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With the advent of the mobile Internet, user behavior has changed, and the traditional business experience has gradually weakened.
In order to increase the security of business life, more and more entrepreneurs are beginning to try new business opportunities, but the increase in opportunities also increases the complexity of the business environment.
On the one hand, the user world of work is changing, and marketers must develop customer acquisition strategies accordingly; On the other hand, the growing importance of content in consumer decision-making and the digitization of entire business processes pose challenges for marketers. Recommend actions for new business capabilities.
After Alimama proposed the concept of "business science" at the M Summit, an annual event of Alimama in mid-September last year, Alimama made further improvements at this year's M Summit and proposed to introduce the era of simple management. The importance of the former depends on the strategic decision of scientific management, while the latter is the combination of strategy and implementation strategy.
If management science is a set of "correct and effective" methods for enterprise growth, then simple management is further developed based on this feature, emphasizing how scientific business strategies can be more easily applied to the enterprise field. Doing business is always difficult, and the only thing that can make things easier are smarter, more efficient business tools.
Therefore, at this summit, Alimama launched a new "business box", including a new map of Taobao's three success centers under the reform of content strategy and product tools. These two newly released traders will help millions of traders usher in an era of easy management.
A new addition to the content strategy of "Tree Center"
This year, Peach Creek celebrated its 20th anniversary.
From the perspective of merchant management, this change is the new model "merchant account" launched this year; From the perspective of user experience, this change will make Taobao shopping easier through a shift in content strategy. The change occurs not only in the somatosensory experience of immersive guests, but also in the intuitive display of data.
During this year's 618 promotion, the number of Taobao users viewing short videos increased by 113% year-on-year, and the amount of time users spent doubled. In addition, the concentration of new customers in content channels was high last year, with the average number of purchases through content channels exceeding the number of purchases obtained through non-channels by 50%. 77% of conversions come from the day of content traffic.
In the changing environment of prosperity, new conditions for global work have also been proposed to traders. In the past, business thinking was often based on the idea that "new tricks will take the world by storm." Following this way of thinking, marketers use a single growth channel, such as train, direct, or search channels, to achieve growth. However, with changes in external communication and the business environment, channel innovation alone is not enough to reap the benefits of the growth of the Taobao ecosystem. Therefore, how to recognize Taobao's changing environmental situation and how to make business decisions has become the key to becoming the first harvester of new dividends. On September 6, Alimama announced three business hubs that provide a new growth dividend for retailers with cross-regional, multi-channel development – new business areas have begun to develop, including retail, live streaming and content. The center became Taobao's three new major operating areas.
Content is a platform to disseminate new customers, and brands can effectively continue to "cultivate fast and harvest" all year round. As its content strategy evolved, Taobao created multi-channel access that anticipates guessing, searching, browsing, tracking, and interactive shopping. Your content is very effective at attracting new customers. In addition, Peach Creek omni-channel content access, rooted in the spirit of Peach Creek, can be cultivated and transformed very quickly, thus creating a business platform that can be quickly cultivated and harvested.
(Moore, CEO of Alimama Marketing Department of Peach Sky Group)
With the support of the new content platform, marketers who continue to strengthen Taoxi content management can further break through the boundaries of Taoxi content channels and provide new support for the outbreak of the entire business.
When it comes to business growth, attracting new business is just the beginning. Encouraging participation is the biggest challenge in broadening the scope of the response.
In the field of live broadcasting, Taobao Live has led the industry for seven consecutive years. From work tools to flash sale places, the live broadcast center has become an accelerator, with a strong fan gathering force and the power of new product flash sales, amplifying the explosive power of merchants every day. The data shows that in the breakthrough stage of new products, the sales of new products in live broadcast areas are four times that of new products in non-live broadcast areas. At the same time, the explosive thinking prevailing in the live broadcast room has led to the brand attracting 120 million new members for every 20 purchases. Good marketers live stream much more often and perform than other companies. It can be said that in the second half of e-commerce, direct mail has become the focus of many brands' business activities.
The sales center is the heart of the enterprise. Branded products are often popular and business is sustainable. In July this year, 4,000 Taobao supermarkets entered the 100 million yuan club, and the transaction volume of 6,000 new Tmall brands exceeded 10 million yuan. On top of that, Taobao stores are no longer just a shelf, but the main place. Achieve long-term business explosion of the brand and realize the long-term management of public brand equity. More and more brands are entering Taobao stores, gathering fans and members. Brand equity represented by member value makes the center of the store a fulcrum where the store's business often breaks out.
Unlike the single channel of SMEs, the three business centers are creating their own targeted and closed business growth lines. On the one hand, it can focus on the central area to achieve business growth according to operational needs, or it can fully cover the three major centers, covering the entire business growth relationship and achieving frequent outbreaks. The company is open all year round.
Today's business information is transparent, and any profitable market will quickly attract many players. In the new business system, in the face of the new business paradigm of the three centers, it is not enough to just find the way. It's all about finding the right products and equipment.
Two great product tools make work easier
In the past, entrepreneurs relied on personal intuition, experience, and wisdom to judge opportunities; Some smart and diligent businessmen are starting to use faster deterministic forecasting tools in order to be the first to enter the game and successfully catch the time lag, which pays dividends.
At the summit held by Alimama, two new intelligent business delivery systems were launched: Vientiane Tai Unbounded Edition and Alimama Bailing. This is seen as a "dual engine" of corporate success and brand growth, and also heralds the arrival of a new era of simple management.
Overall, turnkey delivery is not just a single delivery process, but a shift in how businesses think globally. This can be summarized as the "four simple" configurations of the entire business chain:
Simple Business Analytics: More advanced Business Analytics provides marketers with guidance on various business approaches. Based on various business processes, marketers can get a general idea of the business and see business problems in more detail before starting it.
Simple business decisions: Based on a clear understanding of business problems, we provide entrepreneurs with comprehensive business solutions by multiple-choice questions rather than answering them. This makes it easier and faster for marketers to make decisions about channel layout, media selection, budget allocation, and more for better results.
Streamline the fulfillment process: From an operational perspective, from complex multi-platform deliveries to simple and easy, one-stop operations, simpler and smarter fulfillment capabilities help merchants complete deliveries and get reliable results.
Data interpretation is simple: a single transfer across all channels generates more detailed data reporting and revenue for retailers, giving retailers a clear and accurate picture of each customer's spend. Surface. At the same time, closing through multi-channel data insights can also reset the first step of business analysis, allowing us to enter the data-driven development cycle and achieve further business growth through continuous loops.
Wanxiangtai Unbounded Edition focuses on Taobao activities, opens up Taobao multi-channel resources, integrates multi-platform accounts and funds, and focuses on product performance, customer service, activities, marketing, content marketing, keyword promotion and crowdfunding. Seven platforms offer unique marketing solutions for marketer brands.
Ultimately, Evergreen helps marketers achieve their business goals earlier, faster, and easier by streamlining business analysis, deployment decisions, and deployment processes. We really think about the complexity of business tools and the simplicity of the business experience.
Another tool that helps simplify tasks like Bandoutai Unbounded Edition is Alibaba Bailing, a unique brand management platform that integrates branding resources both inside and outside Taobao.
(Yuan Mu, CEO of Alimama Advertising Product Center of Peach Sky Group)
Overall, from the perspective of network-wide traffic, according to the data of the top 100 media partners previously collected by Undesk, Alibaba Bailing has reached 1 billion customers across the network. Help brand management reach the pinnacle by investing directly in global media.
On the other hand, as far as Taobao's environmental resources are concerned, Alibaba Bailing, which monopolizes the powerful resources of mobile Taobao, can directly reach 700 million high-value customers and achieve peak marketing on the entire network. At the same time, update the pre-investment strategy and investment ability, combined with the brand's long-term and short-term data capabilities, reliable and effective, provide an evidence-based basis for the formulation of brand marketing strategies, and the allocation of budget and plan can be based on evidence;
Abundant resources are the only foundation. In sales efforts, flexibility is key. Alibaba Bailing's algorithm capabilities have been significantly enhanced, and the contract execution capability of the whole network has been built to ensure that contacts are more accurate and verifiable, and the delivery results are more diversified and deep.
Finally, through the combination of the two engines of Wanxiangtai Unbounded Edition and Alimama Bailing, brands can reach more accurate people, provide more and deeper products, achieve more effective backlinks, obtain brand investment, and improve product management efficiency. Simpler and more reliable. Integration.
AI unlocks digital intelligent management, and the platform collaborates with vendors to perform new tasks
The emergence of unique smart devices marks a new era of commercial applications of artificial intelligence. In an increasingly acute market environment, with smart tools, traders can make smarter decisions faster and reap market dividends faster.
As a platform for direct interaction with consumers and enterprise customers, for Alima, in the era of intelligent business decision-making, the long-term technology accumulation behind the delivery of all product assets is in the commercial field.
Alimama believes that the future digital business technology will present three distinctive characteristics, namely intellectual reasoning, logic and creativity. Alimama hopes to create three key AI capabilities for marketers: AI investment capabilities, AI decision-making capabilities, and AI creativity. In the era of enterprise AI, these three key AI capabilities cover all business processes, from idea production to decision analysis to product delivery.
Essentially, AI decision-making agencies provide marketers with dedicated AI data scientists. The algorithm system of decision-making intelligence technology represented by artificial intelligence can achieve deeper and faster analysis from data to knowledge, helping marketers cultivate decision-making skills, ideas and data analysis capabilities supported by artificial intelligence.
(Zheng Bo, CTO of Alimama of Taotian Group)
Making data-driven decisions is critical for organizations to make competitive business decisions. However, this feature was previously limited to a small number of large companies with dedicated data analytics teams and was subject to delays. In the past, SMEs often lacked the skills of professional teams and could only rely on the experience and intuition of entrepreneurs. Every decision is a gamble. AI decision analysts now help service providers gain a more complete picture of sales issues, provide early warnings, and help new salespeople learn digital decision-making skills.
For serious brand companies, you often have to wait until after the strategy is implemented to know the channels, budgets, keywords, etc. compared to the old business analysis. Analysis, review and summary of experience are necessary conditions for follow-up sales implementation. Middle.
With AI-enhanced analytics, decision-making teams can provide real-time feedback and make adjustments during subsequent execution. More flexible business decisions help established brands operate faster.
Investing in the power of AI is equal to selling the power of AI traders. Increase global traffic to meet the needs of merchants at different stages, such as attracting new customers, launching new products, major promotions, etc., to help merchants grow in a single operation.
The creation of artificial intelligence, through the creation and service of AI, reduces the burden of marketers in the administrative process and improves efficiency. Today, with generative artificial intelligence technology, Alimama is able to generate more than 300 million creative images and articles and more than 5 million creative videos for marketers every day.
In short, in terms of logic and decision-making, Alima's technical team helps sellers make the right placement and valuation decisions; In terms of application creativity, relying on AI technology, small and medium-sized retailers can save money through Alima's smart graphics, virtual models, etc. Creation time and production costs.
Accumulating these technical skills can improve a company's reliability, predictability, easy identification, and controllable operations, as well as improve quality in an uncertain and complex operating environment.
In view of this, Alimama also released a series of new measures during Singles' Day this year, and took "promoting new intelligence" as the focus of the M Summit to continuously improve content capabilities and protect the integrity of merchants. Operate. Gender.
Most importantly, the innovation of content marketing platforms strengthens the marketing capabilities of unique products and improves digital marketing while reducing operational and operational constraints, ensuring that customers can achieve greater business growth through content. Content marketing.
Secondly, in response to the demands of Double 11 merchants, Alimama released three business plan matrices: "National Layout Plan", "Best New Product Plan" and "Big Brand Explosive Plan" to provide more refined and targeted solutions.
In addition, Alimama uses the three major marketing products of interactive marketing, display marketing and search marketing to integrate more closely with user behavior, improve operational efficiency, and provide more data on search attention and user behavior for network-level marketing. Empower sellers to make better decisions.
Alimama also fully integrates the traffic ecology of Taowai and Tao, and builds an operation plan around live broadcasting, providing merchants with traffic and return on investment, and helping merchants acquire customers and develop their business. Alliance World has gathered more than 24 million promoters and hundreds of millions of official service providers to further support the growth of merchant business. Finally, Wanxiang Lab's AI creative production platform is open to all categories for free, providing more than 20,000 short video content templates and content writing solutions covering 200 industries, providing marketers with intelligent creative support.
In short, through the innovation of new situation, new environment and new products, Alimama is not only a trading market, but also a business platform for sellers, constantly creating new value for our trading partners. Based on the long-term accumulated AI technology expertise, the platform has built product capabilities to open up the digital intelligent business world, providing repeated and more refined intelligent capabilities for entrepreneurs rooted in the Taobao system and providing better services for everyone. Seller. More scientific technical support.
The value of digital management has not changed, but as the business world becomes more and more complex, only by moving from digital to digital intelligence can we drive business growth, become more scientific, and build a stronger moat. From Alima's simple business strategy to the digital and intelligent new product launched based on the future business vision of AI technology collection, you can take a look at "We are the next stop in business activities".
The market is changing, and so are the needs of customers. There is only one way out, and that is to break old mindsets and make more effective changes. With the support of Alima's digital intelligence, more merchants can get more profits with less money, so that each investment can grow clearly, and departments can work together to achieve a higher level of digital intelligence management. Process.
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