There is no doubt that it is Ma Yun, Alibaba and the anniversary of Alibaba 10. From September 9 to 12, in just four days, Ma Yun, Chairman and CEO of Alibaba Group, jumped to the first place in Baidu's search ranking "Today's Rich List", and the second richest man with more than 7,000 points of attention will be far behind. This year is a great event for Alibaba. Ali people who have always been fond of tossing have made "big moves" with the "four meetings"-10 anniversary celebration party, APEC SME Summit in 2009, the second online goods fair and the sixth online business conference, which attracted worldwide attention. Since Alibaba moved in early August, from the huge suspense envelope, the company's own marketing triumph began to play, full of passion and climax. In the past two months, Alibaba has held the precious attention resources firmly in his hand, which has aroused his appetite, earned enough limelight and grabbed enough eyeballs.
What assassin's mace did Ma Yun and Alibaba use to make them the focus of national and even world attention?
Why can a company's anniversary be turned into a lasting sensation by laymen? The first round: the suspense of the envelope-actually just a billboard killer: a huge love letter.
On August 7th, the first truck loaded with goods slowly drove into Alibaba Riverside New Park, which officially kicked off the relocation of Alibaba.
On the west side of Alibaba's new building hangs an oversized envelope with several numbers written on it: "Dear, I do! Will you? " The signature is "ten years" and the time is "200909". Erected on the Fourth Qianjiang Bridge, known as the "largest envelope in history", it is quite eye-catching. "Dear: I do! Will you? " This sentence also quickly became popular on the internet and became a buzzword.
In addition, there is a big red billboard in the northeast corner of the park, which also aroused people's curiosity. Cracking Alibaba's secrets has become the most talked-about topic among citizens, netizens and the media.
Suspense signs are of course another kind of self-marketing. These ideas come from the marketing department of Alibaba B2B Company.
On September 9, at the official moving ceremony of Alibaba, these remarkable mysteries were uncovered one by one. Wei Zhe, CEO of Alibaba B2B Company, started the button, and the red cloth covering the huge envelopes and gift boxes slowly fell. The content of the letter is: "We are willing to work together to make business no longer difficult." It turns out that this is a letter from Ali people to customers, showing Alibaba's mission and vision. The gift box is a gift from Alibaba to customers-a truck full of all kinds of goods, which reads "Buy goods, of course Alibaba!" .
The second round: "A Niu Crossing the River"-just the killer in his bones: "Ali is great"
The solemn excitement of Alibaba's relocation ceremony is no less than the Olympic torch relay.
At 9: 00 am on September 9, Alibaba's relocation ceremony-"A Niu Crossing the River" was officially launched. A Niu is the mascot of Alibaba B2B Company.
At 9: 00 a.m., Wang Guoping, secretary of the Hangzhou Municipal Party Committee, and Ma Yun * * * launched a world map symbolizing Alibaba's world, allowing sand representing various regions to gather on a container tripod; They * * * have the same button. With the dismissal of Alibaba's clay in 53 offices in 53 countries around the world, "Ali is awesome" appeared.
Secretary Wang Guoping passed on "Ali is awesome" to Ma Yun. /kloc-After the countdown of 0/0 second, Ma Yun fired the first shot of "A Niu Crossing the River". The relay ran *** 102, which symbolizes that Alibaba will become a company of 102. Six of them were crossed by Alibaba employees with the "great" relay, 10 1 was completed by a girl born in the same year as Alibaba, and the last one was a new employee who joined the company the day before.
The torch relay continues along the Huaxing Science and Technology Venture Building where Alibaba once struggled to the south bank of Qiantang River, and then continues from the intersection of Dongxin Avenue on Wen Tao Road. It symbolizes that Alibaba entered the Qiantang River era from the West Lake era. Along the way, Alibaba people from all over the country came to cheer. They wear the same color and shout a unified slogan. Floats and lion dances at the scene attracted citizens along the way and joined the cheering team.
The third round: Celebration Carnival Night-A party killer who was just entertaining himself: Jack Ma's punk style.
On the evening of September 10, Alibaba held a grand celebration party in Huanglong Sports Center. Nearly 30,000 employees, their families, customers and guests gathered in Hangzhou from all over the world to celebrate the birthday of Alibaba 10. The program of the whole party was written and performed by Alibaba employees, full of passion and creativity.
Ma Yun appeared in a punk funny style, and the party reached its climax. Ma Yun is dressed in red, wearing a comb and gray hair. As soon as he appeared, he caused nearly 30 thousand spectators to scream and cheer. Other Alibaba executives also appeared in an alternative image. Ma Yun solo "The Lion King" (can you feel love tonight) theme song "Can you feel love tonight", and the whole Huanglong Sports Center fell into a carnival.
After singing loudly, Ma Yun gave a passionate speech and was repeatedly interrupted by thunderous applause. In his speech, he reviewed the history of Alibaba 10, imagined the blueprint for the next 10, and called on all Ali people to create a new commercial civilization. Ma Yun also announced a symbolic move: the founder of Group 18 will "reapply" after "collective resignation". Alibaba bid farewell to the founder era and entered the partner era.
The fourth round: online merchants, online goods, and APEC links-to put it bluntly, it is a very professional business gathering killer: NBA superstar Kobe Bryant.
After the 10th anniversary celebration party, on June 5438+0 1 day, Alibaba immediately organized exhibitors and visitors from all over the world to "visit the Expo" in Hangzhou Xiaoshan Xiuboyuan Convention and Exhibition Center. From September 1 1 to September 13, the second online goods fair landed in Hangzhou Xiubo Garden. At the same time, elites from the business, cultural and academic circles are brainstorming on the survival and development of small and medium-sized enterprises and online merchants. The APEC SME Summit jointly sponsored by Singapore Trade Development Council, China Council for the Promotion of International Trade, Hangzhou Municipal People's Government and Alibaba Group was held in Hangzhou. At the same time, the 6th Internet Business Conference was also held as an important part of the 2009 APEC SME Summit.
Ma Yun practiced martial arts since childhood. From Tai Ji Chuan, he understood the truth that strength should be soft. The guests invited by Ma Yun always surprise people, from Jin Yong, the first swordsman of the West Lake, to Jet Li, the kung fu star of the last APEC SME Summit, to Kobe Bryant, a cultural celebrity in China, and even Shi Yongxin, the abbot of Shaolin Temple. Later, because the abbot's schedule was too full, Li Yi, a Taoist priest in Chongqing, was also Ma Yun's teacher and came to the rescue.
Heavyweight guests gathered, and the opening ceremony was actually former US President Bill Clinton, who had a good personal relationship with Ma Yun. He is waiting for a late-night online speech on the other side of the ocean. Other guests included Guo Guangchang, Chairman of Vantone Real Estate and Shanghai Fosun High-tech Co., Ltd., Yu, President of New Oriental Education Group, and Liu Chuanzhi, Chairman of Lenovo Group.
These three press conferences attracted more than 500 domestic and foreign journalists and launched a media offensive with long guns and short guns. In addition, it has attracted a large number of Kobe fans.
An expert looked at the door
Let's take a look at how experts interpret Alibaba's marketing classic case.
Ma Yun's interpretation: This is the "virus marketing philosophy"
The so-called "viral network marketing" is to carry out online publicity through the word-of-mouth of users. Information spreads like a virus, and it is transmitted to thousands of audiences in Qian Qian in the form of rapid replication. Ma Yun is a typical representative of the successful use of viral marketing model.
Ma Yun called the virus marketing model "zero budget communication model". Ma Yun once said: In 2000, our advertising budget at home and abroad was zero. Although the budget is zero, our membership has reached 6.5438+0.2 million, and it is getting bigger and bigger, relying on word of mouth.
In China, Ma Yun is obviously a master of word of mouth. Whether it is "West Lake on Sword" or "paying taxes every day 1 10,000 yuan", he clearly understands the most sensitive nerves of customers and the most exciting places of the public.
Don't be forgotten by customers. How can zero budget not be forgotten? This requires a star CEO. A few years ago, Ma Yun decided to go to the rivers and lakes to talk once every three months to six months, not only to say it, but also to create a sensation, and Ma Yun's image as a "madman" was born. Now, Ma Yun will have more troops. Although the marketing of this virus is less, the basic operating concept is still continuing.
Ma Yun is not only good at creating momentum through the media, but also good at creating momentum through activities. "West Lake on Sword" is Ma Yun's brilliant idea.
Ma Yun studied martial arts for several years when he was a child. He is a fan of Jin Yong and is known as clean and honest. By chance, Ma Yun met Jin Yong. In September, 2000, 74-year-old Jin Yong was invited to the West Lake. Sina's, Sohu's Zhang Chaoyang, Netease's Ding Lei, 8848' s Wang, and hundreds of reporters came uninvited. At that time, Wang Zhidong, Zhang Chaoyang and Ding Lei were called the "Three Musketeers" of China Open. Ma Yun's fame is far less than these three, and Alibaba's strength is far less than Sina, Sohu and Netease. However, after the first "West Lake on Sword", five websites and five responsible persons naturally stood up on the online rivers and lakes, and Ma Yun entered the first echelon of the industry.
In 2004, Ma Yun summed up his "marketing model": ant soldiers, word of mouth, to help customers grow and let them recommend. Ma Yun's preference for creating word-of-mouth and his strategic attention to it make us rethink the real meaning behind the brand: the push based on hard sales promotion has failed, while the pull based on consumers' independent drive is shining brightly.
Expert round table
Enterprise Management Comments: The higher the annual meeting, the more cohesive employees will be.
Zhang: Many large companies attach importance to the annual meeting and anniversary celebration as an important window to motivate employees and build corporate culture.
At the staff meeting, the president passed on the company's core values such as equality and innovation to every employee through various exaggerated performances and highly inflammatory speeches. Ordinary employees can also get in close contact with executives who can only deal with each other by email, telephone and video conference. The meeting created a space for them to show their personalities.
Many famous companies, such as Microsoft, Intel, IBM and Google, regard staff meetings as the highlight of the year. I had contact with a Swiss pharmaceutical company. There are only seven or eight hundred employees in the company. When the performance is not very good, all employees will be chartered to a holiday resort in Australia for meetings. When they have 3,000 people, they will organize employees to hold an annual meeting in Macao.
At the annual meeting, companies often look back on the achievements of one year and look forward to the future in the historical deduction, which has played a great role in inspiring staff morale and rallying people's hearts. In this passionate occasion, employees will be more willing to accept the company's vision. Inviting employees' relatives to attend the annual meeting is also common in multinational companies. American companies also set up family days to stimulate employees' enthusiasm for work by influencing relatives. Many domestic enterprises will not be so tall at the annual meeting, because the company leaders are high above them and sit tight. Alibaba, on the other hand, is westernized and transplanted this set of multinational companies.
Alibaba has soared from 3000 to 10000 in just a few years. However, the company's values have not been diluted, but further condensed, and its operating performance has also risen rapidly. The role of corporate culture is indispensable. For example, in 2008, 8,000 people attended the Alibaba staff meeting. Ma Yun led the executives to stage a stage play, and Ma Yun played the "Snow White" with heavy makeup.
Two comments on integrated marketing: integrating a large number of eye-catching events and celebrities, and spreading boring corporate image with logo.
He Chunhui: anniversaries like Alibaba are very typical image marketing from the perspective of public relations. Usually, companies with strong brand awareness will seize the anniversary as an excellent public relations opportunity and do a good job in all-round marketing of organizational image.
This marketing usually has two purposes. Internally enhance the cohesion and centripetal force of internal employees, and let employees feel the charm and unique attraction of the organization through such celebrations. Create a good public opinion environment and win more praise from the outside public for the enterprise, so as to improve the visibility and reputation of the enterprise and better spread the organizational image.
These days, even while driving, I often hear media reports about Alibaba's anniversary celebration, which is quite distinctive. From "Ma Yun's weird hairstyle" to "Ali is awesome", these designs are exquisite, and every highlight can trigger new memories.
The planning of Ma Yun's anniversary celebration makes good use of the means of integrated marketing communication. Whether it is a big envelope or "Ali is awesome", it is a successful logo communication and has been given its own unique cultural connotation. It has better inherited Alibaba's idea and displayed and marketed itself in all directions. Under the background of attention economy, whoever can attract more people's attention will win success.
Similarly, Kobe and Yu Dan, who attended the APEC SME Summit, are also a bright spot, which uses the usual celebrity effect rule.
Although Kobe is a basketball star, enterprise management needs innovation and constant efforts as well as playing basketball. Yu Dan talked about Chinese studies at the meeting, which is also very necessary for IT enterprises in China. It needs to be in line with the world, innovation and fashion, but it should be based on China's profound traditional culture. For Chinese-style IT companies, employees of Alibaba need the inheritance of this traditional culture more.
Zhu Weimin: At present, business activities and business forums are very good. They didn't explain what you had to do. There is no standard. It can be seen that Alibaba is good at integrating various resources after it has developed to a certain extent.
Want to attract attention, please Kobe; If you want to be vivid, please ask Yu Dan; If you want another idea, please grow up with Li. Then the effect of integrating these resources is definitely1+1> The effect of 2. They can turn a rather boring business party into a topic for people to talk about after dinner, which is easy for everyone to accept.
Three comments on corporate culture: Ma Yun does not imprison young people and encourages Ali people to dare to create and implement ideas.
Zhu Weimin: Ali is so talented. Let a seemingly simple move become so colorful and creative. Ma Yun must have a set of skills to build corporate culture.
Especially in Alibaba 10 anniversary party, Ma Yun's punk style highlights openness and freedom, and modern fashion culture permeates Alibaba, which is a very good gene in IT enterprises, a creative and open gene.
Ma Yun and Ali are full of vigor in thought and young in heart. Ma Yun will not give young people a lot of imprisonment, I hope they can play it out. This atmosphere leads to a very lively corporate culture, so what Alibaba does can attract people's attention. Just like Hunan Satellite TV. Many of them are young directors and producers, and the things they shoot are very vivid.
It is the first time that Alibaba has never been exposed to such creative marketing. I have participated in many activities before. Many enterprises are reluctant to let go, and usually ask many leaders to do one thing step by step. Creative things, they don't want to do or dare to do. This is also closely related to corporate culture, and Alibaba's culture is suitable for it. There is no great resistance or obstacle from the idea to the next implementation. However, there are many factors and rules considered by ordinary enterprises, and even if there are many ideas, they cannot be implemented.
He Chunhui: I think Ma Yun invited experts from all walks of life to the meeting, on the one hand, because the anniversary celebration symbolizes the wedding, on the other hand, it is closely related to Ma Yun and Ma Yun-style corporate culture. We often say that the culture of the enterprise is the culture of the boss, and they will constantly project their hobbies into the enterprise.
Zhang: Corporate culture is related to the industry and market demand of the enterprise. The business strategy and market environment of this industry need the support of unique culture. Alibaba is an e-commerce company, and the IT industry needs creativity and innovation. Therefore, Alibaba has created a relaxed working environment and encouraged employees to have fantastic ideas. Of course, the personality and preferences of company leaders will also leave a deep impression on the company culture.