Li Wei, General Manager Of Baidu Key Account, B2C: The Mainstream Of Online Shopping

Li Wei pointed out that Baidu will provide help to the vast number of Internet traders from the aspects of strategy, station building, logistics, promotion and follow-up marketing services.

The first summit of the online retail development strategy of Gulang Ting Tao was co sponsored by Xiamen TDC and Huli district government. The Xiamen network retail business association hosted the winning era, shopex, together with AI.

Tencent science and technology do live broadcast and exclusive interview with micro-blog.

Following is a speech by Li Wei, general manager of Baidu.

Li Wei, general manager of Baidu key account: Good afternoon! This afternoon's meeting will be sleepy, so we will teach everyone to change magic first.

The topic I want to think of today is some thoughts on e-commerce, the future development trend of e-commerce and some of our own experience.

Some simple data will give you a quick look.

E-commerce is bound to be inevitable in this era. Before we were discussing whether to do e-commerce or not, what we have to do now is what time to start and how to do it.

The scale of the whole market can also be seen, which contains a lot of opportunities, no matter the size of the paction or the staff.

(PPT) the market for e-commerce in the coming years is expected to be estimated at about 700000000000, which should be the main platform for our pactions.

This picture is a brief introduction. We see the development of e-commerce on Baidu, because Baidu is a media after all. Through the development of e-commerce for two years, we see that it is developing very fast. Many enterprises will say a word, Baidu is indispensable.

Next, there will be some data highlights.

Judging from the environment, the government also has a very strong support for the e-commerce industry today. In Xiamen today, the Xiamen municipal government also attaches great importance to it. The support of the government will play a catalytic role. Premier Wen Jiabao has direct instructions, and we are well prepared for online shopping.

B2C gradually replaced C2C as the mainstream of online shopping.

The e-commerce enterprises on the platform of distributors and agents also include vertical and right-hand parts. In fact, there are more and more traditional enterprises and traditional brands to build free electronic mall. There are many of them.

From the situation of Lancome and our cooperation, its order on Baidu is 60%, which is brought by Baidu. It can basically achieve 3 million sales per month, and it can be achieved at the counter of the national line. It is still very fast.

All in all, e-commerce is bound to usher in a new explosive era.

We do not think that we have basically divided into several levels, including the overall strategic framework, platform building, dissemination and promotion.

In this part of the strategy, I often discuss with my clients that everyone wants to do e-commerce, but they fail to think about it, or the boss is not clapper, so it leads to other things that can not be mentioned. This must be the boss project, and the strategy can not keep up with the development.

A series of things need to be considered at the beginning of your construction. Our strategy is to foster strengths and circumvent weaknesses.

We know that many enterprises have a large number of advertising investment, have a very good brand awareness, the quality of goods, distribution and logistics are our good at, how to integrate with the channels of the network, the morning's forum also talked with many guests.

This part of the NC refers to Internet users. More and more people turn their shopping behavior onto the Internet. I can basically buy things online, basically online, including eating, drinking and using online.

Yesterday, in Beijing, I talked to my friends, I bought online, I am not trusting or distrust, but also said that after buying, there are many problems in after-sale service. These things may be restricting the e-business in the short term. I also see that so many people are paying attention to the development of electronic commerce today. I also believe that those who make traditional brands and have good professional ethics can jointly make the market and reputation better.

The construction of this platform, we also see many customers how to choose, some customers may not have such a big strength to do their own, or not ready to do their own platform, I do this flagship store mode, this mode is also very good, or some enterprises I started to do their own mall, in the morning also with clothing customers say, he means that both have to do their own, to build their own platform, do not give up their own platform, and do not give up on the third party platform to expand my business, so the disadvantages and advantages are obvious, that is, according to their existing resources, how to rational layout.

Let me give you a small example, what is the adjustment of humanization, user guidance and so on? What is this? {page_break}

We may need to recommend how to display their products and how to give them better guidance effect. I believe that people who have done electronic commerce or optimized work understand that we advocate that you do not know that the best is on the left side, or the right side is the best. The content of the presentation is small or good, so we can do two sets of schemes, and we can use different traffic volume to guide the user's process step by step.

The third party should provide relevant information, such as promotion.

Logistics is also a factor that many enterprises attach importance to. For example, Jingdong has the best use of the third party logistics platform, but the cost is very high, so it is building its own existing platform, and 50% of its operating cost is building its own logistics, and the city coverage is also increasing.

We are most familiar with, or I am most familiar with, or in marketing, so we also see that many enterprises have encountered many challenges in marketing, and many customers are promoting the development of electronic commerce in many ways. In fact, an important part of the core is the setting of ROI. How do we set up the promotion strategy in this market, including search, traditional portal advertising, including mailbox, word of mouth and so on.

Saying that so much has something to do with Baidu, it doesn't matter much before. Why should I do this thing? Why do I stand here? I want to talk about these e-business cognition. Today we have a bigger strategy for Baidu. We launched a project. What is this concept? Let's take a look. Actually, Baidu has some things that are very simple. The first Baidu has the entire Internet coverage, this is the user.

The second point is, because these users are pparent to Baidu's entire search behavior, so we have accumulated more accurate databases. These data enable us to see clearly the interaction of netizens, including the future situation.

In addition, this year, Baidu jointly organized an activity with the Ministry of Commerce. In the first half of this year, the Ministry of commerce also gave us a lot of support to Baidu, which can help enterprises do well in this part of e-commerce.

Next, we will provide some help around strategy, site building, logistics, promotion and follow-up marketing services. For example, there are 300 thousand business users in Baidu sub group, especially in this sector. 1/3 enterprises are surrounded by e-commerce. They have experienced different stages of successful development. There are many experiences for you to learn from, especially when you are not clear about strategy, you can learn from other customers how to do it, or the difficulties encountered, we will share experience, or we will invite our business friends to lead you to enterprises with successful experience.

Including the follow-up data and logistics, we learned from our very good third party partners. In the future, we hope that enterprises such as stations and logistics can join us in making this market bigger.

In terms of promotion and service, we are relatively better at one aspect, including in this regard, we will also recommend some special agents and services to you, as well as follow-up data monitoring partners.

We are working with a lot of customers on our strategic support.

At the front end, the service providers we have found or joined in the program include those already mentioned in the morning. They are also willing to provide better solutions to customers who are prepared to do so, as well as data monitoring in the background. We will also help some partners to do so.

In the aspect of Baidu marketing, I think we are familiar with products, I do not know how many customers have done or know this name, I would like to give you a brief introduction, advertising is targeted by the crowd to vote in this advertisement, but the conventional sense of advertising can only be said, assuming that I am selling shoes today, Nike shoes to make an advertisement, put this idea into the web site, this is the usual advertising marketing mode, but many of our business enterprises not only sell a grade, I do not know today may not find this customer, or this audience will not come.

So we need to launch thousands of pieces of goods together, and I want to put together thousands of pieces of products. If I want to vote, it will be effective and so on. All of them will be searched in Baidu when we make this new plan. For example, you have, all the pictures will be searched, and there are one thousand sets of ideas automatically. When Baidu users are interested in your product, they will be pferred to the relevant advertisements to see them, so they will pform efficiency. Second, unlike the advertisements on Guan Jian's words on our platform, the brand effect is very strong at the same time. So, many customers, such as L'OREAL, are trying to make a brand-new advertising mode.

This also includes many other products, but also in the gradual development process.

On the whole, we hope that Baidu can give you some suggestions and opinions in the initial stage of e-commerce. We will give you some white papers in the future, and we hope you will have time to attend our next conference.

If you want to pick out your suitable partners, you can find us. As a whole, we hope that Baidu will be able to share the experience of the advertisers with the understanding of the users, and share the successful experience with everyone.

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Moderator: time is very well controlled. If you want to ask questions on the stage, we can let Mr. Li give you an answer.

Question: Excuse me, Mr. Li, what does Baidu feel for you? If you want to do well, you can invest a lot. Li Zongneng can't give us some small and medium-sized enterprises or developing enterprises. Is there such a plan that can help us? Thank you!

Li: I will answer this question in two parts. Many companies are telling me that I have invested too much money over there. Can you give us more money? If I spend enough money on Baidu, what will I represent? I will earn more money later than I do.

This is a very important question, behind which is a good ROI supporting him.

The second meaning is how some small businesses expand and develop on the platform of e-commerce. In fact, Baidu is a platform that suits them very well. In fact, we pay for it according to the effect. Today you want to spend one thousand yuan or ten thousand yuan on it. The key is how to set up ROI and make money is my first goal, so I will be very strict with ROI. If I say, I am not famous enough now, I hope more people will know more. At this time ROI is set on the flow, this is the optional part, and the core is how to determine your ROI.

Question: Lee, joking, did not mean to offend.

Baidu has been doing a good platform to help others develop. Baidu has been criticized in its brand management, including click rate and reputation. This part will worry some customers. How do you solve it?

Li: I think this question is also two meanings. First of all, we seem to be serving you. It is very selfless in doing this thing. Of course, I am also making money. Making money is also a way to make money. In Baidu, I am a big client. How can you not allow me to vote? This part is not in line with user experience. I will not earn money in the short term.

The second is because we pay for traffic, so there will be no malicious click.

I talked with a net friend yesterday, and said that your business is too profitable. In fact, this is a problem of short-term money and long-term money. If I do this today, the final person will not get much money because of how many clicks. If there is no business paction, you will tell me again and again that I will not vote, so how to prevent malicious click is what we have been doing.

I believe this part also welcomes everyone to supervise us and provide us with some suggestions and comments.