Hello everyone! Thank you very much for having such an opportunity to communicate and share with you in the WeChat open class today. This year is the fifth year of WeChat advertising, and it is also a new start for the WeChat advertising retail industry.
First of all, let’s take a look at the current situation of the retail industry’s advertising on WeChat. The current retail industry’s advertising on WeChat includes general department stores, shopping malls, brand retail stores, supermarkets, convenience stores, etc. Currently, these formats are currently The scale of the launch is not large, and it has just begun. In the last year, we had more than 5,000 customers who did marketing in the WeChat advertising scene, covering the five different business formats just mentioned. After some attempts, I found some value points and continued to cooperate.
Although the scale of the retail industry was still in the process of gradually expanding in the past year, the growth rate has remained relatively stable. In shopping malls, last year, 54% of the newly opened large shopping malls had marketing through Moments advertising channels, and there had been continuous marketing after the marketing. The average number of marketing for a shopping center was about 5 times. The accumulated advertising consumption is 10 million. Why is it a new start for the retail industry from 2017 to today? Because the overall retail industry’s investment scale is not very large, but we have provided the retail industry with very rich marketing capabilities.
What effective and useful marketing capabilities and product capabilities do we provide to the retail industry? Let me give you a little introduction. WeChat advertising is in the two traffic scenarios of WeChat Moments and WeChat official account articles. Based on six different promotion objectives, we provide more than ten kinds of rich and diverse advertising contact forms, including WeChat card coupon advertisements, friends In addition to these product forms, we provide the retail industry with rich data capabilities. We combine WeChat payment vouchers, WeChat card coupons and other marketing products for Advertisers provide more effective marketing and operation means. The WeChat advertising platform provides a lot of capabilities. What kind of capabilities should the retail industry choose to use? Below we would like to give you some introductions based on the capabilities that are often used in the retail industry.
First of all, the retail industry uses the most advertising form. This form is actually the advertising form of the local promotion of the circle of friends mentioned just now. This form is also the advertising form that is most used by customers in the retail industry just mentioned. The display in the information stream is very similar to a circle of friends sent by the user. After clicking on the picture, the original immersive experience is an experience that we give advertisers more freedom and more creative space. After clicking on the POI, the small experience of the store can support users to obtain information, query store pictures, call the store phone, and even navigate the geographical location, etc. This year, we will continue to upgrade the local promotion form of Moments.
In terms of data capabilities, we have made an arrangement for the retail industry. Over the past year, we have continued to optimize these four capabilities. Some capabilities are newly issued by us and are still in the process of opening up.
The first two capabilities are the targeting capabilities of our platform. In terms of interest tags, we support 18 first-level interest tags and 124 second-level interest tags. Over the past year, we have continued to optimize the precise groups of these interest tags. Advertisers can accurately reach users' interest circles through interest tags. We are constantly optimizing the location targeting. We support customized location placement, which can better meet the needs of the retail industry for regional targeting. DMP and oCPM, these two abilities will be more complicated for me to explain, I will briefly introduce these two abilities to you in a relatively simple way. DMP is our ability to support advertisers to customize crowd delivery. In addition to platform targeting, if an advertiser has his own data capabilities, he can apply his data to his advertisements, which is completely suitable for his personalized and precise targeting; The oCPM capability is a service we provide to small and medium-sized customers in the retail industry. We hope that the oCPM capability will allow advertisers to set a desired coupon cost, exposure cost, etc., through our engine to automatically target the crowd. Find the user that suits him, and control it within his cost range.
Here are a few cases to explain to you:
The first case is the regular delivery of Watsons. This case is a typical case of regular advertising in the retail industry. In a store of Watsons in Nanning, it launched a picture advertisement. The cost of the entire advertisement was less than 2,000 yuan. It used local promotion and received coupon discounts. Advertising form, issued more than 2,000 coupons, 9 yuan write-off cost, 4.87% of the total click interaction rate, its targeting is very simple, its targeting only targets the people within three kilometers around the store, and chooses For young women aged 18-35, because the coupon issued is an exchange coupon issued by Hanhou, in this case, each customer can self-deliver on our platform.
The second case is Wal-Mart. Wal-Mart’s advertising case covers more people than Watson’s case. Wal-Mart’s advertising cost is about 100,000 yuan and covers 1.02 million people. It also uses Moments’ local promotion and coupon collection. Combination of abilities, the number of people receiving coupons is 27,000, and the average cost of receiving coupons is 3.8 yuan. Different from Watsons’ case, it covers a wider range of people. It also uses the ability of DPM, which was discovered in Wal-Mart’s launch this time. The data of the people who have participated in the activity in the past, and deduplicate this group of people with the people who have traded in the last 10 days, and define a group of people who have consumed at Wal-Mart before but have not consumed recently to use such discounts Coupons, a promotion for the crowd within this precise range, so this delivery effect has been achieved. It allows top customers, such as customers with their own data or ecological platforms, to apply data in advertising and marketing, allowing your data to exert greater application value.
The third case is the cooperation between Lingzhi and WeChat advertising. I won’t give too much background introduction to this case here. This case is very inspiring to us. Our cooperation with Lingzhi is still in its preliminary stage. Lingzhi The face-scanning shopping activity was finally promoted in the circle of friends. In terms of advertising cooperation, we started to have some deep cooperation in data cooperation, just like the page of Liu Dongyue's future outlook, Renhuochang 3 No matter which point is in the middle, Moments of Friends and Mini Programs will be involved. The biggest inspiration for us from this case is that we can use our data capabilities and product capabilities to cooperate more with some partners and leaders in the retail industry. Combine with partners and find some ways to better connect people and goods. Even offline customers can receive this product in the circle of friends, stimulating online and offline conversion.
So far, we have introduced the product capabilities we have provided to the retail industry, including our product styles and data orientation capabilities. What else will we do in 2018? In 2018, we will still do these things, which are two types of things. First, we will adhere to the concept of WeChat advertising platform, and iterate more and more useful functions and products on this advertising platform, so that everyone can help themselves and more conveniently. To use it, we will make a deeper combination of DPM capabilities on the platform, and a deeper integration of oCPM capabilities on the platform, so that key customers can find more in-depth cooperation methods here, etc. Our cooperation with WeChat Pay, with The cooperation of the WeChat Mini Program is to hope that in the new year we will bind more closely with the ecological platform and provide some different solutions for the retail industry.
We have cooperation with WeChat Pay, and we have cooperation with WeChat Pay’s vouchers. This year, we hope not only to cooperate with the voucher itself, but also to open a complete closed loop of marketing with WeChat Pay, and hope to work with WeChat Pay to bring us online. The entire supply path from marketing to offline and in-store consumption has been made more complete and transparent, so that every retail offline customer can know where every penny of his online marketing is spent. Let me give you an example. This is an attempt we made with our payment partners last year. This is the first example of our dream starting. This is an example of 7-11. For an advertisement, we are operating together with the payment partner, and its advertising cost is 900 fast, but 462 coupons have been issued, 440 coupons have been written off, and the write-off rate is 90%. The cost of each coupon in this example It is 20 yuan, minus 5 yuan, its overall marketing cost plus discount amount is 3,000 yuan, the sales brought by advertising is 13,000 yuan, and the ROI is 4.2. We suddenly found that online e-commerce can do it A complete data tracking method, such a closer cooperation with payment, can make the supply chain channel more complete, and combine advertising marketing with coupon marketing as a carrier, and finally let these people know that after shopping in the store How much ROI is generated is a very meaningful thing. If we open up this marketing channel, every offline merchant can do smarter marketing here.
In the same way, our cooperation with Mini Programs is just in its infancy, and our cooperation with Mini Programs is still relatively shallow. The channel for jumping from Official Accounts to Mini Programs has been opened up, and the channel to jump to Mini Programs in Moments is in the process of being opened up. Today next year, if we have the opportunity to share with you here, we can cooperate with Mini Programs in the retail industry and there will be more in-depth and better solutions to share with you.
The topic shared today is actually how WeChat advertising can help smart retail. This sentence is actually our review of this topic. We hope that the platform of WeChat advertising will adhere to the concept of platform, and make more and more useful products, combining WeChat payment, WeChat Mini programs and various capabilities on the WeChat ecological platform provide retail customers with smarter solutions. We hope that retail customers will use our WeChat advertising platform and be willing to use our advertising platform. Partners who are still interested in WeChat advertising can pay attention to our WeChat advertising assistant. By following the assistant, you can learn the latest developments of our WeChat advertising in the first place.
I’m Li Hao from the WeChat advertising team, and that’s all for today’s sharing, thank you all!
