Every guest media gene: Advertisement marketing a recruit fresh brand to mold the hidden worries

Aged (micro-bo) early reporters, editor-in-chief identity, gave Van Gogh's distinctive media genes. This not only brings a good advertising planning, successful brand positioning, but also to a certain extent for the marketing of the excessive and do not understand the brand to create responsibility, more can be explained in the service and quality of the double standards.

Our correspondent Yiu Qingtao

Han and Dan "Every object", xiaoming "hold Body", Li Yuchun "born 1984", the Renewal of Han Cold "spring celestial body" every round of advertising marketing in the Internet set off a wave of the wind, banter, in the advertising sensation under the influence of countless consumers to do their own pockets. But this time, every customer at last fell on his long board, from the sensation effect slippery to the excessive marketing. With the image of the state leader to do a large advertising, violating the "advertising law", such a low-level error, can not help but to exclaim that the enterprise of the customer control so weak. But in the industry, it seems that the problem is more than advertising this little thing, the hype will always make a further peep, which led to a "lack of internal strength" of the query sound.

Once on the internet widely circulated "burst material" "Fank can also how long" series Four, with detailed (but much exaggerated) data, from inventory, staff wages, sales, arrears four aspects of the repeated argument, "every customer can survive, estimated aging also very headache." Is this just a text of anger? I am afraid that there is still a lot of groundless ingredients, so far many of the guest mode of questioning the use of the data, angle.

However, the analysis of the visitors can not be so blunt. First of all, every customer is not only a business, but also a brand. It has a long industrial chain, both traditional clothing brand product design, brand marketing, fashion taste, more e-commerce industry distribution and warehousing. At present, every guest is still in the process of trial and error, profit is not the primary goal of every guest. More importantly, the early years of the reporter, editor of the identity, gave Van Gogh's distinctive media genes. This not only brings a good advertising marketing, successful brand positioning, but also to a certain extent for the marketing of the excessive and do not understand the brand to create responsibility, more can be explained in the service and quality of the double standards.

Advertising marketing a recruit fresh

Always with t-shirts and canvas shoes for the main play of the van, last October 24, with the global sales of the authorized biography of Jobs biography. According to relevant sources: "A single business is a loss, where the customer sent the T-shirt price is 29 yuan, the price of the book and when the same", "the purpose is to further attract new users, to buy when Tifan customer products." This is a very successful sales case, the final sale, the media called "Test water", but this is for every guest, for the aged is to restore the old line of small test.

In its era of excellence, how can aging be the ultimate sales?

Two years ago, an article in Internet Weekly wrote: Recalling this paragraph of undertaking (excellence), he is most proud of, can not only "Renyu series", "Qian Zhongshu Complete" and other popular books sell hot, but also "Garfield" and "Dahua Tour" such as the best-selling book sold out of stock. In this respect, the then competitor, Dangdang President Guoqing (Micro Bo) even evaluation of aging, is a "can squeeze users to buy the person."

This is not difficult to understand, where the rise of the wave-like, and a sales miracle is the growth of a node.

July 2010, where the guests invited Han and Dan endorsement "where the object", directly to the annual sales from 500 million yuan to 2 billion yuan. October 2011, Li Yuchun Endorsement advertising on the clothing once sold off goods. In March this year, the VT endorsement by Han, the first week on line, sold more than 700,000 units, and now maintains a daily sales of nearly 100,000 pieces. This again and again behind the sales miracle, is the corresponding main push products crazy hot. June 2009, imitating Uniqlo Uniqlo functional women's bra-t, to its ultra-low prices so that Uniqlo can not fight back; May 2010, where customers will T-shirt products from 59 Yuan to 29 yuan, and once again to the Uniqlo unprepared; In addition to the industry known as "stealth Killer" of the 9 yuan stockings, On the first day of the line sold 20,000 pairs of 59 yuan canvas shoes. How hot does a customer's T-shirt sell? Every guest senior vice President Wang Chunqi recently said that 2011 where the customer-prudential goods sales of more than 10 million VT, accounting for the domestic t-shirt market total of 20%. On the basis of these data, it is more appropriate to use sales as the king to describe every guest.

There is a huge price to pay for the sale of a customer. According to the survey of Huarui network standard, only in 2009 VANCL put the network advertising costs of 520 million yuan, ranked second in the whole of China, more than Nike, Lenovo Group and large car manufacturers. In 2011, the figure was said to have reached 1 billion yuan. This March, every customer's "spring" is a huge cost, according to people said: Outdoor budget 80 million, Baidu's launch framework 75 million, the Internet launch plan 500 million, overall advertising on the total disk in more than 1 billion yuan. This more than 1 billion of the money is not for every electric vendor to burn. Of course, the current Internet enterprises are generally financing first, profit second, so, burning money is not a customer sales as the king of the first key, although this for just announced to "through the profit proof model right" of the old, I am afraid and the original chase "sales growth" like, can only be a trial and error.

In fact, even more serious is, where the customer's excessive reliance on marketing, and ultimately from sales to the king of the excessive marketing. The use of national leaders to advertise, such "unreliable" hype in every guest inside can be said to be early. January invited Cang well empty to participate in the annual meeting, the March South Korea is the right to renew Han Han is the most suitable for the battle of the cusp, almost all the customers do is not the electricity business, but the entertainment media illusion. In response to the invitation Cang well empty to participate in the annual meeting, Aging said, "in this snobbish world, emotion is just emotion, it is worthless." "Is marketing or hype?" After all, they need strict boundaries.

On the other hand, where is the real efficiency of customer advertising marketing? After all, a stir is a sensation, and conversion is the most direct evidence of advertising returns. Eric Consulting on the October 2011, the conversion rate of each customer's shopping website (from access to the next list) analysis found that Taobao (including Taobao Mall) access to the next single conversion rate of 6.4%, top of the list, and where the goods under the single conversion rate of 2.5%. We found that every customer's big ads throw out the sensational effect of the original is still only on the surface.

The strong media gene makes every guest almost each advertisement marketing to form the sensational effect, the huge marketing to every guest's rise is the function is huge. But excessive marketing is bound to bring adverse effects, not to mention the high efficiency of marketing is another matter, after all, not every entrepreneur has aged contacts and huge financing.