Such As Cheng Wenqiang: Internet Red Business Model In The Era Of Digital Economy

On July 10th, at the 2019 billion state social networking conference, Cheng Wenqiang, assistant chairman and VP of the market, delivered a keynote speech entitled "digital economy under the red internet business mode and technological innovation". In the meeting, he said that in the new era of traffic, a brand that wants to become a user's favorite brand needs 4 characteristics in itself and its partners: marketing, products, supply chain and operation.

It is reported that the 2019 billion state social networking conference will be held in Shanghai on 9-10 July 2019. This session is "fierce!" The theme is sponsored by billion power, including the billion state social networking conference, the social e-commerce supply chain Innovation Summit, the social business law special session closed door, the user operation and marketing all channel thinking sessions, and so on.

Cheng Wenqiang, assistant chairman and market VP

Warm tip: This is a preliminary review for shorthand, to ensure the original intention of guests on the spot, without deletion or error.

The following is a record of the speech:

Hello, everyone, I would like to say sorry to you first. Because Feng has something to do, I will play with you to share with you my thoughts on the fans' economy.

After listing, we heard a lot of discussions about what the culvert is. Some people say that if Han is a MC organization, some people say that if Han is a combination of Taobao women's clothing stores, and some people even say that they are women's clothing supply chain, these are all part of the culvert, but they are absolutely not the same. Based on our development and the next 2-3 years of planning, we consider ourselves to be a technology and operation driven fashion brand co creation platform.

Why is technology and operation jointly driven? Because in addition to the MCN mechanism, we have made a lot of investment in technology. We believe that the operation of electric power providers and the operation of fans are important capabilities. We are willing to work together with brands and supply chains to create innovative brands in the new era. Therefore, we believe that in the new era of flow, a brand that wants to become a user's favorite brand needs 4 characteristics in itself and its partners: marketing, products, supply chain and operation.

Our marketing is based on KOL as the core marketing capability. Today is the home of social networking providers. We believe that the leader or social operator of social networking is also KOL, because he wants to convey the value or value of products to fans or communities. The two is the ability of products, the ability to do social work again, and finally to the products, especially women's clothing. We think that the product should be selected, but if there is a product, once it is sold and exploded, the capacity will not keep up. Therefore, we believe that the next important point is the ability to grasp the supply chain. We have the technology driven flexible supply chain management capability. Double 11 can sell millions of bills on the same day, clothes should be returned quickly, and it should be produced within two weeks. This requires a very large supply chain collaboration between upstream and downstream enterprises, and quality and quantity should be guaranteed. Now many beautiful make-up is also doing flexible supply chain. We think it is also very good. The four is operational capability. These four abilities do not have to be fully owned or owned by themselves, or partners, but if we want to become a brand, we believe that four abilities should be available.

The four capability is to cooperate in three dimensions. We believe that the three dimension is methodology, tools and product delivery or trust. By multiplying tools, such as marketing, we are going to promote the whole case in trembling sound. There are also tools for delivery, for example, women's clothing. We will identify women's dress more or more on the social platform, and even what pattern is the pattern. The tool supply chain is Layercake, which is similar to the supply chain system.

I don't know how you look at the marketing of the red guys. If you still think that the net red goods or Li Jiaqi's products are only sales roles, we still have misunderstandings about the red man business and the new social business electricity supplier. We believe that the impact of the red man business on consumers is mainly the change of consumer behavior, which has changed the whole process of online shopping. The red man era is from social interaction, maybe he doesn't know which skirt he likes, or he doesn't want to buy a skirt today, but when he sees a little sister or a model wearing a good look, I think I can have this skirt. Stimulate interest from social interaction and generate search actively. After the search is generated, the order is received and executed. After the performance, we collect feedback, which is the operation and after-sales service of the social business.

(PPT diagram) this is the positioning of the third party platform, which is defined from data and several dimensions. At present, such as China's largest network operator, there are several labels: first, we are fashion brands, because we focus on 155 million women's powder, and there are many KOL. At present, we have cooperated with 632 cooperative brands, but 632 of them have succeeded. Because we are relatively conservative and prudent in the primary stage, and have certain choices for brand cooperation. Now we have 132 online stores, which have signed more than 100 red men and are living in the industry TOP1 on the number of red men. In the fiscal year of 2019, GMV reached 2 billion 900 million yuan, an increase of nearly 40% over the previous year.

Why can we become China's largest network of Hong Kong electricity providers or network red platform? One of the more important points is that we have a mature net red system and net red reserves, including the selection of net red. Yesterday, we talked with friends about the selection of net red, and what the status of the red man is in the end. We choose from fans assessment, fans quantity, personal charisma, professionalism, market strategy and unique personal design. Recently, we have signed more than a dozen red nets. In the background of micro-blog's signing, there were three thousand or four thousand private letters saying that it was necessary to sign a contract.

Apart from the KOL with real human and professional degrees, why do we prefer to call the net red KOL, because when we sign them, the rigid requirement for them is professionalism. If you want to make beautiful make-up, you must know or make up your skills very well. Apart from the flow of the coat, you must provide professional service professionals, at least you can survive on the counter, so we have a higher degree of professionalism. It is because we have a high degree of professionalism that the stickiness of fans or the loyalty of fans are very high. Girls are fans of girls, and you are sure to pay for professional degrees.

(PPT diagram) this is a business overview of Han, because today's big coffee is quite large. Next we will open up cooperation. There will be no hiding. We will share with you what we have done. Under the digital electricity supplier and the new flow social networking platform, we must do 11 actions. For the self operated electricity supplier, these 11 actions are all done by themselves.

After we trampled a lot of pits, we started the platform mode. Many people say that platform mode is forced to do so. In fact, it is not a platform mode. It is a mode that we grow up. After opening the platform mode, we have a very good effect.

Our platform mode is blue net red marketing, net red training, net red signing, net red selection, we have made four moves, and product advertising, product marketing. The rest of the product delivery, product operation, and electricity supplier operation are handed over to partners, so at the very beginning, there are four major capability points. These 11 businesses are included in four major capabilities.

(PPT diagram) this is the red man signed by our company. Last year, when she burst red on the jitter, she brought a lot of public opinion. After she gave up the shaking platform, she joined us. The little sister herself said that the fans who felt trembling before her did not belong to her, giving up no regrets. But through its own efforts, through clothing, micro-blog should have 3 million 500 thousand fans. She said that every fan she got today was obtained through professionalism and efforts. I remember that when she was 11, she took hundreds of dresses a day and slept one or two hours a day for 5 days. In fact, apart from being professional, the red people still love and do not love a particular industry.

We have invested a lot of manpower, energy and financial resources in the selection of funds, especially the technical inputs, including our Deep Fashion and Layercake, and Deep Fashion, which we cooperate with know clothing technology. Users can download them for free, and we can know the wear of the world's little sisters.

The trend of AI is for garment design enterprises, because we believe that clothing design has been looking for products for twenty consecutive years, and there is no reference tool. AI is facing a buyer and collocation teacher, mainly in some fashion design. The supply chain can also be considered as the capability of supply chain collaboration, management, operation and reserve. We have stepped on so many pits and paid so much tuition fees. We believe that the industry of red people, social networking providers or businessmen of red people have just come to the fore and are not at all competitive with each other. After listing this year, we have made a lot of thinking and set the policy of 8 words, that is, we are ready to open cooperation with the industry and other platforms.

If we cooperate with you, what is the status and the spirit of cooperation with you? First of all, we believe that we have the leading market position and the first mover advantage. Our preemptive advantages are very low wastage rate and net red reserves, as well as cooperation with major social networking providers, social platforms, and supply chain capabilities. If all of you here can become partners, there will be more fashion brands in China to build a growth system together with us. We believe that the depth of cooperation will be even smaller. Our network is red and comprehensive. We also provide training. We provide fans with cost-effective products, inspire and guide a better lifestyle. We provide a lot of solutions for ecological participants, especially fashion channels for brands and online retailers.

(PPT) this is our cooperation with Estee Lauder and our co worked worm, Bao Jiansao, as we all know, Li Jiaqi. You can check the beauty list. Bao Jiansao ranked the top three before March of this year. After March this year, Li Jiaqi is the first. The quality of Vlog is very high, and its connotation and quality are all high.

There are also food products, such as culling makeup and clothing, we have made many explorations in many fields. For example, Unilever's dream dragon ice cream, the two day of the dream dragon fire suddenly, or the fire of Dai Sen's curling stick, behind a lot of KOL to participate in the promotion, including the case of KFC. You can contact us. I can share the whole case with you.

Most of the 362 brands that we cooperate now are first-rate or even super line brands. Many brands have been looking for us to cooperate, but we have refused a lot because we can do a lot of screening for KOL and guarantee their results. At the same time, including NetEase Yan Xuan and other APP platforms will also do our promotion. Thank you!