Author Madman | Marketing Maniac (HLW3600)
With the increasing comprehensive national strength of China, the cultural self-confidence of the Chinese people has been awakened, the national style and national tide have gradually become a popular trend, and the cross-border Chinese aesthetics of commercial brands will become an important brand marketing track.
This time, Grain More has created a short film with a great sense of cultural value, presenting traditional culture, deeply linking consumers with national feelings, and creating a differentiated brand image. It has made a perfect example for the traditional culture marketing of the next trend.
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Under the national tide
Traditional culture marketing has become the trend of the times
Nowadays, traditional culture is gradually being accepted by more and more young people, these traditional cultures contain a rich humanistic spirit, which can enhance the connotation of brand value, spread the power of brand value, and resonate with the cultural spirit of young people, thereby strengthening young people's understanding and recognition of the brand.
1. The traditional culture is broad and profound, and its own IP has unlimited potential
China's outstanding traditional culture has a long history, is broad and profound, contains rich philosophical thoughts, moral sentiments, values, aesthetic character, artistic taste, dialectical thinking and scientific wisdom, and is a precious spiritual mineral of the Chinese nation.
General Secretary Xi Jinping said: "Chinese culture has accumulated the deepest spiritual pursuit of the Chinese nation, and is the rich nourishment of the Chinese nation's endless growth and development. Excellent traditional culture can be said to be the spiritual homeland that the Chinese nation can never leave. ”
Traditional culture has accumulated the deepest spiritual pursuit of the Chinese nation, represented the unique spiritual identity of the Chinese nation, formed a Chinese way of thinking and behavior, and supported the Chinese nation to live endlessly for more than 5,000 years, passed down from generation to generation, and stand proudly. The profundity of traditional Chinese culture contains unlimited potential value that can be tapped.
2. National self-confidence continues to improve, and cultural connotation is more deeply rooted in the hearts of the people
With the enhancement of national strength and the improvement of international status, the national self-confidence and cultural self-confidence of the Chinese people are also more significant, in recent years, the national style and national tide have continued to be popular, more and more people have begun to discover the beauty of traditional culture, and pay attention to it, and the sense of existence of traditional culture is getting stronger and stronger.
Most of people's concern for traditional culture comes from the feelings of home and country, and the continuous improvement of national self-confidence has stimulated the cultural pride of contemporary young people. As a result, the presence of traditional culture is constantly rising.
In recent years, many brands have cooperated with traditional culture for marketing, further integrating traditional classics and modern culture, and creative ideas have made traditional culture have new forms of expression, enter people's personal lives with a beautiful vision, and make the connotation of culture more deeply rooted in the hearts of the people.
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Traditional culture + trend elements
Create a blockbuster IP
Combining trend elements and giving traditional culture more modernity and vitality can help brands accelerate the breaking of the circle. For example, grain more "Good Thing Peanut" spring blockbuster, with traditional culture as the starting point, integrated into the most popular harmonic stems in recent years, to pass on good wishes to the majority of consumers.
1. Present the blessing ceremony of various ethnic groups and fill the emotional atmosphere
In the short film of Grain Grain, the different blessing ceremonies and beautiful visions of the people of all ethnic groups are presented: the Zhuang people pray for the abundance of grain with five-colored sticky rice, wear gold and silver to pray for peace and security, dance the bamboo pole dance to hope for a good harvest; the Dai people light water lamps and fire Kong Ming lanterns to pray for happiness in the year; the Yi torch festival people worship the mountain to pray for the wind and rain...
The whole short film revolves around the blessings and good deeds of various nationalities, with the characteristics of traditional Chinese culture, open the hearts of the audience, convey information from the perspective and tone of children, pure and tender children's voice, clear and beautiful, just like the spring of the sweet spring, refreshing the heart, but also hope and inheritance is the symbol and embodiment, instantly fill the emotional atmosphere.
2. Borrow the trend of harmonic stems to narrow the distance between the brand and the user
In terrier marketing, how to effectively use the heat, accurately grasp the mentality of young people, and use the network heat to achieve the joint circle of brands and products is the top priority to improve the brand effect. In the wave of young marketing, "stem marketing" has a strong penetration and vitality. The content with stalks and materials is the key to pry the user's emotional heartstrings.
Grains not only present the spring blessing ceremony of all ethnic groups, but also give a beautiful meaning to peanut milk products, "good things peanuts = good things happen". When it is fun to play with the terrier, it can make people feel warm, pass on love and wishes in a festive atmosphere, and the warm texture and witty humor go hand in hand, successfully narrowing the distance between the brand and the user and infiltrating into the young circle.
3. "Country" and "tide" are closely linked, and the two-way empowerment brand image is renewed
Today's era is the era of the rise of the national tide, in brand marketing, the words "country" and "tide" are interdependent. Excellent traditional culture coupled with trend elements that conform to the mentality of young people can create communication content that truly touches the audience's heart.
"If most commercial brands want to get the favor of the young market, they must carry out a youthful transformation, accurately grasp the mentality of young people in a way that is close to young people's life preferences and personality pursuits, and obtain the love of young people.
The same is true for traditional culture marketing, brands need to exert the modern value of traditional culture in communication, give culture more fashion elements and personality, and let it be presented in a more natural and vivid way, in order to strengthen its own appeal and public acceptance.
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Insight into the trend, inheritance of beauty
Long-term investment in brand value
In the era of information explosion, the audience has been immune to a variety of marketing methods, and if brands want to capture the attention of more circles, they must start from insight into trends, communicate with the public in depth, and narrow the distance between brands and consumers.
In the era of the rise of the national tide, grains choose deep traditional culture, so that brand value and high-quality content are deeply combined, trend elements are injected into traditional culture, breakthroughs in inheritance, brand competitiveness is consolidated, and novel ideas are breathtaking.
Chinese traditional culture has a long history of accumulation, is a deep, explosive "big IP", commercial brands and its cross-border alliance, can not only through people's national self-confidence and cultural pride to enhance the attention and goodwill of the brand, at the same time, traditional culture can also use commercial forms, to achieve their own rejuvenation, in order to better carry forward.
The linkage between grain and traditional culture, with its profound content value, helps brands export their cultural value connotations, expands the exposure and influence of brands, and enables brands and traditional cultures to achieve a win-win situation.
At the same time, it also interacts with consumers through "harmonic tone", exudes moving emotions in a cheerful tone, builds an interesting communication bridge with consumers, and satisfies the psychology of young consumer groups pursuing personality labels.
In general, grain multi-spring marketing, based on insight, closely follow the trend of the times, take advantage of traditional culture, skillfully use harmonic stems to convey beauty, use products to pin beautiful visions, realize value increase, and inject long-term assets into the sustainable development of the brand.
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