Pinduoduo’s “9.9 yuan marketing”

In fact, everyone should have had this experience. We often see a large number of Pinduoduo’s “9.9 yuan” advertisements on various websites and apps. The images and slogans of this type of advertisements vary, but they all have one common feature, which is 9.9 yuan. Such advertisements include 9.9 yuan to buy a car, 9.9 yuan to buy a mobile phone, 9.9 yuan to buy an air conditioner... This routine has been taken to the extreme by Pinduoduo.

1. Pinduoduo’s “9.9 Marketing”

While having dinner today, an elder asked me, is the advertisement on Pinduoduo that says you can buy an electric car for 9.9 yuan true?

In fact, everyone should have had this experience. We often see a large number of Pinduoduo’s “9.9 yuan” advertisements on various websites and apps. The images and slogans of this type of advertisements vary, but they all have one common feature, which is 9.9 yuan. Such advertisements include 9.9 yuan to buy a car, 9.9 yuan to buy a mobile phone, 9.9 yuan to buy an air conditioner... This routine has been taken to the extreme by Pinduoduo.

First of all, you have to admit that the 9.9 mobile phones on Pinduoduo are real, so the fact that they dare to advertise them so blatantly everywhere means that they have taken advantage of loopholes in the Advertising Law. Because if you want to buy a product that costs thousands of yuan with 9.9 yuan, you must find many friends to bargain with you, from one or two thousand yuan to several thousand yuan to 9.9 yuan. This requires a lot of traffic and popularity.

But for most people, it is impossible to have such a social relationship chain that can support so many people bargaining. This is where the routine lies. The logic here is that if you really find so many people to bargain, and the money saved is spread out to everyone, your expensive intangible credit assets are exchanged for Pinduoduo's low cost of attracting new customers. Pinduoduo has almost achieved the maximum compression of the cost of attracting new customers.

If you are unable to get the designated person to bargain and give up halfway, it is equivalent to wasting your connections and time to help Pinduoduo attract new users for free. In fact, the proportion of this situation is the vast majority, and due to the huge information gap and population base, there are a huge number of such bargain-hunting leeks on the Internet. It is precisely because of this logic of attracting new users that Pinduoduo has a unique trick that can conquer the world. Almost all information flows use the same model, so don’t believe in hundreds of billions of subsidies or 9.9, these are all bait strategies in marketing.

But think about it from another perspective, can this kind of routine be applied to our marketing work?

2. Jiang Xiaobai and Sprite cross borders

Jiang Xiaobai previously collaborated with Sprite and launched a Sprite with Jiang Xiaobai flavor, a Sprite-flavored Jiang Xiaobai.

Just as Teacher Shen Chen commented, this combination is perfect. Look at this scene, the girls drink Sprite with Jiang Xiaobai flavor, and the boys drink Jiang Xiaobai with Sprite flavor.

It is said that this co-branded product has been out of stock since it was released because too many people have placed orders, but this product must have been designed in advance and the quantity is limited. This flavor is purely used as a gimmick to hype up the brand, and is not for sales at all.

What enlightenment does this cross-industry collaboration give us? It means that two brands exchange each other's core users. Sprite got Jiang Xiaobai's crowd, and Jiang Xiaobai got Sprite's crowd. The core group must be the most active group in spreading the word, which will eventually achieve a better hype effect.

3. ZOLA’s innovative way of making money

There is a wedding company in the United States that subverts the traditional model and helps newlyweds realize their wedding dream list in a novel and clever way. As we all know, many traditional wedding companies in China are not doing well. The reason is probably because wedding planning is a relatively low-frequency project with a high customer unit price. There are basically no repeat customers, and at most it relies on word of mouth and referrals, so the stability of the business is not good.

So how did this American company do it? They don’t really make wedding products, but they do something very clever, which is to help the bride and groom realize their dreams. They built a website called Zola, where brides and grooms can create their own websites and list their wedding wish lists on the website. Guests will spontaneously visit the website and claim their dream lists, and then help the newlyweds realize their dreams.

Why is this model so clever? Because it actually achieves the effect of self-fission and self-propagation. And Zola doesn’t need to do any heavy execution, it just acts as a middleman and makes a lot of money.

How does Zola charge? They do not make products, but work directly with manufacturers to have them ship directly to users. They charge 40% of the product costs, 20% for experience services, and even charge a 2.7% handling fee when guests give cash as gifts.

Zola's model is very successful. They did not make any wedding products, nor did they organize any wedding activities on the ground, but they were able to activate the entire wedding market and turn a very low-frequency industry into a high-frequency business. While helping customers realize their dreams, it also has secondary and tertiary fission propagation effects. This model is a typical idea of ​​using the Internet to develop traditional industries.

IV. The success of Bama longevity IP

The case I’m sharing today is a marketing case from my hometown, Bama, Guangxi.

People who were born and raised in Guangxi know that Bama used to be a poor and remote place, but in recent years Bama's GDP has remained very high.

Why?

Because they should be one of the most successful regions in promoting the longevity IP. In fact, there are many places that have been awarded the title of the World's Longevity Town, but this first effect is very important.

In my impression, Bama is the first place to promote the concept of "World Longevity Town". Because this concept is deeply rooted in people's hearts, many products focusing on health concepts now have to go to Bama to get a gilded layer of gold. For example, Bama water, Bama Xiang pig and so on.

Bama Water

Bama Pig

After the regional IP brand was established, products derived from Bama also became popular, sharing the concept of Bama's longevity, and greatly helped the entire local economy.

But we also have to think about why the concept of longevity is no longer popular in many places later? Because once a concept enters the user's mind, it is difficult to change. This is just like the actual scenery of Guilin, which has the reputation of "Guilin's landscape is the best in the world".

Author: Zhen Miao

Source: Zhen Miao