How to mediaify the products of coating enterprises.

China Paint network
News: Where the father is a mother of the reader, and I have a common understanding: we must let children drink less carbonated drinks. However, carbonated drinks are children's favorite, in order to let the children drink less of that brown sugar water, my wife and I can say that the gimmicks, tricks are finished, and finally the children do not seem to drink less. Once, the wife with the children shopping, that brown sugar water once again inspired the children unlimited longing, in a Malleist Avenue attack, plus dinner to do a cola chicken wings exchange, finally calmed the war, but this let the wife's good shopping mood disappeared, and finally she bought a bottle of Coca-Cola for the children, it reads "listen to the mother's words." Shortly after the incident, the family came a group of small guests, the wife to show her skill - cola chicken wings, the child took the initiative to help her mother buy ingredients, is a bottle of Coca-Cola, which is very strikingly printed with five words - "baby, I'm sorry."
the past two summers, Coca-Cola has been invincible with such stories, activity and influence, and these brilliant ideas have revitalised the old brand, creating a sales growth miracle in recent years.
Coca-Cola's creativity is a past style, as a long-lived star brand, Coca-Cola's every move of course can not escape the eyes of the people. In the joint efforts of experts and the media, nickname bottles, lyrics bottles this matter has long been revealed to the bottom of the sky, become a secret that everyone knows. From the point of view of expert opinion and media interpretation, it is to transform the traditional industry with the Internet, which has two practices: first, silk culture;
examples and theoretical escorts, we all think that we have found the internet era marketing of the real door, have moved in this direction. Crowded in the Internet this wind mouth people are ideal, to achieve is not to be a flying pig, but to put the world's first step on the foot. For example, the one who sells pancakes, who makes a name for him by sending them in a luxury car, dares to say, "McDonald's, I despise you." It can be said that at present, we are all on the Internet this luxury train, but in the hot Internet business lack of calm analysis, which may lead to a sense of direction and methodology problems. To make this clear, you have to start with the Internet.
21st century, the Internet storm swept the world, the Internet has had a huge impact on the media and entertainment, but also triggered new business models, especially the path of traditional strong brands rely on. Internet entrepreneurs seize this gap and drive straight in, opening up a new situation and achieving stage achievements. Several limited success stories of repeated dissemination and stirring, let everyone see the opportunity to small and broad or even play subversion, so some people hard work, some people do, embrace the Internet, dream of creating miracles.
do not know that the domestic Internet is still in adolescence, e-commerce is also good, Internet thinking, in fact, are new things. How to do marketing in the Internet age, traditional experience also does not tell us, are in the stage of touching stones across the river. Thus, there is a word is flat mouth is round, we all think that we found the truth and even the truth, but forgot to think about the nature of the Internet.
fact, the Internet has changed the way people communicate, but it has not changed human nature, at best, it has only activated part of the nature that has been asleep or depressed for a long time. The Internet has reorganized the business model, but it hasn't changed the nature of business, can you draw a duck with the Internet, you can delicious and can fill your stomach? Most understand this truth is the e-commerce xingui Mr. Ma Yun, so he said that no matter what economy, no good products, it must be a rotten economy. Back to the marketer's concern, the Internet has actually done a subtract from marketing: first, from the rise of the media, let the promotion fail; Therefore, the traditional 4P marketing give way, 1P marketing shiny debut.
if there's any Internet thinking, it's to go back to the origin of the product. Products are from the heart of that square inch of the land to start, the return of products is to return to the root of human nature, so that the product has a soul. Of course, this is the right nonsense. Whether past or present, people consume not only cold substances, but through consumption to meet the spiritual pursuit. Behind the purchase, consumers refract their thoughts and dreams into the product, because these are the DNA of the brand.
's DNA hasn't changed, but there's been a revolution in the way consumers interpret it. The past is the era of deep reading, advocating implicit beauty, hazy beauty, the spirit of the brand depends on the consumer's will rather than words. In the Internet age, information overdose, in order to surf in the mass information and self-help, shallow reading has become a habit. Because everyone's eyes are in the browsing state for a long time, people become impatient, like short, frequent, fast, will not pay attention to anything for too long, will not stay on anything too long. In consumption they do not like to guess, but hope that the product itself can create information high point, hope that the product with simple graphics, numbers, and even animation to accurately convey emotions, so that they can be moved.
Coca-Cola understood the truth - the product is the media, so it began a journey of double-payer. Essentially, Coca-Cola's dress-up is a product mediaization experiment that accurately grasps the pulse of customers, thus opening up an era of product mediaization.
the product mediaization, copyright is who, it is difficult to prove, there may be controversy. So how do you upgrade a regular product to a product with media capabilities?
market segmentation. No segmentation there is no personality, no personality is lack of topics, no topic product mediaization is the castle in the air.
is not a new word, the past practice is generally based on population, geography and other three-dimensional variables, which is at best a rough score. True market segmentation, must be integrated into the consumer emotional level of multi-dimensional changes, and implanted network genes, the use of "traditional and network" two-wheel drive, the use and analysis of big data for consumers to accurately picture, small and refined as an entry point, choose a narrow area with cross-cutting, transactions and cross-integration, mass production for customized production.
products toy. In the 21st century, a disruptive revolution is taking place in Chinese consumers. "After 80", "after 90" on the stage of consumption, social material become abundant, life is richer, life attitude from struggle to enjoyment, consumption into emotional cause. Emotional consumption has nothing to do with good or bad, but "I like it, I like it".
a favorite product standard is not only useful, it must also be fun. A fun product has the following five characteristics: simple, convenient, easy to use, cordial, happy.
product personalization. In the past, we made products like to tell stories, but the stories are the same, more than who I am, what I did, products or cold. Nowadays, the product function is only standard, the customer needs is a more emotional experience, must let the product have feelings, a feelings of the product naturally personalized.
in the practice of product personality, many people emphasize the charm of the founder, which has nothing to do with consumers. Product personality, the first thing to consider is humanization, that is, according to the physiological structure of the human body, psychological conditions and ways of thinking to determine what kind of products and services consumers need; Personalized products can let customers become fans, for example, Tao Shiquan students of young wine, personality fresh and interesting, customers will willingly share and recommend to others, so that the product becomes a tipping point.
the topic of the product. Another way to tease yourself is to "beg you to talk about me", because only by becoming a public tea after-dinner talk, can it be widely circulated. As a result, stars from time to time to expose privacy, in order to make people gossip on the headlines.
in marketing, the concept is flying, trophies everywhere, saliva flow, this is all in the manufacturing topic, do not let customers remove themselves from the head. Of course it's all pediatrics, and the real topic is with consumers. Users use the product after the feelings, the use of product stories, consumer behavior and other topics expressed in the personalized language of customers, in order to produce a higher commercial value. For example, Jiang Xiaobai's one-step weapon, is a little self-deprecating silk drinking when the interstitial hiccup, these heavy taste even a little color words emerge endlessly, timely update. Jiang Xiaobai's small set became a topic, through social media to trigger the follow-up of active fans, and then use the spread of social media to affect more ordinary consumers, so Jiang Xiaobai became well known.