Mid-Autumn Festival approaching, how to use the Internet thinking to sell mooncakes?

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Moon to the mid-Autumn festival is bright.

Today, two weeks later, is the annual Mid-Autumn Festival. Whenever approaching this day, not only "moonlight Bright", The Wanderer hope to reunite with their families, welfare good business hair cakes, and moon cakes manufacturers and from the media, have begun a new attempt. So how do people sell mooncakes?

Case 1: Luo thought.

China's most popular auto media man, video talk show. Luo's thought walks is the fan economic route, sells the mooncakes in the name of "True Love", the sales channel mainly is the micro-letter. The current data on the Web are: Since July 18, the introduction of "Love Special Special" mooncakes, as of 20th, the cumulative reception of the highest only 70 boxes, the top 20 add up to no more than 700 boxes, the total sales should be estimated at 1000 boxes, a box of mooncakes priced 199 yuan, the total sales in 200,000.

Case 2: Huamei Moon cakes.

Has 20 years of history of traditional food enterprises, Chinese mooncakes Festival "famous cakes." Colorful Moon Cakes selling the idea is: Creative way to sell mooncakes, from the channel, marketing, product three angles to embrace the internet, so that moon cakes will speak. Its price from 128~200 yuan, its products have a two-dimensional code, you receive mooncakes at the same time, scan two-dimensional code, enter the Moon cake box designated 12-digit code, but also to see the blessings of friends and relatives. At present, gorgeous moon cakes Marketing is very successful, its homemade video online 2 days will break 1 million point hit.

Case 3: Tao Heung Village Moon Cakes.

Like Huamei, Chinese traditional mooncake manufacturers. Tao Heung Village represents most of the mooncake manufacturers, lack of effective ideas, most of the "creative packaging" route, as well as "customizable" route, in the packaging and customization efforts, its sales channels are still traditional supermarkets, store channels: In the supermarket display counters, prices from 100~200 yuan, and opened a large group purchase route. At present, most traditional mooncake manufacturers are not optimistic about the retail, only for enterprises to bulk sales of mooncakes.

Case 4: Black Ma Liang.

Black Ma Liang: Dark Horse public class presenter, Rui Ma transmission chief Male PR, marginal media person, social marketing "wet person". Black Ma Liang Sell mooncakes idea is: "Anyway you also want to buy mooncakes, as well as to buy my customized moon cakes." Black Horse Custom Moon cakes are priced at 128 yuan, and other major brands of mooncakes, the price is similar to the purchase of micro-letter shop. Dark Horse Micro-letter public number in favor of science and technology industry, fan size of about 30,000 or 40,000, and personal micro-letter total number of friends will not exceed 5000.

Since the media to sell mooncakes through their own fan effect, black Ma Liang fans, influence than the thought of Luo, but spent less energy, the harvest may be greater, the main reason is: 1, and handicraft people cooperation; 2, positioning is only to give fans one more choice. Buy rom thinking true love mooncakes, the main is "true love" can not be abused, before the membership fee has been "true love" once, and buy black cakes, half of the real demand for fans, the other half is directed at the Dark Horse this person.

Traditional manufacturers sell mooncakes, most of them are used in the packaging, such as from the carton into iron boxes, wooden boxes and environmental protection and so on, there is to buy one to send one, bulk group purchase, the industry is increasingly lack of innovation. And the gorgeous "can Talk of moon cakes" let a person in front of the light. So, how does Huamei do it?

First in the channel, the main micro-letter, micro-bo, micro-view three platforms. Micro-blog is the channel to inform consumers how to participate in activities; Micro-letter is the user platform, custom blessing and view blessings, in the gorgeous moon cakes on the two-dimensional code, users can see after scanning the blessing of friends and relatives sent video; micro-viewing is the platform for recording blessings.

In the marketing level: micro-blog activities are "can talk of moon cakes more teaser, I send blessings for relatives", micro-letter activities are to encourage everyone to share blessings to friends Circle, win tyrants Bokhary Award; micro-viewing activities are based on the blessings of short video rankings to get prizes. Basically, the three most mainstream marketing methods have been tried.

At the product level, the price of gorgeous mooncakes from 128~200 yuan, the way to buy or traditional supermarkets, online shop, micro-bo, micro-letter and micro-vision platform is more channels of transmission. The biggest feature of the magnificent moon Cakes is well-known brands, old, and now added a and other traditional mooncake manufacturers the biggest difference: "Can talk." By scanning the two-dimensional code of the way, you receive mooncakes at the same time, you can see the blessings of relatives and friends, but also a small surprise.

Through this attempt, you can not say whether the sale or the moon cakes, or blessing;

Summary：

1, the Internet is still the best channel. Whether it is the traditional manufacturers of Huamei moon cakes, or from the media black Ma Liang or Lo Zhenyu, we can not be separated from micro-bo, micro-letter, micro-vision, Youku and other Internet channels, the channel role of the internet is increasingly obvious, but not the only channel. For example, the Internet is the best marketing channel for Huamei, and it may be one of the most beautiful channels of sales, but its larger channel is online. Supermarkets, stores and so on.

2, the fan economy has not produced a qualitative change. Take the Dark horse, for example, even if 10% of fans support him, only 3000*120,36 million income. After deducting costs, as well as Nam's manual spending, it is almost impossible for a dark horse to make too much money, and the test water is more of an attempt to commercialize the media. At present, the best way to get out of the media is probably not traditional industrial goods, but some virtual products, such as training, knowledge and so on.

3, the combination of traditional enterprise and media may produce different effect. This article in the gorgeous moon cakes and black Ma Liang in each other, but there must be intersection. For example, although it touches the three platforms of micro-blogging, micro-credit and micro-vision, it must rely on opinion leaders to spread more influence, such as through "Emil" to record video; Assuming that it can work with 1000 black horses, and not just in the field of science and technology, it is another embrace of "internet thinking". The Internet not only serves as a marketing role, it is also a channel, a brand and a aftermarket. In a sense, the traditional business has become higher, and the internet has become lower, the future of the Internet = Future business, the two are flat.