Before reading this article, click "Follow" in the upper right corner, which is not only convenient for you to discuss and share, but also can bring you a different sense of participation, thank you for your support!
- Source/Night Deep Finance
- Author/Night Deep Finance
Introduction: Miserable elevator advertisements have to be pulled out and whipped every once in a while.
Recently, Weilong's elevator advertisements have been accused of "disturbing the people".
Seriously, "disturbing the people" is already a polite complaint from netizens, and after watching the advertisement, you will find that this is simply a rape of the ear.
In this 15-second advertisement, Weilong said 22 "low" in a row, the purpose of which is to reflect the low calorie of konjac cool.
It's just that I don't see how low the calories are, but it's so low that it makes people pick their toes.
The harsh sound, the super decibels, especially in a closed space like an elevator, are absolutely "spiritual pollution", making people want to give it a key to close the microphone.
▶ Source: Little Red Book
But the scheming of elevator advertising lies in this, you can't escape, you can't mute it, you can only be forced to accept it, and you have to endure the brand's attitude of "look at me unpleasantly, and you can't do anything with me".
I can't really guess under what circumstances the mastermind came up with this non-human idea.
When you were playing Didi, when you watched the telegram of underground workers in spy war movies, or when you listened to Xu Wei's "Once You"?
But one thing is certain, as an advertising person, he passed the proposal, and we workers became the biggest victims.
辛辛苦苦上了一天班,在群里被老板、甲方、客户等信息"di di di"轰炸,晚上终于下班,搭电梯还有广告"di di di",砸了屏幕的心都有了。
Looking at the "low" on the screen, are we laughing at our low wages, low performance, and low income? This heart-piercing reality shows that the mental state of the workers can be even more crazy than Weilong's.
▶ Source: Little Red Book
In short, after this wave of operation, the calories of Weilong Konjac Shuang are low, but the bottom line of Weilong's brand is gone.
In the face of large-scale complaints from netizens, Weilong's public relations is even more incomprehensible.
Although Weilong replied to the relevant bloggers as soon as possible, saying that he would make adjustments as soon as possible.
▶ Source: Little Red Book
However, according to the latest response, Weilong's adjustment plan is not to cancel the elevator advertisement, but to adjust the volume nationwide and adjust the advertising decibel to 10.
Wei Long may listen to persuasion, but there are really not many.
It may not know that the reason why people hate elevator advertising is that loud voices are only one aspect, and the core is that it is as pervasive as a virus and too brainwashing.
Just like a swarm of mosquitoes buzzing in the ear, and a mosquito buzzing in the ear, there is not much difference in the boredom that people have, Weilong's method of lowering the decibel is just scratching the boot.
Some people may say that Weilong is taking the black and red route.
From being complained about to responding twice, Weilong's brainwashing advertisement was placed in the elevator, but the communication effect achieved was to cover the whole network, and many people knew that Weilong's konjac shuang's calories were reduced.
Using controversial advertisements to attract attention and earn attention may be Weilong's communication strategy, but in my opinion, Weilong made a mistake in this calculation.
Because, food and beverage brands are the most unsuitable for brainwashing advertisements in elevators.
For example, it has been two years since the 3.15 party in 2022, but it is still rare to see the once popular Laotan sauerkraut instant noodles on the supermarket shelves.
The reason is very simple, the sauerkraut incident in the soil pit that was exposed back then still makes people feel uneasy and dare not eat it.
▶ Source: CCTV Finance
And Weilong's elevator advertisement is now playing the role of "soil pit sauerkraut", which makes people stay away from Weilong.
The reason why brainwashing elevator advertisements are "spiritual pollution" is that it not only pollutes people's eyes and ears, but also causes spiritual damage.
When I saw the brainwashing advertisement in the elevator, I believe many people have a deep understanding of the disgust, irritability, and nausea.
Pavlov's theory of conditioning, on the other hand, states that multiple associations between one stimulus and another unconditioned stimulus with reward or punishment allow individuals to learn to elicit conditioned responses similar to unconditioned responses when presented to the stimulus alone.
In other words, brainwashing advertising will make consumers resist and disgust the brand, and over time, even without brainwashing advertising, consumers will still have this emotion in their hearts when they see the brand.
Especially for snack brands like Weilong, people want to get a satisfying and pleasant emotional experience from it, once it makes people sick to their stomachs, or even PTSD, shooting such an advertisement is actually no different from suicide.
The public's disgust may be within Weilong's expectations, but the recent thunderstorm involving another type of elevator advertising may have caught Weilong off guard.
Recently, when you walk into the elevator, what you see may not be Weilong's "low low" advertisement, but a beautiful woman wearing a tight uniform and a beautiful face, and the copywriting next to the beauty all reflects the core point of "24-hour door-to-door massage".
▶ Source: Shangguan News
This is the advertising routine of many "door-to-door massage" APPs.
We can't say that all "door-to-door massages" are not serious, but this kind of APP has always been difficult to escape the suspicion of soft pornography and rubbing edges, and many people think that there are "special services".
Moreover, according to media reports, the core of having APP technicians come to the door is not "massage", but to provide "bell service". They will say all kinds of large-scale words during the massage, and individual technicians have a showdown and don't pretend, saying that "as long as the money is in place, any service can be done".
The technician's words are explicit and direct enough, just like Weilong's brainwashing advertisement, straight to the point, concise and to the point, which makes many people inevitably associate the two together.
With the same label as the "door-to-door massage" APP, Weilong is not wronged. You must know that once because of packaging such as "Covenant", "Big Thief", "Tough", etc., Weilong has been accused of playing pornographic margins.
Under the pressure of public opinion, Weilong had no choice but to change the packaging.
And the label that was finally torn off, and now that it has returned to the pre-liberation period overnight, Wei Long may not be happy.
What makes Weilong break the defense is that the "door-to-door massage" APP and its completely different development trend.
Recently, the door-to-door massage app "Dongjiao Daojia", which claims to have 20,000 technicians and dominates elevator advertising, announced that it is preparing for an IPO, with a valuation of 3.5 billion yuan.
Weilong's days were not so moisturized.
Previously, according to the notice on the official websites of the Shanghai Stock Exchange and the Shenzhen Stock Exchange, due to the adjustment of the constituent stocks of the Hang Seng Composite Large Cap Index, Mid Cap Index and Small-Cap Index, Weilong Delicious will be removed from the list of underlying securities of the Hong Kong Stock Connect, which will take effect from March 4.
Affected by this, Weilong's share price plummeted, evaporating nearly 2 billion Hong Kong dollars overnight, and brokerage institutions have lowered their profit forecasts for Weilong.
According to Weilong's latest 2023 performance report, the company's main product, spicy noodles, ushered in a decline in revenue, sales, and capacity utilization, of which the number of spicy noodles sold reached 26,100 tons.
▶ Source: Weilong Delicious Official WeChat
Do young people really not like spicy strips? Not really.
In 2023, the spicy prince from Hunan will break out of the encirclement and achieve a gratifying result of annual revenue of 1 billion yuan with only one spicy strip item.
In contrast, Weilong's revenue from seasoned noodle products in 2023 will be 2.549 billion, a year-on-year decrease of 6.2%.
That's right, young people just don't like to eat Weilong anymore.
On social platforms, voices about "Weilong is getting more and more expensive" and "can't afford to eat Weilong" have always existed, and in 2023, #卫龙辣条价格暴涨比肉贵#还登上热搜, sparked discussions.
In addition to the price increase, Weilong's taste has become sweeter, which is also the focus of netizens' complaints.
This is actually a compromise between Weilong and people who can't eat spicy food in order to expand market share and meet the diverse tastes of consumers.
It's just that such a compromise has ruined the childhood filter of many people.
In addition, in order to cater to the concept of healthy consumption, on October 1, 2022, the "seasoned noodle products" industry launched a new standard, according to the new requirements, the number of varieties of food additives used in seasoned noodle products has been reduced by more than 7%, the salt content has decreased by 17.7%, and the oil content has decreased by 10%.
Weilong, which has less oil and less salt, is lower in calories and healthier, but the joy of eating spicy strips has also decreased.
Dramatically, Weilong's marketing overturn is precisely to promote the low calorie of the product.
▶ Source: Weilong Delicious Official WeChat
Perhaps, as some netizens said, I have already eaten spicy strips, do I still care about the calories?
Health really shouldn't be the main selling point of a spicy strip brand.
Financial anecdotes, business fun, Internet information, more high-quality and interesting content, welcome to follow @夜深Finance