Guinness has become a bad marketing trick

Recently, the 1th Shop hairy crabs marketing carried out in full swing: "Challenge the Guinness Book of World Records, buy one send one, Miss regret one year." The marketing core is the "Challenge http://www.aliyun.com/zixun/aggregation/11632.html" >24 hour single online platform selling the most crabs "Guinness World Record."

If you look at store 1th this year's various marketing, you will find ça, that is no matter what promotional promotions, are clinging to the Guinness Book of World Records. For example, March 18, 1th stores imported milk daily sales Challenge Guinness record, July 8 shampoo, paper products daily sales Challenge Guinness record, July 11 nut daily Sales Impact Guinness record, July 14 bottled water sales impact Guinness record ...

After breaking the Guinness Book of World Records, it reflects the marketing dilemma of Shop No. 1th.

First of all, the death of the Guinness Book highlights the 1th store marketing innovation is scarce. As we all know, electric business marketing has always been known as simple rough, before the big price war has let users and industry tired. Now store 1th will be any category promotions, all holiday promotions with the impact of the Guinness Book of Records this gimmick, showing the 1th shop in the marketing into a dead end, not according to each promotional characteristics of innovation, but also gradually in the user tired and disgusted.

Second, the mere use of a single day sales impact Guinness records, in the final analysis or not to break the electrical business "Fangweising" of the old road, the supply chain, industrial chain and even user experience are not beneficial. The cat last year double 11 set a single day 35 billion yuan sales, seemingly bright eye, in fact is the one months of sales compressed to one day, this and the Great Leap Forward, Fangweising and no difference. This one-day peak sales model for distribution, customer service are serious damage, such as shop No. 1th sold 3 million rolls of paper, brought serious distribution problems, the user experience is also greatly reduced.

From the user's point of view, the 1th shop's death hit the Guinness game is more from their own, the user does not have much identity. Some of my friends around me once said that store 1th hit Guinness records and called on users to help them break records, but from the user's point of view, "What do you have to do with records and selling well?" Why would I help you break the world record? ”

For the Guinness Book of World Records itself, this is also a sad.

"Guinness" was the name of a brewery, and in 1951, at a hunting party in Ireland, Sir Hugh Biville a few shots and still failed to hit the winged bird. The people present were hotly debated as to which of Europe's fastest-flying birds. They even went through the encyclopedia and didn't find the answer. The Norris Brothers answered the question with precision. They say: The red grouse flies 58-63 miles per hour. Sir Biville was keenly aware that the "Guinness Book of Records" should have been published by the Norris Brothers, who should publish a reference book on World Records.

From the origin of the Guinness Book of Records and the development of the world, although the record of strange, but most of them are innovative, and many of the Olympic record, as well as the spirit of perseverance, constantly challenging the limit. For example, the world's Andy Lewis created the Guinness World Record for shaking 143 times on a flat belt, and British man Scott Hentliger completed 105 bungee jumping in 7.5 hours in the highest pole of the world--a bridge up to 216 metres in the Cape of South Africa.

Counter-View 1th store's daily sales Guinness record, is entirely rely on tactics, this relies on the number of large, sales volume of the world record, it is in line with our focus on human and financial resources of the fine tradition. But what is the significance of the Guinness Book of World Records, which simply pursues quantity and neglects quality? As mentioned above, although one-day sales have broken the record, but this is not the normal, but sacrificed a lot of days of sales, to see the day of the exhausted courier, complaining about the slow delivery of users, the Guinness record of high-profile propaganda is not worth the candle.

Meanwhile, the Guinness Book of World Records is becoming more and more commercial, has lost its original meaning, such as the 1th Shop 6 anniversary of the sale of the eight Guinness World Records, this batch record of the occurrence of the Guinness Book of World Records has greatly reduced the value of gold, if more than Sir Will is alive, do not know what would

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