Hundred Finch executives dictate: How to use the Internet thinking 1 days to sell 3.8 million?

In fact, I am just a skin care products, the main http://www.aliyun.com/zixun/aggregation/8437.html "> target groups are those women who beauty." As a professional female market practitioner, I am thinking about how to better serve women customers and how to make them more beautiful. Until one day, I suddenly want to understand a truth: no matter how good skin care products, can only make women's appearance, and the real beautiful woman, need is a confidence from the inside out.

However, the self-confidence of this thing although valuable, but after all a little "big and empty" feeling. Direct the brand concept to consumers, it will inevitably make people feel too preaching, the effect may be counterproductive. But if you pass it on to a carrier that gives consumers a good impression, they will naturally accept it.

In other words, we now need to find a "spokesperson" for self-confidence, of course, this "spokesperson" includes but not limited to people. These days, most brands use most of the spokesperson is the star, such as we can go to find a female star, specifically for her to write a song with "self-confidence", let her out a CD, CD as a gift to consumers. Or let her make a micro-film to spread, and then use movie posters to customize a package of products and gifts, the confidence of soft implanted into the product ...

However, the star is easy to create a sense of distance, using the star effect to spread self-confidence of this spiritual level of things, will appear vague and ungrounded. And not so much time, such activities I intend to put on the 3.8 women's Day to do, calculate the time has less than 1 months!

When it comes to things that need to be done in a short time, with unconventional routines, event marketing is the key to the Almighty. But want to do event marketing, you have to create a topic to spread the point, simply speaking is someone else to see will feel special, the initiative to spread. It can be something unprecedented, one exposure can become news events, such as I planned in 2012, "millions of facial mask to Amoy" activities, in other businesses are set about 10% Commission, we took out a 5000-box mask, set 100% Commission, is equal to Taobao customer push how much will earn, Immediately in the Taobao customer circle blew open the pot, every day there are a large number of Taobao visitors to apply to join the store to promote, just two months of time to Taobao customer turnover from 5000 to pull up and stabilize at about 60,000; it can also be very suspense, something that attracts people's curiosity, such as Jia events, and " Who's Roy? " Of course it can also be a psychological gap, such as the usual suits of Andy Lau, a day suddenly dressed in a military coat, in a lot of people's heart suddenly have a big gap, so immediately fire!

After repeated consideration, I think that the "fall method" is the best for us, because we are a 82 years old product brand, in some people's eyes, she may be a more serious, even a little old-fashioned brand, which seems to be our disadvantage, but the disadvantage is often the advantage! You think, when the hundred-gazelle is such a " Serious "brand, one day suddenly make a" not serious "thing, is not very easy to cause the topic spread?

Then how a "bad law", not only to cause the topic of communication and not damage to the brand tone it? Then we'll uncover the insider of 3.8 million "confidence" in 1 days.

Suddenly, as the spring breeze, thousands of trees pear blossom

February 28 early morning, we shop shop recruit, home page Carousel map, baby top of the shop, such as the most conspicuous place all hung on the "choice of hundred finches, the United States Huang Yongling" Billboard, station and internal advertising also synchronized delivery, especially to drill show mainly ... "Huang Yongling" in the overnight overwhelming, The next day there are more than 1 million or 2 million people advertising audience! Then, every day, customer service is Huang Yongling by countless consumers and peers.

The next process is very much like wine, if you want to make the final brew wine fragrance overflowing, it is necessary to seal the bottle first, and then save a little time ...

So, this time we will be to sell the end of the matter, all about "who is Huang Yongling" problem, customer service are all secretive, unified inform the answer will be announced in 3.8. Many people can not ask the answer, went to find the Niang, and finally found omnipotent Niang unexpectedly also ignorant! This is the first step, some curiosity can not be satisfied people, began to change the way to find the answer, also became the topic of the disseminator.

The ape of the Cross Strait cannot cry, the canoe has passed mountains

After one or two days of accumulation of curiosity, all kinds of speculation began to ferment, some people guess Huang Yongling is a new spokesperson of the Hundred Gazelle, there is a mainland version of "star You" heroine, and guess is the store is chasing a girl. In short, all kinds of wonderful speculation, let us have to admire the great imagination of the masses!

The second step, at the same time began to collect those more representative guesses, in the micro Amoy and gangs open posts, so that everyone participate in prizes vote and quiz. This not only increases the interactive nature of the activities, but also the public opinion, so that "Huang Yongling" identity more and more blurred, the focus of activity is also rapidly warming up!

Long-awaited began to come out, still hold the pipa half cover

March 7, the third step, the shop home page Carousel map began to "tear paper" in the form of a step-by-step to uncover the mysterious veil of Huang Yongling. The 3 "secret words" in the picture indicate her appearance, national customs and occupation, each more than 4 hours to tear a little more, like the lottery in the lottery, the number one after another, the audience's "peep desire" was completely mobilized up! After these steps of repeated "seduce", many viewers have a bit of chasing "star You" The grand finale is just waiting for Huang Yongling to appear.

In particular, 6, 7th, two days, poured into a large number of only "Chasing stars", do not buy things, our customer service director told me the scene quickly hold live! Customer service of the conversion rate fell very miserably, this month's bonus estimate is gone! I heard instead very excited, it seems that the cylinder wine has been stuffed almost, it is time for our "star" Debut!

3,000 feet, the Milky Way Nine

After the previous repeated suspense, we have Huang Yongling high enough to pull, many people think she is a big man. Next, to release the water, the water can not become a waterfall, is directly determined by the size of the drop.

March 8, step fourth, Huang Yongling is officially unveiled: She is neither a star nor a beauty, she is just a copywriter at the flagship of the Hundred Gazelle. She was born ordinary, looks like a general ...

Audience in an instant uproar, the original after 10 days of "star", unexpectedly is just a normal person ah! This gap is big enough, the waterfall is really instantaneous formation! But the waterfall is beautiful, the control is not good to become a disaster, at this time if not the whole story to tell the circle, so that the audience convincing, may want to hit the store people have!

Since Huang Yongling is not a star is not a big beauty, then why to play "the choice of the hundred finches, the United States over Huang Yongling"? Before answering this question, let's look at who Huang Yongling is.

Huang Yongling was in September 2012 into our shop to do copywriting, at that time she introverted, taciturn, inexperienced, and mediocre qualifications, has repeatedly because the copy did not meet my requirements and inferiority, even want to give up ... But in the end, all kinds of hardships not only did not crush her, but her experience became a female man! In less than a year, she grew from a rookie to the head of the copywriting group. Today's she, the ability to work well, talk humorous self-confidence, and very strong since the black courage, is the team veritable pistachio! Although the appearance of ordinary, but her share from the inside out self-confidence, but she is the most unique beauty, is the company's male colleagues are recognized as "the Secretary Flower." Of course, here, we have to "Huang Yongling" up to all the ordinary but confident woman representatives, as long as there is self-confidence, everyone can be beautiful, is a star.

As the flagship of the Finch, the message is that self-confidence is the best skin care products for women, and that not only do they sell skincare products, but they also want to bring self-confidence to all consumers.

Selling is not skin care products, is self-confidence!

In fact, many women in the heart have a star dream, are eager to be able to become a TV drama heroine, this is why so many women chasing Korean dramas. However, even if there is a good dream, in the bone of the reality of repeated destruction, will become more and more insecure. At this time, I witnessed an ordinary girl, because there is self-confidence, and be as a star to publicize, will make them feel that the original dream never go far, yes, as long as there is self-confidence, everyone is a star.

So, although knowingly Huang Yongling is just an ordinary girl, but the hot pursuit of the heat is not reduced to increase! This time, the fifth step, the time is ripe, began to sell "self-confidence."

Huang Yongling Guest Service: Number 8th We picked 3 time period, let Huang Yongling out guest service, the day of Huang Yongling is the whole shop heroine, so we put her into a woman festival "Santa Claus", as long as the fortunate to be Huang Yongling reception, send a small gift. Although not a professional customer service, but the day she received a single conversion rate of up to 73%, so that customer service sister paper Marvel unceasingly. And fans to enjoy the reception of the heroine, waiting for the day's number ... The star effect is extraordinary.

Sun self-confidence to send red envelopes: The day the buyer will take the photos to the customer service, and to "the United States Huang Yongling" as a conclusion, you can get 10 Yuan coupons, self-confidence to bask out, you can beautiful her.

Star endorsement, only sell courage: Star debut, of course, "with salt" under the product, we opened a similar "fu bag" of the mysterious product link, named "Courage Baby", by Huang Yongling endorsement, product unknown, Price is not cheap, dare not buy, rely on courage and self-confidence! Unexpectedly, the day this baby was snapped up, A day to sell 3,000 pieces, the accident became a new explosion.

Embedding Huang Yongling confidence in a package: all purchased packages are placed in a custom version of a Huang Yongling cartoon portrait On the same day, let buyers in the mirror every day, can remind themselves to be confident, and a letter Huang Yongling, so that more people receive the package at the moment, can receive Huang Yongling transmission of that confidence. There is also a Huang Yongling "lend you Courage card", encourage buyers to challenge those who want to do before and do not dare to do things, such as a nude photo, with parents said I love you, wearing cheongsam to work ...

In fact, the original purpose of planning this activity is only to convey to the buyer "self-confidence is the best woman skin care products" This concept, sales are not the most valued, but the result is a big surprise. 3.8 On the day there are dozens of beauty shop on the business, and the Peacock flagship store in the case of not a good deal, sales are still stable category TOP1, and eventually to 3.8 million sales complete the final. It seems that the appeal of Huang Yongling is no worse than a big star. Of course, here to thank the mobile phone Taobao strong backing.

Finally, some people may ask, what do you mean by Internet thinking in the last half of the day? A word to generalize: selling products than selling services, selling services than the sale of emotional.