On the elevator of Hongqiao Building, No. No. 930 Zhongshan Road, the crystal sugar orange and kiwi fruit were moved out

December 17, Shanghai winter to the first rain, No. 930 Shanxi Road, Hongqiao building in the elevator, crystal Sugar orange, Kiwi moved out. The sales season for Orange has arrived in the last week, originally Life Network President Assistant, East East, general manager Yang Xuatao is still very busy, although compared with the first time in October, the East East team has expanded more than 10 times times, but he still failed to draw staff to participate in a 16th promotional forum, and in a period of time, This is the original Life network under the promotion of one of the main ways.

The original Life network how to do social marketing, is the original intention of our interview, but in the fruit heap and telephone bell, Yang Xuatao in a minute said 7 times "really not we do", he did not even agree with Chu Orange, Liu Dao, pan Apple is socialized marketing. 2 hours of interviews, Yang Xuatao on the "hype" of the verdict is very criticism, he from last November's Chu Orange to Beijing to humble, and then asked: "Do not spend a penny of publicity, can it be hype?" ”

His boss, Huanhua, that year in the media circle to sell the newspaper the best people, feel that they just for the media to find a "good topic", and the consumers of oranges, urban crowd, Huanhua they defined as the city's nerve endings, their safety requirements, value orientation, is Huanhua again familiar with.

In the absence of want to do fresh electricity business before, Huanhua team name is hung Kai Yuan investment, from 2010 to the company set up nearly two years, they as an investment company identity, research nearly hundreds of companies, Yang Xuatao said is "basically all the internet involved in the industry." From the investment hands to get money, crazy to find Internet company boss Chat, two years later selected direction to do their own, the first investment has a project model, Yang Xuatao also feel very strange, investors give money just out of Huanhua trust, and this trust unit is billion.

Chu Orange in the original life online sell not cheap, a big reason is that the original mode of life is very heavy. In general, the choice of the Internet, platform of the electricity business, the lighter business model is the reason for entrepreneurs to cut, but the original Life network but the procurement, logistics, cold chain, warehousing, sales all into the bosom, the founding team "must go to the scene", "must be the control process" of the obsession, with a deep media person imprint.

This October, before the sale of the orange, originally living net East China station, South China Station successively on-line, the revenue scale and the team's expansion speed, has exceeded the Huanhua anticipation, but in the marketing aspect, originally the life also no longer satisfies in whenever, the entrepreneur, alone a capital city, enters 2013, originally the life launches "the Youth edition", " and to expand media channels to regional media and more social networks.

Free Kiwi

Meeting with Yang Xuatao the next day, December 18, in Guangzhou Avenue, No. 289 South newspaper 17 floor, a box of 4-pack Kiwi was sent to the editorial office. After the peach was cut off, the people in the Office shared the taste of the kiwi, the creative packaging, and the original life net of the peach when they were supposed to talk about the year-end special.

The young woman editor in Beijing, Shanghai, Guangzhou, Shenzhen, composed of four in the discussion group asked: "Orange and the original life net is what?" What does it matter? On the other side, a senior editor who had just registered a Kiwi was photographed and sent his own micro-letter, and in her comment area, she concentrated on "How to get a gift?" Who's giving away? ". A day passed, her circle of friends, filled with "I love my original" package of Kiwi pictures.

This is only Zhang Danping "hundred floor" planning of one of the corner, Zhang Danping and Yang Xuatao positions similar, President Assistant, south of the head of the south. South China's two weeks later than the east, but she has quickly and the Southern Metropolis newspaper about to sell Orange, Yang Xuatao said, in Guangzhou, Southern Metropolis newspaper advertising department has more than 700 people are helping them sell oranges.

After several waves of local media "Chu Orange into Yue" report, Zhang Danping planned the 18th free delivery activities. This call for women's Privilege Week is limited to Guangzhou and Shenzhen, the southern region has selected a representative of the 100 office buildings, stipulated in the delivery range of women working, as long as the mobile phone registration of the original Life network, free shipping value of 18 yuan to send a kiwi.

Guangzhou, Shenzhen, women, office buildings, these several key words in line with the original Life network 2013 years of strategy, in the last winter of the "Chu Orange" publicity, Huanhua found that the popularity of oranges and buy the crowd, confined to whenever and men, and through the media to report, only distribution capital, has been unable to satisfy Huanhua's appetite.

Originally living in the network in October has been online in East China Station, South China station. At the beginning of the line, in addition to find their familiar media, offline push activities are also intensively spread out. Hundred Building Register to send Kiwi before, originally life Network has planned the hundred building registered to send lemon and other activities, Zhang Danping told reporters, a 5-day activity Week, the original Life network prepared 30,000 Kiwi, in the first four days of activity has sent 20,000 copies of 80,000 Kiwi.

"Last year's Orange was more than expected, but the disadvantage is that this influence is limited to Beijing, only male, financial media only." Yang Xuatao said, based on the experience of the previous year, it is not difficult to explain the East China, South China Station, the launch of the women's Privilege week. This is familiar with the media taste of the Electric Corps team, often detonated in a public opinion after the transfer, and then in the next corner, awakened new audience.

According to the original Life network introduction, the company has set up three large areas, distribution in north China, east China, South China a total of 22 cities. Since entering the 2013, the media for their reporting is no longer limited to financial media, more localized, urban newspapers in the layout, printing the "Chu Orange, the original Life net" word. In addition, the new plan this year "pay tribute to the" "home to eat" and other topics, but also through micro-bo, micro-letter infiltration to a wider range of urban nerve endings within.

The beginning is in control, but the effect is much better than expected, did not spend a penny advertising fee of the original Life network, in the end is how to become famous?

Wider web

"Orange Beijing" has been the past year, the second quarter has also entered the end of sales, compared with last year, whether the marketing method or sales channels, the original life of the network has been many times.

Jiang sat in front of the camera, in a slow-paced guitar sound, young genius began to tell the story of his growth, she said to be questioned and distrust, but also her first because of family distress and write, become the Public enemy want to drop out of the story of the public, to the end of the time, Jiang said their dreams, eggs and letters before, Originally living the national authorized sales of the picture stopped for more than a second.

This film is originally a life deputy General manager Sheng producer, film and the Beijing News media cooperation filming, Chiang Ark is the first issue, and then tick-tock taxi Zhang, Flowers total lost golden, Zhao, the Three Kingdoms kill Huang, to December 16, this is called "Orange salute Kingkian, looking for Chinese youth inspiring role model" Series, there are already 10 people in the field, in addition to the Chiang Ark mentioned above, the other people are difficult to calculate big V, but none of them from the same industry, the only similarity is that they are all.

Salute series came out, Jiang Ark in its certification Weibo on its own customized version of the Orange, she said, "never vicissitudes of the vicissitudes of honor." According to later statistics, the film on the video site has millions of clicks. "Pay tribute" is inherited from the main line of inspirational Orange series of short films, Yang Xuatao said, let the 80-year-old entrepreneur Kingkian, is the meaning of the plan, is to promote the spirit of the inspirational to the younger, in the middle.

Originally life to go younger road, but also not only in the film, many people in micro-Bo Sun different logo of the CHU Orange packaging, "even if you are very rich, I still think you are very handsome", "Masan Chuan" the author of the stream Lianshui purple is "micro-orange to greet the small Lord", and to have 30 million of fans of Han, His slogan is "In a complex world, one is enough".

The thing is, November 16, at noon, Han made a micro-blog, the content is "I think, gifts do not need to be so accurate ..." The figure is the original life of the carton, a Chu orange, and that paragraph slogan. According to later statistics, this microblog has 300多万次 reading volume, 4,000 times forwarding and commenting.

After Han's Big V is Pan Shiyi, he did not receive the orange, he is with Huanhua to sell together, and they sell the flower cow Apple is directly named "Pan Apple", Pan Shiyi and Ren Zhiqiang on Weibo and other big V forwarding interaction, influence should be no more than Han Han that bad, and similar to Liu, Lenovo's Jia wo group planted kiwi, Also named as "Willow Peach", and "Chu Orange Willow Peach", is also the life of the recent hot push products.

In Shanghai, Hangzhou, Nanjing, there are many Yang Xuatao cooperation newspapers, Oriental Morning Post, news morning, Qianjiang evening, Nanjing morning, are all good relations with his several newspapers, "in East China Station line, the orange sales season, the several editions of the newspaper every day to help us report, but the same, really did not spend money." Yang Xuatao said the promotion fee and stretched.

Cross-examine, Yang Xuatao added, "They are with us to sell oranges, as well as the southern metropolis of Guangzhou newspaper, south of the advertising department has more than 700 people to help us sell Chu Orange." ”

Media Magnifier

"Originally life to Han cold advertising fee?" "We have thrown the issue to Yang Xuatao, given the many comments in the comment area that doubt its endorsement."

"No, really not." Later, Yang Xuatao has denied speculation, Soft Wen has a dozen times.

In some media discussions of advertising and marketing, originally Life Network marketing model, there are stars, stories, humor marketing a variety of concepts, but Yang Xuatao do not agree, Bloomberg Businessweek Chinese version of the Orange incident, summed up as Gladwell in the "tipping point" in the three conditions: "Individual character law, The law of adhesion and environmental power ", that is, that some opinion leaders or social geniuses participate in the dissemination of contagious information, which coincides with the social needs of the time, the epidemic will form."

Yang Xuatao not to comment on this academic analysis, he did not even want to admit that the pop is a social marketing, and his boss Huanhua, Yang Xuatao slightly helpless to explain, originally life just gave the media a good topic. "We've been a journalist for so long, and we know too well what material the media needs," he said. "Yang Xuatao said.

On this basis, Huanhua added an explanation that the media focus on agriculture is too small, and users have a high thirst for food safety. A reporter who interviewed Kingkian at the end of last October told the weekly financial report when the acquaintance of friends in small Talk, the original life revealed to Yunnan and Kingkian signed the details, and Kingkian, agriculture, species of oranges, let him feel very interesting, so follow the interview, then wrote a series of Chu Orange report.

Originally living in the network in July 2012, according to the introduction of Yang Xuatao, in July to November, that is, before the Orange appeared, The life of the network is in the seal stage, the daily order quantity is only a few single, more than 10, and most of the buyers are their own. But after a "Chu Orange", everything changed, orders from 10 to 1000, sales hotline was blown, inventory emergency. Initially in the contract with Kingkian, originally living only 20 tons of goods, but the media will enlarge its story, the source of sharp tension, Yunnan and emergency from other customers in the hands of 100 tons to Beijing, and last year the final sales volume of Orange is 200 tons, 10 times times the original plan.

"Orange to Beijing," after the report, the Chu Orange, Kingkian, and the original life behind the network was crazy, economic observer on the day of the micro-blog was forwarded comments tens of thousands of times, and more powerful or big V forwarding. Wang Shi said to Kingkian two times, "the measure of a person's success is not to see the height of his peak, but to see him fall to the bottom of the rebound force." "This microblogging has been forwarded comments nearly 5,000 times, more people also learned that Wang Shi, Wang, these idol idol is originally Kingkian, Wang Shi evaluation Kingkian said," If I met his frustration, to his age, what would I think? I know that I will not be as brave as he is. ”

The list of forwarding, in addition to the media Officer Micro, there are Wang, Xiaoping ... Yang Xuatao said it was an unexpected effect, "their reports, forwarding, comments, attention, are not we do, they are spontaneous." ”

That's not what they did.

How to play Marketing

"To be honest, the first article of the" Chu Orange to the capital ", and the Beijing News's inspirational salute series, the media, on these two times is our initiative, and also did not spend money. "Ask repeatedly, Yang Xuatao so answer."

Originally life Net gave newspaper a good topic, this problem is their buy hand and the editorial department found, Huanhua and Yang Xuatao all agree with this point of view, the success of Chu Orange, Kingkian is the story characters, legends of species oranges, entrepreneurial trends, and oranges are really delicious, is the reason.

"The salute series with the Beijing News is that we want to spread our values between the two, the same, and not spend money." "Yang Xuatao said. When it comes to why it's free, he sums it up to the team's media background, and the newspaper needs this kind of attention, and life is too good for it.

But Liu, Pan Shiyi, Han, Jiang, and local media are willing to help the original life for propaganda?

Kingkian is their own species of oranges, and Liu is an industrial investment, Yang Xuatao that there is a big difference between them, nor is the same component of the event, so "Chu Orange Willow Peach" to be bundled sales. Concrete to how to do Liu Dao marketing, Yang Xuatao Frankly, Jia Wo Group News point is not much, the strength of the original life is not as good as the Chu Orange, the same only, the original Life network needs these celebrities for product quality endorsement. "When we were in contact with the Jia Wo group, they are not happy to name their Kiwi Liu Dao, then we find Liu himself, he himself recognized that the name and cooperation to set down." "And the form of cooperation is currently limited to common sales."

After Kingkian and Liu, Pan Shiyi also has his own "brand", is named "Pan Apple" Gansu days spray Cattle apple, is the original Life network bought hand in the local excavation of another topic. Yang Xuatao introduced, the flower Cow Apple is the site's alternative fruit, and in the local procurement on the road, buy hand to find the home of Pan Shiyi is Tianshui, and its own local agricultural support. We found Pan Shiyi, asked him whether he would like to help the villagers to sell apples to Beijing, he readily agreed, also did not spend money. Yang Xuatao later thought, if give him money, cooperation but to talk about collapse, this help senior media, once again accurately grasp Pan Shiyi's local complex, and dry a single free sale, and in fact, he also admits, if there is no previous two cases, Pan Shiyi will not agree to cooperate.

Chu Orange, Liu Dao, pan Apple is the original Life network of the three star products, find a celebrity of agricultural love for quality endorsement, this is the original purpose of life network. But Han, Jiang, Zhao, you are afraid to find that they have too much with the agricultural fetters, for these celebrities, the original way of Life network is: for them to customize the product planning to meet the needs.

Han is so clever, how could he agree to help us to advertise? We must also meet his needs. "To find them, to convince them, first is the advantage of media origins," Yang Xuatao said.

"We have colleagues with Han Han, and then found Han cold do this program." "Yang Xuatao said.

"What about the other big dealers and Han? Is it not just the advantage of the original Life network? We pressed him.

"It's true, but everyone who participates must find his needs, the people we look for, they have their own needs, and I think the scariest thing is that there is no demand." Yang Xuatao explained. Han, for example, the micro-bo "complex world, one is enough", who know Han has "one" APP, so personalized cooperation program, Han is also willing to accept.

And Chiang's Ark, in the original plan for his custom of the orange, users each purchase a box of custom version of the Orange, you can receive the new book Jiang Ark "I admit that I have not gone through vicissitudes," the same, "Caixin New century weekly" subscription gift of Orange, the Three Kingdoms kill, tick-tock Taxi founder of the section, no one is not.

In addition, Yang Xuatao also introduced the form of cooperation with the local media, since October to Shanghai, Yang Xuatao and Shanghai Oriental Morning Post, news morning, Hangzhou Qianjiang Evening News, Nanjing Morning Post has established a good form of cooperation. Specifically, this cooperation is "report plus sales", for example, the morning news, in the original life in Shanghai, Chu Orange sales season, it published a number of layout reports, while in sales, the news morning newspaper has its electric business platform, readers read the report, and then dial the newspaper call center, purchase and distribution by the newspaper itself responsible.

"We distribute the goods to the newspapers at a discounted price, and they send us coverage, and as for the morning news, it was their best time to work with us." Yang Xuatao told reporters that in Guangzhou, the cooperation with the Southern Metropolis newspaper is also so.

Stubborn to buy a hand

Fresh electricity business, as well as media circles, many voices will be the original Life network of the outbreak summed up for the success of marketing. But this, Huanhua disagree, Yang Xuatao also disagree.

We asked him, what is the core mechanism of the life net? They answered very similarly: "Buy hands."

On the original Life network of the industry definition, marketing Center General manager Hu Haiqing, deputy general manager Sheng will be summed up as "media distributor", in the interior, they to the editorial office, procurement personnel are known as buying hands, planning, sales team is called editing. Once a week, the topic will also be like a newspaper general, but the selection has become a choice, such as orange, Pan Apple, is to buy hands in the country of origin run out.

Huanhua that buy hands to solve the problem of food safety, Yang Xuatao further explained to solve the food quality, food safety traceability problem. "Buy a hand must go to the production base, will grow the environment, breeding people, cultural characteristics of mining out, in addition, buy the hand to the offline shopping guide task to solve." Yang Xuatao explained.

Buying hands solves the problem of trust, but life thought it was not enough. Today, the original life has been a dozen of people's media entrepreneurial team, expanded to 300 people in addition to production of the whole industry chain team, at present, the original life of the division of labor has products, operations, technology, procurement, customer service, quality control, warehousing, logistics, sales, which front-end procurement and the way of logistics, warehousing staff.

A fresh electricity trader told reporters that fresh electricity business is the most difficult is the logistics and cold chain, and this part of the cost is the highest, from the procurement to the final sale, the details of the other areas are not comparable to electricity, and this is to restrict the production of fresh electricity business is not the cause of the scale. Yang Xuatao said the cost of life is better to control the reason is that logistics, cold chain are doing their own, logistics is Hongji investment company micro-mission, and their characteristics is to do cold chain distribution.

Procurement, logistics, warehousing, sales all in a, compared to other electric companies, originally the mode of life is very heavy, but Huanhua said, if you want to ensure the quality of fresh goods, this is unavoidable, only the entire industry chain tracking control, to ensure food safety, and this is the media to choose fresh business start-up.

Yang Xuatao to the play "easy and easy things have been done by smart people, we can only do the heaviest things." He handed to Huanhua's results, the daily average of 1000 orders, 300,000 turnover, in addition, he also disclosed its cost bill, customer unit price of 300 yuan, margin 40%, and cold chain logistics cost is lower than the industry 40 yuan, down to more than 10 yuan. The Better-than-expected results gave Yang Xuatao confidence, and he made a prediction that "the east of the east will be the company's biggest source of revenue".

However, a person in Taiwan, Shanghai and other electric dealers in the industry told the "Financial weekly" reporter, fresh electricity business is the largest investment in logistics, and for the characteristics of fresh goods, electric operators can only be around in the metropolitan area to operate. Although the original Life network has its own logistics and cold chain department, but the person believes that a one-time huge amount of input logistics, may bring difficulties to future earnings, he expected, the original life of the return time will be relatively long.

So it seems, through the construction of logistics and cold chain distribution to protect product quality, although a certain amount of bargaining space, but for the original life network such a self-made, heavy mode of the electric business, the profitability of the problem is still in the future for some time the great test.