学网络营销,看卫龙辣条是怎么做洗脑营销

我打开了卫龙官网,差点没经得住诱惑,都有想付款的冲动,只是奈何囊总羞涩,只能默默的流口水离开,下面来详细看看这家做的网络营销有多牛逼,为什么感觉像是被洗脑了。卫龙今年将消费人群更加细分,从去年的电竞人群转战二次元市场。

卫龙对重大突发事件和热点有着敏锐的“嗅觉”,善于通过“蹭热点”的方式达到自己的营销效果。

卫龙不是传统意义的食品,是一个互联网的产物,是一个热词。卫龙的目标是把辣条和卫龙画上等号。

“如果说三年前是鸡汤的时代,那么现在就是与恶趣味、搞笑、娱乐等元素相关的时代,营销是适应时代的趋势去走的。”

“蹭热点”要的就是“快、准、稳”,如果做这类事情还需要走流程、写计划、等审批,那都没有什么热度可言了。

虽然营销活动并没有给卫龙的店铺销售带来瞬间爆发增长,但是,一年两三次延续性的成功营销使得卫龙一直活跃于消费者的视线中,销售额保持着增长的趋势,业绩较一年前提升了5倍,同时让消费者养成“隔三差五来看看卫龙又玩什么新花样”的习惯。

学习卫龙辣条的网络营销方法

学习卫龙辣条的网络营销方法

文/天下网商记者 梁周倩

卫龙是怎么火起来的?

从6·8自黑店铺事件、张全蛋的工厂直播、“开包辣条压压惊”的童年美食风,到近期带着浓浓“苹果味”的新品发布和线下展示店,卫龙旗舰店一直被同行称为“最会玩店铺”。

洗脑营销太成功,以至于你很难想象,卫龙旗舰店由一群从来不看营销案例、丝毫没有广告经验的人运营着。

以特定频率持续出现在大众视线的“龙哥”,今年双十一又有了什么鬼主意?在热搜天天换的互联网时代,如何用正确的姿势蹭热点?“称霸辣条界”的卫龙,想要

做一个什么样的店铺?

《天下网商》独家采访卫龙旗舰店的电商运营团队,揭秘洗脑营销背后的故事。

打入二次元人群

“今年的双十一主题可以用LOL中特别火的一句话来说:不要怂,就是干。”卫龙旗舰店的负责人陶捷一坐下来,就开门见山地对记者说。

不同于去年围绕童年美食做的“寻找天蝎座”主题,卫龙今年主打的是一种自由自在的态度。陶捷说,在2016年的几次营销事件中,卫龙都没有中规中矩地遵守行业规则,而是不按套路出牌。“我们想做什么就去做,没有太多的顾虑,也不在意别人的眼光,始终遵从自己的内心。我们想把这种态度带给消费者。”

除了主题的转变,卫龙今年将消费人群更加细分,从去年的电竞人群转战二次元市场。根据陶捷团队的研究,以90后、00后为主,二次元人群覆盖率广,忠诚度高。以二次元的日系服装为例,回购率能达到60%-80%,具有极高的黏性。加上一群有共同爱好和话题的人组成的小圈子,本身就有极强的传播性。

2015年4月,一位 Coser(二次元角色扮演者)自创了一套红白相间的“辣条娘”服装, 在b站一炮而红。如今,“辣条娘”形象成为卫龙的主推,陶捷透露,在即将到来的双十一期间,除了主流的直播、视频等方式,在杭州、上海会有一批coser地推活动,在人流量密集地区组队游行并与观众互动,用PK、尬舞、唱歌等形式吸引围观群众,推广“辣条”这个关键词。

卫龙辣条的网络营销是怎么玩的

卫龙辣条的网络营销是怎么玩的

“辣条娘”形象

“如果说三年前是鸡汤的时代,那么现在就是与恶趣味、搞笑、娱乐等元素相关的时代,营销是适应时代的趋势去走的。”陶捷说,我们在探索另一种营销模式,不是靠消费者的传播兴趣,而是吸引媒体工作者,通过媒介传播的力量,用最小的投入抓住传播者的心理,达到最大的产出效果。

未来,在消费者群体的选择上,陶捷表达了自己的思考。“我们可能前面会钻几个圈子,第一个是二次元,第二个是电竞圈。因为这两个圈子的人本身活跃于互联网,并且有很高的黏性。”但是电竞圈也有弊病,其活跃度与游戏的生命周期息息相关。对此,陶捷的团队还在探索中,“以LOL为例,如果三年之后这款游戏不火了,那这个圈子的人群是否还会活跃。”

用正确的姿势“蹭热点”

“蹭热点是因为我们还不够强大。”陶捷坦言。然而,如何用正确的姿势蹭热点,卫龙有自己的一套。

首先在选择热点是否值得“蹭”时,陶捷有两个标准:一是判断热点的存活周期,看最终的效果是否容易达到,即能否成功蹭到流量;更重要的是,能否用不让人反感的自嘲或者搞笑趣味的形式来展现,让观众当成一个玩笑、平日里娱乐的调味剂。陶捷表示,“大的热点其实都是有规律的,可以判定后提前进行营销的策划工作,例如苹果每年的发布会,而突发性的热点会需要根据热点的存活周期来确定是否抓取、快速反应。”

“我们最大的优势是敏锐度和行动力,”陶捷说。一群平时就爱上网“刷刷刷”的年轻人对于重大突发事件和热点有着准确的“嗅觉”。组织结构的扁平化和团队的快速反应也是“蹭”热点的正确打开方式。

以世界杯为例,有很多热点可以选择,挖球星、猜胜负、赌球队等等,确定方向之后,抓住重点进行资源的整合,时间节奏的把控是有讲究的,中国队参赛的时间段是最热的,如果中国队被淘汰了,关注点就不再那么热了。

所以,在确定是否要抓住热点之后,基本的步骤是确定方向、规划时间节奏,然后确认内容,进行快速的资源整合和方案的确定,最后去执行。

在这套流程中,卫龙团队已经进行了简化,将时间周期压缩到最短。“蹭热点”要的就是“快、准、稳”,如果做这类事情还需要走流程、写计划、等审批,那都没有什么热度可言了。

不同于“热点专业户”杜蕾斯的内涵海报图,食品是一个没有多少争议点的元素,在内容上并没有什么优势,所以,卫龙选择做别人意想不到的事情。

比如模仿苹果,把新品也做出高科技的感觉,颠覆食品的行业体系,用并不能勾起食欲的白色包装、页面设计、框架结构、文案描述、构图排版等元素展示自己的“苹果味”,就连近日在福州糖酒会的线下门店,也是用苹果体验店的风格来展现。

今年7月,借着“手机淘宝直播原来是这样”栏目,卫龙与暴走动漫的张全蛋合作,在手机淘宝平台做了一次直播。在生产总经理的带领下,张全蛋和消费者一起走进工厂的流水线,参观包括原料、生产、调味、分装、甚至研发检测等细化流程。“那次直播的效果仅次于网红张大奕,她做了四五个小时的直播,观看人数是40多万。我们做了一个小时50分钟,观看人数20多万。”陶捷表示,当时的效果超出了预期。

“我认为最大的价值在于,卫龙做出了与其它食品商家的差异化”,虽然营销活动

并没有给卫龙的店铺销售带来瞬间爆发增长,但是,一年两三次延续性的成功营销使得卫龙一直活跃于消费者的视线中,销售额保持着增长的趋势,让消费者养成“隔三差五来看看卫龙又玩什么新花样”的习惯。

以长远的影响来看,卫龙旗舰店的日销售额在平稳上升,今年8月与去年同期相比提升了5倍左右。

一群具有互联网属性的人

打开卫龙食品的官方微博,一个有血有肉的“龙哥”形象跃然眼前。他和大多数活跃在网上的用户一样,会讲段子,爱玩电竞,关注八卦和娱乐,不时冒个金句,送点礼品。

杭州昆汀科技股份有限公司的副总裁方林宾将他的卫龙营销团队称为“草根团队”。用他的话来说,“我们是一群没有广告传媒经验的人,却是活跃在互联网上、具有互联网属性的人。我们知道网友喜欢什么,知道每天在发生什么,我们很和谐,也很逗比。”

学习卫龙辣条的网络营销方法

学习卫龙辣条的网络营销方法

什么叫具有互联网属性的年轻人?据陶捷介绍,30多人的团队成员中,有电竞爱好者,有喜欢看段子的,由喜欢看创意视频的,有喜欢玩快手秒拍的,有喜欢看动漫的,有人喜欢有趣的,有人喜欢无趣的,然后慢慢吸引互相影响,把看着好的东西分享出来,大家一起去看。

“我们看得最少的就是案例分享,这是我一贯给团队的宗旨。”陶捷强调,一旦熟悉传统的操作模式,就会被所谓的经验束缚住,而卫龙要做的就是“不传统”、有差异化。

在面试的时候,陶捷并不忙着看简历,而是先看他的微博和微信营销功力,是否有一定的互联网习惯。其次,看他是否与卫龙的品牌属性具有较高的匹配度和契合度,“我们的核心人员离职率非常低,不是因为我们的待遇特别好,而是对每一位成员来说,最大的福利就是在做卫龙的过程中获得的职业荣誉感,精神上的认可比物质上的奖励更有凝聚力和说服力。”

卫龙品牌方与陶捷所带领的运营团队从2015年8月开始合作,第一个月就把销售额翻了一倍,此外,双方在品牌定位与规划上也磨合得很好。在他们看来,卫龙不是传统意义的食品,是一个互联网的产物,是一个热词。他们的目标是,把辣条和卫龙画上等号。

陶捷说,如果把卫龙做成一个纯粹卖货的店铺,那就浪费了很多价值。“每天巨大的流量涌进来,可以做很多共享信息的露出,做更多有意义的东西。比如我们去年规划在做失踪儿童、反对校园暴力等。”陶捷表示,目前卫龙还是网络实时热点结合的营销活动、加上常规卖货组成的娱乐性购物店铺,未来,他们想把卫龙打造成一个能够与客户产生信息交互的平台,就像是朋友之间喝杯小酒,吃根辣条,聊聊见闻的场所一样。

黔西黔聚网络科技IT互联网公司招聘

黔西黔聚网络科技IT互联网公司招聘

未经允许不得转载:杨永博客 » 学网络营销,看卫龙辣条是怎么做洗脑营销

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