Please forget about marketing and learn about marketing.

2009 is the era of Chinese brands. There are invincible hands in the world, and there are unbearable shackles.

Just like the contradictory meaning contained in the thought, the original meaning is "brightness", but because of the glyphs of the glyphs, it is given the meaning of depression, darkness and embarrassment. This is also an unprecedented conflict between many Chinese brands, some rushing to the light, and some falling into the dark.

Behind it is the rise of a huge network of power, the changes in the power of communication, and the huge shocks of social consumption patterns. This is the brand 2.0 that I have always emphasized. They have adopted a pattern of breaking the rules and a more innovative model to build brands. They do not rely on traditional, mandatory “push” (PUSH) forces, such as advertising bombing and marketing bombing. Adopted a more free, non-mainstream "PULL" power, such as the Internet, word of mouth, experience, fan marketing and so on.

This kind of network marketing is powerful and destructive, so that those who rely on small tricks, smart, and small tricks to achieve temporary success have even become the industry benchmark. As one philosopher reminds, "The cleverness of the embarrassment is not really wise. Although they can go to the church but can't enter the room, although it is tricky, there is no great wisdom. It is impossible to rely on these small tricks to get to the world."

This is the brand 2.0 that I think must be vigilant:

Warning 1: Be wary of the over-reliance on network promoters and even develop into online marketing violence. For many brand people, the network pushers are not new words. These pushers even summed up some new rules, such as the "Three Armies" combat mode, all the way called "Air Force", responsible for starting a good title, all the way called "Water Army", responsible A lot of watering on a post or topic, all the way called "artillery army", responsible for singing against the Taiwanese opera, to speculate on a topic. I believe that many brands, including some big brands, have used some network promoters.

Look at a negative case: Wang Laoji. Wang Laoji was donated by a netizen and was called by a netizen to "block Wang Laoji". Later, it was found that this incident was driven by the network pusher. Many different forums frequently praised Wang Laoji’s IP address. It is a repetitive one. Many forum users are "registered after May 18th." After the incident was exposed, it also had a large negative impact on Wang Laoji, but this negative did not rise to the level of serious crisis.

However, other brands are not so lucky, from Sanlu media protection fees, Asustek framed, Yang Yuanqing was exposed, more and more brands began to join the team, and network marketing as a malicious A strategy to attack competitors. Historical experience shows that Chinese companies are very good at seizing some new modes of communication, and quickly amplifying them. They also magnify the good and evil of this kind of brand marketing. The first thing that rises is these firefighters. These are the players who play.

Warning 2: Be wary of the vulgarity of confrontation and lack of a true understanding of the younger generation. It’s a new word that has only been heated up in the past year. It’s incredible to think of it. It’s been a few years for “cool” to become a popular vocabulary. However, many people just regard 囧 as a non-mainstream, full of support or even vulgarization of the term, not everyone can see the meaning behind the popular.

At least, Li Ning has an insight into the true meaning of jealousy. Zhou Xiaofan, a designer of Li Ning, has been rejuvenating his brand. Although his younger brand strategy has been implemented for five years, there is no breakthrough product. Zhou Xiaofan put his research on the "post-90s" and found that they have Some commonalities, shortcomings are: selfishness, shortsightedness, no loyalty, no patience, a bit of: self-confidence, strong learning ability, realism, unconventional. “囧” is a window into their inner world. In 2007, Zhou Xiaofan and his colleagues designed the design of the shoes. In 2008, the shoes were listed and sold crazy.

Caution 3: Be wary of the misplacement of online marketing and traditional marketing. Gradually, a trend is emerging, that is, the integration of online power and offline power. More and more traditional marketing experts are embracing the network and increasing network investment. Some online marketing experts are also actively embracing traditions, such as Ali. Baba, Sina.

Look at a misplaced case: Metersbonwe. In 2008, Metersbonwe's ME&CITY signed the "Prison Break" male No. 1 Miller and invested a lot of TV commercials. Metersbonwe clearly lacks understanding of the deep-rooted reasons for Miller and the Prison Break brand, and does not think enough about Miller's brand DNA. Miller is the king of "hidden pop", and ME&CITY is the first public appearance, and choosing a public star is clearly more in line with the core of Metersbonwe's brand. At the same time, Metersbonwe is a traditional marketing expert, for example, playing brands, advertising, channels, stores, etc. However, Miller is a product of network power, behind Miller is fans, the Internet, unofficial communication New elements. Metersbonwe used traditional marketing techniques to push a "secret pop" star. In the blog, the Internet, word-of-mouth communication, etc., Metersbonwe basically has no action.

Warning 4: This is also more important. It is not easy to ignite the network magic. It not only needs innovative ways, but also needs new ideas and a core understanding of the Internet spirit. The core of this network spirit is a democratic force. It needs to be creative rather than vulgar, free rather than forced. Those real online marketing experts understand that online marketing is no longer a simple one. The message is informed that it is a force of the people that can produce a very large economic entity. Chinese companies are mostly anti-democratic strategies in this regard. Officially, because they don’t have enough ideas, they use the Internet to push hard.

Lenovo's cool library bear case is such an attempt. As the head of Lenovo's ideaPad marketing campaign, its spokesperson of S9 and S10 chose a cool cousin, from making animation prototypes, writing stories, shooting online movies, and Lin Junjie singing theme songs. Including a large-scale network irrigation and network communication, advertising communication, etc., Lenovo conducted a series of network marketing attempts. Cool Kuxiong’s behind-the-scenes trader is Liu Jie, vice president of Lenovo Greater China and Russia. Regarding the original intention of Cool Kuxiong, Liu Jie said that he wants to tap “Desire”. This cool cousin reflects several key words of Lenovo cross-border marketing: network, animation, and feelings. It is said that the promotion effect brought by Cool Kuxi is also good. During the eleventh period, 100,000 notebooks were sold, and 1000 orders were received in Taobao on 6 days.

Now, forget about marketing and learn about marketing – creating a fun, fun experience.

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