How Can Brand Marketing Be More Effective?

Interview Jingdong online shopping mall (hereinafter referred to as Jingdong) vice president Xu Lei It was on a rainy afternoon. The office building of Jingdong is messy and congested, and even more office desks and chairs are used by new colleagues. "We are moving soon. "Jingdong staff told" successful marketing "reporter. Indeed, in front of this humble Yinfeng mansion, the B2C enterprise, which has been growing for more than 200% years for 5 consecutive years, can not be loaded.

Sponsoring the formula of Chao and China, taking TVC, the CCTV tendering section, engaging in campus draft shows, and even taking online dramas, which are not easy to get out of the way of e-commerce, and Jingdong are trying. From 2010 onwards, Jingdong began to attach importance to brand building. The consumer's feeling is that Jingdong has more "goods".

Farewell " Heavy sales The era of light brands

Before the official interview, Xu asked a reporter first: "why is it interested in Jingdong mall?" the answer is almost unquestionable. Jingdong suddenly launched its attention to the brand in 2010. The reasons behind many phenomena need to be solved. Because Jingdong did not actively propagate itself before financing in 2007, so called "word of mouth marketing" is just a spontaneous oral word from the user.

Xu Lei summed up Jingdong's several marketing links over the years. After the first round of financing in August 2007, Jingdong became a company with a clear business objective. At that time, it began to form a market team to promote the development of the company through marketing. "This is a very interesting phenomenon," Xu Lei said. "Before financing, Jingdong did not have a marketing department, but it was just a little bit of sales. "Jingdong's first market behavior is to sign contracts with Baidu, buy keywords and derivatives, and achieve effect marketing.

This way of breaking a dollar into two halves, Jingdong continued until the second round of financing in 2009. At this point, about 80% of the marketing budget is still in the search engine and online advertising alliance based on effectiveness accounting, and the rest is mainly public relations activities, plus some occasional bus advertisement. For Xu Leilai, the only thing to do with the brand in 2009 is to confirm Jingdong's Slogan. However, Jingdong does not have a systematic plan for marketing, but still focuses on sales oriented marketing. While service and marketing can not keep pace with the growth of sales volume, it also causes chaos on the Internet to Jingdong reputation, while remaining in the minds of consumers is mainly the impression of "cheap, cheap and cheap". At the board meeting held in early 2010, Jingdong announced the company's overall operation strategy in the future, and pointed out very clearly that Jingdong's brand building should be strengthened. The change of marketing content starts from this. {page_break}

Strategic change

"Any enterprise's marketing strategy is carried out with the overall strategic change of the company. "Xu Lei said. Since 2010, Jingdong has made three key adjustments in its overall strategy. All these changes require Jingdong to come out from the marketing strategy based on sales marketing before, and spend more manpower, material resources and financial resources on brand cultivation.

The first key word is speed up. Although the number of Jingdong users has expanded rapidly from 150 thousand before the first financing in 2007 to nearly 10 million now, sales have also doubled in more than two years. In the eyes of ordinary people, this development speed has been fast, but in Xu Lei's eyes, it is still not fast enough. "In the e-commerce industry, Jingdong's sales are in a leading position, which is related to the high price of 3C sold by Jingdong itself. But in terms of popularity and number of users, Jingdong has not yet gained the leading edge. Xu Lei's rivals in his eyes refer to other Internet retailers represented by Amazon and Dangdang. When Internet retail companies started to start their own businesses, homogenization was not obvious, occupying a category without competition. But to a certain stage of development, it has already shown the trend of the integration of products. The things we sell are almost the same, and the prices are convergent. "Therefore, we need to develop more users, we need to raise awareness, and we need to strengthen our brand work. But the marketing method that only paid by effect can no longer meet the needs of the rapid development of the company. "This speed increase has increased from the original 10% to 20% to the current 40% to 50%, which is unthinkable in e-commerce enterprises.

The second key word is the whole category. Jingdong's previous location is 3C mall, but now it is willing to publicize itself with "3C based integrated network mall". At the end of 2008, Jingdong began to try daily consumer goods sales according to consumer demand. In March this year, Jingdong acquired the world's top 500 Korean SK Telecom investing in B2C e-commerce company, which is dominated by clothing, shoes and hats and accessories, and so on. It has more than 300 independent suppliers and over 270 thousand products under its command to enhance the competitiveness of department stores. "Food and luxury goods will surfaced in September this year," Xu Lei said. "Next year, Jingdong will sell 1 million 200 thousand kinds of goods. "What is even more striking is that Jingdong's cosmetics sales far exceed that of any vertical cosmetics sales website in China, and sales of the whole department stores are rising linearly. In this case, it is not enough to stick to male users. How to make more female users, more white-collar workers and middle and high-end people around them need brains.

The third key word is service. I have to admit that the after-sales service of Jingdong has been the object of criticism by many netizens and media. Even the media think that the service process has become a short board that hinders the rapid development of Jingdong. As new competitors such as new egg enter the B2C market, as well as Suning, Gome and other traditional 3C products retailers have "touches", Jingdong is faced with the choice of bigger and more picky consumers, how to maintain the price advantage while the service is in place, has been a matter of immediate urgency.

Therefore, in 2010, it was called the service year in the Jingdong. In March, Jingdong began to provide consumers with "211 time limit" delivery service, that is, placing orders before 11 o'clock per day, serving in the afternoon, placing orders before 23 o'clock, and serving them at noon the next day. At the same time, we also launched after-sale service measures such as "after-sale 100 points" and "free door-to-door pick up". In Xu Lei's opinion, doing service means doing marketing. Therefore, the service needs to be treated as a brand. {page_break}

Playing is brand tonality.

Xu Lei's first move in this year's brand is to establish the brand tone of Jingdong, and to bid farewell to the era when there was only one Logo and one Slogan. Xu Lei's leadership team, through tendering, eventually positioned Jingdong's brand tonality to "relaxed and fashionable", and changed its slogan to "Jingdong online shopping, saving money and relieving". As a result, consumers saw that Jingdong began to advertise TV commercials, Jingdong began sponsoring Super League, and Jingdong has made great efforts in sports marketing. All these forms emphasize a demand: "Jingdong = rest assured".

The first time I took TVC (TV commercials), Xu Lei's heart was disturbed. Because he had no experience, he always wanted to put everything in, so he could not say anything clearly. Moreover, if the trial is not carried out, it may be reversed and the cost of advertising will increase. Fortunately, the judge brought a sentence: "I am a user of Jingdong, and the advertisements are true. "Pass through again. This makes Xu Lei feel that the influence of Jingdong is increasing, and publicity on any brand must be cautious. On the choice of media, Xu Lei made the best choice of CCTV with high cost performance and high credibility through repeated price comparisons, followed by several excellent local TV stations. In the early days after the spread of pure brand advertising, Jingdong will add promotional content to TVC in September.

Besides TVC, other marketing methods are also very flexible. For example, elevator advertising, Jingdong also use brand communication and promotional information together, fast frequency replacement advertising, such as a week will be replaced.

In addition, on the campus market that has been ploughing for many years, Jingdong combined with the accumulated resources of campus agent team and video collaboration with cool 6 network. Since the beginning of September, a campus talent show has been launched and promoted in more than 2000 universities across the country. Winning players can not only win the scholarship fund, but also participate in Jingdong's upcoming online drama. Xu Lei compares marketing tools to eighteen weapons. Everyone will play, but the key is to choose when to use which weapons to mix.

When it comes to sports marketing, Xu Lei doesn't want to say much about this old piece. This year, Jingdong sponsored the formula of China super and China. However, from the feedback results, the investment of China Super investment is still relatively valuable. The opening day of the Super League is a Saturday night. This time point is an access and sales trough for e-commerce enterprises, usually only 60% of normal time. But on that night, Jingdong's page visits surged. "Just because of the opening of the China Super League, Jingdong's billboards on the spot have entered thousands of households with TV and webcast. "Xu Lei said. Of course, the negative voice is also there, but it is no longer important. What's important is that Jingdong threw a stone and splashed a big splash.

For the future marketing strategy, Xu Lei said that a brand marketing and effect marketing should be equally important, and the other is to seize the two main lines of sports marketing and entertainment marketing, and the latter is starting.

After the end of the interview, it was clear after the rain. Xu Lei said with one face that 99% of the sales target for 10 billion this year could be completed. And whether the new media promotion strategy of "brand promotion + two promotion" can make Jingdong maintain a healthy rolling in the fiercely competitive e-commerce market? Like Taobao, eBay and other enterprises, the way of e-commerce marketing is still under exploration.