In June, the European Cup became the biggest attraction of Weibo's marketing. Suning.cn official blog turned the background board into the European Cup venue, and accordingly put forward the slogan "Please forget the price war for 90 minutes", which undoubtedly added some freshness to the smoke of e-commerce chaos. Suning.cn, who has been promoting the price comparison of the whole network in June, suddenly played the role of "small freshness": the background board of "King's price is close to the world", which lasted for nearly half a month, was turned into the European Cup, and the merry-go-round in the middle was just spliced into a new picture with the background, showing three classic moments in the football match. What's more, Suning.cn skillfully played the slogan "Please forget the 90-minute price war" above the official blog, which is in sharp contrast with the current chaotic price of e-commerce.

Weibo, named "E-commerce Managers Union", was the first to release the Weibo at 22 o'clock that night. He praised Suning.cn's slogan "Please forget the 90-minute price war" and said that "this style is worth learning from peers. "Weibo received thousands of comments in just a few hours, including industry opinion leaders and certified users.

"The price war has nothing to do with football. This promotion is an important step in Suning.cn's new media marketing. " In this regard, Min Juanqing, executive deputy director of Suning.cn Market Center, said, "The price war in e-commerce is inevitable, but we can't fight blindly. We should pay attention to rhythm and rationality."

As an e-commerce giant, Suning.cn made full use of Weibo in marketing. In addition to regularly launching micro-sales and displaying advertisements with focus pictures, Suning.cn is better at attracting fans to visit official website and Suning.cn to participate in activities through various functions of Weibo.

Previously, Suning.cn and Hunan Satellite TV "A Pair of Voices" launched a micro-activity of "donating one yuan at a time" in Sina Weibo. He Jiong, BiBi Zhou, Chen Xiang Orange, Aska Yang and other stars actively participated, and the total forwarding amount exceeded 1 10,000 in just two days. Therefore, Suning.cn promised to donate 6,543,800 yuan to buy a "love school bus", which is a step forward in public welfare marketing.

According to the "20 12 Weibo fan value list" produced by the last issue of Caijing Tianxia Weekly, a single fan in Suning.cn is "worth 2 1 yuan", far exceeding other brother enterprises and ranking first in the official e-commerce blog. Differentiated marketing in Weibo has attracted a large number of loyal fans in Suning.cn, and the interactivity of official blogs has also increased rapidly.

In this regard, Lu Jianbo, Deputy Secretary-General of china electronic chamber of commerce, said: "Traditional enterprises are not optimistic about entering the field of e-commerce. Holding high the banner of new media marketing makes everyone wait and see, but Suning.cn has made good achievements in the exploration of new media and is likely to lead the whole industry into a new marketing platform. "