In-depth analysis of "antagonistic" brand operation strategy

Introduction: Today's market competition is very chaotic. The saying that "the snipe and the clam compete for the benefit of the fisherman" has been overthrown again and again. It seems that two tigers are competing with each other. Why do outside enterprises often suffer? What kind of brand operation strategy is included in this? Text | Author of Public Relations House | This phenomenon often occurs in the small 5 market: two brands collide fiercely, and in the end, they are not both hurt, but both become stronger; As a marginal "OB", the same type of enterprises, instead of profiting from it, gradually lost their original market share and faded out of the market. The "lawsuit" of Wang Laoji and Jia Duobao was a storm in the whole city. I thought the two had reached the same level, with you without me. However, in the end, the two companies occupied the top two positions in the herbal tea industry respectively. The chief contender for herbal tea used to be "harmony", but it quietly withdrew from the market. Now, the specific development of the follow-up is still unknown. This phenomenon looks funny, but it is not a case. The brand marketing skills contained in it really have the magic power to make it inevitable. Next, the author will become everyone to uncover the mystery of why this phenomenon occurs. How can enterprises turn these skills into their own use and create benefits? Firstly, the concept of "antagonistic" brand operation strategy is analyzed. We call this brand operation strategy "antagonistic" strategy. Its concept refers to the behavior of getting people's attention by confronting influential brands in the industry. So this content mainly has three elements: rival enterprises, the way of confrontation, and the influence of their own enterprises. First of all, the contestants need to have certain industry or public influence, so that in the process of confrontation, the audience's attention can be fully attracted throughout. Secondly, choosing the way of confrontation is a kind of knowledge. Not all behaviors have the ability to form confrontation, generate topics and attract people's attention. Finally, this paper will list and analyze the specific contents of these countermeasures. Finally, in the whole process of confrontation, their own enterprises need to have a certain influence base, otherwise the confrontation will not exist. For example, the act of using a gladiator's arm as a car and throwing eggs at stones is only a joke in the eyes of the masses, not a confrontational act. The amount of topics that can be generated and the intensity of communication will be weak. Through the analysis of the three elements of the "antagonistic" brand operation strategy, we can easily find that they all have the same characteristics, that is, all the selection criteria and evasive measures are centered on grasping the "public attention". Therefore, the "antagonistic" brand operation strategy is essentially a battle to gather the attention of brand people. Second, analyze the operation principle of "antagonistic" brand. So why is the market share of the third-party enterprise group invisibly compressed when the two major enterprises or brands confront each other, and what's more, it will quietly launch the historical stage? If you want to know the answer to this question, you should start with the role of "antagonistic" operation strategy and analyze it step by step. 1, high concentration: "Eating melons" is the nature of the masses. Why do antagonistic dramatic events always gather the attention of the masses? A large part of the reason is the "onlookers effect". The onlookers effect refers to the spontaneous gathering behavior of the masses because they like to watch the excitement. In today's network era, the network onlookers effect has been greatly amplified. Take the hot search in Weibo as an example. Almost every day, new hot search content appears, and every hot search content will gather a large number of people who eat melons. Moreover, the attention of such groups will be greatly transferred every day, because different hot search contents will appear every day, which seems to form a strange circle of people's attention, which seems to be scattered, but in fact it is gathering all the time. Taking advantage of this feature that "the public" likes to "eat melons", the unique attraction of "antagonistic" brand operation strategy gradually emerges. 2. Market resource integration: When antagonistic behavior occurs, the resources of the whole market will gather together. When antagonistic behavior occurs, the resources of the whole market will gather together. Due to the high aggregation of antagonistic behaviors, the attention of the whole market will naturally be locked in the cage of two companies. At present, confronting enterprises is the absolute core of the market. When this behavior happens, both companies can constantly convey their brand ideas and values to the target audience in the process, thus subtly affecting the "brand selection order" in the public mind. After all, brand promotion generally begins with being remembered. Industry integration resources mainly include media communication resources, market share and crowd resources. 1. Media communication resources: Each industry has its own specific communication circle. When this "antagonistic" incident occurs in the industry, the focus of major media will be on the incident and the enterprises involved. Therefore, reporting relevant content is a win-win situation for enterprises and the media. When the industry communication channels are occupied by these contents, the communication of other brands will form a "vacuum belt", and the influence of the corresponding brands will be intensified and weakened. 2. Market share: When all the reports or output contents in the industry revolve around the two major enterprises, the corresponding market share will naturally approach the two major enterprises. This is normal and is the centripetal force of the market. 3. Inclined crowd resources: People generally have one or two brand recognition abilities for a certain industry, and this phenomenon is particularly obvious today when homogenization is the norm and competition is fierce. Therefore, after the outbreak of antagonistic events, the brands carried by the two major enterprises will quickly capture the memory points of the target population, thus automatically cleaning up the brands in the hearts of the masses, which is a mechanism for the psychological self-protection of the masses. From an outsider's point of view, this phenomenon may seem unreal. Why do established impressions disappear? Give a simple example in life. For example, people often fall madly in love with a book because of an idea. In the mood at that time, our senses will be particularly focused. But if a different book happens, and it's your favorite. At this point, our initial idea is that it is not bad to read the two books together. However, in the actual reading process, we often have a distracted idea between the two books because of their different contents. So gradually, I will naturally give up one of them and read the book that appeals to me more. The author once had a similar scene. First I watched Don Quixote, and then I happened to watch A Dream of Red Mansions. I thought I could read two books as a job, but in the end I fell in love with a dream of red mansions, and I don't know where I threw Don Quixote. Therefore, driven by the "confrontational" incident, the competition between the two brands will gradually marginalize the third-party brand group, and the impression of the masses on them will gradually weaken. As for the situation that people can completely disappear from third-party brands, the key lies in whether the enterprises at the center of the incident have enough industry influence. 3. Save brand promotion resources: form a natural "free" public opinion field. In the process of "confrontation" behavior, it is easy for the masses to produce a series of topics. With the fermentation of the topic, a natural "free" public opinion field will naturally form. When the public opinion field is established, the corresponding brand communication will get fission diffusion. At this time, the budget of corporate brand promotion fees can be greatly reduced. Of course, in order to make the effect lasting, the continuous content output of both companies is the key to maintain the popularity of public opinion, either making the activities have a huge impact or making the information output lasting. The former relies on the quality of content to shock the sensitive nerves of consumers, while the latter gradually occupies the consumption context of the public with continuous quantity, which are two different action logics. In either case, when the masses participate in the confrontation activities, with the establishment of the public opinion field, brand promotion will become logical. To give an inappropriate example, "Green Rain" was forced to be staged, and Dangdang earned enough attention from the masses. Later, Dangdang executives also said, "The mutual embarrassment between you directly saved Dangdang's promotion budget for the Double Eleven." Although there is a certain teasing taste, the state of saving promotion fees is real. 4. Enhance brand influence: The process of "confrontation", that is, the process of aiming at influence, is an "antagonistic" brand operation strategy. In the market, it is the process that the second child of the industry launches an impact on the boss of the industry with popular language. As for the influence point, it can be any angle that can create public opinion. Why no matter which industry, the second child likes to have some interaction and friction with the boss very much? It seems that fire and water are incompatible, but in fact it gradually opens the gap between the old three and the old four, which is actually inevitable. When the second child in the industry confronts the boss, the brand influence of the second child in the industry will also soar through the boss's "east wind". As for whether it can be surpassed, it depends on whether the content of the second child output has enough value. Whether the second child can surpass the boss or not, it is undeniable that under the influence of the public opinion field and the concentration of market resources, the gap between the two brands at the center of confrontational behavior will gradually narrow, and their influence will show an upward trend. This mutual benefit and win-win situation is the key to their undiminished interest in "mutual pinch". From another point of view, if the market share of the whole industry is regarded as a "quantity", then with the increasing market share of the two industries, the "share" left to other brands in the market will continue to decrease, eventually forming a situation of "the boss fights with the boss, and three or four are short of one". Through the analysis of the function of "antagonistic" brand operation strategy, we can find that it is understandable that the two tigers compete with each other instead of hurting each other, which makes the "mountain" owned by each other further expand. Thirdly, the classic "antagonistic" brand operation cases are listed and analyzed. After explaining the concept, we will further deepen readers' impression of the "antagonistic" brand operation strategy through some classic and representative cases. On the other hand, this operation strategy can also be used more pertinently. Next, the author will list cases for analysis according to different types of confrontation strategies, so that everyone can have a more comprehensive understanding of such combat strategies. 1, the promotion strategy of mutual blackness: the mutual blackness of Coca-Cola and Pepsi-Cola has developed so far, and their brand characteristics are different. From Pepsi's initial fame to the Coca-Cola brand, the "hacking" interaction between them has never stopped, and it can even be said that hacking with each other has become a formal brand promotion strategy. When there are countless incidents in which Coca-Cola and Pepsi are mutually black, the author simply lists a classic case of mutual black for everyone to enjoy. During Halloween, Pepsi once made a cloak with Coca-Cola logo as its own Halloween brand poster. Pepsi's own interpretation of this poster is that Coca-Cola is regarded as a Halloween horror element, and it is a metaphor that Coca-Cola is the devil. Subsequently, Coca-Cola dealt with a man as he deals with you, still using this poster as a propaganda poster, with a sentence attached: Every ordinary person is eager to be a hero. The same picture, under the interpretation of different words, the positioning of the primary and secondary brands of the whole promotion is reversed. Coca-Cola stands for hero, while Pepsi is defined as ordinary existence. Case analysis: First of all, the two major cola brands attack their opponents again and again in this "mutually black" way, but their influence has been improved again and again. On the contrary, Coca-Cola, ranked third, quietly withdrew from the historical stage. Secondly, they use this humorous context and picture to attack each other with connotation arguments. On the one hand, they constantly strengthen the impression of the masses on their brands, and will not make the masses feel disgusted with this behavior. It seems to disappear, but in fact it is harmonious. Finally, when the two brands gradually become proficient in using the strategy of mutual blackmailing, this characteristic promotion behavior has become their unique promotion strategy, and their corporate culture is really a surprise. Similar to this brand confrontation model, there are many cases, such as burger king and McDonald's, Audi and BMW, and so on. 2. Simple and rude price war: The "8 15" price card war between JD.COM and Suning is mild and interesting in nature. Readers need to fasten their seat belts, because the speed is too fast and the battle will be extremely fierce. A few years ago, JD.COM and Suning launched a price war around the price of household appliances through Weibo, which has been impressive so far. Although this price war was just a "farce" with much thunder and little rain, its influence at that time should not be underestimated. JD.COM CEO Liu announced on Weibo that JD.COM. COM's home appliances have a gross profit of 0 in three years, and he will send a price comparison specialist to compare the market prices to ensure his sincerity. However, after Suning announced that all home appliances of the same model were 10% lower than those of JD.COM, a vigorous price war was launched in an all-round way. With the coming and going of both sides, this fierce price war has aroused great concern. Despite the careful development of netizens in the end, it seems that the so-called price reduction model actually contains mystery. First of all, the product repetition rate of JD.COM and Suning is not high, so the price comparison behavior can also be said to exist in name only. Secondly, regarding the big price reduction in JD.COM, many netizens said that before the price reduction, many shops in JD.COM were secretly raising commodity prices. It can be said that in essence, both companies have not shown their due sincerity. Case study: Although the price war was "nominal", the confrontation between JD.COM and Suning at that time attracted public attention. This also made the information of selling household appliances in JD.COM quickly accepted by the public. In addition, in this high-profile anti-Japanese war, the influence of the two brands has been greatly enhanced, providing a huge mass base for the subsequent development of JD.COM. Although, after this incident, CEO Liu was silent for more than a year because of this incident, from the perspective of the overall income of the company, it is still a steady profit. 3. Hand-to-hand combat: I believe that everyone is still very impressed by the "3Q" war. So the author briefly introduces this case. 20 10 September, 360 launched a newly developed "privacy protector", specifically aimed at whether Tencent qq software infringes on users' privacy. Subsequently, qq quickly countered, saying that 360 browser was suspected of promoting pornographic websites. On October 2012110, Tencent announced that computers with 360 software would stop running qq software, and qq could only log in after uninstalling 360 software. In view of the situation of "choose one from the other", this confrontation campaign has entered the broad daylight stage. Finally embarked on the road of litigation. Case study: In this epic battle, the brand influence of both sides was greatly reduced. However, their brand awareness and popularity have risen to an unbounded level. This has also laid a solid mass foundation for them to become leading brands in their respective industries. With the beginning of the struggle between the two sides, the enterprises directly suffered losses, but this part of the loss also allowed them to eliminate the whole industry. Fourth, the practical skills commonly used in the "antagonistic" brand operation strategy are ultimately grounded. In the final analysis, the "antagonistic" brand operation strategy is the process of frantically brushing the sense of existence of enterprises. The intensification of the sense of existence will naturally attract the attention of the masses. By enumerating different cases, the practical skills of "antagonistic" brand operation strategy can be mainly divided into the following categories: 1, provocative words war. The mutual black mode of Coca-Cola and Pepsi in the above article belongs to a post-water war. In this way, the enterprise will start an interesting "oral hi" mode through some time that will not affect the essence of the brand. First of all, this confrontational behavior, regardless of the outcome, will not damage the inherent brand image of the enterprise. Secondly, it is not easy to be disgusted by the masses. Because this war of words itself belongs to the type of "watching the excitement is not too big" in the eyes of the masses, and in the process of the war of words, it is generally accompanied by a different story, which is increasing the public's goodwill towards the brand. 2. The battle for the "industry first" card position from ancient times to the present, "first" has attracted more attention than "second". Therefore, enterprises are very keen on the title of the first in the industry. As for the benefits of "first", it involves the content of the direction of leadership public relations, so I won't discuss it here. For example, in the mobile phone industry, Apple has taken the lead this year, but with the arrival of the 5G era, Huawei has already surpassed it. At present, in the eyes of many people, Huawei has become the first brand in the mobile phone industry. In the next few days, the competition between Huawei and Apple will become extremely fierce. We will wait and see who can become the industry leader. 3. Simple price war The price war centered on "interests" can directly hit the hearts of consumers at that time, which is the weakness of human nature. If an influential furniture enterprise in the industry launches a set of big promotion activities, then the enterprise can launch a "price war" by launching more preferential measures. As for whether you can afford the preferential strength, you need to make an accurate self-assessment. This method is simple in operation and clear in thinking, but it requires higher enterprise resources, so use it as appropriate. 4. The law of legal procedure is to attract the attention of the masses with disputes as the core, and to use the legal platform to fight with real swords and guns. This method is difficult to operate, risky and low controllable, so enterprises need to consider it as appropriate. Moreover, it is not easy for enterprises to grasp the scale of "controversial points". In short, use it with caution. This article is excerpted from the portal website of China PR industry-PR House.