Source | Ran Finance (ID: rancaijing)
Author | Ranran Studio
Churchill said, never waste a crisis.
The Putian Department did it.
In the past, Putian shoe sellers took a clear route of self-exposure on Post Bar and Weibo, and explained the nuances of currency, super A, real standard, company-level and top-level with detailed graphics and text, “Let the world wear it The famous brand’s copywriting strategy targets the target audience.
Putian hospitals, known for their marketing expertise, still retain the advertising habit of Baidu’s bidding rankings, but since the Putian (China) Health Industry Association has called for the suspension of paid Internet promotion, they are struggling to get rid of the “bidding rankings” Dependence.”
Now, the marketing routines of Putian shoe sellers and Putian hospitals have long been not only trapped in the faint graphic carriers, short videos are popular, and some of them are operating official accounts on Douyin and Kuaishou, using more vivid and “real” Of videos compare the tide shoes in an all-round way, analyze a surgery, and some prefer marketing methods with a more direct delivery path and a more flexible mechanism to directly deliver information flow advertisements.
Where the traffic is, the Putian system that values marketing is where the city is going.
Putian shoe dealers: from blindness to boldness
“Why do the vibrato bluntly allow Putian shoe dealers to advertise?” Bai Jing, who is at Nanchang University in Jiangxi, asked on social media.
Recently, she brushed tidal shoes ads on Douyin many times, and clicked into the page to find that the shoes came from Putian, Fujian.
Source/Photographed by Respondents
Fujian Putian was dubbed as the “counterfeit shoe capital”. Rancai reached out to a number of tide shoe circle people. They all said, “A lot of vibrato and fast selling Putian shoes, including the B station, these basic All of them are selling fakes publicly.”
According to Random Finance, in addition to advertising, more shoe vendors areThey operate their own content on the video platform. They do not evade that this is a high imitation shoe, and the marketing routines are exactly the same. Almost all of them claim to have made the highest version of Putian shoes. Compared with genuine shoes, the conclusion is “non-professional points “No one is real, who is fake”, and even more reveals the appraisal of (formerly “Poison APP”) In order to attract interested parties to take the initiative to contact them, complete the transaction through other channels or absorb as offline.
Putian shoe dealer’s video is mainly out of the box comparison source / quick hand screenshot
This has been confirmed by many Putian shoe dealers.
Zhang Ao, who entered the tidal shoe industry in 2014, told Ran Finance that counterfeiting and selling counterfeit books should be covered up. They cannot be moved to the countertop, even if they are not sold in Putian, until he is shaking his voice. Unboxing videos of a large number of Putian shoes have been uploaded.
His experience of finding a source of shoes in Putian was very tortuous. After a friend introduced him, he contacted several Putian imitation shoe dealers. He rushed from Beijing to Putian and lived near the famous Anfu Shopping Mall. There are hundreds of high-quality sneaker-listed merchants, but during the day, they are almost empty. After 8 pm, the stores opened one after another. People and cars come and go with shoes. Zhang Ao spoke a bit of Beijing dialect. The shoe dealers he had contacted before coming here were very prepared. After several temptations, he only started to receive him.
According to Zhang Ao, the vendors of “Ghost City” avoid the word “fake”. They classify shoes into different levels, such as “drug version”, “company version”, and “general goods/currency”. Over-poisoning refers to the identification of domestic trendy communities such as “Poison (Obtained)“, “get”.
Their operation of the “ghost market” is also very cautious. If you hear the slogan “Thunder and rain tonight” or “The wind is going to be strong tonight, come out later”, you may need law enforcement inspection.
Later, it will be much more convenient for Zhang Ao to contact Putian imitation shoe dealers. Post it, Weibo, and many tide shoes copy will have “Putian taste” at a glance. And now, “you can meet your peers with a short video,” he told Ran Finance.
Weibo used to be a place for imitation shoe sellers in Putian Source / Photo courtesy of interviewees
In an interview with Rancai, a Putian shoe seller said that Weidian, Zhuanzhuan, and Xianyu have all been tried. Xianyu is often checked, and Weidian’s own flow is very small. Zhuan does not encourage shoe sales. Moreover, it is very difficult to explain to buyers through these channels. Most people have very low acceptance. In contrast, channels such as vibrato and fast hands have high exposure and add people quickly.
Finance contacted Putian shoe dealer Asi through Douyin. The other party sent the WeChat link through WeChat friend’s request as soon as possible. The store sells sneakers up and down 400 yuan, including Adidas Yeezy, which sells for 1899 yuan. 350 Boost V2 “Zebra”, Nike Dunk Low SP “Champ Colors” blue orange with a price of 799 yuan, etc.
“After all, the things I sell are not genuine and will be restricted by the platform, but the things are good, so the market is still very big.” Asi laughed at himself, grabbing Weibo every day when he first entered the market, and kept posting, Found that getting customers is getting harder and harder. In the second half of 2019, he heard from his colleagues that “the short video period must be seized” and started to operate a watermelon video account. The content is mainly for unpacking evaluation of Putian shoes, comparing the difference between analysis and genuine shoes, and some videos will also show the attached appraisal book to dispel user doubts.
These videos don’t have a lot of traffic, but Asi thinks it’s “enough”: the ability to bring goods is enough, and the marketing position has changed. What remains unchanged is that among the high-tide shoes gray chain, Putian, Fujian still has the most advantage. The imitation shoe workshop will buy genuine shoes and dismantle it for research. One-to-one counterfeiting. A “middleman” like him earns the price difference by recruiting the off-line distribution model.
Of course, drainage also has certain skills. A blogger named “Putian shoe source Licheng District” on Douyin has gained 1.4 million fans by publishing video content such as plots and popular BGM. This blogger is using micro-signals in the homepage link to drain.
