In a battle around the sinking market, the poly cost has become a sudden flag.
Poly is more important than you think, and more and more signs are pointing to this.
One of the most obvious details appeared on September 9, which is the most important “99 cost-effective festival” of the year. E-commerce festivals are commonplace, but they have also cooperated with Jiangsu Satellite TV to complete a live broadcast of the party. For the e-commerce festival to broadcast a whole party on the star, this event is rare even in the inner operation of Ali.
This is undoubtedly an encouragement for the people inside the cost-effective, after all, there are not many business lines that can enjoy this kind of treatment. The party that appeared as a star of Zhang Jie, Zhang Yihan and Tengger, known as the “99 Cost-effective Festival”, is one of the few two or three similar event marketing activities approved by Ali. In other words, the “cost-effective section of 99”, which is cost-effective, has at least the same status as “double 11”.
A few years ago, the cost-effective internal staff did not expect to have such an opportunity to be re-emphasized. We must know that after a vigorous “thousand-team battle” a few years ago, the strategic position of the media in Ali fell and fell again, and even became a “support” or “tool” of other business lines.
However, the sudden rise of the sinking market has brought the opportunity down from the sky. A “media battle” that is cost-effective has suddenly opened in 2019. For the cost-effective, it has more group resources, but at the same time, it has begun to bear more responsibility and commitment: it has become the key window for Ali to fight more and fight the sinking market. And this campaign seems to be only successful and not allowed to fail.
In this war around the sinking market, the cost-effectiveness is like a warrior with no choice, it needs to immediately raise its own responsibility. Obviously, the competition for the market will not end in the short term, but the success or failure of this “midfield battle” is related to the fact that Ali can still occupy a strong position in the face of the new blue ocean, just as they are in one The same has been done in the second-tier market.
Sinking in the market, the gust of the wind
July 28, 2018, Shanghai Lujiazui Center Building, a lot of founder Huang Wei here ringed the Nasdaq listing bell.
This arrangement is a bit special. As a Chinese company listed on NASDAQ, Huang Wei did not choose to travel to the United States because “if there is an opportunity and consumers, employees, including the media, previously helpedIf we can be together, we feel better.” As an Internet company that started from a sinking market, choosing to take root in China instead of rushing overseas, this action seems to be more consistent with its own tone.
According to the data disclosure of the prospectus at the time, the number of active users in the first quarter of 2018 reached 295 million. Although the indicator is based on the year, the scale of nearly 300 million still shows the vitality of the sinking market. Especially when the traffic dividends in first- and second-tier cities are almost finished, it seems that the sinking market of white paper looks more and more lovely.
All this is traceable.
The film industry was the hot topic of the young people in the movie industry. The film practitioners suddenly found out that the movie box office was good or bad, and they began to rely more and more on the favor of the young people in the town. Then there was The rise of PKQ, a new club that mimics BAT’s new economic power, covers three products, namely, a lot of products, quick hands and funny headlines. Their sudden rise is invariably related to the sinking market; until this year, similar to the private domain Concepts such as traffic, social e-commerce, and KOC are coming one after another. Apart from the dazzling shape created by these created concepts, the topics they discuss in substance are “how to break into the sinking market”.
The end of the first round of the traffic bonus period, the increase in the purchasing power of the sinking market, and the iconic events such as the multi-tasking and interesting headlines. The superposition of these signals has caused the consumer market to resolutely turn down; At the same time, it also makes the sinking market a key “window” that the giants can’t ignore.
Alibaba, which has long dominated the e-commerce market, has also been more active by the sudden emergence of squid in the pool. In order to quickly seize this emerging blue ocean market, the group quickly moved up and down. For example, rural Taobao has become an important starting point for the downward market. It is called the C-Mall brand market in the county market across the country. It blooms everywhere; in addition, the harvest on the vast farmland is also sold to consumers across the country by the village Amoy platform.
But this is obviously not the proper attitude to face the sinking market. If China’s first- and second-tier cities have almost identical personalities, then the face of the sinking market is complicated. This kind of diversity requires a more systematic and systematic combat team. It is also a good time to re-enter people at this time. Vision.
There is a well-known assertion in traditional marketing theory that “the cost of acquiring a new user is five times that of maintaining a satisfactory customer.” According to insiders, before re-supporting the cost-effectiveness, the group did not think about recreating a product specifically for the sinking market, but after careful consideration, it is considered that it may be more feasible to activate a relatively mature product and team.
At least, the results of this year’s 99 cost-effective festivals prove that the judgment was correct. Two days before and after the cost-effective festival, its GMV reached 58.5 billion, of which orders from third-tier cities and belowUp to 60%; on the day of the show, the sales of Taobao increased by 40% year-on-year, even two percentage points higher than 38% of Tmall 618; more importantly, it was from merchants, and more than 60,000 brands joined the shopping festival. Among them, there are even head brands such as Lancome, L’Oreal and Siemens.
This kind of achievement also makes Alibaba breathe a sigh of relief. The pretty good results achieved when attacking the sinking market made the group feel a little calm when dealing with this sudden rise.
One year of independent combat
“Don’t give me a Tmall party again, this is not what I want.” In preparation for the gathering of the cost-effective evening party, Liu Bo (Hua Mingjiao), general manager of the Daju cost-effective business unit, said so. If you can’t understand the complexity of the sinking market, it’s actually hard to really enter the market that looks like a low threshold. This is why Ali wants to re-enable the cost-effectiveness.
The earliest appearance of poly-costing was an accident. It was just a group purchase project that Ali employees spontaneously innovated. It was officially launched in March 2010. Before and after its birth, a melee called “Thousand Regiments” began vigorously, and the website for group buying business reached 5,000 in its heyday. At that time, the poly cost-effective became the “warrior” of Ali’s attack on the group buying market.
Of course, in terms of price, traffic and business relationships, which are critical to the success of the group buying business, the backing of Ali resources is the best. In the end, in this fast-paced and rapidly retreating Internet contest, the cost-effectiveness beats other players.
However, when a large number of group-buying websites were closed, the smoke of the “Thousand-Group Wars” gradually became calm, and the cost-effectiveness of the winners began to fall into the anxiety of “I don’t know why.” Losing the main stage, the strategic position within the group began to decline rapidly. In 2014, it transformed its marketing platform based on the limited-time sale model and became one of the marketing tools that Tmall provided to the brand. In 2016, with the gathering The cost-effective business line has been fully integrated into Tmall, and the presence of the cost-effectiveness has fallen to the bottom.
“You can understand this, the former is the door to the room; now, Ali wants to turn it back into a room,” an Internet watcher told.
Internal architectural changes often reveal the Group’s strategic thinking. For example, teams that have been merged into the Tmall system, such as the Costume Apparel and Digital Operations, have been re-opened. Subsequently, the same “marketing tools” and “every day sales” of the marketing tools were also merged with the “successful business”. These actions all show that the plan