Chapter 987 Taobao Alliance

When Boss Ma was researching how to enhance the efficiency of poaching, Li Mu's Taobao Alliance advertisement developed to stimulate Taobao's C2C business and tie up small and medium-sized Taobao sellers was ready to be tested and launched.

"Taobao Alliance" is a set of promotion system that Li Mu refined and simplified from the promotion models of "Baidu Alliance" and "Taobao Alliance" in his previous life. , a more advanced profit model.

Today's e-commerce market is not mature enough. Li Mu's Taobao family is so dominant that there is almost no competitive atmosphere. Therefore, there is no advertising model specially designed for e-commerce, so Li Mu has formulated a new model of e-commerce advertising. Directly integrate Taobao's streaming media advertisements into a new set of solutions to provide each individual webmaster.

Ordinary website advertisements are relatively simple and rude. According to the type of website and traffic data, the price of different advertisements in different locations is given. Promoters can negotiate with the website owner according to the lease period. It's a one-shot deal.

Although this simple model is simple, for individual webmasters, it lacks in-depth mining of traffic dividends. For the same recommendation position, assuming the price is 500 yuan per day, then the income of the individual webmaster for this recommendation position will be Written to death, unless the website traffic grows, this price is difficult to increase.

A recommendation of 500 yuan, a day's worth of health care products, may be able to achieve a turnover of several thousand yuan; if you switch to pushing games, it may bring tens of thousands of recharges, but these incomes are not available to individual webmasters. Yes, even individual webmasters have no chance to access the actual profit data of the promoters.

Li Mu's idea is that if individual webmasters are willing to join Taobao Alliance, future advertising costs will be carried out in a new model of "guaranteed + share".

For example, for the original advertising fee of 500 yuan a day, Taobao gives the webmaster a guarantee of 500 yuan a day. On this basis, the effective clicks and effective conversions of the website are counted to calculate the advertising cost.

Valid clicks refer to normal advertisement clicks of pure individual users, as long as the clicks are opened, the counts are counted to pay the webmaster a remuneration. Assuming that each valid click is calculated at 0.1 yuan, once the valid clicks of the day reach 5,000 It is equivalent to having reached the minimum guarantee standard. On this basis, Taobao will normally settle the extra income to the webmaster. That is to say, if the advertisement space of 500 yuan is clicked only 3,000 times a day, the webmaster will still If he can get a guarantee of 500 yuan, if he clicks 6,000 times a day, then he can get an actual income of 600 yuan.

In addition to effective clicks, effective conversions are also counted, that is, how many users who clicked in have successfully registered Taobao accounts, and if so, an additional 1 yuan advertising remuneration will be given to each successful registration; if the user has actual When the order is completed, no matter how much the transaction amount is, each order will give the webmaster an income of 2 yuan.

Taken together, the scale of this income is very objective. The original advertising space of 500 yuan will be guaranteed for 500 yuan first. 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; if 50 people place an order, another 100 yuan will be added.

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. It is said that this price is 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. Each user who is actually converted represents a long-term revenue line. Therefore, in Li Mu's plan, the billing standard for webmasters will continue to increase with the development of Taobao.

In order to realize the unity of Taobao Alliance, all the streaming media advertisements of the cooperative websites will all adopt the technical codes of Taobao.

This saves them a lot of labor costs first. On some websites, the customers who place advertisements frequently change frequently, and sometimes there is a window period when the advertising resources are idle. After cooperating with Taobao, they do not need to keep selling 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 of the traffic. After jumping to the other party's platform, he lost control of the user's follow-up behavior, and they did not know how much they lost and how much they converted.

In Taobao Alliance, Li Mu will let all the alliance websites see how many users have come to their website, how many users are naturally lost after jumping, how many users have settled down to complete the registration, and have actual purchase behavior, except not to disclose Specific transaction records and other data will be openly and transparently displayed to each cooperating webmaster.

In addition, the background of Taobao Alliance will also give a weight rating to this website according to the conversion of each website 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 share in the future. In this way, the webmasters of the website will be stimulated to continuously improve website traffic, user quality and advertisement conversion, and stimulate them to get rid of the lazy thinking of only selling advertising spaces in the past.

Taobao Alliance's advertisements will be very interesting in the current Internet industry, because all Taobao Alliance advertisements will adopt the model of direct promotion of products. What users see is no longer an advertisement of a website, but a certain item. Commodities, as long as he clicks, he can directly enter the product page, and the promotion of conversion is very obvious.

What's more interesting is that Taobao will provide a unified streaming media advertising code for all cooperating webmasters. In this way, a situation may occur, that is, the nature of many websites may be different, the content is also very different, and the content of the pages may be different. The layout and design styles are different, but the only thing that is the same is that there are the same Taobao streaming media advertisements on both sides of their pages, or in the lower left and lower right corners, which greatly improves the brand display of Taobao.

After these days of development, Taobao has now completed the technical development of the "Taobao Alliance". Now business people are constantly in contact with individual webmasters. More and more individual webmasters have readily accepted Taobao's "guarantee + share" cooperation mode, and very much looking forward to the launch of the "Taobao Alliance" as soon as possible.

For the model of the "Taobao Alliance", the leader Lei has long expressed his admiration for the five-body alliance. Li Mu always has his own way to completely subvert a traditional mechanism that everyone is running silently. The Taobao alliance model, A slight comparison with traditional advertising immediately highlights its thorough and advanced nature.

The sudden and unexpected subversion of the originally beautiful things is the most likely to cause people to worship.

Why is Jobs a god? When everyone thinks that the Nokia N series is the top of the pyramid in the mobile phone industry and drools at the various Nokia N series phones, Jobs used an iPhone to make everyone swear in their hearts, and then said something : "Fuck, it turns out that mobile phones can still play like this." Then I looked at the Nokia N series and couldn't help but sigh: What the hell is this?

In contrast, Senior Brother Liu seems to be a lot calmer. He has known Li Mu for a longer time than Cult Master Lei has known Li Mu, and the two built Taobao from scratch. He has been shocked by Li Mu for a long time. , the nerves are big.

Master Lei highly praised the "Taobao Alliance" and kept saying that the "Taobao Alliance" would usher in a new era of Internet advertising. Li Mu was noncommittal about this. This kind of inspiration to create a more novel model, and the "Taobao Alliance" model itself is more suitable for e-commerce, as long as Taobao can play this alliance skillfully, and bind more and more individual webmasters to their own. Under the big system, this system can add a lot of competitiveness to Taobao.

When the three held a private meeting to set the official launch date of the "Taobao Alliance", Li Mu set the time for October 15th.

The reason for choosing October 15th is because the expeditionary force of Muye 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. Knowing that the farewell ceremony on the 18th is not only a historical moment in the industry, but also a major event that people all over the country are paying attention to, so the "Taobao Alliance" is launched first to 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, "How about we take advantage of the Taobao alliance's launch opportunity and hold a national personal webmaster conference."

"Personal webmaster conference?" Senior Brother Liu asked in surprise: "The nature of the industry summit?"

Li Mu shook his head and said: "It is claimed to be a summit of individual webmasters in the industry, but in fact we will make it 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!"

Master Lei frowned for a while, clapped his hands, and said excitedly: "This IDEA is really great! Invite these individual webmasters to Yanjing, let them accept our brainwashing and become a part of us. In the future, this is how we will spread all over the country. The flow of minerals!"

Li Mu was amused by the English pronunciation blurted out by the leader of Lei, and suddenly looked at him seriously and said, "Mr. Lei, can you tell me Are-You-OK?"

Leader Lei looked inexplicable: "Mr. Li, I don't understand..."

Li Mu held back a smile and said, "You can just say Are-You-OK."

Leader Lei was even more puzzled, but seeing Li Mu's serious face, he hesitated for a moment and then said, "Are-You-OK, is that so?"

"Be serious, be serious, be emotional, be emotional..."

The confused leader Lei raised his voice and said, "Are-You-OK? Is this okay?"

Li Mu's face was flushed red, but this time he couldn't hold back any longer. He patted his thigh by himself, laughing loudly...