Internet Community Marketing model shows strong power

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There is never a miracle on the Internet. "Jia Your mother calls you home for dinner" is one of them. This "because of loneliness" and the birth of the post, July 16, in a short span of five or six hours was 390,617 netizens browsing, attracted more than 17,000 replies, and in the next day time attracted 7.1 million points and 300,000 reply. This marketing planning case, not only overnight evolved into a social hot topic, produced numerous variants and derivative combinations, but also let many people see the potential of community marketing. Tianya and Shenzhen Young Beast Digital Technology Co., Ltd. (hereinafter referred to as "Cub") is a pair of sparks.

August 25, by Tianya and young animal cooperation development and operation of the "shirt Zhai Tianya" plate officially online operation. The two ideas are very good: to "cloth" as a medium, to T-shirts as the carrier, to "social hot, trend events" as the core content, the introduction of "cloth media" concept. The so-called "commoner" refers to personalized custom-made T-shirts, of course, there is another layer of meaning-folk, grassroots. In cooperation, Tianya is responsible for the topic guidance and promotion, the Cubs responsible for the derivative product design, production, packaging, logistics and after-sales service, its essence is through the content, activities, ideas, products and other aspects of cooperation, the site's popularity into the final product sales. Cub is a company headquartered in Shenzhen, specialized in providing personalized t-shirts, photo frame, cups and other gifts online custom service company, its website leisurely network although share the QQ net album and picture processing software Shadow Magic hand of the audience channel, and in the product quality spare no effort, but still difficult to jump out of the production of limited cost bottlenecks. "This time with Tianya cooperation launched ' shirt Zhai Tianya" is to expand the audience groups, to solve the product can not be mass production and lack of social effects of the dual problems. "In the interview with China Economic Times, Shenzhen Young Beast Digital Technology Co., Ltd., general manager Starhai The original intention of cooperation."

And the hand of the young beast is Tianya "ecological marketing" further extension. 1999, the end of the earth with China's internet economy started and was born. But over the years, in the rapid accumulation of wealth in the Internet sector, because of the fear of the impact of user experience, Tianya in the profit model of the exploration of relatively conservative. "Commercialization cannot be hurried. Xing, the Tianya president of the literati, often says so. Community sites must maintain a difficult balance between content purity and commercial exploration. 2007, Baidu Post Bar, Tencent QQ has been rapidly towards commercial community development. Always cautious Xing finally boldly launched a commercial experiment--adtopic? Tianya recommended topic advertising service? Since the beginning of adtopic, one year, Tianya also put forward not to cheat, do not do evil, do not plunder the "ecological marketing" concept: through the media advantage of the community, with the help of Word-of-mouth communication, viral marketing and other means, combined with the alternate relationship of community ecology, for enterprises to provide perfect brand maintenance and crisis PR solutions.

"Today, the Internet has entered an era of full community, the main body of the Internet is no longer pure information and technology, but people play a role, so the masses of individual creativity, how to combine these ideas and business together to form a popular and more consumer power, network community and E-commerce combination is a good choice. "said the criminal. However, the Internet's profit model has been a headache, the current mainstream profit model is advertising, sales and channels. Compared with portal class, e-commerce websites, traditional community forum sites are at a disadvantage in these profit models. However, the Internet industry has an image metaphor: The community forum is like a free and open playground for the audience, many tourists, and a variety of recreational items. Tickets can be exempted from the garden, there is not enough to fit the visitor's mind paid items, is the playground can do the "crowd operation" key.

The "shirt Zhai Tianya" Launch is obviously want to "crowd operation" on the fuss. "On the one hand, the use of Tianya platform for participation in social and life hot topics discussion, the writers and designers who are good at writing and graphic expression provide the open stage of communication, display and athletics, which brings the user's activity, participation and topic hotspot to the end of the Earth, which in turn makes it the creative source of the young beast's ' shirt Fortress ' products and ' cloth culture '. On the other hand, Tianya's new and old users can express their support for creative providers through paid purchase and obtain highly personalized products, creative providers, Cubs, Tianya three parties can provide their own ideas, products, channels to profit. "Starhai said," In addition to the Tianya, our future may also have the shirt Zhai watercress, the shirt Zhai Tencent and so on, the profit model or sales, things sell more naturally on the profit. ”