Top of the big era

To say that the most popular Internet product in China in 2010 was Ziweixing’s Weibo.

So far, the number of registered users has reached 140 million, with 30 million daily active users. Weibo has gradually become a platform for everyone to express their opinions.

There is a business opportunity here.

Because the content of Weibo celebrities is equivalent to advertising, and it is free advertising. But it’s not easy to become a big V. Unless you are a public figure in society.

This gives many business elites opportunities.

Especially for Internet practitioners, except for Mr. Li from Baidu, Mr. Ma from Alibaba, Mr. Ma from Penguin, and Zhou Buqi, almost all CEOs of other major companies have opened Weibo accounts.

Free advertising platform, don’t use it in vain!

The most outstanding performer here... is of course Liu Qiangdong from JD.com.

This is also related to Ziweixing.

After all, both parties are considered a family. Liu Qiangdong opened Weibo as early as the beginning of last year. At first, he just wanted to support Ziweixing's products. But as he used it, he discovered the wonders of this product, which has magical powers. marketing attributes.

This is how the Internet works.

Free is the soul.

As an e-commerce company, while Suning.com was still struggling to find on-campus group buying cooperation at a price of 10 million yuan per day to increase exposure opportunities, JD.com had already resorted to smarter means.

The most classic case occurred in August this year.

At that time, some users reported that there were a large number of indecent photos stored in the mobile phones purchased from JD.com, and it was suspected that JD.com was selling refurbished phones.

This is obviously because other users have swapped the original genuine mobile phone when returning or exchanging goods, and JD.com did not notice that a secondary sale was made.

But the outside world doesn’t know!

JD.com encountered the most serious public relations crisis in its history, and the marketing department responded hastily.

There was no other way, so Liu Qiangdong went into battle himself.

He posted three Weibo posts in a row, first emphasizing that JD.com’s channels would not have any problems with goods being shipped, and sending netizens razors if there was any problem, then asking who was responsible for JD.com’s losses in such a farce, and finally asking students from China Europe Business School to visit JD.com’s warehouses. To prove its strict management.

This incident attracted great attention in the market.

Many big media paid close attention to the whole process and continued to follow up. JD.com accepted in-depth reports from many media reporters. It was open, honest and frank. It was not afraid of interviews or reports. It did what it should.

JD.com has persisted with its excellent processes and channels, and the direction of public opinion has been controlled.

This incident allowed Liu Qiangdong to enjoy the benefits of Weibo, and then he became more and more active and would post on Weibo constantly. He is already a business celebrity on Weibo.

Suning.com is in trouble this time, and the whole Internet is laughing at it.

Liu Qiangdong also joined in.

He posted 5 Weibo posts in a row, sarcastically criticizing Suning.com. He also said that if Suning.com’s servers are not enough, JD.com also has a large branch in Jinling. Should they send all the servers there for support?

Nowadays, there are more and more doubts about Suning.com on the Internet.

Although Zhou Buqi was willing to see Suning.com get into trouble, he didn't want to see Lao Liu being such a "big mouth", so he took Shi Jinglin with him to his home in the evening.

The hostess seemed to be a college student when they met her for the first time. She was not very familiar with her, and she really didn’t have anything in common with her.

Still, work matters are very important.

The first thing is JD.com’s financing.

It has been officially finalized.

JD.com will dilute 20% of its shares in this round and raise US$300 million. Among them, Ziweixing led the investment, investing US$150 million; Fangfei Fund, Temasek, Tiger Management, Sequoia Capital, and Blackstone followed, each investing US$30 million.

After this round of financing, Zhou Buqi will further increase its shares in JD.com.

Ziweixing holds 38.5% of the shares, Polaris holds 11.2% of the shares, and Fangfei Fund is equivalent to his personal name, holding 2% of the shares. However, although Liu Qiangdong's personal shares have reached 28.7% after multiple rounds of dilution, Zhou Buqi has long promised that all the voting rights of Ziweixing will be handed over to him.

As US$300 million was about to arrive, Liu Qiangdong was in high spirits, drank a large glass of liquor, and said boldly: "Next, JD.com will do three things!"

"oh?"

"First, launch the book business department to compete with Dangdang!"

"Yeah." Zhou Buqi nodded. The two had already communicated about this matter before, but he still kindly reminded, "It's almost the same. Dangdang is planning to launch an IPO. Even if there is a war, we will wait until after the IPO. Don’t delay others’ listing.”

Liu Qiangdong said: "Well, I know, Lao Li is also a friend. We sat down and drank together a few days ago. I told him clearly that before Dangdang goes public, I will not touch him. When he goes public, I will not You're welcome."

Zhou Buqi said amusedly: "Are you so confident?"

Liu Qiangdong is really confident, "The next thing I want to do is poach Shen Yu!"

"who?"

Zhou Buqi was slightly startled.

Shen Yu is a well-known person. He has been exposed to him a lot in the past few years. He is now the top three person in Baidu and is the chief operating officer.

Liu Qiangdong said with a smile: "That's Shen Yu from Baidu."

"He agreed?"

"He orally promised that after this financing is completed, he will join JD.com. At that time, he will be JD.com's COO and will be fully responsible for business matters."

"sharp."

Zhou Buqi can't help but praise him.

Although JD.com is very good now, compared with Baidu, the gap is not even a little bit. Lao Liu was able to lure Shen Yu, the COO of Baidu, to serve as the COO of JD.com, which is not an easy task!

It's almost the same as when Zhou Buqi went to Lenovo to recruit He Yang when Ziweixing was still very weak.

Liu Qiangdong waved his hand. As a man, he always likes to brag when he is drunk, "What does this mean? Didn't JD.com fall into a public relations whirlpool in the summer? I used Weibo to resolve the storm. However, I am right Jingdong’s marketing team and public relations team are not satisfied. I plan to recruit a CMO to take charge of this area.”

CMO is the chief media officer, which is generally not a permanent position.

Ziweixing does not.

Zhou Buqi was quite curious, "Who is it?"

Liu Qiangdong said: "Lan Ye."

"Which Lanye?"

Zhou Buqi has never heard of it.

Liu Qiangdong said; "President of Founder Technology."

Zhou Buqi opened his eyes wide, "Is it done?"

Liu Qiangdong has a great drinking capacity. Not only does he have a good drinking capacity, he also has this hobby and likes drinking. He is holding a glass again. "It has been a long time ago. He joined the company at the end of August."

Zhou Buqi looked at him deeply, clinked glasses with him, and finished his drink in one gulp. "I don't want to be a CEO anymore, so I will work for you as CMO. Old Liu, you are also a famous entrepreneur now!"

Liu Qiangdong laughed, very happy, "The third thing is, I want to beat up Suning! Didn't they say they were going to attack online and knock JD.com down? Hum, I want to see who is the overlord of the 3C home appliance market. ! Including Gome, they will also win!"

Zhou Buqi put down his wine glass and frowned: "You can use any strategy against Suning, but you are already a famous entrepreneur, don't you have to have some status? What you said about Suning.com on Weibo today is really important. Losing grace.”

"What is this..." Liu Qiangdong shook his head and said indifferently, "It's just a marketing strategy. I have now discovered how to play Weibo. Such big-mouthed posts are more likely to gain exposure. All exposure is Free public advertising from JD.com.”

There is really nothing wrong with this.

In the new era of the Internet, the louder you are, the more eye-catching you are, thereby gaining more attention from public resources. This is all free advertising!

Just like Boss Ma.

After Alibaba failed to develop its social product "Laihuang", it encountered a traffic crisis. Boss Ma transformed into Teacher Ma, and his behavior became high-profile. He frequently appeared in front of the public and gave advice on various occasions.

Boss Ma has a high standard and can speak out a lot of truths that are deeply rooted in people's hearts. Many people want to imitate him, but they really don't have the eloquence of his speech, so they can only rely on being "way ahead" and "way ahead of their peers" to constantly sensationalize him.

Zhou Buqi said very cautiously: "It's a clown to try to impress people. Sister Furong and Sister Feng can do this. It's okay for stars in the entertainment industry to do this for the sake of gaining a position. But you are an entrepreneur. It's too shameful to do this."

Liu Qiangdong was silent for a moment and said slowly: "This is the best way to get traffic in this era. The competition in the e-commerce market is becoming more and more fierce. Lekutian, Suning.com, Dangdang, Yi Xun, Amazon, Taobao Mall... …Too many. If JD.com wants to stand out as a brand, it must catch up with the times in marketing and promotion and adopt methods that best meet the requirements of the times."

Zhou Buqi said: "I agree with you, but if you are labeled as a big mouth by the public, no one will believe you if you speak again in the future."

Liu Qiangdong nodded, "I know, and if you keep talking loudly for a long time, you will be looked down upon by the industry and you will make enemies everywhere."

Zhou Buqi smiled, "Then what should you do?"

Liu Qiangdong seems to have had a plan for a long time, "As long as JD.com gets started and becomes the unshakable number one in the domestic B2C industry, I will change my strategy."

"What exactly?"

“Stop updating Weibo, delete all previously posted content, and reshape one’s social image.”

"This is not easy." Zhou Buqi shook his head, "When you become the focus of society, it will be difficult for you to quit."

This is really true.

In his previous life, Liu Qiangdong relied on his loud mouth on Weibo to quickly become a celebrity on Weibo, and he also became the most influential account on Weibo several times.

Many words really offend people.

He even offended his good friend Fanke, Boss Chen.

He learned from the experience, closed Weibo, and deleted all content.

However, he only persisted for two months.

Because a rumor appeared on the Internet at that time, saying that an e-commerce boss was cheating on a female college student who was in a drama. Many Internet experts analyzed it and spread the rumor to Lao Liu.

There was an uproar for a while.

When Lao Liu saw that this was not going to work and that it would affect his personal reputation, he quickly made a comeback, returned to Weibo, and posted a grievance: "NND! They say you can get shot even if you lie down! I got shot even if I was hiding in the basement! What a world!"