Hongxing Erke suddenly became popular, is it really an accident? Let's look at it from perspective of website building and digital marketing and see what Hongxing Erke did right?
Hongsin Erke
We believe that Hongxing Erke did at least three things right.
Complete layout of online channels for branded enterprises
Not all branding companies will roll out all online channels, and branding companies will also consider which channel costs less? Top scores? Based on this consideration, we found that in snack food space, some branded companies are also moving away from some online marketing channels and methods.
For example, we have noticed that many listed retailers have moved away from corporate malls entirely and have made every effort to enter third-party malls. For example, more and more companies have abandoned construction of point shopping centers.
From a cost-benefit point of view, such a strategy is correct, but for branded enterprises, if an “accidental marketing” event occurs, enterprise will suffer losses.
However, we noticed that Hongxing Erke has deployed many online channels, such as official website, corporate mall, alliance membership (mall), third-party mall, live broadcast room, etc. Traffic may be distributed across various platforms, each platform can benefit. For example, in addition to Hongxing Erke live broadcast room, mall also has many orders.
The correspondence between online marketing opportunities and after-sales service opportunities
“Internet marketing” for businesses is not only about setting up a website, shopping mall or live broadcast space, but also related after-sales service and supply chain capabilities.
In normal times, if a company's online ordering is limited and its after-sales service capabilities are relatively weak, it can still handle it. When a large amount of traffic comes in, if there is no proper supply chain and after sales service, it can damage brand.
When Hongxing Erke's marketing capabilities increased significantly, and after-sales capabilities began to show their insufficiency, they properly "restrained" online marketing, such as encouraging rational consumption, informing about delivery delays, and even discouraging some users.
The goal is to combine marketing opportunities with after-sales service opportunities.
Synchronous tracking of online platform user experience
When browsing Hongxing Erke's official website and various platforms, most intuitive feeling is that user experience on various platforms is better.
Taking Hongxing Erke's corporate mall as an example, its user interface is even comparable to third-party malls. In addition, fluency andThe environment of use is also compatible with brand attributes and culture.
Accurately capture rhythm and intensity of marketing
Internet marketing teams are always looking to drive traffic. However, if supply chain and after-sales service do not keep up, it will hurt brand and company.
So when an enterprise encounters "accidental marketing", it needs to go beyond marketing level to control pace and popularity of marketing.
When marketing pace is too fast, slow it down accordingly; when marketing is overheated, properly "cold process".
In short, in terms of website building and digital marketing, most of decisions made by Hongxing Erke this time around are reasonable and can serve as a typical case study.
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