When we are talking about “the form itself is the biggest content”, it has actually lost its correctness, because once it begins to distinguish between form and content, it is a mistake.
The Mid-Autumn Festival is approaching another year, and the quilt mooncakes that have been hacked every year are finally relieved. The annual spit of it seems to have been ignored by the mooncake wars triggered by many brands this year. In this year’s war situation, not only traditional pastry companies and catering enterprises have been working hard, Internet companies, online red restaurants, and even the Forbidden City deity have also joined the cross-border, fancy cross-border, taste innovation, black technology, the form of more consumption The eyes are dazzled.
1. A dazzling moon cake war
Haagen Das and Tmall have teamed up with a black technology mooncake gift box. Place the mooncake in a Tmall logo device to project a curved moon.
Shrimp Music and Taoyuan Village jointly launched a music moon cake gift box. In addition to the moon cake, the gift box also contains the “Regional Divine Comedy” of the four cities. You can listen to the song while eating the moon cake by scanning the QR code on the moon cake gift box.
The Forbidden City Culture also launched the Royal Mooncake Gift Box. In addition to the design of the Forbidden City elements such as “Xiangyun” and “Jade Rabbit”, one of the Wuren Mooncakes was co-operated with Maotai and made with Feitian Moutai.
Oreo continues the dedication to the taste, launching a mooncake series for the Chinese market, including mellow chocolate flavor, cocoa milk sandwich flavor, creamy soft pineapple flavor and pink soft strawberry flavor. The moon cake gift box was put on the shelves of Yizi Weishang and Tmall Supermarkets. The Yizi Tmall flagship store also launched a mooncake gift box.Taobao crowdfunding.
There are also VR mooncake gift boxes from station A, Disney’s cartoon mooncakes, and the same-star uncle’s constellation mooncakes… The innovative IP product strategies of major IPs make traditional mooncake makers feel powerless.
However, the escalation of mooncake competition is just a microcosm of the change in business logic—the differentiation of design and creativity will determine the user’s perception of detail and the perception of the brand, and the design makes the company itself the creator of the game rules.
2. The form itself is the largest content
When we talked about “all business is content,” content representation is an iteration of traffic, representing new entry capabilities, emphasizing the continued output of original differentiated content, and achieving accurate connections to users with value recognition. When the content portal is getting hotter and hotter, the content force is increasingly represented by the creation and integration of diversified content. The “form” itself constitutes an extremely important part of the multi-content.
Tmall’s black technology moon cake is a fusion of technology and aesthetics, which is consistent with the underlying meaning of Tmall brand strategy upgrade; Shrimp Music Plus Red Restaurant Taoyuan Village’s “Divine Combination” is the precision of young people’s social attributes. Grasping; the luxury configuration of the Forbidden City plus Maotai is to serve the user’s sense of honor at an acceptable price; Oreo has always been a bold gameplay in the taste, attracting a large user base from children to adults, fun to let The cautiousness of high-calorie foods has become insignificant.
So the form discussed in the new game rules is not a design element or a commercial tool in general understanding. It is essentially the ability of the product or brand meaning to visualize the user connection. What is done is the expression of the content and the meaning. Passing, the occupation of the mind.
Content ability is happening in the present, this is the era of “buy and return to the pearl”. The function of the moon cake itself as a holiday food is not important, just as people will buy Nongfu Spring because of the limited edition bottle. Evian, Perrier, not to drink water; people will buy the joint name of LV and Supreme, not as important as the LV flagship store; when HAY’s sexual coldness appears more colors, it begins to gradually The user who lost it. Therefore, what is really important is the visual communication of meaning based on form, which links and labels what we mean in life, and essentially tests whether it can form an interface capability for the diversity of user needs.
3. “Form” is not a simple brand crossover
Jiang Nanchun, the founder of Focus Media, once said, “If you can’t win the war with the users and the cognitive war in the market today, it will fall into a price war. The cruelty of the price war is not qualified to publish this.” War, but because the user’s mind is once full of low awareness, it will be full and saturated.” At the moment, the user’s mind is increasingly characterized by diversity and mobility, very sensitive and non-