Heng Yuan Xiang, Lei People, Vulgarization Of Advertisements

It is obviously essential to get a sensational advertising effect through a phased advertising campaign. It doesn't rule out this "thunder man" advertisement, "I belong to a cow, a bull cow, a tiger, a tiger, a tiger, a rat rat?", can you endure the advertising of the twelve zodiac in a minute?

Most people don't like it.

Perhaps you have no choice at all. Whether you like it or not, Heng Yuan Xiang, the leader of Chinese textiles, has indeed done so.

It can be imagined that this advertisement, which was later dubbed by netizens as "the first ray of Spring Festival", has become a topic of criticism. Some netizens even commented that the first feeling after seeing this advertisement is that "if the TV is broken, or the TV station is out of order, it will be turned out to be an advertisement".

It is not the first time that Heng Yuan Xiang has made a speculation.

In the Spring Festival holiday of 2008, a similar advertisement has been broadcast by Heng Yuan Xiang, and the advertisement at that time was more "thunderous" than it is now.

Heng Yuan Xiang should have done a very detailed assessment of the possible impact of such a "twelve zodiac" advertisement.

As a practitioner of "light asset theory", Heng Yuan Xiang has already outsourced manufacturing links, only responsible for brand operation and marketing promotion. According to common sense, Heng Yuan Xiang seems to have a more professional understanding of brand operation.

So why does Heng Yuan Xiang push this kind of advertising which is vulgar to the public?

I repeatedly called Gu Honglei, deputy secretary of the Heng Yuan Xiang group, and Guo Jianchen, manager of the media department.

However, I got the news from people close to Gu Honglei. Heng Yuan Xiang's advertisement on this zodiac is not general satisfaction, but very satisfactory.

From this we can see that, to a certain extent, the introduction of this advertisement is the result of careful planning by Heng Yuan Xiang.

So what does Heng Yuan Xiang need to get from this advertisement?

From Heng Yuan Xiang's quotations from relevant media, Heng Yuan Xiang wants to see the biggest publicity effect at the lowest cost.

It can be corroborated that the delivery of this advertisement is phased.

According to Ding Xiuwei, the brand consultant of Heng Yuan Xiang, the "Twelve Chinese Zodiac" advertisement will be stopped after the Lantern Festival, and it is said that it was planned ahead of time, and it had nothing to do with the reaction of netizens after the advertisement was broadcast.

It is obviously essential to create sensational advertising effects through phased advertising. It is not ruled out that this "Lei Ren" advertisement is intended by Heng Yuan Xiang.

Guo Jianchen also admitted that this is just a joyful advertisement for the Spring Festival launched by Heng Yuan Xiang.

It is obvious that the broadcast is just for the purpose of activating the atmosphere of the Spring Festival.

In fact, if you are familiar with Heng Yuan Xiang, you will find that, to a certain extent, this is the inheritance and development of Heng Yuan Xiang's low cost advertising hype mode.

As early as 1993, Liu Ruiqi played the role of "Heng Yuan Xiang, Yang Yang Yang" repeatedly, letting Heng Yuan Xiang know it overnight. Heng Yuan Xiang also developed from a cashmere shop with only 40 square meters to become the leader of China's cashmere industry.

From the point of view of publicity and promotion, Heng Yuan Xiang must have been successful.

According to Heng Yuan Xiang's own statistics, after the first launch of the "twelve zodiac" advertisement, Heng Yuan Xiang's popularity in the whole country has reached 93.39% in 2008. It is a familiar brand to the public and the profit has increased by 20% over the same period.

This is why the zodiac advertisement is launched again this year.

Although it is broadcast again, the response from netizens and the media is still warm. This is obviously what Heng Yuan Xiang wants to see.

No wonder Guo Jianchen said Heng Yuan Xiang's advertising creativity will continue.

Because of the vulgar reason, we must say that Heng Yuan Xiang and his family Liu Ruiqi are hype masters.

According to the insiders, there are no less than 100 brands of clothing industry from the national scale and Heng Yuan Xiang, and there are not many minority advertisers in the major media platforms including CCTV.

What is puzzling is that if the early Yuan Heng Yuan Xiang is to rely on speculation to enhance its popularity, then why will Heng Yuan Xiang launch a similar "thunder man" advertisement in 2009 when fame has been "top of the list"?

Some people in the industry believe that this is related to the industry background of Heng Yuan Xiang.

The textile industry is a growing industry in China. The biggest feature of growth is the confusion of industries, the lack of leading brands, and consumers' lack of special trust.

So at this time, the brand is to solve the problem of popularity, and try to make the consumer know that victory is even negative.

This is exactly the same as Shi Yuzhu's promotion of melatonin.

Although the advertising words "only receive brain platinum" have been criticized by all circles, it has made the brain known to everyone and jumped into the ranks of well-known brands of health products.

Popularity means sales volume to a certain extent, which also makes melatonin sell health products sales champion for many years.

However, it is undeniable that this practice is to some extent sacrifice the long term brand value in exchange for short-term sales.

As health products are non essential commodities that are not sustainable consumption (many times or even one-time consumption), the health care industry has become the industry that maximizes short-term benefits and is far greater than the long-term maximization of brand value. This is also the root of false and vulgar advertisements in the health care industry.

In contrast, fast moving consumer goods, clothing and other industries that continuously satisfy people's basic necessities in clothing, food, housing and housing have more foundations for enterprises to become a century old shop. How to retain existing customers while continuing to tap new consumers has become a problem that these industries must face and concern.

This requires enterprises to keep brand awareness while expanding brand awareness, so as to promote existing consumers' consumption again.

Lei Heng Xiang's Lei people's advertising has expanded brand awareness, but it has obviously failed to effectively maintain the brand's reputation.

A network survey of the advertisement shows that 78.7% of the viewers are disgusted with the advertisement. 73.4% of the viewers think the advertisement will damage the brand image of the company, and 64.4% of the audience think that after watching the advertisement, they will no longer buy Heng Yuan Xiang's products.

It is surely not the whole story of Heng Yuan Xiang to launch this advertisement.

By opening the official website of Heng Yuan Xiang, we can easily find that trying to establish some internal connection between the twelve zodiac and Heng Yuan Xiang brand seems to be what Heng Yuan Xiang has been doing.

According to Guo Jianchen's statement, Heng Yuan Xiang's brand appeal for "sheep, sheep and sheep" has persisted for more than 10 years, which is slightly outdated and needs improvement and upgrading.

On the other hand, according to Heng Yuan Xiang, Heng Yuan Xiang has been pushing the brand younger, and has positioned his target consumers to urban consumers aged 15 to 35.

Perhaps, in view of this, Heng Yuan Xiang has expanded the demands of the "sheep and sheep" in the past to the demands of the "Twelve Chinese Zodiac". According to the official statement of Heng Yuan Xiang, zodiac, as an ancient folk culture phenomenon that originated in China, has existed for thousands of years.

It is an integral part of Chinese traditional auspicious culture.

At the same time, in all auspicious things, only the lucky luck of the zodiac is closely related to the birth of every one of us, and it is a mascot for a lifetime.

Everyone will be interested in his zodiac sign. As an individual, you may have the feeling of finding the same kind, and want to know the meaning of each other's behalf.

This coincides with the so-called "Hengyuan Qing (Heng)", which is known as "Hengyuan Xiang" of the time-honored brand of China, which has a long history (source) and auspicious auspicious (Xiang).

Moreover, sheep belong to one of the twelve zodiac animals. Such a pition seems easier to explain.

The explanation of Heng Yuan Xiang is obviously far fetched.

The more consistent view of the industry is that the demand of sheep, goats and sheep in the past mainly reflects the raw material characteristics of Heng Yuan Xiang woolen sweater, which has nothing to do with the so-called "Chinese sheep".

The real intention of Heng Yuan Xiang is to use the "Twelve Chinese Zodiac" culture that is popular among young people in the city as a carrier to rebuild the brand of Heng Yuan Xiang, and hope that this consumer group can easily accept the characteristics of new things to strengthen the brand appeal of Heng Yuan Xiang in their hearts.

However, in my view, the brand appeal of Heng Yuan Xiang's "twelve zodiac" now is completely empty, without connotation.

Ironically, this group, which is positioned as fashion and expressing its own views by Heng Yuan Xiang, is the first group to jump out and criticize and boycott Heng Yuan Xiang's advertising and express its dissatisfaction with Heng Yuan Xiang through internet forums.

Although the brand exposure has been greatly increased, it has been constantly criticized and criticized by the target consumers. It is not a good thing for any brand to aspire to be a centenary store.

Brand reputation and exposure can be directly converted into data, and brand reputation exists only in the hearts of target consumers.

The core value of a brand is its reputation, not its popularity.

The disappearance of Sanlu milk powder brand is due to melamine's appearance, which leads to its reputation collapsing in the consumer's mind, though its popularity is still very high.

From this point of view, Heng Yuan Xiang really needs introspection.

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