When direct marketing as a new way of marketing the gradual rise in the Chinese market at the same time, using new technologies to help companies save up mining leads of the time and costs, streamline business processes, a direct marketing of new ideas.
"In the U.S., 80% of companies using direct marketing methods, which generally account for expenditures 25% of the total cost. In 2005 the domestic advertising market is about 120 billion, according to this proportion, the scale of the domestic direct marketingwill exceed 300 million, "said Jiang Yuan," and now the size of the domestic direct marketing less than 1 million.
Hailuo Wei Yuan Jiang is on interactive marketing services company (the "Rowe"), the CEO.Five years ago, this was founded by his hands up and interactive marketing company, starting from the initial database marketing, and gradually developed to provide professional direct marketing services.Now, he is looking to open up direct marketing, "Blue Ocean."
Deep plowing B2B Market
Domestic direct marketing market competition is intensifying, with TNT as the representative of the international direct marketing giants have entered China early, and followed by some large companies will also be included in the Chinese market within its agenda.
"Rowe interaction in the Chinese market has been the basis of five years in understanding the Chinese market flexibility and policy adjustment, and there is a certain advantage. The strength of course, very important, but not in this mature market, but alsoThe key is to make clever edge. "Yuan Jiang said.
Yuan Jiang called "the clever power" is the direct marketing in the B2B market, focused development effort.He believes that the current in the B2C context, Rowe is already facing strong competition from TNT; but in the B2B side, despite some competition from domestic companies, but the accumulation of five years, Rowe has deep plowing B2B market ready.
In 2001, when Rowe began to engage in direct marketing, the provision of services in this area the company is also very small.At the time, Rowe was a little-known small companies, but because of the limited range of options, Rowe is easy to those who need access to a multinational direct marketing company's test list.
It is also in this opportunity, under Rowe gradually build up your core enterprise database.
"From the various economic Statistical Yearbook collected more than 3000 million pieces of data, through call centers out of two million enterprises final verification of data, but two million enterprises are active, procurement capacity, and is of concern to the sellerenterprise. "Yuan Jiang said.
The data in this 200 million, based on the interaction Rowe has served as part of many multinational companies and private enterprises, there are already more than 300 for the long term, 60 of which belong to more than 500 companies.Among them, the Dell also specifically asked Rowe to provide an interactive team dedicated to provide services to resident of Xiamen.
The accumulation of five years, more than 2,000 projects, the million inquiries.Rowe needs of each customer are recorded, each customer has their own areas of concern, said Jiang Yuan, so that through continuous consolidation and updated 200 million core enterprise data resources to meet the basic accuracy of 80% of customers90% of the demand.
Combined with IT technology
Support in the enterprise database, Yuan Jiang began to consider the advantages of the database more play."Direct Link" Rowe is the core database using their own resources, combined with IT technology developed an internet-based platform.
"'Direct Link' is not a separate product, more like a direct marketing operating system, faster and more convenient to do the project over the past one month, reduced to one week to complete." Yuan Jiang forRowe latest direct marketing tool with confidence.
Interface similar to MSN in the platform, the company's marketing and sales-related departments to the database in Rowe, by various search criteria to quickly find the target customers, according to the template system provides a variety of resources to complete the advertising, the ultimate onlineto submit ads to reach the target customers, and the forms of advertising to be taken, such as direct mail, telemarketing, fax marketing.
While it is "Direct Link" Huan Chuzai trial stage, but the information is fed back Ling Yuan Jiang encouraged.Only the promotion of small-scale, "Direct links" will have more than 300 new users, of which 40% are active users."We do not recommend existing customers to this product." Jiang Yuan said with a smile, "B2B direct marketing of the market is good."
At present, for the "Direct Link" system's database, only 80 million enterprise data resources, but Yuan Jiang's goal is to be guaranteed in the technical aspects, the Rowe interaction existing database resources of 200 million can be the core of enterprise dataapplied to the "Direct Link" on.
Has been introduced for the first round of venture capital, Yuan Jiang said that $ 3,500,000 will improve for the database, the call center to expand from the current 58 to 150."150-seat call center, only a year in data processing on the need to spend more than 600 million."
On the other hand, the development of the database program also requires a huge R & D team.Yuan Jiang said that Rowe did not want to put themselves confined to a small data company in the past, and competitors, price competition in the future, Rowe should all direct marketing related functions are added to the "Direct Link", and onDirect marketing of all actions are available through the platform.
"Online advertising design, publishing features are being developed, is expected in December this year to achieve the basic functions." Yuan Jiang said.
Yuan Jiang also revealed that a large Japanese company is preparing to strategic investors as to the cause of Rowe, and Rowe million level in the second round of financing also plans to complete by the end of next year.