What was the cause of the "dove" incident?

Absrtact: 2013 years of Double 11, for the most relish of the Mann is its pigeon event, thanks to put the pigeons, the Mann in 2013 years to pick the women's category sales first. What was the cause of the pigeon-pigeons incident? October 10, 2013, the Mann in the official micro

2013 Double 11, for the most relish of the Mann is its "put pigeons" incident, thanks to put the pigeons, the Mann in 2013 years to pick the women's category sales first.

What was the cause of the "dove" incident?

On October 10, 2013, Mann issued a statement on the official microblog, saying that "this year double we decided to let the pigeons go." In addition, there is no indication of what causes it to put pigeons. After the release of the "Sorry" version of micro-blog, micro-blog mentioned "Sorry, sell women can, put pigeons is necessary;" I'm sorry, it is helpless to put the pigeons, but please understand our decision. After the German consecutive years in the forefront of cat sales, announced in advance of the absence, causing all the speculation. Mann also launched the "Mann on Weibo" topic, with two days to attract more than 300,000 of users to participate in the brand.

Mann's "Stand Up" event is a marketing campaign

October 12, 2013, from the double released a statement to "put the pigeon" declaration only two days, the Mann before the "sorry" version of micro-blog, and on the Micro-blog published "Sorry Body", said "sorry, put the pigeon on the pigeon again, put the pigeon may be a no-show, perhaps a flying dream, maybe just a game." Mann CEO Fang Jianhua forwarded the micro-blog, and stated that double will give back to consumers. So, the answer finally revealed, "Put the pigeon" is only a day cat double 11 of the brand pavilion preheating period of a name of the marketing game.

Mann "Put the pigeons" incident brought 11 ladies first

"Put the pigeon" game to the Mann's brand marketing has a great impact. Compared to 2012, the 2013-year double 11 total UV intake is one-fold more than 2012, 2013 in the near double 11 UV number continued to grow rapidly. From October 12, 2013 to October 30, a total of nearly million UV, participation in the "Put pigeons" game 35% of the number of people concerned about the Mann shop. With the "Put Pigeons" game, 2013-year double 11 day, the Mann in half a day to reach 12 years 70 million level. As of the end of 2013, the double official flagship store's total sales of 120.7 million, ranked first in women's category.

Throughout the pigeon incident, the man and the consumer played a big scheming. Not a dove, but a consumer of the big fish.