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 (Online)
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 (Online)
Sponsorship
5. ● Xianyu also put Qipashuo topic in the app,
creating heated discussion.
Paid Media (Online)
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
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
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.
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 ✔️
