"Harry Potter" Style Of Chinese Brand Marketing

Over the years, many famous brand research institutions such as Forbes and world brand laboratory have ranked the international brands such as their brand value every year, but unfortunately, domestic brands are rarely seen every year.

However, in recent years, many foreign brand research institutes have targeted China's domestic market, and every year they will rank the Chinese brands, but surprisingly, some of the enterprises that are close to death are also openly listed.

Perhaps some domestic companies are in this way to meet and vent the "abnormal vanity" of the list of the world's top 500 enterprises every year.

Although our enterprises have been listed in many seemingly authoritative lists, we still need to clearly realize that there is a big gap between Chinese enterprises and foreign enterprises.

Just comparing the level of brand marketing between Chinese and foreign enterprises, the gap is obvious.

For example, the "Harry Porter and the Phoenix society", which was recently released in major theaters across the country, is expected to be popular among many young and young fans, following and breaking the previous box office records of Harry Porter.

As we all know, since the 90s of last century, Rowling, the author of the Harry Porter series, has written historical books. With his fantasy and adventure story, books and films have created historical miracles on the global bestseller list and box office list.

In the face of Rowling's great success, perhaps everyone will be envious of it. But have we ever thought about whether Harry Porter has become famous for its distinctive brand marketing methods in addition to its fascinating plot?

Will these new marketing methods have some guidance and reference significance for Chinese household appliance brand marketing?

     口碑營銷 

Recently, "Harry Porter and the order of Phoenix" are being screened at all major cinemas in the country, and they are quite popular.

Since its debut in the series, it has been loved by many viewers.

But it is strange that the content of Harry Porter's series should belong to the nature of fantasy and adventure, and the protagonists are mainly teenagers, and the target audience should be teenagers and children.

But this work is also sought after by the adult audience.

From the perspective of brand marketing, Mr. Cao Wei, founder of brand strategy, brand marketing planning agency, and founder of the theory of positioning and integrated communication, believes that the popularity of Harry Porter's audience is due to its successful word of mouth marketing. Its strength is based on readers' recommendation to their families and friends.

Of course, word of mouth marketing is not always positive, but also has negative word of mouth marketing and dissemination.

"Harry Porter and the order of Phoenix" is such a film.

In the past, the four films of Harry Porter were mainly based on positive word of mouth publicity, so as to enhance their popularity.

Why did the Harry Porter and the Phoenix society fail to win the box office due to the negative word of mouth propaganda?

Perhaps this is the success of Harry Porter's marketing plan.

Although most fans were not satisfied with the movie after the show, Harry Porter and the Phoenix are still the main force at the box office, and the box office of the national box office is over 40 million yuan on the first weekend.

Of course, this negative word-of-mouth effect is very fastidious.

At present, the way of brand marketing of Chinese enterprises is still limited to traditional marketing means.

At present, the brand marketing awareness of domestic enterprises has been very strong, but brand marketing methods are conservative and lack of innovation.

Nowadays, Chinese enterprises can carry out word of mouth marketing from the following aspects: first, market demand from the product itself, such as "Harry Porter", helps young people regain their imagination and simple sense of justice in their childhood.

Even adults, the need to return to childhood is urgently needed. Secondly, repeat the promotion. The brand of Harry Porter has gained fame and influence in its conventional products through its access to information and distribution channels such as movie theaters, supermarkets, toy stores, newspapers, dessert shops, audiovisual stores and so on. Third, the story of brand success has been well controlled by the story of Harry Porter's success story by Rowling.

Whether it is Disney, Levi 's and other brands, or now Harry Porter, has a well developed brand story.

When consumers buy these brands, they are not simply considering the price and convenience, but are buying the story of the brand and the legend of the brand itself.

Therefore, Chinese enterprises need to take advantage of the trend in brand promotion and need more momentum. This requires Chinese enterprises to assess the situation by themselves.

     目標受眾的縱向固定 

Harry Porter's "vertical fixation of target audience" is worth learning from and thinking about.

Generally speaking, Chinese new product marketing strategies are often developed on the basis of target audience segmentation, but these subdivided audiences tend to break away from the target audience of new product market with age.

This group of people who are separated from age usually have good brand loyalty, which is a waste of resources.

The marketing way of Harry Porter breaks through the conventional way of thinking. It always aims at a certain audience group to build a brand. With the growth of the audience, the brand grows with each passing day. In the works, Harry Porter grows year by year, and the readers and audiences are growing year by year. Most audiences not only do not alienate the protagonists, but also affect the people around them, making Harry Potter fans more and more.

Generally speaking, most brands are only aimed at a certain age group. The brand positioning remains the same, but customers always come in and out. What is the next brand consumption area for customers who are influenced by this brand concept?

To solve this problem, enterprises should consider creating another brand, a brand that grows with consumers, just as Harry Porter's readers grew up with Harry Porter.

Of course, this marketing method does not apply to all Chinese enterprises, but only by expanding the brand marketing ideas of Chinese enterprises.

Because of the superb brand marketing skills, "Harry Porter" can grow from the original "grassroots" to today's great "brand".

So far, the first six books, Harry Porter, have sold three hundred million copies in 63 languages around the world, and in less than ten years, Rowling has become the first female richest in Britain.

It is hoped that Chinese household electrical appliance enterprises will be inspired by brand marketing, so that more Chinese enterprises can get on the list of the top 500 enterprises in the world.