Home Furnishing Business Targeting Microfilm

A few days ago, the micro film "dream on the ridge" was launched by Jinji sporting goods Co., Ltd. and China's Got Talent champion Zhuojun.

In the past, PEAK sports micro film "dunk three points twist Cup" on the line, it caused a sensation in the industry, only on Youku online, it was broadcast more than 16 times in 2 days, and in a few months ago, the "toilet Chronicle" of the pottery bath has 1 million times in just more than 10 days, its marketing effect is outstanding.

Of course, more companies are exploring the new field of micro film.

But it is worth noting that the micro film industry is still in the blank of national supervision, which is bound to cause confusion in the new cultural industry, and whether the dissemination of micro films is really "giving power", and the home clothing industry has also asked a question mark about this.

In fact, the primary prerequisite for micro film to achieve brand communication is to focus on the interaction and interaction with the audience.

Phenomenon: home clothing business aimed at micro film

Nowadays,

It is not new for businesses to use micro-blog platform for "micro" marketing. Recently, another kind of "micro" marketing is quietly favored by many businesses.

Not long ago, PEAK sports's Micro film dunk three points twist cup was formally launched on major new media websites.

On the day of press release, PEAK sports's Micro film dunk three points twist cup was broadcast on Youku online more than 730 thousand times.

The first PEAK sports micro film "run the death courier", now on the network has also accumulated more than 8 million times.

According to Lin Zheng Guo, the brand director of PEAK (China) Limited, the production cost of PEAK's "micro film" is about 100 thousand yuan, which even includes promotion costs. Compared with PEAK's huge television advertising costs on CCTV, microfilm appears to be "cheap and beautiful."

"A one hundred thousand yuan microfilm, which may be pmitted on micro-blog, has attracted a lot of attention, which means that promotion is free."

Lin Zheng Guo told reporters.

According to industry sources, a famous household clothing company has also planned to invest funds, and will make a cartoon micro movie based on this brand.

And last month, Jinji sporting goods Co., Ltd. also invited the "China's Got Talent" champion Zhuojun to start the micro film "dream on the ridge."

According to Chu Fu sports marketing director Chu Fu Fu, the film is expected to meet with the national audience this month.

"Through docking with the new form of" micro film "this cultural industry, we can close the distance between our brand and consumers while delivering our brand spirit.

Chu said that many enterprises are still keen to mechanically insert advertisements into film and television works. However, audiences are becoming more and more reluctant to buy and even generate feelings of conflict.

"Micro film" is the creation and production of the entire brand as an art work.

For brands, this is not only a brand culture innovation, but also a marketing mode of creativity and development.

In fact, in the view of micro film practitioners, as a new media of brand communication, micro film has many advantages that traditional advertising can not match in many aspects.

"For the enterprise, micro film is entirely for the enterprise of film and television marketing.

This is the same as film and TV placement advertisement, but it does not adopt the rigid advertising method of advertisement, but adopts a more gentle way to integrate into the narrative style of the story itself, so that the audience can accept the brand of the enterprise in a subtle way.

Due to time constraints, the micro film wins the plot, which is similar to the commercial blockbuster, and the enterprise can easily and naturally integrate the brand information into the storyline, so as to sublime, highlight the performance or attract attention to emotional resonance through the story's protagonist's "things and feelings".

Xiao Yuanmu, general manager of huangpin micro Film Co., Ltd.

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Refraction: lack of regulation in microfilm industry

In the Golden Eagle Sports Marketing Director Chu Fu view, micro film is mainly aimed at young groups.

"Especially after 85 to 90" group, they are young, highly networked, more able to accept such a form of marketing, and are more willing to share and forward interesting things on the Internet.

Although the "micro film" has become the latest "home cooked meal" for home furnishing clothes, a number of home furnishing brands have taken a wait-and-see attitude towards the new product of "micro film".

"Micro films, based on their own characteristics, are usually broadcast on Internet video sites only, and interact on micro-blog, which is still slightly single on the channel."

An outdoor brand enterprise official told reporters, "at the same time, the brand is likely to advertise for the promotion of micro film, so it seems that the enterprise is not as good as a step in place, directly advertising short shots."

On the other hand, despite the fact that the microfilm is thriving, many pajamas are worried about the bubble.

"It is not hard to see that there is another important reason for the popularity of micro films, that is, the state does not have a strict censorship mechanism."

Lin Mingkun, general manager of Jinjiang leading dancers shoes and wear trade Co., Ltd. explains that at present, the shooting and broadcasting of micro films are based on the network platform without excessive censorship.

This makes a lot of content that can not be broadcast through TV channels, it is possible to appear on the larger network platform through the form of micro film. As time passes, the quantity and quality of micro film will be out of control.

At the same time, Lin Mingkun told reporters that micro film is still in the initial stage of development. In the future, the investment of high quality micro film will also become bigger and bigger, and the production cost will also be higher and higher.

"Moreover, with the popularity of micro films, it is inevitable that the audience will suffer from aesthetic fatigue, and the advertising effect will be greatly reduced."

Lin Mingkun told reporters, "plus, with the passage of time and the development of the industry, it is bound to arouse the attention of the relevant departments of the state, and then the introduction of relevant policies is inevitable. Whether the micro film can be so hot is an unknown number."

Key: interaction with the audience

In the industry view, to achieve the effect of brand communication, the first thing to arouse the interest of the audience is to further resonate with them.

"Microfilm", with its twists and turns of storyline and wonderful audio-visual language, penetrates the product function and brand idea skillfully to achieve a smooth and silent effect.

But behind every micro movie, pajamas brand should think more about the story of the brand corresponding audiences themselves. What is the most profound source of their memories? "Mr. Liu, a senior advertising marketing personage, pointed out that the resonance point in the micro film will become the key to whether the pmission is smooth.

On the other hand, the brands behind many microfilms attract the attention of netizens, not only in the content of micro films, but also in the promotion of micro films.

For example, the micro film "private letter door" deliberately retained the "go through lens" in the later stage of production. Consumers can get electronic coupons and related brand products and experience rewards through looking for "dressing shots".

"This greatly mobilizes the enthusiasm of consumers and reduces the threshold of interaction appropriately."

Yu Fei, a brand marketing expert, told reporters that "the scene with the existence of a shot" has just evolved into a perfect placement advertisement. Some consumers even choose to go to some restaurants that have been photographed for consumption experience in order to find out the "private letter door" dressing lens. This brand new marketing mode pajamas brand can also be used for reference.

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"Micro" marketing or not?

Beginning in 2010, the micro movie full of grass roots has begun to enter the room and become the new favorite of the advertising marketing market: the old movie "the old boy" who has been popular overnight on the Internet at the end of last year is the title of Chevrolet. Jiang Wen's "watching the ball" is cooperating with Canon; while Daniel Wu's starlight and Karen Mok's "Highway 66" are Cadillac's customized works.

Driven by this upsurge, the concept of "micro film advertising" came into being. In the "capital of brands", Jinjiang is no exception: PEAK's Micro film "the three point twist cup of the dunk player" has just been on the line, only on Youku Internet, it has been broadcast more than 160 thousand times in 2 days; special Tao Weiyu's "toilet Chronicle" has 1 million times in a short span of more than 10 days.

With the increasingly fierce competition in the traditional advertising market, micro film advertising has become a new advertising and marketing position that attracts much attention from the industry with its powerful Internet communication platform and superior form of expression.

Is it possible to win the "First World War" in the brand war by taking a micro movie marketing bus? Is it true that the brand will be "behind the times" if it does not follow?

I don't think so.

Let's not talk about the pros and cons of microfilm. In the homogenized marketing era, which brand wants to try new marketing methods, but soon after a crowd of followers came back, they quickly drowned in this "marketing trend", which is a common problem in the marketing field of Jinjiang.

In those years, the stars, trees, billboards, and later sports sponsorship, the micro film marketing is likely to fall into the same marketing circle after blooming flowers. Is this what you want?

Whether it is borrowed from the trend of red tide of micro film, or based on brand positioning, and down to the main axis of development, thinking and decision has been thrown into the brand of household clothes again.

After all, in the era of changing marketing, people have become increasingly accustomed to fragmentation, shallow and rapid evolution of information consumption. So how can brands follow blindly and not lose sight of new marketing? I think every brand needs to think deeply.