How Long Can The Internet Explosion Be Red? Is It Needed By The Market Or Is The Brand "Hi"?

In order to catch up with the brand joint name, Wangwang and national tide brand tyakasha launched.

It will be on sale at Tmall.

The products of the joint action launched by the two sides include hats, T-Shirts, sweaters, sweaters, bags, trousers, socks and so on. Wangwang will be "armed" to the feet, and some netizens jokingly called "look at them again and put you on them."

However, not all netizens are buying it. Compared with the previous joint fund, this joint voice has become more vocal.

Rustic, lack of sense of design, no tyakasha's brand temperament, Wangwang gift gift and so on, have become the groove of netizens' Tucao.

The comments of netizens can be regarded as heartfelt words. Most of the explosions on the market are serious "explosions" and perfunctory "money".

Tyakasha would like to borrow Wangwang's old brand with "universal recognition" to create a net red explosive fund for the tide clothing industry, but unexpectedly the voice will be so loud.

Jokes say, this simple to the product Logo printed on the product joint name in addition to the material and the middle-aged and old shirt, what is the difference? Or even looks like the company's cultural shirt is similar.

Topic traffic flow, "false explode"

Looking at the current national goods network red and exploded money market, few brands sink into the traditional meaning of the classic popular bursting goods, more common is to create social public opinion topic flow.

These so-called explosions are usually limited to time limited sales, which can create consumers' appetites at the same time and create a "false appearance" that is sold out, and these are also the routines of operating "pseudo explosive funds".

Why do most of the explosive products only sell on line, while offline stores seldom involve them? These commodities may not be subject to market and time tests.

Therefore, brand dealers can only plough deep into the "gimmick" marketing, and do tricks in landing techniques.

1 IP joint name - momentum

IP's joint name is no longer a new thing in the marketing world. It's only recently that cross-border fire broke out. Besides the Wangwang and tyakasha mentioned above, there are also tea lovers and white deer, Maxam, Huili and Baishi cola, RIO and Liushen.

Unexpected brand cross-border alliance has created a new topic for the sales of new products. After the taste of sweetness, the number of cross-border brands has been increasing.

However, consumers' cheering from the beginning to the present wait-and-see commentary has changed a lot in consumption attitude. It is not known whether consumers who are familiar with marketing routines will not crack their brains.

2 behavior flow - Gold absorption

During this period of time, Denson's curling stick was very hot. It's not clear that girls know because they want to know that boys want to know because they want to.

Compared with other brands, Dai Sen can be said to be steady flow of physique. Since Dyson came out of the main blower without damaging hair, the brand has taken root in the hearts of women.

"What I lack is money? What I lack is hair!" based on this consumer psychology, after the hair dryer, Dai Sen also rolled out the curl stick, besides the price is expensive and does not hurt the hair, more focuses on the new technology of automatic curling.

But there seems to be no big breakthrough in new technology.

It is time-consuming, inconvenient to use, and short in typing time. It is the first batch of users who use Dyson curling stick to give feedback to everyone.

After the high-profile new products and large-scale topic drainage, more brands are consuming themselves.

3 "fun" concept flirting

When it comes to net red products, the first thing we think of is milk tea. We have to say that this summer is really blowing up a lot of milk tea. The fancy competition of all kinds of milk tea is endless.

The products that add "fun" factors have aroused enough curiosity. When these products are in the social circle, they will become more popular.

It is only now that the weather is cool, and there will be winter soon. Are these milk tea explosions that you are tired of entering the "cold winter"?

Why do old cards play a trick?

The commodity environment under the new retail format, the complexity of the products, and the consumption draught of all kinds of products are gradually fragmented.

The "gimmick" route.

In the emerging consumption concept, the use value is no longer the most important criterion for measuring the value of commodities, and the added value of more and more diverse commodities begins to add points to the goods.

With the increase in the number of commodities and duplication of the same type of goods, more and more personalized products are needed to break the barriers of consumers' choice. These are also the reasons why the "net red goods" sell well.

In addition, selling emotions has become a common feature of these network explosions, or likes, curiosity or comparisons.

Commodity practicality is gradually weakening, and commodity experience is becoming more and more important when consumers make purchase decisions.

This is why more and more businesses are now playing around the merchandise.

How long can the brand play from hi?

Only in such a commodity environment, the practicability of products is becoming more and more worrying.

Brand names put more and more energy and capital on brand marketing and gimmick marketing, and there is no substantial breakthrough in product upgrading and innovation.

More is a new packaging or printing in a new marketing mode presented to everyone, think that the new form plus new gimmick can create new selling points, but exaggerated publicity for the brand itself hidden trouble.

That's why it's hard to see the classic black goods, such as black sesame paste, White Rabbit candy, and canvas shoes.

Net red milk tea is not good to drink, explosive products are not good to use, joint products are not creative......

After the taste, the freshness dissipated, and the rate of repeat purchase was low. The KOL of the major social platforms also rose. "

To some extent, the emergence of the group also reflects the change of consumers' attitude towards "explosive goods".

In fact, it is never too fastidious for the consumers, but now too many brands are not creative. They have tasted the sweetness of a little Internet marketing, and never go back to the "self Hi" mode.

In view of the current consumption market, consumers' consumption psychology is greatly awakened, and the impulse is weakening and rationality is being recalled.

Excessive indulgence in the creation and marketing of explosive money will only miss the opportunity of the original product to seize the market and lose the reputation of the consumer market, which will also become the "Carnival of one's own" of the brand itself.