At Momo Lu Kai Shared Net Red Content Play.

According to the world clothing shoes and hats net, September 25th news, in 2017 China

The Forum on innovation and development and the Zhuzhou (Lu Song) clothing business development summit, delivered a public speech at Momo CEO, Lu Kai, the following is shorthand.

At Momo CEO Lu Kai

Lu Kai Kai: Hello, everyone! I am in the Momo trend.

Lu Kai, I am very grateful to the organizers for inviting me to make a sharing. I am not prepared today, including PPT, which my team temporarily helped me out last night. But this PPT is not important. Later I will tell you about what I have done in Taobao for so many years now, what I have jumped through, what lessons I have learned, and even some small details that I have tried to succeed. Let me share with you that I am very real, dry goods are very dry.

PPT may take a long time to start.

Now let's start with the various stages of our actual operation.

In the first stage, how do we get traffic when we first start shops?

I think it should be a lot of people who want to do business as a shop nowadays. We want to know something very much in 2010. When we were in 2010, the main thing was to get goods, that is, Sijiqing in Hangzhou.

At that time, it was very simple to go to the market to get goods and then add 15 or 20 yuan to go up and sell. Then what channels do we use to get traffic? At that time, many so-called Taobao tutorials told you to go to the forum, you could go to beauty and mogujie.com. At that time, the traffic we got up mainly came from sharing platform to bring many free traffic.

But entering the second stage of the problem, the market is faced with a variety of shops in the middle, how can we get advantages from this mode, such as price advantage, many people will fight the price war, you add 15 yuan I will add 5 yuan, so this is a very embarrassing period.

Therefore, the operation of our entire panning operation, when the so-called shopkeeper did not actually operate such a position, so we are Hangzhou shopkeepers in the entire operation to add in, through their own production of our own design of our style, and then achieved a very good balance in profits.

In the third stage, I did a good job in 2014, but I didn't get enough weight in 2014, but I did ninth of C store. At that time, it was 2014. I thought I was very great, because I was ninth in C store in four years, and I felt very great.

But the next time is a big blow for me. What is it in 2015 and 2015? Do you remember that year when May 2015 was a big one? In the first half of 2015, it was also the year when my wife gave birth. So when the so-called shopkeeper took the picture, IP had already been formed. When we were having children, we said we could find a model to shoot. Of course, I could do it. In the first half of the year, there was about 20 to 30% growth. I think it's okay, there is no problem.

When he got up in May 2015, he was very familiar with his boss, Chen Ke. He told me the other night that we had a new shop on the night before. You see, at 12:00 noon on the second day, he asked him how I was doing. He said I made 15 million today, and the whole order came down just like the rain.

Because at that time, we only had 200 or 3 million new ones. It was also very good. At that time, 200 and 3 million could be the top three.

Our own team is relatively cattle, because they grasp the whole trend is very accurate. After what we call "net red" after the overwhelming publicity, we also have a very tight grasp, so the hard to turn their shop from a shop dominated by a shop to net red, is also a word on the cusp, so it turned to the net red piece.

As net red, my PPT has just started. As the net red, the most important thing is content play. Let's start looking at the PPT below.

First of all, our Amoy play.

This is the main channel for us to play the content in Amoy. There are 9 channels. Anyway, we can see PPT.

In the past, people asked me what Taobao content was, just writing word classes. Actually, it wasn't like this. The development of the entire Taobao platform, we may get news in 2018 or 2019, 2018, and the whole Taobao's home video occupies 80%, which means that the picture is becoming less and less important. It can really do short video and video explaining, and do these things, because I think customers will really want to see more real things, we know that Taobao PS is too much.

I think this is probably the stuff.

First, Amoy drainage is the most important way for us.

There are some buyers in the middle of the show. Do you have live broadcast today? I would like to talk about a secret of the industry. In fact, when making all the stores, when doing all the shops, they feel that this section is very good, actually they will brush buyers' show. This is an open secret. Customers also know that buyers evaluation is what we brush. But why do they want to see? We do a data statistics, we see from the backstage data, my own shop traffic, the buyer's show hits 200 thousand a day, this is a very terrible number, that is, when people come in, it may be a person to broadcast several treasure, but there are 200 thousand hits.

So the buyers showed great efforts, including a very good buyer.

I think the owner of the shop is red and has a beautiful face, and looks very nice. But he doesn't wear this effect on himself. Have you ever read the scripts on the Internet? The picture is dressed like this.

Therefore, buyers show is particularly important, through the micro Amoy play hope to buyers show this piece of intention to do it.

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In addition, some new trailers issued by shopkeepers. I think the so-called net red can make such a thing, because it is very close to us. Why do we call it KOL? KOL means "opinion leader". We explain the experience and expertise through the shopkeeper or the model. I think the customers will be very receptive.

Including everyone is also the same reason, imagine some small details in life, for example, if someone calls you, I ask you to buy insurance or real estate every day. I believe you have hung up the phone before you finish talking. Why? Because the marketing quality is too heavy, the entire marketing information is directly surfaced, too direct and crude, so we use the owner's voice, just like friends, we chat and tell you something, then you feel you believe me, buy my product, very warm, so this is a warm marketing.

If I call my customers every day, you haven't bought anything for a month. If you want to buy one, he will not come back to buy it.

The other is the usual drainage part. We are sending something to do the new micro scouring before making the test. This data is very intuitive, and the effect is very good, so if the scene has Taobao hope to make good use of the micro Tao, this effect is very obvious.

These are all done by my team. These are the forms of our interaction, such as building, welfare and so on. About the comparison of some data, stop and stop. Let's take a look at PPT.

This is something my team has done. It's embarrassing. I think it's done quite well.

Now the whole Taobao women's clothing is the most popular live broadcast in 2017. I just looked at the flow chart below, and a leader wanted to talk about the content of live broadcast, so I would like to say something about it.

First, live broadcasts.

Before April 2017, I looked for a lot of daring people to help me broadcast the products of my shop. They intervened in the form of Taobao customers. In the second half of last year, they should be the bonus time of the whole live broadcast. They produced very, very many fans, and there should be fans with good taste. I can say a few words.

Snow, lier, Chen Jie KK, micro Asia, level month, these are excellent hosts in the industry of live broadcasting industry, which bring us good returns. But in the 6 and July of this year, I cut down all the broadcaster's live broadcaster. Why? Because now the big family will find that if we do not know whether or not there are women dresses in here, we will find that the live broadcaster is starting to open a shop, and it is also going to open shop, and very angry.

We usually do new things, such as doing a lot of advertising, we have a new period of pre heating period until the new day to fight 40 to 500 thousand advertising fees, but the live broadcast is not the same, they can do 13 million hours in four hours, one ear baby in the previous time, the new 4 hours live broadcast 13 million, very angry, 10 Fen advertising fees have not been spent, very strong.

In June of this year, all the live broadcasts outside the world were cut off, but not that we did not need to do this. I feel that if we are in the rising stage or at a relatively advanced stage, we can cooperate with the broadcasts. But why do we need to cut the number of people directly? Because more and more people have fans, and they have opened their own stores, so when he opens a shop to make money, all the labels are completely reversed, and my customers may become his customers. So in June, all the broadcasts were slashed into live broadcast.

Our live broadcast is very good. We tested it. We used to live without live broadcast. Now we broadcast live every day, without the daily live broadcast, the conversion rate is about 6%, flat sales, because the whole flow is very large, so the conversion rate is a little low, 0.6%.

After the daily live broadcast, the conversion rate is close to 0.8 - 0.9%, so the whole promotion is quite obvious.

And the most important thing is the new live broadcast, the whole data is very intuitive, the purchase rate, the collection rate, at a glance, and is very helpful for the whole sales.

When we broadcast live, when we broadcast live, the live broadcast of our store is the benchmark of the whole industry, because we produced a data in 2016, the best thing is the big sale of Fu bags, and the program of making a big pformation of the prime minister. We invited people on the Internet to do a program for the pformation of the National People's Congress, and it took a lot of energy to do this.

Last year, it won the award of Taobao's most popular anchor in 2016.

Problems encountered in practice.

I took a casual look. Now many colleagues are black, you need to grasp a degree, buyers do not show the evaluation, do not shoot all the buyers show, when there will be a lot of people come to black.

I talked about Amoy.

Amoy did not say last year, at the end of last year, it was fortunate to have met friends in Beijing. Now we are partners in micro-blog hatching. We have 51 net red in our hands. We are the second organization of sina. In front of us, Lu Han, we only have more than Lu Han from the number of red men.

Outside the station is mainly to do micro-blog, you can take a look at these data, I do not read one by one, I feel very cattle.

Now we will increasingly find that the whole competition of Taobao is very intense. How do we precipitate our old customers and how to take the new customers to live? So I have chosen two platforms before, the first platform is the WeChat public platform, and the other platform is micro-blog.

I don't know if you have such an idea. Now we have seldom read the subscription number. I will check the subscription number every day, and point out all the little red dots. Sorry, I am a Virgo. I want to drop all the little red dots and rarely go in.

There are about 100 thousand fans on the public platform of WeChat. A message arrived at a very low rate. I think it is only seven, eight thousand, and the whole arrival rate is relatively low. So we gave up the subscription number of WeChat public platform and put it all on micro-blog.

On micro-blog, you want to be a good red man. You used to think that net red must be showing off the wealth on the Internet, what luxury car you bought, what luxuries you bought, it used to be like this, but now it is a big taboo to burn luxury cars and show off wealth, and can not do such a thing.

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Now the best quality red people need high quality content output.

This is done by my team. I feel like I am advertising. Our micro-blog incubator is called "simple culture". We provide help to the operation of the content, and help them to do a series of grooming, supply chain sorting, operation section sorting and so on.

We directly look at PPT, take pictures of the photo, this feeling is the team to help ourselves make a hard advertisement.

Micro-blog is a relatively official thing.

This is my wife.

Before we did it, there were only 650 thousand fans, and 200 thousand of them were brushed for me. In fact, there were only 350 thousand. The data between these two contrasts were about 7 months to 8 months. I found 1 million fans, all of them doing content and various things through the team, from 650 thousand to 1 million 640 thousand. Today, there are 1 million 650 thousand, and now the growth rate is two per two days.

After my team helped us do some content optimization, our interaction rate also went up. The single welfare post is simply pushing all kinds of marketing messages to you, then forwarding and sharing, for example, upgrading from 1000 to 13 thousand.

I will not talk about that.

In fact, when you are doing micro-blog, you are mainly doing IP. The whole IP is very important. What kind of IP will you position yourself? I want to do it in this way. My wife is mainly made up of daring people.

These are all resources that we can get at the end of the content. We feel that the micro-blog side only needs to send something to buy headlines. Actually, it is not. We have many resources. After I did micro-blog, I found that there are so many things that can be used. Playing well needs a strong team to push.

There are also topics, the red man hall, these are some things we are doing.

Fan Tong is also.

So why is micro-blog so hot now? I think we now have more and more people who want to get closer to some of the KOL we know. What are you talking about today? Will ants be? Today just talked about it, saying that the premise for ants to join this club is to burn 50 thousand through trains a day. I just told him that I am now doing Taobao live broadcasting, which burned 40 and 500 thousand a day, and 40 and 500 thousand advertising fees should be burned during the warm-up days.

Now Taobao live broadcast does not need to spend so much money on micro-blog, last year, I have a lot of through train, and this year, I found that live broadcast of micro-blog do not need so much advertising costs.

I've tried, last time I didn't pay a cent for the new one, and the train couldn't last a long time. 10 Fen of the cost of drilling and exhibition was not spent. The new live broadcast for three days, the first day, second days, the specialized broadcasting products, I went to the collocation, or how well, when the third days, all the activities were put on the discount. On that day, 9 million hours, 10 Fen advertising fees had not been spent, and 9 million had been made, so the live broadcast was very important.

I think I really need to do the sales volume of the electricity supplier. I really need to make plates or scales, but I think we still need to save the province. The through-train is very expensive and essential, but the savings can still be saved.

Share it today, thank you!

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