有趣的是，下午的主题演讲却由中国第一电商企业阿里巴巴的马云做主题演讲。 在会议之前的5月18日，整个韩国媒体都在报道，马云受到朴槿惠总统的接见，并亲自启动天猫韩国站的运营的消息。抵达首尔当日，我便在入住的Shilla Hotel读到此新闻，看来跨境电商在东北亚的这块地区越来越受到重视。
Thank you, professor Viktor. Thank you, ladies and gentlemen. My name is Richard Gu from China, and I am the CEO of E-Bizcamp. My company is an enterprise search & data analytics solution provider in Shanghai.
This is my 2nd time to have a business trip to Seoul, and I love this city. I have some Korean friends work for Naver and Daum, two of the biggest internet companies in Korea. And l learned a lot from them. Today, I want to share my personal experiences of how to use the right data in China to help drive online sales through digital marketing.
When I was on the flight to Seoul last night, I was thinking about how to describe the real world of Chinese mobile consumers.
Here is a photo from the railway station of Hangzhou that I always share with my friends from other countries. I want to test if my friends can identify who are Chinese and who are not? The end result is almost 70% of my friends will tell me the guy in the middle is not a Chinese!
Here is the result. And yes, most of my foreign friends are right. But I were so curious and asked them “What makes you decide who are not Chinese?”
And they said, “Hey, Richard. You know, when I travel in China, I am the only one who read the book on the airplane or train while my Chinese friends are reading from that little screen!” OK, welcome to the world of a mobile dominated country.
There are 640 million mobile broadband users in China today. They are using 3G or 4G smartphone to research brand information, compare product price online and spend money through mobile website or mobile apps.
That end up with 37% increase of mobile search traffic compare to 8% of growth in pc search.
That also means in the next 24 months, most of the Chinese companies will deploy their mobile optimized websites for user experiences & search engine optimization reason, they will also deploy mobiles apps, spend more digital marketing budget on mobile search and other mobile advertising, inlcuding mobile dsp, QR code and location based campaign. There are more companies will completely shift to mobile commerce.
This is what happening in China today.
We all know Alibaba is a great company. I want to share the story of another two famous Chinese e-commerce companies who both valued tens of billions of dollar in NASDAQ.
JD is one of the biggest online retail-business in China and it has 4.2% market share of the total mobile shopping industry. And for CTRIP, it’s the biggest online travel agency who already win 54.3% market share of the travel & lodging industry in China.
Both of them started their mobile strategy 2-3 years ago, which means that they have deployed every mobile strategy from mobile optimized website, apps, mobile search & mobile advertising.
And their investments in mobile has brought back great return in revenue and higher stock price. For example, CTRIP is now able to generate 70% of total revenue from mobile alone. This is amazing. Part of my career was working as a senior product & marketing guy for CTRIP and I witnessed how the biggest online travel e-commerce company shift from PC to mobile, in another world, from mouse to touch.
Later, I will tell you how they also use company data to drive more users and more sales.
First, let’ go back to data and marketing. Most of my clients are e-commerce platforms in China, their business cover online hotel booking, online retail and online shopping. The most frequently question during the conference with my clients is “how to reach targetted online user and convert them into buyers?”. Some of other questions are “how we can use big data to help us find users and sell more products?” This is a tough question.
If I tell you that the online users in China, 75% of them are accessing internet with more than 2 devices, and in average, each person in China will use 4.2 mobile devices including smartphones, tablets, laptop, and smart TVs. This makes a lot of trouble for brands to reach their potential customers.
And there are tens of thousands new apps and websites are created every day. It’s a very fragmented world of online media. For any company in China, how to reach them by digital marketing and increase marketing ROI is a challenging work. Will big data help you to reach the targeted users and help you stay profitable?
For marketers, it is very easy to set the KPI as volume of traffic to your websites or numbers of sessions to your mobile apps. I always receive phone call or emails from clients and friends ask me how many Pageviews and unique visitors I can help drive to their websites.
I can understand that. It’s kind of great achievement when someone love to put 2 millions visitors at the end of homepage, or brand manager love to report about 1 million followers on the company’s facebook fan page. This is cool, huh?
But, does this has anything to do with your business? If you have opened a new resturant in Beijing, will you be happy to have 10 thousands visitors to your place and leave you without any business?
Traffic volume will not give you any digital consumer insight, you left with a mess of useless traffic data.
Instead, you should measure customer value and start by setup business goal of your digital marketing.
Here are some examples.
Instead of measure traffic, you should measure sales lead, online purchase, online booking, downloads and login account creation. In the digital world, the login account is a very important business asset that each company should setup as core business goal to accomplish.
Search engine like Google and Baidu might be the biggest company who have owned billions of user accounts. If you remember how Google provide personalized search result, that is part of the user account strategy.
To build business goal with correct digital marketing strategy, in fact, big data CAN NOT help you before you have INTEGRATED the correct company data in a centralized place.
As far as I know, only 6% of marketing decision are made using company data. The rest of 94% are made without any data supported. This is scaring!
This is how fragmented the company data look like. The data from Search Engine like Baidu and 360, the campaign data from mobile DSP network, the 3rd party panel data from research firm, web analytics and app data, and the most important, your customer profile data with transaction record. They are stored in different places, managed by different people, and can not be integrated in to a single spreadsheet for deep analysis & optimization.
In fact, if you can build a system to collect and integrate data of marketing, users and sales in a single data hub, you can truly understand how online users come to your website and apps and what they have done with your applications.
From that moment, you can use your company data to understand each user of your business, and help each customer to enjoy a very personalized shopping experiences on your website and app.
With this data driven marketing strategy, companies like CTRIP have increased 270% in conversion rate for each repeat users to their webpages.
That means for every dollar they spend on digital marketing, they can generate nearly 3 times of revenues than their competitors. Only when you have integrated your company’s own data and started using it to optimize user experiences, you can achieve higher ROI.
All famous e-commerce platform in China have already started the data driven business improvement, for any Korean company who want to compete in China market, the same strategy also work for you.
It’s a world for understanding your users. Before use Big data, I would recommend every company use it own data to improve the business performance. That’s important. Thank you.
演讲结束后，我还聆听了有关数据隐私和国家安全的辩论，由CNN的Jim Clancy主持，Viktor Mayer和Kim Taipale作为维护隐私和国家安全的双方进行了激烈的辩论，其中谈到谷歌在欧洲由于隐私问题的处理可能引发的严厉罚款及市场禁入。
顾青（Richard Gu），WAWChina联合创办人，负责WAW项目的日常运营管理、讲者合作、内容和社区发展；共相（E-Bizcamp）创始人及CEO、数字营销及分析专家；TEDtoChina CTO、韩国工信部GSII及CGS互联网孵化项目顾问。