Great Birds Start The Differentiated Marketing War Of Network TV Series.

December 7th hearing at the end of July this year,

If this type of pmission can bring enough impact to the audience and provide enough attraction, it will be a cost-effective marketing system with great potential. How should we use the new network marketing to add color to the brand? What kind of brand is suitable for making customized marketing? This period "industry hall" invited experts and Industry to discuss these problems.

Liang Jiesheng, media manager of limited company

Yu Jinjie, marketing director of joy wolf (China) Co., Ltd.

Wang Yiming, sports marketing director of Haitian Network Communications Group

South Korea ZISHEN Clothing Co., Ltd.

Differentiated marketing of "helplessness"

Jinjiang economic news: in late November, following the Youku sports crazily popular network with Youku network, the famous sports brand of China is about to launch its second network drama masterpiece, "confused and embarrassed".

This drama will be presented to the audience with the interactive mode of the reverse plot and the audience. This provides a model for the Jinjiang brand network marketing. What kind of harvest can you bring to the brand if you try to customize the Internet drama marketing?

Liang Jiesheng: the "confused detective" uses the most popular "reverse play" mode in Korea. Each episode ends abruptly at the critical moment, waiting for audience interaction, and giving a completely unexpected ending. The plot has evolved into a laughing stock of great drama through the relationship between sports and life.

The fusion of sports, fashion, sexy and comedy elements make the play a wonderful drama conflict and comedy base and many other points.

This is a bold innovation of enterprise marketing, which makes up for the shortage of time, space and depth in traditional media marketing.

Because of its innovation, it greatly enhanced brand awareness, strengthened brand memory points, and made consumers further understand the brand proposition of sports happiness. Because of its visibility and dissemination, it also greatly reduced the negative emotions of the audience to the general enterprise marketing.

It is worth mentioning that in the process of conceiving the script, we fully take into account the integration function of the series of sports products, such as the products of the birds and birds, the golf shoes, the basketball clothes and all kinds of sports accessories. Through the ingenuity and layout of the creative team, we finally achieve the win-win goal of enriching the story and enhancing the brand influence.

Wang Yiming: your attempt to customize sports network drama is also a helpless choice. Professional sports resources are firmly controlled by Adidas, Nike, Lining, Anta and other companies.

Attempts to diversiform marketing methods have both realistic frustration and a differentiated marketing approach.

Sports brand is increasingly aware that relying on the traditional strategic face of products is increasingly difficult to maintain the competitive position of enterprises. The old growth mode is hard to cope with the attention drift consumers, the declining consumption and the sharp rise cost in the homogenization of commodities and the convergence of brands.

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Bottleneck of talent network drama communication

Jinjiang Economic Daily: cheap and cheap "exclusive custom" network original as a new means of network marketing, the benefits can be commendable, but because of the low cost of production, often cause the network drama in the content and production of rough, how do you feel as a brand and how to draw lessons from successful cases?

Wang Yiming: customized Internet drama is a content production method that video websites take to deal with expensive copyright.

Because the production cost is lower than that of the TV play, it is also an effective method of cost management, which is concerned by the industry.

Such as Youku and Chevrolet Cruz produced the 11 degree youth series, of which "old boy" is sought after by netizens.

The cooperation between "noble bird" and Youku "natural sports maniac" shows a good performance in terms of click volume, but no flash point.

The reason is that the participation of the birds in the production of Internet drama is a shallow level of cooperation.

Relatively unfamiliar with content production, it is a short board for domestic companies, and talent is still the bottleneck of new media production. After all, in China, talents of film and television production still focus on traditional media, and can be changed in ten years.

Liang Jiesheng: there is a breadth and depth of maladies in the advertisement spread of traditional film and television. The pmission of advertising information is not related to the brand. Consumers may remember the advertising picture, perhaps the slogan, or the brand logo, but there is no association and lack of cognition.

The Internet should not be regarded as a supplementary channel for traditional advertising information, but also a sharp tool to influence consumers. Apart from extensive exposure, deeper communication is needed to narrow the relationship between brands and consumers. An important reason for customizing network dramas is that they can be customized according to their own and brand concepts.

As a brand itself, we first need to understand its core audience deeply, conduct targeted communication according to the audience's network behavior, find a platform for the audience to gather, and deeply communicate the brand information so as to make the brand communication more effective.

Hot spots need to be developed.

Jinjiang Economic Daily: on the threshold of low threshold, customizing network drama will create a competitive marketing carrier if we create a fine product based on excellent content and production. What kind of brand do you think is suitable for customized network play?

Du Xiang Hyun: as we all know, China, including Asia, began to understand South Korea's costumes. It was through a large number of Korean films and TV dramas and networks, in the film and television dramas and networks, a large number of Korean elements were implanted, so that it formed a Korean Trend and gradually entered the hearts of the people.

In fact, in Korea, brand growth and promotion cycle are relatively short, that is, one or two years, which is closely related to the promotion strategy of Korean brand.

Hard and broad are basically no longer touched by all kinds of fashion brands. Movies, TV dramas and network soft implants are all over the world. These two years are the trend of brand promotion.

In China, I believe that when choosing these soft implant methods, sports brands need to consider the current social activities that they love, or the collective sports they are pursuing. Sports brands must follow the trend of national sports development, follow the consumers' mentality as soon as possible, and formulate a hot spot communication plan, so that soft implantation can achieve twice the result with half the effort.

Yu Jinjie: first of all, the marketing of the Internet has changed so fast that there are too many choices, and the customized network drama is just a cost-effective product. For example, Intel is one of the first enterprises to cooperate with the video website to make a customized play. At that time, the netizens received quite a warm response.

Starting from the protagonist of enterprises, finding innovative elements to attract Internet users is the basic principle to ensure the effectiveness of network marketing.

The Internet is the birthplace of the new trend. The influence of dissemination is often characterized by short, flat and fast. Enterprises should adjust the network marketing on the basis of the brand promotion points and consumer group positioning at each stage, and study every year to find new elements, so as to ensure that the customized network drama can combine the prevailing trend of the network, the social focus, and skillfully match the brand positioning or spread hot spots, so as to maintain the strong marketing power of the network drama.