A must-read for APP operators, 108 examples of marketing tactics!

Introduction: In the recent Double Eleven e-commerce war, various posters are fighting each other. Today, let us review how Jiaduobao, Wanglaoji, Meizu, Xiaomi, LeTV, Haier, Qua, Qunar , Lvmama, NetEase, Momo, Weiju, Suning, Taobao, JD.com, Coca-Cola, Pepsi, Jeep, BMW, Mercedes-Benz, Poly, Evergrande, Vanke... fought each other correctly back then.

Shenzhou vs Uber

Tearing method: suicide

Skills for quarreling: Great copywriting + typos

Fighting index: ☆☆☆☆☆

At that time, Shenzhou used the popular Wu Xiubo as the poster:

Let’s take a look at Uber’s response:

At that time, the dispute intensified, and some netizens broke the news: Shenzhou Private Car and Uber Private Car are both controlled by Lenovo Holdings, and are controlled by Lenovo Holdings Chairman Liu Chuanzhi and his niece Liu Zhen respectively, and the other two major platforms Didi and Kuaidi are controlled by Liu Chuanzhi's daughter Liu Qing. This is clearly a play directed and performed by the Liu family!

Jiaduobao VS Wanglaoji

Way of fighting: Apology

Fighting Skills: Retreat to Advance

Fighting index: ☆☆☆☆☆

After Jiaduobao officially announced its appeal, the company that helped it with public relations acted quickly. Let’s take a look at some awesome public relations creative drafts, which caused a crazy discussion on the Internet.

First look at the Jiaduobao ad:

Then, Wanglaoji started to fight back: You can pretend to be pitiful, but please don’t pretend to be authentic!

Jiaduobao's PR creative team immediately responded:

This is Wang Laoji’s Weibo:

Finally, let’s take a look at the “Sorry” series of posters, which have become a classic example of tearing marketing :

Not to be outdone, Wang Laoji quickly released a series of “It’s Okay” posters:

Meizu VS Xiaomi

Fighting method: Love born out of hatred

Skills: Word games

Fighting index: ☆☆☆☆

Before the release of the thousand-yuan phone Meizu, the official Weibo account of Meizu Mobile released five posters, the text of which elaborated on the pain points of thousand-yuan phones, "Thousand-yuan phones are laggy?", "Thousand-yuan phones are slow?", "Thousand-yuan phones are ugly?", "Thousand-yuan phones are small?", "Thousand-yuan phones are rough?".

I believe that Meizu does not agree with the above viewpoints, so it raises them for questioning. However, do you think Meizu just wants to hit the user's pain points with the poster copy? Then you are totally wrong! When some careful netizens put these posters together, it felt like Xiaomi was lying in the basement and was shot.

In the promotion of the Meizu Note new product launch this year, Xiaomi was still hit:

However, the invitation letter for Meizu's press conference on June 19 seems to have changed slightly, but I don't know whether it is a more aggressive tearing or just an attempt to create a peaceful and prosperous era.

The creativity of Meizu's invitation letter this time is very bizarre. It is actually a helmet from the movie "Full Metal Jacket" with "Born to Kill" printed on it. The direct translation of this sentence "Born to Kill" is "Born to Kill", which corresponds exactly to Xiaomi's "Born to be Enthusiastic". But Meizu officials gave another explanation – “human nature is good.” From this perspective, is Meizu going for "Born to Kill" or "Human Nature is Good"? I wonder what Lei Jun felt after seeing this helmet.

The copy for June 23rd is as follows: Is marketing always full of quarrels? There are 7 days left until #630Meizu new product launch#. Make Love, Not War.

On the 23rd, two beautiful female employees of Meizu distributed roses and small cards with the words "Make Love, Not War" printed on them at the Xiaomi headquarters.

Meizu, this reversal of style is really hard to guess? Could it be that the truth has finally come out after a long fight?

Where to Go VS QuA VS Lvmama

Fighting method: Changing the name but not the surname

Skills for quarreling: Corporate logo nesting template, as long as the copywriting is good, quarreling is not difficult

Fighting index: ☆☆☆☆

Taobao Travel launched a new independent brand "QuA" and an independent domain name alitrip.com. According to Alibaba, the brand connotation of "Go!" is: "As long as you decide to set off, the most difficult part is over. So, just go!" And the one-page PPT at the press conference condensed it into: "It doesn't matter where you go, what's important is... go."

Unexpectedly, this not-so-strange statement actually attracted collective parody from the entire Chinese online travel community...

"Qu'a" and another protagonist in the industry, "Qunar", are too similar in both wording and pronunciation. From the perspective of brand broadcasting, this is reprehensible. In fact, according to participants at the press conference, when QuA Travel's general manager Li Shaohua (nicknamed Kublai Khan) was speaking on the stage, he actually said, "It doesn't matter where you go, what's important is... go."

Ctrip naturally took over the next baton. It blackened both old rivals and new threats, ultimately standing out.

Lvmama has produced a group of works of the highest quality. Listen to me!

Suning VS Tmall

Tearing method: slap in the face

Skills for quarreling: hot posters! Full of scenes!

Fighting index: ☆☆☆☆

In the mainstream media in cities such as Beijing, Guangzhou, and Nanjing, multiple full-page Suning.com advertisements appeared: "You should have one more choice on this Double Eleven." A few hours later, a set of "Slap Double 11 in the Face" posters were released.

Then there are no eternal friends, only eternal interests. After Alibaba invested in Suning this year, it changed its mind and tore up JD.com:

JD.com was not to be outdone and reported Alibaba directly to the State Administration for Industry and Commerce :

Taobao VS JD VS various e-commerce

Tearing method: sadistic

Skills of quarreling: Comprehensive qualities that an excellent product manager should possess!

Fighting index: ☆☆☆☆

The battle of Double 12 in 2014 is not about poster copywriting, but about APP!

Taobao took the lead in launching an offensive: it changed the button icon on the homepage of its APP to the text "Really cheap, otherwise it's a waste of money".

After a while, JD.com responded in the same way, saying "Reject fakes and don't play tricks."

Coca-Cola vs Pepsi

Fighting method: Give him a taste of his own medicine

Skills of fighting: Sarcastic connotation pictures

Fighting index: ☆☆☆

In Halloween 2014, Pepsi made an advertisement to satirize Coca-Cola, but Coca-Cola fought back with the same advertisement. Do you understand? In the first picture, Pepsi means that wearing a cape with Coca-Cola printed on it is used to scare people! In the second picture, Coca-Cola means that Pepsi is ordinary, and ordinary people want to be heroes, so they put on Coca-Cola's cloak! Coca-Cola symbolizes heroes.

No one drinks Coca-Cola because it is covered by snow. Even the straw rejects Coca-Cola.

Jeep VS BMW Mercedes-Benz Volkswagen

Fighting method: Lyrics style

Skills of quarreling: The style of an international brand, subtle sarcasm does not seem low!

Fighting index: ☆☆☆

Jeep's advertisements have always been good at monologues, and every sentence can become a famous quote that people can easily pick out. But when it comes to criticizing opponents, it is also a double entendre and there is no lower limit!

In January 2015, Jeep once again sponsored Li Zongsheng's concert and launched a series of posters with the theme "There is a Jeep in Everyone's Heart". You can see how the posters discredit the opponent by looking at them.

The next day, the three hacked companies immediately fought back, with BMW being the first to take action. Jeep's spokesperson Li Zongsheng has a song called "The Hill", in which there is a line "After crossing the hill, I found no one was waiting", so BMW started to fight back against this line.

The BMW 2 Series said, is your JEEP as fast as me?

Haier VS Xiaomi

Way of fighting: Letter

Skills for quarreling: A PR who can’t write a letter is not a good editor!

Fighting index: ☆☆☆

Haier's first letter:

Xiaomi’s first reply:

Haier responded to Xiaomi:

On April Fool's Day, Haier ended the dispute with a final letter.

Weiju VS Momo

Fighting method: Solitaire

Skills for quarreling: You have a disease, but I have medicine to cure it!

Fighting index: ☆☆

As WeChat was becoming increasingly stable on its way to becoming the king, YiXin cleverly took the opportunity to launch several advertisements on social media and newspapers that directly targeted WeChat, but WeChat was smart enough not to take the bait. In addition, Momo, which focuses on stranger social networking, released a set of graphic designs with great copywriting in order to establish a healthy brand image. However, surprisingly, when everyone was applauding this set of graphic designs, another software that also emphasizes stranger social networking, Weiju, received a series of tit-for-tat attacks, which was quite lively.

NetEase VS Momo

Fighting method: solemn statement

Skills of quarreling: We are serious about quarreling!

Fighting index: ☆☆☆

The fierce battle between NetEase and Momo originated from a statement. NetEase published a love-hate story about Tang Yan, a former NetEase employee and current Momo CEO. The content was full of explosive points and attracted much attention because Momo was about to go public at that time. This kind of obstruction was still very obvious. There were all kinds of opinions on the Internet, most of which were in support of Momo. Many were discussing the "attitude" of NetEase as a company. The day also happened to be NetEase's "Attitude" ceremony, so everyone was happy.

Original statement from NetEase:

NetEase has made an official statement regarding the illegal behavior of former employee Tang Yan (founder and CEO of Momo) during his time at NetEase:

1. Tang Yan worked at NetEase from December 2003 to September 2011. In July 2011, Tang Yan set up Momo company without authorization to seek personal gain. During his tenure in office, Tang Yan took advantage of his position to obtain various information and technical resources provided by NetEase, privately created "Momo", thereby stealing NetEase's commercial interests and losing basic professional ethics. His behavior violated the labor contract and the commitment to the company to limit non-competition during his employment, and seriously violated professional ethics.
2. As the former editor-in-chief of NetEase, Tang Yan took advantage of the company's trust in him and transferred hundreds of thousands of yuan in economic benefits to Sidu (Beijing) Advertising Co., Ltd., which was founded by his wife (Zhang Sichuan). This behavior involves corruption by non-state agency personnel and seriously damages the rights and interests of NetEase.
3. While working at NetEase, Tang Yan was detained for 10 days by Chinese police in 2007 due to personal conduct issues. As a senior employee of NetEase, Tang Yan did not report the matter truthfully to the company. Currently, NetEase is investigating the incident.

Momo founder Tang Yan lost his professional ethics and used his position to transfer benefits, causing reputational and commercial losses to NetEase, where he had worked for eight years. NetEase reserves the right to pursue legal responsibility for all inappropriate behavior by Tang Yan during his work at NetEase. This is to declare.

NetEase

December 10, 2014

Momo's response to NetEase's criticism of Tang Yan:

In November 2014, our co-founder, chairman and CEO Tang Yan received a letter from a Chinese law firm representing NetEase’s subsidiary, Netease Information Technology (Beijing) Co., Ltd. Tang Yan worked at Netease from December 2003 to September 2011.

The letter stated that since Tang Yan created Momo in July 2011 and released our app in August 2011 while still an employee of NetEase, he violated the terms of the employment agreement signed with NetEase and violated the contract that he would not compete with the company and devote himself to the company's work during his employment with NetEase. The letter requires Tang Yan to make a prompt written apology to NetEase and reserves NetEase's right to take further action. Tang Yan believes that the allegation is without merit and intends to vigorously defend himself.

On December 10, 2014, NetEase released an official statement on its website stating that Tang Yan had engaged in unethical behavior while working for the company. This statement included several allegations, including those described in the above-mentioned letter. We note that none of the allegations mentioned in NetEase’s statement are directly aimed at our company. The allegations related to several incidents mentioned by NetEase basically occurred before Tang Yan joined our company. Tang Yan has informed us that he believes the charges are malicious and intends to vigorously defend himself.

We cannot predict what further actions NetEase or Wangzhiyi will take in response to the allegations against Tang Yan, nor can we predict whether NetEase or other related parties will issue additional public statements making new allegations against Tang Yan, other members of management or our company. If NetEase or Wangzhiyi proceeds with legal proceedings, we cannot predict the length or outcome of any such proceedings.

Any legal action, whether or not meritorious, would likely be a time-consuming matter and would divert Tang Yan's attention from our business. If NetEase or Wangzhiyi prevails in any future litigation against Tang Yan, his reputation will be damaged and he may be ordered by the court to pay damages and/or cease any conduct deemed improper by the court. In addition, although we were not mentioned by name in the letter, we cannot ensure that NetEase or Wangzhiyi will not initiate litigation against us in the future. Any such litigation could generate negative publicity for the Company and distract our management from its operations, which could have a material and adverse effect on our reputation, business and results of operations .

Evergrande VS Vanke VS Poly

Fighting method: big-character poster style

Skills of quarreling: Wang Po is selling melons and bragging about herself!

Fighting index: ☆☆☆☆

Evergrande

Vanke

Poly

On April 15, Song Guangju, the chairman of Poly Real Estate, who rarely updates her Weibo, suddenly posted a message saying "Poly is a P!" This move successfully put her and Poly on the headlines, and the real estate circle was in an uproar, with many different opinions and speculations...

Then, Beijing Poly’s official microblog stated that it firmly supports all the remarks made by the goddess chairman, saying that if Poly is a P, then Beijing Poly is a small P~

Then, Poly Real Estate’s official Weibo account came out to explain the reason for this Weibo post, saying:

Poly officially released Poly Real Estate's "5P Strategy":

Xiaomi VS LeTV

Tearing method: saliva style

Skills of quarreling: quarreling with others and firmly supporting the policies of the Party and the country!

Fighting index: ☆☆☆

The whole process of the fight between Xiaomi and LeTV:

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