With the gradual opening of China's market and the basic formation of buyer's market, Chinese enterprises gradually realize the importance of understanding consumer demand and mastering market dynamics in the competition, and the indispensability of case analysis as a marketing intermediary. Then the following is the information about the successful case analysis of network event marketing, which I compiled, hoping to help you. A successful case study of online event marketing-
jewelry online marketing: the growth of Mbox music box
the history of mbox music box is not complicated, and it can even be described as plain, just an ordinary online entrepreneurial story.
Mbox music box Korean jewelry store was first established in 22. In that era when online shopping was just beginning, the owner Tian Yiwen gradually discovered the business opportunities of online sales by selling some of her own idle items. Thus, an online jewelry brand &; ldquo; Mbox music box&; rdquo; It was born.
Ordinary online entrepreneurial story
When the shopkeeper Tian Yiwen was a junior, she started shopping on the online shopping platform &; ldquo; Ebay & rdquo; Sell things on the internet. As she did very well, she simply devoted herself to full-time work after graduation. As business became busier and busier, Mr. Shi, her husband, simply quit his job to help her.
from the initial start-up fund in 53 yuan, to the first photo of jewelry taken by myself, to the first product page designed by myself, Mbox was completely owned by the owner & ldquo; Box&; rdquo; & mdash; & mdash; Tian Yiwen did it by herself. With different styles, people-friendly prices and fashion accessories from South Korea, Mbox gradually got its first customers and hired its first employee on the Internet. Mbox completed the first time from a purely personal shop to an online shop with an independent studio.
Mbox was rapidly developed in 25 &; ldquo; Taobao &; rdquo; Attracted by it, I registered my first store on Taobao: musicbox. With more competitors, more imitators and lower product prices, Mbox deeply realized the cruelty of the market. However, Taobao itself is like a constantly evolving machine. In the process of Taobao's continuous self-upgrading, Mbox has also realized the contingency strategy. As a result, Mbox began to look for its own characteristics, positioning its target customer base, and has always insisted on going down. In the end, Mbox successfully survived on Taobao and thrived.
With the careful care of Tian Yiwen and her husband, the business of the online shop is even more vivid. From selling other people's products at the beginning, it gradually turned into selling products designed by itself. In 28, Mbox established a company, registered its own trademark and successfully joined Taobao Mall. Now it has become a professional team with annual sales of several million yuan and more than a dozen people, and has grown into a real online brand.
However, Tian Yiwen admits that there are many online sellers around who are 1 times older than them, and they &; ldquo; The development is not fast, but it is still stable &; rdquo; .
But in the process of development, Tian Yiwen also has her own goal: Mbox Music Box should be a first-class online jewelry sales brand. & ldquo; What we do is not only sell products, but also hope to build a real jewelry brand through Taobao. Buyers buy because they like the Mbox brand, not because the price is cheap. In Mbox, buyers not only buy products, but also enjoy more services from us. Only in this way can a company survive for a long time. & rdquo; Tian Yiwen believes that Taobao is like an incubator, which not only breeds many individual sellers, but also breeds online sales companies with their own brands like Mbox.
my husband, Mr. Shi, said that the goal in three years is to combine the network and physical stores and take the road of three-dimensional network development. In the long run, I hope to promote my own brand. In short, live first, then consider how to live better, and then build your own brand. Both husband and wife understand that building a brand is a long process.
hitchhiking online brand
However, an occasional activity made Tian Yiwen and his wife discover that it may not be as difficult as they thought to build an online brand with the help of the power of the internet.
At that time, Taobao launched a&; ldquo; The 11 most collectible shops &; rdquo; During the event, Mbox Music Box didn't know that it had been actively recommended by netizens, but the sales volume of the store suddenly increased five times in a short period of time. Tian Yiwen asked the customer,&; ldquo; How did you see our products &; rdquo; I didn't expect the customer to say that it was seen on Taobao's activity page. It was from that time that they fully appreciated the great role of the promotion of online platforms.
actually, when we started our business, Mbox music box didn't pay much attention to its own brand. But later, they found that the customer base is very stable, the repeat purchase rate of old customers is very high, and gradually there is a&; ldquo; Brand & rdquo; Consciousness. During this period, two people tried to make other products, but both gave up,&; ldquo; Because you will find that if others sell well, you may not sell well. In fact, every line needs the accumulation of time and experience, and the market of jewelry industry is actually very large, and we can only do a small part. & rdquo; Tian Yiwen talked about her new experience.
therefore, Mbox music box re-examined its positioning. They realized that in the field of online jewelry, China has not yet had a really good brand, and there is basically no concept of popular jewelry. At present, the only famous brands in the jewelry industry are Laomiao Gold and Chow Tai Fook, which make precious metal jewelry, but the market of these products is relatively small, for one thing, the price is high, and for another, the styles are few and outdated, and most of them are more suitable for mature people.
For women between the ages of 18 and 3, they are fashionable and young, and what they need is fashionable jewelry that can be changed frequently, rather than high-grade and expensive jewelry that costs one or two thousand yuan at a time. As far as the offline market is concerned, this kind of popular jewelry is generally only sold in counters or specialty stores in some shopping malls, and it is expensive, and many people often can't find a place to buy it; Second, the price/performance ratio is relatively low, so I think this market still has a lot to do.
& ldquo; Facts have proved that there are more and more enterprises engaged in this business now, and the sales of online ornaments have brought sales volume, so that those manufacturers have also seen business opportunities. Gradually, the market of popular accessories is completely networked from production to promotion to sales. & rdquo; Mr. Shi said with a smile, & ldquo; Although there are many competitors, it proves that this is indeed a profit point, otherwise there will not be so many people entering this market. & rdquo;
In their view, the online shopping platform is like an amplifier, which enlarges the market. And with the continuous penetration of the internet into people's lives, this market is still expanding. Besides,&; ldquo; Alipay &; rdquo; Third-party organizations have solved the problem of consumers' distrust of online transactions, thus attracting more consumers.
From managing products to managing people's hearts
Everything has two sides, and so does the financial crisis. When it has a huge impact on the real economy, it may be becoming an opportunity for the network economy, and it also gives the network brand more room for development.
Mr. Shi thinks that online prices are more transparent and cost-effective &; mdash; & mdash; As Taobao's advertisement said,&; ldquo; Make a penny into two cents &; rdquo; & mdash; & mdash; Therefore, brand management needs more care. At present, there are also some problems in the network, such as mixed goods, but if you want to develop stably on the network for a long time, it is very similar to doing the real economy and needs to manage people's hearts. The so-called management of people's hearts is to consider from the perspective of brand development. If you sell whatever you make money, you may make money in the early stage, but it will never last long, and you may be an online &; ldquo; Fanye & rdquo; .
The words of a big seller made Tian Yiwen and his wife remember this point deeply. It is the world's largest seller of electronic accessories, with annual sales of about $45 million, but when Tian Yiwen and his wife communicated with him, they found that &; ldquo; He is much more low-key than us, and has straightened out many problems. The structure is well built and done steadily. In the early stage, they were not trying to expand, but constantly revising their own problems, establishing corporate culture and establishing their own core competitiveness. Later, their advantages gradually increased and their sales were getting higher and higher. & rdquo;
after being inspired, the road of online brand of Mbox music box also focuses on establishing its own culture. Tian Yiwen said,&; ldquo; Our first goal is to provide buyers with high quality and low price goods, so that customers can buy goods happily and happily here, and profit is only part of the goal, but it is not the first priority. We found that when the quality and service are improved, the brand will naturally be promoted. Because an important feature of online sales is word-of-mouth, when a person feels good after buying it, she will recommend others to buy it. Later, we began to establish our own brand from packaging and other aspects, with packaging boxes and wrapping paper printed with brand logos, and adopted the membership mechanism to give certain benefits to old customers. The external promotion was combined with online platforms such as Taobao to attract new customers. & rdquo; A successful case study of Internet event marketing II
&; ldquo; Play the devil's advocate & rdquo; Event marketing case
The power of new media communication should not be underestimated, especially online communication. In recent years, successful event marketing cases on the Internet are remarkable. From Dove &; ldquo; True beauty movement &; rdquo; At first, event marketing cases were regarded as marketing magic weapons by enterprises, which were used and benefited repeatedly.
after research, it is found that all successful event marketing cases in recent years are based on&; ldquo; Controversial topic & rdquo; Play the devil's advocate, Dove &; ldquo; True beauty movement &; rdquo; In the incident, outdoor advertisements and online media promoted the characters not as beautiful as flowers and beautiful young women, but a 96-year-old British grandmother Irene Sinclair. In the poster, the British grandmother smiled beautifully, which read &; ldquo; It's beautiful to have wrinkles &; rdquo; . Deliberately convey &; ldquo; Dove & rdquo; Advocated &; ldquo; I hope that women are more willing to accept their true faces, rather than the illusion wrapped in heavy cosmetics. & rdquo;
God knows how successful this event marketing case is. Such activities are staged all over the world, and they are getting more and more fierce, and the benefit is the rapid growth of global sales of Dove.
In recent years, event marketing like this has also begun to spread in China. In 25, a company called &; ldquo; Eat Pizza Hut&; rdquo; The post of is going viral on the Internet. Because the salad plate of Pizza Hut is very small, but it costs tens of dollars. ldquo; Behind the scenes & rdquo; Express dissatisfaction with its high price on the internet, and provide a variety of offers to create an intraday &; ldquo; The pyramid of salad &; rdquo; .
after reading this post, people who have eaten it feel novel and interesting, and those who have not eaten it are eager to try. In this way, you come and I go to the network and actually set off a variety of&; ldquo; The pyramid of salad &; rdquo; Its style and architectural skills are constantly being innovated. As a result, it can be imagined that with the rapid increase of post click-through rate, such a naysayer event marketing case will eventually make Pizza Hut's customer traffic increase rapidly. The key to the success of this event marketing lies in the consumers &; ldquo; Dissatisfaction & rdquo; The timing is just right. Using everyone's curiosity, I completed a beautiful time marketing.
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