How does e-commerce operate a brand? (three)

　　The fifth is wireless and O2O. Wireless is a focus of Alibaba this year. Regarding wireless, in the early days, I didn’t know what to do, and I didn’t know what the difference between wireless Tmall and Tmall wireless. But I know that since the group regards it as a key point, there will definitely be a lot of resources to promote it, so just follow it. As for wireless, all departments within Tmall are relying on wireless. Moreover, Mr. Xiao made a judgment at the delegation meeting before that he said that two years later, the categories were divided into four categories. The first type is investment promotion. There are two ways to invest in new merchants. One is online investment, which may be from Yushu and other departments. Everyone completes an exam online and submits some written materials, including some various reports. Another one is investment in large customers. Previously, the investment promotion of major customers was mainly focused on category purposes, which is a investment promotion department for category purposes. Now, Yi Fan's team's big customers are mainly big customers of international brands, and they are responsible for the investment. After they are recruited, they will also move to the category. When investing in large customers, they will usually be led by this colleague of investment in the first three months, and these three months are the adaptation period. But if your adaptation period fails and your sales capacity in the third month does not meet the standards, you will be cleared. After the three-month adaptation period, it will be handed over to another colleague, called Merchant Operation , which will help you do some things for merchants to grow. Next, there is category operation. Category operation and platform operation are put together. What do they mainly do? They mainly do some research on consumer and industry, including their ability to optimize categories and search, mainly background logic. Including them, they will also do some brand weighting and breaking up, including some brands recommended by the category on the left of Tmall’s homepage. Do you know what logic these brands are arranged here? In fact, this work is the responsibility of colleagues in this area. The third one is called marketing planning, which mainly involves planning some category activities. Therefore, the entire Tmall activity is roughly divided into several aspects. First, it is planned by the Online Operations Department, which requires cross-category activities such as Double Eleven. The second is some categories of activities, such as clothing festivals, and electronic technology cities, and targeted activities for various categories. Let’s look at the categories, what everyone is more familiar with may be the business operations. If merchants operate, basically every colleague who operates a business will hold a group of potential merchants. They will find the targets that meet the key training this year from the backend data and pull them into the Wanwan Group. At the same time, he will bring colleagues from other departments, such as colleagues planning by the Online Operations Department, colleagues responsible for resource exchange, and colleagues responsible for gold mining registration, into these groups. I remember that in the early days, it was probably in 2010. If you wanted to sign up, you were basically in the group. Because of some small activities, you will yell in the group. It may be possible to register at noon and it will be over in the afternoon. Later in 2011, after systematization, basically, there was less work in merchant operations in this area. Every big event, whether it is an online operation department or a category activity, will bring up the rules department, and the buyer line may also participate. Because the buyer line knows more about consumers and the industry. For example, grant some weight indicators, and then build a model in the system, and a data is released in the system. Then make some optimizations based on the model, which may be some of the work that everyone needs to do.

　　In other words, this year may be different from the past for the category. We will create a brand term and give a new rating to each brand. Then we will use brand-oriented activities to increase our awareness of key brand owners’ online share and industry brands. We hope that benchmark merchants will appear in the market of each department. Now there are many categories in Taobao and Tmall , and we still have opportunities. We call it Nanhai Market. For example, when doing middle-aged and elderly women's clothing, I remember that in 2011, I was deeply impressed by it. I remember that as long as your annual transaction volume reaches one million, you can basically reach the first page in the search ranking. I didn't follow up on how it will happen after 2012. But I found that there are still many markets here, such as middle-aged and elderly women's clothing and middle-aged and elderly men's clothing. I think this is a big market. Why? For example, you have to give it to your parents, your spouse’s parents, your spouse’s parents, and your spouse’s parents, and your mom and dad, and your mom and dad also have mom and dad, right? There are so many elderly people here, so there is still a relatively large market. However, this area is still brewing, and there is no tight embryo yet.

　　Then from another category perspective, for example, if you go directly to serve merchants, for example, the entire offline market for clothing that costs trillions of dollars, is a market for trillions of dollars. Among the 60,000 to 70,000 merchants on Tmall, clothing merchants account for 20,000 to 30,000. Among these 20,000 to 30,000, if you serve one by one, your energy will be limited in all aspects, so we need to strengthen professional cultivation of TP. But this TP, including the treatment of business, is a traditional operational TP. It includes some detailed TPs such as direct trains, search TPs, design TPs, and data TPs, as well as this backend system.

　　Second, we still hope to establish some merchant communication groups to guide merchants to help each other and grow together. Because when we started a brand growth plan in 2011, we had an idea. At that time, we held a World Cup marketing campaign, and 36 merchants participated. We gathered together in Beijing to communicate and confirm whether some joint marketing activities can be carried out between merchants. Then now I still have an idea to hold such a business exchange meeting in Hangzhou every quarter. We originally wanted to rent a cruise ship on West Lake and throw old treasures on it. But now we realize that categories, such as clothing, should have clothing categories. Last week, we held a merchant exchange meeting in Hangzhou, invited almost all key merchants for clothing, and then communicated with them about the planning of clothing categories this year and what marketing activities are available. In fact, marketing activities are similar every year, and we mainly come based on festivals. The activities for categories are mainly based on festivals. Then another one, I remember this meeting, almost every seat was full, and there were many people standing behind. It can be seen that everyone attaches great importance to this aspect.

　　I suggest that everyone can cross industries when doing business categories. For example, the wedding season theme we made this time, we think of suits, wedding dresses, diamond rings. Of course, this is from Tmall 's perspective. Merchants in various industries integrated by Tmall can also start the business themselves.

　　Another thing for categories, what is more important this year is the expansion of investment channels, which is mainly to solve the problem of the lack of mid-to-high-end brands. You can also create some brands that target the mid-to-high-end market and truly create a brand. This market has risen. We are increasingly finding that the products that are not sold on it, the products that are relatively expensive, one or two thousand or two thousand, have gradually increased from the second half of last year to now. We found that a large number of mid-to-high-end users have indeed entered the Tmall buyer group. So if you talk about building a brand, now is a time. Because according to our previous theory, the bottom level is to start from basic operations and then go upwards to some resource integration, including industrial integration, integration between talents and teams, including integration of capital resources, injection of funds, and introduction of venture capital. Going further up, it is the branding route. Learn to use the Internet and word of mouth to build a brand.

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