Complete works of successful cases of brand marketing

If there is no case study, enterprises can't accurately grasp the market situation and customer situation, and can't fully understand the products. So here are the successful cases of brand marketing that I have compiled. Come and have a look with me, I hope it will help.

Successful cases of brand marketing:

Fang: Cultural exception or exceptional culture?

Cross-border mashup of square and exception

Fang and Exception are two relatively independent commercial brands made by Mao: the former is mainly engaged in books, founded in 20 1 1 year/1month, and has opened experience stores in top commercial centers in Guangzhou, Chengdu and Chongqing; The latter, which was established in 1996, is to make modern clothes in China. At present, there are about 100 physical stores, claiming annual sales of1000 million yuan. The combination of the two, selling clothes inside, distributing books outside, and mixing more than 20 foreign designer brands such as coffee and plants, is the "aesthetic life" or "China value" that Mao often emphasizes.

Undeniably, from the perspective of clothing brand communication, this exceptional cross-border mashup model is undoubtedly quite innovative. This kind of innovation, coupled with the certain temperature of the product itself, even attracted the favor of the first lady intentionally or unintentionally, and absorbed a huge amount of consumers' mental resources through the dual leverage of the latter's national brand and star brand, which made the exceptional clothing soar. Even Fang seems to be an "exception" in book culture According to Mao, when all the book channels had to follow the iron law of low-cost operation under the pressure of meager profit or even loss, the former willfully held high and opened its first store in a top commercial center like taikoo hui, Guangzhou, "making a profit in two years", with a turnover of 60 million yuan in 20 14 years.

However, is this really the case? As we all know, the monthly rent in taikoo hui is generally around 1.900 yuan per square meter. According to official data, the total area of its stores in Guangzhou exceeds 1.800 square meters, of which books in Guangzhou account for 500 square meters, accounting for 35% of the total turnover in 20 14 years. So the book income of 2065,438+04 should be 265,438+. Because the price of books is relatively transparent, the general channel gross profit is 40% of the foreign price. It is preliminarily inferred that the gross profit of books in 20 14 years is about 8.4 million yuan. From this calculation, even if other costs are not considered, our book business is still at a loss.

This kind of loss must be paid by the exceptional clothing or other foreign designer brands. In other words, Fang can't survive as an independent bookstore at present, and must rely on the former. Therefore, at least for now, Fang is not an exception to culture, which is where all cultural investors should be sober.

Fang became a special cultural symbol.

Of course, if you only regard Fang as an exceptional extension of brand culture, or just an exceptional means of brand communication, it is also extremely successful. According to the relevant data, it is further estimated that the total turnover of brands such as Guangzhou Exceptional Clothing in 20 14 is about 39 million yuan. Even if there is profit, it is not optimistic. However, if we only regard such financial data as an exceptional clothing advertisement "positive cost" with a volume of nearly 654.38 billion yuan, it is undoubtedly a super successful example of all domestic brand communication cases. Advertising doesn't cost money or even make money. At present, domestic enterprises can do very little except clothing.

What's more, considering that the exceptional clothing depends on the mainstream ideology and culture, the discourse created by the contradiction of "the profiteering business center still supports the meager profit cultural projects" has produced a huge news effect in the social and commercial cultural fields, while Fang, as a kind of "quasi-cultural popularity", brings consumers a brand-new experience, which seems to have no utilitarian intention, which cannot be evaluated by any financial data. We vaguely see that Korean brands and Japanese brands turn to "culture first" when facing the weakness of their own brands.

The end point of value: from spreading culture to creating culture

It is worth noting that the "first culture" bearing brands such as China, South Korea and even Disney in the United States generally has a distinct value orientation and cultural personality, while the "square culture" in exceptional clothing is also full of dialectical cultural images such as yin and yang, reality, contradiction and uselessness, but it includes "obvious consumption" and "obvious leisure" described by Rembrandt, an early British writer.

Of course, the exception is only art brands, which are "non-mainstream" in business. Considering the specific context of the weakness of private brands and even the relative weakness of national brands, Mao may be a wise move in short-term business strategy on the one hand, and vague and helpless in long-term strategy on the other. But in any case, Fang's current cultural form should not and will not be an exceptional "mainstream culture", let alone the "mainstream culture" of China's clothing.

Japanese scholar Takahiro Fujimoto once divided the capability system of manufacturing enterprises into three levels: core competitiveness (that is, system organization ability, including the ability to provide products with lower cost, higher quality and shorter delivery time than competitors, self-improvement ability of continuous learning through production site improvement activities or new product development, and continuous improvement of production process and product level)-deep competitiveness (production efficiency, production cycle, development cycle and product qualification rate). As long as Exceptional wants to go to the international market as the representative of the clothing brand "China Value", it should continue to strengthen the surface competitiveness of the above-mentioned "China Exceptional" style, that is, the brand value communication culture, and should also pay attention to the cultivation of its own deep competitiveness and organizational power, that is, the brand value creation culture.

Brand marketing success story 2:

Case analysis of scene marketing

The "Mix and Match" Situational Mode of Luo Ji's Thinking

Luo Ji Thinking is a self-media company founded by Luo Zhenyu and Shenyin. It is said that the idea came about by accident. In the legendary Tianya Haijiao, 20 12 12 2 1, they had a whim when chatting together. What should we do if the world is really destroyed? Driven by this demand, the two decided to build a learning virtual community. The initial idea was simple, that is, to make use of the media advantages in their respective fields to build it into a platform for learning and sharing knowledge, and to gather a large number of young fans who like to learn new knowledge online, which constitutes the so-called "entrance" of scene marketing.

If there is only one free learning platform, it is not surprising. Basically, most communities are like this. Who is not free? After a year's operation, Luo Ji thinks that free is not reliable. After all, there is a reward for paying, but if you charge immediately, you will face great pressure. What if the fans run away after charging?

In curiosity kills the cat, the two entrepreneurs decided to burn their bridges and test the charging model, so an amazing event happened in history. The membership fee of 6.5438+0.6 million yuan was sold within 5 hours for the first time, and 8 million yuan was sold within 24 hours for the second time. As of June 5438+0, the number of video hits in each issue exceeded 1 10,000, and the number of WeChat fans reached 1.08 million. The valuation of this learning community by some investment institutions is about 654.38+0 billion yuan.

These are not its biggest highlights. However, Luo, who gathered a large number of fans on 20 14, planned an online activity to sell moon cakes in the Mid-Autumn Festival, which was a classic battle. After analysis, the following points are worth summarizing.

1. Grasp the key core points of the scene and complete the connection and integration of relevant value points in this scene through crowdfunding. In the whole value chain of selling moon cakes, there are the following key points: Who are the buyers? What product form? How to sell and distribute? How can we share and spread to the greatest value?

Luo Ji Thinking completed two crowdfunding preparations in the early stage of mooncake operation, paving the way for later project promotion.

First, the crowdfunding capital team. Luo initiated a crowdfunding model in which the partner shares, with a principal of 6,543.8+0,000 yuan, a service life of 3 months and an annualized rate of return of 20%, that is, the final income of each wealth management product is 500 yuan. In the end, 3,000 people signed up and 200 people became the capital partners of this project. Finally, Luo thanked his members for their support and paid a special bonus, 500 yuan. In the end, the income of each partner is 1 000 yuan.

Second, crowdfunding partners. Product distribution and product image design are not the strong points of Luo Ji's thinking, so he outsourced to a professional team to work together and completed the choice of partners through crowdfunding mode. The best distribution service company and the best designer make every link perfect and consumers impeccable, which helps to establish a full trust relationship with each other.

The original intention of crowdfunding is not illegal fund-raising or painting cakes, but a credit cooperation model based on mutual trust. This group is not only investors, but also consumers, and it is also the opinion leader of future users. A large number of new users will complete the early ice-breaking journey of the products through the guidance and recommendation of these original opinion leaders.

2. The positioning of the sales target group in the architectural scene is extremely clear. Young people born after 1985 are the main consumer groups, and the horizontal communication between members is opened, commonly known as "C2C relationship".

In view of the consumption psychology and habits of young target groups, moon cakes are different. Can be purchased by a single person and paid by a single person. Can be bought by many people, representing personality and popularity. You can even be naked in the form of "hooking up", "rolling for moon cakes" and "crying for moon cakes". This extremely warm and trendy expression makes the post-60 s and post-70 s feel humiliated, but this emotional voice makes the communication between groups as addictive as eating opium. Be sure to share it with relatives, friends or close friends when you buy it. I'm not hiding naked, so why hide? Come on, let's eat together. This is just a moon cake.

3. The original motive force of scene communication is "game and entertainment". Without these scenes, I would rather die. It doesn't matter what you are in the scene, even a dog. The key is to attract the attention and love of the group. Games and entertainment are the active catalysts and adhesives of the scene, allowing consumers to experience and unconsciously fall in love with and enjoy these contents.

Luo designed a "moon cake festival list", and the festival king could bask in the moon and stars with Luo Pang on August 16 of that year. This data is dynamic, and the list data is updated at any time according to the sales situation of moon cakes at different times every day. This list not only angered the parties, but also a large group of onlookers and other well-intentioned people were pointing out the mountains and shaking their heads. This list doesn't explain anything, but according to China people's urine, as long as there is a ranking in the list, it will definitely become the talk after dinner, inadvertently enhancing the user's stickiness. This subtle psychology is a typical vanity in psychology, but who really cares under the current trend?

Of course, "saving money" is equivalent to spending points. When users accumulate to a certain extent, they can ask Luo Pang to serve them. Imagine what a pleasant thing it is when idols listen to their own calls and consumers do whatever they want as "uncles" Yes, this is what scene marketing wants. From this, it is not difficult for us to understand why many online activities such as star food delivery and star sales will cause such a big storm on the Internet, all of which are caused by vanity.

These content settings are designed to increase the interaction and communication between users and make them move instead of silence. In the past, the one-way communication of traditional marketing was the communication mode of big speakers, but under the temptation of this scene, the communication between communities suddenly became interesting. I am willing to participate, I am willing to reward you, and I am willing to be a big shot or a big cow. It doesn't matter, as long as you participate, you will find this feeling.

This community is ecological, positive, persistent and enthusiastic!

4. The commercial power of the community is the cornerstone of the integration of virtual and real scene marketing. "Birds of a feather flock together, people are divided into groups", because a group of people with the same hobbies and interests spontaneously organize together, gallop freely on the Internet platform and help each other, and life is very different from now on. Social needs and the need to realize self-worth in the community are two eternal themes, so creating a sense of belonging and a scene atmosphere of value sharing has become the key of this organization.

The stickiness of fans determines whether the scene is sustainable, and the word-of-mouth communication of fans will become the core element of the growth of this community. All the activities are centered around these two core indicators, so when Luo Pang planned the mooncake incident, he immediately responded.

Case thinking:

This case expounds several core elements of scene marketing, such as entrance diversion, value connection, mutual relationship, participation and interaction, entertainment humor and word-of-mouth communication. Scenes are everywhere, and the key is to complete the value sharing and communication between manufacturers and users and between users on the basis of building trust. From this perspective, the scene itself is a platform and an altruistic microecosystem.

Product dialogue scene mode of three squirrels

Products are always king and the bullets of marketing. Product design is also very important in scene marketing. Some people put forward "the ultimate thinking of products" and "craftsman spirit", and even rose to the "feelings" of developers or holders. These contents are the entry points to attract consumers, but only from the product point of view, three squirrels are the most distinctive.

The three squirrels are only located in the young female group born after 1985. Facing the tonality of this group, the brand tonality of the whole three squirrels is focused on serving the "owner" and satisfying customers. Of course, this kind of soft service is very important, but many enterprises can do this through targeted training, so this can not be relatively differentiated, and it is easy for competitors to follow suit.

In order to effectively distinguish the brand tonality of other leisure nut foods, the three squirrels focus on the pain points of consumers in product design and turn the pain points into itchy points, thus constructing a unique scene of the products, which is very attractive.

Pain point 1: Choose pecans as explosive products. The biggest pain point of pecans is that they are not easy to peel.

The three squirrels realized that the biggest pain point for users when processing pecan fruit with traditional production technology is that the shell is not easy to peel. To this end, many manufacturers give special iron tongs with their products at all costs to crush the shell and facilitate eating. However, when most diners use this method, they often bring two problems: first, it is too broken to be eaten; Another situation is splashing around, which is unsanitary. In order to solve this problem, the three squirrels readjusted the production process in the processing link by using the expansion and contraction principle, which greatly improved the expansion of the products coming out of the assembly line and naturally peeled off after cooling. Consumers only need to peel off the shell gently, and the fruit shell will fall off immediately, which is very convenient to eat. Many users named it "Hand Peeling Walnuts".

Of course, another product of the three squirrels, macadamia nuts, has done a good job in this respect and is also very good. The biggest pain point of macadamia nuts is that they must be smashed with a hammer, and they may not be smashed well, which is often troublesome to eat. Three squirrels added a process to the production of this product, cutting the product into gaps and giving a small screwdriver in the bag. The user only needs to take out this small screwdriver, pry it gently in that gap, and it can be cracked immediately, which is very convenient to eat.

Pain point 2: There are a lot of impurities in the eating process of pecan fruit, which will make hands dirty and black.

To solve this problem, three squirrels put wet tissues in each package. After eating, users don't have to get up and go to the toilet to wash their hands, just take out wet paper towels to wipe their dirty hands.

Pain point 3: A bag of pecans 2 10g can't be eaten every time. Poor sealing will cause the product to get wet next time, and pecan fruit is worse than medicine, so it is often regrettable to throw it away.

In order to solve this problem, the early three squirrels used strip clips and put them in bags. As long as the user can't finish eating, he can immediately take it out of the bag and seal it. Later, after continuous improvement and product upgrade iteration, the buckle embedded packaging bag was adopted to improve the convenience of eating.

Pain point 4: the difficulty of hulling hickory fruit.

At this time, men put it in the eating place and clean it up after eating, but there will always be some "embers" residue, which will form a de facto environmental pollution. Most women's groups will put a piece of paper on it, but when they get up, they will be accidentally driven away, and the shells will be scattered all over the floor, which makes many female users very painful.

In the early days, three squirrels used free air garbage bags, but the biggest problem of air garbage bags was inconvenient to use and troublesome to place. It is better to throw it directly into the trash can, but the subsequent product improvement is still amazing. After clever design, cardboard was used, and the paper was folded into cards, which became a "water cube" after unfolding. In this way, the finished fruit shells can be easily put into the "Water Cube" garbage carton and finally dumped together. The most important thing is that this carton can be used repeatedly. I don't know how many women love it.

Objectively speaking, it is very rare for a small and narrow leisure and entertainment nut food group to achieve so many small details. The deep meaning behind it is that when designing this product scene, the enterprise does not simply think about how exquisite and "tall" it is around the product, but returns to the perspective of people to think and design, taking users as the center and human nature as the guide, reconstructing the key elements of this product scene and allowing users to use this product in the process.

At this time, the product itself is not static, but talking. Talking products can communicate with consumers silently, and indirectly gain users' fans and loyalty.

Some people say that "extreme thinking of products" is the core idea of mobile Internet, and I deeply agree. I believe that this extreme is not only reflected in the product itself, but also in every link used by users.

Case thinking:

Some people say that three squirrels don't make money by choosing pecans, which is generally unaffordable. However, when we think about scene marketing, we must not forget that you must have a product to form a sales scale, otherwise you will not be able to form a scale advantage, it will not be cost-effective, and you will not make money in the end. Therefore, the key to the choice of explosive products is whether you are successful or not. If successful, it will constitute the value cycle chain of scene marketing, that is, the business model of "building explosive products → gathering customers → word-of-mouth communication → multi-point siege" can be turned. No fans, nothing. Fans' preference for product scenes is the most direct marketing planning activity.