On August 29, the 10th 2018 annual meeting that send era are held smoothly in Guangzhou, the conference attracted 3000 trades public figure and honored guest to participate in. Du Zi of president of medium of culture of opinion of set the prairie ablaze of chapter of CEO of 3 Bai Ya of Wen Zhong of controller of zoology of the content that clean out treasure, CEO having support, squirrels, Shanghai is built wait for industry authority the personage addresses in succession, discussed the forward position trend such as new sale of retail, content, small program and case jointly, business of the cable that defeat solution grows difficult problem.
Bai Ya of CEO having support introduced small order to give shopkeeper home brought many benefit in detail, if rise,buy change rate, answer buy rate, drove the business of hypostatic inn at the same time, fulfil for the businessman new retail offerred very good chance. Bai Ya was shared at the same time in gregarious cable business, new retail period, businessman advertisement puts in the effect to evaluate standard change, it is LTV from pure ROI changeover namely (Life Time Value, lifecycle total prices is worth) .
It is cento of viewpoint of speech of spot of Bai Ya of CEO having support below:
-- about new retail
Do new retail with respect to two things: Channel get through, accumulate a client group
New retail if you have door store,this thing is, be about to guard a gate obtain on inn, net clinch a deal on guest, net wait for all-around to be put together do. Do the earliest new retail make complete medium of communication, store having the door has to open net store, had door inn to be about to popularize win a customer, had door inn to be about to do clinch a deal. Do not do data drive, C2M, as a businessman and you one wool money concerns. Additional, most the accumulate you namely ceaselessly client of core group, build oneself illicit region flow ceaselessly, ceaseless nurturance user comes to the habit that buys here,
New retail with respect to these two things, use all channel that can use completely, all-around is managed, scoop up all user channel, can become has bought user habit, in you this is bought, can form a habit help you do fission, draw more customers, with respect to so simple thing. We do not listen to those people to do the business so loftily. Get through is particularly simple also, it is commodity must be connected, inventory must be connected, order must be connected, organize so that connect, the coupon must be connected, it is so simple.
Should have compound model talent, can cast advertisement to still can become a company not only group, content
New retail it is unifinication substantially manage, all outside system get through below the line on the line, do a big operation platform, should have next compound model talent, the person wants to be able to send ad not only, can become a company even group sale, can do content, your group, your systematic whole these things can get through, this is the thing that you need to have most.
If sum up whole, I think retail experience wears Chinese whole from basic informatization, there is the thing of a few informatization managements inside basic computer, to overall the business should consolidate management of a big platform, to future ability can have the thing that intelligence changes, use a pipe far from today, what must come true today is the client wants online, want to be able to be contacted on the net, commodity wants online, can see you have stock on the net, your employee is gotten online, employee came off work to be no good not at all with inn. Employee has a possibility the company him group it is very important to use this, remaining is management wants online, inventory wants online. Most the thing of core is these.
Platform cable business and self-supporting cable business, want to do 4 sensible things
If you are a businessman, you should understand what you should do very much, go today for instance platform opens a store, want to capture two to nod, the first what is making reasonable regulation, regulation buys discharge continuously namely, obtain next clinch a deal. Consumer shops to see a rank only, the rank should rely on direct car platoon to go up, what is if do platform,you should know platform searchs regulation, what is putting in regulation, want to research direct vehicle, want research getting to exhibit. And this ad fare is met certainly more and more expensive, because the businessman becomes increasing, total market growth is done not have so fast, if do not pay,expend next, growth is of others. The 2nd behaviour that should consider to buy the home, want to optimize trade name ceaselessly, want to optimize commodity detail, want to be led through optimizing those who will raise you to change ceaselessly, this does not have method. This is today every businessman inescapable that does platform, these two things must be gotten do.
If want,do self-supporting electric business today, want to do a small order, the key is very simple also, the first thing, no matter how work, gain the client into oneself first, no matter where be, you pass the flow that project, flow that the advertisement cost, rent that pay gets, want the customer that method becomes him.
The 2nd thing, let old client bring new customer to you namely. It is good that we do not tell commodity to want to have many, this is the main area that everybody need not say, below the case that has made in commodity, platform studies the regulation of platform, put in advertisement to obtain order ceaselessly, if want to do self-supporting small order, think a way, let old user bring new user, your index should not be to clinch a deal, your index should be an user, later user, answer buy an user. What Laozhao says is particularly right, here, the target of your Xiaocheng foreword is around user deal. Tell today new retail, in the target consistent circumstance falls, also do not have actually so complex.
-- about small order
How is electric business small order chosen? Have 4 levels
It should choose a what kind of small order is very important to should choose a what kind of small order, mix with petty gain expensive irrespective. You should see a few nod, the first, the system is stable. The stabilization period that you see one year, 3 are accomplished on whole market of 9 not much, very little. Can do 4 people of 9 to be done not have at present, we are 99.97% , the 4th 9 return all but. You go asking who your person of the same trade is using, they are decided firmly, this is very important thing. Hello did not easily push send, systematic delay machine do not have method to clinch a deal. The 2nd, sale function is enough, because you need fission. The 3rd, good look, must good-looking, ugly calculated, because ugly is to won't have,change of rate, this is passivity shops, do not search type, the inn cleaning out treasure that searchs type is OK very ugly, if small order is very ugly did not change led. Finally, open career must fast. What concept? Others shares a thing to you, say this thing is good, we two spell a group, open a page to want to wait for two seconds to just be met to load comes out, you won't wait absolutely, must be in one second ability is opened. The H5 store that has support is opened can accomplish one second in, small order accomplishs one second many a little bit, everybody still is optimized in what become to load continuously now, open career must very fast.
2019, this is a multitude that has market of 1 billion spending, everybody must catch up with. All companies that surpass on 100 million DAU can do small order, how does the task with the biggest 2019 Internet play very small order namely.
Is a small order still small order matrix? Can see the result from rate of pay a return visit
You do small order matrix after all or do a small order, this true value must think, comprise from the brand for, different fixed position, different setting should do different small order, but Han Dou garment abandons Laozhao this kind most the person that knows flow, you see Han Dou garment abandon did only, is Han Dou garment abandoned so much brand does only? Because the visit is equal to keep, have after keep turn round to lead. If you run 10 small programs at the same time, your user can be gone to dispersedly 10 places go, these 10 are to do not have law mutual conductance to turn round to lead, if 10 make it 10 zones of a small order, the visit still is leaving everyone pull menu to search, these 10 people by common. If 10 million user turns round in a hour, this user of 10 million is shared, if 10 brands, 1 million user did not share every brand. Use 10 small orders or order of a Xiaocheng as to the businessman, I feel everybody is OK oneself think how to be done, I feel to did not secure the answer. But can see from pay a return visit, how should be you chosen.
Of the chatting window that we can see public sign next pulling 17% what take order form, pull below entering small order is to have the person that buys consciousness certainly, change so it is good to lead regular meeting, so whole clinch a deal occupy than a few bigger it is very normal. The face concerns because of time here, did not bask in particularly much data, can see for instance buy change rate is higher, we see in us here has about the same 2% , adjacent 3% , used have assist assures and did not use assist assures the difference is adjacent 3% . Small order compares H5 buy change rate prep above 3% .
How is advertisement of gregarious cable business cast? Do not see ROI, however LTV
3 billow overlay, I was told last year, the process that is ceaseless precipitation client employs inside this zoology. The practice also was told. The key says ad, advertisement is very interesting thing, ad was sent in all platform in the past, viewing an index all the time, ROI, you should see you cast a money to be able to sell but 3 money, can have the profit of 5 wool, accomplish today 1: 2 very arrogant. But if advertise on gregarious network,put in, it is incorrect that you should see ROI, because gregarious network is,be in around the person of deal, so you must see LTV (Life Time Value, lifecycle total prices is worth) , you should look inside lifecycle of a client, you can gain how many money, must nod that at least 3 look upon of × this problem, for instance you were cast 10 thousand, you sold only 10 thousand, have 100 clients, this 100 clients have 30 clients future to want to be bought more than 3 times, 10 clients future wants to be bought more than 5 times.
Why can platform see ROI only? Because every client can be bought only, put in direct still car the next time. In gregarious platform either, bought the customer that is you, you can stay, the person of 30% can be bought 3 times again, of 10% can buy 5 times again. If not whole this idea is done. You ask happiness on the west cake, put in so much, can be the trait that project earned come back? Cannot, but can bring answer buy. You do not understand how to dare be cast so, how do I calculate ROI not be to one's profit, I cast be be out of pocket, you discover advertisement cost is more and more expensive, when waiting for you to understand, you already not be to one's profit, likelihood LTV not be to one's profit. Calculate today calculate former operation vermicelli made from bean starch a person is bought here how many times, buy a few times how much is reaching expenditure, likelihood how much is profit, can how should be numerate cast. Must calculate LTV to compare CPC, is not to look to put in with brought sales volume.
The 2nd very important thing, put in inside gregarious network, because big whole showing an amount is finite, revealing the meeting below the quantity greatly to have a few contest so valence and match, the shopping behavior that there is consumer in all gregarious network platform appeals to beg, after matching so it is not quite good to change the effect, include Tecent, include quick worker, do not know this individual likes what to buy. So you must find a good service business, when helping you put in, can buy what your shop goes data makes calculation, help the standard picture of the client that your model is aimed at your numerate. The client picture that takes you goes be being done with Tecent match, your it is better to put in efficiency. Otherwise, you can spell LTV only really. The past and Tecent, with quick worker match the efficiency that decided you, why need not do this thing in A? Because data is in entirely, can calculate, efficiency will be tall. Tecent did not consume a database, for instance you are used have support, your data is in have support. If do not match, how to cast again not be to one's profit, because how go and offer his services again,lead very low. You want all-around operation, one is nodded is advertisement, everybody can take an error. Assist has a businessman to offer advertisement to put in a service, make everybody little take roundabout way.
-- about trend and change
Why must the businessman have small program?
New retail brought brand channel sinks, user of dealer letting report became much 500 million. The job that date from produced one year past, the first it is millet, VIVO and OPPO sold line of the 3-6 below the line the city, both day vivid at least has 400 million person after. The 2nd pay treasure day work now 400 million much, the small work that believe day has 900 million much, aunt of small before town not the net is bought, did not pay treasure so, among 500 million add newly namely.
Chinese already nurturance the consumptive custom that small letter pays. Small today letter has 8 to pay, more than 900 million much day work, the everybody dependence to this thing degree already special tall. The face has a flock of people to consumption is used to here, have use habit.
Next, the zoology that masters these data and platform say, I am sorry, brother, I play small order only today, next all discharge bonus gives Xiaocheng order only, do excuse me you play small order? This is very essential thing, because had this ability to have small program,essential cause is.
I know the person of at least 3 channel tells me, our small order is active the businessman is whole small letter small order serves trader ten times the 2nd. This data of ten times tells me before two many months, be in today having the businessman with active support is whole small letter small order serves trader the 2nd 20 times it is some. All grow good-lookingly, clinch a deal active small program basically has support. I this is not advertisement, because I want to view data to everybody today, have those who persuade a gender to tell you my data is, because I had been big,arrive cannot again big that.
Foreword still does not have small Cheng to explode far dot
Say small order again, a year of small order is next more significant, the first is operation of all-around of whole small process, you want group, date of friend circle, content, public, small order is used entirely, had better clinch a deal to small order. Cut of the discharge in small letter socialization is dispersive, there is unified search casing inside socialization, every have what the place that discharge enters the mouth should use to must be used, you have to have so much waists-coat, trumpet, have to have public number, have to have content, have to use friend group, group use, these things do not need to discuss. Mixed last year the year before last year, when I am shared, I still say where possibility is, can tell you the answer is this today, need all-around operation completely. Small order can improve the efficiency of integral discharge, but discharge wants survey from where. Advertisement is worth to cast very much today, you want to be clear about public date, trumpet certainly, become good content, friend circle, group, send ad in the light of the client that can accumulate.
Next whole report chamber of commerce has big change, this big change may be mobile socialization, I believe the amount inside gregarious network absolutely than ever the amount will be large, and small order just began 2018 budding, a lot of people say small order good fire, do not have fire, early. The first person that come in is platform, the person that small letter small order comes in the first times is platform, the 2nd person that come in is a brand, individual now businessman just just begins to come in, early in this well-done, still clean out treasure to approve a person then so, major person has not come, whole basis just just begins, did not arrive completely still explode dot, explode the dot should be in 2019 second half of the year, the growth that a moment ago you see still can continue to last, the player still is done not have so much, whole amount has not risen completely, discharge was not opened completely, after all opening second half of the year was met 2019 special explode.
