The rise of national products is at the right time
The foothold of selling misery marketing: saving and eating seat
The iron still needs to be hard. Misery can only become a brand fire fuse, not a brand fire oil. Lachapelle has attracted a lot of traffic through its miserable marketing, but it hasn't triggered any emotional support from netizens. A large number of netizens are to "bankruptcy pick up" mentality into the live room, in the discovery of the product did not reduce the price, the heat will quickly fade. LaXiaBell's "pick up the leakage type burst fire" and hongxing erke's "increase the price to buy" and "buy can not ship" is fundamentally different. The fundamental reason is that consumers do not form an emotional connection to the brand itself.
Selling miserable marketing can indeed to a certain extent to move the hearts of people, and consumers *** love. But *** emotional linkage can not be based on the "miserable". Strategic positioning expert, founder of the nine German positioning consulting company Xu Xiongjun told Sina Science and Technology, human nature is to sympathize with the weak, but will eventually follow the strong, consumption is the same. Misery marketing can really move people's hearts, and consumers **** love, cause thought **** 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 faced with greater risk, not conducive to brand building.
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, the rise of national products confidence. Beehive's "tragedy" is based on the company's lack of money and insufficient investment in marketing, and its product itself is not very different from other brands. Therefore, the bee flower sensitive to people's sympathy transferred to its marketing investment in the support, to help enterprises to complete the brand * * * build * * * create; at the same time, the bee flower products in the sentiment also triggered a lot of consumer emotion * * * song, to help enterprises will sympathize with the feelings into the sentiment and buy the action. And La Chapelle's "misery" is built on the poor management of its business, people on the La Chapelle brand of misery and did not produce *** feelings, but also did not produce to help the brand to tide over the difficulties of the emotions, but instead of the idea of picking up and eating the seat.
Bee Flower's Misery Marketing
Misery marketing is a long-lasting war: not once and for all
Selling misery can indeed bring a lot of traffic for the brand, but obtaining traffic is not the end of the 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 lot of attention, seize the window of establishing brand image and do free advertising. For example, Hongxingerke's chairman Wu Rongzhao in the jittery voice and other content platforms, put a low profile to personally respond to consumers to Hongxingerke put forward a variety of questions and suggestions, to personify the way to bring the brand and consumers closer to each other; Hongxingerke also take advantage of this matter, through the public opinion of the fermentation, the formation of the patriotic conscience of the enterprise, take on the responsibility of the nation, and do not condescend to the good image of the brand. 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 of the second creation, and further maintain the heat of the event, so that the window period has been extended somewhat.
Establish a good relevant and corresponding system to do a good job of undertaking the preparatory work for the influx of large flows. For example, after the outbreak of the Hongxingerke incident, 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 period of traffic dividend. Along with large-scale purchases, there are large-scale returns and quality crises. Business operators should also establish a relevant emergency response system. The return and quality problems are properly handled to prevent the fermentation of unfavorable public opinion affecting the brand itself.
At the same time, the enterprise should do a good job in 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 by a few million powder. While the traffic contacts of bee flower is mainly concentrated in the short video of jittery voice, bee flower through the unique words, in the short video comment area of jittery voice triggered the user's continuous **** Ming then became a preface position to maintain the heat and establish the brand image. The follow-up 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 streaming 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 sure to trigger a certain degree of skepticism. The establishment of its emergency response mechanism for questioning is a problem that brands must address!
Jia Guolong, founder of Xibei Restaurant, said in an interview with the media in early February that Xibei's monthly payroll was 160 million yuan, and that if the outbreak persisted, the cash flow on Xibei's books wouldn't last more than three months. After a week, Xibei has obtained Pudong Development Bank 430 million yuan of credit, the first 120 million has been in place to solve its immediate needs. However, soon after the incident of "crying poverty", consumers found that some of its food prices quietly increased by 1-10 yuan. Public opinion then rebounded, had been consumers "distressed" Xibei, became the center of consumer complaints. After that, Xibei has been raked over the coals, and since last year, Xibei has continued to stir up controversy because of the price hike. A steamed bread 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 has gained the support of consumers, but it has suffered a public opinion backlash since then. In order to reasonably control public opinion, it is necessary to establish the company's own public opinion monitoring mechanism. Hongxing Erke for donations burst into flames after also appeared one after another questioning voice.