An introduction of PCPOP

1. By Bai Yide
An analysis of PCPOP

2. Introduction
 It has focused
on the creation
of value and
dissemination of
information of
IT products.
 Performance maintains increased
more than 100% per year.
 用 播源：好奇心户传
 Founded in June 1998, it
born with the first wave
of Chinese Internet.
Long-term Cooperation with many
International enterprises with recognition
Of customers and readers.
Olde
st
Foc
us
Growth Reputation
PCPOP is a professional community to communicate and share new
information of IT products, and it currently has involved electronic
commerce, that is, users can purchase IT products on it with a online
payment. This presentation will analyze its marketing and branding,
technological affordance and user experience.

3. Marketing and Branding
Three marketing integrated platforms ensure to influence
the comprehensive targeting group of people.
Information
Platform
Information
Platform
Interactive
platform
• product community
• PCPOP space
Interactive
platform
• product community
• PCPOP space
Data
platform
• products
• prices
• dealers
Data
platform
• products
• prices
• dealers
mainstreammainstream
Pre-sell
news

4. Marketing and Branding
Areas:
Facing the whole country, mainly
the more economically developed
regions: North, South, East, 83%
Yearly Income:
White-collar workers have
individual needs for refinement
and quality of life, accounting for
57%.
Ages:
18 to 35 years old is the
mainstream of demand for IT
products, accounting for 75%.
Educational background:
Highly educated elites,
independent thinking ability,
personality, pay attention to taste
81%
One of vital strategies of
PCPOP’s marketing and
branding is its positioning.
Specific and correct
positioning is the main
factors that lead it to get
succeed.

5. Technological Affordance
Product
B
Product
B
Product
C
Product
C
Product
F
Product
F
Product
D
Product
D
Product
E
Product
E
Product
A
Product
A
News
Commen
ts
Market
News
Commen
ts
Market
ProductsProducts
PricesPrices
Product
community
Home page
Product
community
Home page
Brand
Space
Brand
Space
Information
platform
Data platform
Interactive
platform
News
Commen
ts
Market
News
Commen
ts
Market
ProductsProducts
PricesPrices
Product
community
Home page
Product
community
Home page
News
Commen
ts
Market
News
Commen
ts
Market
ProductsProducts
PricesPrices
Product
community
Home page
Product
community
Home page
Products as core establish the exclusive website
for each hot product. The structure below is its
integrated method.

6. Technological Affordance
Articles
Dealers
Price
Data
Parameter
Pictures
The pictures below are examples to show its structure for
products.
relevance of product
structure is the
convergence of
users, manufacturers
and dealers with the
product as core.
Relevant products

7. User experience
 Users wil have an overall understanding of the products,
through a series of combination including information, pictures,
data, interactive to meet the different needs of different users.
 PCPOP fully use the advantages of the interactive network, to
promote the brand image so that users have a deeper
understanding.to products.
 Interactive games
 survey with gifts
 comments with gifts
 try
 interactive question
and answer
 Article game
 singers competition
Some interactive activities of PCPOP community:
Competition
including design and
photograph
 Products auction
 Promotions

8. Interactive platform - Product Community and Club
Over10millionsusers
Above pictures show some activities and these users use
enthusiasm to show their vitality and use passion to infect
everyone around them.

9. Thanks
Producer: Bai Yide

10. Reference
• Holsapple,W.C. and Xue,Y.(2010). Taobao-A decision support system,
Service Systems and Service Management, PP.1-5.
• Rygielski, C. W., Wang, J. C. and Yen, D. C., (2002), “Data mining
techniques for customer relationship management,” Technology in Society,
Vol. 24, No. 4, pp. 483-502.
• Shim, J.P., Warkentin, M., et al. (2002) Past, present, and future of decision
support technology, Decision Support Systems, 33(2), pp.111-126.
• Weber, L (2007) Marketing to the Social Web: How digital customer
communities build your business, John Wiley & Sons, Hoboken, NJ.
• Wen Xing. (2007) Information technology and online-trading. NanJing
university.