Internet Marketing Case Analysis

Internet Marketing Case Analysis

Through case analysis, the amount of information is increased and the prior probability is corrected, thereby improving the decision-maker's grasp of future possibilities and achieving the purpose of reducing decision-making risks. So the following is an analysis of successful Internet marketing cases that I have compiled. Come and have a look with me. I hope it will be helpful.

A Case Study of Successful Internet Marketing 1

Huawei: Shrinking Business Units and Fighting the "Squad Leader's War"

Huawei has done a lot of organizational changes recently. Ren Zhengfei proposed, “Simplifying organizational management and making the organization lighter and more flexible is the goal of our future organization.” One of the big reforms Huawei has made recently is to propose the "Squad Leader's War". Huawei will shift from centralized power to small-unit operations. "Through modern small-unit combat forces, we will discover strategic opportunities at the front, quickly request powerful firepower from the rear, and use modern means to carry out precise strikes." This is the so-called squad leader's war.

To achieve this kind of reform, it is necessary to establish the board of directors of the subsidiary company. Why did Huawei need to centralize power in the past? It was to organize a group charge. Because we did not have enough firepower, that is, the company's resources were not enough, so we had to gather the resources of the entire company together to form a strong firepower to charge. Well, things are different now. Now that the company has brand resources, financial resources, and customer resources, it is necessary to change the formation and decentralize centralized power. Some major business decisions of the company must be delegated to the subsidiary board of directors. It’s no longer the group’s board of directors that comes.

Emphasizing the "squad leader's war" does not mean that the squad leader can do whatever he wants, but that the power of capital is needed to supervise the squad leader, and the board of directors is needed to supervise the squad leader. Therefore, Ren Zhengfei proposed that we should not only delegate power in a timely manner and hand over command to the front line, but also prevent people on the front line from fighting indiscriminately. The monitoring mechanism must keep up. Therefore, we must establish a subsidiary board of directors, and the directors of the subsidiary company will represent the capital to supervise the operators. .

Ren Zhengfei believes that business management should learn from the army. He believes that the organization of the army has the most combat effectiveness. For example, the US military has long since turned combat units into brigades. With brigades as units, combat capabilities are even more powerful. The U.S. military is still undergoing internal reforms. The future direction is that combat units may be directly managed from the army to the battalion. The firepower configuration of a squad must reach a brigade-level configuration. From now on, artillery fire will follow your squad leader to improve the comprehensive combat capabilities of the front line.

Shrinking combat units, allowing those who can hear the artillery fire from the front to direct the war, improving front-line comprehensive combat capabilities, and turning the headquarters into a platform for resource allocation and support. This is a trend in Huawei's organizational transformation.

So Huawei is now proposing to simplify organizational management, make the organization lighter and more flexible, and gradually realize it within five years; to reduce the organizational level and scale, and merge several organizations into one organization. Integrate functions to quickly respond to calls from the front.

When the United States invaded Iraq, it formed a "three-person combat team." The first one is called the information intelligence expert. He can use advanced equipment to measure the number of troops in this place. After establishing the enemy's target direction, he passes the information to the fire combat expert; the fire combat expert configures bombs based on his intelligence. Then report it to the combat expert; the combat expert may be a major general. He calculates the necessary combat methods and, in accordance with the authorization of the military department, directly commands the frontline artillery to fire. This is the "three-person combat team." Of course, a three-person group does not mean that there are only three people. Each person may lead a group. However, the three-person group itself is a group, a small comprehensive combat unit.

Reducing business units, I think this is a trend in future organizational changes. Enterprises often face many problems once they grow big. One of them is that more and more people are free-riding and dawdling, and more and more people are occupying positions and doing nothing and not creating value. In the Internet era, in order to quickly capture opportunities and respond to the market, organizations must be streamlined and simple, instead of engaging in a sea of ????people tactics, so that everyone can become a value creator and everyone can work with value.

This requires changing our entire organizational structure and model. The headquarters requires improving professional integration and management capabilities, and the front line requires improving comprehensive combat capabilities. Everyone has seen that whether it is the Internet company Xiaomi or the traditional companies Haier and Huawei, the changes they are making are towards streamlining and flattening the organization, emphasizing speed and customer value orientation.

The organizational structure is no longer the traditional pyramid structure of the past, and the authority of the enterprise is no longer administrative authority. It includes professional authority and process authority.

Analysis of Successful Online Marketing Cases 2

Chu Cheng-Building a High Premium E-commerce for Agricultural Products

Tang Songzai, Deputy General Manager of Benlife.com Operation Center The sharing titled "Selling Fruit Like Coca-Cola" mentioned that when doing Chucheng's brand marketing in 2013, the issues that were considered were how to make non-standardized things standardized and how to face young people. Do promotion.

So we saw that Benlife.com used "storytelling + cultural packaging + food safety + social media marketing + one-stop production and sales e-commerce" to create the 2013 Chucheng sales. 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, 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 crowd, carry out targeted promotion

2) Carry out content marketing for product communication

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

3) Match the precise portrait captured by big data technology with the content direction

Formulate Different delivery combination plans, test the communication combination with the highest interaction rate for key promotion, ensuring that every promotion cost is spent on the cutting edge

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

Collected 1,000 post-80s entrepreneurial experts from different industries to carry out Chucheng's free incentive gift activity. 30% of the experts accepted the gift, which subsequently brought more hot topics surrounding Chu Cheng.

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Relatively successful online marketing cases

Alipay

Case Name: Alipay Koi Marketing

Time: October 2018

Introduction: Alipay launched a lottery on Weibo to draw one lucky person to win a global free order The gift pack includes gifts from hundreds of merchants at home and abroad.

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Because the prize content of the event is quite high, only one person can be selected, and it happens to be during the National Day holiday, and the major cooperative merchants also One after another came to promote themselves. In total, it attracted more than 3 million netizens to forward it and received more than 200 million exposures.

Alipay’s koi marketing this time combines its own brand influence with the popular reposting of koi memes, and then cooperates with major merchants to create gimmicks. It is a very smart campaign in itself. A low-cost marketing plan, and finally brought a million-level communication effect.

Pinduoduo

Case Name: Pinduoduo Bargaining Marketing

Introduction: Users share products from Pinduoduo to friends for bargaining. When the price of the product reaches 0 Yuanshi, users can get the product for free.

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This kind of fission can not only promote a high sharing rate, but also achieve a high conversion volume. On the surface, if the price is reduced to 0 yuan, the merchant will suffer a loss, but in fact, it is very difficult to "cut" to free. It is often the merchant and Pinduoduo who gain high exposure and harvest a large number of sinking users.

Three Squirrels

Case Name: Three Squirrels Customer Service Marketing

Introduction: Three Squirrels was first famous not for its nuts, but for its cute services. Three Squirrels' customer service is different from Taobao's "friendly" culture, and they affectionately refer to customers as "owners." Based on user experience, Three Squirrels also divided pre-sales customer service into fresh, artistic and youthful groups, and heart-wrenching groups.

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These marketing methods positioned at the target consumer groups greatly satisfy customers' consumption experience. In addition, they also strengthen the brand image and let customers hear The word "master" reminds me of three squirrels.

Coca-Cola Soft Article Marketing Case

Coca-Cola is one of the most famous products in the world and a part of popular culture. The following is what I compiled for you

Coca-Cola’s successful marketing case 1:

An outdoor creative advertising video of Dubai Coca-Cola became popular on Weibo: In Dubai, there are a large number of South Asian workers. With a meager salary of US$6 per day, a call of US$0.91 per minute is a luxury for them.

To facilitate these workers, Coca-Cola developed a phone booth device that uses Coke bottle caps as call charges - "hellohappiness". Just put in a bottle cap and get three minutes of free international calls.

This Coca-Cola advertisement aroused a strong response. According to incomplete statistics, the video has more than 66,000 likes and has been forwarded more than 120,000 times.

According to the advertising company of this event, the "hellohappiness" advertising video is mainly placed on social networks that are popular among young people, such as Weibo and major portals. Coca-Cola's advertisement It also received a large number of reposts from big Vs on Weibo.

Precision marketing and leveraging communication - "Nickname Bottle"

According to reports, when Coca-Cola launched the "Nickname Bottle", it first launched products for opinion leaders, combined with star effect, Utilize the activity of celebrities, fashion celebrities, and social celebrities on social networks to create N information high points, resulting in a wide range of dissemination and diffusion, and then arousing public interest.

The celebrity foodie goddess and best friend.

In the early stages of the promotion, many "gurus", artists, celebrities and media accounts on social platforms showed off "nickname bottles" with their names, which caused a tsunami-like response. Wave after wave of spreading craze.

Coca-Cola has captured various keywords and social tags on social platforms, which are precisely the topics that people born in the 80s, 90s, and 00s focus on now, especially the gap between Internet terms and daily life terms. At a time when boundaries are becoming increasingly blurred, such a "nickname bottle" has fertile soil for survival, and it has the ability to sprout, grow, and flourish.

It is worth mentioning that among the more than 60 nicknames, "_Si" was not chosen by Coca-Cola. This is because Coca-Cola needs to choose a positive and uplifting nickname.

Coca-Cola’s successful marketing case 2:

Speaking of Coca-Cola’s marketing cases in recent years, we have to mention the nickname bottle phenomenon that became very popular last year.

Those who really created these words are actually ordinary young people in this society. They may be consumers of Coca-Cola. They created these words to express themselves, and Coca-Cola "returned" these content nodes to themselves.

The key is, why did Coca-Cola only think of such a simple idea and become so popular? I think an interview in the Harvard Business Review as early as 2011 answered this question. In the interview, Joe Tripodi, CMO of Coca-Cola Company, pointed out that as a consumer goods company, we must understand that consumers can create more information than you; consumers, not you, own your brand.

In other words, a good social marketing case does not require you to come up with an earth-shattering idea. Every era has its own content nodes, and the creators of these content nodes are likely to They are your consumers. It is enough for FMCG companies to listen humbly to the “content” created by consumers and find content nodes that fit your brand to spread. As Joe pointed out, Coca-Cola's role should be that of a host, not a broadcaster or evangelist.

The opposite case is the famous failure of Li Ning to change its brand. Li Ning wanted to use the content node of "post-90s" to complete a brand revolution. However, the content node of "post-90s" is not What Li Ning Company’s main target customer groups advocate. In other words, Li Ning has just forgotten the fact that consumers, not Li Ning Company, own the Li Ning brand. When a brand is created and survives for a long time, it has an independent life, just like a character created by a writer. Readers will not easily allow the author to change all this, just like Sherlock Holmes fans did not allow Conan Doyle to kill the detective in their minds. When the company tried to forcibly replace it with another concept, it failed.

2. Emotional Nodes

Everyone who travels must have had this experience. Many tourist attractions will send you some brochures, and every time you visit an attraction, they will give you a copy. A chapter confirms that someone "has been here" in a seemingly more formal way. For ordinary people, this is also a way to gain a sense of presence. This is actually an emotional tipping point that can arouse beautiful emotional feelings in people's hearts.

Last year, Coca-Cola and Papa cooperated to bring this to the mobile Internet. One of the features of PaPa is the photo filter function. Previously, PaPa Watermark Filter only opened this privileged service for the movie "Rooftop Love" directed by Li Bingbing and Jay Chou. In order to cooperate with the nickname bottle activity, Coca-Cola decided to customize and launch Coca-Cola's exclusive watermark after consultation and communication with the staff of Papa. They tried to use the photo watermark for advertising and marketing, so that everyone can have a sense of presence when taking photos. And share it to Sina Weibo, Tencent Weibo, QQ Zone, WeChat Moments, Renren, etc. through PaPa. As a result, within two weeks of the watermark filter going online, more than 20,000 pictures on Papa had been added with the Coca-Cola nickname bottle watermark filter by netizens.

In this case, the difficulty lies not in the discovery of emotional nodes, but in how to "realize" them. In the past, Coca-Cola may have used warm-hearted advertising to detonate this "emotional node", but in this case, Coca-Cola thought of using electronic imprints such as watermarks, which provides a new possibility. sex.

3. Time nodes

In the Internet era, the best examples of time node utilization are the "Double Eleven" invented by Ali and the limited-time flash sales commonly used by e-commerce websites. How to play. The emergence of e-commerce has changed people's consumption time patterns. For example, in the past, holiday leisure time was the peak period for people to shop. Because it was impossible for people to leave the office and go shopping during working hours, merchants often chose this time to carry out promotions. But e-commerce has changed all that and created new sales time peaks with its own rhythm.

Coca-Cola recently cooperated with Yi Xun and tried to launch a limited-time flash sale event at 3 p.m. The reason for choosing this time is that Coca-Cola believes that 3 pm is a time when office workers are tired and less focused. In many companies, 3 pm is the time for tea break. At this time, people browse e-commerce websites and shop online. The probability will also be greatly increased.

4. Spatial Nodes

“We will appear wherever consumers appear.” FMCG companies such as Coca-Cola usually emphasize this principle. Therefore, giants such as Coca-Cola and Adidas will spend many years to sponsor events such as the World Cup and the Olympic Games. Because in a specific space like the arena, consumer attention will increase exponentially.

But in the era of mobile Internet, people go out less often, but they are "ubiquitous" in the virtual space of the Internet. Not only will they watch the game live, but they will also share and express their emotions through the Internet or mobile terminals. At this time, how to carry out social marketing is very troublesome.

In June 2014, the World Cup in Brazil is about to begin, and Coca-Cola’s new marketing plan is still unknown. However, during the 2010 World Cup in South Africa, Coca-Cola headquarters teamed up with FIFA to exclusively film a 60-minute "Coca-Cola 2010 FIFA World Cup Classic Goal Celebration Review" for broadcast on the Internet, which included Bebeto's 1994 World Cup. Cradle dance, Uncle Mira's corner flag twerking in the 1990 World Cup. and exclusive revisits with these famous players who made history. The problem is, this is more like a collection of World Cup goals. Why did Coca-Cola think of shooting such a documentary, and how does this relate to Coca-Cola’s brand communication?

One of the shots may make people think You realize something. It turns out that in the 1990 World Cup 20 years ago, Uncle Mira led the Cameroon team to the quarterfinals of the World Cup. This was not only the first time an African team reached the quarterfinals of the World Cup, but also the best result so far. After scoring a goal, Uncle Mira liked to run to the corner flag area and twerk. Due to some strange coincidence, the advertisement playing on the billboard beside the field happened to be for Coca-Cola! Uncle Mira and Coca-Cola were frozen in history by TV cameras. , Coca-Cola staff discovered this special moment that happened by chance, so they put old wine in new bottles, reused it, and played it at the beginning of the documentary. The 2010 World Cup was also the first time it was held on the African continent. Coca-Cola's documentary could evoke the infinitely beautiful memories of Africans 20 years ago, and the communication achieved unexpectedly good results.

In this case, Coca-Cola combined the historical spatial nodes of the past with the current hot spots and re-disseminated them. It seems accidental, but it still has universal significance.

Coca-Cola's successful marketing case 3:

In the summer of 2012, to cheer for the Chinese team at the London Olympics, Coca-Cola launched the "Power of Beat" Campaign, inviting consumers to "join China" "Rhythm" to cheer and encourage the Chinese sports delegation.

Hong Media uses its unique "Tianmu" technology to gain timely insights into the most real needs of each consumer, establish a consumer behavior archive, and comprehensively analyze consumers' main and potential interests. At the same time, Hong Media breaks the constraints of fixed advertising spaces and closely follows consumers to display advertisements across the entire network.

Precise targeting technology combined with outstanding creative design, Hong Media promoted advertising to be displayed more than 10 million times within 7 days, covering 6 million target audiences. The average viewing time of the advertisement is 86% of the total advertising time, and the click-through rate of the target audience exceeds 4%.

Background introduction

Coca-Cola was born in 1886. It is the world’s No. 1 carbonated drink and one of the most famous products in the world, with its cool and refreshing taste and freedom. The dynamic brand image is welcomed by consumers, especially young consumers. Today Coca-Cola is not only a pleasant drink, but also a part of popular culture.

In July 2012, the 30th Olympic Games will be held in London, England. In order to support the Chinese team at the London Olympics, Coca-Cola launched the "Power of Beat" Campaign. Through the passionate explanations of the new members of the Chinese team such as Liu Xiang, He Zi, Chen Yibing, Zhang Jike, etc., consumers were invited to "join the beat of China" to cheer and encourage them. . This advertisement is mainly launched in conjunction with the "Power of Beat" Campaign. The advertisement closely matches the hot events of the Olympic Games. By creating a sense of suspense, it attracts target consumers to arrive at the main page of the Campaign with curiosity and explore more content.

Coca-Cola’s target audience is mainly young consumers. In addition, consumers who follow the Olympics and the latest information about Chinese athletes are also the target groups that this campaign hopes to influence.

Publication plan

Hong Media’s goal is to help Coca-Cola accurately target its core audience and effectively convey brand information one-to-one.

It can be understood from Baidu search data that consumers who are concerned about the Olympics are paying close attention to the opening and competition arrangements of the Olympic Games in the near future. In addition, China's star athletes - such as Liu Xiang and Zhang Jike - are also the targets of their focus. Young consumers will not only follow the activities of Coca-Cola and similar brands in a timely manner, but are also keen to socialize through Renren, pursue online novels and comics, and watch entertainment, animation and other videos on Youku.

Hong Media uses its unique "Tianmu" technology to gain timely insights into the most real needs of each consumer, establish a consumer behavior archive, and comprehensively analyze consumers' main and potential interests. At the same time, Hong Media breaks the constraints of fixed advertising spaces and closely follows consumers to display advertisements across the entire network.

Creative design

In order to highlight the dynamics and fashion of Coca-Cola advertising and better convey the advertising theme, Hong Media specially designed leading animations and special playback frames to capture the target audience immediately eyeball. The leading animation uses the new force of the Chinese Olympic team as the main visual, with a large message "Listen, what sound makes them full of energy?" to ask the audience, and then cuts to the video advertisement.

The video box uses the background of the Campaign main page, with an eye-catching LOGO in the upper left corner to unify the brand information. The audience can use the "Find Clues" and "Answer Reveal" buttons on the lower right side of the video box to reach the "Clues" and "Reveal" pages on the main Campaign page respectively, where they can watch the full video and learn more about the event. They can also watch the video through the video Share on SocialMedia above the box, and go to Coca-Cola’s official pages/accounts on Renren, Kaixin.com, Sina Weibo and Tencent Weibo with one click to communicate and share.

Publication results

The advertisement was displayed more than 10 million times within 7 days, covering 6 million target audiences. The average viewing time of the advertisement is 86% of the total advertising time, and the click-through rate of the target audience exceeds 4%.

100 Internet Marketing Cases

Classic cases have profoundly influenced us and are worthy of our study and reference. It can be said that a hundred flowers are blooming and creativity is flying everywhere. Below I will share with you eight successful Internet marketing cases. I hope you will be satisfied.

Case 1: Tmall Suning Fight - Mommy Hit Me Again

"Mummy Hit Me Again" is a group of mothers beating their daughters that became popular on the Internet in December 2013 The four-frame comic picture of a slap and a conversation between mother and daughter is named after the Taiwanese movie "Mom Love Me Again." During the Double Eleven period, Suning.com took the material and changed it into the advertisement "Mom, hit me again" and "You should have one more choice during Double Eleven." I have to say that this advertisement is very targeted. The red color of Tmall is compared with the blue color of Suning.com, which is both ironic and truthful. Everyone is "enjoyed". I wonder what Jack Ma thinks after seeing this advertisement picture. Later, netizens circulated the backlash version, and it turned out that the noise was not enough, and they really wanted to take action. It triggered a large number of reposts and heated discussions among netizens.

Case 2: Baidu - offline event online marketing: "Hi, do you want to make a date?"

In September of this year, the iPhone 6 in the Western Hemisphere was marketed as "bigger than bigger." "When the gesture of "Baidu input method" swept the Internet, the Baidu input method in the Eastern Hemisphere also introduced the concept of "better understanding your expressions and your iPhone" for the first time, setting off a "understanding you" trend. Even Wang Sicong, the husband of the whole nation, also joined in and posted on Weibo to support Baidu. Therefore, Baidu input method is also called "Wang Sicong's same input method". At the same time, the iPhone version of Baidu Input Method was China's first mobile Internet product to appear in Times Square in New York. Its offline advertising copy for invitations to Chinese people around the world: "Hi, do you want to date?" became a popular Internet buzzword in October. , and triggered a lot of heated discussions and following trends among netizens. Baidu Input Method used the offline event of advertising in Times Square in New York to create an online marketing case. It was also followed and imitated by many companies that are good at marketing, such as Yihaodian. It can be said to be a very eye-catching Internet marketing event in 2014.

Case 3: Chu Cheng - an orange of the Internet

Originally, the founders of Life.com were once "Southern Weekend", "Southern Metropolis Daily", and "Beijing News" 》, NetEase and other media entrepreneurs. Media professionals who have transformed are still well versed in the ways of the media. After this website once dominated popular social topics such as "Go home for dinner", "Chu Cheng" is the step that takes this website to the next level. Three key operating points: Key point 1: _Orange_ rock sugar orange grown by Shijian. There are always ups and downs in life, but the spirit can eventually be passed on. This sentence is widely circulated on the Internet. Then use some numbers to summarize_Lao: After 85 years of ups and downs in life, he started a business again at the age of 75. After ten years of hard work, he produced 240 million orange fruits. Key point 2: Personalized packaging In addition, the packaging is used as the core communication material, and the packaging carries the LOGO, the graphics and text are forwarded, and the LOGO is clearly visible. Key point 3: Top 10 inspirational micro videos for young people. Follow-up results came again: Chucheng, Liutao, Pan apple. After several rounds of marketing, Life.com already has millions of registered users in 100 cities across the country. They are all cultural, white-collar and home users with high incomes and high quality. They are 28-35 years old, and 55% are women.

Case 4: Didi Taxi - Rich and Willful

WeChat’s Didi Taxi invested a huge 1 billion yuan in subsidies to start a marketing war, and many small and medium-sized taxi-hailing software companies have been shut down. Didi Taxi's cooperation with WeChat Pay has launched the third round of marketing. Not only has the amount of instant discounts been increased from 5 yuan back to 10 yuan, but also a 15 yuan discount for new users' first order has been launched. On Valentine's Day this year, A large number of red envelopes were sent out during holidays such as Thanksgiving, and a series of marketing methods such as "four friends and three using Didi" were launched. It has really benefited passengers and drivers in the price war, and user activity remains high.

Case 5: Sinbad saves the _ clan - 7 days and 7 nights of extreme live broadcast

After Double 11, the Weibo account @我是cyclist sent a resignation letter, He expressed his determination to change the course of his life, resigned from the position of Tmall Mall Operations Director, and elaborated on the hardships and helplessness of e-commerce operations. The public's attention quickly focused on this industry that is under great inventory pressure and low quantity. The e-commerce group was tortured by many problems such as factory delays and order delays, which triggered an uproar among e-commerce merchants, and netizens named them the "_ clan". In fact, this is a series of event marketing created by Sinbad Clothing Xiaokuai Production, from resignation letters to Beijing World Trade Center Tianjie Couple_raising placards for rescue activities and so on.

After the "_ clan" became famous, they took advantage of the opportunity to launch Sinbad's "7 days and 7 nights hot product challenge" on Weibo, and promised that the 7 lucky sellers who were randomly selected would experience 3 days of pattern making for free and 7 days of production of 50 The ultimate new production model for clothing. The determination to subvert the traditional clothing supply chain is evident. The event attracted nearly 1,000 clothing e-commerce sellers to sign up. It is commendable that Sinbad used the full official website, official Weibo and WeChat public accounts to simultaneously broadcast the entire process, open and transparent the clothing production process, and received a large amount of media and unanimous praise from netizens. From the foreshadowing of the _ tribe to the emergence of Sinbad, a new ethnic group was created online to gain sympathy and arouse public outcry. Offline couples stood on the streets holding placards asking for help, echoing online and offline. When public opinion reached its peak, the topic changed. For example, Sinbad's fast-paced production of clothing has channeled all the onlookers' traffic into Sinbad's Hot Style Challenge. The sophisticated marketing methods behind this are worth savoring.

Case 6: Meizu MX4 - an atypical marketing

Meizu has changed. Changing from the previous weakness of marketing, it used the "self-defeating" marketing method to get the top 1 spot on Baidu's search rankings that day. On the Weibo platform, the two major topics of Meizu Technology #2014Meizu New Product Conference# and #MeizuMX4# have accumulated 700 million views. Only 40 minutes into the press conference, the two topics successfully topped the Weibo topic rankings, taking first and second place in the comprehensive hot search list. Meizu’s first new product launch conference was live-streamed on Baidu Tieba. The live post with pictures and text alone received more than 8.62 million views that day. From the suspense marketing during the warm-up to the sarcasm and ridicule of competitors throughout the press conference, the practice of "self-defeating" and "creating negative public opinion" is certainly not Meizu's first. What is atypical about Meizu is that it uses self-deprecating and negative opinions as a Used as an important weapon, and through good grasp of information, time points and scales, it won sufficient attention and ultimately achieved good results.

Case 7: Xiaomi - "Godly Copywriting"

Xiaomi has two requirements for product copywriting planning and graphic expression: first, it must be direct, speak plain language, and allow users to understand You will understand it by listening; secondly, it must be to the point, perceptible, and able to impress users. Three classic cases: "Xiaomi mobile phone is fast", "Xiaomi piston earphones" and "Xiaomi mobile power supply, 10400 mAh, 69 yuan". The information output of advertising needs to be encoded, and it needs to be decoded before reaching the consumer, and there will be interference and loss in the process. Therefore, the most effective thing is to have simple encoding, direct decoding, and the highest fidelity.

Case 8: Alibaba - a social marketing lesson

Before Alibaba went public, the spread of the "Alibaba IPO Roadshow Promotional Video" on WeChat exceeded 100,000 every minute The number of readings, or the fact that Jack Ma told everyone what Alibaba is in fluent English, it was no surprise that he won a round of applause. In addition, there are "Alibaba US Roadshow PPT" and "What did Alibaba's letter to investors say?" This content is developed from the perspective of "exploration" and "insider". It is still attractive. Will you see it? Let’s see what Ali said. This is an important communication node in the listing process. A brief summary is as follows: First, light and dark lines of communication complement each other; in addition, focus on key opinion leaders; finally, pay attention to the tone of communication.