"Hunger marketing" is losing control.

In recent years, fan marketing has attracted much attention. Especially after the use of millet to the extreme, mobile phone companies have been marketing as the core of the Internet marketing strategy to build. However, as the major handset manufacturers in their mobile phone brand fan culture relish, the crisis has come quietly, fan marketing has lost control of the risk.

1, "Hunger Marketing" out of control

Tracing back to the domestic handset manufacturer's fan marketing history, Zang and the Charm clan handset should be the earliest to bring into China, then is millet, hammer and so on the Internet handset manufacturer's follow the crowd, but they all have a common originator: the apple. Apple is also recognized as the industry's best marketing enterprise hunger, and in the domestic millet better inherited his mantle.

However, for some time, the millet, hammer, the demon family and other mobile phone manufacturers of the fan marketing strategy has repeatedly been questioned by the media and the public. This cannot but let us ponder, also cannot but make the enterprise that is doing the fan marketing to be vigilant. What happened to the fan marketing? Why is there so much resistance from the media and the public?

Even in the previous period of time, even Wanda in micro-blog shouted: "The millet plagiarism can copy a sense of superiority?" With hunger marketing and fake data to cheat the brain, what else do you do besides copy and fry? A pair of Xiaorendezhi face made me more determined to do a meter black. "Reasonably speaking, as tyrants Childe, constructed absolutely will not be rice noodles, maybe he just want to occasion marketing himself, but his micro Bo expressed several problems are indeed representative of the media and the public questioned millet a few pain points, especially" hunger marketing "is millet from its inception has been criticized place.

Especially the development to today, the negative effect of hunger marketing gradually appeared. After being repeatedly starved for marketing, fans began to be "fooled" by the powder and turned black. After one weeks of anxious waiting, at the expense of lunch break time used to buy a cell phone, and then queued, refreshed, waiting, the last page jumped out of the phone has been sold out of the page, so repeat two or three weeks, and then the patient will lose patience, and finally can not help scolding Niang then turned into a "lifelong black."

2, "product packaging" out of control

On the other hand, after the internet thinking has been played bad, the mobile phone industry entrepreneurs have invented the "feelings", "fortress", "too TMD" and so on a series of people's blood boiling words, but even so, the public is no longer keen and blind to believe.

Take some time before the annual conference of Millet, it is named "a piece of steel plate art trip." On the eve of the conference, Lei on micro-blog propaganda: "Austenitic 304 stainless steel plate, very strong rust, corrosion resistance, and excellent plasticity and toughness, easy stamping forming." "This should be in the past, it will certainly be a sound of applause, we will be rebels on the process of such" high demand "and a praise, but this time on this piece of steel plate media has launched a large discussion. There are old man's hammer mobile phone release, a period of time the industry also set off about the "feelings" is worth 3000 yuan discussion, there are a lot of mobile phone manufacturing itself professional discussion, but more about its excessive questioning of marketing.

This proves that both the media and the public are awakening, as the public become more aware of the mobile phone industry, smartphone consumption is increasingly daily, people are no longer blindly credulous and superstitious enterprises or entrepreneurs hype and excessive packaging, more and more rational.

3, "Network Navy" of Runaway

About the network of the army's runaway problem, has recently appeared. Take the recent 1799 incident, Millet blamed the "network Navy", but the eagle-eyed cautious media and users found the message "1799" microblogging users, many of them are millet users.

In fact, from the beginning of the forum, the network Navy is no longer anything new. In those days, Sister Furong, Angel sister, all is the use of network Army hype success, and network Navy has long been a lot of enterprises have been used to a public opinion of the special combat forces. The so-called Navy has two kinds, one is the child care, to guide the other unknown truth of the masses of public opinion, the other is to act as "cyber hatchet" role, assume the role of attacking competitors. It is undeniable that a large number of marketing companies rely on the Navy to help companies maintain their reputation, business owners also believe that the Navy can play a role in guiding public opinion, submerged negative news.

But in an era of social-media outbursts, the marketing of fans is likely to make the Navy and the real fans too dumb to know. In particular, a part of the thoroughly brainwashed fans, see the other people say that its "powder" products have doubts, swarmed to the doubters, and even the enemy, a disorderly war, so that the original good public opinion environment has become more complex, making it difficult to identify products in the real sentiment in the end how? Inadvertently turned into "advanced black." Over time, to the enterprise caused by the crisis even greater, when the enterprise intoxicated by their own navy control of the public opinion of the environment, complacent, in fact, the crisis has long been lurking. Once the public has begun to awaken, especially since the media age, everyone can speak, negative public opinion will be Gros-like pouring, then the company established before the reputation will completely collapse.

In the final analysis, whether to do mobile phones or other Internet products, determines whether the product can be long-term competitive, ultimately, it is necessary to rely on technological innovation and product innovation. Marketing innovation is only a layer of skin, will not become the decisive factor to promote the development of enterprises, relying on the support of fans marketing companies can not go too far.

In fact, whether it is the full marketing of millet, or the charm of Lao Luo's personality body marketing, in today's public opinion gradually transparent environment, is a blow. Even if the company is recruiting a large number of media people or very good PR talent to rescue also useless, we should know that "the mouth of the people more than the prevention of Chuan" This old adage in today is still the rationale, plugging as sparse.