Successful cases of e-commerce marketing

E-commerce refers to all kinds of commercial activities carried out by the parties or participants in the transaction by using modern information technology and computer networks (including the Internet, mobile networks and other information networks), including goods transactions, service transactions and intellectual property transactions. The following is a successful case of e-commerce marketing that I have compiled for you. Welcome to read!

E-commerce marketing success story 1:

All this time. Taobao? In the eyes of the public, it has always been the representative of e-commerce brands, dealing in clothing, cosmetics and 3C products. However, in recent years, Taobao? No longer unique, the electric business community is surging, and many vertical e-commerce brands have emerged, as well as many homogeneous e-commerce brands. For example, Chen Ou? Speak for yourself? Jumeiyoupin Cosmetics Sale Mall, Lei Jun's Xiaomi carefully manages mobile phone products, including agricultural shows of Chu Orange, Tamia Liu and Pan Apple. These vertical e-commerce companies have mushroomed, and the homogenization competition has also entered a white-hot stage, and the competition among e-commerce companies has become more intense.

So how do you get a piece of this big cake of e-commerce and how can you break through? More and more enterprises begin to attach importance to brand marketing, especially to use social marketing means to shape brands.

Have you noticed the change in your consumption habits? More and more people are used to noticing what hot things friends and relatives are discussing on Weibo or WeChat, and then searching and deciding to buy because they are interested. Or do you directly complete the consumption in the page jump from social media to e-commerce website? Attraction? Search? Place an order Process. According to Tamba's report, 76% people rely on the recommendation of friends to make their purchase decisions, and only 65,438+05% people rely on advertisements. According to the statistics of We Are Social, 4 1% of the online time of mainland netizens is spent on social networking sites.

This is the impact of social media on consumption habits from the perspective of consumers. Brands are recognized, remembered and interested in social media discussions. From the point of view of e-commerce, in this era of increasingly fragmented traffic and more precise buyer demand, brand building highlights its importance in communicating buyers and sellers, and social media, as an increasingly valued channel, is regarded as an effective means to acquire new customers and retain old customers, and its accuracy, interactivity and word-of-mouth marketing can not be underestimated.

Then, how should e-commerce brands voice in social media channels and how to conduct social marketing? How to acquire new customers and retain old customers? Does social marketing mean opening brand Weibo account or official WeChat account platform? How to solve the problem of lack of interactivity in one-way push of brand information? These are all hot topics in the social business boom. Then let's start with the inventory of 20 13 three e-commerce brand social marketing cases.

First, oranges? Create high premium agricultural products e-commerce

At the golden wheat award ceremony of 20 13, Tang Song, the former deputy general manager of life network operation center, mentioned in his acceptance speech entitled "selling fruit like Coca-Cola" that what problems were considered when 20 13 made the brand marketing of Chu orange? How to standardize non-standardized things and how to promote them to young people?

So we see the native life network? Storytelling+cultural packaging+food safety+social media marketing+e-commerce production and sales? , created a 20 13 Chu orange sale. Among them, the combination of big data technology and social advertising technology, through? The story of Chu orange? The form of communication+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 (the information collection scope includes potential fans of products, competing consumers, experts, opinion leaders, etc.). )

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? There is no threshold? Forms of gift-giving activities

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.

Second, Brewmaster. com？ Double eleven and other wines.

The Fourth Anniversary of Brewmaster Network? Crazy Brewmaster Month? The anniversary celebration set off an upsurge of buying wine online in the off-season, continuously cultivated users' consumption habits, continued to lead with an industry-leading attitude, and further enhanced brand awareness. And with the help of large-scale popularization and exposure to attract new consumer groups and expand consumer contact. Finally, after two months of activity, the flagship store sold nearly 35 million yuan, and the average monthly page views of the store increased by 1 10% from August to September compared with July. The monthly average number of trading users increased by 139% compared with July. Ranked first in the hot-selling shops in the industry, and the hot-selling index and popularity index far exceeded the second place, which was the double eleven notice. Among them, two highlights have made the off-season marketing model of online shopping niche category: the first is innovation, and the brand is deeply integrated with the rights and interests of Taobao V-level members for the first time; Secondly, integration, multi-platform, multi-theme and multi-channel resources integration and utilization.

Brewmaster Netscape 1 1 achieved the whole network sales of 22 1 10,000 yuan on the same day, of which the first hour sales was 40 million yuan, more than two-thirds of the whole day in the same period last year, making it the biggest winner of liquor e-commerce. This is attributed to? Star Weibo and other wines, opinion leader WeChat comments? Double micro-extension scheme based on.

165438+ 10 month 10 is the preheating period. We mainly use e-commerce celebrities and grassroots tubas on the Weibo platform to throw out topics such as # Double Eleven # and Brewmaster Net # Send Rooms and Cars to the Spring Festival Evening # in Weibo, and launch related activities to guide potential consumers. ? Double eleven? On that day, topics and activities were ignited by some heavy actions, such as the interaction of popular stars, jokes and opinions of leaders, which pushed the popularity of the Internet in Brewmaster to a climax. On the day of the Double Eleven, when all kinds of e-commerce websites were frantically carrying out promotional activities, Bo Huang and Xu zhēng # Double Eleven # Interactive Weibo ranked first in the popular Weibo list. 12 is the renewal, Brewmaster net drying? Double eleven? Immediately after the results came out, in-depth articles written by e-commerce industry leaders were posted on WeChat, which triggered the attention and heated discussion of e-commerce industry.

In a word, the slogan # Shuang 1 1 Good Wine # has made another classic marketing case of Shuang 1 1. The main point of communication is that Weibo WeChat takes both breadth and depth into consideration.

Third, Luolai Home Textiles? The combination of cross-border and social marketing

Since lovo, the e-commerce brand of Luolai, was launched on 12, it has become more and more urgent to make its own brand voice. Lovo is a younger and more fashionable American-style home textile brand, which needs to attract its younger users in Taobao. Through cross-border cooperation with Tusky cartoon characters and continuous 1 month marketing activities, Tusky series ranks first in the world, with 100 minutes 1000 sets, 74 hours 1000 sets and 80 hours 1000 sets sold out.

The rise of LOVO brand itself also contains a certain spirit of struggle. This is consistent with the spirit conveyed by Tusk itself. Furthermore, LOVO emphasizes freedom and individuality, which is consistent with Tusky in brand concept. The whole marketing activity can be divided into three main points:

1) Highlight the image. After several years, Tusk's image became silent, so the action video of netizens imitating Tusk was found out, re-integrated and spread. In addition, the launch of new products also took advantage of the marketing momentum of Mid-Autumn Festival. The marketing team took a creative video to warm up. In the video, a girl dressed as Chang 'e appeared in the subway with it in her hand. Moon rabbit? It's Taskey. Through these two points, Tuschi's memory in people's minds was awakened.

2) Create a topic. Stop the operation? Wake up? Not enough, are you? Chang 'e? After appearing in the subway with Tusky, the activity was upgraded to event marketing, and the topical Chang 'e theme was implanted. Being photographed by a wretched man, the video caused another round of spread on the Internet. At this time, the flagship store of Luolai Home Textiles has started the preheating of ten limited-edition new products at the same time, attracting the store's collection.

3) Brand exposure. Brand information was not disclosed during the activity stage until? Chang 'e? Brand information only appears in the third video in the series. After that, Taskey's Happy Decompression Sports Video was broadcast, and a large number of Taskey's classic facial expressions and movements were spread in the form of real-life deduction, including a large number of LOVO brand exposures. At this point, the marketing effect reached its peak, and SNS channels such as Sina Weibo Redskins and WeChat official accounts forwarded a large number of topics. According to statistics, Chang 'e? Three videos of this series were broadcast, covering 900,000 people.

abstract

From the discussion of the above three cases, in fact, social media is a channel for consumers to understand product information, brand, purchase and comment on products. The success of e-commerce brands in social marketing lies in the high overlap between buyers and social media users, which is also the natural advantage of e-commerce brands in applying social media to brand marketing promotion compared with traditional brands? Closer to consumers. But it also puts higher demands on the executive level, because the word-of-mouth created by interaction can be a double-edged sword. E-commerce brands need to pay attention to the following points:

1) Select the appropriate time node. Double Eleven was initiated by Taobao and gradually became the traditional marketing node of e-commerce. Proper efforts at critical times can make brands get more attention on social platforms. Brands should not only focus on the outbreak of sales, but also regard it as an opportunity for brand promotion.

2) Express brand cultural values. Chu orange sells not only ice-sugar oranges with excellent taste, but also an opportunity to communicate with elders; The combination of brand DNA of Luolai Home Textiles lovo and the cartoon image of tusks gives the product a unique brand image. The main values of Inman's slow life are also spread through the marketing active communication of Double Eleven.

3) Use social platforms to gain insight into consumers. The high overlap between social media users and consumers enables brands to attract and distinguish consumers based on social platforms, shorten the distance for brand information to reach consumers, and launch personalized customized services for target customers. At the same time, social media platforms can also feed back the role of marketing tools, which is very helpful for adjusting the direction of marketing strategies in time.

4) Find the communication node that matches the brand image. Weibo Bei, Han Han and Jiang, who went to Beijing with Oranges, forwarded them, and the brand influenced people who paid attention to these opinion leaders. In the case of Brewmaster Net's Double Eleven marketing, with the help of Weibo Yi, a social media accurate communication platform, Brewmaster Net used the interaction between popular stars and XUZH ? ng, and the power of grassroots tubas and paragraphs to effectively reach consumers and establish a good brand image.

5) Focus on building word-of-mouth marketing. In addition to using topics to cause topic discussion when promoting on social media, so that public opinion can focus on brands, another link that cannot be ignored is the comment link after consumers buy. Because of the nature of social media, this link has a growing impact on the brand. What is the consumer experience of a successful brand? Comments? And then what? Share? It can be a good brand endorsement, and it can also be the UGC of its brand building. According to Adobe 20 12 and 10' s report "the status of online advertising", when asked about the reaction after seeing friends like a product on social media, 29% of the respondents said they would check the product, 14% would visit official website, 5% would praise the product and 2% would praise it.

E-commerce, after better combination with social marketing, is more and more like a closed-loop platform integrating consumer insight, brand awareness, marketing interaction and effect evaluation. With the update iteration of social media, how to make better use of its characteristics for marketing is a question that will always be answered with surprises.

E-commerce marketing success story 2:

Fast schoolbag is an old pacesetter who grew up with Sina Weibo. There are many marketing cases about fast schoolbags in Weibo. It brings nearly 1/3 traffic and 40% order business to the website, which is what enterprises expect. However, is the success of Weibo's marketing of the fast schoolbag enterprise just like this?

Two highlights of Weibo's fast schoolbag marketing: micro-customer service and micro-marketing for all employees. The micro-customer service of the fast schoolbag is quite hard. Dare not say 1 minute response, almost 5 minutes response. I once sent them a private letter asking if there were any books, and their private letter reply was not only quick but also comprehensive and warm.

Meanwhile, micro-search? Quick schoolbag Keywords: Whenever Weibo mentions the content of Quick Bao, there are basically two accounts in the comments, namely Quick Bao and Xu Zhiming. How many companies can do this? How did Weibo do so badly?

Maybe everyone will think: As a boss, how can Xu Canzhiming be so idle and stay in Weibo every day? But when you think that Weibo can generate 40% orders for it, how attractive ROI should be for such a small enterprise.

Weibo's quick schoolbag home page lists the Weibo of the executives in detail, and then goes to micro search? Find someone with a quick schoolbag, and you will find that the first page +v is full of people with quick schoolbags. If you have any questions about the express schoolbag, you can always tell his executives that they are in Weibo! I would like to ask those companies that complain about poor marketing in Weibo every day, have you really done it with your heart? Enterprise Weibo can't be done casually, and there are inevitable reasons behind every success.

E-commerce marketing success story 3:

Word-of-mouth marketing is a low-cost marketing method, but it can often create high returns. Instead of spending huge sums of money on advertisements, promotional activities and public relations activities to attract the attention of potential consumers, what else can we do? Eyeball economy? Effect, increase consumer loyalty, it is better to through this relatively simple work? Users tell users? The way to achieve this goal. Let's share with you several successful cases of word-of-mouth marketing that have been done well in China.

The first beauty in Taobao? Boiled fish queen?

? Boiled fish queen? Taobao is one of the ten million sellers. Her shop mainly deals in clothing and fashion products. However, although the shopkeeper is young, he earns 20 thousand a month. Her network popularity is very high, and she was named by netizens. The first beauty in Taobao? . ? Monthly income of 20 thousand, Taobao's first beauty? Positioning has induced a full range of word of mouth, and many media such as Alibaba, Kuliu, and Global Shopping Information Network invited the boiled fish queen to make an exclusive report; Tudou and Sina podcast invited the boiled fish queen to participate in the 2008 Spring Festival program. Netizens are discussing her deeds enthusiastically. There are many photos and videos of her beautiful figure in the forum, and even a group of die-hard fans have compiled and maintained personal posts for her. Taobao's first beauty can be called the brand image symbol of Taobao for a time, attracting more buyers and sellers to rush into Taobao transactions.

The queen of boiled fish is not funny, ugly, undressed or grandstanding. She stood out with a positive image, which greatly improved the visibility and sales of the store. To some extent, this is a classic successful case of word-of-mouth marketing.