Agricultural products e-commerce Internet starts from the relationship network

One of the greatest strengths of the Internet era is to allow people to communicate without barriers and gather in one place. Tencent has used QQ to accumulate 600 million users. This 600 million users allows Tencent to take the initiative in many competitions.

In 2009, microblogging suddenly emerged and Weixin became popular in 2012. In fact, at the beginning of Weibo WeChat, people began to add up from people who knew each other, and then used the various functions of the platform to realize more people’s understanding, participation, and interaction so as to realize the relationship from the network to the Internet. Jump.

Essentially speaking, it takes only two steps to weave the Internet, which is the first to have a solid network of relationships. Second, to use the Internet marketing tools to quickly replicate the expansion of the network.

1, a solid relationship network

There is a threshold for social marketing, WeChat, Weibo need to pay attention, all kinds of organizations need administrator approval, so companies must first woven a solid network of relationships, and then expand on this basis, this The initial relationship network is the core of the corporate community. Without a solid initial relationship network, copying expansion is equivalent to castle in the air.

In particular, the traditional agricultural enterprises that lack the experience of Internet operations have given up on the offline relationship and the network that has accumulated over the years. Instead, blindly pursuing online fans has become even less.

The rise of the Orange brand first benefited from the super relationship network supported by the personal influence of Mr. Shi Jianjian.

Originally, Life discovered the orange and planned an exclusive interview with Elder. Interviews, reports, official websites, official micro-appropriations, etc., were all marketing of agricultural products. However, the first explosion of the orange was from Wang Shi. Wang Shi retransmitted the “Economic Observer”’s report on the elder Lao on Weibo and immediately caused concern on the Internet. After the product went online, it sold 800 boxes in five minutes and the traffic turned several dozen times.

After that, the life had originally given some celebrities gifts of their corresponding packaging of the orange, such as the founder of the Aef essential oils carved Lord received "even if you are very rich, I still think you are handsome" box; "The harem ring biography" author stream Yan Zi, who was drying on the micro-blog, asked the orange box on the micro-blog to show his suspicion. The Han box on the orange box read "In a complex world, one is enough," and there is only one orange inside. Han Han has applied the "one" slogan for APP applications. Han Han is tweaking in Weibo: "When it comes to giving gifts, you don't need to be so accurate."

The old personal charisma formed a network of celebrity interactions. They responded to Wei Orange on Weibo WeChat and other channels and quickly pulled their fans into the Orange Network. This formed the second step we said. , Quickly expand and expand the network of relationships.

Some companies say that I do not have such resources as Shi Jianjian. What about my relationship network? In fact, each company has its own unique advantages. This relationship network can be employee relations, business relationships, social relations, consumer relations... In short, companies must first find their strongest and most The network of tensions.

Tudaojia is a little-known small business, but its flagship product, Tujia Bulk Beef Sauce, has a very strong product, real materials, as long as the people who eat it are full of praise, and the Taoist family did not use a lot of money to do promotion. Instead, they let their employees and distributors add in. They quickly shared their honest and positive comments with their friends, and then designed a variety of activities to form a forward spread, quickly accumulating a large number of fans and driving sales.

"Networks of relationships" can also be created by companies.

Local folks selling tea are using WeChat to do this: It uses two points—value marketing and product quality—to cultivate “fan love” with clear values, gather users, and form communities; at the same time, product quality Is the foundation. Based on these two points, the local folks completed the preliminary establishment of a network of relationships, that is, a one-to-many linear relationship chain from the enterprise to the user. The second step is to make the users and users more freedom (non-linear). Links, this is an influential and powerful network of relationships.

The local folks also initiated the urban tea party: the promoters of the urban tea party must be users of local folks, and the number of participants is about 30. Among them, 5 to 10 people must be users of local folks, so that non-users can have opportunities through the urban tea party. Understand the brand of local folks, and use the mouth of existing users to tell the perception of local folks, others will become potential users. In 2014, local folks conducted about 500 similar tea parties. You can imagine how wide the relationship chain is. Established at the end of 2011, local folks sold over 10 million in 2013 and achieved profitability.

2, replication and expansion of relations network

The establishment of the core concern network means that the snowball is ready to see how it will roll off and how it will roll quickly.

On the Internet, there are two things that are most concerned with and most easily shared. One is efficacy and the other is creativity.

The so-called efficacy, including promotions, methods, life secrets, etc., in short, has direct function on people's lives, the more effective, the more attention, transfer and share more quickly. Therefore, we all know that it is the most direct and crude method that is absolutely effective.

Agricultural enterprises must pay strict attention to the effectiveness of their work. The function of Internet thinking refers to “useful for users”. In traditional marketing, enterprises often think that function is “useful for me”. This is the thinking of traditional enterprises. The malpractices must be avoided. Only when the information and content that are useful to the user is truly provided, can the relationship network be effectively operated and present a geometrical rolling expansion.

The so-called creativity, first, the original ecology of the enterprise, such as Jiang Xiaobai's various petty bourgeois wine culture ideas, one is the combination of hot news and then creative, such as Fan Bingbing Li Chen romance announced after many companies and their own brands and products combined after the creative.

In Internet marketing, there is often a case that attracts a lot of attention due to creative ideas. However, as a company, I want to remind everyone that behind these successful cases, on the one hand, professional teams such as professional copywriters and artists are required to plan, persist for a long time, and constantly try and error. On the other hand, companies are required to have the ability to undertake operations, to be able to find out quickly in the early stages of their creativity, and to quickly launch appropriate promotion programs to make them completely detonated. In addition, after the creative detonation, it will inevitably bring about a large number of corporate websites, Weibo, WeChat, etc., a lot of attention and clicks, sudden increase in sales, etc., also require companies to have rapid adaptability in the corresponding industry chain.

In 2014, “Double-Eleven” Qingyuan Chicken set off sales through the promotion of Taobao platform. However, due to the weak industrial foundation, it was impossible to complete orders in short order. According to reports, in mid-2015, its “double 11” order had not yet been issued. This will inevitably lead to consumer negative evaluation and experience of Qingyuan Chicken this product, and weaken the brand reputation.

For agribusiness, to be creative, there must be a professional operating creation team that understands the Internet and understands the target user groups. Moreover, companies must dare to let young people do it. However, the culture and the adjustment of the enterprise are difficult for a time. Changing and making ideas is very difficult for many traditional businesses to do. However, it is the long-term value of traditional enterprises that agricultural companies can do so from a variety of perspectives, such as how to allow consumers to purchase more convenient products, specialty culture, gifts, and promotions, as well as a path to get started quickly.