Although he knew that the Internet is never short of strange and bizarre anecdotes, Mr. Bingfa still didn’t expect how everyone became a member of Vipshop overnight.
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On the other hand, netizens on Weibo have turned the comment section of Weibo into a “Vipshop member recognition meeting” while @YangYao is a member of Vipshop and showing their shopping records.
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On the other hand, the celebrities in Jitterbug, Racer, and the UP owners in B station were also not willing to be left behind, and they all showed their Vipshop membership status.
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Even stars such as Li Dang, Qi Wei, Zhang Zixuan, Yoko and many others also came forward and showed their proud Vipshop membership levels and buying experience.
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All of a sudden, Yang Yang and Vipshop became the hottest topic on the net, happy to mention the Weibo hot search, also triggered Guangdong – “Pearl River News Eye”, Jiangsu city – “zero distance”, Shandong Qilu – “Xiao Xi Office” and other local TV column reports …… What is this all about?
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Mr. Bingfa found it all, it all starts with a micro-blog of Yang beyond: “I heard that Vipshop has 300 million members, but how are not seen ah? You’ve been using it silently for a long time without telling me?” This microblog immediately drew responses from Vipshop members all over the internet.
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I believe many people’s impression of Vipshop is more about the prominent pink logo in the popular variety show.
In the fierce battlefield of online shopping, there are already Taobao Pindo Tmall Jingdong multiple shopping platforms, many people have not used Vipshop. So to attract people to try it for the first time, real user experience and user word of mouth is a good driver.
Then, the 300 million members of Vipshop are undoubtedly the best people to do word-of-mouth marketing – they know and are loyal users of Vipshop, and know what the biggest advantage of Vipshop is compared to other shopping platforms. Moreover, with 300 million members, it means that there is probably a Vipshop member “lurking” around you.
In addition, the key to word-of-mouth marketing is “word-of-mouth”. How can word-of-mouth marketing be scaled up to generate more self-reporting? This is a good way to turn Vipshop membership into social currency.
At this point, the strategy behind Yang Yang’s search for people on the whole network is clear enough: to use the mouth of 300 million Vipshop members to give “Vipshop members” social currency properties, strengthen their identity, and drive more people to understand, like and use Vipshop with real user experience and word-of-mouth.
As we all know, as the online generation gradually becomes the new main force of consumption, if brands can become their “social currency” and bring them a unique sense of identity and identification, it will not only make the brand more attractive among the young generation of consumers, but also achieve user growth and brand reputation building through the fission of social communication.
In this regard, this time, Vipshop has become popular on the whole network, which is undoubtedly a case worthy of our attention and study.
So, how exactly did Vipshop make a group of netizens take the initiative to claim their memberships and spare no effort to play the role of traffic tap water on the Internet for it? From the body of Vipshop, can we dig out some points that we can learn from?
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Keywords of social currency:
Topic exchange and user sedimentation
Social currency is a hot buzzword in marketing circles, which originated from Jonah Berger’s book “Contagious: Why Things Catch On”, which refers to the value of information shared among individuals on social networks. The social currency of social networks
From this, we can see that for brand marketing, the key to become a social currency held by people is to create topics and precipitate users, so that people are willing to actively share brand information with others under common topics, as well as to create a sense of identity and belonging.
In the case of Vipshop’s online campaign, the topic is the starting point of this marketing.
- Introduce “key figures” to create a common identity
There is no doubt that the marketing event created by Vipshop can attract such attention and spread widely, largely due to the flow call of the Koi girl Yang.
Since her appearance on the stage of “Creation 101”, topics related to Yang surpass have been taking over social networks like a storm, and the microblog she released this time has become the axis of excitement linking the whole event, effectively attracting the attention and participation of a large number of netizens.
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In addition, Yang Transcend itself is a great fit with Vipshop. The sister from an ordinary family has always shown herself as a grounded person, saying that she was “the hope of the whole village” during the popularity of “Creation 101”, and she is also easy-going in her daily life, without any star stand.
As a e-commerce platform that focuses on “brand special sale”, Vipshop has always been committed to providing consumers with branded goods at ultra-low prices, and such brand temperament is a perfect match for the grounded image of the sister.
Therefore, when Yang said she used Vipshop, it did not make people feel abrupt. And a careless question also makes the matter seem more real and weakens the advertising atmosphere.
And this casual question of Yang beyond has drawn the attention of the whole network, which also makes Mr. Bingfa recognize the extremely strong appeal of flow stars. Although the public is quite critical of the various flow of people who are frequently in the hot search, it must be said that their popularity and influence should not be underestimated.
From the case of #Yang Beyond the whole network to find someone, we can see that at the beginning of the marketing stage, with the power of traffic stars to pry the subsequent dissemination and discussion, burn the first fire, is not a good method.
2, cleverly set the topic, advance buried stems to strengthen the content of sex
In the era of fragmentation and multi-screen, people are surrounded by countless information every day, so whether an event is topical or not often determines the degree of attention. Vipshop used Yang Yang’s microblogging to shout out to 300 million Vipshop members, not only using the topic star to pry public attention, but also cleverly introducing the membership status into the topic, allowing the brand to get involved in people’s discussion.
As you can see, the topic #YangSurpass is extensible on any platform. In other words, all members of the platform can respond to Yang, forming the resonance of the topic and co-creation of the content.
But the topic itself only determines whether people click on it or not, the content in the topic is the key to forming a network-wide discussion. Mr. Bingfang found that Yang Beyond showed a screenshot of her shopping at Vipshop in this Weibo post.
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I have to say, this seemingly unintentional “idle stroke” actually serves as a finishing touch. On the one hand, it is enough to stimulate the gossip and prying eyes of netizens to know what traffic stars, especially the topical ones, have bought. As you can see, the Cuisinart children’s thermal cup and a set of thermal underwear that cost more than 40 yuan bought by Yang Yang Yueguang have become the topics of interest for netizens.
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On the other hand, the shopping screenshot itself is directly linked to Vipshop. Through the screenshot, we can visually see the goods and prices sold on Vipshop, and a lot of netizens will find out, while eating what Yang Yang has bought, oh! The original Vipshop is selling these, and the price is not expensive!
In addition, Yang beyond the sun single, the subsequent kol follow up sun single, also became a natural thing. The screenshots of each kol’s shopping actually became a small billboard for Vipshop. In addition to the aforementioned, based on the gossip and prying eyes of netizens, the billboard itself also has enough talking points and content.
Therefore, the brand message that Vipshop wanted to convey was inadvertently spread out in the joyful atmosphere of netizens, killing two birds with one stone.
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In fact, social currency is not complicated. Content that can make others envy, identify with you, or feel like you are one of them is social currency.
What brands need to do is to take the initiative to create common identity, communication and interaction opportunities and scenarios for users, the core of which is “I have topics, waiting for you to discover, discuss and talk about”, which can be seen as a way to “seduce” the media and the public to spontaneously spread marketing.
In today’s national entertainment, the addition of Yang Yang, who brings her own flow, and the direct reference to Vipshop’s 300 million members to do content, undoubtedly make the spread of the event to play a multiplier effect.
3、Live use of KOL+KOC to create a sense of identity and belonging
If we say that using Yang Yang to create communication topics allows Vipshop’s brand information to be brought to the attention of more people, then the preparation of KOL+KOC communication system, which is a large-scale user group gathering place built on major social platforms, greatly enhances people’s identity and sense of belonging.
People always like people who are similar to them, which is an indirect expression of self-appreciation and self-affirmation. When users can see partners who claim their Vipshop membership and proudly show their shopping experiences on various popular social media such as Weibo, WeChat, ShakeYin, Racer, B Station and HuPo, they can easily feel that they have found the same “organization”, so brand loyal fans have enthusiastically come forward to claim their Vipshop membership.
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With the emergence of new media channels, the attention of users is constantly divided, while more and more ordinary users have a voice.
From the Taobao evaluation system, to the Xiaohongshu seeding list, to ShakeYin marketing and Weibo recommendations …… users are no longer passive recipients of advertising and blind consumers, instead they are actively influencing the way brands communicate with them and their development trajectory.
Based on this insight, Vipshop not only created an atmosphere of universal sunshine to endorse Vipshop’s “great value” through the KOL+KOC communication system of “celebrities + bloggers + vegetarians with goods”, but also achieved a rapid fission of UGC content by attracting users to participate in the production of UGC content on all platforms through the public opinion guidance of celebrities and KOLs in social platforms, and the psychology of sharing and being recognized by users, forming a word-of-mouth for Vipshop.
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This way of using users to influence more users is obviously more credible compared to traditional brand-led advertising. Coupled with the involvement of fan circles and local media, it was not surprising that Vipshop’s event spread to break the circle and everyone became a Vipshop member overnight.
In fact, not only to increase the credibility of advertising and marketing, today we can no longer easily let our voice cover all users as in the past, the Internet has really divided the crowd into small and small groups, without the support of spontaneous communication based on user word of mouth, it is also difficult for brands to mobilize the potential of communication to break the circle.
The specific practice of Vipshop’s #YangSurpassesNetworkFinder illustrates the feasibility of forming a large-scale word-of-mouth outbreak on social platforms with the help of the influence of stars, KOL+KOC among users and stimulating users’ desire to share, the key to which lies in whether the brand can create interaction to form circles, allowing further communication and connection between fans and stars, thus gathering the voice of matrix users on various social platforms.
Vipshop has greatly revitalized the activity and stickiness of users across the network, from Yang’s involvement to the establishment of topic setting and communication matrix, which also provides a road for us to refer to and learn from.
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A good social currency.
It also needs to have actual value to users
Although the planning of the topic and the construction of the communication system are the highlights of Vipshop’s marketing, Mr. Bingfa believes that we should not overlook a very important point: if we want information to flow like currency, we need actual value to support it.
Just like everyone endorsing Vipshop on social networks, Vipshop has been focusing on the business model of “brand sale” for 12 years since its establishment, allowing consumers to enjoy brand products with daily discounts of 30% to 50%, just like an online outlet.
This year, the brand positioning language of Vipshop has been upgraded from “all good brands, 30% off every day” to “brand sale, which is a great value”, further emphasizing the value of brand sale to consumers in a more friendly and straightforward tone: who says that shopping can only wait for big promotions, Vipshop is usually The same price to buy better goods.
Looking back at Vipshop’s past marketing, it has been interpreting “brand sale is great value” in various ways.
Stage one, favoring the brand image shaping.
Stage 2, the value of the platform is visualized through discounts.
Stage 3, based on the real user experience of word-of-mouth endorsement
This time, through the mouth of Vipshop members, the meaning of “brand sale, is super value” for different consumers is interpreted to the extreme. From Yang Yang, to Qi Wei, to major bloggers, to the 300 million ordinary members of Vipshop, their personal experience has become the best brand endorsement for Vipshop’s authentic guarantee and super value discount.
These days, the Vipshop sale is the same as 6.18 and 11.11, because it is Vipshop’s annual store celebration month, and the brands that sold well on double 11 are willing to replenish and subsidize, in the case of the whole platform users support the Vipshop sale is even more valuable than 11.11, imagine who is not moved?
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