By the time Xiaohu was done, it was more than nine o'clock in the evening.

She felt hungry and her stomach growled, and when she walked to the living room, she was sitting leisurely on the sofa playing mobile games.

Xiaohu immediately became angry, and worked hard to save money for the family, but her husband not only didn't ask, but he didn't know whether he had dinner or not.

"What a game to play, hurry up and buy me something to eat, I'm starving!"

When my husband looked up, his wife's face was wrong, so he put away his mobile phone and went downstairs to help Xiaohu buy fast food.

……

"Get in the car, it's too late!"

"500 people, there is a shortage of you, what are you waiting for, hurry up and open the link below and join our group!"

……

Various forums, post bars, and similar posts are flooding. The forum administrator and the owner of the post bar deleted some posts at first, but later it seemed that they couldn't delete it at all, and deleting the posts was easy to cause public anger, so they simply didn't care.

Starting from June 15th, the keywords "Meigao.com", "grouping" and "driving" can be seen everywhere on the Internet. In this case, not only is this shopping festival of Meigou well-known to all netizens, but also has brought a large number of new users to the website!

Originally, some netizens may have been accustomed to a certain treasure, Lebee.com or Jumei, and did not pay attention to Meigou.com. But this time, the momentum of Meigo.com is too big, and you can't afford not to pay attention to it, and everyone around you is talking about the group, talking about the shopping festival of Meigo.com.

Everyone is curious, especially female consumers, those who are not familiar with Meigo.com, want to know what Meigo.com is doing and why everyone around them is discussing it.

As a result, the number of registered users of Meigou has risen sharply again!

On June 15th, it exceeded 70 million, on the 16th, it exceeded 80 million, and on the 17th, it exceeded 85 million!

At the time of the initial financing, the agreement on the number of user registrations was about to be reached.

This is the essence of Meigo.com's campaign marketing, which is based on the fission marketing of the social relationship chain.

Marketing based on the social relationship chain seems very simple, find a group of loyal seed users, and through material incentives, let them influence the people around them through their social connections to form a second group of users.

The second group of users replicated the process, and eventually formed a fission effect and reached the sales target. But is it really that simple?

For relationship chain marketing to be successful, the difficulties to overcome include:

1. Trust Issues:

The first is the issue of user trust in the product. The process of marketing is simply the process of making customers know the product, trust the product, and buy the product.

For enterprises that adopt relationship chain marketing, how to make users trust the product is the first threshold that needs to be crossed.

For this problem, Meigou has a good reputation. In order to take responsibility, this website would rather sell itself than compensate its users for their losses. Regular users have a very high level of trust in it. These old users are potential candidates for "head of the regiment", and Xiaohu is one of them.

And now Meigou is being acquired by Wang Ye, and its strength is extremely strong. The products sold on the website are either the products of their own companies, or they are European and American brands that have signed sales licenses.

Therefore, there is no question about the products of Meigo.com!

……

The second is the trust in people, in the traditional cognition, "nothing to be courteous, either treacherous or thief". Even in the Western classics of management, the rational homo economicus hypothesis is the cornerstone of management. With this kind of thinking, the question arises, "You recommend something to me, how much difference do you make in the middle?" Will you fool me into buying something bad because you want to make money?"

If it is a regular transaction, between two strangers, this kind of problem will not have any effect, if it is between friends, the impact of this kind of doubt cannot be ignored. At the same time, the concern that "business hurts feelings" is also the reason why many people are reluctant to sell products in their personal social relationships.

The rules of this event also cleverly solve this problem. The head of the group starts a group and invites friends to participate. These friends can be real purchases, or they can make up a number of people, and they don't need to really pay. After the number of people reaches the standard, everyone enjoys the same preferential price, and the benefits are evenly distributed.

The free order discount that the head of the regiment can get is probabilistic. Don't ignore this probability, just because the head of the regiment may or may not get this discount. It will make the members of the group have a mentality, that is, the head of the regiment has worked so hard to pull people, and in the end he may just enjoy the same discount as everyone else, and then there will be an apology.

What's more, the rules of the event do not require that the participants of the group have to buy something, just make up the number of people. We have such a good relationship, you only need to move your fingers, and you can help your friends save money by clicking on the group, are you embarrassed not to participate?

This is actually a bit of a "moral kidnapping", if it's a male user, most of them may be embarrassed to send a link to invite friends to participate, because it looks like they're greedy for a small bargain, don't you want to lose face?

Female users don't have this concern, it's a woman's day to take advantage of a small advantage. , What's more, this kind of behavior can't be called taking advantage of a small advantage, this is called thrift, thrift, thrift, this is a virtue!

2. Power Problem:

As we all know, even nuclear fission can only occur when it reaches a critical mass, otherwise the neutrons produced by the first fission will run away before they are absorbed by other uranium atoms, and the chain reaction of nuclear fission will not occur.

The same is true for relationship chain marketing, if most user behaviors end with product purchases and do not carry out further sharing and communication behaviors, then the value of relationship chain marketing cannot be reflected. How to give users the motivation to share is the second problem faced by relationship chain marketing.

This is to see the sincerity of Meigo.com, for this event, Meigo.com is really full of sincerity!

First of all, the preferential degree is ladder-like, and the number of people reaches a certain level, they will enjoy the corresponding preferential range. The higher the number of participants, the higher the discount for all participants. In such a situation, how can people not be motivated?

Not only is the head of the group spreading the message of the group, but many people who participate in the group will also take the initiative to get people involved.

This is "one for all, all for one".

……

The effect of this marketing model of Meigou really stunned the industry. Everyone is engaged in activities and promotions, why do you have such a good time!

What's even more incredible is that the effect of this marketing model is so good that it feels exaggerated.

It can be said that Meigou did not do the traditional kind of advertising, and did not spend a penny on hard advertising. The saved advertising costs were all subsidized to the event, which really gave website users a discount.

But this kind of spontaneous promotion by users is many times better than traditional advertising!

It turns out that promotion can still be done like this, and propaganda can still be played like this! Peers in the Internet circle seem to have discovered a new continent and are ready to move, and they want to learn from this model.

But when they really wanted to apply this propaganda model of Meigou.com, they encountered difficulties. It's the two issues mentioned earlier, trust and motivation!

……

In order not to fall behind, Jumei also held a huge promotional event this time, and it started on the 15th. This website was originally for group buying, and it also has a certain user base.

The company doesn't know where to get a large number of big-name cosmetics, and the discount range is unprecedented, which can be regarded as attracting the attention of a large number of consumers.

When users of Meigou post on the Internet to solicit people to join the group, some people often leave a message saying, "This cosmetics Jumei Youpin also has it, and there are also activities there, and the discount margin seems to be greater than that of Meigo.com!"

"Hehe, do you mean that website that doesn't have brand authorization? Anyway, I don't dare to use big-name cosmetics there, this is going to be used on the face, and if you accidentally get disfigured, it's over!"

As a result, such posts often turn into a debate contest, with some people defending Jumei, but most netizens are skeptical.

If Jumei hadn't experienced the impact of the last "licensing turmoil", maybe the effect of this event would have been better, but even so, the event has achieved good results.

Looking at the sales data in his hand, Chen Haiyang looked happy.

Since the launch of the Meigou network, the sales of its own website have been getting worse and worse, and this time it has finally made a comeback! The sales data has increased by more than five times compared with usual! It has also surpassed the sales of Lebee.com, and it has jumped from the third to the second place. Of course, there is no comparison with the boss Meigao.com.

"Intensify procurement! Communicate with our new channels, it is best to sign a long-term supply contract, and we will often engage in this kind of promotional activities in the future!" Chen Haiyang instructed his assistant.

The situation on Lebee.com is not optimistic, although Xu Jing also held a promotional event in advance this time. But because it costs a lot of money to advertise, I don't dare to make too many discounts on the price, otherwise there will be huge losses, and then I can't explain to investors.

As a result, the effect of this activity of Lebee.com was mediocre, and it was officially surpassed by Jumei in daily sales, and became the third in the industry!

On June 18th, it finally arrived.

Since zero o'clock, countless users have poured into the site, especially the head of the group, who is responsible for snapping up the purchase. In this event, the supply of goods is not unlimited, but there is a limit to the quantity. First come, first served, while stocks last!

In the first three days, I worked hard to pull so many people to join the group, if I didn't grab anything because I was lazy for a while, let alone the team members, I wouldn't forgive myself.

Xiao Hu was already sitting in front of the computer, and in order to keep herself from being sleepy, she deliberately brewed a large cup of strong coffee at night.

"Xiao Hu looks at the time, it's almost twelve o'clock, start quickly, don't be robbed by others!" Someone in the group reminded Xiao Hu to pay attention to the time.

Xiaohu didn't have time to answer, because she was constantly refreshing the page, and the activity was only about to start in a few seconds!