第二届中国创新营销论坛——文章经中欧校友CMO俱乐部授权，独家首发。本文为现场演讲内容分享速记第1篇，后续更多精彩内容：中欧国际工商学院特聘教授、中欧IAB主席、法国前总理多米尼克·德维尔潘教授：《全球新兴经济展望》；深圳顺电集团董事长费国强《顺电味——生活提案商业的中国样本》；钟鼎创投合伙人孙艳华《新消费与新零售的逻辑》；法拉第未来CMO彭钢《汽车业的新共享与新时代》；联纵智达咨询集团，有数酒业创始人何慕《从有数酒商业创新看营销的未来》将继续原创报道，更多干货笔记敬请关注本公众号。
引言：近日，以“激荡时代的新消费、新零售和新营销”为主题，由中欧国际工商学院隆重举办的第二届中国创新营销论坛在中欧上海校区中欧会堂完美谢幕。来自中欧CMO历届校友及在读学员、企业界品牌创始人及管理者等千人参会，（约20000人在线观看直播）共同见证和探讨新时代下，新消费和新零售所激发出的新营销，正在席卷中国，乃至全球，引起文化，数据，营销等新思维方式的激烈碰撞、交融与创新变革。
以下为第二届中国创新营销论坛演讲分享内容。
精华观点速读：
1.引领与赋能——创变新商业。
2.数据赋能——盒马三公里内的理想生活。
3.Uni Marketing 全域营销——花费变投资，实现全链路、全媒体、全数据、全渠道的智能营销方式。
董本洪：各位企业家朋友，中欧CMO班学员们，大家好！今天很高兴，很激动有这个机会，能够和大家面对面，一起讨论关于现在都非常关心的新商业走向背后的话题，其蕴含着比较重要的两个观念：我把它定义为四个字——引领赋能。在说一些比较具体的思路之前，先简单向大家解释一下这四个字的含义。
一、引领与赋能——创变新商业
2003年淘宝诞生，我想在座大多数人都用过淘宝，甚至还有开过淘宝店的。阿里巴巴如同少年一般，整整走过15年，坚持不懈对零售事业进行探索。最近三年是令人兴奋的时段，整个中国零售业开始引领全世界新零售思维，包括阿里巴巴，更多是各位，拥有非常多的线上线下销售业务，一起来引领新商业变革。赋能是什么意思呢？这在阿里巴巴是一个非常重要的管理哲学。阿里巴巴是互联网公司，有非常多的数据专家、技术专家、程序专家等，我们能从数据的角度贡献一举之力。但是，还有更多的渠道增长，商业沉淀，大家需要互相赋能，互相共创，才能共生共荣。在时代引领的使命感和赋能责任感下，我们开始了今天的讨论。数字化转型网www.szhzxw.cn
上海——作为世界的新商业之都，大家也知道新零售超市业态——盒马就是从上海开始的。目前已有15家门店。包括最近上海市政府领导，和阿里巴巴马老师等重要干部出席签署了一个战略合作。希望能够用阿里巴巴的数据能力，真正帮助上海打造成为全球的国际金融中心及新零售之都，使它完成更新一阶段的转型升级。
二、数据赋能——盒马三公里内的理想生活
说起盒马，这是一个很有意思的故事，它真的可以说是横空出世，从两年多前诞生，静悄悄从一两家店，当时只有附近街坊邻居知道，直到最近半年多火的实在藏不住，一气成名。于是，面对很多慕名而来的外来访客，我们就在阿里巴巴西溪园区总部旁边盖了一个小小的商业中心，叫亲橙里，室内地下室开了一个盒马，专门接待各国重要的企业来宾。他们看完盒马后，有人表示看不懂，调侃这不就是多了几只龙虾，几只帝王蟹，现场烹饪吃食，这模式在法国也有。大家好像看到了很多相似的零售创新的影子，却猜不透盒马的评效为什么会是隔壁超市的五倍？答案很简单——数据赋能。
今天的盒马，因为数据的存在，以及大数据模型的建立，对自家每店平均有400个员工，月全勤以10分钟为颗粒度的工作内容都已经策划好。这也就是为什么，以前店家不敢进货卖澳洲龙虾，波士顿龙虾，怕这么昂贵的东西卖不出去就不新鲜了，但现在敢卖，数据会告诉大家答案，应该进几只龙虾，几只帝王蟹，而且越来越准，实时反馈修正，使得盒马能够最大程度满足这三公里内的理想生活。
有一点我想要解释的是，这里的数据不是你们IT系统里存着的那些客户名单，这个是死数据，真正的数据是活数据，是对客户越来越了解，全面掌握的数据，盒马的数据就是活数据。通过我们的数据，可以预测顾客对购买龙虾和蟹过瘾的程度，还是需要另进西班牙火腿或俄罗斯鱼子酱，法国的鹅肝酱？全世界的好东西上海人都懂得吃，愿意消费却没地方消费，店家不敢冒险，不知道买卖需求，没有人愿意进高档货。假设这一切因为数据把供需匹配完成，产生能量大爆发，这还是困扰吗？今天盒马就是在解决我们传统零售的问题。数字化转型网www.szhzxw.cn
零售是什么？零售就是Location，在你认为合适的地点，开设销售售点，满足周围人群最高效的需求，决定在哪里现烧现吃，还是看中了，回家再外送鲜食，所有的用户体验都升级了，爱玩会玩。所以我常常开玩笑说，很多年前，某一城市因为有了苹果旗舰店而为之疯狂。但在新零售的未来，假设苹果店还不变，我预言在两年内，它会是那个商圈里最无聊的一家店，这不仅是货物的陈列，还有零售体验的提升，当然，整个成本因为匹配效率的提高得以控制。
盒马真正在上演的，是新零售整个“人货场”因数据重新改革的一出戏。在阿里巴巴，所有的线上线下几乎全是数据能够触达到的，深刻了解消费群体。对于今天阿里线下开店，不是因为线上增长乏力，其实线下的生意更不好做，可盒马还在不断开店，还与大润发合作在其里面开了盒小马，非常有特色，它会高度补充大润发已经相当成熟的大卖场经验，提供更生鲜，更精致，更精选的全球好货，变成皇冠上的一颗宝石高度满足消费者需要。后续，我们还会和更多超市合作，赋能他们整套的解决方案和数据化操作力量。正如新零售的浪潮已经来了，各位如果把握住，如同引擎换了能量，会引起爆发式的增长。
说到这里做一个小结，怎么看待新零售？其商业价值在哪里？什么样是技术相关的？我们可以看到，新零售是把整个在零售商品维度的运营模式，变成以人为运营维度的演进，最终目的是带来线上线下一体化的增长，不只有阿里巴巴线上旗舰店的增长，还有这个品牌和它想要服务的目标消费群体的互动效率提高。它一定是要结合技术，结合数据技术，提升用户体验，如果这三项没有完成的话，这就不是新零售，顶多是一点点IT提升的项目。数字化转型网www.szhzxw.cn
互联网万物互联，这里就是互联网，大数据，云计算。从每一个消费者的手机到居家电器，互联网都将所有触点相连，最快完成数据采集，集合到云端大数据。未来5G联网，不管是上行下行，更让大家如有神助。带宽连上了云计算，云是一个相当强的算力，有非常大的想像空间，并能迅速响应。所以在阿里巴巴，我们对于未来喜欢畅想。如果超市都像盒马会怎样？如果居然之家的卖场变了会怎样？阿里有八路大军，以零售商业起家，八个零售业态来组织专项小组在战略上赋能，在这三四十万亿的产业里面，我们坚定不移从各个方向来建设商业基础平台，实现未来商业愿景。可能各位的事业是这八路大军中某一路，甚至某两路，你们不应该等待，需要和我们一起共创前行。
三、Uni Marketing 全域营销——花费变投资，实现全链路、全媒体、全数据、全渠道的智能营销方式
对于数据的拥抱，其实也是有时间性的。宜早不宜迟，最早拥抱一定得到最多吸力，像磁铁力量一般。如果深度运营，就需要更早掌握顾客信息。接下来慢慢过渡到营销，我们在整个新零售过程中，起初有一个非常重要的工作，就是要把线下的访问人流，客流能够数字化，使消费者全方位享受服务。在数据的世界，已经无所谓广告，以前广告的定义就是广而告之，比如叫卖式广告，重复洗脑式广告，包括在央视的投放时间，面对如今自媒体时代，广告因数字的发达，手机的普及，各种不同商业推广模式的应用，需要更精细到每一个人的维度来做营销，这就是Uni Marketing真正的内涵，以真人维度做营销。
在过去,各位的广告花费从来无法掌握，包括顾客真实身份的名单。“人货场”中，最重要的是人，掌握了人，货场自然能够改变，包括执行，创意的问题。今天，我们有一个超级平台，就是以新零售系统在做的淘宝。覆盖6亿人，日均有2到3亿人，甚至一天七八次，每次至少花半个小时高频出现在淘宝，占14亿人里消费者能力较强的前半部分。对新零售来讲，它已经不是卖货的APP，而是接触消费者的媒介。通过它，我们可以用整个阿里巴巴大数据Uni，把不同人的不同帐号，不同手机号码通过数据赋能，AI技术归因到唯一的ID，存到一个数据银行。某一品牌跟它消费者相关的全链路都被记录在这个银行，如同各位的投资银行，清清楚楚记载着账本收益。重要的是，这个数据银行是以品牌为单位开设，不是这个品牌的人没有权限去看，阿里巴巴也没有权限去看。我们希望未来营销，所有线上线下的客户服务、品牌体验、消费反映、互动，甚至是潜在客户的需求状态，透明可视化，可优化，可行动。这些之前从来没发生过的，现在都做到了。数字化转型网www.szhzxw.cn
新零售和Uni Marketing的关系，根本上是解决三个营销问题。首先就是碎片化，这个问题很严重。三十年前我们只看央视，后来出现卫视，央视广告妇孺皆知，天下尽知这个产品。但在今天这个碎片化的新媒体时代，做什么事情都是刷屏的，还不只是刷朋友圈，时间都被分割，不知道什么时候才轮到你的品牌被消费者看到。关联性跟持续性就更别提了，如同人从认识，相爱、结婚生子的过程一般，基本上不会反过来，营销也是一样，从开始认识你的品牌到感兴趣，到买到重复购买，甚至推荐别人买，不同节点上推送对的商品信息，内容信息，促销信息，这是一个复购的忠诚度计划。顾客是喜欢五元红包，满一百减十元的折扣券，还是五元现金券？年底销售人员压力很大，如果利用数据针对那批对你产品有兴趣，但还没购买的五百万人做个促销，这个转化率就非常高，每个人都不一样，但数据系统都知道，完全可以满足全商业的购买链路。整个全域营销的方法论里，那些对你感兴趣的，购买或者未进行购买行为，已经把你的产品放进购物车的，我们开辟了数据银行，会根据品牌和消费者的四种关系，从知晓到兴趣到购买到复购，大量分析到底谁喜欢你的产品，谁买你的，这些个体反应，为什么会发生？给予相对应的策略，激发你新产品的灵感，这个是千金难买的。数字化转型网www.szhzxw.cn
以我自身经历来说吧，你们知道氨基酸洗发精现在红了吗？时尚运动服后面有一个像美国小孩喜欢的帽子跟没帽子销量会差一倍吗？很多的吃喝玩乐穿，为什么你的产品跟流行的品类趋势不一样？可能你们不太清楚，但我知道，因为我每天都在看大数据。各位是很了解自己的制造，工厂，产品良率，但真正厉害的中心策略是比别人先了解，了解别人不知道的，秒夺市场机会。举个例子，你不要看不上现在在天猫店只有3%生意的竞争者，你只是不知道他有没有运用大数据的力量，如果某天他开始懂了，你就倒霉了，别人对待消费者一发就中，只有你乱发子弹，下场可知。
今天稍微讲深一点，比如去年我演讲的分众，引起很多人疑问，阿里巴巴怎么还投资分众？电梯里的广告跟你有什么关系？大有关系！数据化有两个特征，投放智能，该看的人看。电梯里的屏幕从静态海报变成电子屏，电子屏只要能数据化，进出的人群看到广告分差就能反馈到数据银行，下一步直接产生智能广告。智能电视也一样，不再是每天开机一样的广告，很快也会智能化，于是我们推出了智能OTT。它很聪明的，所有的广告都是数据算给你的，不要全投广告，如果你做美装，这里1000栋用户只有700栋适合投，投完以后数据反馈情况，再在影片打广告，当受众到天猫旗舰店的时候，我们就给他促销信息完成割草。还没有割草的怎么办？淘宝广告没做好，就投智能广告；比如连衣裙，有人喜欢红色，有人喜欢蓝色，经过我们测算后，面对点击蓝色裙子的女孩子，我们就售蓝色这件，反之同样的道理。5的点击率，转化率变成70，还有30不转化的人群可能是需要红包，我们就发红包，于是70的转化率变成90，数据立刻突破你的想象力，高效有趣；再用酒业举例，为什么他买茅台不买五粮液，不买古井贡？数据告诉我，古井贡的目标消费者是谁，竞争者是谁，也许最后数据会让你非常惊讶的发现，没准对手就是某地方性啤酒。数据不会骗你，就像围棋下不过机器人，不是人类脑袋不好，机器人是持续学习，直到比你聪明为止，这很可怕。数据赋能，甚至你的旗舰店，品牌号，广告创意，都有可能在微博上智能化，然后引起种草到割草超级高效的收获。
最后，我想跟大家聊一个概念，也是我很自豪想跟大家分享的，全域营销从现在起，营销不再是花销，是投资。真正的数据营销，是让你心甘情愿花更多广告费，哪怕在机器人广告公司，营销人只要专心做好品牌定位和产品创新就足够，细化运营所有触点，不用浪费时间精力处理重复性琐碎的事务，最高效率使营销成果最大化。对于刚才说的数据银行去验证所有消费者行为——AIPO，（全域营销中对消费者的分层：A（认知）I（兴趣）P（购买）L（忠诚））。数字化转型网www.szhzxw.cn
我再讲三个案例补充，第一个案例是现在在天猫上销售很好的戴森吹风机，戴森本来是卖吸尘器的，一个打扫用的工具去卖美美的吹风机，秘诀就在于其人群是一致的——买高端戴森吸尘器和买高端正离子，副离子的吹风机，对生活讲究的高端人群。那人群一致怎么做？找阿里巴巴。传统媒体是找不出来的，广告投完结案，不知道谁看了谁没看，数据留在了哪里？但我们可以给你全部找出来，戴森就是戴森，高端设计，品牌体验一致，它有充分的权利从吸尘器做到吹风机，品牌价值被扩大很多倍，给了产品线扩张无限自由，公司市值也很有想像空间。通过数据分析，人群分析，做类似人群标签，画像，再到内容运营，针对性人群营销。
另一个案例是属于创意类型品牌的奥利奥，他们的创意代理商很厉害，去年做了一个像唱片一样可以放音乐的饼干，今年更猛了，两块饼干居然可以放DJ，咬一口，变缺的饼干还会转。这得益于他做了两件事，一.把去年玩唱片的人请回来给他打碟机，成功之处在于关联性。二.今年我们全域营销帮他把微博打通了。因为这是个世界营销，不是真的要卖非常多包饼干，更希望是大家关注喜欢这个牌子。三万个打碟机的饼干，其中一千多个是Tfboys王源版的。粉丝力量很恐怖，在微博聚集。只要Tfboys在微博上公布限量版，成百上千万粉丝一秒内就抢完了。包括斑马的例子，由于斑马车上操作系统非常特别，所以探究谁是斑马的兴趣客户，我们用了全域营销多次广告投放，内容营销，人群分析，做放大人群的案例。这个没有数据真的很难做，它不像卖饼干，它是一个新尝试，也是鼓励在座企业创新高度，可能从零开始，可能有20万人有意愿，但谁先买先用，对于创新的产业更重要，因为创新产业不一定会有市场预算。
说了这么多，总结起来，全域营销就是因为它的身份统一，可以找到对应的受众，知道他们想要什么，在对的时间点对的触点给他对的信息，并观察他的下一次行为，直到成为你的忠实用户为止。什么叫新零售，新营销？为什么盒马可以越来越红，越开越多？真正做好营销，就像唐顿庄园豪宅里头搭着白毛巾的管家，热情并服务周到，如果数据能够精准并有效策略服务顾客，消费者就不会认为广告是干扰，反而觉得被伺候的很开心。全域营销触达之后，再反哺给零售，零售有了更多依据把门店来客数据化，然后再全域营销，去门店全程消费。完整闭环，完美闭环，形成完整消费，这样充分运用数据力量的营销，将会为整个零售业带来真正的增量！谢谢！数字化
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翻译：
The Second China Innovation Marketing Forum — The article is authorized by the CEIbs Alumni CMO Club, exclusive release. Professor Dominique de Villepin, Distinguished Professor of China Europe International Business School, President of the IAB and former Prime Minister of France: Outlook on the Global Emerging Economy; Fei Guoqiang, chairman of Shenzhen Shundian Group, “Shundian Flavor – Life proposal
The China Sample of Business; Sun Yanhua, Partner of Zhongding Venture Capital, “Logic of New Consumption and New Retail”; Faraday Future CMO Peng Gang “New Sharing and New Era of Automobile Industry”; Lianzhong Zhida Consulting Group, several wine industry founder He Mu “from several wine business innovation to see the future of marketing” will continue to original reports, more dry notes please pay attention to this public number.数字化转型网www.szhzxw.cn
Introduction: Recently, with the theme of “New Consumption, New Retail and New Marketing in the Turbulent Era”, the 2nd China Innovation Marketing Forum held by China Europe International Business School (CEIBS) was held at the Ceibs Shanghai Campus. Thousands of CMO alumni and students, brand founders and managers from the business community attended the meeting (about 20,000 people watched live online) to witness and discuss the new marketing inspired by new consumption and new retail in the new era, which is sweeping China and even the world, causing fierce collision, integration and innovation of new ways of thinking such as culture, data and marketing.
The following is the second China Innovation Marketing Forum speech sharing content.
Speed reading:
1. Leading and empowering — creating and transforming new businesses.
2. Data empowerment — Ideal life within three kilometers of Hema.
3.Uni Marketing – Change the cost into investment, and realize the intelligent marketing mode of full link, all media, all data and all channels.
Dong Benhong: Dear business friends and students of CEIbs CMO Class, good morning! Today, I am very pleased and excited to have this opportunity to meet with you face-to-face and discuss with you the topic behind the new business direction that we are all so concerned about. It contains two important concepts: I define it in four words: leadership empowerment. Before talking about some more specific ideas, let me briefly explain to you what these four words mean.
Leading and empowering — Creating and transforming new business
Taobao was born in 2003. I think most of you have used Taobao, and even opened a Taobao store. Alibaba, like a teenager, has been exploring the retail industry for 15 years. The last three years have been an exciting time, when the entire Chinese retail industry has started to lead the world in new retail thinking, including Alibaba, and more importantly, you, with so many online and offline sales businesses, to lead the new business revolution. 数字化转型网www.szhzxw.cn
What does it mean to be empowered? This is a very important management philosophy in Alibaba. As an Internet company, Alibaba has a large number of data experts, technical experts, program experts and so on. We can make contributions from the point of view of data. However, there are more channels to grow, business precipitation, we need to empower each other, mutual creation, to co-existence and prosperity. We begin today’s discussion with a sense of mission and empowerment led by our times.
Shanghai — as the new business capital of the world, you also know that the new retail supermarket format — Hema started in Shanghai. It now has 15 stores. Including the recent Shanghai government leaders, and Alibaba Ma and other important cadres attended the signing of a strategic cooperation. We hope to use Alibaba’s data capability to truly help Shanghai build itself into a global international financial center and a new retail city, so that it can complete the transformation and upgrading of the first stage of renewal.
Data Empowerment — Ideal life within three kilometers of Hema
Speaking of Hema, this is a very interesting story. It really came out of nowhere. It was born more than two years ago, quietly from one or two shops, only the neighbors knew about it at that time. Therefore, facing a lot of foreign visitors, we built a small business center called Qinhuangli next to the headquarters of Alibaba Xixi Park, and opened a Hema in the basement to receive important corporate guests from all over the world. After they watched Hema, some people said they couldn’t understand it, and joked that it was just a few more lobsters, a few king crabs, and live cooking, which is also a model in France. People seem to see a lot of similar retail innovations, but why Hema’s rating is five times that of the supermarket next door? The answer is simple — data empowerment.
Today’s Hema, due to the existence of data and the establishment of big data model, has already planned the work content that each store has an average of 400 employees and the monthly total attendance takes 10 minutes as the granularity. That’s why, in the past, they didn’t dare to sell Australian lobster, Boston lobster, for fear that such expensive things would be stale if they didn’t sell, but now they dare to sell them, and the data will tell you the answer, how many lobsters, how many king crabs should go in, and it’s getting more accurate, real-time feedback correction, so that Hema can maximize the ideal life within three kilometers.数字化转型网www.szhzxw.cn
One thing I would like to explain is that the data here is not the customer list that you have in your IT system.
This is dead data. The real data is living data. From our data, can we predict how much our customers will enjoy buying lobster and crab, or will they need Spanish ham or Russian caviar or foie gras? People in Shanghai know how to eat all the good things in the world. They are willing to consume, but there is no place to consume them. Shops dare not take risks. Assuming all this is done because the data matches supply and demand, and produces a burst of energy, is that still troubling? Today Hema is solving our traditional retail problem.
What is retail? Retail is the Location.
You can set up a sales point in the place you think is suitable to meet the most efficient needs of the people around you. You can decide where to cook and eat, or you can send fresh food when you go home. So I often joke that many years ago, a certain city went crazy for Apple’s flagship store. But in the future of new retail, assuming the Apple store remains unchanged, I predict that within two years, it will be the most boring store in that shopping area, which is not only the display of goods, but also the improvement of retail experience. Of course, the entire cost can be controlled by the improvement of matching efficiency.数字化转型网www.szhzxw.cn
What Hema is really doing is revolutionizing the entire “people yard” of New retail with data. In Alibaba, almost all online and offline activities can be reached by data, which gives us a deep understanding of consumer groups. Today’s offline opening of Alibaba is not because of the weak online growth, in fact, the offline business is more difficult to do, but Hema is still opening stores, and it also cooperates with RT-Mart to open a box of small cars, which is very distinctive.
It will highly complement RT-Mart’s mature hypermarket experience and provide fresher, more exquisite and more selected global goods. To become a crown jewel highly satisfying consumer needs. In the future, we will work with more supermarkets to empower them with a complete set of solutions and digital operations. Just as the wave of new retail has come, if you catch it, it will be like an engine changing power, causing explosive growth.
Speaking of which, to summarize, what do you think of new retail? What is the commercial value? What is technology relevant?
We can see that the new retail is the evolution of the operation mode from the retail commodity dimension to the human operation dimension, with the ultimate purpose of bringing the integration of online and offline growth, not only the growth of Alibaba’s online flagship stores, but also the improvement of the interaction efficiency between the brand and the target consumer groups it wants to serve. IT must be a combination of technology and data technology to improve user experience. If these three things are not completed, it is not new retail, but a little bit of IT improvement project.
The Internet is the Internet of everything, here is the Internet, big data, cloud computing. From every consumer’s mobile phone to home appliances, the Internet connects all the contact points, completing the fastest data collection and gathering to the cloud big data. In the future, whether it is up or down, the 5G network will need the help of God. The bandwidth is connected to cloud computing, which is a very powerful computing power with a lot of imagination and can respond quickly. So at Alibaba, we like to think about the future.
What if supermarkets looked like Hema? What would happen if the place was changed? Alibaba has eight armies, starting from retail business, and eight types of retail business to organize special groups in strategic empowerment. In this three to four trillion yuan industry, we firmly build commercial infrastructure platform from all directions, and realize the future commercial vision. Maybe your career is one of these eight roads, or even two roads, you should not wait, need to create with us.
Comprehensive Marketing — change the cost into investment, and realize the intelligent marketing mode of full link, all media, all data and all channels
The embrace of data, in fact, also has a time. Sooner rather than later, the earliest hug will get the most suction, like a magnet force. If the operation is deep, the customer information needs to be mastered earlier. Then we gradually transition to marketing. In the whole process of new retail, we have a very important task at the beginning, which is to digitize the offline flow of visitors and customers, so that consumers can enjoy all-round services. In the world of data, there is no such thing as advertising anymore. 数字化转型网www.szhzxw.cn
In the past, the definition of advertising was to advertise widely, such as peddling advertising and repetitive brainwashing advertising, including the release time in CCTV. In the era of “we media”, due to the development of digital, the popularity of mobile phones, and the application of various commercial promotion modes, advertising needs to be marketed in a more detailed way to each individual. This is what Uni Marketing is really about, marketing with a real human dimension.
In the past, you never knew how much you spent on advertising
In the past, you never knew how much you spent on advertising, including a list of customers’ real identities. “People yard”, the most important thing is people, grasp the people, the yard naturally can change, including the execution, creative problems. Today, we have a super platform, which is Taobao with the new retail system. Covering 600 million people, 200 to 300 million people a day, or even seven or eight times a day, at least half an hour at a time to appear in Taobao, accounting for the first half of 1.4 billion people with strong consumer ability. For new retailers, it is no longer an APP to sell goods, but a medium to reach consumers.
Through it, we can use the whole Alibaba Big Data Uni to save different accounts and mobile phone numbers of different people into a data bank through data empowerment and AI technology attribution to unique ids. The whole link of a brand and its customers is recorded in this bank, just like your investment bank, and the book returns are clearly recorded. Importantly, this data bank is set up as a unit of the brand. People who are not the brand have no right to see it, and Alibaba has no right to see it. We hope that future marketing, all online and offline customer service, brand experience, consumption reflection, interaction, and even the demand state of potential customers, can be transparent, visible, optimized and actionable. That never happened before, and now it’s done.
The relationship between new retail and Uni Marketing is fundamentally about solving three marketing problems.
The first is fragmentation, which is a serious problem. Thirty years ago, we only watched CCTV, then appeared satellite TV, CCTV advertising is known to everyone, the world knows this product. But in today’s fragmented new media era, everything you do is just a swipe of the screen, not just a swipe of moments, time is divided, don’t know when it is your turn to be seen by consumers. Relevance and continuity are not to mention. Just like the process of people getting acquainted, falling in love, getting married and having children, there is almost no reverse. The same goes for marketing. Do customers prefer a $5 red envelope, a $10 discount coupon after 100, or a $5 cash coupon? At the end of the year, the sales force is under great pressure. 数字化转型网www.szhzxw.cn
If you use the data to promote the five million people who are interested in your product but have not yet bought it, the conversion rate is very high. Everyone is different, but the data system knows that it can satisfy the whole commercial purchase link. In the whole global marketing methodology, those who are interested in you, who have purchased or not purchased, have already put your product in the shopping cart, we have created a data bank, which will analyze a lot of the four relationships between the brand and the consumer, from awareness to interest to purchase to repeat purchase, who likes your product, who buys your product, these individual reactions, why do they happen? Give it a strategy to inspire your new product, and it’s a dime a dozen.
Speaking from my own experience, did you know that amino acid shampoo is turning red? Would fashion sportswear with a hat like the one American kids love behind it sell twice as much as no hat?
A lot of eat, drink, play and wear, why your product is different from the popular category trend? Maybe you don’t know it, but I do, because I look at big data every day. You know your own manufacturing, factory and product yield very well, but the really powerful central strategy is to know before others, understand what others do not know, and seize market opportunities in seconds. For example, you should not look down on the competitor who only has 3% of the business in Tmall store. You just don’t know whether he has used the power of big data. If one day he starts to understand, you will be in bad luck.
Today, I will go into a little more depth.
For example, I gave a speech on Focus last year, which caused many people to ask why Alibaba still invests in Focus. What does that AD in the elevator have to do with you? It matters a lot! There are two characteristics of digitalization: putting in intelligence and seeing it by the right people. The screen in the elevator changes from a static poster to an electronic screen. As long as the electronic screen can be digitized, the crowd in and out can feed back to the data bank when they see the advertising score difference, and the next step is to directly generate intelligent advertising.
Smart TV is the same. It’s not going to be the same AD every day. It’s going to be smart soon. If you do beautiful clothes, only 700 of the 1000 users here are suitable for investment. After the investment, the data feedback will be made in the movie. When the audience arrives at the Tmall flagship store, we will give him promotional information to finish cutting the grass.
What about those who haven’t mowed yet?
Taobao advertising did not do well, cast intelligent advertising; For example, dress, some people like red, some people like blue, after our calculation, in the face of the girl click on the blue dress, we sell the blue one, and vice versa. If the click rate of 5 is 70, the conversion rate becomes 70. If there are still 30 people who do not convert, they may need red envelopes. We will send red envelopes, and the conversion rate of 70 becomes 90. Take the wine industry as an example. 数字化转型网www.szhzxw.cn
Why did he buy Maotai instead of Wuliangye or Gujing Tribute? The data tell me who the target consumers of Gujing Gong are and who the competitors are. Maybe the data will surprise you to find that the competitors are some local beer. The data doesn’t fool you, it’s like playing go but the robot, it’s not that the human brain is bad, the robot keeps learning until it’s smarter than you, and that’s scary. Data empowerment, even your flagship store, brand name, and advertising ideas, can be intelligentized on Weibo, leading to super-efficient harvesting from planting grass to mowing.
Finally, I want to talk to you about a concept that I’m proud to share with you, global marketing. From now on, marketing is no longer an expense, it’s an investment.
Real data marketing is to make you willing to spend more advertising money, even in robot advertising companies. Marketers only need to focus on brand positioning and product innovation is enough, detailed operation of all the contact points. Do not waste time and energy to deal with repetitive trivial affairs, the highest efficiency to maximize the marketing results. For the data bank just mentioned, verify all consumer behaviors — AIPO, (Stratification of consumers in global marketing: A (cognition) I (interest) P (purchase) L (loyalty)).
The first case is Dyson hair dryer, which sells very well on Tmall.
Dyson used to sell vacuum cleaners, a cleaning tool to sell beautiful hair dryer. The secret lies in the same crowd — high-end Dyson vacuum cleaners and high-end positive ion and accessory ion hair dryer, high-end people who pay attention to life. What does the crowd do in unison? Look for Alibaba. Traditional media can not find out, after the AD investment closed the case. Do not know who saw who did not see, where the data left? But we can find it all, Dyson being Dyson, with its high-end design, consistent brand experience, full rights to everything from vacuum cleaners to hair dryers. Its brand value multiplied many times, giving it unlimited freedom to expand its product line. And its market value to the imagination. Through data analysis and crowd analysis. We can label and paint similar groups, and then move to content operation and targeted marketing.
Another case is Oreo, which belongs to the creative type brand.
Their creative agency is very strong. Last year, they made a cookie that can play music like a record. That’s because he did two things. One. Bring back the people who played last year and give him the disc player. Success is about relevance. 2. This year, our global marketing helped him get through Weibo. Because it’s a global marketing campaign. It’s not really about selling a lot of cookies, it’s more about people paying attention and liking the brand. 30,000 cookies from the dater, more than 1,000 of which are the Wang Yuan version of Tfboys. Fan power is very scary, gather in Weibo. As soon as Tfboys released the limited edition on Weibo, millions of fans snapped it up within a second. Including the example of Zebra.
Since the operating system of Zebra car is very special, so to explore who are Zebra’s interested customers. We used omni-domain marketing for many times, advertising, content marketing, crowd analysis, and amplified crowd cases. This is really hard to do without data, it is not like selling cookies, it is a new attempt. But also encourage the enterprises present here to innovate height, maybe from scratch, maybe 200,000 people are willing. But who buy first, first use, for the innovative industry is more important. Because the innovative industry does not necessarily have the market budget.
Having said so much, to sum up, global marketing is because of its unified identity.
It can find the corresponding audience, know what they want, give them the right information at the right point of time. And observe their next behavior until they become your loyal users. What is new retail, new marketing? Why do box horses get redder and redder and more open? A really good marketing is just like the butler with a white towel in the mansion of Downton Abbey. Who is enthusiastic and considerate in service.
If the data can serve customers with accurate and effective strategies. Consumers will not regard advertisements as interference, but will feel happy to be served. After the reach of global marketing, it will feed back to retail, which has more basis to digitize customers in stores. And then carry out global marketing and go to the stores for full consumption. Complete closed loop, perfect closed loop, form complete consumption. So that the full use of the power of data marketing, will bring real increment to the whole retail industry! Thanks!数字化转型网www.szhzxw.cn
本文由数字化转型网（www.szhzxw.cn）转载而成，来源：创变岛 ，作者：寒风踏雪；编辑/翻译：数字化转型网宁檬树。
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