As the Spring Festival approaches, every household is preparing for it. The older generation pays more attention to practical value, while the younger generation pays more attention to the expression of mind. How to balance the delivery and practical value of the soul in the new era? We still have to look for answers in the times. 065438+ Picture | The good shop conveys the spirit of gratitude in the name of "thank you". As a domestic high-end snack brand headquartered in Wuhan, Liangpin Shop is closely connected with this heroic city. Starting from brand responsibility and public emotional needs, the spirit of gratitude is integrated into the product marketing of this New Year Festival, so that "thank you for the gift of good products" has its own brand association with human feelings and fireworks. Figure | Hot Notes-New Year's Goods Of course, the product concept and a public service short film "Listen to her, thank you" are not enough to form a wide public awareness, and KOL marketing is needed for secondary communication. According to the data of thousands of melons, 202 1, 1, 1, 3 1, there were 32,500 notes on grass planting in Xiaohongshu, and the number of interactions (likes, comments and data collection) exceeded 4.52 million. Among them, there are 485 business notes (brand cooperation notes), and the brand cooperation notes of the key word "New Year's Goods" in good shops account for 5%, ranking TOP4. Figure | Thousand Melons Data-Closing Report It can be seen from the comment cloud of brand cooperation notes of the keyword "New Year" in good shops that in addition to intentional words such as "delicious" and "like", scene words such as "New Year" and "New Year" also frequently appear in the comment cloud. Figure | Brand Analysis-Good Shop 65438+1October 65438+1October 365438+1October 365438+1October 365438 Good products. Good shops also give targeted solutions according to different consumption scenarios. For example, the high-end gift box of "Nut+Tea" is suitable for sending to elders, daily nuts and other hot-selling products are suitable for sending to family members, and good gifts are suitable for sending to friends. With the change of consumption, new year's goods should not only have practical value, but also convey consumers' wishes. Brand marketing, which can grasp the context of the times and the needs of the public and endow products with spiritual sustenance, can impress consumers more. In the post-epidemic era, the public is grateful for the Spring Festival and the taste of the year. Blessing and gratitude to those who fight the epidemic and to relatives and friends around them. Celebrating the auspicious year in 2002-Wang Laoji surname jar There are various red cans of "Zhao Laoji", "Zheng Laoji" and "Jiang Laoji" herbal tea on the Internet, which once made people think it was a cottage drink, but this is actually a surname jar launched by Wang Laoji. In addition, Wang Laoji also promoted the event as a brand ambassador for the new year, and launched multi-platform KOL and outdoor advertisements to create momentum for the event. Figure | Weibo-Wang Laoji's surname altar In just a few days, the topic # Wang Laoji's surname altar # in Weibo has generated 250 million readings and 92,000 discussions. Some netizens exposed their own surname jars, and some netizens ridiculed that "Wang Shi may become the biggest winner." In fact, bottle marketing and surname marketing are not novel, and there are even classic cases. Why did Wang Can Laoji's surname altar cause such a wide spread of * * *? First of all, "have a lucky year and drink a red jar, Wang Laoji." Wang Laoji's "Ji" and the iconic red pot naturally fit the Spring Festival scene. In the Spring Festival scene, Wang Laoji's surname altar not only accords with the older generation's emphasis on the traditional festival meaning, but also shows the younger generation's personalized label to some extent. Figure | Wang Laoji-Customized Services Secondly, in addition to the surname jar, Wang Laoji also launched a number of customized services, including IP customization in cooperation with the movie "Red Fox Scholar" and theme customization of cute pets and hometown food. In addition to text customization, there is also the form of picture customization, and the participation threshold is low. At the same time, products with auspicious meaning and personalization can better convey the wishes of relatives and friends, and are also very suitable. China people's outlook on life-Little Red Book At the annual meeting of business leaders in China, Qu Fang concluded: "Fireworks and human touch are the two key words of Little Red Book in 2020." There are more than 654.38 billion monthly active users, and nearly 300 million notes will be released in 2020, with more than 654.38 billion notes exposed every day. Little Red Book is becoming the most important lifestyle community, and behind the various life trends recorded by Little Red Book are the attitudes of countless young people in China. Figure | Xiaohongshu-Yan Fang 202 1, Xiaohongshu will join hands with APP*** to launch a new activity of Life College, which is undoubtedly consolidating Xiaohongshu's life attributes. From displaying and sharing products to exporting exquisite lifestyles, users' impression of Little Red Book has gradually changed from beauty Baidu to life encyclopedia. Figure | Business Starting List Xiaohongshu Community is becoming the guide of China people's outlook on life, and Xiaohongshu KOL is becoming the practitioner of Xiaohongshu users' outlook on life. This may also be the reason why the 65.438+0.5 billion package of Wujiang mustard tuber, which sells well all over the world, just entered Xiaohongshu in June, 54.38+0, and directly put a large number of business notes into the TOP 13 business list, that is, the marketing value of Xiaohongshu KOL was generally recognized by the capital. The marketing suggestions in Summary —202 1 range from the blessing and gratitude of a good store to the auspicious and beautiful implication of Wang Laoji. China people's consumption enthusiasm has gradually deepened from the product itself to the exploration of the value contained in the product. Therefore, the brand marketing of 202 1 should pay attention to the following points: on the basis of product quality, we should pay attention to the shaping of product culture concept. Get new growth points through scene marketing methods such as Spring Festival and summer vacation. With the help of social media platform KOL marketing, brand-new stories will be transformed into public awareness. _ How to Get Thousand Melons: www.qian-gua.com or Baidu Search: Thousand Melons Data