Borrow the head of the Internet celebrity with the topic of Bo out! Domestic brands start rolling inside?

Source: Economic Daily

Original title: Marketing for influencers should be a little more rational

Every year's "Double 11" is a big test for the brand, especially for the domestic brands that have risen in recent years, a series of operations such as fighting for new products, fighting marketing, and fighting promotion efforts are hoped to achieve excellent results in this annual examination, so that the pace of moving forward is more firm and powerful.

However, the larger the market, the more competitive and complex the situation. For example, there are well-known directors who are pulled to make marketing short films, there are new products that increase the number of Internet celebrities to plant grass, and there are cross-border marketing momentum... Of course, there are successful cases, there must be failures, there are malicious speculation scolded on the hot search, there are marketing overturned by netizens criticized values, and there are Internet celebrities questioned to fight a war of words... It has to be admitted that the domestic products brought about by the fierce market competition are already a fact. So, starting from the brand itself, from the perspective of the regulatory authorities, and even from the consumer level, how can we make the domestic brand change from quantitative change to qualitative change?

From strengthening the cultivation of "internal strength" to "both internal and external cultivation", it is a process that domestic products have to go through. In reality, in addition to some of the brands that are quickly ripened by capital, there are also a certain number of domestic brands that do not have the "genes" of the market, and the experience of long-term high-end foundries and raw material suppliers makes such brands very confident in the product side, but lacks sufficient experience in the market end, such as Runbaiyan, which offends a large number of female users because of the wrong choice of Internet celebrities and wrong marketing. At the level of brand marketing, domestic brands can not blindly pursue traffic, rely on eyeballs to obtain attention, nor can they blindly pursue the marketing methods of international big brands, find their own market positioning, and pay equal attention to products and brands, which is the long-term strategy for brand development.

Compared with international brands, domestic brands that have grown up in the Internet environment understand what "traffic is king" more than international brands. Therefore, the rise of brands is often closely related to the head influencers with huge traffic. Yuze, who was pushed by the "lipstick brother" Li Jiaqi, was recently "scolded" by netizens on the hot search because of the termination of cooperation, while other Internet celebrities who are well versed in traffic play use the "double 11" node to wait for the opportunity to launch groundless questions about some brands or products to win attention and traffic, and even join forces with "black public relations" to set off a war of words, such examples are not uncommon.

Consumers have also completed the baptism and evolution in this fierce market competition, and gradually shifted from focusing on whether the product itself is easy to use to paying equal attention to the values of the brand. In the complicated public opinion environment, consumers should remain calm and objective judgment, not blindly buying, not barbaric resistance, with their own personal experience to vote for brand products, is the key step for the domestic market good currency to expel bad money. (Source of this article: Economic Daily Author: Gu Yang)