Marketing Planning Of Paipai App

In the context of economic,policy,social and other circumstances have given some support,the current online second-hand trading market has great potential.But at the same time,as the market is still in its infancy,the industry is also constantly exploring,gradually enriching and improving the e-commerce model,trading and playing.On December 21 st,2017,JD's “Paipai” online second-hand trading platform was officially launched,integrating second-hand trading,recycling,and leasing,and the second-hand products in the current category involved all categories.This program aims to explore the industry characteristics of online second-hand trading,and combines the current status of Paipai brands to provide a series of marketing and promotion solutions.First of all,in the early stage of the case,from the enterprise self-examination,competing product analysis and consumer insight,comprehensive analysis of the pat,combined with questionnaires,in-depth interviews and other research found the following problems: from the Paipai itself,according to the development model of the enterprise,Combined with the CBBE brand asset model diagnosis,it is found that the current branding of the brand is seriously insufficient,and the popularity and recognition are extremely low.In the competing products,due to the late entry,the Paipai and the largest competing Xianyu and the Zhuanzhuan of the user are transferred.At present,there is a big gap,but according to the e-commerce model and user experience construction,there is a great potential for catching up.Finally,on the user side,the survey found that the current second-hand market users are still younger and need to grasp and train them.There are various demands for the second-hand trading market,and the core is the obstacles to the "distrust of second-hand quality" and "face culture."Next,based on these problems,after the research,the following targeted solutions are proposed: adopt the “endorsement brand” model in the brand model,rely on the JD brand endorsement to make up for the weak brand assets,and leverage the market to enter the market;"Locating into a different market segment from the Xianyu,solving the problem of the opponent's "regulatory vacancy",and at the same time,compared with the more similar Zhuanzhuan,through deep ploughing of the quality inspection system,setting industry standards,and surviving a much better platform.According to the characteristics of the brand,in the characteristics of consumer behavior,we choose to focus on the two types of user design marketing activities: “holding the family” and “making the machine”,and aiming at the two core demands,through scene activation,to cultivate more campus users.Young potential users within.Therefore,the author insists on the brand positioning of “quality second-hand”,and puts forward the marketing slogan of “excellent quality,old is the value” and the brand slogan of “ JD's quality second-hand trading platform”.In the design innovation of marketing activities,in addition to focusing on the current issues,taking into account the long-term user consumption concept and consumption habits: focus on the activation of three important second-hand idle items trading scenarios,namely "second-hand shopping scenes","campus replacement scenes" and second-hand The transaction has a very high degree of "public interest scene"-for the second-hand "making festival","campus graduation season","experience-based public welfare." This will be a longer track for the online second-hand market.In summary,this case combines reality,according to the status quo of the brand,according to the research and use of marketing theory knowledge,to provide enterprises with brand model,brand positioning,current brand marketing promotion goals and promotion programs,etc.,has certain practicality,It provides a powerful reference for the brand to enhance its popularity and user preference,enhance brand equity and expand the market.