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** 007 of the brand world
Author 007 of the brand world
The end of the year is approaching, and what we workers are most concerned about is the year-end bonus.
After all, this is directly related to the mental state of the Spring Festival holiday, whether it is a smile or a sad face, depending on the size of the year-end bonus.
At this time, the year-end bonus of large factories often becomes the focus of attention of the whole network.
It's not that everyone has a masochistic fetish in Versailles, and they are rushing to be diagnosed with "pink eye".
Rather, to a certain extent, large factories are the reference group of large and medium-sized enterprises, and they can be psychologically prepared as early as possible.
With the year-end awards of goose factories and flower factories, the annual year-end award competition of large factories officially kicked off.
Source: Internet Little Brother & Ant Speaker.
Just when everyone was guessing, Gree took the initiative to reveal the answer, but he "overturned" without thinking about it.
Recently, the "Gree 2024 Global Dream Ceremony" was held in Zhuhai.
Chairman Dong Mingzhu publicly announced at the conference: Gree will take out 200 million yuan to give employees a year-end bonus.
As soon as the news came out, it exploded on the Internet in an instant and rushed to a high-level hot search.
Source: Pear**.
You must know that this year's recession in the general environment is endless, and even the big factories have been rumored to have collectively shrunk, broken bones, or even canceled the year-end bonus.
Gree was generous and threw a blonde year-end bonus, I won't say who soured.
Not only material encouragement, Dong Mingzhu also gave emotional care and emphasized"To let employees work with dignity, altruistic thinking helps the development of the company, so treat everyone well"., ideological consciousness is far ahead, and the pattern has opened.
Source: Gree.
thought that Gree and Dong Mingzhu would earn a wave of goodwill and save the image and reputation that collapsed last year, but the style of painting in the comment area changed abruptly, and they didn't buy it at all.
Some netizens analyzed that the 200 million year-end bonus is just playing a "word game", and it is very likely that it will not be money, but the company's products.
If you distribute household appliances as employee benefits, it is understandable, and you can also comfort yourself to focus on a practical one.
However, according to people familiar with the matter, it is issued in the form of "points", which can only be used to subscribe to the company's products, and it is still far higher than the "internal price" of the market.
What does that mean? To put it simply, the company's products are unsalable, and everyone helps the boss.
Distribute points to employees, and let employees consume internally, completing the closed loop of business logic.
And the amazing "employee price" is converted, and employees have to pay for the difference in points out of their own pockets, which may not be able to help sprint the company's sales at the end of the year.
This abacus can be heard by the little potatoes when traveling in Harbin, so that everyone has a concrete understanding of "wool comes out of sheep".
What's even more outrageous is that if you leave your job during this period, you have to return the gifts...
After some "popular science" in the comment area, Gree's 200 million is on par with Pinduoduo's slash, but Pinduoduo is a shaker, while Gree is "exchanging money for money".
It seems that if employees want to get the "year-end bonus" without spending a penny, the difficulty is no less than the full reduction of Double 11, and I am afraid that they will not understand this account if they don't stay up until two or three o'clock in the morning.
Perhaps seeing the propaganda hot search become a "black hot search", Gree Public Relations hurriedly went out to remedy it.
In less than a while, the hot search entry was modified and becameDong Mingzhu announced that he would issue an additional 200 million year-end bonuses, implying that this part is added to the basic year-end bonus, which is an additional benefit, and does not carry the pot of "picking the door and scheming".
Although the authenticity of the revelations by netizens is doubtful, it is certain that Gree has messed up the marketing of the year-end award.
As we all know, the year-end bonus not only represents the competition of the company's welfare, but also means the competition of financial resources, humanistic care and strength.
It can be said thatThe year-end bonus is the best job advertisement for large factories, and it is also an excellent marketing opportunity to enhance the brand image.
Because the year-end bonus embodies the fruits of a year's labor, it is much more effective than the advertising effect of individual festival brands such as the Dragon Boat Festival and the Mid-Autumn Festival.
Not only that, the hotly discussed year-end bonus is also a natural hot topic, which can become a good helper for brands to take advantage of the marketing.
This year, with the theme of "Dachang's year-end bonus breaking news", Maimai launched a set of interesting poster copywriting, incarnated as Dachang's pantry, leading everyone to eat melons and gossip on the front line.
Like a certain degree,"On the pulse, the year-end bonus is not known here"., all of a sudden showed the exclusive advantages of Maimai, and strengthened the platform positioning of the "Dachang Intelligence Bureau".
Source: Maimai.
Somehow,"Shangmaimai, see how far ahead our year-end bonus is"., taking advantage of Huawei's out-of-the-circle hot stalks, there is no need to name names, everyone can tacitly smile.
Source: Maimai.
A certain east,"Shangmaimai, find out, whether the year-end bonus is "a lot" or "quick saving""., guiding everyone to guess the performance of this year's year-end award, leaving enough suspense.
Source: Maimai.
When I arrived at a certain news, I didn't forget to ridicule the "slot" that was screened in advance, and the yin and yang weirdness were very well handled.
Source: Maimai.
A certain hand, seeing "Lao Tie", you can automatically identify brand information, which reflects the community ecology of Maimai to break through the barriers of major Internet platforms, whether you are Kuaishou, Douyin, or Weibo, you will eventually return to Maimai to share the intelligence of large factories.
Source: Maimai.
Finally, it is a certain come, but it is a bit exaggerated to use the year-end bonus as a metaphor for the future.
Source: Maimai.
Taking advantage of the popularity of the topic of "year-end bonus", users are attracted to gather in the community to discuss the year-end bonus of large manufacturers, leverage the brand voice, and achieve the marketing effect of four or two thousand pounds.
In the conventional perception of the public, the company gives employees year-end bonuses.
The higher-level gameplay is that the brand uses the year-end bonus to play marketing and issue the year-end bonus to users.
On the occasion of the New Year's Eve, Saturday Fu sent up ** on Shenzhen Metro Line 5, without preheating, and directly served hard dishes, bringing "golden joy" to the workers.
Source: Little Sugar Treasure.
Recently, Liuliufu returned to the field again, parachuted into Guiyang Line 1, and delivered the New Year's new "Golden Joy", which was ridiculed by netizens as the most special "year-end bonus" to achieve a brand breakthrough.
Source: No. 27.
Coincidentally, RIO joined hands with the new brand ambassador Huang Bo to promote the RIO Qiangshuang Year of the Dragon Customized Edition, which is equipped with a large number of red envelopes that won 100% of the prizes, and also has the opportunity to draw customized gold bars and gold dragon ornaments, and a gold bar has been given away in the live broadcast room.
Source: RIO
Giving red envelopes and gold bars to consumers is full of ritual sense of RIO year-end awards.
Hisense presented awards to the annual super user,Screen out the warm-hearted champion of the year、European full of Xinyunxing、Single-minded true love fans and the king of superior strength,Share millions of year-end bonuses together。
Source: Hisense.
Taking the year-end bonus as a benefit to increase the user's sense of belonging and identity is really to take advantage of the marketing to understand.
Either way, the brand's move to give users a year-end bonus is enough to impress people's hearts.
Safe and auspicious New Year, I wish every worker can get a generous year-end bonus as they wish, and the comment area will show me your year-end bonus to make me "red-eyed".