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小米2在新浪微博上开卖,引来众多网友来围观,马上就有专家站出来评论,说”信息流可以卖东西了”,新浪微博要搞社会化电商了,新浪微博要推进“微博钱包”了,还有人分析此举是针对阿里收购,社会化电商大潮来袭云云。歇菜吧,社交网络没那么容易卖商品,就好比本来是星巴克咖啡,一夜之间改成早市卖白菜、萝卜,您说这靠谱吗?

笔者以为,新浪微博卖手机不过是新浪做的一次炒作和事件营销,“米2”不过是炒作的道具而已,估计连雷军自己也不会指望通过微博卖出多少手机去,重要的是让大家记住这一案例。世界上本来没有案例,吹得人多了,便成了案例。

新浪微博费事把火地跟雷军一起干这事儿,它到底想做什么?

一、造星

新浪微博就是善于造星和包装,一个平台想推谁,谁百分百就能脱颖而出。大家都知道,微博要想涨粉丝,“逆天要推荐,明星靠事件,屌丝靠推荐”。新浪微博3亿用户,你就是一条狗,天天推荐,也会变成“大V狗”。小米手机本来就是微博平台造的星,虽然屡遭人诟病,但这个星还是要“包装下去”,再包装成一个“社会化电商之星”。前段时间,新浪微博推微博“4S店”,也是这路数。

二、事件营销

事件营销,背后肯定有推广的产品,笔者猜就是微博钱包。新浪微博这么大一个平台,毕竟要有个支付工具。以后用微博钱包送个虚拟礼物和虚拟产品啥的也方便。

三、制造概念

新浪微博急于商业化和变现,肯定要造个概念出来,去资本市场上讲故事。Facebook搞了一个“F-commerce”出来,微博肯定也想搞出一个“微博电商”来。

小米的诉求是什么?

一、传播

手机没卖出几部,微博转发了166万多次,粉丝涨过了100万,代价不就是送几台手机吗?背后还会有微博平台支持,后面还会作为案例分享,多好的一次传播啊。

二、骗粉

雷军也知道,新浪微博支付还不完善,真通过新浪微博来卖多少台手机不现实。但微博上的粉丝却是实在的东西,以后做啥传播不都需要点粉丝基数啊。所以,在微博卖手机的过程中,要想“预约”,必须先关注“小米手机”。司马昭之心,路人皆知啊。

但不管怎样,微博和小米手机合作都是一次很好的尝试,结果也不会差到哪里去,至少报告上是这样。看到小米卖微博手机成功,是不是有商家也会蠢蠢欲动?

我劝你还是三思而行。还是那句话,咖啡店卖咖啡的同时,卖卖咖啡杯子还行,不能卖大白菜。小米的成功,可能是依仗平台的支持,新浪微博会支持你吗?自己要掂量掂量。F-commerce的不尽人意,已经说明一切。


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