With the further development of the Internet, more ordinary people have begun to voice and express their emotions on the Internet. And the continuous gathering, brewing and eruption of related emotions often lead to the positive action of the group. It is joining the trend of *** creating hot events. Whether onlookers, retweeting, second creation or purchase, have become the specific bearing of this sense of participation. The rise of national products is at the right time to sell misery marketing foothold: save and eat seat to beat the iron still need their own hard.

Selling misery can only be a trigger for the brand to burst into flames, and is not a panacea for the brand to burst into flames. Lachapelle did attract a lot of traffic by selling misery marketing, but it did not trigger the emotional support of netizens.

A large number of netizens entered the live broadcasting room with the mentality of "bankruptcy and picking up the pieces", and after realizing that the products did not have price reductions, the heat quickly subsided. Lachapelle's "pick up type fire" and Hongxing Erke's "price increase to buy" and "buy can not ship" is fundamentally different.

The fundamental reason is that consumers have no emotional connection to the brand itself. Selling miserable marketing can indeed to a certain extent to move the hearts and minds of consumers **** love.

But *** emotional linkage can not be based on the "miserable". Strategic positioning expert, founder of Jade Positioning Consulting Xu Xiongjun told Sina Science and Technology, human nature is to sympathize with the weak, but ultimately will follow the strong, consumption is the same. Misery marketing can really move the hearts of people, and consumers *** love, caused by the thought of *** song.

But also face a double-edged sword - enterprises by crying poor to shine their own strengths, differentiated value is what consumers need, if a cry for poverty, their weaknesses are exposed, but face greater risks, not conducive to the establishment of the brand.

Honstar Erke's "misery" happened in the current year after the Xinjiang cotton incident, and Honstar Erke is still in the case of poor business donations of 50 million, such behavior also triggered the admiration of consumers. Hongxingerke's "tragedy" is just a fuse, and the real trigger point is the public's desire for righteous behavior, confidence in the rise of national products.

Beehive's "misery" is based on the fact that the company has not invested enough in marketing because it has no money, and its products themselves are not very different from other brands.

La Chabelle's "misery" is built on the poor management of its enterprises, people on the La Chabelle brand of misery and did not produce *** feelings, but also did not produce to help the brand to tide over the difficulties of emotion, but instead of sprouting a leakage to eat the idea of the seat.

Bee Flower's Misery MarketingMisery marketing is a long-lasting war: not once and for allMisery can indeed bring a lot of traffic for the brand, but getting traffic is not the end of once and for all, but the beginning of everything. How to dispose of the acquired traffic, how to convert the traffic into traffic dividends is the urgent problem that enterprises need to solve after selling misery marketing.

Through a large number of attention, seize the window of establishing brand image and do free advertising.

For example, Wu Rongzhao, the chairman of Hongxingerke, on content platforms such as Jitterbug, lowered his posture to personally reply to the various questions and suggestions raised by consumers to Hongxingerke, in a personified way to draw the distance between the brand and the consumers; Hongxingerke has also taken advantage of this matter, through the fermentation of public opinion, to form a patriotic and conscientious enterprise, take on the responsibility of the nation, and not to be overbearing and not to be a good brand image.

Bee Flower boss also personally down, recorded a thank you video, while encouraging consumers to put forward suggestions on the brand, but also to bring consumers closer to the brand; the boss encourages consumers to the brand for the second creation, and further maintains the heat of the event, so that the window period has been extended to a certain extent. Establish a good relevant and appropriate system, ready to undertake the work of the influx of large traffic.

For example, after the outbreak of the Hongxingerke event, the inventory was cleared directly, and the business operation did not do a good job of undertaking large-scale purchases with the relevant preparations. This led to a lot of traffic dividend conversion of purchasing power has not been realized, premature "victory" scene also greatly shortened the window of traffic dividend. What happens along with mass purchases is mass returns and quality crises.

Business operators should also set up a relevant emergency response system. The return and quality issues should be handled appropriately to prevent the fermentation of unfavorable public opinion from affecting the brand itself. At the same time, the enterprise should do a good job of the operation of the relevant traffic contacts.

Hongxingerke's traffic touchpoints, mainly concentrated in the live broadcast, for example, after July 24, Hongxingerke jitterbug live broadcast of the day's turnover is more than 50 times the usual. The rest of the traffic contacts, such as the number of fans of Jitterbug also exceeded ten million, Taobao flagship store has also increased the number of millions of fans. The traffic touchpoints of the bee flower is mainly concentrated in the jittery short video, the bee flower through the unique words, in the jittery short video comment area triggered the user's continuous **** Ming then became a preface position to maintain the heat and establish the brand image.

The subsequent output of the operating staff, the operational norms, are all issues that companies need to consider. Whether the live broadcast anchor already has skilled operating experience and professional skills, jitterbug account operation of the follow-up short video will affect the final level of traffic contacts to undertake. In just a few days, Hongxingerke live broadcasting room influx of a large number of consumers selling misery marketing is risky: must establish a risk control mechanism selling misery marketing, in obtaining a large number of support at the same time, but also will certainly trigger a certain degree of skepticism. The establishment of its emergency response mechanism for questioning is a problem that the brand must solve! West Bay catering founder Jia Guolong said in an interview with the media in early February, West Bay monthly salaries to send 160 million yuan, if the epidemic continues, West Bay on the books of the cash flow to last more than three months.

After a week, Xibei has obtained a credit of 430 million yuan from Pudong Development Bank, and the first 120 million yuan has been put in place to solve its urgent needs. But soon after the "crying poverty" incident, consumers found that some of its food prices quietly rose by 1-10 yuan.

Public opinion then rebounded, had been consumers "heartache" of Xibei, has become the center of consumer complaints. After the Xibei was raked out of the dish price is too high, a steamed bun 21 yuan, a scrambled egg 43 yuan, many consumers said, Xibei dishes itself is not cheap, and then increase the price is really difficult to consume. After being "scolded" on the hot search, Jia Guolong apologized and restored the price to calm the public opinion crisis. Xibei's misery gained the support of consumers, but then suffered a public opinion backlash, to reasonably control public opinion, it is necessary to establish the enterprise's own public opinion monitoring mechanism. Hongxing Erke for donations burst into flames after also appeared one after another questioning voice.