Out Of The Five Misconceptions Of "Spike"

Did you "seconds" in 2010?

The Internet is a "magical" world, every day there will be fresh things happen, every day will make people hot blooded.

The appeal and influence of the Internet is beyond imagination, and the creative Internet marketing event spread by the Internet is an excellent tool for creating brand, promoting brand and improving sales volume at an extremely low cost.

Nowadays, the importance of network marketing is being known by more and more enterprises.

With the continuous upgrading and development of Internet environment and technology and the rapid expansion of the number of Internet users, the convenience brought by the Internet has been rapidly reflected. People's basic material needs and deep spiritual needs can basically be met on the Internet.

At the same time, the business opportunities and markets emerging on the Internet are becoming more and more obvious. From the extensive application of e-commerce to the rise of B2B, B2C and B2B2C platforms, from the simple network spoof to the clear speculation of Internet marketing events, from the single network brand advertisement to the emergence of implantable advertisements everywhere, the commercial atmosphere of the Internet gunpowder and the huge potential market of the Internet are showing to people.

Internet marketing plays a connecting role in the Internet. It can be used to entertain the public and create productivity for the enterprise. He can create a brand at low cost and attack his opponent effortlessly.

It seems to be grassy and insipid, but actually it is a spark that is surging enough to start a prairie fire. It seems a nonsensical incident, but actually it has a positioning hand to grasp the overall situation.

The Internet is the "sword" and network marketing is the "front".

In September 2009, Taobao launched a battle of "sword out of sheathed" to open "front" and "kill" all netizens.

To this day, Taobao's "spike killing" sword is still undiminished. Even the "martial arts heroes" are competing to imitate and compete.

But it is not hard to see that there are very few "kill" true messages. The more people who participate in "spike", the farther away it is from us. "Spike" has made netizens become "insensitive" from the initial "fear". Maybe in a few months, "spike" will become "brother is just a legend", "brother second is not killing, it is loneliness"!

Netizens are beginning to feel puzzled by the "spike" rampant Internet. The "spike" seems completely different from what friends have talked about.

The "kill" trick has been deformed, and there are more schools and versions.

Even "spike" is not only limited to the Internet, but also many realistic versions of "spike".

So, what is "spike"?

What is the essence of "spike"?

What can "spike kill" bring to enterprises?

Now, what are the mistakes of "spike killing"?

With these questions, let us analyze "spike" and "spike" from the perspective of network marketing.

"Spike" is a means of network marketing. Any means of network marketing is based on brand positioning. All online marketing that violates brand positioning will bring great harm to enterprises.

Yuan Zhuo brand Zhang Shanling

The word "spike" was first derived from online games. It refers to the instant knocking of each other. Literally, we can see that "instant" is the key to "spike". A noun derived from online games is how to strengthen the Internet in three months.

Here we have to mention Taobao once again, the word "spike" is not created by Taobao, but Taobao has given it a brand-new orientation from the perspective of network marketing. It is precisely this position that allows "spike" to sweep the Internet: on Taobao's website, "spike" means buying products instantly.

The value of the original commodity, for tens of millions of registered members of Taobao, has the opportunity to have one yuan price, from a laptop worth thousands of yuan to a commercial house worth about 300000 yuan, and everyone is equal before the opportunity.

The idea of "spike" left consumers with the impression that they bought super value goods at a very low price within a specified time, but this is not the whole spike. But many businesses regard price as a sword, ignoring the truth behind the "spike" and gradually go astray.

Misunderstanding 1: "spike" has become a means of promotion, and a gimmick of price reduction.

Spike has become a synonym for "time limited promotion". Whether it's businessmen on the Internet or shops with physical stores, it seems that overnight promotions were launched on the theme of "spike", but most of the "spike" activities were carried out in a specified period of time.

For businesses, "spike" is the price reduction, and discount, buy gifts, coupons are promotional activities, there is no difference, but the argument is different, the concept is different, the essence is the same.

A change of taste will stimulate consumers who are already numb.

When the momentum of "spike" is over, it will only change the concept of "instant second" and "point Kill" and stimulate consumers. In short, the wool is on the sheep, and businesses can earn money, and consumers are happy to buy it. Why not?

Misunderstanding two: "spike" has become a popular trend.

Everyone is doing "spike" activities, as a businessman can not turn a blind eye, this is like a pop song, you can not sing, you can not keep up with the trend of the times, you are "behind the times".

Therefore, "I" also need to do "spike".

So consumers see the Internet everywhere "spike" activities, and even reality is also full of "spike" propaganda: today Taobao network spike, tomorrow eBay, pat Network also began to "spike", the day after tomorrow, ah, also do "spike", even Dangdang, Jingdong mall and a series of e-commerce websites also start one after another "spike".

In real life, small to eat and drink Lazarus, to the clothing, food and shelter can also see "kill" figure.

"Wine America net" this afternoon 14:30-15:30, sells the crown, France AOC level peach red Maca ban Fort 99 yuan spike!

There are only 2 bottles per person.

Quick login and shoot! "

"There is no limit to 10 yuan spike" from April 10th to April 27th, and so on.

Misunderstanding three: "spike" can "Tong kill".

The cell phone began to kill. The computer began to kill. The car began to kill. The house began to kill. No matter the product, regardless of the industry or the brand competition began to "kill", not long ago, netizens in a website in Hangzhou paid a price of 8 cents to a BMW car to create another network miracle.

"Spike" seems to be "killing", and it can be applied in all walks of life.

"Spike" has become the "secret recipe" for promotion.

Misunderstanding four: "spike" can let consumers get "benefits".

"Spike" can make a small number of consumers get the biggest discount, "spike" has spawned a new shopping mode.

In the mainstream shopping websites such as Taobao, eBay, pat, netting, Dangdang, etc., the main page of the shopping website is very popular.

We take login Dangdang net activity page as an example, we can see that the market price of 159 yuan Logitech mouse, 16.6 yuan of LOCK&LOCK LOCK&LOCK fresh box, 279 yuan of home can Hongfu stainless steel pressure cooker, the rush price is 38 yuan, 5 yuan and 99 yuan respectively, the price decline is more than 100%.

And many businesses on Taobao are even "Ming Kui". Tens of millions of dollars are sold at the price of 1 yuan.

Misunderstanding five: "spike" has nothing to do with brand.

Many businessmen think that "spike" is promotional activities, and he does not have much relationship with the brand. The only thing that may be related is the participation of brand merchandise in "spike". People who pay more attention will be more and will sell better.

Without brand goods, more people will pay more attention to the price, the cheaper the better.

The above five points seem reasonable, but they hide the crisis.

I would like to say that "spike" is not a "price reduction promotion". The harm brought by the price reduction is not unfamiliar to everyone. Price promotion is like alcohol, which will excite you in the short term, but then it will bring you endless damage.

Obviously, sales are increasing in the short run, but more and more evidence shows that in the long run, price reduction will only reduce sales, because it will guide customers and not buy things at "normal" prices.

At the same time, it also damages the interests of customers who purchase goods at normal prices.

What is the nature of "spike"?

We can find the realistic version of "spike" from the long history.

That is Shang Yang's reform.

...

The decree of Shang Yang reform is ready, but it has not been announced.

He was worried that the people would not believe in himself. He put up a three foot tall wood outside the South Gate of the capital market. Notice: who can move this wooden stick to the north gate of the market and give him ten gold?

The people were surprised because it was so easy that many people were watching but no one dared to move.

Shang Yang also produced the notice, saying, "fifty gold can be moved."

At this time, a man was bold enough to move the wood to the north gate of the market. Shang Yang immediately ordered him fifty gold to show that he did what he said.

Then Shang Yang ordered the reform, and the new law was soon implemented throughout the country.

Taobao has pioneered "spike killing". This is a successful network event marketing. For Taobao, spike kill can not only "establish a letter", but more importantly, through "spike" activities, it can get unprecedented attention and stimulate consumption.

Netizens' attention and stimulating consumption are just appearances.

"Lixin" can further enhance the brand value of Taobao. "Lixin" can consolidate and enhance the credibility of Taobao. At the same time, good reputation is the foundation of the operation of e-commerce website.

For enterprises, "spike" brings popularity and reputation, but also brings some negative effects to enterprises. Although "spike" is a means to quickly establish brand and quickly attract consumers' eyeballs.

But not all enterprises, all industries are applicable, such as BMW and BMW cars do "spike", it will let people equate the price of BMW and "spike", but also will have unpredictable damage to the brand.

Although the "spike" incident caused by BMW's 8 cents has attracted a lot of attention, it has finally benefited from the event organizers. BMW motor has long been reduced to the supporting role of the event, serving as a prop for the "spike killing" activity of the network.

The most controversial issue is the credit crisis. If the active party does not defend the honesty and honesty, or is suspected and framed, it will directly affect the brand of "second kill", so the famous brand should be cautious to use "second kill".

At the same time, the greater the difference between the price of "spike" and the subject matter, the more obvious the effect of dissemination is, the stronger the news will be, and the greater the value of network event marketing. Therefore, if the goods with too low price are "spike", they will only get the effect of "price reduction promotion", but can not achieve the goal of "standing trust".

On the above, we can not easily analyze, "spike" is just a network event marketing of Taobao network, not just a simple promotion campaign, all the products involved in "spike" are just the props of this event.

This incident has ended successfully for Taobao, Taobao has already made a lot of money, but many businessmen think this is just the beginning.