Brand marketing scheme of traditional time-honored brand

On this issue, it is relatively easy to understand from the perspective of Wufangzhai, the largest zongzi manufacturer in China. There are three ways to think about the rise and fall of Wufangzhai until it succeeds. There is only one last idea left here, "national tide", which is not self-centered in marketing, but records and responds to the national tide.

Wufangzhai is a traditional time-honored brand that mainly makes zongzi, but after 80s and 90s, another "Wufangzhai Film Industry" is more famous than "Wufangzhai Zongzi". Wufangzhai is a nickname for Wufangzhai by netizens. The reason is that since 20 18, Wufangzhai has interacted and cooperated with marketing companies all over the world, and published various small advertisements on the Internet during traditional festivals. Who is universal time interaction? It's Durex's behind-the-scenes advertising company.

Wufangzhai's business development strategy is called "Nuo+". "internet plus" is the Internet that adds up all possible products and industries. Similarly, Wufangzhai is trying to add glutinous rice to everything. Wufangzhai is the most outrageous addition, but its business is the most successful.

The advantage of a time-honored brand is that it has enough popularity, but the disadvantage is that popularity also limits its brand connotation. And its success now is to reduce the brand's self and be willing to integrate into the user's story to be a supporting role.

After 90, I don't agree with Li Ning brand because Li Ning is a national brand after 70 and 80, and after 90, I feel old-fashioned. However, it kept a low profile 10 years. 00 is strange to Li Ning. Seeing the brand "China Li Ning" again, I feel that it has a national complex and is a little far away from myself. It is easy to skip rebellion and establish a new generation of identity.

The national tide is divided into two generations. The national tide of the previous generation was retro and nostalgic, so Taobao in the Forbidden City and enamel cups in the 1980s can be fashionable for a while. For example, you and I both know that we haven't mentioned it for a while, and it's still very fresh to mention it suddenly.

The new generation of national tide is more detailed and has deeper connotation, which needs to arouse stronger emotions. Wufangzhai is willing to be a supporting role, and it is right to tell the user's own story. When a supporting actor tells you your daily story in a professional way, it will have a wonderful feeling: users will feel that you have helped me and made my ordinary daily life meaningful. It turns out that my ordinary life is so important and unique.

This arouses people's sense of seriousness and respect for their lives, even in a humorous and absurd way.

You must have seen it. During the Dragon Boat Festival, Henan Satellite TV played an underwater Luoshen dance. Many people have a boiling passion and think it is a national tide. Why is this happening? Because most people are still wondering how to make themselves liked by the public, Henan Satellite TV has been wondering how to make the public proud of themselves. The difference between liking and pride lies in: liking corresponds to "you and me", you like me, and I like you; And pride corresponds to "we".

Pride can also be translated as "the hope of the whole village" or "you have done great things for me, and I have become great standing with you."

In the consumer market, respect and pride are far higher than the emotional value of liking. Why Huawei has been so deeply rooted in the domestic market in the past two years is because it has aroused respect and pride. But for more commodities, it is too difficult to be directly respected and proud. So the smart way to play is to find those moments when consumers will have respect and pride, and let themselves be in the present.

Give yourself a psychological hint, just like Wufangzhai tied himself to Hangzhou in those days, and also like the traditional program of Henan Satellite TV now.