On September 25th, the E-commerce Festival and the kick-off meeting of rural e-commerce popularization training for one township and one product in Fuyang was a case of project marketing, which attracted more than 60 e-commerce related enterprises to participate. 19 townships and 3 streets served as co-organizers. Fuyang 10 enterprises voiced their support from the media, and the county magistrate, deputy magistrate and director of commerce and grain bureau participated. The news covered about 200,000 people in the county. The next day, on September 26th, the leaders of the United Front Work Department of the province also visited Fuyang. The investigation of Qiyang E-commerce Incubation Industrial Park has undoubtedly injected a shot in the arm into Qiyang's "National Rural E-commerce Comprehensive Demonstration Project", which has achieved good promotion effect and played a promoting role.
I remember that when the training team of Jin Rong Business School first went to Qiyang to do enterprise research, it said, "We should hold an e-commerce festival and go deep into 19 townships for roving training." The e-commerce in Fuyang thought we were joking. -But we really did it. The e-commerce companies in Qiyang also saw the determination and execution of the Lu Gu incubation team.
Today, based on what I have learned, I sum up some experiences of Qiyang e-commerce project, and talk about the six elements and five elements ecological circulation system of county e-commerce marketing for the marketing section of county e-commerce.
First, the six elements of county e-commerce.
1. brand. In view of the present situation, brands with brands must vigorously promote brands, and brands without brands must be shaped. The ultimate goal is to build a county-level e-commerce brand. For example, our E-commerce Maker Private Board of Directors specially made a special topic on brand building-entering Heshun New, e-commerce brand building based on corporate strategy. Qiyang county TV station made relevant reports. (The topic of brand building has been discussed before, so I won't elaborate here);
2. Platform. Make full use of available platform resources, and a suitable activity platform is the starting point for the activity to take off. For example, the Maker Private Board of Directors under Yongzhou Datang Technology, Yongzhou Fashion Media, Qiyang Tongcheng Media and other media, Qiyang Vocational Secondary School, Qiyang Village Amoy Team, and even relevant departments of Qiyang County Government are all good platforms for activities.
3. planning. Excellent planning scheme is the guiding principle of marketing activities. For example, the activity planning of Qiyang E-commerce Festival and the activity planning of Qiyang E-commerce Maker Private Board of Directors can be good fulcrums, which can stimulate the enthusiasm of Qiyang electric businessmen and increase their participation.
4. products. Good quality and distinctive features are the center of marketing. Without good products, all marketing activities can't land, and there are many kinds of products. For example, a good platform is a product, and the existing agricultural products of e-commerce companies and the creation of training course systems are also products. The core of a product must be that there is demand in the market, and a good product is a product with demand in the market.
5. the media. Accurate and effective communication must choose the right media channel. Whether it is the community, the media of big coffee, or TV stations, radio stations, banners, newspapers, billboards, etc. As long as it can be used, we should make full use of it. We should do a good job in marketing, unite all media friends and open up media channels. It is worth mentioning that we have to have our own voice platform and our own official media.
6. communication. Communication strategy is related to the success of marketing activities and its own influence.
Second, the county e-commerce ecosystem in Jin Mu.
County e-commerce is an ecosystem, a complex system, and everything in the world has Jin Mu's concept of five elements of fire, water and soil. Earth produces gold, gold produces water, aquatic wood, wood makes a fire, and fire produces earth. Each element influences, restricts or promotes each other, and goes on and on.
1. Who is the soil? Qiyang county government is the initiator and promoter of local and county e-commerce, and it is also an important promoter from big government to local government.
2. Who is Kim? It must be resources, e-commerce enterprises in Fuyang, e-commerce makers, and service resources that support the industry. Integrating local superior products, industries, culture and tourism resources, without which all is empty talk.
3. Who is water? Service is water, so there must be a professional service company to standardize products, tell the story of product description clearly, and build a public platform to support the development of e-commerce. Jin Rong Group Yachuang Holding Lushui Incubation Team.
4. Who is the wood? Talent is wood. We should attract and build our own talent team through e-commerce service providers (such as the core service organization alliance), and cultivate talents through integrating resources (such as Taobao University and Jin Rong Business School). On the other hand, in addition to blood transfusion, it is also necessary to have the self-hematopoietic function of talents (such as e-commerce associations). It is a long-term solution to learn through practice by alternating old and new.
5. Who's angry? Marketing must be hot. Only good marketing planning can ignite the county seat and e-commerce can develop rapidly and become a fire.
Generally speaking, the six elements of marketing and the five elements of ecological circulation system are indispensable, and we must not lose the chain, otherwise the marketing of county e-commerce projects will be bad.
(2017101October 6 1: 19, in Changsha)