Although father Dai Wei denies company presence crisis countless times, but the dangerous place that a person with a discerning eye knows Ofo, in Internet cold winter by 2018, dai Wei is eventually in the staff plenary meeting November release what is held, "Ofo won't close down, other possible " .
The Dai Wei of one's previous experience of chairman of Beijing University student union, a series of movements that allow Ofo were full of some of student be used to Utopian the wilderness colour like, popularize what go up with strategy to hold high hit high, make Ofo small Huang Che fast rise abruptly to meet his death quickly again. And him Dai Wei develops idealism independently to the company like hold to, also be pointed to to be insufficient maturity by capital.
Though be observation of after the event, but do integral answer to the sale action of Ofo dish, can bring many inspiration to us.
The road of the sale of Ofo answer dish
One, 2014-2015 -- brush screen to begin from what north Yours Excellency
Ofo became project approving early to look 2014, father group also is the member of association of Beijing University bicycle, everything around move the bicycle begins.
In 2014-2015 this paragraph of time, with a lot of poineering companies, ofo is seeking the commercial pattern that fits his all the time, having doinging a few send a bicycle to wait not quite after the mode that relies on chart, 2015 they eventually have one's ideas straightened out, the decision is done share bicycle.
Breath out Buddha campus like Facebook traceable, ofo also is brush screen to begin from what north Yours Excellency. Spring 2015, ofo group kept two force bigger explode money article, one " we have a dream: Adult letting north has a car to ride at any time and place " circle pink 30 thousand, another " person of these 2000 Beijing University should strike one bank note big " read 40 thousand, brush explode the friend circle of Beijing University person.
These two articles are Ofo external first time is influential the sale of force phonates, also establish share bicycle " last kilometer " commercial way, have very important sense.
At that time the rate of Ofo is, the student collects fees 1 hour of 5 wool, be not a student 1 hour 1 yuan. This looks at that time cannot say is sale shift, it is a kind of politic choice only. Very fast, ofo is in Beijing University fire, appear quickly in Beijing other college, ofo is by 2015 knock decided many financing, lay in an ammo for future.
2, by 2016 -- the saturated attack below the line on the line
Most 2016 time, the sale action of Ofo is not much, more it is to grab domain, outspread market. Begin from the college such as Wuhan, Shanghai, permeate a city slowly other corner.
But explode the dot is by 2016, ofo did news briefing of strategy of a city, this also is Ofo group since holding water the first formal news briefing.
On the meeting not only open urban strategy, rolled out new generation small Huang Che, return those who had brand level to pack. Let people realise, it is student party and athletic party ride Ofo not only, everyman rides Ofo also is a very current job. Get attention fully plus environmental problem, ofo green gives a concept to also be approbated by the masses.
Open of this news briefing of Ofo taste announce old age, by cent numerous medium the word of Changjiang Delta spring says even if, "Find correct fixed position, capture time window to have saturated charge. Capture time window to have saturated charge..
Face of line upper part, ofo released 3 advertisement piece with KV, although content looks,do laugh a bit awkwardly, but establish 3 of Ofo main use setting: Be afraid of, drive time, be afraid of crowded.
Slogan is " go out to ride small Huang Che " , this kind " XX uses XX " a type, it is apparent occupy in new class politic. Advertisement piece coda still can remind an audience " yellow that " , train of thought was to design a word to let it be used in user use setting, deepen user perception.
The line leaves a field, no matter be frame of the subway, public transportation, elevator or dweller community, can see the ad of Ofo. According to media coverage, the first day when wide advertisement puts in on north, discharge of Ofo official net rises from 8000 much leap up 30 much.
This one brand advertisement end 2016 is popularized, more it is from what give an user brainwashing direction is made, because share bicycle battle at that time already battle, ofo needs to adopt position of leader of ad campaign establishment. From the point of follow-up promotion movement, this saturated conduct propaganda more resembling is nod in time of race to control.
In the meantime, ofo also invited a lot of networks the red KOL that amount to a person undertakes cooperative popularizing:
Ofo is entered before be stationed in a city, the means that also can use linkage of V of small Bo La undertakes warm-up:
And the date that this period shares bicycle allowance big fight just about, all sorts of give sb a present on the line, send coupon activity without number, each leave original capital to pull new user. Little imagine, mad and insurgent day is coming.
3, 2017 -- below star IP collaboration hold high hit high
In January 2017 New Year, ofo is high-key appear on square of new York times to pay a New Year call to world people, from now on open a year of Ofo insanity.
April 2017, ofo was released quite advertisement of reputable reputable brand piece " urban breeze " , slogan is " ride Ofo, feel urban breeze " , the advertisement of the first brand that this also is considered as Ofo piece, win many public praise.
In the meantime, ofo still made a few pieces of Cinemagraph (local trends pursues) placard cooperates to popularize.
Be in together in April, ofo and NYT journey rolled out a low carbon to ride the groovy activity of travel, but many star were played this in the activity, shan of husband of the interest that be like Jiang, Yuan Shan, Deng Lun, Zhou Dongyu, open the times that Ofo star cooperates.
Same collaboration is ceaseless below the line, from together Mcdonald's is made " super net is yellow " inn, to with evil spirit a group of things with common features cooperates " fine tastes a youth to love to ride row " , ofo makes the sweet bun in each old brand eye.
Be worth what carry is, ofo was mixed April rub do obeisance to still had experienced public relations saliva to battle, on April 22 rub when doing obeisance to anniversary to celebrate, ofo gives out a piece of placard cankeredly to help Mabaiqingsheng, pulled open two public relations battle from this.
Heavy pound message depends on at the beginning of May, ofo announces the autograph makes an appointment with Han of discharge actor deer to be spokesman. Next in May the middle ten days of a month, ofo announces the brand upgrades, will " Ofo shares bicycle " name instead " Ofo small Huang Che " , enable new Logo, and Slogan instead " when riding can more relaxed " , highlighted not only give the idea of travel gently, and delivered a product to compare rub do obeisance to the meaning with bicycle lighter weight.
The promotion that makes a person impressive is in June 2017, " the god suckles pa secretly 3 " showed in home on June 30, ofo takes the opportunity the authorization that obtained small Huang Ren of the IP below standard of round-the-world movie industry, enjoyed a beautiful collaboration that cross a boundary.
Small Huang Che and young yellow person began the conduct propaganda on numerous line, pull on small gain moved the topic on each old brand line to follow suit, APP end changes UI small Huang Ren not only, still rolled out collect to block an activity.
The line fell to put the subway on long attempt placard not only, elaborative still Ofo bicycle changed his costume or dress about of small Huang Ren, visible Ofo spent the investment that weigh gold for this IP promotion.
It is market lung-power and echo probably pretty good, november Ofo again do sth following a set pattern, with the film " demon Bao Kemeng " medium Pikaqiu came the 2nd times " Huang Huang is combined " .
Additional, be in 2017, ofo still rolled out associated month to get stuck together with numerous brand, give through welfare wait for means to bind calm user, automobile body also cooperates with a lot of brands, rolled out many brands custom-built car.
2017 is Ofo a year when popularize fire of windward wind fire, small Huang Che promotion movement of a year, may other trademark the two workload that arrive 3 years. However torrent is dark under flourishing age emerge, also be Ofo oppugns sound because of pattern of automobile body quality, trade this year gradually a year of rise from all directions, the crisis is being walked into stealthily.
4, 2018 -- of a spent force struggle finally
January 2018, ofo returns the Yu Wen that continueing on one year, with when red cartoon net red Xiongben undertakes IP crosses a bound to cooperate, which know this may be the Ofo last time that is exploded to give cash to sort a problem time and again large brand popularizes an activity.
After Xiong Benxiong's collaboration, the sale big movement that Ofo also sees hard again on the market, it is Ofo automobile body commercializes plan to was exploded to go out May by media instead. Page of automobile body advertisement, APP, almost each can be commercialized board piece can undertake paying cost collaboration putting in, those who see its capital problem is serious.
On the other hand, the biggest contest tastes Ofo rub do obeisance to was bought by beautiful group in April, before long hind rub do obeisance to virgin group to leave in succession, the cold winter that shares bicycle already came.
Below the setting that exits overseas market gradually, in August 2018, the line on Ofo the ad of video opening a lock that has controversy extremely, before the user opens a lock, need to watch 5 seconds video advertisement, this action damages an user badly to experience and suffer a netizen to spit groove fully. In the meantime, ofo is returned go up early or late line news iformation flow, little game commercialize a project.
November, financial standing not the Ofo of beautiful begins even number of public of official small letter to fall into enemy hands, on November 19, head of official public date the advertisement that put a selling on honey unexpectedly, two hours are read achieve quickly 100 thousand add. Nowadays this the name is " [Wen Mofu benefit] a person that drinks honey for a long time, became actually such? ? ? " advertisement article has been deleted.
On November 23, ofo borrows collaboration to avoid cash pledge to ride with PPmoney net again row, be shown by the netizen to covert cash pledge turns cash is borrowed.
The Gaoguang hour from cervine Han Dai Yan, to honey advertising abjection and embarrassed, among them big fall greatly can't help letting person sigh. Perhaps cannot pass how long, share bicycle battle royal to will receive a final result.
Did the sale of Ofo become wrong?
There ever was kind of view to cry in the industry " Ofo advertises, rub do obeisance to do public relations " , there is no lack of in the promotion of Ofo enable Lu Han star of this kind of large flow rises changed way, and rub Bai Huwei brights " failed to should do commonweal " also receive all walks of life reputably.
After the event looks, rub doing obeisance to beautiful group of sell oneself or a member of one's family is a right final result, and Ofo still is struggling hard for cash. So, did the sale of Ofo become wrong? At least the place that it has a few to be worth to think over, tell below talk individual think of a way.
One, difficult problem of hard wide inextricability collective goods shelves
Although Ofo ever had made the advertisement promotion of very influential force, be like the collaboration crossing a boundary with IP of small Huang Ren, but Ofo weighs gold to make the ad below the line without too big necessary flower really.
To Ofo, the product is in forever in the environment at a collective goods shelves, putting in a quantity to differ that is to say very few below the circumstance, the user can see Ofo is mixed at the same time rub do obeisance to.
Accordingly, ofo great majority is strong wide it is to be in actually diversion of collective goods shelves, existence is forever in decision-making setting Ofo and rub the option that do obeisance to. Can just think, the user saw the advertisement of Ofo wants to use experience product, but discover to there is on the side of Ofo however rub do obeisance to, the user needs to undertake choosing again.
Also be the reason of collective goods shelves, we see if Buck, sea floor gains the bit,the line issues meal rarely, the brand such as happy tea is done hard wide put in, because business street area is a collective goods shelves, the user needs to undertake contrasting in real time choosing as before after walking into bazaar.
And a bit brutaller to Ofo be, produce the comparative clearly that tastes quality, feel comparative user simply to be able to feel the actor of low quality of both bicycle quality.
Because this Ofo wants to borrow hard wide the be successful of methodological may not that puts in promotion to change, the if it were not for that Ofo chooses promotes a product quality, namely the user is in Ofo and rub when doing obeisance to the front to contrast, be not dropped by PK; Otherwise is in namely rub do obeisance to the place that did not touch to put in, go ahead of the rest reaps an user. Of course, at that time setting falls, carried out this at 2 o'clock rise to also have a challenge quite actually.
2, brand promotion masterstroke is unsharpness
First time of the Ofo end 2016 puts in below the line is for commanding elevation of category of race to control, it is significant, catchword " go out to ride Ofo " .
But be less than half an year, released " urban breeze " brand piece, cross open of a month again cervine Han Dai Yan advocate dozen " when riding can more relaxed " , again subsequently, when cooperating with the IP such as small Huang Ren, Pikaqiu, Xiong Ben, the more relaxed concept when riding is lost gradually again.
Perhaps be vicissitude of the market too fast, let Ofo did not output the brand concept of a continuity, bring about external the disorder on caliber. Look now, ofo promotion lacks clear promotion masterstroke, and more resembling is the pulse type promotion that has with much activity node.
Exert oneself to do sth. direction brings about a force to disperse too much, the perception of the user also cannot form distinct impression, under photograph comparing, rub the image of brand of white-collar of science and technology that do obeisance to is felt all the time very stable.
3, the opportunity that the brand upgrades is undeserved
Advertisement can be brought to Ofo famous spend and discharge, but advertisement stops perhaps discharge can drop quickly, because the problem of product competition ability is placed in that all the time.
In share bicycle development to look, do not have in Ofo with rub before doing obeisance to position of market of the head below true establish, had not pulled the level that use to the brand far, and product and the key that dimensions just can be decide the issue of the battle. Share bicycle to belong to entry level product, matthew effect and scope effect will be more apparent.
Accordingly, normally the circumstance falls, should when industry when the first pattern that appeared the 2nd times 64 minutes, the sale conception that reintroduce brand upgrades. Market structure is still unidentified when clear, should promote the market to have hammer and tongs rate.
Epilogue
The big fight that shares bicycle can fall very quickly perhaps, ofo starts from Beijing University campus, to global blossom everywhere, hyperbole speed is extremely breathtaking, 3 years big gigantic baby takes the way that lived other company a few years. Nevertheless, no matter written guarantee finally if really how, shared bicycle to change our life.
