Corporate Marketing Strategy Case Analysis

The need for case analysis arises with the development of commodity production and exchange. So the following is a case analysis of corporate marketing strategies that I compiled. Come and have a look with me. I hope it will be helpful. Corporate Marketing Strategy Case Study 1:

Cailan.com: A fresh food e-commerce company that Lei Jun could fall in love with in ten minutes

This is an imaginative company. Many of the practices of fresh food e-commerce companies are different from, or even run counter to, the common practices of fresh food e-commerce companies.

For example, in terms of business model, Cailan.com has chosen to develop vegetables, the most difficult type of fresh food e-commerce (in comparison, fruits are much less difficult), and to do so in the mass market. However, this fresh food e-commerce company, which seems to be taking an unusual path, has achieved a performance level of 3,000 orders per day. If it reaches 5,000 orders, it will be profitable! It can be said that this fresh food e-commerce company is taking an O2O path that is very different from other fresh food e-commerce companies.

O2O: The role of franchise stores is not only to attract traffic

Since it is O2O, then if Cailan.com is only online, it will not be called a real O2O!

p>

Many vertical fresh food e-commerce companies face a problem: it is difficult to launch! If you want to build offline stores, there is no doubt that a lot of capital and manpower investment are needed; the terrible thing is that once the offline stores do not have enough traffic, If a single store cannot make a profit, it will end up working for the landlord, and O2O will be out of the question!

When many fresh food e-commerce companies are afraid or hesitant to open offline stores, Cailan.com not only The store opening speed is extremely fast (it is expected that the number of franchise stores will soon reach 2,000), the traffic is abundant (queuing up to buy groceries is common), and more importantly, there is almost no investment!

How did Cailan.com do it? What?

Since the cost of opening a store is so high, Cailan.com simply integrates social resources and cooperates with some small stores (as long as there is traffic, it can cooperate with tobacco stores, fruit shops, and barber shops) to open stores within stores.

A franchise store (store-within-a-store) like this has three main functions: attracting traffic, registering, and recharging.

How to achieve traffic drainage? Cailan.com only sells single products in stores in stores, and they are hot products at ultra-low prices (even in and out). The purpose is not to make profits but to attract traffic. How low is the price? Definitely beyond your imagination: the retail price is equivalent to the wholesale price per ton purchased at Zhengzhou Wanbang Wholesale Market. The appeal of such cheap explosives to residents is self-evident, and single varieties are sold in a single day. Quantities reaching several tons are commonplace.

Although the price is very low, it is impossible for residents to buy only one kind of dish, but the franchise store still only makes one product every day, which is a typical hunger marketing.

For franchise stores, what are their benefits? Low-priced hot products bring a lot of traffic. The most terrible thing about physical stores is that there is no traffic.

After the franchise store cooperated with Cailan.com, it not only attracted traffic to Cailan.com, but also to itself. This is because a single hot product will bring related consumption. Whether it is CaiLan.com or its franchisees, consumers usually don’t just buy one type of food. If consumers want more dishes, the store owner can guide them to register as a CaiLan.com member.

For cooperative stores, consumers usually don’t just buy vegetables, which drives the consumption of franchisees’ related products (such as soy sauce, condiments, fresh food, etc.), achieving a win-win situation.

Of course, for CaiLan.com, the most important function of offline stores is to help them attract traffic. Then, another factor that needs to be considered is that offline stores also sell vegetables, so how to guide consumers After registration, consumers will buy food online. Will it have an impact on offline sales? Of course not. Online and offline products are two systems, and offline stores only sell single-product hits (this is (not available online), so there is no possibility of online and offline conflicts.

At this point, we believe that there are no obstacles to traffic drainage. However, there is another key factor to realize O2O? That is profit distribution!

Founder Jiang Xiaoyu believes: If there are only online If there is no online or offline, then it is not called O2O.

The performance of CaiLan.com is distributed in this way: if a customer registers and recharges at a certain franchise store, then in the future the customer will buy groceries on CaiLan.com, and the franchise store will permanently participate in profit distribution ( Of course there is a system behind it to achieve this). In this way, the enthusiasm of the store is greatly mobilized and a win-win situation is achieved.

High frequency of contact and service quality win reputation

After attracting traffic through offline franchise stores and low-price hot products, the next question is how to increase the conversion rate.

Cailan.com, a vertical fresh food e-commerce platform, has an amazing conversion rate.

We randomly checked the relevant operating data of Cailan.com on a certain day (July 8, 2015): the order volume that day was 4690, the independent UV was 9344, and the conversion rate was 50.

How does CaiLan.com achieve its high conversion rate (JD.com is 2 to 5)? CEO Jiang Xiaoyu said with certainty: "Rely on service!"

Performance in the company In terms of assessment, Cailan.com only has three indicators for employee assessment: customer satisfaction, employee motivation, and talent cultivation.

There is no specific sales target, just to provide the best service!

For example, Cailan.com has created several firsts in fresh food e-commerce: it is the first to propose all Fresh products can be returned or exchanged without reason. As long as the customer calls for service, the problem is guaranteed to be solved within 30 minutes.

What if the customer is unwilling to replace the product and insists on returning the product? Jiang Xiaoyu said: "Unconditional refund, and the money will be refunded to any place designated by the customer within 4 hours (such as Cailan.com membership card, bank card, Alipay, etc.), all for the convenience of users. ?

Cailan.com is also the first fresh food e-commerce company that has no shipping costs (there is no shipping cost on the website). Even if the customer buys something worth ten cents, CaiLan.com will deliver it for free. Jiang Xiaoyu said: There are real customers who bought something for ten cents just to try Cailan.com’s service. Cailan.com actually delivered the goods. Over and over again, they were impressed by Cailan.com’s sincere service. Eventually become a loyal customer. ?

Each person only delivers 60 orders per day

Cailan.com also has a very unique approach: the delivery staff only delivers 60 orders per day, and the rest of the time chats with customers, and even He can also do the work of looking after children and repairing toilets. In order to improve service quality and contact frequency, Cailan.com strictly limits the service scope of each delivery person: each delivery person only provides services to 180 to 240 households.

You may ask: Isn’t this a waste of resources? Cailan.com has its own business logic: the more frequently it meets customers, the greater the stickiness, the higher the customer satisfaction and repeat purchase rate. What is the basis of business? Trust. CaiLan.com’s delivery personnel use high-frequency contact and help customers to win trust. Jiang Xiaoyu joked: "This is no longer a delivery person, but a family personal assistant. My delivery person's activity range is 300 meters. In this way, after 3 to 6 months of work, he will be more familiar with you than the property management and neighbors." What I want is trust. Once this trust is completed, it will be an unbreakable barrier. Even if giants like Tmall and JD.com get involved in this field, there will be no chance. ?

Jiang Xiaoyu said confidently: "In the future, I will not only sell vegetables, but also introduce higher value products to truly meet more needs of community residents." What we do is a smart community, and the idea is to use high-frequency, low-value-added products to drive sales of high-value-added, low-frequency products. This is the blueprint of the entire business model. ?

In the future, Cailan.com can even do the property work by the way.

Of course, to achieve an increase from 3,000 orders to 5,000 orders, a large amount of capital investment (increased personnel, vehicles, cold chain equipment, etc.) is required.

Jiang Xiaoyu admitted that because it is rooted in a second-tier city like Zhengzhou, financing is more difficult than in first-tier cities.

Jiang Xiaoyu did not hide his desire for funds at all, and even joked: "If I chat with Lei Jun for ten minutes, he will definitely invest in my project." Corporate Marketing Strategy Case Analysis 2:

See how Aixianfeng hits users’ pain points

In the era of fan economy, let’s see what the successful ones do: Xiaomi communicates with Mi Fans, MIUI was launched to meet the needs of mobile phone enthusiasts. By meeting children's needs for air purifiers, Three Dads Air Purifier set a record of 10 million yuan in crowdfunding on JD.com within 30 days.

In the era of mobile Internet, the best way to spread is to let fans spread it themselves. All you have to do is create topics and spread them through the core fan base. If you want to find creative topics, you must also start from the scene and find the pain points or itches of users, so as to form topics and interactions, and ultimately achieve the purpose of spreading the brand.

Aixianfeng, a fresh food e-commerce brand positioned as a "one-hour convenience store on the palm of your hand", precisely focuses on the target consumer groups, accurately finds topics one by one, and hits the pain points of target users.

Scenario 1: "Wish to bet for comfort" and set off the Internet

Recently, a topic "Wish to bet for comfort" planned by Aixianfeng has become popular on the Internet.

When talking about the origin of this topic, we have to start with the target customers of Aixianfeng? Fans.

White-collar workers, on the surface, are the envy of people. However, behind the scenes, they are also under a lot of pressure. If nothing else, white-collar workers living in Beijing only spend 100 yuan on their way to work. time (one and a half hours is normal) can make people feel less happy. In first-tier cities like Beijing, traffic jams on the way to work have become commonplace. It can be said that when it comes to traffic jams, everyone has something to complain about.

? So annoying, traffic jam again!? Traffic jam!? Damn it, can’t move anymore!? Late again!? This is the most common reaction of people when they are in traffic jam, even if they are usually fine People with bad tempers can also become restless and restless. If they are hungry and thirsty, it can be overwhelming. This is the true state of urban people when they are stuck in traffic jams. Some people say that the traffic jam is not the traffic jam, but the heart is jammed. Faced with the social norm of traffic jams, O2O community e-commerce company Aixianfeng recently launched a discussion on the topic of #囧动狠狠# on the borderless city on its official Weibo, and widely advertised it through the bus body. Aixianfeng has prepared for this? The borderless city topic discussion has invested a total of 500 million yuan in bonuses. Anyone who follows the topic Weibo can receive traffic jam food subsidies; users who participate in the topic to take photos of traffic jams and complain about the official Weibo platform of Aixianfeng will also have the opportunity to get? Not willing to gamble? Big prize.

?Discussion on the topic of borderless cities? We should not worry about traffic jams. Aixianfeng launched the "Borderless Urban Topic Discussion" this time, breaking the single media communication, linking traditional bus body advertising with social platforms, breaking geographical restrictions, mobilizing users across the country to interact in real time and pay attention to social hot topics. In early November 2015, the topic "Is there a traffic jam today?" on the bus body attracted a lot of attention as soon as it was exposed. At the same time, Aixianfeng led users across the country to discuss the topic "Is there a traffic jam today?" on the online social platform. Many young people saw the striking question "Is there a traffic jam today" on the bus body, and they all picked up their mobile phones to participate in this "Borderless City Topic Discussion". The way to participate in the event is also very simple. Just follow Aixianfeng #向动cusush # on Weibo and click the link to receive the Aixianfeng traffic jam food subsidy. If you take a photo of a traffic jam in your city and send it to Sina Weibo to participate in the topic Discuss and @爱freshbee, and also participate in the lucky draw. The event spans two months, November and December, and Aixianfeng will conduct lottery draws on a weekly basis, giving fans who participate in the topic a drone that is a must-have for fashionistas and geeks, and a smart car that records the beautiful scenery along the self-driving tour. Recorders, cool handheld washing machines, the favorite Aixianfeng gift coupons, sweet chocolate gift boxes and other fashionable gifts.

The reason why we chose the focus of daily traffic jams to launch this "borderless city discussion", the person in charge of Aixianfeng's marketing department said that traffic jams are a problem that urban young people face every day, and road rage , conflicts caused by breaking the safe distance in the subway have even evolved into a social phenomenon. Under the huge pressure of life, these negative emotions have seriously affected the work and life of young people. Aixianfeng hopes to become a messenger conveying a happy lifestyle to urban young people, using its optimistic brand genes to guide young people to face traffic jams with a positive attitude, making daily life easier. Aixianfeng’s thoughtful and positive interactive topic also attracted the recognition and participation of more than 50 young people’s favorite brand Blue V in different fields including smart hardware, 3C, lifestyle entertainment, e-commerce, travel, etc., and joined hands with people who are active on social media Young people on the platform engage in boundaryless discussions.

The Aixianfeng Fresh Fruit Food Bus circles the capital. Starting from November 2015, the image of a small bee representing the rapid flight of Aixianfeng has appeared on the body of Beijing buses. Along with the bus body, the brand positioning of Aixianfeng? Handheld convenience store 1-hour express? and various The promise of fresh fruits and delicacies being delivered within one hour even if the traffic is congested has led many people stuck in traffic to pick up their mobile phones to place orders. Compared with the O2O industry's fierce subsidy war to attract users, Aixianfeng has accumulated excellent brand recognition among young people with its convenient one-hour service and high-frequency interactive marketing activities since its launch more than a year ago. degree and trust.

Scenario 2: Core Sales Day

With the Chinese Valentine's Day approaching, major e-commerce companies have launched vigorous promotional activities. Following the "Fresh Fruit Feast" and "Yoghurt Crazy", Aixianfeng also launched Launched the Chinese Valentine's Day event "Chinese Valentine's Day price for you", launched 3 7.7 yuan special products and a variety of selected "worth buying" products, what lovers (Dan) and couples (Gou) want to eat, can be directly on the APP Just place an order to purchase. In response to this event, Aixianfeng also conducted a large number of offline launches in the Shanghai area, covering office buildings throughout Shanghai through focus advertising, and conducted large-scale marketing.

Crayfish have conquered the taste buds of people across the country. In the "Chinese Valentine's Day Price for You" event, Aixianfeng specially prepared personalized customized crayfish that young people love. 12 spicy crayfish only cost 7.7 Yuan. On the packaging of each box of crayfish are: "I like the way you show your teeth and claws, and you will be eaten by me in the end?" I love it as much as I love you, but I am in a hurry and lose all elegance? "I can peel shrimps with one hand, and I will marry a goddess?" and other humorous declarations , which is in line with the atmosphere of Chinese Valentine's Day. Even if you are single, there are times when you eat it. All kinds of small flames rise in your heart. At the age of 18, people called the food stall a flower. You can open your mouth to open a beer, and you can peel it with one hand. Xia?’s personal statement touches the heart. With delicious taste, low price and personalization, netizens are hooked and place orders one after another.

In addition, two Vietnamese red pitayas rich in anthocyanins with an original price of 25.6 yuan can be purchased for only 7.7 yuan, and four bottles of Jiaduobao with an original price of 18 yuan only cost 7.7 yuan! This time, for In the Shanghai area, the week-long "Chinese Valentine's Day Price for You" event used a large number of products popular among young people to promote and attract traffic, and achieved very good results!

In addition to limited-time special offers on special products, Aixianfeng also We have selected more "worth buying" categories, including Fresh Bee Black Bolin for 9.9 yuan, American cherries for 19.8 yuan, Three Kingdoms braised food for foodies, as well as red sausage, scallops, and yogurt drinks. All you have to do is open the Aixianfeng APP, you can place an order on the "Qixi Festival Price for You" event page.

After the "Chinese Valentine's Day price for you", Aixianfeng also launched a series of rich follow-up activities, with various discounts and benefits, which fully aroused the taste buds of foodies.