1
On the afternoon of April 10th, a friend posted Master Diao's article "Mr. Ma, the top priority now is not to write an open letter, but you must return to the front line!" to my group and asked me what I think.
After a busy day without much discussion, two media friends approached me in the late afternoon to discuss the matter, and someone else wanted to discuss the data controversy mentioned in the article.
I tell you, for the carving master, all you have to do is three words: don't discuss, don't discuss, don't discuss!
I have known Diao Ye more than ten years ago, and Diao Ye is a real marketing expert in the industry. Once, I hosted an industry event at the New Century Nikko Hotel, and invited four or five guests, and the eagle came up wearing sunglasses, sat in the closest position to me, and posed in the style of Wong Kar-wai.
At that time, the carving master had just started to do the "Beaver Family" project. Prior to this, Eagle Ye was out of the circle because of the establishment of "Afu Essential Oil" and "Eagle Ye Brisket", etc., these entrepreneurial projects without exception rose in criticism and doubt, and grew rapidly in the short term, but later they all collapsed or sold themselves because of various problems existing in their respective countries. However, not many people paid attention to the "later" thing, and the carving master became more and more famous, and later entered two new fields.
Last night, I told my friends that as long as you discuss and criticize Eagle Master, he will win.
Even the harder you scold him, the happier he is. It's better to scold more swearing, even ugly swearing, and the marketing effect will come out.
In fact, it is true, on the afternoon of April 10, 2024, the discussion heat of Eagle Ye in some Internet & marketing communities is second only to Zhiji Auto, which is rubbing Xiaomi's hot spot.
2
Back to business!
Some people pointed out that there was a data error in this article, and it should be that the monthly data should be used as quarterly data. Note: It was mentioned in the original article that Tmall Beauty made 19.5 billion GMV in March, and public data shows that the GMV of Tmall Beauty in March 2024 will be 16.282 billion yuan, an increase of 13.23% year-on-year and 176% month-on-month in February. 16.282 billion yuan was made in just one month, how can it be only 19.5 billion for three consecutive months?
"Monthly" and "quarterly" may seem like a word difference, but the conclusion will be diametrically opposed.
Don't underestimate this seemingly subtle gap. This is like He Zudao, the male protagonist at the beginning of Jin Yong's novel "Heaven and Dragon Slayer", because he misread "Jing in the ape" as "Jing in the oil", although there is only one word missing, but because of this one word, it set off a big storm in the rivers and lakes. Many of the major events that happened in the follow-up of "Heaven and Dragon Slayer" originated from the difference between He Zudao's words.
In the e-commerce industry, if the misunderstanding of monthly and quarterly data is in the investment decision, it can also lead to serious consequences. Investors who evaluate a company's performance based on the wrong data period can make wrong investment decisions and suffer financial losses.
In the past few years, in our industry, there have been fewer cases of confusing "data from the second quarter of this year" with "data as of the second quarter of this year"?
3
In communication marketing, there is a technical term called "setting topics".
For example, a few years ago, there was a portal website that made a topic "Drinking too much Coke will kill sperm"? This is a typical setting topic, as long as this kind of question is raised, regardless of whether there is a scientific basis, a large number of netizens will discuss, refute, and forward. The more participants discuss (even if it's a critical voice), the better the portal's KPIs can be achieved.
The carving master is a master of setting the topic.
From the moment you question and discuss "Afu essential oil is for the royal family", the carving master wins;
When you questioned and discussed "I can't eat food, I'm sorry that your dick's taste buds haven't opened", the carving master won.
When you question and discuss "Eagle Ye said that 58 home nail art is no fun", Eagle Master's beaver family saved a lot of advertising costs.
When you participate in the debate between Diao Ye and Li Jiaqi, no matter which side you support, it is Diao Ye who wins.
Similarly, if in this article, it is only an objective explanation of Tmall data, not many people are interested. But putting Tmall's data and Douyin together will make people interested, and releasing "Douyin beauty is 2.5 times more than Tmall" will further spark discussion and retweets.
"Douyin beauty is 2.5 times that of Tmall" is like "drinking too much Coke will kill sperm", the more wrong it is, the more people like to watch it and like to forward it.
The eagle master is well versed in the laws of social network communication, so he naturally knows this section.
When my friend thought he was clever to find out the mistakes for the eagle master, he didn't know that he had fallen into the trap of the eagle master "setting up issues". With such an obvious data error, do you think the eagle master doesn't know?
真的是too young, too simple, sometimes naive。
Interestingly, my group also had a lot of discussion on this matter, and also suggested that the carving master find data from multiple sources to improve the argument. When you discussed and suggested the carving master, he had already won.
4
There are always people who say, is it really necessary to be more true about the "difference between one word" and "whether a data is right or wrong"?
It's so necessary!
In the past two days, Xiaomi has repeatedly complained about Zhiji Automobile, just because Zhiji Auto made a mistake in one of the parameters of Xiaomi Automobile. It's just a small parameter, why does it cause Xiaomi to be angry?
This parameter error relates to the key performance of one of the most important products of Xiaomi Automobile, the Xiaomi SU7 Max. Whether intentionally or unintentionally, the motor parameters of the Xiaomi SU7 Max are incorrectly labeled, which is actually a misreading or neglect of Xiaomi's automotive technical capabilities. And it is very important that Xiaomi has very high requirements for the pursuit and accuracy of technology, and has invested a lot of resources in research and development, striving to achieve the ultimate in every detail. Therefore, when Zhiji Auto gets the parameters wrong, this is undoubtedly a negation of Xiaomi's technological pursuit, which will naturally trigger a strong reaction from Xiaomi.
Moreover, if Xiaomi does not express its position, consumers will also be wrong, which will directly affect consumers' purchase decisions.
In the same way, in Diao Ye's article, if you just criticize Tmall, or even criticize Tmall in more fierce terms, for a company like Tmall, you don't care at all. But if Tmall's data is wrong, Tmall will definitely care and be angry.
To paraphrase my analysis of the reasons for Xiaomi's anger, it is: Tmall attaches great importance to consumers and the market, and invests a lot of resources to expand, striving to be recognized by more consumers. Therefore, when the data is mistaken, it is undoubtedly a denial of Tmall's hard work (the transaction volume is small, indicating that there are fewer consumers who recognize Tmall), which will naturally cause Tmall's dissatisfaction. I also inquired with Xiao Er of Tmall, and in the first quarter of this year, the GMV of Tmall Beauty exceeded 46 billion, which is very different from the data cited by Diao Ye.
Of course, Taotian is not Xiaomi, and there is a high probability that it will not respond in the future. Eagle Master started in the early days of Taobao, Taotian is naturally very familiar with Eagle Ye, and will not help Eagle Master on the hot search for free.
5
Now, the manuscript of the eagle master, which was questioned for data flaws, has been deleted, but the influence of the eagle master has been further enhanced.
As for the positive or negative impact of the manuscript on Tmall and Douyin, does anyone still care?
Hey, it's all thanks to your guys.