God horse wants Internet thinking: with "Meat folder steamed bun" study Micro Marketing

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In recent days in the "Universe Center"-Beijing five crossings appeared a very hot shop, "master West" meat clip. Known as the opening day sales of 1200 meat sandwich; Baidu Index shows "master West" meat clip bun a week of attention to a straight line soaring 1000%; every afternoon the shop will be lined up with hundreds of people in front of the queue, and even a special trip from Jinan to buy the line here. No matter the marketing boss or entrepreneurial roots will be attracted by the story: in many traditional old age gradually disappear under the background, the "meat sandwich" is how popular? What is its marketing secret? Pork Bun "Can you give us some useful inspiration?" The answer is: the traditional enterprise of the Internet transformation.

Bill Gates said: "21st century, either e-commerce, or no business." "By looking at traditional industries from an Internet perspective, there are too many things to do," said Li. "Let's take a look at how" Master XI "is using the Internet to transform traditional cuisine:

Creating Fame with entrepreneurial stories

As the saying goes: The beginning of everything is difficult. Brand is also the same, the hardest is how to open the visibility. For a new brand creation, "Master West" Meat folder steamed Bun method is worth learning: from the micro-letter friend Circle Crazy biography of Entrepreneurial story, "Why I quit to sell meat pinch bun" began.

How to build a story? What is the easiest story to spread? First, be sympathetic. If the reader is able to read in the story and have a sense of character experience, the story is undoubtedly successful, and it is likely to get a lot of forwarding. "Why should I resign to sell pork bun" is the entrepreneurial story that combines the experiences and feelings of four entrepreneurs. Four entrepreneurs are Baidu, Tencent and other company employees, seemingly unlimited large company employees, in fact, are under great pressure to work, become a big company appearance of the symbol, but there are many personal ideals can not be achieved, daily and 1 million people crowded subway line Line 13, experience that kind of drop feeling. Many people who see the story feel their Long-lost dream, resonate, and actively share the circle of friends. Do you remember the news about Professor Alexander's resignation to roast mutton kebabs? One year old Professor roast mutton string than teaching 30 to earn more, vowed to never read the next life, no longer professor, directly to roast mutton kebabs, this matter in the community caused great repercussions.

Baidu before the staff to open a meat shop, the news came out, Baidu employees have been strong support. On the evening of 17th, the Baidu Running association also organized a long-distance running, from the Baidu mansion runs 8 kilometers to five crossing "the West Master" the Meat folder steamed bun's shop, queues buys the steamed bun to support the former employee to start a business.

"Baidu's former employees and users of the support, in fact, is the ideal of unremitting people to appreciate each other." The ideals of many people in this era are repressed, and we, the uppity, want to do something. "" Master XI "meat folder bun entrepreneur Meng said.

Another element of a good story is conflict and drama, where senior white-collar workers compete with meat-selling buns, novel personas and very conflicting stories that trigger a curious button. Many people, including me, want to see what the store looks like, what does this bun look like?

Using good relationship chain marketing

With a good story, what's the next step? With what? The quickest and most provincial way is the chain of relationships, and the simplest tool is Weibo or micro-mail.

Everyone lives in a circle and circle of the internet era, these overlapping circles constitute a large network of the world. And each one of us is a circle-connected node. People who live in these circles have a natural instinct to share the news, especially the gossip news about themselves. Spread, wildfire, all kinds of news through social media constantly spread.

Young Master Meat Clip Why the first day to open to send 1200 meat folder, and only to NetEase, Sohu, Google, Baidu, Tencent, Ali employees? First, it is easy to get the resonance. All promotions must have a threshold, otherwise it will feel like a clearance process, this is to do retail knowledge. And this threshold so that NetEase, Sohu and other companies employees feel that they have identity "is not the average person sent!" So, they start forwarding to eligible friends. Second, the transmission path is more accurate. Because entrepreneurs are it circles, through their closest friends to carry the fastest forwarding, the most accurate transmission path. Third, encourage forwarding and evaluation: the front said, their own circle of people, meat folder is also good, certainly to the circle of friends or the public point of Praise praised, and point can be no single, why not?

Don't forget, the story is the expression of product quality

In all the news reports about "master West Meat Sandwich", we can see a lot of good "marketing words" to highlight the quality of meat sandwich: "Can not sell discounted products to customers" "to abandon the poor thinking" "Do not be afraid to spend money, only sell the best" "at all costs to do a good job" A defective or chopped bun will be eliminated, "use 5000 kg of flour and 2000 kg of meat for the ' product development '" "the dosage is accurate to MG, the quality of the meat folder for the precise control of the" "said we will do marketing, in fact, product quality is good. Every word is emphatic about one thing: the quality of the meat sandwich is good. These sales words can not be generally sold meat folder steamed bun people can sum up. In order to truly feel the quality of this meat folder, I also went to the queue to taste a bit, but the taste is very difficult to judge the personal preferences, see the public comment on it.

Hunger and thirst marketing, making the selling truth

Of course, the product good, not rely on "sales words" can be spread, people only believe that there is a picture of the truth. On the first day of business, "Master XI" began to create a hot-selling scene.

Have you ever used a drop of a taxi? At the beginning of this year, tick-tock taxi after 77 days to spend 1.4 billion yuan to subsidize users, the number of users from 22 million to 100 million. Think of a drop by taxi with 10 dollars to buy a user to understand the West Master's "internet thinking." "Master XI" the first day in the morning to send out 1200 meat sandwich, can lead these meat folder steamed bun of person must be netease, Sohu, Google, Baidu, Tencent, Ali employees, the promotional conditions decided to use 1200 Meat folder steamed bun for the quality of the users, because only these companies white-collar workers in the surrounding work, there is the possibility of duplication of consumption. Second, each person only send one, which determines the number of users in exchange for the meat folder, each person can only get one free, 1200 meat sandwich can buy 1200 customers. Not only to buy 1200 repeat customers, in the window prominently posted "2 per person limit to buy" to create a bluff-selling scene, is not the value of it?

The internet is so, fans of the heat come quickly, back quickly. How to maintain the enthusiasm of consumers, want to let customers forever "powder" you, in addition to constantly have voice in the market, more important is Hard-how to maintain product quality. Whether it is millet mobile phone or meat folder bun, "Internet thinking" to create people "scream" product is the key to the success of the brand.