast Asian country that likes this brand very much. It sells it to buy at the cheapest price, and outputs it with the highest profit, which is what it does, and trade. Its representative company currently has alando, which opens stores in 15 European countries and is also a well-known fashion shopping website in Europe. The page of the website is very simple, just a look book is very clean, and it will not have any price or discount on it. This is a very special thing, and it doesn't even place the brand. There is no brand, price, or discount, it just tells you the thing "beauty", and this is its marketing strategy. The same interface style is also available in company websites in Australia and New Zealand. It also publishes physical magazines in Australia, and its status is the same as that of GQ. It is not a free reading, but is sold in bookstores, convenience stores, books, newspapers and magazines, and it is very expensive. Why? Because it increases the stickiness of consumers, it tells consumers: I am not a platform, my platform is a logo or a brand. If you buy it from me, you will have added value. I will help you carefully select all the products and tell you what fashion is instead of the price. I will not sell the cheapest things, but you will not pick ugly things. This is the service I give you. Isn’t this what famous brands do? Its Asian company is called Zalora, and there is a special case: Singapore has a population of 5 million. It once set a record of 500,000 people online in one day, which means that one out of 10 people opened the web page that day and went to the Singapore Zalora website to buy it. Converted to 1.35 billion people in the mainland, 1/10 of them entered my store that day, and the conversion rate was 1.35 billion, and the special unit price was only 100 yuan. Is it scary? They are doing this. Zalora has become a well-known shopping website in Southeast Asia. And they do not go to Europe to collect goods, but in Asia, because the shape and style of Asian goods are exactly the same as ours. They are collecting brands and accumulating popularity. The most terrifying thing is that these resources are shared. They have collected resources and packaged them in various cities in Hong Kong and Asia, and they also have better products. If its products are imported from the mainland, they do not need to be compared with Yitao, because they cannot be searched at all. The price of the price is as much as they are.

　　We can observe whether it wants to enter the mainland for a long time. If it comes in, we must be careful. Localization linkage and recreate shopping is also a strategy. It will find some popular artists in the local area and let them sing, tell you that Zalora is great, Zalora likes localization, we all shop in Zalora, etc. It is creating A=B=C connectivity. For example, when we go to a hot pot restaurant and see the artist's signature on the wall, we will think that this store is very good because we generally believe that the artist's annotation is relatively high. We also want to buy clothes worn by artists. If they say they are buying clothes in Zalora, consumers may go to this website to shop. In fact, A, B, and C are not equal, but it creates this illusion, which is its marketing strategy. In addition, it also uses special articles and magazines to guide shopping. This page is not made once a season or a product. It is made every day and tells you different outfits every day, so consumers will pay attention naturally. Where does its traffic exceed 500,000 come from? It means that consumers habitually open Zalora’s web page to read, just like watching Tencent News, looking at what is popular today and what to wear. Street market situation is also one of its means. It is distributed in many countries. People from these countries take a few photos on the street to share. Asians prefer European and American fashion trends. They will transplant these photos and tell everyone that they can buy them on my website. You can buy them when you come in and the transaction will be completed. Therefore, Rocket Network has always been committed to content marketing strategies. It also has a very strong style. It can achieve such a large turnover in such a short time. Its content marketing strategy is very valuable for reference. You can check out its website when you have time.

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