During this time, the hottest topic on the news was the bloody turmoil between the EB Shopping Festival and Lexianghui.

As soon as EB's statement was released, a stone on the major networks caused a thousand waves, and public opinion was unanimously inclined to sympathize with the plagiarism of EB's creative plan and denounce the popularity of Lexianghui.

In terms of the rhythm of follow-up marketing and promotion, Lexianghui has not had enough stamina, and a set of simple advertising materials has not been changed since it was published.

"Muzi, it's early. Jimmy walked towards Muzi with elegant steps: "Did you see it? Oh my god, the Internet has exploded, and the headlines of various media outlets are reporting our announcements. Said proudly as he walked.

Muzi replied disdainfully: "For a company like Lexianghui that has no bottom line, we should launch a solemn protest." ”

Jimmy stopped and said, "However, did you find out that the follow-up marketing actions of Lexianghui are obviously not effective." ”

Muzi nodded: "Yes, in fact, from the very beginning, I felt that Lexianghui this time was purely to fight against our shopping festival, and I had to do such a discount week event, hahahaha." ”

Jimmy said: "Muzi, look at it, our latest promotional copy is sonorous and powerful, although there are only a few words: EB doesn't cry, rub the heat and hug the thighs, we are not afraid." However, the response has been very positive, and many readers have expressed their happiness. Look at this copywriting, it is written to the soul!"

"That's, my brainchild, haha. Muzi said proudly.

"Ouch, Muzi is a talented girl. In other words, I was a little surprised that the people who ate melons reacted so fiercely to the malicious competition of Lexianghui this time. Jimmy sighed.

Muzi said with a clear look: "You think, our EB has been laying out since a few months ago, and consumers have accepted this concept from the heart, thinking that September is the time for our EB's activities, but suddenly there is such a disturbance, like the clown who jumps off the beam, of course, everyone feels that it is beyond the moral bottom line." ”

Jimmy sighed a little: "But consumers are also undisciplined, and they still buy whoever is cheaper." ”

Mu Zi is not worried: "I am very confident, you think, we EB has several obvious advantages: first, almost all of our core brands have participated in this event, and Lexiang Hui is only a sporadic part;

In addition, our overseas commodity supply is much greater than the advantage of Lexianghui, we are a cross-border e-commerce starter, and he is happy to enjoy the benefits in China; ”

"It's true that our overall operational capacity is more than a little bit better than theirs, and ouch, the opponent is too weak, and it's not fun. Jimmy nodded.

Muzi thought for a while and said: "In fact, the business can't be done, although Le Xianghui has done something under the strategy, but in fact, it has indeed made this event more influential." We still have a few waves of propaganda later, and I guess they're going to cry, hahaha....."

Next, the various promotions of the EB Shopping Festival moved forward according to the established plan, and Tenry showed unusual calmness, but he seemed to be busier, often out of the office, and the psychological quality of the boss was too good, Muzi sighed secretly.

The issue of the removal of competing advertisements from several offline media outlets has not been resolved for a long time, and Terry's attitude has become very subtle, and he does not seem to be so eager.

However, the curiosity of the people who eat melons on the Internet is infinitely inflated, and there is a heated discussion on the Internet, and many people say like curious babies, tomorrow, or the day after tomorrow, or the day after tomorrow, what kind of blockbuster news will EB release?

In mid-August, the advertisement of Le Xianghui was still strong and lonely, and the gang of Le Xianghui provoked an incident, and there was a look of unintentional love and war, which made Muzi feel so strange.

At this time, EB once again satisfied the public's curiosity and threw out a new version of copywriting:

"It's not just cheap to come across the ocean to see you"

"Massive overseas purchases, a week, 5% off tax rate, can you do it?"

Simple but not simple promotional copy with exquisite product pictures, Hongguoguo's provocation to Le Xianghui, the consumer circle ignited again...

At the end of August, EB continued to announce domineeringly: "The pre-sale channel has been opened, and the lead is not only time"

At this time, on the eve of the official Lexianghui event, EB released such news, which directly extinguished people's enthusiasm for placing orders on Lexianghui.

On September 1st, the Happy Discount activity was launched, and EB did not hurry to send out a new wave of publicity:

"All lines of domestic products, discounts in the end, 24-hour delivery, can you do it?"

This copywriter Muzi has always felt that the creativity is a bit ordinary, but it is the board that Terry's big boss shoots, and no one will call the board.

As a result, the news of the day also broke a shocking news that echoed this seemingly bland copy.......

"Oh my God, Muzi, Minosa, did you see that?" said Jimmy, who almost screamed as he got up from his seat.

Seeing this, Muzi and several people ran to Jimmy's desk computer, only to see a news headline on the homepage of Sina.com: "It has been confirmed that many express companies such as Kuainiao, Xuntong, and Tiantianda refuse to provide express delivery services to Lexianghui." ”

"Oh god.... Is this the situation of Shenma?" Muzi looked surprised.

At this time, Linda had just returned to her seat after a meeting, and several people rushed forward:

"Linda, Linda, what is the situation of these courier companies? Several people asked.

Linda smiled and said, "Look at your urgency." ”

"Okay Linda, let's talk about it. Muzi said coquettishly.

"These courier companies have signed exclusive cooperation agreements with EB for competing products, so ......," Linda explains.

"Wow! that's too strong, isn't it? How?" said Mimosa, surprised.

Linda smiled mysteriously.

Jimmy asked curiously, "When did it happen, why didn't you hear any movement before?"

Linda nodded: "Terry is directly responsible, this thing is not easy to do. ”

Muzi asked, "Terry has been busy all this time, is he just busy with this?"

Linda didn't deny it, and said, "Let's go get busy, twitter." “

"I see, it turns out that all the statements and copywriters on our side are just tricks, smoke bombs, and they are confusing and enjoying benefits, but in fact, EB is waiting for them here, high, really high. Jimmy slapped his thigh, as if he had seen through the shocking secret.

Mimosa also said: "This strategy is too good, the logistics capacity can't keep up, and Lexianghui is miserable this time." ”

"That's it!" the few people looked unsatisfied.

Muzi's heart is a little blocked, the series of copywriting was proposed by her, she has worked hard to do a lot of creative design work, and she has worked hard to negotiate with WPP and won free value-added services, and now I know that these are not worth mentioning.

Working overtime and staying up late every day, just for a little bit of achievement, just to be able to make the purchase festival project perfect, even if it is a little smaller....

And Terry didn't say anything, he has always been the one who set up the big picture, from the hype of the topic of e-commerce shopping festivals on major news websites in April, to the current bottom of the kettle directly cut off the logistics back road of Lexianghui.

And he has always been a person in the game, and he has put in all the effort but found that it is actually insignificant.

The boss is the boss, and it is the person who should be used to look up, Muzi laughed at himself for a while, why are his eyes still moist without anger? Li Muzi, you give me a good concentration on work, what are you thinking about?

........

On September 3, Le Xianghui was exploded, and a large number of orders were not shipped

........

On September 5, a large number of buyers refunded their orders

.........