NET 400 million to drive out "drive Donkey": Marketing is winning or losing

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Recently, net a number of senior executives suddenly collective turnover, although net CEO Yang Hao-hu said this and some time ago was the speculation of "drive donkey advertisement" has nothing to do, but "market", "Drive Donkey" two websites advertising campaign has sparked a social hot debate.

"400 million-dollar wedding dress."

Coincidence or hype?

If the attention of the recent TV is not difficult to find, Chen Yao led a donkey for net propaganda advertising has been covered by almost all the public media, the subway, public transport television is every once in a while will repeat the video. Such a large range of publicity will naturally make people curious about the cost of net investment. It is understood that net last December to obtain a sum of 50 million-60 million U.S. dollars in financing, the financing subsequently used for large-scale marketing, landing, including CCTV and subway, public transport screen, such as a variety of powerful media, the cost of the latest news to say that up to 400 million yuan.

Chen Yao is probably holding the image of the donkey too much, in the consumer to see the ads want to search the Internet, Baidu and other search engines in search of a "donkey net" site, observation of two sites will not be difficult to find, two of sites from the logo to page settings, such as details of the similarity is very high.

According to the Bai in charge to reporters, February 13 saw the director of the Donkey net in Weibo released the "Catch Donkey Net Baidu index big increase" message, Bai February 14 registered "Ganlvwang" domain name, February 15 website online, registration fee of more than 200 yuan.

Therefore the event two website's popularity rises quite a lot, "the fair" 400 million Yuan for "The donkey" makes the wedding clothes The news also to become the media attention focus at that time. It seems that another cottage products by authentic successful superior.

E-commerce website

Find a new publicity strategy?

Once upon a time, the network of two of Web site events to reach the "uproar" of the state, all kinds of people have expressed their views on this. However, after a period of precipitation, people began to be more sensible to face this matter, this incident to the benefit of all parties, people began to more clearly understand.

A netizen said, from the net point of view, in the cost of advertising can not be recovered, before the incident has not left the public view to expand their influence, reduce losses, become the most reasonable solution. So each major portal site has appeared net "soft Wen", people also began to talk about net.

Bai is undoubtedly a big winner, spent a lot of money to register a donkey net domain name, after Baidu advertising, borrow net wind makes Bai in almost 0 of the cost of pay under the great brand effect. But on the whole, both sides gained a high level of social attention.

Some data seems to be able to explain the problem, the search for donkey nets, 3 days never to 4,000 times once rushed about 15,000 times, and then soared to 20,000 times, but also news that the Donkey network recently occasion through the search engine to obtain tens other clicks. NET's Baidu indicator chart also shows the highest point in history, reaching twice times the highest point in history. Whether the reason is artificial manipulation or technical support, it can be said that both the propaganda has reached the goal.

Bai also revealed to reporters, net CEO Yang Hao-hu has been to Bai guest. In the restaurant next to Bai, Yang Hao-hu and Bai CEO Wang Jianyue had a secret conversation, and drank up two bottles of Shanghai wine, and also received a channel interview. After that, two websites in the "3 15" together issued a joint statement to protect consumer rights and ensure the healthy development of the industry.

Gimmick eventually

Should return to the essence of service

In fact, many e-commerce sites in recent years have been up and down the efforts. One industry personage says, the brand battle, both will sell "goods", want to sell "brand". A new brand to build products is not difficult, it is difficult to build a brand, not only higher costs, time is also longer. Once the low cost, short time "quick to fame", will become a classic marketing industry.

Where the success of the publicity model of customer Prudential, become the industry, consumers scramble to study the object. Because of the street advertising and a night after the popular, where the brand awareness of a large increase; the advertising design company's resume has a heavy ink; PS Activity spread website Douban, click-through increasing. "Where the object" in the network is widely circulated also let every customer prudential products have a quite successful marketing.

But the industry is also widely believed that, although the publicity will bring a certain degree of concern, but the spotlight after the quality of their products is the development of this. Recently, net two vice president, a number of Director-level staff have left to leave also can not help but cause people to think: "Market", "Catch the Donkey" event of the heat will eventually recede, after two of the site is really ushered in competition. As a second-hand trading information platform, these sites can really lead the trend of consumption, perhaps two of sites are more worthy of thinking things.