Our reporter Xie Lan
With the domestic mobile Internet traffic dividend peaking, more and more Chinese companies have begun to look overseas and compete for another market. Therefore, how to speed up the pace of globalization, enhance the core competitiveness of overseas marketing markets, and help Chinese brands to better go global has also become an important topic for Blue Label Media, the blue-marking marketing platform under the blue cursor (hereinafter referred to as "Blue Label"). .
"I set a goal myself. At present, we help almost 3,000 Chinese companies to launch overseas. I hope that in the next three to four years, we can help tens of thousands of companies go global through the blue label and empower the world through the blue label. Bring them value. "Recently, Pan Fei, CEO of Blue Label Media, said in an exclusive interview with Securities Daily.
In addition to elaborating on the strategy and implementation path of the future blue label to achieve the business goals of the sea, Pan Fei also talked about the layout of the blue label in the short video business and the impact of the arrival of the 5G era on the company's business.
The goal is to build the world's number one
Independent marketing brand
Blue Label Media's entry into the overseas marketing field began in 2015 and has become a leader on this track in just 5 years. In the first half of 2019, the blue cursor achieved 11.747 billion yuan in revenue, of which the overseas business realized revenue of 6.864 billion yuan, an increase of 30.14% year-on-year, accounting for 58.43% of the total revenue.
Pan Fei revealed that the blue cursor's overseas business will continue to maintain a high growth trend in 2019. "In the future, we will maintain a 20% to 35% annual growth. Our goal is to achieve 30 to 40 billion in the future."
Behind the high-speed growth expectations is the huge market space of the overseas marketing track. "This determines our growth opportunities. In the future, this will be a market space of 100 billion U.S. dollars. If we calculate this, we are now 10 billion U.S. dollars, and there is still a great distance and room for 100 billion U.S. dollars. At the same time, we "The team is becoming more and more mature, and the customer structure is becoming more and more mature. The effect of scale will accelerate," said Pan Fei.
While expanding the scale of revenue, another goal of Pan Fei in the next three to five years is to shape Blue Label Media into the world's first independent overseas marketing brand. Just like when talking about public relations in the past, people will think of blue cursors. "In the future, I hope that when you talk to the sea, the first thing that comes to your mind is the blue label. Blue labels can help our Chinese companies succeed overseas. Partner. At this track, we want to be number one in the world. "
The next golden five years
Going global marketing
From the perspective of Pan Fei, from the perspective of industry trends, the offshore business also has a golden decade. From 2013 to 2018, the entire industry showed a brutal explosion. Then in the next five years, the offshore business will become more sophisticated. Evolution of the direction of operations.
Talking about how to achieve the aforementioned goals and visions, he said that first of all, Blue Label should be a big, strong, large and comprehensive platform in terms of going out to sea. "We will not preset ourselves to limit what customers and industries do not do. Games, electronics We will do it for customers in various industries such as business, brand, and tool. "
Secondly, Pan Fei emphasized that Blue Label is not solely dependent on Facebook and Google, but will actively mine more and more new traffic. In terms of the layout of overseas resources, the company has begun to contract with many overseas influencers for professional corporatization operations to serve Chinese enterprises.
In addition, it also includes seeking the power of technology, establishing deeper cooperation with some overseas platforms with medium and long tail traffic, and establishing tool-based platforms, such as the R & D Luban platform, to help those with lower customization needs and less overseas investment experience. Medium-sized enterprises implement one-click advertising.
"Service + technology + resources", Pan Fei summed up the business model of the blue labeling sea business, "Service is to continue to serve the major customers, such as Tencent, Air China, Transsion and other enterprises that require differentiated services; technology is Yes, through the tool platform, help more and more small and medium-sized enterprises to go overseas quickly and efficiently; and we are not the only resource for Facebook and Google. Maybe one day you will find that the blue label has signed 10,000 Internet celebrities, and these Internet celebrities The added value is even greater. "
While being pragmatic, helping Chinese companies go abroad, reversing the stereotype of "low-end and cheap" and building a new brand influence, "delicacy" is also a key link. Pan Fei emphasized that if you really want to do globalization and global marketing, you must establish a healthy value system.
For example, first stick to the right values and business bottom line. "Fake and shoddy imitations, even if the profit is high, we will not do it, because such a company going out will have a very great destructive power on the brand of Chinese companies." Pan Fei told reporters that through technical identification and account monitoring And follow-up, etc., Blue Label has been actively blocking a large number of this type of account. "It is very important to go the right way, and we must establish such rules."
Short video is expected to become a new pillar business
Focus on 5G brings more new gameplay
While developing overseas business, Blue Label is also speeding up the layout of short video directions. "At the moment I see customers, everyone's focus is shifting towards the direction of short videos, and the user's usage habits are already different," Pan Feidao.
According to data released by Trustdata Big Data, in the first half of this year, in the video content field, short videos ranked first with over 75% penetration and 57.9% year-on-year growth. According to Aurora Big Data's Q3 Mobile Internet Industry Data Research Report 2019, short videos have become the second biggest time killer in the user's attention arena, and the average daily usage time of users is 50.9 minutes, second only to instant messaging.
Pan Fei believes that short video will become a 100 billion-level market, and it is also expected to become the second business pillar of Blue Label with revenue of over 10 billion yuan.
With the rise of short video marketing, it was also included in the marketing strategy of the blue label for the first time. Through the establishment of a huge overseas celebrity resource pool, it has deeply cultivated localized operations and helped customers on Facebook, YouTube, TikTok, etc. Personalized marketing on the platform.
It is worth mentioning that with the commercialization of 5G, its high bandwidth, low latency, and large capacity data transmission characteristics will undoubtedly bring more disruptive gameplay to short video marketing.
Pan Fei told the Securities Daily reporter that Blue Label has done research on 5G for four or five months, focusing on the latest developments in 5G, including shipments of 5G mobile phones by major mobile phone manufacturers, changes in mobile phones, and China ’s 5G Base station construction, etc. "This investment may not see a return in the short term, but this precipitation is of great value to our future development. Only by understanding these basic things can we know where the correlation between advertising and new technologies is. Just talking about concepts. "