Three Squirrels Internet Thinking Marketing Case

In today's increasingly fierce competition in e-commerce, a little-known company that buys nuts has sprung up, creating a miracle number of nut foods, that is, three squirrels. Next, I will learn about the Internet thinking marketing cases of three squirrels with readers.

Three Squirrels Internet Thinking Marketing Case

Internet thinking success story? Three Squirrels

This is an Amoy brand, which was launched in Tmall on June 20 12, and became the first online nut sales in China 65 days later. 20 12? Double eleven? Created a miracle of daily sales of 7.66 million, ranking first in China e-commerce food category; 20 13 years, 1 month sales exceeded 22 million; So far, it has sold more than 1 100 million yuan, and once again received an investment of 6 million dollars from IDG company. What brand is this?

Why can three squirrels grow so fast? Let's look at it from the side. What can't the three squirrels eat except nuts?

Look at the inedible parts of the three squirrels' packages. Cartoon packaging, packaging with brand cartoon image; Box opener; The courier brother sent a message; Nut packaging bag; Sealing clip; Garbage bag; Micro-magazines that convey brand ideas; Cartoon keychain, a small toy that captures the hearts of users; And wet wipes.

The key points of the success of three squirrels' network marketing

(1) Better communication between brands and consumers: cartoon brand image, application of internet tools such as Weibo, personified words and magazines;

(2) Make it faster: increase the speed of nuts from branches to consumers' living rooms;

(3) More humanized: based on big data collection and mining, fully understand consumers. Each packet of nuts has a shell-spitting bag, a packing clip and so on. To make the customer experience better.

combine/join forces (with sb)

Wechat Team = Squirrel Socialized Business Lab. 6 official WeChat accounts, 3 people, responsible for all production processes from photos, copywriting, event planning, brand alliance to radio programs. The team does not have any KPI evaluation.

? Directing and acting? Wechat radio

It is understood that three squirrels have opened six official WeChat accounts: Squirrel Xiaoku, Squirrel Xiaoyan, Squirrel Xiaomei, Squirrel Owner Service Center, and a member service number? Squirrel planet? .

Of these six accounts,? Three squirrels? It can be regarded as a parent account, which bears the largest and all-round functions. In addition to the parent account, the three sub-accounts of Squirrel Xiaomei, Squirrel Xiaoku and Squirrel Xiaoyan all have their own styles and columns, which are the responsibility of fixed operators.

Let's look at Xiaomei the squirrel first. Is this official WeChat account a feature of radio programs? Squirrel tree hole? . Through the concept of tree hole, fans are encouraged to pour out their worries or secrets by voice. In addition, operating Xiaomei will produce radio programs according to a theme every issue:? Your sister's radio? A person should also have a good cup of tea! ? If you don't slow down at the same table, you can be happy, cute and mean, but sadness can be cured.

Deepen service

In the eyes of traditional sellers, efficient customer service dialogue with buyers must be enough, but the three squirrels encourage customer service to chat with buyers and even make friends. How to judge whether your communication with the buyer is sufficient, how the buyer evaluates you, and the number of words you chat with, many traditional buyers can't do it.

In order to meet the personality of different buyers, the three squirrels also grouped the customer service teams. For example, small fresh literary groups and unscrupulous groups can receive high-end buyers and some unscrupulous buyers with heavy tastes respectively. User Experience

The implantation of three squirrels in the user experience is from beginning to end, from beginning to end.

(1) Delivery notification SMS: Master, the small box of forest food you ordered at the squirrel's house is fully dressed and is rushing towards you ~ Wait patiently, remember to give 5 points if you are satisfied ~ Hee hee ~

(2) Scan to win a gift: After receiving the parcel, scan the code Taobao on the mobile phone to get a thousand yuan red envelope.

(3) Packaging: Good cartons are stronger than ordinary cartons. The thickness and paper quality are also better.

(4) Seal: unified style, integrated with store elements; Squirrel logo and squirrel map enhance brand image; 400 calls, highlighting the professionalism of customer service; Handwritten URL, simpler and closer.

(5) Box opener: The box opener comes with the box, which is convenient for users to use.

(6) Express delivery number: Selling Meng with Uncle Express is actually selling Meng to the buyer.

(7) Gifts: fruit shell clips, double clips, wet towel bags and spare garbage paper bags? Every step, from peeling, stuffing and eating, is considered by users.

Self-made high quality chromatographic column

Squirrel Tree Cave: Encourage fans to pour out their worries or secrets by voice.

Your sister radio station:? A person should also have a good cup of tea!

Ins map selection: instagram users are encouraged to upload photos of three squirrels' images or experiences, and the three squirrels will collect these pictures and share them with WeChat users.

Squirrel Cool: Encourage users to contribute American literature.

The above radio stations are basically recording and editing by themselves, which is not professional enough, but they are very attentive. At present, Shudong Radio is one of the favorite programs of three squirrel users, and the monthly broadcast volume of self-made audio programs can exceed 1 10,000. * * * Similarities: lively and not boring; Giving chicken soup is not self-righteous, has its own characteristics, and retains the brand's own ideas.