When Xiao Hu finished his work, it was already past nine o'clock in the evening.

Only then did she feel hungry and her stomach growls. When she walked to the living room, she saw her husband sitting leisurely on the sofa playing mobile games.

Xiao Hu immediately became angry and worked hard to save money for the family. As a result, her husband not only ignored her, but also didn't know whether he had dinner.

"What kind of game to play? Come and buy me some food, and I'm starving to death!"

My husband looked up and saw that his wife looked wrong. She put away her cell phone and went downstairs to buy fast food for Xiao Hu.

...

"Get on the bus soon, it's too late!"

"You are missing in the 500-person group. What are you waiting for? Quickly open the link below and join our group buying!"

...

Various forums, posts, and similar posts are flooding. Forum administrators and post bar owners deleted some posts at the beginning, but later they found that they could not delete them at all. Deleting posts can easily arouse public anger, so they simply ignored them.

Starting from June 15, keywords such as "Meigo.com", "group buying" and "driving" can be seen everywhere on the Internet. In this case, not only is the shopping festival of Meigo.com known to all netizens, but it also brings a large number of new users to the website!

Originally, some netizens might have been used to using Taobao, Lefeng.com or Jumei Youpin, but they did not follow Meigou.com. But this time, Meigou.com is too popular and you cannot not pay attention to it. Everyone around them is talking about group buying and talking about Meigou.com’s shopping festival.

People are curious, especially female consumers. Women who are not familiar with Meigou.com want to know what Meigou.com has done and why everyone around them is discussing it.

As a result, the number of registered users of Meigou.com has once again increased significantly!

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

As we saw that when we were raising funds, the agreement on the number of user registrations was about to be reached.

This is the essence of Meigou.com's event marketing, which is based on the social relationship chain.

Marketing based on social relationship chains seems simple. Find a group of loyal seed users and use material incentives to influence people around them through their social relationships to form a second batch of users.

The second batch of users replicate this process, eventually forming a fission effect and achieving sales targets. But is it really that simple?

The difficulties that relationship chain marketing needs to be successful include:

1: Trust issue:

The first is the user's trust in the product. The marketing process is simply the process of letting customers know, trust, and purchase products.

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

Meigou.com has a good reputation for this issue. In order to assume responsibility, this website would rather sell itself than compensate the website users for the losses. Old users have a very high degree of trust in it. These old users are potential candidates for "group leader", and Xiao Hu is one of them.

Moreover, Meigou.com is now acquired by Wangye and has extremely strong strength. The products sold on the website are either products of its own companies or European and American brands with sales authorization.

Therefore, there is no doubt about the products of Meigou.com!

...

The second is trust in people. In traditional cognition, "to be diligent in nothing, either traitor or steal." Even in Western management classics, the rational economic man hypothesis is also the cornerstone of management. Under such thinking, the problem arises: "You recommend me something, how much difference did you make in the middle? Will you fool me into buying things because you want to make money?"

If it is a regular trading behavior that occurs between two strangers, this problem will not have any impact. If it occurs between friends, the impact of this question cannot be ignored. At the same time, the concern about "business hurts feelings" is also the reason why many people are unwilling to sell products in personal social relationships.

The rules of the event of Meigou.com this time also cleverly solved this problem. The group leader set up a group and invited friends to participate. These friends can be really placing orders or making up individual numbers, without real payment. After the number of people meets the standard, everyone enjoys the same preferential price and benefits are shared.

The free order discount that the group leader can get is probabilistic. Don’t ignore this probability, because the group leader may get this discount or may not get this discount. It will make the group members feel a psychological state that the group leader works so hard to recruit people, and in the end it may just enjoy the same discount as everyone else, which will in turn create a kind of apology.

What's more, the activity rules do not require that those who participate in the group have to buy things, just make up the number of people. Everyone has such a good relationship, you just need to move your fingers and click on the group to help your friends save money. Are you embarrassed to not participate?

This actually means "moral kidnapping". If you are a male user, most of them may be embarrassed to send a link to invite friends to participate, because it seems like you are greedy for small gains. Do you want to be faced?

Female users don’t have this concern. Taking advantage of a small advantage is a woman’s fortune. Moreover, this behavior cannot be called taking advantage of a small advantage. This is called thrift and thrift, and it is called saving. This is a virtue!

2: Dynamic issues:

As we all know, even nuclear fission must reach a critical mass before it can occur. Otherwise, the neutrons produced by the first fission will run away without being 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 purchase and do not conduct further sharing and communication behaviors, the value of relationship chain marketing cannot be reflected. How to give users motivation to share is the second problem facing relationship chain marketing.

This depends on the sincerity of Meigou.com. For this event, Meigou.com is truly full of sincerity!

First of all, the discount is in a step-by-step manner. When the number of people reaches a certain level, the corresponding discount range will be enjoyed. The more people, all those who participate in the group will enjoy a higher discount range. In this case, how can everyone be unmotivated?

Not only the group leader is spreading the message of starting a group, but many people who participate in the group will also take the initiative to attract people to participate.

This is "I am for everyone, everyone is for me".

...

The effects of this marketing model of Meigou.com really stunned the industry. Everyone is doing activities and promotions, why do you just have such fun!

What's even more incredible is that this marketing model is so effective that it makes people feel exaggerated.

It can be said that Meigou.com does not do traditional advertising and does not spend a penny on hard advertising. All the advertising costs saved are subsidized to the event, and it is truly discounted to the website users.

However, this kind of spontaneous promotion and promotion is much better than traditional advertising!

It turns out that promotions can be done like this, and publicity can be played like this! The colleagues in the Internet circle seem to have discovered a new world, and they are all ready to learn from this model.

But when they really want to apply this promotional model of Meigou.com, they encounter difficulties. They are the two problems mentioned above, trust and motivation!

...

In order not to lose weight, Jumei Youpin also held a huge promotional event this time, and it started on the 15th. This website was originally a group purchase and has a certain user base.

The company has created a large number of big-name cosmetics from somewhere, with unprecedented discounts and has attracted a lot of attention from consumers.

When users of Meigou.com post online to recruit ginseng groups, people often leave messages saying, "This cosmetic Jumei Youpin also has it, and the discount is also being held there, and the discount seems to be larger than Meigou.com!"

"Haha, are you talking about that website without brand authorization? Anyway, I don't dare to use big-name cosmetics there. This is something to be used on my face. If you are accidentally disfigured, you will be finished!"

Therefore, such posts often turn into a debate contest, with some people defending Jumei Youpin, but most netizens questioning it.

If Jumei Youpin had not experienced the influence of the last "authorization storm", the effect of this event might have been better, but even so, the event achieved good results.

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

Since Meigou.com went online, the sales of its own website have been getting worse and worse. This time, it finally made a comeback! The sales data have increased by more than five times compared to usual! It also exceeded Lefeng.com's sales, from the third brother to the second brother. Of course, it is incomparable to the eldest brother Meigou.com.

"Increase the procurement efforts! Communicate with our new channels, it is best to sign a long-term supply contract. We should often carry out such promotional activities in the future!" Chen Haiyang told his assistant.

The situation on Lefeng.com is not optimistic. Although Xu Jing also held a promotion in advance this time, he spent a lot of money on advertising and did not dare to do too many discounts on the price, otherwise it would cause huge losses, which would make investors unable to explain.

As a result, the effect of Lefeng.com's event was mediocre, and it was officially surpassed by Jumei Youpin in Japanese sales and became the third in the industry!

June 18th, finally arrived.

From midnight on, countless users have flocked to the website, especially the group leader, who is responsible for the rush to buy. This event, the products are not unlimited, but have quantity restrictions. First come, first served, and sold out!

I worked hard to recruit so many ginseng groups in the first three days. If I was lazy and couldn’t grab anything, I wouldn’t forgive myself, let alone the members.

Xiao Hu had already sat in front of the computer. In order not to get sleepy, she made a big cup of espresso tonight.

"Xiao Hu looks at the time. It's twelve o'clock soon. Take action faster, don't be snatched away by others!" Someone in the group reminded Xiao Hu to pay attention to time.
Chapter completed!