The Secret electric dealer price war behind the scenes Weibo marketing: two versions of the same protagonist

"These five days five nights, sometimes do not know whether oneself is still alive, dare not sleep, also can not sleep." Gome, a marketing staff said.

On the August 20, the price war between the electric dealers was temporarily over. August 17, Jingdong Mall CEO Liu did not respond to Gome Online mall general manager Handepeng again "about the price" requirements, resulting from August 15 only a day after the price war between the electricity business.

And in the five days when the marketer was restless, there were also a group of marketers who were in the same "hyper" state. But their identities are more secretive, and their impetus cannot be ignored. It was they who made the price war a great concern.

Two versions of the same lead

Although founder Shenyin has been reluctant to surprise people with NTA's work as a microblog marketing, and is willing to call it social media marketing, the story still needs to start with NTA.

August 14, Jingdong Mall CEO Liu on Weibo said, "Today, I make a decision again: Jing Dong Everybody electricity three years 0 gross margin!" If within three years, any of the sales personnel in the electricity plus even a dollar margin, will be immediately dismissed! From today onwards, all of Beijing East Electric guarantee than Gome, suning chain cheaper than at least 10%, the company soon announced the implementation Method! ”

This remark, not only let the industry many affiliated companies to be moved, as Jingdong Mall contracted 1 years of social media marketing company NTA, also busy.

A NTA insiders said, not only we, even the Jingdong Mall's PR are Liu speech made very passive, we can only actively cooperate with, "because this is our work, we need to do the things we should do."

The person refers to the NTA to do, that is, to Jingdong Mall to provide appropriate marketing strategy advice. NTA's comments include: rational use of opinion leaders and the forwarding of content that matches their position. Of course, because Liu on micro-blog speech suddenly, the person said, NTA in the entire marketing plays only a supporting role, and Liu is the protagonist.

The NTA insider denies that it was a premeditated microblogging campaign. He said that Liu's statement is accidental, at the same time, Suning easy to buy, Gome Online Mall reply is also unknown, before, Liu many speeches, did not incur Su Ning and gome positive response, therefore, "for the whole incident, we are not planning has been a long time, but for the situation just to be."

Unlike the NTA insiders, a person familiar with the matter said another version.

The person said this marketing campaign against the goal is indeed suning easy to buy, because Suning easy to purchase since April 18 this year launched the "E18 promotional" strong, the monthly suning easy to buy "E18 promotion" to Jingdong mall sales have a certain impact, and August 18 "E18 Promotions" prepared extremely full, Jingdong Mall intention through micro-blog marketing disrupted Suning appliance in August 18, "E18 promotion."

The person further said that, from the results, because of the August 15 of the electricity price war is a multi-party participation, the attention of all parties, so, on August 16, Jingdong Mall no longer large-scale release price war news, Suning electrical preparation of the "E18 promotion" by the attention of the reduction, " This is a new media marketing victory for traditional media marketing.

Microblogging marketing Business

The electricity merchant price war incident, only lets the micro-blog marketing surface one corner. After the rise of social media such as Weibo, a large number of gold miners have been created around Weibo.

2009 Weibo rise, often bubble in the Tianya Du Zijian, play forum wine Red Ice Blue (formerly known as Xiaojunli) became the first batch of users of Weibo. At that time, "big size" became a micro-blog marketing and the main means of making money.

Since then, in December 2010, angel investor Shire Du Zijian's grassroots large, and then pull the blue cursor on the Du Zijian investment, both sides invested 2.5 million yuan to subscribe to the total stake in the Du Zijian of 24.5%. In addition, the blue cursor of their 750-odd clients of the microblogging demand all to Du Zijian company to take care of.

After nearly 3 years of development, micro-blog marketing and micro-blogging industry business has changed.

A senior personage in the industry said that there are a lot of companies around microblogging marketing, but there are two main types of business, one is to do content, one is to do the dissemination. There are many different ways of dividing the two types if they are broken down.

The person further said that Du Zijian and his huayi media had evolved into a training organization for microblogging marketing; and micro Bo Lake in the "micro-bo Easy" such advertising platform, micro-chih CEO Xu has done in Baidu 9 years of search engine marketing, and another group of mainly do micro-blog content marketing of the whole case company also gradually produced, This type of company for advertisers to provide micro-blog marketing planning and programs, while the large business is still a micro-blog marketing, which is also the main business of wine, such as ice and blue.

Among them, Xu in the micro-blogging advertising platform, the main business model is through more than 40,000 micro-blog account Tracking analysis, found 7,000 valuable accounts, and signed a long-term cooperation agreement. These accounts have a specific preference of fans, when the enterprise has to promote demand, micro-chih to find the most matching account to promote.

And for the NTA operation of the Jingdong mall price war marketing events, the industry veteran said, from the Jingdong Mall example, and can not reflect any superb marketing content, Jing Dong's practice is very simple, is to Liu my micro Bo Dozen created a marketing platform.

"Weibo marketing has a better arrival rate than traditional media marketing because the social media is still in a relatively hot phase," the industry veteran said. The industry has data show that many of the owners of Taobao customer base of 30% from the microblog marketing. ”

However, the previous NTA insiders said, micro-blog marketing is certainly not the same as "raising a large", do not exaggerate the role of micro-bo marketing, such as Durex to do micro-BO marketing success is not much, more enterprises are a lot of money to cast, from the microblogging marketing nothing. Weibo marketing is a kind of social media marketing, which must be based on an understanding of industry.