American Regiment net Wang ambition is big: eat, drink, the United States group Price is lower!

Founded in 2010, the early days of the United States has been "do not play advertising, do a good job" and famous, and recently, following the "American group once" taste the sweetness of advertising, the United States and the group in the building on a new round of large-scale advertising. This is the second time the United States to smash ads, reportedly expensive. Wang in the enterprise marketing is how to keep pace, step-by-step follow-up?

This time, the United States network stressed "eat and drink, the United States group price lower!" From August onwards in Hunan TV's most popular "where Dad Go" in the premiere, while in the "Day Up", "Happy Camp" and other veteran programs broadcast.

American Regiment for the first time in advertising, I wrote about, do business rhythm can not be underestimated, Qiaofeng practice good deep internal strength, played the ordinary Chang Quan also has great power. When IT systems, customer groups, businesses have been solid, at this time the power of marketing to multiply. Sure enough, Wang tasted the sweetness, and shot again. (After the blue word after the point of attention to see "China Group purchase website Big Inventory" series of articles)

These two rounds of advertising a virtual one, the first emphasis on brand, the second emphasis on effectiveness, to establish the image of the United States and business promotion played a small role. This also from the side of the media, divided the circle of life, the coverage of the group's Hunan TV is the internet manufacturers of military battleground, online, the next can not be less.

Talking about the brand: the first time to play ads taste the sweetness

The United States was founded in 2010, is at that time red through the half of the sky group buy as the cut-in point, after more than a year of fighting, to become the boss of group buying field. In order to achieve greater development space, the United States group to choose horizontal development, in-depth infiltration of hotels, movies, takeout and other vertical areas, began to transform to build the local life service platform connecting people and merchants.

The group was known for "no advertising, good service" in the early days, with the aim of making more money for internal strength, such as perfecting business and consumer service systems, strengthening technology accumulation and talent training, etc. Group buying early in the lack of good products and services on the basis of a large amount of money to hit the ads is tantamount to "enthusiasm", and when the scale of the platform to do enough level above, strengthen the brand-building can bring more help for enterprise growth.

At present, the United States Group Network has taken the first place in the field of group buying. According to the recent "China Life Service O2O Market Research Report 2014" data show: In the first half of 2014 China Group purchase market turnover of 28.77 billion, of which the United States Group to occupy the overall market share of 56%, an increase of 19%! is the growth of rapid, stable group buying boss status.

To look at several major core categories of data: In the film field, the first half of 2014 movie ticket purchase turnover amounted to 3 billion, contributing to the National film box-office 22%, of which the United States to contribute 1.7 billion box-office, about the overall box office 13%. American group Cat's eye film Support Online selection of tickets cinema coverage is stable similar vertical application first, rapid development; In the Hotel field, in the first half of 2014, the hotel group purchase turnover reached 3 billion, the United States Regiment occupies 75% of the market share, occupy the industry absolute leading position. In addition, the United States group catering turnover accounted for the overall turnover of 53%. With the strong ability to develop under the line, the United States to excavate their own high coverage of the potential of the industry, deep into the catering industry to launch a takeout service, to create an independent take-away brand, to seize the highest market point.

As the leader of group buying, the group has been plowing in the field of local life service O2O. At the same time, strengthening the brand image has become an important market strategy.

In May this year, slogan for the "United States once" the United States Group brand advertising landed in Hunan satellite TV "Day Up", "Flowers and Youth" and Jiangsu satellite TV "Non-interference" and other national hit program advertising session. In addition, in the country's major cities of the media and the public subway and other outdoor advertising media has been synchronized, the United States group's brand image has been unprecedented high-frequency display.

Soon the United States Regiment found that this time the generous pay has been more generous than the expected return.

Discount: The second time to advertise

In the 4 years since the company set up the first large-scale advertising to help push down, the United States Regiment's performance across the red.

According to the United States, the public data show that in June this year, the United States Group net single month turnover exceeded 3 billion, the entire first half of the volume has exceeded last year's 16 billion. July, the United States Regiment single month turnover is close to 4 billion, a single month record high. Shanghai, Guangzhou, Xi ' an three cities local service single month turnover in July also exceeded the 100 million mark. At this point, the United States in Beijing, Shenzhen, Shanghai, Guangzhou, Xian five cities to become billion-class city, the United States Group Network in the first-tier city's advantages continue to expand.

Taste the sweetness of the U.S. regiment soon decided to go on a second round of advertising.

The second round of advertising in the United States to fight more grounded gas. "Eat and drink, the United States group Price is lower", aimed at the average user of the price-sensitive pain point. The main content of the advertisement also becomes "one yuan to see the movie, the famous 30 percent" and so on content, emphasizes the benefit which the American Regiment brings.

August, the second round of ads in Hunan TV "where Dad" in the premiere, and will be "up every day", "Happy Camp" broadcast. In addition to the above program, will also be in Hunan TV day Ace replay, idol and boutique theater broadcast, the Night of the Golden Eagle Theater, Youth Theater and Diamond Theater will also have high-frequency broadcast. At the same time, Beijing bus ads synchronized online, covering all the main double-decker bus lines within four rings, Beijing, Guangzhou, Nanjing, Hangzhou and other cities in the subway ads will also be online. The advertising of the public buildings is extended to Chengdu, Nanjing, Hangzhou, Wuxi, Ningbo, Shenyang, Dalian, Xiamen, Harbin, Fuzhou and so on.

It is worth mentioning that the choice to spend heavily in the summer market promotion looks aimed at the youth groups. Because, most of the use of the U.S. regiment is really young and have a strong consumption capacity of the crowd. Compared with the first round of advertising, the group's second round of advertising is more than the same.

Ambition: to Buy to become O2O Overlord

Domestic group buying after "Thousand Regiment War" baptism, the industry pattern has been clear, in group buying this piece of the market is already a well-deserved boss, no fighting. As business expands, transformation is inevitable. Compared with group buying, the local Life service (O2O) market is clearly broader.

The local Life service includes five major vertical areas: hotels, restaurants, KTV, film, wedding, according to relevant data, this year, the five major areas of the overall market size will be more than 4 trillion yuan, and the United States Regiment expected this year's turnover, accounted for only 1%, this market obviously there is endless imagination.

O2O stressed that the combination of online, especially movies, restaurants, KTV and other consumer prices are low, easy to cause impulsive consumption, so it and mobile applications have a natural connection. The United States in the mobile end of the strong development attracted a large number of film and catering users, these users in the United States on the platform for hotel consumption, photography, etc., it is easy to form a virtuous circle.

Wang is smart and ambitious, and will not allow the United States to stay at the current valued 4 billion dollars. Only to buy, keep up with the O2O global trend. Not only to keep up, but also to do the industry's leader, it is possible to enter the tens of billions of dollars club. So at this juncture, always low-key beauty regiment suddenly hit ads, tamping industry first position and influence, reposition brand image, also become not difficult to understand.

"No matter what you do, first focus, second attention to the rhythm." Chen, the richest man in China, thought it was a rich cipher. Chess terminology called "Duncuo", retreat and relaxation, the most visible skill.

To do business at the end of the event, must be a very good rhythm. With the current pace of development and rhythm of the United States Regiment, into the tens of billions of dollars club is very worth looking forward to.