Editor| Wang Miao
"Marketing Highlights" pays attention to all interesting and informative brand marketing dynamics, and selects interesting case updates every week.
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01. Moutai digital marketing APP was put into trial operation, and 2.29 million people applied for the original price of Moutai online
On March 29, the official WeChat of Guizhou Moutai announced that the official digital marketing app "i Moutai" of Guizhou Moutai will be launched for trial operation on March 31. On the 29th, the i Moutai App was available for download in the App Store and topped the free list, and the topic of "i Moutai" becoming the first in the AppStore free list was also on Weibo's hot search.
Screenshot from AppStore
It is reported that in the trial operation stage, consumers can make an appointment on the "i Moutai" App every day from 9:00 to 10:00 to apply for 53 degrees 500ml Guizhou Moutai wine (Year of the Nonyin Tiger), 53 degrees 500ml Moutai 1935, 53 degrees 375ml*2 (Year of the Nongyin Tiger) and 53 degrees 500ml Guizhou Moutai wine (treasures) these four products. After the subscription is completed, the result of today's appointment will be generated at 18:00 on the same day. At that time, after receiving the SMS prompt, the user can pay for and pick up the goods in accordance with the rules of the platform.
The prices of the above four products are 2499 yuan / bottle, 1188 yuan / bottle, 3599 / box, 4599 yuan / bottle.
Unlike other liquor brands, Moutai has become a "hard currency" in the eyes of many consumers because of its product history, company development, including stock price and market value. Coupled with the existence of irrational factors such as price speculation in the market, it can buy Moutai at the original price, which once became a publicity gimmick for many e-commerce platforms to carry out marketing activities, and how lively the "grab Moutai" thing is can be seen.
However, unlike third-party e-commerce platforms, consumers do not need to compete for the original price of wine in "i Maotai", because the success of the subscription does not depend on the order of order, but adopts the method of "centralized subscription and random signing".
According to the "winning" results announced on the evening of the 31st, the final winning rate of Guizhou Moutai Wine (Treasures) was 0.25%; the final winning rate of Guizhou Moutai Wine (Year of the Nongyin Tiger) was 0.41%; the final winning rate of Guizhou Moutai Wine (Year of the Nongyin Tiger) was 0.031%; and the final winning rate of Moutai 1935 was 0.99%.
Screenshot from the official
2.29 million people participated in the first online subscription, the most sought-after one is only available to 3 people per 10,000 people on average, and netizens joked that the online subscription rate of Moutai is lower than that of new stocks.
According to people's daily news, Moutai insiders said that the "i Moutai" App adopts a linkage mechanism between online and offline, and is committed to providing consumers with a new platform for safe and convenient wine purchase.
However, this online product subscription does not include Feitian Moutai wine, and the official reason given is that it is mainly to promote the smooth online operation of the relevant platform and avoid excessive focus and speculation on Feitian Moutai wine in the market.
"Can apply for the original price of Moutai" has brought a large number of users to the new registration of the official App of Moutai. However, it should be noted that the official positioning of the product is the "digital marketing App", in addition to being one of the channels for moutai wine reservation subscription, another important role of i Moutai online is to carry and release Moutai blockbuster new products and precipitate Moutai culture. That is, in addition to distribution stores and e-commerce channels, through the establishment of their own platforms, directly establish information transmission and communication channels with consumers.
According to the official, in order to actively conform to the trend of digital development, implement the "five-in-one" marketing concept, and better meet the needs of consumers, Moutai will build and form an "i Moutai" digital marketing platform through the application of four technologies: cloud computing, IoT perception, big data, blockchain notarization and intelligent risk control.
02. Food safety triggers discussion, should the brand statement be tough or sincere?
On March 27th, the topic "Leshi potato chips ate a handful of hair and paid 1,000 yuan" rushed to Weibo's hot search, triggering discussions related to brand food safety. The cause of the incident was that some Shanghai consumers bought Leshi potato chips in supermarkets appeared inexplicably hairy after opening the package, repeatedly contacted the official without satisfactory handling, and then posted a public video on social media to seek explanation.
With the rapid fermentation of public opinion, Leshi's official Weibo quickly released a statement in response: The headline of today's Weibo hot search "Leshi potato chips eat hair compensation 1,000 yuan" is a wrong title, which is not in line with the facts and seriously damages our brand reputation and reputation. Thanks to the majority of consumers for their love for our brand, we will continue to provide high-quality products and services to consumers, thank you!
The statement stressed that the consumer reflected that "the potato rhizomes that provide nutrients for their tubers during the growth of potatoes are part of the natural potato itself, which is caused by a very small number of potatoes that have not shed their rhizomes due to maturity, and do not involve any food safety." In addition, Leshi officially mentioned that "consumers understood this and immediately revoked the original video they published." ”
It is "potato rhizome" rather than "unknown hair", and many consumers who are worried about the hygiene and safety of potato chip production are "relieved" and can rest assured that they can continue to consume their products. However, some consumers do not buy the instructions, believing that the official only condemns the description of the unclear facts, believing that it damages their brand reputation, but potato rhizomes should not appear in normal potato chip packaging.
According to the official weibo of the City Times "Singularity Finance", the parties raised questions about the statement of Leshi, "Can potato rhizomes reasonably exist in food, Leshifang said that it does not involve food safety, why pay a thousand yuan in accordance with the Food Safety Law." There was never any understanding expressed to the leshifang, and the revocation of the video was requested by the leshifang. ”
Due to the recent "soil pit sauerkraut" and "Shuanghui spoiled ham sausage" and other incidents have been frequently exposed, food hygiene and safety topics are more likely to touch the public's nerves, the brand reacted quickly in the face of public opinion, clarified the controversy points, and expressed its position, which did prevent the further fermentation of the incident, and also strengthened the official attitude in the production line and food safety management in the statement.
But on the other hand, consumers' questions are not properly answered in the communication and customer service stage, which leads to the fermentation of public videos and topics. Should the presence of plant rhizomes in processed foods be understood and accepted by consumers? This essentially depends on whose position it is from.
Even the most advanced production line is difficult to ensure 100% quality stability of the product, and the enterprise needs a certain fault tolerance rate to be objective. However, as a consumer who eats a foreign body without knowing it, it is also more necessary to give timely feedback and objective and sincere explanation. A statement condemns only the mistakes of others, or is difficult to convince.
After all, with the rapid development of domestic consumer brands and products, consumers do not lack choice, and good service and experience are equally important.
Joseph Pine, author of The Experience Economy, also gives the answer: "Goods are tangible, services are intangible, and the experiences created are memorable." ”
03. Accused of vulgar marketing, Wei Long apologized
On March 30, in response to the recent spicy strip packaging advertisement and the controversy caused, Weilong's official Weibo issued a statement saying that it apologized for the controversy caused by the product packaging layout copywriting, and decided to stop the production of the controversial copywriting packaging, and at the same time optimize the layout copywriting and design.
On the same day, "Wei Long Apologize" appeared on Weibo's hot search. The incident began because some bloggers noticed that the copy on its outer packaging had words with hints such as "about it", "thief big" and "tough", and then reflected it to the Tmall flagship store of Weilong Food.
The GIF is taken from the surging news "Seven Rings Video"
It is reported that Weilong's version of the packaging has been used for 6 years, for suspected vulgar marketing, Weilong's Luohe City Market Supervision and Administration Bureau Economic Development Zone Bureau in Henan Province has now intervened in the investigation.
Weilong also added in the statement that the company is a deep processing of agricultural and sideline products, homegrown consumer goods, more than 20 years after its establishment by relying on the companionship and support of consumers to develop so far, "Weilong in his twenties should learn to listen, grow in listening, and change in criticism." ”
In the past, there are not many brands that have caused similar controversies in promotional copywriting and video content, such as coconut palm juice that has borrowed model body curves in advertising films to emphasize "from small drinking to large", and later issued a notice by the State Administration of Radio and Television to point out that some of its versions of advertisements promote vulgar content, violate social customs, and there is a deviation in value orientation, and these advertisements have been suspended.
04. Milk tea also "collapsed"? Gu Ming was fined 11.61 million yuan for tax evasion
On March 28, the chain tea brand Gu Ming was fined for tax evasion and was on the hot search.
According to the Tianyancha App, Zhejiang Guming Technology Co., Ltd., an affiliate of Guming Milk Tea, was recently fined more than 11.61 million yuan by the Taizhou Municipal Taxation Bureau. The specific reasons are that the company did not make tax declarations, did not pay or underpaid the tax payable, did not list or under-listed income in the account books, and the tax bureau imposed a 50% fine of more than 23.22 million yuan on the company for underpaid value-added tax, enterprise income tax and urban maintenance and construction tax of more than 23.22 million yuan, amounting to more than 11.61 million yuan, and imposed a 50% fine of 50% on the company's underpaid stamp duty of 3180.15 yuan.
According to reports, in response to the penalty for tax evasion, The official customer service of Gu Ming said, "The tax has been paid back, and the franchise and store of Gu Ming Milk Tea are not affected." ”
There are also many netizens shouting brands such as Xicha, Lele Tea, and Tea Baidao under the content and topics related to ancient tea: "We must pay taxes on time." ”
Compared with the new high-end tea brands such as Xicha and Lele Tea, which are easy to cause discussion among netizens, brands such as Guming, Coco, and Tea Baidao, as representatives of the second echelon, have spread rapidly in the sinking market in the past two years, but the internet topic and discussion are not as hot as the former.
The hot search for tax evasion will have a negative impact on its brand reputation and cannot be eliminated in the short term. However, compared with celebrity individual tax evasion facing "blocking", the enterprise entity usually does not affect the normal development of subsequent business after paying back taxes.
05. Broaden the moat of the category, and officially launch plant milk for three and a half meals
Recently, the specialty coffee brand Santian officially launched two paired vegetable milk, grain oat milk and 0 sugar new coconut water, which are currently on sale in the Tmall flagship store. In fact, since last year, three and a half meals have been released to test the trial version of plant milk.
It is reported that at present, the two new plant milk products are mainly used as drinking milk with three and a half meals of instant coffee, that is, starting from the coffee drinking scene to broaden the coverage of products and services. Its founder also mentioned in an interview with the media that Santian hopes to provide users with a coffee lifestyle and a full-scenario coffee solution. It can be seen that around coffee and related life scenes, there are still more categories to be tapped in the future.
The single category of play in the brand cold launch to the market stage can usually concentrate resource advantages, penetrate a core communication point, and establish a high loyalty seed user base. However, when the brand mind is relatively established, maturing and expanding, the category ceiling is a problem that consumer brands have to face, and extending the development of derivative categories from the inherent scenes and broadening the product line is the entry point to break the limitations of the category.
06. Virtual idol girl group A-SOUL enters Keep
Keep, who wants to go public, wants to increase his attractiveness in the Z generation circle.
Recently, the domestic head virtual idol girl group A-SOUL officially entered keep and became its member vitality star pusher. Virtual love beans and fitness App linkage, many fans posted shouting to "start exercising immediately", "there are peripheral products must get".
Screenshot from Weibo
It is reported that members of A-SOUL will successively launch exclusive customized courses, and the first to start the course is jiaran, a popular member of the group. After becoming a Keep member, users will be able to obtain A-SOUL voice packs and skins, and after completing the relevant online challenges, they can also choose to enjoy discounts to purchase linkage medals and backpack products.
As a virtual girl group launched by the domestic head entertainment company Lehua Entertainment, the fire of A-SOUL has stepped on the expansion of the secondary audience group and the domestic virtual person boom, coupled with the frequent collapse of real idols in the past two years, the post-00 group that grew up in the Internet generation has a very high acceptance of virtual IP.
Not only virtual idols, including characters in mobile games, in the past year, are also high-quality targets for major brands, after all, many fans are willing to generate electricity for love, which can not only bring a wave of new traffic to the brand, but also easier to complete the sales conversion.
The surging two-dimensional Red Sea and the hot virtual economy make virtual IP come with topic degree and traffic, and also provide new ideas for brand marketing. Of course, at present, the commercialization of most virtual IP mainly revolves around the two major ways of advertising business and live broadcast sales, specific to long-term operation and the profit model of IP itself, which still needs to be further explored in the future.
07. The century-old brand stepped into the transformation runway, and Wufangzhai pushed the virtual artist IP
On March 29th, the century-old Wufangzhai officially launched the virtual artist IP Wunuonuo, according to the official introduction, Wunuonuo is not only the first AI virtual artist of Wufang Pictures, but also will deepen the communication and interaction with the Z generation group through content sharing in the future as the manager of Wufang Food Factory.
The GIF is taken from the official
With the official announcement of virtual artists, Wufangzhai will also launch a joint product with the new IP in the Dragon Boat Festival, as a topical product of this year's traditional festival marketing node. By embracing digitalization and grasping the trend of virtual economy and content marketing, as a century-old domestic brand, Wufangzhai has been breaking the inherent brand recognition in the past two years, continuously attracting the attention of young consumer groups, and continuously improving the brand's innovation, product strength and brand power.
In fact, even the aforementioned Wufang Pictures is not a content producer or subsidiary specially set up by the brand, but in 2019, the marketing style of Wufangzhai has suddenly changed, and it has been in the circle on social platforms such as Weibo and B station through brain-hole creative science fiction short films on marketing nodes such as Dragon Boat Festival, attracting a large number of netizens to watch, and later also jokingly called it Wufang Pictures, making the brand more like a content producer than an advertising producer.
A series of innovative attempts and transformations such as brand creative short films out of the circle, the attitude of accepting ridicule and being willing to interact with young people, and embracing new trends have also made this century-old brand find new development ideas in the era of Internetization.