No longer just a rebate tool, rebate network to do content + data-driven product effect integrated marketing platform.
On the afternoon of November 21, the online shopping guide platform Rebate Network officially released the new positioning, new services, and new marketing empowerment system of Rebate Network in Beijing, which is the first time that Rebate Network has released strategic upgrades since its establishment. From the effect marketing of simple rebates to the integration of content + data-driven product effects, the rebate network is about to be transformed.
For the core logic of the transformation of the rebate network, Zhu Min, coo of the rebate network, said in an interview that from the perspective of the entire environment, the era of Internet horse racing is over, the cost of customer acquisition is getting higher and higher, and the stock era has come; and for the rebate network, through the early days as a money-saving tool, a large number of user and transaction data have been accumulated, how to empower merchants and brands with these data, so there is the story of the rebate network today.
"In the era of traffic dividends, the rebate network is also through the pain point of price, through the platform diversion, relatively simple and rude, and as the traffic becomes more and more expensive, the rebate network also began the journey of the second half, the time came, we will follow the trend."
According to the data, in recent years, the customer acquisition costs of major mainstream e-commerce platforms have been rising, and the cost of customer acquisition in Jingdong reached 1503 yuan in 2018, compared with 142 yuan in 2016, an increase of 10 times; Ali's customer acquisition costs in 2016-2018 were 526 yuan, 279 yuan and 390 yuan, respectively; while Pinduoduo, which mainly focuses on the sinking market, has a customer acquisition cost of 7 yuan in 2017 and 77 yuan in 2018, according to the latest financial report. The cost of customer acquisition in q3 of 2019 also reached 130.11 yuan.
The decline of the mobile Internet demographic dividend has become a market consensus. The first half is over, but what is the story of the second half?
The answer given by the rebate network is a comprehensive strategic upgrade from scene, service to marketing, from traffic shopping guide to preferred consumption entrance, from traffic to global marketing product effect integration.
The panoramic marketing practice of "brand content occupies the user's mind, welfare discounts accelerate the user decision-making process", in essence, high-quality content promotes consumers to plant grass, preferential measures accelerate the process of pulling grass, and is completed on a unified platform, so that the value of product-effect integration is fully reflected, and the content ecology + data engine is two-wheel drive.
Content ecology: Invest 200 million yuan to create an original content ecology of "will buy heroes" and deeply activate users
In the first half of the rebate network, Zhu Min called it "where there is a transaction, there is a rebate", as an early rebate platform, the rebate network in 2015 received a financing of 100 million US dollars from Rakuten in Japan after the valuation reached 1 billion US dollars, partners include Jingdong, Taobao, Tmall, Suning Tesco, Amazon and other well-known e-commerce, in January 2016 rebate network registered users more than 100 million, becoming the head player in the field of rebates.
"Saving money is a means of rebate networks that attract users to the platform." In March 2019, rebate network registered users more than 200 million, under the premise of increasing traffic costs, user retention and multiple consumption is the next goal of the platform.
With more and more shopping choices of platforms and methods, under the market education, consumers are also slowly familiar with and accustomed to various ways, consumers' ability to identify continues to increase, consumers' decision-making time becomes longer, Zhu Min believes that from planting grass, long grass to pulling grass combination fist can occupy the consumer's mind.
In September this year, after the revision of the app of rebate network, a large number of content carrying functions were added, including graphics and short videos, and it also built its own content planting community containing ugc and pgc to "find good things".
Zhu Min said that the rebate network has begun to try in content since 2018, and the strategic upgrade rebate network has also released the "will buy the hero" plan, and will invest 200 million yuan in 2020 to create the original support plan of "will buy the hero", open up the 30 million online shopping masters precipitated in the rebate network, encourage more users to produce in-depth high-quality content, activate the interaction mechanism, and comprehensively connect the consumption path of planting grass, long grass and pulling grass.
Zhu Min said that these 30 million online shopping masters have the characteristics of strong consumption ability and influence on the consumption of people around them, and the typical users are ordinary small white-collar workers, baoma, and digital control.
According to the data released by the rebate network, 67% of the 30 million online shopping experts are women; the urban distribution accounts for 44% of the first- and second-tier cities, and the third- and fourth-tier cities account for 56%; the average age is 29.5 years old, 80% are 23-40 years old, 72% of the active users have a monthly household income of more than 12,000 yuan, 35% of the users place orders on the same day after visiting, 54% of the active users enter the store 10 times a week, and an average of 5 times into the store will generate an order.
The winners of the "Will Buy" original incubation plan will announce the winning authors through the monthly "Original Author List", and can receive the highest 10,000 yuan of creative bonuses and rebates on the regular rights and interests of the Red Man.
In addition, in the commodity category, the rebate network is not limited to a certain category such as 3C, beauty, etc., but around the whole category of life, to create shopping, travel, local life, travel and other full-scene consumption, Zhu Min said, "Our scene is relatively broad, the category will not be limited to a certain category, we know the user's 360-degree portrait, we can help advertisers accurately find out the users he needs, and gather users in different scenes." ”
Scene construction is suitable for the early stage of the marketing cycle, find the accurate group of people who are suitable for the brand, and people with the same interest, and the scene carries the brand marketing service. Using content to gather users on the platform to achieve grass planting and long grass, how to promote consumers to complete the grass pulling as soon as possible? Complementing the creation of a content ecology, Rebate Network launched an orange vein marketing system.
Orange pulse intelligent marketing system: accurate matching of users and products
In addition to the will buy the hero plan to create a content ecology, at the press conference, the rebate network officially opened the orange pulse intelligent marketing system, based on the full-dimensional orange vein data warehouse and orange vein data engine, fully empower marketing, in the content recommendation, search guidance, creative suggestions, crowd insights, advertising and other fields to fully empower marketing, accelerate the process of pulling grass.
"Orange pulse harmonic sound giant sale, hope that merchants and brands can achieve a big sale through the orange vein system" Zhu Min said when introducing the origin of the name of the orange pulse system, the rebate network in the development process of many years, has accumulated a large number of user and transaction data, more than the general media e-commerce data, more than the general e-commerce media more media attributes, which is also the advantage of the rebate network.
In the era of gradual disappearance of traffic dividends, the era of stock has begun, and the gameplay of brands and merchants is no longer a simple incremental play, but a stock play, requiring insight into user behavior and potential needs, "the left hand is the high-value users precipitated down and their influence ability, the right hand is the user's detailed consumption information, and the database is used to build a bridge between advertisers and users." ”
To achieve refined traffic operation, more refined reach to users, in-depth interaction, leaving users on the platform or brand, and achieving multiple consumption, this is the ultimate goal of the second half.
The orange pulse intelligent marketing system mainly includes two parts, the orange pulse engine and the orange pulse data warehouse. Taking the data warehouse as an example, the orange vein contains user browsing, transactions, after-sales and other consumption scene data, can pick out the accurate user of a certain commodity, "when your crowd is not clear, for everyone in the short video of the advertisement, the resource cost is too high, the user is too high, maybe after watching your inaccurate advertising, it will fall powder, so if you can pick out the accurate user, you can more accurately reach him, pull her to a certain activity, and give him more preferential treatment, enhance user stickiness, thus forming a virtuous circle." Zhu Min said.
At the same time, for merchants, the orange data warehouse provides data such as commodity sales, inventory, logistics, and promotions; provides brand advertisers with data such as delivery information, delivery effect, interbank comparison, and user feedback.
There is a 200 million investment in the content of the will buy the hero plan, the technical precision operation of the orange vein intelligent marketing system, in a platform to create a consumer ecology, link users, brands and merchants three parties, the goal of the rebate network is to achieve the unity of product and effect, truly empower brands and merchants.
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