It Times reporter Li Yunkun
Since 2006, the online shopping guide platform rebate network has brought together more than 30 million online shopping experts and more than 50,000 cooperative merchants to create a service platform covering all consumption scenarios of users. As the Internet enters the stock era, the cost of traffic becomes more and more expensive, and the rebate network begins the journey of the second half.
On November 21, Rebate.com held the "New Force of Brand Marketing - Rebate Network Strategic Upgrade Conference", officially releasing the new positioning, new services and new marketing empowerment system of Rebate Network. This is the first time since the establishment of the rebate network to release a strategic upgrade, witnessing the determination and strength of the rebate network to empower partners in the Internet "stock era", support the content ecology, and create a win-win ecosystem of "product and effect".
Invest 200 million yuan to create a "will buy man" support plan
Who is the "will buy man"? Since they can buy, they must be called online shopping masters. Not only can they buy, but they are willing to share their experiences and teach others how to shop, so they also deserve a "hero" word. According to the user data survey of the rebate network, "will buy the hero" has become the backbone of the current social purchasing power, their average age is 29.5 years old, of which 72% of the family monthly income is more than 12,000 yuan, 18% are company executives. "35% of users will place orders when they visit our platform on the same day, and no consumer platform has such a high conversion rate." They are also opinion leaders, averaging more than 200 retweets per grass-growing post. Ge Yongchang, founder and CEO of rebate network, said.
Ge Yongchang, founder and CEO of Rebate Network
Since its establishment in 2006, Rebate.com has precipitated more than 30 million of the most consumer-driven online shopping talents, and has established cooperation with more than 2,500 malls & platforms and more than 50,000 brand merchants around the world. The marketing methods of obtaining users, reaching users, and introducing products to users have become "outdated", zhu Min, co-founder and coo of rebate network, said that traffic is becoming more and more expensive and more limited, and the Internet industry should not continue to stay in the process of "painting growth". As a result, the rebate network began to lay out the second half from 2018 to meet the "stock era".
"In the first half, we circled a group of very valuable users with a single point value, and only provided preferential discounts, and this one tool was to convert them. In the second half, these users are not only focused on price, we can build more bridges between online shoppers and brand owners. Zhu Min said that the second half of the rebate network is positioned as "the entrance to the consumption decision of online shopping masters".
In order to conform to this trend of consumption upgrading, rebate network has completely revised the app. The original design was mainly based on shelf type, such as women's clothing, snacks, home improvement, etc. After the revision, the app is combined with interests and crowds, such as parent-child, mother, travel, local life, etc., which is more content-based and scenario-based, and can produce more in-depth interaction with users. "After years of accumulation, the rebate network has opened up the database of all e-commerce, based on these transaction data, we have a deep insight into the user's preferences and consumption." In the second half, how to use data to establish a good marketing place is a problem we are thinking about, hoping to provide a panoramic empowerment for brands and partners. Zhu Min said.
Zhu Min, co-founder and coo of Rebate Network
Based on the powerful platform data and service capabilities, rebate network has carried out a comprehensive strategic upgrade from the three dimensions of scenario, marketing and service to optimize the "will buy" experience and enhance value. In the future, rebate network will continue to invest 200 million yuan to create the "will buy hero" original support plan, the monthly "original author list" announced the award-winning authors, each of them received the highest 10,000 yuan of creative bonuses and other regular rights and interests, so as to encourage more users to produce in-depth high-quality content, activate the interactive mechanism, and comprehensively connect the consumption paths of planting grass (mental occupation), long grass (cognitive guidance), and pulling grass (consumption decision-making).
The "Orange Vein" engine empowers panoramic marketing
At the press conference, Wei Feng, vice president of iResearch Consulting, delivered a keynote speech entitled "The Trend of Product-Effectiveness". Wei Feng believes that the interaction between advertisers and consumers strengthens the advertisers' understanding of consumer needs, the "product" and "effect" attributes of the media platform are gradually integrated, and the product-effect integration practice of "brand content occupying the user's mind and welfare concessions accelerating the user's decision-making process" of the rebate network is essentially "high-quality content promotes consumers to plant grass, preferential measures accelerate the process of pulling grass, and is completed on the unified platform, so that the value of product-effect integration is fully reflected." ”
Wei Feng, Vice President of iResearch Consulting, delivered a speech
At the same time, the rebate network officially opened the orange vein intelligent marketing system. Orange vein, harmonic "giant sale", based on the full-dimensional orange vein data warehouse, the industry's leading orange vein data engine, more than the general e-commerce media attributes, in the content recommendation, search guidance, creative suggestions, crowd insights, advertising and other fields of comprehensive empowerment of marketing, truly assist partners to achieve product and effect, natural win-win situation.
Tan Jiawei, general manager of the integrated marketing center of rebate network, also shared the marketing actions and planning of rebate network, and hoped to help the cooperation progress through four dimensions of brand promotion, word-of-mouth communication, interactive communication and sales conversion. In 2019, rebate network combined with the current well-known topics, scenes, festivals for more than 90 partners to customize hot marketing topics, the annual purchase of more than 110 brand days. Taking advantage of the festival to give the brand more associative memory, coupled with the circle layer and welfare, to give consumers more reasons to buy things. Tan Jiawei said that based on the rebate network brand product library, they will extract user interaction and effect-related dimension data from more than 2 million SKUs, and launch the "2020 Rebate Network Best List", which includes both authoritative recommendations such as senior editors and all Internet celebrities, as well as objective lists based on data such as likes, reviews, collections, store entry rates, and customer unit prices.
Tan Jiawei, General Manager of The Integrated Marketing Center of Rebate Network
It is worth mentioning that the rebate network also selected a new mascot at the press conference - rice boy. This little pig that integrates saving money, wisdom, fun and intimacy will uphold the brand concept of rebate network on the platform and channel of rebate network, realize multiple interactions with users, customers and brands, help users buy beautifully, and help partners win beautiful.