Qubo

Qubo

Qubo, founder and CEO of "call a duck". He has worked in Baidu for 10 years as senior manager of Baidu marketing department, planning and marketing consultant, etc. He joined Baidu in January 2004 and was the first administrator of Baidu Post Bar. His ID: "Du bear" created the title of God level administrator of post bar. Because he wanted to constantly challenge himself and try things in new fields, he later moved to Baidu big market system. Responsible for Baidu events and festival marketing, baidu core user system construction. Focus on Internet brand, product communication innovation. He is agile thinking, full of strong insight, seizing market opportunities, and has made important contributions to Baidu's products and brands. His Festival and event marketing cases for Baidu have won many domestic and foreign marketing awards such as "Effie Gold Award".

Personal profile

Qu Bo, male, was born on January 10, 1985. He grew up in a Hutong. He is kind-hearted and has many hobbies, such as fishing and football.

On September 25, 2003, at the age of 18, Qubo founded Stefanie Sun's fan club. In a short period of six months, "Stefanie Sun's Club" became the most influential fan website in the mainland. Since then, Qubo served as the honorary chairman of "bird's nest", the largest fan community in the mainland. With extraordinary operation ability and management experience, Qubo joined in January 2004, when it was only 14 years old Baidu with more than 20 people.

In the following ten years, Qubo successively served as product assistant, online management director, product operation manager, senior product operation manager and senior planning and marketing consultant of Baidu Post Bar. Its marketing cases have won many excellent awards at home and abroad, such as "2008 China outstanding marketing Award", "2008 Hermes best Olympic marketing case", "2012 China Effie Bronze Award, excellent award", "2012 Asia Pacific times Chinese silver award, bronze award, excellent award", "2012 China Gold Award" and so on. Baidu knows that the little orange lantern project has won the best public welfare project award in the industry for many times in the past nine years.

The introduction of "call a duck" restaurant chain brand

"Call a duck", established in January 2014, is a Chinese food chain brand controlled by Beijing Weimei quxiang Catering Management Co., Ltd. Founded by Qubo and other post-85s and post-90s who are engaged in the Internet and media industry and love traditional food, it mainly focuses on duck cooked with self-made secret recipe and the food around duck, covering Beijing city. The most characteristic product of the brand is secret duck, which is not the traditional way of roast duck. The duck is made with new formula and new method. The main material of duck is from Baiyangdian, Hebei Province. It is an ecological duck without catalysis. It is pickled with carefully researched secret recipe to create a unique taste. Fragrant but not greasy, and pure natural, without any additives, let the traditional food coruscate new look.

Because we know that the quality of products determines the future of the brand and ourselves. From the product launch, in a short period of 60 days, the brand of "call a duck" quickly detonated the circle of friends through excellent product quality and fun product interaction. In less than a month, the order volume was full every day. During the world cup, the supply was in short supply. At the same time, it quickly got angel investment, valued at 50 million yuan! It is reported that the brand will open a number of offline experience stores and distribution centers in Beijing to better enhance the user experience and service.

Marketing cases and projects planned by Qubo

2014 mobile Baidu spring festival marketing project cleverly implanted in the online drama "never thought"

Spring Festival, a day of family reunion and frequent gatherings of relatives and friends, is the most favorable time node for word-of-mouth communication, and it is also a competitive place for major brand marketing. Take the typical mobile search scenarios during the Spring Festival as the creative breakthrough point, expose a large number of mobile Baidu icon, strengthen the user's cognition of rival 100 client, transfer the core user interest point of "mobile Baidu, know at any time", and establish the habit of clicking mobile Baidu to search when there is a problem.

Qubo team launched a "New Year wish" user activity closely combined with advertising content, which directly transformed advertising stimulation into product use behavior

: 30 days mobile Baidu icon + slogan "mobile Baidu, always know", covering mobile search

60%

Above vertical categories, direct penetration

three point five

100 million

Mobile phone users; including 16 categories of high-quality queries such as novels, videos and stars; directly promoting Baidu daily life and new downloads of mobile phones; launching customized light app for new year's greetings, which has been used more than 3.2 million times, with a peak of 1.6 million on New Year's Eve. Yang Mi, Zhang Liangying, Wu Qilong, Baike and other stars directly sent customized New Year's greetings immediately. In the popular topic of microblog # New Year's greetings immediately # mobile Baidu ranks first.

At the same time, the mobile phone Baidu was skillfully implanted into the online Mini drama "never thought" New Year's celebration platform Youku + Hunan Satellite TV, which was broadcast simultaneously on two platforms, directly covering 400 million people; the total broadcast volume of video website exceeded 103 million times; it ranked second in Youku Tudou's TV series video list for four consecutive weeks, and ranked top 3 in Sina Weibo's film and television hot search list; Youku, Tudou and other related high praise reached 68000; # 10000 The topic of microblog once soared to the top 7 of the popular list; the popular microblog giants released video content 26 times and received more than 22000 forwarding times, affecting about 100 million fans; ten thousand main creators (@ Xiaoxing Jiaoshou and @ cucn201 Baike) participated in the dissemination.

2014 Baidu knows little orange lantern public welfare project

Baidu knows that the little orange lantern book donation activity aims to provide books and school supplies for children in poor areas. Since its establishment in 2006, the public welfare footprint has spread all over the country. More than 200 offline book donation activities have been held, and more than 1 million books have been sent out as a long-term and sustainable public library project launched by Baidu

Benefit project, small orange lantern public donation activities have established a good reputation among Baidu netizens, many netizens also personally participate in the book donation activities. It also includes Jin Zhiwen, Wu Qilong, Ni Ni, Zhou Dongyu, Ying caier, Fan Bingbing, Jinsha, Xiong Naijin and many other celebrities who went to Guizhou, Sichuan, Guangxi, Jilin and other poor areas to offer books and care for children. For the poor students in backward areas brought a knowledge meal, but also brought equal access to knowledge and the hope of success.

Qu Bo, who is in charge of the project, also said: "children are the hope of the future. We hope to make use of the power of the Internet to give every child equal access to knowledge. The little orange lantern public welfare platform gathers the love of tens of millions of Internet users, brings warmth and hope to the poor children in need, and lights up China with knowledge.

Baidu knows that the "book to the future" themed public welfare action of the little orange lantern project in 2013 also won the 36th times Chinese Bronze Award and the public welfare bronze award respectively. In 2014, the golden boy award of advertising door, the best public welfare award, etc.

In 2013, baidu Spring Festival interactive integrated marketing "Baidu search red envelope"

Spring Festival is the most important traditional festival for Chinese people. All along, "eating New Year's Eve dinner, setting off fireworks, watching the Spring Festival Gala" has become a hot topic in China

People are used to the same old three. Qubo led the team to plan the 2013 Baidu red envelope search activity. With a simple way to participate, as long as you enter keywords such as "red envelope" and "Baidu red envelope" in the Baidu search box, Baidu can participate in the activity. And a total value of 103 million prizes, including a hardcover holiday apartment, 15 Chery "new Fengyun 2" new cars and other luxury gifts, let the majority of netizens during the new year "every search has a surprise.". Only three days after the launch of the event, netizens from 150 countries and regions all over the world have been warmly involved. The number of participants on PC, pad and mobile phones has rapidly exceeded 100 million. At the same time, in the traditional "Internet off-season" of the Spring Festival, not only has the search traffic increased, the high-quality search experience promoted, but also the company has brought cash income. The marketing case was also awarded the Bronze Award by the 2013 times Chinese and the Bronze Award by the 2013 Effie China Advertising Festival.

In 2012, Baidu search interactive integrated marketing "China refueling"

This network activity is jointly planned by Qubo team and UNICEF to launch for the London Olympic Games. Previously, "Baidu Yixia" has never been moved. Now, as long as the majority of Internet users input Olympic related information in the Baidu search box, the original "Baidu Yixia" search button will automatically turn into red "come on China". This search, cheer for China. Netizens can also take part in badge collection, Olympic Knowledge Q & A, online lucky draw, donation of sports bags to children in poor areas and other activities. Netizens who collect all the badges also have the chance to win the gold medal of Baidu customized limited edition, which is worth tens of thousands of yuan. Baidu's move quickly ignited netizens' patriotic feelings, public interest enthusiasm and Olympic passion. The case was awarded the Bronze Award in 2012 times Chinese and the silver award in 2012 China Great Wall Advertising Festival.

In 2012, baidu & P & G cross border digital interactive marketing "thank you mom"

As the top sponsor of the Olympic Games, P & G has launched the biggest round of brand marketing around the world since its establishment in 174 years

Thank you for your mother, cheer for your mother. As the most important digital media partner of P & G in China, Baidu and P & G work together to create the activity of "thank mom, cross the distance with love", aiming to enrich the marketing theme of "thank mom" and complete the cooperation

Chinese PinYin : Qu Bo