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Recently, a coffee shop named HINICHIJOU on Yongkang Road in Shanghai printed a screen with Tik Tok. There is only a small hole in this shop. The furry bear's paw hands out the prepared coffee from the hole, and sometimes communicates with the guests, such as, yeah, touching your head and sending roses ... It's really cute and is called the warmest coffee shop by netizens.

The manager of this coffee shop is a deaf-mute barista, and the clerk who delivers coffee with bear's paw is a face burn patient. The original intention of opening a shop is to help disabled people find jobs. At present, the topic # bear's paw coffee # has been played more than 4.58 million times in Tik Tok. In order to maintain the order of the shop, netizens must indicate on the homepage that the daily limit is 500 cups.

The reason why bear's paw coffee is popular is that the industry has a background to help disabled people find jobs, a sense of surprise in games, and social coins brought by warm and lovely experiences ... these are all reasonable. In addition, there is another important reason, that is, based on the interesting visual recognition of bear's paw, to effectively improve the visibility of products and let brands have high-energy penetration network.

Speaking of the popularity of products, that is, whether products are easy to be seen by people, this is a very important factor, which provides an important basis for us to correctly spread marketing and grasp marketing priorities.

Why are there more brands of instant noodles and fewer brands of dried noodles? What is the difference between underwear, bra and warm clothing in marketing methods? What's the difference between desktop computer and notebook computer, living room furniture and bedroom furniture in brand appeal?

These can be answered from the insight into product visibility.

0 1。 Why are there more brands of instant noodles than dried noodles?

On this issue, Mr. Ma added important reasons here.

When eating instant noodles, family members and family members go out to travel, colleagues work overtime, college weekends are in dormitories, and young people eat them when playing games in Internet cafes. These scenes are eaten when people are together, or when they are easily seen by everyone. In order to have personality and face in front of people, it is of course necessary to give the brand a unique face value and personality. Noodles are eaten in family meals and packaged into finished noodles. It is also indoors when eating. It's hard for people outside your family to see it, so don't care too much about other people's opinions. Consumers don't care much about design and adjustment, but more about actual price concessions.

As can be seen from the above examples, different products have different possibilities of being seen by others during or after use. According to the visibility of products, products can be roughly divided into explicit and implicit.

Explicit products are products whose effects are easy to be seen by others when they are used or after use. Generally speaking, products used externally, such as portable or mobile, outdoor and social places, are mostly external explicit products, such as typical clothes, cars, mobile phones and gifts.

In order to satisfy people, consumers pay attention to their face value, style and symbolic meaning, so as to enhance their image, express their interests, social status and improve social relations, which has a stronger aesthetic premium and emotional premium space.

For example, when drinking tea, I like to take photos and upload them to show my interest, and eat my own pot instead of Master Kong. Maybe not because there is no hot water, but to show your coolness. Local tyrants buy Mercedes-Benz not for the public, but to emphasize their wealth and status, or on the contrary, to let customers see their value. Hidden products are not easy to be seen by people around them after use or use, and sometimes even consumers will deliberately ignore and feel. Generally speaking, purely indoor, inconvenient to move, semi-finished products, and purely self-use products that are rarely discussed and enjoyed are relatively hidden products, such as mattresses, lamps, hardware products and so on.

Implicit products are not strong in displaying image, flaunting identity and strengthening social attributes, so they are not important in product design and symbolic value (but they do not rule out high emotional value), and consumers value practical functions and prices more.

But whether the product is exquisite or not is sometimes difficult to distinguish.

For example, the same computer, desktop computers are mainly used in companies and families, with low mobility and concealment, and the function and configuration are the first. But laptops are sometimes taken to coffee shops for work and customers, which is related to your personal taste and customers' judgment on the strength and professionalism of the company.

For example, sofa, table, TV and other living room furniture often receive guests, and guests often judge your family, decoration and other tastes and social level. So obviously, design style and sense of quality are very important. Bedrooms such as wardrobes and beds are invisible to others. What consumers see is whether the products are of high quality, comfortable and healthy.

For example, underwear, breasts and warm clothes are essentially different. The use of the chest is not only related to your own comfort and health, but also related to the relationship between husband and wife. Modify the social sense brought by the body shape, and have strong appearance attributes. Therefore, there are many designs and demands for products, such as Victoria's secret sexy, no steel ring inside and outside, and no size U brass. Thermal insulation clothing is a purely functional product, which others can't see. Consumers pay more attention to quality and heat preservation function, and their designs are less.

In fact, even hidden products are hidden to varying degrees. For example, mice, tableware and other daily necessities, although others' popularity is not high, but users watch and use them every day, as close as friends. In design, they also attach great importance to humanization. Most of their high values are tools such as wrenches and pliers used to make themselves happy, and they don't pay much attention to the sense of design and emotional value.

02。 Innovating Marketing Games by Using Product Visibility

By understanding the principle of product visibility, we can optimize target marketing and promote product communication and marketing more accurately. Here, I summed up two common ideas. First, we should distinguish hidden products from hidden products and adopt different marketing methods. Second, try to improve the popularity of products and make them easier to be perceived and spread.

1. The inside and outside are distinct, and each is broken.

From the previous analysis, we can see that the demand emphasis of explicit products and implicit products is different, and the logic of product communication and sales is also different.

For example, in the advertisement, if the high-grade sofa is described as noble and successful, it can still pass, but if your high-grade range hood is also described as noble and successful, it is nonsense. Because the range hood can't be seen by others, and you won't use it to talk about and show off your nobility, it's best to tell your family about deeper care.

For superior products, we pay special attention to the face value and style of products, and constantly ask consumers whether they can establish their own personal designs, stimulate their photos, show their wealth and status, and become a silent media to improve interpersonal relationships.

The effective way of thinking is to choose the relevant reference group, that is, the reference group that affects others. For example, senior barista, brewer, fashionista in clothing field, entrepreneur /CEO of advanced products, variety breeder in agricultural products field will be imitated if their demonstration behavior is seen by others.

Another effective way of thinking is to introduce products, even if the products themselves have content and topics and have the characteristics of division. There are many specific ways to realize it. For example, the product packaging is accompanied by a copy of the soul and cultural and artistic works (Jiang Bai expression bottle, etc.). ), providing interactive interest functions (Oreo music box cookies, etc.). ), the products contain special gimmicks (such as the pink diamond high-priced ice cream in Ecuador), and the beauty of product packaging is in the sky (modern China tea shop, etc.). ), and products cross-border joint brand (white rabbit perfume, etc.). ).

For hidden products, you can do more articles with differentiated selling points, thoughtful service and economical price. At the same time, this product can also use emotional appeal, but this appeal is more inclined to internal self-expression than external identity expression. For example, a high-quality bed is about living a comfortable life, not talking about noble enjoyment.

2. Improve product awareness and detonate social fission.

What matters in marketing is not facts, but perception, and product quality in marketing also emphasizes perceived quality. Whether the product quality is good in essence and whether the brand itself is adjustable can only be seen and experienced by consumers, but not calculated.

Whether the product is external dominant or internal recessive, it will help to improve the visibility, dissemination and sales of the product. This needs to combine the five senses experience of consumers to make products feel and visualize. Here are three suggestions:

(1) Establish core visual symbols

The visual symbols I am talking about here include not only the core visual elements of brands and products, but also signs, auxiliary graphics, visual actions, symbols, mascots, packaging images and so on. , close to the visual hammer mentioned by Reese and the super symbol mentioned by Huahua and Huahua Company respectively.

Important culture, such as fonts, images, symbols, mascots, packaging images, packaging images, the spread of bears and bear culture.

In the business world, visual symbols can help consumers clearly identify products, form vivid impressions, and in the long run, they can be precipitated into lasting brand assets. For example, the golden arch of McDonald's, the bottle shape of Coca-Cola, the mascot of Michelin tires and the cup of Starbucks have all become brand assets.

The bear's paw coffee mentioned earlier, with clear visual symbols of bear's paw, has lovely, sincere and warm connotations, emphasizes the unique tonality of the brand, makes the brand more concrete and personalized, and netizens can't help but make a trembling voice.

Is there a beauty group and hunger? Express my brother's helmet shape-bamboo dragonfly and kangaroo ear, convey brand affinity and attract social attention. In particular, the courier brother runs on the street riding an electric car, and this effect is more effectively expanded.

There are many successful visual symbols. For example, the lemons in Corona, the three-and-a-half-day digital jars, the glass bottles stewed by immortals, the animated images and the national colors of China have all become the visual ambassadors of the brand, so that many people can see them clearly.

There is also a practice, such as empty carving of fast food brands, Lamian Noodles. All the packaging styles and compositions of their products are highly unified, forming a distinctive series of products. Packaging with different tastes maintains a consistent image, just like repeated advertising words. Once strengthened and mutually drawn, consumers will agree with the cost of brands and products.

For banks, training institutions, medical beauty and other service brands, the product itself is invisible, the service place is fixed, and it is invisible, static and dynamic to spread with visual symbols, which can achieve unexpected results. For example, the red umbrella of China Merchants Bank has been playing a role in enhancing the brand image.

(2) Sensually suggest the product performance.

Consumers often can only simply evaluate the quality of products with the naked eye. Therefore, when developing and designing products, we should be good at making the selling points of products more intuitive and letting consumers associate the good quality of products through appearance.

For example, adding large fruit granules directly to fruit juice drinks can make the selling point of real fruit granules see the family value, and the size of clothes becomes larger, which makes aunts feel that the special additives in fertilizer are economical at a glance. For people in cities who accidentally throw away bottled water without drinking it, the public water designed by LifeWater brand is really only half a bottle of water, and the image of children in water-deficient areas is printed on the package. Half a bottle of water was donated directly by LifeWater Company to children in water-deficient areas. The packaging of half a bottle of water intuitively emphasizes the product concept.

There are also some sunscreen products, and the inner packaging has a sensing area. When the sun's ultraviolet rays exceed a certain value, it will turn purple, reminding consumers that the sun is too strong and they should apply sunscreen.

This idea can also be used in product promotion and e-commerce page design. For example, a foreign wine comes from France, and its selling point is centered on the origin. In the promotion, gifts with French customs can be given to enhance the awareness of the country of origin. Or add French elements to the product page design to make the whole page show a strong French style.

(3) External display of recessive products

Hidden products and reasonable external display are very conducive to the spread of products.

For example, express the functional selling point of the product in a specific language, such as Robust's 27-layer purification. Or use the intuitive icon icon to visualize the technology, selling points and prescriptions. Intel, Core and other chips have specially designed icons, which can be seen when buying a computer. The intuitive images of these icons are easier to understand, which can help these chips successfully establish element brands.

There are products that don't look obvious, and ingenious ideas can also cause the network to screen.

For example, the wardrobe of celebrity network red and the refrigerator of food announcer are all private. If the brand cooperates with them and calls on fans to dry the wardrobe and refrigerator together, it is possible to achieve hegemonic communication.

For example, in order to celebrate the opening of the new store, IKEA transformed the subway station in the center of Paris into a small model room, with 1500 high stools, sheets, lamps, storage boxes and other products hanging on the wall, which are usually invisible for the citizens who take the subway to see.

abstract

Sex is an important attribute, which is directly related to the source of value and demand of products. For a product, we must first judge whether it is hidden in the outside or inside, and put forward the target strategy to make the marketing clearer. At the same time, we can improve the visibility of products and promote the social division of labor by means of visual symbols, intuitive hints and hiding the visibility of products. .