Group Discussion: A Case Study of XIANYU based on POE Framework

by group 4

1. POE ANALYSIS OF XIANYU Group 4 Song Xiaoyan / Jiang Yuxuan / Zhou Tianzi / Hu Y adan / Wu Yalin / Tang Siying

2. PART 1 Paid Media

3. Xianyu cooperates with KOLs to start a series of campaigns to promote the product. For example, from Nov 16 to Nov 21 in 2017, Xianyu created a Weibo Discussion Topic( 话题 ) “ 别让我闲着 ” and integrated different KOls to join. Paid Media ( O n line ) KOL

4. Xianyu has sponsored a popular variety show Qipashuo ( 奇葩说 ). In the show, Xianyu got more exposure for the brand. Paid Media ( O n line ) Sponsorship

5. Xianyu also put Qipashuo topic in the app, creating heated discussion. Paid Media ( O n line ) Sponsorship

6. In December 2017, Xianyu and the Shanghai Metro jointly organized an exhibition of “一个很闲鱼的展览” at the South Shaanxi Road Subway Station. Attracting attention with a yellow brand color and device interaction. The details of the interaction and copywriting are very good to convey the Slogan of the event, ”别闲着，挂闲鱼。" Paid Media (Offline) “一个很闲鱼的展览” Offline Exhibition

7. On May 19th, 2017, Xianyu hosted the 520 Auction Festival (闲鱼520拍卖节), staging a light show alongside the Huangpu River bank. Before the light show, Xianyu had posted four advertisements day by day in the Beijing Youth Daily . It was not until the fourth day that the answer was revealed, which attracted readers’ attention. Paid Media (Offline) 520 Auction Festival Print Media Ads Offline Activity

8. PART 2 Owned Media

9. Xianyu Website Owned Media - Digital Assets The website offers basic functions of the platform but is not as updated as the App. There are several (three in the screenshot) buttons for users to download Xianyu App, which serves as the platform’s approach of user growth and retention.

10. WeChat Official Account Xianyu’s WeChat Official Account embeds access to user instructions, new events, basic function (item price evaluation) and some featured functions. Owned Media - Digital Assets

11. Weibo Official Account Xianyu’s Weibo Account owns 850k followers, and is constantly updating Xianyu’s news and hashtag events. Owned Media - Digital Assets

12. Traffic Direction from Taobao Traffic Increase in Transactions from “Pond” (“閒魚魚塘”） Users can open a topic in Pond open to Taobao users and sell products. Other Taobao users can comment and transact with sellers directly (see the left picture) Increase in “Thumb Up” Pond offers a community for users to display their products or goods, available to Taobao users. Owners can launch their second-handed goods and promote their merits and check “thumbs up” (see the right picture) to decide their selling plan. Owned Media - Created Assets

13. In December 2017, Xianyu and the Shanghai Metro jointly organized an exhibition of “一个很闲鱼的展览” at the South Shaanxi Road Subway Station. Attracting attention with a yellow brand color and device interaction. The details of the interaction and copywriting are very good to convey the Slogan of the event, ”别闲着，挂闲鱼。" Owned Media -Created Assets “一个很闲鱼的展览” Offline Exhibition and Activity

14. On May 19th, 2017, Xianyu hosted the 520 Auction Festival (闲鱼520拍卖节), staging a light show alongside the Huangpu River bank. Before the light show, Xianyu had posted four advertisements day by day in the Beijing Youth Daily . It was not until the fourth day that the answer was revealed, which attracted readers’ attention. Owned Media-Created Asset 520 Auction Festival Offline Exhibition and Activity

15. PART 3 Earned Media

16. Earned media Unpaid KOLs & Comments & forwards & likes under posts of paid KOLs

17. Earned media Unpaid KOLs & Comments & forwards & likes under posts of paid KOLs

18. Earned media Word of mouth – people who post related contents about Xianyu spontaneously on their social media or just recommend it to others through communication

19. Earned media Word of mouth – people who post related contents about Xianyu spontaneously on their social media or just recommend it to others through communication Users are willing to share their experience on mainstream online information platform, such as Douban .

20. Earned media Media releases of offline campaign

21. PART 4 Conclusion

22. Channels Paid media Owned media Earned media Weibo official account ✔️ Official website ✔️ Print media ads ✔️ ✔️ Traffic direction in Taobao ✔️ KOL ✔️ ✔️ Offline exhibition & activity ✔️ ✔️ Word of mouth ✔️ Sponsorship ✔️