Meal and Li Jiaqi.
Editor’s note: This article is from WeChat public account “Communication Gymnastics” (ID:chuanboticao) Author Zheng Zhuoran, the original title is: “About the discovery of two recent public relations events (百雀羚李佳琦, Audi Infiniti)”.
There are two public relations events in these two days. I think everyone knows:
The first one is that Baique Antelope temporarily made a fuss about Li Jiaqi in the live broadcast. Li Jiaqi was very angry, and netizens expressed great opinions on Baique Gaze;
The second one is that Audi put an advertisement for Infiniti in the circle of friends and made an oolong event. Netizens like it.
Directly say our thoughts: 1. The role of the brand in consumer consumption is weakening (we have mentioned it in previous articles); 2. Li Jiaqi is becoming a popular idol, and fan behavior is chasing stars (interesting phenomenon); 3. Zhengjing brand will not use negative public relations to market (especially big brands).
1, first talk about Baique Ling and Li Jiaqi.
After the hundred que antelopes and about Li Jiaqi, there was a “hundred hunter returning tide” on the Internet. Many netizens kept saying that they should resist the unbelievable Baique antelope.
It is estimated that Baique Ling did not expect to be controversial because of the live broadcast of the net red, especially the Baique Ling temporarily placed the live broadcast of Wei Ya. Of course, (there are netizens’ analysis) From a purely legal level, there is nothing wrong with Baique Ling’s doing this, but it is just lacking.
The hundred que antelopes after the rollover are naturally competing brands, such as the appropriate herbal medicine on Weibo @李佳琦 said “Don’t be sad, come play with me.” Li Jiaqi also said in the live broadcast that in the future, he will only be able to “see the fate” when he cooperates with Baique Ling.
Is the value of the brand itself disappearing?
In fact, it is not difficult to find that even if the user buys Baique Ling in Li Jiaqi’s live broadcast, it is also purchased because of Li Jiaqi’s recommendation. We have said several times in previous articles that the commercial value of consumer goods is merging into people, and business trust is moving from brand to KOL.
I have been talking about this topic with my friends recently. I personally guess that in the future consumption, the role of the brand may not be as big as it is now. Brands that can achieve differentiation, the difference is likely to be immediately complemented by competing products, so there will be no real differentiation.
For example, Adidas and Nike brand ownersZhang is obviously not the same, but for the user’s individual consumption behavior, perhaps the stimulating effect of brand value difference on consumption is magnified by us.
At the same time, the network red goods brought a big discussion on the transformation of C2M’s supply chain, that is, C2M can be regarded as a customized sales by predicting the consumer demand in advance and temporarily pushing the manufacturing industry chain customization. The added value that brands can generate is even more limited.
Extremely, if the manufacturing supply chain of the back end is extremely mature, then the “brand” has no meaning of a premium.
Li Jiaqi is Cai Xukun of the female white-collar workers?
On the other hand, from the point of view of netizens who have screamed “returning hundred que antelopes”, Li Jiaqi already has the foundation of “love beans”. His fan audience will resist the brand side because Li Jiaqi was wronged. This can actually be regarded as one. Kind of rice circle behavior.
A few days ago, GQ and other media had some special articles about Li Jiaqi. Li Jiaqi repeatedly mentioned that “I am not a star, but a net red”, but from the user’s reaction, Li Jiaqi seems to have become an “idol” now. The user is not so much a “condemnation of the hundred que antelopes” as it is for Li Jiaqi to “call”.
Almost all media will strengthen the label of “serious” and “effort” on Li Jiaqi’s characters. From the point of view of PR, Li Jiaqi’s person has already established, he is not just as simple as the net red anchor, but A more stereoscopic image of the public is also the epitome of a certain kind of young people. In contrast, you will find that you may have less knowledge of this person.
Thinking carefully, we think that Li Jiaqi and Cai Xukun have certain similarities. The fans of Cai Xukun around us are almost all entangled by Cai Xukun’s “serious” and “effort”, and they are also impressed by their business capabilities.
From this point of view, Li Jiaqi may be Cai Xukun of the urban female white-collar workers.
In fact, the net red person is usually more stable than the star, and the daily life of the head net red (especially the live broadcast net red) is almost exposed to the spotlight, and the star’s daily life outside the film and television drama is relatively mysterious. From our subjective experience, the probability of a star’s collapse is far greater than that of a netred person.
The mutual penetration of net red and stars will still be a major attraction in the future entertainment content industry.
2, let’s talk about Audi’s launch of Infiniti.
A netizen found that Audi’s advertising in the circle of friends was actually a propaganda film of Infiniti. When the Oolong incident came out, it suddenly ushered in the crowd of people who were eating melons, and accidentally became a topic of brushing. .
