Top of the big era

Xiaonei’s practice of attracting off-campus traffic has gone against Taobao’s original intention of signing the contract at the beginning. Even if there is a lawsuit, the court finds that the contract has legal effect... Zhou Buqi can't insist on it anymore.

Once it gets to that level, it's too offensive.

This was originally a set of off-campus nets.

By making the school intranet open, it attracts the traffic of graduates from outside the school, and eats Taobao's advertising contracts. It would be fine if the old horse swallowed his anger, and he brought it up, indicating that he couldn't bear it anymore.

Zhou Buqi still wants to have a long-term and stable cooperation with Ali, so there is always room for maneuver.

Naturally, it was another bargain.

After some back and forth, Zhou Buqi became more and more sure.

This is a Hongmen Banquet!

Lao Ma deceived himself to Hangzhou for the purpose of resolving the contract dispute between Taobao and Xiaonei.

Otherwise, he, a big boss of Alibaba, would ignore the business at all, but he could explain the details of the contract clearly and plausibly, and he also used a lot of legal language. It can be seen that he is fully prepared.

"According to our marketing model, for the advertising contract of Xiaonei, Taobao will pay about 12 million per month, and will not exceed 15 million. But in April, the contract amount was as high as 24 million! It has doubled! The reason is because network off-campus traffic."

"Isn't it accurate? The activity of Xiaonei is getting higher and higher, and the traffic will be higher. Taobao's reputation is getting bigger and bigger, and the attraction is stronger."

"What about Weimi.com? Weimi only caters to female college students, and there is no off-campus traffic. Have you seen Weimi.com's advertisements? In the past half a year, except for winter and summer vacations, there have been fewer advertisements. It’s around 800,000, very stable.”

Zhou Buqi had a headache, "What do you want to do?"

Boss Ma said, "Change the contract."

"It's not appropriate, it hasn't expired yet..."

"You are mentally clear!"

"What do you mean?"

Boss Ma glanced at him and snorted, "The advertising contract between Taobao and Xiaonei.com is Taobao's tailor-made marketing plan for the college student market. If it is only for college students, no matter how much the traffic on Xiaonei.com grows, the advertising fee will increase. , I won’t say anything, it’s a strategy. But non-campus graduates are not included in this advertising package, which doesn’t fit our strategy.”

Zhou Buqi knew he couldn't hold on anymore, "What do you want to do?"

"It still needs to be discussed."

"Come on, you must have already made up your mind."

"Remove an agreement."

10 yuan/1000PV and 0.3 yuan/click, one of these two agreements must be removed.

If one is missing, the monthly advertising revenue can be cut in half.

This is in line with Taobao's budget planning.

Zhou Buqi was silent for a long time.

secretly thinking.

Ali is different from Ziweixing. Ziweixing has not yet accepted foreign capital and lacks supervision.

There are many things that the big boss thinks out as soon as he thinks about it.

Ali is different. The budget system is very sound. When operating, the promotion budget must be within the controllable range and cannot exceed the budget. Once it goes too far, find a way to control it.

For example, the advertising contract between Taobao and Xiaonei.com was overrun, and Boss Ma couldn't sit still, so he had to come forward to solve it himself.

Therefore, it is impossible to earn advertising fees without a limit on Taobao.

It can only be within the budget of Taobao to maximize the benefits.

Zhou Buqi said: "Then 1000 PV, 10 yuan."

Boss Ma was very happy, "Cheer up! That's it!"

Zhou Buqi said: "The traffic of Xiaonei.com will be higher and higher, so high that you can't imagine. Taobao's promotion budget of more than 300 million yuan a year is really not enough. Otherwise, you can set a standard for Xiaonei.com , The budget is 100 million or 200 million. If it exceeds this budget, Xiaonei will remove Taobao’s advertisement and replace it with another advertisement. Taobao will not exceed the budget, and Xiaonei will not lose profits.”

Boss Ma sighed, "We just want to target targeted marketing at college students, but the revision of the Xiaonei website makes us very embarrassed."

Zhou Buqi was a little angry.

I said to myself, Ma, you are shameless enough. The university campus is a market for group buying on the school intranet. You come to compete with me for territory, and you are so confident.

However, there are too few types of goods for group buying on Xiaonei.com, and Taobao has many categories, which can have a certain supplementary effect.

Zhou Buqi said with a smile: "Targeted marketing, yes! Taobao can cooperate with Toutiao!"

"ah?"

"Today's Toutiao is a method of information flow recommendation. Just like the information flow of Friends.com, some advertisements can be mixed in the recommended information flow. And with data analysis, it can judge the identity of the user and carry out targeted marketing."

"Only recommend Taobao ads to college students?"

"right!"

"What about the fee?"

"There are two models, the CPC model is 1 yuan per click; the CPM model is 25 yuan for 1000 impressions."

"Depend on!"

Boss Ma's eyes widened and his scalp was numb.

It's too dark!

It has increased by two or three times!

Zhou Buqi snorted: "Old Ma, targeted marketing requires technology accumulation, and technology is worthless? The price of targeted advertising on Youyou.com is this price. You have seen the effect of the advertising, and everyone is rushing to come!"

The advertised price is really not expensive.

The CPM traffic display advertisement of Toutiao in the previous life, in many important positions, was displayed 1,000 times, and the cost was more than 200 yuan, and 25 yuan was the minimum standard.

The Internet has not yet developed these days, and the advertising methods of major manufacturers are still relatively traditional. They all like to advertise on TV and paper media. The advertising budget invested in the Internet is limited, so the price is relatively low.

When the Internet really grows bigger, the advertising space on the Internet will be a scarce product, and it will become a favorite. When merchants compete, advertising prices will rise rapidly.

Boss Ma twitched the corners of his mouth.

Think this price is too expensive.

The reason why Taobao did not engage in targeted marketing on Youyou.com was because the advertising price was too high, which in his opinion was not cost-effective. Taobao is a comprehensive e-commerce website, which is aimed at all user groups, and the orientation is of little significance.

"Is there no targeted advertisement on Xiaonei?"

"No. Didn't you pay attention to Xiaonei.com? It was revised again in March this year. Except for the main advertisement column on the homepage, it was given to Taobao, and the other advertisement positions were basically removed. The interface is more concise."

Zhou Buqi then briefly explained again.

The advertisement column on the homepage is the first-generation page advertisement, and all the user groups who log in to Xiaonei will see this advertisement. No distinction is made between user groups.

The main school intranet is aimed at college students and graduate students. The distinction is not very meaningful, and they are all highly educated groups.

...

During the banquet, Zhou Buqi and Boss Ma each drank half a catty of white wine.

To make a long story short, the cooperation between the two parties has been sorted out in a drastic way, and three major agreements have been reached.

First, Friends.com signed a contract with Taobao to cooperate permanently and never block it. Liquidated damages of $500 million.

Second, the contract between Xiaonei and Taobao will be renewed. Starting from June 1 this year, the traffic advertising contract terms of 10 yuan/1000PV will be implemented. At the same time, Taobao’s annual fixed investment budget on Xiaonei is 150 million. Once the budget is exceeded, Xiaonei.com will withdraw the Taobao advertisement. The period is 4 years, until June 1, 2011.

Third, Taobao cooperates with Toutiao, a new product under Xiaonei.com, to target and promote Taobao’s advertisements to college students. The fee is 20 yuan for every 1,000 targeted impressions. The annual advertising budget is 50 million yuan. Also a 4 year contract.

Compared with Zhoubuqi's initial quotation of 25 yuan/1000PV, it has been lowered.

The main reason is that today's headlines are not online yet.

Taobao will be the first big customer, and there will be some discounts.

As for what Zhou Buqi said at the beginning, Xiaonei.com must ensure that Taobao’s market share among college students exceeds the sum of Paipai, eBay, and Baidu. No one mentions this clause.

When Zhou Buqi said this at the beginning, he also felt that Xiaonei.com had earned too much from Taobao's advertising contract, and wanted to give Lao Ma some sweet dates to appease him.

Use a worthless promise to continue to exchange for a lot of money.

But Boss Ma is a smart person, and he was not bewitched by him, so he firmly demanded to revise the advertising agreement.

Then there is nothing to say.

Everyone is doing business, every agreement is reciprocal, and Xiaonei does not have to make any promises.

...

We talked for two hours at noon and drank a bit too much.

The afternoon event has been cancelled.

Zhou Buqi and Fourth Secretary Wang Yaojin went to the top floor together, and the presidential suite was ready.

As soon as he entered the door, Zhou Buqi couldn't help cursing: "This old horse, no wonder he gave me such a good reception and offered me a presidential trick. This is trying to change the contract by playing a scoundrel!"

Wang Yaojin also drank a few cups, her face was flushed, and she asked softly: "Boss, if we disagree...can we not revise the contract? Follow the previous contract."

Zhou Buqi shook his head and sighed, "Then it's time to break up. Only when the water flows slowly can there be a steady stream of benefits."

Wang Yaojin said "oh", then she pursed her lips and smiled, and said happily: "Boss, even if the contract of Xiaonei is revised, I think we have won. Taobao's promotion budget this year is 350 million, and Xiaonei took 1.5 million." 100 million orders, today's headlines took 50 million orders, and Weidian search may also get 50 million large orders... Ziwei Star alone has 250 million advertising fees, accounting for 70% of Taobao's annual budget. It's a lot!"

Zhou Buqi glanced at her, "Who told you that Taobao's advertising budget this year is 350 million?"

Wang Yaojin was stunned for a moment, but didn't realize it, "Didn't Mr. Ma say it? It's been noon."

Zhou Buqi snorted, "Are you so simple? What do you believe in what he says?"

"ah?"

Wang Yaojin was stunned.

Zhou Buqi waved his hand, "That's a big fool. Half of the words at noon today are true. You, there are still many opportunities to travel with me on business in the future. Listen more, see more, do more and think more. These big men, They're all human."

Wang Yaojin was a little distracted, "I thought what he said was true, so sincere."

"A first-rate actor is in politics, a second-rate actor is in business, and a third-rate actor is an actor. Don't play tricks with powerful people, you can't do it."

Zhou Buqi's words were full of hints and warnings.

Wang Yaojin didn't know if she understood, she said in a daze, "Oh, I understand."

"Okay, you go to the bathroom to tidy up. I'll take a shower and sleep for a while." Zhou Buqi waved his hands and sighed, "Looking at this posture, there is probably another one tonight."

Wang Yaojin's face became more and more red, "Boss, I... I'll wash it with you. You drink too much, I'm worried that you will fall."

Zhou Buqi looked very casual, "Look at you."