一盒很奇葩的酸奶，为什么成为爆款?
<p [removed]><img src="https://wx.qq.com/cgi-bin/mmwebwx-bin/webwxgetmsgimg?&MsgID=8714613185267531050&skey=@crypt_21679
<p [removed]><img src="https://wx.qq.com/cgi-bin/mmwebwx-bin/webwxgetmsgimg?&MsgID=8714613185267531050&skey=@crypt_216791c5_9bcb22fdee6a6409c1cbba79ea0dd927"></p><p [removed]><br/></p><p [removed]><span [removed]>有个名叫乐纯的酸奶，在产品上线之前，写了一篇超硬的产品广告，几天传播下来阅读超过<span [removed]>100</span><span [removed]>万。文章讲了两件事：一乐纯卖的什么产品；二为什么这样定价。</span></span></p><p [removed]><span [removed]><br/></span></p><p [removed]><img src="https://mmbiz.qlogo.cn/mmbiz/zEc8IuePEhEaOQTMrBevCI3BmtKP9p9LVsLmulY2Zaew0pTqU91QoYRNNdq5S2cIJXvplSNkh6qYjzAVCd8dzQ/0?wx_fmt=jpeg"></p><p [removed]><span [removed]> </span></p><p [removed]><span [removed]>为什么一篇硬广能由十几个人路过扫码分享到朋友圈，</span><span [removed]>24</span><span [removed]>小时不到就破</span><span [removed]>10</span><span [removed]>万？</span><span [removed]>事后乐纯回顾这个案例时，唯一能给出的解释就是之前的<span [removed]>3000</span><span [removed]>个粉丝在这篇文章的传播中起到了推波助澜的作用。</span></span></p><p [removed]><span [removed]><br/></span></p><p [removed]><img src="https://mmbiz.qlogo.cn/mmbiz/zEc8IuePEhEaOQTMrBevCI3BmtKP9p9LHYPia4XC9x5TKUDSHEsRMHTjoSLc76oW7tibqHI2LGbBUINCzoxhtYhA/0?wx_fmt=gif"><span [removed]><br/></span></p><p [removed]><br/></p><p [removed]><span [removed]>小编就是那</span><span [removed]>3000</span><span [removed]>粉丝之一，一下子定了一个月的量。说实在</span><span [removed]>95</span><span [removed]>元</span><span [removed]>6</span><span [removed]>盒酸奶并不便宜，甚至拿到发现味道还一般……那么多人购买的原因在哪里呢！</span></p><p [removed]><br/></p><p [removed]><img src="https://mmbiz.qlogo.cn/mmbiz/zEc8IuePEhEaOQTMrBevCI3BmtKP9p9Lfc5rDpYTvqyKH0D5wyJU101MMRPzT2OeSNcWgw39hnY4dxy8VY9Tqw/0?wx_fmt=png"></p><p [removed]><span [removed]> </span></p><p [removed]><span [removed]>相比于普通的广告，我们在乐纯看到的是，一个女生的闺蜜说乐纯好吃，比五个<span [removed]>Angelababy</span><span [removed]>都要有用。你可能看过很多</span><span [removed]>Angelababy</span><span [removed]>的代言广告，也觉得广告不错，但是从来没有买过那个产品；但听闺蜜说某个东西好，你马上就买了。</span></span></p><p [removed]><span [removed]>所以用户驱动的推广传播，比<span [removed]>B2C</span><span [removed]>的推广传播单位效率就有了提升。</span></span></p><p [removed]><span [removed]><br/></span></p><p [removed]><img src="https://mmbiz.qlogo.cn/mmbiz/zEc8IuePEhEaOQTMrBevCI3BmtKP9p9LwMe9OwmSG9wBHhn10ZGIhdrRDa78wova8epYrUsddDl2CfRLImYNibg/0?wx_fmt=gif"><span [removed]> </span></p><p [removed]><span [removed]><br/></span></p><p [removed]><span [removed]>如何获取最初的种子粉丝，之后如何让粉丝群体扩大？</span></p><p [removed]><span [removed]>这是个动态的过程。可以理解为，先有<span [removed]>100</span><span [removed]>个粉丝，就为这</span><span [removed]>100</span><span [removed]>个人做产品，然后他们来驱动传播，然后达到</span><span [removed]>1000</span><span [removed]>个人</span><span [removed]>*</span><span [removed]>，再为这</span><span [removed]>1000</span><span [removed]>个人</span><span [removed]>*</span><span [removed]>迭代，再驱动传播，然后有</span><span [removed]>5000</span><span [removed]>个人</span><span [removed]>......</span><span [removed]>如此不断。</span></span></p><p [removed]><span [removed]><br/></span></p><p [removed]><img src="https://mmbiz.qlogo.cn/mmbiz/zEc8IuePEhEaOQTMrBevCI3BmtKP9p9LsazQ88sL8ibMjXqQLiaTH5KMfULXDsa6a6mHkLhIKicT5SaSiaezrHhvAA/0?wx_fmt=gif"></p><p [removed]><span [removed]> </span></p><p [removed]><span [removed]>未来除了酸奶以外会考虑增加两个新产品线。本质上，这个路径和可口可乐的发展路径一样。只是可口可乐是在<span [removed]>“</span><span [removed]>电视＋超市</span><span [removed]>”</span><span [removed]>的核心运营体系上，扩展新品牌和新品类。而乐纯是在用户驱动的核心运营体系上进行品类扩展。市的扩充。我们每个城市的路径都是先由当地的供应链团队建立分仓、提升用户体验，再在当地开设品牌店，最后在当地实现分布式物流配送，将用户体验最优化。今年会进入</span><span [removed]>10</span><span [removed]>个北京以外的城市。</span></span></p><p [removed]><br/></p><p><br/></p>本案例由作者在海螺邦老站发布并设为公开，版权归原作者所有。