The need for case studies arose with the development of commodity production and exchange. So here is my organization's corporate marketing strategy case study, just follow me to see it, I hope it can help.

Enterprise marketing strategy case study one:

Vegetable basket network: a Lei Jun ten minutes may look at the fresh food e-commerce

This is a people? Brainstorming? s fresh food e-commerce business, many of its practices are different from the prevailing practice of fresh food e-commerce, and even ? contrary to the common practice of fresh food e-commerce, even?

For example, in the business model, vegetable basket network chose to do the most difficult fresh food e-commerce? Vegetables (compared to the difficulty of fruit is much smaller), and do the mass market. However, it is such a seemingly unusual fresh food e-commerce business, has achieved a daily performance level of 3,000 single. If it reaches 5,000 orders, it will be profitable! It can be said that this fresh food e-commerce business is a very different from other fresh food e-commerce O2O.

O2O: the role of the franchise is not just to attract traffic

Since we are doing O2O, the food basket network, if it is only online, it is not called a real O2O!

A lot of vertical fresh food e-commerce business are faced with a problem: difficult to land! If you want to build stores offline, there is no doubt that requires a lot of capital and manpower investment; fatally, once the offline stores do not have enough traffic, a single store can not be profitable, the last is not to work for the landlord, O2O can not be talked about!

When many fresh food e-commerce companies are in the opening of offline stores daunting or tramp forward, vegetable basket network not only open stores fast (expected to join the store will soon reach 2,000), traffic (queuing up to buy food is commonplace), and more importantly, there is almost no investment!

How did the grocery store do it?

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

Like this franchise (store in store), there are three main functions: diversion, registration, recharge.

How to realize the diversion? The food basket network in the store only do single product, and is ultra-low price of explosives (or even flat into the flat out), the purpose is not to profit only to attract traffic. To what extent is the price low? Absolutely beyond your imagination: the retail price is equivalent to the wholesale price of Zhengzhou Wanbang wholesale market to buy by the ton, so the attraction of cheap pop-ups on the residents of the self-evident, single-day single-variety sales volume of several tons is commonplace.

Although the price is very low, it is unlikely that residents will buy only one type of food, but the franchise still only makes one product per day, which is typical of hunger marketing.

What's in it for them for the franchise? Low-priced pop-ups bring in a lot of foot traffic. Brick-and-mortar stores, the worst thing is that there is no traffic.

After the franchise and the food basket network cooperation, not only to the food basket network traffic, but also to their own traffic. This is because the single pop-up product will bring related consumption. Whether it's for Grocery Basket or for the franchisee, consumers who buy groceries, usually don't buy just one, and if they want more, the store owner can guide them to sign up for Grocery Basket membership.

For cooperative stores, consumers usually do not only buy vegetables, which drives the franchisee's related products (such as soy sauce, condiments, fresh food, etc.) consumption, to achieve a win-win situation.

Of course, for the basket network, the most important function of the offline stores is to help themselves to attract traffic, then, another factor to consider is that the offline stores also sell food, then, after guiding consumers to register, consumers buy food online, will not have an impact on offline sales? Of course not, online and offline products are two systems, and offline stores only do a single product explosion (which is not online), so there is no possibility of conflict between online and offline.

So far, we believe that there is no obstacle to attract traffic, but there is a key factor to realize O2O? That is profit sharing!

Jiang Xiaoyu, the founder, believes that if there is only online and no offline, it is not called O2O.

The performance of the basket network is distributed in this way: if a customer registers a recharge in a certain franchise, then in the future the customer buys food in the basket network, the franchise will permanently participate in the distribution of profits (of course, there is a system behind the scenes to achieve), which greatly mobilizes the store's motivation, and achieves a win-win situation. The company's enthusiasm to achieve a win-win situation.

High-frequency contact and quality of service to win the word of mouth

Through the offline franchise and low-priced pop-up diversion, the next question is how to improve the conversion rate.

A vertical fresh food e-commerce platform like Vegetable Basket has an amazing conversion rate.

We randomly checked the operation data of the vegetable basket network on a certain day (July 8, 2015): the number of orders on that day was 4,690, the independent UV was 9,344, and the conversion rate was 50%.

Vegetable basket network of high conversion rate is how to achieve it (Jingdong for 2%?5%)?CEO Jiang Xiaoyu is very sure to say: ? rely on service!

In the company's performance appraisal, the vegetable basket network on the assessment of employees only three indicators: customer satisfaction, employee motivation, training talent.

There is no specific sales target, it is to maximize the service!

For example, the food basket network has created several firsts in fresh food e-commerce: the first to put forward all fresh products without reason to return. As long as the customer calls the service phone, to ensure that the problem is solved within 30 minutes.

If the customer is not willing to replace the product, insist on returning it? Jiang Xiaoyu said: ? Unconditional refunds, within 4 hours to the customer specified anywhere (such as the food basket network membership card, bank card, Alipay, etc.), all for the convenience of the user.?

Vegetable Basket is also the first fresh food e-commerce company to have no shipping costs across the board (there is no such thing as shipping costs on the website). Even if the customer buys a dime, the food basket network are free shipping. Jiang Xiaoyu said: ? There are really customers, is to try a food basket network of services, really buy a penny things, food basket network really give delivery, one after another, by the food basket network sincere service impressed, and ultimately become a loyal customer.

Each person sends only 60 orders per day

The food basket network also has a very distinctive practice: the distribution staff sends only 60 orders per day, the rest of the time with the customer to chat, and even look at the children, repair the toilet work can also do. In order to improve the quality of service and frequency of contact, the network strictly limits the scope of service of each delivery staff: each delivery staff, that is, only 180?240 households to provide services.

You may ask: Isn't this a waste of resources? The food basket network has its own business logic: the higher the frequency of meeting with customers, the greater the viscosity, customer satisfaction, repeat purchase rate is higher. What is the foundation of business? Trust, food basket network delivery personnel with 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 range of activities is 300 meters, so he did 3?6 months later, than the property, neighbors are familiar with you. I want is the trust, once this trust is completed, is an unbreakable barrier, even if Tmall, Jingdong such a giant involved in this field, there is no way.

Jiang Xiaoyu hesitantly said: ? In the future, I will not only sell vegetables, but also can import higher value products, really meet more needs of community residents. We do is a smart community, the idea is to use high-frequency, low value-added products, to drive high value-added, low-frequency product sales. This is the blueprint of the whole business model.

In the future, the food basket network can even by the way on the property work to do.

Of course, to realize the improvement from 3,000 to 5,000 single, it requires a lot of capital investment (increase personnel, vehicles, cold chain equipment, etc.). Jiang Xiaoyu frankly admitted that because of the rooted Zhengzhou such a second-tier city, financing is more difficult than a first-tier city.

Jiang Xiaoyu did not hide his desire for funding, and even joked: ? If I talk to Lei Jun for ten minutes, he will definitely vote for my project.

Corporate Marketing Strategy Case Study 2:

See how Love Fresh Bee pokes at user pain points

In the era of the fan economy, look at what the successful ones do: Xiaomi communicated with the rice fans and launched MIUI to meet the needs of cell phone enthusiasts. Three dads air purifier by meeting the needs of children's air purifiers, creating a record of 10 million yuan crowdfunding in 30 days in Jingdong.

In the era of mobile Internet, the best way to spread the word is to let the fans spread the word themselves, and all you have to do is to create the topic and spread the word through your core fan base. And to find creative topics, you must also start from the scene? Find the user's pain point or itch point, so as to form the topic and interaction, and ultimately achieve the purpose of spreading the brand.

Positioned as ? The fresh food e-commerce brand Love Fresh Bee is centered around the target consumer group, accurately finding a topic that hits the pain point of the target users.

Scene 1: "I would like to be a part of the world's largest and most popular shopping mall. May the blocking suit comfortable? Detonation of the network

Recently, the network love fresh bee planning a ? The topic of "willing to bet on the service" has become a hot topic. The topic of fire.

Talking about the origin of this topic, we have to start from the target customers of Love Fresh Bee? The fans.

White-collar workers, from the surface, this group of people is the object of envy, but behind the scenery, the pressure is also very big, not to mention, living in Beijing, white-collar workers only to go to work on the road to spend time (an hour and a half is very normal) let a person's happiness is reduced. 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 a slot to spit.

? I'm tired of being stuck in a traffic jam again! The traffic jam is dead! It's over, the traffic jam is not moving! Late again! This is the most common reaction of people in the traffic jam, even the usually good-tempered people will become agitated, if catching up and hungry and thirsty, simply let a person collapse. This is the real state of urban people in traffic jams, some people say? The traffic jam is not the car, the traffic jam is the heart? In the face of the social norm of traffic jam, O2O community e-commerce company Love Fresh Bee recently launched the official microblogging # Wish to serve the comfortable # No Boundary City Topic Discussion, through the body of the bus, Love Fresh Bee for this ? Borderless city topic discussion? Invested a total of 500 million yuan in prizes, all attention to the topic of microblogging can be received traffic jam food subsidies; participate in the topic of shooting traffic jam photos to the official microblogging platform of the love fresh bee users, there is also an opportunity to get? Not betting on the heart? The main prize.

? Borderless city topic discussion? The Fresh Bee is launching this? Traffic jam today? The debut of the topic once exposed that triggered a lot of attention, and at the same time, Love Fresh Bee in the network of social platforms to guide users across the country to carry out? May the traffic jam serve comfort? topic discussion. Many young people saw the bus body? Are you stuck in a traffic jam today? on the buses, many young people picked up their cell phones to participate in the discussion on the topic of "Borderless City". Borderless city topic discussion. The way to participate in the activity is also very simple, as long as you pay attention to the top microblogging of Love Fresh Bee#Wish to be comfortable with traffic jams#Click on the link to receive the food subsidy of Love Fresh Bee traffic jams, and if you take a photo of the traffic jams in your city and send it to Sina Weibo to participate in the topic of the discussion and @ Love Fresh Bee, you can also participate in the lucky draw. The campaign spans the months of November and December, and Love Fresh Bee will conduct weekly lucky draws to give fans who participate in the topic the must-have drones for hipsters and geeks, smart car recorders to record the beautiful scenery along the self-driving tour, cool handheld washing machines,? The most popular discounts from Fresh Bee will be given to the fans. The favorite love fresh bee coupons, sweet chocolate gift box and other fashionable gifts.

The reason why we chose the daily traffic jam as a point of concern to launch this? , the head of the marketing department of Love Fresh Bee said, the traffic jam is a problem that urban young people have to face every day, road rage, subway breakthroughs in the safe distance and the conflict has even evolved into a social phenomenon, in the huge pressure of life, these negative emotions seriously affect the work life of young people. Love Fresh Bee hopes to be the messenger to deliver a happy lifestyle to urban young people, using the brand gene of optimism to guide young people to face traffic jams with a positive mindset, making every day's life easier. Love Fresh Bee's such a sweet, positive energy interactive topics also attracted more than 50 young people's favorite brands in different fields, including smart hardware, 3C, lifestyle and entertainment, e-commerce, travel, etc. Blue V recognition and participation, together with the young people active in social platforms to discuss without boundaries.

Love Fresh Bee Fresh Fruit Gourmet Bus around the capital. Since November 2015, the image of a small bee representing the speedy flight of Love Fresh Bee has appeared on the body of buses in the capital, along with the body of Love Fresh Bee? The brand positioning of Fresh Bee and its variety of fresh fruits and vegetables are also emphasized in the buses. s brand positioning and a variety of fresh fruits and gourmet foods. The promise of 1-hour delivery even in traffic jams has made many people in traffic jams even more frustrated. The promise of 1-hour delivery makes many people who are stuck on the road pick up their cell phones and place orders. Compared to the O2O industry, which has been fighting a subsidy war to attract users, Fresh Bee has accumulated excellent brand recognition and trust among young people since it was launched more than a year ago, thanks to the convenient service of one-hour delivery and high-frequency interactive marketing activities.

Scene 2: Core Sales Day

With the advent of Tanabata, major e-commerce companies have been launching promotional activities of considerable strength. The newest addition to the list is a new one, a new one, a new one, a new one. Yogurt is also crazy? After the launch of the Tanabata event? The price of Tanabata to you? , respectively, launched three 7.7 yuan special offer goods and a variety of selected? Worth buying? The products, lovers (Dan) couples (Shen) (Gou) want to eat what, directly in the APP end of the order to buy can be. For this event, Love Fresh Bee also made a lot of offline investment in the Shanghai area, covering the whole office building in Shanghai through the Focus advertising, and carried out large-scale marketing.

Crayfish has conquered the taste buds of people all over the country in ? The price for you on the eve of July 7th? activities, love fresh bee specially prepared for the young people favorite personalized custom loaded crayfish, 12 spicy crayfish as long as 7.7 yuan. Each box of crayfish packaging has ? Love the way you open your teeth and claws, and finally eaten by me? Love it as love you, hands busy, elegance is all gone? One hand can peel shrimp, goddess to marry home? And other witty banter declaration, is in line with the atmosphere of the Tanabata Valentine's Day, even if you are single, there are also? The moment you eat it, all kinds of small flames rise up inside? That year eighteen, known as the stalls a flower, into the mouth can open the beer, back can peel shrimp with one hand? The individuality of the declaration straight to the heart. Taste, low price, personalized, the netizens called for a lot of fun, have ordered.

In addition, two anthocyanin-rich Vietnamese red dragon fruits originally priced at 25.6 RMB can be purchased for only 7.7 RMB, and four bottles of Gadobao originally priced at 18 RMB are only 7.7 RMB! This time for the Shanghai area, a week-long ? The "Tanabata Prices for You" campaign is a week-long event for the Shanghai area. activity, with a large number of young people's favorite goods for promotional attraction, has achieved very good results!

In addition to the limited time special offer, Love Fresh Bee also selected more? categories, there are 9.9 yuan Love Fresh Bee Black Brine, 19.8 yuan U.S. Cheddar, eating three countries marinara, as well as red sausage, scallops, yogurt drinks category rich, partners just open the Love Fresh Bee APP, in the ? The eve price to you? activity page can be ordered to buy.

In?