The new generation of parents style of the new era of complex interactive Rob Network marketing opportunities

The past year has been a very simple one. Dairy enterprises in the domestic brand to continue to strive for consumer trust at the same time, in a variety of "complex voice" in front of our consumers in the choice of milk powder increasingly rational.

In the face of opportunity, the whole milk powder industry is thinking about a problem: in order to attract consumers, a single use of traditional television marketing channels can effectively play a role in attracting consumer attention? Is it possible for consumers to fully understand their brand? For milk powder Enterprises, the new generation of young parents has become an important focus of dairy enterprise marketing.

It is reported that in these dairy enterprises, famous local milk powder brand in the "foresight", and gradually explore a line under the combination of the model, and by virtue of this model to obtain consumer attention. In just the past "double 11", the company's flagship store with 5.83 million sales, ranked Milk enterprises "double 11" official mall net sales of the top three. And the exploration of the Murray has not stopped, not long ago, the majority of dairy companies launched the first mobile phone app game "bottle Dash Chong", and then pioneered the opening of the official micro-letter.

Low cost and high net marketing into dairy enterprises new style

When traditional bookstores are hard to bear down, when the traditional clothing stores become a lot of consumers "fitting room", the importance of network marketing is no longer a topic worthy of debate.

Milk-powder companies are more unlikely to be exposed.

The National population development "Eleven-Five" and 2020 planning show that by the 1980s ~90 the third birth population peak, the next more than 10 years, 20~29岁 fertile period of women will form a small peak, more than 90 million children gradually enter the childbearing age, the policy within the fertility level will be improved. The combined role of these two factors is expected to lead to a pick-up in the birth rate and an increase in the number of births.

This clearly indicates that the milk powder enterprises are about to usher in spring. Euromonitor data show that 2010 China's infant food market scale of about 42 billion yuan, of which formula milk powder for 36.8 billion yuan, accounting for 87%. It is expected that by 2015 China's infant formula milk market will be close to 80 billion yuan, 2010-2015 years of China's infant formula market composite annual growth rate of 16%.

and domestic milk powder ushered in a new hope. After the melamine incident, domestic milk powder was squeezed seriously, according to the Chinese Food and Livestock import and export Chamber of Commerce recently released data, the market share of imported milk powder jumped from about 30% before 2008 to more than 50%, in the high-end milk powder market, this data is more than 70%. At present, in infant formula milk market, the high-end is almost the world of foreign brands, and most of the domestic brands are concentrated in the low-end market.

But some opportunities are emerging. It is reported that the recent import of milk powder has been frequently reported by AQSIQ, and Hong Kong and other frequent exposure abroad milk powder quality problems. Industry analysis, such a situation, although it will not directly lead to a complete change in consumer preferences, but is pushing consumers more rational choice of milk powder brand, in the overall market favorable premise, such a situation means that domestic milk powder to expand the market to welcome opportunities.

But the opportunity does not give the unprepared person. It is reported that many dairy companies have joined the Network Marketing Army, Network Marketing has become a buyer's market for the milk powder industry marketing new style.

Data show that this year, the local flying cranes, Beime (002570, shares bar), Yili, international aids, such as the planning of childcare, parent-child and other related network activities, to attract consumer attention. And I look at micro-blog and online mall, there have been a lot of milk powder brands are operating the official microblog, opened the official mall.

We must know each other.

In the network marketing, the company is one of the pioneers of many dairy enterprises. It is reported that, as a matter of fact, Ashley has been doing internet marketing activities since 2005.

From the 7 consecutive "Healthy Baby Contest", to hold the "Twins Collection Competition", "U Baby Story", "The Ya ma nurturance plan", and so on, Ashley almost tried all the online interactive marketing activity types. It is understood that netizens through these interactive activities, can become a member of the club, access to the brand and products of a good experience, there is a chance to get rich prizes.

Zhang Peixi Group Media director of the analysis, because the current Chinese infant and child parents mainly 80 after the network of the new generation of parents, most of them have access to information through the network habit, so the milk Powder brand Network marketing becomes very important.

It is reported that in the various forms of network marketing activities, including "experience good milk source, play to New Zealand" the most influential.

The event was launched in 2011. According to the introduction, the activity uses the line to use simultaneously the compound mode, network activities set up a total of "grass planting", "cow breeding", "Milk powder production" and many other game links, in order to through the virtual environment, so that the activities of participants to experience the endless fun at the same time, to further understand the milk source, good milk powder production process, growth insight. Through the game to get points, you can win the rich rewards of Ashley.

And the ground activities to a larger lineup covering almost all large and medium-sized cities nationwide, to 7 major cities in Guangzhou, Changsha, Wuhan, Zhengzhou, Jinan, Chongqing, Chengdu as the main line, from the first-line city to two or three-tier cities held nearly 1000 landing activities.

The head of the company said that through traditional television advertising can allow a wide range of consumers to quickly remember the product brand, but in the current only let consumers remember the brand is not enough. Especially as a well-known local brands, not only to gain visibility, but also to enable consumers to know more about the products, to obtain consumer trust, improve reputation.

In online marketing, it is clear that Ashley is following the change. It is understood that this year from April to June held the second large-scale interactive activities on the line, and ground activities, Taobao shopping malls, micro-lottery draw and other forms of resultant force.

"Whenever," the lucky father of the event with a 3-year-old daughter to go to New Zealand, he said: "My daughter has always been to drink, New Zealand pure milk source base production of milk powder is indeed good quality." Look how cute my daughter looks! Daughter drink so much, this time can see the scene, later drink the Italian also more assured happier. ”

According to statistics, the number of participants in the session is about 5 million, compared to the first show growth trend. In "China's first Entertainment Marketing Summit forum" and "the Best Entertainment Marketing Case Award Ceremony", Ashley Lee to "experience a good source of milk, play New Zealand," the large-scale theme event awarded the only Best Marketing Innovation Award of the year.

The efforts of Ashley Lee have yielded results. Data show March 2011 The establishment of the company's flagship store "Double 11" to 5.83 million of the sales of dairy companies "double 11" official flagship store sales top three, ranked among the forefront of infant milk powder electricity.

The manager said that since the second half of 2011, the Italian and more E-commerce sites signed an agreement to continuously expand the scale of network sales. Outside the sky cat, the merchants also in Jingdong Mall, Dangdang, Amazon and QQ mall sales products. And through the activities of the publicity and distribution coupons, Amway's E-commerce platform, including the cat flagship store, QQ Mall store, when the store, Jingdong Mall shop, to the shop rate and purchasing power have different degrees of ascension.

Leading edge into mobile games, micro-letter first "eat crabs"

For the interactive network marketing, there are comments that the choice of milk powder, from milk source, pasture to factory production, and even to purchase the transport process, all affect the heart of parents. A milk powder brand, if can let the consumer from the more open channel and the brand carries on a series of "intimate Contact", undoubtedly can enhance the brand goodwill and the Prestige imperceptibly.

And on this road is considered to have walked in front of the Ashley Lee continues to follow the network trend, to explore more effective ways to interact with consumers.

It is reported that the latest "experience of good milk source, play to New Zealand" interactive marketing activities in October and November this year launched. The interactive marketing activities of the group used the form of self-built activities platform, users can quickly register, but also through Sina Weibo, Tencent QQ, such as a key account login. In the form of activities, the group of "three gifted baby into New Zealand," the interactive game was optimized, users can not only experience the fun of the game, but also in the game can experience the rich nutrients of milk powder, participate in interactive questions and answers, and parenting experts "love Tips", the user in the game, You can always easily share their experience to Tencent Weibo, Sina Weibo and other social media platform, optimize the user experience.

It is particularly noteworthy that during this period, the "three gifted babies in New Zealand" has extended a new form of industry-leading.

This October, the company launched the first mobile app game "Bottle Dash" online, the game has now launched the Apple version and Android version. The game to "Dr. Ashley received the news: New Zealand cows are gone!" So sent three gifted baby to New Zealand to find out "began, respectively, for the sea surprise attack, break through the defense line, in-depth positions, Yong Chuang difficulties, make the Queenstown and the final decisive battle six scenes task, quite attractive."

As of November 28, the number of downloads has exceeded 50,000, the figures show. Comments from places such as Weibo and mobile app downloads also show that the game has attracted consumers ' attention and is well received.

Ashley's ideas come from market demand. "The third Chinese Family Parenting style Survey Report" shows that the use rate of smart phones for young moms is 67% in a first-tier city, while the proportion of working mothers using smartphones accounts for 60%. They are increasingly skilled in using a variety of mobile apps, and are not stingy with the Internet to browse various parenting sites, through social networking clients to maintain their social circle, which accelerates the social network in the mother community spread.

Another successful network marketing exploration took a step, but still not the end. It is reported that the recent new network marketing has been the hand of innovation to micro-letter. Data show that the micro-letter was born at the end of January 2011 to now more than 200 million users, and still maintain a relatively rapid growth. In support of such data, the company recently launched the Enterprise Micro-letter "Li-Love Baby Home", micro-signal of 378892434, became the first micro-letter official account of infant milk powder enterprises. According to Ashley, the micro-letter is currently in the beta operation phase, followed by more new content to launch.

Industry evaluation, as the domestic infant formula, the leading enterprise, Li-baby milk powder of various types of brand products widely sold at home and abroad, 100% using New Zealand imported pure milk source, safe and high quality won wide acclaim. In recent years, through the power of new media has been the network of generation of parents, and the promotion of the overall brand value and sales market expansion.