Liu Gang, Vice President Of LETV, Online Advertising Strategy In The Era Of Effective Marketing

　　 Internet The rapid development of the economy has led to many thoughts in the industry. What are the future directions of e-commerce? How can the trend be achieved? How can venture capital and enterprises win together? How can traditional enterprises develop the Internet economy? What is the prospect of social media marketing? How small is the growth space for mobile Internet? The above industry hot issues will be answered by the participants at the sixth annual summit conference of Shenzhen, and will be shared and discussed with the guests in the industry.

The following is a speech delivered by Liu Gang, vice president of LETV, at the conference entitled "online advertising strategy in the era of effective marketing":

Liu Gang: every time I hold this meeting, the pressure is greater. This meeting will also be an information and consultation meeting, so I would like to make it as simple as possible.

Every time we share the case, the core of our case is selling advertising. This is very realistic and very clear, but today we actually want to show a little difference from the past, that is, apart from giving our customers more realistic advertising stations, are there any opportunities for us to have large volume of fast moving brands?

I will simply talk about three aspects. First, let's talk about ourselves; second, talk about our cooperation with Mengniu; finally, a simple result is presented.

We have 75% of the total sales and marketing rights in China, and we have mastered the highest reaches of film and television drama copyright. We are not particularly competitive in the market position of the ranch. We can see that in this market, almost all of our video websites are in the market, potatoes, Youku and so on. This advantage is too big to believe. Our average market is much higher than our competitors at least 1 times. We are almost the only female audience in all video sites, which is slightly higher than men. This is the reason why we finally reached a cooperation with Mengniu. Mengniu's crown milk is mainly targeted at women.

We like Mengniu crown milk in the national paved point. He provides a carrier of 10 million bottles. Our carrier is based on our current online promotion, and the effective users of our charging platform. This is highly matched with his target audience. He consults the entire store and gets the added value of consumption. We provide him with an additional product.

In fact, the reason is that we have made in-depth communication between Beijing and Mengniu agent, and finally reached an agreement. In fact, the advantage of our special platform in the charging platform and our movie and TV shows can be exactly the same as that of 28 to 40 women.

Mengniu is also working hard to shape its relatively positive corporate image, so our ultimate definition is high quality consumers. We both have high quality consumers. There are some differences between them. The main problem is that its price is the most expensive. 10 yuan of yogurt I do not know that you do not understand, is his most expensive product, but also the highest profit in Mengniu product line.

The whole operation is that we added a bottle sticker on Guan Yi milk. This bottle sticker is the code that we give him the movie. Then we selected some films according to their crowd needs in the entire film library, which is on-demand on our strategic platform. The whole activity planning in the early stage is one month, and the whole process is covered by 10 million bottles in the whole country.

This tag is called the Magic Movie table. There is a code in the middle, which has a very complicated technical connection, because the code matches with our backstage. It is based on this magic movie label that it is a digital movie ticket. This is our own creation. It can read many good quality movies on our website. At the same time, we do some advertising links in the station. It is meaningless to say this on today's occasion. The most valuable thing is that we integrate all the quality users with the value of their products' specific appeals.

We produced 12 films, 6 high-definition movies and 6 hot films, including the Guanyin Mountain, and so on. Almost the definition of young women to lock in related users, including TV dramas and TV dramas, we were not satisfied at the first time, but it represented the vast northern rural areas, and northern cities and towns, and later we added.

(see photo) this is a simple pattern diagram. There is no need to say more. There are hidden complicated technology applications in the middle. We can directly detect the change of data in any store. This is a key process.

The effect is very simple. At that time, we started the operation for a day and a half. We took a lot of resources in our station to coordinate with him, including the setting of some special areas. (see photo), this is a process page. The user is very satisfied with the current application. He must log in by electronic code. At present, this activity is not completely finished. It is still in progress. The current figures are still good. This is our two months' expectation. What we are worried about is that we are watching HD backstage online, because HD backstage is very important for resources. Basically, its ten million Mengniu is still increasing, because the annual sales volume is over one hundred million, the figure is still increasing, and the actual movie will exceed 5 million.

In addition to giving our customers advertising performance, we have limited or effective users have a very direct correlation with customers, and provide real value to customers. The simple advertising era has long passed, especially in the new media era.