"Crazy Investment" Advertising Is The "Poison" Of E-Commerce.

In 2010,

The Internet industry always leads each other for a few years, from a few years ago.

Although the scenery, in fact, e-commerce business life is not particularly good.

In the fierce market competition, the money came in and splash out.

It is understood that in 2010, the top 50 e-commerce companies spent a lot of money on advertising.

Taobao is 220 million yuan, almost 170 million yuan, and others such as I buy nets, buy wine nets, Jingdong mall, Dangdang and so on, advertising investment is more than 20 million yuan.

There is no doubt that we can see a trend that the industry has entered the ranks of big "burning money" in the whole e-commerce industry.

There is another fact that can not be ignored. In the scramble of e-commerce peers, the price of online advertising is skyrocketing. The cost of acquiring B2C users is greatly improved. In the past year, the advertising of portals has increased by more than 40%, and the price of navigation websites has doubled four times a year, and the search engine has doubled.

Some time ago, CEO Li Guoqing, who was much concerned about the war of abuse against micro-blog on the micro-blog, also complained in micro-blog: "this year, the price of Internet media advertising has increased by 50% over the past year. Especially, Baidu's search and good 123 fees have risen more fiercely, and the hooligans have also been exploited. When they search the net, they deliberately appear the name of the competition website, so that they can collect money from the family, the nickname is" precision ".

Can we learn from Taobao a few years ago - shielding Baidu?

Although PPG, as well as the early e-commerce pioneer, can serve as an example for advertising to help enterprises develop rapidly, but burning money is not a good e-commerce enterprise, but in this fragmented era, there is almost no possibility of relying on advertising to kill the enemy.

As a practitioner of e-commerce, in my opinion, the pursuit of advertising and the effectiveness of advertising are now at an unhealthy level.

Behind the strategy of advertising, there should be a series of support such as planning, marketing, products and services. Enterprises must have a good development structure, and enterprises themselves must be healthy.

If advertising is compared to a major remedy, the enterprise itself will get the effect of icing on the cake if it adapts itself to its medicine.

However, it is the three poison of medicine. If it does not adapt to its strength, advertising will undoubtedly become the "poison" of enterprise development.

In the fierce competition of e-commerce enterprises, in the face of the great success of the advertising business, the fans and fans have rushed to advertise. I do not think they really understand B2C and do not understand the essence of Internet marketing.

The most important thing for Internet marketing is database marketing.

With the convenience of the network, a flat and vertical mode of acquiring customers and serving customers is formed.

Of course, compared with the effectiveness of advertising, database marketing appears to be a long process and requires a long time to accumulate.

However, advertising is wrapped in honey poison, killing invisible.

While database marketing is the Kyushin Pills of e-commerce enterprises, it seems not obvious, but it works.

In fact, the success of every customer is not just the credit of advertising. Advertising has never been the main strategy of every customer, but a phased and adhesive one.

Behind it is the efforts of all customers to build an efficient platform.

In the near future, Chen intends to invest 100 million yuan on the alliance platform.

This investment is not advertising but channel construction costs.

That is to say, the success of B2C is not just advertising, but there are many other things to do.

For e-commerce enterprises, the real need is to start the new community marketing and the power of micro-blog marketing.

We should guide our employees and do a good job in basic work.

These new marketing methods are very suitable for e-commerce enterprises, but the requirements for employees will be relatively high, and the establishment of the system will be difficult.

However, in the long run, it will be a good direction for development.

E-commerce companies are rushing up to advertising, and they can not totally blame business operators because they have capital behind them.

In fact, even if many operators in the industry know that advertising is totally expendable, they will not bring long-term accumulation, but they will still be "drinking poison to quench thirst".

They have real performance pressure and can not wait for them to inject capital into VC, so they can not wait for incremental accumulation.

In this capital's "amusement tide", the capital is impetuous, and the industry will be impetuous.

In essence, e-commerce is a retail enterprise, though it is from the traditional line to the online, but the most worthwhile investment is the construction of channel capacity.

For those e-commerce enterprises that have got investment, the best choice should not be to take money out of advertising, but to return to the core of e-commerce enterprises and do a solid backstage.

Advertising is a stimulant to enable enterprises to enter the fast lane, but why is it not a poison? I appeal to enterprises in the industry to slow down their pace and let the "soul" follow.

On the development of toughness and endurance, I appreciate Dangdang just listed in the US.

E-commerce has gone through twists and turns until now. In fact, it should have gone through the age of blind pursuit of growth rate.

After experiencing impetuosity, e-commerce enterprises should really settle down and seek their own reasonable growth instead of double growth.

Far away from impetuosity and accumulated over time, there will be some achievements.