Produced by |Bullet Finance.
Author |Uncle Yu.
Edit |Lightning.
American Editor |Qianqian.
Audit |Ode.
At present, the hottest marketing phenomenon is none other than the sauce-flavored latte launched by Luckin co-branded Moutai.
On September 4, Luckin Coffee and Kweichow Moutai jointly launched the "Sauce Latte", which sold 5.42 million cups on the first day, with sales exceeding 100 million yuan, setting a new record for single products and firmly grasping the emotional value of young people.
Figure: Luckin official micro).
According to industry research data, from September 1 to September 5, the number of voices related to "sauce latte" has exceeded 250,000, and the number of interactions has exceeded 2.5 million. A number of topics rushed to the hot search one after another, detonating Luckin offline store orders.
Of course, Luckin became the object of all similar corporate Xi.
Recently, I was chatting with a friend who was doing social marketing optimization, and he said that at present, a catering company came to the door and asked them to make a plan according to the "sauce latte".
The problem is that, in his opinion, many clients only focus on the performance process and do not pay attention to the "Dong Shi Xiao Feng" that focuses on building the foundation, which often has an unpredictable negative effect.
For example, some companies are excessively chasing young people's curiosity, and the products they launch have triggered online condemnationThere are also products with good intentions of design, but they completely deviate from the acceptance of consumers, and even go offline at the speed of light because of violations of laws and regulations, and are also punished by relevant state departments.
These catering companies, like Luckin, hope to use social ** to spread quickly, but the effect is positive and negative. In a sense, by figuring out the reasons in the middle, companies may find the key to a marketing breakthrough in the new era.
For the current social industry investment, I can completely paraphrase John Wonamaker's words, I know that there are still half of the retained customers waiting for me to dig and dig deeply, but unfortunately, I don't know which half.
How to find the silent other half of customers and motivate them to participate in the marketing process of the enterprise through various means is actually the key to corporate marketing.
In the eyes of my friend who specializes in social marketing, Luckin's digital R&D and digital investigation capabilities are very strong, which is not something that ordinary companies can handle, and it is also the key to their products becoming explosives.
Luckin actually found that the core users of its brand are young people through the analysis of social ** data, and if new products are launched, then the core needs of young people must become the basis for product research and development.
By analyzing the cognitive feedback data of young people on social ** for leisure, Luckin found that consumption must be a pleasant process for young people now, so that it can spread quickly among young consumer groups.
What's more, Luckin further analyzed the data and learned that with people's growing enthusiasm for leisure and entertainment, a state known as "slightly drunk" has quietly become a popular new and trendy leisure method to relieve stress.
Figure: Photo.com, based on VRF protocol).
Even many young consumers actually come up with the idea of "why can't you drink like coffee in the office" at some point, which is also the reason why various how to drink in the office on social ** have become popular.
So, finding the combination of young people's pursuit of drunkenness, their Xi of coffee becoming a necessity, and the potential admiration of Moutai, Luckin had the idea of creating a sauce-flavored latte, introducing Moutai into the bureau, and producing a cross-circle effect. The core of this product is to bring young consumers a psychologically and physically pleasant purchase process.
In a nutshell, social data analytics done well can sometimes increase the likelihood of a product's success.
If you want to build a good product, you have to learn to analyze social data. The results that enterprises need to obtain from social data analysis are actually the factors that make consumers feel completely happy to consume, that is, to find the moment when consumers really have consumption needs.
Management scientist Wang Sai proposed the definition of emotional trigger point - when consumers are at a specific time and place, they will naturally generate needs, and a series of tasks to be completed (JTBD) will emerge.
My friend who studies social media marketing thinks that the essence of demand in specific scenarios is often the expectation of solving pain points, which is also the starting point of the incubation of explosive products.
For businesses, the best place to capture real-time consumer sentiment changes is social**.
Because the general goal of consumers in the new era is to please themselves rather than simply buying goods or services, they use social ** to spread such emotional trigger points, quickly get recognized by other consumers, and form multiple batches of purchase behavior.
For example, BYD, which he once served. When considering the upgrade of Song Plus in 2023, we conducted research from many aspects, especially entrusted them to analyze social ** data and user performance.
At that time, they collected more than 50,000 real car users on social networks**, especially on Weibo to complain and spontaneously share their feelings about car use. Then, through an industry-leading tool called Jiuqian Zhongtai, they analyzed in detail how the car purchase intention of more than 50,000 real users was born after removing the advertisements of car companies, and found that "value-for-money", "long battery life", "sense of technology" and "leather" are the keywords of their consumer demand.
BYD accepted their suggestion and finally made a BYD Song PLUS with a maximum price of about 180,000 yuan, which became the representative of BYD's sense of technology, battery life, and value, and successfully became BYD's big hit in 2023.
In fact, enterprises are paying more and more attention to the analysis of data on social networking**, after all, these data are the most real feedback on consumer needs, and it is very important for enterprises to find user emotional trigger points.
The problem is that from the perspective of enterprises, the tools that have appeared on the market now have some problems to a greater or lesser extent.
On the one hand, the process of collecting data can be completed by crawlers, but in fact, this collection method has limitations, and the data source is not perfect and the coverage is insufficient. On the other hand, the analysis process mainly relies on keyword matching, and there are few tools for truly dynamic and intelligent analysis, and the judgment of analysis results is almost non-existent.
My friend believes that if you want to find the emotional trigger point of the user, you must first find the most samples, then collect their data in real time, classify and analyze the data, and finally establish a relevant model, and judge the elements of the user's real emotional trigger through the comparison of models.
The Jiuqian Zhongtai that they have been using now is a good tool. Recently, the company is building a 2024 social ** marketing plan for infant milk powder customers. In the research stage, he believes that the most enjoyable thing about using this tool is simplicity and peace of mind.
For example, through this tool, they analyzed the social ** expressions of a large number of users and found that consumers' evaluations of imported infant milk powder and domestic infant milk powder were consistent in many places. This shows that domestic milk powder has been adjusted and caught up in recent years from product quality to research and development. However, the addition and publicity of DNA in domestic milk powder is slightly inferior to that of imported milk powder. But at the same time, the attention and approval of domestic milk powder in terms of raw materials, safety and marketing, as well as **, is far greater than that of imported milk powder.
Such feedback means that if domestic infant milk powder wants to make a breakthrough in marketing, it must maximize its own advantages and improve its own formula according to the needs of consumers.
Therefore, these elements are fed back to customers to help customers put forward advertising positioning such as milk source and imported quality domestic according to local conditions. Obviously, such positioning is based on accurate research and development analysis, and the future results will be predictable.
The key is that the whole system has a strong analysis ability, which can help them first read and analyze the original articles, feelings, shares and other content of users on social platforms, extract the views therein, and issue a summary of the characteristics of industry users in the way they set, and extract keywords.
In his opinion, this is too much to improve the efficiency of social analysis work. Because in order to do this, they had to find a lot of representative social ** content, and finally integrated it through manual reading and sorting methods, not to mention the low efficiency, its data coverage and dynamic monitoring capabilities are almost not guaranteed.
Figure: Photo.com, based on VRF protocol).
Moreover, Jiuqian middle platform is rich in functions, which can well meet the needs of brands for social analysis tools.
Because through user tools like Jiuqian Middle Platform, enterprises can get the data analysis results they really need in the first time, and finally find the emotional trigger points of benchmark users, so as to promote the result-oriented implementation of marketing.
In my friend's opinion, this is very important for today's corporate marketing.
When the user "denominator" is gradually fixed, expanding the number of "molecules" in the stock has become a must for corporate marketing, and the key to expansion is to break the circle, only by breaking the circle, can it really be "seen". In this process, the company is looking for the other half of the users and their emotional triggers.
If enterprises learn to use tools like Jiuqian Zhongtai, then they can achieve what Professor Zhang Weiying said, turning "the impossible into possible".
The title picture in the article comes from: Camera.com, based on the VRF protocol.