Chapter 977 Intermediaries Are Anti-Commercial

In the advertising intermediary industry, it is usually a 20% commission, which is obtained from the advertiser.

However, there are too many platforms.

Many websites cannot get advertisements, or the advertisement space is not enough, what should I do? I can only please the intermediary, hoping that the intermediary can show some face and pull more advertisements to their own website.

In this process, there is rebate.

Probably also 20%.

For example, when Google first entered the country, it had no resources and connections, and was confronted by domestic Internet peers. How could it advertise? At that time, Google found three advertising intermediaries with state-owned backgrounds.

In addition to the intermediary taking 20% ​​from the advertising side, after Google receives the advertising fee, it will also take out 20% commission and return it to the intermediary.

In order to strengthen cooperation, I hope that the intermediary can bring more advertisements to its own platform. In this way, compete with Baidu, Yahoo, and Microsoft.

In this industrial chain, intermediaries occupy an absolutely strong position.

They have the most information and the most resources in their hands, they can take both left and right, and earn a lot of money.

However, times are advancing.

The nature of the Internet is peer-to-peer, and "intermediary" is an anti-commercial industry. In the development of the Internet, the value of intermediaries will become lower and lower until they disappear.

It is now April of 2008, and the position of advertising intermediaries is no longer so strong.

The real big advertisers all go directly to the platform to place advertisements.

For example, companies such as Baidu, Ali, Mercedes-Benz, SAIC, Wanglaoji, Amazon, etc. come to Ziwei Star to advertise on Ziwei Star, and communicate directly with Ziwei Star without going through an advertising intermediary.

The two parties negotiated and signed the contract offline, and the matter was settled.

This kind of large enterprise has its own marketing department, and they can design their own marketing plans for advertising, without the need for intermediaries to provide services.

It is just that the advertisements of this kind of big companies are all big orders.

In the domestic online advertising industry, more than 80% of the market share is completed by large companies. Only those small and medium-sized enterprises, as well as some traditional enterprises that know nothing about the Internet industry, will choose to cooperate with advertising intermediaries.

That is to say, with the development of the times, in the industry chain of "advertising-intermediary-platform", intermediaries have less and less right to speak, while advertisers and platforms have more and more right to speak.

Especially the platform side!

Such as Ziweixing.

This is the largest concentration of Internet advertisements in China, and the advertising space is very limited! Advertisers should quickly place orders and grab resources!

Especially now that the global economy is taking a turn for the worse.

Business is not doing well, what should the company do?

The first step is to cut expenses.

The first thing to cut is advertising spending.

You can’t just spend the little advertising money left in your hands. You must pay attention to the conversion effect and don’t waste it. The personalized recommendation algorithm under Ziweixing can complete the accurate recommendation of advertisements, which is the favorite of advertisers.

Because of this advantage, Zhou Buqi can have enough right to speak when facing Jiang Nanchun.

How should the industrial chaos be rectified?

I'm sorry, what you say, the largest online advertising intermediary in China, doesn't count, and you have to follow the rules of Ziweixing, the largest platform provider.

On the wine table, Jiang Nanchun was still fighting.

Zhou Buqi remained unmoved.

In addition, Ali is also an advertising platform, and Boss Ma and Zhou Buqi are in the same group, two against one, so there is no suspense.

The last thing, Jiang Nanchun wants to promote the cooperation between Haoye and Ziweixing.

Both parties share priority.

That is to say, after Haoye receives the advertisement, it must be placed on Ziweixing's platform first; after Ziweixing receives the advertisement, it can jump in the queue and must be placed first.

Zhou Buqi is very interested in cooperation.

Ads, of course, the more the better!

Big customers need it, and small customers need it too.

Although Ziweixing’s advertising space is scarce, the conversion rates of the two major advertising platforms, Friends.com and Toutiao, are very high.

For example, a certain company has an advertising budget of 100 yuan, and each click is calculated as 1 yuan. On a general platform, the conversion rate is very low, and it may take 7 days to get 100 clicks to complete the order. It’s different on Moments.com. With high traffic and precise marketing, the conversion rate of advertisements is extremely high. Maybe 100 clicks are completed within 7 hours, and the order is over.

This is also the reason why Ziweixing has rapidly risen to become the largest Internet advertising platform in China in just a few years.

Intelligent recommendation algorithms are applied to the maximum.

In this situation, Ziwei Star needs a super large number of orders, fast in and fast out, and quickly complete the advertising orders one by one.

Allyes Network under Focus is the largest Internet advertising agency in China, and has a lot of advertising resources in its hands. If they are willing to cooperate, it will be helpful to Ziweixing.

However, Zhou Buqi made two more requests.

"Traditional advertisements such as page advertisements, window advertisements, floating layer advertisements, and pre-roll advertisements are not the main direction of Ziwei Star."

"I know that you are the first to create information flow advertising, which is the 3.0 of Internet advertising."

Zhou Buqi nodded with a smile, "Yes, information flow advertisements. This kind of advertisement is precision marketing, with a very high conversion rate. We adopt a bidding model with a minimum guarantee. Whoever opens an advertisement with a high unit price will be given priority. Okay. Yeah, if you want the right of priority, you want to jump in line, that's okay. But it must be the right of priority at the same price."

Jiang Nanchun expressed his understanding, "It's only natural."

Zhou Buqi asked again: "By the way, Haoye's advertising agency, how much is the commission?"

Jiang Nanchun said: "Industry rules, 20%."

Zhou Buqi shook his head, "No."

Jiang Nanchun was a little unhappy, "Mr. Zhou, what do you mean?"

Zhou Buqi said indifferently: "The advertising commission on Ziweixing must be 10% less than the commission on other platforms. The commission on other platforms is 20%, and Ziweixing is at most 10%."

If Allyes’ commission rate for advertising on Ziwei Star is lower, it can attract those small and medium-sized enterprises to place more advertisements on Ziwei Star.

But this is too unfair to my friend.

Jiang Nanchun said in a deep voice, "Mr. Zhou, you didn't do business like this, did you?"

Zhou Buqipi said with a smile: "Mr. Jiang, Ming people don't speak in secret. Who will take advantage of the cooperation between our two companies? If you came to me for cooperation half a year ago, the commission ratio can be the same. But now What's the situation? All Focus Group members have been named by CCTV, and they've all been exposed by the 3.15 party, and their reputation has been stink. At this time, who wants to join Focus Group?"

Jiang Nanchun opened his mouth and turned into a bitter face.

The old horse at the same table almost laughed out loud. Quickly find an excuse, say it's going to the bathroom, and laugh out loud.

Old Jiang, Old Jiang, what did I say before you came?

Want to take advantage of that kid?

You think too much!

You go to this circle and ask, how many colleagues have been dismissed by this kid because of their contempt for this young face? This kid is a monkey.

Zhou Buqi ignored the old horse, and said calmly: "Mr. Jiang, at this time, you want Haoye to cooperate with Ziweixing because you have taken a fancy to Ziweixing's positive image and good social reputation. You want to rely on Ziweixing's Exclusive resources enable Allyes to maintain good old customers on the one hand and attract more new customers on the other hand.”

Jiang Nanchun's smile was a little stiff, "I can't hide anything from you."

Zhou Buqi said: "Ziweixing's launch at this time is to suppress its own reputation and word of mouth. It's just a priority, and the price is too low."

Jiang Nanchun nodded and sighed, "Ten points of profit is too much. Five points, 15% commission."

"not enough."

"That's 12%, and it can't be lowered any more."

Zhou Buqi raised his glass and said with a smile, "Happy cooperation!"

Jiang Nanchun smiled bitterly and clinked glasses with him.

From a business point of view, this cooperation is a good thing but a big loss.

When cooperating with ordinary small websites, in addition to the 20% commission, the website will also give 10%-20% advertising commission. It is impossible to give a commission to Ziweixing to advertise, and even the commission for the advertiser has been reduced to 12%.

This little Mr. Zhou is really strong and imposing.

Fortunately, Jiang Nanchun is not an ordinary person. He can deeply understand the strategic value to Haoye after cooperating with Ziweixing.

Ziweixing wants to rectify the chaos in the industry.

The intermediary is required to provide sufficient and sufficient details of the advertiser so that Ziweixing can contact the advertiser at any time and feed back the advertising data to them for verification.

This is breaking the rules.

It is equivalent to buying and selling second-hand houses. The seller asks the intermediary for the buyer's mobile phone number and wants to communicate directly.

How can this be?

If this is done, those advertising agencies in the industry will inevitably rebel collectively, and their advertising resources will not be placed on Ziweixing.

But Ziweixing is the largest advertising platform, and advertisers are willing to advertise on Ziweixing.

what to do?

Find it!

The final result is likely to be that Allyes has become the "designated" agent for small and medium-sized enterprises who want to place advertisements on Ziweixing.

This is strategic.

Therefore, Allyes Network should not only cooperate with Ziweixing and accept the harsh conditions of the other party, but also further establish a cooperative relationship.

Jiang Nanchun said with a smile: "Haoye and Ziweixing have a natural alliance. Is Mr. Zhou interested in becoming a shareholder? The two sides have reached a strategic cooperation. I am willing to transfer 20% of the shares to you at the price purchased last year, and 25% OK."

Zhou Buqi shook his head, "No need."

Jiang Nanchun said: "We are preparing for Yeye's IPO, and it is expected to be listed within two years."

"IPO?" Zhou Buqi smiled and shook his head, "With the current economic situation, I advise you not to think about it."

The inability to go public is one aspect.

The key is that the business of the good business does not match the genes of the Internet.

The Internet is peer-to-peer and naturally anti-intermediary.

The advertising intermediary industry, with the development of the times, will gradually withdraw from the stage of history.

It is good to buy shares at this time, it is purely a loss-making business.

In fact it is.

In his previous life, Jiang Nanchun had high hopes for Allye Network, but under the impact of the financial crisis, the plan to go public fell through. Later, when the mobile Internet came, Mr. Jiang sensed something keenly, so he quickly sold it!

He vomited blood and cut the price, and sold Haoye.

Compared with the price when I bought it, it can be said to be cut in half.

Fortunately, it ran fast.

Within a few years, Allye Network, known as the "Whampoa Military Academy" in the Internet advertising industry, stopped working and production, and could no longer survive.