Jiuxian Network Marketing Strategy: 221 million order is so tempered

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Double 11 has just fallen off the curtain, a series of brushes record the number of stunned small partners. This year, 11 of the flow of disperse, it seems that the total plate is rising, but for the business, actually want to get good results is not easy. Success is a technical work, 11 of the success is particularly so, both "tyrants-style" figure, and must have a fine marketing combination boxing. For example, Jiuxian nets, double 11 the day of the entire network to complete the sale of 221 million yuan, of which in the first hour on the sale of 40 million yuan, over the same period last year, two-thirds of the whole day, become the biggest wine dealers winners.

The success of Jiuxian network is inseparable from its new media marketing strategy. The secret of new media marketing is also worthy of reference by other electric operators.

First Step – Tyrants Yell

Through the "Tyrants-style" promotional activities to attract wide public attention. For example, the main consumer of alcoholic beverages is the domestic "tyrants", rather than Shanghai beach those prettily petty bourgeoisie female. Playing tyrants with tyrants style is the preferred strategy. For example Jiuxian Online liquor enterprise Luzhou and song respectively prepared Emil concert tickets and Horse Spring Festival evening tickets, Confucian home for Singles Day will be stripped of the new recruits prepared 1111 wedding banquet Wine Hao Li ...

Step Two-Star battle

The light tyrants yell most attracts the momentary eyeball, cannot form the virus chain. When the stars come out. For example, Jiuxian Nets pulled the Xu and sent to the famous entertainer Huang Bo. Xu's microblog, which originated in Monday 9:26 A.M., once occupied the 8th place in the 24-hour list of Sina Weibo, forwarding more than 25,000 times. (see Figure 1), and old friend mouthed also reciprocate, reply Weibo to interact (see Figure 2), this expression Jiuxian network distribution speed is very fast Weibo once Occupy micro Bo hour list first.

(Figure I)

(Figure II)

Step three-hand jokes

The star sings, the sketch hand comes on stage. All kinds of long hair and waist, all kinds of ridicule, caused by netizens onlookers. Here are a few examples:

Can drink 82 to drink a catty, such cadre party rest assured.

Xu, have you forgotten your baby?

I'm sorry I've got the brain to make up more than 10,000 words of the characters.

Involved in the hand, including my friend is a wonderful, corpse sister, eight God, such as dozens of hand accounts, all kinds of ridicule.

The addition of the hand to all kinds of watching the lively netizens are provocative, add to the prying and spit in the trough, this lively, the spread of the effect.

Step Fourth – Opinion leader, Sun sheet

When the jokes are finished, the opinion leader of Weibo will be on the horse. The role of opinion leaders can not be underestimated, although its absolute number of fans is not as good as the hand, but its fan loyalty is high, and the level and position belong to the micro-blog on the "High handsome." For example, the old gong, the fans are basically included in the domestic internet and the electric business industry top. I searched on Weibo, and found that a number of Internet executives I know have been single, which proves that the whole chain of marketing delivery is mature and effective.

Step fifth-grassroots proliferation

The fifth step is simple, netizens have followed the "people around" or "micro-broad" to complete a virtual purchase experience, the need to do as long as spread to more people, to gain their attention. So through the grassroots large, that is, the brand simple and rapid impact on consumers ' eyeballs. Participation in the proliferation of grassroots large many, such as micro-blog comedy rankings, the global fashion circle, and so on, not a few examples.

Finally, there is a point where the communication steps are more, but not haphazard, and in fact all of the communication revolves around a micro topic: #双十一等酒了 #. The micro-topic in the Sina topic ranking of the hour to reach 13!

Undoubtedly, this new media marketing is successful. "The double 11 and so on wine" this advertisement language achievement another double 11 marketing case.

221 million of the single day turnover, is such a smelting!