The original life of the Orange marketing Note: The explosion of products pushed to young people

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From 2012 onwards, the fresh electricity supplier has gradually become a new hotspot in the field of electric business. Last year, the planning "Chu Orange Beijing," The fresh electricity business is still in the life of the net this year, the Chu Orange "burst money" marketing. Originally, the Vice president of the Life Network Tang and song also shared his 2013 Orange marketing experience.

With the development of modern agriculture, more and more business leaders have entered the field of agriculture, known as the "former smoke king" legendary entrepreneur Kingkian also chose to join in agriculture at the age of 75, to grow the crystal sugar orange, with a new model of agricultural operation, excellent quality and Kingkian influence, Chu Orange began to detonate the national market.

2013, the original Life network succeeded by a young man's marketing, the use of the Internet, the Chu Orange to a peak, but also let the original Life network with the help of the product quickly increased the influence of orange. Among them, what is worth the reference to many agricultural brands?

Brand to sell a spirit

Tang Song share said, marketing Zhe Orange, the original life of its positioning is "like Coca-Cola to sell fruit." Coca-Cola made a very influential marketing in 2013, becoming a hot spot that young people often share. Thus, the biggest theme of the 2013 's life was how to make agricultural products for young people.

2012 Zhe Orange and original life began to cooperate, authorized in the original Life network Beijing electric business platform sales Chu Orange. October 27, 2012, the Economic Observer published a "Orange to Beijing," the report, wrote the 85-year-old Kingkian T-shirt on the mud point, grafting electric quotient, new agricultural model ... Originally life quickly follow up, do a forwarding, triggering financial topics, the next industry, corporate bosses and so on this a micro-blog forwarding, and finally by Wang Shi Weibo forwarding ignited the incident, this micro-blog is "a measure of a person's success mark, not to see him climb to the peak height, but to see his fall to the bottom of the rebound force."

Summary 2012 Zhe Orange to Beijing, zhe the old spirit of the content of the dissemination of its core path is the traditional media-Weibo, the main crowd is forums, entrepreneurs, entrepreneurs, because they have empathy for the experience of Kingkian, especially like Wang Shi, some of them have a heart and a sense of security factors are inside.

Revelation: A product or brand to be rapidly popular, there must be a deep can inspire people to resonate with the spirit and story. The core point of ZHE orange can be detonated is the story of Kingkian, in today's China, no older generation of entrepreneurs experience can be compared with the old Zhe, and it is because of the zhe old hardships and entrepreneurial spirit, so that entrepreneurs and celebrities can take the initiative to detonate.

Support brand promotion with explosive products

Tang and song mentioned, 2013, Zhe Orange gave the original life more authority and heavier tasks, in Beijing, Shanghai, Guangzhou have opened warehouses, the 2013 core goal is the need to participate in the crowd, but, through surveys and data analysis, the original life found that the ZHE orange event is not very familiar with, Even though I've heard it, I feel like "things are far from me".

Tang Song said, in the specific how to do before, in the original Life team inside the ZHE Orange was discussed, think it has the best spokesperson in the world, with a word to describe zhe old, he is the use of life in the species of oranges, he is unique in China, is a Chinese entrepreneur inside the living fossil, he has so many fans, his experience enough bumpy, The most important thing is that these things, indeed, he is a kind of, not he is a capital behavior or buyout behavior. In the product, Zhe orange taste is 24:1 of gold and sour ratio, it kept the agricultural products inside very good consistency.

On the basis of research, the original life has been 2013 years of marketing ideas, in order to trigger the spread and consumption of the theme, on the basis of corporate gifts to promote the concept of personal gifts, the second is to highlight the identity of the original life and name, because the original life is Zhe orange a dealer, I hope you remember Zhe Orange, At the same time remember the original life site, the last use of social media as the main channel of communication, from the financial media to lifestyle media extension, more popular dissemination. The core of communication is to inherit the old generation of the spirit of self-improvement to the young people, using the transmission path is from the traditional media to micro-blog and then from the media, the main crowd is that.

Revelation: From the electric dealer's brand marketing angle, originally the life is chooses one to have the explosive point the product, is also the electric business comparison often says "The explosion" the product, through a detonation product's hype simultaneously promotes the electric business platform the influence. This revelation is that a brand in the public is not known or the brand base is still relatively weak background, to establish brand awareness on the Internet, must have a product as a blow to the main, and the use of explosive products and brand of bundled marketing to achieve the goal of effectiveness. Tang Song also talked about, Zhe Orange is not originally a product of life, originally life is just a network dealer, so the challenge is actually very big. Indeed, if improper operation, it will become everyone remember ZHE orange and did not remember the original life, but the original life has done the two well-known mutual binding.

Looking for opinion leaders, creating a circle effect

Tang Song said, originally lived 2013 years to Zhe Orange Zhe orange: Zhe Shijian species of crystal sugar orange, advertising language "life always have ups and downs, the spirit of the end can be passed on", this sentence in the online dissemination is very wide, the following is a number of figures to describe the behavior of ZHE: 85 ups and downs of life, 75-year-old again venture, work Ten, 240 million orange fruits to the unusual amount of oranges for the visual contrast, and the packaging as the core of the material, practice has proved that if you are in the media or from the media to share the time, maybe oranges are the same, but the packaging is not the same, everyone will have different sharing, packaging with logo, Also solved how to add the original life of the site's demands.

In the pre-sale stage, originally live in Beijing radio inside played the first wave of advertising, made a video, looking for 10 people from all walks of life in their own field has the influence or outstanding achievements, took a video, they are in the cause of transformation, they encountered a certain setback in their lives, they are how to face the transformation of their careers , how to deal with setbacks? These 10 characters are we think is the civilian hero, we think zhe old spirit conforms to our spirit, the last guest is the 2008 Olympic Games lead actor, she is very strong, she invented the hand dance, very strong, very powerful, for example, Also for the 80 after the representative Jiang filmed video, the day to reach 1.85 billion, the 10 people behind each person have their own fans, in his fan group to get a good spread.

At the same time, also found a lot of opinion leaders to disseminate the idea of ZHE Orange, for example, talk about the Korean cold, and the original life invited Han Hanlai spread, he is also very happy, we hope that the story of Zhe Shijian through Han this narrator again passed to the young people. Then Han Zhe wrote a sentence, "I appreciate all the people who can climb up after the fall, especially those who have been pushed down rather than fall." In the media, he zhe old things in the media interview, and on the network has been very good dissemination.

Chiang's Ark was just out of a new book, which had made a special push on the Internet, buy a box of Zhe orange send a book Jiang Ark, using the publishing house Weibo, at that time received more than 1000 forwarding, Chiang Ark to find more than 100 friends, the special paragraph to give them, the 100 friends will also spread in the microblog, This is the effect of the circle.

Revelation: To influence the target audience you want to influence, you need to find the target group of opinion leaders and idols, let them tell the story of the brand or product, so as to obtain the community and fans agree. Opinion leader is to pry the ZHE orange to obtain 80 after word-of-mouth spread of the engine, especially like Han and Jiang Ark such as the representative of the people. This is also the essence of the public impact of the marketing model.

Personalized Packaging x content: There are forced to win the world

Besides, packaging, ZHE orange packaging is very important to a planning, but also Tang song thought very important success of a key point, packaging, there are some very young language, the original life and micro-blog collection of activities collected some language to do in the packaging, Many users can choose such packaging according to their own preferences or according to their own aesthetic, for example, "Thank you for letting me stand and make money", some business owners buy back to owe his money to the partners; In the case of a Yapeng divorce hot spot with Faye Wong, "I'm fine, you take care of" packaging, A lot of girls bought it and gave it to ex-boyfriends. There are "even if you work hard, but your success depends mainly on talent", "even if you are rich, I still think you are handsome".

At the same time, the Han cold designed a separate packaging, Han's "One" app slogan is: "In the complex world one is enough", the original life to make a package, a five kg package inside only one Zhe orange to Han, he was stunned, also sent a microblog, The microblog also received a great spread, including Han's father also forwarded the microblog.

Tang Song, a lot of people say that cock silk people have the world, but, stand in their perspective is "a force to win the world", for example, Kolan eat ZHE Orange issued a micro-blog, Liu Tao and we zhe Orange also have cooperation, 66, that is, write "dwelling" of the writer, also participate in the interaction of Zhe Orange, these characters are micro-blog more well-known big V characters, In addition, the original life has also done some activities of marketing, such as with the Tai Mei Group of the second generation of entrepreneurs forum activities, the theme is called inheritance, did an implant.

In addition, the original life and Lenovo cooperation, Liu said he can put his name on the back of Zhe old, very happy, so originally made a product portfolio called "Zhe Orange Willow Peach", and then pan Shiyi feel able to follow the Zhe and Liu is very honored behind the old, so the original life has been done "pan Apple."

Tang song summed up, social marketing is actually like a spark, you put the fire on his own burning, of course, the most need to thank the zhe old, if there is no zhe old life with the spirit of the orange, all is empty.

Revelation: For many of today's agricultural brands and electrical commodity cards, how to create a good, can be consumers and even celebrities want to actively disseminate the content is very important, content can be from personalized packaging, from the hot spots can trigger the network of the resonance of the language to start, in the case of Zhe Orange, Personalized packaging itself is a content of the marketing approach. For agricultural brands, many products are not different, in the product lack of differences in the basis of the need to consider whether there is a brand-related personalized content and topic creation.

PostScript: Zhe Orange marketing can be replicated?

2013, including Zhe Orange, millet mobile phone, carving ye brisket, Huang Taigi pancakes, etc., are many people in the dissemination of classic cases. But is such a case replicable? ZHE Orange Marketing, is also the result of the right time, which, Zhe Shijian legend life story itself can not replicate, so many times, the classics are often fixed as eternal can not be surpassed.

However, originally living in Zhe orange marketing use of traditional media, social media proliferation, personalized packaging manufacturing content, looking for the speaker as an opinion leader to pry group topic, but can learn, as Zhe Orange Advertising said "spiritual end can pass" like, The internet world has always made many people feel that there is a lot of creative and creative space, but we from the perspective of trend thinking, to learn from the logic and patterns, not the case itself.