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

Marketing Channel Management Case Analysis 1

Three cases tell you how to play tragic marketing

The cold snap of spring occasionally passes over the ragged blind old man on the street corner. body. There is a sign in front of the old man that says "blind since childhood". The passers-by were in a hurry and indifferent, and no one gave anything to the poor old man. The British poet Byron passed by and saw this scene. He squatted down gently and added a sentence with chalk on the sign: "Spring is coming, but I can't see her." ?After the poet left, a miracle happened. People gave money to the old man one after another, which surprised the old man.

?Spring is here, but I can’t see her. ?This sentence inspired people's compassion and made people lend a helping hand.

"Mencius Gaozi 1" said: "Everyone has a heart of compassion." ?Seeing others suffer is like suffering ourselves, and compassion drives us to help others. In ancient times, people's ability to prevent disasters was low. In the face of huge disasters and pain, people often felt fear and despair. The only thing they could do was to help each other, care for each other, share the pain and misfortune of others, and help Others get through it. In this way, compassion gradually develops into an intrinsic virtue of human beings.

Compassion is the cornerstone of human morality. American educator William J. Bennett pointed out in "The Book of Virtues" that if courage is to stand with others when they face difficulties, then sympathy is to stand with others when they are sad. At the same time, sympathy is a kind of taking seriously the reality of another person, not only his life situation, but also his inner world, his feelings. It is a positive attitude of forming a partner with someone who is in trouble or misfortune, supporting him and sharing his worries.

The physiological basis of empathy? Oxytocin

Neurophysiologists have discovered that oxytocin secreted by the human brain is a hormone related to establishing emotional connections and sexual intercourse, and can soothe people. The nervous system produces positive emotions in people. Scientists asked subjects to watch a story about a little boy suffering from cancer. During the viewing process, they detected that the subjects' brains released oxytocin, and the amount of production was related to the subjects' sadness.

***Empathy, also known as empathy, empathy, etc., refers to the ability to understand others and experience their inner world. This is a basic skill for modern psychological counselors.

Oxytocin not only increases people’s compassion, passion, and emotional responses, but also makes people more generous, tolerant, and trusting of others, reduces fear, and helps people maintain their health. of interpersonal relationships. Scientists found through experiments that compared with the control group, the experimental group affected by oxytocin made significantly more donations to charitable organizations. If this chemical is suppressed in someone, he or she will display more of a selfish personality.

If a company’s marketing activities can cause people’s brains to release oxytocin, people will feel that the brand or product is more credible, making it easier to build a trusting relationship.

Collection of tragic marketing cases

There are many ways to manage compassion. Cases such as Jiaduobao’s Sorry? Body, WeChat charging incident, and the rise of Mengniu are all exciting and worth learning and reference. .

Case 1: Jiaduobao’s Sorry? Body

Jiaduobao spent more than 10 years building the leased “Wanglaoji” trademark into a well-known herbal tea brand in China. Since the right to use the trademark has expired, it must be returned to Guangzhou Pharmaceutical Group. After returning the trademark to Guangzhou Pharmaceutical, in order to continue its previous image in the minds of consumers, Jiaduobao used copywriting techniques to hint to consumers that today's Jiaduobao herbal tea is the former Wonglaoji herbal tea, but this kind of vague rhetoric is a "sideline". Sued by Guangzhou Pharmaceutical. In January 2013, the court ruled that Jiaduobao should stop using, Wanglaoji was renamed Jiaduobao, the country's leading red can herbal tea was renamed Jiaduobao, etc.

Seeing that the situation is over, what should Jiaduobao’s marketing team do?

The traditional approach is nothing more than: denounce GPHL’s unfair competition from public opinion, and play word games to change advertisements The word continued to promote, legally countersued GPHL for its monopoly hegemony, and stated that it would appeal. However, ordinary people don’t care who is right or wrong, and they don’t care about market competition? These things are so boring!

At 14:00 on February 4, 2013, Jiaduobao’s official Weibo began to burst into tears, He posted 4 crying messages on Weibo to express his position in a "sorry" manner. Each "I'm sorry" picture has a sentence on it, and each picture contains a crying baby.

Sorry! We are too stupid. It took us 17 years to make Chinese herbal tea the only brand comparable to Coca-Cola.

Sorry! We are incompetent. We can sell herbal tea, but we cannot litigate.

Sorry! We are from the grassroots and are completely in the genes of private enterprises.

Sorry! Are we too selfish? We have led the country in sales for 6 consecutive years and have not helped our competitors build factories, improve channels, and grow rapidly?

These 4 pictures of Jiaduobao? Sorry ?Pictures, teasing opponents, saying the truth, on the surface it is an apology and self-deprecation, but in fact it is a cry of grievance and protest. This kind of showing weakness to the public, showing strength to the opponent, and showing one's own scars with a smile immediately won the public's favor. pity. In less than 2 hours, "Sorry" quickly became the "King of Browsers", being retweeted more than 40,000 times and receiving more than 10,000 comments.

This time Jiaduobao? Cry for injustice? The picture on Weibo is a classic. The tearful babies are full of grievances, which makes people feel pity instantly. Many netizens shouted? Come on, baby!? slogan.

Jiaduobao launched? Sorry? After the bankruptcy, Guangzhou Pharmaceutical launched "It doesn't matter", Coca-Cola launched "It's all my fault", Pepsi-Cola launched "Don't make trouble", netizens launched? It was very lively and achieved good results.

Case 2: "WeChat Charges" Incident

To attract users, WeChat needs to have market popularity and keep the public paying attention and talking about it. How to achieve this goal? If you create a topic of "WeChat charges", many people will object, the forum will be hot and lively, and the media will spread it for free, which will definitely attract the public's attention.

At the beginning of 2013, the topic of “WeChat charging” created by Tencent seemed to be known to everyone on earth. In WeChat Moments, QQ groups, Weibo, forums and other occasions, there are everywhere rumors and discussions about WeChat charging fees. Many people are denounced communication operators and support WeChat. Operators have become the target of public criticism, while Tencent has changed from the past. The "public enemy" of the Internet industry has become a weakling in need of sympathy and protection.

In fact, no communication operator has ever said that it will charge WeChat. It is just Tencent itself that is worried that operators will charge. The user has already paid the mobile data traffic fee to the operator, and it is absolutely impossible for the operator to charge the user "WeChat fee"; even if a fee is charged, the operator will charge it to Tencent, or Tencent will charge it to the user. However, Tencent just did not explain who will charge? and whether it will charge users. Tencent executives said: As a basic service, WeChat should not have additional charges because users have already paid the most basic fee for traffic. ?In fact, this statement may mislead the public, making people think that Tencent does not want to charge, and some people are forcing Tencent to charge users a second time. As a result, the public's perception becomes: operators want to collect users' money, and everyone must unite and fight against operators to prevent operators from charging.

By showing weakness, Tencent pushed the operators into public opposition, attracting a large number of aggrieved users to oppose the operators on their behalf; as a "weak person", Tencent gained everyone's sympathy. Regardless of whether it is true or not, whether the rights protection can be successful, the unforgettable experience of the majority of users and Tencent *** fighting back against the "monopoly devil" will greatly enhance the relationship between the two parties and usher in another explosive growth in the number of WeChat users.

Case 3: Mengniu showed weakness to its rivals?

In 1999, Niu Gensheng founded Mengniu. At that time, the number one brand in the Inner Mongolia dairy market was Yili, while Mengniu was unknown.

If you want to increase Mengniu's popularity, you can only win by surprise. Mengniu sets Yili as the benchmark and uses the slogan "Striving to be the second brand in Inner Mongolia's dairy industry" to make consumers know Mengniu through Yili and create the impression that "Mengniu seems to be big too".

On April 1, 1999, the citizens of Hohhot woke up and found that more than 300 billboards on the main streets of Hohhot were all Mengniu advertisements: "Learn from Yili, strive for national industry, and strive for success." Create the second brand of dairy industry in Inner Mongolia!? It stirred up waves with one stone, and "Mengniu" became a hot topic among Hohhot residents. People remember Mengniu, and they also remember that Mengniu is the "second brand of Inner Mongolia Dairy Industry". On May 1, just as people were still discussing Mengniu, more than 300 Mengniu billboards in Hohhot were smashed beyond recognition overnight. The case was not solved in the end, but Mengniu was. This incident once again attracted the attention of the whole society.

Billboards can be smashed, but if the advertisement is printed on the product packaging paper, the opponent should be helpless. Therefore, Mengniu put the words "Strive for national industry and learn from Yili" on the packaging of ice cream.

Niu Gensheng started from scratch, and suffered difficulties and suppression from his competitors. He forcibly tied up the industry boss, took advantage of the boss's power, and at the same time won the sympathy of public opinion by acting as a "weak", and he was killed in the midst of numerous sieges. There was a bloody road. Marketing channel management case analysis 2

Jiren Lezhuang: Discover the happy blue ocean in the home furnishing industry

The unique business model is the most valuable core competitiveness

Value used to be more assigned to tangible assets, maybe a production line, a warehouse, or an office building? However, in today's business world, the rules have changed, and the value of intangible assets far exceeds these tangible assets. .

Apple’s success has made everyone discover that the ultimate user experience is worth hundreds of billions of dollars; Xiaomi’s emergence has achieved core competitiveness with its unique business model and gameplay; Haidilao’s Hot, let "abnormal service" and "happiness" become its unique weapons!

If you analyze these cases carefully, you will find that they all follow the law of "emotion drives and leads to demand". What the product delivers to the user is the additional meaning it carries, the conveyance of thoughts, the expression of emotion, and the pleasure the product brings to the user that exceeds his expectations.

"Jiren Lezhuang" is also a company that leads consumer demand with innovative business models. It uses "happy marketing" and "maker model" as its two wings to create a new industry of "home cosmetics" Consumer goods category.

From an emotional point of view, the brand tone of "Jiren Lezhuang" is exactly what the emerging consumer groups born in the 85s and 90s are looking forward to. They like things with personality and novelty. , interesting and imaginative have become important basis for them to judge whether the product is valuable.

Market changes are always turbulent. Some people believe that innovation requires subversion, while others believe that innovation comes from the upgrading of traditional industries. Upgrading product functions will open up a blue ocean market for products.

In the future, the competitors of enterprises will not only be competition within the same industry, but may also come from cross-border subversion. No matter what, Wang Tongxiao, founder of Jiren Lezhuang, believes: It has become an indisputable fact that consumers will become the center of future business, whether it is to meet consumer needs or create consumer needs, whether it is material or spiritual On the other hand, brands that can touch consumers’ psychology will surely succeed. ?

Producing a happy ?maker? team

Behind a star company, there must be a master with profound skills. If Jin Yong's martial arts world is used as a metaphor for the business world, Wang Tongxiao, the founder of Jiren Lezhuang, is a "ghost" like Huang Laoxie, who has jumped out of the Three Realms and is not among the Five Elements.

Wang Tongxiao has 16 years of working experience in the coatings industry. He has been rated as a century-old outstanding contributor to the Chinese coatings industry. He has gained a high reputation in the industry with his distinctive personality and remarkable achievements. , all the brands he served have become dark horses in the industry during his tenure, and his unconstrained yet practical marketing techniques have always been admired by his peers.

Under Wang Tongxiao, he has an unprecedented team of makers, whose management system and organizational culture are highly condensed into a "Happiness Basic Law". "Happy Camp" is an office center; market, The four major centers of e-commerce, branding, and marketing are named Dongxie, Xidu, Nandi, and Beibei respectively; the management center is incarnated with magical powers! What a self-contained small arena! Everyone in the team is a good person. The entrepreneurial partners of Zhongzhuang not only delight themselves with endless innovative ideas, but also delight customers and users.

How to use this passionate and happy maker team to ignite customers and ultimately infect consumers?

In the selection of dealers, Wang Tongxiao strictly abides by Tiandiren’s Concept? Recognize Jiren Lezhuang; keep up with the pace of the times, be willing to play with Jiren Lezhuang in new models, and create happy users as the first conditions for cooperation.

Of course, if it is just a unilateral request, the dealers will definitely not buy it. For this reason, the headquarters also provides dealers with more attractive rewards and guidance on how to effectively carry out happiness marketing. Wang Tongxiao believes that Jiren Lezhuang will provide a set of popular standards for reference, but partners do not need to stick to this and should respond flexibly according to the actual local situation to innovate happy experiences.

Jiren Lezhuang will also provide learning opportunities for innovative organizations and individuals. Standardization is half of it, and the key is to rely on the other half of innovation to cater to trends and adapt to the future. For those partners with strong capabilities, they may become shareholders of Jiren Lezhuang, receive dividends and shareholdings, and create business partners.

Think what others dare not think, do what others dare not do

Jiren Lezhuang not only has a complete and new dealer management plan, but also has a staggering user experience environment . Because in Wang Tongxiao's view, if you want to establish a differentiated and personalized image in the mass market, abnormal service is the key. Being closest to users, you must provide the best service.

Just like three squirrels calling consumers their masters, Jiren Lezhuang calls dealers "Master", focusing on the dealer's feeling of being called the boss or being respected, and emphasizing the quality of service. ?abnormal?. The store manager and shopping guide of Jirenlezhuang are called Big S and beauty consultant respectively, and the construction master is called beautician, which increases the intimacy with consumers and personifies the wall.

At present, most of the products in the home furnishing industry are still at the basic material level of environmental protection, health and durability. Wang Tongxiao believes that these functions are basic guarantees and obligations that an enterprise must fulfill, and in This homogeneous red ocean cannot bring real pleasure to consumers. Therefore, in order to create a blue ocean in the red ocean, increasing spiritual value has become the top priority for enterprises in the future.

Just imagine if the walls decorated with your favorite colors and things will bring more joyful colors to your life; privately customized walls based on zodiac sign, blood type, constellation, Feng Shui, etc. Will the facial patterns bring more fun and joy to the family? Will painting cute pets and creating a beautiful room for children promote parent-child interaction, use their brains, and bring more imagination?

< p> Jirenlezhuang’s products are weird and weird, including color film that can be peeled off after being sprayed on, temperature-changing film that changes color according to temperature, soft and cute colorful cotton wall clothes, as well as various wall makeup lotions and moisturizing lotions. wait. There are many types of products that meet the expression of users' diverse needs. The pictures created by the products will bring more new imagination space.

Driving this kind of consumption requires strong spiritual support, which is the happy marketing plan of Jiren Lezhuang: every employee becomes a part of the beauty makeup, and they receive training in the happy model. Pass happiness to customers. In the maker mechanism, people in the entire chain use happiness management systems such as makers, crowdfunding, options, and equity, so that the best can find their place, and then pass on the spirit of happiness to more people.

The future business model is a connection that creates happy emotions between products and users. Users no longer just refer to the basic attributes of the product when purchasing products. Future products will be connected to the user’s product scenario, bringing users Come to the spiritual attributes of happiness.

As former U.S. Vice President Al Gore said in a speech, the future world will belong to another group of people with high perceptual abilities: creativity, empathy, the ability to observe trends, and the ability to understand things. The one who gives meaning.

Wang Tongxiao and his friend Lezhuang are such a group of people who are changing the world.

Jiren Lezhuang Comment 1:

The era of demand nuggets is coming

Deputy Editor-in-Chief of "Sales and Marketing" magazine/Luo Wengao

< p> Business legends are all about "thinking determines the way out". In recent years, "cross-border" has become one of the mainstream directions for innovative ideas.

From Apple redefining mobile phones and ushering in the era of smart hardware; to Wanglaoji redefining herbal tea and spawning tens of billions of beverage products; to Haidilao redefining catering, with services so abnormal that even peers can’t understand? The reason why these companies can stand out in the originally extremely tight industry competition and achieve great success is because they returned to their origins, changed their operating ideas, and discovered a new world of demand!

Jiren Lezhuang, this new brand that gives traditional paint a "fast fashion" positioning and sells home cosmetics like cosmetics, will also rewrite people's understanding of paint and even home furnishings, becoming the next business legend sought after by the market and media.

User demand is the right time to create a disruptor. Jiren Lezhuang’s disruptive innovation will become a martyr if it is early, and a follower if it is too late. Only when this new demand matures and Jiren Lezhuang comes into being will it have a chance to succeed.

This new demand includes a new customer group (post-80s and 90s), new application scenarios (not limited to home decoration walls), and new appeal points (from meeting functional needs to meeting fashion, achieving Happiness); only Jiren Lezhuang was the first to discern the changes in these needs and was the first to develop cross-border products that could meet these new needs.

As founder Wang Tongxiao said, Whoever taps this need will become the leader of the next trend. ?In 2016, Jiren Lezhuang is about to be replicated in the national market. Hundreds of first-round business partners are in the process of being contacted. Together they can enjoy happy interactive marketing based on O2O and explore the huge value of the home furnishing market.

Ji Ren Lezhuang Review 2:

? Experts, weirdos, strange people? Wang Tongxiao and his Ji Ren

Chairman of Shangyu Consulting Agency /Guo Chenglin

Wang Tongxiao, the well-known paint prince in China’s paint industry, did another earth-shattering thing in 2015. Based on user needs, he designed a new set of products that could subvert the home furnishing industry. model, this model is also called the "most shared value business model in 2015" by the industry.

Wang Tongxiao actually has no intention of subverting the industry. What he subverts is himself. Times create heroes in different ways.

First of all, Wang Tongxiao has redefined the home decoration industry, that is, it is no longer simply selling products, but selling a happy attitude towards life. The word "Lezhuang" not only redefines home decoration products, but also incorporates happy emotions.

Secondly, Wang Tongxiao redefined the relationship between enterprises and dealers, proposing a new model of "maker platform and business partners". Dealers were also redefined by Mr. Wang, although these dealers felt The change and happiness came a bit suddenly, but they were all very excited to have a "comradely relationship" with Wang Shu.

Thirdly, and the most important part, do customers recognize Wang Tongxiao’s Lezhuang? In fact, no one needs to worry about this for Wang Tongxiao. The starting point for him to consider this Lezhuang business model is customer experience. Wang Tongxiao said that Jiren does not try its best to make customers smile, but allows customers to gain heartfelt happiness from having a relationship with Jiren Lezhuang. For example, when a customer is at Jiren Le Cosmetics store, the loudness of his laughter is directly proportional to the degree of discount. The happier he is, the louder his laughter is, and the greater the discount. It is estimated that only Wang Tongxiao can come up with such an inhuman idea. It is indeed a bit perverted?! But think about it, isn’t it fun? Can’t you help but smile knowingly? Yes, you can I've been tricked!

The genius Wang Tongxiao is indeed an expert, but also a weirdo and strange person. He can always come up with things that others can't think of, and can always create miracles! I believe that Jiren Lezhuang is here In the hands of this guy who doesn't follow common sense, he will definitely shine and set a successful example for the transformation of China's home furnishing industry.

In fact, transformation is not difficult, the key is temperament.

>>>Click the next page to enter more marketing channel management case analysis related content