A "electric dealer price" smoke, breathtaking

Success or failure, only to be left to time validation. But the whole event process, the carrier and path of information transmission, the subtle change of traditional media function, all quite worth aftertaste.

Business microblogging Hot Topic

Traditional media is hard to chase

Obviously, the E-commerce price war is the hot topic of these two days, because the scope of participation is very wide. From Jingdong Mall and Suning appliances (002024, shares bar) executives in micro-blog on the confrontation, meet the "war", to the netizens to relay, stop onlookers, and then to include the website, newspapers, television and other media attention and comments, enough to reflect the heat of the topic.

According to the monitoring data of the public opinion center of Chinese listed companies, on August 14, Sina, Tencent two platforms have a total of more than 75,000 original micro-blog, involving the "price" of this information, in various types of Web sites, involving the topic of the number of links for more than 400, the traditional media day only 7 articles to the electricity quotient "price" as the title. By August 15, Sina and Tencent Weibo, the discussion price war information Total more than 170,000, the site link number reached 4,000 of the magnitude of the traditional media related articles in 100.

Events have changed too quickly, participating in the intense "crossfire" of the Parties, the website provides the information to be difficult to keep up with the rhythm, the micro-blog Such since the media in the first time undertakes the event "the virus type" the dissemination function, but receives the time and the space double restriction traditional plane media, it is more difficult to transmit the fresh information the function.

In this one of the hot events, Weibo once again played the role of the source of information and the main carrier, while the Web site has become a transmission chain extension, collation and storage intermediary, and the traditional plane media in the follow-up in-depth analysis, only to reflect their own unique value.

Self-marketing in hot events

"There is no drama without conflict," says Bren, a French drama theorist. This classic quote, put in this "electricity dealer price war" again suitable but. August 14 morning more than 10, Liu Bo said: Jing-dong Everyone electricity 3 years 0 gross margin! If this is the only sentence, it can only be a small challenge to the common sense of the public, and can not constitute a substantive conflict. "From today, Beijing East all the electricity guarantee than Gome, suning chain cheaper than at least 10%", he immediately followed this statement, directly set up the opposite of the conflict. So, we know that there is a chance to see.

Afterwards, some people were enraptured to describe the transforms of the incident, some people wringing their hands to desolate the fall of China's industrial economy, some people outraged at how this is a scam, there are people to do a mysterious discussion of the surface, the capital collision. This is like watching a movie, someone will be addicted to the plot after reading, some people will rise to the height of the realm of thought, but also some people will be entangled in the picture of the bug, but also some people will marvel playwright buried metaphor and foreshadowing. In any case, the existence of these discussions and controversies is certainly in the way of the participants, because after the "electricity price" became an explosive topic, the participants were fully exposed.

If you look back before 14th, Jingdong Mall, Suning easy to buy (or suning appliances), Gome, Dangdang, Taobao in micro-blog is mentioned in the number of times, we will find their exposure in the micro-blog is significantly different. At least in the past few months, Taobao has been mentioned the most times the platform, Jingdong Mall's exposure is slightly higher than Dangdang, Suning and Gome are lower.

Electric business War on the eve of the beginning of the 14th, the afternoon, from Suning easy to buy out "the strongest promotion tomorrow 9" news, the individual exposure level began to change dramatically. Jingdong Mall and Suning easy to buy the confrontation, attracted a large number of spectators, both sides by netizens mentioned the number of soaring. By the night of the 9 o'clock Gome announced "war", the exposure is also a straight line.

Jingdong Mall, Suning easy to buy, Gome micro bo public opinion Heat, on August 14 22 o'clock and 15th 9 o'clock reached two peaks, the period is much higher than the level of Taobao. and low-key participation in Dangdang, public opinion heat trend stable, exposure is relatively low.

In addition, such as the Xun Network, a Amoy network in the active participation in hot events, exposure to micro-bloggers before the number of users also increased significantly. It can be said that this is a rare opportunity to self marketing, with the help of media release news, participate in popular events to take the initiative to enter the public eye, to show their own characteristics to establish word-of-mouth, some electrical commodity cards successfully promoted their own influence.