No. 1th Store imported milk vulgar marketing for what?

Recently, imported milk is very busy, shop 1th in the May 29 imports of milk during the promotion of a series of marketing, resort to all means, its marketing vulgar to be surprised, what makes this imported milk boss so unscrupulous?

Vulgar Marketing, No. 1th shop to self-destruct image

May 26, store 1th through the official micro-letter to launch the "I Want Milk" activity, users send easily identifiable Chinese voice or http://www.aliyun.com/zixun/aggregation/18453.html "> text message" I Want milk, You will be given the privilege of giving priority to the importation of milk. A poster showing a man holding his cell phone near a big breasted woman shouting "I want milk" and another poster was a man with a mobile phone yelling "I want milk" to a young woman with a baby feeding her.

In addition to playing erotic cards, another poster at shop 1th is suspected of playing a political edge, a man who looks exactly like Mr Putin (the table is also looming), holding his cell phone and shouting "I want milk" to a waitress who pours water.

If this is not the case, then on May 29 on the same day, the owner of Shop No. 1th was surprised. 1th Store Chairman Gege in public kissed a "Meng Meng" cow, in order to fulfill its imported milk sales record of the promise. More without the lower limit is, the official Micro Bo 1th shop to milk tea sister to ridicule: "Kiss milk tea, not as close to the cows ...", the point of the finger is self-evident. In addition, 1th Shop this big promotion, import milk whole box to buy 50 percent discount, the bill is the original price, consumers generally difficult to use so much milk for a short time, there are many users of this spit slot.

In the impression of a shark, Gege is a suave expert with a resume that says he is "a Chinese national expert, a central thousand-person entrepreneur, a space physicist at Wuhan University, a master of Physics at Cornell University, a PhD in decision science at Penn State University," and so an expert has leaned over to kiss a cow, How big is the sacrifice?

Looking at the 1th shop this time for the import of milk marketing, is unscrupulous, not only suspected of playing erotic, political edge, and attack competitors, but also live to destroy the boss's image, from the point of view, indeed produced a lot of topics, but also attracted the eye, but the volume of sound is not equal to reputation, the bottom line is really low, the price is really big!

The crisis behind marketing

Store 1th as a Wal-Mart holding company, has always been more stylish, why this time to self-destruct image? Moreover, imported milk has always been the traditional advantage of shop 1th, what factors lead to shop 1th out of this marketing tricks?

One shark thinks that all is the competition provoked misfortune, to Big said, electric business industry is undergoing tremendous changes, with the Beijing-east listing, the electric business industry is forming Alibaba and Beijing East two comprehensive class potence situation, and vertical electric business for the flow and eyeball competition into white-hot. Whether it is the only product will buy music bee nets, or 1th shop and Dangdang 8207.html "> Holding group heating, etc." is the reflection of this trend. For store 1th, on the one hand to the mobile phone and other areas of expansion, on the other hand also need to die to protect their own lair-food category can not be a mistake, this is a reason.

The second reason, imported milk by Alibaba and Beijing east, they are strong into this category, which makes store 1th feel the crisis and pressure. Imports of milk users more high-end, usually white-collar and other high-quality people, combined with imported milk as a daily food, users buy very high frequency, and substantial profits, if caught this category, will be able to significantly enhance the user's stickiness, while pulling the high-end people's purchasing power.

It is for this reason, Alibaba's cat supermarket will import milk as the focus of development, and Jingdong announced on June 6 to carry out 200 minus 100 of the big promotion, not to mention I bought nets and other vertical electric dealers also in the big dozen imported milk price war. Alibaba and Jingdong to import milk, make 1th store panic God, start unscrupulous to make big promotion, at the expense of their own bottom line and brand image to Bo eyeball.

However, just as the electricity quotient price war caused the result of the end, vulgar marketing, although it can bring traffic and attention, but the brand image is not good, now the electric dealer is beyond the past simple price war, eyeball war, began to enter the user experience of the comprehensive competition, counting on a poster, The day is gone when a slogan can bring sales.