A bowl of Lamian Noodles in 3 yuan detonated a phenomenal traffic event-"Brother Lamian Noodles" became a fire overnight.

In less than a month, Cheng Yunfu has changed from an obscure stall owner in Lamian Noodles, a township, to a big fan with 2 million fans. He was reported by People's Daily and frequently searched.

Brother Lamian Noodles's traffic is really enviable. So, if we look at the "Brother Lamian Noodles" incident from the marketing level, what inspiration and experience can we get?

It's not accidental

It coincides with business logic

This is a case of "overnight success".

almost every brand is eager to "explode overnight" and the traffic pool of its own brand is eager to explode overnight. However, looking at every case of "red overnight", there is almost no accident behind the popularity!

Brother Lamian Noodles's popularity seems accidental, but in fact it coincides with business logic.

1. Sense of contrast

Why did Brother Lamian Noodles attract widespread attention in a short time? Among them, we have to talk about the "sense of contrast" we often use in marketing planning.

people's attention is limited, especially in the current information explosion, people's energy is extremely dispersed, and only something "different" can successfully attract the public's attention.

Brother Lamian Noodles insisted on not raising prices in 2115, and only sold 3 yuan money for a bowl of Lamian Noodles, which is in sharp contrast with the current society which is generally profit-seeking. There are similarities and differences with it, as well as 9.9 yuan Lamian Noodles, a fast food brand of Haidilao. "Too cheap", on the contrary, it is unique in the environment where the consumption level is generally rising.

"Can 3 yuan make money?" "Will 9.9 yuan's 18-year-old crush other fast food brands" ... Such a sense of contrast can easily ignite the topic and cause spontaneous spread.

2. "Behind the scenes"

"Brother Lamian Noodles" was born in the era of short video, with short video as the platform. Behind Brother Lamian Noodles, there is more than one "behind the scenes".

Brother Lamian Noodles has publicly stated that there would be no fire without Jiajia. Jia Jia in Lamian Noodles's mouth is an anchor named "Peng Jiajia in Xiaoxian County" in Tik Tok. In the recent video explaining the Lamian Noodles incident, "Peng Jiajia of Xiaoxian County" introduced herself as a food anchor. She went straight to Brother Lamian Noodles's booth on the 11th day of Lunar New Year's Eve, which was the first time she met Brother Lamian Noodles.

It's not "accidental" to shoot Brother Lamian Noodles. In fact, as a food blogger, Jia Jia and her team will realize the explosion point of Brother Lamian Noodles, and the video that became popular in the early stage also came from the shooting of Jia Jia's team "prepared". Before Jia Jia, many short video bloggers had filmed Brother Lamian Noodles, and Jia Jia's video was the last straw, which ignited the heat of Brother Lamian Noodles. It was Jia Jia who, together with those photographers before, pushed Brother Lamian Noodles to the stage.

It seems that the "queuing" label on Xicha was originally created by consumers, but in fact, this is behind the brand's hunger marketing strategy. Some seemingly accidental and unintentional events have a boosting force behind them. After Brother Lamian Noodles became popular, Peng Jiajia's Tik Tok fans in Xiaoxian County also exceeded 911,111.

3. "Forcing" in front of the stage

After Brother Lamian Noodles became popular, Brother Lamian Noodles's booth was packed every day. In the media reports, all kinds of "ghosts and monsters" gathered here, and the shocking images made Lamian Noodles's topic hot again. If the explosion point of "one bowl in 3 yuan, no price increase in 2115" is the first batch of traffic brought by Brother Lamian Noodles, a considerable part of the second batch of traffic comes from the influence brought by the follow-up topics. For example, vulgar online celebrity blocked Brother Lamian Noodles's booth, and many changes were made in his village.

When we are doing marketing, "overnight success" is often just the starting point of marketing. In order to obtain sustained traffic, other topics need to be introduced to attract sustained attention and precipitate effective traffic.

The fast food brand Laoxiang Chicken made a "211 yuan Budget Conference" before. The conference was made with red bricks, earth walls and big blackboards as the main elements, and it was a very contemporary and "earthy to the extreme" conference site, which caused widespread reports at that time. After that, around the "local flavor marketing", Shu Congxuan, the founder of Laoxiang Chicken, made another "year-end summary", with a simple background, a familiar "blue pullover" and the chicken with "yellow lips" that appeared every time ... Let Laoxiang Chicken make frequent marketing explosions around the local flavor marketing and the founder, continuously pull traffic and promote the spread of brand image.

The beginning of positive energy

Please don't end absurdly

Since the development of Brother Lamian Noodles incident, it has been somewhat "off course". The topic that once revolved around "3 yuan and Lamian Noodles" has now turned to "vulgar containment" and "contrasting the big clothes". In the media reports, Brother Lamian Noodles also changed from simple and bright keywords at the beginning to helplessness and crying. According to the development of marketing path, what happened behind this?

1. Deviation of explosion point

"3 yuan Lamian Noodles" is a beautiful and positive start. However, with the explosion of events such as follow-up, containment, vulgar online celebrity and trademark squatting, Brother Lamian Noodles's traffic explosion point began to deviate.

Now, Lamian Noodles, who is "regretful", regrets that his customers can't get in. Before the small business that "this is life" is exposed, it has become "unable to make a living". Traffic has brought attention to Brother Lamian Noodles, but it has not brought much profit. Brother Lamian Noodles didn't stick to his "3 yuan" explosion point, just as the merchants promoted product features, but shifted the public's attention to other places. The higher the attention of other places, the more they deviated from their original intention.

in the process of marketing, drainage is done for the sake of traffic, but the value essence of traffic is ignored. The ultimate goal of traffic is to convert into value, and traffic that cannot be converted into value is not effective traffic. In the Lamian Noodles elder brother incident, the follow-up topic is only about the villagers actively transforming their villages to drive the local economy to have the same positive energy as "3 yuan Lamian Noodles". Only in this way can topic follow-up have the potential to attract effective traffic and promote value conversion.

2. Over-exposure

The explosion point went astray, which made this enthusiastic, cheerful and kind Shandong man wait for helplessness after being delighted; Overexposure has affected the daily life of this simple peasant man.

under overexposure, it is easy for people to have visual fatigue and even disgust. Before the public questioned the hunger marketing of hi-tea on a large scale, hi-tea changed the direction of the topic-reducing queues through digital construction. Successful marketing knows how to "accept what is good".

3. Touching the bottom line

Up to today, many phenomenal events in Lamian Noodles Brother have touched the public's cognitive bottom line. Because of all kinds of wonderful online celebrity blocking the live broadcast, some people have stood up and called for the rectification of short video websites. At the same time, it is also puzzling that Lamian Noodles signed a contract with online celebrity Company as reported by the media.

If the platform is rectified and the online celebrity effect is gradually lost, it may bring a great blow to Brother Lamian Noodles. All marketing should not challenge the public's bottom line to intercept traffic, otherwise, it may "roll over" at any time.

the correct posture after a red-hot night

If there is a red-hot opportunity of "the right time, the right place and the right people", the brand will become red and gain a huge traffic entrance. So, where should the brand standing at the entrance go, and how to operate the traffic effectively?

1. Continue to convey the brand price (shape) value (image)

At present, Brother Lamian Noodles himself is not controversial, but all kinds of passive topics bring him controversy. If the follow-up reports about Brother Lamian Noodles focus on the changes of villagers' village appearance and the simplicity of Shandong men, then Brother Lamian Noodles may not attract so much criticism.

Therefore, after the overnight popularity, it is necessary to create topics and convey information closely following the brand tonality, instead of creating irrelevant topics for traffic, or even damaging the brand and product image. Otherwise, the controversial traffic may bring the consequences of not worth the loss.

2. Promote value conversion

Lamian Noodles Gecun promoted relevant income by "online celebrity Tour", and promoted value conversion as soon as possible when traffic broke out, which is also a kind of value conversion.

in brand marketing, when the traffic is concentrated, we should also actively take measures to promote value conversion, such as launching new products and preferential activities. Only the traffic that really produces consumption can be called effective precipitation traffic, and it can attract the opportunity to buy back products.

3. Follow-up of other advantages

All topics that are divorced from the product itself are not enough to support long-term traffic. Therefore, the creation of brand influence, in addition to product strength, needs to persistently promote the follow-up of other contents.

Take Answer Tea, which once exploded, as an example. "A cup of tea with divination ability" brought huge flow to it. However, in the follow-up, the brand did not have any advantageous products to attract repurchase continuously, and there were no other effective topics besides "divination", which led to the brand's "high opening and low walking", which was regrettable.

a "changhong" brand should have continuous marketing actions, and besides marketing actions, it should also have real product advantages, so as to attract traffic and promote repurchase at the same time.

The hot topic about Brother Lamian Noodles continues. Cheng Yunfu, the hero held up by traffic, is confused about where he will go in the future. This situation is worthy of vigilance.

as a brand, the ultimate goal of marketing is to operate traffic and generate value, rather than being led or even consumed by traffic. Most of the traffic that can be continuously operated comes from the target group; The traffic that can generate value must also be closely related to the brand tonality and conform to the public's cognition. Therefore, planning the marketing content within the boundary is the basis for ensuring and promoting the marketing effect.