"Orange" color storm--decoding the success factor of the electric quotient of Chu Orange

Legend Chu Orange

This year, the Double 11 big promotion Eve, fresh vertical electric Dealer "originally life" hangs out the huge topic page, announces the CHU Orange pre-sale officially opens the prologue:

Originally Life Chu Orange Special topic

Almost at the same time, other channels of electricity have joined the ranks of the sale:

JD Fresh Channel Home Focus map

Sina Network Subscription Project

Sales of the situation as expected, the November 5 pre-sale deadline, the first batch of picking has been out of stock, the dealer's additional orders from the flood to ...

Close to 6 yuan an orange, and once again created a sales Chuang Qi.

Channel problems

Chu Orange "electric shock" is starting from October 2012, at that time, "Chu Orange Beijing" public opinion is vigorous, attracted a lot of media and Big V attention, and finally let the Chu Orange in their own electric dealer "Year One".

From the Baidu index can be seen, since October 2012, Orange's concern with the trend of sales period changes

But most people do not know that just a few years ago, the Orange was still in the agony of selling channels. At that time, Chu Orange has been completed in its place of origin in Yunnan Province sales layout. With the expansion of orange planting, the increase in production, how to go out of Yunnan, to open up the national market, has become the first issue in front of the Chu Orange.

Chu Orange founder Kingkian originally wanted to take the path of traditional channels, put their own oranges to Wal-Mart, Carrefour and other large business shelves, but these channels are generally very long accounts, coupled with the stringent requirements of the procurement channel, Chu Orange is also unable to compete with international brands such as music, so finally failed to do so. and take the traditional fruit wholesale channels, Chu Orange in Yunnan's brand advantage in the "only recognized varieties, do not recognize the brand" of traditional fruit distribution mode will also disappear.

Until fresh vertical electric dealer "originally life" found Kingkian, for its access to the Royal Park, "Orange" color storm began to sweep, unstoppable. "The record of 1000 single day orders took place on November 12," said Eric's report, "the second of the 11 World War", which had been sold for one weeks. ...... As soon as I entered the office, I saw several employees carrying fruits and vegetables. The door of the conference room was plastered with newspaper clippings about the orange. Go further, customer service, market, technical department each occupy one area, most people's desk is piled up with goods, sometimes people wear to wear. A whiteboard written in big characters: ' 1000 is what we do ', surrounded by an employee's signature ... "In the May this year, Oriental Entrepreneur Magazine, also has a sales report:" Originally Life Net originally entered a car Chu Orange, originally planned to sell one months, the result three days sold out. Because the sale is too hot, the middle of a few broken goods, even need to book. Finally sold 200 tons, in short supply. ”

Success factor

From the marketing point of view to analyze the orange, we can find that Chu Orange and many successful cases have some similar genes:

Success factor One, people with stories

The success of Chu Orange, founder Kingkian is absolutely the most important factor. This year over eight years old, himself is a legend, Chu old related reports have a lot, this no longer unfolds. The core is: The key personage has become the brand entire marketing value most indispensable important brand premium asset existence. Kingkian just began to sell oranges, named "Plateau Prince", once unsalable, until his wife in product packaging propaganda words hit "Kingkian kind of orange", only really opened the market. This is the name of "Chu Orange", and the original product name of the orange "cloud Crown Rock Candy Orange", the popularity is not very high.

Here is an interesting example, a few days ago, I just bought the CHU Orange please a business companion to taste, he did not understand Kingkian, so eat the first orange, he just feel "very delicious, very sweet." And when I told the old life of Chu, while he peeled off the second orange, his eyes have been revealed stunning, eating thoughtfully, and then their own initiative to peel the third ... At that time I used a joke to sum up-eat Chu Orange, with the story of Kingkian, Chu Orange sweeter.

On Weibo, there are netizens who commented on the Orange: "I bought it for this man." ”

That's true.

Because of the cultural environment in China, the thinking habit of "the funeral of the ancestors" is deeply rooted. When you do business with people, the other person's recognition of you is often more important than the product itself. Before I heard a story, a VC in the evaluation of the current, will arrange the founder to drive, take a most congested route, in such a "will appear in all kinds of random situation of the scene," to observe the founder's character. The same is true of our usual "business on the wine table". Jobs, Lei, Zhou 祎 ... are masters of converting personal assets into premium brands.

In the orange selling period, there are many companies to emulate the figure of the bosses. For example, the bundle of orange sales of "Willow Peach", and "Pan Apple", but the effect is not a good orange chu. There are two key points in addition to the ownership factor:

Bundle of orange sales of "Willow Peach"

Pan Apple

1. The relationship between the "story" and the present social environment. The closer the degree of relevance, the higher the degree of concern. A series of macroeconomic adjustments this year, emphasizing the positive energies of "happy China" and "China Dream", can find the most fitting projection in the life experience of the Kingkian 81.

2. First-served effect. From the perspective of communication, repetitive content will weaken the effectiveness of communication, especially in the current era of information consumption, the public once consumed the "Kingkian", the needs and preferences of the latter will be greatly reduced.

In fact, the founder or leaders of modern enterprises are in the conscious packaging, but most of them are not very successful, the main reason is that the external packaging and the intrinsic degree of integration is not enough. Or, "master" their own concept is not in place, in the packaging and actual performance can not form a unified communication force, the second is the frequent movement of leaders, it is difficult to ensure the continuous implementation of the adjustment.

Of course, a step back, even if the story of the people, out of the product itself is not good, products and people to complement each other, in order to burst out of huge energy.

Success factor Two, a good product with stories

The success of Chu Orange, in addition to the halo effect of Kingkian, the quality of the product itself has a place. Chu Orange than the general orange, color nature is not gorgeous, thin and juicy, sweet, very intuitive for consumers to eat travel on the opposite sex.

But that's all, and it's not enough to rely on these external differences to prop up a high price, but also the story of the oranges themselves.

Flip the Orange and the original life of the microblog, you will see a lot about the planting of orange description, from the Kingkian 6 years of fruit cultivation, the strict control of 260 flowers per plant, to the planting of the climate, water, control flow and so on a series of stories, all superimposed on the "delicious orange" above, behind the refraction of the simple, Natural, hard, struggling sweat ... Chu Orange made full use of their own advantages, will be people's attention to food safety, the south of the colorful clouds, such as the good impression of all the positive factors, and finally to the consumer heart left Deep "trust" two words. Not everyone who buys oranges can see the orange planting process, but they all believe it.

In the introduction of fertilizers, deliberately point out the use of "tobacco stem", as if there is nothing in the disclosure of "Smoke Wang Chuang Qi" is still continuing

The excavation of the product story, the same as the above, the key is whether the story can relate to the current social environment (such as the Orange to food safety), causing resonance, whether enough to differentiate, and other competitive products. In addition, must not ignore "the story of good products have stories of people" to achieve the effect of 1 1>2, many enterprises often only to do their do second, can not form a three-dimensional marketing force.

Kingkian and the story of Orange are complementary

Success Factor Three, the most suitable channel

As mentioned in the opening, the Orange was suffering from the channel, encountered a fresh vertical electric dealer-originally life.

At that time the original life is only a set up less than six months of the company, and the market there are also other fresh electricity dealers. But with the media background of the original Life Operation team has undoubtedly brought a huge market vitality. The buyer, known as the "journalist" and the "editor" of the cargo tube, will release the success factor of the Orange. I believe that the orange choose any one of the electric dealers can get through the sale, but can become "legendary", still have to make a question mark. So Chu Orange and the original life of the "marriage" itself is a legend, it is difficult to judge in the end is the original life achievements of the Chu Orange, or CHU orange achievement of the original life.

It was a way of selling content attached to a product, in essence, many fresh products of the marketing problems, such as orange, such as traditional agricultural products are subject to cost constraints, not like the traditional FMCG or consumer durables industry, with a more mature market team and supplier team, and more focused on the sales channels. The original life in essence is the market and sales of the two-line "unification" to provide one-stop solutions to help these fresh enterprises in the marketing chain to achieve the coverage of each link. Compared to last year's "Chu Orange", originally lived in this year to the story of the Orange to do a further extension, around last year Kingkian "inspirational" theme packaging a lot of younger elements, such as Han, the new generation of writers Jiang cooperation, and the United Beijing News launched the "search for China's inspirational youth role model" series of reports.

Jiang New book Joint sales

The micro-blogging interaction of Han "one"

Http://v.youku.com/v_show/id_XNjMwOTIwOTQ0.html

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