RINAPE :: Volume #11

#1011: Taobao Alliance 2.0

LNMTL needs user funding to survive Read More

Li Mu stuns the world, is superficial, denied all individual Webmaster to join the Taobao Alliance beforehand current capacity realization pattern directly, but to scene more than 1000 individual Webmaster, the Li Mu's words and had no overstating element. 李牧语出惊人,轻描淡写间,直接否定了所有个人站长在加入淘宝联盟之前的流量变现模式,但是对现场这一千多个人站长来说,李牧的话并无任何夸大的成分。 Before joining Taobao Alliance, crude oil that everyone's current capacity looks like without the refinement, the words of direct sale, the room for profits is small, most profits were controlled by the fine industry of downstream. 在加入淘宝联盟之前,大家的流量就像是未经提炼的原油,直接出售的话,利润空间较小,大部分的利润都被下游的精细化产业所掌控。 However, Taobao Alliance actually gives the opportunity that everyone fine created income, calculates the cost way of effective click, the effective registration as well as effective transformation through Taobao Alliance, almost improved a level all Taobao Alliance member website income. 但是,淘宝联盟却给了大家一个精细化创收的机会,通过淘宝联盟计算有效点击、有效注册以及有效转化的计费方式,几乎把所有淘宝联盟的成员网站收入都提高了一个层级。 Under the market economy, to the resources supplier of industry, whose price is high, who is an eldest child, because of the Taobao Alliance more advanced income computing mode, makes this about thousand people gather here from the whole country, attended the Webmaster congress of Taobao net. 市场经济下,对行业的资源供应方来说,谁出的价高,谁就是老大,也正是因为淘宝联盟更先进的收入计算方式,才让这近千人从全国各地汇聚到这里,参加淘宝网的站长大会。 Li Mu said on the stage: „The Taobao Alliance core objective, binds firmly in everyone on the path of development together, in the future, we will try gives everyone to provide a maximum income compared with the current capacity realization channel, repeatedly to our rules and algorithms optimizes, safeguards in each maximum benefit of sitting!” 李牧在台上说:“淘宝联盟的核心宗旨,就是在发展的道路上与大家牢牢绑定在一起,未来,我们会尽全力给大家提供一个最高收益比的流量变现渠道,同时也不断对我们的规则、算法进行优化,来保障在坐的每一位利益最大化！” Under the stage about thousand individual Webmaster applaud together, the reputation that Li Mu works can not be questioned, therefore they also believe, Li Mu will certainly live up to one's words, brings more rooms for profits to them. 台下近千位个人站长共同鼓掌,李牧做事的口碑毋容置疑,所以他们也相信,李牧一定会说到做到,给他们带来更多的利润空间。 At this time, Li Mu showed a faint smile, rear PowerPoint switch over a thought to lead the chart, later Li Mu according to the leading chart that oneself completed, to individual Webmaster introduced under stage: „After this congress, the Taobao Alliance algorithm 2.0 editions will soon formally issue, this set of algorithm compared 1.0 editions to have several bigger promotion and improvements, first I must with everyone introduce that about vertical and improvement of fine.” 这时候,李牧微微一笑,后方ppt切换成了一副思维导图,随后李牧依照自己做好的导图,向台下的个人站长介绍道:“在本次大会之后,淘宝联盟算法2.0版本即将正式发布,这套算法相比较1.0版本有了几个更大的提升和改进,首先我要跟大家介绍的,就是关于垂直化和精细化的改进。” Saying, Li Mu points at the thought to lead the chart the leftmost, here only then a column, writes „user” two characters, said: „As we all know, the user is the internet core, everyone's realization of income from current capacity, but the current capacity came from the accumulations of tens of thousands of user, but, each user is an independent individual, since is independent, represents them to have the different status, the different ages, the different characters, different fondness and different income levels, if we all kinds of user stoppers to a platform, they will then summarize are generally called ‚current capacity’, I think that is not very rigorous.” 说着,李牧指着思维导图的最左侧,这里只有一个栏目,写着“用户”二字,道:“大家都知道,用户才是互联网的核心,大家的收入来自流量的变现,而流量则来自成千上万用户的积累,但是,每一个用户都是一个独立的个体,既然是独立的,就代表他们拥有不同的身份、不同的年纪、不同的性格、不同的喜好以及不同的收入水平,如果我们把各种各样的用户都塞到一个平台里,然后将他们概括统称为‘流量’,我认为是非常不严谨的。” Each individual Webmaster is frequently nodding to approve , the development of internet has not entered to the fine stage, how everyone to be unearthing the user value to rack brains thoroughly, but this is the new direction that a does not have any predecessor experience can draw on, to individual Webmaster that these divorce oneself from reality, seems more puzzled. 每一位个人站长都在频频点头以示赞同,互联网的发展还没有进入到精细化的阶段,大家都在为如何更深入的挖掘用户价值而绞尽脑汁,但是这本身又是一个没有什么前人经验可以借鉴的新方向,对这些闭门造车的个人站长来说,就显得更加困惑。 Everyone is listening to the meaning in Li Mu words, seemed like makes the breakthrough in the fine development direction, if so, once Li Mu admitted in the algorithm of fine Taobao Alliance, to everyone of sitting, was backs on the big tree to be good to enjoy the cool air simply, sat idle and enjoyed the fruits that's alright with Taobao Alliance. 大家听着李牧话里的意思,似乎是已经在精细化发展的方向上有了突破,如果真是这样,那一旦李牧把精细化的算法放进淘宝联盟里,对在坐的所有人来说,简直是背靠大树好乘凉,跟着淘宝联盟坐享其成就行了。 Therefore everyone starts to expect Li Mu's as follows, no one diverts attention and loses concentration, each one is crying out for technical skills of face. 于是每个人都开始期待李牧的下文,没一个人分心、分神,个个都是一脸的求知若渴。 Immediately Li Mu starts to introduce and explain earnestly: „In the new Taobao Alliance algorithm, we to everyone opens named ‚refined weight’ the recent data, so-called ‚refined weight’, is Taobao Alliance in view of everyone website transformed, conducts the fine zoom analysis, and calculates the weight of each data.” 随即李牧开始认真介绍并解释道:“新的淘宝联盟算法里,我们会给大家开放一个名为‘细化权重’的新数据,所谓‘细化权重’,就是淘宝联盟针对大家网站的转化情况,进行精细化分析,并对每一项数据的权重进行计算。” „Taobao will conduct many classifications to the commodity, in the big classification, there is the clothing shoes and a day to melt the thing, the daily use articles, the food cooking oil, the electronic products, the household electrical appliances and books audio and video wait/etc, in these big classified below, but also divided the small classifications of many refinements, for example in the clothing shoes, there is the men's wear, a women's wear, children's clothing, the middle and old aged attire, the movement outdoors and shoes women's shoes wait/etc, our refined weights, according to is these type transfer efficiencies calculates.” “淘宝本身会对商品进行多种分类,大分类上,有服装鞋帽、日化用品、日用百货、食品粮油、电子产品、家用电器以及图书音像等等,在这些大分类的下面,还划分了诸多细化的小分类,例如服装鞋帽里,有男装、女装、童装、中老年装、运动户外以及男鞋女鞋等等,我们的细化权重,依据的就是这些类型的转化效率进行计算。” „Draws an analogy, individual Webmaster A website, is one introduced website that specially the traveling, journey and outdoors explore, and forms a complete set to give the outdoors travel enthusiast to exchange to use specially that if after he joined Taobao Alliance, without a doubt, to his website, to the conversion rate of clothing shoes big classification inevitably is highest, but in many segmentation types in view of clothing shoes big classification, movement outdoors small classification is it closest.” “打个比方,个人站长a的网站,是一个专门介绍旅游、出行以及户外探险的网站,并且配套有一个专门给户外旅游爱好者交流用那么,如果他加入了淘宝联盟之后,毫无疑问,对他的网站而言,对服装鞋帽这个大分类的转化率必然是最高的,而针对服装鞋帽这个大分类里多个细分类型来看,运动户外这个小分类又是与它最贴近的。” „Because the Taobao Alliance advertisement covered the entire type commodity, therefore we join Taobao Alliance some time advertisement actual transformation through Webmaster A, can calculate, in he joins in the Taobao Alliance later recommendation commodity, the transformation of movement outdoors is highest proportion, such being the case, that in the Taobao Alliance algorithms of 2.0 editions, we to Webmaster A website, will conduct the thin differentiation, to enhance it the weight in movement outdoors classification, as the matter stands, later on his website, will present the movement outdoors thing advertisement the probability to increase many, if before , the probability that the movement outdoors will present will be 1/20, that after adjustment weight, May promote to 1/2 high, even 2/3.” “因为淘宝联盟的广告覆盖了全类型的商品,所以我们通过站长a加入淘宝联盟一段时间内的广告实际转化情况,就可以计算出在他加入淘宝联盟之后的推荐商品中,运动户外的转化比例最高,既然如此,那么在2.0版本的淘宝联盟算法中,我们就会对站长a的网站,进行细分化、提高它在运动户外这个分类上的权重,这样一来,以后在他的网站上,出现运动户外用品广告的机率就会增大很多,如果以前运动户外出现的几率是20分之一,那么调整权重之后,最高有可能提升到2分之一,甚至三分之二。” About thousand individual Webmaster hear here, has looked one by one pleasantly surprised, they can through the Li Mu beforehand analogy, actually being able to hear these to bring the big change to them. 近千名个人站长听到这里,已经各个面露惊喜,他们能够通过李牧之前的比喻,听得出这其中究竟给他们带来了多大的改变。 Before then, although Taobao Alliance had brought more current capacity creating income space to them, what advertisement but Taobao Alliance puts on their website, this point is they are unable to interfere, moreover beforehand Taobao Alliance has not conducted a more further segmentation in view of the different website different characteristics, now is different, Taobao Alliance has stood firm fast, and absorbed large quantities of alliance website, hastens to ground log in to complete, remaining was slowly the solid foundation. 在此之前,虽然淘宝联盟已经给他们带来了更多的流量创收空间,但是淘宝联盟在他们的网站上投放什么样的广告,这一点是他们无法干涉的,而且之前的淘宝联盟也没有针对不同网站的不同特性进行更进一步的细分,现在则不同了,淘宝联盟已经快速站稳脚跟并且吸收了一大批联盟网站,抢滩登陆已经完成,剩下的就是慢慢夯实基础了。 When everyone is excited, the PowerPoint picture turned into one by various race and character character chart, the person of Asian descent, caucasian or the black people, the brown skin and person of mixed blood, in their body outlines, contained the different colors, the different characters and interest characteristics, but each character attempted to connect in three letters with a line, these three letters were: dna. 就在所有人都兴奋不已的时候,ppt的画面变成了一个由各种人种、性格的人物图,黄种人、白种人还是黑种人、棕色皮肤以及混血儿,他们的身体轮廓中,都包含了不同的颜色、不同的性格、兴趣特点,而每一个人物图都用一条线连接到了三个字母上,这三个字母便是:dna。 The Li Mu's sound also enhanced several points, is pointing at behind PowerPoint picture, brings several points of excited saying: „I believe, your website, like on this everyone, have itself uniquely, therefore, since the Taobao Alliance 2.0 time, what website regardless of your website are, we will study each website unique gene on own initiative, studies you then to act according to your website to provide the Taobao Alliance advertizing service of custom-made to you, making your advertisement transfer efficiency higher!” 李牧的声音也提高了几分,指着身后的ppt图片,带着几分激动的说道:“我相信,你们的网站,就像这上面的每一个人一样,都拥有自己独特所以,从淘宝联盟2.0时代开始,无论你们的网站是一个什么样的网站,我们都会主动去研究你们每一个网站的特有基因,研究你然后根据你们网站给你们提供定制化的淘宝联盟广告服务,让你们的广告转化效率变得更高！” The voice falls, under the stage bursts into thunderous applause immediately. 话音一落,台下顿时掌声雷动。 To these individual Webmaster, they join Taobao Alliance, most cares is the income, „refined weight that” Li Mu said a moment ago, is a good strategy of large promotion advertisement conversion rate, making outside the website seller who makes the traveling, let make the electronic website to sell the cell phone, to let make the fashion website to sell the clothes, this can bring the huge promotion to everyone's advertisement transformation all of a sudden. 对这些个人站长来说,他们加入淘宝联盟,最关心的就是收入,李牧刚才所说的“细化权重”,就是一个大幅提升广告转化率的好策略,让做旅游的网站卖户外、让做电子的网站卖手机、让做时尚的网站卖衣服,这样一下子就能给大家的广告转化带来巨大的提升。 After long time applause, Li Mu wants to wait for everyone to be peaceful then to continue to speak the following content, but the response under stage is exceptionally intense, many individual Webmaster below excited whispering, expressions brim with is being excited and frantic, letting Li Mu has to urge the big family fortune on the stage: „First should not be excited, a moment ago I said that one of them that but the Taobao Alliance 2.0 algorithms change, the changes in other aspects, asking everyone to be first peaceful to listen to me to say.” 良久的掌声之后,李牧本想等大家安静下来便继续讲后面的内容,但是台下的反应异常激烈,不少个人站长在下面激动的交头接耳,一个个表情洋溢着兴奋与狂热,让李牧不得不在台上劝大家道:“诸位先不要激动,我刚才所说的,只是淘宝联盟2.0算法改变的其中之一,还有更多其他方面的改变,请大家先安静下来听我说。” Under the stage heard other Li Mu also changes must announce, immediately then peaceful, is waiting for Li Mu's as follows. 台下一听说李牧还有其他的改变要宣布,立刻便安静了下来,等待着李牧的下文。 Li Mu clears throat, then said: „As the saying goes must act as circumstances permit and treat people appropriately according to their individual circumstances, now our Taobao Alliance must take suitable measures because of website, except for segmentation weight that we calculate on own initiative, in the algorithms of our Taobao Alliance 2.0 editions, gave back to everyone to develop a very practical new function in the backstage.” 李牧清了清嗓子,接着说道:“俗话说要因地制宜、因人制宜,现在我们的淘宝联盟也要因网站制宜,除了我们主动计算的细分权重,我们淘宝联盟2.0版本的算法里,还给大家在后台里开发了一个非常实用的新功能。” looks at Li Mu that over a thousand people of eyes do not wink, „backstage new function” makes them unconscious has the anticipation, everyone is individual Webmaster, understands the website procedure/program and backstage, such as Li Mu said, Taobao Alliance allying website developed the new function in the backstage, that also means, Taobao Alliance gave allied website more new rights, this was everyone besides money, major problem of second care. 上千人眼睛不眨的看着李牧,“后台新功能”让他们不自觉的心生期待,大家都是个人站长,都懂网站程序以及后台,如李牧所说,淘宝联盟给加盟网站在后台里开发了新功能,那也就意味着,淘宝联盟给了加盟网站更多的新权益,这是大家除了钱之外,第二关心的大问题。 Li Mu said: „A moment ago I said ‚segmentation weight’, is Taobao Alliance acts according to everyone respective website actual transformed data to conduct the statistics to obtain, to avoid our algorithms has omitted with biased, we give everyone developed named ‚home station weight attribute’ the setting option, in this setting option, we altogether listed more than 80 segmentation types, has the quite general first-level classification, there is relatively is very careful and careful second-level and third-level classification, everyone can in the backstage for own website designate when the time comes you think the closest website user's attribute classification, and can give this classification from. 10% to 50% weights, later, what commodity your website suits pushes, yourself have most half of decision-making power.” 李牧说:“刚才我说的‘细分权重’,是淘宝联盟根据大家各自网站的实际转化数据来进行统计得出的,为了避免我们的算法有所遗漏和偏颇,我们给大家开发了一个名为‘本站权重属性’的设定选项,在这个设定选项里,我们一共列出了八十多个细分种类,有比较笼统的一级分类,也有相对细致以及非常细致的二级、三级分类,大家到时候可以在后台为自己的网站选定一个你认为最贴近网站用户属性的分类,并且可以赋予这个分类从10%到50%的权重,以后,你的网站适合推什么样的商品,你自己也有最多一半的决定权。” The people understand immediately the intention in Li Mu words, the light comes by the algorithm for each website analysis and adjustment weight, looks like self-piloting system on airplane, this set of system although is very powerful, but only one set of automated system is inevitably inperfect. 众人立刻明白了李牧话中的意图,光由算法来为每一个网站分析和调整权重,就像是飞机上的自动驾驶系统,这套系统虽然很强大,但只有一套自动化系统必然不够完善。 In this case, the best resolution format is two plans, one set makes the automated adjustment, one set intervenes artificially, to all individual Webmaster certain control, enabling them to control the gene tendency of website artificially, this gave a Taobao Alliance member very big independent right. 在这种情况下,最好的解决方式莫过于两套方案,一套全部进行自动化调整,一套人为进行干预,给所有个人站长一定的控制权,让他们可以人为掌控自己网站的基因倾向,这就给了淘宝联盟成员一个非常大的自主权利。 At this moment, individual Webmaster under stage, each one face is excited, face glowing with health, the Taobao Alliance algorithm 2.0 compare the huge improvement that 1.0 make, exceeds their imagination, makes them realize the idea of Taobao Alliance truly: Wants completely together means cooperation for win-win situation. R 此时此刻,台下的个人站长们,每一个都一脸激动、容光焕发,淘宝联盟算法2.0相较1.0所作出的巨大改进,远超出他们的想象,也让他们真正意识到淘宝联盟的理念:想尽一起办法合作共赢。r
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