Need to focus on every detail in the user experience process

O2O Marketing practice under the thinking of Internet users

In this "user-king" era, a good user experience should pay attention to every detail of the user experience process, so that users truly perceive and exceed the user's psychological expectations, this perception if it can penetrate the entire chain of brand and consumer communication, such a user experience to achieve the maximum value of customers, Get the highest degree of satisfaction. For 80, the consumer group positioning fashion consumption "I was Jiang Xiao Bai" is not just a simple manufacture of topics, speculation concept. It is a systematic use of the most classic brand marketing Who-what-how model, the user thinking system covers these three important factors: first, who, the target user-"cock silk"; second, What, user demand--selling the sense of participation; third, how and how to achieve Full user experience first.

Internet user thinking requires enterprises to achieve "customer-centric" in a higher level, is not simply to listen to customer needs, solve customer problems, more importantly, the use of the Internet so that can quickly interact with the carrier to allow customers to participate in the business chain of every link, from the collection of requirements, product design, product planning, research and development, testing, Production, marketing and services, pay attention to the needs of users, pay attention to the participation of users, integration of the wisdom of users, enterprises and users to win the future together.

Thinking 1: "Cock silk" people have the world

At present, most of the successful Internet products have caught the "cock Silk Group", "grassroots one clan" demand. In this everyone call themselves "cock silk" and the bones that they are "high and handsome" and "white rich beauty" era. If your products and services do not allow the target users to become part of the product, and they can not be closely linked together, then your products and services must only fail. Tencent, Baidu, Taobao, micro-letter and millet products and services, almost all with "cock silk" to become Br.

"The public face, cock silk type, literary heart, neither Gaofu nor pure cock Silk-i is Jiang Xiao Bai, life is very simple." This is its lines, is a lot of life portrayal. As Chongqing Region 2012 launched the 45-degree small bottle of white wine Jiangxiaobei, countless 80, the young was its young wine positioning and brand name of the spokesperson second kill. "Jiang Xiao Bai" brand name originated from the youth film and television drama inspired. Tao The most important thing about brand name is that it is easy to remember, he happened to find many well-known TV dramas, "x small X" formula named, such as "Love Apartment" in the cheap and attractive "Zeng", "Men help" in the shy band of "Gu Xiao Bai" and other characters are very popular, These names with a clear 80, the mark, simple and very kind, very consistent with the "Jiang Xiao Bai" target consumers.

"He is the man who pulls the wind, no matter where, like fireflies in the night, so bright, so outstanding." His melancholy black frame glasses, the thin hiss, the scarf with the British wind, and the cup of dry jiangxiaobai, are deeply fascinated us. This is Jiang Xiao Bai "small white powder" to Jiang Xiao Bai's brand image spokesperson's affectionate description.

Thinking 2: Coming from the masses to the masses

Any propaganda unilaterally imposed on consumers, no matter how the enterprise to pay the money and manpower, can not produce too good effect. Jiangxiaobei through social media brainstorming, put forward the "brand of life" concept, different from the previous corporate propaganda, but only unilaterally told consumers "I want to give you what kind of products", but stressed that consumers participate in it, let consumers decide what they want. For example, the quotations on paper sets and the modulation methods of small white cocktails are many suggestions from netizens. Only let the brand into consumers, so that consumers really create the way of the brand, will bring unexpected receipts to the enterprise. This is what Internet users think; second, What, user demand-peddling participation.

From consumers, to consumers, and the broader potential consumer groups to interact with is "I am the river small white" another distinguishing from the traditional wine brand's distinctive features, and this characteristic, decided that "I am the Jiang small white" more easy to attract the user, enhances the user loyalty and finally forms has the influence "the Fan circle". Looking at the existing brands of white wine, almost all brands in their own words, a single direction to the consumer transmission of their own positioning, culture and selling points, these brands are always intentionally or unintentionally in the refusal to communicate with consumers, thus opening up the distance with consumers, so it is difficult to form a high degree of loyalty of the fan group. Jiang Xiao Bai will be based on specific groups or large customers to customize their desired product packaging or taste, or in the user's participation to optimize the product. such as Jiangxiaobei in order to adapt to the needs of young consumers taste, will investigate the views of most target customers, "Jiang Xiao Bai" in the taste of the trend towards a more pure, soft, and a little bit of sweet feeling.

"I am the Jiang Xiao Bai" brand from consumers, to consumers to the interactive marketing although not necessarily suitable for all brands, but "interaction with consumers to improve customer loyalty" is still a very valuable experience. The saddest thing about a brand is that when there is a problem, there is no consumer standing with you. To enable users to participate in the spread of the brand, is the fan economy, the future, no fans will die of the brand. "I am the river white" brand needs fans, not just users, because users are far from fans of products and services so loyal. Once a fan has injected a sentimental element into the product and service, the defective product and service will be easier to accept, so the fans are the best target customers. Tao stressed that to show the brand, strengthen the interaction with the fans, need to be an attitude of people, to make a brand with an attitude. He believes that in real life, those who do not like to say, happy anger is not the color of the majority of people do not like. Because it is easy for people to think that this person is too complex or too deep and not suitable for intercourse, so also the brand of people. Therefore, Tao for Jiang Xiao Bai's expectation is to let this brand return to simplicity, so that the brand can be in good faith with consumers to communicate and exchange. Kang in color, like to express attitude, sometimes occasionally negative, even look a little less positive energy, but he is very real. This is Jiangxiaobei true attitude, is also Jiang Xiao Bai this brand in all issues of attitude, but also Jiang Xiao Bai's consumer jiang small white fans attitude, simple and real.

According to this thinking, Jiang Xiao White launched a dense line of activity. Among them, "Doomsday Proverbs" as an example, on December 21, 2012, Jiang Xiao Bai gathered thousands of consumers held a large party, of which men and women accounted for half. The campaign has attracted tens of thousands of "little white powder" responses, with a surge of popularity, after issuing a solicitation order via Weibo. In addition, Jiangxiaobei also held a similar 2000 bottles of wine to witness the most romantic proposal of Changsha Helong Stadium, Chengdu Chunxi Street Hundreds of consumers on the simple life of the declaration of the video and other related activities, that is, promote the brand, and enhance the interaction with consumers and the sense of participation of consumers, to achieve brand image promotion and marketing performance of a mutually beneficial situation.

Thinking 3: Stay connected to the customer at all times

The most popular media in today's society are: major social networking sites, forums and microblogs. Jiang Small white brand publicity to seize these mainstream media, the use of line online combination of the way, in the face of consumer interactive publicity. Tao that growth-oriented enterprises must find a place and the big business is not the same logic: "Some things we can not compare with these giants, such as advertising, channels, investment ... No way. But in other areas, they can't do more efficiently than we do. "While other areas refer to the use of internet-based social media to stay connected to customers, it is clear that Jiang Xiao Bai did a good job."

Choose a good tool, but also to use properly, before they can play a big effect. Jiang Xiao Bai's brand propaganda to keep up with the pace of the Times, innovation does not fall into the stereotypes, so that some followers of the copycat can only be exclaiming. Jiangxiaobei use the Internet to connect thinking, always pay attention to the most popular consumer things or statements: "Let Bullets Fly" popular, Jiang small white quotations with the Times to add "tyrants", the first time embodied in the product. At the same time, try to close the distance with the consumer sentiment, in the micro-blog line and line to carry out activities, such as "We about the bar". Tao convinced that to do a good job of social marketing, the content is kingly. In those interactive typical and humorous language environment under the influence of many consumers spontaneously for the small white brand publicity. On Weibo, every day there are hundreds of dozens of of websites that actively upload the content of white brands, triggering a lot of potential consumer interaction.

However, the time to keep connected with customers, not only is the line with the customer interaction, more important is to maintain good service, based on Internet user thinking services. "I was Jiang small white" special value line under the online interaction and services, Tao said, "One day a friend of the micro-Bo said he was in the Guanyin Bridge to eat, saw the river small white billboard, unfortunately the product sold out." I see immediately after arranging staff to send two pieces, one to send him, a piece of replenishment to the hotel. This is the typical O2O marketing. "This is the real moment of the internet era when customers stay connected.

Wen/Yu Yunyun