Happy Life positioning Net marketing virtual combination of reality

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Happy net on the virtual fruit juice is sought after, driving the line under the real products selling.

The fruit juice of Cofco has increased by 30% in one months.

"Online planting, Virtual juice" this novel play in the white-collar class set off a frenzy, and guide this kind of play is the COFCO group's new products Yuet live juice and happy net.

Happy NET as the largest SNS community, Cofco Innovative Food Co., Ltd. (hereinafter referred to as COFCO Innovation) will be the brand promotion of live fruit juice into the process of user games, the holding of online planting contest to attract users to participate. Starting from May 16 only half a month, the number of participants more than 400,000, virtual juice more than 83 million, send friends juice more than 60 million.

"There is no denying that such growth is related to our choice of happy net for precision marketing." From the beginning of the event, there are customers to the store to ask whether we sell products and happy net of the same juice. Increasing user participation in the activities of the experience, the result is, Yue live line under the red, fame and fortune, the effect is very good, we are extremely satisfied. "Cofco Innovation general manager Zhaoping said.

Happy Living Location

COFCO is China's largest food and oil import and export company and the strength of the food manufacturers, and the popularity of the Yuet Live juice is Cofco innovation since 2007 to start planning the first series of Yue Live products listed.

Yue Live from "Lohas". Lohas for a healthy, sustainable life, in China called it "happy life." As a result, Cofco innovation will be named as Yue Live, and urban white-collar is to become a happy target group: They aspire to live life, the age of 25~40岁, education, the young, the pursuit of health, the product requirements of nature.

COFCO Innovation believes that the live-life will become white-collar people's most yearning lifestyle, so will organic to live products and cultural ideas. "Therefore, Yue's position is to lead the life attitude and lifestyle of juice." "Zhaoping is defined as.

As early as the birth of happy net happy products, in the beginning of the IPO did not rush to promote, mainly in the hope of finding a more appropriate promotional platform and means to use precision marketing methods to maximize the effect.

At the end of 2008, Yuet Live juice listed. The concept of healthy, sustainable living coincides with the trend of market development. However, the competitive juice market can not be known by concept, it must be promoted with the help of suitable platform.

In order to achieve precision marketing, COFCO Innovation has studied the life habit of the target group: the media that the city white-collar spends the most time every day is the network. "They may not listen to the radio or watch TV, but they must go online," he said. Zhaoping said: "So we do not like traditional FMCG to put on TV ads, intensive bombing." Yue Live can not low-brow, but also quickly out of place. "In Zhaoping's view, the way the network media is not forced to instill, but the user active participation, this and" Yue Live "brand ideas coincide. Happy net start-up stage pays more attention to the user experience, does not want the commercial taste to be too strong, but the Yue live also from the player's angle design this activity, the more ingenious will bring the brand and the attention point into the garden, not only will not cause the disgust, but is sought after.

In the office quite popular happy net into the vision of the grain innovation. Consumer positioning in line with strong user stickiness, if the content of the in-depth cooperation will produce a multiplier effect. Now it seems that this group of Plug-ins are almost tailor-made for Yue Live: The user personally farming, experience harvest fun, personally squeeze juice, instill no added concept, game props scene card and let netizens understand Yue live natural habitats ...

Grasping and occasion

In fact, it has been a long time since the innovation of Cofco. For Yue Live to do brand promotion of the competition for the media business director Gioyang to reporters, as early as in June 2008, Yuet Live juice has not been listed when the grain innovation and happy net talked about cooperation, due to the early days of happy net no advertising model. Until the end of 2008, Yue Live listed only with happy net to cooperate. But at this time of the net advertising mode is still very blunt, do not meet the promotional requirements of Yue Live.

February 2009, Happy net of the garden component let Zhaoping front of a bright. But Zhaoping not immediately into happy net, but chose to wait. With the popularity of the garden soaring, most of the net users glued to the ground, stealing vegetables, busy ... But after two months, most users have risen to the highest level, and repeat planting is no longer an interest. Garden component interest weakened, some community forums appeared "you most likely because of what tired happy net garden game" vote, the majority of voters chose "no new Crop", "more money will become a number, meaningless" ...

For Cofco Innovation, this is a good time. Zhaoping decisive attack, and competing with the media and happy net continued to negotiate a year ago cooperation intention. From the discussion of cooperation to online promotion, only one months time Yue live successfully landing.

"We understand the user's activity trajectory and preferences, quickly choose the right time to enter, from February-May, the garden players need new things to stimulate interest, and we happen to turn the product into a new bright spot, the virtual cultivation supplemented by the reality of the prize stimulation." "Zhaoping said.

The virtual into reality, not only through the rankings to achieve psychological satisfaction, but also in the competition to get prizes, this is happy net never. This move, happy net not only stuck to the user to quit, also let happy net of the game rejuvenated.

Virtual combination of Reality

Everything such as Cofco innovation is expected, activities on the line by a large number of users sought after. The new Yuet Live fan group only in a day and a half more than 100,000 users, we are discussing how to harvest the fastest, how to get the actual gift of juice and so on, and activities related to various topics are sought after. By the end of May, the user base had exceeded 400,000.

Cofco Innovation Take out 10,000 sets of gift boxes as prizes, gift boxes in the real world. In addition, in the game can also draw a pasture small white rabbit, this move attracts a large number of users to participate.

It is understood that this activity is divided into three stages, starting from May 16 to May 26 as the first phase, mainly to improve visibility, convey brand ideas, to June 25 activities all over. Up to now, the online gift of Yue live gift box up to more than 5,000 sets.

Many consumers can name the place of origin when they buy juice, thanks to the small details of the game. Let consumers understand Yue live juice raw material origin is one of the purposes of this promotion, understand that COFCO innovative suppliers can even be traced back to the field. Through the three-party consultation, COFCO Innovation Choice will be 4 of the origin of the scene card to do the game background. The different scene card can let the fruit of the game advance mature, the user also deepened the impression.

With Yue Live planting contest, let virtual game landing is also a step in the innovation of grain. "The next step is to move from raising the profile, conveying the brand proposition to promoting brand goodwill and enhancing the consumer experience." As a popular shopping center for Cofco Innovation, Yue City may participate in the activities we do with kaixin. "Zhaoping revealed.

Yue Live This approach quickly aroused many concerns, leading to a lot of brands have begun to "follow suit." But not every enterprise imitation can play the effect of Yue live.

For example, Yili's recent performance in the Happy Net pasture component is not satisfactory: The core concept is not clear, from cows to products are dazzling. Even in the evening of June 3 to make users laugh and cry bugs, no matter what products in the warehouse can be turned into milk ...

"Yue live good results based on a high degree of compatibility, the need for product ideas and platform in line with the tone, not any product can be copied." This activity, although the response is good, but there are some problems. We prepare the time relatively hasty, in the link design still has the shortcoming, from the user experience says the design is somewhat complex, next time will be simpler, the effect will be very good. This activity because of the timing, and there is no test period, so only online at any time to make changes. "Gioyang said.

"But it is also more in line with the characteristics of the network, and constantly follow the needs adjustment." Zhaoping said, "We will be through different stages of the strategy to do research, tracking effect, so as to determine the channel mix, promotional time, promotional means, etc., this will be more efficient, like the garden of Yue Live." ”