Rebirth in a Perfect Era Chapter 603: Li Mu’s “omnichannel”
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More than a dozen video ads made up of a large number of celebrities continue to brew hot topics on the Internet.
A star can sometimes support a brand, not to mention so many stars, for most companies, the cost of asking a star is ridiculously high, but for the Taobao network, there is no need to spend a penny And for record companies and these celebrities, they need to have a good relationship with Muye Science and Technology behind Taobao and Taobao, so recording a small video for them is just a piece of cake. It ’s nothing, but for users, this The influence is too great.
Users do not understand the connection between Taobao and record companies, nor do they understand what Taobao network means for record companies. When they see these videos, they simply think that Taobao network awesome is not ordinary. awesome, instinctively added more recognition and trust to the Taobao network.
Background data shows that many users even read a dozen unused video ads, and some people combed all the stars who advertised for the Taobao network in Tieba (Post It) and posted the list. Intuitively let people feel the power of Taobao network. .
All of a sudden, these dozens of videos have become the subject of heated discussion among netizens, and the number of video hits is also increasing.
Although the processing technology of streaming media is not in place yet, it is no longer a big problem to watch videos online. At present, the online Flash is fiery/popular, and many original songs are born with Flash animated version of the MV and a large number of online Attention, such as Xuecun's "Northeast People Are Live Lei Feng", Noon Sunshine's "I'm Rocking", some domestic Flash animations have also begun to get hotter on the Internet, such as "Big Story Three Kingdoms" and "Lu Ding Ji" "Wait, it is just the beginning stage of the video website.
After the Flash era, the online video website will be conceived and born. Li Mu has been thinking about making the video website at a certain moment, but it will be three years before YouTube is born, so Li Mu is fundamental. I stopped thinking about making video website. This kind of money-burning and profit-making original gadget should not be disturbed. I concentrated on developing Muye Science and Technology and Taobao networks. After the spring of online video came, these two companies casually With a market value of 1, 2%, you can buy website, the largest video in China.
The most important events of the Taobao network started. Liu Qiangdong quickly began to invest in the formation of logistics companies. In order to improve the efficiency of the logistics company's preparation, he dug two of his old classmates to do things. There is a very good set of alumni, one named Du Haifeng, one named Xiao He, both graduated from Renmin, majored in financial management, and later studied MBA in Tsinghua and Yanjing, one for Oracle, and one for a well-known investment bank, belonging to the middle Management positions, because the recent actions of Taobao are too much and too much influence, unprecedented influence, so Liu Qiangdong digs these two people without much effort.
Xiao He is good at enterprise management and capital operation. He joined the investment bank as soon as he graduated from the MBA. He has done so in the investment circle and has never been in contact with internet. Although there is some disconnection at the internet level, there is an extreme in the operation of the actual enterprise and the direction of capital development. Clear vision and strategy, so Liu Qiangdong throws him out to be responsible for investment acquisition. The current acquisition is also very simple. The first is to collect a offline logistics fleet with a certain size. This fleet is not a logistics company with extensive coverage. Rather, two or thirty vehicles are put together to specialize in the point-to-point transportation of certain routes. According to the Li Mu's plan, they need such a fleet in the early stage to meet the subsequent strategic planning of Li Mu in logistics.
Xiao He quickly made an approximate cost estimate. If the cost of forming a fleet is not high, since positioning is a point-to-point service, the vehicle will only consider medium and large trucks. A medium-sized truck and ten Heavy Vehicle trucks are used to meet the demand of Li Mu's. The total initial investment will not exceed fifteen million. Even if imported tractors such as Mercedes, Volvo or Scania are used, it can be solved by 20 million or so The problem, but the problem is that in the formation of the fleet, it is easiest to buy a car, and it is relatively more troublesome to recruit drivers and manage the fleet. Therefore, it is far less reliable to form a self-organization than to acquire a car. Would be more convenient.
Liu Qiangdong handed over the acquisition of the team to Xiao He. With Du Haifeng, he started the secret way of digging people. Perhaps he had a grudge. He started with Yanjing. The first person to dig was ZJS Express.
......
The experience of holding the red Mo Wenwei overnight made Li Mu start to look at the entire entertainment circle. He did n’t want to be in the entertainment circle, but he hoped to be able to set a banner in the entertainment circle. In short, he wanted his company and brand to be in entertainment. The circle has extraordinary influence.
So, he was ready to let the Business interface person of Muye Science and Technology communicate with the record company, open a Tieba (Post It) certification account for each of their contracted singers, and let them formally settle in Tieba (Post It), personally go to Tieba (Post It) to run their own fans group, in order The stars actively participated, and Li Mu threw out a "omnichannel promotion" model to lure record companies and their singers.
The so-called omni-channel promotion means that Muye Science and Technology and Taobao are linked together to gather all channels together in a short period of time to push an album of a singer, just like pushing Mo Wenwei a few days ago, just Li Mu this time A standard is clarified: all singers promoted through all channels can get a YY full user pop-up window recommendation, a full Tieba (Post It)Banner recommendation, a Easy Music network Banner recommendation, and an Taobao network Banner recommendation, first direct users from YY to Easy Music network, let them listen to songs , And then import the users who are interested in the song into Tieba (Post It), let them participate in the interaction, and gradually become a deep fans, and finally redirect to the Taobao network, let them pay for the album, and realize the realization of fans.
This omni-channel promotion is undoubtedly extremely attractive to record companies and singers, because the great success of Mo Wenwei is in front of everyone, everyone can clearly see it, and everyone hopes to have such an opportunity to get this Omni-channel promotion, and Li Mu also maintains a consistent wit style, he did not say the conditions for participation in omni-channel promotion, but he revealed a weight of participation: the more top singers who operate Tieba (Post It), the more chance they have Channel promotion.
The weight condition of Li Mu's is very urinary. Do you say that if you are serious about operating Tieba (Post It), will you have the opportunity to get omnichannel promotion? Of course it is not a joke, and in the end, who can get it is still Li Mu, but it can be clearly told that if you do not manage your Tieba (Post It) well, then you do n’t have to think about it.
So, want to get omnichannel promotion? First of all, we will work hard to manage our Tieba (Post It).
The reason for mobilizing singers and let them actively participate in Tieba (Post It), Li Mu's considers not only to let them increase the gold content of Tieba (Post It) and the cohesion of users, more importantly, he needs to let these singers develop first The habit of operating the fans group on the internet platform, and then waiting for the next Portal network to open, I will rely on Portal network to open a personal blog, which is equivalent to an open YYzone, when the blog is a product, you need to let these singers come Do a voluntary promotion.
As for Weibo, Li Mu is not ready for the moment, the information exchange speed of Weibo is too fast, and the information is highly concentrated, it is easy to become a huge gathering place of speech instantly, once the control is not good, it is very easy to cause political risks, It is not easy to get started with such a project for the time being.
In addition, the future China mainland is a huge entertainment industry market. If you can establish prestige in the entertainment circle first, it will be more convenient to do anything in the future. With this layer of influence, if Muye Pictures wants to make movies in the future , Good directors are naturally willing to cooperate, good actors are more willing to cooperate, and due to the high influence and high voice, the cooperation cost will be reduced a lot; in addition, if the Muye Pictures movie is to be shown at Cinema, Li Mu can also use Muye Science and Technology Resources to talk to Cinema about the conditions. I have YY as a powerful recommendation channel in my hand. I can quickly put movie viewing information ads to tens of millions of users. As long as you arrange sufficient filming resources for me, the attendance and box office will be greatly guaranteed. .
Next, Muye Pictures plans to cooperate with Xiangnan TV to work on "Super Girl Voice". The record companies and singers that I have laid now can have a very big effect. The judges of the previous previous life Super Girl are almost all parallel, If you do it by yourself, is it possible for Hong Kong's singer Zhang Xue? Is Xiao Yaxuan in Taiwan justified? Tian Zhen of Mainland is famous now, right? Or plus that teacher Liu Huan is not enough? Not to mention their high value or shelf size, omni-channel resources are thrown out. I believe no one will be unimpressed. If they are not, then double him. Do you have two omni-channel head offices?
In addition to the talent show, if you want to be a reality show brand in the future, you also need to have a strong entertainment resource. If you want to do a long-lived reality show like Keep Running, it will cost a lot of star appearance fees. Money, but what if this is done by Muye Pictures? Will the price be actively discounted, or even free on the show? This is not impossible, as long as other resources are given, it is possible for money to be posted.
Once the resources are linked together, the resulting impact is naturally unprecedented, one plus one is greater than two, one plus one plus one is greater than five, and one plus one can be greater than ten.
The omni-channel promotion model has not been released yet, Li Mu has already begun to extend its influence to Hong Kong. He will work with Rock Records to help Du Wei release "Next Stop Heavenly Queen / day(s) later" in Hong Kong and let this song While making a list in Hong Kong and making Du Wei famous in Hong Kong, he also made Muye Science and Technology's Business Director Ding Jian well prepared for offline promotion in Hong Kong. This time, he wants to let the two products YY and Tieba (Post It) formally enter the vision of all Hong Kong people To take root into the current home base of the Chinese entertainment circle.
(To be continued.)