In another year, the year-end inventory has grown, and it is natural for the media, the weekly journal of home electricians, to make an inventory of home-made o2os to see what marketing cases have been in place over the year. But it's worse than coca-cola's "class of songs" or "go," or wang giggardo po, or two dozen
Boloni: promotion of the 50 million-dollar world cup
On 14 july 2014, at 3 a. M., the german team competed with the argentine team for the championship and became the insomnia of many fans. Cai ming said, "i'll bet 50 million on the german team!" in fact, he lowered the price of a cupboard with a original price of $298 million to $198 million. “the country has only 5,000 sets, and with me, the german team wins, making an additional $10,000 for each set of iron bars”. Looks like a big bet, but after the german team entered the finals, cai ming found a quality support point for cabinets of german origin — german manufacturing is the best. The german team won, cai ming paid $50 million, and the bill was $99 million, plus brand value added
Case point: cai ming is a marketing master who is good at events and topics, and remembers the sale of 300,000 pounds of pepper? “piprika marketing” starts with the cabinet product function, with a smoke-smoke system as the highlight of the product, quickly highlighting the comparative advantage of the product, the typical combination of events and products! “o2o, which has no value for money, is a hooligan,” cai ming says, saying that it is not enough to replace the entrance by sharing all beijing-standard home-dressing programmes and construction schemes with 300 city customers。
Home dressing station e: alliance flying saucer says animated marketing push-up product
Flying disk says it's an original video from the media, picks up social hotspots as topics and uses interesting ways to visualize a variety of hotspots. It's a recognized online video encyclopedia because of style, taste, and no limits. The flying discs of home-based e station said "the new god of home-based e station" was introduced, and the content was a continuation of the usual humor that the flying discs said, along with the sound of "let the bullet fly" was good for taste and product implantation. Animated marketing methods are also used by " when is the painful renovation " , which i'm going to install on the network, and animated directs users to fix pains, and video ideas are fine。
Case point assessment: the weakness is that the flyer at the home-based e station said that there was no dissemination, that there was no information available on the web page, on the news, and that the cost of cooperation was estimated to be high, but it was a pity that it was not disseminated. If it had not been for this piece of mufung, it was estimated that many people did not know of such a case and that little information had been seen in the web news。
Levy's family: experienced marketing to make it so beautiful
The levi family's “city lives and lazy naked party” campaign, with props and scenes such as wine, bikini, yoga, games, etc., has created the levi family's exclusive bed culture, which is sexy and sensitive and conveys to consumers different fashion beauty. The value of mattresses is not only described, but also cultural and spiritual enjoyment. Unlike the services offered in previous home stores, one-way distribution and user-resistance have been broken, but rather a physical and psychological enjoyment that is more acceptable and unforgettable, bringing brands closer to consumers。
Case point evaluation: good products also need to be well interpreted to try a dynamic and dynamic marketing model. Animating hearts, gaining trust or being the primary task of home-based clothing marketing, activities are linked to the taste and positioning of the product itself, creating brand-specific consumer labels that allow users to benefit from exclusive and extraordinary services, which is to experience the unique charm that marketing brings to consumers。
I'm going to remodel the web
The “care table” is a long-term public-interest initiative to provide desks for children left behind in rural areas and for needy students. This case is the most representative case of public service marketing in the area of home-based o2o in 2014. The 100-degree page “i'm going to renovate the web-friendly desk” found some 4,250,000 results. According to its news, since its launch in june 2014, 10 donation ceremonies have been completed in less than four months, four handover ceremonies, five classrooms in poor primary schools in xi'an, xianyang, nanyang and ishia zhang, and received the 2014 (fourth) china public service festival “china 2014 award for best public service practices”。
Case point assessment: this is a typical case of a small, large brand of public good, which, although under-invested, has been shown to be effective because of its insistence on doing things without any commercial interest and, above all, its continued dissemination。
Wonchon decoration: entertainment marketing for the year of rush
This is the fourth time that a beautification has been used to promote brand image through entertainment marketing, following the planting and marketing of durala's promotion book, love in the end, better and better, which coincides with the drama, spreading the concept of a loving family in wonchu to more consumers, making it less hard for the general public to accept it, and making it easier to disseminate it, with news, forums, microblogs and tweets coming together, the only one in the decoration industry. Founded in 1997 for the decoration of wonzhou, for the sixth consecutive year, li taeji said that their o2o operation could account for 30 per cent of the total in beijing and for 50 per cent in some areas. It is also a good achievement as a traditional decorative company, and it is in line with the way businesses dare to try。
Case point evaluation: emplacement marketing must be based on four points: first, advertising should be consistent with the evolution of the drama and with normal logic; second, product brand image should be consistent with the content of the programme and match each other; third, consumers should be consistent with the audience; fourth, implantation should be hidden and not naked, and the donation of spring and evening items from fox search, state cellar 1573, sanya tourism to zhao benshan in that year was too rigid, resulting in a verbal abuse。
Lovespace: looking for an endorsement of "daddy marketing"
Oh, sounds, it's hard to hear, it's not rough. In june 2014, 41-year-old chen zheng left a home company to start a “space of love” and tried to “modify and renovate with the internet”. He spent a week doing the ppt, two months later talking to the forces and an hour and a half, and in august 2014 he received a round a investment of more than $50 million in cash. At that time, when the army heard that the renovation period could be completed within 20 days, it hit the thigh: “okay, 20 days! Give the client $10,000 a day later.” chen qing has not yet passed god, and the price of $899 per square metre has been cut off by the forces by 22 per cent, leaving only $699. It was also through the endorsement of millet that dissemination was almost costless, and love space quickly gained a voice in industry。
Case point: the reveyers also voted for the levy family, which is well equipped to “dress themselves” with a “seven words”, although packaging techniques need not be explored and market tests are needed. According to the information received, vanco is also interested in entering the home-dressing market and is planning to accelerate the arrival of the o2o-dresser with the participation of these giants. If you have not found the father, you will have to work hard。
"99 fashion days"
In 2014, skycat eleven was very popular, reaching a total of 57. 1 billion yuan on that day, an increase of 59 per cent over last year's figures. The festival has also become a common marketing method for domestic dressers, such as floor festivals, wooden door festivals, ceramics bathing festivals, etc. However, these are relatively small in size or are more conceptual than form. On the other hand, the internet and the door shop network “ninety-nine fashion” has been set up to provide off-line services to the owners, involving over 1,000 branded explosive products, which have had an interactive impact on the business community on a large scale, as well as considerable investment in outreach。
Case point evaluation: multi-city solidarity is a good option for home-based o2os, as it allows for online harmonization and ease of replication; in addition, concentration of strengths can bring more practical benefits to users by working on business policies and product portfolios. The key to such festival marketing is value to the user, strength to produce, experience, e. G. On-line price, etc., and consumption of household clothing for integration online and off-line。
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