Juhuasuan Repositioning To Create New Ways

Speaking of

Many of the senior chopper parties may not be strangers, but now Juhuasuan may be totally different from you. This is also what Juhuasuan general manager Liu Bo has been emphasizing to the outside world.

Recently, Liu Bo accepted an interview to explain the way of thinking and playing of the Star Festival.

And from the news of the release of the Star Festival and the description of Liu Bo in the interview, the positioning and operating ideas of Juhuasuan have evolved from its original model.

In positioning, Juhuasuan has shifted from big sales to leading consumption and promoting consumption upgrading.

In the core value, we pay more attention to brand and marketing.

For businesses, Juhuasuan focuses on

From the marketing point of view, through a series of marketing tools and new business, the promotion of brand value, and for consumers, it is not just buying goods, but also able to participate in a variety of innovative games, enhance interaction and interest.

Positioning: from low price group buying to leading consumption

In 2010, Juhuasuan was established as a group buying mode and was independently operated in 2011.

And the turnover of that year has exceeded 10 billion yuan.

However, Juhuasuan has always been a platform for sales volume, and the impression that it brings to the outside world is only at the low price promotion level.

By 2016, Liu Bo attributed Juhuasuan's focus to three major campaigns: real consumption upgrading around the consumer side, extreme services and truly empowering businesses.

In Liu Bo's view,

The competition is becoming more and more intense. Competition in simple price is still in the 1 era.

To truly achieve competitive advantage, we need to really guide consumers and promote consumption upgrading.

"In the past, Juhuasuan emphasized the ultimate cost performance, but now it can not simply be said that Juhuasuan's products are low priced, and Chinese consumers will cause many misunderstandings to cheap."

According to Liu Bo, Juhuasuan's customer price wireless terminal is about 200 yuan at present, the PC terminal is about 300 yuan, and this year Juhuasuan hopes to continue to raise the customer price, increase the category, and deepen the user's purchase depth.

No matter consumers or industry, we can not simply understand the platform from the 3 words of Juhuasuan.

Everyone's understanding of this name is somewhat different from what the platform has done.

Liu Bo said.

Core value: brand and marketing

Corresponding to the positioning pformation, Juhuasuan's focus on business has shifted from single volume trading volume to trading volume, brand value and consumer operation.

Liu Bo said that Tmall has set up the concept of GSK this year, that is, the group's super large clients. These super large clients are all globalized, wide in size and large in scale, so they need to use new ideas to serve them.

In fact, in May 2015, Juhuasuan launched the "relying on heaven", that is, the core business alliance program, to establish a normalized communication mechanism between Juhuasuan and TOP businesses.

From the participation of many large brands of Star Festival, we can see that Juhuasuan has focused on enhancing brand value and maintaining brand fever.

And in the specific marketing, Juhuasuan has also tested many innovative ways of playing.

Live broadcasting has recently become an important concern of the e-commerce platform, and Juhuasuan has not lagged behind.

In May this year, Juhuasuan joint star Liu Yan conducted a cross-border cooperation, test the water electricity supplier + live mode.

In June, it also joined the B station network to host the red economy.

"I think live broadcasting can enrich the way of e-commerce, so that more consumers will interact more cohesive and have more connections," Liu Bo said.

In addition to live broadcast, Juhuasuan is also laying out the content shopping guide.

On the "Star Festival", Juhuasuan joined Taobao headlines to play a leading content shopping guide -- by recommending the da man system to Juhuasuan, and recommending the best quality products during the promotion period.

This is conducive to the realization of the realization of people, on the other hand also increased social networking, enhance user stickiness.

Event marketing has also been introduced into sales promotion by Juhuasuan.

Juhuasuan put forward the concept of brand PK during the "Star Festival", and PK between industries and brands.

Liu Bo explained: "the purpose of PK is not to divide life and death, but to make collisions between brands, so that consumers can create more topics and concerns.

But in the end, the two brands are selling well.

Through a series of innovative games, businesses have gained brand exposure on the one hand. On the other hand, they have also gained a large number of new users and active users, and this part of users will be drained into their flagship stores through marketing tools (discount, red packets, etc.) of merchants, so as to further increase brand recognition and stickiness.