Detailed analysis of successful marketing cases

Case study is to improve the marketing efficiency for the purpose, based on certain theoretical principles, the use of scientific methods, organized, planned to collect, collate and analyze market information, put forward proposals to solve the problem of a scientific method. So here is my marketing case study 3 examples, just follow me to see it, I hope to be able to help.

Marketing case study a

Huang Taiji: from "pancake fruit" to "takeaway", 3 years 3 to what?

The time is fixed in July 2012, the time is fixed in July.

Positioned in the white-collar Huang Taiji, in Beijing Jianwai SOHO West, Building 12, the first floor of a more remote location opened the first "pancake fruit" store.

There are two reasons for picking a poor location: one is the rent is cheap, and the other is to attract traffic online. I want to use the Internet tools to deconstruct the high cost of catering scene Huang Taiji, so embarked on the journey of entrepreneurship.

Internet catering wind mouth, coupled with the origin of the Internet industry, Huang Taiji founder He Chang extraordinary, just a few months, so that Huang Taiji's "pancakes and fruit" fire north and south, so that many traditional catering brands rooted in the catering industry for many years under the consternation, more than sighed.

Huang Taiji's success, although short-lived, but its marketing model and innovation on the Internet, the traditional catering industry has brought a huge impact, especially after the introduction of "Article 8", the traditional catering industry is struggling in the past few years. And then the reputation of the carving master brisket, West young masters once again shook the traditional catering industry.

The traditional catering people from the disdain, can not help but pay attention to, learning, the application of the Internet, and even looking around for a "panacea", take the initiative to look for the entrance to the Internet, the catering industry's competition quickly from the offline transfer to the line, and gradually towards the three-dimensional competition.

The catering industry's initiative to seek change, the fire of the public comment, group buying platforms such as the United States, but also the hot Baidu takeaway, hungry, word of mouth, the United States takeaway, in the era of mobile Internet, gradually silent Huang taiji once again struck, erected "takeaway" flag, with capital favor to seek a bo.

Pancake fruit

From "street stalls" to "elegant hall"

In 2012, China's Internet industry is being rewritten by Sina, a self-media platform called microblogging. A self-publishing platform called "Weibo" turned China upside down, and everyone rushed to it.

This point-to-point open model, with its highly interactive marketing value, pushed microblogging to the top.

Huang Taiji can rise rapidly in the era of microblogging, the first element is the experience of He Chang, so that he has a precise grasp of the development trend of the Internet industry, as well as the advertisement design of the proficiency of the marketing, giving him the opportunity to use the new media platform to interact with consumers in a creative way.

Novelty restaurant design, continuous topic creation, of course, without a lot of hype: aliens, beautiful luxury cars, Tesla ...... step by step to bring consumers into the center of the vortex of public opinion can not be extricated.

Whether it's under the banner of fun, or with the combination of cross-border, or on the hot spot of the capture, He Chang successfully triggered a variety of topics, a variety of novelty techniques, so that the fans automatically forwarded on the microblogging, He Chang is the first to take the lead in interacting with each message of the fans ...... let pancake fruit from the "street stall". The "street stall" into the "beautiful environment of the restaurant" has become a reality, Huang Taiji brand awareness in China rose to prominence.

From "product matrix" to "brand matrix"

Huang Taiji has performed a fabulous story: starting from "Pancake Fruit" to diversified brand matrix layout. brand matrix layout, Huang Taiji only used a short period of two years.

This is certainly a god-like legend! Let's put aside those marketing techniques that are extremely fancy and have been hyped up, and revisit its branding strategy.

"Pancake fruit" is Huang Taiji's strategic single product, taking over the product function and brand function, so as to attract the input of capital, with innovative Internet marketing to rapid branding.

From its own development needs, as well as from the perspective of market diversification, Huang Taiji began to build a product matrix around the pancake fruit: meat rolls, flavorful rolls, tofu brain, soy milk, doughnuts, home-made secret meat, cold noodles, marinade, lotus root pork bone soup, pumpkin soup, Gaixisubo soup, spicy hot, etc., sweet and sour, bitter and spicy, can be described as everything, in response to the functionality of a single product and the limitations of profits.

However, about 20 square meters of small store is difficult to carry such a three-dimensional product layout, the consumer experience is poor, compared to McDonald's employees per person per hour 5 single business, Huang Taiji employees can only do per person per hour 0.7 single.

The huge gap must have surprised He Chang so much that he could not close his mouth.

The point is, Huang Taiji's ambition to expand rapidly is not here.

He Chang began to throw out the standard McDonald's, called out Belle to block the gun, for the diversification of categories under the multi-brand operation, which is more able to obtain the favor of the capital.

So, Huang Taiji to the class of Belle model as an excuse to quickly diversify, want to brand encirclement in the form of a net of people in the shopping district.

In June 2014, the many sub-brands of Hechang covered all corners of the shopping district: "Never" dumpling restaurant, Sichuan and Chongqing flavored "rhubarb crazy" small hot pot, "Mr. Cow Stew", which focuses on stew, and "Calling Mr. Cow Stew", which focuses on stewed vegetables. "as well as" call a duck "" happy little dessert "...... Huang Taiji myth continues, just over a year, the chain developed more than 40.

The tide recedes to know who is swimming naked, a few months later, the catering form of sudden change, the investment fever gradually cooled down, Huang Taiji also walked on the road to shut down the store.

It's not that things don't work out as they should, but things have their own nature and laws of development, and catering is no exception. Providing food for human beings is the essential requirement of catering, and the first iron law of food is "delicious".

Huang Taiji to the Internet into catering and rapid success, seems to have ignored this common sense, perhaps unintentionally, perhaps not enough: Huang Taiji under the banner of productivism, in the money money, people, people, to name the famous, but did not go to seriously study how to make up for their own shortcomings on the product, but continue to be good at their own communication of the long board continue to roar.

The longer the longboard is, the shorter the shortboard is. Huang Taiji's growing popularity has led to higher and higher psychological expectations for its products. However, the name does not live up to the result is that customers are not willing to pay the bill next time, Huang Taiji slowly fell from the peak to the bottom.

Huang Taiji announced that the day of the "takeaway", announced that it completely down the altar.

He Chang is difficult to solve the "multi-brand matrix"

under the predicament

"I did lose." He Chang has publicly admitted that the previous Huang Taiji has become a thing of the past.

Huang Taiji under the banner of productivism, but not the product to the extreme, but more to shape the concept and hype, was covered with a big brimmed hat of excessive marketing, deep in which it is difficult to extricate themselves.

But this alone is not enough to bring down the king of the Internet pancake fruit, there is a lot of money to support Huang Taiji, there is plenty of time and strength to improve the product.

Unfortunately, at this time, it went to the road of multi-brand operation. As a rising restaurant brand, choosing to focus on a category to achieve a competitive breakthrough is a good strategy, Huang Taiji was also able to quickly realize the growth of the brand.

But the consumer's perception of Huang Taiji is precisely built on the pancake fruit category, and multi-brand operation, so that consumers are at a loss, greatly diluted Huang Taiji hard to establish brand awareness.

From the perspective of Huang Taiji's expansion, the multi-brand strategy has a strong robber baron logic, which may be Huang Taiji's helpless choice to chase capital. The logic is right, but the timing of the choice may be wrong. In terms of profitability, the more stores you open, the higher the marginal cost. However, the rapid leap into direct operation and the slow return of capital simply cannot keep up with the pace of store opening.

He Chang has been outside the chanting, "product = manufacturing + cognition", the fact is, Huang Taiji dazzling marketing tells us that it has been away from the product manufacturing outside to talk about cognition. Consumers are not fools, short-term will pay for your marketing concepts, time long?

If the efficiency of the single store and the scale of the development of the speed of effective combination, perhaps Huang Taiji will not fall so quickly. Under the banner of productism, but the concept of platform strategy is not wrong, but just play the concept, consumers will certainly abandon you.

Platform strategy:

"Huang Taiji takeaway" to go where?

In October 2015, a few months of silence, Huang Taiji, suddenly announced that the B round of financing 180 million yuan, it was once again pushed to the cusp of public opinion, but this time it has been completely different, completely different from the past.

This rebirth, Huang Taiji see their own product short boards, choose to join hands with product manufacturers to create a catering takeaway platform: open central kitchen - to attract branded catering products to cooperate - in Huang Taiji's central kitchen on the brand's semi-finished products for processing - centralized from the central kitchen The factory store is the centralized delivery from the central kitchen.

The logic behind this supply chain as the entrance mode is still to change the high cost structure of the catering industry: using takeaway delivery to lift the largest link in the traditional catering cost structure - the restaurant scene, with the products of the Chinese brand enterprises as the core, forming a centralized production mode in the factory, and with the Huang Taiji self-built delivery team, within 3 kilometers of the 30-minute fast delivery.

Compared to Baidu and Meituan takeout, Huang Taiji takeout is new in its model. Baidu, Meituan and other takeaways on the quality control of the cooperative catering enterprises and distribution efficiency are relatively poor, but also can not solve the problem of catering enterprises scene cost is too high, and the scene is still in the process of mobilization.

Huang Taiji mode is hoping to hit this pain point: branded catering enterprises are responsible for solving the quality and taste problem, Huang Taiji is responsible for solving the sales and distribution problem. Although both help restaurants to do incremental, but Huang Taiji want to do is to really use the residual capacity of the restaurant, while the Baidu takeout category will steal business with customers dining in the restaurant.

Theoretically, good at identifying opportunities He Chang found another market wind mouth, there are already many brands to join Huang Taiji takeaway platform, such as the traditional early dinner brand "Jingya" "Singapore mom baked buns".

However, another difficulty is in front of He Chang, the high cost and efficiency requirements of the distribution team, as well as logistics management requires a high degree of systematic, highly sophisticated operational system, is not good at conceptual thinking He Chang can control? And if he can't, has he found a team that can complement him?

Everything remains to be seen ......, but no matter what the future holds, the innovative spirit of He Chang and Huang Taiji is still worth learning from.

In uncertain times, we need to make change happen.

Marketing case study two

Second-tier city fresh food e-commerce raising record

Vegetable basket network in August 2014 on-line, after a year of development, the number of registered users reached 80,000 people. July 24, 2015, vegetable basket network announced the completion of tens of millions of yuan of A round of financing, brushing up the Henan fresh food e-commerce face value!

Vegetable basket network is not Jiang Xiaoyu's first entrepreneurial project. In fact, as early as 2009, he set up nine technology, focusing on Internet projects, has established clothing, electronic products and other e-commerce platforms, and later turned to group purchasing, and Tencent QQ group purchasing cooperation, experience the smoke of the "Hundred Groups War". After a few years of crawling in the electric business world, he aimed at the last piece of the blue sea of fresh food, which is known as e-commerce.

With the first-tier cities to focus on high-end value-added organic vegetables, semi-finished net different, vegetable basket network from the beginning of the target is the general public table, every day will launch a special price of explosives, for example, a dollar a winter melon, a dollar a box of bean sprouts, a dollar a piece of tofu? Coupled with the most tempting unlimited consumption amount of free shipping, it is easy to attract housewives to try to buy.

Winning point does not lie in the fresh

In the past two years, fresh trillions of market size and less than 1% of the penetration rate of e-commerce, attracting all kinds of capital continues to pour in, boosting the explosive growth of fresh food e-commerce. But at the same time, an indisputable fact is: the country's 30,000 agriculture-related e-commerce platform winners are few.

"Our winning point is not in the fresh!" Jiang Xiaoyu said directly.

What Vegetable Basket sells is everyday seasonal fruits and vegetables for the table, 70% of which are picked from vegetable bases around Zhengzhou. Based on the C2B orders of the day, and the historical average calculated using big data, they are picked in the afternoon, sorted, packed and warehoused at night, and delivered to consumers the next morning, with the whole process taking no more than 24 hours to ensure the freshness and taste of the fruits and vegetables.

"Our fruit and vegetable pricing method, is a reference to Henan first-class wholesale market price of vegetables, and then floating 15% -20%, and according to the traditional fruit and vegetable sales model, the price of fruits and vegetables to reach the hands of consumers is usually two or three times over."

In letting consumers eat fresh and affordable fruits and vegetables, vegetable basket network is also committed to helping farmers to solve the problem of slow-moving agricultural products. Jiang Xiaoyu told us about the vegetable basket network time and again the first time to solve the Henan Yushi grapes, the disaster of green apples, nectarines in Zhongmou and other slow-moving agricultural products, so that the laborers get something for their work is their goal.

This direct base supply, one-stop delivery method does solve the traditional business model of agricultural products circulation links, loss of the drawbacks of the big, completely solved the farmers and consumers at both ends of the problem of suffering.

But in this way we break the traditional trade model, stripping away all kinds of links in the chain of change, calmly think about the habits of consumers will find: consumers, especially young people cooking with randomness, in the living facilities of the region, such as Zhengzhou City, Jinshui District, there are many large-scale vegetable markets, community vegetable stores, and even some vegetable farmers, fruit farmers will directly pull vegetables and fruits to these mature living areas, and the market is not the only place to buy vegetables and fruits. fruits and vegetables to these mature living areas to sell, the price is also quite cheap. Obviously, in this alternative, more selective neighborhoods, such a consumer environment is not conducive to cultivate the habit of consumers online pre-purchase of fruits and vegetables, the natural purchase frequency will not be too high.

"Fresh food is just a traffic entry point of the food basket network. In the future, the sales ratio of fresh and other categories will be 1:2," Jiang Xiaoyu said in a word, he valued the strong viscosity of fresh users. In Jiang Xiaoyu's office, displayed in a row of shelves, filled with food baskets on the shelves of grain and oil, liquor and beverages, casual food and other commodities, the original drunkenness is not wine.

How to realize user growth

Fresh food to drive the sales of other categories seems to be a good idea, but due to the low price strategy of the food basket network, you need to rely on the scale, rely on volume to win profits. The goal of the food basket network is to account for 10% of the consumption of Zhengzhou's fresh food market, expect to reach more than 10 billion yuan in scale, the average daily single volume of 200,000 single.

How to realize the growth of user scale? After all, the vegetable basket network is not well known now.

The heavy punch of the vegetable basket network is the reverse O2O model, hoping to complete the infusion of online through the offline. At present, the vegetable basket network has 200 franchises, plans to the middle of 2016, to open to 2000 franchises in Zhengzhou, covering the entire Zhengzhou region. These franchises are mostly community fruit and vegetable stores. Jiang Xiaoyu introduced the mode of bargaining into these franchises, requiring the franchise to open up two or three square meters of space, vegetable basket network every day to provide low-priced pop-ups to attract popularity, publicize the brand of vegetable basket network. At the same time, each franchise will have a two-dimensional code, the store can be scanned from the two-dimensional code to focus on the food basket network of customer spending to get a share.

This way of attracting traffic for offline franchises by playing pop-ups every day is nothing to be ashamed of, and for the food basket network, the biggest role is brand publicity. But there is a phenomenon that has to be considered: in order to save a few cents, queuing up to buy pop-up dishes are basically older people, young people have less time, energy and enthusiasm to participate in this kind of activity, and the elderly are obviously not the target customers of the food basket network, whether it can bring on-line diversion waiting for the test.

Another action of the vegetable basket network is: each deliveryman daily only send 60 single, the purpose is to make them into the customer's family personal assistant.

Jiang Xiaoyu said, after repeated tests, 60 single is a family of private assistants the most appropriate number of delivery orders, even if the number of users increased substantially in the future, the number of delivery orders again, he will not increase the workload of each private assistant, will only increase the number of private assistants.

Each personal assistant of a family will have a fixed distribution district, and even when the customer density is high enough, a personal assistant is only responsible for a certain building in a certain district. 60 single distribution, if they are all concentrated in a building, in fact, in two or three hours can be completed. The rest of the time Jiang Xiaoyu let distribution staff and customers to make friends, chat, and even help customers a small favor, pouring garbage, change a light bulb, and so on, in order to meet through this high-frequency to establish and customer adhesion. Brush face high frequency, and customers become friends, that do stored-value card, the introduction of new customers has become a logical thing. It sounds a bit like the service flavor of Haidilao, which really sees the customer as God.

Can this really happen?

First of all, this is to some extent the need to test the enthusiasm and enthusiasm of the personal assistant, but also the test of the management of the staff of the food basket network. In addition to the need for appropriate material incentives, but also the need for spiritual encouragement. Obviously, the food basket network also realized this point, personal assistant from the new job, will be related to the corporate culture training.

Secondly, there is a point that can not be ignored. Shunfeng Heike smashed a billion dollars of failure lessons tell us not to think about the customer, to stand in the customer's point of view to think about the problem, all for the sake of the customer to add to the snake is to move a stone to stone their own feet. Now live in the city are from all sides of the different backgrounds of the people, now the guarded mentality of the community are very strong, especially young people, have a strong sense of personal space, which is why a large number of geeks and housewives, living across the street from the neighbors for several years may not have greeted once, these customers why to go to chat with a deliveryman of unknown origins, not to mention the intrusion into the private space to change a bulb of this kind of thing!

The food trucks are not the only thing that can make a difference.

The personal assistant type distribution promoted by the food basket network is indeed in the spirit of good intentions for the sake of the customer, but you think about the customer, he may not buy your account. This approach also needs to be tested.

There may be more than one challenge

"We're going to start the A+ round of financing soon." The ambition is written on Jiang Xiaoyu's face.

When it comes to the biggest challenges encountered so far, he said after a little contemplation, "The biggest challenge comes from labor, warehousing and distribution are not too easy to recruit."

Perhaps in addition to labor, Jiang Xiaoyu is facing a bigger challenge!

August 7, 2015, Jingdong announced 4.3 billion yuan stake in Yonghui Supermarket, strongly optimistic about Yonghui Supermarket in the field of O2O and fresh supply chain development. 3 days later, that is, on August 10, Ali and Suning announced mutual participation. "In the next 30 years, the opportunity of Internet enterprises must be online, and the hope of traditional enterprises must be online." Jack Ma said at the launch of the cooperation between the two sides.

What does this convey? The big boys are already in action. They have realized: in the future, it is not a matter of who subverts who, but the integration of online and offline businesses to create the future together!

In fact, the model of the food basket network is not difficult to imitate, and according to the food basket network revealed that there have been customers in the experience of more than a dozen times, began to build the same model of the platform, just to do fresh food e-commerce in the early stages of the need to smash the money, the imitator may not be like Jiang Xiaoyu so charming to be able to melt the money!

But for those who are not poor master?

It's all hypothetical! At present, there is not a big brother to imitate this model, Jiang Xiaoyu still have time to complete their own version of the map, scrambling to increase market share and penetration. In the era of the mobile Internet, everything is about speed and capital!

Fresh this big war, far from over!

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