What are the new trends in brand marketing?

What are the new trends in brand marketing?

Recently, Anta once again used "potato chips running shoes" to brush the screen. Its unique expression, celebrity endorsement and live webcast publicity have created a wave of momentum for Anta in the sports circle.

Anta's running shoes are refreshing, which stems from Anta's control over the market, industry and people, and has a profound consumer psychology, so that the Red Sea running shoes market can flourish.

First, "curiosity" marketing

Anta's brush screen this time is inseparable from the potato chip packaging of Anta Hydrogen Running Shoes 2.0.

Potato chips have nothing to do with sports shoes, but Anta's ingenuity has just aroused public curiosity-can Anta really make running shoes as light as potato chips? Similarly, there is McDonald's 5G poster-does McDonald's really want to sell mobile phones across borders?

Of course McDonald's can't sell mobile phones, but Anta can sell sneakers as heavy as potato chips. Therefore, when McDonald's was booed by the public because of its appetite, Anta successfully circled a wave of powder.

In the marketing model of Anta and McDonald's, we can get a glimpse of the whole leopard and understand the core of their marketing-using consumers' curiosity.

2 1 century, the internet wave has made the public accustomed to distant marketing methods, and "curiosity" marketing is not uncommon. It abandons the usual boasting of enterprises in promoting products and services, and explores the value of enterprise marketing from the perspective of attracting public attention.

When doing "curiosity" marketing, enterprises need to pay attention to that, although the ideas are unconstrained, they will eventually return to the products or services themselves. For example, McDonald's, although the momentum is amazing, the poor environment when the new products are released has seriously lowered the public's expectations and greatly reduced the marketing value of McDonald's new products.

Second, pain point marketing

There is another reason behind Anta's "potato chips running shoes" screen-pain point marketing is very good.

On the market, there are countless running shoes that claim to be only a few grams. The brands of running shoes all know that the public's demand for running shoes is flexible and light. Therefore, after finding out the consumer psychology, Anta made a correct marketing strategy for its lightweight running shoes-light, light for a bag of potato chips.

Young people know exactly how light potato chips are.

Anta's marketing strategy has achieved the ultimate lightweight-let the public feel the lightweight of running shoes without wearing them on their feet. At the same time, its analogy with potato chips has also successfully captured the hearts of young people who like potato chips.

In addition to "curiosity" marketing and pain point marketing, Anta also conducted live star broadcasts and public welfare activities during the epidemic. The former has expanded the brand influence of Anta, while the latter has injected positive energy into Anta's brand.

During the epidemic, enterprises can actually learn from these two points: using online live broadcast to create value for society through public welfare activities. Bian Xiao, Qianxiang Media, analyzed that the live broadcast was in the dividend period at this time. Enterprises can contact network celebrities or incubate live broadcast talents themselves. In terms of public welfare, enterprises can empower society through employee activities or developing public welfare products or services.