How do consumers willingly pays for

U.S. shoppers are complex: their excitement is very low, in general, tends to follow the established consumption habits; their attitude around sensitive information, but marketers want to manipulate them at random but not easy. Today, when Americans have become increasingly cautious consumer, and this had on the retail complex is simply worse.

To understand the shopkeepers on the response to this latest consumer trend, I called to ask a Pakeangde Hill, he is working on the first people to buy acts. In the past 20 years, he and his consulting firm Envirosell has provided services for many companies, including the world's largest home appliance and electronics retailer Best Buy (Best Buy), the U.S. apparel retail giant Gap and Wal-Mart (Wal-Mart) and so on. Underhill tracking shot through the shoppers shop to collect relevant information, in general, continuous tracking of each case will be a few weeks time, so every year the accumulated about 50,000 hours of video material.

Recently, with Underhill's own words, his research has become more practical meaning. All along, he always keeps telling the business community, in this world there is no "new customers", that store should be left unturned to persuade existing customers to buy more. In addition, he also noted that most of the shopping decisions are not made beforehand, but in the interim to make the shopping process. This lets businesses take advantage of: if they can follow the provisions of Underhill, effective display of product information, to attract customers attention, it is possible for consumers to exert more influence. In his own words: "This is the shop sales, shoppers can mobilize the temporary purchase of desire."

Recession shopping behavior

Recently, Underhill and his team noted that shoppers showed some unusual behavior, indicating that businesses want them to pocket has become increasingly difficult. Economic good times, consumers generally buy from the shelves of all commodities. Now, people stay longer in the shelves than ever before to increase by about 20%, because they will read the labels on products. While on the surface this is good news for retailers, but Underhill said that more people will come from the shelves of goods dropped at the mall the other places, usually near the cash register because "they changed his mind snapped. "

This phenomenon is choice. Underhill said some shoppers are not properly handled the situation, if they do not need an item, they will choose to give up. He said: "businesses should be effective in controlling the consumer's attention, you can effectively use a number of identity cards, write the 'best-selling product' or 'special student computers' and so on ad words."

To impart this information since I, Underhill would take me shopping in Manhattan's Time Warner Center, the first stop was to attract consumers with healthy whole food product food companies (Whole Foods). In the red kale and rainbow there was a large dish at the top of sign read, "Why buy organic vegetables." He said that for most customers, the brand's content seems a bit much, but not a big problem, because this brand is aimed to make shoppers feel they are buying a valuable commodity, in doing meaningful things. Next, we passed a bunch of Russian Banana Potato yellow fingers, which plugged a small sign that read, "Look, they are lovely." Underhill really like this idea: "The production of potato to Biaidahe more expensive, so they came up with this way to attract customers and let them try new things."

At this point, meat products, a female customer counter caught his attention. He told me: "She choose the right products to stay in business after the time of the total shopping time of 61%. When she was waiting when the store should be taught what she should buy some next time." The businessmen told her the information to write on a blackboard, dry cooked steak. Scribbled on the glass showcase: Niuyue Te election long steak, 11.99 U.S. dollars / pound. Underhill praised add this: "Write on the glass is to tell the customer that they are new to write up. These words may be 24 hours a day, 7 days a week is all there; but it looks like someone in 10 minutes just write up the same as before. "

On signs to communicate with clients when Underhill particularly concerned about what he called "wastage rate", that did not read the sign information, the percentage of consumers. If this is the problem, usually because of signs placed in the shoppers do not want to stay in place, signs of the wrong direction or because the text on the sign is not big enough, not concise or not helpful. These results are not so much a science as it is a kind of common sense, but Underhill do not care, he often said that the sentence is: "useful information is not always easy to see."

Underhill and a spice manufacturer cooperation is a very typical case. The company designed a supermarket expensive booth and hired Envirosell companies understand shopper market reaction. At this booth, all the bottles are in accordance with spices, extracts, flavors, and seasonings are classified, the fact that this sale without any apparent help. Underhill, in his recently published "Why Shopping: Shopping Study" (Why We Buy: The Science of Shopping) clearly pointed out in his book, the company has done such a classification is meaningless on shoppers , because "who care about these? people concerned about these things what the role of food and how it tastes and so on."

Finally, we came to high-end kitchenware and home accessories store Williams-Sonoma. Underhill said: "This is a good store." License at Peugeot pepper mill hands stopped in her tracks, there is a sign that read the information on their grinding of fresh pepper. Businesses, said the purpose of these signs is to enable shoppers to learn more knowledge. Underhill said the price would still make shopkeepers seem more reasonable. Sign the text a bit long, Underhill that shop signs reading time should not exceed 15 seconds, that the text should be controlled within about 30 words, and this plate up to 100 words. He said: "businesses should strive to achieve a high degree of business unity and impart information."







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Thunder ruthless anti-piracy or abandoned by advertisers

Piracy of video sites, is a dead end. Way out in terms of capital, the future of these large video site to be listed, without good credit does not work; from public view, more and more righteous forces abandon them, especially the advertisers. Does not reflect on the past re-done, they started by pirated video site, will dig a pit for themselves, from the underground excavation.

It is reported that, at the first joint action to prosecute Youku process, the anti-piracy alliance will Coca-Cola to court. Thus, advertisers spent the money put into advertising, but attracted a show. If the anti-piracy alliance hardened, advertisers had to have concerns about the future, not the brand reputation began to give up the video site.

Anti-Piracy Alliance Adds New Army Team

October 28, with Sohu, emotional network, excellent friends Pollock to represent "China Network Video Anti-Piracy Alliance" held a news conference in Shenzhen, officially announced the launch of the second round of anti-piracy coalition joint operations.

"China Network Video Anti-Piracy Alliance" in September this year by the Sohu, emotional network, excellent friends Pollock initiated the establishment of new media such as China, and its purpose is "to boycott the network infringement and piracy behavior." Prior to that, "Anti-Piracy Alliance" to prosecute violations Youku placed on file 111, the primary election in Shenzhen, mainly for Thunder - Thunder's headquarters in Shenzhen.

The conference is mainly crusade Thunder together. "China Network Video Anti-Piracy Alliance," said Thunder piracy networks exist for a long, serious damage to their interests. Present evidence that they total 369 Thunder movie piracy, the first batch sent to 100 cases of litigation, the Court of Nanshan District, Shenzhen City, 100 cases have been officially placed on file.

"IT Business News Network" learned that on October 28, the first official to join Lok Watch Anti-Piracy Alliance, the Alliance has expanded steadily, incoming torrents. Le, senior vice president of LIU Yong Watch the recent world's largest BT Wang Zhan "Pirate Wan" is the Swedish court Xuanbu ordered to close down to explain the current 閿欒 Thunder Web site business model.

This year in August, the Swedish court ultimately "Pirate Bay" four co-founder, made one year in prison and pay a total of 3,000 million Swedish kronor (about 3.8 million U.S. dollars) fine judgments. LIU that Thunder current business model and copyright of the road opposite. Watch Thunder Music piracy has been evidence of more than 20 films, including "Painted Skin", "Red Cliff", "Crazy Racer," "potential," "Forbidden City Cop Page dog" and so on.

However, the Thunder turned on, said Sohu's behavior, in essence, by "anti-piracy" in the name of fight against competitors in Beijing and Shenzhen to sue Sohu infringement. Meanwhile, the Thunder will hold a press conference at the same time, distribution of information to reporters, 10 asked, "Sohu, excellent friends Bullock" has needle-to-head.

Excited net refuted the anti-piracy Alliance Thunder point of view. "China because of rampant piracy, in the past is very long time now, accumulated by piracy Shouhai Zhe Qin Fan's voice broke out this year Jiti." Excited Net brand director Li Li 琛ㄧず, "We hope that the League of Nations, to draw industry Zaoyi numb The do not care about copyrights. Anti-Piracy Union mind is very simple, we are not against a company or several companies, but to go through this action to the sound development of the industry on the road. "

Advertisers have concerns

"At present, there are some genuine misunderstanding of the industry, some say genuine means user can not provide a better service, in our view is nonsense." Excited network said, "Quite the contrary, the current sharing site because the content varies greatly, many content from the BT download or buy the DVD discs in the front of the screen, subtitles are very poor. In the past we made contact with the advertisers, they think so. "

LIU said that in the business model, the Thunder in a positive manner recommended by the copyright owner theft drama, especially in open court, denied the films and television shows in broadcast advertising insert the patch was not put in by the Thunder, but the film comes with its own This disregard of the interests of advertisers, to bring the legal risks advertisers. If the Thunder can not adjust the current copyright, in addition to anti-piracy alliance members, there are a lot a lot of television drama production side of the Thunder is about to begin large-scale litigation.

Anti-piracy is a long arduous process, encouraging the anti-piracy has made some achievements, Yau excited as infringing net ", if you're" the outcome of cases, was sentenced to compensate 150,000 yuan. Meanwhile, more and more advertisers to stand genuine, they may really change the situation of piracy in China. More and more advertisers are from the original cheated, deceived by the state of awakening.

"Over time, I visited a lot of intensive big brand clients, many of which are Fortune 500 clients, communicate with them and found that they share the site's image has been seen more clearly, and represent the poor quality, representing the the risk of copyright piracy. put in a do not know what tomorrow From the website, many of the content is not controllable, which greatly affected the company's brand image. "excited net senior, said," a treasure of their brand is The advertisers, how at ease so that your brand with the upload do not know what these sites mingled together? as a genuine force to support, as more and more advertisers to support genuine change in the industry will be accelerated. "

The excellent friend Bullock Technology Co., Ltd. is CEO Shao to the small general pointed out that "when China's Internet development today, when China Network Video Anti-Piracy Union in Beijing for the first time holds up a sword, we hope that through their own actions, the whole society, the whole industry to publish a message in the rampant piracy of 2035, the Chinese today should distinguish between pirated and genuine time, genuine power has begun to lift up sword against declaration of war. "

"Fight against piracy, we will, regardless of region, there is piracy in any regions of the facts will be launched." Shao said to D, from the piracy business chain, in addition to combat piracy, the company will be more film production company co- to provide quality content and services, but also bring benefits to advertisers. We also will appeal to all the video pre-piracy ads of customers, Ru Guo unthinking brand advertising so easily be loaded into Zhexiedaoban Shipin Shang, not only will not achieve Tisheng products and corporate image of the purposes and Haihui to the great De Shanghai enterprise itself.

Anti-Piracy Union reminded domestic and international brand advertisers, the excellent Cool, Thunder website advertising time attention to legal risk. Union is not against the advertiser, advertisers, advertising in these two sites are being deceived by the conduct, Advertisers do not know or did not subjectively aware of ads for sites involved in acts of piracy, in fact siding with the bully, we would like 100% sincerity, to allow time for advertisers to correct. Page ads in piracy, not only have a negative impact on brand value, the Alliance will be additional time to retain the right to joint legal responsibility.

"Thunder in the courts openly deny the films and television shows in broadcast advertising insert the patch was not put by the Thunder, which disregard the interests of the advertisers, advertisers will bring a legal risk, the same as in the Banded." Music Watch Hong Liu, senior vice president, said.

It is reported that, at the first joint action to prosecute Youku process, the Union will be Coca-Cola to court. So, advertisers spent the money put into advertising, but attracted a show. If the anti-piracy alliance hardened, advertisers had to have concerns about the future, not the brand reputation began to give up the video site.







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Alibaba denies rumors of financial strand breaks from Baidu

For "money-strand breaks Alibaba stop advertising on Baidu," the rumors, Alibaba and Baidu have the evening of October 29 released the latest statement, between the "odds" re-upgrade.

Alibaba announced on October 29 will be in the near future will all stop advertising on Baidu. Then, there was news that Alibaba is now caught in financial straits strand breaks. The message said that Alibaba's B2B business survival, in essence, is a native of the Internet "yellow pages" type of marketing platform, which is destined to be their way through massive advertising and promotion, to help settle down in this platform of 10 million SME customers to find business opportunities, access to profit.

The news source also analyzed, said the recent share price slump Alibaba, Monday hit a new low of 3.71 Hong Kong dollars, the company's overall market value has shrunk dramatically. At this time the withdrawal of search engine advertising to save huge amounts of advertising spending, indicating Alibaba capital chain rupture has occurred, the current can only "help himself" winter.

And Alibaba statement this afternoon, said the official was on October 10 issued a notification letter to Baidu, advertising contracts terminated because the company that Baidu currently offers high-quality search traffic. "Baidu clicks brought the needs of SMEs do not meet," Alibaba explained, "This is what we make to stop advertising on Baidu's the only starting point."

Press exclusive access to a document showing that the statement came from the Baidu public relations department. According to the paper's master screenshot shows the message by a person named Yang to the number of mass media. According to verify, Yang, Senior Manager Public Relations Department of Baidu, Baidu's PR is responsible for matters.




Baidu said in a statement through official channels then, before being sent to the reporter unified mailbox does not represent the so-called statement of the official attitude of Baidu, for reference only. Alibaba yesterday for "stop Baidu advertisement" statement, Baidu said no comment.

As of press time, Alibaba has to respond, saying the statement was "false charges on Alibaba," and suggests that it is time for all the attacks and false charges Alibaba source lies.

Since the end of last year Taobao stop running and shielding Baidu Baidu has been between Alibaba and Baidu, "odds" has not stopped frequently accused each other of events be exposed.

Alibaba 29 October afternoon Baidu Statement "Baidu Alibaba huge funding strand breaks were forced to stop advertising" to respond to the issue, saying the statement is Alibaba's framed, and suggested that it is time for the various Alibaba where the source of attacks and false charges.

Alibaba afternoon statement, said the official was on October 10 issued a notification letter to Baidu, advertising contracts terminated because the company that Baidu currently offers high-quality search traffic. It is claimed that Alibaba, Baidu subsequently issued a statement to the national media, saying, "Baidu Alibaba huge money-strand breaks were forced to stop running ads."

Following is the text of the statement Alibaba:

Alibaba Response: Do not be Sanlu, conscience can not be shielded

1,10 29 pm, Baidu statement to the national media, "Baidu Alibaba huge money-strand breaks were forced to stop advertising" in this statement, we just do not see one to advocate the search for life companies on the search engine of fraud, false invalid clicks, as well as "Key words protection" shield and so impede the fair conduct, even if a little self-reflection and self-discipline. Enough to make people understand is that in the most recent period, the various attacks against Alibaba and the framing of the source is located.

2, a basic common sense is that no one has the responsibility of the enterprises in the international financial crisis spread to the world the occasion of the real economy of SMEs, should be open to narrow attacks to focus all efforts to help SME customers a better degree of over the winter. As a cash reserve and cash flow very healthy e-commerce company, we have always believed that in the event of the current global economic plight, as a part of China's trade mission to assume an important company, we can only choose from the most help our customers point of view, to be put on our advertising investment.

3, we must emphasize that Baidu to stop running in the same time, we have launched a total of more than 30 million U.S. dollars will be the overseas promotion program, we believe that our customers need is a real and effective supply and demand market, according to customer data analysis showed that the quality of Baidu's traffic declining, there is a considerable unknown percentage of abnormal flow void. At the same time, Baidu brought clicks, and does not meet the needs of SMEs. This is made to stop advertising on Baidu's the only starting point.

4, we believe that protecting the health of China's SMEs in the effective market value of our existence, but in the present severe economic situation, the cost of protecting small and medium enterprises will be the key to protecting the future of SMEs. Thus, we can only choose the most effective delivery method, rather than condone the cost of our customers is invalid traffic and false hits in the attack of draining away. The long run, if we can encourage some of the search company recognize the value of justice, the interests of their own is also important.

5, is well known in the past period of time, various claims about Baidu is becoming the hot spots. "Sanlu incident," "Medical Advertisements" event, etc., are all for the many enterprises have a co-operation until some search company, is becoming a business controlled by commercial interests and the desire by companies around. Its "negative" can be shielded, adulteration of milk can be screened, accompanied by "negative" can be made, but the consensus of the community and conscience can not be shielded and manufacturing, life can not be too Sanlu, conscience can not pretend, conscience when doped leave, disappear all the halo may be instantaneous.

Alibaba (China) Network Technology Co., Ltd.

Ministry of public and customer communications

2008.10.29

Baidu "There ah" response Alibaba: call to give up unhealthy competition

October 30 morning news, the company announced the stop for the Alibaba B2B advertising of investment in Baidu, Baidu "There ah," a statement today, urged to abandon hostile Alibaba competition.

Baidu "There ah," the following statement:

1, Baidu "has ah" on the Alibaba stock down 91% in time to stop advertising on Baidu understands. When the advent of the financial crisis, can not really create value for customers of Internet companies will be severely impacted or even fall, Baidu "There ah" I believe the development of win-win spirit of the times on behalf of the Internet and willing to provide moral assistance.

Second, relative to the capital market in the B2B field failure Alibaba, Alibaba's Taobao is worthy of Baidu's "a ah" learning object.

3, Baidu "There ah," the first step has been substantially exceeded Taobao. "There ah" Beta version was formally launched on the 28th, the first day of on-line access to over 400 million, was added to our product number 1990000. According to publicly available data, Taobao online 100 days, the 1.55 million Japanese visited, the number nine thousand pieces of goods shelves.

4, Baidu "There ah" call to abandon hostile Alibaba competition, focused on Taobao sellers and buyers to create a better user experience. Baidu "There ah" that a normal market competition and contribute to the sound development of industry and expect to be respected Taobao competitors.

Baidu "There ah"







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