【原创】大数据、跨境电商和二战70周年有什么关系?

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5月19日应韩国最大的媒体Chaosun(朝鲜日报)的邀请,我代表中国企业去首尔参加了为期两天的亚洲领袖会议,并参与了数据驱动营销的专场讨论。

本次会议主题是二战70周年后的亚洲和平与繁荣,上午会议亚太各国前外长(中国是唐家璇)、联合国秘书长、韩国总统及印度总理悉数到场。

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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。

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其实这个趋势,从去年韩国成为中国出境游的首选目的地以及中韩签订FTA协议那时,就已经预示了本次会议的主题必然会包含中韩之间的跨境电商。

我的解读

一、从地缘政治的发展来看,南北朝鲜总会趋于统一,哪怕政治上还有分歧,但是在经济上其实已经不可避免地从民间开始融合,而韩国必然希望在经济贸易上成为中国的盟国,成为重要的利益伙伴,保证十年内的稳定。

二、韩国已经在移动互联网变现产业(如电商和广告)发展上落后中国,政府在积极向中国学习。

你可能并不同意我的看法,因为韩国的移动互联网的渗透率和网络速度远远高于中国。但是更大的背景是因为韩国的几个大企业在很大程度上控制了经济命脉,反而造成韩国的初创企业没有中国的开放环境。

当李克强提互联网+的国家战略时,许多韩国的用户还无法通过手机短信与移动网站或者app进行用户注册验证,要知道中国的几大移动运营商玩短信营销的手法估计会秒杀韩国同行(恶意短信除外)。

广告行业的韩国朋友和我提到至今在RTB/DSP/DMP领域,韩国也没有几家像样的企业,哪里可以和现在国内几十家DSP公司争奇斗艳相比?

三、韩国本土的电商平台由于市场太小,施展不开,中国3亿人的中产阶级市场完全可以把优质产品进行产地直销。

我这次拜会了不少韩国电商和互联网企业,都在通过不同的方式在布局中国市场,但是我认为他们在如何利用中国的互联网媒体资源和数据方面还在摸索阶段。

四、马云希望通过天猫韩国站、支付宝国际化和自有物流体系,与京东、洋码头等跨境电商进行角逐,而且支付宝现在的确已经是一个很大的流量入口了。凡是可以通过流量变现的中国公司都不会放过这个跨境电商市场,你懂的。

我在会上讲了什么?
扯了这么些,回归到电商平台的数据整合及营销,跨境电商该如何做?或者直接干脆点,电商平台企业如何建立真正有效的数据中心用于运营和营销效果呢?

对于在中国市场竞争的电商企业,不分跨境和不跨境,很多还是在粗放运营,还停留在流量—>转化这个层面上,而没有重视用户—>转化的细化运作。

这体现在数据的沉淀和深入分析上,很多企业70%的时间在做报表收集,有20%时间来做分析,10%的时间用来开会。我估计只有6%的企业真正利用好了自有数据(第一方数据)在做营销策略,其余94%的企业或多或少在数据的收集和分析上都有各种“坑”。互联网公司的产品经理们听到这里可能会拍着我的肩膀,泣不成声。

我无法用一篇文章来做全面的回答,但是中心思想可以从我此次会议的演讲稿中做一些基本的探讨。

在我讲之前,马云在给韩国企业推行他的DT理念,他强调现在开始是DT的时代,数据成为一切企业的发展核心。首富果然高瞻远瞩,顺带把阿里巴巴的广告业务悄无声地做了地推😄。

随后,”删除-大数据取舍之道”的作者Victor Mayer、国内电商企业惠买集团的王雷先生、韩国VDK公司的代表和我一起探讨了电商平台如何用好数据。

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以下是英文全文及PPT截图

Data Driven Marketing for Mobile E-Commerce in China
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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.

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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!

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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?

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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.

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Instead, you should measure customer value and start by setup business goal of your digital marketing.

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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.

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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!

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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.

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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.

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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.

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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.

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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.

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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。

辩论结果如下,“隐私”胜出。

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这方面似乎还是中国政府雷厉风行,靠什么辩论!? 国家安全第一。

我的启示是,WAW以后的活动可以设计一些辩论环节,互联网营销、技术和运营中有太多的数据问题值得辩论。

会议结束后,我和韩国友人去了梨泰院,看着这昔日美军的大本营变成了首尔白领与朋友聚会的酒吧街,心中感慨万千。

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本文题目叫“大数据、跨境电商和二战70周年有什么关系?”,我想如果能够通过贸易的方式提高人民的福祉,战争或许永远都不必出现。

WAW的朋友们,我们下周三北京活动见!

【作者介绍】

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。

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