Chinese civilization breeds "weakness marketing" with Chinese characteristics

For more than hundreds of years, the Chinese have maintained a traditional social mentality: hatred, Adam Smith's point of view is that when the gap between the rich and the poor is too serious, and the interests of the people are too lack of protection, the public opinion will produce a position of displacement, the so-called "not suffer from lack of inequality", people will naturally create "for the rich is inhumane" moral barrier , the rich and the poor in the game of unconditional support for the latter, if the rich have the upper hand, will be the masses of the people as an attack of the sea: "You are better than him, why do you want to make people go to the wall?" ”

In addition, we in daily life can touch too many emotions, are consistent with this logic: officials must be corrupt, demolition of the house must be unjust, chengguan all deserve to die ... In the Lankao County of Henan Province, the impression of her was falling from heaven to earth overnight, because of a newspaper article with a lot of bad news, "motivational theory" reveals the economic motives behind the orphan's adoption, as well as the fact that she is not poor and has multiple property assets. Things are still that thing, but the people who do that thing by a kind and simple, do the system because of dislike and do not do good of the rural women, become a shrewd and sophisticated, economic conditions and with the system behind a certain tacit understanding of the businessman, the direction of public opinion is completely changed.

According to French sociologist Le Pen's theory, this attitude, which only asks the position, does not talk about the truth, is in direct proportion to the violent degree of the social contradictory conflict, so in recent years on the Internet-as the most efficient interpersonal community, more and more marketing methods have more or less used this group psychology, I call it "weakness marketing" , marketers first find a bad word of mouth or represent an extremely strong side of the object, and then put themselves in the opposite, you can win in the first time indiscriminate emotional solidarity.

For example, recently very hot Gado "Sorry" series posters, is a typical application case. Gado spend decades single-handedly create "Wang Lao Ji" Herbal tea, because the trademark expires and forced to return the trademark to the original owner of Guangzhou Pharmaceutical Group (this article only talk about the phenomenon of communication and marketing, not on the legal dispute itself to make evaluation), will not be very big brand handed to people, Just like to let a pregnant October mother to send the children to others, Gado naturally difficult to give up. But the legal provisions are difficult to undo, in order to continue the previous impression in the minds of consumers, Gado in all the ads after the trademark return to Canton, all through the skills of the copywriting to consumers to hint that the current Gado herbal tea is the former King Old Kat herbal tea, such a vague rhetoric of the edge of the ball, again by the canton drug prosecution, and finally win. Gado's marketing team saw the tide, and simply posted a group of posters on Sina Weibo:

This group of posters want to convey the message and intention is very obvious, that is, weakness and weakness again, he has been in the battle with the canton drug giant state-owned enterprises to harvest the bitter grievances and grievances, but still to the consumer apologized, failed to "protect" the good tea brand full. This is a case of grasping the psychology of the audience, Gado frequently through advertising or sponsorship to the civilian fast consumer goods posture appeared in the eyes of consumers, and the broad drug is saddled with "state-owned enterprises" such a Chinese characteristics of the original sin, the former role once played by the latter "bullying" of the trend, It is very easy to be sympathetic to the first wave of onlookers, and then to use the media as a communication mechanism to external infection. This in fact and Guo as a child copy Zhang Yu book, in the court was sentenced but insisted that the compensation is not the same as the case, the lawsuit can lose, posture not to fall, or really sit the image of the copycat.

Like such a keen sense of smell, know at the right time to pose a "weakness" posture of the marketing organization or team, not only Gado behind this one, there are some different scenarios but the application of the same case, the following simple list of some more interesting:

"The Extraordinary Spider-Man" Weibo hints at early referral events

Just 5 days after the show, the most-watched Hollywood movie "The Great Spider-Man" released the following news on Sina's official microblog at the end of 2012, with a hint of "forced" to get off the line because of some unspoken power squeeze:

A stone stirred thousands of layers of waves, aggrieved a large number of netizens quickly share the message, mixed with a variety of Chinese film industry unspoken rules of attack. Only the courtyard line is not clear: no one has received administrative notice, mention to the "extraordinary Spider-Man" advance withdrawal, and a large Hollywood blockbuster just in the Chinese market will face the requirements of early offline, which is unheard of in history. And the truth behind this turmoil is, "extraordinary Spider-Man" in the first Asian countries, the Japanese market, encountered an unexpected Waterloo, the first week at the box office only 900 million yen, less than "Spider-Man 3" half, ultimately drag down the overall box office, when entering the Chinese market, The issuer pays special attention to the box-office heat of the previous weeks, under the pressure of performance, its official Bo since the play of such a drama outside the plot, to "advance the line" for the use of the incentive to buy the user hurriedly seize the time to the cinema, otherwise it may have to miss the fate of the big movie. Later, as we all know, the official microblog of "The Extraordinary Spider-Man" has republished a new microblog in the media, clarification to "gradually fade out of sight" is the normal layout of the law, and the film in the Chinese market box office, it is logical to have achieved very good results. Of course, this does not mean that the box-office success of the "extraordinary Spider-Man" is due to the weakness of marketing.

Cheetah Browser interviewed by Ministry of Railways

I was praised for "grabbing tickets" on behalf of the browsers, there is a lack of common sense behind the article, there is a reference, near the spring Festival, the train ticket again appeared imbalance in supply and demand, the Ministry of Railways launched the Internet ticketing channel 12306 because votes and load overrun, affecting many netizens to buy tickets experience, Jinshan launched its own new configuration has " Automatic grab Ticket "feature Cheetah browser, in order to compete with other browsers that also have the potential to add ticket-grabbing capabilities, Jinshan smashed heavily in a day, in traditional media (web portals) and from the media (micro-broad) at both ends of the Ministry of Railways to spread the interview of Jinshan and find the Ministry of the press to kill the Cheetah browser, Immediately caused the brazen big wave: Ministry of Railways, Ministry of the even with bullying for the people of the Cheetah Browser, which has also been a lot of netizens and many "public know" are "a second to spray son", lambaste this gang of bureaucratic units, their own part of the things do not say, Do not let others to help people clean up the mess.

Lying gun of the Ministry of Railways and the Ministry of Public sector, although on weekdays each of them are promises monopoly/administration, but on the internet, these two people do not have much say, very few know, The Ministry of Railways is simply a frequent request (too many invalid access requests can cause server congestion and downtime) due to a 12306 inability to cope with too much automatic ticket-grabbing browsers. To make these browser vendors "slow down" and the latter's management is the Ministry of Industry, must pass the request through the Ministry of Industry, Finally to the Jinshan there has evolved into a big revolution, the early Rob is Zhou the most adept at the play code. Later 360 had to adjust their strategy, uncharacteristically played a good child, said 360 browser because of advanced technology and so is the Railway Ministry's only approved ticket-grabbing browser. From this point of view, Fu is worthy of Zhou around for many years, surpasses have no!?

360 again by Apple Offline app product event

You can also find this article in search engines now: "360 by Apple under the application has not yet restored Apple approval rules are approved by the arrogant", for the app products all again from Apple's App store disappeared, 360 and its PR export is very unified external caliber, that is, Apple is too arrogant, Not in the communication to give Chinese enterprises enough respect, leading to 360 inexplicable gun and nowhere redress.

Indeed, compared with Apple, 360 is far from the latter in terms of size or discourse, yet anyone with experience in non-Chinese app development knows that it is not so much an apple's arrogance over Chinese companies as Apple's own habit. In the United States, when an application that is suspected of violating the rules is down, it also takes a long process of communication, and more importantly, historically, it has been proven correct for most of the time that it has handled the offending application-that the affected apps do violate Apple's regulations. 360 This time is no exception, the specific reasons we can consult and judge, this article does not make technical evaluation. Interesting thing there are 360 of complaints, it said, "Tencent, Baidu, 360 are China's scale reached billions of, tens of billions of dollars of companies, the application suffered under the shelf, one side out of a high-level, one side but an intern, which is very humiliating." ”

I have no word for this Chinese-style communicative principle, and I believe that no American Internet company can understand this kind of culture. A mature enterprise, it's about the people who should be responsible for dealing with the position, and the rules of the game in Silicon Valley are more like this, and the question of whether the application can be recovered is based on the facts and measures you have created, rather than the hope that the other party will send Tim Couclay and you a meal, Go back to the big hand a wave let the boys permeates to you release. Instead, I would like to thank God that Apple can stick to its "arrogance" in China.

The reason for the prevalence of "weakness marketing" perhaps also related to the fragmentation impact of social networks, when chewing-style reading becomes a very difficult task, people are more willing to accept pipelining fast-food information, thus losing the instinct of thinking, the truth as a scarce substance, will become more difficult to obtain, And the threshold of almost zero position, it will replace people's judgment criteria. This is not just a question China faces, "the stupidest Generation: How the digital age makes Americans more stupid," says Mark Bauerlein, a professor at Emory University in Atlanta, said, "the young people who grew up in the internet age can't keep enough attention to read a book, Can't even grasp the meaning of a poem attentively. ”

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