An organized PR war.

"Yesterday in Chengdu, a physical store to buy a TV, the Internet today, a check, the difference is 1220 yuan, really pit dad, with the sales staff negotiations, give me a bunch of reasons, simply return." Buddy Nasty, immediately said the goods have been sent out, you can return a coupon of 1000 yuan, I just cash, as a result they even cash and television service together ...

Last week, the beginning of the electric business war, playing a lot of people tangled unceasingly, in the face of the flexible price of each home, not under the fear of catching less than the cheapest price was fooled, want to do not really want to buy, has been a single and afraid to buy expensive the constant internet parity.

The electric business World War, began in Jingdong Mall CEO Liu 14th in micro-blog shouted "Jing Dong everybody Electricity three years 0 gross margin!" ", at the beginning, a lot of people see this as a Liu" individual heroism ", but a few days price war down, people gradually found that the electric dealer" about the shelf "is actually a carefully arranged public relations war, mainly in the way of micro-blog marketing.

An organized PR war.

There are media reports, to the Jingdong to do this round of micro-bo marketing is "Entrepreneurial" former executive editor Shenyin founder of the Micro-blog Marketing organization NTA. Materials show that the focus of the microblog marketing is to find some opinion leaders on Weibo, analysis of their microblogging preferences, planning suitable for their forwarding on the content of Jingdong, in addition to the coordination of some such as "internet that Thing" and other popular microblogging account "to ensure that you can use, if not, as soon as possible to change other accounts."

The material also revealed the main points of the meeting before NTA, a marketing agency for Beijing-east and Weibo. Among them, NTA's opinion is: rational use of opinion leaders, to find the content to meet their positioning forwarding.

NTA a reluctant to give a person in charge confirmed, NTA last year began to do Weibo marketing, the official has a cooperation this year, the Beijing-East price war microblogging marketing, NTA just cooperate, the protagonist is Jingdong, is Liu himself.

As a result, Liu's "Everyone electricity three years 0 Maori" Weibo was forwarded nearly 100,000 times, he later followed on the "recruitment of 5,000 U.S. and Soviet price intelligence in the country," a shareholder said: we have nothing but money! You can fight it, hit the dead! "And so on, and then suning easy to buy and Gome have to play, but also all become the focus. A lot of people see these big guys quarrel to see an upsurge of emotions, sharpening, plan to Amoy a bargain the next day. Some people even joked that the family saw a circle, did not see what the lack of home appliances, sad to cry.

How many people were attracted to the war? Youdao Shopping assistant statistics show that compared to the same period on the 14th mall traffic changes, clear participation in price war Suning, Gome, Beijing-east, easy to hear all have a large flow of growth, of which Suning grew the largest, up to 706%. 15th the same day, Suning easy to buy and Beijing East, there are no open page phenomenon.

However, many people found "cheated", whether it is Jingdong, Su Ning, Gome, who also did not do the lowest price. Especially in Jingdong, prices have even risen. According to CCTV reports, a comparison of the site statistics show that the price of more than 120 goods, the average rose 15.82%, the amount of 200 yuan. The price of goods 440, an average decline of 9.75%, the price of 152 yuan. Although it appears that the price of goods more, but the price of goods in half out, in fact, the overall price of Jingdong rose by about 1.2%.

The face of micro-bo marketing consumers Rational

"Jing Dong this round of micro Bo marketing of one of the victories, is almost never net purchase I bought hundreds of pieces of things from Jingdong, this time in the concerned sneak electric dealer" about the Battle "Ganji Ah! I became a bit of a sad reminder of the Beijing-East Iron card members! "Netizen" Tianshan Stone said.

No matter how many people feel trapped, was cheated, from the marketing point of view, Liu's microblog marketing is successful: attracted enough eyeballs, not spend a penny advertising fees attracted the national media to report, but also in the minds of consumers to establish a successful "online must be cheaper than offline" Concept (although now the offline entity store has been following the price reduction), successfully put a part like "Tianshan stone" so previously only in the physical store to buy home appliances to the customer led to the Internet.

Liu's microblog marketing not only this time, the previous "tomato door" has let everyone see the way: July 15 night, first Jingdong Mall of the small household electrical Appliances female director Zhangjia early in the morning sent three of the home balcony tomatoes ripe photos, and then soon Liu also released a picture of a ripe tomato, Eagle-eyed netizens found that two people sent photos unexpectedly is the same as a tomato, so that love gossip netizens onlookers, the results only found that this is the Beijing-East planning a microblog marketing. "Tomato door" exposed, Jingdong Mall homeopathy launched a fresh food channel. In fact, the first release of Gossip micro-blog is also a number of micro-blog marketing team control of micro-blog.

"Too many events originate in Weibo, and there are many marketing opportunities here. "In a marketing ceremony sharing meeting, Sogou market director Wang Kuanxiong said." The electric business war, some people say, do the people calm operations, onlookers are at the climax.

In fact, like Liu, now full use of micro-blogging companies have been numerous, all kinds of advertising can inadvertently interspersed into various micro-blogs, especially some of the big fans of grassroots micro-blog, may be behind a marketing team. For example, this newspaper has reported that a network promotion company in Beijing to the current popular grassroots famous Bo pricing is, there are 1 million fans of the "micro-blog Comedy list" forward a micro-blog price is 500 yuan, 400,000 fans "crooked Little creative Studio" forward a profit of 400 yuan, "Weibo classic quotations" Forwarding a price of 350 yuan ...

At this time, for us "spectators", in addition to onlookers watching lively, more points after dinner, but also need to eyes, must be rational consumption.