Introduction: frequent joint frequent hunger marketing, frequently introduce new, limited edition frequently manufactured goods shortage phenomenon frequently, this sense of urgency driving public, will be plunged into bite brand marketing. This paper will kol marketing, hunger marketing, cross-marketing, these three hot words marketing evolution started in 2019, criticized the analysis of contemporary marketing hot words.
How to keep marketing does not play "generalization" forever young and how force. Brand marketing on its rack their brains to do martial arts games are played, it makes more effort in the product, making the product to meet the young consumer groups, rather than one after another of the "gimmick" Marketing to win the eye.
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2019 Golden Pig, a huge bonus in the sea of young people in new spending, Chinese clothing, the tide country, hip hop, gaming, rock, electronic cigarette, blind boxes are blooming with their own unique light.
Young people are a different consumer groups marginalized groups, it has become a new generation of main consumer.
Internet revolution has brought huge impact, giant seems a bit behind the times to go. Image of aging is the main problem, the capital saw another batch of consumer brands turned out to competitive consumer giants obviously appeared tired.
The reason for the rapid development of the Internet, exposing the channels and brand products reach dramatic change channels, faster and faster iterations. Today, consumer access to information is very fragmented, and more brand segmentation.
In the Internet age, brand communication is very difficult to control, each individual circle of friends, microblogging in fact a spread behavior, and this simply can not control the spread, so the product can only declare their products do a good job, every marketing campaign will have made enough suction eye, become a presence on the social networking platform to break the circle.
Use gimmicks topic of slightly tempt the appetite of users, user reason willingly took out his cell phone, his head fog but a great time to upload brand marketing campaigns adhesive tape to the network, mainly based on the "Internet culture" charm.
A, Kol Marketing: live with a cargo
Z era for the ability to accept new things, try to be more intense desire. After the young consumer acceptance of the culture of beauty education network, as emerging consumer power for themselves personally accepted Beauty Education "pocket."
According to the United States soon, microblogging fashion and CBNData jointly issued the "beauty industry trend of large social data report" shows that 35% of consumers said they are willing to get beauty product information through social media, second only to third-party electricity providers, social the positive impact of the media on consumers, 60 percent of respondents agreed that social media can "help me better shopping."
The report shows that young people are more susceptible to the beauty kol and grass, kol rights discourse occupies an important role in young people's shopping territory.
Today, brands are trying to ride on, "Li Jiaqi are" rare car train traffic. "Li Jiaqi year", with a cargo of live way gradually into view as a new way to shop. Li Jiaqi sentence "oh my god" let the girls willingly opened orders related links, "discount attraction" between live Silvia's hard to resist.
Li Jiaqi as beauty sector with a cargo net red, the most repeated words are "Color", "oh my god", "buy him," "good read it", "amazing", "I'm through hardships only to get such a low price, "" potential purpose domestics light, "repeated discourse is reinforced with a cargo capacity to attract viewers and advertisers. In the linguistic point of view, these words to build a part of the "Li Jiaqi evaluation of language".
These repetitive presence of the language, on the one hand to convince the audience, on the one hand to convince manufacturers, advertisers believe that he is the most authoritative, most professional, most understand women and beauty products makeup person.
"Fearless, afraid Li Jiaqi's oh my god", business liquidity Li Jiaqi brief but powerful repetitive discourse is very powerful.
In 2018 two-eleven, Li Jiaqi live five minutes to sell 15,000 lipstick, five hours with a cargo of 5.35 million lipstick record no one has broken. Fans can not wait for their phones to achieve split-screen function, so you can see Li Jiaqi video while being cut hand.
Under 5G bonus, gradually highlights the advantages of short video, young consumers for far less sensitive to the text of the sensitivity of the video, not only both the short video and entertainment services, as well as the most important social.
papi butter content can be deconstructed into "collect netizens the most popular of those comments and scripts, centralized interpretation of the video of"; Li Jiaqi content can be deconstructed to provide a vent outlet for the "contemporary fine boys and girls swelling consumer desire, station lipstick outlet in the economy, do lipstick 'beacon' "; plums qi content can be deconstructed into" looking for the ideal lifestyle in line with expectations of the public. "
"Li Jiaqi who", "plum Qi who", "papi sauce they" will be able to carry video content closer to the civilian context, is a concentrated expression of the field of Internet culture, at war with competing products have come out on top to become head of red network within the same area.
Second, hunger marketing: IP Marketing
This new era in the moment of consumption, in order to attract the attention of users, a variety of new marketing methods were invented, hunger marketing because it can quickly attract the user's advantage in today's information explosion, the flow of the times get hard, frequently use.
"Young people have to the world" a new marketing idea to promote young fashion brands must embrace the young user groups, and hunger marketing is undoubtedly one of the fastest and most direct way to initiate young consumers resonance.
Uniqlo & KAWS hunger marketing case caused a wave of panic buying "zombie" type of hunger marketing is undoubtedly one of the success stories.
KAWS designer himself announced on Twitter this is the last time and Uniqlo collaboration, cooperation and a period of Uniqlo's end. Limited plus "must do" approach to marketing means to make both become joint hunger marketing circles for some "stories."
KAWS doll has become a symbol of economic strength of the trend of the circle, plus high-priced limited edition doll destined KAWS may be popular in fashion circles, meant a small minority that is mysterious, a small minority that is meant taste, sweet KAWS become synonymous with fashion insiders superiority.
Limited plus high prices, KAWS fan backlog of consumer desire in my heart for many years in the last Uniqlo achieved, KAWS artistic ideas but also to the public through cheap T-shirts to convey Uniqlo.
Behind the trend is a culture of consumerism in the "mischief", IP huge consumer influence, the modern era of information explosion variety of social media are advocates of IP, even if the consumer receives the information capacity approaching saturation.
I believe the power of IP, we believe that the value of the idea behind IP representatives, in order to prove the value of this concept, consumers need to confirm their hearts love of IP through a purchase behavior.
KAWS is actually a IP power, blessing the congregation trend KAWS small, Uniqlo & KAWS family friendly price makes KAWS fan backlog of years of consumer desire to find an exit, with KAWS is a natural limit players, Uniqlo The cooperation with KAWS of the last time, for various reasons berserk on the situation.
In a sense, marketing demand for construction of the road is the road of dreams, a merchant selling a commitment to consumers, after consumers have a brand products, believes that he will become more high-end, more fashion, more connotation and so on, but in fact is true that this hunger made out of commodity marketing for consumers is dispensable, businesses are building "psychological expectations Heights" in the minds of consumers, increasing consumer's psychological expectations, with the the knock delicious to sell the merchandise.
Third, cross-border marketing: the revival of old brands
Hi tea every festival will set up shop in a flash, like this kind of tea brands like always active on the social platform, and actively embrace the young love of social media, users love it naturally goes without saying that every new listed are embraced by young people, so as to further strengthen the brand's social image.
Hi tea stop to make cross-border, kept to a joint, do not stop content, do imaginative products, will conduct a cross-border co-branded with the White Rabbit, will launch a "stinky tofu in Changsha "cake, one will be launched in Xi'an Rouga Mo, a radio network will launch with the cat" New Year see hi "gift, it will initiate a vibrato" Single hold "challenge, a cooperation with Mito Xiu Xiu, the introduction of hi tea exclusive AR selfie effects, for a joint sale with Nike sneakers limited funds jersey ...
This can be done with a frown of a dynamic young consumers are pulling the heart of the brand is undoubtedly the most understand the consumer, can be called contemporary brand of "walking traffic." They know how young consumers' grass is always greener ", they know how to care about the visual experience is far greater than the literal experience, know how to get young people to" G spot. "
Old brand at the helm who are familiar with "the world was young," the truth, wants to establish a "high-level cross-border players' image in the hearts of young people. But such a marketing approach sometimes seem quick success, sometimes self-defeating.
Laoganma "national Aunt" and "Cool Earth" Marketing of the Road "out of control": First, to launch a "full of spicy," the sweater, then participate in the New York Fashion Week, and actually with "FHM" launch custom Shop gift; and by a pack of hot strip out of the country Wei Long, long ago reconciled to sell hot strip, the "well-designed" for something after the introduction of an exclusive version of the Guardian dragons bags; liquor "dean" Luzhou the perfume
From the data, cross-border cooperation and brand marketing products is short-term hunger, although to meet the psychological adventures of young people, but it can not become the norm.
Old brand if they wish to achieve a premium on the basis of feelings, and finding ways to combine consumer needs of young people, to create a unique image with its own personalized, pinpoint their location, do not lose their own brand characteristics, fall into the same qualitative quagmire, so that consumers become your fans, not again cross-marketing and marketing drive up hungry person.
High above the big suddenly become "hyperactive", and frequently "Advanced conjunction with" Let the cooperation between big and fast fashion is no longer as compelling as before.
Appreciating located just create a high cold and high, set by the star, who set up a sudden collapse, forming a huge fan of the psychological gap.
Changing fashion circles, two or three times of play will be tired of the consumer, not to mention the joint between the big and fast fashion has passed "The Seven Year Itch."
Well versed in youth like "social media platform brand" Once the loss of cross-border co-branded marketing magic, magic weapon to attract young consumers what is it?
l criticism of contemporary marketing keywords
Pieces of information era, the brand retained the imprint is time-sensitive, but whether consumers the impression that no matter how debris, read the content or form a glance the impression, if not to keep in mind, not immediately read out the brand name, will be impressed.
For businesses, a dazzling variety of marketing tactics are in fact only the surface, to strengthen their own is the most critical. It is the core product to product leveraging brand leverage, leveraging reputation, causing a chemical reaction in people's minds, to form a true brand equity.
Frequent joint frequent hunger marketing, frequently introduce new, limited edition frequently manufactured goods shortage phenomenon frequently, this sense of urgency driving public, will be plunged into bite brand marketing.
Marketing accidentally fall into a dead end, like a makeup woman, even if no amount of cosmetics still could not cover gaunt face.
Cross-border influence is long-term. Even if cross-border but that is only "yellow paper lamp in a dream", even though cross-border sales and bring visibility is not much improvement, for the brands want to rejuvenation, pocketed the eye, attracting traffic, causing consumer attention , which also brought a cross-border potential customers.
Today's "cross-border" generalization of today, if only to be a cross-border maverick "rub hot spots" behavior, brand hoping to attract young consumers through cross-border activity behavior will sooner or later be replaced by new marketing activities.
Frequent joint frequent hunger marketing, frequently introduce new, limited edition frequently manufactured goods shortage phenomenon frequently, this sense of urgency driving public, will be plunged into bite brand marketing.
How to keep marketing does not play "generalization" forever young and how force. Rack their brains to do business with their play in the marketing effort, it makes more effort in the product, making the product to meet the young consumer groups, rather than one after another of the "gimmick" Marketing to win the eye.
Young consumer groups is an elusive species, grass is always greener can be said that their labels. Frequent joint frequent hunger marketing, frequently introduce new, limited edition frequently manufactured goods shortage phenomenon frequently, this sense of urgency driving public, will be plunged into bite brand marketing, consumer sooner or later there will be tired day.
Young people for acceptance of new things faster and give up time is shorter, the grass is always greener cycle gradually shortened, many users being talked about yesterday, the topic Heights occupied flow will be replaced by a more "hot" thing today.
Rich substances, the information explosion era of dazzling variety of marketing was weak because consumers will not unwarranted feelings to spend, unless the product can really do stand out, you can keep up with social trends, the success of "the circle", to be a worthy topic list social platform, otherwise no amount of formal nostalgia, can only be a one-time marketing, palliative.
Consumer good brands are built traffic, their ads are not the "marketing" word directly linked, even when users see the ad in full, is a foggy state, said the ads did not know What, I do not know which product is sold.
Brand hope advertising is a manifestation of content and ideas, including the fine level ad itself, including screen advertising, deeper reflected some spiritual pursuit and ideas.
Ebb Tide brand did not want to be in the fierce competition in the market, do not want to be shot dead after the waves on the beach, but do not focus on improving product quality, seeking to attract the attention of consumers, they simply do not play out the same marketing play is unlikely to be evergreen brand.
Whether it is hungry marketing Ye Hao, cross-border marketing worth mentioning are the marketing coin, one side is to maximize traffic explosion models, one side is "over-marketing" caused by a series of user dissatisfaction, damage to brand image problem .
How to choose the pros and cons, to ensure their own marketing properly, both sides have formed a follow-up test.
Conclusion: Fever capital is gone, now only select capital icing on the cake.
No current marketing is static, the current market is not no industry is lumpy. Adapt to the times is the only truth, a move to eat around the world era hard to reproduce.
As a modern enterprise, embrace change, insight into young consumers in mind to change in order to keep alive a young brand power, otherwise, come and gone, no amount of play ultimately just a dream.
