Ling Ping: network marketing tool
three guests: Ling Ping
Moderator: Ye Xiaojing
Time: September 15, 2009
produced: Sohu blog
a network to help out doing a movie called an online novel called rules > Ling level: now the movie has been basically finished late, read some samples, should be said that our goal is to achieve, together with this network's popular novel itself, as well as the popularity of Wang Luo Dan, her portrait of performance, I that can meet our expectations at the box office.
Sohu blog: How much you expect the box office?
Ling Ping: We hope to break through 30 million, but it does have relatively large degree of difficulty, but I want to good marketing, should be able to achieve this goal.
Sohu blog: I would like to ask Ling, you could have been an advertising man, also a curator, is how the film went into this business?
Ling level: in the country in terms of like my great span, (because, according to) China in the form of a film before is to do movies, magazines magazines, so the network is a network, do newspaper is the newspaper. In fact, successful models overseas, whether it is Disney, but also there are many other large international media group, or Viacom, are covering the Internet, television, film, publishing, Disney theme parks it there. from the whole media industry is still the same in terms of our film industry. Sohu Why Today, the development of such a great, in fact, it is also a large media industry (related), Sohu have the results today.
Sohu blog: This is the trend are you?
Ling Ping: is the trend, China is certainly In this way, has been formed. Press and Publication Administration to promote newspapers, magazines cross-sectoral, cross-media, cross-regional to cooperate, in fact, this is a prototype. I just love movies, a better understanding of the cinema, before the main job of the media magazine, but also a better understanding of the film to this one, so naturally to this area of the.
Sohu blog: You have been a marketing expert, this movie will be what your innovative marketing initiatives?
Ling Ping: We seriously a film is the first time this year, very special, especially popular film market this year, the first half of the film box office revenues increased nearly 40%.
Sohu blog: There is a rule that the economic crisis, it tends to be hot movies .
Ling Ping: Yes, it seems you are quite understanding of the profession is indeed the case, the U.S. economy when the article is xiao movies are hot this year, China is confirmed (the law). I read data, the Chinese one to six month growth of almost 40%. There are several areas particularly special, my old hometown of Changsha, in the first quarter increased 91%, 51% in Chongqing, in many places exceeded 50%. as the north, on the wide place before the film is relatively developed, the growth rate slightly lower because the total amount they are larger. Why do I dare to do this movie? is also based on the foundation film market quickly.
you just asked me to do another movie What will be new methods of marketing? young people like to go to the movies, the entire Chinese intellectual property (state) is also getting better. We watch movies of people made a whole in terms of m 30 years old 15 years old who accounted for 80% of people viewing, these people do spread. Sohu today just to come, we mainly use the Internet media to spread information about the movie, just people and movies people are basically network is consistent, the Internet is a very young man, watching movies is also very young man. so this addition to the traditional marketing methods, we also used a lot of advantages of the network. When the film began shooting done network draft, and through the network collecting some (Love) rules.
Sohu blog: And the movie was originally based on a novel by a network, which itself has a popular online.
Ling Ping: Yes.
Sohu blog: Have you considered the way online publishers, such as video sites by the number of synchronized supply?
Ling Ping: China along with economic development, intellectual property rights situation is getting better. network to unite more users, (to develop video) and Sohu.com have HD channels. before the tell the truth, virtually no Chinese movie online copyright income, now have, although the price is not very high, so that's around 80 million people, in general 20 million, 3 00 000 no problem. We will certainly use the network platform to share the movie with friends.
Sohu blog: What are you doing a movie,UGG boots clearance, has been taken into account how to be fully integrated with the network.
Ling Ping: Yes, this movie is the protagonist Wang Luo Dan, she plays stewardess, play a few close friend Wang Luo Dan, so we play in the six flight attendants to pick through the network chose some people as a whole, or just fine The. Sohu has such a good beauty channel, after the effect of our cooperation will be better.
two of the three major network marketing tool
Sohu blog: You as a marketing expert in the advertising industry also have influence people, how do you see in Network Marketing?
Ling Ping: China marketing development in recent years but it is still quite large, companies are now entering the era of marketing. We all know that a lot of product homogeneity, and to mobile phones for example, the various brands of mobile phones is not very different, the key in marketing, who is the best marketing tools, to the best advantage. We know that two major international brands of mobile phones, there is a very successful doing, there is a pressure to do now great.
Sohu blog: The voice becomes.
Ling Ping: It is a good use of the power of modern media, through music, through the network, to another great brand impact So in the current phase of the marketing tools, especially for young people, network marketing is very important. enterprises such as Wahaha, its advertising this year, I attended the meeting, it said, also bring some of the cost in the network, This never happened before in the past, it is that water is for the general population, and now it has caught people on the web of life, it must take part of the cost to the network.
Sohu blog: China's advertising really started from the reform and opening up is basically the first two decades than anyone else's voice in a large, so there will be (competing), The platform says the words out, voice the most, was the most heard, we select the highest probability of my.
enriched with social goods, products, industry competition intensifies, more and more products, and then will enter as you just said that the homogenization of times, it could be done when the brand, the brand is to say I have a feature to tell me why do not the same with others, you are a man, I was a woman, how high you are, how much I high, in fact, the times we use the brand of media or are a medium of mass communication, to break, the crowd began the first layer, just your traditional media less and less that 15-year-old to 30-year-old crowd, the crowd more and more concentrated to the network. network communication model is different from traditional media, listen , I need to make your experience, you may admit that I was the best, and through the network this way, can well reduce the regional differences, time differences, social class differences, so that we experience on the same platform to (manufacturers) expects its users to experience things.
Ling level: the more successful we know that a case is Wanglaoji. He used the media is good, especially in the earthquake last year, his With the image of a qualitative change in network communication (in which) played an important role. According to the traditional way of thinking, it is a traditional product, but also the products of partial ingredients of Chinese medicine, the relative attractiveness for young people really almost, but it is a good use of network marketing to build up the image, and the young people also pull the room. Just now we talked about the Lord Chancellor, is also a very popular product, I understand the situation this year, it take some of the costs to the network, many people do rely on online media, traditional media is not acceptable to some, as businesses see this change, so there are some budget to the network.
Third, the proposed enterprises to increase the network Sohu blog marketing investment
: one is the business more and more demands on the network, on the other hand is a great network of influence is affirmed.
Ling level: as we have the general secretary, the Prime Minister often network (with you) to communicate.
Sohu blog: Yes, in numerous events must have been a great influence on the network. a very interesting phenomenon, I do not know you do not usually pay attention to, in the advertising industry's revenue years, the share of online advertising accounts for almost less than 3%, this phenomenon is that the potential of network marketing is a very great?
Ling Ping: Technology Development on the network there are some constraints, the speed of Internet access in some areas (not the satisfactory), or the more expensive the cost of Internet access. But we turn the TV as an entertainment product, every household must have a TV, we now have the greatest exposure to the Chinese people the media or television. We saw the data, accounting for a quarter of TV A.
Sohu blog: it's advertising revenue in the industry accounted for 70%.
Ling Ping: Network volume may not be very big, but still the highest growth rate in recent years, as it low base, potential is even greater. Sohu has been engaged in a network marketing forum, I also attended, when many companies say they do not understand really, really have such a good network marketing way? Web crowd is younger side, many business decision makers is a little older, their exposure to a little less on the network, network marketing is not particularly understand. That said, after a lot of entrepreneurs, how early do not you people tell us that companies (may) influence the network's own publicity themselves, marketing themselves.
Sohu blog: You have not done business marketing consultant?
Ling Ping: do part.
Sohu blog: What advice would you give companies?
Ling Ping: Product is homogeneous, we have to win to win in marketing, through which media marketing my product, my brand marketing is key. For some products are relatively traditional media have an advantage, we still prefer to see real estate Select plane newspapers, a lot of information, via video is not clear. car ads used to be with a newspaper, and now moved to the network, a search for the same price all can compare. and just say there is an interaction, which the user bought the car, what Evaluation can see that the media before the TV media and newspapers can not do.
fact, is changing business, now I like a lot of cosmetics and daily chemical products co-operation between enterprises, their marketing plan in the new year through the network to do many, including the network's draft, including the participation of online interactive products.
Fourth, the advertising industry unspoken rules
Sohu blog: Ling Ping, you have an identity is founder and editor in chief, how do you understand what is advertising?
Ling Ping: the development of society, a lot of marketing, advertising will no longer simply advertised, it is the most important marketing aspect.
this year's economic crisis, many companies plan to do a lot of advertising costs cut Why do they always cut advertising? We also analyze this thing. Advertising is a part of marketing, but why is it so obvious? because the ad you see and feel, how many advertisements on Sohu investment is to look at all to see. This year the economic crisis we cut budget for the first cut advertising budgets, I do not feel right. the economic crisis, if we ad a little, and I voted for advertising sure my voice the most, consumers effectively influence deeper.
ads related to several aspects of, advertisers are the source, without advertisers there would be no advertising projects. advertising to creative, you need to advertising companies. creative publishing platform over to the media, it is a multi-faceted chain, these three aspects of the game there are some problems.
Specifically, advertisers, advertising agencies feel that the first really creative, and stands to reason that we have intellectual property rights, should receive a lot of costs, he (advertisers) think that this cost is not paid reasonable, sometimes high, low, how to solve, this is the price of a game. We all know that the advertising industry has a pitch.
Sohu blog: A few companies will be invited to do publicity for his advertising creative, there are actually When the large, three have some game in there. through good development in recent years, I think the advertising market more rational.
Sohu blog: is a fully competitive market.
Ling Ping: Yes, Sohu click rate, the price is higher, why do you a bit higher?
Sohu blog: We guarantee your results.
Ling Ping: Previously, China is large and the advertising company, to do everything. In fact, What can you say you do it? can not, because your knowledge, intelligence and time are limited. large and the company must have more of a professional company. I am particularly aware of the Internet media, and I the network to do this one. the division of labor become increasingly clear that it is right.
second, I think companies, advertising agencies, media, communication and getting better and better, and we respect each other more and more. before advertisements calling a side, I was the boss, I'll give you the money you have to listen to me, this is certainly wrong. really is not running not the advertiser's advertising agency behind the creative, there is no media release, but the credibility of the media available to provide click rate, you do better marketing. advertising companies to use our intelligence, the best way to get you to do. enterprises, media, advertising companies and the interaction that is getting better, this is the best trend, so I said China's advertising industry to a good time.
Sohu blog: you know, the advertising industry unspoken rules?
Ling level: in terms of advertising, we must first grasp the source of customers, but also master the media, a customer base in order to get customers, (control) media can have a good price, this is a previously unspoken rules. Now that I think is broken the unspoken rules, and prices more transparent, less and less hidden rules, This is a sign of healthy development of the advertising industry. We all rely on the unspoken rules of the relationship between advertising and advertising business, said the release should have been the end of the era of the hh
Sohu blog: no breakthrough on creativity.
Ling Ping: Lecture honest companies are rational, and cast advertising to good marketing, not to complete the relationship.
another, and now the development of the advertising industry still has some problems, the problems lie? advertising industry, although not much, but it has a great influence on the national economy, there is a saying about is very important, China's advertising industry has some problems, I think it is because the government is still not enough to guide the industry, business is very difficult to completely rely on to fend for themselves.
Sohu blog: the government department in charge of the State Administration for Industry?
Ling level: the State Administration for Industry, the industry is advertising associations, different people are doing.
In addition, our professionals or lack of, many of them are transferred from other industries, which our entire industrial development, or some adverse effects. In addition, we do not enough respect for the profession, advertising is actually a knowledge-intensive industries, is a professional thing, especially from the business point of view, should be respected advertising agencies, ( can not always think) along the way advertising is the. In fact, a good marketing tool a business can save the.
government should guide professionals, we want to slowly improve themselves, enterprises must respect intellectual property rights, and our individuals to self-discipline. advertising industry self-regulation if not, false advertising, or exaggerate the effects of advertising, to carry out some gimmicks, that is, the ads do not respect, self-discipline is very important.
course, these are problems in the development, the overall in the improvement of We are delighted to see the entire advertising industry in the right direction,UGG bailey button, these problems through the time of grinding, the advertising industry should soon be back on track.
five, followed by the times the media people
Sohu blog: We just talked a lot about your latest film, on the network, you've always been very passionate pace of moving forward with the times, we want to know about your personal growth experience Ling.
Ling Ping: Actually, I also hope have the opportunity to communicate with you, I thought about his two years out of a book, my experience with you on the exchange. in fact, equal opportunities for everyone. I graduated from junior high school was small, it should be said not to work age, participated in the work. really from that era is concerned, we did not learn anything, but why am I now there are some well-known in the industry? Why this age also like me dare to do the film, but also dare the media? network to me great help. I belong to a passionate people, and find some opportunities to keep the pulse of the times. I was doing when the magazine, set up early on a small site, we are all contributors submissions through the network, At that time few people get.
a lot of people always complain about social injustice, in fact, is still relatively fair, I do a lot of large companies now a consultant, a junior high school graduation for my people, why can do this? is a variety of self-study and through my efforts to achieve. I think life is this life, as long as that serious study, keeping the pulse of the times, there will certainly be your own space.
Sohu blog: I Ling Ping, who can really feel that you have been thinking, have been doing, while doing another side to think quickly to capture new things, continuous learning, continuous improvement, and continued to perfect your own direction, so of you?
Ling Ping: Yes.
Sohu blog: Today we are honored to talk with Mr. Ping Ling so much has been learned about such a study, has been in progress, the media has been keeping with the times people , advertising, now has become a filmmaker, he would have been in the Sohu blog and we have more exchanges. Thank you!
Ling Ping: Thank you.
more point: the first circle Bo Advertising blog business management
the pulse of the times the media were unspoken rules
proposed advertising industry of network marketing enterprises to increase investment in the three major network marketing tool
network to help out, former rules
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