Chapter 987

When boss Ma studied how to improve the efficiency of poaching, Li Mu's Taobao alliance advertisement, which was developed to stimulate the C2C business of Taobao and bind the small and medium-sized sellers of Taobao, was ready to test online.

"Taobao alliance" is a set of promotion system refined and simplified by Li Mu in the promotion mode of "Baidu alliance" and "Taobao alliance" in his last life. In this era, it can be said that it provides a new and more advanced profit model for many domestic individual webmasters.

Today's e-commerce market is not mature enough. Li Mu's Taobao family is unique and almost does not form a competitive atmosphere, so it has not yet spawned an advertising model dedicated to e-commerce services. So Li Mu has developed a new model of e-commerce advertising, which directly integrates Taobao's rich media advertising into a new plan to provide each individual webmaster.

Ordinary website ads are relatively simple and crude. According to the type and traffic data of the website, the prices of different ads in different locations are given. The promoters can negotiate with the webmaster according to the lease term. After the decision is made, they can sign a contract to pay for the ads and put them online. In general, they are a one-off deal.

Although this simple mode is simple, it lacks in-depth mining of traffic dividends for individual webmasters. For the same recommendation position, if the selling price is 500 yuan per day, then the income of individual webmasters for this recommendation position will be written dead. Unless the website traffic increases, the price will be difficult to be raised again.

Five hundred yuan recommendation, push a day's health products, may be able to achieve a turnover of several thousand yuan; if you do push games, it may bring tens of thousands of Yuan recharge, but these income, is not enjoyed by the individual webmaster, or even the individual webmaster has no chance to contact the actual profit data of the push.

Li Mu's idea is that if the individual webmaster is willing to access Taobao alliance, the future advertising expenses will be carried out in a new mode of "bottom guarantee + sharing".

For example, the original advertising fee of 500 yuan a day, Taobao will give the webmaster a minimum of 500 yuan a day. On this basis, the effective click and effective conversion of the website will be counted and the advertising fee will be calculated.

Effective click refers to the normal advertising click of a pure individual user. As long as you click it, you can count the number of times to pay the webmaster a fee. Assuming that each effective click is calculated at 0.1 yuan, once the effective click reaches 5000 times on the day, it is equivalent to having reached the minimum guarantee standard. On this basis, the extra income will be settled by Taobao to the webmaster That is to say, for a 500 yuan ad, if there are only 3000 clicks per day, the webmaster can still get 500 yuan as a minimum guarantee. If there are 6000 clicks per day, then he can get 600 yuan of actual income.

In addition to effective click, effective conversion should be counted, that is, how many of these click in users have successfully registered Taobao account, if any, an additional 1 yuan of advertising fee will be given for a successful registration; if the user has an actual order transaction, no matter how much the amount is, each order will give the webmaster 2 yuan of income.

In a word, the scale of this income is very objective. For the original 500 yuan advertising space, if you get 500 yuan to guarantee the bottom, you can't say that if you have 6000 effective clicks a day, the actual income will reach 600 yuan. If you have 100 people registered, you will get another 100 yuan. If you have 50 people placing orders, you will get another 100 yuan.

In this way, the actual income of 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. For the individual webmaster, the price has been very attractive, but Li Mu understands that with the development of the Internet, the cost of user acquisition must be higher and higher Especially for paying users, the cost of acquisition will be higher.

Taobao is an online sales platform. Every user actually transformed represents a long-term revenue line. Therefore, in Li Mu's plan, the charging standard for the webmaster will continue to improve with the development of Taobao.

In order to realize the unity of Taobao alliance, all the rich media advertisements of the cooperative websites will adopt the technical code of Taobao, which first saves them a lot of manpower cost. Some websites, the customers who put the advertisements often change frequently, sometimes there will be an empty window when the advertising resources are idle. After cooperating with Taobao, they don't need to sell advertising space constantly, because as long as they sign a contract with Taobao, future advertising will be contracted by Taobao.

Secondly, Taobao will open a data background for each website, count the traffic of its website imported to Taobao, and track the final transformation direction of the traffic. The website itself can only count how many users click the advertisement, but once the user jumps from its platform to the other platform, he loses control of the user's subsequent behavior, and how much and how much is lost They don't know how much.

In Taobao alliance, Li Mu will let all alliance websites see how many users have come to their websites, how many users are naturally lost after jump, how many users have settled down to complete registration, and generate actual purchase behavior. In addition to not disclosing specific transaction records, other data will be openly and transparently displayed to each cooperation webmaster.

In addition, the background of Taobao alliance will give weight rating to this website according to the traffic conversion of each website. 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 share in the future. In this way, the webmaster of the website will be stimulated to continuously improve the traffic and usage of the website The quality of customers and the transformation of advertising stimulate them to get rid of the lazy thinking of selling only advertising space in the past.The ads of Taobao alliance will be very interesting in the current Internet industry, because all the ads of Taobao alliance will adopt the mode of direct push products. What users see is no longer the ads of a website, but a certain product. As long as they click, they can directly enter the product page, which is very obvious for the promotion of transformation.

What's more, Taobao will provide unified rich media advertising code for all cooperative webmasters. In this way, there may be a situation where the nature of many websites may be different, the content may also be very different, the layout and design style of the pages are different, but the only thing that is the same is that they have two sides of the page, or the bottom left and the bottom right corner , there are the same Taobao rich media ads, which also has a huge improvement on Taobao's brand display.

After these days of development, Taobao has now completed the technical development of "Taobao alliance". Now, business personnel are constantly contacting with individual webmasters. More and more individual webmasters have accepted the cooperation mode of "bottom guarantee + sharing" of Taobao. They are not always looking forward to the online of "Taobao alliance" as soon as possible.

has always expressed his admiration for the "Taobao alliance" mode, and the leader of Lei has always expressed his admiration. Li Mu always has his way to completely subvert a traditional mechanism that everyone is silently running. The mode of Taobao alliance, which is slightly compared with traditional advertisements, highlights its thoroughly advanced nature at once.

It's easy for people to worship when they suddenly subvert the original beautiful things.

Why jobs is a God? When everyone thinks that Nokia nseries is the pyramid top of the mobile phone industry and looks at all kinds of Nokia nseries phones drooling, jobs uses an iPhone to make everyone swear in their hearts, and then says, "I'm sorry, the original mobile phone can still play like this." , and then look at Nokia nseries, can't help sighing: what the fuck is this?

In contrast, elder martial brother Liu seems to be calmed down a lot. He has known Li Mu for a long time than the leader of Lei. Moreover, they started to build Taobao from scratch. He had been shocked by Li Mu for a long time, and he was nervous.

Mr. Lei advocates Taobao alliance and always says that Taobao alliance will usher in a new era of Internet advertising. Li Mu refuses to deny it. In the future, online advertising will become more and more refined and customized. Some people will be constantly inspired to create new models. Taobao alliance is more suitable for e-commerce If Taobao wants to play the game of the alliance skillfully and tie more and more individual webmasters under its own big system, this system can add a lot of competitiveness to Taobao.

When the three met privately to set the official launch date of Taobao alliance, Li Mu set the date on October 15.

The reason why we chose October 15 is that on October 18, we will send the expeditionary army of Muye technology to the United States. Taobao alliance is a big action in the industry. But compared with the farewell ceremony of October 18, the social influence is much weaker. We need to know that the farewell ceremony of October 18 is not only a historical moment in the industry, but also a major event that the whole nation is concerned about. So we will launch "Taobao alliance" first ”It can avoid the strong social influence brought by the farewell ceremony.

After setting the online time, Li Mu suddenly got a brainstorm and said to the two people, "let's take advantage of the online opportunity of Taobao alliance to hold a national personal webmaster conference."

"Personal webmaster meeting?" "The nature of the industry summit?" Mr. Liu asked in surprise

Li Mu shook his head and said, "it's a summit of individual webmasters of the industry, but in fact, we want to hold it as a Taobao supplier conference. All individual webmasters are our future suppliers of Taobao, but they don't supply real goods, they supply traffic!"

After frowning for a while, master Lei clapped his hands and said excitedly, "this idea is so wonderful! Invite these personal webmasters to Yanjing, let them accept our brainwashing and become part of us. In the future, this will be our traffic minerals all over the country! "

Li Mu is amused by the English pronunciation that the teacher Lei blurted out. Suddenly he looks at him seriously and says, "Mr. Lei, can you say an are you OK to me?"

Lei's face was puzzled: "Mr. Li, I don't understand..."

Li Mu smiled and said, "just say are you OK."

But seeing Li Mu's serious face, he hesitated for a moment and said, "are you ok?"

"Be serious, be serious, be a little emotional, be a little emotional..."

The confused Lord Lei raised his voice and said, "are you ok? Is that ok? "Br >

Li Mu's face is red. This time, he can't hold it anymore. He claps his thigh and laughs