This article comes from the WeChat public account “Operation Research Institute” (ID: U_quan), which is authorized by Aifaner release.
Return to work recently, I saw an advertisement in the company elevator again … Yes, I saw it again.
It is the old-fashioned footwear of CCTV and CCTV. I believe everyone is no stranger to this brand.
In my impression, Zu Lijian seems to “appear” only when watching TV with grandparents … But since the end of last year, I have often seen it in movie theaters and various elevators.
Maybe you, like me, still know about Zu Lijian’s TV commercials, and even look down on the brand. But nowadays, whether it is old or young, Ashkenard is almost known.
At station B, Zu Li Jian is already the hottest material in the ghost area; even Sneaker’s evaluation account has specially evaluated Zu Li Jian’s elderly shoes.
What’s more, Zu Lijian has dominated the elderlyThe shoe market has become one of the most popular, 1 billion in 2017 alone . Last year’s double 11, Ashley Jian topped the Top 10 Juxtaposition.
The well-known ads of Chubang Soy Sauce and Xibei Noodle Village are also designed by them.
▲ This is what they designed
When designing a logo for Zu Lijian, Hua Yuhua uses the “super symbol” set.
In simple terms, the super symbol is that when a user sees this symbol, he can identify what brand it is. Therefore, Hua Yuhua extracted the image of “elderly people” as part of the logo.
If you see this logo on the street, can you get it all at once, this is a product for the elderly?
It is not enough to have the image of the elderly. There is a kind of “cultural symbol” in the super symbol, which refers to the prototype symbol of human culture. For example, “Gold Ingot” is the cultural symbol of the Chinese, and the green grid of the tablecloth is the cultural symbol of all human beings.
What cultural symbols did Hua and Hua attach to Zu Lijian? This is the triangle.
ThisThis triangle is widely used in the design of urban traffic signs. It is a cultural symbol that everyone knows. No matter who looks at it, it can be recognized and remembered at once.
Although such a logo is not “beautiful”, from the perspective of recognition, China and China’s super symbol theory should be the most suitable for offline products / stores. Don’t believe it …
② Find their “goddess” and go to their place
TV ads should be Zu Lijian ’s most “lasting” advertising channel. It is said that Zu Lijian spends hundreds of millions of yuan on CCTV advertising every year.
The reason is obvious. For middle-aged and elderly people, CCTV itself is authoritative . If a brand can dominate CCTV for a long time, it must have two brushes.
As for the choice of spokespersons, Zu Lijian did choose spokespersons very well, and he found the national goddess Zhang Kaili in the 1990s.
At that time, Aunt Kelly went all over the river with a “Desire”.
The reason why Zhang Kaili was chosen was also to listen to the elderly.
The founder of Zu Lijian mentioned in an interview that the team had asked many elderly people that whether it was the users themselves or a few selected stars, Zhang Kaili was the winner.
After Zhang Kaili made an endorsement, Zu Lijian put this ad on CCTV drama channels, as well as local TV stations such as Beijing Satellite TV, Sichuan Satellite TV, Anhui Satellite TV, Shandong Satellite TV.
Yes, all of them are more channels for older users.
Besides, he has also titled “Yangshengtang” on Beijing Satellite TV for 3 consecutive years.
In the words of the founder, “More than 90% of the elderly in China will watch” Yangshengtang “. I named it for 3 years, and it takes 10 years for others to achieve it.”
According to statistics, thisThe cost of wave endorsement and investment has totaled several hundred million yuan. I have to say that Zu Lijian is also real and rich …
2) Targeting young people
Following the seizure of the “elderly” mind in the market, Zu Lijian has also begun to fight the “children” idea in the past two years, allowing young people to buy “Zulijian” for their parents. So, how did Zu Lijian break into the young group?
① Find a spokesperson familiar to young people
The advertisement mentioned at the beginning of the article was actually taken by Yang Di and his mother. Last October, Yang Di and Di Ma became Zu Lijian’s “familiar star push officer.”
Why would Zu Lijian find Yang Di and his mother?
People who have watched “Mars Intelligence Agency” should know that Yang Di often mentions her mother on the show, and the magical laughter of Di Ma also made her successful.
Furthermore, Yang Di’s mother went on several searches for “magic laughter” and her own fans.
To what extent is Yang Di’s mother angry? As soon as Yang Di mentioned “Mom”, fans would leave a message saying that Yang Di was “hot” again.
After Yang Di’s mother got angry, Yang Di often took her mother to variety shows, such as Mango Station “Everyday Up”, “S Flowers” hosted by Xiao S and so on.
Yang Di and Di Mom can be said to be one of the most topical “star mothers and sons” in the entertainment industry. Zu Lijian also specially hit “Hyun Mom and Filial Son” and “Favorite Mother” “These very matching tags are used for publicity.
② Xiaohongshu actually has enough strength.
The thing that shocked me most was that Zu Lijian actually put it on Xiaohongshu.
Imagine that picture, a fashion blogger wearing a pair of strong legs?
Of course not! After looking around the little red book, I found that its placement is also very strategic.
What bloggers are they looking for?
Take these two bloggers @ low-key luxury 88 and @ 阿 柚柚 as an example. The two of them are “Mummy bloggers” from second- and third-tier cities. They share daily and recommended products. Related to family or baby.
So, their fans are basically mothers in second and third tier cities. This fan portrait exactly matches the potential users of Zu Lijian.
The copywriting of these bloggers is also from the perspective of “filial piety to parents”, using the emotional brand to grow users.
Although these bloggers don’t have many fans, they are very accurate. This placement strategy is quite cost-effective.
How was the “old man’s shoe” designed?
I thinkTo become a hit, the product itself is very important. If there is no demand for the product, no matter how much money is used to promote it, it is useless. And Zu Lijian does have a set of product designs.
1) Find a reason to buy first, and then do product design
In general, the process that a brand goes through before its promotion is as follows: the product team develops the product and it is then sold by the marketing department. In other words, the product must be prepared first.
But Zu Lijian’s product design strategy is not like this. They will plan the reason for the purchase before they make the product .
Last year on Mother ’s Day, Hua Yuhua seized this time to design a “Mom shoes” and designed slogan, “Mom needs to wear mom shoes, and Mother ’s Day will give you strength and strength.” Reasons for everyone to buy.
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Zu Lijian ’s product design ideas also come from Hua Yuhua. Hua Yuhua also used this design logic on many brands, such as the familiar “Tianqi Toothpaste”.
When Hua Yuhua was making Tianqi children’s toothpaste, they found that children’s toothpaste usually only had 2 types on the shelf: flavors, such as orange and banana, etc .; IP, such as Snoopy, Hello Kitty, etc.
When parents choose toothpaste for their children, they have no reason to buy and logic to choose, but just buy according to their or their baby’s preference.
According to this situation, Hua Yuhua designed the selection logic for the products, and the parents have only two choices:
2-5 years old, choose “tooth teeth” toothpaste;
6-12 years old, choose “change teeth” toothpaste.
In other words, they changed the reason for buying from “like or dislike” to “need to grow teeth or change teeth”, strengthening the reason for buying.
After completing the design of the purchase reason, they designed two products accordingly, including the naming and packaging design.
This product design idea is actually worth learning. Because whether a product can become a hit, it is useless to spend money to promote it. The product itself sells well, at least 80% of the effect.
Our research institute also considers the reasons for users’ purchases when designing products.
For example, before we designed Operation Skills Map, in order to enhance its sense of value, we would keep asking ourselves:
A map 6 times larger than A4 paper. Will you buy it for 49.9 yuan?
If it is a map covering the core methodologies of the 8 operational skills?
Are these methods recognized by major Internet manufacturers such as BAT?
…
Continuously asking questions to determine which selling points can make users feel value, which is what we call the reason for buying.
2) For users’ high-frequency rigid needs, find a blank market
In addition to this “Qingqi idea” for making products, in fact, Zulijian’s product positioning also determines its “high starting point”.
In China, the sports shoe market has long been very saturated, but there is no one in the elderly market. This is an incremental market.
In other words, whoever enters first can occupy the user’s mind relatively quickly.
At that time, when the founder of Zu Lijian considered an entrepreneurial project, he said that he must meet the three requirements of “rigid demand, high frequency, and blue ocean.”
This positioning idea is actually quite “Internet”, and everyone can think from this perspective when making products or choosing e-commerce products.
Operational research institutes actually consider this issue when they make products. For example, our popular product “Operation Skill Map” meets these 3 conditions.
px2-5 years old, choose “tooth teeth” toothpaste;
6-12 years old, choose “change teeth” toothpaste.
In other words, they changed the reason for buying from “like or dislike” to “need to grow teeth or change teeth”, strengthening the reason for buying.
After completing the design of the purchase reason, they designed two products accordingly, including the naming and packaging design.
This product design idea is actually worth learning. Because whether a product can become a hit, it is useless to spend money to promote it. The product itself sells well, at least 80% of the effect.
Our research institute also considers the reasons for users’ purchases when designing products.
For example, before we designed Operation Skills Map, in order to enhance its sense of value, we would keep asking ourselves:
A map 6 times larger than A4 paper. Will you buy it for 49.9 yuan?
If it is a map covering the core methodologies of the 8 operational skills?
Are these methods recognized by major Internet manufacturers such as BAT?
…
Continuously asking questions to determine which selling points can make users feel value, which is what we call the reason for buying.
2) For users’ high-frequency rigid needs, find a blank market
In addition to this “Qingqi idea” for making products, in fact, Zulijian’s product positioning also determines its “high starting point”.
In China, the sports shoe market has long been very saturated, but there is no one in the elderly market. This is an incremental market.
In other words, whoever enters first can occupy the user’s mind relatively quickly.
At that time, when the founder of Zu Lijian considered an entrepreneurial project, he said that he must meet the three requirements of “rigid demand, high frequency, and blue ocean.”
This positioning idea is actually quite “Internet”, and everyone can think from this perspective when making products or choosing e-commerce products.
Operational research institutes actually consider this issue when they make products. For example, our popular product “Operation Skill Map” meets these 3 conditions.