Visual China.
Text |Zinc scale, author |Li Jinlin, editor |Starry Night.Before you know it, the magical year 2023 is coming to an end.
Although this year's consumption has a somewhat weak taste, various brands and major platforms are still shouting hard at various ** nodes, as if there is an endless "bull energy".
Looking back on this year, from "Hurricane" at the beginning of the year to become the first hit at the beginning of the year, to ChatGPT driving all walks of life to catch the fast train, and then to the popularity of dopamine and Maillard styles continues to rise, marketing hotspots are indeed endless.
I vaguely remember that a few years ago, there was a popular saying: "In the new era of consumption, every brand is worth doing again." "The combination of new products + new channels + new ** has matured one after another new brands standing on the shoulders of giants. It's just that in the past year, the new consumer industry has gradually cooled down, and it is even more difficult to recreate explosive models.
In fact, popular models are available but not sought, and if you want to quickly enter the field of vision of consumers, rubbing the popularity is a compulsory lesson.
Next, let's review what marketing hits have been made this year?
With more than one million users in 5 days and 100 million monthly active users in less than 3 months, ChatGPT is the fastest software in history to exceed 100 million users, and it has become popular all over the world overnight.
In addition to Google, Microsoft, and other companies rushing to announce that they will join the track and will build their own ChatGPT, many brands have also rubbed on this hot spot and played a stalk.
Zhongxuegao launched AI ice cream.
For example, McDonald's will use the brand slogan "i" for 20 years'm lovin' it."Replaced with" Ai'm lovin' it.Another example is Zhong Xuegao, who has been in a slump since the "Ice Cream Assassin" turmoil, launched Sa'Saa ice cream designed and developed by AI products such as Wenxin Yiyan and ChatGPT, and turned into a "civilian".
Despite the blessing of ChatGPT, Zhong Xuegao did not "stand up" from then on, but rumors of layoffs and salary arrears were spread in the second half of the year, but if you talk about the popularity alone, the effect is good, after all, this is also a marketing for Zhong Xuegao to go out of the circle this year.
"Hurricane", which was launched on January 14, is definitely a well-deserved hit drama this year, and iQiyi's peak popularity exceeded 11,000 to break the historical record;Douban score 90, which is scarce in domestic dramas;The share of PTZ's volume reached 47%, compared with 83% is a huge gap.
Because of the continuous rise in popularity, "Hurricane" was directly crowned with the title of "Crazy Walking". The main creators in the play, such as Zhang Songwen, Gao Ye, Su Xiaoling, Li Jian and other actors, quickly became the hot "popular fried chicken".
And "Hurricane" has also become a major marketing keyword with its own traffic. In addition to the brands such as An Muxi and Kyoto Nen Ci Om cooperated in the play, the same style in the play is also very popular, such as Gao Qiqiang's enlightenment book "The Art of War" once topped the **search;The company with the same name as the Qiangsheng Group in the play quickly seized the opportunity to start the live broadcast, attracting more than 10,000 people**.
Every brand wants to take advantage of the popularity of "Hurricane".
There are also many tea restaurants that have launched the same pork knuckle noodles as Gao Qiqiang, and Gutian Village Catering directly wrote the popular lines in "Hurricane" on the poster: "Tell Lao Mo that I want to eat fish."
Under the heat, brands have taken advantage of the situation to successfully market.
Before and after May Day, Zibo barbecue became famous, which not only attracted bloggers on various platforms to dig up materials for the first time, but also made Zibo a well-deserved popular tourist city during the May Day period.
At that time, some netizens who couldn't go to Zibo sent "Zibo barbecue biscuits" to the top of the hot search, and the biscuits, dipping sauces, and ovens known as the "soul three-piece set" became popular on the Internet in a short period of time.
In the next month or two, many restaurants added similar products to Zibo barbecue, and then brought hot topics and proper traffic passwords. There is also "glove mao" Yingke Medical even played the marketing slogan of "eat Zibo barbecue, wear Yingke gloves".
Zibo barbecue has rapidly derived a consumption model covering multiple forms of eating, living, traveling, traveling, and shopping across the country, which has also added a fire to the recovery of overall tourism consumption.
For the co-branding between brands, in fact, consumers have long been a little numb, and there are even fewer who can get out of the circle smoothly. However, Heytea unexpectedly launched co-branded products and peripherals with Fendi, which once again exploded the Internet.
Heytea released the article "Heytea丨fendi Tribute to Ingenuity and Joy Happens" on WeChat***, announcing that the two will soon launch a joint product, and the article has gained 10w+ reads within an hour.
Subsequently, early in the morning on the day of the official launch of the product, the topic of Heytea Fendi co-branded products appeared on Weibo hot search, and Heytea stores across the country were in long queues, and many consumers lined up early for the "cheapest Fendi single product in history".
The collaboration between Fendi and Heytea has become a hit.
Of course, it is not enough to spend 19 yuan to drink this cup of "Fendi Joy Yellow", and on social platforms such as Xiaohongshu, Weibo, and Douyin, consumers are playing with paper bags, paper cups and peripherals by doing handicrafts.
After Fendi, LV is also involved in co-branding with new consumer brands. At the end of June, LV joined forces with three cafes, Manner, Plusone, and Metal Hands, to create a Louis Vuitton pop-up bookstore in Shanghai. Many shoppers have visited three stores in succession, not for coffee, but for a collection of cup covers and rucksacks of various colors.
There is also the popular Kweichow Moutai and Luckin Coffee's joint "sauce latte", some people drink more and more, and some people call it "taste bad", but in any case, a cup of hard-to-find "sauce fragrant Moutai" has undoubtedly successfully gained the public's attention.
Although the co-branding of luxury brands and new consumer brands is also called "price dropping" by some people, from the perspective of marketing effect, the two sides of the co-branding have indeed achieved their own needs and broken the circle.
Since the beginning of this year, many brands have launched "bigger" products, and old products seem to have new topics with new packaging.
1L pack of Master Kong Iced Tea and KFC Crazy Thursday 199 yuan 4 servings of salt, pepper and salt crispy chicken is just as appreciative. The former is "Dick Silk Drink", and the latter is "Poor Ghost**".
The package gets bigger, and the flow rate doubles.
Perhaps it is aimed at the pursuit of "exquisite province" by young consumers, and merchants have keenly captured the direction of product upgrading. 1.25L Suntory Jasmine Oolong, 1L Master Kong Iced Tea, 900ml Oriental Leaves, and 900ml Genki Forest Lemon Iced Tea are all good moves for veteran beverage brands this year.
Freshly made new tea drinks have also caught up with this trend, and Nai Xue has launched "Domineering Bucket of Melons" and "Domineering Hand-pounded Bayberry Lemon Bucket" after "Domineering One Liter of Peach". Coco, Tea Baidao, Gu Ming, and Shanghai Auntie have also launched large barrels of fruit tea and milk tea.
At a time when Internet memes are becoming more and more dense, how to be seen quickly?There is one answer, to be a conspicuous bag.
On September 25th, Weilong also held a press conference on the day when Huawei held the autumn all-scene new product launch conference, and the whole process was presented in the style used by technology companies. At the press conference, Weilong launched the "Weilong Conspicuous Bag", saying that it can hold 542 friends, "more than pretending".
Source: Wangzai's official Weibo.
Want Want is also one of the famous conspicuous bags in the food industry, from the popular character Meng Yanchen to City Walk, as long as you can rub the hot spots, you often can't miss it. The precise network sense, coupled with Want Want's bold marketing, is really a conspicuous package marketing.
There are also brands such as Mixue Bingcheng, Lao Xiang Chicken, and Bee Flower, which are also changing their tricks to become conspicuous bags in the industry and conspicuous bags on the Internet. In short, the more visible, the more successful the marketing.
Since May, the popularity of "dopamine" entries has been rising, exceeding 100 million several times, and the data of related topics on multiple platforms has exceeded 10 billion. From the beginning of dopamine dressing to the later dopamine in everything, almost all brands launched dopamine marketing campaigns overnight.
Tea and coffee brands such as Yidian, Luckin, Cudi, and Shuyi Yao Xiancao have either launched dopamine-limited products or dopamine peripherals to stimulate consumption. Industries such as retail and beauty are also not lagging behind.
As a marketing method that integrates color, emotion, and value, dopamine marketing is simply emotional marketing, focusing on release and surprise. Brands use dopamine as a traffic password, while consumers use dopamine as an outlet for emotional release. If a brand's marketing can make consumers' dopamine levels soar, then it is naturally easy to generate brand loyalty.
When the dazzling personality is being watched by the crowd, the desire of young people to be brave and self-conscious is exploding in the dopamine rush.
This year's phenomenal psychological test is the MBTI.
The complex personalities of thousands of people are condensed into four letters, and the attributes of the young man who blow himself up seem to replace the scene of saying hello.
Behind the marketing trend of "everything can be MBTI", there are actually three different meanings of young people's self-definition, social connection and consumption decision-making.
Haidilao gives the "I people" and "E people" divisions.
Based on MBTI's classification of people, young people not only make friends based on personality traits, but also start to actively look for products that are more suitable for them. Aiming at this trend, the makeup brand Caitang recommended different rouge plates according to the different personalities of "I people" and "E people".Panda Craft Brewing personifies a number of craft beer products under the brand, each with different character labels.
For brands, it is better to capture the characteristics of consumers who are keen on self-exploration and identity search to market.
A Huaxizi fell, but countless domestic brands stood up.
The official account of Bee Flower Douyin increased by 500,000 fans overnight, and the official account of Yu Meijing Douyin accumulated 840,000 fans in just two days.
Bee flowers quickly rise in pollin.
Hongxing Erke, Wahaha, Lotus MSG, Huiyuan Juice, and Snow Lotus started brand mixing and called each other for each other. The endless 79 yuan domestic products** were emptied in the live broadcast room, and consumers dedicated their enthusiasm to helping domestic brands rise.
It is precisely because of this splashing wealth from the sky that it has brought a marketing heat that belongs to domestic products. Brands that once couldn't afford to pay the pit fee in the live broadcast room relied on "tap water" to win the traffic.
With "dopamine" in summer and "Maillard" in autumn and winter, this year is destined to be a year of combination of color psychology and marketing.
The term Maillard originates from the gastronomic realm, and the color change that occurs during the process of beef from raw to cooked is known as the "Maillard reaction". Recently, however, Maillard has been given a new meaning, representing a unique and warm atmosphere.
Starting from the "Maillard style" fashion trend jointly released by Douyin e-commerce and "Zhizu GQ", and then relying on the content of celebrities and KOLs, Maillard is the new favorite of this autumn and winter.
Looking back on these marketing concepts that have become popular this year, it is not difficult to see that almost all the marketing methods that go out of the circle are "emotional massage" for young people, and the brand can quickly gain favor with enough sincerity and frankness.
The fullness and warmth of the brand personality will not only enrich the recognition of the IP, but also improve the visibility of the brand. As marketing guru Philip Kotler once said: "A successful personified brand image is its best public relations, which can promote the relationship between the brand and consumers closer, so that consumers gradually deepen their feelings for the brand and its internal culture." ”
In the future, brand marketing will continue to change from the traditional five senses of "sight, hearing, smell, taste, and touch" to the new five senses of "relaxation, originality, presence, sociality, and atmosphere".