Why did Alibaba succeed?Analysis of the key reasons for the success of 1688

Many people are wondering how Alibaba is so successful?

One of the factors contributing to Alibaba's success is leveraging a classic name. The biggest advantage of this naming strategy is that the name is familiar and easy to remember.

Alibaba's secrets to success

Company brand name

Core principle: Connect with known things; the more people who have learned it, the easier it is to remember; most people have attended primary school, so brand names can be found in primary school textbooks, history books, and classic fairy tales.

1. The origin of the Alibaba name

Alibaba comes from "Ali Baba and the Forty Thieves": Once, while dining at a restaurant in the United States, Jack Ma had a sudden inspiration. He approached a waiter and asked if he knew the name Alibaba. The waiter replied that he did, and even told Ma that Alibaba's magic spell to unlock the treasure was "Open Sesame."

After that, Jack Ma asked others repeatedly in various places. After this test, Jack Ma found that Alibaba's story is well known to people all over the world, and the pronunciation is almost the same regardless of the language. "From my grandmother to my son, they all read Alibaba." In this way, Jack Ma determined "Alibaba" as the company's name.

Jack Ma said: "I named it Alibaba not for China, but for the world. I created Taobao , and one day it will expand globally. From the very beginning, we weren't just aiming to make money, but to create a global company that can last 102 years." However, the "Alibaba" domain name had already been bought by a Canadian. Ma was convinced this domain name would spread worldwide, so he used $50 of his initial 1 yuan startup capital to buy back the Alibaba domain name from the Canadian.

2. The origin of Taobao's name

Shopping does not necessarily mean shopping, it is a very delicate state of mind.Many times, if you walk through a store without a clear purpose, you may be attracted by those things that you think are beautiful.If you want to go in and take a look, take a look, this process is the process of "scouring".The moment you see something you like, you will feel that it is it, that baby.

Buying something is actually a "process plus result" experience.Many times, even if you don't find a treasure, you will feel very satisfied.I have been deeply indulged in this feeling, it is a very happy feeling.Buying things for yourself online is also a process of "scouring" and "shopping".It's just that the store you enter is not going to one place after another, but implementing the process by hand on the computer screen.These are all to satisfy that feeling in my heart.

Thus, the name "Taobao" was established, and products were called "babies." More importantly, the DNA of a product —fun, everyday life , approachability, and a down-to-earth vibe—was set. This is Taobao's "competitive barrier," but it will also become Taobao's "cage."

3. The origin of the name Tmall

Women are the largest consumer group in Taobao Mall. Women are born to love cats. I think the name "Tmall" is for women.

Regarding the origin of the name Tmall, Jack Ma explained:

Back then, when Taobao Mall was going to change its name, my colleagues chose a lot of names to choose from. I felt that it was too orthodox, too direct, and lacked imagination.

When I came home at night, I took a shower before going to bed and suddenly thought of the word "Tmall". I was so excited that I immediately called my colleagues.A voice of grief and indignation came from the opposite side of the microphone: "How can this be done! It's too TMD soil!".I didn't give up and called many colleagues and friends one after another, only to be scolded, ridiculed and discouraged.

Early the next morning, a colleague in the office sent a message to me that I must not call this ghost name.

Haha here's the fun.I think since everyone hates this name, it shows the uniqueness of this name.Names have no meaning at all, and they become meaningful when they are pronounced by many people.We judge that the name will be scolded by a lot of people as soon as it is announced.I think the name is to be remembered. The more people scold it, the faster it spreads. The important thing is how to add cultural connotation to the name later.

Under my obscenity, we launched "Tmall".Haha, sure enough, the scolding lasted for four days. . .hey-hey. .Five days later people thought the name was interesting.

Today, no one thinks there is anything wrong with the name "Tmall".

(The origin of the names of Alibaba, Taobao and Tmall shared above can be found on the Internet)

Next, I will share 3 examples of homophonic naming.

Homophonic naming

• Incorporate keywords:Easy to remember, easy to spread, easy to type.

example

1. The children's swimming song was renamed "Xi You Ji" (嘻游记), and business immediately improved.

2. Entrepreneurship Alliance: This refers to the alliance that helps others start their own businesses.

3. 1688: Alibaba's 1688, meaning "prosperity all the way".

brand power model

In his experience promoting WeChat official accounts and operating new media , Chen Weiliang personally summarized a model he named the "Brand Power Model":

Any company or individual who wants to build a brand can use this set of "Brand Power Model" to increase brand influence.

doPositioning

To do this, you need to ask yourself 3 questions:
(1) Who is my user group?
(2) What are their 3 biggest pain points?
(3) What solutions can I provide?

After understanding these three questions, you can make an accurate positioning for yourself and make yourself a professional in a certain field.

Here, we take "a member of a certain WeChat store " as an example:

1. Who are the users of a Wechat Mall member?
(1) Those who want to make money as a micro-business with low risk;
(2) People who want to consume at low prices.

2. What are the three biggest pain points of a WeChat mall member?
(1) Insufficient supply information, can not find products suitable for their own promotion;
(2) The cost and risk of hoarding goods are too high due to the large capital investment of the agent for a certain product.
(3) It is difficult to make money in a low-cost and risk-free way.

3. What benefits (solutions) can I enjoy as a member of a micro mall?
(1) A large amount of supply information, many choices, easy to find suitable promotional products;
(2) There is no risk of capital and stockpiling for one product for sale on behalf of others;
(3) Make money with zero cost and no risk;
(4) Enjoy preferential membership prices and save money for your own consumption.

pass on ideas

What is the most destructive?The most destructive and influential thing in the world is the dissemination of ideas.

When Jack Ma speaks all over the world, he is spreading ideas.

All the most influential people on earth are spreading ideas, Marx has Das Kapital, Lao Tzu has Tao Te Ching, Confucius has The Analects, and those religious founders have at least one classic book with to spread their ideology.

Therefore, if an enterprise wants to enhance its brand influence, it needs to establish a theoretical system of brand ideology, spread its ideas, and thereby enhance its brand influence.

When I share knowledge and theories about online promotion and summarize WeChat marketing techniques and models, I am spreading my ideas. If readers feel they have gained something from my content, it is because the ideas I share have influenced them.

engage in publicity

If you want to spread ideas, you must engage in propaganda, and there are various propaganda tactics that can be used for propaganda.

various moves

There are many online marketing and promotion techniques. Below are some common online promotion techniques.

(1) doSEOwrite an essay:
SEO is abbreviated from English Search Engine Optimization, the Chinese translation is "search engine optimization", and the Chinese alias is "website optimization" - a series of on-site optimization and off-site optimization of the website, so as to improve website keywords in search engines. Rank, the higher the ranking, the greater the exposure opportunity.

The way to do SEO writing articles is a SEO long tail keyword strategy, which is to collect the questions and answers that users are most concerned about.

We can search for a certain word root, such as " alien ", on Q&A websites like Baidu Knows and Zhihu . We will find many questions of this kind. By collecting and summarizing the answers to these questions and writing one article a day, we can accumulate about 100 articles in three months and quickly become a UFO research expert. In a year, we will have more than 300 articles. After accumulating these efforts, we will surely achieve great success.

The key to Alibaba's success

Alibaba is the first Chinese B2B website to do English SEO. Alibaba uses SEO propaganda to rank countless B2B keywords on the first page of Google, and obtain an endless stream of SEO passive traffic. This is Alibaba's The secret to success.

• Remember this revelation of Alibaba's success, it can bring youunlimitedBig catch!

According to my observation, Chuangyebang’s website is also doing SEO. Baidu search for “entrepreneurship” naturally ranks page 1, and Google search for “entrepreneurship” naturally ranks page 1. Therefore, Chuangyebang’s WeChat public account promotion method is very efficient, and fans Automatic growth, it can be seen that SEO is a very powerful move.

(2) Published books:
The influence of writing articles should not be underestimated, and it will eventually explode over time.

I've seen many online celebrities and self-made stars who have been spreading their ideas by sharing articles and gaining the trust of many fans. Then, they get their fans to crowdfund and publish books. That's the power of copywriting .

(3) Video Marketing:
The effect of video marketing is definitely not worse than writing articles, we canYOUTUBEIt can be seen online that there are indeed many Internet celebrities who use videos to share their expertise and experience, gaining a lot of attention and achieving both fame and fortune.

(4) Social media and new media marketing:
Share articles and videos on social media and new media platforms to further increase exposure and improve brand influence.

(5) WeChat marketing:
In the era of mobile Internet, users are almost all on WeChat. If you are a WeChat business, if you use your personal WeChat account, WeChat public account, WeChat group (Community Marketing) combined with each other is also an effective propaganda move.

More WeChat marketing promotion skills, I will also share through WeChat public account (ID: cwlboke) in the future, just keep paying attention ^_^

Leverage moves

The above various moves are not useless, but require extraordinary execution, and it takes time to accumulate to see good results.

Spending some money on advertising and leveraging influential new media and celebrity promotions can quickly yield results. It's a simple and fast way to promote your brand ( Chazuo Academy also uses this method for promoting its WeChat official account).

What about the vicious circle?

However, if you only rely on spending money on advertising, as long as the project is in a loss, it is easy to enter a vicious circle.

Therefore, in order to help everyone inject more free new traffic, Chen Weiliang specifically summarized the " New Traffic Theory ":

But since it's not too early, I will analyze the new traffic theory and cases when I have the opportunity, and share this "new traffic theory" on my WeChat public account. Welcome to scan the code and follow ^_^

Extended reading:

• If ZAC husband and Wang Tong do not do SEO, how will they drain 3 ip? (Summary of New Traffic Theory)