"Where's daddy?"

"The Sound of China," the end of the singing class talent show came to an end, in the variety shows empty window period, a dark horse into the eyes of the audience, created every 10 people watching TV has a view of the success. This is a solo show is "where Dad go".

"Where the father goes" increasingly popular, not only make Hunan TV smile, its sponsors also benefited, Tiger Leap Marketing has served customers miss Food is one of them. "Where does Daddy go" the success of seemingly unintentional inserted Liu, but hidden a lot of inevitable success factors. As a marketing planner, I will analyze the reasons behind the popularity of "where Daddy goes" from the perspective of marketing planning.

1. Introduction of mature Category

The introduction of mature category is nothing new, from the early Coca-Cola to now hot yellow whirlwind banana milk, are the foreign mature category copied to the Chinese market, stimulating market demand, rooting in different places to sprout. With foreign mature category impact on the market on the one hand in the consumer mind has a certain perception, reduce market education costs, on the other hand, there are enough successful experience in the market can be used for reference, to circumvent the market development period detours.

"Where is Papa" also, its program copyright and mode purchased from Korea MBC TV's "Dad!" Where are we going? ", the program in South Korea once launched, the ratings will go all the way red, sitting in the ratings of the championship." From the point of view of the audience, the Chinese and Korean cultural differences are relatively small, Korean viewers like the program copied to China will not be acclimatized, and the star dad and cute baby combination selling point full, have enough audience base. From the point of view of the program production, the Korean team production experience introduced, swept away the programming hardware problems. Whether from the external demand point of view, or from the internal hardware strength, Hunan TV are all comfortable, laying a "where Dad" hot Foundation.

2. Local packaging

Is the so-called "in Rome", whether the product or variety show localization is to win the consumer and the audience's important means. International chain fast food giant KFC, McDonald's have launched Chinese rice meal package, ice cream in the aristocratic Haagen-Dazs also sold the moon cakes. The essence of localization is to obtain the emotional identity of local consumers through the form (taste, shape, packaging).

Chinese audiences have their own characteristics, in the current impetuous, fast-paced social environment, the audience like a simple direct stimulation, "China's good voice" weakening the role of the host, directly with the content of the audience to bring a wave of waves of climax. Korean version of "where the Father" by the Korean dramas influence content procrastination, obviously not suitable for the Chinese local audience's viewing habits. Hunan TV will be the original procrastination of the link omitted, replaced by the fast rhythm of grounding gas clips, immediately refreshing, catering to the Chinese audience's taste.

3, Product differentiation

Now the market is "messy flower charming eye" stage, consumers (viewers) will not remember the product (program) without characteristics, to form their own characteristics, to meet the consumer (audience) alienation demand to become a brand (program) can stay in the hearts of consumers (viewers) the key. Classy milk as a new challenger to the dairy industry, how to find the blue customs in the Red Sea depends on its life and death. Tiger Leap Marketing general manager Han Hu found in the research, the Chinese market is lack of high-end milk this category, so to cut into, creating high-end brand milk precedent. Only by doing product differentiation can we satisfy the unique needs of consumers, so that we can seize the unique mind of consumers.

In the Shiji screen, the audience for the same type of talent, matchmaking programs have already visual fatigue, flood of sensational methods, more make consumers boring, the draft gradually become worse. Break through the traditional variety show's rut, can occupy the audience rating. "Where's daddy going?" To upgrade the indoor arts and crafts to the field, will be false than the tragic to highlight the record of the program and ignore the reality show of the comprehensive Arts. Father and son/female partner real, warm little fresh mood, arouse the audience heart the most gentle feelings.

4, star product molding

Star products are the driving force for sustainable development of enterprises, is to drive the engine of enterprises. Wahaha's nutrition fast line, Silver Heron's peanut milk is this kind of star product. The success of star products can not only produce huge market benefits and economic benefits, through effective product mix can also drive the development of other products. Tiger Leap Marketing Services customers Silver Heron is in its success in the creation of peanut milk This single product, by the popularity of peanut milk to market the walnut milk. It can be seen that the star product building is half the success of the enterprise.

Peel off the new form of reality show, ignore this kind of show seemingly simple packaging, will find "where the father" is the core of the consumption of stars. Star Dad Home asterisking second generation of combination, to meet the general audience's psychological, so that the family program to upgrade to a more entertaining reality show. At the same time, because of the family orientation of the program, one's watch can drive the whole family to watch.

In the era when consumers talk with their feet, whether it is a variety show or a product, it is necessary for the audience or consumers to bring irreplaceable material experience and spiritual experience. The success of "Where is Papa" is inevitable by chance, and it will lead the Chinese variety show into the field of the comprehensive art era. It is believed that with the ratings of new highs, its advertising value will not be underestimated.

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