Although we know that there is never a shortage of strange anecdotes on the Internet, Mr. Art of War still did not expect that everyone would become a member of Vipshop overnight.
On the one hand, netizens on Weibo @Yang Chaoyue is a member of Vipshop while posting their shopping records, which seems to have turned the Weibo comment section into a "Vippine Club Member Recognition Conference". On the other hand, the experts on Douyin, Kuaishou, and the UP hosts of B station were also unwilling to let it go, and they all showed their identity as Vipshop members.
Even Li Dan, Qi Wei, Zhang Zixuan, Lamu Yangzi and many other celebrities also stood up and showed off their proud Vipshop membership level and buying experience.
Suddenly, Yang Chaoyue and Vipshop became the hottest topics on the entire network, and they also attracted the hot searches on Weibo, which also triggered reports on TV stations in many places such as Guangdong-"Pearl River News Eye", Jiangsu City-"Zero Distance", Shandong Qilu-"Xixi Service"... What is going on?
Mr. War Art found all this and started with a Weibo post by Yang Chaoyue: "I heard that Vipshop has 300 million members, but why didn't you see it? Have you used it silently for a long time and didn't tell me?" As soon as this Weibo post was posted, it immediately attracted enthusiastic responses from all over the Internet.
I believe that many people’s impression of Vipshop is more about the prominent pink logo in the popular variety shows.
In the fierce battlefield of online shopping, there are already multiple shopping platforms on Taobao, Pinduoduo, Tmall and JD.com, and many people have never used Vipshop. So to attract everyone to try for the first time, real user experience and user reputation are good driving forces.
So, Vipshop's 300 million members themselves have undoubtedly become the best group of people doing word-of-mouth marketing - they understand and are loyal users of Vipshop, and know what Vipshop's biggest advantage lies compared to other shopping platforms. Moreover, the 300 million membership number means that among the people around you, there are likely to be "lurking" with Vipshop members.
In addition, word-of-mouth marketing lies in "word of word of mouth". How to scale up word-of-mouth marketing and trigger more tap water? At this time, turning Vipshop membership into social currency is a good way.
Speaking of this, Yang Chaoyue’s strategic thinking behind finding people across the Internet is already very clear: to borrow the mouth of 300 million Vipshop members, give "Vippineshop members" social currency attributes, strengthen their identity logo, and use real user experience and reputation to drive more people to understand, like, and use Vipshop.
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 belonging and identity, it will not only make the brand more charming among the younger generation of consumers, but also achieve user growth and brand reputation shaping through the fission of social communication.
In this regard, this popularity of Vipshop is undoubtedly a case worthy of our attention and research.
So, how did Vipshop make a group of netizens take the initiative to claim their membership and spare no effort to act as traffic tap water on the Internet? From Vipshop, can we dig out some points that can be learned from?
1
Keywords for social currency:
Topic communication and user precipitation
Social currency This hot word in the marketing circle originated from a book "Contagious: Why Things Catch On" by Jonah Berger, a marketing professor at Wharton, which means the value of information shared among individuals on social networks. If people want to continue passing on the information, this information becomes a social currency.
From this we can see that for brand marketing, if you want to become a social currency held by people, the key is to create topics and accumulate users, so that people are willing to actively share brand information with the public under common topics, and develop a sense of identity and belonging.
In the incident where Vipshop became popular on the entire network, the topic is the starting point of this marketing.
. Introducing "key people" and creating a common identity
There is no doubt that this marketing event created by Vipshop can attract such attention and spread widely, which is largely inseparable from the traffic call of koi girl Yang Chaoyue.
Since appearing on the stage of "Creation 101", topics related to Yang Chaoyue have captured social networks in a terrible way. This time, she posted a Weibo post to find people has also become the excitement axis connecting the entire event, effectively attracting the attention and participation of a large number of netizens.
In addition, Yang Chaoyue himself is also very suitable for Vipshop. The sister from an ordinary family has always shown herself as a down-to-earth image. When "Creation 101" was popular, she once said that she was "the hope of the whole village". She is approachable on weekdays and has no star airs.
And Vipshop, as an e-commerce platform focusing on "brand special sale", has always been committed to providing consumers with brand products at ultra-low prices. This brand temperament hits it right away with her down-to-earth image beyond her sister.
Therefore, when Yang Chaoyue said that she used Vipshop, it would not make people feel abrupt. The inadvertent question also made the matter appear more realistic and weakened the advertising atmosphere.
. Yang Chaoyue asked casually this time, which attracted the attention of the entire network and also made Mr. War Art realize the strong appeal of traffic stars. Although Volkswagen has complained about the various traffic that are frequently on hot searches, it has to be said that their popularity and influence cannot be underestimated.
From the case of #Yang Chaoyue looking for people on the whole network#, we can see that in the early stage of the marketing stage, it is a good way to use the power of traffic stars to leverage subsequent dissemination and discussion, and to set off the first fire.
. Cleverly set topics, bury the memes in advance to strengthen the content
In the fragmented multi-screen era, people are surrounded by countless information every day, so whether an event itself is topical often determines the degree of attention. Vipshop used Yang Chaoyue to post a list on Weibo to call out 300 million Vipshop members, which not only used the topic stars to attract public attention, but also cleverly introduced membership into the topic, allowing the brand to intervene in people's discussions.
You can see that the topic of #Yang Chaoyue looking for people on the entire network# is scalable on any platform. That is, all members of the platform can respond to Yang Chaoyue to form resonance of topics and co-creation of content.
But the topic itself can only determine whether people click. The content in the topic is the key to forming discussions across the entire network. Mr. War Art discovered that Yang Chaoyue posted screenshots of her shopping at Vipshop on this Weibo post.
I have to say that this seemingly unintentional "idle writing" actually plays the finishing touch. On the one hand, what traffic stars, especially topical traffic stars, buy is enough to stimulate netizens' gossip and desire to snoop. It can be seen that the Toxicist Children's Thermos and a set of thermal underwear worth more than 40 yuan bought by Yang Chaoyue have become topics that netizens are talking about.
On the other hand, the shopping screenshot itself is directly linked to Vipshop. Through the screenshot, we can intuitively see the products and prices sold on Vipshop. While many netizens bought something from Yang Chaoyue, they will also find it, Oh! It turns out that Vipshop sells these, and the price is not expensive!
In addition, after Yang Chaoyue posted the order, it became natural for subsequent kol to follow up on the order. Every shopping screenshot posted by KOL actually became a small billboard for Vipshop.In addition to the aforementioned, based on the netizens' gossip and desire to snoop, the "billboard" itself also has enough topical points and content.
Therefore, inadvertently, the brand information that Vipshop wants to convey spreads in the happy atmosphere of netizens’ eating melons, and it can be said that kills two birds with one stone.
In fact, social currency is not complicated. Content that can make others envy, recognize, or think you are your own person is all social currency.
What the brand needs to do is to actively create opportunities and scenarios for users to share identities, communicate and interact. The core is "I have a topic, waiting for you to discover, discuss, and discuss", which can be seen as a marketing method that "seduces" the spontaneous communication of the media and the public.
In today's national entertainment, Yang Chaoyue, who has its own traffic, and directly pointed to Vipshop's 300 million membership to make content, undoubtedly, has made the spread of the incident more effective.
. Use KOL+KOC to create a sense of identity and belonging
If Yang Chaoyue is used to create exchange topics and let Vipshop brand information intervene in discussions and be paid attention to by more people, then the preparation of KOL+KOC communication system will create a large-scale user group distribution center on major social platforms, which greatly enhances people's identity and belonging.
People always like people who are similar to themselves. This is an indirect expression of self-appreciation and self-affirmation. When users can see friends who claim Vipshop membership and proudly show their shopping experiences on popular social media such as Weibo, WeChat, Douyin, Kuaishou, B station, and Hupu, they can easily feel that they have found the same "organization". Therefore, loyal fans of the brand have enthusiastically stood up to claim Vipshop membership.
With the emergence of emerging media channels, users' attention is constantly divided, and more and more ordinary users have the right to speak.
From Taobao evaluation system, to Xiaohongshu grass planting list, to Douyin marketing and Weibo recommendations... Users are no longer passively accepting advertising and blind consumption. On the contrary, they are actively affecting the way and development trajectory of the brand communication with it.
It is based on this insight that Vipshop not only creates an atmosphere of publicly posting orders to endorse Vipshop's "super value" through the KOL+KOC communication system of "stars + bloggers + amateurs", but also endorses Vipshop's "super value" through the public opinion guidance of celebrities and KOLs in social platforms. With the help of users' sharing and recognition, it has achieved rapid fission on the entire platform to attract users to participate in the production of UGC content, forming a word of mouth transmission of Vipshop's reputation.
, a way that uses users to influence more users, is obviously more credible than traditional brand-led advertising. Coupled with the involvement of the fan circle and local media, Vipshop's incident spread has broken the circle, so it is not surprising that everyone has become a Vipshop member overnight.
In fact, it is not just to increase the credibility of advertising and marketing. Today, we can no longer easily let our voices cover all users like in the past. The Internet truly divides the crowd into small groups. Without spontaneous communication support based on user reputation, it will be difficult for brands to mobilize the potential energy of communication to break the circle.
, and Vipshop's specific practice of #Yang Chaoyue looking for people across the Internet# shows that with the help of the influence of celebrities and KOL+KOC among users and stimulating users' desire to share, the feasibility of forming a large-scale word-of-mouth explosion on social platforms is whether the brand can create an interactive circle, allowing further communication and connection between fans and celebrities, thereby gathering the voice of users from various social platform matrix users.
Vippines has greatly activated the activity and stickiness of users across the network, and also provided us with a path for reference and reference.
2
Good social currency,
also needs to have actual value to users
Although the planning and construction of the topic and the construction of the communication system are the highlights of this Vipshop marketing, Mr. Art of War believes that we cannot ignore a very important point. If information flows like currency, it requires actual value to support it.
is like everyone endorsing Vipshop on social networks. In fact, Vipshop has been focusing on the business model of "brand sale" for 12 years, allowing consumers to have a 30-50% discount on brand products they like every day, just like an online outlet.
This year, Vipshop's brand positioning phrase has been upgraded from "all good brands, 30% off every day" to "brand special sale, which is great value". In a more intimate and straightforward tone, it further emphasizes the value of brand special sale to consumers: Who says shopping can only wait for big promotions? Vipshop usually offers discounts every day, and buys better products at the same price.
Review of Vipshop's previous marketing, and has always interpreted "brand sales are great value" in various ways.
stage one, focusing on shaping the brand image.
stage 2, visualize the value of the platform through discounts.
stage 3, word-of-mouth endorsement based on real user experience
This time, it uses Vipshop members to interpret the meaning of "brand sale is super value" to different consumers to the extreme. From Yang Chaoyue, to Qi Wei, to major bloggers, to Vipshop's 300 million ordinary members, their personal experience has become the best brand endorsement for Vipshop's authentic product guarantee and super value discount.
These days, the sales conference of Vipshop is the same as those of 6.18 and 11.11. Because it is Vipshop's annual store celebration event, and brands selling well on Double 11 are willing to replenish and subsidize. When users on the entire platform support Vipshop's sales conference is even more valuable than 11.11, just imagine who is not moved?
