"Lei Ren" Marketing "Invasion" Subway

"Lei Ren" marketing "invasion" subway

On the morning of August 23rd, 7 people carried nearly 100 clothes onto the Shanghai subway and suddenly hung and presented them in the carriage. clothes The entire marketing campaign lasts about 50 minutes.

The project department, which plans the event, is still exaggerating on the Internet. It has issued "a brand of micro-blog on the Shanghai metro line two free of charge of thousands of new public offerings, which has been attacked by Shanghai citizens", and plans to publish news on several well-known websites in China.

According to the survey, this event is actually the marketing department of Taobao marketing department to promote the autumn and winter season of Taobao network. clothing And expand the influence of the website, and entrust marketing activities planned by Beijing marketing planning Co., Ltd.

However, the marketing events targeting the huge passenger trains are far more than that. The recent "strange guest show" on the Shanghai subway is even more surprising.

In August 22nd, the Internet began to spread the video and pictures of the Shanghai subway "dressing girl". Several young women suddenly unwrapped their clothes in the subway car and stripped them to their underwear, then hurriedly changed into another dress and openly regarded the subway car as their own home. Changing clothes Room, bold move is shocking.

Not long ago, more "thunderous" Shanghai subway "show" also spread on the Internet. A Shanghai subway entrance and exit passageway is "crossing the woman". A long black hair, a woman with a pink navel costume, leaning on the ground, and spreading a big character poster on the ground: "the slave family is a Qingyuan village person who has gone through this without any reason, and has nothing to offer.

In a video posted on the Internet, a man asked the self - claimed "crossing girl" how to repay his kindness 500 years ago. The woman said, "you should have your heart in your hands. Why do you have a homesick in your mind?" when you come back, the little girl will tell you the truth. "Turn around and take out a" certificate ", or even take out an Apple phone to ask the other party for the phone number.

The "Lei Ren" incident in the metro is not only reported in Shanghai, Beijing, Guangzhou, Chengdu and some other cities which already own metro, but some are performing strange "performances" under the banner of public welfare propaganda. Others are naked "show" and win the attention.

The subway is "show ground". It's boring to perform.

Recently, Taobao's activities and publicity about salesmen on the Shanghai subway for free gifts promotion were banned and punished by the Shanghai police. It has also become a landmark case in the alternative marketing of the subway.

After a forensic investigation, the Shanghai rail traffic police have already disrupted public order behavior by planning and implementing 3 people, such as pan and Dai, who offer free gift marketing activities. They are given administrative penalties according to the law of public security management and punishment.

In fact, most of the "show" activities carried out by the crowded public transport facilities such as the subway often have commercial purposes behind it. Some sell goods, some sell brands, others hype themselves. But the basic "approach" approach is the use of the high degree of attention of the subway, by breaking through conventional behavior or disguised, and even using "behavior art" to attract eyeballs, and then use the power of network dissemination to further enlarge the hype to achieve the purpose of concern.

Moreover, this subway alternative "show" and marketing are becoming more and more bold and undisguised. As early as in 2007, some people in the Shanghai subway were dressed up as Altman. Later, the pictures of the "deer man" on the subway wearing giraffe headgear and briefcase were circulated on the Internet; and the "weirdo" dressed as "wood Nai" was frightening in the subway.

It is understood that the "strange guest" haunted in the subway often has the shadow of business planning behind it, not for the online games, but for the image of the website.

But such a subway show seems unpopular. Mr. Du, a civil servant who often takes the subway to and from work, said that the subway is a public transport facility, and that commercial marketing activities in the subway make people feel uncomfortable, and that the planning of "changing women" and "passing through the women to take care of them" is extremely vulgar and unacceptable.

Another Gong lady also said that the original subway advertising column issued underwear advertisements have also been questioned, is considered to hurt the elegance, but now these marketing actually in the subway "undress", there is no social morality, what impact will have on minors, no one stopped how to do?

Sociologist Gu Xiaoming believes that at present, some performing arts and COSPLAY are very popular among young people. Many people also want to attract eyeballs. So the subway has become a "showcase" for weird or weird acts, but many marketing activities have been very "out of bounds", especially in public spaces such as the subway.

Subway "show" security risks are large, fuzzy zone who will manage?

At present, China's cities have gradually entered the era of Metro. 47 cities in the country have or are ready to build more than 300 subway lines. In Beijing and Shanghai, the average daily traffic of the subway network has exceeded 6 million passengers. In the rapid development of the metro and changing the urban speed, the safety problem of the subway due to its special closed operation environment has been increasingly concerned.

Taking Shanghai as an example, the daily average passenger flow of MTR 1 and 2 is more than 1 million 200 thousand passengers, which can be described as a continuous stream. In the rush hour, there are heavy overloading operations on many lines of Shanghai metro, and the degree of congestion is very serious.

It is under such a background that it is easy to imagine the potential safety hazard of performing, marketing and other unusual activities in the subway space. If people gather around the crowd, it can be said that it is very dangerous.

"Shanghai subway cars and stations are not allowed to set up stalls, beggars, begging, selling behavior and small advertising, mainly for safety consideration. At present, the Shanghai subway is busy and crowded, and these behaviors may bring potential safety hazard." Zhang Lingxiang, deputy general manager of Shanghai metro operation and management center, told reporters that Shanghai has set up a special team to deal with disturbing public order in the subway.

But he also admitted that some behaviors are really difficult to define and manage, such as weird clothes, COSPLAY or "behavior art". Although some of them involve commercial marketing, they are not directly sold, but there are vague areas that do bring management problems. But these behaviors are inappropriate in public places like subway, and management departments will discourage them.

Wu Dong, a lawyer at Shanghai Hui Ye law firm, believes that many businesses take a fancy to the young white-collar workers in the subway, who are planning and marketing, but have great threat to the order and safety of the subway. At present, the regulations on the management of Shanghai's rail transit have made clear the prohibition of commercial sales, so once it can be defined as a commercial sales activity, it can be managed according to law. "And some other acts that are obviously offensive, they can also be punished according to the regulations of public security administration, and the suppression of vulgar behavior in public places such as the subway is also a requirement for the protection of minors."

Gu Xiaoming also pointed out that attracting attention through weird behavior, fancy clothes and unique performances is not only in the subway, but it is necessary to legislate and conduct hierarchical management for the behavior of specific public spaces. For example, the aircraft should be the highest level and should also be required for the installation, and the crowded closed public space such as the subway should also be set to a higher level to eliminate potential safety hazards.