On this issue, from the largest domestic dumplings producer "Wu Fang Zhai" to see, it is better to understand, Wu Fang Zhai's rise and fall until the success of the three ideas, here only say the last idea, is the "national trend ", it is in marketing not self-centered, but to record and respond to the national tide.

Wu Fang Zhai is a traditional old mainly do dumplings, but in the hearts of the 80s and 90s, more famous than "Wu Fang Zhai dumplings" is another "Wu Fang Film". Wu Fang Film is the Internet users of Wu Fang Zhai lovingly called, the reason is that, from 2018, Wu Fang Zhai with marketing company ring time interactive cooperation, stuck in the traditional festival time point, in the Internet release a variety of painting style clear small advertising film. Who is Ring Time Interactive? It's the company behind those Durex commercials.

Wu Fang Zhai's business development strategy is called "glutinous +". "Internet+" is the Internet to add all possible new products and industries. In the same way, Wu Fang Zhai is also doing glutinous rice plus all attempts. The most outrageous but surprisingly successful thing that Wufangzhai has added is its commercials.

The advantage of an established brand is that it has enough visibility, but the disadvantage is that visibility also limits its brand connotation. And it is now succeeding by putting the brand's ego down and willingly integrating itself into the user's story as a supporting character.

The post-90s don't identify with the Li-Ning brand because it's a national brand for the post-70s and post-80s, and the post-90s think it's old-school. And it is low-profile for 10 years, boiled to the 00 after Li Ning has been strange, and then see "China Li Ning" this brand, think it and with the national complex, and with their own a little bit of distance from the times, it will be easy to jump over the rebellion, to establish a new generation of identity.

National trend is divided into two generations, the last generation of national trend is retro and intergenerational nostalgia, so the Forbidden City Taobao and the enamel cups of the 80's are able to trend for a while. For example, a terrier you and I know, we have not mentioned it for a while, suddenly mention it, still very fresh.

And the new generation of national trend to be more refined, but also has a deeper connotation, to evoke a stronger emotional **** vibration to be able to. Wufangzhai it is willing to be a supporting role, to tell the user's own story on the right way. When a supporting role with a professional approach, solemnly tell you your daily story, it will create a wonderful feeling : the user will feel that you help me to give meaning to my ordinary daily life, it turns out that my ordinary life so important, so chic.

It's evoking a sense of solemnity and respect for one's life, even if it's in a witty and absurd way.

You must have watched, during the Dragon Boat Festival when Henan TV showed an underwater Luo Shen dance, and many people watched it with enthusiasm, thinking it was a national trend. Why is that? Because while most people are still figuring out how to make themselves liked by the public, Henan TV is already figuring out how to make the public proud of them. The difference between liking and pride is: liking corresponds to "you and me", you like me, I like you; while pride corresponds to "us".

Pride can be translated again and called 'the hope of the whole village', or 'you have done marvelous things for me, and standing with you has made me marvelous too'.

In the consumer market, esteem and pride have a much higher emotional value than like. The reason why Huawei has become so entrenched in the domestic market over the past two years is that it evokes respect and pride. But for more commodities, it's too hard to be directly honored and proud. So the smart play is to go for those moments where consumers will generate respect and pride and make themselves present.

Make yourself a psychological cue, just as Wu Fang Zhai tied itself to Hangzhou back in the day, and just as the traditional Henan TV program does now.