LeLe Huang (pen name: Le Feng), male, born in February1,was born in Linchuan County, Jiangxi Province, and graduated from Jiangxi University of Finance and Economics. Mainly engaged in network promotion planning, planning many network activities, with more than four years of experience in network promotion. He used to be the emotional final review of Tencent's mobile phone; Text director of Jiunanmen. He has managed a team of nearly 600 writers, the head of topic planning of Taobao forum, and was responsible for the marketing of Taobao Daily special forum. He has assisted in network promotion and related work in well-known domestic internet companies such as Tencent, Taobao Bagua, Tiantian Special Forum, Buyers Show and Cat Pub Forum. In my personal network promotion experience, I have accumulated my own personal connections. Over the years, we have been committed to network promotion industry planning and won high praise from our peers and customers.
Chinese name: Le Le Huang.
Nick Nike
Alias: Yuefeng
Nationality: China.
Ethnic group: Han nationality
Place of birth: Fuzhou, Jiangxi
Date of birth: 1990 May 2 1.
Occupation: network promotion, event marketing, brand promotion.
Graduate school: Jiangxi University of Finance and Economics
Faith: materialism
Main achievements: creating a buyer show forum.
Shoe throwing door
Noble body
Representative works: Women's happiness cannot depend on men.
Pen name: Yuefeng
Gender: male
Personality: low-key and simple.
Height: 174cm
Weight: 120kg
outline
LeLe Huang (pen name: Le Feng) was born in Linchuan, Jiangxi, and graduated from Jiangxi University of Finance and Economics. Mainly engaged in network promotion planning. He has been doing network promotion since he came into contact with the Internet. He has planned many network events and has more than four years of experience in network promotion. Good at network planning, event hype and event marketing promotion. He used to be the emotional final review of Tencent's mobile phone; Text director of Jiunanmen. He has managed nearly 600 outstanding writers; Person in charge of topic planning of Taobao Forum; Participate in the establishment of daily special forum. Good at forum promotion, alliance promotion, soft text promotion and activity promotion. He has assisted in network promotion and related work in well-known domestic internet companies such as Tencent, Taobao Bagua, Tiantian Special Forum, Buyers Show and Cat Pub Forum. In my personal network promotion experience, I have accumulated my own personal connections. Over the years, we have been committed to network promotion industry planning and won high praise from our peers and customers. At the same time, according to my personal expertise in online marketing, I have launched many online activities: breast enhancement after 00, throwing shoes at the door, Weibo Hei, and Beijing M. Guo. During the years of industry accumulation, I have cooperated with many group buying websites and accumulated rich business resources. I have served as the operation consultant of many shopping malls, golden crowns, crowns and group buying companies, and provided many operation and marketing plans, and its novelty and new sharpness are quite commendable. Some B2B companies' marketing platform schemes also come from him.
biographical notes
school
During my three-year study in the university, I worked part-time in China's largest Witkey Network through specialized courses and part-time jobs at school. Through our own efforts, we have won the recognition of many business owners and are responsible for the marketing and promotion of their products for a long time. Now I have strong network event planning ability and execution ability. And spread through the network, set up their own promotion team.
society
After leaving school, I participated in the planning and implementation of a number of popular network activities of the company, and was fully responsible for the network planning and promotion of the company's outsourcing business, and served as the director of the promotion planning department. And help Taobao Forum, Cat Pub Forum and Tencent Forum to plan topics. By assisting the negative people in relevant forums to plan topics, establish promotion contacts.
work
Due to previous job requirements and business involvement, 20 10 officially contacted Taobao.
20 1 1 worked as an e-commerce manager in Shanghai shanggonghui international trading co., ltd., and was mainly responsible for the establishment of tmall flagship store during the team construction and operation, mainly engaged in Tieguanyin tea. In 20 13 years, the daily active members of the store are around 30,000.
20 12 worked as the director of e-commerce in Zhong Rui company, helping the company to complete the gorgeous transformation from auto parts to women's shoes e-commerce industry. The company team is built by one person and is responsible for store operation. In 20 13 years, the company's e-commerce team has grown to more than 100. Among them, six months after the establishment of e-commerce, the company set up a production line of 1000 square meters to cooperate with the sales of e-commerce, and has had three production lines in 20 13 years.
20 13 I set up Tianziqi performing arts operation network company, mainly engaged in performing arts operation. In many years of work, the company has rich experience in team building and store operation, and changes its own gameplay with every step of Taobao. And there are many successful cases. Successful promotion cases include Camel, Qidu Bird, Jenny Xuan Shi, Jiumei Jianhe, Affono Ti and many other well-known brands. After years of operation experience, I feel that Taobao operation is no longer a simple technology, but more a perception and understanding of the market. Personal ability
Good at network marketing activity planning, familiar with e-commerce operation mode, familiar with Taobao rules and Taobao promotion channels. As the operation consultant of several shopping malls, Crown and network event marketing companies, I have provided a lot of operation marketing planning, which is quite commendable in originality and cutting-edge degree. He also planned and implemented many popular events. Committed to the analysis and observation of e-commerce operations and precise marketing, it is known as the "event first marketer"; Have major news media and network water army resources. You can integrate news, forums, Weibo, encyclopedias, questions and answers to promote the activities.
Personal point of view
brand promotion
Starting from the long-term network marketing promotion, Le Le Huang put forward a core concept of network marketing promotion-creativity. It is mentioned that if we carefully study every case that is successfully promoted on the Internet and the case that brings huge practical benefits through successful promotion, it is not difficult to find that a ghost of creativity is the same fulcrum of every case. The so-called creativity is like making a promotion method that meets the needs of her consumer groups, that is, not choosing large-scale online advertisements or non-targeted online news, but using the powerful one-to-one effect of search engines to cooperate with certain online videos, such as the breast enhancement incident after 00, to promote a breast enhancement products. In the process of promotion, the reason why we choose to expose breast enhancement after 00 is mainly because of the sensitivity of children after 00. Make the topic more controversial, virtually let netizens actively participate in activities while seeing the topic, and get to know it with curiosity, so as to ignite hot topics in a short time, publicize and promote products, and maintain a certain enthusiasm through a series of follow-up activities, and invisibly promote our brand.
Taobao operation
The first thing to do in surgery must be repositioning. This is as important as the product itself. Why? Sometimes we will find that some sellers who sell the same product have a good evaluation of the product and some have a poor evaluation of the product. Because the customer ecosystem of different stores is different. Sometimes, it's not that the product is bad, but that it is not sold to the right person.
Many people think that product quality must be king, and product quality must be the best. But ZARA succeeded in selling a batch of ordinary clothes to a group of young people who were looking for freshness, and did a good job as well.
Some people shopping is a need, but most shopping is a desire. Buyers who pursue individuality have their preferences, which is a key factor in our pricing in market segments.
Now sellers are complaining that e-commerce prices are transparent, shops are difficult to do, and brand homogenization competition is strong. Sellers who complain like this ignore the preferences of "target customers". The price is transparent only because of the same picture, the same service and the same product function. If so, your goal of customer orientation will not be different. In order to locate the target customers reasonably, it is necessary to analyze their preferences and psychology, combine these differentiated pictures, personalized services and targeted functional requirements, and analyze the price range that the target customers like to complete pricing.
Apple is a great company, and its products focus on customer experience and interactive design. Nokia is also a great company, and its products focus on functional practicality and its own durability. As far as the cost of the hardware itself is concerned, the difference will not exceed twice, but the target customers make their price difference very obvious.
"McDonald's" and other well-known fast food restaurants have all introduced super-value lunches and dinners, and the per capita consumption can be controlled within 20 yuan. However, the lowest price for the business package of Pizza Hut, which is also in the fast food field, is 39 yuan. Every day at noon, I go to some areas where consumption is concentrated. The storefronts of these brands are crowded and the price difference is more than doubled. Obviously, their target customers are different.
Therefore, the precise target customer orientation determines the product pricing.
Suggestions on product positioning and pricing
Look for the top stores in the industry, and study the overall visual effect of their brands, the expression of brand stories, and the customer experience in operation. Take the essence and discard the dross, and price according to your target customer group.
Investigate the scale of the industry. Find the customer groups with low competition in the industry, accurately grasp the market segments, do not blindly enter a field with fierce competition, formulate products and services in combination with the needs of minority groups, and make tonal pricing for their own brands.
Analyze e-commerce environmental data. Is the best-selling product in the current e-commerce environment rose, tea tree or lavender? Are the products derived from this easy to sell? Accurate pricing of explosions.
Accounting for their own costs. The net cost of products, the proportion of promotion expenses, the cost of personnel and the cost of e-commerce platform are all priced according to the cost.
Price space reserved for activities and channels of discount promotion. 20 13 tmall promotion is basically below 3-5 discount. Vertical B2C promotion such as JD.COM requires the lowest price of the whole network, and a series of activities will be discounted on the anniversary, so the price range must be reserved for promotion activities.