On the past and present life of Chu Orange

First of all, it has been given the Kingkian ups and downs of life experience, and secondly, in the in-depth analysis of the product understanding, the definition of consumer groups, to meet personalized requirements, with the "let the user participate in" way to establish their own marketing programs, through these processes Chu orange to success.

Many people are aware of the two biggest problems of agricultural products: one is standardization, brand value-added issues.

For a long time, all agricultural products have been used as common fields in the field of things, through the layers of intermediate channels to sell again, and did not become a real commodity.

Over the past few years, I've made a lot of detours, and I've come up with selling agricultural products like Coca-Cola that can standardize, while allowing users to pay for some cultural value and produce something outside of themselves.

The past life of Orange

The first part of the agricultural standardization with you to share my understanding, first introduce the background of ZHE Orange. 2012 site Just online, we went to Yunnan to see Zhe old, want to talk to him about some cooperation, at that time with an optional attitude past.

Website July on-line, in September with zhe old contact time, the daily average is 70 single, is very small new things, if from Yunnan local products shipped to Beijing, a car is 5,000 boxes, according to 70 cartons per day sales, to sell nearly 100 days, at that time is not too much grasp of a thing.

That year Zhe old already 85 years old, chatted after, September Zhe Orange Many still immature, zhe old to take off to us to eat, his mental state lets us be very moved. The two journalists who had been with him did not have the intention to cover the propaganda, but when they returned to Beijing, they wrote two reports the first time.

ZHE teachers are not allowed to interview, and can not do some excessive disclosure in the newspaper. These two reports should have been sent out in the November economic Observer, the economic Observer, Weibo, the first time forward, 10 minutes after Weibo, Mr. Wang forwarded the microblog, citing the syntax of General Patton, a person whose height lies not in how high he goes, but in how high he bounces down to the bottom.

Wang Shi around some of the business friends have made a quick forwarding, then Baidu's search volume has been a rapid upgrade.

In less than a week, the first car to 20 tons of goods soon sold, from the daily average of 70 single sites, within a week up to nearly daily 500, 600 single, up to nearly 700, 800 single. After the rapid adjustment strategy, found in the entire Zhe Orange Weibo spread of a word has been repeatedly mentioned is "inspirational."

The biggest feature of the 2012 was that people who were involved in spreading or buying were basically forums entrepreneurs who knew more about Zhe's old stories, who were involved in the entire spread, and that many people bought ZHE Orange as gifts and employee benefits for their businesses.

2013, the face of a problem is with ZHE old cooperation upgraded, sales with ZHE old agreement between the contract, to nearly 3000 tons, 2012 sales in 200 tons, doubled 10 times the pressure of sales. If 2012 is ZHE Orange year, 2013 is the annual marketing ability of the show.

Social marketing comes from product understanding

When the entire team needs to promote ZHE orange in 2013, the first thing to do is to understand what Zhe Orange is.

In a lot of marketing, do agricultural marketing, the most important thing is to understand clearly, the sale of the product is what. Finally through a few rounds of discussion, first of all we think that Zhe Orange is a good commodity, and secondly this product has the world's best spokesperson, the third is a food. It is a good commodity, we are more familiar with the ZHE orange, whether it is taste, there is the appearance, or planting, zhe always wholeheartedly into.

The third is food, food as a power provider has a benefit, especially easy to share, whether it is office colleagues, or relatives together, is a kind of food sharing, in the Chinese cultural environment is a very natural thing.

If it's something else, like a costume, there's basically no girl wearing a particularly good dress, and then telling her friends that you're going to buy one, so you hit the shirt.

The entire socialization communication must carry on a very deep analysis to the product, all marketing comes from this marketing team to the product understanding.

According to our understanding of this product, a strategy is to make it a communication and consumption subject.

We introduce the concept of personal gifts on the basis of gifts, highlighting the sharing between individuals and individuals to become a mutual transmission between each other, in the process of giving gifts to each other, to sell our products. According to this analysis, the theme of Zhe Orange in 2013 is called Inheritance.

We choose the media channels from the traditional media to the end, through micro-blogging into the media from the spread. We will all from the media to make full use of the dissemination of the main crowd is the same. Developed a set of advertising copy and the entire dissemination of material, the first phase tells everyone Zhe Orange is zhe Shijian species of crystal sugar orange.

Put Zhe old his life done a summary, life always have ups and downs, the spirit of the end can be inherited: the 85 life, 75-year-old again entrepreneurial, hard 10, knot 2400 acres of orange fruit, and 21:1 gold sweet and sour ratio.

Few people take a number to describe a taste, and we propose such a number to describe the individual taste sensation. Finally we made a refinement: In line with the young people's understanding of the concept of the attack, the joy of the Chinese people appreciate the sweet.

We have made a strategic analysis of product marketing, the actual operation attaches great importance to packaging, now more and more products began to pay attention to packaging, at that time or more innovative to do this thing. In the design for Zhe Orange, the zhe old man like black and white background, with his life for the product endorsement, the whole picture Orange is bright.

In the entire package to do a manual, made a pre-sale card, ZHE orange sales period is one months, 2013 in October to do a round of pre-sale card sales, as a personal gift delivery. This is a box that we designed to make this package more approachable to young people. It was a relatively innovative thing last year.

Personalized customization to prolong the spread of aging

The third part, sharing is the concept of personalized customization, then do ZHE orange I have two cases, the first is the Palace Museum. The second case for reference is Coca-Cola, this year with the lyrics, the standardization of products to do a division, each person to buy this product, get their hearts favorite label.

At that time we through the internal brainstorming, on Weibo to do the early netizen interaction, done nearly 12 personalized packaging: Some of the network on the popular language on the packaging, forming some special labels, each label behind a crowd, is 12 people.

For example, there is a sentence called "Thank you for letting me stand to make money," which is a line in the movie. 2012, the boss bought a lot of Zhe orange as a welfare to staff, can let employees buy ZHE Orange to the boss or superior, so that the audience bigger. Do later statistics will find that many bosses bought Chu Orange to have business relations with him or owe money suppliers, found that the rate is very high.

Like "One in a complex world is enough", at that time is the main 80, a literary youth, then gave Han cold sent such a box of ZHE Orange, he made a sun on Weibo, including his own app "ones", including his friends around him and his father are also involved in sharing, This became a popular microblog at the time.

The interaction with the Eagle Master is "even if you are rich, I still think you are handsome", this time someone came to reveal the truth: Do you think you are handsome? How can you be so comfortable? The interactive and ridicule of entertainment is produced.

Apart from trying to impress the whole of our preferences, also consider the ZHE orange very inspirational, in the one months of sales cycle, let everyone repeatedly told such a story, will be tired of people, plus ridicule class things, to some tall digestion, the formation of subculture of things, the dissemination of the actual effect will be greatly extended.

This is another package we do, "I am very good, you also take care of", this is the 2013 Faye Wong and Yapeng divorced, Faye Wong gave Yapeng a word. Some people also said that the words into the packaging, will not be bought? It turns out that in our company, people bought his boyfriend and felt very snort.

These reactions are a very important phenomenon in social communication, open communication, in the whole marketing process has not been the slogan of the past, or preach-style, buy a time in central television to continue to speak a word, by brainwashing way, let users remember, but with the same as the millet to let users participate in, do not give him the standard answer , let him in, the sense of participation and communication will be stronger.

This is another video case we did at that time, "pay tribute to each other", Zhang is the founder of Tick-Tock, when the choice of people are looking for just some of the people in the community, there are two reasons, first, we have no money.

In this era, the mass idol is gone, some are just the idol of the audience. Each of us took a 3-minute video, these people are 30-year-old young people, they are in a career transition, I think through their experience to map to Zhe old experience, now young people in the city is indeed not easy, but with zhe old experience to contrast, many have vanished, insignificant.

Aimed at the main crowd is, chose the object is Jiang Ark and Han, this time is Han to get the annual championship of traffic jams, Han Han itself to zhe old very respect, he in the interview Zhe old as an implant, basically all the interview he will mention Zhe Orange.

If give to say, perhaps many people do not understand, if through Han's mouth to the speech, we are very happy to accept. At that time we considered to be the main young people, so the ZHE orange marked with pinyin.

We put a sentence of Chiang's Ark in a box, with a limit of 1000, to buy a box of ZHE Orange will send a book Jiang Ark. Jiang Ark gave the 1000 copies of Zhe Orange to his friends, these people were given by the Chiang Ark Zhe Orange, they have to interact on Weibo.

Luo is a fan of the Chiang Ark, he sent a micro-blog, following a post with a paste that you are not advertising? He said directly below, advertising dead family, then he sent 10 consecutive, so someone asked me whether it is my message.

Including many celebrities like Liu Tao in the whole of the second half of the time, joined the whole frenzy came, feeling I don't say two sentences, I went out.

Finally I share my recent thinking, I think the whole channel is a trend of brand building. In Le View put forward a concept, called five-screen linkage.

Through such a model, you can completely track the user every life scene, the user fragmented time to integrate down the road to buy food and the journey home on the way to the experience of food, video is the most suitable for the performance of the rich media forms of ingredients.

Now there is a very good trend, here you want to do farm products, or agriculture, should pay attention to this direction, is the smart kitchen.

Through the intelligent kitchen equipment, you can find a trend, the future is no product only services, if the simple selling products, in fact, is very easy to be eliminated, users really need is the service. All the equipment in the future is a network client, we can imagine that all the equipment in the kitchen will be connected by the Internet, refrigerators, microwave ovens and so on, users need is no longer a food material but solutions.