Li Mu's words were shocking. In an understatement, he directly denied the traffic monetization model of all individual webmasters before joining the Taobao Alliance. However, for the more than a thousand individual webmasters present, Li Mu's words were not exaggerated.
Before joining the Taobao Alliance, everyone's traffic was like unrefined crude oil. If sold directly, the profit margin would be small, and most of the profits would be controlled by the downstream refined industries.
However, the Taobao Alliance gives everyone an opportunity to generate refined income. Through the Taobao Alliance's billing method of calculating effective clicks, effective registrations and effective conversions, the income of almost all Taobao Alliance member websites has been increased by one level.
Under the market economy, for resource suppliers in the industry, whoever pays the highest price is the boss. It is precisely because of the Taobao Alliance's more advanced income calculation method that nearly a thousand people from all over the country gathered here to participate. Taobao Webmaster Conference.
Li Mu said on the stage: "The core purpose of Taobao Alliance is to be firmly bound to everyone on the road of development. In the future, we will do our best to provide everyone with a traffic monetization channel with the highest revenue ratio, and at the same time, we will continue to Our rules and algorithms are optimized to maximize the interests of everyone sitting here!"
Nearly a thousand individual webmasters in the audience applauded together. Li Mu's reputation for doing things is unquestionable, so they also believe that Li Mu will do what he says and bring them more profit margins.
At this time, Li Mu smiled slightly, and the PPT at the back switched to a mind map. Then Li Mu introduced the personal webmaster in the audience according to the map he made: "After this conference, Taobao Alliance Algorithm Version 2.0 It will be officially released soon. Compared with version 1.0, this set of algorithms has several greater improvements and improvements. The first thing I want to introduce to you is the improvements in verticalization and refinement."
As he spoke, Li Mu pointed to the far left side of the mind map, where there was only one column with the word "user" written on it, and said: "Everyone knows that users are the core of the Internet, and our income comes from the realization of traffic, and The traffic comes from the accumulation of thousands of users. However, each user is an independent individual. Since they are independent, it means that they have different identities, different ages, different personalities, different preferences and different characteristics. In terms of income level, if we cram all kinds of users into one platform and then collectively refer to them as 'traffic', I think it is very imprecise."
Every individual webmaster is nodding in agreement. The development of the Internet has not yet entered the stage of refinement. Everyone is racking their brains on how to dig deeper into user value, but this in itself is nothing. New directions that can be learned from previous experience are even more confusing to these individual webmasters who are working behind closed doors.
Listening to Li Mu’s words, everyone seems to have made a breakthrough in the direction of refined development. If this is true, then once Li Mu puts the refined algorithm into the Taobao Alliance, for everyone sitting here, It’s just like leaning against a big tree to enjoy the shade, and just follow the Taobao Alliance and enjoy its achievements.
So everyone began to look forward to what Li Mu would say next. No one was distracted or distracted, and everyone looked eager for knowledge.
Then Li Mu began to introduce and explain in earnest: "In the new Taobao Alliance algorithm, we will open up a new data called 'refined weight' to everyone. The so-called 'refined weight' is the Taobao Alliance's conversion status for your website. , conduct detailed analysis, and calculate the weight of each item of data.”
"Taobao itself classifies goods into multiple categories. In the broad categories, there are clothing, shoes and hats, daily chemical products, daily necessities, food, grain and oil, electronic products, household appliances, books and audiovisuals, etc. Under these broad categories, there are also There are many detailed sub-categories, such as clothing, shoes and hats, including men's clothing, women's clothing, children's clothing, middle-aged and elderly clothing, sports and outdoor, men's and women's shoes, etc. Our detailed weights are based on the conversion efficiency of these types. Calculation."
"For example, the website of individual webmaster A is a website dedicated to introducing tourism, travel and outdoor adventures, and it is equipped with a BBS specifically for outdoor travel enthusiasts to communicate. Then, if he joins the Taobao Alliance, There is no doubt that for his website, the conversion rate of the large category of clothing, shoes and hats must be the highest. Looking at the multiple subdivisions in the large category of clothing, shoes and hats, the sub-category of sports and outdoor is the highest. The one closest to it.”
“Because Taobao Alliance’s ads cover all types of products, we can calculate the conversion of sports and outdoor products among the recommended products after webmaster A joined Taobao Alliance through the actual conversion of ads during a period of time after he joined Taobao Alliance. The proportion is the highest. In this case, in the 2.0 version of the Taobao Alliance algorithm, we will subdivide Webmaster A’s website and increase its weight in the category of sports and outdoor. In this way, in the future, in his On the website, the probability of advertising for sports and outdoor products will increase a lot. If the probability of advertising for sports and outdoor products used to be 1 in 20, then after adjusting the weight, it may increase to 1 in 2 or even 2/3. "
Nearly a thousand individual webmasters were all surprised when they heard this. They could hear through Li Mu's previous metaphor how much change it had brought to them.
Before this, although the Taobao Alliance has brought them more space to generate traffic and revenue, they cannot interfere with what kind of advertisements the Taobao Alliance places on their websites, and the previous Taobao Alliance did not target them. The different characteristics of different websites are further subdivided, but now it is different. Taobao Alliance has quickly established a foothold and absorbed a large number of alliance websites. The land grab has been completed, and the rest is to slowly lay a solid foundation.
Just when everyone was excited, the PPT picture turned into a picture of people of various races and personalities, including yellow, white, black, brown and mixed-race people. In their body outlines, They all contain different colors, personalities, and interests, and each character picture is connected to three letters with a line. These three letters are: DNA.
Li Mu's voice also rose a bit, pointing to the PPT picture behind him, and said with some excitement: "I believe that your website, like everyone on it, has its own unique DNA, so , starting from the Taobao Alliance 2.0 era, no matter what kind of website your website is, we will take the initiative to study the unique genes of each of your websites, study your DNA, and then provide you with customized products based on the DNA of your website. Taobao affiliate advertising services will make your advertising conversion efficiency higher!”
As soon as he finished speaking, the audience burst into applause.
For these individual webmasters, what they care most about when they join the Taobao Alliance is income. The "refined weighting" that Li Mu just mentioned is a good strategy to greatly increase the advertising conversion rate, allowing travel websites to sell outdoor products, Let an electronics website sell mobile phones, and let a fashion website sell clothes. This will immediately bring a huge improvement to everyone's advertising conversions.
After a long period of applause, Li Mu wanted to wait for everyone to calm down before continuing to talk, but the reaction from the audience was extremely fierce. Many individual webmasters were whispering excitedly below, and their expressions were full of excitement and fanaticism, which made Li Mu helpless. He advised everyone on the stage: "Don't get excited. What I just said is just one of the algorithm changes in Taobao Alliance 2.0. There are many other changes. Please calm down and listen to me."
When the audience heard that Li Mu had other changes to announce, they immediately fell silent and waited for Li Mu's next words.
Li Mu cleared his throat and continued: "As the saying goes, measures should be adapted to local conditions and people. Now our Taobao Alliance must also adapt to website conditions. In addition to the subdivision weights we actively calculate, in the algorithm of our Taobao Alliance version 2.0, there are also We have developed a very practical new function in the background for everyone.”
Thousands of people looked at Li Mu without blinking. The "new backend function" made them unconsciously look forward to it. Everyone is an individual webmaster and understands the website program and backend. As Li Mu said, Taobao Alliance provides affiliated websites with New functions have been developed in the backend, which means that the Taobao Alliance has given more new rights and interests to the franchised websites. This is everyone's second biggest concern after money.
Li Mu said: "The 'segmentation weight' I just mentioned is calculated by the Taobao Alliance based on the actual conversion data of each website. In order to avoid omissions and bias in our algorithm, we have developed a name for everyone. It is the setting option of 'Weight attribute of this website'. In this setting option, we have listed more than 80 subdivision categories. There are more general first-level classifications, and there are also relatively detailed and very detailed second-level classifications. Three-level classification, you can select a classification for your website in the background that you think is closest to the user attributes of the website, and you can give this classification a weight from 10% to 50%. In the future, what kind of website is suitable for you to promote? For products, you have up to half of the decision-making power.”
Everyone immediately understood the intention behind Li Mu's words. The algorithm alone analyzes and adjusts the weight of each website, just like the autopilot system on an airplane. Although this system is very powerful, only one automated system is definitely not perfect.
In this case, the best solution is to have two sets of solutions, one for all automated adjustments, and one for manual intervention, giving all individual webmasters a certain amount of control so that they can manually control the genetic tendencies of their websites. , which gives Taobao Alliance members a very large autonomy.
At this moment, the individual webmasters in the audience were all excited and radiant. The huge improvements made by Taobao Alliance Algorithm 2.0 compared to 1.0 were far beyond their imagination, and they also truly realized the power of Taobao Alliance. Concept: Try our best to work together for win-win cooperation.
(End of chapter)