When it comes to the adult sex toy industry, there are few bright spots in terms of promotion techniques and advertising design. However, an article "Things in Sex Stores" in the second half of 2008 really made people's eyes shine, and they started to pay attention to this old brand. Sex toy website—Chun Shui Tang (www.oyeah.cn).
A Baidu search for "Things in Love Shops" yielded 5,060 articles, and a Google search yielded 290,000 articles. The original article was only posted on Tianya and Mop, but the number of views it ultimately generated is estimated to be over 10 million. So much so that it was signed by a publishing house, and a novel based on it is said to be published soon. The high exposure and views of the forum novels, as well as the impact of the novels from the publishing house, are not yet evaluated because the novels have not yet been interviewed, but judging from the current situation, such a dissemination rate is already very successful.
critical success factors.
1. Attract attention by satisfying people’s inner needs and curiosity.
Sex toys or adult products industry has always been something that everyone is ashamed to talk about. This has something to do with our social environment. But with the development of e-commerce, the privacy, security and convenience of online shopping have attracted the purchasing needs of a large part of the population. After being released, more and more people want to understand the things behind this industry. Of course, on the Chinese Internet, things involving "sex" are always so popular.
Due to the influence of some external factors such as advertising laws or media bias, the promotion of adult websites is still similar to text links, inclusion of pornographic websites, pop-up windows, etc., but "those things in love shops" are through essays This way allows people to follow the growth, development and cases of Chun Shui Tang to understand every bit of this "sex" industry, which satisfies the curiosity of a large number of people.
2. A good display platform promotes the fermentation of communication speed.
With the help of the extremely high popularity of Tianya, the first Chinese community, and the most grassroots Mop community, the posts quickly became popular. Browsing its posts in Tianya, it is not difficult to find that countless XX websites have typed them. The author's posts are all organized and easy to read, and the comments are everywhere. He uses the public's enthusiasm and behavior to spread it for free. However, the author's thoughtful replies to netizens' sexual issues in the comments are also very interactive.
When talking about the choice of platform, we have to mention another incident at Chun Shui Tang. When talking about the ten mythical beasts represented by grass mud horses, we have to mention the corresponding top ten mysterious delicacies. The sex toys of Chun Shui Tang are planned to be Chun Shui Tang among the top ten mysterious delicacies. The author saw the popularity of this post on Mop, but when searching on Tianya, I found that the same post here is very deserted. This illustrates the problem.
3. Innovate content and build user trust, generating positive word-of-mouth communication.
Viral marketing requires unique creativity, so its attractiveness lies in its innovation. Sexuality is a difficult criterion to grasp, especially in the current Internet trend. Satisfying users' novelty psychology can certainly attract attention, but pursuing novelty Psychology does not mean facing "sex" directly. Otherwise, under the current circumstances, let alone spreading, it will be a shame if it is not deleted. Concise and easy-to-understand words will make this "yellow" very pure. Of course, it will also lose Part of the explosion. Browsing its website, including the annual blockbusters of Aduo shot in men's clothing, the boutique shopping guide, and the days of Tang Jiali's red shoes, you have to sigh, it turns out that sex toys can be so fashionable.
It involves "sex" but is not pornographic, which not only expresses the characteristics of Chun Shui Tang's adult website, but also firmly establishes Chun Shui Tang's brand image through examples of entrepreneurship, life, inspiration, fashion, social responsibility, etc., and generates a positive word-of-mouth communication effect. .
Summary and reflections.
The core of viral marketing is marketing. We have no intention of guessing the value this plan brings to Chun Shui Tang. However, in this money-burning Internet and sluggish economic environment, low-cost marketing plans will still make more people The readers are aware of Chun Shui Tang. Maybe the next time you make a purchase, you will open Chun Shui Tang.