Poly-Mei Excellent product marketing first service breakdown: Fragile Gorgeous mask

More than two years to participate in the 70 Doyan program

"CEO Chen Au" This brand is indeed a beautifully packaged product. Born in a good family, with strict tutoring, and a good education background, the number of young people who dream of a Stanford MBA, and the label of "The new upstart", undoubtedly the positioning of the "CEO Chen Au" Brand is accurate and successful.

But the CEO of the star of the success of the positioning of the effectiveness of the two sides: usually shiny, once the signs of trouble, there is a great chance of perdition.

AT the cusp of the Poly-Mei excellent products, the creation of China's largest cosmetics vertical manufacturers Poly beauty products, creating a "Chen Au body" miracle. But in a sudden marketing promotion and success since marketing, he was quickly involved in a Chinese-style internet business war, the face of the network of words of the bee pupa, human flesh, competitors slings, just enter the lake of entrepreneurs Chen Au seems a bit confused.

In other words, the bitter experience is the reality that Chen Au must face after becoming famous.

According to statistics, from October 2010 onwards, Chen Au has participated in different media 70 Doyan programs. From 2011 Chen Au and Han Geng appeared in the subway dual endorsement mode, Chen Au personally out of the mirror for the company's "endorsement" of the ads caused by strong resonance, the network set off the "Chen Au body" imitation upsurge. Chen Au next constantly appeared in Hunan TV's "Happy Girl", Tianjin satellite TV, "Not You," he also had with the star entrepreneurs such as Zhang to participate in the famous entertainment program "Up every Day", in the program, Charles Zhang is "Cute chao men", Chen Au is "the new entrepreneurial upstart."

Chen Au Whether it is the media platform of choice, or the form and content of the program, are very exquisite.

If it is to the marketing effect, Chen Au on the entertainment of the nature of the vast majority of the audience, because the United States and the user is excellent products with Hunan TV audiences very consistent. And if the CEO personal brand, financial and public welfare programs are more suitable.

"2010 did some interviews, but did not officially say that I must go all out, then the board discussion, especially Xiaoping teacher hope I stand out, but there are other investors said don't I stand out, I hope I spend more energy in business, but Xu teacher said must play an advantage, then I came out. Chen Au said that his angel investor Xiaoping, gave him the example of Charles Zhang, the internet's first generation of entrepreneurs, by playing a personal brand, at a very low cost of success led to the popularity of Sohu.

It is undeniable that in the case of high promotion costs, entrepreneurs to turn the body into a star spokesperson, for Poly-Mei Excellent products save a lot of advertising fees.

Marketing First service crashes

According to the official data of the United States, the store celebrates three days of sales of up to 1 billion yuan, the figure is close to the Beijing East last June when the sales, and the United States only more staff, Jingdong has nearly 50,000 employees.

Chen Au In an interview very implicitly said, "Anyway is certainly billion, but there is no to 1 billion, it depends on how you forget." ”

Excellent marketing, almost every year there will be an explosion of growth node, and each time accompanied by an outbreak of growth, but there must be a storm position. In particular, the "3 01" as the most, "Chen Au body" of the explosion of red, so that Chen Au Baidu Index once direct to the first-line star, poly-Excellent product flow also directly doubled several times.

But in the three anniversary after the celebration of Poly-Mei excellent products have been criticized, the main problem is team support, such as customer service system, warehousing logistics, technical system and front-end marketing can not match and support.

According to NetEase's price-comparison website of the monitoring, gathers the United States traffic rose 446%, which led to the frequent occurrence of the United States home page downtime, can not open the phenomenon.

"3 01" anniversary activities, netizens also feedback the activities of the delivery link, product quality, and other aspects of the problem, and the problem, the United States excellent product customer service staff disappeared, customer service phone calls, users are hung on one side, can not find people to solve. In addition, the question does not open invoices, consumer rights protection no way.

Chen Au has said, "in fact, the whole technology, server system cost is not particularly high, the highest cost is the logistics system." The logistics system makes us very struggling. After that, we will invest a lot of money in the construction of logistics warehousing system. "From this point of view, Poly-Mei excellent products next focus on logistics, the entire IT system upgrades in the secondary position."

Want to follow the cat "double 11" marketing techniques, do not forget to cultivate their own internal strength. In addition to the "trouble" of the courage, but also have the ability to "pocket".

Can Poly-Mei products ensure that after the next such massive marketing, easy to deal with? Consumers are attracted to come, whether to ensure that the server will not crash, distribution logistics will not time out, customer service can respond promptly?

Only in this way, the "Chen Au body" will be more people understand and respect. Otherwise, this is just gorgeous mask, sooner or later, consumers will be mercilessly ripped.