Roseonly blew up the three principles of fan marketing: Investors have to choose the right

Roseonly, the founder of New Wengwen, is an investment enterprise. Roseonly is the concept of love, "in roseonly buy flowers to send people, flowers will be and collect objects name binding, that is, life can only send flowers to a person." Now Roseonly has gained tens of millions of of billions of dollars in Tencent's investment, and they have their own unique internet marketing philosophy. Every day: "Dad, where are we going this Christmas?" Zhang: This Christmas, Dad will take you, do @roseonly special Love flower Shop of Love messenger, to send flowers to everyone. "This is a social marketing campaign this year Roseonly United Zhang father and son. Presumably everyone to roseonly this brand once very familiar with, 2013 Valentine's Day through Xiaolu Weibo marketing, roseonly a shot became popular, become the first flower brand in the day cat turnover. Founded less than a year, once the financing of the Tricycle, a new definition of high-end flower private customization "concept, roseonly in the end is what kind of company? How quickly they use social networks to make their brands fast? What have we learned in this fast-growing brand? Yesterday saw the founder of the Roseonly Boys, we listen to his own narration roseonly is how to do fan group marketing, the following is his summary of the speech. Boys in doing roseonly before, once regarded as a very successful investor, invested in the mass comment network and other companies, has long been financially free. How can a person who has made a successful investment in the field of business start from zero? Pu easy to give himself the reason is to bow a leap, people want to jump higher, first of all to bend down, low to the dust, the future will reach a higher altitude. Many investors do not invest in first-time start-up executives because they don't pull down and tend to puny. After the resolution, he did not choose the company address in the international trade three, Yintai and other high-end office buildings, but choose to build Soho. He said that Pan Shiyi contributed a lot to China's start-up companies, because Pan Shiyi in such a good location, built so rubbish building, and please come to such poor property, resulting in the house can not rent out and rent cheap, and finally become a paradise for entrepreneurs. Since the decision to start a business, must choose an industry and an entrepreneurial project. Boys in Silicon Valley, familiar with the business models of internet companies such as Facebook and Twitter, investors should have a natural sense of smell for business models. Last October, Facebook launched the Social gift services company Facebook GiftS, which allows users to use the service to give gifts to their friends. Boys has sniffed out business opportunities and wants to rely on social platforms such as China's Weibo to do gift services that connect with social media. He finally focused on the field of high-end flowers and created the Roseonly brand. In the internet era of everyone's convergence, to make the brand word of mouth, must give the brand a story, so that content hasAdhesion, the ability to form a viral spread. In the "Tipping Point" book mentions three principles that lead to popularity: content adhesion, principal human principle, environmental power. These three principles apply to roseonly marketing is also very fit, we are through the three principles of Roseonly fan group marketing. The first one, is the content of the adhesion, said the popular point, is the brand to have a story. Special is for the emotional value of flowers this high value-added products, it is necessary to give users a reason for consumption. Boys roseonly brand story with Love, Love is respected is only sex ", exclusive", so roseonly require users to send flowers lifetime can only send a person. This brand story, for some female users is very destructive, female netizens in a micro-blog to see their flowers gift box, will be @ to their lover, invisible among the word-of-mouth spread up. In addition to the brand story, Roseonly also set up a number of bridge sections to make the content more adhesion, such as handsome boys open the mini to send flowers, let the office screaming and so on. Of course, the brand story, marketing bridge must be based on the product good Foundation, so they find a special designer design flower box, choose to fly from Ecuador rose, the product at a glance must be tall ", satisfied with the part of the vanity of humanity. The second one is about the principle of the principal person. The main person divides into three kinds, the union member, the expert, the salesman, these three kinds of people in the Word-of-mouth dissemination plays the important role. For start-up companies, Roseonly, the boss is an expert, is also the first salesman, so Boys in the site just on the line of the moment, using King measures, in their own circle of friends pre-sale 99 boxes of Valentine's Day Rose, Sogou Wang Xiaoquan, the New hope of Liu Chang, century Jia margin gong and other people are actively forwarding, The results were sold out and empty. Boys said that the first batch of users are very important, are all the high handsome crowd, which for the brand Roseonly dozen tall "branded. In the following Valentine's Day, Boys on micro-blogging boldly to use Xiaolu to do microblogging marketing, said the day Weibo marketing to roseonly bring nearly 100,000 of fans, thousands of orders. Boys said that in micro-blog is the star "the most appealing, with huge fan group, should be regarded as the main people of the Union, in the marketing play the role of the media." According to Boys, they will also spend a high price this Christmas, please Zhang father and son to join the social marketing, the two will be in the Christmas Day as a messenger of Flowers "for lucky customers to send flowers." Of course, hot marketing can only be promotional methods, to continue to obtain customers, but also attached to the brand's fan group. Roseonly the first group of hardcore users, in the get so beautiful flowers, certainly in micro-bo, micro-letter brush a sense of existence, is a user, is also a connoisseur, but also a salesman. Roseonly in three major people, driven by the snowball roll of fans, now on the micro-blog accumulated more than 500,000 of fans, in the micro-letter accumulation of more than 100,000 of fans, become a firm source of traffic. Boys says the order of Tanabata arrives at 2000Million, sales reached 10 million, the power of the fan group can not be underestimated. Let's talk about the environmental power. First of all, the current exact career more and more abundant, more and more seeking character and personalization, the original kind of flower market to buy a bunch of flowers once fooled sister paper, high-end custom flowers is a market blank. Then, as many stars and winners on the social network for the roseonly, Roseonly story more and more knew, send love a bouquet of such flowers will get a sense of satisfaction, and Bai Fumi must back a LV package a truth. For those who received roseonly paper, the mouth blame boyfriend disorderly spend money, in the heart is happy opened flowers. This is the weakness of human nature, Boys firmly grasp this point. Investors from the Boys, the fan group in the construction of the most cherish the first batch of users, in the financing is also carefully selected investors. His angel investment selected three, robust Hebo, Entrepreneur Magazine's New Wengwen, Vogue magazine's Liu. Hebo is his entrepreneurial mentor, New Wengwen has a circle of contacts, and Liu can find the star Big V they use for marketing. For the future of marketing, Boys said he will also use the star in the microblog marketing. For micro-letters, in the marketing of no good way, they chose to let Tencent to invest, through a number of binding agreements to get good marketing resources in micro-trust. All the popular civilizations in the world are starting from a small circle and then becoming popular among the masses. And Boys is to find the brand story of roseonly, with snowball measures to build a fan group, and then use the social network to detonate, produced a new business model and popular civilization.