The Digital Marketing Interview of hdtMEDIA£ºTo See the Nature of E-business Through the Special Offer of Famous Brands
2013-08-09

¡¡¡¡What is the nature of E-business? Someone said that is Customer to Business, someone said that is the low price, someone said that is the business, and someone said that is the efficiency. However, what is the nature of E-business in managers¡¯ opinions of the biggest E-business in south of China.

¡¡¡¡On 15th March, Yizhi Tang (the senior vice-president of Vipshop), Hui Wang (the manager of Elink), Xuemeng Wang (the vice-manager of south China marketing of Sina) and Michael (the president of hdtMEDIA) gathered together in the digital marketing interview of hdtMEDIA, and discussed positively on the topic of ¡°To See the Nature of E-business Through the Special Offer of Famous Brands¡±.

¡¡¡¡Vipshop is a website that provides the special offer only. It provides the famous brand clothes, suitcases, shoes, accessories and perfumes. It has become to the first E-business in the South of China that trading on the New York Stock Exchange since 2012. It is also the biggest E-business in the South of China that includes more than 4 million members and 10 thousands orders per day.

¡¡¡¡Yizhi Tang presented that that seems quite easy on doing the special offer. Actually, it includes three key points: the famous brand, the big discount and the salable product. These are the stable brand position of Vipshop. He said that Vipshop are facing some challenges now. Majority of famous brand special offer usually adopt flash sales, and update constantly. It is aim to provide a fresh environment for visitors when they log in our website every time. That is one of our presses. Besides, how to develop a better consumer experience and customer values on technology and logistics? How to log in the website quickly? The problem of payment, delivery service and return procedure are also need to be considered.

¡¡¡¡When they were talking about ¡°Marketing¡±, Michael Tang asked that the digital media and social media are fashionable in the current society. Do you want to use the social media as the marketing tool? The answer of Mr. Tang was ¡°Yes¡±, and he said that they are transferring from the traditional E-business to the mobile E-business. Of course, they will not forget to use micro blog.

¡¡¡¡When the micro blog receives the negative information, how to deal with it? Yizhi Tang explained that it is like people get sick, and it is good to sweat. They will face issues bravely. There is a team that mainly in charge of to search all the information about Vipshop in Sina micro blog. They will transmit it to the managers when they find negative information. That is aim to let everyone to understand customers¡¯ demands and disadvantages of Vipshop. Meanwhile, it is important to contact customers and Sina micro blog initiatively. Every grumble is an opportunity for Vipshop to improve its service and communication.

¡¡¡¡Xuemeng Wang expressed that as the biggest social platform in China, Sina encourages people to express our real opinions. All the information will not be shielded. Besides, it also provides monitoring service to enterprises, and helps them to develop healthy.

¡¡¡¡Base on the ¡°Marketing¡±, Michael asked again that many people think the social media marketing cannot be used for sale, how about your opinions? Xuemeng Wang presented the successful sale experience about Sina. In 2012, Xiaomi sold 50 thousand mobile phones within 5 minutes, and Benz SMART sold 666 cars within 5 days. There was a huge sales volume, and caused a great social impact. However, does it may affect sales volume of off-line? The answer is ¡°NO¡±, because all of them are flash sales, and majority of purchase behaviors are happened in off-line. Yizhi Tang suggested that on-line and off-line are compensatory with each other. The advantage of on-line is cheap and convenient. While the advantage of off-line is customers can see and touch the product. Both of them have their own special points.

¡¡¡¡On doing advertising, Vipshop emphasizes on ROI, and cooperates with media as CPS or CPA style. Hui Wang thought that with the development of E-business, it will be changed from sales targeting to the brand building in the future, and pay more attention on the emotion communication with consumers.

¡¡¡¡What is the most difficult problem of E-business in China? Yizhi Tang explained that the most difficult problem is the logistics that includes the logistics infrastructure, logistics technology and logistics service. Vipshop always tries its best to improve the logistics management, and keeps promise to customers. Do not make any promise, promise what I say.

¡¾Event Photos¡¿ 


Honored guests are discussing, the topic is changing from logistics to data, from the challenge of E-business to its nature, from the marketing strategy to brand position, and provides a brilliant discussion. 


Honored guests are discussing actively and positively


From left to right: Michael Tang, Yizhi Tang, Hui Wang, Xuemeng Wang