Market is the direction of enterprises, and quality is the life of enterprises. To be a national market, we must first make a trial market, and we must come little by little, not soon; Done, when it comes to the national market, it should be half a step faster, but not slower. It is best to collect cases for analysis to do a good job in marketing. Then the following is a classic case study of integrated marketing that I have compiled. Let's go and have a look with me, hoping to be helpful. A classic case study of integrated marketing-

The cultivation of fresh e-commerce in second-tier cities

Cailan.com was launched in August 214. After a year of development, the registered users reached 8,. On July 24, 215, Cailan.com announced the completion of tens of millions of A-round financing, which raised the value of fresh e-commerce in Henan!

Cailanwang is not Jiang Xiaoyu's first entrepreneurial project. In fact, as early as 29, he established Jiuhe Technology, focusing on Internet projects, and successively established e-commerce platforms such as clothing and electronic products. Later, he moved to group buying and cooperated with Tencent QQ to experience the smoke of the "Hundred Regiments War". After several years of hard work in the electric business, he aimed at the freshness of the last blue ocean known as e-commerce.

Unlike the first-tier cities, which focus on high-end value-added organic vegetables and semi-finished clean vegetables, the food basket aims at the dining table of the general public from the beginning, and every day, it launches a special explosive product, for example, one yuan for a melon, one yuan for a box of bean sprouts and one yuan for a piece of tofu? Coupled with the most tempting free postage with unlimited consumption, it is easy to attract housewives to try to buy.

The profit point is not fresh food

In recent two years, the trillion-dollar market scale of fresh food and the penetration rate of e-commerce less than 1% have attracted the continuous influx of capital from all walks of life, boosting the explosive growth of fresh e-commerce. At the same time, however, it is an indisputable fact that there are very few profiters in the 3, agriculture-related e-commerce platforms nationwide.

"Our profit point is not fresh!" Jiang Xiaoyu said directly.

The vegetable basket sells all the daily seasonal fruits and vegetables on the dining table, 7% of which are picked from vegetable bases around Zhengzhou. According to the order of C2B on that day and the historical average calculated by using big data, it is picked in the afternoon, sorted, packaged and put into storage at night, and delivered to consumers the next morning. The whole process will not exceed 24 hours to ensure the freshness and taste of fruits and vegetables.

"Our fruit and vegetable pricing method refers to the price of vegetables in the first-class wholesale market in Henan, and then rises by 15%-2%. According to the traditional fruit and vegetable sales model, the price of fruits and vegetables that reach consumers is usually two or three times."

In addition to providing consumers with fresh and affordable fruits and vegetables, Cailanwang is also committed to helping farmers solve the problem of unsalable agricultural products. Jiang Xiaoyu told us about the case that the vegetable basket network solved the unsalable agricultural products such as Henan Weishi grapes, affected green apples and Zhongmou nectarines for the first time, so that it was their goal to make workers earn something.

The method of direct supply at the base and one-stop delivery of vegetable basket really solves the disadvantages of traditional business model, such as many links in agricultural products circulation and great loss, and completely solves the problem of both vegetable farmers and consumers complaining.

However, while we are cheering for this change that breaks the traditional business model and strips away all kinds of links and chains, we will find that consumers, especially young people, cook randomly. In areas with relatively perfect living facilities, such as Jinshui District of Zhengzhou City, there are many large vegetable markets and community vegetable shops, and even some vegetable farmers and fruit farmers will directly bring vegetables and fruits to these mature living areas for sale, and the prices are quite cheap. Obviously, in this alternative and selective community, such a consumption environment is not conducive to cultivating consumers' habit of pre-purchasing fruits and vegetables online, and the natural purchase frequency will not be too high.

"Fresh food is just a flow cut of the vegetable basket. The sales ratio of fresh food to other categories in the future will be 1: 2. " Jiang Xiaoyu hit the nail on the head. What he values is the strong stickiness of fresh users. In Jiang Xiaoyu's office, there is a row of shelves, which are full of food, non-staple food, drinks, snacks and other commodities on the food basket online. It turns out that drunkenness is not about wine.

How to achieve user growth

It seems like a good idea to drive sales of other categories with fresh food, but because of the low-price strategy of Cailanwang, it is necessary to win profits by scale and volume. The goal of the vegetable basket network is to account for 1% of the consumption of Zhengzhou fresh market, and it is expected to reach a scale of more than 1 billion yuan, with an average daily order volume of 2,.

how to increase the scale of users? After all, the popularity of the vegetable basket is not high now.

The heavy punch of the basket is the reverse online to offline, hoping to complete the diversion on the line through the offline. At present, Cailanwang has 2 franchise stores, and it is planned to open 2, franchise stores in Zhengzhou by the middle of 216, covering the whole Zhengzhou area. Most of these franchisees are fruit and vegetable shops in the community. Jiang Xiaoyu introduced the cost-effective model into these franchisees, requiring franchisees to open up two or three square meters of space, and Cailanwang provided low-priced explosives every day to attract popularity and promote the brand of Cailanwang. At the same time, each franchise store will have a QR code, and the store can get a share by scanning the QR code to pay attention to the customer consumption of the vegetable basket network.

This way of draining off-line franchisees by blasting products every day is understandable. For Cailanwang, the biggest role is brand promotion. However, there is a phenomenon that has to be considered: in order to save a few cents, the people who queue up to buy explosive dishes are basically elderly people, and young people have little time, energy and enthusiasm to participate in such activities, while the elderly are obviously not the target customers of the food basket. Whether it can bring online drainage is waiting for the test.

Another action of Cailanwang is that each distributor only delivers 6 orders a day, in order to turn them into customers' personal assistants.

Jiang Xiaoyu said that after repeated tests, 6 is the most suitable delivery odd number for a family personal assistant. Even if there are a large number of users and more delivery odd numbers in the future, he will not increase the workload of each personal assistant, but will only increase the number of personal assistants.

Every personal assistant in Cailanwang will have a fixed distribution area. Even when the customer density is high enough, a personal assistant is only responsible for a building in a certain area. The delivery volume of 6 orders, if concentrated in one building, can actually be completed in two or three hours. In the rest of the time, Jiang Xiaoyu asked the delivery staff to make friends and chat with customers, and even help customers a little, take out the garbage and change the light bulb, in order to establish the stickiness with customers through this high-frequency meeting. The frequency of brushing your face is high, and you have become friends with customers. It is natural to do stored-value cards and introduce new customers. It sounds a bit like Haidilao's way of truly treating customers as God.

can it really be done?

First of all, it needs to test the enthusiasm and enthusiasm of personal assistants to a certain extent, and it is also a test of staff management of Cailanwang. In addition to appropriate material incentives, spiritual encouragement is also needed. Obviously, Cailanwang is also aware of this. Personal assistants will be trained in relevant corporate culture from the moment they join the company.

secondly, there is another point that cannot be ignored. The failure lesson that SF hackers spent one billion yuan tells us not to think about customers, but to think from the customers' point of view. All the superfluous actions for customers' consideration are shooting themselves in the foot. Nowadays, people from all directions and different backgrounds live in the city. Nowadays, people in the society are very alert, especially young people, and they all have a strong sense of personal space. That's why a large number of otaku and otaku have emerged. The neighbors who live opposite may not have greeted each other for several years. Why should these customers chat with a delivery clerk of unknown origin, let alone break into private space and change a light bulb?

The personal assistant distribution advocated by Cailan.com is really for the sake of customers, but if you think about customers, they may not buy your account. This approach also needs to be tested.

There may be more than one challenge

"We are about to start the A+ round of financing." The determined expression was written on Jiang Xiaoyu's face.

When talking about the biggest challenge at present, he pondered a little and said, "The biggest challenge comes from manpower, and warehousing and distribution are not easy to recruit."

Maybe Jiang Xiaoyu is facing greater challenges besides manual work!

On August 7th, 215, JD.COM announced that it would invest RMB 4.3 billion in Yonghui Supermarket, which strongly favored the development of Yonghui Supermarket in O2O and fresh food supply chain. Three days later, on August 1th, Ali and Suning announced their mutual participation. "In the next 3 years, the opportunities of Internet companies must be online and offline, and the hopes of traditional enterprises must be online." Ma Yun said at the release meeting of the cooperation between the two parties.

what does this convey? The bosses are already on the move. They have realized that in the future, it is not a question of who subverts who, but the integration of online and offline enterprises to create the future together!

In fact, the model of Cailanwang is not difficult to imitate. Moreover, according to Cailanwang, customers have started to build the platform of the same model after experiencing it for more than a dozen times, but what they need in the early stage of doing fresh e-commerce is to throw money. This imitator may not be as attractive as Jiang Xiaoyu and can get money!

but what about those owners who are not short of money?

everything only exists in assumptions! At present, no one has imitated this model. Jiang Xiaoyu still has time to complete his own territory and race against time to improve market share and penetration. In the era of mobile internet, everything is about speed and capital!

the battle of fresh food is far from over! Classic case analysis of integrated marketing II

Retailer: This is the way to hold a farmers' meeting!

Recently, members of "Mountain Watermelon" posted a post about the farmer's meeting held by dealers. The post said: "Farmers' meetings are indispensable for agricultural materials. Farmers will open more and more, but the effect is not so good. Every time people make efforts, there is no result, and they are so angry that their liver hurts. " The landlord also introduced several forms of organizing farmers' meetings: field work, showing slides at night, inviting song and dance troupes and so on. But in the end, most of them came back cold. I think this problem is not only encountered by the landlord, but also by most of our dealers. With the increase of the number of farmers' meetings, it is becoming more and more ineffective! What's the reason?

Our sales here are in the off-season these days. In order to promote ourselves, we also hold a farmers' meeting at this time in the evening. It is a village unit, one village every night. Let me talk about how our farmers will open!

first of all, in form, just like everyone else. At night, the projector will be used for publicity. Why? Because we are a small shop, the song and dance troupe can't afford it, and we dare not sing by ourselves. Our team is all big men, and the waist is hard against chemical fertilizers, not to mention dancing!

We plan to go to which village to hold the farmers' meeting in the evening, and we will arrange a person to go there in the morning. First of all, go to the greenhouse to find out how many greenhouses are there in this village? What crops are planted? What was the yield of the last crop? What are the main diseases? What is the most troublesome problem for vegetable farmers' friends at present? Of course, we should also write down the name and telephone number of the greenhouse households and tell them that we will come to our village for a farmers' meeting in the evening! Another thing is to ask if there are any other activities in the village at night. If you have the choice to give up, find another village!

Before we leave in the afternoon, let's have a brief talk about the village, so as to have a good idea. Around the evening, when I arrived in the village, I chose a wide place on the street in the center of the village and camped. First of all, put some songs, such as the familiar "Little Apple". We can't dance, but there are some beautiful women who can dance on the computer. Download a few songs to gather popularity! At this time, all the people who come are old people and children who are fine at home. The quantity is not quality, but the quantity is still important. Can expand the publicity effect!

while singing and dancing, we began to contact the telephone numbers registered in the morning one by one, telling them that we are here, where we are, and when the lecture will start! After playing a few songs and dances, we will switch the screen to the pictures of vegetable diseases and insect pests, which is the habit of taking pictures before. Our pictures of diseases and insect pests have the time and place of taking pictures, so the people can see at a glance. It's what happened to me. "How is it the same as my food at that time?" Naturally, I have the urge to listen!

It's officially started. What can I say to interest vegetable farmers? We usually have this process: first ask, "Do you grow vegetables to make money?" The answers are different! "Why not make money?" The answer is "I don't know!" "How can I make money?" "The vegetables grow well, the output is high, and the price is good to make money!" "Why do the more vegetables we grow now, the lower the yield?" I don't know! "good! Then we Huawo Agricultural Resources will analyze and analyze it for everyone. What do you think? " "Good, good!" In this way, we began to get down to business.

Our explanation is generally divided into three parts. The first part is a brief introduction to plant physiology. In my words, it is: "Tell everyone how the fertilizer we use in the field grows on tomatoes!" The second part takes several pests and diseases that are difficult to control in the shed, such as virus disease, dead trees, late blight and gray mold, as examples to explain the temperature and humidity in the shed and the misunderstanding of daily management. The third part: briefly introduce the uses of various fertilizers, and various physiological diseases such as vigorous growth and premature aging caused by improper use of fertilizers. Interspersed with questions, answers, etc. To tell the truth, it took a long time. At first, we talked as two nights. Later, we found that everyone was not satisfied, so we merged them into one night. It takes an hour and a half to simply explain, and it takes more than two hours to ask questions after the lecture, which makes me thirsty every night.

At this point, some people will not only ask: Why didn't you tell me about your product? Yes, what we are promoting now is the whole process management of vegetables, from soil preparation, planting to seedling pulling, and the whole process technical guidance, which involves many products, but our farmers will not attach products throughout, and it is simply a management technology. After the management technology is finished, we will show the vegetable farmers some cases of the whole process management we did last year. After listening, everyone will take the initiative to ask us how to solve such and such problems. This is the time to mention products. We are a set meal for some problems, and we won't provide anything that is temporarily unnecessary. Why a set meal? You know!

after the general farmers' meeting, we can all get the order, and the vegetable farmers in twos and threes will express their cooperation in the next crop. At this time, our service will officially begin. We have registered the farmers who are interested in cooperation in detail, and we have to go to the shed to have a field visit. The situation is different and the management is slightly different!

about farmers' associations, why didn't it work? The main reason is that the expectation gap between manufacturers and farmers is too big. Manufacturers want to achieve instant sales by opening a farmer's meeting, of course, the more the better. For this purpose, in the past, all prefixes were often based on beautifying their own products, and some questions raised by farmers would turn around and lead to their own products. There were many behaviors of playing with concepts and taking them out of context. At first, farmers accepted them, but after actually using the products, they did not achieve the effect mentioned by experts, and slowly began to contradict them.