As the most important traditional festival in China, CNY has always been a place where soldiers and families must compete. Especially for brand marketing, it is not an exaggeration to call it the "New Year's Proposition Test". Because at this time, major brands can relink the consumption plot of Chinese people and domestic products through the creative interpretation of a very cultural atmosphere, and then have the opportunity to achieve overtaking in the double track of sales and brands.
Once a year, the Spring Festival marketing began
Under the epidemic, we ushered in the third Spring Festival.
Spring Festival marketing is of great significance to Chinese consumers. Spring Festival is the most precious festival for family reunions in every Chinese year, and the interaction between friends and friends, such as gatherings, dinners, gifts, etc., will be very frequent. Therefore, it is not an exaggeration to say that the preparation of New Year goods is the most important consumption scene of the year.
At the same time, Spring Festival marketing is also of great significance to major brands in the Chinese market. First of all, since the normalization of the global epidemic last year, the Chinese market has entered the economic cycle mode, and various brands from home to abroad have paid more and more attention to the Chinese market; secondly, for domestic new consumer brands, Spring Festival marketing is more particularly important. Because, in a way, the Spring Festival is a natural information field that can easily link the plot of Chinese consumers and nationalities.
This article covers the Spring Festival marketing events of Jingdong Electric Appliances, Zhongshun Jierou, Seesaw, Guanxia, Weilai Automobile, Good Hope Water, and Kuaishou Brand.
2022 Spring Festival brand marketing inventory
1. Jingdong Electric X Jia Zhangke's "Back" New Year's Eve film, the famous director fan and then set off the Trend of New Year blockbusters
Starting from APPLE, the "Series of Micro-movies Under famous directors" has become an indispensable part of the Spring Festival marketing. This year, the Spring Festival marketing campaign was spearheaded by JD X Jia Zhangke. This time, the famous director Jia Zhangke and Jingdong Electric Appliances together told a heartfelt story of cutting from the perspective of ordinary workers, sticking to their posts and quietly dedicating themselves during the Spring Festival. Conveying the brand value of Jingdong Electric Appliances - people often ignore it in their daily lives, and once they need it, they will find that it has always provided peace of mind behind them and never left.
2. CMB Wealth Management New Year's Eve Micro Movie, telling you where the New Year flavor has gone
When the friends around you are discussing "where to go for the new year", CMB Wealth Management tells you with a very infectious heart-moving blockbuster - just like money focuses on "flow", Nian Wei gui is "walking". CMB Wealth Management portrays the difference between the two generations of social interaction in the neighborhood through the key clue of the Spring Festival scene of "walking around". On the one hand, hitting the psychological pain point of young people "where has nianwei gone"; on the other hand, it also encourages everyone to move around with old friends, neighbors, and family, so that Nianweier can "move around" back. It can be said that a non-complicated New Year micro-movie makes the brand of CMB Wealth Management fully display its warmth.
3. Zhongshun Jierou × People's Daily to interpret the Chinese New Year with "China Face CHINAFace"
Not long ago, the discussion about "what is a Chinese face" has repeatedly topped the social network topic list. On the occasion of the Spring Festival, Jie Rou Facial Tissue joined hands with the People's Network to tell the story of China from this profound collective insight. Taking the custom of taking photos in the New Year as a starting point, the brand portrays a specific, vivid and ordinary Chinese face through a delicate lens. Since then, each Chinese face has had a vivid footnote - the Chinese face is that no matter what life gives me, I will still face it optimistically, flexibly and smilingly. The film not only captures the optimistic and tenacious personality of Chinese, but also integrates the red and festive atmosphere during the New Year, and conveys the brand's new year proposition in an international form of expression: in the new year, Jie Rou facial tissue will continue to accompany every Chinese face, smiling and not afraid of the challenge of wind and rain.
4. Seesaw X Summer, Year of the Tiger Dream Linkage
"The first concept stock of Chinese aromatherapy" Guan Xia and the "new force of Chinese specialty coffee" seesaw, ushered in the first dream linkage in the Year of the Tiger. Focusing on the Chinese totem "Tiger", as well as the "incense" of coffee and fragrance, Seesaw and Guan Xia have joined forces to create two explosive series of products: Meng Hu Shape Series Fragrant Bricks, and "Love Tiger Grapefruit" joint special coffee. The two new domestic brands use special smells to mobilize everyone's olfactory memory, allow customers to extend the tentacles of imagination, and restore the simple and warm "Chinese New Year" in everyone's impression. It can be said that this cross-border provides a good marketing model for the cross-border linkage of strong product attribute brands.
5. NIO X Good Hope Water, cross-border linkage # home plan
This year's Spring Festival, Weilai Automobile joined hands with Good Hope Water and Art in Fuliang to jointly launch the "Homecoming Plan" to help Grandma Xu Tingxiang, the first generation of immigrants from Chun'an, the art village, embark on a journey back to their hometown. Together, in the form of documentary videos, they recorded what Grandma Xu Tingxiang, who had not returned home for 56 years, saw and heard on her way home. With extremely calm and restrained, delicate and warm lens language, the film tells a story about a journey of time and social change, making the road home for the New Year particularly clear.
The homecoming plan is particularly low-key and different in a crowd of lively Spring Festival marketing. Not only because it is deeply rooted in the field of humanities and arts, but also because the brand can make full use of local resources and work with villagers to create warm content, which makes this way home particularly vivid.
6. Kuaishou Tiger Year Game #2.2 billion on Kuaishou, Red Packet Game War
This year, Kuaishou took the lead in opening the curtain of the "Red Packet War" of marketing in the Year of the Tiger, and still chose the combination strategy of "Red Packet + Spring Festival Gala", including playing games in the station with 2.2 billion red envelopes and naming the Spring Festival Gala stage of 11 provinces and cities.
Compared with last year, this year's Kuaishou will put more energy on the Spring Festival red envelope game in the station, in addition to the amount of 100 million higher than last year's 2.1 billion, this year's red envelope game gameplay has also been innovated and upgraded. The map level and set cards have been retained, and the red envelopes have been added to reverse the mobile phone, play the jump mini-game to get the red envelope, and guard the old money.
After relying on the cooperation with the CCTV Spring Festival Gala to gain popularity, Kuaishou in the past two years seems to prefer to cooperate with the second-tier satellite TV Spring Festival Gala. In particular, it is worth mentioning that unlike Douyin, which only arrogantly chooses first-line media such as Hunan Satellite TV and Oriental Satellite TV; the choice of Kuaishou this year seems to be more accurate, and even the municipal Spring Festival Gala is counted in the scope of cooperation.
Speaking of Spring Festival marketing, it is inevitable to avoid the major platforms that have become the most powerful in recent years. From Alipay to Douyin Kuaishou, during the Spring Festival, it is often constantly moving and shouting in the air. From a prize pool of 200 million yuan higher than the competition media, to the first-level traffic entrance displayed on the home page, to the well-designed mini-game in the station. Although this kind of play similar to the set of five blessings is not new, but all kinds of details are still highlighted, Kuaishou's ambition and attention to the Spring Festival marketing in the "pull in to promote vitality" this piece.
2022 Spring Festival marketing trend insights
Looking at the Spring Festival marketing projects released so far, the overall scene of a hundred flowers blooming and a hundred schools of thought contending. Unlike in previous years, at this time, most of them fight for the gods of big brands; this year, different brands in different industries are telling their brand stories through various channels.
First of all, the New Year micro-film is back, the quality of the famous director is getting higher and higher, and short video marketing has become the mainstream choice of major brands. Similar projects include JD X Jia Zhangke's "Back", Tmall's "Ordinary Road", CMB Wealth Management's "Walking Around" and so on.
Secondly, the linkage between new consumer brands collides with special sparks, which is particularly impressive to consumers. Similar to seesaw X summer viewing, NIO X good hope water and other projects.
Third, this year's red envelope fight of the big factories is still particularly fierce, and Alipay's "set of five blessings" has become a new custom of the Spring Festival for young people, so it is slightly low-key. However, the rise of short video red envelopes such as Kuaishou and Douyin is extremely fierce. You just announced that you will divide 2 billion red envelopes equally, and I will easily increase the number to 2.2 billion. It can be said that the smell of gun smoke has jumped on the paper, vowing to rely on the Spring Festival marketing to pull the daily life out of a new high.
Finally, although the big brands and small brands have played their own ideas for the Spring Festival marketing this year, it is still a little regrettable. For example, in terms of the highly anticipated Beijing Winter Olympic Games linkage, local New Year and other Spring Festival current affairs, the brand as a whole lacks more targeted insights and marketing cases.
With the increasing fragmentation of the media and the repeated jumps of the epidemic, we find that brands are also increasingly inclined to simplify the way of playing. That is, always focus on the basis of their own products and brand stories, and then present the Chinese New Year. Although this style of play is slightly conservative for the entire industry, it is a good strategy for brands in the context of the economic internal circulation.
The author | can be