Love Sample Net: The marketing logic behind the free sample

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A lot of people are wondering, what is the basis of this free sample line for consumers to receive the model of the site?

Wen/World Network business reporter Lu Jianing

A few months ago quietly in Beijing, the Love Sample network, is a sample for consumers to provide free online access to the site. Through the Web site to build the platform, offline businesses pay 5000 yuan per month settled in, through the independent release of free samples for marketing. and users only through the mobile phone certification, you can access the offline store to collect or experience.

Love Sample Network founder Ma Xiangdong told the World Network Business Reporter: At present, love sample network does not have special restrictions on the sample category, so, from food, beauty makeup, clothing to service, love samples are involved.

Whether for the traditional business, or e-commerce, the cost of acquiring an effective consumer is not low, the horse to the East rough, the average figure is more than 100 yuan. Perhaps because of this, the online release of samples, offline experience or to receive a trial model has long been.

And even this is not a new area, has also appeared a variety of subdivision of the pattern: the most common when the brand itself in micro-blog or on the site as an activity on the marketing approach, this way without advertising costs, and there is no time to schedule, flexibility is high, the disadvantage is small exposure, relying on the often still loyal fans, Difficult to effectively spread to new users; the second is by some well-known portals or SNS website initiated sample trial write reviews activities, such as the rise of the early years NetEase Rob Treasure activities, because the portal has a large number of users, through a certain set of settings easy to form accurate transmission. But the cost of this approach is high, and large companies often have a strong right to speak, not willing to open the background to the brand, brand operators can not be based on their own will to effectively control the activities of the process; some of the emerging models that preceded it: such as the Myluxbox type of monthly subscription, although the name of the sample promotion, But the following is still the way to buy low selling, by the company in advance with suppliers to supply, independent planning promotion, brand control is weaker.

Mode closer to the shopping site

From the model, love samples of the closest may be a few beautiful said, Mushroom Street This kind of Taobao customers and shopping guide website.

From the very beginning, Ma Xiangdong was prepared to do only the platform and provide free samples. But with Mushroom street slightly different, in Ma Xiangdong view, the shopping Guide website provides the service from the line to the line, consumers do not see merchandise, can only rely on pictures and text description to identify the quality of goods, is still a kind of not landing services, and love samples to do is to provide landing services, by forming from the line to the line of the closed loop, To the upstream to persuade businesses, from the downstream to give consumers the quality assurance of seeing as real.

Ma Xiangdong defines a sample of love as an experiential marketing platform: Through Love sample network for offline entity store to bring consumers, brand not only through the love of the sample open backstage to obtain the user's account, gender, mobile phone number and other accurate information, but also to the field to pick up the goods consumers to complete further promotions and shopping guide.

Set up only two months, according to Love sample readme data, currently they have 30,000 users, active users to 2000 people, settled into 50 businesses. And in the future, in addition to the release and management of sample functions, love samples will also provide points mall, buy, consumer loyalty management and other ancillary services to help enterprises to integrate marketing.

Develop new users by human media

If only from the model point of view, as a start-up company's love samples, neither the accumulation of user data, but also the lack of data support marketing results to convince the business, to promote the existence of great difficulties.

But unlike most people think, in 4 a company for many years Ma Xiangdong not in the promotion of love sample site spent too much energy, instead, he told the World Network business reporter, online so far, love samples almost never spent on marketing promotion budget.

Perhaps thanks to the Ma Xiangdong in the advertising industry for many years, love samples at present only through micro-bo, SNS and other social marketing tools to promote their own, more than 50 of the settled business also mostly from the brand's active cooperation, rather than love sample business development.

In order to ensure that merchants can continue to obtain new users through the release of samples, love samples, each user can only receive two samples a day, while the same brand of samples of a mobile phone number is only allowed to receive once. If the user wants to receive the second time, then must through the integral, the micro-Bo forwards and so on completes a quantitative dissemination threshold. As a result, in theory, users will be able to use their own social relations, in the form of media to help love the sample spread.

Human Nature Marketing completes the shopping guide increment

Have done sales, squat store, let Ma Xiangdong understand consumer psychology, online, he through the deployment of a set of human nature marketing mechanism to complete shopping for merchants increment.

At present, the love of the sample network by providing sales training for businesses to complete the marketing of incremental services. In Ma Xiangdong view, the Chinese people have two sides, on the one hand is habitually take advantage, what things are willing to try to buy first, this is love sample through the Internet for the possibility of the line under the diversion, and on the other hand, the nature of face-saving habits and let this part of the user in the collection after the Inevitably stay to listen to a look, because the face of the offline shopping guide, it is impossible as the line directly through the background deal, face-to-face communication so that the line of business sales increase became possible.

In the process of chatting with Ma Xiangdong, he has repeatedly mentioned that the so-called marketing is in fact the marketing of humanity, and different age, different categories, different situations of consumer psychology there are quite a big difference.

For example, traditional beauty sales are often used to tout the appearance of consumers in the store. However, in Ma Xiangdong view, this set of marketing methods for the new generation of 85 and after the new era is often counterproductive, only to increase the disgust of the other side, and in the catering industry, Ma Xiangdong analysis, the age groups are often more willing to show off , hate the advice of the purchasing staff in saving money, but the whenever crowd is more willing to accept the food recommended by the merchant.

It is based on the online consumer psychology is familiar with, love samples of the operation will be given to the consumers regularly according to the purchase of different ways of shopping advice, in Ma Xiangdong view, this is the love of the sample of the core competitiveness.