Harbin is undoubtedly the "top stream" this winter. On social platforms, the number of posts related to "Harbin" has exceeded one million. Under the fame, the image of Harbin as a "pleasing city" has been established, and tourists have come to feel the simplicity and enthusiasm of the city. As a local professional care brand in Harbin, this "bloodline" is still little known. However, Fuerjia knows that sincere interaction is the link between brands and consumers, and after a series of successful exploits, it has obtained a lot of positive traffic, but at the same time, it is also facing the question of "heavy marketing, light research and development".
Taking advantage of the official completion of word-of-mouth transformation, how does Fuerjia take over this pouring wealth?
In the past, Fuerjia's marketing strategy was mainly based on all-round **, star promotion, variety show placement, KOL planting, and online marketing ......You name it, it's all paved, but this time it's opted for a more precise strategy to leverage its strength.
Fuerjia used social ** to catch the official traffic express, and initiated the topic of what is the relationship between Erbin and Erjia, and skillfully combined with Harbin cultural tourism with copywriting such as "I am Erbin's sister Erjia". In order to fit the "pleasing personality" created by the official, Fuerjia also conformed to the Internet** and moved the ice piano of the Ice and Snow World to ** Street, focusing on a "listening to persuasion". The high-frequency face brushing on social platforms has allowed Fuerjia to effectively undertake a number of official phenomenal hot spots, increasing brand ** and recognition.
After establishing brand awareness through online topics, Fuerjia replaced offline elevator and subway advertisements with simple and straightforward pictures, and used two completely different copywriting styles to communicate deeply with consumers from both emotional and product aspects.
In the elevator advertisement, Fuerjia starts from the perspective of workers in the workplace and directly hits the user's psychology with a set of warm copywriting.
At the beginning, the suspense is set up: "I hit the advertisement, but I hope you miss it" to arouse curiosity, and then "I wish you to sleep more lazy, no longer need to stay up late to remedy, and find that relaxed self", just like a deep interaction between friends and users at the emotional level. This advertisement is like a "heterogene" in the elevator advertisement that emphasizes efficient conversion, there is no product introduction, and there is no purchase mouth, which is invalid from the conversion level, but it is better to pass on the brand temperature, and swiped a wave of goodwill in the surrounding hard Guangzhou, and there are constantly netizens leaving messages: The next shift is warmed by the elevator advertisement.
In the subway advertisement, Fuerjia also used witty and down-to-earth copywriting to remind tourists to protect**, and indicated the product efficacy of post-freezing repair, and at the same time built a hut in the ice and snow world, and guided offline tourists to receive Fuerjia for free with tickets**, which strongly occupied the user's mind in the scene related to the user's pain points and product efficacy. According to reports, at present, Fuerjia has distributed more than 20,000 pieces of free to tourists in the Ice and Snow World, and tourists will spontaneously spread word-of-mouth on social networks after experiencing the efficacy of the product, and efficiently complete the transformation of grass planting.
From online topics to offline scenarios, Fuerjia has built a complete marketing closed loop, directly converting official traffic into product reputation, bringing ultra-high ** and long-term growth to the brand. If there is no excellent product quality, such a play is likely to be counterattacked, and Fuerjia dares to accept this wave of "pouring wealth and wealth", which shows that it has full confidence in its own products. Indeed, no matter how ** is questioned, most of the feedback from consumers is very positive, and "it does have an effect" has been certified by many netizens. It is also because the "efficacy" is really good, and it has received a lot of real praise. Moreover, in the past two years, Fuerjia has frequently exported R&D layout dynamics and R&D results to the outside world through **, which seems to convey the efforts and determination of "heavy R&D".
Break the stereotype of "heavy marketing, light R&D".
In August 2023, Fuerjia was successfully listed, and according to its latest financial report, in the first three quarters of 2023, its revenue has reached 133.9 billion yuan, a year-on-year increase of 18%, and Fuerjia's R&D investment increased year by year to 1561 in the first three quarters of 2023570,000 yuan, and the number of R&D personnel has also increased to 22 in the first half of 2023, but the stereotypes of the past are still plaguing Fuerjia.
In the face of doubts, Fuerjia chose to respond with an open and transparent attitude. Recently, Fuerjia invited the hosts of CCTV News Station, Sa Beining and Wang Jianing, to visit the North Beauty Valley Industrial Base. The base was built by Fuerjia with an investment of 1 billion yuan, and since it was put into use, the production business of medical equipment and cosmetics has been transferred to the base, and it will also be open to citizens and tourists. The more than two-hour CCTV live broadcast presented the whole process of product development, production and quality inspection of Fuerjia R&D laboratory, university industry-university-research cooperation laboratory, quality inspection laboratory, automated production line, intelligent three-dimensional storage warehouse, etc.
In the live broadcast, Professor Zhang Jiaheng, doctoral supervisor of Harbin Institute of Technology, also appeared as a joint R&D expert of Fuerjia and introduced the exploration and research of the R&D team in the field of supramolecules. Fuerjia and Shenzhen Shanhai Innovative Technology *** Harbin Institute of Technology (Shenzhen) Nobel Prize Laboratory for Intelligent New Materials have jointly established a joint R&D laboratory, specializing in supramolecular "intelligent" assembly technology, and a series of achievements have been implemented one after another.
According to **, Fuerjia also carries out industry-university-research cooperation projects with universities and research institutes such as Northeast Forestry University, Jiangnan University, Sichuan University, and Kunming Institute of Botany, Chinese Academy of Sciences. The cooperation includes the research and development of supramolecular materials, the research of new plant extracts, and the upgrading of product processes and formulas.
Although there are still some people who question Erjia's over-reliance on external cooperative research and development, it cannot be denied that the current independent technology development of the domestic cosmetics industry is still relatively limited, and it is a more efficient strategy to make full use of cutting-edge basic research resources such as universities and scientific research institutes to promote technological upgrading.
After the R&D system layout was upgraded, Fuerjia also gradually got rid of the large single product model of medical dressings and continued to expand the product system. At present, it can be seen in the Fuerjia *** that in addition to **, a variety of functional skin care products such as water, essence and lotion, spray, freeze-dried powder and so on have also been put on sale.
Relying on the concept of differentiation and precise marketing strategy, Fuerjia has taken the first step, and then it needs more R&D and innovation breakthroughs to create more fist products to get rid of doubts and achieve breakthroughs.
In recent years, domestic brands have scrambled to rise, but there are also many brands that have been overshadowed after a wave of popularity has passed. Fuerjia knows that the development of the brand is not enough to rely on heat, and it also needs to be supported by hard power. Therefore, Fuerjia has never given up on technological innovation, international market development and in-depth establishment of brand image. In order to make "Made in China" win more respect and recognition, the domestic products represented by Fuerjia have also been making unremitting efforts to move forward!
Disclaimer: The market is risky, choose carefully! This article is for reference only and is not intended as a basis for trading.