Whose world is it in advertising? It is undoubtedly Jiang Nan Chun's in China, but Ma Yun has always liked to play dirty tricks. This time, his move directly challenged Jiang Nan Chun’s advertising empire. From 05 to now, I have been paying attention to the changes in development strategies of Taobao.com and Alibaba, and an extremely interesting conclusion can be found. That is, Alibaba likes to launch "products without transportation, fast consumption, and large demand", such as Taobao introduced lottery purchases, direct ticket purchases, direct purchase of gaming equipment, movie tickets, concert tickets, etc. These are also heavily promoted and advertised on the homepage. Secondly, in 2008, the Ali Software Platform launched the sale of online software products, which even more conforms to Ma Yun's so-called most idealized e-commerce products and models. Subsequently, Ali Mama quietly arrived, treating online advertising as a commodity to sell, once again proving that Ma Yun's so-called most idealized e-commerce product and model is "no transportation, fast consumption, and high demand" as the key.
Alibaba uses its own resources to seize many resources and for this purpose, it also launched the Ali Mama advertising trading platform, undoubtedly seeing the development prospects of online advertising. So what about traditional advertising? Will Alibaba let it go? Definitely not, because traditional advertising is huge, and one very small market has created a Jiang Nan Chun. How could Ma Yun's goal be just one Jiang Nan Chun?
Careful people can find that the Alibaba website has launched a so-called "Media Supermarket: http://ad.china.alibaba.com/index.html", which provides a trading platform for a wide range of enterprises and traditional advertisers. Although this "Media Supermarket" is not closely integrated with Ali Mama, it is believed that in the near future, another strong player in the advertising field will emerge, and that is Alibaba.
A careful review of the "Media Supermarket" on the Alibaba website shows how ruthless Ma Yun's move is, full of momentum, determined to gather domestic traditional advertisers for cooperation, and directly selling traditional advertising to SMEs in China. Once this move is made, who can stop it? Ma Yun's determination is not to drive Jiang Nan Chun out of the market until he swears not to give up.
Alibaba, leveraging its brand advantage and the customer resources of SMEs in its hands, entered the traditional media, which can be described as a surprising victory. It also particularly fits Alibaba's so-called idealized taste of e-commerce. Many domestic traditional media under the strong impact of online advertising face increasing survival pressure and decreasing market sales. They have no choice but to seek greater development, cooperate with big brands, and innovate their modes. Therefore, Alibaba took advantage of the situation, timely seizing the market opportunity, using Alibaba's best skill in building platforms, letting traditional media be fully exposed to customers, allowing them to choose freely.
For Alibaba or traditional media, it is a trial and innovation, bringing new thoughts to other e-commerce websites, portals, and traditional media. Why did Alibaba launch the traditional "Media Supermarket"? How big is its market prospect? Can such an innovative model bring a ray of hope and a way out for traditional media? Is the current traditional media urgently in need of transformation, or does traditional media need to quickly leverage the Internet to seek greater development?
China's advertising market is set to present a good show, and we are looking forward to it!
(Author: Caike Online Accounting Network: www.coko365.com Tian Keshan MSN: [email protected])