With the further development of the Internet, more and more ordinary people began to voice and express their feelings on the Internet. The continuous gathering, brewing and outbreak of related emotions will often lead to positive actions of the group. People no longer wait passively to receive information, but join the trend of * * * making hot events. Whether it is onlookers, forwarding, secondary creation or purchase, it has become the concrete bearing of this sense of participation.

The rise of domestic products is just the right time.

The foothold of tragic marketing:

live frugally

While the iron is hot, you need to be hard. Poor sales can only be the fuse of brand explosion, not the panacea of brand explosion. La Chapelle did attract a lot of traffic by selling miserable marketing, but it did not trigger emotional support from netizens. A large number of netizens entered the live broadcast room with the mentality of "bankruptcy and leakage". After finding that the price of the product was not reduced, the heat quickly decreased. La Chapelle's "Finding Leaks and Explosions" is essentially different from Red Star Hongxing Erke's "Increase Purchase" and "Buy or Not Deliver". The fundamental reason is that consumers have not formed emotional linkage with the brand itself.

Selling miserable marketing can really touch people's hearts to a certain extent, and feel * * * with consumers. However, the emotional linkage of * * * cannot be based on "suffering".

Xu, a strategic positioning expert and founder of Jiude positioning consulting company, told Sina Technology that human nature sympathizes with the weak, but it will eventually follow the strong, and so will consumption. Selling miserable marketing can really touch people's hearts, make them and consumers feel * * *, and will cause the idea of * * *. But it also faces a double-edged sword-enterprises need to show their advantages by crying poor, and differentiated value is exactly what consumers need. If they cry poor and expose their weaknesses, they will face greater risks, which is not conducive to brand building.

Red Star Hongxing Erke's "misery" happened after this year's cotton incident in Xinjiang. Red Star Hongxing Erke still donated 50 million yuan despite poor management, which also aroused the admiration of consumers. The "misery" of the red star Hongxing Erke is only the fuse, and the real tipping point lies in the people's yearning for just behavior and confidence in the rise of domestic products. The "misery" of bee flower is based on the lack of money, insufficient marketing investment and little difference between products and other brands. Therefore, bee flower skillfully transfers people's sympathy to its marketing investment and helps enterprises to complete brand building. At the same time, the products of bee flower have also aroused the emotional resonance of many consumers, helping enterprises to turn sympathy into buying action because of affection. And La Chapelle's "misery" is based on its poor management. People have no affection for La Chapelle's brand tragedy, and have no feelings for helping the brand tide over the difficulties. On the contrary, they have the idea of not eating.

The tragic marketing of bee flowers

Selling miserable marketing is a protracted war: not once and for all.

Poor sales can indeed bring a lot of traffic to the brand, but getting traffic is not the end once and for all, but the beginning of everything. How to deal with the obtained traffic and how to turn it into a traffic dividend is an urgent problem for enterprises to solve after selling badly.

Through a lot of attention, seize the window period of building brand image and do free advertising. For example, Wu, chairman of Red Star, lowered his posture, personally responded to various questions and suggestions raised by consumers on content platforms, and narrowed the distance between brands and consumers in a personalized way; Red Star Hongxing Erke also took this opportunity, through the fermentation of public opinion, to form a patriotic and conscientious enterprise with a good brand image of taking national responsibility and being neither humble nor supercilious. The boss of Bee Flower also personally went out to record a thank-you video, and encouraged consumers to make suggestions on the brand, which also brought consumers closer to the brand. The boss encouraged consumers to re-create brands, which further maintained the activity enthusiasm and extended the window period.

Establish relevant systems and prepare for the influx of large flows. For example, after the Red Star Hongxing Erke incident broke out, the inventory was cleared directly, and the management of the enterprise did not have the ability to undertake large-scale procurement and related plans. The purchasing power of many traffic dividends has not been realized, and the premature "victory" scene has also greatly shortened the window period of traffic dividends. At the same time of large-scale purchase, there has been a large-scale return and quality crisis. Business operators should also establish relevant emergency systems. Properly handle related returns and quality issues to prevent the fermentation of unfavorable public opinion from affecting the brand itself.

At the same time, enterprises should do a good job in the operation of relevant traffic contacts. The flow contacts of Red Star Hongxing Erke are mainly concentrated in the live broadcast room. For example, after July 24, the daily turnover of Red Star Hongxing Erke in Tik Tok's live broadcast room was more than 50 times that of usual. Other traffic contacts, such as Tik Tok, have more fans than10 million, and Taobao flagship store has also increased by several million. The traffic contact of the bee flower is mainly concentrated in the short video with Tik Tok. Through its unique words, the bee flower has aroused users' continuous humming in the comment area of the vibrato short video, and has become the preface position to maintain popularity and establish brand image. Operators' subsequent output and operation specifications are issues that enterprises need to consider. Whether the anchor in the live broadcast room already has skilled operation experience and professional skills, and the subsequent Tik Tok account operation short video will affect the final traffic contact acceptance.

In just a few days, a large number of consumers poured into the live broadcast room of Red Star Hongxing Erke.

Selling miserable marketing is risky: a risk control mechanism must be established.

Selling miserable marketing, while gaining a lot of support, will certainly cause some doubts. Establishing its emergency response mechanism for questioning is a problem that the brand must solve!

Jia, the founder of Xibei Restaurant, said in an interview with the media in early February that his monthly salary would be 65.438+0.6 billion yuan. If the epidemic continues, the cash flow in Siebel's account will not last for three months. A week later, Xibei received a credit of 430 million yuan from Shanghai Pudong Development Bank, and the first batch of 654.38+0.2 billion yuan was also in place to solve its urgent needs.

However, shortly after Xibei's "Crying Poor" incident, consumers found that the prices of some vegetables were rising quietly 1- 10 yuan. Public opinion immediately rebounded, and Siebel, once "distressed" by consumers, suddenly became the center of consumer spit. Later, it was found that Siebel was too expensive. Since last year, Siebel has been controversial because of the price increase. A steamed bread 2 1 yuan, a scrambled egg 43 yuan. Many consumers said that Siebel's own food is not cheap, and the price increase is really unbearable. After being "scolded" for hot search, Jia apologized and resumed the price to calm the public opinion crisis.

The tragic sale of Siebel won the support of consumers, but then it encountered a rebound from public opinion. Reasonable control of public opinion requires the establishment of the company's own public opinion supervision mechanism. After the explosion of Red Star Hongxing Erke's donation, there were also doubts.