How can "talking moon cakes" become popular on the Internet?

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Before the official popularization of the Internet to the masses, few people will think that the Internet can affect the traditional industry until the emergence of Internet thinking.

The birth of Internet thinking has brought about the disruption of Internet thinking to traditional industries. Apart from Luo Zhenyu's luogic thinking platform, the recent "talking moon cake" activity on the Internet has proved that Internet thinking is a new Internet thinking that can change the traditional operation mode.

1. Creativity + reputation, igniting the first fire of "talking moon cakes"

As a leading company in the moon cake market, the marketing model of huamei food has always attracted much attention and won the industry marketing award for its creative marketing methods. Familiar with the colorful moon cake, it is not difficult to find that the "I send blessings to my loved ones" theme activity will be launched every year, and the use of moon cake to send blessings is just a continuation of the colorful brand activity. This new marketing model innovation this year is to combine the functions of moon cake expressing affection with Internet technologies, so that moon cakes can be equipped with the function of carrying blessing videos. Specifically, consumers who buy colorful moon cakes record videos by scanning the QR code on the packing box. Then, they receive their loved ones who scan the QR code and enter the 12-digit encoding on the package to view their wishes.

"Moon cakes will talk this year ". Once such a fresh event appeared on the Internet, it attracted the attention of industry insiders and netizens. Some "Big V", even after tasting the colorful moon cakes, have published a series of blogs to affirm their creative points. In the active promotion by netizens, there were well-known people in the e-commerce area such as Yi Wenxiang, there are also common e-commerce practitioners. With this wave of recommendations, more and more common users are also involved in the shopping "talking moon cakes" to send blessings. Authoritative media such as Southern Metropolis Daily and Shenzhen TV have also reported that, based on such strong market response, the number of netizens participating in the event has also increased to a new level, in the end, the national Mid-Autumn Festival sent a blessing to choose "moon cakes that will talk", becoming a network of wonders. Over 90000 Weibo posts have been discussed in a short time.

Many people have said that the craze caused by this activity is incredible. Why is it so hot? According to the analysis of the reasons, Yi Wenxiang, a well-known person in the business area, believes that the main reason for the outbreak of "talking moon cakes" is marketing and execution methods, and is the result of product + creativity. In this activity, the gameplay of the colorful moon cake was just to adhere to the law of simplicity, so it decided that the market response was exceptionally strong.

This was originally a social media activity that was originally initiated by the Internet VPC. It attracted a lot of attention due to the huge social communication effect, and the ending was never imagined by many netizens, because of the strong market reaction of this activity, huamei mooncake has successfully completed its transformation from traditional enterprises to Internet thinking.

2. The three new media platforms form a marketing Matrix covering global users

Colorful moon cakes have a history of traditional food management over the past 20 years. They are also well-known moon cake brands in the traditional Chinese food market. As early as more than 20 years ago, huamei mooncake began its exploration in marketing and creative communication. When huamei held the "Singing mooncake" activity, it won the Golden Marketing Award. For the first time, the colorful moon cake tried the Internet thinking model and launched the "send blessings to my loved ones" activity. This is not only a beautiful tradition of the colorful moon cake, but also a way of expressing the gorgeous moon cake to fans.

The main reason why the "I send blessings to my loved ones" event held by huamei mooncake was well received by many users was that huamei mooncake chose its initial marketing method in social media, in addition, it integrates the marketing matrix of channels, marketing, and product models to achieve the perfect transfer of consumer positions.

There are three ways to implement this marketing matrix: 1. on the official public account, you can activate an independent page for customizing and viewing blessings. 2. description of the production process of simultaneous publishing on Weibo. Consumers can learn the mysteries through Weibo. 3. you can view the sort of videos and videos Uploaded By WeChat, and reward them to different degrees.

The advantage of this approach is that by covering three new media platforms, all users in the field can participate in this activity, and this kind of "I am offering my friends and friends a blessing" is emotional, it is easier to stay close to the user's heart. Compared with marketing activities of other brands, the marketing activities of huamei mooncake are more humane and warm, and by using product quality to speak, users can naturally recognize products from their hearts, the "talking moon cake" is a blessing.

3. Abandon the traditional thinking model and "moon cakes that can talk" are deeply rooted in the hearts of the people

For a long time, how traditional enterprises work together with Internet thinking has always been the inevitable focus of most traditional enterprises in the development process. Although some traditional enterprises use Internet technologies and information trends, but it does not fundamentally change the operating genes. Therefore, this problem has become a pain point for most traditional enterprises in the transformation process.

However, huamei has given such a revelation in its "talking moon cake" marketing activities:

In the "send moon cakes to send blessings" activity triggered by the colorful moon cakes, the brand-new Internet media channel was adopted to enable direct communication between the colorful moon cakes and end consumers, consumers can directly "talk" about the colorful moon cake and "talk" with consumers. This method builds a bridge between the colorful moon cake and consumers. Compared with the traditional enterprise business thinking model, this method is direct and irreplaceable, far better than the tedious steps of traditional brands that require intermediary, agent, and dealer links.

On the other hand, huamei mooncake has a long brand history and has corresponding marketing experience. At the same time, its own products have excellent quality assurance and good reputation effect, therefore, to a certain extent, the Internet is also able to recognize the colorful moon cakes, which is the mainstream trend in the region.

Finally, in this marketing campaign, the unique "Let moon cakes speak" method of the colorful moon cakes is also a way to send blessings, warmth, and greetings to others, compared with the traditional mode, this method gives "gifts", and is more blessed and easier to trigger consumer awareness and recognition. Therefore, from the perspective of concept creativity, the colorful "talking moon cake" also essentially shows the humanistic care of the colorful moon cake.

As a traditional enterprise that dares to try new ideas, this article uses the Internet-based thinking model of humanistic marketing to allow itself to smoothly transform Internet-based thinking genes, it may bring demonstration and reference significance to other vendors.

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Author profile: Zhu Yu, the first batch of Blogger authors in China (11 years of blog writing experience), well-known opinion leaders, Internet media people, one-by-one media company creators; long-term attention to Internet business trends and case studies, he is engaged in fields such as TMT, mobile Internet, e-commerce, brand communication and management, and home appliance digital. He is currently engaged in PR, marketing, and brand management. Personal Account: izhuyi; personal public platform account: zhuyiweixin

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How can "talking moon cakes" become popular on the Internet?