Spring Festival is one of the most important traditional festivals in China, with a large family's Chinese New Year's Eve meals, firecrackers and fireworks, and visiting the door to greet the New Year; The changes in the social environment in recent years have gradually faded the "taste of the year" in memory... In this case, the necessary lesson of various brands - Spring Festival gifts is serious and homogeneous, but "routine" is obviously not in Zhang Xiaoquan's dictionary.
Recently, Zhang Xiaoquan, a leader in the knife and scissors industry, with the help of classic New Year scenes and a series of interesting video clips, skillfully integrates the care and blessings carried behind the New Year's renewal, and skillfully combines with Zhang Xiaoquan's products in the scenes of family gatherings such as New Year fun, happy events, and unhappy events, while creating more joy and beauty, and constantly continuing the traditional Chinese sense of ritual, and gaining deep recognition from consumers at the spiritual level. I believe that everyone has more or less had such an experience while enjoying the joy of reunion. Relatives meet to "hush and ask for warmth" of your income, home parties become involuted PK, and work during the holidays is like a shadow. In these few days of family gathering, everyone hopes to refresh their current life and their expectations for the coming year.
Based on such New Year's pain points, the wave of #New Year's OpeningXGame# activities initiated by Zhang Xiaoquan can be described as timely. Taking many typical New Year life scenes as the foothold, Zhang Xiaoquan products are used to deeply show the new New Year in multiple dimensions while renewing life. At the same time, from the series of short films themselves, it integrates traditional elements and humor, which itself is also a good blessing for consumers by Zhang Xiaoquan's brand.
The short film begins with the well-known folk saying "get a haircut before the year, wait for the hair after the year", and the popularization of the creative concept saves communication costs, and at the same time can easily arouse the audience's resonance and viewing interest. In terms of content, select several typical moments in the New Year scene, and use Zhang Xiaoquan's products as a connection to connect the pain points of the crowd and the expression of new lifestyles, and provide solutions for the renewal of new ideas in the New Year.
The selection of scenes for this short film includes almost all categories of the current crowd, from trendy young groups to elderly consumers who are leisure at home, and even children. Multi-dimensional crowd scene dialogue, making heart wishes more concrete. In addition to the hard power polishing of the short film itself, Zhang Xiaoquan maximizes the influence of the topic caused by the film in order to achieve universal coverage of communication. The strategy for media matrix selection is also remarkable. Choose Weibo, WeChat, Douyin and other social platforms online to fully publicize it, and launch a praise and prize activity to achieve a double cognitive leap of activity and brand.
Zhang Xiaoquan is deeply nourished by Chinese traditional culture and has frequently moved on the brand. created a series of micro-documentaries based on intangible genetic inheritors; also led everyone into "TA's Kitchen" through the perspective of ordinary citizens; And to present Song Yun food culture to the public, in Zhang Xiaoquan's view, the inheritance of traditional culture is inseparable from the persistence and efforts of national enterprises. In this Spring Festival, Zhang Xiaoquan hopes to skillfully use traditional New Year customs to carry on the affection with things. Through scene-based expression, it presents the new possibilities of different life scenes and helps consumers express their New Year's thoughts to family and friends. On the other hand, I hope that traditional culture will be passed on in more ways.