An example of the establishment and popularization of a glasses pioneering project

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Recently I was busy changing glasses, go to the offline entity shop, slightly better than 500, expensive; An accidental factor I see Shenzhen glasses entrepreneurial users soft, through the soft Wen, the author found the contact of the Netizen, Taobao shop and website, also spend time to understand its start-up projects, research, on-line, promotion and so on. This paper focuses on the promotion method.

1. Project Online

A. Background

Glasses are just needed, the country about 100 million people have myopia, which glasses is generally 2 years a change.

At present, the current domestic situation, is at the beginning of the author of the article, the entity shop expensive, Taobao shop is not at ease, and no offline experience. Glasses are different from other products and consumers have a strong need for online physical experience. Glasses industry is very lucrative, such as factory lenses a few dollars, in the glasses shop will be hundreds of. But physical stores are generally open in the flow of densely populated areas of gold, to pay expensive rents, wool out of sheep, so consumers have to pay for expensive glasses.

Second, the glasses industry generally rarely need after-sales service, because of its quality, generally no maintenance and other needs.

B, the project model

This looks like, as the project founder said: "Select 20, website + shop, network promotion, online audition, hospital optometry, express delivery, three packages, high quality low-priced"

Select 20, is the founder tool many store sales data, from the hundreds of styles selected about 30 of the look. This satisfies the needs of most consumers while satisfying the minimum number of orders placed at the factory.

Online Auditions + Hospital optometry are taken into account when the project is targeted at the national consumer. If the project opens a physical store or office in a city, it will undoubtedly increase costs. And the hospital optometry, one is the hospital authoritative and the price is not expensive, two can save a lot of money for the project.

Three packages, the founder to save consumers to buy products tested, hesitant time, special set a price of 198 yuan, 298 yuan and 398 yuan three packages.

2. Network Promotion

The venture project for more than a year, and did not consider using our usual SEO or sem techniques. I think this is the project network to promote a defect, because the glasses of the relevant key words index is very high. The following are the main ways to promote the team.

A, Forum soft article marketing

The author searches "Save money with mirror new mode" and "small this pioneering work square" and so on soft article ID, discovers this team mainly in Tianya City forum and each district forum post. The following are some of the screenshots.

The above is only part of it, such as in Changsha, Wuhan and other urban plate, the author also noted that its use of different IDs published similar articles. And the title of these articles is basically "city + Insider" mode appears. The emergence of regional cities, is to narrow the psychological distance with the city's consumers, and insider, it is easy to create the desire to click, especially similar to the author of such myopia, glasses have just need, but also want to understand the industry.

These city plates, there are many potential customers need, these posts maintained well, to maintain the home page of the city plate, there are many opportunities for consumers to see, so to obtain the store address. And the author will send information in the station to inform their address, the following is the author to the original author to obtain the address of the reply.

I do not know how other consumers have to reply, the author is added to the other QQ, and then go to the hospital optometry, submit data, and then go to Taobao orders.

Second, the project founder in the Tianya entrepreneurial plate is a small well-known writer, such as its theme clicks and replies screenshot below.

1 million clicks, 10,000 reply. If 100,000 people click on this post, 10,000 of them are nearsighted, if the product is really high quality low price, its conversion rate and order will be amazing. In fact, the author consulted the project customer service, the conversion rate is not as many as I imagined, mainly a lot of myopia is not ready to change glasses. But many potential consumers remember the brand.

B, Word-of-mouth Marketing

The project Word-of-mouth marketing mainly by two groups, the first category is the team in Tianya and other forums posted a large number of high-quality soft, including its team size in Tianjin, there are thousands of fans, this is a real fan. Tianya Forum on the past users, most of the brand's loyal users, once their friends around when there is demand, will recommend this brand.

Second, the team has a lot of regional partners, many of these partners in the glasses industry has many years of experience, and in the industry and strong interpersonal relationships, this network, can also bring a lot of consumers, and the spread of the brand.

C, iron box drift bottle Marketing

The so-called iron box rafting bottle, is the team will be a number of promotional glasses samples placed in the Iron box, courier to the need to test the lens of consumers, and then the consumer after the test, and then express to the next consumer, all courier costs, the team to bear. I think that this marketing plan a little time-out, but the author did not ask how the effect. This program is mainly to enhance the user experience under the line, not for the purpose of promotion.

D. News and radio promotion

Mainly with the help of some of the team's connections, local financial channels and other places to do promotion. such as the explosion of material glasses industry shady, a whenever entrepreneurial self-help story and so on for the theme, wrote a series of articles, and then to cover the user base. Second, in some buses can also advertise, its price is not high, and its coverage is not bad.

3, talk about the project to promote the lack of

The author only online and offline sales of other physical products, such as car parking locks and car perfume, on the glasses industry and entrepreneurship has no right to speak. But the promotion also has several years, to this project and the product in the promotion aspect, the author thought has the following several deficiencies.

A, search engine marketing. Including its SEO, competitive advertising and network alliance. These three aspects, although the flow is slightly expensive, but can bring some real orders, but also improve brand awareness.

B, Taobao promotion. including free promotion and through train, the author observes its Taobao shop, its baby ranking is not good. I guess the store baby price is slightly higher, and there is no professional maintenance.

C, micro-credit marketing. The team once created the official microblog, but microblogging marketing is not flattering, because Weibo is mainly to enhance brand awareness, the immediate effect is not obvious to obtain orders. On the contrary, the operation of some "city + glasses" or the supply of eye care of micro-signal, I believe that the micro-bo than the number of strong, and more accurate flow, conversion rate is higher.

4, written in the last

The author writes this article The purpose, is not helps it to advertise, this team sells the eyeglasses but the author sells the car parking lock, does not have the intersection. I feel that the team's model is commendable, and its promotion method is worth our learning. such as last year O2O very hot, the team to solve the offline experience approach is to find the city's partners, the city's consumers can go to partner home, or office experience dozens of of the best-selling glasses samples and so on. Of course, as an outsider, many of the author's views are a bit one-sided. The end of the paper to feel shallow, never know this matter to preach Ah!

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