Executive Secretary of China Electronic Commerce Committee of the Ministry of Commerce
Executive Secretary of China E-commerce Industry Alliance
Member o
Executive Secretary of China Electronic Commerce Committee of the Ministry of Commerce
Executive Secretary of China E-commerce Industry Alliance
Member of E-commerce Expert Advisory Committee of Ministry of Commerce
Adjunct Professor of cheung kong graduate school of business
Central Europe Creativity+Mentor
Consultant of MBA Center of Tsinghua University Institute of Economics and Management.
Visiting tutor of Heima College
Distinguished professor, Beihang University
Director of Beijing Garment and Textile Industry Association
Vice President of Nanjing University Shanghai Alumni Association
Served as economic consultant, e-commerce development consultant, strategy and brand consultant for governments and enterprises in Beijing, Shanghai and Jiangsu.
20 10 July, Wu Sheng launched "Ordinary Object", which made Vanke Eslite an instant hit and became the creator of ordinary objects.
The target is the advertising copy propaganda style launched by VANCL. The advertisement invites young writer Han Han and young idol Wang as image spokespersons, aiming at poking fun at the mainstream culture and highlighting the self-image and personality image of Vanke brand.
The alternative technique of "ordinary objects" has also attracted many netizens to watch, and a large number of posts spoofing "ordinary objects" have appeared on the Internet. By August of 20 10, more than 2,000 pictures of "ordinary objects" had been madly reprinted in Weibo, Kaixin.com, QQ group and major forums.
JD.COM 815 Price War
During his tenure as Senior Vice President of JD.COM, Wu Sheng planned and led JD. COM 8 15 price war ".
201August 15, the 8 15 price war was an e-commerce raid on Suning initiated by CEO Liu. After the war, JD.COM Mall benefited from preemption, because JD.COM chose a favorable time (Suning issued bonds and its share price kept falling), place (home appliances) and way (Weibo position) to go to war. Suning was caught off guard.
On the day of the 8 15 price war, Alibaba group Yitao.com, Tencent's Yixun.com, Dangdang, Gome and other e-commerce websites also responded on that day. The price war of 8 15 is not only the price war of e-commerce platform and the battle for users (orders), but also the strategic public relations war of the platform. This war has changed the channel pattern of household appliances, and JD.COM has gained the greatest strategic benefits through the expansion from small to large.
Le Bee Network Peach Blossom Festival
In 20 13, Wu Sheng created the exclusive cosmetics e-commerce shopping carnival "Peach Blossom Festival" for the professional cosmetics shopping website Le Bee Network.
Different from e-commerce promotion festivals such as Double Eleven and 6 18, Le Bee Network takes female users as its main target audience and puts forward the concept of "peach blossom = energy". In addition to product surprise discounts, female users are also invited to turn the Peach Blossom Festival into their own peach blossom luck, making the Peach Blossom Festival in March a beautiful carnival for the whole people in spring.
In 20 13, led by Wu Sheng, Le Bee Network put forward the brand proposition of "neither beauty nor life" for the first time, advocating women to pursue the ultimate attitude towards life. 20 13 Peach Blossom Festival focuses on the theme slogan of "227 Madness", and carries out a series of "crazy" activities such as "beauty madness", "second madness", "madness" and "madness", and implements a price reduction promotion mechanism to really give back to female consumers.
Luo Ji thinks about Tamia Liu marketing.
On 20 14, 10, 10, on 8 October, Lenovo Group and Luo * * * jointly launched a marketing pre-sale activity. When it was officially launched on June 6th, 10000 Tamia Liu gift boxes were all sold out within 5 hours.
On the day of pre-sale, Luo Ji's thinking platform broadcast Liu Lao's true voice, and through 60 seconds' voice, he collected the Tamia Liu marketing plan of Internet thinking. "Learning from young people" and "seeking marketing" are themselves a perfect marketing plan.
Lao Liu specially named five people for advice: Pocket White Crow, Beef brisket Carver, Constellation Comic Uncle, Pocket Shopping Kelly and Meituan.com Wang Xing. Among them, Grandpa Diao responded that he should learn to play emotional cards with oranges; White crow thinks that Tamia Liu can be a social tool; The fellow uncle thinks that combining constellations to sell willows; Kelly directly recorded a video to help Tamia Liu advertise.
Luo Ji's Tamia Liu marketing also won the best case of new media marketing of Tiger Sniff 20 14. About social marketing
1.20 1 1 puts forward content marketing 4: hardware is software, software is service, advertising is content, and consumption is entertainment.
Second, new product solutions depend on the consumer experience, which is changing all business models. ..... summed up in four sentences: 1, consumption is entertainment 2, advertising is content 3, information is media 4, and individuals are channels. The spirit of traditional consumption has changed, and the Internet is reshaping the boundary between marketing and media. We need to be brave, go further and return to the original point of brand and media. We may find that today's brand marketing can be played so differently.
Third, in the era of 2.0, users are the main body of content creation, and the success of content marketing lies in making users have no sense of distance, being able to participate and get close at low cost, and creating interesting advertising content.
About young people
1.90 will be a new force in the next decade. -July 438, 2065 +02
Second, we can only trust young people unconditionally. "Young people" is not the physiological age of intergenerational division, but represents the young spirit and the way we look at the world. -20 14 10 months
Third, post-90s and post-90s are adjectives, and the proportion of people in each era is similar, but young people represent the future and the changes in the mainstream spirit of consumption. -2065438+March 2005
About e-commerce
First, today's e-commerce businessmen are not businessmen and must become experts.
Second, the community has become the DNA of the new business ecology. The core format of the mobile e-commerce era is social e-commerce. Why do I say the topic at the beginning is personality logic? Because today, personality is our most important new channel.
Third, the scene era has arrived, and the scene revolution will reshape the products, marketing, channels and connection methods of e-commerce.
Fourth, products are scenes, sharing is acquisition, cross-border is connection, and popularity is traffic.
5. Buying a flashlight will become an important part of scene e-commerce.
About the internet
First, in the era of community, we can feel that the brand has become a story, a social gesture and a way of connection. In other words, it has become one of the meanings of the brand to be able to tell the content products of the Internet in this era.
Second, the internetization of traditional industries is a new outlet, and this outlet is not only an intelligent hardware, the so-called millet transformation, the so-called vigorous development of e-commerce, but also comes from the structural subversion and logical remodeling at the bottom of the Internet, from the combing and transformation of new user-centered rules of the game, and from the new gameplay that we really define brands in this era.