Ma Yun Once Again Searched The Topic Behind Wang'S Senior Public Relations And E-Commerce.

How many people grew up with Ma Yun's inspirational chicken soup? How many people rely on the imitation goods on Taobao? How many people regard Ma Yun's quotation as a struggle motto.

Very busy, because Ali has been very upset recently and has been kicked out of the world anti fake alliance. It was investigated by the securities and Exchange Commission of the United States (SEC), and was repeatedly criticized by LV parent company for selling and selling.

In the past two weeks, the full screen is the topic of Ali and Ma Yun. Ali has directed a series of dramatic scenes by using the magic public relations technique.

Double eleven data were investigated and directed against Ali's small heart.

A more serious problem from the industry dimension is the investigation by the US Securities and Exchange Commission (SEC), because the survey directly refers to the accuracy of data in double eleven.

In the 20-F annual report to the US Securities and Exchange Commission (SEC), Alibaba disclosed the investigation. It revealed that the survey started from the beginning of this year, including the "double eleven" data, the strategy and operation method of the merger of the performance data, and the related party pactions.

Once the survey is completed, Ali double eleven data will be deconstructed. How to delineate the sales performance between Tmall and Suning will be a major concern.

Data pparency is a matter of concern to SEC. More details of Tmall's category revenue and partner income are key breakthroughs in financial investigation. Financial account structure becomes very critical and sensitive when the cat gets closer and closer.

Of course, the media is also reading Ali's potential problems in double eleven, such as bills and data fraud, but these are still waiting to be discussed when the SEC findings come out.

Ali's public relations strategy has spread in the country "reported by domestic competitors", which has been spread abroad as "short investors in Wall Street". The former is almost equivalent to dark strike counterparts, while the latter is said to have been framed.

However, all PR strategies are superficial, which can affect public opinion, but can not change the truth. All the truth lies in the business model of Ali.

Unavoidable business model black hole

In strict sense, Ali is not a retail enterprise, but an advertising and marketing company. Their high profits come from rents and advertising fees, while Ali has a strong ambition of dominating the whole world.

On Ali platform, the competition among businesses is fierce, the more ads are put on, the higher the income of Ali, and the quality of their own businesses is not the concern of Ali.

Ali's business model is more like Baidu's business model. There is no connection between the quality of goods and the purchase of consumers. More often, it is driven by advertising and driven by low price impulse. Ali's profit margins are increasing, and the profit margins of businesses are poor. This is an unhealthy business mode black hole.

Under the so-called ecosystem, Ali often encourages businessmen and branding merchants to rush ahead with their achievements. On the one hand, they increase advertising and enhance their trading volume on the one hand.

Under the stimulation of blind sales worship, the brand of the business has not been really promoted. Instead, it has raised the high price sensitivity of consumers and is not conducive to brand building. Therefore, businessmen are encouraged to sell more brands for exposure with larger sales volume. Some businesses even take low price promotion as brand advertising opportunity, which is a very distorted business environment.

Against the backdrop of the big business competition, many businesses will become the victims of Ali's impact on GMV's performance.

Some businesses will go crazy under the stimulation of their own low profit, no profit bad high sales, eat big pills, and record with ALI. In the end, Ali will rush the flow to a bigger brand.

The cat Ning Group originated from the kidney deficiency and made the logistics simple.

Ali deepened the cat's Alliance for the second time.

After buying a large stake in sunning Yun, although it claims to be a great League of kings, it is essentially a coalition of kidney deficiency.

Suning.com is committed to Tmall. The event itself means that they have been marginalized. Suning has recently sold many logistics bases and is seeking lighter development.

Under all kinds of complex investments, most of them have been swallowed up by cat Ning, mistaken for the fact that they are really united, but in fact they are cats.

The deeper the League of cat Ning is, the more the two are suffering from kidney deficiency, and the logistics is simple.

Rookie logistics do not do their own, but shouting slogans that the flow of peer losses, it is simply Monkey Style public relations, not to invest in logistics is a dream.

In the field of logistics, it is impossible to light up the mode. It is necessary to emphasize the importance of light, rather than understatement. Without the depth of supply chain service, there will be no first-class logistics distribution experience.

The smartest PR, the stupidest public relations.

Ali's strong public relations has become the consensus of the industry. It always calls for publicity in public opinion. All kinds of provocative, clever and apology are deeply hidden in public relations. Undoubtedly, they are the cleverest public relations.

In the past, I had been superstitious about public relations for a while, but along with the way of starting a business and work experience, I slowly became geographical and sober.

The smartest PR can really play with public sentiment, just like immobile emotional control technology, but things can't be used endlessly because people's intelligence should not be ignored.

Under the tide of consumption upgrading, Chinese consumers and Chinese netizens are no longer the small white Internet users of the past. Most of them are online shopper, and their recognition of these values such as quality, integrity and integrity is getting higher and higher.

Do not underestimate the intelligence quotient of Chinese consumers. Like Ali, the clever public relations skills can only be a pleasure, but in exchange for consumers' distrust, many times, too clever to turn people into disgust and resentment.

In the early days of social media boom, there were countless soul chicken soup articles in the circle of friends, both female intellectuals and grassroots netizens.

But now, you can see that the chicken soup that knowledge women pmit has been very few. Even if the chicken soup is forwarded, it must be a more advanced chicken soup.

This shows that mainstream consumer groups are more critical not only in physical online shopping, but also in spiritual content consumption.

The cleverest PR is not the most intelligent pr.

After all, it will return to the retail level. Consumers are shopping, not listening to your tongue. While showing off IQ, the smartest PR will easily become the most stupid public relations.