RINAPE :: Volume #10

#987: Taobao Alliance

LNMTL needs user funding to survive Read More

Boss Ma studies how to strengthen poaches the efficiency the time, Li Mu to stimulate the Taobao net consumer to consumer business, ties up the Taobao middle-and-small seller the Taobao Alliance advertisement of development, has prepared to test to get online. 马老板研究如何增强挖角效率的时候,李牧为了刺激淘宝网c2c业务、捆住淘宝中小型卖家而开发的淘宝联盟广告,已经准备测试上线了。 „Taobao Alliance”, is Li Mu in previous life „the Baidu alliance” as well as „Taobao Alliance” in the promoted pattern refines one set of promoted system of simplifying, in this time, can say that to domestic many individual Webmaster provided one type brand-new, the higher level profitability model. “淘宝联盟”,是李牧在上辈子“百度联盟”以及“淘宝联盟”的推广模式中提炼精简出来的一套推广体系,在这个时代,可以说给国内的诸多个人站长提供了一种全新的、更高级的盈利模式。 Nowadays e-Commerce market is not very mature, Li Mu's Taobao one-party rule, almost cannot form the competitive atmosphere, therefore has not expedited childbirth specially for the advertisement pattern that e-Commerce serves, therefore Li Mu then formulated a new pattern of e-Commerce advertisement, conforms with one new plan the Taobao streaming media advertisement directly, provides each individual Webmaster. 现如今的电子商务市场还不够成熟,李牧的淘宝一家独大,几乎形不成竞争氛围,所以还没有催生出专为电商服务的广告模式,于是李牧便制定了一个电商广告的新模式,直接把淘宝的流媒体广告整合成一套新方案,提供每位个人站长。 The ordinary website advertisement quite simple and crude, according to the website type and current capacity data, gives the different position different advertisements the prices, the spreader can consult with Webmaster according to the lease personally, after deciding, signing pays money, advertisement to get online, what as a whole is the short-lived business. 普通的网站广告比较简单粗暴,根据网站的类型、流量数据,给出不同位置不同广告的价格,推广者可以根据租期跟站长个人协商,定下来之后,签约付钱、广告上线,总体上的是一锤子买卖。 This simple pattern although is simple, but to individual Webmaster, lacks to the depth excavation of current capacity dividend, the same recommendation position, supposing the selling price is 500 Yuan every day, then the income of individual Webmaster to this recommendation position was written, only if the website current capacity grows, otherwise this price is very difficult to be raised again. 这种简单的模式虽然简单,但是对个人站长而言,缺乏对流量红利的深度挖掘,同样的推荐位,假设售价是五百元每天,那么个人站长对这个推荐位的收入就被写死了,除非网站流量增长,否则这个价格很难再提升上去。 500 Yuan recommendation positions, push a day of healthy product, could achieve several thousand Yuan volumes of business ; If trades to do to push Game, may bring tens of thousands Yuan recharging, but these income, are individual Webmaster are unable to enjoy, even individual Webmaster simply does not have the opportunity to contact the promoted side the actual profitability data. 五百元的推荐位,推一天的保健品,也许能达成几千元的成交额;如果换做推游戏,可能会带来几万元的充值,但是这些收入,是个人站长无法享受得到的,甚至个人站长根本没有机会接触到推广方的实际盈利数据。 The Li Mu's idea is, if individual Webmaster is willing to connect Taobao Alliance, the future advertizing cost „will guarantee a minimum + will be divided into” the new pattern on by. 李牧的想法是,个人站长如果愿意接入淘宝联盟,将来的广告费用就以“保底+分成”的新模式来进行。 For example, an original 500 Yuan day of advertising expenditure, Taobao gives Webmaster 500 Yuan day of guaranteeing a minimum, in this foundation, to the effective click and effective transformation of this/should website counts, calculates the advertizing cost. 例如,原本五百元一天的广告费,淘宝就给站长五百元一天的保底,在这个基础上,对该网站的有效点击、有效转化进行统计,计算广告费用。 The effective click refers to the normal advertisement click of pure individual user, so long as the point opens even if, conducts to record statistics, gives Webmaster to pay the remuneration for services rendered, supposes each effective click in 0.1 Yuan terms, once the same day effective click achieved 5000 times, was equivalent has achieved has guaranteed a minimum the standard, in this foundation, the income of multi- gaining, Taobao normal settled accounts to Webmaster, in other words, 500 Yuan advertisement positions, if clicked every day, only then 3000 times, Webmaster can attain 500 Yuan to guarantee a minimum as before, if clicked every day 6000 times, then he can attain 600 Yuan actual income. 有效点击是指纯个人用户的正常广告点击,只要点开就算,对此进行记次统计,来给站长支付酬金,假设每个有效点击按照0.1元计算,一旦当天的有效点击达到了五千次,就相当于已经达到了保底标准,在这个基础上,多赚的收入,淘宝正常给站长结算,也就是说,五百元的广告位,如果每天点击只有三千次,站长依旧能够拿到五百元保底,如果每天点击有六千次,那么他就能够拿到六百元的实际收入。 Besides effective click, but must count the effective transformation, the user who that is, these click on, many people successfully registered the Taobao account number, if present, a success registration gives 1 yuan additionally the advertisement remuneration for services rendered ; If this/should user had the actual order to finalize, regardless of volume of business many, each gave Webmaster 2 yuan only again the income. 除了有效点击之外,还要统计有效转化,也就是,这些点击进来的用户,有多少人成功注册了淘宝账号,如果有,一个成功注册额外给予一元钱的广告酬金;如果该用户有实际订单成交,无论成交额多少,每单再给站长二元钱的收入。 Synthesizes, the scale of this income was objective, the original 500 Yuan advertisement positions, first attained 500 Yuan to guarantee a minimum did not say, if day of 6000 effective clicks, the actual income were 600 Yuan , if 100 people registered, added 100 Yuan income again ; If under 50 people order, will also increase 100 Yuan again. 综合下来,这个收入的规模就非常客观了,原本五百元的广告位,先拿到五百元保底不说,如果一天有六千有效点击,实际收入就达到了六百元,这其中如果有一百人注册,就再加一百元收入;如果有五十人下订单,还会再增加一百元。 Calculates, the original 500 Yuan advertisement positions, the Webmaster actual income were 800 Yuan, the increase achieves 60%, this is also only the conservative estimate, because the present foundation pricing is very conservative, to individual Webmaster, this marked price has the attraction, but Li Mu understands, with the development of internet, the cost that the user gains certainly is higher and higher, particularly the payer, the gained cost will be higher. 这么算下来,原本五百元的广告位,站长的实际收入就达到了八百元,增幅达到60%,这还只是保守估计,因为现在的基础定价是非常保守的,对个人站长来说,这个标价已经非常有吸引力,但李牧明白,随着互联网的发展,用户获取的成本一定是越来越高的,尤其是付费用户,获取的成本会更高。 Taobao is an online sale platform, the user who each reality transforms, is representing a long-term income line, in Li Mu's plans, to the Webmaster cost standard also with the development of Taobao, but continually promotes. 淘宝是一个线上销售平台,每一个实际转化过来的用户,都代表着一条长期的收益线,所以在李牧的规划里,给站长的计费标准还会随着淘宝的发展而不断提升。 In order to realize the Taobao Alliance unity, all cooperation website streaming media advertisements, will use the Taobao technical code, this first saved massive manpower costs to them, some website, the customer of advertisement delivery replaces frequently frequently, sometimes will have the window period of advertisement resources idle. But after Taobao cooperates, they not the selling advertisement position that needs to keep again, so long as because signs with Taobao, the future advertisement was all contracted by Taobao. 为了实现淘宝联盟的统一性,所有合作网站的流媒体广告,都将全部采用淘宝的技术代码,这首先就给他们节省了大量的人力成本,有些网站,广告投放的客户经常频繁更换,有时还会有广告资源闲置的空窗期。而跟淘宝合作之后,他们就不需要再去不停的卖广告位,因为只要跟淘宝签约,将来的广告全被淘宝承包了。 Next, Taobao will clear a data backstage to each website, counts its website to induct to the current capacity of Taobao net, and tracked the current capacity final transformation whereabouts, website can only count many users to click on the advertisement, if user from own platform skipping to after the Fang Ping stage, he lost to the control of user follow-up behavior, drained many, to transform many, they were also unknown. 其次,淘宝会给每一个网站开通一个数据后台,统计其网站导入给淘宝网的流量,并跟踪流量最终的转化去向,网站自己只能统计有多少用户点击了广告,但是一旦用户从自己的平台跳转到对方平台之后,他就失去了对用户后续行为的掌控,流失了多少、转化了多少,他们也不得而知。 In Taobao Alliance, Li Mu will make all alliance website see, their website came many users, many users naturally drain after skipping, many users precipitate to complete the registration, and had the actual purchasing behavior, except for did not disclose that concrete transaction record, other data will publicize the transparent demonstration to give each cooperation Webmaster. 在淘宝联盟,李牧会让所有的联盟网站看到,他们网站来了多少用户,有多少用户在跳转后自然流失,有多少用户沉淀下来完成注册,并且产生了实际的购买行为,除了不透露具体的交易记录,其他的数据都会公开透明的展示给各个合作站长。 In addition, the Taobao Alliance backstage will also act according to each website current capacity transformed, conducts the weight rating to this website, from 1 to 10, weight higher website, is higher on the conversion rate of representative Taobao advertisement, such website, will give them many advertisements to be divided in the future additionally, with this means that stimulates website Webmaster continually to step up the website current capacity, the user quality and advertisement transforms, stimulates them to get rid only sold the lazy thought of advertisement position in the past. 除此之外,淘宝联盟的后台还会根据每个网站流量的转化情况,给这家网站进行权重评级,从一到十,权重越高的网站,也就代表淘宝广告的转化率越高,这样的网站,将来会额外给他们更多的广告分成,用这种办法,来刺激网站的站长不断提升网站流量、用户质量以及广告转化,刺激他们摆脱以往只卖广告位的懒惰思维。 The Taobao Alliance advertisement in the current internet industry, seems very interesting, because of all Taobao Alliance advertisements, will use pushes the commodity the pattern, the user sees, no longer is a website advertisement, but is some commodity, so long as he clicks, can directly enter the commodity page, is obvious to the promotion of transformation. 淘宝联盟的广告在当下的互联网行业中,会显得非常有意思,因为所有的淘宝联盟广告,都将采用直推商品的模式,用户看到的,不再是一个网站的广告,而是某一件商品,他只要点击,就可以直接进入商品页面,对转化的促进非常明显。 More interestingly, Taobao will provide the unified streaming media advertisement code for all Webmaster of cooperation, as the matter stands, will likely have a situation : Many website natures possibly are different, content also to have very big disparity and page typesetting and design style have nothing in common, what is only same, the both sides of their page, or are left under with the right bottom, has the same Taobao streaming media advertisement, this also has the huge promotion to the brand demonstration of Taobao. 更有意思的是,淘宝将为所有合作的站长提供统一的流媒体广告代码,这样一来,就可能会发生一种情况,既:很多网站的性质可能不同、内容也有很大差距、页面的排版以及设计风格都各不相同,但是唯一相同的是,它们页面的两侧,或者是左下与右下角,都有一样的淘宝流媒体广告,这对淘宝的品牌展示也有巨大的提升。 After these days development, Taobao at present already has completed „Taobao Alliance” the technology development, now the Business personnel are contacting individual Webmaster stage unceasingly, more and more individual Webmaster Xinran (Joyful) has accepted the Taobao net „guaranteed a minimum + is divided into” the partnership model, and anticipates „Taobao Alliance” as soon as possible online. 经过这些天的发展,淘宝目前已经完成了“淘宝联盟”的技术开发,现在商务人员正在不断接触个人站长的阶段,越来越多的个人站长已经欣然接受了淘宝网“保底+分成”的合作模式,并且非常期待“淘宝联盟”的尽快上线。 To „Taobao Alliance” the pattern, Teacher Lei had expressed full of admiration admires, Li Mu always has his means that can subvert everyone unknowingly thoroughly the traditional mechanism that operates silently, the Taobao Alliance pattern, with a traditional advertisement contrast, highlighted its thorough advanced nature slightly all of a sudden. 对“淘宝联盟”的模式,雷教主早就表示了五体投地般的佩服,李牧总是有他的办法,可以在不经意间就彻底颠覆一个所有人都在默默运行的传统机制,淘宝联盟的模式,跟传统的广告稍一对比,一下子就凸显出了它彻彻底底的先进性。 Carried on unexpected sudden subversion to the beautiful thing, this approach is easiest to have the paying homage to psychology. 对原本美好的事物进行猝不及防的突然颠覆,这种做法最容易让人产生膜拜心理。 Why Jobs is a god, is when everyone thought that the Nokia N series are the golden character tower top and various looks at Nokia types of N of device lines handset industry are mouth-watering, Jobs with iPhone makes everyone at heart shout 'motherfucker', then said one: „Fuck, the cell phone can also play.”, Then looks at the Nokia N series, voices opinions: This his mother what gadget? 乔布斯为什么是神,就是当所有人都觉得诺基亚n系列就是手机行业的金字塔顶、看着诺基亚各种n系列手机流口水的时候,乔布斯用一部iphone就让所有人在心里骂娘,然后说一句:“我艹,原来手机还可以这么玩。”,然后再看诺基亚n系列,不由发出一声感叹:这他妈什么玩意儿？ In comparison, Brother Liu appeared calm, he knew that Li Mu Teacher Lei knew Li Mu was longer, moreover two people built Taobao, was grows out of nothing to do little, he had been startled by Li Mu, nerve big strip. 相比之下,刘师兄就显得淡定了很多,他认识李牧比雷教主认识李牧要久,而且两人搭建淘宝,是一点点从无到有干起来的,他早就被李牧惊来惊去,神经大条了。 Teacher Lei to „Taobao Alliance” respectable, and has said „Taobao Alliance” will found internet advertisement new times, Li Mu shows neither approval nor disapproval, on advertisement more and more fine the incoming wire line and custom-made, some are the person will receive various inspirations unceasingly, creates the Xinying pattern, but „Taobao Alliance” this pattern, itself more suitable e-Commerce, so long as Taobao proficiently plays the method of this set of alliance, more and more individual Webmaster bundles under own big system, this set of system can increase many competitiveness for Taobao. 雷教主对“淘宝联盟”推崇备至,并且一直说“淘宝联盟”将开创一个互联网广告新时代,李牧对此不置可否,将来线上广告会越来越精细化、定制化,有的是人会不断受到各种启发,去创造出更新颖的模式,而“淘宝联盟”这种模式,本身更适合电商,只要淘宝把这套联盟的玩法玩熟练、把越来越多的个人站长捆绑在自己的大体系下,这套体系就能为淘宝增添不少竞争力。 Three people meet in private decides „Taobao Alliance” to get online the date officially the time, Li Mu then decided the time on October 15. 三人私下开会定“淘宝联盟”正式上线日期的时候,李牧便将时间定在了10月15号。 Reason that the choice on October 15, was because 18 th must deliver the Muye Science and Technology expeditionary force to go to US (America), Taobao Alliance was the big movement in industry, but compared the 18 th farewell ceremony, the social influence wanted to be weaker, must know the 18 th farewell ceremony, not only historical moment in an industry, big event that the whole nations are focusing on, therefore first got online „Taobao Alliance”, can powerful social impact that avoided the farewell ceremony bringing. 之所以选择10月15号,是因为18号就要送牧野科技的远征军远赴美国,淘宝联盟是行业内的大动作,但相比18号的欢送仪式,社会影响力要弱很多,要知道18号的欢送仪式,不只是一个行业内的历史时刻,还是全国人民都在关注的大事件,所以先上线“淘宝联盟”,可以避免欢送仪式带来的强大社会影响。 Decided to get online the time, Li Mu gets a sudden inspiration suddenly, said to two people: „The opportunity that or we get online while Taobao Alliance, does a national individual Webmaster congress.” 定完了上线时间,李牧忽然灵机一动,对两人说:“要不我们趁着淘宝联盟上线的机会,搞一个全国个人站长大会吧。” „Individual Webmaster congress?” Brother Liu surprised asking: „Industry summit meeting nature?” “个人站长大会？”刘师兄惊讶的问道:“行业峰会性质？” Li Mu shakes the head, said: „Declared to the outside is the industry individual Webmaster summit meeting, but in fact we must complete a Taobao net supplier congress it, all individual Webmaster, will be our Taobao net future suppliers, but they will not supply the actual commodity, what supply will be the current capacity!” 李牧摇了摇头,说:“对外宣称是行业个人站长峰会,但是实际上我们要把它办成一届淘宝网供应商大会,所有的个人站长,都是我们淘宝网未来的供应商,只不过他们不供应实际商品,供应的是流量！” Teacher Lei knits the brows the long time, claps, said excitedly: „This idea was really good! Invited Yanjing to come, making them these individual Webmaster accept our brainwashing, to become our member, in the future this is we spreads the current capacity minerals of nation!” 雷教主皱眉半晌,一拍手,兴奋的说:“这个idea真是太棒了！把这些个人站长邀请到燕京来,让他们接受我们的洗脑、成为我们的一份子,将来这就是我们遍及全国的流量矿产啊！” Li Mu one provoked laughter by English pronunciation that Teacher Lei blurted out, suddenly serious looks at he, said: „Can Chief Lei, say that are-you-ok does listen to me?” 李牧一下被雷教主脱口而出的英文发音逗笑了,忽然一本正经的看着他,说:“雷总,能不能说一句are-you-ok给我听听？” A bewilderment of Teacher Lei face: „Chief Li, I have not understood......” 雷教主一脸的莫名其妙:“李总,我没明白……” Li Mu is repressing laughter, said: „You said are-you-ok that's alright.” 李牧忍着笑,说:“你就说一句are-you-ok就行了。” Teacher Lei is more puzzled, but looks at a Li Mu face earnest appearance, the hesitant moment opens the mouth saying: „Is are-you-ok, this?” 雷教主更加不解,但看李牧一脸认真的样子,犹豫片刻还是开口道:“are-you-ok,是这样吗？” „Earnest point and earnest, a belt/bring mood, emotions run high a little......” “认真点儿、认真点儿,带点情绪,情绪高涨一点儿……” Being confused Teacher Lei enhances several points of volume, said: „Are-you-ok? Like this was OK” 一头雾水的雷教主提高几分音量,说:“are-you-ok？这样可以了吗” The Li Mu face suppresses red, this time cannot hold in again, a person is patting the thigh, laughs...... 李牧脸都憋得通红,这次再也没能憋住,一个人拍着大腿,哈哈大笑起来……
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