Morning Stationery Promotional Poster-Morning Stationery, as a leader in domestic stationery, why does it receive so many bad reviews?

How to make consumers remember your brand forever?

1. You may have learned the wrong thing about situational marketing

On the eve of the college entrance examination in 2018, Mercedes-Benz , Jeep, Audi, Volkswagen and other car companies have successively participated in the arms race of the college entrance examination hot spot, such as Beijing Hyundai Motor:

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You may have the same experience as me The idea is that this marketing content seems to be a bit distracting, but it always feels strange: What is the relationship between the college entrance examination and buying a car? I don’t understand what you want to do.

This kind of leverage marketing is just to increase the sense of presence. Of course, increasing the sense of presence also has certain marketing value. Just changing the college entrance examination to Teacher's Day or Mother's Day, or changing the logo to Safeguard, our feelings are no different.

Our memory is selective. If external things are not related to ourselves, we will quickly forget them, even though we did see them.

Just like the handsome guy and beautiful girl you pass by on the subway, even if your heart trembles slightly when you meet her, you will forget her appearance after you get out of the subway.

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So you can use the opportunity to get consumers' attention, but it may not form a memory.

But I mentioned clearly before that leveraging marketing is in line with memory neuroscience, so why doesn’t it work here?

We need to face up to a problem first. Scientific laws are objective. What exists is that our subjective understanding is often wrong. We tend to learn from the results of others' success, rather than the process of success.

Let’s take a look at a case:

In 2018, Huawei’s R&D expenses reached US$15.3 billion, making it the leader in the global ICT industry. Therefore, some people say that if companies want to succeed, they must do R&D like Huawei.

However, in the early days, Huawei did not have huge funds to compete with the prosperous American Cisco for R&D, so why did it eventually surpass Cisco? Huawei's success process seems to be more worthy of attention.

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The reason why the above-mentioned opportunity marketing makes consumers feel confused and forget it in the blink of an eye is because this kind of marketing is just the result of imitating other people's successful marketing. , without exploring the process of successful marketing.

In layman’s terms, the first company to successfully capitalize on momentum marketing will often gain a large amount of media exposure and become a benchmark for latecomers.

After seeing the results of such a trend, latecomers began to imitate, using hot events as a starting point to forcibly find connections and highlight their own brands.

So his marketing logic is as follows:

(1) Big node: discover major events-the college entrance examination;

(2) Association: determine the association Method - make posters + slogans;

(3) Small nodes: highlight the brand identity - add logo.

But the first company to successfully leverage marketing is probably doing this. Take the 2017 College Entrance Examination Marketing of Chenguang Stationery as an example:

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(1) Small node: determine the brand characteristics - high-quality stationery, related to learning, belongs to high-frequency consumption;

(2) Association: explore potential associations - exam , homework, student gifts;

(3) Big node: lock in the target of taking advantage of the situation - graduation season, college entrance examination.

Both of these two types of marketing use the college entrance examination to attract attention on the surface, but their logical sequence is completely opposite, so the marketing results will be different.

When you see M&G's promotional marketing poster, you may think of using M&G's pen to take the college entrance examination or write graduation messages to your classmates. You may also want to buy a new M&G business pen.

But when you see the poster of Beijing Hyundai, you will not think of buying a Hyundai car. Even if you may buy a car in the future, you will not think that Beijing Hyundai is really sentimental. I will buy Beijing Hyundai. Will spend a lot of energy repeatedly comparing several mainstream brands.

Everyone knows the appearance of success, but the logic of success is extremely profound. We need to focus most of our energy on the underlying logic rather than the appearance of success.

But if you think that you understand this marketing logic and can use opportunity marketing to make consumers remember your brand forever, you may still be disappointed.

2. New method, memory association marketing

The hot spots that take advantage of the trend will cool down, and it is difficult for you to be related to hot events every time. And now there are too many latecomers crazy to imitate the opportunity marketing. These people and activities taking advantage of the trend of marketing come and go like a tide.

Consumers are increasingly inclined to activate psychological defense mechanisms to resist the control of their own consumption behavior by opportunity marketing. Even if a company happens to be in the middle of a hot topic and has no intention of taking advantage of the trend, it may still be labeled as "grandstanding" by consumers.

Then is there any other way to make consumers never forget your brand?

Actually, the method I am going to talk about next is still based on the above logic, but we need to give up. Take advantage of the trend and try to upgrade this thinking.

The big node used by momentum marketing is the current hot event. And we need to abandon this narrow vision and not limit the communication nodes to current hot events, but expand to the wider world.

In addition to hot events, what other nodes have a strong influence on consumers’ cognition?

I think there are many things that have a strong influence, such as An example:

A technological invention with revolutionary significance - the Internet

Emerging car companies such as NIO and Xpeng Motors, relying on the banner of "making cars on the Internet", have gained a lot of attention. Passed BBA (Mercedes-Benz, BMW, Audi).

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But in essence, Internet car manufacturing only adds intelligent interconnected "plug-ins" to traditional car manufacturing. Moreover, the vast majority of core technologies are still "monopolized" in the hands of traditional big-name car companies in the United States, Japan, Germany and other countries.

These emerging car companies have tied the highly influential node "Internet" to themselves. Some industry lists even classify them as the Internet industry rather than the automobile industry.

As a result, they successfully took a piece of the media attention on BAT.

If using hot events to attract consumers' attention is considered opportunity marketing, then this way of binding one's own brand to powerful nodes to form a memory association is called "memory" Affiliate Marketing”.

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Note: The low degree of consumer involvement means that consumers rarely spend energy thinking about the product, and it is easy to switch to other brands due to external stimulation.

Since memory association marketing has so many advantages, what specific methods are there to establish memory association?

3. What are the types of memory association?

Through a large number of case analyses, I summarized 5 types.

Most people will have seen or heard some of these types of cases, but few would have thought that their underlying logic is consistent with memory neuroscience.

(1) Similarity

When people in ancient times saw a beautiful woman, they would say "She is as beautiful as a beauty", and when they saw a handsome boy, they would say "Looks like Pan An".

This is actually a similar association that binds a person's appearance to another big node, the classic image of a handsome guy and a beautiful woman, thereby deepening people's impression of this person.

What is the effect of similar associations?

For example, Fan Xiaoqin looks exactly like Jack Ma, so we call him "Little Ma Yun", although most people don't know who "Fan Xiaoqin" is , but when it comes to "Little Ma Yun", everyone will definitely think of that little boy.

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Of course, the similarity of appearance does not only refer to the appearance of the person, but also includes the form and combination of the product.

For example, when I was in college, I worked on a home decoration entrepreneurial project, and I wanted to achieve large-scale personalized customization.

But anyone with common sense in economics knows that personalized customization and mass manufacturing are contradictory.

So I thought of splitting the product into several components, mass-manufacturing the components, and customizing the assembled combinations, so that I could have the best of both worlds.

But how should I express my product model so that consumers can more easily understand and like it?

I thought of Lego bricks. Although Lego bricks only have several modules, they are different. The combined splicing can achieve various forms.

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So the big node I determined is Lego bricks, and the association is that the two have the same product model.

My next memory-related copy also came naturally: "XX personalized home decoration, change as you like like Lego bricks."

If this memory-related marketing is taken to the extreme, the phenomenon of "Little Ma Cloud" may appear:

Passerby A: How to get to "Lego Home Decoration"?

< p>Passenger B: Is it "XX Home Decoration"?

Passenger A: Yes, that's it.

In addition to similar appearance, there are many similar types that can be used:

Similar functions: What is the first generation iPhone? Jobs said "a large-screen iPod + a mobile phone + "An Internet device" (borrowing three major nodes at the same time);

Similar model: in the past, commercial traffic was in real estate developers, and now commercial traffic is in the Internet, so the Internet is "network real estate developers" (this memory association Currently monopolized by BAT);

Similar products: I often hear BOE, what does it do? It is China's "LG" (South Korea's LG is the world's largest LCD screen, BOE has not used this yet Memory association);

Similar spirit: I support Luo Yonghao and Smartisan Mobile because he has the spirit of Steve Jobs. Even if Smartisan is sold, Lao Luo still remains true to his original intention (bound to the great idol spirit ).

Similar association is the easiest way to use memory association marketing. The several types to be introduced next are relatively more difficult and have certain thresholds.

(2) Affiliation

The ancients loved to introduce themselves to each other when meeting, and used affiliation to carry out memory association, highlight their status, and make the other party never forget it.

The most successful person in this kind of memory-related marketing is undoubtedly the emperor’s uncle Liu Bei. Although Liu Bei weaved mats and sold shoes, he made full use of the large nodes of the Han clan and carried out long-term and powerful memory binding.

The sentence "I am the Queen of Liu Sheng, King Jing of Zhongshan, a clan member of the Han Dynasty" positioned Liu Bei as the only person with royal power and justice in the Three Kingdoms. Guan, Zhang, Zhao, Ma, and Huang all defected to him.

Subordinate associations are still applicable today. For example, if I say "I am Grant", you may not remember it.

But if I say "I am Trainee from Hewlett-Packard, the world's top IT company, and my name is Grant", you will be more likely to remember it.

Similar memory-related marketing is also very common in business circles, such as Procter & Gamble, Alibaba, and Baidu.

The most famous examples in the Internet circle are Cheng Wei and Didi. Cheng Wei worked at Alibaba in his early years and was responsible for the Alipay business. He is a very exemplary entrepreneur in the Alibaba family.

This kind of affiliation with Alibaba has become a very good brand endorsement for Cheng Wei and Didi, and it is also a very easy-to-remember brand story. Even VC (venture capital) will consider whether to invest based on the background of the entrepreneurial team.

China Literature Group, China’s largest digital reading and literary IP platform company, was split from Tencent in 2017. Naturally, it has this kind of affiliation. If there are almost any reports on China Literature, there must be Tencent.

In addition, studying in a famous family, being a scholarly family, studying abroad, being admitted to a prestigious university, and entering a big company all have this kind of marketing motivation.

Affiliated associations have certain resources, and not all individuals and companies can use them. But once you have the opportunity to use it, it will be a "catalyst" for success (but not a "snake oil").

(3) Homology association

Homology association corresponds to affiliation. It refers to two people or brands coming from the same place. If you have the opportunity to make good use of large nodes from the same source, it will produce a marketing effect like an affiliate relationship.

Teacher Liu Run, a well-known business consultant in China and the director of the "Five-Minute Business School", mentioned many times in his WeChat ID and APP courses that when he was working at Microsoft, he and the president Tang Jun’s experience, including how Tang Jun interviewed him.

This invisibly formed a memory connection between one's own brand and the "working emperor" Tang Jun. Even if you don't know who Liu Run is, as long as you remember Tang Jun, it will be easier to remember Liu Run.

A more classic case of homologous association is XX Company (I won’t tell you about it yet).

Let’s take a look at some brands first:

Top brand: SK-II

Second-tier brand: Olay

Men’s brand: BossSkin

Asia’s number one makeup brand: ANNASUI (Anna Sui)

Cleanse and care brands: Rejoice, Head & Shoulders, Pantene, Safeguard

With so many brands, you must Can't remember. It doesn't matter, as long as you remember one or two of them (such as Safeguard, Rejoice), the other brands will be relatively easy to remember.

Because the above-mentioned brands all come from the same company - the world-renowned fast-moving consumer goods company Procter & Gamble (P&G).

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This is P&G’s classic multi-brand strategy. When you see a brand you have never used, such as SK-II, you don’t have to worry, as long as you use it After passing Safeguard and learning that both Safeguard and SK-II belong to Procter & Gamble, you will be more likely to accept the unfamiliar brand SK-II.

There are many similar examples, such as brand extension, extending the original well-known brand to other types of products: Wahaha is not only drinking water, but also eight-treasure porridge and milk.

Trout, the godfather of marketing, proposed the positioning theory, which was very opposed to brand extension and cited counterexamples such as Xerox and General Motors.

But today, many companies still use brand extension, and even enjoy it. For example, Haier makes computers and LeTV makes eco-friendly products (both of which are cool).

The reason is that although brand extension will make the brand positioning lose focus, because it is of the same origin, memory association marketing will make it easier for consumers to remember and accept the new products after the brand extension.

(4) Hostile association

Hostile association, as the name suggests, is to regard competitors as big nodes and establish a hostile relationship with them in the minds of consumers, thus placing consumers on Competitors' attention is drawn to their own brands.

The most successful example in this regard is JD.com.

Although JD.com has not surpassed Alibaba in e-commerce share for many years, it has continued to declare war on Alibaba through various marketing activities.

JD.com has established a perception in the minds of consumers that "JD.com is Alibaba's only rival."

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So as long as you are dissatisfied with your purchases on Alibaba (Taobao or Tmall), such as slow logistics, many fake goods, and poor customer service, Then your alternative must be JD.com.

Although JD.com currently has difficulty surpassing Alibaba’s share, there is a high probability that no other e-commerce company will surpass JD.com.

Another example is Xinchao Media, a rising star in elevator advertising.

Xinchao Media's revenue in 2017 was 200 million yuan, second only to Focus Media's 12 billion yuan, so it expressed the slogan "because it is second, it is cheaper" in the elevator advertisement.

Although the size of Xinchao Media is far smaller than that of Focus Media, a near-monopoly giant, the hostile relationship still made Xinchao Media appear in the headlines, and even attracted rival Chinese media to criticize the "third "Two names" is a competition for this memory connection.

However, hostile association is a double-edged sword. On the one hand, forming a memory association with a powerful opponent can gain industry popularity; on the other hand, it may also be counterattacked by the opponent and get burned.

So Zhang Jixue, the founder of Xinchao Media, said, "We just want to be the second child now and sell advertising quietly." But can this really hide the truth and avoid the iron hoof of Focus Media?

Hostile association requires strength as the basis and is a threshold-based memory association marketing method. It is more suitable for companies that have a certain business moat and occupy a certain position in consumers' minds, such as JD.com.

(5) Complementary association

Complementary association means that both can exist independently, but once they cooperate, it is possible to produce the effect of 1+1>2. You can reflect your complementary relationships in the industry in marketing activities and use the popularity of complementary partners to increase momentum.

For example, the logistics cooperation between Taobao and Sitongyida, and the Tencent million O2O e-commerce established by Tencent, Baidu and Wanda.

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This complementary relationship is like a network, transmitting the influence of each node to the network, so that every node can benefit from it.

If you are a small or medium-sized company and do not have the strength to obtain such a strong network, you can also form complementary relationships.

For example, your company is a designated purchasing unit of the government, the only supplier of a certain product of a well-known company in XX, or a business partner in a certain aspect, or you have some high-quality customer resources, such as Liu Run The teacher will introduce that he has provided strategic consulting services for famous companies such as Baidu, COSCO, Haier, etc., thus forming an associated memory.

Summary

Although memory association marketing has many advantages compared to opportunity marketing, it still has very strict rules of the game, otherwise it will easily change over time like opportunity marketing. And dissipate.

(1) You need to pay as much attention to memory association as you do to brand positioning

Memory association and brand positioning have similar functions, and can also be said to complement each other:

The first is to help consumers understand your products (such as my "Lego" home decoration) and classify them;

The second is to reduce consumers' cognitive load and make it easier to remember your brand name and features.

Therefore, once the memory association is determined, long-term marketing is required. Just like Liu Bei promotes himself everywhere as "the queen of Zhongshan Jing Wang Liu Sheng", Mr. Liu Run often mentions his story at Microsoft, and JD.com constantly Participate in e-commerce promotion competition with Alibaba.

(2) Memory association marketing pays attention to strategic focus and tactical coordination

This means that you need to select a unique brand feature, then find an effective memory association, and use it as a Central clues to launch consistent marketing actions.

If your brand is as fashionable as Apple today and as powerful as Huawei tomorrow, pay tribute to Steve Jobs today, emulate Lei Jun tomorrow, benchmark Tencent today, and challenge Baidu tomorrow, then we really I can't figure out who you are and what you want to do.

Special Notes

Memory-related marketing is my reflection, induction and original business methodology based on various cases. Many of its ideas come from business life and are not born out of nowhere. As a leader in domestic stationery, why does Chenguang Stationery receive so many bad reviews?

Morning Stationery

It seems that it has been controversial since its launch. As a domestic stationery brand, it can be said that it has achieved certain results in this field in recent years, and its total revenue has even exceeded 100. 100 million. However, such domestic brands have not been popular among people, but have received bad reviews. As the leader of domestic stationery, how could M&G Stationery end up in such a situation?

01: Domestic "quality" in people's eyes

In the eyes of the majority of consumers, M&G Stationery is really unqualified , netizens complained that M&G's 9 yuan B5 paper featured "not easy to bleed ink on the back", coupled with M&G's 10 yuan "quick-drying" pen, the combination of the two would have a good effect, but it didn't make the ink bleed as soon as it started.

Netizens complained that M&G has only focused on raising prices in recent years, but not on product quality. Suddenly, Chenguang Stationery became the target of public criticism. While we are condemning, we should look back and see how today's Chenguang is moving step by step towards becoming the leader in domestic stationery.

After understanding the development history of Chenguang, I believe you will be more tolerant of domestic stationery. Chen Huxiong, the founder of Morning Light, is a typical Chaoshan person. He discovered business opportunities while starting a business and successfully seized the opportunity. Chen Huxiong started out as a stationery salesman. With his diligence, he became a well-known Korean stationery agent in China within a few years.

A few years later,

the financial crisis

arrived, the stationery agency was on the verge of bankruptcy, and Chen Huxiong had no supply of goods. He struck decisively, determined to create his own brand .

This year, Chenguang Stationery came into being.

Chen Huxiong is a salesman and doesn’t know much about stationery manufacturing, so he plans to hire a master to make products for him.

Chen Huxiong stayed at the master’s house for half a month, helping him with cooking and housework during the day, reading the news to his wife at night, and helping his younger brother with homework when he had nothing to do. With his unremitting efforts, the master was finally moved. .

Under the control of the masters, the quality of Chenguang Stationery has quickly improved.

What makes Morning Light truly bigger and stronger is also the technological innovation behind it. At this point, Chen Huxiong has always advocated sending a dedicated team for research and development. With the gradual improvement of quality, coupled with large-scale production and the launch of various discounts and promotions from time to time, Chenguang soon occupied a place in the market.

So far, Chenguang has reached the peak of domestic stationery.

It is extremely difficult to go further at this time.

But Chen Huxiong is not an ordinary person. A small boss in the sense of the word, he has far-reaching thoughts and broad knowledge. Under the leadership of Chen Huxiong, M&G began to transform retail terminals and uniformly change the store image.

In this way, Chenguang Stationery has more than 72,000 retail terminals across the country, covering nearly 1/3 of China's schools. Chenguang has also truly entered the lives of Chinese people.

Later, "the myth of one pen selling 10 billion yuan" was created.

Although M&G Stationery spends a large amount of money on product research and development and innovation every year. But compared with foreign stationery, M&G's technology and brand power are still far from enough.

For the foreign stationery industry, this has been a stable industry that has been developing for nearly a hundred years, while China's stationery industry has just started. Sometimes, even a small

ballpoint pen

tip has to be imported. In terms of stationery, not only M&G Stationery still has a long way to go, but also the development of the entire Chinese stationery. The road is also long.

02: Questioning and development coexist

Faced with the embarrassing situation of the domestic stationery industry, M&G is still silently researching and developing. In addition to

gel pens

, Chenguang also launched a wooden pencil with no ink and no core, which can write 500,000 words. It can automatically remove the core without pressing it and write the entire core at once. A mechanical pencil that won't break.

Although there are constant doubts on M&G's R&D and innovation journey, some people will still choose to support M&G. Chenguang may not be perfect, but all of us are witnessing its growth. M&G Stationery is just like China today, growing stronger amid doubts.

The first is

the development model

At the beginning of its establishment, M&G chose to make a single simple gel pen, and chose to win by quantity and expand

p>

Market share

; This was also the case in China at the beginning of its development. It started from simple

light industry

to labor-intensive industries. Starting from the industry, we started with product assembly, and then gradually developed our own

heavy industry

with a dedicated R&D team.

Along the way, China's development, like the development of M&G Stationery, has been questioned. But how can the rise of an industry be optimistic from the beginning? Doesn’t everything need to be started from scratch? Secondly, the operation method. M&G Stationery has always followed the route of imitating Japan and South Korea.

Although Chenguang Stationery is indeed originated from a Japanese and Korean stationery foundry, its later stationery style still tends to be Kawaii style. For now, M&G's design headquarters is still set up in South Korea. Firstly, the Korean stationery market was more developed than ours at that time, and secondly, the Korean Wave has a great influence on Chinese teenagers.

The closer the design is to Japan and South Korea, the more inspiration for the creation of Chenguang Stationery; in fact, China's development also has this meaning. Through continuous opening up to the outside world, it attracts foreign cultures, takes their essence and discards their dross. Finally, it becomes the nourishment we need for our own development. For China, opening up is actually a kind of progress!

In fact, whether we are towards the development of Chenguang Stationery or the development of China, we should have a kind of tolerance and wait for it slowly. Growth, too many questioning eyes will not make him grow, but will make the industry sluggish.

03: Give M&G some time

In the past few decades since M&G Stationery was launched, although M&G Stationery has faced a series of problems, there is no doubt that it has done a great job for our domestic stationery industry. Set an example,

Sold a pen for 10 billion

These should be the shining points we see. As a domestic stationery industry, Chenguang Stationery represents thousands of domestic enterprises. I think these domestic enterprises are the hope for China's development. What should we do with these emerging domestic enterprises?

First, reduce doubts and always be tolerant

. The flood of bad reviews will not promote progress, but will cause the development of the industry to stagnate. Give the industry some time and give domestic brands some time.

Second, give some support to domestic brands.

Maybe the immature brand is not the best choice in your mind, but it will one day become a huge tree that can dominate the sky. Just like Huawei today, as long as you are willing to support more domestic products, then they will grow faster.

Chenguang, which has been criticized a lot, actually represents today's China. From being questioned to becoming stronger now, Chenguang will eventually become stronger one day. Before that, we need to give Chenguang A little support and a little time for Chen Guang. Chenguang Stationery Cost Analysis

Morning Stationery Cost Analysis

Morning Stationery was founded in 1996 and is an enterprise specializing in office stationery. Its product range covers stationery, office supplies, digital products and gifts, and is deeply loved by consumers. In the fiercely competitive stationery market, Chenguang Stationery has achieved great commercial success with its high quality, innovative products and reasonable price strategies. However, to maintain long-term business competitive advantage, it is necessary to delve into the cost analysis of Chenguang Stationery.

The main costs of M&G Stationery

To analyze the cost of M&G Stationery, you must first understand its main cost components. Judging from the product range of Chenguang Stationery, the main costs include the following aspects:

Raw material cost

Production cost

Transportation cost

Marketing costs

Management and labor costs

Morning Stationery has a wide range of products, and the cost structure of each product is also different. Among them, production costs and raw material costs are the main cost sources of Chenguang Stationery, accounting for the largest proportion. Although transportation, marketing, management and labor costs are not as important as the first two, they are also necessary for the normal operation of the enterprise.

Morning Stationery’s cost control strategy

For an enterprise, cost control is a crucial part. How does Chenguang Stationery control costs while providing high-quality products? The following are several cost control strategies commonly used by Chenguang Stationery:

Optimize supply chain management and reduce raw material costs by integrating suppliers.

Improve production efficiency and use process optimization and technological innovation to reduce production costs.

Choose economical and practical transportation methods to reduce transportation costs.

Rationally formulate marketing strategies and reduce marketing costs.

Optimize the management system, improve enterprise efficiency, and reduce management and labor costs.

By constantly optimizing and adjusting cost control strategies, Chenguang Stationery has achieved reasonable price competitiveness on the premise of high-quality products.

Profit analysis of M&G Stationery

After analyzing the cost of M&G Stationery, of course, we also need to pay attention to its profit situation. While focusing on product innovation and cost control, Chenguang Stationery actively explores the market and increases sales and profits.

Take the first quarter financial report of Chenguang Stationery in 2019 as an example. Its net profit increased by 15.33% year-on-year, and earnings per share were 0.17 yuan. It takes into account the development of market demand and improves the company's profitability through more reasonable product pricing and excellent supply chain management. At the same time, the company's integration of market channels and improvement of promotion efforts have also made considerable contributions.

In short, Chenguang Stationery has achieved good profit growth with the support of high-quality products and cost control strategies.

Conclusion

As a highly competitive enterprise, Chenguang Stationery needs in-depth discussion and analysis to achieve long-term competitive advantage