Case analysis of network marketing

Through case analysis, we can increase information, correct prior probability, improve the decision-maker's grasp of future possibility and reduce decision-making risk. Then the following is a successful online marketing case I compiled. Come and have a look with me, I hope it will help.

Case analysis of successful network marketing.

Huawei: Shrinking the Business Department and Fighting the "Monitor War"

Huawei has made many organizational changes recently. Ren proposed that "simplifying organizational management and making the organization lighter and more flexible is the goal of our future organization". A major reform made by Huawei recently is the "monitor war". Huawei will change from centralization to small unit operations. "Through modern small-unit combat troops, we will find strategic opportunities in the front, and then quickly request strong firepower from the rear to carry out precise strikes by modern means." This is the so-called monitor war.

To realize this reform, it is necessary to establish the board of directors of subsidiaries. Why did Huawei centralize power in the past? Is to organize the group to charge, because our firepower is not enough, that is, the resources of the enterprise are not enough, so we should gather the resources of the whole enterprise to form a strong firepower to charge. So it's different now. Now that enterprises have brand resources, capital resources and customer resources, they need to change. It is necessary to decentralize centralization and delegate some major business decisions of enterprises to the board of directors of subsidiaries rather than the board of directors of groups.

Emphasizing the "monitor's war" does not mean that the monitor can do whatever he wants, but needs the supervision of capital and the supervision of the board of directors. Therefore, Ren proposed that it is necessary to timely decentralize and hand over the command to the front line, but also to prevent frontline people from fighting indiscriminately, and the supervision mechanism should keep up. Therefore, it is necessary to establish the board of directors of subsidiaries, and the directors of subsidiaries supervise the operators on behalf of capital.

Ren believes that enterprise management should learn from the army, and he believes that the organization of the army is the most effective. For example, the U.S. military has long turned combat units into brigades, and the combat capability of brigades is stronger. The US military is still carrying out internal reforms. The future direction is that the combat unit may be directly managed from the army to the battalion, and the firepower allocation of a class should reach the level of a brigade. In the future, the artillery will follow your squad leader to improve the comprehensive combat capability at the front.

It is a trend of Huawei's organizational change to reduce the number of combat units, let people who can hear the gunfire in front direct the war, improve the comprehensive combat capability at the front, and turn the headquarters into a platform for resource allocation and support.

Therefore, Huawei now proposes to simplify organizational management, make the organization more light and flexible, and gradually realize the call for artillery fire on the front line within five years; To reduce the hierarchy and scale of organizations, several organizations should be merged into one organization and their functions should be integrated so as to respond quickly to the call ahead.

When the United States attacked Iraq, the US military formed a "three-man combat team". The first one is called an information intelligence expert. With advanced equipment, he can measure how many troops there are in this place, determine the target direction of the enemy, and then send the information to the fire fighting experts. The fire-fighting expert configures the bomb according to his information and then reports it to the fire-fighting expert; A combat expert may be a major general. He calculated the necessary operational mode and directly commanded the front-line artillery to fire according to the authorization of the military department. This is the "three-man combat team". Of course, a three-person team does not mean that there are only three people, and everyone may lead another team, but the three-person team itself is a team and a small comprehensive combat force.

Shrinking business units, I think this is a trend of organizational change in the future. Often enterprises get bigger and bigger and face many problems, one of which is that more and more people hitchhike and wander around, and more and more people occupy their seats and do nothing to create value. Then, in the Internet age, if organizations want to quickly seize opportunities and respond to the market, they must be streamlined and simple, instead of engaging in the tactics of echoing others' opinions, so that everyone can become a value creator and work worthily.

This requires changing our entire organizational structure and model. The headquarters requires improving professional integration and management capabilities, and the front line is to improve comprehensive combat capabilities. As you can see, whether it's Xiaomi, an Internet company, or Haier and Huawei, the changes they have made are towards streamlining and flattening the organization, emphasizing speed and customer value orientation.

The organizational structure is no longer the traditional pyramid structure in the past, and the authority of enterprises is no longer administrative authority, including both professional authority and process authority.

Case analysis of successful network marketing II

Chu orange-building e-commerce of high premium agricultural products

It turns out that Tang Song, deputy general manager of Life Network Operation Center, mentioned in the sharing titled "Selling Fruits Like Coca Cola" that when doing brand marketing of Chu Orange 20 13, he considered the following issues: how to standardize non-standardized things and how to promote them to young people.

So we can see that the original life network created a 20 13 Chu orange sale with "storytelling+cultural packaging+food safety+social media marketing+e-commerce production and sales". Among them, the combination of big data technology and social advertising technology, through the form of "Chu Orange Story" communication and pre-sale promotion activities, is worth learning. The following are some key points of the Chu Orange case based on widely discussed facts:

1) Use big data technology to provide direction and basis for social advertising.

Accurately target the target population and carry out targeted promotion.

2) Content marketing of product communication

Three groups of content directions suitable for social communication were formulated, including: the safety direction of Chu orange products, the inspirational direction of Chu Shijian's story, and the exclusive preferential direction of Weibo fans, so as to build a bridge with target consumers.

3) Match the accurate portrait captured by big data technology with the content direction.

Formulate different delivery combination schemes, test the communication combination with the highest interaction rate for key promotion, and ensure that every promotion fee is spent on the cutting edge.

4) Invite people to taste inspirational orange-launch a gift-giving activity in the form of "no threshold"

Collected 1000 post-80s entrepreneurs from different industries and gave them free incentives. Only 30% people accepted gifts, which brought more hot topics around oranges.

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More successful online marketing cases

Alipay

Case Name: Alipay koi fish Marketing

Time: 20 18 10 month.

Introduction: Alipay launched a lucky draw in Weibo, and won a global free gift package, including gifts from hundreds of merchants at home and abroad.

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Because of the high gold content of the activity prize, only one person was chosen, and it happened to be chosen during the National Day holiday. In addition, major cooperative businesses have also come to promote themselves. The total * * * caused more than 3 million netizens to forward it and gained more than 200 million exposures.

Alipay's marketing in koi fish, combined with its own brand influence, is now in full swing to forward the stem of koi fish, combined with the major businesses to create gimmicks, which is itself a very clever low-cost marketing plan, and finally brought millions of communication effects.

Pinduoduo

Case Name: Pinduoduo Bargaining Marketing

Introduction: Users share goods from Pinduoduo and bargain with friends. When products are bargained to 0 yuan, users can get products for free.

Please click to enter a picture description.

This fission can not only promote high sharing rate, but also realize high conversion. On the surface, 0 yuan bargains and businesses lose money, but in fact, it is very difficult to bargain for free. Often, businesses and parties have gained high exposure and gained a large number of sinking users.

Three Squirrels

Case Name: Three Squirrels Customer Service Marketing

Introduction: The three squirrels were first famous not for nuts, but for selling lovely services. The customer service of the three squirrels is different from the "pro" culture of Taobao. They affectionately call customers "masters". Based on the user experience, the three squirrels also divided the pre-sales customer service into a small fresh art group and a fanatic group.

Please click to enter a picture description.

These marketing methods aimed at the target consumer groups have greatly satisfied the customer's consumption experience. In addition, they also strengthen the brand image, so that customers will think of three squirrels as soon as they hear the word "owner".

Coca-Cola Soft Text Marketing Case

Coca-Cola is one of the most famous products in the world and a part of popular culture. The following is what I arranged for you.

Coca-cola's successful marketing case 1:

An outdoor creative advertising video of Coca-Cola in Dubai became popular in Weibo: In Dubai, there are a large number of South Asian workers with a meager salary of $6 per day. For them, it is very extravagant to speak at $0.995438 +0 per minute.

In order to facilitate these workers, Coca-Cola Company has developed a telephone booth equipment-"Hello Happiness", which can use the coke bottle cap as the call fee. As long as you put in the bottle cap, you can get three minutes of free international calls.

This advertisement of Coca-Cola caused a strong response. According to incomplete statistics, the video has been praised more than 66,000 times and forwarded more than1.20,000 times.

According to the advertising company of this event, the advertising video of "hellohappiness" was mainly put on social networks popular with young people such as Weibo and major portals, and the advertisement of Coca-Cola was also forwarded by a large number of big V's on Weibo.

Precision Marketing and Leverage Communication-"Nickname Bottle"

According to reports, when Coca-Cola launched the "nickname bottle", it first launched products for opinion leaders, combined with the star effect, and used the activity of stars, fashion celebrities and social celebrities on social networks to create N information highs, resulting in a wide range of communication and diffusion, which in turn aroused public interest.

Big coffee goddess, girlfriend.

In the early stage of promotion, many "talent", artists, stars and media accounts on social platforms all appeared "nickname bottles" with names, which triggered a tsunami-like communication boom.

Coca-Cola has mastered all kinds of keywords and community labels on social platforms, which is exactly the topic that the post-80s, post-90s and post-00s pay attention to, especially when the boundaries between online terms and life terms are becoming increasingly blurred. This nickname bottle, with fertile soil for survival, has the ability to sprout, grow and flourish.

It is worth mentioning that among more than 60 nicknames, "_ silk" was not selected by Coca-Cola, because Coca-Cola needs to choose a positive nickname.

Coca-Cola's Successful Marketing Case 2:

Speaking of Coca-Cola's marketing cases in recent years, we can't help but mention the nickname bottle phenomenon that became a hit last year.

It is actually the ordinary young people in this society who really create these words. They may be consumers of Coca-Cola. They created these words to express themselves, and Coca-Cola "returned" these content nodes to themselves.

The key is, why only Coca-Cola came up with such a simple idea and it became an instant hit? I think Harvard Business Review answered this question as early as 20 1 1. Joe Tripodi, CMO of Coca-Cola Company, pointed out in an interview that as a consumer goods company, we must understand that consumers can create more information than you; It is the consumer who owns your brand, not you.

In other words, a good social marketing case doesn't require you to come up with a groundbreaking idea. Every era has its own content nodes, and the creators of these content nodes are probably your consumers. It is enough for FMCG companies to listen to the "content" created by consumers with an open mind and find content nodes that meet your brand to spread. As Joe pointed out, the role of Coca-Cola should be the host, not the broadcaster or missionary.

On the contrary, Li Ning's famous bid change failed. Li Ning wants to complete a brand revolution with the post-90s content node, but the post-90s content node is not advocated by Li Ning's main target customers. In other words, Li Ning just forgot the fact that consumers, not Li Ning Company, own the brand Li Ning. When a brand is created and survives in the world for a long time, it has an independent life just like the characters created by writers. Readers will not easily allow the author to change all this, just as Sherlock Holmes fans will not allow Conan Doyle to kill their detectives. When the company tried to forcibly replace it with another concept, it failed.

Second, emotional nodes

People who travel abroad must have this experience. Many tourist attractions will send you some brochures. Every time you go to a scenic spot, you will stamp a chapter to confirm that someone has been here in a seemingly formal way. For the average person, this is also a way to brush the sense of existence. This is actually an emotional tipping point, which can arouse people's beautiful emotional feelings.

Last year, Coca-Cola cooperated with Papa to move this to the mobile Internet. One of the characteristics of snapshot is the function of photo filter. Previously, the Snap watermark filter only opened the privileged service for the film "Love on the Roof" directed by Li Bingbing and Jay Chou. In order to cooperate with the nickname bottle activity, Coca-Cola decided to customize Coca-Cola's exclusive watermark after consultation and communication with the staff, and tried to do advertising marketing from the photo watermark, so that everyone could gain a sense of existence when taking pictures and share it with Sina Weibo, Tencent Weibo, qq Space, WeChat circle of friends, Renren, etc. Results Within two weeks after the watermark filter was launched, more than 20,000 pictures were added with the watermark filter of Coca-Cola nickname bottle by netizens.

In this case, the difficulty lies not in the discovery of emotional nodes, but in how to "realize". In the past, Coca-Cola may use tender advertisements to detonate this "emotional node", but in this case, Coca-Cola thought of using the electronic imprint form of snapping up watermarks, which provided a new possibility.

Third, the time node.

In the Internet age, the best case of stacking time nodes is to promote the "Double Eleven" invented by Ali and the time-limited spike game commonly used by e-commerce websites. The emergence of e-commerce has changed the law of people's consumption time. For example, in the past, holiday leisure time was the peak of people's shopping, because people could not leave the office to go shopping during working hours, and merchants often chose to promote sales at this time. But e-commerce has changed all this, forming a new peak of sales time and its own rhythm.

Coca-Cola recently cooperated with Yi Xun to try to start a limited-time spike activity at 3 pm. The reason for choosing this time is that Coca-Cola thinks that 3 pm is the time when office workers are tired and inattentive. In many companies, 3 pm is the afternoon tea break. At this time, the chances of people browsing e-commerce websites for online shopping will also increase greatly.

Fourth, spatial nodes.

"Where consumers appear, we will appear." Fast-moving consumer goods companies like Coca-Cola usually emphasize this principle. Therefore, the presidents of giants such as Coca-Cola and Adidas will spare no effort to sponsor local events such as the World Cup and the Olympic Games. Because in a specific space like a stadium, consumers' attention will increase geometrically. However, in the era of mobile internet, people go out less, but they are "everywhere" in the virtual space of the network. They will not only watch the game on the spot, but also share and express their feelings through the internet or mobile terminals. At this time, how to carry out social marketing is very nerve-racking.

20 14 June, the World Cup in Brazil is about to open. At present, Coca-Cola's new marketing plan is still unknown. However, during the 20 10 World Cup in South Africa, the Coca-Cola Headquarters and FIFA exclusively filmed a 60-minute "Review of Coca-Cola's classic goal celebration in the 20 10FIFA World Cup", which was broadcast on the Internet, including Bei Beituo's cradle dance in the 94 World Cup and Uncle Mira's corner flag twisting his ass in the 90 World Cup. And revisit these famous players who made history exclusively. The problem is, it's more like a collection of World Cup goals. Why did Coca-Cola make such a documentary? What does this have to do with the brand communication of Coca-Cola?

One of the shots may give you some inspiration. It turned out that in the 1990 World Cup 20 years ago, Uncle Mira led Cameroon to the quarterfinals of the World Cup, which was not only the first time for an African team to reach the quarterfinals of the World Cup, but also the best result so far. Uncle Mira likes to run to the corner flag area and twist his ass after scoring goals. Because of some mistake, the advertisement on the billboard next to the venue is Coca-Cola! Uncle Mira and Coca-Cola were fixed in history by TV cameras. The staff of Coca-Cola discovered this occasional special moment, so they reused the old wine in new bottles and put it at the beginning of the documentary. The 20 10 World Cup was also held on the African continent for the first time. Coca-Cola's documentary can arouse Africans' infinite memories of 20 years ago, and its dissemination has achieved unexpected good results.

In this case, Coca-Cola re-disseminated the past historical space nodes in combination with the current hot spots. It seems accidental, but it still has universal significance.

Coca-Cola's Successful Marketing Case 3:

In the summer of 20 12, Coca-Cola specially launched the "Power of Beat" activity, inviting consumers to "join the China Beat" to cheer for the China sports delegation.

Through the unique "Tianmu" technology, Hongmei has a timely insight into the real needs of every consumer, establishes a consumer behavior file, and comprehensively analyzes the main and potential interests of consumers. At the same time, Hongmei broke the shackles of fixed advertising space and followed consumers to display advertisements on the whole network.

Combined with accurate targeting technology and excellent creative design, Hongmei promoted advertisements to be displayed more than 65,438+1100 million times in 7 days, covering 6 million target audiences. The average viewing time of advertisements accounts for 86% of the total advertising time, and the click-through rate of target audience exceeds 4%.

background introduction

Coca-Cola was born in 1886. It is the first carbonated beverage in the world and one of the most famous products in the world. With its cool and refreshing taste and free and energetic brand image, it is deeply loved by consumers, especially young consumers. Nowadays, Coca-Cola is not only a refreshing drink, but also a part of popular culture.

20 12 July, the 30th Olympic Games will be held in London, England. In order to cheer for China team in London Olympic Games, Coca-Cola launched the "the Power of the Beat" activity, and invited consumers to "join the China beat" for them through the heartfelt explanations of the new forces of China team such as Liu Xiang, He Zi, Chen and ZhangJike. This advertiser is mainly launched in cooperation with the "Power of Beat" movement. This advertisement is closely related to the hot events of the Olympic Games. By creating suspense, the target consumers will be attracted to the main page of the event with curiosity and explore more content.

The target audience of Coca-Cola is mainly young consumers. In addition, consumers who are concerned about the latest information of Olympic Games and China athletes are also the target groups that this activity hopes to influence.

Delivery scheme

Hongmei's goal is to help Coca-Cola accurately locate its core audience and effectively convey brand information one-on-one.

Through Baidu search data, we can know that consumers who are concerned about the Olympic Games are paying close attention to the opening ceremony and competition arrangements of the Olympic Games in the near future. In addition, China's star athletes, such as Liu Xiang and ZhangJike, are also their key targets. Young consumers will not only pay attention to the activities of Coca-Cola and similar brands in time, but also be keen to socialize through Renren, pursue online novels and comics, and watch entertainment, animation and other videos on Youku.

Through the unique "Tianmu" technology, Hongmei has a timely insight into the real needs of every consumer, establishes a consumer behavior file, and comprehensively analyzes the main and potential interests of consumers. At the same time, Hongmei broke the shackles of fixed advertising space and followed consumers to display advertisements on the whole network.

originality design

In order to highlight the dynamism and fashion of Coca-Cola advertising and better convey the advertising theme, Hong Media specially designed leading animation and special playing box to catch the eye of the target audience at the first time. The leading animation is based on the new forces of the China Olympic team, with the large size "Listen, what sounds make them full of energy?" Ask questions to the audience and then cut into the video advertisement.

The video frame adopts the background of the main page of the activity, and there is a striking LOGO in the upper left corner to unify the brand information. Viewers can go to the "Clue" and "Reveal" on the main page of the event through the "Find Clue" and "Reveal" buttons at the lower right of the video box, watch the complete video and learn about the details of the event, or share it through the SocialMedia at the top of the video box, and exchange and share with the official pages/accounts of Renren.com, Kaixin.com, Sina Weibo and Tencent Weibo with one click.

Publish results

In seven days, advertisements were displayed more than 65438+ 1 100 million times, covering 6 million target audiences. The average viewing time of advertisements accounts for 86% of the total advertising time, and the click-through rate of target audience exceeds 4%.

100 network marketing cases

Classic cases have a far-reaching impact on us and are worth learning and learning from. It can be said that a hundred flowers are blooming and creativity is flying everywhere. Here I share with you eight successful cases of online marketing, I hope you will be satisfied.

Case 1: Tmall Suning tore the war-mom hit me again.

"Mom Hit Me Again" is a group of four-grid comic pictures of mothers slapping their daughters and talking with their mothers and daughters, which became popular on the Internet in June, 20 13. Its name is taken from the movie "Mom loves me again" in Taiwan Province province. During the Double Eleven period, the advertisement of "TM's Double Eleven" was changed from Suning.cn to "Mom hit me again". I have to say this advertisement is very targeted. Comparing the blue of Suning cn with the red of Tmall is both ironic and true, and everyone is "happy". I wonder how Ma Yun felt when he saw this advertisement. Later, the fan version was uploaded by netizens, which was really noisy. It's really necessary to do it. It triggered a lot of forwarding and hot discussion among netizens.

Case 2: Baidu-offline event online marketing: "Hey, about?"

In September this year, when the iPhone6 in the western hemisphere swiped the Internet with a gesture of "bigger than bigger", the Baidu input method in the eastern hemisphere also introduced the concept of "knowing your expression, knowing your iPhone" for the first time, which set off an upsurge of "knowing you". Even Wang Sicong, the husband of the whole people, joined in and sent Weibo to support Baidu, so Baidu input method is also called "the same Wang Sicong input method". At the same time, the iPhone version of Baidu input method is also the first mobile Internet product to appear in new york Times Square. Its offline copy for Chinese people around the world: "Hey, about?" It became an online buzzword in June, 5438+10, and triggered a hot discussion and post-following craze among a large number of netizens. Baidu's input method uses the offline events of new york Times Square advertisements to create online marketing cases, which are imitated by many companies that are good at marketing, such as 1 store, which is a very eye-catching Internet marketing event in 20 14 years.

Case 3: Chu orange-an orange on the Internet.

Initially, Life.com was founded by entrepreneurs from Southern Weekend, Southern Metropolis Daily, Beijing News and Netease. The transformation of media people still knows the way of media. After this website has dominated popular social topics such as "going home for dinner", "Chu Orange" is a ladder to make this website by going up one flight of stairs. Operation three points: point 1: _ orange _ a healthy sugar orange. Life has its ups and downs, and the spirit can finally be passed on. This sentence is widely circulated on the Internet. Then use some figures to sum up _ old: 85 years of ups and downs, 75 years old to start a business, ten years of cultivation, producing 240 million oranges. Focus 2: Personalized packaging In addition, packaging, as the core communication material, is marked on the packaging, and the logo is clear at a glance. Focus 3: 10 inspirational micro video for young people. Follow-up effects: Chu Orange, Tamia Liu, Pan Apple. After many marketing activities, Life.com has registered millions of users in 100 cities across the country, all of whom are high-income and high-quality cultural circles, white-collar workers and family users, aged 28-35, with women accounting for 55%.

Case 4: Didi taxi-rich and willful

Wechat's Didi taxi has invested 654.38 billion yuan in huge subsidies to start a marketing war, and many small and medium-sized taxi software have fallen. The cooperation between Didi Taxi and WeChat Payment has started the third round of marketing, which not only increased the reduction amount from 5 yuan to 10 yuan, but also introduced the first order for new users 15 yuan. In addition, this year, a large number of red envelopes were distributed on Valentine's Day, Thanksgiving Day and other festivals, and then a series of marketing methods such as "four friends and three drops" were launched. Really benefit passengers and drivers in the price war, and the user activity remains high.

Case 5: Sinbad Save _ Clan -7 Days and 7 Nights Extreme Live Broadcast

After double 1 1, Weibo's account @ I am a cyclist sent a resignation letter, expressing his determination to change his life track and resign as the operation director of Tmall Mall, and expounding the hardships and helplessness of e-commerce operation, which quickly gathered the public's attention in this e-commerce group troubled by many problems such as heavy inventory pressure, small quantity and no factory, and delayed orders, which triggered the screams of e-commerce merchants. In fact, this is a series of event marketing created by Sinbad's clothing fast-production, from resignation letters to the activities of Japanese book-ordering fans in day order of Beijing World Trade Center, and so on. After _ clan became popular, he took the opportunity to launch the "7 days and 7 nights explosion challenge" in Sinbad, Weibo, and promised seven lucky sellers randomly to experience the brand-new production mode of making 50 clothes in 7 days for free. The determination to subvert the traditional clothing supply chain can be seen. The event attracted nearly 1000 clothing e-commerce sellers to sign up. What's commendable is that Sinbad adopted the form of live broadcast from all over official website, official Weibo and WeChat WeChat official account, which made the garment making process open and transparent and won unanimous praise from a large number of media and netizens. From the preparation of _ clan to the appearance of Sinbad, a new clan appeared online, which was sympathetic and attracted * * *, and offline couples stood in the street seeking redemption. Online and offline echo each other. When the public opinion reached its peak, the topic turned to the small-scale production of Sinbad clothing, and all the onlookers _ clan were introduced into the explosion challenge of Sinbad. The marketing means behind this can be described as perfect and worth savoring.

Case 6: Meizu MX 4-an atypical marketing

Meizu has changed. Change the weakness of previous marketing, and get the Top 1 of Baidu search list with the number of "self-blacking" marketing routes. On the platform of Weibo, the cumulative reading of Meizu Technology #20 14 Meizu New Product Launch Conference # and # Meizu MX4# reached 700 million. Only 40 minutes after the launch of the conference, the two topics successfully occupied the first place in the topic list of Weibo, taking the first place in the comprehensive hot search list. Meizu's first new product launch conference was broadcast live in Baidu Post Bar, and only the live graphic posts received more than 8.62 million attention that day. From suspense marketing during warm-up to press conference, we don't forget to tease our competitors. Of course, the practice of "self-blackening" and "creating negative public opinion" was not initiated by Meizu. Meizu's untypical lies in the fact that it takes self-blackness and negativity as important weapons, and through a good grasp of information, time and scale, it has won enough attention and finally achieved good results.

Case 7: Xiaomi-"God Copy"

Xiaomi has two requirements in product copy planning and picture expression: first, it should be direct and spoken in vernacular, so that users can understand it as soon as they listen; Second, we must hit the nail on the head, be reasonable and impress users. Three classic cases: "Xiaomi Mobile Phone Fast", "Xiaomi Piston Headset" and "Xiaomi Mobile Power Supply, 10400 mAh, 69 yuan". The information output of advertisements requires consumers to encode and decode, and then there will be interference and loss in the middle, so the most effective is simple encoding and direct decoding, with the highest fidelity.

Case 8: Alibaba-Social Marketing Course

Before Alibaba went public, it was not surprising that whether the "Alibaba roadshow promo" spread on WeChat broke the reading volume of 6,543,800+million per minute, or Ma Yun told everyone what Alibaba was in fluent English, it won a full house of applause. There are also "PPT of Alibaba USA Roadshow" and "What did Ali say in his letter to investors? This kind of content is still attractive from the perspective of "exploration" and "insider". Will you see what Ali said? This is an important communication node in the process of listing. Briefly summarized as follows: First, the light and dark lines complement each other; In addition, pay attention to key opinion leaders; Finally, pay attention to communication tonality.