Pechoin, a supernumerary member of the phenomenal TV series "Flowers", once again continued to write about Shanghai's situation.
|Poly beauty.
Author|"A trace of Suzhou River moisture in the wind, the taste of yellow croaker in pickled vegetable soup, and the smell of yellow croaker is full of mist. "On the one hand, it is modern and exquisite, and on the other hand, it is a ten-mile ocean field in the last century; With a bit of reserved tone and a bit of retro style, Wong Kar-wai's Shanghai complex that can't be put down in the lens has made the recently popular drama version of "Flowers".
When the changes of the city are intertwined and the memory of the times is awakened, the city of Shanghai has once again become the focus. Also concerned by consumers is a Shanghai brand founded nearly a century ago - Pechoin.
There is a monologue in the play "Flowers": The affairs of men and women come from the right time and place, and the difference is an empty door. And the encounter between Pechoin and "Flowers" is more like an arrangement in the dark, not sooner or later, just right.
The drama version of "Flowers" seems to have a layer of memory filter, and the style of that year from the perspective of Old Koehler brings the style of the streets of Shanghai in the 90s and the fireworks of the market to the extreme. People's impression of Pechoin is a collection of Shanghai Tang's modernity and sophistication, nostalgia and fashion, and has always been one of the symbols of Shanghai.
And even if it encounters such a "like-minded" object, Pechoin is not impatient or impatient, and adopts the method of moisturizing things silently to "borrow" to implant the brand concept and products into it. In this marketing, Pechoin not only pioneered the Shanghainese version of the advertisement, inserted it into the drama, so that the audience shouted "very toneful" and "such an advertisement is very kind", and at the same time, in the appropriate film and television paragraphs, according to the plot direction, timely inserted "Ruyi sticker", showing a more vivid, positive and optimistic brand image.
And with the subtle influence of the drama and the implantation of Pechoin, netizens have discovered a Hua point. As early as 2020, Pechoin launched the original TVC film of "Frame Face Cream", which was surprisingly consistent with the tone and frame drawing effect of the drama version of "Flowers", as if fused. In this short film, the love story from 1931 shows that for nearly 100 years, Pechoin has always adhered to the brand belief that has always been promised, and this belief is continued in "Flowers".
With the end of "Flowers", when the audience was overwhelmed, Pechoin retained this "memory" in its own way, and also played the icing on the cake effect of this marketingsigned the actor of Li Li, and Xin Zhilei is the brand spokesperson.
Under the thick "Shanghai accent" and neon signs, the sons and daughters of the rivers and lakes on the Yellow River Road have been pulled into the tide of the times. For every character in the drama "Flowers", many Shanghainese can correspond to the characters in their own alleys.
After the broadcast, the character "Li Li" in the play became a highlight of the show. At the beginning of 1993, this Qingdao woman from Shenzhen, whose background was a mystery, broke the calm on the Yellow River Road, and suddenly a golden and brilliant garden rose on the ground - the first confrontation, she only looked up at Ah Bao standing in front of the window on the second floor, and people couldn't take their eyes off it.
In order to interpret this complex and multifaceted role, Xin Zhilei spent three years carefully figuring out the character and finding the "ruthlessness" in her eyes; In order to show the unique "charm" of that era, Xin Zhilei learned various dances such as Latin and tango, and her feet were almost worn out.
Xin Zhilei herself, like Li Li on the Yellow River Road, is a woman with a tiger in her heart, and she does not hide her desires and ambitions. This is probably the underlying reason why Pechoin holds hands with Xin Zhilei, encouraging consumers to find their true selves and explore the unique beauty of Oriental people together.
After determining the brand positioning of "herbal technology", Wang Yibo's image is very in line with young people's understanding of the new positioning, and at the same time, Pechoin also emphasizes a strong sense of youth and science and technology in visual communication; Like Shanghai, which is both fashionable and retro, the other side of Pechoin is the brave and confident Oriental beauty, Li Li's actor Xin Zhilei is not only quite popular at the moment, but also has the perseverance and courage of Oriental women, and is the best candidate to "complement" Wang Yibo.
Looking back on the development history of Pechoin, from Mr. Gu Zhimin to Pechoin brand, from Ms. Xu Framezhi to every Oriental womanFrom the small round tin box to the frame face cream, in the past 100 years, Pechoin's commitment to protecting the most beautiful face has never changed. Pechoin has really used such a brand spirit to successfully impress consumers.
In the era of Internet traffic, a film and television repertoire that can be labeled as a "classic" will often bring extremely high commercial value while gaining huge attention and reputation, and even drive a new "aesthetic trend".
The phenomenal popularity created by "Flowers" at the beginning of 2024 has undoubtedly opened up new ideas for win-win cooperation between business and film and television. The win-win cooperation between Pechoin and "Flowers" is the "calmness" in the bones of the brand that has been in the glory of 93 years, and it is also because of the accumulation of many creative marketing experiences before.
Whether it is relying on the advertising short film "Pechoin 1931" to swipe the screen on the Internet, or the short ** "Spend 100 Years to Shoot a **Vlog" filmed by the old drama bone Cao Cuifen, or the self-made short ** "Four Beauties Are Unhappy", behind Pechoin's repeated marketing swiping is the accurate insight and grasp of human nature of consumers.
This time, "Flowers" took advantage of the marketing, and Pechoin obviously made in-depth observations of the plot and characters, and brought the product into the drama scene for "dynamic" thinking.
The bottom of Pechoin's ability to get out of the circle is its solid product strength. Taking the widely concerned "Frame Face Cream" as an example, it uses the breakthrough exclusive collagen wrinkle lightening technology ingredient - PROVTA original because of the core ingredient, supplemented by pure retinol, ginseng polypeptides and other ingredients to synergize to fade visible lines and fade potential wrinkles, and has become the star product of Pechoin with its excellent wrinkle repair effect and anti-aging black technology.
Steady scientific research and development + marketing with insight into people's hearts, and multiple strengths have jointly achieved the "borrowing" of Pechoin - using the natural topic of the plot to continue to build momentum and innovation, coupled with the official announcement of the spokesperson in line with the brand tonality, to realize the integration of film and television to drive quality and efficiency.
Jin Yucheng, the author of the original book "Flowers"**, said when explaining the title of the book: "Flowers are like small flowers with strong vitality, like small lights flashing on trees. ”
In the trend of the times, Pechoin is also like a flower with tenacious vitality, writing its own domestic brand story. Starting from the long picture of Pechoin, which is popular on the whole network, Pechoin also shows the greatest wealth of classic brands that distinguish young brands from young brands through the precipitated brand heritage and the history of the brand.
Visual Design: Lele.
WeChat typesetting: high.
Editor in charge: wood.
——2023 Big Value Industry Annual Meeting——
In the rapidly changing 2023 and the intensifying competition, the involution of the big value industry has come to a crossroads of evolution and switching. In this new round of development cycle, it can be said that challenges and opportunities coexist. In this context, what is the evolution path of China's beauty industry? And how to adapt to the switch of technology outlets and smoothly pass through the complex and changeable industrial cycle? In response to the competition in the new era, on December 22-23, the 11th Jumei Conference hosted by Jumei and named by Shangmei Co., Ltd——2023 Evolution and Switching: Big Value Industry Annual ConferenceWe specially invited upstream and downstream cross-border experts in the industry, first-class scientific experts and professional KOLs, etc., to carry out an in-depth understanding of technological evolution and power switching in the era of scientific brands.