From Yao Point 100 talking about how the marketing model of electric business broke the bureau

When Sina Weibo's marketing color is more and more thick, opens the micro-blog, lacks the new originality the micro-blogging marketing to still have difficulty to attract the user's eyeball. Coincidentally, Yao Point 100 of the official microblogging issued a video advertising film, in a short period of time, fans are wildly forwarded. (Http://weibo.com/1713926427/xo9kOuhTu) from a marketing perspective, this is a successful marketing case.








whether it is such as Jingdong Mall home appliances, or handle such a group purchase, or Taobao such a consumer-to-consumer platform, its marketing model is to burn money to advertise, this so-called burning money route is also the current Chinese electric business general marketing model. And Yao Point 100 advertising film but sword walk slant, emotional line so that we have seen after a lot of resonance. So a few days ago Yao Point 100 won the "Chinese E-commerce Business Enterprise" best department Stores and "China's e-commerce most potential brand enterprises" two awards are well deserved.





because the electric dealer blindly burns the money to hit the market, many electric business enterprise will not be able to profit. The reason why E-commerce enterprises are difficult to profit, is largely because of the high cost of marketing. According to every guest inside authority personage discloses, now every guest succeeds to obtain an order the cost is 300 yuan. The cost of obtaining an order in Jingdong is about 200 yuan. High marketing costs, highlighting the weakness of China's electric business marketing model, the electric business marketing model urgently need to break the bureau.





But how can the marketing model of the electric business be broken? This is a problem that many electric businessmen are thinking about and a challenging one. Can the marketing model advocated by Yiu-point 100 become the direction of a broken bureau?





is wildly forwarded by fans of the ad, is Yao Point 100 spent a little money to make a video clip. The reason is to be wildly forwarded by fans, I think the content of the advertising film, moved the fans, this is the emotional marketing, and "gift to send the brain platinum" The nature of the ads a bit similar. Emotional route, absolutely in line with the Chinese consumer's habit, after all, China is a state of etiquette, people pay attention to is the emotion.





In addition, looking at the growth of Yao Point 100, it is found that the marketing model is really different. Yao Point 100 of the marketing costs, although very low, but the effect is very good. It is understood that Yao point 100 in addition to Baidu with such search engine cooperation, also with the domestic TOP5 large flow of Web site cooperation, will flow to maximize the conversion into business income at the same time, but also as far as possible to compress marketing costs-effective click cost control in 0.5 yuan, far below the industry 0.8 yuan-1.0 yuan average level.





by virtue of this seemingly alternative marketing model, Yao Point 100 in just one year with millions of registered members throughout the country, day orders have reached 30,000 single, monthly sales of tens of millions of yuan. This performance is the best proof of the success of the 100 marketing model. The Yao Point 100 won two awards, but also its marketing model is recognized as proof.





In fact, the reason why the marketing cost of the electric dealer is rising is that the existing marketing mode of the electric dealer is badly dislocated with the consumer's demand. Think that year, Taobao just came out, many consumers go to Taobao shopping is directed at "cheap" to go. Now, the electric dealer's expensive marketing cost, all passes to the consumer, the electricity merchant's price superiority is not already. Because of this, the electric dealer needs the Low-cost marketing model, but does not use the burning money marketing pattern to develop the market. Yao Point 100 will win the prize, not because of its low marketing costs, but because its marketing model to cater to the consumer's psychology.





on the situation of the whole industry of China's electric dealers, the marketing of the burning money will make the electric dealer bear the high operating cost, which seriously affects the profit of the electric dealer. Once the loss of foreign capital such as VC blood transfusion, China's electricity dealers may quickly collapse. To this end, the Chinese electric business marketing model urgently needs to break the bureau, the direction of the Bureau is to dig deep user demand, Yao Point 100 of the marketing model is a broken bureau direction.