In 2020, along with the complex social, economic and cultural changes in the environment, brand marketing also ushered in a change - abandon the fickleness and clamor, to the marketing of goodness, tolerance and care, cultural identity and cultural self-confidence on the change. In the past two days, an outdoor advertisement by NetEase Yanxuan has been screen-brushed. During the epidemic, consumers' emotions on the Internet were exposed to high temperatures, and a little bit of them would ignite in the public opinion field where information was mixed up and the truth was hard to discern. How to maintain rationality and insight outside the trend, and burst the myths and bubbles on top of the hotspots, is a question that all brands should think y about. NetEase chooses to retreat to advance, the original 2.23-2.29 promotional ads were temporarily replaced, to show care for consumers and society, but also hidden commercial caution, this sense of proportion and creativity can be said to be in good control. So, today I want to introduce from this topic, and we talk about, after the epidemic 2020 brand marketing will appear 5 new trends change insights. 01 marketing to goodness in progress if you want to ask me 2020 marketing hotspot will be what? My answer is: there is one and only one hot demand in 2020 - the China we live in will get better and better. In the past, the starting point of brand marketing may be product customer acquisition, brand exposure, the epidemic has awakened people to think about the nature of life, all of them cultivated into a "clean fetish", the consumer's desire for health and a better life is more important, more urgent, for the brand, the initiative to kiss the social responsibility has become a major brand of the **** knowledge. Such a wind direction will not change in the short term, so, after the epidemic era, the brand has to do is to convey the consumer's mind has been to the mouth can not and emotional, humanistic care content, from the attitude of life and consumers to keep *** vibration, to obtain consumer recognition. Take a recent advertisement of Burger King as an example: in the latest advertisement "TheMoldyWhopper", Burger King recorded the process of burger "going bad" in 34 days, and in the end, it called the image which is usually stomach-turning as "Thebeautyofnoartificialpreservatives (The Beauty of No Artificial Preservatives)". Thebeautyofnoartificialpreservatives" to convey to consumers that Burger King's products are healthy and do not contain any preservatives. The entire marketing logic is built on the user, standing on the user's point of view to convey the brand's values. Although it is expressed through self-hatred, it can quickly attract consumers' attention, establish a connection with the product, and also make consumers willing to try it actively. There is also the above mentioned Netease Yanxuan # advise you not to look at the ads #, sacrificing some of the benefits, to convey social responsibility, at this time the brand investment produces a brand benefit is much greater than the product pulling new, there is no doubt that the ending is a win-win situation. Therefore, I always firmly believe that in 2020, "greed, anger and dementia" claptrap will become a thing of the past, and the marketing of goodness will begin to shine with "the light of humanity".02 Consumer desire to dominate demand during the epidemic in the first half of the year, due to the objective of not being able to go out. Environment, extremely confined to the consumer's various desires, which also means that all products or marketing strategies will start from the user's "desire", with "desire" to dominate the consumer's future retaliatory consumption "demand". Demand". Take the catering brand as an example, what the brand has to do in the early stage is to keep accumulating consumers' uncontrollable desires, help them recall the past spicy, sour and sweet, and make them feel how sour and bitter they are now, so that they can feast in the late-night hot pots and restaurants after the epidemic. With the development of the epidemic, the final virus is controlled and gradually disappear is a certain thing, the long suppressed consumer power will return to the market, then you need the brand in this precipitation period to engage in some preplanning, once the open consumer port, a new round of running, whether it can be well-prepared in this period of time, in the opening of the explosion point to take the lead, it depends on the accumulation of all of you.03 omni-directional marketing to carry the banner of planting grass "Which traffic depression do you want to blast with?" Starting from 2020, I believe few people will ask this kind of question - because the market pressure makes brands have to carry out omni-directional marketing. The term so-called omni-directional marketing is not new and is similar to integrated marketing of the past. However, the difference between the two is that integrated marketing emphasizes a stunning idea that can cover all media channels; while omni-directional marketing should pay attention to the value of three-dimensional traffic, no longer the same creative content distribution of all channels, the pursuit of the circle effect and penetration, through the crowd, contacts and content to do a fine insights and matching, to achieve personalized marketing. This epidemic, because the brand communication and growth demands, forcing many brands in the marketing approach and channel selection diversified pilot and innovation, in short video, live and community areas such as full commercialization, carry the "grass with goods" banner. For example, the well-known men's brand Mark Warfield through the rapid upgrading iteration of the net red live, short video, content *** creation marketing, online and offline interoperability sucker infusion, offline experience scenes, and accelerate the jittery voice number, fast hand number, B station number and other accounts to open and content dissemination, all-channel mutual diversion. Before this, marketing is usually the first time sex, brands also know that consumer management is a very simple concept, but it stays at the conceptual level. It can be said that the epidemic is a catalyst for the brand to carry out user operation education, so that more brands through the omni-directional marketing strategy, and the user to produce more interactive content, in order to achieve the maximization of social communication.04 Circle effect: niche carnival mass spectators In fact, the circle economy has long been in the barbaric growth of interest and the formation of a niche circle of emotions, the superposition of its energy and even more than the mass trend The superimposed energy is even more surging than the mass trend. And in the Internet era, more boosted the niche circle really realize the mass expression. How to break through the circle of niche culture? In my opinion, the niche culture circle can be divided into 2 categories. The first category is secondary subculture. For example, during the epidemic, one of the things that impressed me most was that the live broadcast supervisors of Vulcan Mountain and Thor Mountain hospitals were on fire. In the process of building the site of Mt. Thor and Mt. Vulcan, the concept of live broadcasting was innovatively put in, and at the most, there were 75 million people online cloud supervisors. These cloud supervisors affectionately named the camera regent, welding that work group called Han Wu Di, pile driver called Chu pile king. There is also a case of cloud bungee jumping, these are typical secondary characteristics. Maybe not everyone understands and participates in it, but they will look at it, which is the so-called "niche carnival, mass spectators". The second type is the core fan base, they will unconditionally support their idols and favorite IPs, such as in this epidemic because of the amazing action to help Hubei hit the hot searches of the rice circle of girls, by responding to the strength of their loved ones to donate the example of the power of a quick response, strong organization, transparent accounts, they are the star in the battle cultivated in the use of this action in support of Wuhan's action. This epidemic, so that the secondary yuan once again break through the circle effect into the public's field of vision. What the brand has to do in the future is to intervene in the niche culture to do marketing, the most important thing is to establish its genes, so as to transform its fans into users of the brand, causing the value of **** song. For the brand, this value ****ing is sustainable, long-term, and can infect more people. When niche culture becomes popular pop culture, the brand plays a certain role in promoting it, which also enhances its own value.05 National tide culture white-hot Throughout recent years, with the "light of the national comics", "China's captain", "China is rising" Chinese self-confidence "power, will be for the interpretation of the wind of the national tide once again to push the waves. 5G", from Made in China to China's smart to China's creativity, each hot big events invariably stir up people's heart of the national pride and sense of pride. I believe that after the epidemic, the Chinese government will not be able to fulfill its mission. I believe that the experience of epidemic, *** cohabitation home isolation of national unity protest experience, that is to say, when suffering and glory coexist, we will be "many difficulties Xingbang" to give the greatest release of this emotion! Reflected in the brand, countless young consumers have a natural affinity for brands labeled "Made in China" and "national enterprises". For example, focusing on the production of down jackets 43 years of Chinese brands Bosideng, during the epidemic on the London Fashion Week, holding the face of the five-star red flag, and shouted in unison, "China go," won the full response of the world's audience. If the new national products is the material foundation of this fashion trend, then a wide range of cultural identity and strong cultural confidence is the spiritual core of this trend, so that the "national trend" in the majority of consumers, especially young people have produced a huge penetration. "Plum blossoms rejoice in the snowy sky, and it's not surprising that the insects are frozen to death". Crisis is a reshuffle, a redistribution of resources and ranking. No matter how unpredictable the external environment, we have to make new changes in a timely manner, the more the crisis is the more our opportunities, whether we can seize them or not depends on the internal cultivation of enterprises. #Columnist #Mulanjie, public number: mulanjie (ID: mulanjie-); everyone is a product manager columnist, former brand director of Mingchuang Youpin Cheng Jinlan. This article was originally published in everyone is a product manager, without permission, prohibit the reproduction of the title image from Unsplash, based on the CC0 protocol