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 of Alibaba's success is to use the classic name, the biggest advantage of this name:Familiar and easy to remember.

Alibaba's secrets to success

Company brand name

core:Relate known things; the more people who have studied it, the better it will be remembered; most people have gone to primary school, and can look for brand names from primary school textbooks, history books, and classic fairy tales.

1. The origin of the Alibaba name

Alibaba from "Alibaba and the Forty Thieves":Ma YunOnce at a restaurant in the United States, he had a whim, called the restaurant waiter, and asked him if he knew the name Alibaba.The waiter replied that he knew, and also told Ma Yun that Alibaba's spell to open 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.

Ma Yun said: I named Alibaba not for China, but for the whole world.Taobao, and one day it will go global.From the very beginning, we are not just to make money, but to create a global excellent company that can do 102 years.However, the "Alibaba" domain name has been bought by a Canadian.Ma Yun recognized that this domain name would be spread all over the world in the future. He used 50 US dollars out of the 1 yuan start-up capital at that time 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.

As a result, the word "Taobao" was settled, and the product was also called "baby". More importantly, the quality of a productDNA--fun,LifeThe style of being friendly, friendly, and diaosi has been settled. This is Taobao's "competitive barrier", and 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. Hee Travel Notes:Children's swimming words were renamed Xiyouji, and the business improved immediately.

2. Entrepreneurial state:Diplomacy means helping others to start businesses.

3. 1688:Alibaba 1688, meaning all the way.

brand power model

Chen Weiliangdoing WeChatPublic account promotion,new mediaIn the operation practice, I personally summed up a set of models named "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 "aSmall tradeCity members” for 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.

i shareWeb Promotiontheory of knowledge, summarizingWechat marketingThe skill model is to spread my thoughts, and the readers feel rewarded after reading it, because the thoughts I spread have affected the readers.

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

Internet marketingThere are many ways to promote, and the following is a list of various common network promotion tactics.

(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 root on Q&A websites such as Baidu Know and Zhihu, for example: "Alien”, you will find a lot of such questions, collect the questions, summarize the answers and write 1 article a day, you can accumulate about 3 articles in 100 months and quickly becomeUFOI am a research expert, and there are more than 300 articles in a year, and it will explode after a long period of time.

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 have seen many internet celebrities who have been spreading their ideas since the stars. By sharing and writing articles, they have gained the trust of many fans, and then they have fans crowdfunding books. This isCopywritingInfluence.

(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.

Spend some money to advertise, use influential new media and big coffee to promote, and see the effect very quickly.Intercept CollegeSome people are also using this trick for WeChat public account promotion).

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,Chen WeiliangIn order to help you inject more free new traffic, we specially summarize the "new flow 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)