Beautiful said: 90 After the regiment, rekindle social marketing

Wen/Su Yi

A word summed up the beauty of the evolution of Taobao relationship, that is, to curse the gold and gold, let Ali put on the top of the social electrical business name upstream, as a dirty. Or, it is based on the upstream cooperation or the building of different understanding, so that the two really difficult to get along.

than the folk who love to discuss, we are concerned about the market issue should be that the social power of their own effectiveness has never been obscured, but was magnified: the series of disputes with Ali, pointed to the beauty of the Huashan road, accelerating its transformation of women in the field of electric business, to strive for.

In fact, you can compare their respective efforts: Ali is well aware of the role of social power, but because it has always adhered to the purpose of the system and platform is obvious, so there are some factors such as the shares of Sina Weibo, but also Han Min as a High-profile action Taobao spokesperson, and has benefited from the rise of Taobao Beauty said, Now a huge deal of the exo-m to sign the current fiery group of Asian days in response to the spokesman for the year.

It will be the end of the burn, or the story of another grassroots challenge giants, you and I do not know. In my opinion, such a detailed case, there should be market thinking and questioning: When the electric business giant, encounter to get rid of its dependence on the relationship between the upstart, the two in the joint reliance on the social marketing level, whose effectiveness can be more excellent.

Ali: The Giants don't understand social marketing

Only from the current social marketing efficiency, Ali shares in the Sina Weibo can be said to have little effect. Of course, very little is known, but few people explain why very little. I personally think that marketing is to help, does not hurt people. However, when we uphold the principle of openness of the social marketing, but involving large organizations or platform operation, there will be gradually contradictory away.

Considering the efficiency of social marketing, it includes three transaction elements: the transaction of push mode, the transaction of content originality, the transaction of user structure. The Giants are always accustomed to the common problems of platform operation, is here to show: Push platform can buy, so it bought; content creativity can only buy a part, so it is tepid; the user structure must not buy, so it hurts.

In the past, social marketing presents the most important constraints, and ultimately embodied in the user structure: On the one hand, the need for UGC (user-made content), but only to instill or even buy the PGC (independent manufacturing content), finally presented PGC looks very beautiful, UGC but a sharp escape from the marketing relationship. The Giants also bring another kind of crisis, is to cause more not to think of the market of small and medium-sized enterprises can only passively follow, fell into the door reckless, into the content of the eventual overdraft innovation, and the end of the data accumulation of the vicious eventually.

The interesting point of the market is that, if the Giants continue to close the conservative, small and medium-sized enterprises and brands will also be actively shed a way out, but also to return to the common existence of cross-merger. The good news is that Ali and Sina Weibo are looking at opportunities for innovation, and the beauty of that perspective is once from being closed to opening itself.

Beauty said: "The endorsement of the", they understand, you do not understand

Say something popular and interesting: the spokesperson. Korea and Japan Entertainment market, has long been to Chinese enterprises to convey the influence of the treasure.

Heard that the Internet industry and even the user side, according to the spokesperson's worth, according to its popularity to schedule enterprises, brand seating. This can let the Chinese size Internet enterprise fragile and strong, hip hop cry Smile, all designated to rob which star endorsement, listed in the annual Primary KPI.

Beauty said the spokesperson, selected most of the industry "old man" almost no known to the Asian Exo-m Group, by Kris Wu Yifan, LU han Lou, XIU min Kim, lay Zhang Xing, Chen Jin Jongda, Tao Huang 6 mixed-type members. The only product that aims to operate the female market Le Bee, poly United States have tasted the sweetness, with a large number of female users of the beautiful said inevitably also echocardiography, heavily signed Exo-m also confirmed the determination of its transformation: through the series of spokesmen to attract, help beauty said to find its independent electric trade routes the first batch of loyal users; Strengthen the beauty say to 16-25 Dogan Target user's brand loyalty degree.

EX0 was the only Asian force to board the Billboard list in 2014, sweeping the 2013 South Korean awards. As an enterprise's market behavior, Beauty said Rob Exo-m endorsement, not only to complete a list of goals, but should have a set of data support: Exo Baidu bar the day active fan number is 45877424; the long-term ranking of entertainment star classification number/active degree first, the long-term ranking of the Han check-in list day /week/month attendance number one (more than the popular min, Kim Soo); Sina Micro-blog Cumulative global fans more than 100 million; exo at the opening of a business in Mong Kok, Hong Kong, onlookers more than 40,000 people, resulting in the closure of 9 shops, and even deployed police force for "stability."

The beauty of the wish list is based on these data, thinking about how to rekindle the social marketing efficiency. Its key words, including and pointing to the female market (business point, market flow), the combination of endorsement (social marketing: Multiple personality, multiple tags, many topics), 90/00 fan group (attracting active attention and active participation in the marketing of the construction of the way), annual contract signing (one year a signed innovation endorsement, Enhance the sustainability of social marketing) and other important parts.

Now do brand, can rely on a endorsement, successfully seize the future mainstream consumer groups is not known. But in conclusion, there are market cases worthy of our further reflection: in front of the Giants, beauty says not to bow and compromise, but still follow our own efficiency--beauty says it's a chance to rekindle social marketing and perhaps open a more open market space. Now the market is volatile and not interesting, small and medium-sized enterprises and brands, the next rekindle, where will it be? (End of this article)

Author Introduction: Sue One, technology brand critic. Public micro-letter, Sohu client search author name.