The “disorderly” delivery that lacks the support of big data in traditional delivery often fails to maximize the effectiveness of advertising. Faced with this problem, JD Marketing 360, based on JD’s data advantages and advanced technical capabilities, launched serialized launch products, and optimized crowd directional circulation, placement channel sequence, and exposure frequency through scientific algorithms, and changed “disorder” to ” Orderly, so as to achieve precise reach and efficient conversion of users.

Accurate crowd + channel strategy to improve advertising efficiency

Regardless of population orientation or channel combination, the formulation of early-stage strategies will undoubtedly have a vital impact on the subsequent delivery process and results, and serialized delivery is currently mainly serving the front link of advertisers from developing marketing strategies to executing marketing plans. . The currently online serialized delivery capabilities support the crowd strategy and channel strategy output before the investment.

In terms of crowd strategy, serialized advertising currently supports diversified scenarios such as new promotion and big promotion/events to meet different marketing goals of brand merchants such as new promotion, cost reduction and efficiency improvement or promotion of conversion efficiency. At the same time, it also provides custom marketing scenarios, provides optimization goals for maximizing GMV or conversion volume, and supports advertisers in DMP custom crowd selection. For different groups of people, serialized delivery will be intelligently divided into potential customers, new customers and regular customers according to their population asset status distribution, combined with different scenarios and optimization goals, to assist in personalized mining channel strategies.

The channel combination applied to serialized delivery currently includes the three major product lines of JD Express, JD booths, and shopping contacts, which can fully cover all reach scenarios in JD.com, and users’ shopping from “shopping” to “buy”. link. In order to achieve more “orderly” delivery, serialized delivery is based on the segmentation of each type of population, and corresponding channel sequences are set up, and the optimal channel combination and contact sequence are used to promote the conversion of the population.

In the channel strategy, serialized delivery can also provide reasonable budget allocation and bid suggestions for each channel, helping advertisers to really spend their budgets on the cutting edge. In addition, serialized placement can also more scientifically control the frequency of placement, and in the process of crowd circulation, the people who have been converted and those who have been exposed more than a certain frequency can be filtered in real time. In this way, at the time of launch, brand merchants can continue to reach people who have met certain exposure frequency requirements and have not converted through subsequent channels, and at the same time screen out over-exposed unwilling purchasers and converted people, reduce invalid exposure, and further improve marketing effectiveness. Help advertisers reduce costs and increase efficiency, increase GMV by nearly 6 times At present, the pre-investment strategy function of serialization has been officially launched under the channel optimization module of JD Marketing 360 Marketing Strategy. Many brands have also taken the lead in using this new function in actual marketing and achieved dazzling marketing effects. In preparation for the JD 618 promotion, OnePlus conducted follow-up investments in JD.com to the crowd exposed by direct investment outside the station during the water storage period of the promotion. When placing on JD.com, use the serialized delivery based on JD’s direct investment to expose the crowd, first conduct the JD Express advertising reach, and then carry out the shopping contact reach of the people who have received at least one exposure and have not converted. Through the AB experiment and unused serialized delivery, based on direct investment to expose the crowd, while comparing the delivery strategies of JD Express and shopping contact delivery, the data shows that serialized delivery is 595% higher than the GMV of non-serialized delivery. ROI increased by 260%, and CPA decreased by 72%, fully verifying that serialized placement can effectively reduce advertising costs and increase efficiency. The launch of serialized launch products adds another weapon to JD Marketing 360’s full cycle, full-link 4E user marketing system. Through scientific and efficient delivery, accurate conversion is obtained, and the entire closed-loop marketing is more perfect. In the future, serialized placement will also provide richer placement strategy support. For example, on the basis of in-site joint investment of advertising business lines such as JD booths, shopping touch points, JD Express, etc., additional investment based on off-site and brand advertising exposure crowds will be added. At the same time, in addition to providing crowd and channel strategy support, it will also provide material strategy assistance, realize the targeted creative delivery of materials and channels according to consumer segmentation behavior, and accelerate the consumption conversion with thousands of people’s material display . Spending the budget in the right place to maximize the value of exposure can be said to be the ideal effect that every advertiser wants to achieve when advertising costs and customer acquisition costs are steadily rising. The launch of JD Marketing 360’s serialized delivery tool allows Advertisers are one step closer to this goal. With the continuous iteration of omni-channel data and technical capabilities of JD Marketing 360, in the future, it will also help more advertisers find an efficient path to business growth and help maximize marketing effectiveness

After years of development, “618” has become one of the best shopping festivals on China’s e-commerce platforms. During this period, major platforms have made great efforts, hoping to exchange more affordable prices for higher transaction volume. However, with the continuous increase of promotional activities, the attractiveness of centralized shopping festivals such as 618 to consumers is gradually diminishing, and some users have also experienced aesthetic fatigue, and the complicated calculation methods of discounts and endless marketing routines are even more difficult. Simply let some users give up their enthusiasm for participation.

It can be said that in the current age of consumption dominated by young people, it is difficult to retain consumers with simple routine discounts. In the face of this situation, Suning.com breaks the tradition and through considerate services and novel and diverse live broadcast activities, Stand out from the fiercely competitive 618.

Aiming at the youth market and creating empathic consumption

A few years ago, e-commerce platforms would hold a grand party on the day of the “Shopping Festival”. Although this method is lively, it is far away from consumers. Therefore, the greater role of this type of party is the atmosphere group, which makes the event more It is known, rather than directly driving the growth of trading volume.

With the rise of short video, its strong interaction and high sinking characteristics have made live delivery of goods an important sales method. In this year’s 618, major platforms have also shifted their focus to live delivery of goods.

For example, in this year’s 618, Suning.com focused its attention on young people and created an “e-commerce variety show” that young people prefer.

This year, Suning.com has stretched the front of the 618, setting up two rounds of pre-sale periods from May 24 to 31 and June 12 to 17. In addition to pre-heating for the 618, it is also used by young people. In the June 1st wave, the “Children’s Day” was newly added to the two rounds of pre-sales. Hundreds of stars including Zhang Xinzhe, Zhang Yixing, Guan Xiaotong, etc. were invited to live broadcast the goods in twelve different vertical fields. Let the audience choose the live broadcast room according to their hobbies. For audiences who don’t have a clear target, Suning.com has also created a “blind box live broadcast” method, where you can watch whoever you visit.

“Children’s Day” grasped the theme of Children’s Day and divided the live broadcast rooms into “childhood delicacy” and “night study room” to meet the needs of all kinds of consumers more vertically, and at the same time awakened The childhood memories of users. Suning refers to this approach as “empathy consumption”, which enhances the audience’s sense of substitution by recreating various life scenes. Suning.com believes: “The consumption method of frantically chopping hands to relieve stress is not worth promoting. What really resolves anxiety is the improvement of mood. This is also the heart of the Children’s Day.” In addition to the rich live broadcast content at the variety show level, the benefits of “Children’s Day on June 1st” are also full of sincerity, and the promotion is not lost on the day of June 18. There are also activities such as fast zero-yuan purchase and 1 yuan blind box opening. OPPO mobile phones , Weilai Automobile, Moutai, Nintendo game console and other products have been included in the list of prizes. At 8 o’clock on the night of 618, Suning.com and the Xiaoguo team jointly created the 618 talk show graduation meeting of “Graduation Wild Must Be Together”, inviting stars such as Xiao Jingteng and Zhang Meng to prepare 10,000 graduations based on the hot topics of the graduation season. Gifts and 500 million red envelopes, once again launched promotional activities that directly hit the hearts of young people. The total number of views and interactions on the “Children’s Day” and the graduation talk show on the whole network exceeded 300 million. During the 618 period, it gained a high degree of attention, and the high attention was transformed into a strong consumer power. It is a brand that participated in the Suning. And partners have brought rapid growth. It can be seen that in addition to meeting traditional user product needs, Suning.com began to pay attention to satisfying users’ emotional needs in this year’s 618 event. The innovative “variety + e-commerce + live broadcast” scene consumption model covers a variety of usage scenarios. It provides a window to resolve anxiety for young people whose lives are increasing day by day, so as to narrow the distance between the two parties and win a broader market for themselves.

One-stop trade-in, making 618 more worry-free

The annual 618 is the time when home appliance products are intensively promoted. Behind the continuous influx of new orders is the burnout of a large number of users when dealing with old products. For small products such as mobile phones and computers, the process of trade-in is basically the same as sending an ordinary courier, but for large household appliances, every step of valuation, recycling, delivery, and installation is a lot of trouble. In the past, consumers had to purchase new appliances and contact old appliances for recycling, and arrange the time for recycling and delivery. Some products even had to be distributed and installed in stages. In addition, if you are not contacting a regular recycling agency, you may need to wrestle with the recycling price. After several rounds of tossing, the good mood of saving money in 618 has been wiped out. Suning.com has observed this user’s pain point. In April this year, it launched a new trade-in service, increased subsidies, and at the same time provided one-stop trade-in services for refrigerators, washing machines and other products to nearly 50 cities across the country. In order to achieve this, Suning has integrated more than 700 partners and 7,270 certified engineers. At present, the maximum number of operations in a single day can reach 50,000. The result of these efforts is an improvement in the quality of consumer experience. Now, consumers can complete the evaluation of old products directly on the Suning.com app. After selecting the new product, they can see the deducted price. After the order is completed, the old and new delivery will also be completed at one time, eliminating the need for cutting Worry about price, coordination time and other aspects, worry-free and convenient. This year’s 618 has become a big test to verify the effect of service improvement, and Suning.com’s transcript is also excellent: a total of 180,000 people participated in the exchange of old during 618, of which the air conditioner’s renewal accounted for 35%, and 3C The number of product renewal orders increased by 145%, saving an average of more than 500 yuan per user. Driven by the trade-in, the number of buyers of Suning Tesco’s new products during the 618 period also increased by 154%. Suning.com leveraged its years of offline service experience, combined with big data, smart marketing and other methods to build a standardized exchange-for-new platform, so that users have no worries when renewing at 618.

Turn the shopping festival into an IP, tailor-made activities for different people

At 1 am on June 18, Suning.com released a battle report showing that in the first hour of 618, Suning.com’s whole-house home improvement and smart home products continued to sell hot, with sales increasing 135% year-on-year. During the same period, the sales of Suning Outlet luxury products increased by 176% year-on-year. Driven by the European Cup, sales of beverages increased by 79% year-on-year. In addition, the 618 exclusive red envelopes launched by Suning.com Super members also contributed to a 68% year-on-year increase in member consumption. All these achievements prove that Suning’s innovative methods and caring services in this 618 have achieved excellent results. Suning’s vision does not stop at 618. Fan Chunyan, vice president of Suning.com’s platform operation group, said: “618 and Double 11 are the two largest consumer festivals in China. Now that the traffic is peaking and the market does not undergo fundamental changes, they will continue to be in the foreseeable future. It will be synonymous with the Consumer Festival.” It can be seen that Suning is exploring ways to integrate e-commerce and entertainment content, and build the Shopping Festival as an IP. This year’s “Children’s Day” is just the beginning. In the future, Suning.com will also create exclusive consumer activities for different groups of people. Such “festivals” may appear more frequently

1丨The Ministry of Education establishes an off-campus education and training supervision department

According to today’s news on the official website of the Ministry of Education, the General Office of the Ministry of Education issued the “Notice on the Establishment of the Off-campus Education and Training Supervision Department.” Approved by the central editorial board, the Ministry of Education established the Department of Off-campus Education and Training Supervision. Its main responsibilities are: to undertake the management of off-campus education and training for primary and secondary school students (including kindergarten children), to guide the party building of off-campus education and training institutions, and to formulate standard management of off-campus education and training. policy. Work with relevant parties to formulate and supervise the implementation of relevant standards and systems for off-campus education and training (including online and offline) institution settings, training content, training time, personnel qualifications, fee supervision, etc., organize and implement the comprehensive management of off-campus education and training, and guide the comprehensive law enforcement of off-campus education and training . Guiding norms for social competitions and other activities for elementary and middle school students. Reflect and deal with major issues in off-campus education and training in a timely manner.

2丨The whole point of investment | Goldman Sachs: Does not rule out oil prices rise to 100 US dollars / barrel

Every AI newsletter, Goldman Sachs Global Commodity Research Director Jeffrey Currie said in an interview with the media that low-income groups will consume more commodities, which will trigger inflation. Governments around the world are discussing reducing the inequality caused by the new crown epidemic, and they must solve this problem. In addition, Jeffrey Currie did not rule out the possibility of oil prices reaching US$100/barrel. Oil prices are expected to reach US$80/barrel or more before the third quarter.

3丨Ministry of Industry and Information Technology: Regulate the SMS marketing behavior of the e-commerce platform “618”

According to the news on the website of the Ministry of Industry and Information Technology on June 15, as commercial marketing activities in the middle of the “618” year approached, the problem of illegally sending marketing text messages on some e-commerce platforms to disturb people began to show an upward trend. The Information and Communication Administration of the Ministry of Industry and Information Technology held an administrative guidance meeting on June 11 to warn e-commerce platform companies to standardize marketing SMS sending behavior and strengthen industry self-discipline. Major e-commerce platform companies such as Alibaba, JD.com, and Pinduoduo, as well as related basic telecommunications companies and short message service companies attended the conference. It is reported that since late May, the bureau has discovered that some e-commerce platform companies have not fully verified the wishes of registered users, “default” users agree, and send “618” commercial marketing text messages without authorization, triggering related user complaints and infringing users’ legitimate rights and interests.

4丨Boeing Airbus Aviation Subsidy Dispute: Europe and the United States may suspend retaliatory tariffs

Through AI Express, according to Agence France-Presse, on June 15, local time, the European Union and the United States will suspend retaliatory tariffs over a dispute over Boeing and Airbus aviation subsidies for a period of five years. Reuters reported that the two sides will seek to reach an agreement to resolve the dispute within five years. The European Union and the United States have not yet released information on this. (CCTV News)

5丨He Jianmin, deputy secretary of the Political and Legal Committee of the Heilongjiang Provincial Party Committee, accepts disciplinary review and supervision and investigation

The Central Commission for Discipline Inspection and State Supervision Commission website reported on the 15th, according to the Heilongjiang Provincial Commission for Discipline Inspection: He Jianmin, deputy secretary of the Heilongjiang Provincial Party Committee’s Political and Legal Committee and first-level inspector, is suspected of serious violations of discipline and law, and is currently undergoing disciplinary review and supervision and investigation.

Daily economic news

The results showed that teenagers who used smartphones more than 2 hours a day tended to eat unhealthy compared to those who spent less time using their phones. In addition, the number of teenagers who spend more than 3 hours a day using smartphones are significantly more likely to be overweight or obese. Smartphone use may cause obesity in adolescents. Teens who use their phones to search and retrieve overall information have healthier eating behaviors than those who use phones for chatting/texting, gaming, video/music, and social networking. festival. Causes can come from exposure to unhealthy food marketing online, a tendency to mindless eating while using a smartphone, not getting enough sleep, or a change in the time spent on physical activity. … Therefore, there is a need for strict regulation of the marketing of food aimed at teenagers in digital media, and measures to prevent youth from being exposed to marketing activities. or false messages about food. In addition, smartphone features can be leveraged to improve public health through nutrition tracking apps or digital platforms to provide complete and timely information. about healthy eating. Phung Dan ( ASN June 2021 )

As of 10:00 on June 15th, 2021, the #圣象Different venues, the same ping-pong Douyin national mission, initiated by Dexiang Floor, has received 8000w+ views on all platforms and 264.5w+ likes. The popularity continues to rise at the same time. , The national flooring brand Dekor once again relied on its extremely high attention to make it out of the circle at the speed of light. This is also another successful demonstration of Dekor Flooring on the road of youthful marketing.

Try to rejuvenate and freshen the game, and promote the participation of the whole people through Douyin dissemination

In fact, the National Mission of Dekor Tik Tok is the continuation and implementation of the “Floor Ping Pong Fitness Public Welfare Action” initiated on May 22 with the National Table Tennis team members Qin Zhijian, Liu Shiwen, and Xu Xin. The “Floor Ping Pong Fitness Public Welfare Action” It is calling for national fitness and conveying the concept of healthy life. #圣象Different stadiums and the opening of the national task of ping-pong will bring the concept of healthy life through fun-filled interactions, which exactly caters to the needs of young people’s home sports. Judging from the video co-photographed with the national table tennis players on the topic page, the national table tennis players have made a good demonstration of the floor table tennis fitness exercise. At the same time, through the large traffic promotion on the Douyin platform, the topic has set off a youthful trend among young people.

It was officially launched on May 31. #圣象Different venues also received the active participation of consumers in the ping-pong national mission. Within two weeks, a total of 5.6w+ excellent original entries were received, covering different styles and different gameplays. Creators with more than 10,000 fans contributed 8,252, and creators with more than 1,000 fans contributed 35,126, accounting for 56.08%. The user quality is high.

It is reported that the #圣象 different venues also have the same ping-pong national mission. A total of three creative games of Douyin Stickers, Douyin Co-production, and Live Challenges have been launched. In terms of operation, Dekor has launched a cute new and cute “Play Ping Pong”. Exclusive stickers. During the event, a total of over 6.3w people participated in online and offline experience. In addition to its novel form and simple operation, Dekor also brings the popular BGM of the Huo Douyin platform: “Acknowledged Right” to lead the whole people together in a relaxed and rhythmic rhythm!

With the increase in activity, “Same ping-pong in different venues” has become a hot word on the Douyin platform. Not only that, in order to send full benefits to elephant fans across the country, Dekor Floor has also set up a total of up to 300,000 bonuses. , Up to now, 49,000 bonuses have been divided, with the highest bonus being 1,055 yuan.

Strengthen the brand awareness with the national football, and the drainage effect is remarkable

Abundant and interesting challenge activities, suitable for young people’s preferred forms of communication, and efficient connection of the communication chain, have allowed Dekor Floor to derive countless high-quality original ecological videos. These original contents have undergone a second fermentation in the Internet ecology and become an empowering saint. Like a brand’s super weapon.

Background data shows that among all participating users, those under 31 accounted for 77% of the total; those aged 31-40 accounted for 21% of the total, mostly young users, which is positively related to the distribution of mainstream consumer groups in the market relationship. In addition to focusing on young users, exploring what users actually like is also one of the goals of this event. In the sticker event, Dekor set up a total of three rackets, corresponding to different floor categories. Each of the three rackets used 28,000 videos. Among them, the rackets using Dekor Aspen product stickers accounted for 35%, and the Dekor used for reinforcement. Wooden floor sticker rackets accounted for 73%, and the use of Dexiang Kangyi product sticker rackets accounted for 29%. From this, you can see the popularity of different types of Dekor flooring.

It is worth mentioning that during the event, a total of 2,340w people paid attention to the product information of Dekor Floor through the marketing and management tool “online appointment” that comes on top of each video comment area. From the strong launch of the Douyin platform, to the mass production of high-quality original video content, and to the precipitation of video-based word-of-mouth, Dekor Floor is empowering new business traffic with a brand-new content ecology and becoming friends with more young users.

As the user base and word-of-mouth precipitation gradually increase, Dekor will set new heights in the two dimensions of brand voice and category sales.

Consumption and happiness I shop therefore I am

Status: 13.06.2021 10:26 a.m.

Business is up again. For many people, the lockdown was like withdrawal, because shopping can trigger feelings of happiness like drugs. But is less maybe more – and does it even make it happier? By Ilyas Mec and Sandra Scheuring, MR According to the Federal Statistical Office, an average household in Europe has around 10,000 things. 100 years ago, the average German household had 180 things. It is estimated that almost three million people in this country live in a household with three cars or more. There are two million old cell phones in drawers. This list could go on: TVs, clothing, decorative items, household items are constantly increasing and far exceed the number of things that we really need. Obviously, ruffling is an instinct that was created in human evolution. Owning things reliably ensured survival. Buying triggers a feeling of elation, at least in the short term. It can even turn into a real addiction, shopping addiction. Those who consume are also looking for confirmation, wanting to belong – it’s about keeping up, but also about demarcation and the expression of individuality. Buyers are often at the mercy of their instincts. Two thirds of all purchase decisions are made spontaneously in the store, as so-called impulse purchases.

06/11/2021

The tea light phenomenon

Marketing strategists and advertising professionals use these behaviors to encourage people to buy. A walk through an Ikea branch shows how perfected the craft of seduction can be. It seems impossible not to buy anything. A pillow here, a carafe there, and finally tealights. We use them spontaneously, even if we have had such products at home for a long time. Why? “It can be a purely functional need on the one hand, but also an emotional one on the other hand: I want it to be more comfortable, I just want it to be nicer,” says Janet Wittmaack, deputy branch manager of Ikea in Frankfurt. The psychologist Jens Förster points out the disadvantage: the kick when shopping is always gone very quickly. “If you really want to spend money, adventure goods are a good choice, things like traveling,” says Förster. The memory remains, “and that makes you happier in the long term”.

05/18/2021

Consumer trend minimalism

An entire industry is now propagating the opposite. Because owning a lot is no longer so en vogue today. Owning little, but having the right thing for it, is a megatrend. The Japanese bestselling author Marie Kondo, for example, who is also known as the “Queen of Minimalism”, sells items for a minimalist life in her online shop. Otherwise she writes guidebooks on how to make tidying up and sorting out happy. Birgit Blättel-Mink is a professor of sociology at the Goethe University in Frankfurt and conducts research on consumer issues, among other things. Instead of abstaining from consumption, there is often just a shift in consumption, she believes: “If someone says I do without clothes, I don’t really need that much – then we often observe something like a so-called rebound effect. So I save here. I can for that I can afford more on another side. ” In such cases, it may not be a matter of profound change or more sustainability, but rather a “subjectively good conscience”. Then there are only three very expensive shirts instead of ten cheaper ones. You have to be able to afford minimalism as celebrated on Instagram and Co.

05/10/2021

Consumption is the work of others

Consumption is a prerequisite for our economy to run. If everyone renounces consumption, it would be a disaster, says Adalbert Winkler, economist at the Frankfurt School of Finance and Management. He is researching the consequences of the corona lockdown. “Those who offered goods and services had no income, and if the state hadn’t helped with transfer payments, then this drop in income would have meant that these people would not have been able to consume either, which in turn would have affected everyone else,” says Winkler . “We would have gotten into a dramatic recession.” In a nutshell, this means that if everyone lives ascetically, there is a risk of economic ruin. It is relatively easy to promote abstinence if your own income is not burdened. So what now? Living in a very spartan way and doing without consumption does not seem to be a solution either. Just as minimalist, elitist buying behavior is not an option for society at large. For most people, thinking about how you consume cannot be wrong. This includes the insight that the happiness rush when shopping is only short-term. And many things can quickly become a burden – when the basement is full and you have to ask yourself: where do you put all that stuff?

Author: Zhang Rui Produced | Deep Web・QQ MusicNews Xiaoman Studio May 24,quick workerScience and Technology announces its financial report for the first quarter of 2021 (three months ended March 31, 2021). The financial report shows that Kuaishou’s revenue in the first quarter was 17.019 billion yuan, a year-on-year increase of 36.6%; a net loss of 57.75 billion yuan, an increase of 89.4% year-on-year, and an adjusted net loss of 4.918 billion yuan, an increase of 13.2% year-on-year. For adjusted net losses, Kuaishou financial reports are defined as losses during the period plus share-based compensation expenses and changes in the fair value of convertible redeemable preferred stocks. Adjusted net loss of 4.918 billion yuan increased employee compensation expenses The financial report shows that the cost of sales of Kuaishou increased by 22.3% from RMB 8.2 billion in the same period in 2020 to RMB 10 billion in the first quarter of 2021. Regarding the increase in cost of sales, Kuaishou provided the following explanation in the financial report: The expansion of the user base and business growth have led to an increase in user traffic, as well as increased bandwidth fees and server hosting costs, depreciation of property and equipment and right-of-use assets, and amortization of intangible assets. On the other hand, increasing the number of employees and increasing share-based compensation expenses in order to support business growth has led to an increase in employee compensation expenses. In terms of gross profit, Kuaishou’s gross profit increased by 64.1% from RMB 4.3 billion in the same period in 2020 to RMB 7 billion in the first quarter of 2021. Gross profit margin increased from 34.2% in the same period in 2020 to 41.1% in the first quarter of 2021. Kuaishou’s explanation in the financial report was mainly due to the expansion of other businesses such as online marketing services and e-commerce business, which led to a decrease in our live broadcast revenue as a percentage of total revenue, which in turn led to a decrease in sales cost as a percentage of total revenue. Sales and marketing expenses increased by 44.0% from RMB 8.1 billion in the same period in 2020 to RMB 11.7 billion in the first quarter of 2021. Its percentage of total revenue increased from 65.0% to 68.5%, mainly due to promotion and Due to increased advertising expenses. Promotion and advertising expenditures increase in the first quarter of 2021. The explanation given by Kuaishou in the financial report was mainly due to the increase in marketing expenses and brand promotion activities for our promotion of Kuaishou Express Edition and other applications. In terms of administrative expenses, it increased by 128.2% from RMB 308.2 million in the same period in 2020 to RMB 703.4 million in the first quarter of 2021, and its percentage of total revenue increased from 2.5% to 4.1%. The explanation given by Kuaishou in the financial report was mainly due to the increase in the number of administrative staff and the increase in share-based compensation expenses to support business development, which led to an increase in employee welfare expenses. Excluding the impact of share-based compensation expenses, the percentages of administrative expenses to revenue in the first quarter of 2021 and 2020 are 2.7% and 1.8%, respectively. In terms of R&D expenditure, it increased by 199.2% from RMB 939.5 million in the same period in 2020 to RMB 2.8 billion in the first quarter of 2021, and its percentage of total revenue increased from 7.5% to 16.5%. Kuaishou’s explanation in the financial report was mainly due to the continued investment in artificial intelligence, big data and other advanced technologies, which significantly increased the number of R&D personnel and increased share-based compensation expenses, resulting in increased employee welfare expenses. Excluding the impact of share-based compensation expenses, the percentages of R&D expenses to revenue in the first quarter of 2021 and 2020 are 10.8% and 6.4%, respectively. Live broadcast revenue declines, online marketing services revenue has increased significantly From the perspective of revenue composition, revenue from online marketing services and other services increased year-on-year, while revenue from live broadcast business declined year-on-year. Revenue from online marketing services increased by 161.5% from RMB 3.3 billion in the same period in 2020 to RMB 8.6 billion in the first quarter of 2021. Kuaishou’s financial report explained that it was mainly due to the expansion of the user base to attract more online marketing customers, and the strength of artificial intelligence and big data to enhance the effectiveness of online marketing services. The revenue of live broadcast business decreased by 19.5% from RMB 9 billion in the same period in 2020 to RMB 7.3 billion in the first quarter of 2021. The explanation of the Kuaishou financial report is mainly due to the fact that the average monthly paying users of live broadcast have changed from 67.0 million in the same period in 2020 to 52.4 million in the first quarter of 2021. There were more monthly paying users in the first quarter of 2020, partly due to strict quarantine during the COVID-19 outbreak, and more users turned to online social and entertainment activities. In the first quarter of 2021, the general public returned to their normal lifestyles. The time spent on activities is reduced. Revenue from other services increased by 589.1% from RMB 175.8 million in the same period in 2020 to RMB 1.2 billion in the first quarter of 2021, mainly due to the expansion of e-commerce business. Over 150 million MAU in overseas markets In terms of user volume, both the scale and activity of Q1 users in 2021 will increase significantly. In 2021, the average daily active users of Chinese apps and mini programs of Kuaishou in Q1 of 2021 reached 379.2 million, a year-on-year increase of 26.4%. The average daily usage time of each daily active user of the Kuaishou app increased to 99.3 minutes, an increase of 10.5% from the 89.9 minutes announced in the fourth quarter of last year. Kuaishou also disclosed the latest developments in the international market for the first time: with South America and Southeast Asia as its core targets, it has achieved breakthroughs in different overseas products such as Kwai and SnackVideo. Data shows that the average monthly active users in overseas markets in the first quarter of Kuaishou exceeded 100 million. In April this year, MAU (monthly active users) in overseas markets further increased to more than 150 million. Kuaishou’s overseas business began to deploy around 2017. Since 2020, Kuaishou has further adjusted its strategy, increased investment and layout in overseas markets, and demonstrated a clear determination to internationalize. At the end of 2020, the former Didi international business COO Qiu Guangyu joined Kuaishou and became the new Kuaishou international business head; in April this year, Kuaishou ushered in a new head of overseas technology, former Facebook Chinese engineering executive Wang Meihong. Kuaishou’s investment in overseas markets shows Kuaishou’s determination to enter the international market. According to statistics, the number of active users of the overseas version of Bytedance TikTok has reached more than 800 million globally. Copyright statement: The content produced by Tencent News is not allowed to be copied or reprinted without authorization, otherwise legal responsibility will be pursued.

Actress relies on the new gold master to wash white?

Brother Hua said before that some people at Ba Bajiao didn’t know why they called her after guessing it. In fact, this name combined her real age and real name. It is quite interesting to think about it carefully.

She is a female artist who criticized the topic of “husband” early in the circle, and did not last long after she brought a wave of turmoil. After a while, her new drama will be on, so she has recently started to deny that there were golden pigs in the past. material.

In fact, if the person stepping on knows her past work, she probably knows whether she has a thigh hug after a groping. Although she has a big hit in the web drama just after the show, she won’t let her jump a few levels. Film circle.

All the resources obtained in the follow-up were given by the sponsor of the game. For this reason, she suffered no less, but she had no star luck with the resources in hand, and she used inferior methods to make herself more and more confused.

After being ousted from the position of the first sister, Ba Bajiao’s resources are much worse. The previous gold master has changed her new love a long time ago. Now she has found a new way for herself to wash herself up for the topic, denying that there was a gold master in the past. One thing.

Mosaic actress makes a successful comeback?

Mosaic actresses have been very hot recently. She is now in a semi-blocked state, and she can’t go to official big events, but she can go to small events. This time the music festival resources were 271 hardly won for her. Neither the company nor 271 gave up on her, especially 271. They invested a lot in the mosaic actress, and they absolutely couldn’t let her be blocked. This is also the reason why mosaic actresses can continue to develop in the circle.

In addition, she is usually very arrogant, and she will curse if she doesn’t agree with her, and she can’t change her piety at all. The agent will follow her, and if the Mosaic actress makes any drastic actions, he immediately steps forward to apologize.

Take this music festival as an example. The Mosaic actress had a dispute with the organizer because of the number of rehearsals. If it weren’t for the agent to hold down the Mosaic actress in time, I’m afraid it would be another turmoil. Afterwards, the staff of the organizer often complained about the mosaic actress, saying that she was not popular but liked to play big names. However, this music festival gave Mosaic actress a good exposure. 271 bought her several hot searches and praised her appearance and style.

Marketing couples tear off the Buddhist mask?

Huangshi and Lisun, a marketing couple of four, always appear on the hot search. Either the eldest daughter is envied by others and has some skills, or the mother dances some new dances and so on.

To put it bluntly, the hot topics in his home are bought by marketing, not the hot water at all. The picture is also for the reason of increasing attention and self-interest. The topic of his wife’s dancing is also bought, but I did not expect that the comments from netizens are inferior. expected.

The woman was very arrogant and arrogant, but she blacked the critics, and even her old fans who had been following her for a long time have not let go. Since entering the industry, she has heard good things and was suddenly disgusted and can’t stand it.

Her temper is really not small and her EQ is not high, but there are so few opportunities to appear in front of the camera that many people are not aware of this issue. Anyway, this family is not as Buddhist as it is publicized. To balance the comment area.

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Users are increasingly preferring digital banking and payment applications… Based on data from 2,000 top apps and datasets from Fintech, Game and E-Commerce applications, Adjust, a global app marketing analytics platform, has just released its annual report on app trends. mobile apps in 2021. In the context of complicated epidemic developments worldwide, the rate of users downloading and opening applications increased sharply compared to previous years and was higher than expected. The report highlights that mobile apps will continue to grow strongly in 2021. Installs are up 50% across all industries in 2020 and up 31% in the first quarter of 2021. Meanwhile, number Visits increased by 30% in 2020 and now have increased by 4.5%. USERS FAVOR TO FINTECH APP Analytics reports from trends in installs and sessions to time spent on apps and app re-installs… The numbers recorded in the past year show that fintech continues to “encroach” into the mobile segment. Many traditional banks have cooperated with fintechs and neobanks (new-style digital banks, no transaction offices, no branches, all operations take place in cyberspace) are increasingly widely accepted. cobble. The banking app recorded $3.6 billion in revenue. By mid-2020, digital banking accounted for 25% of all banking apps downloaded, up from just 1% in 2017. The data shows that each user on average installs about 2.5 financial apps. The level of global payments last year reached 1.390 billion USD and is expected to increase to 1.680 billion USD this year. The adoption rate of mobile payments has increased sharply globally, with the highest rate in China with more than 81%, followed by India (37.6%), Japan (25.3%) and Italy (21.1%)… From the fintech growth numbers, users are increasingly preferring payment applications and digital banking. Taken as a whole, fintech has the strongest increase in installs of all industries, growing 51% in 2020 compared to the previous year. In the first months of 2021 alone, the number of installs increased by 12% compared to the average of 2020. The number of sessions of fintech applications also skyrocketed in 2020, with 85% year-over-year. The number of sessions increased steadily throughout 2020, with the strongest increase in early October (22% higher than average) and late November (24% higher than average). The data also recorded a peak in mid-July, when 15% higher than the annual average. In 2021, up to the present time, the number of fintech application sessions is increasing by 35%. These growth numbers show that users are increasingly preferring payment applications and digital banking. SPEND A LOT OF TIME GAME AND UP ONLINE SHOPPING Along with fintech, the complicated development of the Covid-19 epidemic has partly reflected in the growth figures of the e-commerce and gaming industries. Games hit new milestones in 2020, especially in the hypercasual (lightweight, instant play and unlimited replay) segment, with installs up 43% versus 26% for games. other games (non-hypercasual games). The number of sessions for hypercasual games increased by 36%, while the number of sessions for non-hypercasual games increased by 27% in 2020. The mobile game market is valued at $165 billion by 2020. Asia remains a large market, accounting for $41 billion of the total market value. The number of mobile game players increased by 46% during the year, from 1.2 billion to 1.75 billion. Statistics show that mobile games are the main source of 51% of revenue and hypercasual games are predicted to reach $ 2.5 billion by 2021. The overall market is forecasted to reach nearly $220 billion by 2023, of which revenue from Google Play accounts for 19.6%, continuing to be higher than the App Store (13.2%). Although the number of installs of e-commerce applications increased slightly, only 6%, the number of sessions increased by 44%. This clearly reflects the fact that users interact and shop high with e-commerce applications. Last year was also considered a successful year for e-commerce with the number of transactions on the application increasing by 58%, in which the strongest increase was at the beginning of the year when the epidemic broke out. The survey showed that the number of goods purchased online has increased by 24%, while the quantity in stores has decreased by 7%. Research predicts that by the end of 2021, 17% of global transactions will be done online. The number of installs and sessions in early 2021 is also positive, up 11% and 14% respectively compared to the average of 2020. The number of visits increased the most in late February and early. March 2021, an increase of 23% over the same period last year and 76% compared to 2019. With the above information and analysis data from gaming, e-commerce and fintech applications, experts say that developers and marketers can better understand the audience and the reality of the economy. based on the app (app economy) to have a suitable investment, development and market domination strategy. Based on information about users’ in-app behavior, when and why they return to the app, marketers can create a comprehensive strategy that incorporates a personalized campaign and communication activities, thereby building brand trust… Users are increasingly preferring apps and this is the time to attract new users, experts emphasized. Mr. Paul H. Müller, co-founder and CEO at Adjust, said that for marketers, the potential to reach new users is unprecedentedly high, but competitive pressure is also “hottest” than ever, so it is necessary Boost your marketing strategy through automation and understand user in-app behavior.

Also according to Microsoft, Nobelium is the “Russian guy” and is also the person behind the attack targeting SolarWinds customers in 2020. The organization behind the SolarWinds cyberattack discovered last year is currently targeting government agencies, research institutions, think tanks and NGOs. The comments come weeks after a May 7 ransomware attack on the Colonial Pipeline that shut down the largest US fuel pipeline network for several days, disrupt the national supply, On May 27, Microsoft announced that: “This wave of attacks targeted approximately 3,000 email accounts at more than 150 different organizations.” Microsoft said that US organizations are the most vulnerable to attacks, targeted victims come from at least 24 different countries. According to Microsoft, at least a quarter of the organizations targeted are engaged in international development, humanitarian and human rights issues. This week, Nobelium launched attacks by breaking into a marketing email account of the United States Agency for International Development (USAID), thereby launching phishing attacks to multiple organizations. other. In statements issued Friday, the US Department of Homeland Security and USAID both said they have received and are in the process of investigating the above attack. The attack on information technology company SolarWinds, identified in December, accessed the information of thousands of companies and government offices using its products. Microsoft President Brad Smith described the attack as “the largest and most sophisticated attack the world has ever seen”. The attacks announced Thursday appear to be a continuation of multiple attempts to target government agencies involved in foreign policy, as part of an intelligence-gathering effort, Microsoft said. Intelligence. The company is currently in the process of notifying all of its target customers and has “no reason to believe” that these attacks are related to any exploits or vulnerabilities in the system. Microsoft products or services. Le Duyen (According to Reuters)

Even recently, a “virtual currency” called Phuong Hang token has also appeared on social networks. This is a cryptocurrency that is created and works based on an existing token. (Screenshots) (Photo: Facebook NN) Specifically, Phuong Hang token is developed based on the Binance Chain platform. This virtual currency is codenamed MPH (short for Mrs Phuong Hang). The development team said that the creator of the virtual currency Phuong Hang has canceled the token owner rights and left it to the community to manage. The total issuance of Phuong Hang token is 26,011,971,000,000 (26 trillion tokens). The number of tokens created according to the birth date of giant Nguyen Phuong Hang is January 26, 1971. (Photo: Facebook NN) 60% of these tokens will be liquidated on the Pancake virtual currency exchange and locked for 1 year, 30% burned and 10% used for marketing and airdrop costs. Currently, investors can buy Phuong Hang virtual currency for 1 MPH to exchange 0.00000000279451 USDT (Each USDT is equivalent to 1 USD). (Screenshots) Similar to Dogecoin, Shiba coin or Akita coin, … Phuong Hang virtual currency or Phuong Hang token is actually a type of meme coin (virtual money born for entertainment purposes). This currency is very easy to manipulate by celebrities. Their value can also turn around at any time. Therefore, investors need to be very careful when speculating or hoarding this virtual asset.

Without user data, Facebook can hardly prove to advertisers the effectiveness of the platform. Photo: Unsplash. Diversity or ‘dead’? At the end of April, Apple officially released the iOS 14.5 update, which requires the application to ask users’ permission before tracking their activities. This has directly restricted the flow of data Facebook receives from the app to build user profiles. These profiles allow Facebook advertisers to target more effectively. Apple’s privacy changes make it impossible for apps like Facebook to send an identifier to a customer without that person’s permission. Since then, the ability to prove the effectiveness of Facebook ads is reduced. For example, Facebook is now unable to provide advertisers with many metrics like how many people who saw an ad during the week actually purchased a product. “In terms of expertise, the level of influence is relatively significant. Specifically, the limitation in user data collection, the loss of the previous set of customers, the slower reporting system, makes it passive in the data collection. In addition, there are many changes in marketing logic and algorithms that take a long time for advertisers to adapt,” Mr. Ky said. The discordant relationship between two big names in the technology village has been a hot topic on online advertising groups in Vietnam recently. Photo: Fast Company. Nguyen To Uyen, CEO of Coll Group, calls the change on iOS 14.5 a new “storm” for advertisers on the Facebook platform. number. Not to mention, the orders coming from this operating system are also very good quality, the refund rate is low,” said Ms. Uyen. Ms. Uyen said that due to the habit of most advertisers, they rely on Facebook’s “Detailed Targeting” feature, which allows them to drill down to demographics, interests, and customer behavior based on IDFA (code). virtual profile of the user). “When the iOS 14.5 update took effect, most of the ads running suddenly became ineffective, seriously affecting the sales of advertisers,” Ms. Uyen analyzed. ”Don’t put your eggs in one basket” In July 2020, a wave of boycotts of Facebook broke out with the hashtag #stophateforprofit. A series of small companies and large corporations such as Coca-Cola, Microsoft, Starbucks, Unilever … announced to stop spending advertising on this social network, while others look to other platforms. In fact, as of 2019, Facebook is no longer the only address for business advertising. Experts also say that, in order to make a long-term advertising strategy, businesses must diversify their exploitation channels and find the maximum source of potential customers. “Focusing only on Facebook, users are ‘collecting eggs in one basket’ by themselves,” Ky said. For large enterprises, the degree of influence can be even greater, based on factors such as the field, the size of the business, the influence of Facebook on the business activities of certain businesses. “Enterprises have not yet adjusted to adapt to new needs. For example, now there are specific solutions, dealing with many fields such as e-commerce, education, real estate.. ,” Ky added. Without user data, Facebook can hardly prove to advertisers the effectiveness of the platform. Photo: Unsplash. Sharing the same opinion, Ms. Uyen also said that many businesses are deifying Facebook’s features. “This is just one of many intermediary platforms, bringing the right products to the right potential customers,” Ms. Uyen suggested about e-commerce platforms, social networks, newspapers, etc. have the ability to attract different groups of customers with different shopping behavior. The CEO of Coll Group suggested that advertisers change their thinking and how to place their ads. “Focus on analyzing the product’s core benefits, customer portraits, behavior, and psychology to come up with appropriate advertising tactics,” Ms. Uyen advises sellers to build content to attract more targeted customers than depend on prepackaged Facebook data. Finally, she believes that Apple’s action will open a new trend for technology companies. In fact, a week after launch, only 4% of Americans want to be tracked by Facebook. “The desire to keep personal information confidential on the Internet is the legitimate right of everyone, whether in the present or in the future. Therefore, business based on user information will no longer be appropriate,” Ms. To Uyen concluded.

However, with the maturation of traditional traffic channels, the game advertising industry has also entered the Red Sea market. The cost of buying volume is rising day by day, and game manufacturers urgently need to explore more new marketing methods besides buying volume. In the post-purchase era, the rise of content marketing models Buying volume is becoming a pain in the hearts of many game manufacturers. “Last year, the unit price of game purchases doubled.” A mobile game practitioner told 36Kr. According to data released by Unity, in 2020, the eCPM (advertising cost per thousand impressions) of mobile game advertising will continue to rise and reach a record high at the end of the year. In fact, the reason behind the rising cost of buying in the game advertising industry is not complicated. First of all, in the general environment, the increase in traffic prices has become a major trend in the mobile advertising industry. At a time when smart phones are almost universal and users’ mobile phone usage time is becoming more and more saturated, the rise of mobile data prices has become inevitable. In addition, buying volume is a relatively simple advertising strategy, and the early input-output ratio is extremely high. But over time, the buying market will inevitably tend to balance between input and output. Looking for innovative products and marketing methods to increase the input-output ratio of advertising has naturally become a new direction for game manufacturers. For example, in 2017, a new model of “Playable Ad” appeared in the game advertising industry. On the advertising landing page, advertisers can design the core gameplay of the game into a simple interactive mode, allowing users to interact with ads. Content to interact. In the international market, Google and Facebook are pioneers in exploring the trial advertising model. In the domestic market, advertising platforms such as Giant Engine have also introduced this model. This advertising format is particularly suitable for ultra-casual games with simple play. Data shows that demo ads have higher user conversion and retention rates, and directly increase the ROI of game manufacturers. It can be found that in addition to direct purchases, more new sparks can be collided between the game industry and the advertising industry. The rise of the content marketing model in the past two years has also brought new opportunities for game manufacturers. Taking the previous marketing case of the mobile game “Sausage Party” as an example, its marketing service platform’s massive engine used data analysis to target its typical player tag “survival shooting mobile game female player”, and selected the head female game anchor as the master to create The game disseminates content, and creates a number of brand content ideas around player positioning, such as “Little Theatre for Couples”, “Exciting Gameplay Demonstration”, “Customized Drama Contest”, etc., attracting users to spread official promotional content and create and share their original Game content. With the help of these marketing activities, “Sausage Party” has more than 1.5 billion exposures on Douyin, Watermelon Video and other platforms, with more than 130,000 videos, and its App Store ranking has also jumped from the original 26th to the highest second. . It is not difficult to see that high-quality content is becoming an important medium in game marketing and promotion, and game players have become a key marketing communication node. Inspiring game players to create and disseminate game content can not only increase the volume of the game’s dissemination, but it is more likely to form a dissemination event and directly detonate the game’s popularity. With the rise of player-created content, how can game manufacturers achieve native operations? On April 19, Mega Engine held the “OEGC 2021 Mega Engine Game Conference” with the theme of “NEW PLAY” in Guangzhou. At the conference, Zhang Fuxiu, head of the game content center, said that game creation is entering a new era of player creation from the original media creation and self-media creation. Activating the creativity of players is becoming the new mission of all game manufacturers. At the end of 2020, “Muse Dash” suddenly became one of the hot labels on Douyin. A black girl’s step-on dance video was watched, shared and imitated by many Douyin users. The source of this material is a two-dimensional parkour audio game “Muse Dash” released in 2018. This two-year-old game became popular overnight. On the App Store paid game list, “Muse Dash” once jumped to the top three positions, and on TapTap, this game even reached the top. In an interview with the media, the game producer even stated that he felt “abruptly and dazedly” about the explosion of games on Douyin. The popularity of “Muse Dash” is enough to prove that the content created by players can completely affect the popularity of game products, and even directly drive the increase in game sales. “Whether a game has a certain content creation space is becoming a new differentiated competitiveness for the same type of game,” Zhang Fuxiu said at the “OEGC 2021 Mass Engine Game Conference”. For game manufacturers, it is often difficult to know how to accomplish content creation-based marketing through talents on short video platforms. In the actual implementation process, game manufacturers will face many difficulties, such as: how to extract the marketing communication points of the game itself, how to select suitable talents for promotion, and how to monitor the specific communication effects. These problems are the game manufacturers themselves cannot or Difficult to solve. Especially on platforms such as Douyin and Toutiao, the decentralized attributes of Taoists are stronger. The value of the marketing platform is reflected here. The massive engine can select the most suitable talent for game manufacturers and match the content through user data analysis, content marketing measurement system and other methods. In addition, player creation is also the focus of massive engine mining. Gamma data shows that the overlap between short video users and mobile game players is as high as 82.5%. On Douyin, 900,000 users share game-related content every day. Mobilizing the enthusiasm of ordinary players to share will also become a compulsory course for game manufacturers. In addition to the power of talents and players, the official account on the short video platform has gradually become an important communication position for game manufacturers. Wei Wenwen, head of Huge Engine Commercial Products China, pointed out that the official short video account of game manufacturers and the content created by players can be the source of material for effect advertising, strengthening the conversion effect of the latter. The advertising resources placed by manufacturers can also be used to divert their own accounts in the reverse direction, depositing the traffic into their own traffic pool. Ultimately, the goal of game makers is to build their own “native management” matrix around short video platforms-with “enterprise number” or “brand number” as the core, operating original content; using topics to shape the dissemination and drive UGC content; With traditional purchases as the cornerstone of performance advertising, and talent marketing as a supplement to brand and performance advertising, the overall effectiveness of game content marketing is finally realized. In the future, how will game advertising achieve synergy of product-efficiency? Today, the game advertising industry is facing unprecedented changes. But the future direction is already clear. Performance advertising represented by purchase volume will still be the main advertising model for mobile games. But it is worth noting that the importance of content marketing in the game industry is constantly increasing. At the same time, product-effect synergy has once again become a topic of thought for many game manufacturers. In the past, buying volume advertising in the game industry was often known for its simplicity and directness. And now, the level of sophistication of performance advertising is increasing day by day, and the synergy between brand and performance advertising is constantly strengthening. For example, in PGC’s promotion videos to talents, many brand-directed communication content can also bring a lot of effect conversion to the game. And the explosion of a large amount of UGC content will often bring the double promotion of brand and effect to the game. The emergence of these trends also makes marketing platforms begin to shoulder more responsibilities. Perhaps in the future, only a mature platform with a “native management system” and “high-quality content marketing methodology” like a huge engine can firmly grasp the pulse of the times, explore the boundaries of marketing with game manufacturers and CPs, and further promote The upstream and downstream of the game industry ushered in rapid development.

In the impacted 2020, why can Focus Media quickly recover and get out of the counter-cyclical market? Behind it, how is the industry changing? The other side of the whole line: the “post-epidemic” cycle of full growth From the overall performance point of view, Focus Media has almost become popular across the board. For the whole year of 2020, Focus Media’s revenue scale is basically the same as in 2019, and its profit has increased significantly by 113.55%. Basic earnings per share were RMB 0.2774, a year-on-year increase of 114.04%; the weighted average return on equity was 26.16%, an increase of 12.40% from 2019, an increase of more than 13 percentage points. If you look at it carefully, the fact that the whole line is red is more from the rapid rebound of performance. In the second half of the year, Focus Media achieved revenue of 7.486 billion yuan, a year-on-year increase of 16.6%. The growth in the fourth quarter was even more pronounced, with a single-quarter revenue of 4.222 billion yuan, a significant year-on-year increase of 30.7%. What needs to be noticed is that there are two key trends in the growth of Focus Media. On the one hand, growth is not “assault”. In the first quarter of this year, this growth momentum became more apparent. Realized revenue of 3.593 billion yuan, a year-on-year increase of 85.35%. This aspect means that the epidemic is more like a fog, covering the original performance status. Focus Media is actually in a fast-growing channel. On the other hand, Focus’s growth is not at the expense of operating. In addition to revenue, in 2020, Focus Media’s net profit margin is as high as 33%, an increase of 18 percentage points from 15% in 2019. In the first quarter of 2021, Focus Media’s net profit margin was as high as 38%, an increase of 36%. In addition, for the entire year of 2020, Focus Media’s total assets will increase by 15%, and the net cash inflow from operating activities will be 1.573 billion yuan, an increase of nearly 1 billion yuan over the same period last year. Over the years, Focus Media has continued to net inflows and its operations have become more stable. Revenue growth, better profit margins, and plenty of cash. Under the epidemic, such performance is indeed dazzling enough. What needs to be noticed is that the impact of the epidemic on the advertising industry is very obvious. According to the report “Annual Inventory of China’s Advertising Market in 2020” released by CTR at the beginning of the year, the cost of advertising cases in 2020 decreased by 11.6% year-on-year, which was the largest decline in the past five years. Why can Focus Media achieve a rapid rebound? Deconstructing growth: for effect, but for brand Disassembling the CTR report shows that in 2020, elevator TVs and elevator posters have increased significantly, with 23.8% and 28.9% growth respectively, while other channels have shown a significant decline, and even Internet video advertisements have also experienced a 18.8% decline. The same trend can be seen from Focus Media’s financial report. In 2020, Focus Media’s elevator media business will perform particularly well, taking the lead in achieving a strong recovery. In the fourth quarter, revenue was 3.894 billion yuan, an increase of 47.02% over the same period last year; The annual operating income was 11.576 billion yuan, an increase of 15.19% over the same period last year. Why has elevator TV and elevator posters soared? What are the considerations behind the advertiser’s choice? From the PC Internet to the mobile Internet, online traffic is growing rapidly, and advertisers have been exploring effective conversion paths. Under the traffic dividend, the market is generally under the logic of “traffic is sales”. From variety show sponsorships to on-screen advertisements, from mid-slot advertisements to patch advertisements, the competition for traffic and attention was the focus of competition in the past. However, with the development of the mobile Internet, the market has gradually realized that under the condition of scarce attention, one-sided pursuit of effects is gradually entering a bottleneck. On the one hand, online traffic has gradually concentrated, and the leading companies of each track have gradually gathered a large amount of resources. The price of Internet traffic continues to rise, and the cost of acquiring customers is getting higher and higher. At the same time, users’ awareness of online advertising is declining. When users see advertisements, users often swipe away at the fastest speed. Most traffic advertisements can’t reach consumers deeply, and they have converted but haven’t formed a deep understanding of the brand. In recent years, advertisers have gradually realized the value of brands when chasing traffic. Paying more attention to traffic and brand building, “product-efficiency synergy” has become a major trend. To create “product-efficiency synergy”, the brand is the foundation and the flow is the incremental space. Brand building does not rely on low-price promotions or traffic conversion, but subtle influence. In the process of continuous trial and error, advertisers have gradually found a new paradigm. Online, content marketing has gradually become a sought-after object during the epidemic. Social media represented by “double micro-flick” has used live broadcasts and short videos to deeply plant brands and drive the rise of new brands. Offline, brand detonation in life scenes has become a key link. Continuously and repeatedly expose the brand in relatively closed environments such as elevators and theaters, and rely on digitalization to achieve more accurate placement, and achieve the brand’s rapid “out of the circle”. The latter is the value of Focus. Focus Media’s comprehensive coverage of life scenes can quickly build brand awareness among target user groups. Since May last year, Yuanqi Forest has been advertising on Focus TVC. The first month it sold 260 million is the total of 2019. It was continuously put on September, and the monthly revenue of Yuanqi Forest reached 400 million yuan. There are so many cases. Using Focus Media to achieve all-round exposure of the brand in life scenes, combined with the conversion of traffic effects, can often achieve a multiplier effect with half the effort. The value of Focus Media is being gradually tapped, and if you vote with your feet, growth is a matter of course. “Double Micro, Flick, One Focus”, the new paradigm of the advertising media industry However, why has Focus Media become the advertiser’s choice, and why not other offline agencies? The key lies in several core data in the financial report. According to the financial report, Focus Media has built the largest urban life circle media network in China, and its advantages are constantly expanding. In terms of building resources, as of the end of 2020, the media network of Focus Life Circle has covered about 330 major cities in China. In addition to Hong Kong Special Administrative Region of China, it also covers more than 30 major cities such as Seoul in South Korea, Bangkok in Thailand, Singapore and Jakarta in Indonesia. At the same time, the number of media coverage points of Focus Media declined slightly compared with last year. In this regard, Focus Media stated that the company’s expansion plan has not stopped. The expansion of resource points and the optimization of existing resources are in progress. On the one hand, Focus is continuing to develop a new middle class covering 5 million terminals in 500 cities and 500 million. The goal is actively advancing. On the other hand, the optimization of invalid and low-quality points is also being continuously carried out. From the perspective of market changes, Focus Media’s position as the core position for brand building is becoming stronger. Catalyzed by the epidemic in 2020, the Matthew effect in the advertising market has intensified. Advertisers choose to invest more of their advertising budgets, which may shrink, to head media; on the other hand, traffic dividends disappear, and more advertisers choose to allocate advertising budgets to brands. Diversion. Ipsos recently released “Inventory of Chinese Advertising Slogans in 2020” shows that among the TOP10 popular, highly recognizable and mind-occupying slogans in 2020, 47% of consumers’ cognitive channels originate from TV advertisements, and 56% originate from the Internet. Of the media, 83% comes from elevator media. In addition to perfect scene construction, Focus Media also has continuously optimized delivery effects. In recent years, Focus Media is combining Alibaba’s technological empowerment to continuously promote the process of digital transformation, achieving “network pushability, real-time monitoring, data reflow, and effect evaluation”, which has greatly improved the effect of brand communication. Both accurate and efficient, Focus Media has become an indispensable channel for advertisers. This is also very clear in the financial report. The financial report shows that in 2020, the media customer structure of Focus Elevator will continue to be optimized and stabilized, and customers will cover a wide range of industries such as consumer goods, the Internet, transportation, business services, entertainment and leisure, and real estate and home furnishing. Among them, driven by the massive emergence of traditional fast-moving consumer goods and new consumer goods, the proportion of daily consumer goods customers has grown steadily, ranking first with 35.45%; the rapid development of online medical care, community grouping, corporate office communications and other fields has promoted the Internet The overall high-volume investment of such customers ranked second with 27.13%, a year-on-year increase of 45.92%. Driven by this, Focus Group’s performance in the second quarter of 2021 will continue to grow rapidly, and it is expected to increase by over 86% year-on-year. Wang Xing, CEO of Kantar China and Global President of BrandZ, made it clear: For advertisers and brands, the combination of online and offline, content-based and scenario-based efficient combination, detonated by “double micro, one shake and one focus” Brands will become the most effective paradigm for future communication. This objectively proves that Focus has secured its position as the core brand building. The rapid growth of Focus Media is essentially that this company has seized the development opportunities in the changing times and also kept up with the changes in the advertising media industry. At present, the trend of the media advertising industry is still in the process of strengthening, which also means that the growth space of Focus Media may be larger than we thought.

Representative of NOVAON’s digital platform development team received Sao Khue Award 2021 With the mission of the 18th Sao Khue Award “Promoting digital solutions – Pioneering the development of digital ecosystems”, Novaon continues to contribute to the top 4 platforms in the group’s digital ecosystem. The jury judges that these are the platforms that are consistent with the policies of the Government, the Ministry of Information and Communications, as a premise for the formation of digital ecosystems for key industries and fields, helping to promote the process of transforming national numbers Novaon’s four award-winning platforms are: OnMarketer – the Marketing Automation platform that maximizes website conversions and nurtures automated leads; Onfluencer – the first CPA Influencer Marketing platform; OnSales Caller – intelligent customer care PBX platform; OnCustomer – multi-channel customer experience management platform. The honored OnMarketer, OnSales Caller, OnCustomer platforms are all in the category of new software products and solutions. Onfluencer platform alone was honored in the category of digital startup products and solutions. Mr. Nguyen Minh Quy – President of Novaon Group, said: “The platforms recognized by the Sao Khue Award 2021 are among the digital transformation solutions that help increase sales for marketing, sales and commercial departments. e-commerce. Novaon chooses different approaches to its platforms and solutions, in order to deliver the highest investment efficiency to customers. This will help the digital conversion efficiency of the business be measured and evaluated quickly, setting the stage for the next digital transformation phases. ” Currently, after 15 years of development, Novaon aims to become a leading technology corporation in the region with three strategic pillars: Digital Marketing, Digital Transformation and Global. In particular, the group has built a digital product ecosystem for corporate customers with 10 platforms and more than 20 digital products. These platforms are closely linked to create a comprehensive solution for businesses from marketing, sales, e-commerce and operational administration./.

Automation Marketing (Automation Marketing) helps businesses reach potential customers, automate the process of nurturing those potential customers to be ready for sales in the future. By owning an ecosystem of automated marketing solutions, businesses can easily operate a traditional marketing department like before. Digital conversion in marketing or will “number” convert? Is it mandatory for businesses to apply digital transformation in marketing? The answer here is no. Enterprises themselves can still continue to conduct their own promotional activities through traditional marketing forms. However, in terms of effectiveness, the message in traditional marketing tends to be one-way, so it is easy to annoy the receiver. This is somewhat inconsistent in the stage that prioritizes the interaction between buyers and sellers today. Chatbot with the help of technology makes a dry tool communicate like a human. According to research from Artic, by 2021 more than 70% of businesses have been applying Automation Marketing in their operations. It can be said that the digital transformation in marketing in every business seems to be a matter of time. To help maintain a competitive advantage, either businesses will need to adapt to the changes or they will be left at the end of the track. Automated marketing is like increasing the resistance of every business to negative market influences. In the time of fierce competition, which business owns many advantages, that business will have a formidable position on the industry map. It is not simply a trend in itself. Instead, it really completely changes the way marketing activities in businesses operate. Automation – An important link in digital conversion Marketing automation helps businesses easily reach potential customers using support tools combined with tactics. Instead of needing a powerful marketing team like before, with automated marketing with only a few specialized personnel, businesses can operate marketing strategies on a global scale. The shadow of technology crept into marketing Today, the vast majority of users are “overwhelmed” by dozens of different messages. The consequences of this make it more difficult than ever to create a standout marketing campaign. To be effective, businesses have been under increasing pressure to come up with more innovative ideas than changing competitors. Sadly, doing this with traditional marketing activities is not easy. By applying technology, marketing activities can easily “target” to the right potential customers of their own. There will always be an automated system that helps businesses chase and maintain interaction with customers. Everything is set up to operate completely automatically, which is difficult to do with traditional marketing paradigms. Simulate human behavior Ignoring the human factor in customer communication is what automated marketing tools like chatbots can do. It is no longer a rigid tool, responding to customers based on what humans have pre-configured as before, but has the ability to analyze and predict factors that sometimes make it difficult for users to recognize I’m communicating with an automated tool. Moreover, these “artificial people” help optimize a lot in terms of cost. When using the business itself, it will not need to worry about the working regime, salary and bonus. They only need to invest once and can still have for themselves absolutely loyal employees. Enterprises can use solutions such as chatbot (Bizfly chat) or Email Marketing (Bizfly Email) to help maintain interaction and regularly chat with customers. Digital transformation is a long-term investment direction Digital transformation in marketing is an inevitable trend in the era of technology 4.0. Vietnam currently has an information technology infrastructure that is gradually improving with 5G technology or the popularization of WiFi. At the same time, there are qualified names in providing digital transformation solutions in Marketing and online sales such as VCCorp. With only the two above factors, Vietnamese businesses are already at a high level of readiness for an era of automated marketing. An ecosystem of automated marketing solutions is also gradually forming and improving. Automated solutions appear on all needs, different aspects. Enterprises can use solutions such as chatbot (Bizfly chat) or Email Marketing (Bizfly Email) to help maintain interaction and regularly chat with customers. Or collect customer data in the same place with a CRM solution (Bizfly CRM) to facilitate the management and thorough exploitation of that data. Interested readers can refer to Bizfly’s ecosystem of automated marketing solutions here .

The scale of e-commerce retail of consumer goods and services increased from 4 billion USD in 2015 to about 11.5 billion USD in 2019. The report predicts that the growth rate of 2020 will continue to remain above. 30% and reach the scale of 15 billion USD. VECOM’s Vietnam E-commerce Index 2021 also cited Google, Temasek and Bain & Company Southeast Asia’s E-commerce 2020 report, Vietnam e-commerce 2020 increased 16% and reached a scale of over 14 billion. USD. Online shopping continues to grow Of which, online retail sales increased 46%, ride-hailing and tech food increased 34%, marketing, entertainment and online games up 18%, and online travel down 28%. . This report also predicts an average growth rate of 29% in the 2020-2025 period and by 2025, our country’s e-commerce scale will reach 52 billion USD. E-commerce has had impressive numbers despite the impact of the epidemic. According to VECOM data, the output of postal items through express delivery services will increase by 47% by 2020. The leading delivery companies have posted mail growth rates ranging from 30% to 60%. Sales of digital marketing services are about 26 million USD, in 2015 increased to 329 million USD. Report on Vietnam’s digital marketing trends 2021 shows that digital marketing revenue in 2019 is 716 million USD and despite the Covid-19 epidemic, this number in 2020 is still 820 million USD and it is predicted that in 2021 it will be to $ 1 billion. The above report also said that during the Covidi-19 epidemic the online payment field continued to grow strongly. According to the Vietnam Bank Card Association in the first 6 months of 2020, banks have issued up to 10.3 million new cards of all kinds, bringing the total number of cards in Vietnam to 103.4 million. In which, the number of international cards is 15 million and domestic cards are 88.4 million. Sales of spending payments by e-commerce channels in the first six months of 2020 increased 17%. Race supper app To accommodate the new needs of consumers, the concept of super apps or “super apps” refers to the role and advantages of apps that provide a mobile ecosystem. It’s time for business to make changes to add even more value to consumers from its mobile apps and websites. The proportion of businesses with a mobile version website has not changed much compared to previous years, it can be seen that most businesses no longer choose to build a separate website for the mobile version, instead. is a solution to build a new website with technology that automatically adjusts the interface compatible with different platforms such as computers, tablets, mobile … Unlike the mobile version website, building applications on mobile platforms of the business requires a higher level than a normal website. Instead, if consumers want to download, install and use regularly, the application requires to provide a variety of solutions, products and services suitable to many different needs of customers.

The scale of e-commerce retail of consumer goods and services increased from 4 billion USD in 2015 to about 11.5 billion USD in 2019. The report predicts that the growth rate of 2020 will continue to remain above. 30% and reach the scale of 15 billion USD. VECOM’s Vietnam E-commerce Index 2021 also cited Google, Temasek and Bain & Company Southeast Asia’s E-commerce 2020 report, Vietnam e-commerce 2020 increased 16% and reached a scale of over 14 billion. USD. Online shopping continues to grow Of which, online retail sales increased 46%, ride-hailing and tech food increased 34%, marketing, entertainment and online games up 18%, and online travel down 28%. . This report also predicts an average growth rate of 29% in the 2020-2025 period and by 2025, our country’s e-commerce scale will reach 52 billion USD. E-commerce has had impressive numbers despite the impact of the epidemic. According to VECOM data, the output of postal items through express delivery services will increase by 47% by 2020. The leading delivery companies have posted mail growth rates ranging from 30% to 60%. Sales of digital marketing services are about 26 million USD, in 2015 increased to 329 million USD. Report on Vietnam’s digital marketing trends 2021 shows that digital marketing revenue in 2019 is 716 million USD and despite the Covid-19 epidemic, this number in 2020 is still 820 million USD and it is predicted that in 2021 it will be to $ 1 billion. The above report also said that during the Covidi-19 epidemic the online payment field continued to grow strongly. According to the Vietnam Bank Card Association in the first 6 months of 2020, banks have issued up to 10.3 million new cards of all kinds, bringing the total number of cards in Vietnam to 103.4 million. In which, the number of international cards is 15 million and domestic cards are 88.4 million. Sales of spending payments by e-commerce channels in the first six months of 2020 increased 17%. Race supper app To accommodate the new needs of consumers, the concept of super apps or “super apps” refers to the role and advantages of apps that provide a mobile ecosystem. It’s time for business to make changes to add even more value to consumers from its mobile apps and websites. The proportion of businesses with a mobile version website has not changed much compared to previous years, it can be seen that most businesses no longer choose to build a separate website for the mobile version, instead. is a solution to build a new website with technology that automatically adjusts the interface compatible with different platforms such as computers, tablets, mobile … Unlike the mobile version website, building applications on mobile platforms of the business requires a higher level than a normal website. Instead, if consumers want to download, install and use regularly, the application requires to provide a variety of solutions, products and services suitable to many different needs of customers.

Since the outbreak of the new crown pneumonia epidemic last year, traditional Chinese medicine and integrated traditional Chinese and Western medicine have played an important role in clinical treatment and have also provided new opportunities for the development of Chinese medicine companies. At the beginning of this year, the General Office of the State Council issued a notice on several policy measures to speed up the development of Chinese medicine characteristics, injecting development momentum into the Chinese medicine industry at the policy level.

Regarding the current market environment faced by the Chinese medicine industry, Jack Ma analyzed in his speech that as Western patent medicines face a decline in gross profit after “purchasing in quantities”, Chinese medicine will become a special supplement in the future. Regarding the development of traditional Chinese medicine, Ma Yun summed it up as “four regressions”: classic return, ecological return, quality return, and academic return. At the same time, the future development of traditional Chinese medicine will be a “classic road to large varieties”.

For Zhongjing Wanxi Pharmaceutical, the company began to study how to promote classic Chinese medicines in 2019, and proposed a “3 minutes to explain classics” in 2020 to empower product sales and retail. Jack Ma explained that the ultimate goal of “Explaining Classics in 3 Minutes” is to clarify the advantages and disease types of classical Chinese medicine in a particularly easy-to-remember and focused way, and to re-explain the essence of Chinese medicine.

In the process of “telling classics in 3 minutes”, Zhongjing Wanxi Pharmaceutical established a classic Chinese medicine value evaluation model, and conducted standardized research on the question of “how classic Chinese medicines come from”, including technology and raw materials from multiple perspectives. Zhongjing Wanxi Pharmaceutical also studied classic Chinese medicine with experts from various fields, repositioning classic products from the perspective of respecting history and digging into the ancestors, and proposed the “five parts and sixteen methods.” Ma Yun said that Zhongjing Wanxi Pharmaceutical has studied classic brands in terms of product positioning, theoretical basis, disease analysis, medication plan, dosage form notes, etc., reflecting the classic value of traditional Chinese medicine.

Compared with the past talk about function and main treatment, Zhongjing Wanxi Pharmaceutical has made innovations in the form of educating consumers. It has launched picture books, reading books, videos, shorthand cards, etc., which vividly interpret Chinese patent medicines in multiple forms. Jack Ma said that the purpose of “telling classics in 3 minutes” is to enable employees to speak and empower customers; customers can use it, consumers can accept it, and serve as a drain for the company. This will be a correct “open way” to deliver classic Chinese medicine by audience, level, time, space, and content.

“Ultimately, we want to contribute to the goal of’Healthy China 2030′ through the ‘3 minutes to explain the classics’, and work with our strategic partners to contribute our own strength to the promotion of Chinese medicine culture, the confidence of Chinese medicine culture, and the revival of Chinese medicine culture “Ma Yun said.