Yoho! Exploring Tide culture cross-border marketing mode detonated tide clan economic upsurge

At the beginning of 2014, Yoho! received a C round of $30 million trillion in financing, with a 2.5 times-fold rise in valuations. In the generally dismal vertical market, Yoho! 's yoho!, which has a revenue of 530 million yuan last year and a net profit of 40 million yuan, has achieved an annual growth rate of over 70% for two consecutive years.

"The future trend must be the subdivision and detonation of the ethnic business." "Yoho! Vice President Shang laughs, the net buys the consumer ethnic group is dividing, including the wedding Bo Mall, the blood net and so on electricity merchant Dark Horse, all does not borrow the ethnic group to start. In his view, the yoho! of the army first stems from the successful positioning in the current group, "You have to define a group, familiar with their common behavioral preferences, to understand the level of quantity is not enough, know how to approach them, and so the community positioning clear, all the problems will be solved." He even made up a jingle: "The Sky Cat is enough, to yoho! on the tide." ”

Cross-border warfare focusing on tidal culture

In 2007, Yoho! prepared to build a community web site yoho.cn, the transition to the Internet, from the first day of the line, it did not lose money. The reason, on the one hand, benefited from the sale of yoho! in advance with advertisers to communicate, together with the magazine sales of advertising, on the other hand, the community site can change the magazine's income single, content lag, lack of interaction and other shortcomings, can better attract the tide clan and advertisers.

The bigger challenge is that in 2008, Yoho! was determined to cross the border to become a power trader, which was questioned by some investors who did not believe a group of media people, not internet people or electric merchants, could do it. Yoho! first from Taiwan small scale into a batch of goods, do a few catalogue (catalog), with the magazine release, and leave a reservation phone, the result of a day has 10,000 yuan income, this has 2008 years yoho! have the goods website on-line. In fact, before this, yoho! also received a number of two or three-line city readers, most of the complaints can not buy the magazine in the tide of goods, which also support the trend of online shopping market is the possibility of the onset.

Yoho! the reason for repeated cross-border success, the first in it does not fight unprepared battle, cut quasi tidal current needs to do the extension, and this extension is constantly digging the needs of the Tide clan, and constantly trial and error tuning completed.

For example, you must guarantee the scarcity of the goods being sold and the discount should not be too deep. Yoho! had once done a test, will some of the tide of discount strength, the result of a user sent to protest, said "we do not need you to use discount to occupy the market." In addition, Yoho! has also tried to provide users with high freight express and low freight slow delivery of multiple choices, the result of the user is very insensitive to the latter, the final yoho! goods will be 70% of the courier orders to the Shun Fung, and achieve 3 days express door-to-door.

Cong has also done a portrait survey of tidal users, most of them in 16~28岁, to the 22-Year-old as the center, male-dominated, mostly junior senior students or graduated a year or two of office workers.

According to the traditional generational division, their purchasing power is not strong, but the survey conclusion is quite the contrary, many platinum members of the annual consumption amount of million yuan, on average, every month in the yoho! have goods on the purchase of more than thousand yuan of goods. "They will buy it for their liking and not be sensitive to price." Cong later analyzed that they are basically forums children, born in the era of material and fertile, and the trend of culture has a personalized strong appeal.

With the construction of the five-in-one model, Yoho! 's tentacles extend to the media, community web sites, apps, electric dealers and offline activities and so on, and gradually reached a rule, cross-border success should be rooted in the core needs of the tidal group-they follow the trend of culture, like star Tide card, and the desire to gather and share within the community.

To this end, yoho! need to create their own cultural charisma in every corner of the tidal clan. For example, yoho! is becoming the domestic star Tide brand gathering place, each year will sign some star, sells its endorsement the tidal goods, including week Pen Chang, Edison Chen, May Days league, Li Chansen and so on the endorsement product line signing the sale meeting, will attract the massive fan to follow. Last year, Yoho! has tried to sell Edison Chen's own trend brand clot, began to stock nearly 5,000 pieces, is expected to sell out three months, the result of 7 days to declare sold out, it is evident that the star Tide card fan economy has a very strong detonation force.

Shang laughs, yoho! prepare to sign four first-line stars this year, try to draw on the trend in the field of electric power, such as beef brisket, roseonly and other emerging brands, to explore the new model of the explosion of the group economy.