Coca-Cola to build fast and easy to bring a new model of cross-border marketing O2O（可口可乐建立快速和容易带来新的跨国营销O2O模式）.doc

1Coca-Cola to build fast and easy to bring a new model of cross-border marketing O2OResearch papers Download News: Recently, Tencent electricity supplier’s integrated shopping site easy fast network announced that it will reach annual strategic cooperation agreement with the Coca-Cola brand, and since March 3 and Coca-Cola combined with large-scale promotional activities Insiders pointed out. , The biggest thing is the two sides cooperate to create a new model of cross-border marketing of O2O. The two sides of the sub-brand strategic partnership will invest several hundred million dollars worth of resources, including not only the 990 million bottles of Coca-Cola’s drinks, nearly 990 million easy fast cash vouchers, 27,000 limited edition Coca customized version of Samsung smartphones, as well as during daily activities more than 50,000 low as 3 fold merchandise, but also include a value-added service Tencent massive commodity. In fact, as early as last September, Yi Xun had been carried out with the Coca-Cola shallow cooperation that 2time, Yi Xun have jointly launched the Coca Cola Christmas gift orders send vases activities and achieved a good reputation . Reporters learned that a good relationship is based on the above, this cooperation the two sides decided to rise to the strategic level, put together the resources to build activities for 90 days, ‘smooth cool afternoon spike Award’. On the other hand, is one of the reasons for the similarity fast and easy positioning of the two brands with Coca-Cola reported, easy fast consumer groups are mostly interested in young men 3C digital products, logistics and hit ‘send lightning’ fast-paced. Coca-Cola brand In recent years, the image of increasingly younger, 2013 launch of the ‘Lolita’ and other newly installed successfully sell Meng please the younger generation of Chinese consumers, and therefore, the two companies are in line with these ideas advocated by the current younger attitude towards life. Easy fast network market leader is that, for Coca-Cola, the easy fast network quality user experience and Tencent platform will better spread of Coca-Cola, the 3world-class brands, from the perspective of easy fast, easy fast will further establish Network brand in the fashion of young population, access to more young user groups. There electricity supplier industry sources said, compared to the previous electricity supplier marketing, the biggest highlight of this cooperation is to create a cross-border marketing of O2O model, that Coca-Cola exposure and promotion activities through traditional department store retail channels, fast and easy use Tencent provide a platform on the PC side and the advantages of mobile marketing and client service scenario, which means that, compared to traditional cross-border, strategic cooperation with Coca-Cola’s easy fast not only in line under the brand level encompasses two types of online communities, also brand promotion and sales, promotions and more closely integrated together, such cooperation is easier to assess and measure, or to lead the mobile Internet era marketing model (Source: China Securities Network 。