Myspace Chinese version of the local survival

Braved the U.S. leader's aura of social networking site, Myspace from the beginning of the year since the official visit to China, the localization problem has always been of concern to the industry. Prior to EBAY, Google and many other Internet giants in China are experiencing localized obstacles. Lesson. Myspac How will China respond?

Myspace China CEO Luo Chuan has said in an interview, Myspace China will take self-built servers, state-level domain name Myspace.cn China launched the "China brand", a series of cultural consumption consistent with the characteristics of Chinese netizens content for independent innovation lay a solid foundation.

The Chinese road Myspace

Social networking sites are Web2.0 (second-generation Internet technology) on behalf of the most fashionable trends, all of its contents from the user to create, features include personal blog to provide users, groups, photos, videos, music and many other interactions way. In 2005, the News Corp founder Rupert Murdoch to 580 million U.S. dollars of the high price to acquire MySpace, making it the world's most famous social networking sites.

May 2007, MySpace into China. In Murdoch, "Globalization, localization operation" under the guidance of wisdom, MySpace China conducted a series of reforms, including his wife, Wendi Deng Murdoch's China Direct surgeon, and hired former Microsoft's MSN China CEO Luo served as general manager of Sichuan.

Luo took office, before it's main task is to conduct more in-depth "in China."

First of all, the Internet is a cultural product, consistent with the culture of the host country, Luo convinced on this point. Chinese top-level domain registration ". Cn" site marked on the Internet have a "Chinese identity", as the first step in localization.

Luo introduced into all countries in the Myspace, the only use of the host domain name is "Chinese version of Myspace". Luo said: "This means that Myspace China the world's most dynamic Internet market attention. Since it is to be a root in Chinese enterprises, select CN domain name is the strongest signal localized Myspace release."

"Maybe some companies will think that the international domain name '. Com' will be a more international perspective, but in fact, register now '. Com' domain is longer, from the strategic to consider, I think as the election of a refined domain shorter and easier to remember. And, most importantly, we need to CN domain name on the user's affinity for China, this is the land of China to carry out the necessary Internet business. "

Myspace.cn content focus on differentiation

CN domain names in addition to registration, the Chinese version of Myspace to show more and more different with the United States Myspace. "From the perspective of user experience, Myspace.cn and Myspace.com will be between the more and more different. Myspace.cn will be based on the characteristics and needs of Internet users in China, developed a variety of suitable products and services Internet users at the same time meet the growth of the enterprise. "

Luo said, Myspace.cn features more than 60% of inherited Myspace.com series of channels, re-development of features and channels will also be introduced on the line. Will be a localized Mspace ages online communities, including browse, search, invite, mail, blog, favorites, forum, group, event, school, music and other online way of life for Chinese netizens to provide complete personal space.

Luo said: "For example, the first on-line is that for most Chinese users of community products - Forum. This forum to maintain the system for Chinese users accustomed to the owner, such as the scoring system, while ensuring the hair of each forum paste mechanism is easy to realize the interaction between users. "

"Again, music is one of our labels, but Myspace.cn and Myspace.com will be used in different ways to recommend music."

"China Times" Myspace three goals

In the Luo in the eyes, the Chinese Internet market prospects, this is the basis for Myspace.cn continue to grow. "The next few years when the number of Chinese netizens reached 400 million or so, China's Internet will become the mainstream of the world's Internet market." He said.

Faced with such a huge Internet market, Myspace.cn what are the objectives? Luo be reduced to three areas, first as a mainstream social network, building reliable, state-oriented and able to share innovative network; followed by the realization of a user base of growth; the last to maintain enough active users degree, improving the network sticky.

Third-party research data shows that since last year, the social networking Web sites in China have developed very rapidly. Now occupy the largest market share is the QQ space, 51.com and Baidu Space, the parent company of these sites or rely on a lot of popularity, or by virtue of the characteristics of the young group to grasp the trend of development is very rapid.

Luo said: "The 'China Times' Internet more competitive, but more so the more it shows what is the 'China Times'. We have our own strengths and strategies."

Portrait of one of China's Internet growth, that is, CN domain name registrations now has more than seven million, is the world's second-largest country top level domain. Luo believes that the future access to China's international Internet companies and new local Internet companies, will be greater use of CN domain names, whether to adopt the CN domain name will be the touchstone for localization determination.







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How to strengthen the promotion effect of media and public relations?

Actual case:
Early July 2003, Zhongguancun, a printer manufacturer (hereinafter referred to as A Company) through the summer to a mid-range inkjet printers dropped to less than the price of 900 yuan (899 yuan), results in a very short period of time, this printer sales improved 30%. Half a month later, another competitor (hereinafter referred to as B Company) was found to bring lower prices because A company's sales decreased by 5% a year earlier. Faced with this competitive pressure, B Company, after the contents of discussion, decided to start from the end of July shot a 888 in the summer preferential prices lower than the A company of 11 yuan. The results, in August compared with B Company of the printer sales up 25% in July, on the contrary, A company in August compared with July sales down 15%. In September, the company's sales levels gradually returned to normal sales levels.
The two companies in product positioning and normal users usually sold roughly the same, so the two companies according to promotional changes, we can see the following changes:
Case Study:
A business case for any increase of the size of A is the key to marketing success. A number of factors affecting growth, including promotion of the range, in the form of promotions, price sensitivity and other user groups, all of which must be done in the promotion before the start of a full analysis.
When the promotion finalized and will be started when the promotions will be the sales success of the release of another key point.
It is assumed that the market price-sensitive have 500,000 users (since they heard the news of promotional price cuts to buy a printer), these users each month, 5% of the users have to purchase plans, and to the market to buy. In a media communication and dissemination of the promotional effect of free media as follows:
1. No media coverage of the situation:
July Enterprises Promotion Scheme A, 5% of the price-sensitive customers (hereinafter referred to users are price sensitive users) to the market to buy computers, this 5% (2.5 million) of the price-sensitive customers in the market know A business promotion, 80% of such temptation to give up the price of other brands, bought A business printer. This means that, in July A business promotion will bring incremental sales of 20,000. In the absence of any media communication (advertising / promotion news) cases, 95% of the price-sensitive users (47.5 million) did not know A business promotions. The needs of these users have not been triggered.
August, B Company implemented a marketing plan, not to buy the price-sensitive users (47.5 million) in the same 5% of the market to buy computers, they select the printer, 80% (1.9 million) have chosen B business printer. At the same time, A promotional price-sensitive business users less attractive, sales drop.
Conclusion: A Company and B Company promotional effects are similar (20 000: 1.9 million)
2. A corporate media communication (information arrival rate of 50%) and B is not spread of the enterprise:
A company assumed in July during the promotion through the media, the information to the user not to purchase the market (47.5 million), information arrival rate of 50%, the promotional messages that people have to buy 30% of the resulting program. Thus, in addition to no media coverage of the 20,000 increase in sales, the media has brought part of the incremental transmission: 7.1 million (475,000 脳 50% 脳 30%). This promotion brought incremental sales of 9.1 million.
B Company began sales in August, after the user has not purchased (409,000) 5% (the actual situation is often lower than it) produced a purchase plan, of which 80% of the reasons for the price to buy a printer company B, it will bring incremental sales to about 16,000.
Conclusion: A corporate promotion effect is much better than the promotional effect of B Company (91000: 16 000)
3. A non-media communications and business enterprises spread of the B (information arrival rate of 50%):
A company's marketing results with the first case (20,000 incremental sales).
B In addition to the store for business users to bring the 19,000 incremental sales, the promotion through the media messages to a 50% in July and August did not purchase not present the user ((500 000 -2 10 000) * 95% = 456 000), of which 30% of the resulting purchase program. Thus, in addition to the store bring incremental sales of 19,000, the sales through the media also caused an increase of 6.8 million (456,000 * 50% * 30%). Zhe Yang B to bring the sales promotion business in increments of 87 000.
Conclusion: B Enterprises Promotion effect much better than A business promotion effects (87,000: 20,000)
4. A Company B Company were made with results similar media communication (information arrival rate of 50%):
A business promotion effect in July with the first two kinds of case, promotion to bring incremental sales of 9.1 million units.
August B Company began marketing to the store of the user (409,000 * 5% = 20 000) in 80% of the purchase of B Company of the printer, bring incremental sales of 1.6 trillion. Promotion of information dissemination to the media to reach 205,000 (409,000 * 50% = 205 000) users, 30% (the actual situation would be even lower, because these users in the last round of promotions in the business A description has not been changed purchase plans ) resulting purchase program, it will bring incremental sales of 62,000.
Conclusion: A company's sales was better than A company's marketing effectiveness (91 000: 78 000)
General conclusion:
1) Good media coverage will be effective in enhancing the effect of product promotion; 2) product sales in the timing, magnitude, scale, spread all the best circumstances, the promotion will receive an unexpected return; 3) the lack of good communication support, marketing can actually become a winning opportunity for opponents; 4) simple price-oriented promotional activities, effects can be described by the following mathematical model: E = C 脳 (P 脳 F + (1-P) 脳 I 脳 A ) E: promotional bring incremental sales; C: volume of price-sensitive users; P: price-sensitive users plan to buy the promotional period, the proportion; I: media dissemination of information arrival rate (0% -100%) ; A: purchased by the user to change the percentage of sales; F: buy users, because the ratio of sales to change the brand of choice.
Analysis of specific situations:
On the dissemination of promotional work is not done, I close to "0", therefore, the formula becomes: E = C 脳 P 脳 F in the ideal spread of state, all users are aware of promotions, I close to "1 ", the formula becomes: E = C 脳 (P 脳 F + (1-P) 脳 A) for a specific time to carry out a specific market-specific promotions, C, P, F, A are constant, therefore: E = f (I)
That promote dissemination of the results depends on the arrival rate, and, according to the formula above we can see, E = f (I) is an increasing function, which means that the dissemination of information as the arrival rate of increase, promotion, the better.
Cost principles:
If the only effect to consider from a marketing, business expectations "I" values tend to "100%", ie, all users knew the information. However, in practice, the promotion effect is not the goal, profit target is the key. With the "I" value improvement, business investment in the dissemination of the increasingly high cost, these costs will not only promote the gradual digestion effect profits, and even higher costs increased faster than profits.
Therefore, all the promotional information dissemination is necessary to control the search for a more favorable balance in order to gain promotion the best results.
In addition, the same information arrival rate, the spread of cost control is also important, choose low-cost, efficient means of communication is essential.
The spread of the existing, mainly the means of transmission of advertising, public relations (soft Chinese), direct postal, modalities which to electronic direct mail Chengbenzuidi, but the electronic direct mail on Taizhongxiaofei products do not Shige, Yi Ban Hennanzhaodao high coverage of the database to do support. In general, the highest average cost of advertising, therefore, that such communication to media and public relations-focused, properly supported by advertising and direct mail.
For the smaller customer base of professional products, direct mail often have a stronger cost advantage, so you can consider direct mail as the focus.





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Taobao Alipay betrayal?

Filed Taobao, will invariably think of Alipay. Impression seems to be Taobao Alipay exclusive means of payment for online shopping for the escort. However, this impression should be corrected down. What happened the last three months show that Po seems to have paid "grown up", "independence":

In August, in conjunction with China Netcom, to create a new era of broadband fees paid line

July, together outstanding Amazon, into the B2C area

June, reached a strategic partnership with Dell, you can use Alipay to buy from Dell Computer of the

Three things seem normal, in fact, have a deeper meaning behind it.

Join hands with China Netcom, the team can be considered for the future buried treasure to pay a hint. Netcom users now pay online through Alipay only net costs, but the future? With China Telecom to hit "My e-Home" Internet sharing scheme and Netcom to focus more on the follow-up online services. "Broadband Business", "CNCMAX broadband my world", "Golden Club", "10060" and is its representative. These services can not always be a free meal, Netcom, but also as its profit forecast. Then, when the service improved, user training up, and Netcom to how to make it easier for users to pay all the expenses? The answer is: pay!

The work great Amazon, it means Alipay the "past" and "betrayal" - and it is great Amazon competitor Taobao, one of Amazon's excellent work to some extent on the means and Taobao enemies! But if there is no "betrayal", then payment will treasure forever be a disgrace to an "open platform" position!

As with the Dell reached a strategic cooperation agreement that paper, you can hand in as a team Alipay out of one test score, who is Dell. With expertise in e-commerce known to Dell's "Points", I believe no one would question today in the third party payment Alipay field accomplishments. Dell already has a mature business model in the case, still need to pay the third party payment partner Po such support, but also a way, that the third party payment is for.

In fact, Baidu casual look, you can know Alipay tentacles now stretch how fast. Or say it with numbers: At present, support the use of external Alipay service number has more than 460,000 businesses, covering airfare, virtual games, digital communications and business services sectors. Deadline May 6, 2008, Paypal registered users has reached 80 million, the total number of visitors has more than 1 / 3. The faster than expected. Some analysts said Alipay break 100 million this year the number of users has no suspense.

Even more shocking is that, Paypal is not only a partner in the business enterprise. Shaoguan in Guangdong, to participate in the social security of the people already started to pay health insurance pay for treasure; in Zhejiang, many places have to pay road maintenance fees can be paid a treasure.

Taobao is now treasure for the payment of "just one of the largest customers," unconsciously, Taobao Alipay the former "brother" really grown up!







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