Marketing activity planning scheme 1
First, SWOT analysis
(a) opportunity analysis
The accelerated pace of modern life, mental stress, great pressure, excessive drinking, smoking, air conditioning, long-term lack of outdoor exercise and other factors make people's immune function disorder and resistance decline. Immune function is an important physiological function of human body. Immune dysfunction will cause weakness and reduce one's ability to resist diseases. Therefore, some people will have repeated colds, headaches and coughs. At present, the environment is relatively harsh, and sometimes there are influenza-infected diseases, and people with poor immunity are more susceptible to infection. Most cold medicines have side effects, such as allergies, which not only bring harm to people's health, but also treat the symptoms rather than the root cause, just minimizing the probability of infection.
(2) Product advantages
Lianhua Qingwen capsule has good anti-inflammatory, anti-virus and immune enhancement effects. Compared with similar products, its advantages are obvious: 1. High stability and low incidence of allergic reaction. It can improve the immunity of the body and has a wide range of clinical applications.
Inferiority analysis
The unique product advantages and good market prospects make cold medicine manufacturers gather and the competition is becoming increasingly fierce. However, there are strong brands of pure natural Chinese herbal medicines on the market, such as 999 Ganmao Granules. Therefore, Lianhua Qingwen Capsule still needs to solve the following problems:
1, brand awareness is not enough.
2. Unreasonable product pricing
3. The packaging design has no characteristics.
4. Poor marketing channels.
If this product wants to have a good sales prospect, the first problem is to solve the popularity of the product, integrate the advantages of the product, accelerate the market popularization of the product, and cultivate and develop the market.
(4) Risk analysis
As a Chinese patent medicine, Lianhua Qingwen Capsule still has some unclear contraindications and side effects.
Two. 4P pharmaceutical marketing mix scheme
1. Drug variety planning is an important part of drug marketing. Drugs should be a whole concept. At the same time, we should establish the concept of high-quality drugs and control the quality of Lianhua Qingwen Capsule.
2. Drug pricing scheme, drug price is a very sensitive issue at present, and the pricing scheme of affordable pharmacies is particularly important. In the new environment, Lianhua Qingwen Capsule should fully consider the pricing of its own products to make the price more close to the people.
3. Drug distribution channel scheme, the long-term marketing model of domestic pharmaceutical enterprises, makes pharmaceutical enterprises form a great channel dependence. Yiling Pharmaceutical needs to establish stable drug distribution channels and further develop the distribution channels of private pharmacies of Lianhua Qingwen Capsule.
4. Drug promotion plan. With the introduction of the new national medical policy, Lianhua Qingwen Capsule must introduce a healthy promotion model and a new marketing mechanism into the new form.
Third, the marketing plan
(1) We should abandon the previous model of doctors' hard work, advertising, promotion and prescription fees, adhere to customer service orientation, speed up product research and development and brand cultivation, and re-integrate sales channels.
(2) sales can be promoted through academic promotion, which mainly refers to the promotion of sales through academic propaganda and academic activities in the process of drug sales.
(3) Advertising drives OTC market. Judging from the growth rate of OTC market in recent years, the OTC market accounts for half of the country. OTC market is one of the main battlefields of future competition. The marketing of this market is very different from hospital sales, which more embodies the essence of pharmaceutical marketing and promotes pharmaceutical consumption with super-large-scale brand advertising investment.
(4) Digital marketing can be carried out, and e-commerce can accelerate the online sales of Lianhua Qingwen Capsule. At the same time, it can save money but produce greater benefits. Online survey can collect customers' preferences and purchase methods, and serve them better, thus embodying the characteristics of personalized marketing era.
Fourth, marketing strategy.
(A) market segmentation
With the different levels of consumers, drug consumers can also be divided into different levels, such as ordinary consumers, advanced consumers and VIP consumers.
(B) Target market selection
In modern society, the immunity of children and the elderly is generally low, while the probability of young people suffering from inflammation is relatively high, so the target market is children, the elderly and customers suffering from inflammation. Promote sales to increase market share and brand awareness and establish a strong brand in the industry. Want to improve market share and brand awareness must do the following two things:
1. To form a market competitive advantage based on cost, we must first strengthen the internal management of our own enterprises. Management can not only produce benefits, but also improve efficiency and reduce costs. Management content, such as production management, personnel, marketing, finance, etc. It is the key to adopt a management model suitable for the enterprise itself, which can really generate benefits and reduce operating costs. Secondly, increase investment in research and development, research and develop some drugs with special clinical effects, apply for patents, make use of their irreplaceability to obtain relatively high profits, and then use the profits to expand the overall scale of the same quality varieties from other manufacturers, thus further reducing operating costs and improving the competitive advantage of the whole enterprise in the market.
2. Form a competitive advantage based on intangible resources.
First, in today's increasingly fierce competitive environment, intangible resources are more important, high quality and good price win in the bidding, brand is a kind of hegemony, a series of memories, brand has a strong meaning. Pharmaceutical enterprises, like other consumer goods, sell their brands well, especially OTC drugs. In order to gain a brand, pharmaceutical enterprises must first strengthen their research and development capabilities and develop drugs with special efficacy, which is the most important and core ability for enterprises to survive and develop, and gain the trust of clinicians in prescription drugs. Second, strengthen the company's management ability, in order to improve the professional level of professional extension personnel, and virtually establish the brand awareness of enterprises. Thirdly, in order to establish the overall marketing concept, enterprises must establish the fundamental business concept of relieving patients' pain and start with the strategy from the end customer rather than the production process. Only with a good marketing strategy can they establish their own good image brand.
(3) Market positioning
1, the main function of the product
Lianhua Qingwen capsule has good anti-inflammatory, anti-virus and immune enhancement effects, and can treat colds caused by excessive internal heat or common cold, with no side effects and lower infection rate.
2. Compared with similar products, this product has obvious advantages.
(1), high stability and low incidence of allergic reaction;
(2) It can improve the immunity of the body.
Verb (abbreviation of verb) marketing mix strategy
(A) product strategy
There are countless cold medicines on the market now, and the popularity of the products can be improved in the following ways:
1. Emphasize the obvious advantages of this product, such as pure nature. Most of the medicines now have side effects on human body, but there is no such medicine in this medicine.
2. Emphasize improving immunity. It is also very attractive to improve the attractiveness of products through packaging, which is also one of the ways to increase sales.
(B) the price strategy
1, cost-oriented pricing: reasonable pricing according to product cost. 2. Competition orientation: determine the price of products according to the price characteristics of competitive products. 3. Customer-oriented pricing:
Determine the price of the product according to the market questionnaire.
(C), distribution channel strategy
Through hospitals, pharmacies, online direct sales, television and other channels, channel sales partners are divided into two categories: first, distribution management customers, which are our key partners. Second, engineering customers are our basic customers.
(4) Promotion strategy
1, we can promote sales by doing promotional activities in pharmacies and using media, internet and other modes.
2. It can cultivate a group of good customers and establish a good social network.
3. Establish a good marketing team.
4. Integrate various local resources and establish a perfect sales network.
5. Strengthen the management of the sales team: implement the three A management system, adopt competitive incentive factors, hold regular sales meetings, establish long-term development ideas, and combine use with training.
6. Plan some promotional activities flexibly according to the market situation and competitors' promotional activities. The theme idea avoids its advantages, attacks its disadvantages, and focuses on planning and implementation according to the company's product advantages and resource advantages.
Abstract of intransitive verbs
Through the above scheme, the brand awareness of drugs can be improved, the sales of Lianhua Qingwen Capsule can be promoted, and a larger market can be occupied.
Marketing activity planning scheme 2
I. Industry Analysis
Since the implementation of brand sales management measures in China automobile market, 4s stores have become the most popular channel in the automobile industry. With this almost monopolistic sales advantage, 4s stores quickly accumulated capital and expanded horizontally; At the same time, all kinds of capital are also concentrated in automobile sales channels, and a new sales force, Volkswagen Sales Group, has emerged in China automobile market. Because the operating nature of Volkswagen Sales Group is no different from that of 4s stores, it can't be called a new automobile sales channel at present, but compared with 4s stores, Volkswagen Sales Group has some new advantages and development opportunities.
Market development status quo
According to incomplete statistics, there are nearly 100 large-scale Volkswagen sales groups in China, which are distributed in all provinces of the country, and most of them are concentrated in the market with developed passenger car consumption. The sales of Volkswagen in Shanghai, Guangzhou, Beijing, Zhejiang and Shandong provinces account for more than half of the country.
There are usually two types of Volkswagen sales involving cars:
One is a comprehensive group with a wide range of business, such as real estate, catering, entertainment and tourism. Volkswagen's sale of 4s stores is only a part of the group's many businesses, and it has a low correlation with other businesses. Such groups usually do not interfere with the independent operation of their 4s stores.
The other kind is a group whose main business is machinery and automobiles, including car rental, maintenance, used cars and other car-related businesses. 4 Volkswagen's S store is the most important part of the group's business and has a high degree of correlation with other businesses of the group. The leaders of such groups have a deep understanding of the automobile industry and participate in the management of 4s stores relatively more.
Generally speaking, the relationship between Volkswagen Sales Group and 4s stores is not very close at present. The main relationship focuses on the personnel and financial management of 4s stores, and the specific business operations are handled independently by 4s stores. Comparatively speaking, 4s stores have closer ties with manufacturers.
The emergence of large automobile sales groups is the result of resource concentration, and the advantages of resource concentration also bring certain advantages to the development advantages, market and internal management of large automobile sales groups outside the enterprise.
1. External market: networking and scale.
At present, the network expansion of most sales groups of Volkswagen is concentrated in this province, and this regional network layout brings many benefits. For example, due to the convergence of regional cultural characteristics of consumers, automobile sales groups can more effectively grasp the needs of consumers; In addition, local groups are familiar with the local government, which also enables 4s stores to enjoy better government resources, which is conducive to the work of large-scale automobile sales groups. Shanghai Yongda Group is a typical regional sales group. After 15 years of painstaking efforts, it has become one of the most famous dealers in Shanghai automobile sales market.
The powerful Volkswagen sales group has broken through the provincial boundaries, and the national automobile chain pattern represented by Gome and Suning is taking shape. This kind of sales group is rich in capital, transformed from the original material company at or above the provincial level, and has a state-owned background; Another kind of capital comes from listed companies or foreign capital. At present, the model of the national layout of large-scale automobile marketing groups is Tangshan Jidong Material and Trade Group, which owns nearly 100 4s stores, reaching Inner Mongolia in the north and Hunan and Jiangxi in the south, especially its base camp, Hebei. The sales network has basically covered every prefecture-level city. In addition, the secondary groups of China Shengda Automobile Service Group, another large automobile sales company, are located in Henan, Guangxi, Xinjiang, Anhui and other provinces. In 2007, the operating target of the whole company was as high as 654.38+0.69 billion yuan, and the driving force behind this was from domestic private listed capital (Guanghui, Xinjiang) and international capital (Xinqiao Investment, USA).
For the sales of the public, the investment in building a store that costs millions or even tens of millions needs stable consumption; And consumers need sellers to provide high-quality products and high-standard services if they invest 100,000 or even one million yuan in one-time purchase. This kind of high investment between buyers and sellers will inevitably require a stable sales relationship to maintain. According to the psychological test of consumers, the larger the chain-type sales organization, the stronger the consumer's trust in sellers and the subconscious sense of security for product quality and after-sales service. In fact, large-scale sales channels can not only provide better hardware conditions, but also provide more standardized and standardized services. This kind of high-quality product guarantee and high-standard service is particularly important for automobile sales.
2. Internal management: low cost and high resource integration.
Scale immediately brings the advantages of low-cost operation and high resource integration. Volkswagen has invested a lot in building a 4s store, and with the automobile inventory of a single store, the capital demand is amazing, millions or even tens of millions, depending on the scale. Such a large capital demand brings great pressure to the weaker dealers. If a group centrally operates these funds, it can make more effective use of capital and operate the whole 4s shop system with relatively less capital.
In addition to the efficient operation of capital, the low cost of the sales group is also reflected in the integration of management resources, especially in the work of the marketing department. The group's integration of market advertising, market research and other routine behaviors can reduce costs, achieve the maximum value of resources input and output, and enable the 4s stores under the Volkswagen Sales Group to obtain more and better market support than ordinary 4s stores. In terms of human resources, the sales team also has obvious advantages. At present, the automobile industry is very short of excellent management and sales talents. The flow of talents between 4s stores within the group is conducive to establishing a reasonable talent training mechanism and making the best use of talents.
The purpose of network marketing:
Let more people know about Shanghai Volkswagen, let more people know about and pay attention to the public, so as to achieve higher sales and save promotion costs.
For automobile enterprises, there is no more effective communication channel than the Internet. According to a survey, 76% car owners will browse the website of the car company before buying a car, and 67% people will go to the third-party website to check the relevant comments. Now, there are also many auto companies that use blog online marketing methods, so that auto companies have more direct communication channels with customers.
Chery, which was selected as "national car" by mainstream media. Therefore, Volkswagen should also be at the forefront of the reform of automobile marketing model. According to the overall statistics of the authoritative department on the sales links of Volkswagen, the complicated sales links consume about 25% of the profits in the overall sales cost of automobiles. According to this figure, if the online ordering mode is adopted, Volkswagen can save 25% of the vehicle promotion and sales costs in many domestic car sales. This can not only reduce the cost of returning to consumers, but also increase the profit space of Shanghai Volkswagen.
Website planning analysis
(I) Website construction of Shanghai Volkswagen Company
1, add faq: At present, there is only an online consultation system, which can query your own questions, but not those raised by others. If customers encounter common problems, using online consultation will make people feel troublesome and need to wait for time. What the public should do for this kind of problems is to sort out the common problems into a system to facilitate customers to inquire quickly, that is, to make a faq. Using faq can help customers solve problems as soon as possible and save consulting funds. At the same time, it should also provide inquiries about questions asked by other customers, rather than only allowing inquiries about your own questions.
2. Add a virtual test drive: At present, there is only: in fact, it is just a demonstration of flash. You can try to make a simulation trial run with flash, which can control all kinds of data artificially. Not only the crash test, but also more test options should be provided. There should also be tests in different environments, different speeds and different driving modes, so that customers can better understand the performance of vehicles and attract the attention of some netizens who do not intend to buy a car, but this is also a potential user, except for trial running.
In addition, it is necessary to provide 3d observation of the internal layout and structure of the car through flash in the game, so that netizens can understand Volkswagen from the inside out.
3. Provide test drive application: Volkswagen buyers can apply for a test drive to the 4s store in official website, Shanghai, as long as they log on to its designated website. If the test drive is satisfactory, the buyer can book directly from the website. After receiving the electronic reply from Volkswagen, the car buyer can pay the deposit at the 4s shop designated by Volkswagen, and pay the full amount to pick up the car after Volkswagen completes the production according to the buyer's order. In the end, the 4s store will be transformed into a service department responsible for receiving orders and collecting money. Of course, its previous after-sales service function will continue to be retained, and online after-sales service can also be used. At the same time, the order-based sales model saves the promotion and marketing costs for dealers and enables them to reach the best win-win model with manufacturers.
If all goes well, it will be a perfect marketing model. For the public, the order-based production of all sales will achieve the sales result of "zero inventory", and the cost saved by the sales chain will enable them to obtain the most competitive price of similar products. Shanghai Volkswagen took the lead in China to benefit more users and dealers through the online customer order sales model. Through interaction and communication with users, we can enjoy convenient services and preferential discounts, constantly meet the individual needs of users, improve the "freshness" of products, and let new products reach users directly in the shortest time. "At the same time, the profits saved can be used for research and development and continue to improve product quality, thus improving the overall competitiveness of products. At the same time, Shanghai Volkswagen established a large-scale after-sales service website, and conducted after-sales car surveys through the Internet or telephone within a few days after the car was sold. At the same time, it also allows users to feed back the used information to the service department of Shanghai Volkswagen. This will not only make users more satisfied, but also let Shanghai Volkswagen Infarction Company know more about the general situation of Volkswagen in the market.
4. Blog promotion: put the introduction and links of corporate blogs on the home page, so that more people can understand blogs and talk to the public manager directly. In the "Olympic Games", it really showed its great commercial value and unique strategic charm. This way mainly reflects the huge role of blog public relations in online marketing. The public creates direct forms through online conference rooms. Through this form, people from all walks of life related to GM have the opportunity to have a direct dialogue with Volkswagen. With the feedback from customers, employees and investors, Shanghai Volkswagen will grow into a better company and provide customers with better products. Through blogs, the managers of Volkswagen can express their opinions in their own language, and directly listen to the feedback of people who are enthusiastic about Volkswagen and interested in what the company is doing without anyone's filtering.
Second, the publicity of Shanghai Volkswagen brand:
1, using Baidu, Google and other well-known search engines to promote Shanghai Volkswagen.
2. Provide electronic publications and member exchanges.
3. Use online advertising to promote Shanghai Volkswagen and increase publicity. Customers can see their advertisements when they log on to the public network or other websites, which will increase their understanding of Shanghai Volkswagen and greatly help the sales of Shanghai Volkswagen.
Marketing activity planning scheme 3
I. Theme
Cool nights, freezing prices.
Two. Subtheme
1, buy tiles for new house decoration, and decide after seeing xx.
The size, variety and price of the store are beyond your imagination.
III. Purpose of the activity
1, improve the popularity of xx tile supermarket in xx market.
2, improve product sales and performance, seize the ceramic market share.
3. Improve the morale, sales experience, unity and coordination ability of all xx employees.
Fourth, the activity time
Xx，xx - xx，xx
Verb (short for verb) Location:
Activity goal of intransitive verbs:
1. Basic sales target: xx. Sprint target: xx. Exceeding the target: xx.
2, the goal of gathering customers: xx dial into the store. Single price xx
Seven. Activities:
Juhui 1, enter the store politely
During the activity, all customers who enter the store sign in at the window advertising office and get a beautiful gift.
Couples * * * can get two "beauty coupons" worth xxxx yuan when they enter the store with customers.
Juhui 2 yuan, factory outlet
The audience is 3.8 fold.
Hui Hui 3, shocking price.
On-site high-grade polished tiles are as low as 35 (five xx polished tiles) each, high-grade glazed tiles are as low as 60 yuan (five xx glazed tiles), ceramic tile model rooms are as low as 8 yuan (xxX 300 xX 450), and small floor tiles are as low as 3 yuan (XX).
Kuihui 4, crazy discount
The owner forwarded it on WeChat and QQ (1, pay attention; 2. Upon request, for the promotional template of our company's activities, you can get a 15% discount on the total amount of a single payment with the screenshot when shipping. (Non-negotiable)
Juhui 5, take cash at will
During the activity, customers who have paid a deposit of over 3000/6000/ 10000 yuan can participate in 1/2/3 cash sweepstakes, and the prize amount is between 50- 100 yuan (50 out of 50, 100 yuan, and so on). (It is invalid to take out one more at a time)
Eight. The basic process of the activity:
Scheme Determination-Gathering Guests-Mobilization Meeting-Material Preparation-Publicity Scheme-Store Layout-Neighborhood Promotion Scheme Implementation
Nine, booking plan:
1, phone call, SMS invitation. * * * You need to dial 1 1875, and the target number of people entering the store is 100, with an entrance rate of 8.4‰.
2. Need 5 callers, 250 per person per day, and make 625 calls per day. * * * Call 19 days.
3. Building sweeping combined with telemarketing is the same as developing the same community. For example, colleagues who sweep the building can distribute leaflets and explain on the spot, which can play the role of "indoors", and at the same time collect the list of hydraulic masters and make an archive! (the first week: focus on the buildings, people and buildings around the triangle (adjusted according to the specific situation; The second week: sweeping the building and home improvement at the same time; Week 3: Call back invitation for key telemarketing! )
4. Store interception. The goal of entering the store is 2 10 people. Need 5 river interceptors, 8 per person/day, Saturday and Sunday every day 16. 14 weekdays, Saturday and Sunday. (Note: In addition to picking up customers, no matter how busy the store is, the people intercepted on the first floor are definitely not available! )
5. Regular designer, water conservancy engineer, visited three times this month, with the goal of 10. Develop a new home improvement company, target 10!
6. Set up points in key communities; Opening a temporary mini-shop can pave the way for sweeping the building, signing bills and group buying!
X. Publicity plan:
1, DM single page distribution
2. Resume the neighborhood promotion plan (work overtime at night in the prelude to the activity to ensure implementation).
3. Five-star supermarket advertising space lease (double-sided placard)
4. WeChat marketing (key)
5. Arch door; Bamboo flag
6. SMS Push (SMS)
XI. Store layout:
1, door head
2. cashier
3. Hall area
4. Prize area
5. Registration desk
6. Music (T music)
7, broadcast draft (signature, award, activity slogan, content introduction)
Twelve. Bill of materials:
DM single page, xx booth, triangle signboard, floor stickers, billboards, balloons, arched doors, flags, billboards, gift bags.
Thirteen. organization structure
Fourteen Reward and punishment measures
Team award
1. Complete the basic objectives in stages and reward the team 500 yuan additionally;
2. Complete the phased sprint goal, and reward the team extra 1000 yuan;
3. If the target is overfulfilled by stages, the team will get an extra reward of 20xx yuan.
4. The team didn't complete the basic tasks in stages. Each team member was happy to donate 20 yuan, and 30 were squatting with negative incentives.
Shopping guides who sign orders before 12 o'clock every day can get an extra 50 yuan reward, and the second single reward is 100 yuan. Subject to the WeChat group report.
Multiple individual awards
If a single person signs more than 3 sheets (inclusive) on the same day, the party concerned will be awarded an extra 100 yuan; It will be cashed the next morning.
Pay the reward (if the individual completes the weekly task and the collection amount is more than 50,000):
First place: 300 awards
Second place: Award 200
Signing Award (odd number per week):
For each tile deposit or bonus of more than 3,000 yuan 15 yuan, 30 yuan will be rewarded with more than 6,000 yuan, and 90 yuan will be rewarded with more than 10000 yuan. I cashed it the next morning.
Sales evaluation
The goal was not achieved that day, and 30 squats (female) or push-ups (male) were corporal punishment; If the weekly target is not completed, 50 squats (female) or push-ups (male) will be punished by corporal punishment;
Guest gathering award
Incentive measures for power sales:
Target task of gathering customers at the store: 100 households
1, store reward: 5 yuan/household;
2. Sign the bill reward: 10 yuan/household:
Passenger collection and evaluation
1, 30 squats (female) or push-ups (male) failed to complete the goal of the day and were punished;
If the weekly target is not fulfilled, the marketing manager will be fined 50 push-ups.
Fifteen, the cost budget (total budget of 30 thousand, accounting for 6% of the cost)
1. Material cost: xx yuan.
2. Advertising fee: xx yuan
3. Personnel expenses: 2 persons, at a price of RMB80, xx 19 days = RMB3040.
4, promotional items, prizes: 7000 yuan.
Marketing activity planning scheme 4
Tmall is like a big market, but as the leading platform of e-commerce, we can try to be more open in this large-scale online marketing activity.
There are some interesting features of this Double Twelve event, such as unlimited discounts and highlighting the social nature of the event. These characteristics make this activity very different from previous activities, but would it be better if these characteristics were combined?
In fact, it can be combined, which means that the unlimited offers mentioned above can be combined with social attributes. People are willing to share good things, and of course people are more willing to share good and cheap things. But what form of sharing can attract more people?
Of course, there are many ways, but there are two ways. One is to increase people's sharing with your own platform, and the other is to increase sharing with some social platforms. The following are our group's thoughts on increasing sharing through these two ways.
(A) with the help of well-known social platforms
Sharing with the help of well-known social platforms is a common practice to improve popularity and sharing rate. Can also be used in this activity, with cheap prices as an introduction, with the help of Douban, Renren, Weibo and other social platforms to expand visibility.
When the user takes a picture of the baby and pays the bill, the system will automatically remind the user whether to print the bill. If the user agrees, Taobao system will automatically generate the order status (thumbnail, discount, etc. ) and publish it on the user platform.
(2) Information update platform in the station
Of course, in addition to using the social platform of well-known social networking sites, you can also use Taobao's own word of mouth to establish your own information update platform, which can be used only for this event or as a common information update platform.
For this Taobao activity, you can add a webpage that is updated in time, and publish the bargaining information of consumers and merchants on this webpage. Of course, this page is best displayed in the form of classified labels.
For example, buyer B bargained with merchant A for a pair of boots, and finally he gave it to me at a very low discount. After the order is generated, the system will automatically remind you whether to publish the bargaining situation between you and the merchant on the information update platform. In this case, it is likely that more people can buy goods at a low price like you. If the buyer agrees, the system will automatically send the item thumbnail, basic information and even specific discounts to the information update platform.
The information update platform is open to all Taobao users, so every Taobao user can see the newly updated content, but it needs to work hard on classification, because if the amount of information is too large, it will increase people's information search difficulty and lead to the loss of Taobao users.
But this is no longer social in a narrow sense, because their information is not just shared with friends, but shared with users who pay attention to this, and it is more like social and information sharing in a broad sense.
Of course, the information update platform is not only used for sharing automatically generated by the system, but also for making original content, such as my story with Taobao, Taobao humor series, creative collection platform and so on.