Don’t use moral evaluation to replace professional judgment. This is the basic quality of our view of business phenomena.
Editor’s note: This article is from WeChat public account “General Liang” (ID: liangjiangjunisme) , author: General Liang.
Three months ago, I asked the customer a question: “What do you think about the identity of your own network brand?”
The CEO of the customer immediately retorted: “We are not a brand of net red! This is a misunderstanding of us!”
I suddenly realized one thing: I don’t know when to start, and calling a brand “net red brand” is equivalent to swearing.
Maybe because many online red brands are short-lived ghosts, and more net red brands just earned eyeballs and didn’t make money.
However, when we finally can rationally look at the Net Red brand, the industry’s understanding of the Net Red brand is still very naive, for example:
Why does the Net Red brand die fast? Because it only pays attention to gimmicks, does not pay attention to products; only operates traffic, does not operate trust.
Please, the CEO and CMO who can make the net red brand are not fools. How can they not even understand the basic business sense? Obviously, we just added the label of “flashy” and “form is greater than content” to the net red brands, and did not really think responsibly.
Do not spray or blow, let’s rethink the real reason why the net red brand is early.
We may not be a net red brand
When we mention the net red brand, you may refer to: %Arabica, Bao master, hi tea, Ao Xue double yellow egg, perfect diary, half-half, HFP, adopt a cow, Le Chun, bubble mask , instant noodle canteen, answer tea, half, Zhong Xuegao, Huaxizi…
They are all referred to by the media as “net red brand”, but their approach to becoming a net red is very different. This “difference” is an important factor in our misunderstanding of the net red brand.
For example, the net red brand has become a net red, and it has become a net red.
“Do not walk away” type: Bao Shifu, Ao Xue double egg yolk, Northeast big board and so on.
These brands did not intend to become net red, but in a society with developed social media, they were unintentionally recommended, thus forming an Internet word-of-mouth effect.
Like Bao Shi, Ao Xue and Dong Da Da Ban, these three companies are all established in more than 10 years old, and their popularity is not arbitrarily hired to queue up. If they are “cool”, the reason is that the company is not fully utilized.Good opportunity for this popularity.
“Deliberate” type: bubble mask, instant noodle canteen, carved burdock, Zhong Xuegao and so on.
Before the birth of these brands, the net red gene was designed. More typical is the bubble mask, the “dirty face, more bubbles” of the hoe naturally can not stand the argument, in fact, is determined by the surfactant and foaming components.
Specifically, everyone can see the evaluation of this mask for Dad. The link of the article is What is the magic bubble mask that sells out of stock?
It’s not the same way to create a brand of red brand:
One is to use the network red as a channel, and then be branded by the network red;
One is a brand that has a network red gene and is amplified by the network.
1. Use the net red as a channel: perfect diary, HFP, adopt a cow, etc.
The characteristic of this brand is that there is no obvious gap between the product itself and the traditional brand. Their popularity is to use KOL as a medium channel to carry out fine distribution, thus accumulating into brand potential energy and generating a strong grass-growing effect.
Comparatively, the small red book notes of the perfect diary are placed, and HFP’s WeChat KOL is released.
2. ProductsThere are net red genes, brands that are amplified by the network: bubble mask, half-half, instant noodle, answer tea
These brands naturally have KOL budgets, but obviously they are more dependent on the ultimate innovation of the product itself.
For example, the answer tea, milk tea can also divination? This kind of thing itself can trigger interest of netizens, and with the display of vibrato, it can naturally trigger a wave of network effects.
For example, the packaging is not the same as ordinary toothpaste, and the concept of efficacy is completely different. There is no suggestion of whitening, anti-mite, and breath, but the way to take cosmetics – “nourish the mouth.”
If we analyze the post-mortem, the formula for creating the net red brand is two steps:
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Selecting a single item to create a product that subverts the consumer’s impression, the product itself can naturally induce social discussion. As for the method of subversion, it can be excavated from the perspectives of the product itself, product packaging, service experience, product efficacy, brand story and so on.
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Intensive and systematic KOL launch on the social grass platform (mainly WeChat, Weibo, Xiaohongshu, Taobao, B station, and six-tone platform), thus forming a potential power.
But the question is, why do the network red brands die early? Where is the weakness of the brand created under this formula?
Why does the Net Red brand die fast?
Want to know why most of the net red brands die early, let’s take a look at which net red brands are too angry, and which net red brands are still strong.
The net red brand: Huang Taiji, Carved burdock, instant noodle, answer tea…
Strong net red brand: Haidilao, three squirrels, Jiang Xiaobai, Bao Shifu, Xicha…
When you see Haidilao and three squirrels, I think you have forgotten that they used to be called the Net Red brand, but now they have already established themselves, no one