The mansion in this year has become a part of the marketing play of the bigwigs:
Sold Macau's landmark Dabie Ye to Tai Chan Lan.
Zhang Yimou sold a villa in Wuxi for 61 million.
These local tyrants were exposed to selling a mansion once, and they will be able to be on the hot search.
Some time ago, the founder of the domestic beauty brand Hanhou was also revealed to have to sell a mansion because he owed a flight attendant.
Source: @新浪热点
To be precise, Wang Guoan, the founder of Hanhou, is going to auction off the housing in Guangzhou Kingold Huiyue Terrace, covering an area of more than 360 square meters, with a starting price of 70 million yuan.
My first reaction was, could it be that the former Internet celebrity Han Hou couldn't hold on.
After eating melons, I found out that it was not that the queen of Han was not good, but that the marketing of the queen of Han was too criminal.
Wang Guoan revealed that behind the "auction house" is a loan of 15 million to repay Jiaolong's assets, and the boss behind Jiaolong's assets is a flight attendant.
It's a flight attendant and another 15 million, and this wave of hype instantly aroused the disgust of netizens.
What I didn't expect was that Empress Han was on the hot search, and Han Shu also lay down with a gun, after all, they all brought a Korean character.
Seeing that his big melon was on the hot search, Wang Guoan simply stopped pretending, ate melons and ate himself, and launched the "What is Home" series on Douyin, and started a series of auctioning mansions:
Reveal the secret behind the auction house, emphasizing that the response is that the individual owes money, not the enterprise owes money, and sells his luxury house to do a good job in the business; refutes the rumors that he and the flight attendant are not because of love; and does not forget to advertise the brand and mention the development plan of the future years in Korea.
Source: Wang Dangda, founder of Hanhou
I suspect you're hype, but I don't have proof. After all, "flight attendant" is a label with its own traffic, and this trick has just been played by Ideal Auto.
Not long ago, on Xiaohongshu, a large number of flight attendants suddenly switched to new energy to sell cars, and officially announced that they would join Li Auto for sales, and there was even a monthly income of 100,000 yuan.
But this wave of topics was questioned as Li Auto hype, seizing the topics of flight attendants and beauties to sell cars and attract traffic.
Source: Che deeds
Therefore, it is not difficult to see that Han Hou's self-exposed operation is actually the same as Li Auto's hype of the background of the flight attendant, using the flight attendant label to gain attention.
From Wang Guoan's auction of mansions being hotly discussed, the launch of "What is Home", to the hot search on the topic of flight attendants, the "Queen of Han", who had disappeared for a long time, became popular overnight for some reason.
This time, if it weren't for the explosive words of "selling a mansion to pay off debts" and "owing 15 million to a flight attendant", Han Hou would have been forgotten by the public.
Wang Guoan's self-exposure operation doesn't seem to treat us as outsiders, but as long as you contact Wang Guoan's strategy of building a brand many years ago, it will feel reasonable.
You must know that a few years ago, Han Hou, who is known as the "little prince of burning money", also had a good time, and tried to sell 100 million a day on Double 11 a year, and did marketing to focus on burning money regardless of whether we live or die.
Source: @i Dark Horse
This is not to mention Wang Guoan, who is known as "Wang Dare", who took the set of Shi Yuzhu, the founder of Brain Platinum, as a guideline, he once said:
"Great advertising must be wasted, you don't think about how much money I designed it and how much it cost, I'd rather let it go to waste. I'm going to have to boil this pot of water, and if you save it from charcoal, and it's only 90 degrees in the end, you'll pay the same price. ”
For example, there is a saying circulating in the outside world that Wang Guoan once advertised in a cosmetics industry media that if the sales return in 2012 did not reach more than 600 million, he would "run naked" around the Garden Hotel.
Looking back on the creativity of Han Hou in the first few years of her debut, one is wilder than the other, and she is more crazy than Hua Xizi.
For example, to engage in festival marketing, Han Hou exploded the whole network in the first 919.
In August 2013, Han Hou played an advertisement in "Southern Metropolis Daily" with "There is no three-body problem in the world", and the copywriter dared to write:
You let it go! Winning or losing has been decided for men, and it only belongs to women who know how to do a good job of themselves! I wish you to wake up soon. Do a good job of yourself, wish, there are no three in the world!
Source: Weibo netizens
At first glance, I thought it was the junior calling for the main room, but later Han Hou responded to refute the rumors that "the predecessor is not the predecessor", which led to the brand's #Do Yourself # activity, advocating "Women in the world, do yourself well".
Source: Cosmetics Finance Online
Han Hou used "Little Three" as a gimmick to market, and she really played a lot. However, it was also named because the content violated the "good social customs" of the Advertising Law, and it was said that it was planned to be launched for 7 days, but it was stopped by the Industrial and Commercial Bureau halfway through.
Although Han Hou is crazy on the verge of breaking the law, and the outside world has polarized the evaluation of this advertisement, it must be admitted that Han Hou successfully let everyone remember "919" and "Zhang Taiti", and also contributed up to 100 million sales for follow-up promotions.
In the second year's 919 marketing, Han Hou also played a stable role and directly intercepted Suning's Hu.
In September 2014, Suning promoted its own 919 activity and placed an advertisement "What's wrong with TA". Confusingly, the ad only features a few characters with painful expressions, and does not reveal its own brand.
Source: Beauty Network
So at that time, netizens didn't know who the owner was, but as a result, Han Hou preemptively intercepted Hu and promoted "9.19 As long as your surname is Zhang, you will take BB cream for nothing", and responded to Suning's warm-up if there was something to do.
Source: Han Houguan Weibo
In the third 919, Han Hou once again published an advertisement in the newspaper [I hate you, Tanabata], shouting that he hates Tanabata reverse marketing.
Source: @韩后 official WeChat
It can be said that the bold marketing methods at the beginning made the Korean queen's own 919 popular.
In terms of endorsement marketing, the queen of Han is also very volatile, whether it was in 2012 with 10 million yuan, she invited Jun Zhixian, the "most valuable female artist in Asia" at that time, to endorse, or spent 20 million yuan to sign the mainland "male god" Huang Xiaoming, South Korea's "male god" Yuan Bin, Taiwan's "male god" Li Zhiting, and then later signed Huang Zitao and Tang Yixin as spokespersons, all of which exposed that the Korean queen was very willing to spend money.
Source: @韩后 official WeChat
In terms of film and television drama marketing, Han Hou is also a ruthless person who burns money.
When the Korean Wave exploded, the Korean queen named the Korean drama "My Love from the Star", and also tried to win the exclusive title of "The King of Singers" for 150 million, and won the exclusive right to bid for the fifth season of "The Voice of China" for 250 million.
When it comes to burning money, we can't stop mentioning Xiaoman's waist, and with 200 million yuan, we won the 5-year advertising right of Guangzhou Xiaoman's waist, becoming the first brand to climb Xiaoman's waist.
Source: @韩后 official WeChat
Although some money-burning marketing in the past few years of Han Hou is not new in today's marketing circle, it was already an attack at that time.
How beautiful it was before, how miserable it is now.
Although it is fake that the founder sold a mansion and was exposed that Han Hou couldn't hold on, it is a fact that Han Hou has disappeared from the public's field of vision in recent years.
Aside from the emergence of national fashion beauty brands in recent years and the increase in the choice of similar products, there are other reasons.
First of all, the first thing that became popular after Han was the Korean Wave.
The reason for the rise of the pseudo-Korean system is largely due to the flow of Hallyu culture such as Korean dramas and Korean dramas into China a few years ago.
In the past, consumers had a certain superstition about Korean makeup, and some brands followed the trend to enter the "Korean" group chat, launched Korean-style brands, and found Korean celebrity endorsements, so that now some brands have become Korean products in the eyes of consumers.
However, as Chinese consumers' enthusiasm for Korean and Japanese products decreases, Chinese aesthetics have begun to influence more young consumers, and everyone's support for Guochao is increasing, and many Korean cosmetics brands are also disappearing.
Innisfree, Etude House and other brands withdrew stores, and the first batch of Korean cosmetics brands to enter the Chinese market, Chunyu Mask, also caused heated discussions not long ago because of the launch of the Chinese market.
Source: Weibo netizens
At the same time, many "pseudo-Japanese" and "pseudo-Korean" brands began to transform into national fashion brands, Fushimi Momoyama brand changed its name to "Fushikomo", and Genki Forest changed the original "気" into the Chinese character "qi", all of which are de-pseudo-Japanese.
Source: @元气森林 official WeChat
Therefore, for the queen of Han, it is difficult to rely on the founder's hype marketing to save the brand, and here netizens suggest changing the name to "Hanhou" to strengthen the image of domestic products.
In any case, this also brings us an inspiration, learn from Japanese or Korean need to be cautious, rather than wearing a gorgeous coat for marketing, it is better to do a good job of product research and development, and use Japanese or Korean shells to engage in brand premium, which is not advisable.