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Read About: The New Marketing Model In 2010

2011/1/5 11:51:00 366

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Like Let the Bullets Fly, China's Marketing The war is also raging. Short and exquisite Weibo marketing Although the space is small, the victory lies in the lasting firepower, which can be fired continuously like heavy machine guns; The ordinary objects with personality and banter are like mortars; The online wars without gunpowder, such as Jingdong, Dangdang, Excellence and 3Q, have been fought with revolvers and attracted worldwide attention World Cup Marketing World Expo marketing, Asian Games marketing, etc., need heavy weapons such as J-10 and armored tanks to sweep across the country; As for the regional business war such as the opening of Jinan Wanda Plaza, which is near by, a local 54 pistol is enough to solve the problem. In 2010, let's see where the bullets have to "fly" for a while, and whose bullets fly higher and farther.

Shooting method 1:

Vancl shot to the sky

Bullet: Fan Object

Firepower: Mortar

Accuracy:

"Love the Internet, love freedom, love racing... I am Han Han, I am Fan Ke." This is the advertisement of Fan Ke, also known as Fan Object, which was endorsed by Han Han. As Huang Xiaoming, Faye Wong, Sister Feng, Xiao Shenyang and many other celebrities were spoofed by netizens, ordinary objects quickly spread around thousands of netizens. Therefore, the combination of white background, character cuteness, and advertising words such as "love * *, don't love * *" has created the viral network marketing of Vancl.

Coach guidance: The biggest carrier of this highly creative viral marketing is the network. With the help of the boundless cyberspace, Vancl used a tongue in cheek tone to scratch the personalized advertising words on the "invisible" netizens, so that tens of millions of netizens joined in the "viral marketing". Invisibly, Vancl (Vancl) also gathered huge network resources, and its brand promotion also achieved unprecedented success.

Shotgun II:

Weibo show stands out

Bullet: Weibo marketing

Firepower: heavy machine gun

Accuracy:

In a short period of 140 words, every day is updated irregularly. Everyone can "weave a Weibo", and everyone can see other people's updates. This is Weibo. The highly open nature of microblog makes it a marketing and propaganda position for many online shopping websites, advertising companies, and even various world consortiums. For example, L'Oreal, Taobao, Bawang Shampoo, Tencent QQ and other enterprises have used microblogs to build momentum for themselves, and the most successful example is Bawang Shampoo.

Coach's guidance: As "the most lethal media", microblog brings disruptive changes to businesses. Whether businesses or media, microblogging has become a reality as an emerging interactive marketing platform. However, as one of the emerging media, microblog is also a double-edged sword. In August this year, Nokia's network conference encountered a "live gate", which highlighted its disadvantage, that is, the speaker is uncontrollable. Therefore, as an enterprise, the microblog area needs to be cautious. {page_break}

Shooting technique 3:

Sports marketing is full of gunpowder

Bullet: World Cup marketing, Asian Games marketing

Firepower: armored tank

Accuracy:

From the Olympic Games to the World Cup and then to the Asian Games, Chinese businesses did not miss this once-in-a-lifetime sports marketing opportunity in 2010. From the vuvu group that sounded the clarion call in the South Africa World Cup to the Wang Laoji herbal tea at the Guangzhou Asian Games, the competition among businesses can be described as smoke filled with gunpowder. According to the market development department of the Asian Games Organizing Committee, in the just concluded 2010 Guangzhou Asian Games, there were 53 sponsors signed, and the amount of sponsorship exceeded 3 billion yuan. Both the number and the amount of sponsorship reached the highest in history, TCL、 Anta and other Chinese enterprises have even taken the first step towards internationalization.

Coach guidance: More and more events and successful cases prove that sports marketing plays an extraordinary role. In the South Africa World Cup, the "vuvuzela" from China and Harbin Beer left a deep impression on the world; At the Asian Games, Chinese brands such as Wang Laoji and 360 ° established excellent brand images in the Asian market. However, not all enterprises are suitable for this event. Only when the brand concept of enterprises is highly consistent with the spirit of the sports events they sponsor, can the effect of sponsorship be maximized.

Shooting technique 4:

Innovative interactive double gun chain

Bullet: Shanghai World Expo

Firepower: enemy fighter

Accuracy:

With the theme of "Better City, Better Life", the Shanghai World Expo, known as the "Economic Olympics", will break the tradition and creatively introduce the Internet, a scientific and technological tool representing modern civilization. Expo marketing will be impressed by the Internet. After the World Expo, most of the pavilions will be demolished, and the online World Expo will be the most important platform for Shanghai World Expo to ensure sustainable marketing. For enterprises, the World Expo is an excellent carrier and a mirror, which can not only examine the marketing level and ability of advertisers, but also examine the changes of marketing concepts.

Coach's guidance: Like the Olympic Games, the World Expo has always been a place for businesses to compete in marketing. However, Expo marketing is different from Olympic marketing. The 180 day duration determines the interaction between Expo and consumers. Therefore, enterprises involved in Expo marketing use various means to establish closer ties with consumers, and find a fit between enterprise brand value and Expo value. {page_break}

Shooting method 5:

Online shopping websites fight hand to hand

Bullet: 3Q Battle, JD Dangdang Excellence

Firepower: revolver

Accuracy:

2010 was an extraordinary year. GDP accelerated and CPI rose; In the shopping mall, a group of heroes are rising together, and the business war is in full swing. At the beginning of August, Huang Guangyu, the founder of Gome, and Chen Xiao, the chairman of the board of directors of Gome started a battle for control of Gome. The 3Q war that broke out in November made many users experience the "hard decision". Outside the court, there was Shanda Literature launched a crusade against Baidu Wenku. Just after the "3Q storm", in December, the book price war of JD Dangdang started again, and at the same time, another B2C enterprise Excellence also joined in the scuffle. For a while, all the heroes competed for power.

Coach's guidance: In the Gome dispute that ended in reconciliation, Tencent and 360 began to "reflect", and the competent department intervened in the book price war... In 2010, we saw some companies that were recognized by the market in the outbreak, and some companies were criticized in the outbreak; Some outbreaks highlight the value of market innovation, while others highlight the defects of business ethics. In the market to be improved, these eruptions cannot avoid such factors as "favorable weather, favorable location and harmonious people", but basically, they are caused by human factors and interests.

Shooting method 6:

Diversified business model

Bullet: Wanda Plaza Opens

Firepower: 54 type pistol

Accuracy:

For a city with rapid development of commercial consumption, it seems unreasonable if there is no landmark building. Wanda Plaza's presence in Jinan, the Spring City, can be said to create a precedent for the urban complex of the Spring City. With the development of society, people's needs have become diversified. Jinan Wanda Plaza comes with a powerful one-stop service of shopping, leisure and entertainment in the "urban complex", providing more comprehensive and comfortable convenience for Jinan consumers.

Coach's guidance: The urban complex is a landmark building, which is not only a business card of the city, but also a reception hall and scenic line of the city. Whether it is the creation of public space or the integration of commercial functions, it determines the strength and development trend of a city. As a big consumer country, China's complex social class is constantly creating new market opportunities. The future winners in business must be psychic catchers who can insight into the details of life. They understand consumers' confusion and aspirations best.