Tomato door: Marketing is difficult to distinguish between true and false, efficiency is very obvious

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Yesterday, Jingdong Mall CEO Liu in Shenzhen, 2012 sent to the annual electronic Commerce Conference said, the recent network spread of "tomato door" incident is not marketing, he also revealed himself and the event of the actress Jingdong Mall small household electrical Appliances director Zhangjia has been in love for three years. At this point, the "tomato door" fell to the curtain. Although Liu to make statements to clarify the incident, but there are many people questioned whether hype marketing. Regardless of the "tomato door" is not the event marketing, at present, the benefit is still Jingdong mall, regardless of personal emotional impact, the most benefit or Liu.

The propaganda function of "tomato door"

We can divide the "tomato door" into three stages: the momentum, the guidance, the revelation. Three stages of progressive layer, so that Jing Dong fresh food channels, especially tomatoes have been very good publicity.

First Liu and Zhuang Jia Micro Bo Sun out of the balcony of tomatoes, attracted onlookers. They were tweeting before and after, and the time was just 11 minutes, and it was a very interesting time. Too short, it is easy to be said to be Liu with Zhangjia to discuss together hair. Too long, not so easy to arouse the attention of netizens. The tomato incident was detonated when the Netizen broke two pictures and released the grapevine.

Then, Liu and Zhangjia to remove Weibo after being blown up, which is a normal reflection. But at that time the parties did not rush to respond to the speech, but the topic shifted, transferred to the Beijing-East tomato sales, fresh food on the hot sell. In this way, people will be led to the sales of Jingdong, but the move is more to ask people to question, and marketing has more to do with the relationship. However, the relationship between Liu and Zhuang Jia, there is no answer, this topic is still causing great concern and speculation. Jing Dong fresh food channels, tomatoes on the Ark to get further publicity.

In the end, Liu chose an excellent occasion to reveal that the event was not marketing when he sent an electronic commerce conference. On such a large occasion mentioned "tomato door", the fresh food channel and Liu personal attention naturally doubled. In this way, no advertising, Jing Dong Fresh Food channel has been widely known.

Benefits from "tomato door"

Although it seems that the CEO and female colleagues in love is not a good negative news, but Liu later processing, especially in the sending of the annual meeting of the generous recognition of their relationship, so that Daiju east of the whole person's positive image set up. When, Guoda, it's normal to fall in love. Liu before the marriage, there is no gossip, now in the public recognition of love, set up a good man's image. The online view may be very different, but most people say that if they are really in love, or bless them. Therefore, "tomato door" from the personal reputation is not necessarily bad.

Said above, "tomato door" has been misunderstood as hype marketing, the biggest benefit is marketing. Also have netizens and industry personage thinks "tomato body" must die, but in propaganda aspect, Jing Dong fresh Food channel because "tomato door" already very in place. From the microblogging and online search, the fresh food channel before the launch of a fire.

See Jingdong Mall July 17 tomato shelves, so far the comment is still 0, perhaps as the relevant people predicted, the street to buy food is people's living expenses, electric business plug a foot is a mine. But Mango can be put in a long time to facilitate the transport of goods also have some attention. If Jingdong can guarantee the speed of delivery and fresh food quality, I think it can be accepted by the market.

Perhaps the "tomato door" is a fortuitous event, but it does in the marketing propaganda greatly helped the Jingdong.

This article has will Jia Machinery http://www.weierjia.cn/rustling, reprint please specify.