What do you think of "mourning culture" marketing? For example, I have heard that love must be miserable.

In 2016, we were still in mourning, but in 2017, the streets were full of mourning, and "mourning culture" has swept the streets and the Internet.

So why is "mourning culture" so popular, and why do major brands start "mourning culture" marketing one after another?

1. Background reasons of “mourning culture” In the past few years, we have been advocating positive energy, positive, healthy and upward mainstream spirit. However, with the growth of the new generation (post-90s), they have been growing up since childhood. Enjoying better material conditions, what they often talk about is "I", "becoming me, becoming myself, an independent individual" who dares to speak for himself. When they begin to enter society from school, high housing prices, high competition, and high pressure... these undoubtedly play an important role in destroying young people's vitality. Not only do they have to work but they also have to deal with various social interactions. The cost of social survival is getting higher and higher. I work very tiring every day but still can’t make any money. I’ve heard too many inspirational quotes like “the harder you work, the luckier you’ll be.” It’s better for me to “lie quietly and relax without working hard.” 2. Scenario-based emotions. The song "Feeling My Body is Emptyed" was popular all over the country last year. The lyrics of the song faithfully describe the daily scenes of having too much work, too much money and too little overtime. "There is a boss named Big." Wei, I showed up at 6pm with eyes like black back and coffee in my hand. Let’s have a meeting together..." Under the high pressure of society, people need to use some kind of medium to release their inner thoughts and an outlet for their emotions. When this emotion is expressed through words, pictures, or even more forms, it will automatically form a point of communication. 3. Brand marketing caters to the popularity of "mourning culture". Many brands actively create "grooves" in order to satisfy young people's desire to complain, because now "emotional consumption" has evolved into a powerful consumption driving force. In the past two years, Years of youth campus nostalgia movies and the re-digital release of major IP movies have brought a lot of commercial value. So when "mourning" is a group emotion, major commercial brands will inevitably seize and market it. For example, the launch of mourning tea, hopeless yogurt, passive milk tea cups and other products. 4. Don’t cross the line in “mourning culture” marketing. “Mourning culture” is not just a culture that pops up suddenly. It is a negative outlook on life. It is more like a kind of black humor, a kind of self-mockery, and a kind of gentle confrontation of dissatisfaction with reality when a group of positive young people face the pressure of life, face their own imperfections, and face their shortcomings. It is a kind of coquettish and coquettish expression. Way to complain. When doing "mourning culture" marketing, we should pay attention to two points. The first point is not to go too far with "mourning" and cause consumers to feel pessimistic and self-loathing. The second point is that when using it, it should be consistent with the characteristics of the product, so as to avoid the embarrassment of mismatch between the brand and the "mourning culture".

"Original article every day to teach you how to do marketing", follow the WeChat official account "Marketing Flight", By Masako