Why is Xuanhemen cigarette called this name?

Because a slogan, "Smoking only shows off Hermon, and only loves one person all one's life" stands for "single-minded emotion".

Looking back at the video with this "smoke language", it is not difficult to understand what you want to express. In the face of his once beloved predecessor, this man used to only smoke Xuannan because of her. Now that we broke up and lost that attachment, we began to "casually" and "draw as much money as we have". ?

Speaking of this stalk, it is estimated that most of the marketers in our industry have never heard of it, and even the Jiangsu industry itself may not be very clear. Because this lyric is not from the advertising copy of commercial enterprises or industrial enterprises, but from an online song of 20 17.

Just like the well-known advertising word "Let the mind travel", it coincides with the aspirations of the vast number of migrant workers in that era and has achieved the feelings of Liqun brand. Xuanhemen also successfully shaped the character of a pack of cigarettes because of the phrase "smoking only Xuanhemen, loving only one person in one's life". ?

In 20 17, with the rise of live broadcast outlets among network celebrities, this sad and touching online song will ring from time to time in the live broadcast room of network anchors. Millions of netizens, watching the anchor network celebrities under the beauty filter and listening to catchy brainwashing lyrics, not only established a good brand association, but also left a deep impression subconsciously. ?

These favorable feelings are gradually transformed into daily buying habits, and even evolved into an emotional attitude or a way of confession.

This success factor of stem marketing

1, people-target group positioning. From the perspective of communication, first of all, this phrase is neat, rhyming and very easy to remember; Secondly, the words "only smoke" and "only love" in this sentence are melancholy, which accords with the emotional demands and life experiences of the current youth groups and is easy to cause emotions.

2. Brand image building. Nanjing (Xuanhemen) suggested retail price 16 yuan, which belongs to the second category of cigarettes. Compared with the prices of 10 yuan and 15 yuan, which have the largest cigarette sales in China, the price is slightly higher, but it also caters to the psychological satisfaction of most young consumers. ?

For consumers, especially due to limited supply in various places, brands have become scarce. There is a general consumption concept that "things are rare" in the minds of consumers in China. The more you want, the better. ?

For customers, due to the limited supply of enterprises and the pursuit of consumers, Xuanhemen has a premium phenomenon in various markets. The actual market retail price is about 18 yuan, with strong demand and high profit. In the eyes of the vast number of retail customers, it has also become a upstart in short supply.

3, field-consumer scene creation. This lyric comes from the internet and is also spread on the internet. Just like the classic expression on the Internet, "I'm not smoking, I'm lonely!" The sentence "I only love one person in my life" can be used as an emotional expression of "single-mindedness", or it can be extended to "I can't secretly love someone" and "I missed it because my feelings broke".

No matter what it means, it fits perfectly with the scene of consumers holding their mobile phones alone or facing the computer.