Nostalgic economic wave, let marketing activate your memories

In recent years, there are many industry phenomena and marketing trends, are related to nostalgia. For example, in the film market, from "Chinese partners", "Youth", "Small Time" to this year's "You", and "Youth memory" related.

To pay for this, is the current "whenever", "" the crowd, and even some "", the reason for these consumer groups will begin to nostalgia, because the two generations of people into the life of the high-pressure period: there is a small old, also mortgage, for cars, jobs, promotions, compare each other ... Entangled into an invisible high-voltage net, they were crushed to the air. Only in nostalgia, they can put aside the depressed, experience a bit of relaxation and pleasure.

A survey from the Research Institute of Trend Studies revealed that asked whether a person is nostalgic, 53.7% of people say that they sometimes nostalgic, 39% of people say often nostalgic, only 2% of people said never nostalgia, and in the "year", 61.2% people think that they began to nostalgia, "the", This ratio is 28%. Many smart businesses see this opportunity, but also to cater to the nostalgic feelings of consumers, or nostalgic theme products, or the theme of the memory of the marketing, or to stimulate the long-term memory of consumers reborn, nostalgic economic wave hit.

One of the nostalgic economy: Old brand Rebirth

If you see the World Cup this year, you may see a brand name, this brand is called Jian Li Bao. Mention Jian Li Bao, let people think of four words-"once brilliant", school time after exercise, drink is Jian Li Bao. 1984 with the Los Angeles Olympic Games a hit, after a while occupy the Chinese beverage market, the great half of the king demeanor. It is known as "China magic Water", witnessed a glorious era, August this year, jian-li Bao ushered in the 30 birthday.

This year, Jian Li Bao began to advertise during the World Cup, the World Cup CCTV live all 64 games, the competition in the ads have appeared jian Li treasure figure.

Silent for many years the strength of the treasure left to consumers more is "memory", especially silver can jian Li Bao became "whenever", "the" memory. And Jian Li Bao in the brand activation strategy, also the main emotional marketing card, as early as the end of 2011, Jian Li Bao on the use of emotional marketing approach to attract young people's attention, Jian Li Bao micro-film "Looking for" the memory of the memorial, in Youku won the millions of clicks, many "old boy" straight call "Jian Li Bao back, Once the youth also came back. 2014 spring, Jian Li Bao continue to deepen emotional marketing, again exerting power micro-film "open to be sealed moved" to congratulate the New year, "contentment is better than thousands of wealth, reunion is priceless, health can enjoy a happy life, happiness is the true meaning" through micro-film transmission, the success of the majority of young people " Family resonance ", for the brand younger to add a thick and thick. For sports refueling, for the young people's sports dream Cheers, supplementary movement of energy, these brands of the appeal is believed to be able to seize the Chinese sports beverage industry leading position.

Once the glorious old brand to regroup, can use people once memory brand impression to glow youth, to "the" "," "the" story of those stories, memory can be activated.

Nostalgia Economy second: old-brand innovation

Today's old-day comeback is also becoming a trend, and in March 2013, a hundred-gazelle skin-care gift box became the object of popular popularity. The hundred Gazelle becomes passes the friendship the national ceremony, the official website traffic sudden increase, the sales doubled, the Netizen has made the Micro Bo Blueprint, has set off an old brand recalls the tide.

How did the hundred gazelles rise? Product positioning "Herbal skin care", heritage and innovation of Chinese Herbal Medicine (Hanfang) Quintessence, is its transformation of the new hands. China to explore and use Chinese herbal Medicine (Hanfang) for hair care, beauty has been thousands of years of history, many "beauty Chinese medicine" has been confirmed by modern medicine has a good effect. Nowadays, with the concept of nature, health and safety becoming more and more advocated, the "grass Benhamphang" concept of the daily product has gradually arisen, and consumers of all ages. "Hanfang", "Herb" has been China's local daily product concept marketing of powerful weapons, overlord, Bai Cao set, affordable herbal medicine, such as the success of countless brands to fully prove this fact. Therefore, "Herbal skin care" product positioning, brand communication is "the rejuvenation of the Hundred Gazelle" rise, the key to success.

In addition, the hundred finches boldly use Karen Mok endorsement of "Herbal skin care", will be Karen Mok's "International fan Son" and the Hundred finches "oriental beauty" cleverly fit, to maximize the attraction of "generation", "the" Young consumer group attention and purchase.

Old brand has a certain brand base, even once lonely, but still in the region by consumers, but the brand base of older brands stay in the regional market, how the future development of the national market, also worth looking forward to.

Nostalgia economy Three: big brand selling Meng

How do big brands make people nostalgic? See what Coca-Cola does. This year, Coca-Cola printed popular lyrics on the packaging, such as Jay Chou's "Listen to Mother", Leong "We all Need courage", May days of "me and my last stubborn" and Brazil World Cup theme song Chinese version of "We Dominate" and so on, so that each bottle of Coca-Cola incarnation as a carrier of emotional expression, To the family, friends, lovers pass the best of summer blessings.

And in the face of students to retain memories of graduation, Coca-Cola and Renren launched the "Imagination graduation season for youth message" activities, Coca-Cola to the lyrics bottles of the custom machine moved to the country's 3 key universities in the campus, so that students can not only in the scene on the wall message, but also to "sleep on the top of the brothers", "No words do not say good boudoir honey", "The one that he/she" customized a bottle of exclusive lyrics with a name, and all online participation in the students have access to the entity of the Message album a book, the contents of which he/she received the lyrics message-Let the young people's friendship years have been a bit of reflection and full of memories, Loaded with the graduation season of various memorable significance and value, is this summer for 4 years of youth left the most precious memorial.

Sometimes, the brand is slightly more Meng, can also inspire people to leave good memories.

Nostalgia Economy Four: Small brand sword walk slant

"This time the micro-letter Friends Circle are ' Northeast Big Board ' brush screen." Have not eaten ' Northeast Big Board ', can not and small partner happily play. "From Heilongjiang Daqing" Ruby "brand" Northeast Big Board ", 3 Yuan One, ugly, do not go to the mall, only to walk the street shop and newspaper kiosk, shop door placed a small freezer, which only put grassland milk, chocolate, strawberry, original flavor of 4 flavors, this is the whole story of this ice-cream, netizens jokingly called" Simple name Rough " , "packaging low-key rough." The shape is rectangular, the modelling is extremely simple, altogether has the coffee, the white, the orange yellow, the dark red four colors.

Why is this product suddenly popular? And those packaging gorgeous, rich taste of ice cream is not the same, "Northeast Big Board" is a nostalgic route, so that everyone think of the ice cream as a child. In the present, nostalgia and memory themes can quickly inspire emotional empathy among consumers, including young people who are represented by "a".

Nostalgia Economy: The cross-border of nostalgic culture

Remember the butterfly sewing machine? It's a wonderful memory of "forums" and "whenever". In the commodity shortage era, that is one of the four major luxury goods! But with people's material life increasingly rich, for a long time, it in people's lives fade away, many people think it disappeared.

However, Shanghai Sewing Machine factory to choose the production of household sewing machine, but, sewing era is over, household sewing machine to sell to whom? Through market research, the Shanghai Sewing Machine Factory has repositioned itself-turning the sewing machine used for sewing into creative tools and toys, which makes the idea of "butterflies" open. Since 2010, they have been training very loudly to teach people to "play" sewing machines until they play. On the one hand into the community, into the street, into the school, through a series of activities to train enthusiasts, training people on the new Butterfly brand sewing machine usage. On the other hand, "old shop new Open", the original Old sewing machine shop, into a "shop + classroom" mode, both the sale of sewing machines, but also weekend classes, become learning to play sewing machine experience shop, learning completely free. After the experience shop opened, attracted a large number of "butterfly" fans, sewing machine sales also increased rapidly. Now Shanghai at the Butterfly Sewing Machine Co., Ltd. general manager Fanghaixiang said: "Take the road of differentiation, this is our pursuit of the development path." ”

Bicycle is one of the necessary products of the the mid 1980s national family, in recent years with the popularity of cars in China, bicycles gradually fade out of sight of people, but it has not been forgotten. The 73-year-old permanent bike is also undergoing an important transition from transportation to lifestyle. Because of this strategic transformation, the sale of permanent bicycles in addition to the global 3,000 stores, has also entered the cigar shop and clothing shop, bamboo bicycles have been listed, with mobile phone-controlled electric bicycles also have a concept car, a series of new cars are under development.
Shanghai Permanent Bicycle Cafe

In Shanghai, the permanent bicycle has opened a café, this is a cycling theme café, is also a permanent theme shop bicycle brand, a permanent recent years, some new products, such as bamboo and wood for the material of the Bamboo Horse bicycle, two-wheeled bicycles, can be found here. The tyres made of chandeliers, Bell made of the point of a single bell, the wall hanging car seat and handlebar made of decoration. The "permanent" store strokes of light brown log tones show the "Nostalgia + environmental" feature of this bike theme café.

Nostalgia Economy: Integration of modern and fashionable culture

The best example of the combination of nostalgia and innovation is "the hip-hop baggage shop". This typical "nostalgic economy" group of Crosstalk theme, mostly based on "the" The familiar life and memory, using the traditional performance form, humor reflects the "age" of life and emotional state. From hobbies, to the attempt to perform, to the formation of industry, this group of "generation" boys earn a pot full of. At the same time, they also do not forget to learn the freshest, hottest topics in time, and constantly enrich the performance of the span and depth, to bring consumers a steady stream of happiness and memories.

Red Star Su Flat Erguotou is the Red Star Erguotou recently one of the main products, retro fashion style to promote a "cool" culture, close to the trend of the times. Because of its fashion, retro characteristics, Su Ying since the listing of young, blood, passion, vitality and famous, just began to focus on the upcoming graduation of college students groups, set off a new trend of youth culture.

Today, we no longer blindly imitate the Western culture, but in the construction of their own culture, nostalgia, itself is the way of cultural construction. Therefore, now wear Nike, eat French fries, watch Korean dramas, does not represent the trendy, reading classics, wear back force, see Beijing Opera, is really fashionable, in Chinese consumer culture more self-confident background, nostalgic economy has rich soil. Take a nostalgic train, you can make your brand a classic, you can make the classics become fashionable.