Author | Yang Yang
Source | Top Ads
Do you know which is the most expensive marketing company in China?
华与华——华杉、华楠兄弟。
You may not know Hua and Hua, but if you talk about Honey Snow Ice City, Zhengxin Chicken Steak, Xibei, Chubang Soy Sauce, Luxi River......
You may be familiar with it, some of their ideas are from H&H.
Source: Reignwood 2009
It is said that the annual service fee for a single project of H&H is not less than 5 million, and it is also known as the most expensive in the local area.
Source: Hua and Hua Guanwei
H&H's planned advertising design is difficult to evaluate because of the negative reviews and positive reviews.....
Selling ugliness, false publicity, and vulgarity are the high-frequency words that netizens use to evaluate Hua and Hua.
Just like a controversial star, there is traffic when there is controversy, which also makes H&H completely popular.
01
Speaking of H&H, it is necessary to archaeology a case of corpse marketing, and the driving force behind it is Reader Culture (a best-selling book publishing organization founded by Hua Shan and his younger brother Hua Nan in 2006), and Hua Nan also moved the set of Hua and Hua controversy to the whole job, and it overturned.
This dates back to 2014, when in order to promote a suspenseful mystery novel called "Death Notice: The Darkling", Reader Culture actually did a wave of corpse marketing, and staged a thrilling scene of a corpse lying in a pool of blood at the Shanghai Book Fair.
The actors also made different appearances, with scars on their throats and burned skin, and it is said that their bloody clothes were printed with the words "I received a "Death Notice".
This vulgar marketing and heavy taste marketing caused many people to feel uncomfortable, and later the General Office of the State Administration of Press, Publication, Radio, Film and Television, and the Office of the Organizing Committee of the Shanghai Book Fair and "Scholarly China" Shanghai Week were also named.
Source: Jingchu.com
The reason why H&H has been controversial is that in addition to the heavy taste of marketing, there is also false publicity.
For example, false publicity, H&H has been caught in the false advertising storm of Zulijian and Chubang soy sauce.
In March this year, Wang Hai exposed the false propaganda of Chubang soy sauce "Chubang soy sauce, exposed for 180 days".
According to the whistleblower's analysis, the so-called "180 days of sunbathing" is 180 days with 120 days of head oil + 50 days of second oil, plus 10 days of three oils, but in fact it is only more than 80 days.
Source: @王海
The advertising slogan "Chubang soy sauce, sunbathing for 180 days" is a case of Huahe Huawei's Chubang soy sauce planning.
In 2018, the company cooperated with H&H to change the logo, sign a spokesperson for Kaili, and launch a "half-kneeling" service.
Source: Hua and Hua Guanwei
In 2019, an elderly man broke a bone because he was wearing Foot Strength Shoes, and sued Foot Strength Fitness with false publicity, believing that the "anti-slip" advertising was inconsistent with reality and misleading consumers.
02
In addition to heavy marketing and false publicity, H&H has been dissed the most in recent years may be "selling ugliness".
Or use the underworld filter to scandalize women.
Some time ago, the new LOGO designed by Hua and Huawei's woven curtains attracted a lot of complaints.
Source: Hua and Hua Guanwei
The original logo looks like this, consisting of 16 small red flags, which really looks unremarkable.
Source: Hua and Hua Guanwei
Take a look at H&H's new logo, which outlines the silhouette of the woman's facial features with minimalist red lines, and the hair is cleverly integrated into the curtain shape.
Source: Hua and Hua Guanwei
It can be said that comparing hair to curtains does combine very silky.
When you look twice, you will find that when you stare into the abyss, the abyss is also staring at you.
First look: The red version resembles a Starbucks mermaid.
Second Look: The female version of the Iron Window Tears.
Third Look: A hair salon in operation.
But even if it's like a hair salon, the key is that it looks scary:
The woman hid behind the curtain, revealing half of her face and one eye, a little weird against the backdrop of sexy red lips.
Of course, you can call it a beautiful name: still holding the pipa and half covering your face.
or borrow from the actor's ugly style.
still remembers Tony Leung's Ouyang Feng in "East Becomes West", because of poisoning, his mouth was swollen into a big sausage, and this shape has been deeply rooted in the hearts of the people since then.
Hua Shan, the boss of H&H, blew himself up, and the "Hot Mouth" image logo designed by himself for the thermos cup brand Kuang Di was drawn according to Ouyang Feng's "sausage mouth" shape.
Source: Hua and Hua Guanwei
Designing a logo can also bring the movie to life, which I didn't expect.
Asking is to establish functional scene associations, and what is sold is the common experience of drinking water and the prototype of life.
The biggest function of the thermos cup is to burn the mouth, H&H found the special memory point of "hot mouth", amplified the signal of heat preservation, and then deduced a sausage symbol, and the sausage brother was born.
Source: Hua and Hua Guanwei
However, after the design was exposed, it was ridiculed as "Tony Leung's sausage mouth" and "sexy pouting lips", but Hua and Hua claimed that this was a proud work.
Or scandalize the food.
If it's just about raping your eyes, it's hard to say it's hard to say it.
H&H tried to give the pastry brand Luxihe and designed a bald strong image with a fist.
Source: Hua and Hua Guanwei
Not to mention whether it looks good or not, the key is that the industry positioning has deviated.
Logo is responsible for the window responsible for communicating between brands and consumers, and the most basic function is certainly:
When you look at the logo, you can think of what you do and what you sell.
The incarnation of netizens is my Internet mouthpiece, like a real kung fu person, a ramen seller, a teahouse, and a taekwondo person, but it doesn't look like a pastry seller.
Are Hua and Hua ridiculed for being wronged?
It is said that the new logo of Luxi River is combined with the image of the founder's big shopkeeper and the image of the traditional Chinese etiquette fist ceremony, wanting to express these meanings:
Customers come to the store "shopkeeper is polite", customers pay for "delicious food often comes", partners meet "more advice", etc.
Source: Hua and Hua Guanwei
Although using the founder as a logo is a good way to package the story of the brand, the starting point is quite good.
But IMHO, not every brand can handle the image of its own founder, and not every brand is a KFC grandpa.
Although there are opinions on aesthetics, every time Hua and Hua "sell ugliness", netizens are not calm.
From the point of view of traffic, the advertising effect seems to be full, and the brand side and H&H have won hemp, which is also difficult to evaluate.
03
Of course, objectively speaking, H&H has also produced some good marketing cases.
For example, we created an autumn and winter theme marketing of "milk tea in hand, cold weather does not shiver" for Mixue Bingcheng.
According to the scarf symbol, the image of "Snow King wearing a scarf" is arranged, and a personified action of "holding hot milk tea" is also designed.
Source: Hua and Hua Guanwei
Not only that, but the image of the snow king with a scarf is printed on the body, bottom and periphery of the cup, so as to put the warm winter atmosphere in place and create a sense of contrast that "the snow king will also be afraid of the cold".
Source: Mixue Bingcheng official WeChat
Speaking of Mixue Bingcheng, we can't help but talk about the Zhengxin chicken steak that is opened next door to Mixue Bingcheng all year round.
We often joke that in the vicinity of every Honey Snow Ice City, there is definitely a Zhengxin chicken steak.
I don't know if H&Hwa did it intentionally or accidentally, and applied the design of the Snow King to the new image of Zhengxin Chicken Chop.
H&H refers to the shape of the Snow King, combines the design of the cockscomb and the crown, and adds a cape to create a cute and domineering "Chicken King" IP for Zhengxin Chicken Chop.
Source: Hua and Hua Guanwei
The King of Chickens has a great background, not only to the fried chicken business, but also to shape the king status of the "King of Chickens" in the fried chicken industry.
Source: Hua and Hua Guanwei
There is also the rectification of the sauerkraut fish brand "Fish You Together".
It can be seen that the old logo of "Fish You Are Together" looks too abstract and has no memory points.
Source: Hua and Hua Guanwei
On the one hand, H&H extracted the elements of "fish", and on the other hand, found the image of "kissing the mouth", and designed a new logo of "Fish You Together".
There are also some ingenuity hidden here, H&H through the image of "two kissing fish kissing the mouth", enlarging the picture of kissing the mouth, clicking on the category of sauerkraut fish, and also integrating the brand meaning of "fish you are together", conveying the harmony and intimacy between the brand and every customer.
Source: Hua and Hua Guanwei
04
Therefore, after turning over the cases of Hua and Hua, there are disputes, and there are also satisfactions, so it can only be said that the customer's father is satisfied.
What's more, Hua and Hua Ke are a very hard-hearted Party B, it is said that he refused any bidding, and he will not compare the draft as the company's "foundation".
Source: @品牌大侠
They choose their customers, and they have their own principles:
1. Do it if you give money!2. Don't do it if you don't give money!3. When you give money, when you do it!
It's always a saying: don't talk about money, don't talk about everything.
And H&H is very good at packaging itself. Don't think that brands need to burn money to advertise, and marketing companies also burn money to advertise.
H&H has a dozen advertisements, which are going to high-speed rail planes, and it is said that it also invested 20 million yuan to do outdoor advertising at airports in Beijing and Shanghai.
Source: @华彬2009
You laugh at Hua and Hua Hao are inhumane, in fact, the more expensive the same service, the more you have to advertise in your territory.
Companies that are willing to burn money and can afford more than 5 million planning fees are the target customers of H&H, and they still have the opportunity to develop into large customers for long-term cooperation.
According to the introduction of H&H official WeChat, H&H has accumulated several customers who have cooperated with us for more than 10 years - Chubang, Six Star Long-acting Fertilizer, Qi'anxin and Xibei.
If the annual cost is calculated according to 5 million, H&H relies on these 4 customers to provide services for 10 years, at least 200 million.
05
Seeing this, you may be curious, a marketing company that charges 5 million a year is always complained about ugly design and vulgar marketing, why do brands still pay?
First of all, H&H has indeed made some "success stories".
It is said that Tian Qi toothpaste factory almost couldn't hold on at the beginning, but it was because of Hua and Hua's planning of "taking pictures and shouting Tian Qi" that became popular, and later it was able to sell 400 million pieces a year.
There is also the Divine Comedy planned by Hua and Huawei Mixue Bingcheng, the sentence "You love me, I love you, Mixue Bingcheng Sweet Honey" has become a mess, creating 1 billion Weibo topic readings and gaining more than 1 billion views on Douyin.
Source: Mixue Bingcheng Station B
Secondly, H&H sells dry goods - "Super Symbols Are Super Creativity".
H&H has its own marketing rules for brand marketing, among which the most mentioned are super symbols, super slogans, and brand parasitism.
Let's start with the super symbols.
In H&H's marketing theory, the world is a giant symbol, and everything can be symbolized.
The essence of communication is the editing and decoding of symbols.
The super symbol proposed by H&H is a symbol with collective memory, which has its own command effect, which everyone can understand at a glance, and the decoding cost is very low.
H&H is good at bringing familiar and intimate symbols, combining old elements with the brand, making exclusive "super symbols", and reducing the communication cost of the brand being discovered and remembered.
He designed red and white lattices and green and white lattices respectively for the brand logos of Chubang Soy Sauce and Xibei, which he liked that the lattice had the meaning of "tablecloth and food", and there was no need to do too much market education.
Source: Official Weibo @ Kitchen State
Source: Official Weibo @ Xibei
And the so-called super slogan, that is, the advertising slogan, is a sentence that motivates consumers to buy.
In H&H's view, the advertising slogan is not for me to say to consumers, but for me to design a sentence for consumers to say to others.
Excellent advertising slogans are not only responsible for "dissemination", but also for the effect of reverberating and "spreading" tap water.
So you will find that the advertising slogan they design always has a sense of déjà vu, focusing on a colloquial and rhythmic sense.
"The calcium in the blue bottle, the delicious calcium", "Take pictures and shout Tian Qi loudly", "Tired and sleepy, drink Dongpeng special drink", are all advertising slogans created by H&H.
The so-called brand parasitism is actually to integrate the brand into the cultural matrix that we are familiar with.
What is the cultural matrix, in simple terms, is the part of life that repeats itself over and over again.
For example, Hua and Huajiang Tianqi toothpaste brands are parasitic in the action instructions of "taking pictures and shouting eggplant".
However, no matter how much methodology there is, Party A may not be able to understand it.
Buying a service is also buying a product, for a money owner who is not bad for money, what is the most expensive marketing company to choose?
Maybe it's not so complicated, it's nothing more than that:
There is a reason why you are expensive.
Resources:
1. China Advertising Magazine: Corpse marketing shocked the Shanghai Book Fair, and selling books also made a heavy taste
2. Retail Business Finance: The vulgarity and friction of Hua and Hua
3. Logo Master: H&H "Sausage Mouth" Design Controversy!
4. Retail Business Finance: The vulgarity and friction of Hua and Hua