Zang The socialized marketing of the lake and the third fire

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In the poor performance of the market sales environment, in the millet, Huawei and other competitors squeeze, high force of the Charm clan even Zang himself, finally began to change, the goal is clear: relying on social marketing to expand the market share; But the path requires systematic and strategic planning.

March 26, the charm of the people through the Sina Weibo launched the "Millet Swap charm" activities, the first time through a social platform to sell, public to millet hair cannon. Looking back 1 months ago, the Zang opened Sina Weibo, let more people know that "in addition to millet, there are better the charm of the family can choose." In social marketing, Zang has quickly resorted to two major strokes, the third fire will be burned to where?

The Phantom of the Family + Sina Weibo = the favorable geographical and

Marketing pay attention to the importance of timing, social media marketing more attention to time. The alliance between the Phantom and Sina Weibo is not a whim.

First of all, when the microblogging coincided with the IPO, Weibo became the focus of media chase. In addition, the MH370 events in the MA Airlines caused a lot of media, government, ordinary users frequent brush frequency. Hundreds of millions of netizens use the eyes of concern over and over again to refresh the recent progress of micro-BO mining events, micro-blog in the event to become the only sustainable, traceable, self-cleaning message spread platform. With the torrent of information comes the call to "return to micro-blog", and even some people believe that the micro-trust circle caused by false news, narrow vision, easy to become a frog, it is time to return to the micro-blog to open Civic rationality. From all indications, it is now the beginning of the "return to Weibo" torrent. Zang choose to cut into this opportunity, taking up the attention of users and media attention. Zang began to morph from "Martians" into a shrewd "businessman".

The geographical location is the "micro-bo marketing closed Loop" finally formed, especially the micro-bo pay the reinforcement. We know that Sina Weibo has had a number of social flash purchases before, including the group's top competitor, Millet, Mercedes-Benz Smart and the video box. Including Sina Weibo has since bought newspapers and magazines. These have been proven to be quite successful cases, but these flash-purchase cases use the "Weibo wallet" and other payment options throughout the payment scenario, with a gap between ideal results. Earlier this year, Sina Weibo and Alibaba's Alipay cooperation to open micro-bo payment, the whole through the "drainage-browsing-interest-the next single-pay-share" closed loop. It also means that the experience of payment is better in this partnership with Sina Weibo. This payment experience will save users who have been "impatient" or think there is no good payment tool before entering the payment page.

Look at people and. People and in the common interests of the appeal. Sina Weibo side, not only need more business cases to enlist the feasibility of social flash shopping, social media marketing closed loop, and need to introduce more brand customers to prove that the commercialization of micro Bo is not equal to micro Bo Taobao. At the same time, the success of this business model will lead to other brand knock-on effects. On the other hand, we need to solve a few problems: how to "go to the mystery" to maximize their own volume of sound, how to establish a zang public image, how to convey the spirit of the more aggressive craftsman, how to build their own "fan economy." It is rumored that the cooperation between millet and Tencent is not limited to the business level, so for the Charm clan, with a strong dissemination of the attributes of the microblog will be its "social media marketing First War," the best ally.

Where is the third fire?

Although this war occupies the best of the world, but social media marketing is the process of a steady stream. He who has counsel is the world. Let's review Zang's elaborate layout on Weibo.

The first fire, open Weibo. Zang Bo only pay attention to a good base friend Zhou a person, doomed to the micro-Bo vigorous, ready to challenge style. And the first micro-blog is a high-profile display of their "Mars" Back to the "Earth" posture, a comprehensive fire led to millet. This is "come to the point": Lao Tze no longer to the same cat, now is the fight, the scold, the wooing camp on the wooing, full of provocation.

Second fire, social Flash shopping. The hot data confirms the maturity of the flash-purchase model, while the charm clan gets the millet-style treatment, which is enthusiastically sought after by media and Weibo fans, and initially shows the powerful effect of the "fan economy". This is to borrow the power of micro bo "speeding catch-up."

So, what will be the third fire? The first conjecture will be the normalization of the flash-purchase model, continuing to win media attention. On-time online booking code, cultivate fan habits, forming a band of "iron powder". Through the continuous socialization of marketing activities to attract them, let them into the charm of the production, marketing, design aspects; At that time the Charm clan, will truly become the fan mouth "Our Time". The second conjecture, O2O closed loop fully through, although bold but not impossible. The Charm family is wired under the store, once the line flow and offline entity shop to achieve through, will eat a huge incremental market. For example, through the social flash acquisition of new fans to issue coupons, FlyMe experience code, offline entity stores see these can be on-site purchase relief, delivery.

Summary: One side is a sharp change in mentality, continue to social media to revive the charm of the family, one side is renewed vitality, commercialization gradually broken the Sina Weibo, the combination of the two is bound to be the result of 1+1>2. Zang is challenging millet: I can do better than you.