Top Ten Marketing Classic Cases of Internet Thinking (2)

Network marketing case 6, keywords: Chu orange, originally life network

Since 20 12, fresh e-commerce has gradually become a new hot spot in the field of e-commerce. Last year's plan? Oranges into Beijing? Is the fresh e-commerce network still carrying out its oranges this year? Explosion? Marketing. In the past, the live marketing of Chu orange took the humorous marketing route. During the pre-sale, a series of personalized packaging for youth versions were launched on the original life website. Which ones are printed? Mom, remember to buy one for Amar? 、? Although you work hard, your success mainly depends on your talent? 、? Thank you for letting me stand and make money? 、? I'm fine. You also take care? The humorous and warm text box was displayed on the original life network not long after it was launched. Sold out, showing its popularity.

Originally, this series of personalized packaging of Life Network was not only eye-catching, but also very artificial. Can the marketing circles in China afford humor? Feel gratified. After all, in this hard-working society, there is still too little humor that can make China people smile.

Of course, branding by marketing alone is not the focus of the original life network. Originally, life has always believed that high-quality ingredients can talk, strictly control all links to ensure the best products and services, and the value and media role of food itself is enough to gain a foothold in the market.

Comments: From the perspective of brand marketing of e-commerce, life has always chosen a product with explosive points, which is what e-commerce often says? Explosion? Products, through the hype of an explosive product, at the same time enhance the influence of e-commerce platform. Under the background that a brand is not well known to the public or the brand foundation is still weak, if you want to establish your own brand awareness on the Internet, you need to have an explosive product as the main theme, and use the bundled marketing of explosive products and brands to achieve practical purposes.

Network marketing case 7. Keywords: Starbucks, CITIC, 9 Share Exchange

For some misunderstanding, Starbucks has become coffee in the eyes of many consumers. Gao Fushuai? Even in the eyes of CCTV reporters, Starbucks? Huge profits? Than real estate? Huge profits? And worthy of criticism.

After successfully planning patriotic topics during the National Day, CCTV's denunciation of Starbucks seems to be a typical case of putting patriotic feelings into action. Take Beijing Starbucks as an example: coffee beans 1.6 yuan+milk 2 yuan+disposable products 1 yuan =4.6 yuan. The cost of a 354 ml Starbucks latte per cup is less than that of 5 yuan, and the domestic price is 27 yuan. In contrast, the same cup of coffee costs 24.25 yuan in London, 19.98 yuan in Chicago and only 14.6 yuan in Mumbai.

Although it has been thrown into the spotlight from time to time, Starbucks has always appeared in the public eye with a quiet and peaceful attitude. Behind this calm gesture, is it related to the major? Local tyrants? CITIC 9 Stock Exchange is a good example. You can drink a cup of Starbucks for free at 9 points, which undoubtedly makes Starbucks have a lot of face? Huge profits? The accusation is full of confidence.

Comments: The online popularity of this case is not high, but the number of offline participants has reached one million, and the cumulative redemption right exceeds three million. Citic began to accumulate customers from 20 12, and made continuous efforts in cooperation with high-end merchants. While stabilizing old customers, it has also attracted many new customers, and to a certain extent, both partners have precipitated active brands, allowing Starbucks to appear at the forefront in an elegant manner.

Network marketing case 8, keywords: Coca-Cola, personalized customization

In the summer of 20 13, Coca-Cola launched the nickname bottle of Coca-Cola in China, imitating the marketing action in Australia. Every bottle of coca-cola has the nickname bottle written on it? Share this bottle of Coca-Cola with your _ _ _ _ _ _. ? These nicknames include Bai, naturally staying, girl next door, big coffee, pure man, promising youth, literary youth, little loli and so on. This nickname bottle caters to China's online culture and is deeply loved by netizens, so almost all people who like Coca-Cola begin to look for their own Coke.

Comments: The success of Coca-Cola nickname bottle shows the success of online and offline integrated marketing. The brand is spread on social media, and netizens use nicknames to buy coke offline, and then discuss it on social media. This coherent process enables the brand to achieve three-dimensional communication. Of course, as an idea that won the 20 13 effie awards Prize, what is the more important significance of Coca-Cola's nickname bottle? It proves that in brand communication, social media is not only the partner of the activity, but also the core of the activity.

Network marketing case 9. Keywords: Xiaomi, Hunger Marketing

Speaking of Xiaomi, everyone will be familiar with it. Brief background knowledge: Xiaomi Company was established in April of 20 10, and released its first mobile phone in August of 2010/year. In less than four years, the annual sales reached 28 billion yuan, and the company's valuation has exceeded 654.38+0 billion US dollars. What is even more puzzling is that Xiaomi is almost? Zero investment? Through social marketing modes such as BBS, Weibo and WeChat. , we can unite the power of fans and quickly build Xiaomi into a? Famous brand? .

Xiaomi started his business less than four years ago, trying to subvert every link of the industrial chain and gradually forming his own unique theory. Like lei jun? Small restaurant theory? The most successful boss is the owner of a small restaurant, because every customer is a friend. Another example is the Internet seven-character formula: focus, extreme, word of mouth, and fast. For another example, make the best products regardless of cost and make users scream.

Comments: It is through all kinds of subversion that Xiaomi was founded less than 4 years ago, and its unique model brought the miracle of annual sales of 28 billion. Xiaomi mode is a gradual process, and there may be more subversion. Fortunately, Xiaomi has remained calm in its rapid development. Li Wanqiang said frankly: Our challenge now is to stay awake, control our desires and control our rhythm. ?

Internet marketing case 10, key words: three squirrels, subverting tradition.

? Three squirrels? It is the first Internet forest food brand launched by Anhui Three Squirrels E-Commerce Co., Ltd. on 20 12, which stands for natural, fresh and non-over-processed. Only 65 days after its launch, its sales jumped to the first place in Taobao Tmall nut industry and the top ten in scented tea industry, creating a miracle in the history of e-commerce in China.

20 12 tmall double eleven promotion has just been established for more than 4 months? Three squirrels? On that day, the transaction was nearly 8 million yuan, which won the championship of nut snacks in one fell swoop, and successfully issued 654.38 million orders within the agreed time, creating a historic breakthrough of Internet food in China. In 20 13 years, the monthly performance of/kloc-0 exceeded 20 million yuan, easily ranking first in the nut industry.

Because the internet has greatly shortened the distance and link between manufacturers and consumers, what are the positioning of the three squirrels? The first brand of Internet customer experience? Product experience is the core of customer experience, and the speed of the Internet can make products fresher and arrive faster. Three squirrels? Hang in there? The first brand of Internet customer experience? And then what? Just doing internet sales? Reason.

Comments: What is the real reason for the subversion of traditional enterprises? Zhang Liaoyuan, the founder of Three Squirrels, believes that companies with better offline performance are the lowest on the Internet. They are unpopular because they don't understand users at all, which is why traditional enterprises have been subverted. But don't underestimate these opponents. 20 14 traditional enterprises will go online collectively, posing a real challenge to pure internet brands.

? More online marketing related cases:

1. Classic and most creative marketing case

2. Successful cases of Internet thinking

3. Nine successful cases of network marketing

4. Nine classic cases of Internet thinking

5. Internet marketing success story 12.