Orange, the Internet "King of Word-of-mouth" three strokes!

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(Source: Knowledge: Zhou Jinxin)

Referring to the marketing concept of orange, we have to mention the concept of "the Tipping Point", which is widely mentioned, and perhaps in the near future, Orange will be the classic case of popular marketing in the MBA program.

The American writer Gladwell's book "Tipping Point" (the Tipping) uses an epidemiological analogy to present such a view. There is not only one way to detonate a pandemic. Epidemic outbreaks require three conditions for people to spread the behaviour of the infection, the infectious substance itself and the environment needed for the infection to play a role.

When a pandemic erupts, three conditions lose balance. It was detonated because something happened that made two or even three conditions change.

These three conditions of change I call the law of the individual character (the law of the few), the adhesion factor (the stickiness Factor) and the environmental power of the "context". And the marketing of the Orange is entirely in accordance with this path.

1. Individual character rules (the law of the few)

In the article, the author thinks, the contact person, the expert, the salesman, as individual character easily leads to the popular production.

There is a concept in communication: Opinion leaders. These people are very active in social networks, and they also have the qualities of an expert and a salesman, who are trusted by most people as public figures, who offer advice to others as professionals, and are more likely to be accepted for reasons of personal influence.

Former tobacco King Kingkian 75 years old to start a business, farming has more than this more selling point of characters?

Attached Baidu Encyclopedia introduction, to do not understand the students to see.

Chu Orange _ Baidu Encyclopedia

"Kingkian" "Orange"

1928, Kingkian was born into a peasant family.

1949 participated in Yunnan armed side longitudinal guerrillas

Joined the party in 1952

1955 as chief of Shu personnel in Yuxi area

1979, director of Yuxi cigarette factory, Hongtashan famous

1994 was named the national "Top Ten Reform Man"

1998, the original chairman of Yunnan Hongta Group Kingkian Serious economic violations.

2002 was allowed to medical, after experiencing the glory of life and degradation, the 76-Year-old Kingkian returned to the Ailao, planted an orange.

2010 2000 acres of mountain species orange "Chu orange" swept the streets of Kunming, a moment people relish the legend.

We have all failed, whether or not to stand up again, Kingkian this most controversial figure, gave us an answer.

Chu Orange, inspirational orange, such a tall name, in the lack of energy now, this name is not enough? Kingkian, a legend in the last generation, you buy not a Chu orange, but a good chance to talk with the older generation in the family. When I really saw the copy, I felt a sign was born.

(This is Kingkian's unique advantage, but not replicable.) I think that this is the Internet "wonderful" can win the fundamental-only special, only topic, when there is a topic, you can manufacture the trend of marketing. This era, the need for personalized characters, because the Internet to all the information channels to compression, as long as you are legendary, enough "wonderful", the world will be attracted by your attention, channels will naturally spread for you. can refer to Ma Jiajia buy sex goods. )

2. Adhesion factor (the stickiness Factor)

One important part of getting the message out is how to make sure that it doesn't go in one ear and then out the other. The adhesion of information means that it will have an impact on people. You can't drive it out of your mind, you can't erase it from your memory.

The power of Weibo marketing and personal influence is now evident.

Oranges are not rare, they are not good to sell, and advertising may not work. The old man did not advertise, he told the story. And fame to take the early one reason, the old man did not have the news explosive, but he has vicissitudes story can tell. Naturally, the press helped him with his articles.

Chu Orange in the article within 24 hours was forwarded more than 7,000, Wang Shi's evaluation and evoked 4,000 multiple forwarding, November 5 a sale, the first 5 minutes were snapped up more than 800 boxes, a time Chu Orange became an inspirational totem.

This is the last year's Orange to Beijing, the same routine this year, the effect is still remarkable. By sending micro Bo Reds, clever interaction, virtually made a Heng sheep sheep repeated memories, so that most users know the micro-blog Chu Orange this thing.

Now mobile phone take a variety of Chu Orange, old Luo said Orange, sell book send Chu Orange, new financial subscription electronic version also send Chu Orange, Han one is also chu Orange, Merchants Bank Online Mall also sell! You can also pay a ~ "28 law" in installments. This law is more extreme in popularity, and very few people have done most of the work.

Originally life is the national distributor of Orange, as a new rise of the electric business, to tell the truth this set of play really slipped, this year also successfully operated "Mimi Dumpling Beijing." It is evaluated by most media as the precise value positioning, and the "media distributor" with extensive social resources and successful communication experience. "Media distributor" sounds good flavor.

(Electric business, traffic for Wang!i Dark Horse thought that the original life played a classic "small broad" campaign. Just like that year Jing Dong Dozen 815 Price marketing post-war period, steady electric quotient second position. Marketing, topic marketing, viral marketing, will definitely be the emerging electric power after all the battle!

3. The law of the Environment (power of the context)

Popular trends require a hotbed of development, and when an environment is formed, individual factors are unimportant. The law of environmental power holds that people are more sensitive to their surroundings than they appear to be.

More than 10 dollars a catty, blowing heaven, now living conditions so good, buy a taste why not? Who will not eat dumplings? Ah, you bought Ah, I also went to buy, a lot of stars have bought Ah, it seems very delicious ah. Then catch the end of the 11 consumption spree, natural demand.

Today in micro-blog saw a little girl said, she bought Chu Orange is not want to eat oranges, but buy the old inspirational concept, Buy is a healthy life concept, the following a group of boys praise. I knew that the orange was a real fire in China. In this China, a certain thing as long as the height of the forced lattice, nothing is fire, as long as you operate up, and then small public are the masses.