With the increasing opening of my country's market and the basic formation of the buyer's market, Chinese companies have gradually realized the importance of understanding consumer needs and mastering market dynamics in the competition, and have realized that case analysis can serve as a marketing intermediary. indispensability. So the following is the information related to the successful case analysis of online event marketing that I compiled. I hope it will be helpful to you. Analysis of Successful Cases of Online Event Marketing 1
Accessories Online Marketing: The Growth Process of Mbox Music Box
The history of Mbox Music Box is not complicated. It can even be described as plain, just an ordinary Internet entrepreneurship story.
Mbox Music Box Korean Accessories Store was first established in 2002. In that era when online shopping had just begun, 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 "Mbox Music Box" was born.
Ordinary Internet Entrepreneurship Story
Shop owner Tian Yiwen started selling things on the online shopping platform "eBay" when she was a junior in college. Because she was doing so well, she decided to devote herself full-time after graduation. As the business became busier and busier, her husband, Mr. Shi, simply quit his job to help her.
From the initial start-up capital of 53 yuan, to the first photo of accessories taken by myself, to the first product page designed by myself, Mbox was completely created by the owner "box" - Tian Yiwen Do it alone. Different styles, affordable prices, and fashion accessories from South Korea allowed Mbox to gradually gain its first batch of customers on the Internet and hire its first employee. Mbox completed its first transformation from a purely personal store to an online store with an independent studio.
In 2005, Mbox was attracted by the rapid development of "Taobao" and registered its first store on Taobao: musicbox. More competitors, more and more imitators, and lower product prices have made Mbox deeply aware of the cruelty of the market. However, Taobao itself is like a constantly evolving machine. As Taobao continues to upgrade itself, Mbox has also learned strategies to adapt to changes. As a result, Mbox began to search for its own characteristics, position its own target customer group, and has persisted ever since. In the end, Mbox successfully survived and thrived on Taobao.
Under the careful management of Tian Yiwen and her husband, the business of the online store is even more impressive. From selling other people's products at the beginning, I gradually changed to selling products designed by myself. In 2008, Mbox established a company, registered its own trademark and successfully joined Taobao Mall. Now it has annual sales of several million yuan and a professional team of more than a dozen people, growing into a real online brand.
However, Tian Yiwen said frankly that there are many online sellers around who are 10 times larger than them, but they are "not developing fast, but they are still stable."
But in the development process, Tian Yiwen also has her own goal: Mbox music box should be a first-class online jewelry sales brand. "What we do is not only sell products, but we hope to create a real jewelry brand through Taobao. Buyers buy because they like the Mbox brand, not because the price is cheap." At Mbox, buyers not only buy products, but also enjoy more of our services. Only in this way can a company survive for a long time. "Tian Yiwen believes that Taobao is like an incubator, which not only incubates many individual sellers, but also incubates online sales companies with their own brands like Mbox.
Her husband, Mr. Shi, said that the goal within three years is to combine the Internet and physical stores and take the development path of a three-dimensional network. The long-term plan is to promote his own brand. In short, survive first, then consider how to live better, and then build your own brand. The couple understands that building a brand is a long-term process.
Hitchhiking Internet Brands
However, an occasional event made Tian Yiwen and his wife discover that with the power of the Internet, establishing an online brand may not be as difficult as imagined.
At that time, Taobao held a "101 Most Collectible Stores" event. Mbox music box did not know that it had been actively recommended by netizens to be on the list, but the sales of the store suddenly increased in a short period of time. It has doubled 5 times. Tian Yiwen asked the customer, "How did you see our products?" Unexpectedly, the customer said that she saw it on Taobao's event page. It was from that time that they fully realized how important the promotion of online platforms was.
In fact, when it first started its business, Mbox music box did not pay much attention to its own brand. But later they found that the customer base was very stable, the repeat purchase rate of old customers was very high, and they gradually developed "brand" awareness. During this period, the two people also tried to make other products, but gave up, "Because you will find that if others sell well, you may not be able to sell well." In fact, every industry requires time and experience accumulation, and the market in the jewelry industry is actually very large, and we can only do a small part of it. "Tian Yiwen said this about her new experience.
As a result, Mbox music box re-examined its positioning. They realized that in the field of online jewelry, China does not yet have a truly good brand, and there is basically no concept of popular jewelry. At present, the only well-known brands in the jewelry industry are companies that make precious metal jewelry such as Lao Miao Gold and Chow Tai Fook. However, the market for these products is relatively small. Firstly, the price is high. Secondly, the styles are few and outdated. Most are more suitable for mature people.
For women aged 18 to 30, they are more fashionable and young. What they need are accessories that are fashionable and can be replaced frequently, rather than high-end expensive accessories that cost one or two thousand yuan. As far as the offline market is concerned, this kind of popular jewelry is generally only sold at counters or specialty stores in some shopping malls, and it is very expensive. Many people often cannot find a place to buy it; secondly, the price/performance ratio is relatively low, so I think this The market still has a lot to offer.
“Facts have proved that there are more and more companies engaged in this business. The sales of online jewelry have brought sales, and those manufacturers have also seen business opportunities. Gradually, the fashion jewelry market has become completely networked from production to promotion to sales. "Mr. Shi said with a smile, "Although there are many competitors, it proves that this is indeed a profit point, otherwise there would not be so many people entering this market. ”
In their view, online shopping platforms are like amplifiers, amplifying the market. And as the Internet continues to penetrate into people's lives, this market is still expanding. In addition, third-party institutions such as "Alipay" have solved the problem of consumers' distrust of online transactions, thereby attracting more consumers.
From managing products to managing people’s hearts
Every thing has two sides, and the same is true for financial crises. When it has a huge impact on the real economy, it may be becoming an opportunity for the Internet economy, and it also gives Internet brands greater room for development.
Mr. Shi believes that online prices are more transparent and more cost-effective - just like Taobao's advertisement says, "Let 1 cent become 2 cents" - so operating a brand More attention is needed. The current Internet also has some problems, such as good and bad products, but if you want to develop stably in the long term on the Internet, it is very similar to the real economy and you need to manage people's hearts. The so-called management of people's hearts means to consider it from the perspective of developing a brand. If you sell whatever you want to make money, you may make money in the early stage, but it will never last long. You may be a "trash guy" on the Internet for the rest of your life.
On this point, the words of a big seller left a deep impression on Tian Yiwen and his wife.
It is the world's largest electronic accessories seller, with annual sales of about 45 million U.S. dollars. But when Tian Yiwen and his wife communicated with him, they found that "he is much more low-key than us. He has straightened out many problems and has a very good structure. Very solid work. In the early stage, they were not aiming for expansion, but they were constantly revising their own problems, establishing a corporate culture, and establishing their own core competitiveness. Later, their advantages gradually increased and sales became higher and higher. ”
After being inspired, Mbox’s online brand journey also focused on establishing its own culture. Tian Yiwen said, "Our first goal is to provide buyers with high-quality and low-priced products so that customers can happily and satisfactorily purchase products from us. Profit is only part of the goal, but it is not the first priority." We found that when quality and service are improved, the brand will naturally be promoted. Because an important feature of online sales is word-of-mouth. After one person buys something and feels good about it, she will recommend others to buy it. Later, we began to establish our own brand in terms of packaging. We had packaging boxes and wrapping paper with brand logos, and adopted a membership mechanism to give certain benefits to old customers. For external promotion, we cooperated with online platforms such as Taobao to carry out some Events attract new customers. ”Analysis of Successful Cases of Online Event Marketing II
The Case of "Singing the Opposition" in Event Marketing
The power of new media communication cannot be underestimated, especially online communication. In recent years, the power of new media communication cannot be underestimated. Successful event marketing cases are remarkable. Starting from Dove's "True Beauty Campaign", event marketing cases have been regarded as marketing magic weapons by enterprises, and they have been used and benefited many times.
After research, it was found that all successful event marketing cases in recent years have used "controversial topics" as the reason to play devil's advocate. In Dove's "True Beauty Campaign" event, outdoor advertising and online media The character promoted is not a flowery, beautiful young woman, but a 96-year-old British grandmother, Eileen Sinclair. In the poster, a British grandma is smiling beautifully, and it says "Wrinkles are beautiful." Deliberately conveying the "Dove" advocated "hope that women are more willing to accept their true face, rather than the illusion wrapped in heavy cosmetics." ”
God knows how successful this event marketing case is. Such activities are staged all over the world and are getting more and more intense. The benefit is that Dove’s global sales have grown rapidly.
In recent years, event marketing similar to this has begun to spread in China. In 2005, a post called "Eating Pizza Hut" went viral on the Internet. Because Pizza Hut's salad plates are small but cost tens of dollars, the "mastermind" behind the post expressed dissatisfaction with the high prices on the Internet and offered a variety of servings to create a "pyramid of salads" on the plate. ”.
After seeing this post, those who have eaten it find it novel and interesting, and those who have never eaten it are eager to try it. In this way, various "salad pyramid" styles have appeared on the Internet, and their construction techniques are constantly being innovated. As you can imagine, as the click-through rate of the post soared, such a contrarian event marketing case ultimately caused Pizza Hut's customer traffic to increase rapidly. The key to the success of this event marketing is to grasp the timing of consumer "dissatisfaction" just right. Taking advantage of everyone's curiosity, a beautiful time marketing was completed.
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