Selling Meng Marketing: New strategy of Brand rejuvenation

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Content guide: Brand young China's consumption structure is undergoing a great change, the total number of generations, 400 million, the younger generation has become the forces of consumption.

Brand young China's consumption structure is undergoing a great change, the total number of generations and the population has nearly 400 million, the younger generation has become the forces of consumption. With the changes in the media environment, the many brands that have been "successful" face great challenges: Apple Fire, Samsung Rise, Motorola bankruptcy, Nokia was acquired by Microsoft ... Rejuvenation of the tide, facing the new rules of the game, many famous enterprises began to put down their posture, to curry favor with young consumers, selling Meng marketing become a brand younger.

Brand aging refers to the old generation of consumers after the withdrawal of young consumers failed to follow up in time. Such a brand market will become increasingly shrinking, the past brand competition advertised is who is the boss of the industry, whose products more authentic, who's history more remote ... Today, the traditional brand appeal faces one of the biggest challenges is how to impress the younger generation of heart.

The purpose of the brand selling Meng is to please the younger generation, selling Meng marketing is a brand with a variety of network language, fashion hotspots and young consumers to communicate. Meng to have a point, interaction is the key, first let consumers like you, and then can let consumers accept and then buy.

This summer, Coca-Cola in the marketing of a hard breakthrough, the new packaging in China's "girlfriends" "Natural Stay" "Pure Man" "for Young" "cargo" and other labels, almost covered in recent years China's online popular language. The change into a "happy family" as the main emotional appeal of Coca-Cola, won a large number of young Chinese consumers.

Apple's recently released IPhone5S and IPHONE5C are "sold out." Unlike the classic Black-and-white color of the past, this blockbuster champagne is a bright spot. New Machine press conference just finished, quite entertaining netizens immediately gave the Apple family the new color crown "tyrants Gold" name, in the creation of endless jokes at the same time, but also for Apple new products played a return to free advertising.

Selling marketing caters to the trend of rejuvenation of global consumer groups, if the marketing concept from the past to dig, in fact, this marketing means is not something new, but with the rapid development of the latest media, given the marketing more spread the value of selling Meng, increased marketing of the interactive and the spread of power.

In the traditional marketing concept, "3B principle" as the advertising creative performance. It is not hard to find from the advertisements we are exposed to everyday that babies (baby), Animals (Beast), Beauties (Beauty) are the most compelling actors in the advertising picture. Whether it's a fashion brand or a car or a consumer who has the most contact with FMCG, many are the shadow of the baby, with the popular web language summed up the words is Meng; the animals, whether in the United States of Madison Avenue, or in China's local advertising circle, are very popular, because the animals are endowed with emotion and behavior, Can produce a novel sense of humour, bring to consumers is a relaxed and pleasant psychological experience, this is the biggest new attraction to consumers; mention beauty, we can immediately associate with graceful posture, elegant hair, blowing can break the skin ... But beauty as one of the largest advertising lead, has let consumers produce aesthetic fatigue, if the beauty will sell Meng, I believe the advertising effect must be surprisingly effective.

Each marketing concept has its applicable cycle, marketing diversification is the cornerstone of sustainable development of the brand, can be spoiled to sell Meng, can be a soul search, can be romantic, can jiangshan. However, not every brand is suitable for selling Meng marketing. Just the right to sell the Meng can obtain the goodwill of consumers, selling Meng improper will bring great damage to the brand.

For example, after the 2008 Beijing Olympic Games, the heyday of China's sports brand Li Ning, in order to deter the trend of its brand aging, the first bright out of the "Hou Ning" new brand ideas. However, its brand wants to express the concept of vague, this bold sell Meng also did not match the system of the brand rejuvenation measures, the result is not only not 90 after the heart, but lost the original Li Ning brand whenever consumer support.

Sell Meng Marketing key is Meng, to Meng in point. Every successful branding brand itself has Meng DNA, a successful sprouting point must be able to interact with consumers and the topic of the point. All successful selling brand has a common feature: Selling Meng also produced a lot of topics, and these topics are consumers in the gossip relish, but also consumers are willing to share in the new media. In order to continue the brand's good reputation, increase the positive energy of the brand at the same time to the brand younger have a huge role in promoting.