E-commerce marketing success stories

E-commerce refers to various commercial activities conducted by transaction parties or participants using modern information technology and computer networks (including the Internet, mobile networks and other information networks), including goods transactions, service transactions and knowledge Equity Transaction. The following are the successful cases of e-commerce marketing that I have compiled for you, welcome to read!

Successful cases of e-commerce marketing 1:

Taobao has always been in the eyes of the public Representatives of e-commerce brands, which operate clothing, cosmetics, 3C products and other categories. However, in recent years, Taobao is no longer the only one. The e-commerce world is surging, and many vertical e-commerce brands have appeared. Homogenized e-commerce brands. For example, Jumei Youpin Cosmetics Special Sale Mall, which Chen Ou endorses for himself, Lei Jun’s Xiaomi carefully manages mobile phone products, and vertical e-commerce companies such as Chu Cheng, Liu Tao and Pan Apple, which are also included in the big guys’ agricultural shows. With the emergence of mushrooms after a rain, homogeneous competition has also entered a white-hot stage, and the competition among e-commerce companies has become more intense.

So how to get a piece of the big pie of e-commerce and how to break out? More and more companies are beginning to pay attention to brand marketing, especially using social marketing methods to build brands.

Have you noticed changes in your consumption habits? More and more often, people are used to noticing what friends and relatives are discussing hot things on Weibo or WeChat, and then because they are interested Then search and decide to buy; or jump to the page of the e-commerce website on social media to directly complete the process of "attracting, searching, and placing an order" for consumption. According to a report by Tamba, 76% of people rely on recommendations from friends to make purchasing decisions, while only 15% rely on advertising. According to We Are Social, 41% of the time mainland netizens spend online is spent on social websites.

This is the impact of social media on consumption habits from the perspective of consumers. Brands are recognized, remembered and interested in discussions on social media. From the perspective of e-commerce, in this era where traffic is becoming more and more fragmented and buyers’ needs are becoming more and more precise, brand building highlights its importance in communicating between buyers and sellers, and social media is becoming more and more important. As a valued channel, social marketing developed on top of this is considered an effective means to acquire new customers and retain old customers. Its role in precision, interaction and word-of-mouth marketing cannot be underestimated.

So, how should e-commerce brands express their voices on social media channels and how to conduct social marketing? How to obtain new customers and retain old customers? Does social marketing mean opening a brand Weibo? Account or WeChat public account platform? How to solve the problem of lack of interaction in one-way push of brand information? These are hotly discussed topics in the social e-commerce boom. So let’s start by taking stock of three e-commerce brand social marketing cases in 2013.

1. Chu Cheng? Create a high-premium e-commerce for agricultural products

At the 2013 Golden Wheat Awards ceremony, Tang Song, deputy general manager of the original life network operation center, gave a speech titled " In his acceptance speech for "Selling Fruit Like Coca-Cola", he mentioned that when doing Chucheng's brand marketing in 2013, what issues were considered? How to standardize non-standardized things, and how to promote it to young people?

So we saw that Benlife.com created the 2013 Chucheng sales with "storytelling culture packaging, food safety, social media marketing, production, sales and e-commerce one-stop service". Among them, the combination of big data technology and social advertising technology, and the mutual cooperation of "Chu Cheng Story" communication and pre-sale promotion activities to warm up the sales of Chu Cheng, are worth learning from.

The following are some key points of Chu Cheng’s case summarized based on the previously widely discussed facts:

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

Accurate targeting Crowds, carry out targeted promotion (the scope of information collection includes potential fans of products, consumers of competing products, opinion leaders, etc.)

2) Content marketing for product communication

Developed three Set content directions suitable for social communication, including: Chu Cheng product safety direction, Chu Shijian story inspirational direction, Weibo fans exclusive preferential direction, and establish a bridge to connect with target consumers

3) Integrate large-scale Match the precise portrait captured by data technology with the content direction

Formulate different delivery combination plans, test the communication combination with the highest interaction rate for key promotion, and ensure that every promotion cost is spent wisely

4) Invite experts to taste inspirational orange activities - carry out gift activities in the form of "no threshold"

Collected 1,000 post-80s entrepreneurial experts from different industries to provide free incentives for Chu Orange Giveaway activities. The 30-year-old master accepted the gift, which subsequently brought more hot topics surrounding Chu Cheng.

2. Jiuxian.com? Double Eleven waiting for wine

Jiuxian.com celebrates its fourth anniversary with the "Crazy Jiuxian Month" anniversary celebration to set off a craze for online wine shopping in the off-season, and continues to cultivate users' consumption habits. Continue to lead the industry with a leading position and further enhance brand awareness. And use the popularity and exposure of large-scale promotions to attract new consumer groups and expand consumer touchpoints. Finally, the flagship store’s transactions in the two months of the event were nearly 35 million. The average monthly store views from August to September increased by 110 compared with July; the average number of monthly transaction users increased by 139 compared with July. It ranks first in the industry's best-selling store rankings, and its sales index and popularity index are both far higher than the second place, which is a preview of Double Eleven. Two major highlights have become a model for off-season marketing in niche online shopping categories: the first is innovation, with brands deeply integrating the rights and interests of Taobao V-level members for the first time; the second is integration, integrating and utilizing multi-platform, multi-theme and multi-channel resources.

Jiuxian.com completed sales of 221 million yuan on Double 11 on the entire network, of which 40 million yuan was sold in the first hour, exceeding two-thirds of the entire day in the same period last year, becoming the largest alcohol e-commerce company. winner. This is due to the dual-micro promotion plan of "celebrities' Weibo and other wines, and opinion leaders' WeChat comments".

November 10th is the warm-up period. E-commerce celebrities and grassroots celebrities who mainly use the Weibo platform launched #Double11Waitingwine# and Jiuxianwang# to send rooms, cars and Spring Festival Gala. # and other topics and launch related activities to guide potential consumers on Weibo. ?Double Eleven? On that day, blockbuster actions such as interactions with popular celebrities, jokes by jokers, and sales by opinion leaders were used to ignite topics and activities, pushing the popularity of Jiuxian.com to a climax. On the Double Eleven day when all kinds of e-commerce websites were carrying out crazy promotional activities, Huang Bo and Xu Zheng’s #Double Eleven Waiting for Wine# interactive Weibo ranked first on the popular Weibo list. The 12th is the extension period. After Jiuxian posted the results of Double Eleven, it immediately published an in-depth breaking article written by an e-commerce industry leader on WeChat, which aroused attention and heated discussion in the e-commerce industry.

To sum up in one sentence, the advertising slogan #Double 11 Waiting for Wine# has become another classic case of Double 11 marketing. The key point of communication is that Weibo and WeChat are two-pronged, taking into account both breadth and depth.

3. Luolai Home Textiles? The combination of cross-border and social marketing

Since Luolai’s e-commerce brand lovo was launched in 2012, the urgency to express its own brand voice has become increasingly strong. . Lovo is a younger and more fashionable American-style home textile brand, and it needs to attract its younger user group on Taobao. Through cross-border cooperation with the Tuzki comic image and a one-month marketing campaign, the Tuzki series was exclusively launched in the world and sold 1,000 sets in 10 minutes, 10,000 sets in 74 hours, and 13,000 sets in 80 hours.

The rise of the LOVO brand itself also contains a certain spirit of struggle. This is consistent with the spirit conveyed by Tuzki.

Furthermore, LOVO emphasizes freedom and individuality, and is consistent with Tuzki's brand philosophy. The entire marketing activity can be divided into three major points:

1) Highlight the image. Tuzki's image became quiet after a few years, so videos of netizens imitating Tuzki's movements were found, re-integrated and produced and then disseminated. In addition, the new product launch day also took advantage of the Mid-Autumn Festival marketing momentum. The marketing team shot a creative video to warm up. In the video, a girl dressed as Chang'e appeared on the subway, and the "moon rabbit" she held in her hand was Tuzki. Through these two points of building momentum, Tuzki's memory in people's minds was awakened.

2) Create topics. It is not enough to just stop the action at "awakening". After "Chang'e" appeared on the subway with Tuzki, the event was upgraded to event marketing, and a topical theme was implanted. Chang'e was secretly filmed by a wretched man. The video was There was another round of spread on the Internet. At this time, the Luolai Home Textile flagship store simultaneously launched ten new limited edition products to attract store collections.

3) Brand exposure. The brand information was not revealed during the campaign stage, and it was not until the third video of the "Chang'e" series that the brand information appeared. Later, the video of Tuzki's happy decompression exercise was broadcast, and a large number of Tuzki's classic expressions and movements were disseminated in the form of real-person interpretations, including a large number of LOVO brand exposures. At this point, the marketing effect has reached its peak, and a large number of topic forwardings have appeared on SNS channels such as Sina Weibo celebrities and WeChat official accounts. According to statistics, the three videos in the "Chang'e" series have reached 900,000 people.

Summary

After discussing the above three cases, in fact, social media is a channel for consumers to obtain product information, understand product brands, purchase and review products. The success of e-commerce brands in social marketing lies in the high overlap between the purchasers and social media users. This is the natural advantage of e-commerce brands compared with traditional brands in using social media for brand marketing promotion? consumers are closer. But this also puts forward higher requirements on the execution level, because word-of-mouth relying on interaction can be a double-edged sword. E-commerce brands need to pay attention to the following points:

1) Choose the appropriate time node. Double Eleven was initiated by Taobao and has gradually become a traditional marketing node for e-commerce. Appropriate efforts at critical times can allow brands to gain more attention on social platforms. Brands should not only focus on the explosion of sales, but also regard it as an opportunity for brand improvement.

2) Express brand cultural values. What Chucheng sells is not only rock sugar oranges with excellent taste, but also an opportunity to communicate with the elders; the brand DNA of Luolai Home Textiles lovo matches the comic image of Tuzki, giving the product a unique brand image; Yinman’s core values ??of slow life , was also spread through this Double Eleven marketing campaign.

3) Use social platforms to conduct consumer insights. The high degree of overlap between social media users and consumer groups enables brands to profile and differentiate consumers based on social platforms, shorten the distance for brand information to reach consumers, and launch personalized customized services for target customer groups. At the same time, social media platforms can also provide good feedback on the effectiveness of marketing methods, which is very helpful in adjusting the direction of marketing strategies in a timely manner.

4) Find communication nodes that match the brand image. Chu Cheng’s Weibo visit to Beijing was forwarded by Wang Shi, Han Han and Jiang Fangzhou, and the brand thus influenced the people who follow these opinion leaders; in the case of Jiuxian.com’s Double Eleven marketing, Jiuxian.com used the social media precise communication platform Weibo to With the help of Boyi, it leveraged the interaction between popular stars Huang Bo and Xu Zheng and the power of grassroots tuba and jokers to effectively reach consumers and establish a good brand image.

5) Focus on creating word-of-mouth marketing. In addition to using topics to arouse discussions on topics and focus public opinion on the brand when promoting on social media, another link that cannot be ignored is the review process after consumers purchase. Because of the nature of social media, this link has an increasing impact on brands.

For a successful brand, consumers’ comments and sharing of their consumption experience can become good brand endorsements and UGC for brand building. Adobe's October 2012 report "The State of Online Advertising" showed that when asked about their reaction if they saw friends liking a product on social media, 29% of respondents said they would review the product. 14 will visit the product’s official website, 5 means they will like the product, and 2 means they will buy it immediately.

E-commerce, after being better integrated with social marketing, has become more and more like a closed-loop platform that integrates consumer insights, brand recognition, marketing interaction and effect evaluation. With the new iteration of social media, how to better utilize its characteristics for marketing is a question that always has surprising answers.

E-commerce marketing success case 2:

Kuaishubag is an old model that has grown up with Sina Weibo. There have been many Weibo marketing case studies about Kuaishubags. It brings nearly 1/3 of the traffic and 40% of the order business to the website. This kind of performance is too much for the company to look forward to. However, is the success of Kuaishubao’s corporate Weibo marketing just like this?

Kuaishubao’s Weibo Two major highlights of marketing: micro customer service and all-employee micro marketing. The micro customer service of Kuaishubao is very attentive. I don’t dare to say that they will respond in 1 minute, but they will respond in almost 5 minutes. I once sent them a private message to ask if a certain book was available, and their private message reply was not only quick but also comprehensive and very warm.

At the same time, if you search on Weibo for the keyword "Kuaishubao", any Weibo content that mentions "Kuaishubao" will basically have two accounts in the comments, namely "Kuaishubao" and "Xu Zhiming". How many companies can do this? How can Weibo, which can do this, not do well?

Maybe you will think: As a boss, why does Xu Zhiming have so much free time and stay here every day? on Weibo. But when you think about how Weibo can generate 40 orders for it, for such a small business, the ROI must be so attractive.

The homepage of Kuaishubao Weibo lists the Weibo posts of executives in detail. If you search for "Kuai Shubao" on Weibo to find people, you will find that the v's on the first page are all Kuaishubao people. If you have any opinions about Kuaishubao, you can report it to its executives at any time. They are on Weibo! I would like to ask those companies that complain every day that Weibo marketing is not easy to do, have you really done it with your heart? Corporate Weibo is not a casual You can do it casually, and there is a certain reason behind every success.

E-commerce marketing success story 3:

Word-of-mouth marketing is a low-cost marketing method, but it often creates high profits. Instead of spending huge sums of money on advertising, promotions, and public relations activities to attract the attention of potential consumers in order to create an "eyeball economy" effect and increase consumer loyalty, it is better to use this relatively simple and effective way of "users telling users". achieve this goal. Below I will share with you some of the better word-of-mouth marketing success stories in our country.

The number one beauty on Taobao? The Boiled Fish Queen?

The Boiled Fish Queen? is one of the thousands of sellers on Taobao. Her shop mainly sells clothing and fashion. Supplies etc. But the shop owner is young but earns 20,000 yuan a month. She is very popular on the Internet and has been named "the most beautiful woman on Taobao" by netizens. With a monthly income of 20,000 yuan and the most beautiful woman on Taobao, her positioning has aroused all-round reputation. Alibaba, Kuliu, Global Shopping Information Network and other media have invited the boiled fish queen to do exclusive interviews and reports; Tudou.com and Sina Podcast have even Invite the Boiled Fish Queen to participate in the 2008 New Year program. Netizens are discussing her deeds enthusiastically. There are many photos and videos of her beautiful figure in the forum, and a group of hardcore fans have even arranged and maintained a personal forum for her. The number one beauty on Taobao can be called Taobao's brand image symbol for a time, attracting more buyers and sellers to flood Taobao transactions.

The Boiled Fish Queen does not act funny, make a fool of herself, take off her clothes, or try to impress people. She stands out with a positive image, which makes her popular and greatly increases the store’s popularity and sales. To a certain extent, this is a A classic word-of-mouth marketing success story.