Netease YEATION is the slogan of "Good life, not so expensive", which Muji adopted ODM model for target enterprises, and took the cost-effective route in view of Muji's criticized price problem. However, the price is cheap, and we can't force it down. It's still a copy of the unprinted literary sentiment route, which makes people feel that I'm not buying a commodity, but buying poetry and distance. Let's look at the copywriting of the two companies.

1. Netease YEATION

2.Muji

Do you think it is a brand without looking at the label? (Laughter)

This style of literary copy has these characteristics:

1. Extract the description of one thing, disassemble its features, and then correlate and reconstruct it with other things. For example, writing paper towels describes tearing teeth that people usually don't pay much attention to, and also writes that tearing teeth is neat, followed by "day after day, round and round." Does this description remind you of the tree rings, and the natural feeling comes out?

2. There is affection and righteousness in the description, and there is a "small fortunate" to be grateful for life. For example, "I like to wipe off the dirt in one second" and "let things, life and even life return to the appropriate eight points", because they sell daily necessities, and the quiet and slow arrival of words will make customers stay on the posters and display pages of products for a longer time.

3. The text is abstract and macroscopic. Too figurative data copy looks professional but lacks beauty, which will make you care about the data to judge whether it is accurate or not; Literary copywriting is to make you divorced from reality. In front, it is written like a word game. In the second half, the whole copy will be elevated, abstract and macroscopic. It is difficult for you to judge whether it is right or wrong by standards, and it is easier to agree with the copywriter's point of view.

"Create an original article every day and teach you to write a copy", and pay attention to the official account of WeChat WeChat "Marketing Flight", by rice.