It's the end of the year again, and people's KPIs have to accelerate the sprint.
Postgraduate entrance examination, public examination, annual report...... At this time, if you want to improve efficiency, the importance of having a good stationery at hand is self-evident.
But who would have thought that today's stationery brands are not only simple writing functions, but have even become a decompression paradise for young people.
When it comes to stationery, we have to mention this brand that has conquered generations of Chinese people: Chenguang.
As we all know, Chenguang has been a domestic product for more than 30 years. But over the years, Chenguang has changed like a hanging, from stationery to offline stores, and the sense of experience is always online.
Many netizens sighed, "Is this still the morning light I know?"
In today's time when Internet celebrity brands are taking root and emerging, they can still have a full sense of presence in the stationery market, and they have repeatedly thrown out Wang Bang, why is it always morning light?
The young man who is involuted,
I actually found an outlet for decompression on the stationery
In the past, many people didn't think that a pen was important, even dispensable, and they didn't rely on a certain brand at all, as long as it could be used.
At the same time, the migrant workers are busy with work, and the student party is busy with exams, so it is difficult to get decompression in ordinary life.
Unexpectedly, just relying on a stationery can actually allow young people to find the correct posture to decompress, because it is full of experience, many people spontaneously Amway.
Have you ever seen a pen like this?
A pen, but also add essential oils, the pen is also a high-value osmanthus hand-painted, imagine, in a quiet environment, writing with the fragrance of osmanthus, the average person can not stand.
There is also a kind of pen that only embodies one word on the whole body: Fu, which can be said to be specially born for exams. The pen end has 7 blessing words + 1 firework Fuxing wheel design, with auspicious cloud shape pen clip, each press can be exchanged for different blessings.
It's obviously not enough to have good looks, and the part of accurately understanding and solving the pain points of use is also handled by Chenguang.
For example, if the student party often hears the "click" sound of the pen in the quiet examination room, it is inevitable that they will be upset.
Chenguang noticed this small detail, specially designed a small decibels, writing experts and other silent pens, and exclusively designed a silent gear structure inside the pen body, rejecting noise anxiety, allowing candidates to focus on the present and think more smoothly.
In addition, in view of the problem that parents often face with their children's graffiti, Chenguang has specially developed a safe and easy-to-wash series, which can be quickly washed by simply rinsing with water, so that children can draw every stroke with confidence.
Behind the "Internet celebrity" writing artifacts, Chenguang continues to bring surprises with a sense of experience that exceeds consumer expectations. Someone exclaimed, "Now stationery has attacked the scientific research community!"
The product alone is eye-catching enough, and many people can't imagine that the experience in the morning light comes with multiple buffs.
Chenguang not only guesses the young people's careful thinking, researches the easy-to-use and good-looking fancy stationery, but also creates a variety of attractive check-in scenes:
For example, this kind of "most beautiful" stationery store in spring with a girl's heart.
Such a cool "space station".
There is also the Jiumu Sundries Club opened in the whole country, all kinds of beautiful small things in the store, and the cultural and creative life atmosphere at your fingertips, which is too "healing" for contemporary people who need to release pressure! Here, no matter how big and small friends can dress up their lives, find love, and light up the little beauty in life.
I don't know, I thought it was an Internet celebrity attraction. It's good-looking, it's easy to shoot, as long as you see it, you can't help but take a photo, and it even becomes a traffic password.
Turning selling stationery into selling a way of life, such an intimate service makes it difficult for young people not to pay with a smile.
These ruthless tricks of Chenguang,
Achievement of "traffic master" in the stationery industry
Many people can't imagine that a traditional stationery brand can have such strong traffic on the Internet.
This year, around the four brand communication windows of the start of school in February, the start of school in September, the spring limit, and the autumn limit, Chenguang detonated the topic heat several times.
At the beginning of the spring semester in February, Chenguang and Meituan launched the first carbon neutral series, which opened up the sustainable trend of the stationery industry and detonated a large discussion on the natural hot search topic #MyBeginning of School#, with more than 300 million views. At the beginning of the fall semester in September, Chenguang spread through the "Hello Mars" joint series with the China Aerospace Museum and the theme of "Chenguang School Season Flashing Self# with insight into the heart, and received 390 million+ views on Douyin, and at the same time triggered the broadcast of #Chenguang Stationery Domestic Light # 9000W+.
In addition, in the vibrant spring, Chenguang launched the "Dear Guardian Beast" national style series, and created the "most beautiful" stationery store in spring in 18 stores in Shanghai landmark Metro City and 11 cities across the country, bringing an immersive exhibition experience.
The high school entrance examination and Children's Day, Chenguang has not been missed, and has always stood with consumers to actively convey emotional value and positive brand energy.
The most powerful value anchor of the Internet is communication, and if you want to capture high traffic, it is the brand's insight into consumer trends and rapid response ability to test.
There is no doubt that in terms of taking advantage of the situation, Chenguang has indeed fought a beautiful battle, and many products have become popular when they are launched, and even formed a phenomenon of Chenguang.
In my opinion, Chenguang's two ruthless tricks made it pinch the young man.
1. Only by digging deep into the emotions of young people can you become a traffic master
Chenguang has become a traffic master, not only by the opportunity of the outlet, but also because of the most powerful weapon: content.
If you want to crack young people, you must produce high-quality content with real guns.
At important nodes such as the beginning of school and exams, Chenguang can accurately gain insight into user emotions and shout out a series of theme slogans: Chase the light, boy, flash yourself, hold this light...
In different activities, M&G mobilizes all kinds of resources and creativity as much as possible to make a sense of presence in front of young people.
For example, in this year's school season, Chenguang has insight into the current main consumer force Generation Z and Generation A, who have strong patriotic feelings, innate cosmology and the dream of a space power, and at the same time, "The Wandering Earth 2" and "Three-Body Problem" are on the air, and space culture has become a hot spot for users.
Chenguang saw this emotion, how to amplify it? It boldly aimed at the elements of the universe, shouted the slogan of "shining self" to the students, and encouraged every ordinary person to be brave enough to be "shining himself", and to have the courage to explore the infinite universe outward and the confidence to discover a colorful life inward.
In addition to launching a series of aerospace element products that users are interested in, Chenguang also invited Chinese aerospace experts to send a message to the students, excavated the shining stories of 10 Douyin bloggers and launched a national task, creating an "emotional tree hole" for users, encouraging the student party to be "shining themselves" and always maintain the curiosity of exploration.
There are many similar examples.
For example, when the high school entrance examination is coming, many candidates are inevitably nervous before the exam. Chenguang took the lead in cheering for the candidates, and encouraged the candidates to hold the "good pen in their hands" through their own efforts and hard work with the value proposition of "Chenguang exam pen to hold this light", and to hold the light of their own life!
In autumn, Chenguang also launched the theme of "Morning Warmth and Good Things Know Autumn", and also launched the "Dafu Dagui" theme stationery series. The warm, healing theme, with bright tones from start to finish, visually stimulates people to secrete dopamine factors and gives people great spiritual inspiration.
To put it bluntly, what young people like, Chenguang will do. Every time he does something, it hits the hearts of young people accurately.
2. Multi-field cross-border gameplay to create a "Chenguang Universe"
As a hard currency in stationery stores, Chenguang is more than just selling stationery.
Over the years, Chenguang has relied on its "hard currency" strength in the stationery industry to bring more surprises to users in many fields and have made many big events.
For example, in view of the current trend of young people paying more and more attention to environmental protection and sustainable consumption, M&G joined hands with Meituan to launch the industry's first carbon-neutral stationery at the beginning of this year.
The body of the pen is made of recycled plastic recycled from recycled lunch boxes, which can reduce the carbon emissions generated by about 2.3g of plastic. At the same time, the minimalist style of streamlined design, Moranti color matching, not only echoes the theme of environmental protection, but also conforms to the aesthetics of youth, which naturally becomes the favorite of young people.
Can you believe it? Chenguang can also cooperate with the China Aerospace Museum to build a "space station."
In cooperation with the Confucian Temple, Chenguang closely followed the psychological needs of the candidates, and called on the whole people to call #one person and one sentence for the candidates through prayer activities, distribution of small lucky stars, joint posters of colleges and universities, etc., and add BUFF to the candidates.
Accompanying the growth of generations of Chinese people, so many years have passed, and the current student party and young people still regard Chenguang as a spiritual paradise.
From the "Morning Light School Season, Let's Chase the Light Youth" that will start in February 2023, to the spring-limited "Spring Breeze and Morning Morning is Beautiful", from the "Morning Light School Season, Shining Self" that will start in September in the second half of the year, and then to the autumn-limited "Morning Warmth and Good Things Know Autumn", and finally ended with the "Nong Hao Chenguang" Stationery Award at Xujiahui Academy, a cultural landmark in Shanghai.
This year, Chenguang's brand operation has something very important: keeping up with the inner world of young consumers, continuing to output emotional value stably, gradually establishing a deeper connection and communication with users on top of products, and reshaping a more textured, younger and warmer consumer relationship.
This year's Chenguang brand communication made Jin Cuodao vaguely feel that this year's Chenguang is in the next big game of chess.
Dig deep into emotions + cross-border empowerment, close to contemporary young people, and a stationery can also release infinite power.
can repeatedly throw the king bomb, what is the morning light?
Nowadays, co-branding, live broadcasting, and brand communication ...... The stationery industry is also closely following the new trend of the times.
It is important to follow the trend, but only by sticking to the core of your own advantages can you gain a firm foothold in various outlets.
The sober control of its own direction and value anchor has always been the advantage of Chenguang.
There are so many stationery brands, why is it always the morning light that impresses young people? It makes people feel full of sincerity? The answer has to be found from the inside.
"A good stationery with temperature is a product that fully understands the consumer and really makes him like and can surprise and even scream. ”
In this regard, Chenguang has been making bold changes over the years, but one thing has not changed: digging deep into consumer demand, from function, appearance to emotion, etc., to launch products that truly understand and impress consumers.
In terms of product R&D and design innovation, Chenguang has invested more than 100 million yuan in R&D every year, has more than 1,100 patents, and has won the four major international industrial design awards.
For national brands, product power alone is not enough.
How to continue to attract young people, brands not only need product innovation, but also continue to be younger in brand strategy, channels and other directions.
It has carried out cross-border cooperation with major museums, art galleries, independent illustrators, writers, etc., and has also cooperated with many well-known international IPs, such as Caspo, Lisa, Miffy, etc., each of which has poked the hearts of young people.
It also opened Jiumu Sundries Club across the country, actively exploring channel innovation, improving consumer shopping experience, and infiltrating the temperature of the brand into every store and every detail.
The sense of temperature is not just words, many actions also reflect the sense of social responsibility of national brands. Many people don't know that Chenguang insists on making sustainable products, launching carbon neutral stationery, carbon reduction plans, and endangered animal products made from waste plant residues, etc., advocating the sustainable concept of "opening a green life with one stroke" to more young people.
At the same time, Chenguang has silently adhered to public welfare undertakings since its establishment. Taking the Rural Aesthetic Education Program as an example, Chenguang has provided a series of supports for rural children, such as art courses, painting support, and teaching environment improvement, and has brought professional art classes to more than 200,000 children across the country.
Therefore, in the fiercely competitive market, nearly 70,000 terminal stores with "Chenguang Stationery" signboards and more than 600 large retail stores such as Jiumu Sundries are still a space that can bring "happy healing" to many students and young people.
From the smiling faces of consumers, it is not difficult to see the sincerity, humanity and true temperature of the brand.
In addition to satisfying the most basic product power, it can also crack the emotional value of users, which is the driving force and confidence of national brands.
User thinking is always the real popular password.