Soude Kang: From the pan-soft literature marketing point of view "the Haier Brothers"

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Interested in reading Soude Kang This article friends, estimates have seen the cartoon "Haier Brothers." This more than 200 episodes, over the years to complete the production of domestic cartoons, not only in the history of Chinese animation to create a number of first, but also a soft marketing history of a proud. If from the pan-soft marketing point of view, "Haier brothers" is the Haier Group issued the most favorable soft text. Soude Kang has always believed that "Haier brothers" is called soft and wonderful.

The marketing viewpoint of pan-soft text

Soude does not think that the soft text is limited to text manuscripts only. In fact, any one that can enhance the audience's perception of a brand or contribute to consumption can be an effective form of soft text. Soft Wen, although with "Wen", but can not be limited to the "text" form.

The "Haier brothers" as an example, the use of the form of animation, but the protagonist is using the Haier Group cartoon image--two of the only cute brothers wearing underwear. These two cartoon characters, with cartoons, sweeping China's television channels, once to the overseas ("Haier brothers" inside a few cartoon characters, are used in the western common name, it seems that the producers in the beginning of the plan to the world). Its coverage ability, has not been the general "soft wen" can compare! We must admit that this cartoon, on the one hand, in the spread of culture, on the other hand, "Haier" embedded in the two words of the brain, and then, even can be said to play a deep imprint.

The essence of soft paper is to educate consumers and promote brands. "The Haier Brothers" perfect interpretation of this concept. form is no longer important, the effect is there.

The value of pan-soft text marketing

In front of Soude Kang stressed that the essence of soft text is to educate consumers, publicity brands. As long as you can achieve this goal and not naked advertising means, can be considered into the "pan-soft marketing" category.

The traditional view of the soft, more focused on the pursuit of short-term or medium-term marketing value, often can not take into account long-term value, which is the enterprise's own vision limit caused. The marketing viewpoint of pan-soft wen needs to break through the traditional idea of soft text and open the idea of the marketing part of the soft culture in the brand promotion. In order to illustrate the astonishing effect, we still take the "Haier brothers" as an example.

"The Haier Brothers" in 1996 and around the beginning of the show on the major television channels, hit for many years. The hit of the show, there are several reasons: the plot is attractive (children are curious about the world, and the cartoon itself is to explore the world), strong popular science (parents support children to see this cartoon), the support of various enterprises (Haier Group in the late abandoned the direct return of cartoons) ... These reasons, if from the soft marketing point of view, are extremely precious factors-the audience like to see, there is public support, there is enterprise support. These factors contributed to the wild spread of the "Haier brothers" as a soft article.

Through the crazy spread of the "Haier brothers", Haier's popularity increased. From the parents ' point of view, Haier created a "pro-people" image. This kind of pro-citizen image is not what is created by hiring beautiful models--one on TV, one like being around. Haier supported the "Haier Brothers", in the hearts of parents left a good impression, the value of far more than tens of millions of of the investment. From the child's point of view, although the child may not be able to remember the storyline, but "the Haier brothers" will not forget. What happens when a child grows up, walks into a shopping mall, and sees the Haier cartoon icon on the fridge and washing machine? The children watching cartoons around 1996 are basically 85, even after 90, and are now gradually becoming the main buyers of the household appliances market!

From the pan-soft text marketing point of view of this cartoon, we can not help feeling the production side of the vision and courage. For CCTV's "standard King", need to pay the money, is in accordance with "billion" to calculate, as for the advertising effect, of course, very good. Just, the cost of 60 million of the animated cartoon, and to win the so-called CCTV "King" compared to which effect is better? Consumers have voted with the money in their hands-Haier is the boss of China's home appliance industry.

This article starts Soude Kang Marketing angle of view (http://www.sudikang.com/)--Soude Kang-marketing angle of view, pays attention to the network marketing question, provides the Suzhou Flute Kang original search engine optimization (SEO), the soft article marketing article, shares the network to make money the experience. Visit the Soude website to get more information.