Case analysis of marketing channel management One or three cases tell you how to play sad marketing.
From time to time, the cold snap of spring swept over the body of the ragged blind old man on the street corner. There is a sign in front of the old man that says? Blindness since childhood? . Passers-by were in a hurry and indifferent, and no one gave the poor old man any charity. Byron, an English poet, passed by and saw this scene. He squatted down gently and added a sentence to the sign with chalk. Spring has come, but I can't see her. ? After the poet left, a miracle appeared, and people donated money to the old man. The old man was very surprised.
? Spring has come, but I can't see her. ? This sentence inspired people's sympathy and made people lend a helping hand.
"Mencius? Gao zishang:? Everyone has compassion. ? Seeing others suffer is like suffering ourselves, and compassion drives us to help others. In ancient times, people's ability to prevent disasters was very low. Faced with great disasters and pains, people often feel fear and despair. The only thing they can do is to help each other in the same boat, care for each other, share the pain and misfortune of others and help others tide over the difficulties. In this way, sympathy has gradually developed into an innate virtue of human beings.
Compassion is the cornerstone of human morality. American educator William? William J. Bennett pointed out in Virtue that if courage is to stand with others when they are in trouble, then sympathy is to stand with others when they are sad. Compassion is a reality of taking others seriously, not only his living conditions, but also his inner world and his feelings. It is a positive attitude to form a partnership with people in trouble or misfortune, support them and share their worries.
Sympathize with the physiological basis of oxytocin
Neurophysiologists have found that oxytocin secreted by human brain is a hormone related to the establishment of emotional connection and affection, which can calm the nervous system and make people have positive emotions. Scientists let subjects watch the story of a little boy with cancer. During the viewing process, oxytocin was detected in the brain of the subject, and the amount of oxytocin produced was related to the degree of sadness of the subject.
* * * Emotion, also known as empathy and empathy, refers to being able to put yourself in others' shoes and experience their inner world, which is a basic skill of modern psychological counselors.
Oxytocin can not only improve people's sympathy, feelings and emotions, but also make people more generous, tolerant and trusting, reduce fear and help people maintain healthy interpersonal relationships. Scientists found through experiments that compared with the control group, the experimental group affected by oxytocin donated more money to charity organizations. If this chemical is suppressed in someone, he will show a more selfish personality.
If the marketing activities of enterprises can make people's brains release oxytocin, people will feel that this brand or product is more credible, so it is easy to establish a trust relationship.
Sad marketing case set
There are many ways to manage compassion, Jiaduobao's? Excuse me. Sports, WeChat charging events, the rise of Mengniu and other cases are all wonderful and worth learning and learning from.
Case 1: Jiaduobao's? Excuse me. body
Jiaduobao rented 10 for many years? Wang Laoji? This trademark has become a well-known herbal tea brand in China. As the right to use the trademark expires, it should be returned to GPHL. After returning the trademark to GPHL, in order to continue the image in consumers' minds before, Jiaduobao hinted to consumers through copywriting skills that today's Jiaduobao herbal tea is the previous Wang Laoji herbal tea, but this spell? Edge ball? Vague words were prosecuted by Guangyao. On 20 13 1 month, the court ruled that jiaduobao stopped using it? Wang Laoji changed his name to Jiaduobao, and the national leading red canned herbal tea changed its name to Jiaduobao? Such as propaganda language.
Seeing that the general trend has gone, what should the marketing team of Jiaduobao do?
The traditional practice is nothing more than denouncing the unfair competition of GPHL from public opinion, playing word games instead of advertising words to continue propaganda, counterclaiming GPHL's monopoly hegemony from the law and announcing an appeal. However, ordinary people don't care who is right or wrong, and they don't care about market competition. These things are so boring!
On February 4th, 2065438 14, the official Weibo of Jiaduobao was launched? Tears streaming down her face? , send four cry Weibo, come? Excuse me. The body takes a stand. Every one? Excuse me. There is a sentence in every picture, and there is a crying baby in every picture.
I'm sorry! It took us 17 years to make China herbal tea the only brand comparable to Coca-Cola.
I'm sorry! It is our incompetence. We can sell herbal tea, but we can't go to court.
I'm sorry! But we are born at the grassroots level and are the genes of private enterprises.
I'm sorry! It is because we are too selfish to lead the national sales for six years in a row, to help our competitors build factories, improve channels and grow rapidly.
These four pictures of Jiaduobao? Excuse me. Pictures, poking fun at opponents and telling the opposite, on the surface, are apologies and self-mockery, but in fact they are shouting grievances and protests. This manner of showing weakness to the public, showing strength to opponents, and exposing scars with a smile immediately won public sympathy. Less than two hours? Excuse me. Become fast? King of the screen? It was forwarded more than 40,000 times and received more than 1000 comments.
Jiaduobao this time? Shout grievances? Weibo's picture is a classic. The crying baby is full of grievances, which makes people feel pity instantly. Many netizens shouted it out? Baby, come on! ? Slogan.
Jiaduobao launched? Excuse me. After the body, Guangyao launched? It doesn't matter? , Coca-Cola launched? Blame me? , Pepsi launched? Stop it, okay? , initiated by netizens? Nothing? Wait, it was very lively and achieved good results.
Case 2:? Wechat charges? event
To attract users, WeChat needs market enthusiasm, so that the public can continue to pay attention and keep talking. How can we achieve this goal? Be one? Wechat charges? Many people will oppose this topic, there will be a lot of discussion and excitement, and there will be free media communication, which will definitely attract public attention.
Tencent 20 13 started? Wechat charges? Topic, like? Does everyone on earth know? . In the WeChat circle of friends, QQ group, Weibo, forums and other occasions, there are rumors and discussions about WeChat charges everywhere. Many people are denouncing communication operators and supporting WeChat. Operators have become the target of public criticism, and Tencent has changed from the former Internet industry? Public enemy? Become a weak person who needs sympathy and protection.
In fact, no communication operator has ever said that it will charge for WeChat, but what about Tencent itself? Worried? Operators have to charge. The user has paid the mobile data traffic fee to the operator, and the operator can never charge the user again? Wechat fee? ; Even if it is charged, the operator will charge Tencent, or Tencent will charge users. However, Tencent just doesn't explain? Who will charge? And then what? Do you want to charge users? . Tencent executives said:? As a basic service, WeChat should not be charged extra, because users have already paid the most basic traffic charges. ? In fact, this statement may mislead the public, making people feel that Tencent does not want to charge, and some people force Tencent to charge users twice. In this way, the public's cognition becomes: operators want to collect users' money, and everyone should unite to fight with operators and prevent them from charging.
Has Tencent passed? Weakness? Push operators to the opposite side of the public and attract a large number of aggrieved users to oppose operators for themselves; And do it yourself? Weak? , won everyone's sympathy. Whether it's true or not, will the majority of users fight back with Tencent if they can successfully defend their rights? Monopoly demon? Unforgettable experience will greatly enhance the feelings of both parties and usher in another explosive growth in the number of WeChat users.
Case 3: Mengniu vs. opponent? Weakness?
1999, Niu Gensheng founded Mengniu. At that time, the first brand in Inner Mongolia dairy market was Yili, and Mengniu was unknown. Want to improve the popularity of Mengniu, can only surprise. Mengniu set the benchmark as Yili, hit? Strive for the second brand of Inner Mongolia dairy industry? The slogan, let consumers know Mengniu through Yili, production? Mengniu seems to be big, too? In my mind.
1 April 9991day, Hohhot citizens woke up and found that more than 300 billboards on the main streets of Hohhot were all advertisements of Mengniu. Learn from Yili, strive for national industry and strive for the second brand of Inner Mongolia dairy industry! ? A stone stirs up a thousand waves. Mengniu? It has become a hot topic for Hohhot citizens. People remember Mengniu, and also remember that Mengniu is? The second brand of Inner Mongolia dairy industry? . May 1, just discussed? Mengniu? When the waste heat is still there, Hohhot has more than 300 yuan? Mengniu? The billboard was smashed beyond recognition overnight, and the case was finally solved, but Mengniu used this incident to attract the attention of the whole society again.
Billboards can be smashed, but if advertisements are printed on product packaging paper, opponents should be helpless. So, Mengniu played on the packaging of ice cream? Strive for national industry and learn from Yili? In that case.
Niu Gensheng started from scratch, and suffered from the difficulties and repression of his competitors. He forcibly tied up the boss of the industry and took advantage of him. At the same time? Weak? The gesture won the sympathy of public opinion and fought its way out in the heavy encirclement and suppression.
Case analysis of marketing channel management: exploring the home industry? Are you happy? Blue ocean
Unique business model is the most valuable core competitiveness.
Value, once given more tangible assets, may be a production line, a warehouse, an office building. However, in today's business world, the rules have changed, and the value of intangible assets far exceeds these tangible assets.
Apple's success, let everyone find, extreme? User experience? The actual value is hundreds of billions of dollars; Xiaomi was born, and realized its core competitiveness with its unique business model and gameplay; Haidilao is hot, let? Abnormal service? And then what? Are you happy? Have become their unique weapons!
After careful analysis of these cases, you will find that they all follow a rule? Emotion drives and leads demand? The law. What the product conveys to the user is the additional meaning carried by the product, the exchange of ideas and the expression of emotions, and the pleasure that the product brings to the user beyond his expectations.
? Jirenle makeup? It is also such an enterprise that leads consumer demand with innovative business model. Happy marketing? And then what? Maker mode? For wings, create? Household cosmetics? This brand-new category of consumer goods.
In terms of emotional contact, Jirenle makeup? Brand tonality is exactly what emerging consumers after 1980s and 1990s expect. They like things with individuality, and novelty, interest and imagination become an important basis for them to judge whether the products are valuable or not.
Market changes are always surging. Some people think that innovation needs subversion. Some people think that innovation comes from the upgrading of traditional industries, and upgrading the functions of products will open up the blue ocean market of products.
The competitors of future enterprises are not only horizontal competition, but also cross-border subversion. In any case, Wang Tongxiao, the founder of Jiren Lezhuang, believes that it has become an indisputable fact that consumers will become the center of future business. Whether it is to meet the needs of consumers or create the needs of consumers, whether it is material or spiritual, brands that can touch consumers' psychology will surely succeed. ?
Give birth to happiness? Maker? group
Behind the star enterprise, there must be an expert with profound technology. If Jin Yong's martial arts world is used as a metaphor for the business world, Wang Tongxiao, the founder of Jiren Music Makeup, belongs to Huang Laoxie? Ghost talent? Jump out of the three realms, not in the five elements.
Wang Tongxiao 16 years working experience in coating industry, awarded as a century-old brand in China coating industry? Outstanding contributor? With its distinctive personality and outstanding achievements, it has gained a high reputation in the industry. All the brands he served became the dark horse of the industry during his term of office, and his unconstrained and executable marketing techniques have always been respected by his peers.
Wang Tongxiao has an unprecedented maker team, and his management system and organizational culture are highly condensed into the Happy Basic Law. Happy camp? It is the office center; The four centers of market, e-commerce, brand and marketing are named Dongxie, Xidu, Nan Di and Beigai respectively. The avatar of the management center! What a self-contained little Jianghu! Everyone in the team is an entrepreneurial partner of Jiren Lezhuang. They are not only happy for the endless stream of innovative ideas, but also happy for customers and users.
How to use this enthusiastic and happy maker team to ignite customers and eventually infect consumers?
In the choice of dealers, Wang Tongxiao strictly abides by the concept of heaven and earth and recognizes Jirenle makeup; Keeping up with the pace of the times, being willing to play hi-new mode with Jiren Music Makeup, and being happy with users are the first conditions for cooperation.
Of course, if it is only a unilateral request, the dealer will definitely not buy it. To this end, the headquarters also provided more attractive rewards and guidance on how to effectively carry out happy marketing. Wang Tongxiao believes that Jiren Music Makeup Club provides a set of popular standards for reference, but partners don't have to stick to it. They should respond flexibly according to the local actual situation and innovate the happy experience.
Jirenle Cosmetics will also provide learning opportunities for innovative organizations and individuals. Standardization is half, the key is to rely on the innovation of the other half to conform to the trend and adapt to the future. For those capable partners, they may become shareholders of Jirenle Cosmetics, share dividends and establish business partners.
Think what people dare not think and do what people dare not do.
Jiren Lezhuang not only has a complete and brand-new dealer management scheme, but also provides users with an amazing experience environment. Because in Wang Tongxiao's view, abnormal service is the key to establish a differentiated and personalized image in the mass market, and it is the closest to users, so it is necessary to serve the best.
Just as three squirrels call consumers owners, does Jirenle cosmetics call dealers? Grandpa? Pay attention to the feeling that dealers are called bosses or respected, and highlight service? Pervert? . The manager and shopping guide of Jirenle Cosmetics are called Size S and Beauty Consultant respectively, and the construction master is called a beautician to increase the intimacy with consumers and personalize the wall.
At present, most products in the home furnishing industry are still at the level of environmental protection, health and durability. However, Wang Tongxiao believes that these functions are the basic guarantee, and an enterprise must fulfill its obligations. In this homogeneous Red Sea, it cannot bring real fun to consumers. Therefore, in order to create a blue ocean in the Red Sea, increasing spiritual value has become the top priority for enterprises in the future.
Imagine if the color you like on the wall and the things you like will bring more joyful colors to your life; According to the zodiac, blood type, constellation, feng shui, etc. Whether the personally tailored wall pattern will bring more fun and joy to the family; Will creating a beautiful room for children with cute pets promote parent-child interaction, use your brains and bring more imagination?
The products of Jirenle make-up are various, including color films that can be torn off when sprayed, temperature-changing films that change color according to temperature, soft and lovely colored cotton wall clothes, and various wall makeup lotions and wood-moistening water. There are many kinds of products to meet the diverse needs of users, and the pictures created by products will bring more new imagination space.
It needs strong spiritual support to drive this kind of consumption, that is, a happy marketing scheme of Chirenle Cosmetics: every employee becomes a part of beauty cosmetics, and they are trained in the happy mode to pass on happiness to customers. In the maker mechanism, people in the whole chain let outstanding people get their places through happy management systems such as maker, crowdfunding, options and equity, and then pass on the happy spirit to more people.
The future business model will be the connection between products and users, and users will no longer just refer to the basic attributes of products when purchasing products. Future products will be connected with the user's product scene, bringing users a happy spiritual attribute.
As Al Gore, the former vice president of the United States, said in a speech, the future world will belong to another ethnic group with high perception. They are creative and considerate, and can observe trends and give things meaning.
Wang Tongxiao and his Renjile makeup are such a group of people who are changing the world.
Jirenle Makeup Review 1:
The era of demand nuggets is coming
Deputy Editor of Marketing Magazine/Tan Gao
Business legend, okay? Thinking determines the way out? . Cross border in recent years? It has become one of the mainstream directions of thinking innovation.
Redefining mobile phones from Apple and creating an era of intelligent hardware; Wang Laoji redefined herbal tea and gave birth to billions of drinks. Then I went to Haidilao to redefine catering, and the service was so abnormal that my peers could not understand why these enterprises were abnormal. Glue? Stand out from the competition in the industry and achieve great success because they have returned to the original point, changed their operating ideas and discovered the new continent of demand!
Jirenle make-up, which gives traditional pigments? Fast fashion? Positioning and selling new brands of home cosmetics by selling cosmetics will also rewrite people's understanding of coatings and even home, and become the next business legend sought after by the market and the media.
Is the user's demand subversive? Time? The subversive innovation of Jiren's music makeup has become a martyr early and a follower late. Only when this new demand is mature, Jiren music makeup comes into being and has a chance of success.
This new demand includes brand-new customers (post-80s and post-90s), brand-new application scenarios (not limited to wall decoration) and brand-new appeal points (from meeting functional requirements to meeting fashion and realizing happiness); However, only Jirenle Cosmetics first perceived these changes in demand and took the lead in developing cross-border products that can meet these new demands.
As founder Wang Tongxiao said,? Whoever digs this demand will become the leader of the next trend. ? 20 16, Jirenle cosmetics will be replicated in the national market, and hundreds of first-round business partners are in contact. * * * will enjoy the happy interactive marketing based on O2O and explore the great value of the home market.
Jirenle Makeup Review 2:
? Master, freak, strange man? Wang Tongxiao and His Lucky Man
Chairman of Shangyu Consulting Institute/Guo
Famous in China coating industry? Draw a prince? Wang Tongxiao, 20 15, did another earth-shattering event. According to the needs of users, he designed a new model that could subvert the home industry. This model is also called by the industry? What is the most valuable business model of 20 15? .
In fact, Wang Tongxiao did not subvert the mind of the industry. He subverted himself. Times make heroes, and the number of ways is different.
First of all, Wang Tongxiao redefines the home improvement industry, that is, it is no longer simply selling products, but selling a happy attitude towards life. ? Music makeup? The word "home improvement" not only redefines home improvement products, but also incorporates happy emotions.
Secondly, Wang Tongxiao redefined the relationship between enterprises and distributors, and proposed? Maker platform and business partner? The new model, dealers have also been redefined by Mr. Wang. Although these dealers feel that change and happiness come suddenly, they are very excited to sum up with Mr. Wang. Gay relationship? .
Third, and most importantly, does the customer recognize Wang Tongxiao? Music makeup? Really? In fact, for Wang Tongxiao, no one needs to worry about this. The starting point of his consideration of this music makeup business model is the customer experience. Wang Tongxiao said that Jiren will not try to please customers by selling jokes, but let customers get heartfelt happiness because of their relationship with Jiren's music makeup. For example, when customers are in Jirenle cosmetics store, laughter is directly proportional to the discount. The louder you laugh, the bigger the discount. It is estimated that only he, Wang Tongxiao, can come up with such an inhuman idea. Is it really a bit? Pervert? ! But, think about it, isn't it fun? Can't you help smiling? Yes, you were cheated!
Wang Tongxiao, a genius, is indeed a master, a freak and a strange man. He can always think of things that others can't think of, and he can always create miracles! I believe that Jirenle makeup will shine brilliantly in the hands of this guy who doesn't play by common sense, and will create a successful model for the reform of China's home furnishing industry.
In fact, the transformation is not difficult, the key depends on temperament.
& gt& gt& gt Click Next to enter more marketing channel management case analysis related content.