"Grain-growing": The marketing technique is becoming more and more non-mainstream

Our intern reporter Wu Yu Beijing reported that Cofco has recently become increasingly non-mainstream in its marketing practices. Following last year's online "I bought the net", recently, as the Central Enterprises Cofco Group again launched a SNS website "Cofco production team."　　Obviously, in such a large force, the Cofco in E-commerce has not been a taste. As COFCO Group brand management department in charge of Dan in the "Huaxia Times" reporter interview some embarrassed: "' Cofco production team ' just on line operation, the company does not allow employees to be interviewed on the relevant situation.　　But she told reporters about the event. According to the introduction of Dan, Cofco Group's original "Cofco production team" is a link in the brand communication, but also a use of the media. "In the past, Cofco has done various types of advertising through television, outdoors and print media, but it still cannot cover the consumer population entirely."　　"The part of the population that is missing is the consumer group that spends a lot of time on the internet, and the" Cofco production team "was created to take care of the crowd. For COFCO to vigorously promote network marketing, brand marketing expert Li Peng believes that Cofco is not only doing network marketing, mainly to do is the platform, Network marketing platform and Simple network marketing is not the same. "Cofco can be advertised in Baidu or Taobao open shop, happy net implanted ads, can be regarded as network marketing." But ' I buy the net ' and ' Cofco production team ' is far more than network marketing so simple, more is the self built Network marketing platform, the equivalent of their own Taiwan opera, the biggest advantage is not controlled, and the cost is lower. This is also in line with the concept of the whole industry chain of COFCO. In fact, no matter "Cofco production team" or "I buy the net", are the ladder that the Cofco crosses into the network marketing, is also a link of the Cofco group to realize the whole industry chain. "I bought the net," charcoal, manager of the online marketing department, told reporters: "The competition is not between products but between business models." In the internet age, E-commerce is an inevitable choice of business model. Cofco doing e-commerce is not a question of what to do, but just when to do it. Even state-owned enterprises, E-commerce should be an inevitable choice of direction.　　Charcoal told reporters, "I bought the net" since the line, the revenue situation exceeded expectations, therefore, Cofco Group will continue to increase the "I buy the net" input force. About the previous media mentioned Cofco Group chairman gaoning to Cofco E-commerce market expectations, Charcoal said is outside misunderstood gaoning meaning. As a gaoning of imagination, if the future development of Cofco E-commerce market, including home appliances, books and other products are in sales, E-commerce more than the entity is possible to achieve.　　In fact, how to let those who are not COFCO can be reconciled to the "Cofco production team Leader" is the key to the success or failure of COFCO Network marketing. And this is precisely the COFCO group in the network marketing the biggest obstacle. Li Peng analyzed to the reporter, "Cofco production team" exists aThe great contradiction is the contradiction between the closed system and the open audience. "This SNS should be only for COFCO products services, can be seen as a fan club of Cofco, its advertisers should also be Cofco, which is actually a relatively closed system." But from the perspective of grain, it wants all consumers to become their users, which is in itself contradictory. It is not controlled, but not open, the influence is bound to be limited. ”