White Valentine's Day is a typical example of a businessman creating holiday marketing

Today is March 14, the legendary white Valentine's Day, which is the date the woman gave the man the chocolate. But is it really a holiday for lovers?

No, white Valentine's Day belongs to the businessman. White Valentine's Day is a typical example of creating holiday marketing!

The so-called white Valentine's Day is actually originated in Japan's festivals. In Japan, the woman who usually wants to confess will give a gift to her lover on Valentine's Day (February 14), and the one who receives it will reciprocate on March 14 and tell her her own mind.

Well, you are not mistaken, in Japan, White Valentine's Day is the man to the Woman Requital Festival. The white Valentine's Day later became more and more widespread, becoming a festival widely circulated in East Asian cultural circles. But the understanding of countries is different. In China, for example, White Valentine's Day is the woman's gift to the man.

Let us no longer dwell on which side should be the first gift, the reason for this divergence is precisely because the meaning of white Valentine's Day is packaged by business, is based on the needs of businesses to create a holiday, and feelings are dependent on business needs. White Valentine's Day is the product of marketing.

1, Japan: "White Valentine's Day" snacks big promotion!

Let's go back to the 1977 years that White Valentine's Day was born. Japan Fukuoka a special production of cotton candy Snack Enterprise Shi Cun Wansheng Church president of the Shi Cun, no matter on the girls magazine, suddenly see a woman complained that "only Valentine's Day women send men things, but no return, too unfair!"

Shi Cun is worthy of the president, immediately sprouted to create a return to the holiday, while the company's Cotton candy products as a choice of the idea.

Eventually they decided to take the one-month March 14 after February 14 as a "white Valentine's Day". 1978, the first white Valentine's Day to the cotton Candy promotion for the theme, but sales generally. Subsequently, sweets, cookies and other snacks, even including other food, clothing and other industries have joined in, and eventually formed a white Valentine's Day marketing market.

To put on the emotional cloak of this commercial holiday, the Japanese Confectionery industry association in 1980 years even to the white Valentine's Day to do this explanation: The Valentine's Day of origin story of Father Valentine was hanged in February 14, 270 A.D., and in one months after March 14, Father Valentine's blessing of the Lovers swear Love will die, in order to commemorate this day, so another set as white Valentine's Day.

What a tear to be moved! Although this is entirely fabricated by businesses, it is the commercial need to kidnap the emotions.

So today, Shin Sun Santan's homepage began to warm the landlord to play "White Valentine's Day" originated.

However, as a result, the white Valentine's Day as the creation of holiday business marketing, its pulling consumption is relatively limited. After all, Valentine's audience is still too narrow, you let a single dog do?

2, the United States: "Black Friday" buy and buy!

Look around the world, for marketing and create a few festivals. In the World center of the United States, "Black Friday" (Friday) and "online shopping Monday" (Cyber Monday) is the creation of the festival.

"Black Friday" is the day after Thanksgiving. "Black Friday" is the beginning of the Christmas shopping season, starting around 2000. On this day, most businesses will open early and carry out promotional activities. 2005 years later, "Black Friday" finally developed into the United States the largest shopping festival every year.

In the 2014 's "Black Friday" and the subsequent weekend, the United States total consumption reached 50.9 billion U.S. dollars, 133 million people participate in the consumption spree, and 296 million U.S. dollars consumption is through bitcoin consumption.

There is also the so-called "online shopping Monday", that is, "black Friday" after the Monday. In order to meet the consumers do not want to do shopping demand, online platform at this time exerting force, big promotion. According to statistics, 2014 "NET purchase Monday" consumption amounted to 2.68 billion U.S. dollars, per capita consumption amounted to 361 U.S. dollars. "Black Friday" and "online shopping Monday" merged into the largest shopping carnival in the United States.

Looking back at the origins of "Black Friday", it can also be found that this is a concept of marketing. The word "Black Friday" was used in Philadelphia in the 1960s to refer to the crowded road traffic on the second day of Thanksgiving, which was irrelevant to shopping.

However, as businesses discover that the concept of "black Friday" can be used to guide Christmas spending, "black" is gradually turning into a profit on a merchant's account (the loss is expressed in red). In this way, the business marketing demand eventually created the "black Friday" consumption concept, and led the consumption. and "Online shopping Monday" is just "black Friday" extension.

3, China: "Double 11" Taobao

In China, the creation of festival marketing, which is most familiar to consumers, is undoubtedly the "double 11" shopping festival. Taobao Mall from 2009 through the "Singles Day" sales to achieve 52 million sales, to 2014 "Double 11" when every day the cat turnover of 57.112 billion yuan to set the online retail world record, "Double 11" from the simple almost no booming "Singles Day" development to today's "shopping festival", It took only six years.

According to Taobao "Double 11" event planner, Alibaba COO Carefree son (Zhang Yong) said, originally they plan such a shopping node, is purely because November is the high issue of consumption. November season changes fast, the south into late autumn, the north into the winter, consumers need to buy a variety of seasonal supplies.

Unfortunately, there were no festivals in November and no holiday promotions were possible. So the team found the grassroots "Singles Day" through search, that is, November 11. Carefree son oneself also admits, the shopping actually is not what with the Bachelor, but this is "double 11" the start, will the merchant's promotion demand attach to a fictitious day symbolizes the emotion. "Be single and buy and buy!"

So, a simple idea, a clothing, household items for the main promotional category of marketing activities eventually turned into a cat as the core, the major electric power business giant shopping carnival. I'm afraid that's what they can't imagine.

However, the success of the "Double 11" shopping festival is not accidental.

Xiaoyao Group Choice of the festival-"Singles Day", exactly corresponds to Taobao mall (that is, later days of the cat) the most mainstream consumer groups. Chinese young people born after 1985 are becoming the mainstream consumer of society. These people start high school, college, there is the Internet, they think the internet is like water, electricity, air as natural. They are the true indigenous generation of the internet and their shopping habits are completely networked. and "Singles Day" is precisely this generation of people to laugh at the minority festival.

The perfect combination of consumption orientation and festive feeling eventually broke out a huge shopping spree, which spawned the most powerful shopping carnival in history.

4, the so-called festival marketing just!

Starting from the White Valentine's Day, looking at the world's major creation of the theme of the festival marketing, you can find that such marketing tools have extremely distinct characteristics:

The starting point of marketing is based on the demand of business promotion;

The emotional tone of the festival is essential at first, but it is always the means and the client of the business promotion, is the sentiment card that the merchant plays;

The successful festival marketing must have the clear understanding to the target customer, the sentiment is in order to attract the target customer, but the final consumption culture formation then needs to make the consumption habit to cover the sentiment

To this standard to see a broader marketing area, in fact, the world's most successful marketing case is a diamond.

Diamonds are divided into industrial diamonds and jewellery diamonds. Diamonds were first discovered only because of the use of hardness in industry, and after the artificial diamond was developed, the diamond was almost completely useless.

Jewellery diamonds are prized because of the rarity of the original resources, but after 1870 years of discovery in South Africa of a large number of diamond mines, this rarity has completely disappeared. As a result, the diamond industry Katel Dabils (De Beers) "Diamond long-lasting, a perpetual spread" name, through the publicity to make the diamond body as a symbol of wealth, power and love. The decades-old mood-shaping makes today's diamonds a high value luxury for symbolic love.

According to industry sources, the so-called diamond value is inevitable speculation, the so-called accreditation standards are open to question, the purity of VS and VVS even professional appraisers can not be very clearly identified, and at the time of purchase by the salesman, so that the same ring in different salespeople there may be completely two purity.

In the diamond here, is also the sentiment in the bill for the value. When the main feeling brand product marketing finally formed a consumption habit, the diamond is really "a forever spread."

So, you guys who are looking forward to your lover's chocolates, when you are full of fantasies about White Valentine's Day, don't forget that you have to pay in the future, it is probably a diamond!