A recent message about personal information on Alibaba's e-commerce platform must have been seen by everyone.
For those who haven't seen it, you can see here: "Taobao wields a knife! Two days later, businesses will no longer get consumers' mobile phone numbers" (click to learn) 。
The main meaning is that brand advertisers can also use TP or relevant data service providers to "secretly" decrypt the original text of consumers' mobile phone numbers from the order information in the Alibaba e-commerce platform. Now Ali has simply abandoned the mobile phone number and replaced it with a virtual number that may be valid for 30 days. In this way, even if you decrypt, the decrypted number is the virtual number. In addition, this virtual number can't send SMS directly. SMS can also be sent from Alibaba's platform to its sending platform.
As a result, there is no chance to "get mobile phone numbers" from Ali.
For well-known reasons, such changes are not surprising at all. After all, the old way of encrypting mobile phone numbers and "inexplicably" providing decryption methods to some data service providers or TPs with special relationships is a bit of a cop out.
Will JD follow up in the future? At present, there is no news from JD. The current situation of JD is that the brand owner can not get the mobile phone number of JD's flagship store, but other stores can still get it through the decryption method similar to Alibaba's. However, I think everyone knows how long this method can go. In my opinion, JD's "learning" from Ali is only a matter of time, and it is likely to be a "short time" problem.
In other words, even if you are willing to "bet" that JD will not follow up in the future, I think you should prepare for the worst.
Well, can the brand owner just wait and see?
It is absolutely not advisable to wait for death. We should look at the future trend and make preparations based on this trend.
The trend is that e-commerce platforms will never be able to active Provide the mobile phone number, either directly to you or by using the decryption curve to save the country.
Therefore, it is very, very difficult to find incremental users (mobile phone numbers) for your subsequent operations on the e-commerce platform. (Not that it's completely impossible. You can also ask consumers for their mobile phone numbers one by one through chat tools like Wangwang, but it seems that this is not feasible!)
However, this does not mean that e-commerce platforms will no longer provide you with data.
Please note that providing mobile phone numbers and data is not the same thing, and it cannot be said that e-commerce platforms will no longer provide data to us.
In business, data still needs to be available. In addition to various analysis reports (such as the statistical level data provided by Alibaba's business advisors and other products), e-commerce platforms can still provide us with individual level data.
However, the e-commerce platform provides us with individual level data, which must have one condition, that is, it can only be provided through "membership".
To provide us with data through "MemberPass" requires several key prerequisites.
First, when your consumers buy on the e-commerce platform, they should join your members on the e-commerce platform.
Second, you have to own your consumer's mobile phone number.
Then, through vertical privacy computing, match the mobile phone number of the consumer in your hand with the mobile phone number of your member on the e-commerce platform. Can match the mobile phone number on The e-commerce platform will transmit to you through Jushita (Alibaba) or Yunding (JD) the information about members corresponding to the mobile phone number, such as points, purchased goods (which may not be available, or can only be obtained by using a curve), rights, etc.
What does this mean for brand owners?
Obviously, it is becoming more and more important to find ways to obtain consumers' mobile phone numbers. If you don't have your consumers' mobile phone numbers, e-commerce platforms and even various external platforms will be difficult to provide you with individual level data.
It is almost the only reliable way to obtain mobile phone numbers through private domain (or more accurately, in its own marketing ecosystem) operations. Think about it, Ruixing Coffee and Xiaomi Ecology probably do not lack consumers' mobile phone numbers, because they have built a very sound self owned marketing ecology (various apps, applets and other self owned contacts). Similarly, L'Oreal does not lack the mobile phone number of consumers, because its own online and offline members are also very mature, and the disguised discount promotion on the membership day is also very smooth.
Of course, building our own marketing ecosystem is not only to provide the function of obtaining consumers' mobile phone numbers, but also to provide us with more marketing freedom and security, and also to provide a large number of data that we can really grasp, so that we can continue the fine marketing we expect.
After Ali "cut off" the supply of mobile phone numbers, the brand owners can only respond more independently, and it is a strategic choice to build their own private domain ecosystem and seriously operate their own consumers and users. The fence of the walled garden will only be built higher and higher. Holding the big platform is still a strategy, of course, but we must also face the risk of becoming more and more constrained by others. Under the general trend, the final choice seems not so difficult.
Author: Song Xing's View of Numbers
This article is authorized to be released and does not represent the position of APP dry goods stores. If it is reproduced, please contact the original author.
The original link is as follows: https://mp.weixin.qq.com/s/LWy7JNohqaqJHy2-h2tBOw