A glimpse of Su Ning's "occasion" from the Youth Olympics

(from the media public number: Laohushuokeji or old nonsense technology)

Sports, is becoming 3721.html ">2014 year's key words. The July World Cup heat wave has just passed, the 4-year session of the Youth Olympic Games in Nanjing, China on August 16 staged.

This is the second Green Olympics, and held in Nanjing, China, from dignitaries to celebrities and merchants, and then to the general public, this tournament undoubtedly embodies the eyes of people all over the world, becoming a hot spot in the August.

This hot spot, naturally causes many enterprise occasion marketing. After all, this grand tournament is a window for companies to publicize their brands. Marketing to occasion with the help of hot spots, this should be counted in the industry a basic common sense. At such a point in time, everyone's attention is consistent, are concerned about the topic, the operation is very easy to detonate, to achieve a multiplier effect.

The green Olympic Games held in Nanjing, Nanjing, as the local signboard enterprises, Suning Natural will not watch and this external display brand and strength of the opportunity to miss.

1, Demolition recruit: From occasion to participate in the "Typhoon" power

August 16, the first day of the Green Olympic Games, and Green Olympic sports theme-related Panorama 3D advertising screen, first appeared in the Nanjing Subway, and advertising covered the entire subway, this is the domestic Panorama 3D Metro. This marketing initiative is introduced by Suning, as the first to eat crabs, Su Ning became the focus of the spotlight lamp, by many users concerned.

The interior of the whole car is gorgeous, like a mobile stadium. To be honest, as in the field of marketing for many years, I have only seen the use of buses, buses, subway tunnels on the wall to play advertising marketing, with a whole line of the subway to do propaganda or the first time see, a little innovative feeling, the overall kind of shock effect.

Moreover, Su Ning is the only Nanjing Youth Olympic Association Nanjing local partner, its launch of "Green Osunin Train", with the opening of the Green Olympics synchronized occasion, instant become the industry hot topic.

In addition to occasion hot ads for visual bombing, Su Ning also played a service card and let users participate in the card.

First, suning for Green Okumuras and the green Olympic Games venues to provide air-conditioning, color TV, washing machines, refrigerators and other household electrical appliances, at the same time, the deployment of 50 senior after-sales service engineers, specialized in the green Austrian village and the competition venues, professional for the green Olympic venues to provide two-hour fast repair services. In addition, for the Green Olympics, Suning also specially recruited 200 bilingual service shopping guide, after a two-month training induction for international friends to provide bilingual shopping services.

Second, Su Ning implements the line, the line service O2O linkage, carries out the Green Olympic concession merchandise sale, the volunteer service and so on activity. The depth of integration from the Internet to the net is the wave of the current era! is also a kind of experience economy.

Third, suning in the store launched free to watch the opening ceremony of the green Olympic activities, organize "Rainbow run" Rainbow Run, open the Green Olympic theme park, united Samsung held "rhyme move Green Olympics" Nanjing Music Festival, through the movement to release the passion, the use of music to connect you and me, further for Suning's brand into the vitality of youth.

This is also suning easy to purchase these years has been the direction of efforts, from last year's "Suning easy to buy young" to the current green Olympic slogan "Vitality Youth Su Ning", there is no doubt that Suning is trying to brand their own brands of "Youth", through a series of youth-filled brand activities, to narrow the distance between the young consumer groups.

Participation sense, grounding gas experience factors let suning this marketing commendable. Marketing to homeopathy, but also need user participation and experience. After all, the user participation experience makes the innermost feelings have the feeling, the aggregation effect is obvious, the popularity can convert to wealth. Real participation in order to truly the enterprise brand into the hearts of users, and ultimately the user on the Internet to participate in contact information, the formation of memory points, online under the appropriate scene trigger, resulting in consumption.

Lei has a famous marketing motto is: Typhoon Mouth, pigs can fly. It can be said that the industry trend and the user's participation experience are typhoons.

To the industry marketing can be called the master-level player millet as an example, the user's participation into the core concept of millet, through the user like to participate in, experience the completion of product development, marketing, promotion, complete services, the final formation of millet vermicelli culture and brand strength, the real gold and silver rolling in.

and Suning's marketing of the Green Olympics is also the use of consumer favorite way of information, integration of their own resources, consumer-centric integration of their own business to communicate, participate in the experience.

2, sports strategy behind the scenes: invisible internal driving force

In fact, through the green Olympic Games behind the scenes, I also saw Suning this year's sports strategy.

Suning boss Jindong has said, "2014, we are more closely linked with sports." "including before the exerting force of the World Cup, suning Tesco and Spanish football giants Barcelona team strategic brand cooperation, online sports outdoor channel." All these reveal that sports is becoming a key word on the road to suning development this year.

According to Jindong's thinking: Su Ning this year stressed the implementation of strategic transformation, the image said, is to require enterprises in the Internet retail strategy to promote the real "move Up", which is the sport advocated by the theme and spirit of the match. In particular, Green Olympics will highlight youthful vitality, the need for enduring endurance, innovative spirit. This is the intrinsic driving force that Su Ning is required to transform the Internet and to transform itself.

Suning has a huge team of 180,000 people, the spirit of the staff and morale is the performance of suning is invisible nuclear power, is the soul of Suning. In particular, Su Ning to go on the road to catch up with the electric business, the pain is inevitable, this is a marathon, the need for scientific strategic planning and sustained development of endurance, but also need to inspire morale. With sports to unite the spirit, with the spirit to cast soft power, this from the interior for Suning injected a powerful force.

In addition, sports carnival behind the mainstream crowd is young people, and the majority of men, from the user group, also and Suning products and services to coincide with the crowd, especially suning easy to buy sports outdoor channels. Moreover, the young people have the most ability to buy, the most potential, if the brand marketing occupy the hearts of these users, the latent core user power can not be underestimated.

Here is a gossip, heard, jindong individuals also like sports, if the preference, the next will be. Moreover, the big Boss's preferences will inevitably affect the decision-making level.

3, Cold thinking: The pace of mobile marketing and commercial public welfare balance of the operation

Su Ning this occasion Green Olympic marketing overall look is a good campaign, sports let Suning's marketing become more interesting, more money, more grounding gas, in its large-scale exposure behind will bring huge brand effect and performance indirect pull.

However, it is not perfect, there is still some room for improvement. At this point, Lao Hu is not questioning, just providing a new perspective.

For example, in the current mobile internet era, the entire Internet industry is undergoing a profound migration, from the desktop Internet to the mobile Internet, the irreversible migration, mobile end equipment has become a marketing of the main battlefield can not be ignored. In mobile marketing, this effort can be further strengthened.

In addition, the essence of sports marketing is to shorten the distance between the computer, mobile phone and people, or to give the brand a certain emotional factors. The real problem is how to strike a balance between business and the public good.

This is also all enterprises have a common problem of sports marketing, too commercial will lead to brand exclusion, too public will reduce the value of investment, so the strategic grasp of this balance is a technical work. Suning includes all the enterprises in the exploration of the road there is room for ascension.

As the Internet observation and marketing practitioners, I was on the side of Su Ning, after all, is the innovator, is also the promotion of the Green Olympics. If the marketing as the arrival of potential users and listen to the process of advice, then to lower costs, less resources to reach as many potential users, when suning and other enterprises in the direction of long-term efforts.

As a mortal in all mortal beings, I also hope that the soul of sports pass down, and let the enterprise homeopathic marketing better serve the public, so, the state can promote benign.

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