Behind the marriage between Taobao and Hunan Satellite TV: Earning before selling goods

& ldquo; Taobao & rdquo; and & ldquo; Happy Satellite TV & can rdquo; be happy? How to lead TV viewers to the back-end high-end Taobao and achieve the transaction may be the key to determine whether this marriage can be repaired for a century.

strong > when & ldquo; e-commerce & rdquo; meets TV / strong >

Wang Yulei told employees of Happy Taobao not to pay too much attention to the immediate income, but to look further: in the future, everyone will be the most TV-savvy person in the Internet industry, or the most Internet-savvy person in the TV industry-ldquo; compound talents & rdquo;.

two days before entering 2010, Taobao and Hunan Satellite TV announced that they had jointly funded 100 million yuan (51 million yuan from Hunan TV and 49 million yuan from Taobao) to form a joint venture & ldquo; Happy Taobao Culture Communication Co., Ltd. (hereinafter referred to as Happy Taobao) & rdquo;. The company's main business includes planning and producing the program "more and more Happy", which is broadcast on Hunan Satellite TV every Sunday night, and running an external e-commerce website (e-commerce channel) independent of Taobao.

Wang Yulei won the first prize for participating in the CCTV career talent show "absolute Challenge" six years ago, and won the favor of Alibaba, the employer of that program. He has served as the manager of Taobao's business cooperation and marketing department and the senior director of Taobao. Since taking up the post of general manager of Happy Taobao, Wang Yulei frequently commutes between Changsha and Hangzhou, & ldquo; basically five working days a week, staying for two days and three days & rdquo;.

Taobao and Hunan Satellite TV, the former is the Internet company with the largest transaction volume in domestic e-commerce, while the latter is the traditional TV media which ranks first in terms of comprehensive ratings and income in the provincial-ldquo; Star-rdquo; channel. The depth of the ldquo; gap & rdquo; between the two companies with different media attributes is somewhat unexpected to Wang Yulei's team.

& ldquo; we used to think that some topics would be very topical on the Internet, but this theme may become boring if it is expressed on television. & rdquo;, for example, some planning topics that could have been passed on the Internet, but on the TV side may trigger & ldquo; sensitive minefield & rdquo; and be forced to give up & hellip;…

the running-in of program planning is already very time-consuming, and the cooperation of Hi Taob.com is needed when the program is broadcast, so there is even less time for the team to implement the production. & ldquo; sometimes stay up late to record a good show, but the things that the producers on the other side of the website have not yet developed. & rdquo; for this reason, starting from last month, Wang Yulei changed the weekly meeting into a monthly meeting, and the topics for next month were arranged in advance, leaving the team more time to implement the operation.

strong > show case of Taobao / strong >

in the process of continuous running-in, the Internet and television media have finally found a more satisfactory form of cooperation. At the recording of the show "more and more Happy" last week, a car worth 90,000 yuan was killed by a lucky man from Zhuzhou for 10 cents & ldquo;, a gimmick like rdquo;, and the TV shopping company of Happy Buy & mdash;—— Hunan Radio and Television Group put the car on the screen for sale in the first year of the broadcast.

but Wang Yulei is more happy to talk about the introduction of m oto phone that Motorola partnered with before the show. He believes that & ldquo;m oto mode & rdquo; can better show the characteristics of Happy Taobao: hosts such as Wang Han at the front end of the TV introduce the m oto phone to the audience in various forms, and the back-end Hao Taobao allows viewers to place orders as soon as they open the Internet.

& ldquo; advertising fee is not the mainstream profit model of Happy Taobao positioning, but more through the front-end marketing of the TV screen and the back-end e-commerce sales function of Hai Taobao. & rdquo; in Wang Yulei's imagination, the profit model of Happy Taobao in the future should be & ldquo; the money collected at the back end, much more than the front end & rdquo;.

and the idea of this profit model is also the original intention of Taobao holding hands with Hunan Satellite TV.

for TV media, advertising is the main profit model. In the eyes of Ouyang Changlin, director of Hunan Satellite TV, there will be one day & ldquo; capping & rdquo;: revenue growth depends on the production level of the program, and time restrictions make the program no matter how good it is, this increase will eventually enter a bottleneck period after Hunan Satellite TV's advertising revenue has doubled year after year.

in order to get rid of the competition between TV media & ldquo; profit homogenization & rdquo;, Hunan Radio and Television needs to seek extension in the industry other than TV: doing TV shopping & ldquo; Happy Buy & rdquo;, and Shanda hand in hand & ldquo; Star economy & rdquo; and so on, are the products of this line of thinking, to try to find a variety of profit models other than advertising.

and Taobao online shopping also has the demand of incremental mining. In order to achieve Ma Yun's target of doubling the transaction volume in 2010, it needs to reach potential consumers through a variety of cooperation ways. Wang Yulei said that the potential online shoppers Taobao need to contact show a high degree of overlap with the Hunan Satellite TV audience & ldquo;80% TV viewers are potential consumers of e-commerce in the future & rdquo;. So the two sides found an opportunity for cooperation at this level.

In addition, Taobao takes Happy Taobao as one of its & ldquo; Taobao & rdquo; strategy & ldquo;show case (display case) & rdquo;. In recent years, Taobao, which claims to be a basic supplier of e-commerce & ldquo; hydropower coal & rdquo;, has been questioned how open the underlying platform can be. Instead of constantly persuading others, ldquo; should find its own partner to do something. & rdquo; Wang Yulei said that Hi Taobao is more like a stylish & ldquo; skin & rdquo;, its & ldquo; infrastructure & rdquo; is built by Taobao.

strong > & ldquo; eyeball & rdquo; docking & ldquo; sales & rdquo; / strong >

since the back-end e-commerce sales are the focus of profit, what is the difference between Hi Taobao and Taobao in the future? In Wang Yulei's view, this problem is only a business problem. Of course, he will not let Hai Taobao compete with Taobao for the quantity and price of products, but find a suitable group of people to achieve the ultimate service.

in the latest user survey report received by Wang, people around the age of 23 pay the most attention to "more and more happy" and "Hi Taob.com", which is nearly 10 years lower than the average age of the 32-year-old mdash;—— Hunan TV audience. Wang Yulei made an analysis of this group: young, keen on fashion consumption, and low price sensitivity.

Wang Yulei believes that e-commerce in the future will be the same as the offline market, with multiple channels: brands can operate directly by themselves & ldquo; & rdquo;, can also be dealers to do B2C; there are Taobao like flea markets, Taobao Mall, JD.com Mall and other forms that brand sellers gather.

& ldquo; Happy Taobao has become the release and sales channel of new products of well-known brands, which is one of the differentiation strategies of Happy Taobao. & rdquo; Wang Yulei told our reporter. In short, Happy Taobao takes advantage of Hunan TV's "more and more Happy" program & ldquo; advertisement & rdquo; sales function, and what links in ldquo; programs are given to brands and how to design and promote products can be discussed & rdquo;, then leads viewers to Hai Taobao to buy new products of the brand.

Happy Taobao, which is based on & ldquo; eyeball & rdquo;+“ sales & rdquo; 's marketing solution provider positioning, will also extend its tentacles to manufacturers of their own brands and products of growing brands in the future, including, of course, & ldquo; big Clearrdquotes in Taobao; and category B sellers, and & ldquo; going up & rdquo; customized products to enterprise factories, & ldquo Once I understand what consumers are, I can do this & rdquo;. The choice of category must be labeled & ldquo; Fashion & rdquo;, & ldquo; cost-effective & rdquo;, & ldquo; lifestyle & rdquo;, etc., to meet the needs of viewers around 23 years old.

& ldquo; has a certain threshold, which is not as high as expected. & rdquo; Wang Yulei said for example that perhaps the upstream cost of the front-end "the more Amoy, the happier" is only 100000 yuan. For growth brands, this fee is cheaper than buying Hunan Satellite TV's prime-time hard advertising, and Happy Taobao regards the sales commission of back-end hi Taobao products as the focus of profit, so it is bold enough to open such a low & ldquo; eyeball fee & rdquo;.

& ldquo; is actually a little early to talk about the profit model, but in a broad sense, Taobao's existing profit model can be used to hi-Amoy. & rdquo; Wang Yulei told reporters. On the other hand, more profit imagination may exist in Hunan Satellite TV system.

although before the establishment of Happy Taobao, in "more and more Happy" & what standard ldquo; should be sold to satellite TV itself and what standard should be done by Happy Taobao commercial development? the framework terms of rdquo; have been agreed, but for the advertising sales department of satellite TV, the content of the program is implanted & ldquo; Class II advertisement & rdquo. What resources will be developed into by Happy Taobao, and whether it will have an impact on satellite TV's hard and wide-time price system, so that each newly developed marketing method still needs to be agreed between satellite TV advertising department and Happy Taobao one by one.