While Boss Ma was studying how to enhance the efficiency of poaching, Li Mu was already preparing to test the Taobao Alliance Advertising, which was developed to stimulate Taobao's C2C business and bind Taobao's small and medium-sized sellers.
"Taobao Alliance" is a promotion system that Li Mu refined and streamlined from the promotion models of "Baidu Alliance" and "Taobao Alliance" in his previous life. In this era, it can be said that it has provided many domestic individual webmasters with a brand new , a more advanced profit model.
Today's e-commerce market is not mature enough. Li Mu's Taobao is the dominant one, and there is almost no competitive atmosphere. Therefore, there has not yet been an advertising model specifically designed to serve e-commerce, so Li Mu formulated a new model for e-commerce advertising. Directly integrate Taobao's rich media advertising into a new solution and provide it to every individual webmaster.
Ordinary website advertising is relatively simple and crude. According to the type of website and traffic data, the price of different advertisements in different locations is given. The promoter can negotiate with the webmaster personally according to the lease period. After settling, the contract is signed and paid, and the advertisement is online. Generally speaking, It's a one-shot deal.
Although this simple model is simple, for individual webmasters, it lacks in-depth exploration of traffic dividends. If the same recommended position is sold for 500 yuan per day, then the individual webmaster’s income from this recommended position will be It’s written to death, unless the website traffic increases, it will be difficult to increase the price.
A five-hundred-yuan recommendation slot may generate a few thousand yuan worth of sales by promoting health products for a day; if you promote games instead, you may earn tens of thousands of yuan in recharges. However, these incomes cannot be enjoyed by individual webmasters. , and even individual webmasters have no chance to access the actual profit data of the promoter.
Li Mu’s idea is that if individual webmasters are willing to join the Taobao Alliance, future advertising costs will be based on a new model of “guaranteed + share”.
For example, for the original advertising fee of 500 yuan a day, Taobao gives the webmaster a minimum guarantee of 500 yuan a day. On this basis, the effective clicks and effective conversions of the website are counted and the advertising expenses are calculated.
Valid clicks refer to normal advertising clicks of purely individual users. As long as they click, the statistics will be recorded to pay the webmaster. It is assumed that each valid click is calculated as 0.1 yuan. Once the number of valid clicks on the day reaches 5,000 yuan, times, it is equivalent to reaching the minimum standard. On this basis, Taobao will settle the extra income to the webmaster normally. In other words, if the advertising space of 500 yuan is clicked only 3,000 times a day, the webmaster will still He can get a guarantee of 500 yuan. If he gets 6,000 clicks a day, he can get an actual income of 600 yuan.
In addition to effective clicks, effective conversions must also be counted, that is, how many of these users who clicked in have successfully registered a Taobao account? If so, an additional 1 yuan in advertising fees will be given to each successful registration; if the user has actual When an order is completed, regardless of the transaction amount, the webmaster will receive an additional 2 yuan in income for each order.
Taken together, the scale of this income is very objective. Not to mention the initial guarantee of 500 yuan for an advertising space of 500 yuan, if there are 6,000 effective clicks a day, the actual income will reach 600 yuan. Among them, if If 100 people sign up, an additional 100 yuan will be added to the income; if 50 people place an order, another 100 yuan will be added.
Calculated in this way, the actual income of the webmaster for the original 500 yuan advertising space has reached 800 yuan, an increase of 60%. This is only a conservative estimate, because the current basic pricing is very conservative, and for individual webmasters He said that this price tag is already very attractive, but Li Mu understands that with the development of the Internet, the cost of user acquisition must be getting higher and higher, especially for paying users, the cost of acquisition will be even higher.
Taobao is an online sales platform, and every converted user represents a long-term revenue line. Therefore, in Li Mu's plan, the billing standards for webmasters will continue to increase with the development of Taobao.
In order to achieve the unity of the Taobao Alliance, all the rich media ads of all cooperative websites will use Taobao's technical code. This first saves them a lot of labor costs. On some websites, the clients for advertising often change frequently, and sometimes even There will be a window period when advertising resources are idle. After cooperating with Taobao, they no longer need to constantly sell advertising space, because as long as they sign a contract with Taobao, all future advertising will be contracted by Taobao.
Secondly, Taobao will open a data backend for each website to count the traffic imported from its website to Taobao, and track the final conversion direction of the traffic. The website itself can only count how many users clicked on the advertisement, but once the user clicks on the advertisement from its own platform, After jumping to the other party's platform, he lost control of the user's subsequent behavior, and they didn't know how much they had lost or converted.
In the Taobao Alliance, Li Mu will let all alliance websites see how many users come to their website, how many users naturally lose after the jump, and how many users settle down to complete the registration and produce actual purchases. Other than not disclosing Specific transaction records and other data will be openly and transparently displayed to each partner webmaster.
In addition, the backend of Taobao Alliance will also give the website a weight rating based on the conversion of each website's traffic, from 1 to 10. The higher the weight of the website, the higher the conversion rate of Taobao advertising. Such websites will give them more advertising shares in the future. This method will stimulate website owners to continuously improve website traffic, user quality and advertising conversion, and stimulate them to get rid of the lazy thinking of only selling advertising space in the past.
Taobao Alliance advertising will be very interesting in the current Internet industry, because all Taobao Alliance advertising will adopt the model of direct product promotion. What users see is no longer an advertisement from a website, but a certain item. As long as he clicks on the product, he can directly enter the product page, which will obviously promote conversion.
What’s even more interesting is that Taobao will provide a unified rich media advertising code to all cooperating webmasters. In this way, a situation may occur, that is, many websites may be of different natures, have large differences in content, and the content of the pages. The layout and design styles are different, but the only thing in common is that they have the same Taobao rich media ads on both sides of the page, or in the lower left and right corners, which also greatly improves Taobao's brand display.
After these days of development, Taobao has now completed the technical development of the "Taobao Alliance". Now business people are constantly contacting individual webmasters. More and more individual webmasters have readily accepted Taobao's "guaranteed + share" cooperation model, and we are very much looking forward to the launch of the "Taobao Alliance" as soon as possible.
Leader Lei has long expressed his admiration for the "Taobao Alliance" model. Li Mu always has his own way to inadvertently completely subvert a traditional mechanism that everyone operates silently. The model of the Taobao Alliance, Comparing it with traditional advertising, its complete advancement is immediately highlighted.
The unexpected and sudden subversion of something originally beautiful is the easiest way to create a worship mentality.
The reason why Steve Jobs is a god is that when everyone thought that the Nokia N series was the top of the pyramid in the mobile phone industry, and they were drooling when looking at various Nokia N series mobile phones, Jobs used an iPhone to make everyone curse in their hearts, and then said something : "Holy shit, it turns out that mobile phones can still play like this." Then looking at the Nokia N series, I couldn't help but sigh: What the hell is this
In comparison, Senior Brother Liu seems much calmer. He has known Li Mu longer than Leader Lei has known Li Mu, and the two of them built Taobao from scratch. He has been shocked by Li Mu for a long time. , very nervous.
Leader Lei highly admires the "Taobao Alliance" and has always said that the "Taobao Alliance" will create a new era of Internet advertising. Li Mu is noncommittal about this. In the future, online advertising will become more and more refined and customized, and some people will continue to be affected by various This kind of inspiration can create more novel models, and the "Taobao Alliance" model itself is more suitable for e-commerce. As long as Taobao is proficient in the gameplay of this alliance and binds more and more individual webmasters to its own Under a large system, this system can add a lot of competitiveness to Taobao.
When the three met privately to set the official launch date of the "Taobao Alliance", Li Mu set the time for October 15th.
The reason why we chose October 15th is because the expeditionary force of Makino Technology will be sent to the United States on the 18th. The Taobao Alliance is a big move in the industry, but compared with the farewell ceremony on the 18th, the social influence is much weaker and requires Knowing that the farewell ceremony on the 18th is not only a historical moment in the industry, but also a major event that people across the country are paying attention to, so launching the "Taobao Alliance" first can avoid the strong social impact brought by the farewell ceremony.
After setting the launch time, Li Mu suddenly had an idea and said to the two of them: "How about we take advantage of the Taobao Alliance's launch to hold a national personal webmaster conference."
"Personal webmaster meeting?" Senior Brother Liu asked in surprise: "What is the nature of an industry summit?"
Li Mu shook his head and said: "It is claimed to be an industry individual webmaster summit, but in fact we are going to turn it into a Taobao supplier conference. All individual webmasters are our future suppliers of Taobao. It’s just that they don’t supply actual goods, they supply traffic!”
Leader Lei frowned for a while, clapped his hands, and said excitedly: "This IDEA is really great! Invite these personal webmasters to Yanjing, let them accept our brainwashing and become a part of us. In the future, this will be how we spread across the country Traffic minerals!"
Li Mu was amused by the English pronunciation that Master Lei blurted out, and suddenly looked at him seriously and said, "Mr. Lei, can you say Are-You-OK to me?"
Leader Lei looked puzzled: "Mr. Li, I don't understand..."
Li Mu held back his laughter and said, "Just say Are-You-OK."
Leader Lei was even more puzzled, but seeing the serious look on Li Mu's face, he hesitated for a moment and said, "Are-You-OK, is that so?"
"Be serious, be serious, be a little emotional, be a little high-spirited..."
The confused Master Lei raised his voice and said, "Are-You-OK? Is this okay?"
Li Mu's face turned red from holding it in, but this time he couldn't hold it in anymore. He patted his thigh alone and laughed...
(End of chapter)