Familymart has a new BGM. Netizen: Not recognized!

I passed by in the morning and took a breakfast with me. I worked overtime to get a cup of coffee and move on. No matter day or night, the convenience store always lights up 24 hours to welcome you. For many urban youths, water, electricity and coal have long been ubiquitous.

Recently, some netizens from Taiwan Province Province walked into familymart as usual and suddenly found something was wrong.

Looking up in a trance, ah, BGM has changed.

The entrance to inject soul into BGM for the whole family.

When it comes to family portraits of Japanese convenience store brands, the first thing you may think of is its blue+green logo color scheme and the familiar melody that will ring every time you enter and leave.

▲ Image from sankeibiz.jp

The sound that circulates in your ear every day is called. At present, the whole family has 24,923 stores in 8 countries and regions around the world, no matter in Japan, China, Taiwan Province, Chinese mainland, Thailand or South Korea, they basically use the same melody.

Miraculously, the copyright of this BGM does not belong to the whole family. It is a ringtone composed by composer Yasuo Inada 1978 for Panasonic doorbell with model EC5277WP, and its official song is "Grand Ceremony". 198 1 The whole family started to operate independently in Japan and chose Panasonic doorbell to play ringtones, which gradually became a part of the brand DNA.

▲ Composer Daotian Kang

At first, netizens in Taiwan Province province felt uncomfortable and strange about the change of the tone of the call. A netizen @ Xiao Pang _ said:

It turns out that the noise of opening the door when people are waiting for it is quite recognizable. If it is changed to such a low voice, the recognition is not very clear. I don't know why I changed it.

During the discussion, some netizens thought that the new version was more lively and playful, like interesting game audio. After listening to it several times, it began to feel cute.

▲ BGM score of the original family

The whole family responded to TVBS News Network, saying that since the number of stores in Taiwan Province Province of China is about to reach the milestone of 4,000, it is specially designed to make consumers feel refreshed when they enter the store, and then they will change stores one after another.

But it is not clear whether this is a short-term marketing behavior or a thorough brand upgrade.

In fact, before this, the whole family also launched a limited edition of entrance sound in the store in Taiwan Province Province, China.

In 20 13, in order to celebrate the 25th anniversary of the founding of the whole family in Taiwan Province, the whole family launched 25 special versions of ringtones, including electronic version, Mario version, horror version, dog barking version and so on. 20 19 celebrates the anniversary of 3 1. In that year, different versions of BGM, birthday version, Christmas version, Spring Festival version, Mid-Autumn Festival version and Children's Day version were launched. But they are all based on the original melody.

▲3 1 anniversary family marketing activities.

Some analysts believe that brand logo, slogans, music and other elements should be changed according to principles. The recognition of the original sound of the whole family is quite high, and there are even various versions adapted by fans, which makes it a meme. In this case, there is no need to replace the new version.

These are quite good brand assets, and it is a pity to give up suddenly.

A few notes, a melody, the brand just got into your ear.

From 198 1 to now, the original classic BGM of the whole family has been used for 4 1 year.

Before 2009, the sound of the whole family entering the store was just a familiar existence and did not cause any sensation on the Internet. But by chance, a Japanese netizen found that this melody originally came from the Panasonic doorbell, and all the young people were shocked:

▲ Up to now, you can also buy a Panasonic doorbell that plays the same ringtone.

This cold knowledge from the Showa era subsequently set off a wave of adaptation of the second creation. Four-handed version, remix version, game version, Bbox version, Joe Hisaishi version and Attack Giant version all appeared.

Among them, the lovely version of Hatsune Miku's singing has fascinated many netizens, laying the foundation for the official cooperation with the whole family to shoot advertisements.

20 12, Tianyi Luo covered this song. Today, there are still secondary 2 netizens who have an instinctive reaction and can sing when they hear the whole family entering the door.

▲ "Tianyi Luo Feed Songs"

In the past, on YouTube and Twitter, you could always see such videos: netizens met the whole family store when traveling in a strange country, and they were surprised to hear that the same paragraph entered BGM. Two years ago, Friends of the Animal Forest was a mess, and this melody became a popular choice for island songs.

No matter what kind of mood and needs you come with, you will know that the next sentence must be. This is the sensory memory brought by recognition and repeated playback.

There are more and more people sneaking around like the whole family BGM.

For a simple example, whenever I see it, my colleague Zhijian will unconsciously sing it out loud, remembering his countless close contacts with Intel.

When it was introduced into the editor's ear, an impulse came to her. She couldn't help but stop and buy a snow ice cream.

McDonald's was launched in 2003. In that year, it spent more than $654.38+0.3 billion on global promotion. Now, no matter how bitter the cover version of Tengger singer singer is, editor Liu Can quickly recognizes it and begins to recall the crispy bamboo tube he tasted a few nights ago.

▲ Image from InStyle

The iconic brand sound can be a simple chord, such as the startup music of a Mac computer, which is a chord in C major plus the effect recorded by a synthesizer. It can be a catchy melody, just like Nokia's classic ringtone.

Of course, it can also be composed of some unexpected elements, such as the prompt sound of QQ, which is actually from the horse's BB machine. The 4-second title of streaming media Netflix is the sound of sound designer LonBender knocking on the wooden cabinet with his wedding ring.

▲, pretend there is a sound here.

Among the information obtained by human senses from the outside world, vision accounts for 60%, hearing accounts for 20%, touch accounts for 15%, and taste and smell account for 3% and 2% respectively. In brand marketing, visual information is always taken seriously, while other sensory information is often ignored.

However, studies have shown that people's response to sound only takes 0. 146 seconds, which is faster than other sensory stimuli. Some melodies with certain characteristics may even become a single cycle in your mind, which cannot be driven away.

Every time you play the iconic brand voice, your memory is strengthened invisibly. So day after day, let you unconsciously acquire strange skills.

It is not difficult to understand why the screen is always brainwashed by Divine Comedy, why Li Jiaqi can charm all the girls' hearts with it, and why such a trivial matter as replacing the BGM in the door for the whole family will make Taiwanese netizens cry strangely and unaccustomed.

Store BGM is becoming a kind of

Not all brands have iconic sound signs.

In fact, if there are not enough stores, frequently used scenes or long-term advertising strategy support, the sound logo that grabs the ear may soon be forgotten.

However, in recent years, there has been a new trend. BGM in stores is injecting soul into the brand and even becoming a brand.

Girls who like pop music and fast-paced dance music often get a list of tibetan songs when they open a circle in fast fashion stores such as HM and ZARA. Because most of the songs selected by these brands come from popular music lists such as Billboard, and they are updated frequently.

▲ Image from InStyle

A very specific detail: HM stores are never allowed to play pop songs from three years ago, because it will make their clothes look out of date.

Unlike fast-paced fashion stores, Starbucks prefers classical music, jazz and other music types. HollyHinton, who is responsible for making the song list, described Starbucks' song selection logic as.

▲ The picture comes from Unsplash.

Muji, which has always shown its style, has a simpler and more natural music style in the store. For example, it is to sample the soothing pure music of forests, oceans and summer courtyards, or the folk music played by musicians all over the world, and even change the song list according to morning and evening, spring, summer, autumn and winter.

▲ The picture is from Muji.com.

For brands that attach importance to store BGM, the music library will often be built by the headquarters and then played by regional stores, so as to ensure the unity of tonality. As for music licensing, style customization, update frequency and other matters, they are generally handled by third-party service providers-Apple Music began to provide similar services for brands in 20 19.

As more and more customers are interested in store BGM, brands have also settled in streaming media platforms such as Spotify and AppleMusic, so that fans can easily find the official song list and take away the cycle at any time.

Like the music of Apple retail stores? AppleMusic has a regularly updated song list "TodayatApple". Click play, as if the genius is by your side.

▲AppleStore official song list

The song lists of Starbucks, HM and other brand stores are also updated regularly on Spotify, and the platform even feeds back the specific broadcast data to the brands.

Muji's song list used to be sold in stores only in the form of physical CDs. In May, 20021year, MUJI distributed 300+ audio sources recorded in 16 countries and regions through the streaming media platform, hoping that people can feel the cultures around the world even at home in the * * environment.

▲MUJIBGM

The sound logo uses the identification circle, and the store BGM uses the atmosphere circle. Today, when visual attention is being seized crazily, more and more brands try to convey value to consumers through hearing and bring surprises.

In recent years, Uniqlo, which pays attention to the concept, launched LifewearMusic series planning last year, and found four musicians to make a piece of music for about 30 minutes in combination with different scenes such as the classroom after school, the kitchen in spring, the bonfire in the forest and the creation in the afternoon. It is very suitable as background music for work and study.

YouTube user @Kalmia said in the comment area that it sounds as comfortable as Uniqlo's AIRism series. There is also a netizen @Rosamente said. More news shows that they spread the music over and over again.

In the communication between people, sharing the song list is a very intimate behavior. Now, through the communication between the store BGM and the song list, the brand has become your soul friend, and its carefully planned music has not only entered your ears, but even reached your living room, bedroom and bathroom, becoming a part of your life.

A large number of investigation reports believe that such young consumers no longer need to advertise themselves through a famous brand. Instead, we will look for brands with similar frequencies and practice the lifestyle we believe in together.

▲ The picture comes from Unsplash.

And sound and music are one of the signals to identify the same kind-imagine that a brand claims to be sustainable, but when it plays Tik Tok's popular songs in the store, it's hard not to feel a little disobedient.

MartinLindstrom, a brand marketing expert, once analyzed in the book Sensory Brands that most top brands in the world can succeed because they have made good use of our basic senses, created a brand-new sensory world, and kept customers loyal to the brand by pleasing, moving, tempting and moving people.

Whether it's a one-second identification of the brand's voice logo or a strong atmosphere store BGM, the brand wants to blow it to you.