Volume 3: Taking Roots 2016 Chapter 673: Late but Arrived
In the context of the Internet, an era of information explosion, there is no doubt that the importance of advertising and marketing is enough to elevate it to a strategic position equivalent to the lifeline of an enterprise.
The money that can be spent on marketing is endless. From the World Cup to elevator advertisements, the trenches are spread all over the world.
It is like a bottomless pit, enough to absorb massive amounts of funds from all companies . At the same time, it is not surprising that many companies even fight to the death for important strategic heights.
Therefore, marketing strategy is a crucial consideration for any business. No matter how large the budget is, if you spend money carelessly without achieving any results, you are undoubtedly courting death.
But being reluctant to invest the budget is almost like waiting for death, considering the increasingly fierce competition in all walks of life today.
Therefore, how to spend money on marketing, how to formulate strategies, and what kind of marketing effects can be achieved are all top priorities for major companies.
Moreover, when your peers are competing for marketing, if you don’t want to fall behind, you have only one choice: follow up.
The investments made by major companies in this area are so great that sometimes even consumers themselves are amazed, and they may even be fooled by others without realizing it.
You think that others don’t do marketing, but in fact, what you think is still what others have instilled in you.
To sum it up in a simple and rough way, perhaps the water here is very deep and you can't grasp it (funny).
Of course, some marketing is done in an open and aboveboard manner, where they tell you clearly that they are advertising, but you can do nothing about it.
Such as "If you're a brother of mine, come and chop me up," or something more high-end, the investment intensity of Apple's new product launches every year also highlights its richness and inhumanity.
Today, the four companies that have reached cooperation under the leadership of Zhou Dongsheng are undoubtedly the companies with the most urgent needs for marketing.
After all, the most fundamental purpose of marketing is to convert as much money as possible into users, maximizing one's own growth while also allowing oneself to have more chips in hand when sitting at the capital table.
Especially for Pinxixi, which has just received US$150 million in financing, now is the time when it is rich and eager to spend money.
Having 100 million users is only a good start for Pinxixi, but it is definitely not the end. On the road of entrepreneurship, which is like sailing against the current...
As long as there is no progress, it means regression!
Before this, there were disruptors with good performance in the e-commerce industry, but they all stopped at a certain level without exception. It was extremely difficult to catch up with the leaders in the industry.
This experience, both Tencent and NetEase have spent real money in practice to come to this conclusion.
Now, the two companies have almost unanimously chosen to retreat to the second line and become investors in e-commerce platforms such as Jingdong and Pinxixi. This second-best approach can only be chosen by these bigwigs who have already achieved success.
Whether it is Pinxixi or the other three companies, for these new entrepreneurs, there is obviously no way out. They have no other choice but to keep moving forward.
Success can certainly bring considerable profits, but if they fail, not only will they lose everything, they may even be heavily in debt.
This is what starting a business is like: one person’s success is the result of the sacrifices of thousands of others.
To put it bluntly, although Zhou Dongsheng plays the role of a leader, Huang Zheng is not stupid either. Both Douyin and Mobike are currently developing at a strong momentum.
The former, like himself, has won 100 million extremely valuable users, while the latter is one of the leaders in the sharing economy boom that is currently sweeping across the country.
Mobike is undoubtedly an offline walking advertising space, although the cities where it is currently deployed are relatively limited, confined to two major cities in the south and the north.
It even deviates from Pinduoduo’s strategy of “surrounding the city from the countryside”. But in fact, after quickly accumulating 100 million users in the sinking market, Pinduoduo still wants to continue to maintain a high growth rate...
It is necessary to broaden its horizons and adopt more diversified marketing strategies, but it seems that Mobike's main base is concentrated in the two major cities of Beijing and Shanghai.
But don’t forget, who are the user groups of Mobike?
Those who have the most urgent need for commuting to work are naturally the hard-working workers. Even if they are in big cities, their consumption level is obviously impossible to match that of big cities.
But the unsatisfied desire does not mean it will disappear. They still have an urgent need for consumption. At this time, if there is a more affordable and affordable e-commerce platform to choose from...
Then, they will most likely choose to give it a try. They are still shopping online and receiving express deliveries, the fun of consumption is still there, and they can enjoy it at a cheaper price. So why do they need a bicycle?
Therefore, if you want to achieve the effect of excess conversion and make your marketing better reach the consumer base, Mobike undoubtedly has the potential to do so.
What's more, this is just the beginning of the cooperation. This kind of cooperation relationship established in the initial stage is undoubtedly more solid. In time, when Mobike expands rapidly and spreads all over the country...
If you want to cooperate again, the price will probably be different.
Even if this factor is not taken into consideration, at the current stage of cooperation, these four companies are almost in the same position in their respective fields, which also provides a solid foundation for their cooperation.
After all, birds of a feather flock together, and even the industry leaders may not be willing to deal with them.
It's not just Pinxixi that thinks this way. Both Douyin and Mobike probably have similar ideas.
On the contrary, Mihayo is more like an icing on the cake, an insignificant partner, and the only connection may be the investor Zhou Dongsheng.
But the effect of acting as a lubricant is just right, especially in terms of the playability of the game mechanism, and the rich experience accumulated in mobile games, which are enough to become the cornerstone of this cooperation.
In this regard, they even hit it off with Pinxixi, and the two sides had a very good chat. After all, Pinxixi started out with games, and at the same time it also innovated this gameplay in e-commerce and came up with the concept of "social e-commerce."
Although the respective helmsmen did not take part in person, sending their own capable men to take the lead was enough to show their sincerity.
At the same time, it also means that they are always paying attention to the progress of this cooperation . As the event is about to go online, they are also looking forward to the results of this cooperation.
As long as they can make a good start, it will be enough to lay a solid foundation for them to establish more in-depth cooperation in the future.
After all, as long as we have common interests, we are all comrades in the same boat!
Of course, it is normal to have several relationships at the same time. After all, you can't put all your eggs in one basket, hehe.
As the event is ready to go online, each company will naturally invest an appropriate amount of resources to see the results and then decide whether to increase investment.
As the leader, Zhou Dongsheng was naturally the first to synchronize the relevant information of the event to his side.
It has to be said that the completion of this marketing campaign far exceeded his expectations. The "VR treasure hunt" gameplay is novel and fun enough.
Although you can’t play “Pokemon GO”, it’s not bad to be able to play this “VR treasure hunt”. After all, each company has offered real prizes as rewards.
There are many cash red envelopes of thousands of yuan as gimmicks, which are enough to attract most users. The truth that money can move people's hearts is always so simple and effective.
As the leader, Zhou Dongsheng would naturally not remain indifferent, and he had to increase the stakes no matter what he said.
To this end, Zhou Dongsheng gave an order to use a number of internet celebrity IPs under the two major media as publicity trenches to help this event and jointly promote the audience of this event.
You must first accumulate the traffic pool before you can achieve a conversion rate. If you don’t get enough user attention, then no matter how big the gimmick of the event is, it will be nothing but a rootless duckweed.
Among them, Douyin, as a short video platform, naturally took the lead and began to place advertisements on its own platform, firing the first shot in this wave of activities.
At the same time, as the chief cycling officer of Mobike, Papi Jiang happens to be right next to the emperor, so she can be there for this event, whether it is using her own videos for promotion.
Whether she goes cycling offline in person, it is enough to bring enough exposure to Mobike. As the leader of the current internet celebrity economy, it is no exaggeration to say that the traffic she can bring alone is at least tens of millions.
This time, Zhou Dongsheng did not make a big fuss to shoot "The Boring Life of Zhou Dongsheng". After all, no matter how good the phenomenal effect is, the traffic will run out eventually.
If you keep overdrawing and consuming the audience's patience, and frantically cash in on the profits like a drain on the pond, then even if it is a phenomenon, it will only be a flash in the pan.
Therefore, creators need a steady stream of high-quality content as nourishment to meet the needs of the audience. In this regard, [Papi Jiang] is clearly a leader.
For Zhou Dongsheng, it was just a toy that was the icing on the cake, so naturally he didn't need to spend too much thought on it. But for a hands-off boss like him, it was not his style to always have to end it himself.
So this time, he decided to sit back and watch, and reap the benefits.
Of course, reposting it on his personal Weibo account with over 10 million fans is the greatest support Zhou Dongsheng can give.
At the same time, as one trench after another made efforts, the activity of "VR treasure hunt" began to sweep across every corner of the Internet like autumn wind sweeping fallen leaves.
Even if it is just a trial cooperation, the combined force formed by several parties should not be underestimated, and the promotion efforts are enough to easily cover hundreds of millions of users.
If each company can achieve a conversion rate of one percent, that would mean an increase in millions of users. Moreover, this ratio is definitely the lowest estimate.
If you can't even achieve this, then there is obviously no need to continue, but as long as you exceed this ratio, it is a good start.
After all, this activity is not their last gamble, it is just an attempt.
As long as they can provide some excess growth over their original growth rate, it will be considered a success!
Although expectations were not high, the gimmick of this event was maximized.
"Pinxixi, the more you work, the more you save. Papi Jiang invites you to ride Mobike for 'VR treasure hunt'. Offline cash prizes of one million are available on a first-come, first-served basis. There are also limited beta codes for Mihayo's 'Honkai Impact 3'..."
What does it mean to have one fish in four ways? This is what it means to have one fish in four ways.
In addition to large-scale advertising on the TikTok platform, offline activities were naturally not left behind, especially Mobike, which serves as an offline carrier and has launched pop-up ads on its own Mobike APP.
At the same time, the reward treasure chests scattered in various areas are directly displayed in real time on the map navigation, encouraging users to participate in the treasure hunt on a first-come, first-served basis.
At the same time, Mobike also launched a number of free riding cards in the event, allowing users to enjoy free rides at varying times, fully demonstrating its sincerity.
You can ride for free, have a chance to win cash rewards, and also get a useless game activation code. It's a win-win situation anyway.
With the overwhelming publicity, many users are already full of curiosity and are ready to try it out when the event goes online.
And because the current scope of activities is temporarily limited to Beijing and Shanghai, many users from other places can only stare and watch others play.
…
The next day, "VR Treasure Hunt" was officially launched on Monday, a day when everyone hates it. Especially for working people, what's the point of sacrificing their lives for their ideals? Their ideal is not to go to work.
But ideals are always full, while reality is skinny. In order to make a living, one can only force oneself to be energetic. The soul is still in bed, but the body is already on the way to work.
Nowadays, with the increasing number of Mobike bicycles, choosing to scan shared bicycles for commuting to work has become the first choice for many workers.
After all, it is inexpensive , reduces commuting time, and allows you to enjoy the fun of cycling, so why not do it?
Rather than saying that the shared bike craze is the choice of capital, it is better to say that it is the choice of workers. If there is no market support, no matter how much it is promoted, it will be just a mirage.
Therefore, the two complement each other and are indispensable.
But today, when they open the software and see the pop-up window, some people subconsciously click the X and are too lazy to pay attention to the activity itself, while others just click to view the details.
After taking a quick look at the activity content, they will naturally move on to the next stage out of curiosity or desire for the rewards.
Of course, due to the route requirements of "VR treasure hunt", some workers who are eager to go to work obviously will not choose a route that goes in the opposite direction, but there are always a few lucky ones whose work route overlaps with the treasure hunt route.
When they naturally arrived in front of the treasure chest and turned on the camera to receive the reward.
"Congratulations, you have won a 100 yuan cash reward from Pinxixi. Click to claim it! It will be deposited to your account immediately!"
And when they clicked to receive the money, the 100 yuan in cash actually entered their WeChat wallet between the operation and the jump. It was simple and crude, without any "tricks"!
I got 100 yuan for free just by riding a bicycle? Is there such a good thing in the world?
They say there's no such thing as a free lunch, but this one fell right on my head.
Compared to the joy of earning 100 yuan, I feel more pleasure from being a lucky person. In this Internet age where people are eager to share...
This is undoubtedly a rare social currency, and once they start sharing it eagerly...
Without them knowing it, they have become bait for the activity itself.
Pinxixi, it’s late but it’s here!
