Analyze how to learn attention marketing from Sister Furong

Sister Furong, a girl with an incredible speed on the Internet, is a girl with an astonishing appearance and an astonishing text that attracts public attention. Why can she become famous? There are naturally many social and cultural factors behind it. However, from the marketing perspective, her fame is related to her conscious or unconsciously skillful use of various "Attention marketing" strategies.

"Eye-catching" refers to attention-the most valuable and scarce resource in today's Internet era. It is the goal of every enterprise to "search for her in the Internet" and to pursue it with financial resources. As marketing experts have said, "marketing has become a competition about consumers' attention ". Sister Furong is able to become a "red in the dark" and act as the focus of attention of the masses. Without her special attention, her attention will certainly not depend on her, let's look at the path from Sister Furong's fame to learn from the Enterprise.

Precise consumer attention

In this era of high network popularity and fast transmission speed, the best channel to attract attention is the network. According to a recent survey by the Chinese Emy of Social Sciences, the importance of the Internet as a source of information has exceeded that of all other media in television, newspapers, broadcast, and Internet. To attract the attention of Internet users, they must be well versed in the consumer psychology of Internet users. The consumers of Mu zimei, Zhu Ying Qingying, Liu yunyan, and Furong do not necessarily study the consumption psychology of netizens. However, they clearly know the key needs and common needs of netizens. Otherwise, how can they "get off?

The main purpose of Internet surfing is to obtain information and leisure and entertainment. In terms of leisure and entertainment, attention to "color" has always been the focus of the attention of many netizens. Not to mention the popularity of "yellow" websites, such as "sex" and "color", which have become the most popular search terms. Furthermore, among the existing 94 million netizens, the proportion of male, unmarried, and Internet users under the age of 25 is 60.6%, 57.2%, and 51.7% respectively, occupying the dominant position in the number of Internet users. The common needs of male Internet users who are in the impulsive period are self-evident.

The members of the lotus family have taken a fancy to the attention of many Internet users on women and have made great achievements in the aspect of sex.ArticleTo meet the needs of Internet users. Imagine if Sister Furong is famous, as she said, and has nothing to do with men and health, she only relies on the so-called "s pose" and several articles about hard life, it is impossible to win attention. The key is that Sister Furong exposed her "Mind" to male netizens and recorded her breast development process with straightforward language and real feelings, this not only satisfies the needs of Internet users for "nature", but also satisfies the desire of Internet users for privacy. In the eyes of men, female breasts are undoubtedly the sexiest part. It can even be said that a woman's breast is a gentle trap of a man from some point of view. Sister Furong, as a woman, has been able to grasp this principle, strengthen the victory certificate, and precisely "strike" another male Internet user.

Why not enterprise marketing? Grasping consumer needs is the starting point of enterprise marketing. It is easy to attract consumers' attention without a deep understanding of consumer needs. Nowadays, many companies complain that their products cannot attract consumers' attention. In fact, they do not grasp the changing needs and key attention of consumers.

Consumer attention driven by Characteristics

People on the earth know about sexual attention, as do people on the earth. However, it is very difficult to take appropriate policies within the scope permitted by laws and regulations to attract the attention of netizens. Today, pornographic images and crush photo albums are filled with all corners of the network. If you only rely on detachment and exposure, you can surely become famous. This is true for Mu zimei, Zhu Ying Qingyan, and Liu yunyan, however, their style and taste are not enough, and netizens also feel "Attention fatigue" and "Aesthetic Fatigue. At this time, to become famous, you have to rely on characteristics.

Sister Furong's "Product Life Cycle", such as mu zimei, Zhu Ying Qingying, and Liu yunyan, was at a turning point of decline. She cut into the network Redman market in due time, and the time was just right for her popularity. Its differentiated competitive strategy reflects the business intelligence of Sister Furong.

First, the pursuit of a unique style. To attract attention to a product, you must have a unique and beautiful packaging, which is different from other products. Sister Furong wants to win in the fierce market competition environment like muzimei, zhuying Qingying, and liuyunyan. She wants to establish a unique and personalized image. Sister Furong paid great attention to her efforts to build her unique "Water Lotus" style. She explained the meaning of Furong to people in the beginning of a series of textures and essays, "Ah, Furong, my hibiscus/What is extraordinary and extraordinary, no competition/What is muddy and spotless, clear and undemon/your extraordinary is because of your silence, your silence is because of your kindness/Your vulgarity is because of your silence, and your silence is because of your weakness ...... "This is the beauty of" Sister Furong ". Her use of Furong is not a simple one. She tried to express her idea of" the world is too polluted, But I stick to the concept of purity. This is different from those of Mu zimei, forming a unique style that caters to the needs of both the elites and grassroots netizens.

The second is to be shy. Mu zimei, Zhu Ying Qingying, and Liu yunyan's unscruples sexual descriptions, close to hypocritical sexual feelings, and almost naked body pictures show people a virtual world with only sexual impulse and no imagination. This is because sexual fantasies are eliminated when people enjoy their sexual record. Sister Furong is different. She contains but does not reveal. Her texts have no sexual scenes or sexual feelings. Her pictures are not bare, and only the cleavage is exposed, almost all of them are living photos dressed in neat clothes. However, these images, coupled with the true description of breast development during adolescence, left an endless space for Internet users to imagine, A lot of people want to look at this desire to grow up, so it is not difficult to understand why her images attract more attention from netizens.

Third, display the characteristics of the body. A woman's breasts and buttocks are powerful weapons to conquer men. Sister Furong naturally has such advantages and characteristics. If it is a feature, it must be fully presented. Sister Furong understands the path of "special operation. Her plump body is attractive, so once she takes a picture, she sticks to the "S" pose, let her personalized body characteristics of the "front convex and back-up" and Breast-filling and fat buttocks be highlighted as much as possible. People from her mature to come out of the breast fat buttocks, realized the sexiness of a "Postgraduate Students" girl. This makes Sister Furong very cleverly different from the previous appearance of "Mu zimei, Zhu Ying Qingying, Liu Xiaoyan", and so on. Maybe the latter three also have "S" shape, unfortunately, none of them stressed this selling point.

The characteristic is the selling point, the characteristic is the competitiveness, and the characteristic is the attention. To get consumers' attention, you must give attention. This kind of attention is a special feature of enterprises. In an increasingly competitive market environment, the trend of product homogeneity and marketing means homogeneity is obvious. To win the market, enterprises must implement differentiated marketing strategies, to achieve differentiated competitive advantages, we can achieve the goal of "no one has me", "new people", and "new people.

Sister Furong has become the darling of TV, magazine, network, and print media since she moved from shuimu Tsinghua to Tianya website. Although Her S shape has captured the eyes of everyone, however, her rapid fame is not related to her expanded influence by external force.

Sister Furong, after accurately grasping the key attention of consumers, chose to map and write texts on influential forums such as Peking University and Tsinghua BBs. After her fame, she is not limited to attracting the attention of netizens in Peking University and Tsinghua BBs. Instead, she plans to send her illustrated posts to the influential Chinese literature website Tianya forum, in order to attract more common Internet users.

When she became a "Internet celebrity", she was widely reported by newspapers, radio and television, and her influence penetrated from the virtual world to the real world. Sister Furong, the smart one, took the opportunity to further expand influence and spread consumer attention by attending various reporters and entering the film industry.
Sister Furong is good at taking advantage of the trend. She also uses "event marketing ". Sister Furong has a physical conflict with a male colleague surnamed Yu. It is said that the cause of the conflict is that "boys reveal the privacy of girls ". After the incident, Sister Furong was not afraid to talk about the incident, but was willing to accept interviews and publish the pictures she had taken. It was originally a small matter in life, but Sister Furong was hyping on the Internet. It can be seen that her "event marketing" is a battle, especially because of the privacy issue, undoubtedly, it further aroused the attention nerves of netizens. It is no wonder that when xinlang investigates users' opinions on this incident, nearly 50% of Internet users think that "she is deliberately hyping ".

Sister Furong's marketing strategy is actually a problem of channel marketing and event marketing. Nowadays, channels have become the focus of competition for enterprises. The success or failure of enterprise marketing is related to how to select channels reasonably and timely. Our company can learn from the practice of Sister Furong in choosing high-end channels such as Tsinghua and Peking University BBS, and strive to gain consumer recognition in a small scope. After obtaining the "word-of-mouth effect, then select a popular channel to make the product fully influential. At the same time, enterprises also need to use the sensational effect of event marketing to promote products, such as public welfare marketing, hot event marketing, and other marketing methods that allow enterprises to save money.

Conquer consumers' attention with passion

"I am a happy genie dedicated and rebellious in heaven and earth, without the beautiful appearance of an angel, but with an angel-like kind heart; without the devil-like enchanting body, but with the devil-like crazy passion ." This is the confession of Sister Furong, which also reflects the charm of conquering consumers with passion. Sister Furong's passion is embodied in the following three aspects:

First, self-confidence. Sister Furong's self-confidence has not been questioned. Her looks are not beautiful, but she has self-confidence in her own body. Her dance is not good, but she dares to dance in front of everyone; her articles are general, but she dared to go to Peking University, Tsinghua BBS, TianyaCommunityIn such a well-known Forum, she never made a movie, but dared to face the camera ...... All of this is due to her self-confidence. In this age of general lack of self-confidence or lack of something, her self-confidence conquered Internet users.

Second, persistence. Sister Furong is said to be wandering on the edge of Tsinghua and Peking University. She failed to take the postgraduate entrance exam three times. She said, "The time has not yet reached, and the deployment has not yet become a butterfly ". In this case, you are confident and persistent in your goals. Furong has surpassed ordinary people, has been repeatedly attacked, but is obsessed with regret, the more frustrated and brave the spirit of conquering netizens. The same is true for enterprises. There is no persistent pursuit, and it is difficult to achieve brilliant success. Success must be

3. Patience. "No matter how many people (especially people on the internet) misunderstand me or abuse me, I will calmly wait for the moment when the truth is revealed ." This is the attitude of Elder Sister Furong, who cares for herself, when facing the pressure of saliva. It can be said, "The world laughs at me so crazy that I laugh at the world and cannot wear it." This is a kind of persistence and a free and easy way, it is also a kind of patience. "You can bear the burdens that ordinary people cannot take as long as ninja does not take as long as ordinary people do not ." Self-confidence, perseverance, and patience are the charm of Sister Furong and she is passionate. This is also the case for enterprises. They do not have the confidence in their own businesses, do not have the persistent goal of becoming bigger and stronger, and do not have to bear the pain of crisis and failure. How hard should they achieve a major business. In enterprise marketing, without self-confidence, perseverance, and patience, the result can only be abandoned halfway, and ultimately the fate of failure cannot be escaped.