This is the best team: from Ctrip to Home Inns, Hanting I

Chapter 20
This is how it works.For example, the "Renrenle" shopping center next to the Jinxiu Jiangnan Community outside the Guanwai opened. In the first few days of opening, the employees of this wine agency were selling at the gate of the shopping center, shouting loudly: "With the computer receipt, you can buy more wine." Add 10 yuan, and you can buy a bottle of red wine worth 35 yuan."

Many aunts and uncles thought that the real price of this bottle of red wine was 35 yuan, so they rushed to buy it.

In fact, the cost of this bottle of red wine is 5 yuan, and the computer receipt is just an excuse.

6. Competition.The mode of competition must be large-scale activities to achieve results.Mengniu's sponsorship of the Super Girl competition is the most convincing case, so I won't repeat it here.

In addition, there are 4 methods as follows:
7. Free samples or free.

8. Lottery.

9. DM Magazine.

10. VIP card.

Due to space constraints, I will not repeat them one by one.

In the end, it’s all about public advocacy.

Enterprises carry out public promotion activities, and the common forms include: press conferences, sponsorship activities, exhibitions, consumer symposia and product seminars, etc.

Among Chinese companies, the company that has done the best publicity is the Jiaduobao Group Company, even though the Jiaduobao Group Company’s advertising slogan is also well written, "If you are afraid of getting angry, drink Wanglaoji".But in comparison, public relations have done even better.

After the Wenchuan earthquake in Sichuan on May 2008, 5, Jiaduobao donated up to 12 million RMB.Speaking of it, this donation is still learned, either donate the fastest, or donate the most.In the long list of donations, there are still many companies with 1 to 8000 million yuan, but we can't remember them all.Therefore, even though Jiaduobao donated tens of millions more, the effect is very significant. In addition, there was an incident of "Let Wanglaoji disappear from the shelves of China! Block it!" Netizens were enthusiastic, and some people Follow up post: Start cooking with Wanglaoji today.Someone also left a message: Donate 2008 million if you want to donate, drink Wanglaoji if you want to drink.As a result, the brand of Wanglaoji became a dark horse in 2009. According to authoritative forecasts, in 120, Wanglaoji's sales will definitely exceed [-] billion yuan, leaving Liangle (Coca-Cola, Pepsi) far behind.

After reviewing "Marketing", we come back to this case.Ctrip has used all of the four promotion methods mentioned above.

Advertising: In 1999, Ctrip once set up a light box advertisement at the Capital Airport, which cost 100 million RMB per year.This advertising light box also increased the number of clicks on Ctrip.com and enhanced Ctrip's popularity.However, the light thunder did not rain, and actually did not bring many customers to Ctrip.

Publicity: In April 2000, Ctrip cooperated with the Civil Aviation Administration of China to hold the first flight attendant competition in the domestic civil aviation industry - Shanghai International Miss Airline Contest of the Century.Ctrip conducted an exclusive online live broadcast of the competition, and Ctrip also provided netizens with a fully virtual community, allowing netizens to directly witness the elegance of the flight attendants and vote for their favorite flight attendants.However, the response to this event was mediocre and did not achieve the expected results.

Personal sales: At the beginning of 2000, a salesman from Ctrip went to a magnificent hotel, knocked on the door of the manager's room, and said, "I am a salesman from Ctrip.com, and our website hopes to provide room reservation service for your hotel. .” But unfortunately, most of the store managers didn’t finish listening and dismissed Ctrip’s salesperson.

Sales promotion: Sales promotion is also called business promotion. There are various methods, which have been introduced in detail above. Ctrip chooses one of the VIP cards. In March 2003, under the leadership of Vice President Wu Hai, Ctrip began to distribute Ctrip membership cards.This time, Ctrip finally made a practical breakthrough. Eighteen months later, with the efforts of more than 3 card issuers, Ctrip's room bookings rose from a few hundred room nights per month to 18 room nights per month.

Among the four basic methods of sales promotion, Ctrip has used all of them. The result is that the effect of sales promotion is amazing, but the investment in the three methods of advertising, publicity and personal selling is far from the expected effect.

Faced with such a result, some people may wonder: Are the three methods of advertising, publicity, and personal selling outdated, or are they not suitable for use in this industry?
The answer is NO.

The use of the first three methods did not achieve the desired results for the following reasons:
There are two situations in the placement of advertisements. Brand creation advertisements must be launched with concentrated firepower in the short term, and brand maintenance advertisements must be launched slowly over a long period of time.Someone once said that advertising for a brand on CCTV is less than 1600 million yuan, which must be a waste of money.Therefore, at that time, Ctrip was not very rich, and those advertisements could play a role in publicity, which meant that limited money was used for unlimited careers. It was impossible to achieve the effect of "advertising in the sky and picking up money on the ground".

As for the development of public relations, it is generally in the growth period or maturity period of the product that the effect is more obvious.In the introduction period, start public relations, the effect will not be much better.Therefore, Ctrip's stewardess competition can only achieve a so-so "click rate".

In addition, this mode of personal selling must cooperate with advertisements to achieve results in a short period of time.It's like tanks bombing in front.The infantry is the same as grabbing positions behind.It would take a long, long time to do marketing by relying solely on personal selling.Therefore, after the Ctrip team realized this, they quickly adopted the means of mergers and acquisitions to reduce the cycle of market cultivation and model exploration.

The last thing to mention is Ctrip's membership card.At that time, when other companies were charging fees, they decisively adopted free distribution. The effect is definitely a dog chasing a duck -- croaking.This also proves the saying in the market competition: "I have what others don't have, I am good at what others have, and I am new when I am good at others."

Innovators will always win the market, and it is difficult to achieve ideal results by copying other people's methods. Just like card issuance has become a common model in the entire hotel reservation industry, the effect of card issuance is not as obvious as before, and the conversion rate is only 3‰- 5‰.

Application 10. Where to give and how to give Wang Yong is a technician of a famous foreign cosmetics company. He has been engaged in the scientific research of skin care products. After more than [-] years of hard research, he finally developed a cosmetic that is good at removing freckles. .

It is relatively easy to apply for the approval of daily cosmetic products of cosmetic brands. Therefore, Wang Yong’s freckle king was launched on the market immediately through ODM. Since he did not have much money to advertise and he was very confident in his products, he decided to use free Gifting is a way to promote your own products.

Now, if you were his product manager, do you think this approach is advisable?If it is desirable, where and how do you think it is more appropriate to present this product?
(Refer to page 226 for the answer) 499. Which distribution and promotion method should be adopted? Chen Qiang is the general agent of ion water cups of a domestic enterprise in Guangdong.He represents a very magical water cup. After the cup is filled with ordinary drinking water, the acidic water in the cup will immediately become alkaline water, and the pH test paper can be used to test it on the spot.At the same time, this kind of cup is very beautiful in shape and quite high-end. However, the retail price is a bit expensive, and even the cheapest family pack costs 1688 yuan.If it is the "Silver Cup" and "Gold Cup" in gift packs, the price will be RMB 2688 and RMB [-].

Chen Qiang is an agent of this product with a 3% discount.All we know now is that the manufacturer of the cup has invested a lot of advertising on the central station.If you are Chen Qiang, what is your distribution and promotion strategy?Please tell me your opinion.

(Refer to page 227 for the answer) Listing and Monetizing Everyone who starts a business dreams of making his business stronger and bigger, and more than 80% of entrepreneurs plan to list their companies.Ctrip is no exception. They used the Nasdaq to make money game, allowing Ctrip executives to cash out 2 million.Ctrip was able to lead the second wave of listings and cash out such a high amount of funds, in addition to Shen Nanpeng, a capital master, and more importantly, it seized the market's opportunities.

Quotations Shopping mall insights 1-5: Thinking determines the way out, vision determines the state, attitude determines height, positioning determines status, layout determines the ending, and the head determines the pocket.
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After reading Ctrip's listing, I feel that it is a manifestation of genius, a manifestation of talent, and a manifestation of stupidity.
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After reading the Ctrip team's listing of Ctrip, I feel that life is like gambling. You can't gamble, but you must gamble.
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Reading the entrepreneurial story of the Ctrip team, I feel that if someone appreciates you, it means you are lucky; if no one appreciates you, this is fate; as a friend, I wish you good luck in your life! -
A message to all entrepreneurs who cannot extricate themselves in their ideals and are constantly struggling in reality.I am a fly lying on the glass, the future is bright, and I haven't found a way out yet.
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The author encourages himself

allegory eagle ideal
On a stormy night, after a whole night of fighting against the storm, an eagle finally fell to the ground due to injuries.

At this time, a sparrow came over and asked with great concern how the eagle was injured.Afterwards, the sparrow advised the eagle earnestly: "Brother, why are you flying so high? The benefits are not many, but the risks are many. Look at us, our ancestors have lived under the eaves for generations, no wind blowing, no rain, so happy and safe I said, how about this! Live with us, I promise you will be carefree all your life, how about it?"

The eagle said: "Brother, thank you for your kindness. I think that as an eagle, you must have the ideal of an eagle. You can't give up your goals because of temporary setbacks, and you can't change your goals because of current interests." Pursuit. You think that the life under the roof is very comfortable, this is your ideal. But in my opinion, the happiest thing is to fly in the sky and overlook the four fields. Although you have to take risks, this kind of happiness cannot be expressed in bird words Expressed in the language of birds."

The sparrow thought it was unbelievable, it shook its head, squinted at the eagle and said, "You are too impractical, and you choose to pursue some illusory things. Isn't this asking for trouble?"

Not long after, the wound of the eagle that did not listen to the advice healed, so it flew into the blue sky again, soaring happily.

Later, something unexpected happened. The poor sparrow, whose wings were wet by another storm, could not fly back to its nest, so it obediently became a "toy" in the hands of the naughty boy.

The ideal eagle story tells us:
1. Attitude determines the height, pattern determines the ending; 2. A small fortune will make it difficult to achieve a great cause; 3. There are relative risks, and there is no absolute security. What you have to do is to make yourself very strong

(End of this chapter)