Shoe Enterprises' Reference: Chen'S Marketing Strategy

< p > recently, a 2 minute advertising film became popular on TV, and then caused a hot pursuit on the Internet.

The promotional video of jumei.com's CEO Chen ou, which is the online sale platform of the domestic cosmetics website, was welcomed by the audience because of its energetic advertising words. It was called Chen Ou style or "endorsement" because of Chen Ou's performance and "I'm Chen ou, I speak for myself" in the advertisement.

In addition to the fact that the advertising film itself has exploded on the Internet, various adaptations of "university body", "city style" and "industry body" have also rapidly increased.

The successful marketing of Chen Ou style has greatly enhanced jumei.com's brand awareness and influence.

Less than 2 minutes, what kind of magic can Chen's advertisement bring to such a great response? In this article, as a brand and network marketing expert and trainer of a research and service enterprise, Mr. Jack will discuss with readers the key to the success of Chen Ou style.

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< p > < strong > 1, the content is colorful, stimulating the inner resonance of consumers, < /strong > /p >

< p > according to the theory of precision marketing in brand marketing course, which is based on "three dimensional theory of marketing, low cost and strong brand building", teacher Liu Jack believes that excellent advertising copy should be able to impress consumers, especially the target customers. However, if we want to achieve this, we need to stimulate consumers' feelings of brands and products through various forms, rather than hard language sales.

"Chen Ou style" can be widely concerned and welcomed by consumers.

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< p > first of all, "Chen Ou style" ads accurately identify their target customer groups - a young generation dominated by the generation born in the early 80s and early 90s.

Jumei.com is the cosmetics network sales platform, with low price, high discount genuine cosmetics as the publicity point.

The age is too small, has not yet reached a large number of cosmetics to buy time; and too old, or no longer concerned about cosmetics, or not used to online shopping, so 80 and 90 became the main force to contribute to jumei.com's sales performance.

Why are they willing to buy cosmetics online instead of shopping malls? On the one hand, it is for the convenience of online shopping, most of which are jumei.com can save a lot of money for them. These consumers have strong pursuit of self perfection and are willing to show their beautiful wishes from themselves, but they are often struggling with money and are often under heavy pressure.

Clearly targeting the target customers and some of their common points, advertising planning objectives can be more clear, positioning is more accurate.

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< p > secondly, after locking the audience, jumei.com based on the characteristics of the target customers, which is carrying pressure, pursuing beautiful, and even under the pressure of forgetting the dream, tells the story of a struggle in the workplace for the consumers. It not only tells the difficulties faced by the young people, but also shows the ideals and expectations of the young people, which has aroused widespread public sympathy.

The success of jumei.com's advertisement lies in the inward call of young people struggling in the workplace. The advertisement shows a series of experiences of young generation's examination, work and love in a fragmented form, which makes the audience seem to return to their own years. During the period, "you only smell my perfume, but do not see my sweat", "dreams are doomed to be lonely travel, and there is no need for doubt and ridicule on the road" and other inspirational advertising words, especially the moment when Chen Ou finally smashed the glass, as if it was a declaration of war against difficulties, which was exhilarating.

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< p > it can be said that jumei.com's advertisement is a story about struggle in the name of dreams, which is full of penetrating lines and awakens everyone's inner dreams and memories. It is easy to arouse the sympathy of consumers.

The emotional resonance of consumers has become the main attacking point of many advertisements. For example, the "bright future, my smile" activities of Chinese toothpaste, the sour sweet and sour series of Yida gum, and the old boy's Micro film of Chevrolet automobile have also made great success.

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< p > < strong > two, adaptation boom, SNS marketing helps virus spread < /strong > /p >

The advertisement of "P" jumei.com was first broadcast on TV, but eventually it became popular or was powered by the power of the Internet media.

Although jumei.com has responded to this advertisement in happy camp, the widespread dissemination and comment on social networking sites and video websites is the real way to "Chen Ou style" burst red.

Without the help of social media and websites, its spread could not spread so widely and affected so much that it would not be possible to achieve such a great success.

According to Liu Jack's original network marketing training course, "Internet marketing actual combat -- how to make a strategic breakthrough through Internet marketing", the word of mouth virus marketing theory can be regarded as a free marketing strategy which is stronger than any advertisement.

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< p > for jumei.com's inspirational advertisement, celebrities such as He Jiong, Han Geng and Sun Yang have forwarded the video on micro-blog. These big V micro-blog users have tens of millions of fans and have a very high appeal.

With the recommendation of good public praise and compliments from all sides on television and on the Internet, jumei.com advertising is spreading rapidly in micro-blog, Renren and other social networking sites, as well as Tianya, Baidu post bar and other online communities.

Actually CEO Chen Ou himself frankly did not do too much "promotion" investment, SNS website's ability to spread obviously let him taste the sweetness.

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< p > If only the contents of the advertisement are full of positive energy and celebrities strongly recommend, "Chen Ou style" will not be so popular in the Internet as it is now.

One of the most important reasons why Chen's style is so popular is an adaptation craze that he launched in the Internet.

The reason why it can become "Chen Ou style" is precisely because the advertising words form a fluent sentence pattern, which enables the majority of netizens to fill in the blanks.

"You have XX, I have XX.

You can XX, but I will XX...

But then, even XX, XX.

I am XX, and I speak for myself! "This sentence pattern can be applied to all kinds of inspirational or tucking scenarios.

In fact, those who imitate Chen's European style are all caught in the trick. Unwittingly, jumei.com has gained great attention in creativity and attention.

This kind of adaptation craze can not help but recall the popularity of "object" which was popular in the past few years because of the advertising copy of Vic.

And even better than van Ke pin, jumei.com didn't even spend much money to increase its influence with celebrities. Only by playing CEO's nature and visiting friends, the virus spread.

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< p > "Chen Ou style" has created a small virus -- a set of simple, "joking" and catchy advertisement matching words, with the influence of the SNS platform, successfully achieved a wide range of deep spread of the virus.

Now there are all kinds of Chen Ou style on the Internet. The theme of chatting between friends will also be Chen ou and his advertisement. This advertisement is booming in the Internet. It also means that jumei.com will know more and more people, and will attract more potential customers for it.

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< p > < strong > three, new form, CEO marketing approved, < /strong > /p >

The advertisement of P > jumei.com has been a great success. Besides the resonance of target consumers caused by content and the viral marketing of social network, there is a bright spot worth attention to entrepreneurs and marketers. It is a CEO instead of a star. It gives the audience a sense of reality in comparison with other advertisements.

Jack, a marketing expert at Peking University and President of Tsinghua University, pointed out that with the intensification of market competition and the continuous innovation of marketing strategy, a new marketing strategy, CEO marketing, began to emerge.

The so-called CEO marketing is to publicize the characteristics and advantages of CEO's growth experience, management style and social responsibility with the help of network, books, speeches, activities, and so on, and to create and enhance CEO's personal brand image, so as to further achieve the marketing strategy of enhancing corporate reputation and reputation.

Through planning, spreading and integrating CEO's own advantages, we can create an excellent personal brand image, which has long-term and stable marketing communication effect for enterprises.

Usually, the leaders who can successfully create and manage an enterprise must have their own advantages. Using CEO and other top executives' personality charm to conquer and infect consumers can often achieve better results than hard advertising.

Of course, when considering the way that entrepreneurs can speak for their own enterprises, we must consider whether the image of the entrepreneur is consistent with the image that the brand needs to build. At the same time, we should also pay attention to the phased characteristics of the integration of CEO and brand.

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< p > image and experience of Chen ou are very suitable for CEO marketing.

As mentioned earlier in this article, jumei.com's main purchasing power comes from the 80 and the post-90's in the struggle for dreams. Chen ou, as a post-80 generation, has similar life experiences to these consumers. Chen ou, who is just over 30 years old, has achieved today's achievements by his own efforts, which is a great encouragement to the people of the same generation.

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