Wu Tianyuan: I watched the "2018 Taiwan Growth Hacker Annual Conference" and had some random thoughts.

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This article The author Wu Tianyuan is currently the Chief Data Officer (CDO) of MMdc Key Digital Marketing. Specializing in e-commerce website analysis, digital advertising conversion efficiency optimization and digital transformation of brands, products and services. Thank you for authorizing the “Content Hacker” website to reprint. We would like to express our gratitude.

Growth Hacker (Growth Hacker) is not a new term to me, but I have never really wanted to talk about it. The reason is actually very simple, because like “big data”, most companies in Taiwan, or I should say almost all companies, cannot do it! Not only that, most companies’ concepts and perceptions are still wrong!

Many people are particularly prone to “taking things out of context” or “only looking for things” that they understand and find easy to do. They even only think that doing a single project will result in success. But they forget that what really requires you to change behind Growth Hacker is not just “thinking”, but the more important key is “redefining the organization”!

To be honest, it is really difficult to talk about the topic of “Growth Hacker” in Taiwan! Especially when it comes to the cost and commercial value of hosting an event, the expectations and knowledge of participants, etc., it is really not easy to find a suitable point. Therefore, I can only admire awoo’s courage and courage, but since I have participated in this event, I cannot just “report the good news but not the bad news”, or only talk about the good things without talking about the shortcomings and parts that should be improved. After all, in this self-media era, what the audience expects is to “hear the truth” and “real feelings”, so please forgive me if I offend you!

Okay, get ready to fire! No, let’s take a look at my notes and records after participating!

The best combination of growth hacking theory and practice Speaker: Fan Bing, author of “Growth Hacking”

First of all, the biggest speaker at this year’s Growth Hacker Annual Conference should be Mr. Fan Bing, the author of “Growth Hacker”, right? The “dry stuff” he brought was really useful! For me personally, especially the matter of “reading”! So, when I got home that night, I took down the book “Growth Hacking” from the bookshelf because I felt that I had not read it carefully. Well, this book really needs to be “rewritten”! Because, after listening to Fan Bing’s speech, I found that I didn’t read it through.

In addition, Mr. Fan Bing’s career development brought about by publishing this book is also worthy of my reference and learning. After all, what should marketing do? What should we do for digital marketing? What are the business methods of self-media? How to replace it with real-life performance? Well, I think all of this is worth re-examining and thinking about, especially regarding the issue of “stock vs. increase” from an economic perspective, which I have recently deeply understood - whether it is the development of business, or professional knowledge and abilities, I think we should change our thinking mode and strategy, and think about it carefully.

The best combination of growth hacking theory and practice Speaker: “Growth Hacking” Author Fan Bing

Mr. Fan Bing also provided how he wrote this book. The thinking behind it was to use “growth hacker” thinking to dismantle and structure it. Through this way of thinking, he applied the “spectral diagram” model that I often use personally, using the two axes of “consumption channel scalability” and “content output scalability” to examine the point of output content and business development, and then think about what its economic impact and commercial value will be?

It’s funny, this method also happens to have similar views to what I will be doing in [Tiandiren’s new marketing strategy formulation course] (https://www.tiandiren.tw/?s=%E5%90%B3%E5%A4%A9%E5%85%83) next year! To put it simply, there is really no standard method that can give you “just follow it and you will succeed.” Every industry, every company, and even every customer is unique and different. You need to analyze and position yourself based on these characteristics. Only after you understand these differences and characteristics can you find the right people and tools to accomplish the corresponding goals.

The best combination of growth hacking theory and practice Speaker: Fan Bing, author of “Growth Hacking”

From the “viral marketing” that you must have heard of in the early days, to the latest topic of “fission marketing” recently, on the surface it seems that you can get a lot of attention and traffic in a short period of time, but behind it is actually the acquisition and confirmation of the “target audience”. Today’s rapid development of digital technology has brought about various digital marketing tools and services. The real value is not “traffic”, but to help you locate who your “customers” are? Does his outline match what you recognize? This will further affect your marketing positioning and methods, because only when this part is done, can you then have the opportunity to quickly copy and share it with your customer base.

Fan Bing also cited the current business situation of the “knowledge economy” that has grown rapidly in recent years. Currently, there are many people who pay for low-price knowledge. Their consumption pattern is impulse buying. They only want to spend money to listen to pleasure and get a general idea. They mainly use “psychological placebo”. If you use keywords to group them, it is “indulgence” (which is really appropriate). As for the mid-range knowledge-paying group, what they need is “someone forcing you to learn, and someone pushing you from behind.” Because they spend more money, they expect to gain more. It is best to pay for results, otherwise “invalid refunds” will be required. This group of people can be described by the concept of “gym”. The last group of people who pay high prices for knowledge. Since they are not short of money, their attitude towards learning is that it is best not just to teach me verbally, but to “help me get it done”. This group is the concept of “assistant to the president”!

Suddenly, I seemed to realize something! (slaps head)

Oh, right! This article is my personal notes and records. The views and angles I value may be somewhat different from the key points the speaker wants to convey. After all, you see that this article of mine was digested and expressed by me (see, it’s more important to participate by yourself! Look at other people’s notes, it may be fragmentary information!). I highly recommend reading this article also written by Vista “[Fan Bing talks about growth hacking, the pursuit of user growth is also a process of cognitive improvement] (https://www.contenth acker.today/2018/12/xdash-growth-hacking.html?utm_source=facebook.com&utm_medium=social&utm_campaign=FB_Bryan)”, his recording and writing skills are a thousand times better than mine! This article of mine can only be regarded as a “random thought” article. I recommend friends to read the article on Vista!

E-commerce growth strategy linked with data and strategy Speaker: Guo Jiaqi, co-founder of Entrepreneur Brothers The next speaker is Mr. Guo Jiaqi, the co-founder of Entrepreneur Brothers. All right! Let’s start with the ugly stuff. Before I actually heard his speech, I really didn’t have a good impression of the Guo brothers. Because of the articles and interviews I have read on the Internet, I only think that these two brothers are “professional investors and speculators”, which is different from my idea of ​​“entrepreneurs”!

However, after actually listening to his speech, I completely changed my mind! Because the entrepreneurial logic of the Guo brothers is to “try, revise, try again, revise again, and finally determine the direction”, and what I admire from the bottom of my heart is “they have the courage to admit failure, and are willing to face failure and review failure”! This is really amazing!

I have talked to several entrepreneurial bosses, and it is true that most bosses cannot do this! They always “draw another piece of pie and take the whole team to start over, but they never seriously discuss with everyone the experience gained from the previous piece of pie.” On this point alone, I really agree with them!

After truly understanding this thinking, look at the business management principles they adopt, and you will have some more insights!

The business model principles of the Entrepreneur Brothers are as follows:

*Principle 1. Only do online business.

*Principle 2. Only do business that generates revenue on the first day.

*Principle 3. Only do business that has been proven successful by others in other markets.

There is no so-called “right” or “wrong” here, and there is no model that you can follow or copy to achieve a career like them. You must know that since your corporate cognition, organizational status, industry status and other conditions are different, many things or principles that should be done should also be different.

If I want to say what can be learned from this, then this sentence is my personal understanding:

Do you know what you want to do? What can be done? What to do?

E-commerce growth strategy linked with data and strategy Speaker: Guo Jiaqi, co-founder of Entrepreneur Brothers

The theme of this lecture is “E-commerce Growth Strategy Linked to Data and Strategy.” Everyone has heard of artificial intelligence, but what kind of business can AI really help you handle? Mr. Guo Jiaqi mentioned that the original method of recommending products on the homepage was to “give different weighted indexes to each judgment condition.” However, as more and more of these standard conditions and product items became more and more, although these basic results are still good, after a long time you really can’t explain clearly “Why do you do this?”

Not to mention weighting 1.4 and 1.5, what is the real difference? Why is there a difference of 0.1? After actually introducing the so-called artificial intelligence method, I realized that the artificial intelligence that an “engineer” can achieve is very different from that of a “data analyst” or “business intelligence analyst”. In fact, there are still big differences in terms of majors and perspectives. After actually trusting the majors in the organization and introducing actual operations, I found that the initial conditions for artificial intelligence were to learn from past experience based on these original “fixed conditions”. However, based on the computer’s own re-learning, the conversion performance began to be higher than the fixed conditions given by the original people.

The practical experience of introducing artificial intelligence into e-commerce is really exciting, but it is a pity that this part of the sharing can only be “click-to-point”. I was so looking forward to it, my eyes were wide open but there was nothing to follow… Well, this is also the biggest shortcoming of a multi-speaker seminar. Because everyone has a lot of good information, but the time to share it is extremely limited.

It is particularly worth mentioning that Mr. Guo Jiaqi listed the e-commerce environment in the early entrepreneurial period. Under the influence of today’s digital development, we can see several differences from the system side and the technology platform side. I personally suggest that you think about it together with the observations on “brand marketing” shared by Ms. Zhou Pinjun, the founder of Wstyle, which will be discussed later.

Well, I won’t go into details about the differences! I think you should be able to sort out your own ideas in this part, but if you can still only find clues from the information in the briefing, then… I really suggest that you should not take the path of digital marketing! I’m not going to lie. If you don’t have the ability to learn and think on your own, and can only “accept everything”, I think you will only harm yourself if you continue in this industry! (pat on shoulder)

Of course, Vista’s note article “Guo Jiaqi reviews his entrepreneurial journey and drives e-commerce growth through data and advertising” is also worth reading. If I didn’t record it carefully, please read his article yourself! (Next time you have a chance, remember to sign up, you know?)

TARAD.com founder and CEO Pawoot Pongvitayapanu and HubSpot channel business manager Bryan Cawse

Alright! After listening to the above two speakers, you can pack your bags and go home!

Well, there are a few more speakers at this annual meeting. Although the remaining few shared, I was honestly a little disappointed… because in addition to the shallow content (also to cater for participants of different levels, this is a personal subjective perception), and the content of the briefing also contained more “commercial advertisements” (of course, there are still costs to consider in organizing events, and I personally understand the hard work behind this; but from the perspective of a learner, the less this part is, the better, isn’t it?).

HubSpot’s channel business manager [Bryan Cawse] (https://www.linkedin.com/in/bcawse) brought the topic “Inbound Smarketing that perfectly combines marketing and business.” To put it simply, it actually means “marketers must have a business mindset.”

Smarketing = Sale +Marketing.

If I want to talk about what I gained from this part of the lecture, there is actually an important part, that is, “Sales Funnel” can be defined differently by each company. Through different definitions, it can be converted into different departments, so that everyone can review it together.

Another speaker is [Pawoot Pongvitayapanu] (https://www.bnext.com.tw/article/45236/pawoot-pongvitayapanu-shared-3-lessons-about-breaking-into-southeast-asia-ecommerce-market), the founder and CEO of TARAD.com. He brings “The success and failure of Southeast Asia’s e-commerce growth model”. I am going to complain loudly! The reason is not a problem with the content, but “on-site translation”!

This speaker from Thailand actually speaks very good English! But the content makes people understand or not… Here comes the problem. When the former Bryan Cawse came on stage, the content provided by the English and Chinese translators provided by the event organizer felt a bit strange at the moment. But fortunately, Bryan Cawse’s briefing basically used “common language”. Basically, even a person like me, who has broken English, could barely understand the part of his original text with a score of 70. But then again, if even I can hear what the translator translated, why is it weird? You will know that the translator’s ability may be very questionable!

When the speaker from Thailand came on stage, all the “professional jargon” in his briefing was ruined. Originally, there was already a lot of “business nature” presentation content, plus half-baked translation content. Don’t say I’m biased and didn’t record it. I don’t see the value at all, and how it’s connected to growth hacking? The most you can say is “the tools are great”, remember to use digital tools for marketing! Okay, sorry. Let’s skip the content of these two speakers for now!

The similarities and differences in the growth strategies of Tokyo Clothing and Wstyle Speaker: Zhou Pinjun, founder of Tokyo Clothing/Wstyle

Next up is the “Idol Fan Meeting”! No, it’s [Tokyo Clothing and Wstyle] (https://tesa.today/article/2066) founder Ms. Zhou Pinjun’s “How great is the brand Wstyle I recently started?”, ah, no! It’s “The similarities and differences in the growth strategies of Tokyo Clothing and Wstyle”! (Damn, I was possessed by Brother Suan today, why are the words I typed out all about my inner OS?)

First of all, I personally like Ms. Zhou Pinjun very much. It’s true, because she is a “hot girl”! (Big mistake), in fact, it is because she was forced to leave the company she founded and then started running this new brand again. The development along the way allowed me to see her dedication, hard work and uniqueness of her career.

I think the organizer hopes that she will start from the perspective of brand and community, and then mention the softer and non-technical side of growth hacking. However, because the theme design and the speaker may not have done a good job in communication and design, it feels like a seemingly unrelated part has popped up! But in fact, I can understand that she wants to express that in addition to the influence of “brand power” and “community power” and “digital tools”, there are also various links and details that need to be paid attention to!

Unfortunately, due to the limited time for sharing and the theme design, the content I want to convey seems to be a bit biased! I guess some attendees may have learned only that e-commerce packaging must be beautiful! You can even spray perfume to make customers feel better when receiving the goods…etc. superficial things. But, is brand management just these little tricks? I really feel it’s a pity.

Experience on cross-border Facebook advertising worth US$1 billion a year Speaker: Alton Chong, Senior Customer Success Manager of Southeast Asia at Smartly.io

This speaker from Singapore can actually speak Chinese. But as soon as he took the stage, he said that because today’s content contained a lot of professional terms, in order to express it correctly, he gave the briefing in English throughout the whole process. Okay, here comes the problem again! I unplugged the translator and used my ability to listen to English. The information I got may be better than what you told me. God, I’m so angry!

However, it’s a bit of a pity. Because there is not much useful information here, the most I can do is let everyone understand the “Consumer Shopping Journey”, that is, I often mention that the “attribution relationship/attribution model” should be handled well, and “membership management” should be done through different tools in each link. By extension, the “conversion formula” should be planned in detail, and the operation should be implemented according to the ability status.

To be honest, this part is not difficult. What operator doesn’t know it? But having said that, the difficulty lies in not being able to do it. Isn’t it?

The rapid growth strategy of e-commerce that exceeds 10 billion in 5 years. Speaker: Takao Harimoto, President of SHOPLIST, a listed e-commerce company in Japan.

The last speaker to appear is [Takao Harimoto], the president of SHOPLIST, a listed e-commerce company in Japan (https://www.gvm.com.tw/article.html?id=41521). I was really looking forward to his sharing! You know, Japanese people attach great importance to sharing things on stage. If they don’t expect it, they will feel embarrassed, not to mention that this president has been a very topical person in recent years (Reference: Exclusive Interview with Vision Magazine , CROOZ Group website and ECメディア记事 reports).

As a result…you thought the English translation was bad enough? Let me tell you, the next Japanese translator was even worse! How miserable is it? When the president participated in the final symposium, he originally relied on the translation channel to listen to everyone’s content. However, in the second half, he couldn’t help but ask his accompanying translators to come to the stage to help him translate, and he did not use the translators provided by the conference at all. You said that even he couldn’t understand what the translator was saying. Do you think this problem is serious?

Well, of course my Japanese is not that good, and the president speaks really fast! I could only understand about 20% of what he said, so I shared with you the part I could understand to match the content of his briefing. But in order, I slightly changed it according to the order of importance in my perception. Because my language understanding is limited, I can only organize notes based on the limited parts I heard! If there is any misunderstanding, please forgive me.

The rapid growth strategy of e-commerce that exceeds 10 billion in 5 years. Speaker: Takao Harimoto, President of SHOPLIST, a listed e-commerce company in Japan.

General store opening platforms only provide services such as product listing and cash flow escrow. If a customer orders goods from multiple manufacturers, they need to transfer them to different merchants for shipment. Currently SHOPLIST can ship goods from one warehouse at the same time. This not only makes customers feel better, but also complements the “point collection” system that members value. In response to today’s demand for fast service, it is also easy to control all aspects. Membership management is not only the “visible” part, but more needs to be paid attention to the “back-end invisible” part.

I think Taiwan’s e-commerce operators take this seriously, and everyone is doing it by centralizing shipments from central warehouses. But looking at another rising e-commerce platform “Shopee”, the shipping part is still working hard! I am currently optimistic about the part of the company, that is, here, the shipping system that separates merchant shipments and centralized warehouses will open another bloody prelude to another Taiwanese e-commerce competition! Having said that, I wonder if SHOPLIST dares to come to Taiwan to stir things up?

The rapid growth strategy of e-commerce that exceeds 10 billion in 5 years. Speaker: Takao Harimoto, President of SHOPLIST, a listed e-commerce company in Japan.

This part is what I am super curious about, because SHOPLIST’s main customer base is under 20 years old. The key to the company’s success is of course the experience of “paying attention to mobile devices”. However, the customer group under 20 years old can actually generate such high revenue? This is what I knew before. Due to problems such as supermarket pick-up space, Japanese supermarkets are not as popular as Taiwan in this area. What are the main business models for supermarket pick-up, payment and product delivery? There are a few questions I still want to continue to ask, but after I asked the questions on the spot, I found that he did not understand what the translator translated to the president. It was a completely incorrect situation, so I gave up and continued to ask follow-up questions. Alas, it is so helpless!

However, since Japanese manufacturers can achieve such economies of scale targeting customers under the age of 20, do Taiwanese e-commerce operators see any business opportunities? Faced with this group of teenagers, do you have any strategies for “entering the market”?

The rapid growth strategy of e-commerce that exceeds 10 billion in 5 years. Speaker: Takao Harimoto, President of SHOPLIST, a listed e-commerce company in Japan.

There is also a slideshow, which is actually really important. President Zhang Moto also gave a special explanation when talking about this paragraph, but the translation performance was really bad… Sigh, so I used my Japanese understanding ability to explain to you the key content that SHOPLIST found for customer service that needs to be dealt with.

Among them, the three most important ones are:

2. Not knowing how it feels to wear, too little product information, and page performance issues accounted for 17%.

3. I don’t know when the goods will arrive. The delivery time of the goods accounts for 18%.

4. I want to return the product if it doesn’t fit, but I don’t know how to return it. This accounts for 28%.

Inability to find products, unable to find suitable products, or shipping costs which are too expensive, these three also accounted for nearly 60%.

SHOPLIST solves most of the problems in the form of a “central warehouse”, and the remaining part is the development of the platform and business. Japan Logistics cooperates with the operation of the central warehouse to ensure delivery within 3 days. I think this is where competitiveness and strategy are formulated and implemented.

Well, having said that, I personally feel that it is indeed very rewarding to understand the current development status of Japanese e-commerce from his experience. But what does this have to do with “growth hacking”? I… thought today’s theme was an information sharing symposium on overseas e-commerce? (Spread hands)

2018 Taiwan Growth Hacker Annual Conference The last part of the discussion time

Finally, Mr. Lin Siwu, the founder of awoo, brought insights on industry trends. His topic was “E-commerce Marketing Automation Based on Artificial Intelligence.” In his sharing, he pointed out the three main reasons for the increase in customer acquisition costs as follows:

2. Flow faucets are controlled by very few companies.

3. Competition mechanism + large-scale production of advertising pitchers.

4. DSP traffic fraud.

In addition, founder Lin also made three observations regarding the gradual maturity of the development of large-scale environmental technology:

2. Understanding people: cross-device, cross-marketing, within the enterprise, and a large number of tags.

3. Understanding the content: Deep Learning for NLP, image recognition.

4. Marketing automation: focus, content, testing, optimization + promotion, inventory.

Finally, he concluded: Growth hackers in the AI ​​era must master data strategy, algorithms, automation and branding.

But after participating in the entire event, can you really feel the conclusions mentioned above? Well, I… decided to go back to school and read “Growth Hacking”, and I will tell you later!

The last symposium actually had the most highlights, and I also took the most notes, nearly 10 pages long. However, when I started to sort out this record afterwards, I discovered that some experts had different opinions. For example, Ken’s point of view was to “focus on pragmatism” and “survival.” He believed that other tools or technologies could be considered in the future. Mr. Guo Jiaqi’s point of view was that growth hacking thinking is not necessarily something that all department personnel should know. Instead, it should be handled by personnel SOP, and trust in professional leadership and automated tool processing.

Mr. Fan Bing’s point of view is that different technologies and tools are developed at different times, and mastering suitable tools is the key… After I sorted out my notes, I suddenly discovered: If I put them here in the form of “What is the topic, and what are the experts’ answers?” I guarantee that you will not understand what everyone is discussing after reading it.

And if I use my own understanding to sort out my experience, I find that because everyone’s opinions are so different, it will actually become a question-and-answer situation with no conclusion or consensus. The reason is that each company has different physical conditions, business problems and difficulties, organizational structure, funds, corporate leaders… and other conditions. The way you need to consider and respond will naturally be different.

Isn’t this the same as asking and not asking? But I think this problem will arise. The main reason is actually very simple! The participants of the symposium and the speakers throughout the day are fundamentally different groups of people! So, how can we follow this topic “The intersection of growth hacker entrepreneurs and AI marketing technology” to produce the “conclusion” we expected?

Even the two important speakers of this conference, Fan Bing and Guo Jiaqi, have very different opinions. Of course, I don’t want to speak in a nutshell or design a conclusion or answer, but isn’t the key to the discussion just “differences in viewpoints” and “thinking”?

I think the most personal gain from this symposium was the following question asked by the host: The era of cheap traffic has disappeared, how should we face it today?

Mr. Xu Youjian (Brother Ken) replied: “Member, member, member!”

Especially for e-commerce operators who are just starting out, the first 1,000 members are an important key at the beginning. Don’t just find friends and relatives to show off, but people who are truly willing to support your purchases and supporters. If you can know their attributes, you can find the future direction. After finding these 1,000 people, the next decision is how to let these 1,000 people find the other 1,000 people?

The higher the purity, the more accurate the customer group found! This is the focus of MGM (member get member), which is to operate this group of people to understand what customer relationship (CRM) is. This is not necessarily a software or a technology, but a cognitive concept.

I think this “thinking” may be more suitable for the main axis spirit that today’s “growth hacker” wants to convey. In other words, the key thing that companies should pay attention to is “returning to consumers”! Starting from this part, I started to change the various links, department operations and marketing methods of the enterprise…etc., etc. This also helped me to clear up some of my previous narrow understanding of partial fragments of consumer analysis! Growth Hacker（Growth Hacker) is not a topic that is as local as Search Engine Optimization (SEO), nor is it as technical as precision marketing. To put it bluntly, it is more like “community management” in that it can be very broad in scope, or it can also be locally controlled to a specific project in a very narrow scope.

To be honest, this topic is not easy to grasp. In addition, there are many factors such as “revenue” and “gainability” that need to be considered. It is really not easy to successfully hold this annual event of the growth hacker circle! Although this article makes some criticisms, it is actually because we hope that the annual conference will get better and better, and its influence will gradually expand in the future, rather than just marketing talk.

Finally, please, please ask the organizer to really look for experts who are “professional enough” when looking for translators in the future!

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★ Photo Credit: Wu Tianyuan

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Further reading

• 2018 Taiwan Growth Hacker Annual Conference: Growth hacking emphasizes accumulation from one to a hundred, and only by doing it can you get everything
• 2018 Taiwan Growth Hacker Annual Conference: “Pinecone Shopping” has suddenly emerged, and the key to success lies in the introduction of artificial intelligence
• 2018 Taiwan Growth Hacker Annual Conference: To face the second half of the Internet, you must know about “fission marketing”

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