Shangxiang's Business Mall: Play Weibo marketing sell 1 billion sales

Shangxiang Data Map

Content Guide: He spent a year, will be http://www.aliyun.com/zixun/aggregation/9917.html "> Huaqiang North Online," the quietly unknown company's sales from 0 mentions 1 billion yuan, Weibo marketing is a magic weapon for him to play around with this miracle. But to continue to grow, is this replicable?

Huaqiang North Online Vice President Shangxiang is a downright "micro-bo control."

This is not a control. Not only is the original more, commented frequency, but also because he made full use of this social tool, in making himself as an individual internet "poison tongue" celebrity, and effectively realized his as a professional manager to promote the company's sales function.

Shangxiang today still remembers a tweet he sent: "Come to me whatever the problem is." "Seemingly inexplicable, but it is he came to Huaqiang North online, with micro-Bo marketing made the first big single key."

At that time, because he often pioneered some of the Internet, especially the electronic commerce industry exclusive news, can also give a lot of unique analysis of the industry, he has been Weibo on the industry Tatsu people. So, he thought, since Micro Bo can sell themselves, then can use the personal credit on Weibo as an open guarantee, to promote the obscure business shop direct sales?

The effect is indeed obvious, the well-paid of this Weibo has been recognized by many fans. Soon, the company won a large single enterprise, a peer saw its price advantage, one-time order 100 units iPhone4 to do activities.

So, in understanding his micro-Boda identity is more valuable at the same time, he began to explore how to use low prices and promotions and fans "play games", and created a "naked, crude" precedent for selling on Weibo, he said in an interview with The Economist: "Weibo will be one of the top ten sales channels in the future and the most effective." ”

According to him, he only in a year to the company's sales from 0 to 1 billion yuan, with micro-bo to play around the online mall. Just, to continue, sales to the new level of scale, this "rough marketing" mode is replicable?

Adopters

Shangxiang is a person who likes to be a delicacy. Electrical business experienced him, choose to join Huaqiang North Online, has long been considered. Finally, he felt that the B2B2C model was never touched, so he chose this kind of cat platform.

He also understood that to sell at a low price, with the model of the flow of burning money to let the electric dealers into the loss of mud, and painting not according to the business logic of the circle. "A lot of electric business entrepreneurs fail in the capital and supply chain, if not solve these two problems, the electric business start-up basically will not succeed." "But he believes that Huaqiang North is the global electronic Trading Center and Logistics Center, and the site behind the Chaoshan consortium support." "As long as the supply chain and funding support, you can create price advantage." In the original phase of E-commerce, the price war is inevitable, who is lower, who can stick to the end, who is the victor. He told The Economist.

As a result, price warfare, the most threadbare weapon, became his preferred tool, claiming that all goods were 20% or more lower than similar sites. Low price This double-edged sword quickly showed the power, sales did not exceed the expected growth, but attracted a lot of questioning, "whether it is selling counterfeit goods, turn new?" Even a familiar friend asked Shangxiang, whether you this mall is reliable? As head of the marketing department, he felt a little embarrassed.

It's not the usual way to get out of the ordinary business geek. Otherwise, he will not become an industry Weibo celebrity.

You know, "@mrbrand Shangxiang" this plus v account, although fans are not over 100,000, but often published content will be widely forwarded in the electric business circle, causing a sensation, and therefore, he wrote in his micro-blog profile: Electrical business individuals from the media. The first person of Electronic Business micro-blog. Adhere to micro-Bo Gan goods/original/primary information, electrical business ideas to operate Shang.

Whether intentionally or unintentionally, encounter embarrassed him, decided to operate micro Bo ideas to operate the electricity business. So, at the beginning of this article became his first Test water, and from now on.

Experience

Shangxiang Weibo "rough marketing" of the Proud, is the 2011 iphone listing case.