Can Pechoin’s 0.008% conversion rate wake you up from your dream of swiping the screen?

Recently, Pechoin ’s amazing advertisement was all over the internet, which made the circle very excited for a while, but the result was shocking.

According to an article published by PR World 007, the conversion rate of the Pechoin advertisement that has been all over the screen is only 0.008%!

(The following content is quoted from PR World 007)

This time, Pechoin’s Mother’s Day marketing campaign started on May 7th, and was led by several advertising accounts on May 8th, which lasted until May 10th. It can be said to be a phenomenal screen-sweeping event in 2017.

As of 12:00 noon on May 11, data from a third-party monitoring platform showed that the articles of a single advertising KOL had nearly 6 million views, and there were more than 10 articles with more than 100,000 views. There were 2,481 WeChat articles related to "Pechoin Advertising". A rough estimate shows that the total number of views on the WeChat platform alone was nearly 30 million.

In addition to platforms such as Weibo, clients, web pages, newspapers, forums, etc., there are nearly 1,000 related reporting articles in total; plus nearly 30 million readings on WeChat, the total exposure is at least over 100 million, and the total reading volume is no less than 40 million.

Logically speaking, with such impressive screen-sweeping data, the "Moonlight Box" product promoted by Pechoin this time should be sold out. However, as of 12:00 noon on May 11, its Taobao flagship store had only 2,311 reservations. Based on a reservation amount of 40 yuan, the total reservation amount was 92,440 yuan. Based on the unit price of 346 yuan after coupons, the total sales amount was 799,606 yuan.

Until 12:00 noon on May 11

Sales data of Pechoin’s main product on Taobao flagship store

You should know that behind these sales data, Pechoin also did a lot of advertising, including the focus picture on Taobao’s homepage.

According to media interviews, the total cost of the one-shot advertisement production and KOL placement is conservatively estimated at 300,000 yuan, plus the advertising placement at the million-level, the total budget is estimated to be around 3 million yuan. However, the total sales of the Taobao flagship store so far are less than 800,000 yuan. Behind the praise of Pechoin from all walks of life, it is disheartening to see such pitiful sales data.

Including 007, it is 100% certain that Pechoin's screen-sweeping campaign was a success. But what we should think about more is that with such a screen-sweeping campaign of over 100 million units, the final sales conversion was only a pitiful 2,311 units at 40 yuan. Isn't it shocking and creepy?

Going back to the beginning, the sales conversion of a certain mass consumer product was only 8,000 yuan out of 1.8 million. We can find ten thousand reasons to say that the content delivered by the advertiser in this case may not have hit the pain points of consumers and formed impulse purchases and sales; but this time, Pechoin’s screen-sweeping volume was over 100 million, so why were the final participation data and sales data so pitiful?

Just roughly calculating that the conversion rate of WeChat's 30 million+ readings is less than 0.00008, in the face of such pitiful data, can we still unilaterally say that Pechoin's screen-sweeping is extremely successful?

As a marketer , I can say with certainty that this screen-sweeping ad was a complete failure. From a marketing perspective, it was garbage from the start.

Data is the only criterion for testing truth. If this advertisement was just for brand awareness, then after the successful launch of this advertisement, it did not trigger a large number of users to discuss the Pechoin brand, nor did a large number of users search for Pechoin on Taobao. Only between the 8th and the 9th, the Baidu Index rose from around 4,000 to 9,000. This upward trend is very limited compared to the nearly 100 million dissemination volumes. This slight increase in Baidu Index is probably due in large part to the fact that people came to see the amazing Pechoin advertisement that was flooding the screen. It is more likely that these people are insiders or spectators who are unaware of the truth.

From the creative point of view of the advertisement, they hope to associate the resistance to time with Pechoin, but there is no trace of Pechoin's performance in anti-aging skin care. It is abruptly linking anti-aging skin care with Pechoin. Although the story is very interesting, it is still very far-fetched. What's more, Pechoin's image as a domestic high-quality product and a must-have for ordinary people at home has been deeply rooted in the hearts of the Chinese people. If they really want to change their image, they also need to develop an anti-aging skin care product and promote it as a new product, rather than using the overall Pechoin brand.

From Flight Steward to Pechoin, we once again see that behind the glamorous advertisements that dominate the screen is the bitterness that the client has to swallow with gritted teeth.

But this is not just the fault of Party B, it is the fault of all of us, in this social age of anxiety.

Blindly pursuing 100,000+, pursuing overnight fame, and occupying the circle of friends .

I believe that many of my classmates who work in new media will encounter a situation where their boss gives you 1,000 yuan and asks you to attract 100,000 fans a month; for those who work in H5, their boss will throw you an H5 that has been all over Tencent’s circle of friends and ask you to imitate it and make one; for those who work in copywriting , their boss will ask you to read Gu Ye’s "The Death of Van Gogh" all day long, hoping that you can make the product as popular as Alipay through a piece of copywriting .

Being obsessed with the misunderstanding of swiping on social media, we ignore the question: Is it the product that makes the creativity, or is it the creativity that makes the product? Although both of them were screen-sweeping, the effect of Pechoin was extremely bad, while the effect of "The Death of Van Gogh" written by Gu Ye for Alipay seemed to be very good. Essentially, it was because the Alipay product itself was very good, and "The Death of Van Gogh" simply made more people see Alipay again. The significance of this copy is just to increase the number of readers by relying on creativity; the rest, like the amazing advertisement of Pechoin, is just to trigger a circle of people who are addicted to social screen swiping.

So one can't help but ask, was it Alipay that made "The Death of Van Gogh" successful, or was it "The Death of Van Gogh" that made Alipay successful? In essence, The Death of Van Gogh is just like the Pechoin’s amazing advertisement, neither of which solves the problem of user cognition. As for triggering users to take purchasing action, it is hard to say how effective The Death of Van Gogh will be, but it will definitely not be very good. As for the screen-sweeping incident involving the cooperation between Flight Steward and New World View , it was even more of a failure, as it failed to address user awareness and user purchasing behavior, and there was not even any brand exposure. In the words of Stephen Chow, "The curry fish balls had no fish flavor or curry flavor, a failure. The pig skin was overcooked and had no bite, a failure. The pig blood was loose and fell apart when you pinched it, a failure. The radish was not picked well and had too many tendons. A failure among failures!"

As I mentioned in my previous article, the new media director of a 360 smart product claims to be a new media expert. Is this really true? Let’s not talk about whether the so-called tens of millions of cases of communication are exaggerated or not, but are they effective? Will the conversion rate also be 0.008%?

We have to admit that social media contains endless free traffic . We all want to be on the screen overnight and occupy the most important user position without any effort. But if the conversion rate of screen swiping is only 0.008%, what is the essential difference in marketing significance compared with those jokes and pornographic content that are read by millions of people? The past is just a passing cloud.

I thought again of what I wrote before: traffic thinking is dead, interaction and content marketing are immortal. When we are swiping the screen, the content must not only solve the problem of dissemination, but also solve the problem of users' cognition of the product, and use word-of-mouth recommendations to drive user purchasing behavior.

I mentioned a pharmaceutical cosmetics brand called HFP before. With the recommendation of a large number of bloggers, it quickly became popular in the circle of friends and achieved huge success. As a new brand that has been online for less than a year, its official Tmall store has hundreds of thousands of fans, and the number of views of a single article on its WeChat public account is almost always over 100,000. Tmall shows that the monthly sales of various products are around 50,000 pieces. Calculated at 150 yuan, the monthly sales have reached 7.5 million yuan. With the recommendations of many bloggers, users click to read the original text and then go to Youzan Mall to make the purchase. The volume should exceed the sales volume of its Tmall Mall. In the competitive skin care field, how could an under-established brand achieve such great success while going viral?

The writing style of the article jointly promoted with the blogger is similar to that of the death of Van Gogh, with the previous text told like a story. But in the middle and even at the end, a lot of space will be devoted to explaining the uniqueness of HFP.

Its core appeal is to become whiter. By comparing with SK-11's small light bulb, LOAY's small white bottle, and Shiseido's HAKU whitening essence, we tell users that the key ingredient of HFP is the same as that of many of the above-mentioned celebrity whitening products, namely niacinamide.

But at the same time, it also emphasizes that if you spend 1,000 yuan to buy a small whitening bottle, there are very few real whitening ingredients and the cost-effectiveness is not high. If you spend money to buy HFP, you can buy 1,000 yuan worth of niacinamide concentrate for 100 yuan. And they produced laboratory data, which showed that when the concentration reached 2%, 1 drop of niacinamide concentrate equaled eating 6 tomatoes. What a fitting image that makes you have to buy its original liquid.

He also emphasized that the most feared thing about whitening products is excessive lead and mercury, which are unsafe. It claims to be GPMC certified and can be purchased duty free at the airport.

Finally, show the benefits. All in one go.

Does it feel like Xiaomi’s copywriting? It not only attracts a lot of attention, but also solves the problem of user cognition.

In fact, some of my friends have bought HFP products and the results were average. But it still does not prevent it from achieving great success at present. The key lies in that it does not blindly indulge in social screen-sweeping in marketing, but relies on blogger recommendations + unique product selling points + unique competitor shortcomings to solve user cognition, penetrate the user's heart at one time, and make people have an urge to buy.

Therefore, if marketing does not solve the cognitive problem, no matter how much it is displayed on the screen, it will be of no avail. The failure of Pechoin is also a success. It has awakened more marketing decision-makers of the client, including newbies in the workplace, to stop blindly following fragmented learning, especially those cases that claim to have been spread millions of times. It is very likely that their conversion rate is even lower than 0.008%.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @刘渝民 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map