Hao Hao: How to play the brand marketing under the new media era
In recent years, China's per capita income level has been continuously improved, the concept of consumption of new generation parents has been upgraded, and the development prospects of maternal and child industry are improving. In 2018, the total maternal and child market will exceed 3 trillion yuan.
In the era of new retail and new consumption, how do mother and baby industry companies do brand marketing? On March 30th, Mr. Hao Hao, General Manager of Phoenix Net National Marketing Center, was invited to attend the 11th China Toys and Baby Products Industry Conference and delivered a speech at the “China Zhizao†session: “How to play the new media era Brand marketing"
" Professional Players " vs " RMB Players "
According to the analysis of China's maternal and infant family population in 2017, the monthly expenditure of low maternal and child products (below 500 yuan) is mainly female relatives, accounting for 69.0%, but with the monthly increase of maternal and child products, males The purchasing power of relatives has gradually become prominent, and the reversal has become the main force for purchasing maternal and child products. Among the groups with maternal and child products with a monthly expenditure of more than 5,000 yuan, male relatives accounted for 53.8%.
According to this, Hao Hao simply divided the maternal and child products consumers into two categories: "professional players" and "renminbi players."
Professional players are mainly mothers, and they are the target groups of mothers and babies in the new media era. Hao Wei believes that the reason why the mother-infant V can develop rapidly is because it can solve the three types of problems of "professional players".
The first is to carefully select and help the mother group to select quality products, and to promote the fans through content forms such as WeChat tweets. Second, empathy, in addition to bringing children, Bao Ma actually has a lot of unsatisfied psychological appeals, such as the United States and the United States to go out to travel, etc., the mother and baby V through the content directly to the treasure mother group, so that these mothers are easy to resonate, Thus more loyal to the big V. The third is interaction. On the one hand, it is the frequent interaction between fans and big V, on the other hand, the second spread of content by fans.
“RMB players†are mainly fathers, with strong spending power, focus on brands, and are not sensitive to price, but do not know how to choose products. On the one hand, the motivation for purchasing is to compensate the psychology, on the other hand, to show off the psychology, and on the other hand, to give gifts to relatives and friends. In the context of consumption upgrades, companies are upgrading their brands. “RMB players†may be the main force in the future of high-end products for baby products in the baby industry.
Understand + professional + friendly = brand marketing
Hao Hao, general manager of Phoenix National Marketing Center, puts forward three aspects of establishing good relationships between brands and consumers: understanding, professionalism and friendliness. Understand the consumer psychology and consumer demand of the target group, disseminate and promote the content from a professional perspective, and express enough goodwill to directly address the true appeal of the target consumer group. This can really impress consumers.
Hao Hao elaborated on the formula of “Knowledge + Professional + Friendly = Brand Marketing†through vivid cases.
Take the Gululu smart water cup as an example. This water cup is designed to solve the problem that children don't like drinking water. The operators include MIT graduated designers and senior advertising professionals, bringing a sense of understanding and professionalism. The story of “designing such products to help a child with kidney disease drink water†reflects a brand-friendly attitude.
Gululu plans to do overseas markets first, and then to do the Chinese market. After the products are launched, they will launch crowdfunding projects in various foreign publicity websites to test the acceptance of consumers. Many US technology media have reported and opened their popularity.
Since then, Amazon has been on the line, adding new stories to the publicity, and participating in water-related public welfare projects to create a good and friendly brand image.
At the beginning of entering the Chinese market, Gululu was not advertising overwhelmingly. Instead, it cooperated with international schools and Tesla Che Youhui to play parental cards. More than a year later, I began to choose the mainstream media in China for publicity.
In the 2017 520 parent-child festival, the Gululu Cup became one of the popular brands of the parent-child festival and began to be sold on the Jingdong Mall.
Through vivid cases, the participants deeply understood the way to understand + professional + friendly operation.
In addition, Hao Hao also introduced the maternal and child public welfare projects carried out by Phoenix.com and other enterprises and institutions, such as Phoenix Net's “Beautiful Childhood†charity project, focusing on poor children in China; Yili Ark project, focusing on campus safety; and China Unicom cooperated to launch the "Smart School in the Cloud" project.
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