one
People always try to show what they don’t have.
For example, high end.
People will always avoid their biggest problems.
For example, it is not worth it.
2
In the past two weeks, I didn’t write Hua Xizi, because it was clear.A brand that relies on marketing at birth, a brand whose marketing thinking is dominated by traffic has been completely solidified in its blood. When it comes to public relations, it should be blind and there is no room for operation.
People eat meat every meal, even if I say eat something to clear my stomach, whether I can listen to it is one thing, and whether it works is another. It honked before it was finished. Whose is it?
At that time, the four words in my mind were: this is the end of the story.
Reality tells me that I have never seen the world again. What do you mean "so far"? I didn’t get there until last week. The drama was yesterday!
three
A brand that thought about it for more than 10 days and decided to take the "high-end" route prepared a pile of materials. As soon as the words were finished, the natural flow was sent to the list, and the related word of "explosion" was "crazy". People send the nickname "Huaxi Crazy".
This is a plot in a pure literary satire novel, which can’t be made up by online texts.
Several public relations groups in our family also exploded immediately. Let me analyze.
I am overwhelmed. I won’t. What skill can I have to analyze what strategy this is using?
Later, a classmate helped me out:
Well, I really don’t want to think about who came up with it, how and why. A collection of funny comments and all kinds of rough god judgments have been posted outside.
I said the most direct operation problem.
four
Huaxi Zi’s complete set of materials is a 29-word release with a picture, plus 11 replies for control and evaluation. It’s really a rice circle. You have to call your senior first.
The push time is set at 16:53, which is the wave of migrant workers coming off work at night.
Benefits: There is ample space for operation, people who eat melons have time to see it, and the media has time to follow up.
Disadvantages: There is plenty of time to scold you.
five
Before disassembling the materials, let’s sum up the core.
Many people say that the problem of Hua Xizi is "expensive or not".
Actually, it is not.
We have been in the market economy for so many years, including cosmetics such as eyebrow pencil, which are completely the daily consumer goods with the least strategic significance. "Expensive or not" is completely a matter of automatic market adjustment.
What Hua Xizi can’t explain is: why is it expensive?
That is, is it worth it?
six
Say I don’t know if Hua Xizi is aware of it, but I’m sure I’m not happy after listening to it:Hua Xizi’s brand power is very weak.
The vernacular explanation of brand power is why this thing is willing to let people spend this money.
Luxury goods are expensive, which means "spending a lot of money to buy things that are not worth the money". "Yes" means that the brand itself knows, the buyers know, and the people who don’t buy know.
If everyone clearly knew and accepted that the money spent was mainly spent on packaging design and channel sharing, public opinion would not be like this.
I’ve been saying this for about five years:Live broadcast can’t increase brand power.
Not only Hua Xizi, but also a large number of such brands have a common feature: lack of brand power. We know 79 items, and today we sold 59 items, which is a good deal. However, why 79, why 59 support, no.
seven
To put it another way, marketing words and brand accumulation are completely different.
A lot of good-looking TVC and the SLOGAN of the East can’t protect the brand.
The beauty industry can be seen everywhere. The words used in most marketing scenes can’t stand scrutiny at all, have no hidden logic, are self-contradictory, and can’t form the integration of brand tonality. It is a nice word that users can easily save money after listening.
eight
Personally, I don’t think domestic products must take the path of "cheap big bowl"
In the past few years, the Yan value economy and various "beautiful little wastes" have emerged one after another, and some people will buy them.
In fact, you can go any way.The key is to have a cognitive consensus between the brand and the public.
Huaxizi sells for 79 yuan, but Huaxizi thinks it’s high-end so it’s not expensive. Li Jiaqi knows how the money is divided, so it’s not expensive. When users look at 0.07 grams, it’s definitely expensive.
Everyone is not in the same position and angle, which is the contradiction.
nine
Hua Xizi didn’t want to face the problem directly, and he didn’t want to solve it at all, which led to all the published contents talking to himself.
The behavior shown can’t match what you say.
Let’s start with Lord Weibo.
Lord Weibo’s brand tone is high-end, and every place in the whole operation has nothing to do with "high-end".
No high-end brand will describe itself as high-end by writing the word "high-end". No high-end brands will make official comments.
Lord Weibo’s pictures highlight a "good attitude". The implied position of a good attitude is clear: I am right, I am wronged, and I will not change. This is obviously on the opposite side of the public.
Besides, how can a high-end brand with a good attitude fill up its comments first?
10
In the absence of any keyword guidance, both people in the industry and the public have clearly perceived the brand tonality revealed by this content:Crazy.
It is very unlikely that Hua Xizi will want to reverse the brand tonality later.
"Deciding to spend Xizi’s life" in the picture, a crazy life?
11
In addition to the lottery information, the first article of this Weibo review is about public welfare.
Doing public welfare is a good thing, but it needs others to praise it.
It is worthless for the official CUE to do public welfare by itself.
In the case of being scolded, using public welfare to block the loophole shows that this public welfare has been done with a purpose. Corresponding to "Put All Your Eggs", Eric Wang turns to worship Buddha after killing people.
12
The second is the 20w+ product experience officer.
Hey, what’s the use of emphasizing the process when the output results are not recognized?
With good results, the process of hard work is meaningful, such as Huawei.
Without a good result, the more difficult the process is, it may mean that the worse you are, the less suitable you are.
These words are full of self-emotion and self-emotion.Tell the rice circle, can’t you see how hard my brother works? It’s the same as a dime.
Hold a little, can’t see.
13
The third article still shouts "the mission of each generation has its own generation", trying to cover up its own shortcomings with grand propositions.
The cognition revealed in these words is extremely superficial: who is next to you and who is opposite you is a high-end performance. On the contrary, it has nothing to do with consumers or products. Will this expression resonate and be understood?
A high-end brand, which claims to be aiming to go global, behaves like a red carpet.
14
The fourth question is, does anyone really use gram weight to measure the value of eyebrow pencil?
Oh, my god Communicate with consumers by educating them. N brands have learned a bloody lesson before this mistake.
Hua Xizi has to upgrade to the ironic sentence of "there is really someone", which obviously looks down on people.
This is the one with the highest response. The following netizens are also educating the brand with more than 13,000 responses.
15
Article 5: Continue to feel sorry for your product manager.
After this paragraph is sent, you are still the only one who loves you dearly.
16
Article 6 is amazing. We sold all CCTV and Xinhua News Agency and pulled them out to stop bullets.
There is a message in the reply that "CCTV wants to call the police".
This is a naked sale of the media. People support you, you push them out backhand and put them on the bar.
I am CCTV or Xinhua News Agency, and I must have cursed "mental derangement" in my heart.
This kind of industry taboo and very unkind operation also exists in the circle of friends of management. This is not just a question of whether the brand is high or not, but it is very low-level for people to do so.
Who dares to write to him, who dares to send him something, and who dares to give him awards in the serious media.
17
Seventh, it is very, very low-level to pull children out to cushion their backs.
With children’s smiling faces …
18
Article 8 interpret the problem as being excluded and competing against me.
It is another problem that many brands can’t persuade.
There is a saying, isn’t improving service and logistics what a brand should do? Take what the brand should do, make an exchange with consumers, and praise you for not being corrupt is a level requirement.
19
If you read article 9,You will find that Hua Xizi has pulled out all the "good things" he has done before and walked it again.
Well, what can I say? It’s really not on the table.
20
Article 10 mentions the national standard. Doesn’t the standard mean that it must be met?
Finally, I CUE myself to spend Western currency.
This is a malicious stalk that you should completely avoid. Others say you are a little rabbit, you can call me a little rabbit; People call you a traitor, can you call me a traitor?
21
Article 11 When it comes to R&D sites and R&D personnel, it is better to say R&D results. What is the high technology of eyebrow pencil?
Playing crazy can’t solve the fundamental problem. Besides, it’s really crazy.
This article comes from WeChat WeChat official account:In public relations (id: justprit), author: Yao Suxin
