The Forbidden City's innovative marketing for the scenic spot marketing what inspiration?

I, conform to the "entertainment first", with "spoof" against the "old-fashioned".

In the era of fast food culture, "Ollie to", "I'm sour" and other network terminology quickly updated, which has become a contemporary young people mixing the circle of the necessary popular language, in the "ugly" is the mainstream era, these trends are penetrating In the era of "ugly" is the mainstream, these trends are permeated with the atmosphere of "entertainment first". The Forbidden City marketing precisely to seize this element of the times, to "spoof" way to subvert the Forbidden City's old-fashioned and serious impression, when the "spoof" of the Forbidden City picture was issued, presenting viral dissemination, the young generation straight call "love! "

This is a great way to subvert the image of the Imperial Palace as a solemn place!

Such a very interesting Chaozhu earphones, painted pottery figurines umbrellas, "I am such a man" fan, instantly sought after by young people, capture the era of marketing pulse, combined with the current popular elements, will be practical and fun combination, is really worth learning from the superb marketing techniques!

Two, with the advantages of self media, casting super flow IP

In the case of the Forbidden City, its success lies not only in its "grounded", "self-hacking" new image into a new generation of national field of vision, the greater success lies in the casting of super flow IP, leading the fashion trend, presenting the Forbidden City's fan, which is instantly popular among young people, capturing the marketing pulse of the times, combined with popular elements, combining practicality and fun. Lead the fashion trend, showing the trend of the Palace products are popular. The achievement of such a powerful IP tool is the current double micro a jitter and a variety of social programs, the use of these new media are known as the main marketing battlefield of the Palace, the new media powerful information flow dissemination, so that the Palace of the new marketing ideas to get faster, more open dissemination, and at the same time to match the precision of the potential user groups, to achieve the Palace derivatives sales exceeded 1.5 billion of ultra-high marketing records.

Three, grasp the real hotspot, do strong microblogging marketing

Following the Palace "self-hacking" "spoof" IP image of the people, the Imperial Palace is a multi-trick to do strong microblogging marketing, in the functional area of the addition of the brand banner and a number of personalized header image, increase the recognition of the Palace microblogging In addition, the Forbidden City's microblogging marketing has increased the recognition of the Forbidden City's microblogging and strengthened the connection between the fans. At the same time, grasp the real news hotspots, combined with the Palace culture, constantly updated funny pictures or soft text, and increase the interaction with fans, frequently on the hot search, expanding the fan base, so far, the Palace marketing stronger and stronger.

Looking at the Palace's strong "out of the circle", its success is no accident, of course, its success ideas are not completely unrepeatable, the success of the Palace's marketing on the one hand is to take advantage of their own strengths, on the one hand, is the ability to combine the popular elements of the times, make full use of the new media platforms, strong alliance to new ways to show their own charm, is the key to its success. The key to its success is to utilize its own strengths and make full use of the new media platform to show its charm in a novel way.