Yao Ming Marketing: Star effect + Business atmosphere

How to use health products marketing to learn from "Yao Ming sports Marketing"?　　Open today's sports newspapers, in the rare two basketball section, one to the great CBA and Cuba, the remaining suites, the vast number of Yao Ming accounted for One-third, Yao Ming's report accounted for One-third, the remaining a hundred people grabbed the remaining One-third pages.　　If you're not a fan but a marketing person, what's the point of this news for you? Yao Ming Marketing: Star effect + business atmosphere 4P as a classic marketing concept, has been developed for more than 10 years. However, as the market matures, products in the use of the function has not much difference, the business began in the desire and emotional appeal. This means: There is no profit in the part needed.　　When people buy just to meet their needs, they look for the lowest price, and when they evoke some kind of emotion and satisfy a desire, they create new profits. Sport is the only event so far that can inspire the common enthusiasm of all mankind of different races and ages. Because of this, the Olympic Games, football World Cup, a basketball league, F1 Racing Championship, Tennis Masters Cup, these prestigious events have become the world's most attention and capital attraction events, it is no exaggeration to say that they are the world's most lucrative industry. (think of that beautiful tennis player, Kournikova, her expertise was too flattering to even win any prestigious championship, but it did not prevent her from becoming the most profitable female athlete because her fair face was more attractive and people focused more on what she was wearing today and what her hair was.　　She leads a "fashion" demand. The most important resource in the era of attention economy is the attention and understanding of the target audience. How to attract and maintain the attention of the target market and form an attitude in order to complete the understanding in the attention, thus stimulating business action becomes the most advantageous measure of marketing communication tool.　　As a strategy, sport has the ability of concentrating attention and transforming into attitude, it sells first of all a kind of culture, a kind of emotion that resonates with consumer to sports, in this emotion, unconsciously accept its product, thus enhance the sense of belonging and loyalty.　　So how does Yao Ming use sports to sell? "China is the last bastion of big multinational companies, with its coveted market," said a marketing executive at the Yao team. The 2008 Beijing Olympic Games are in sight, China's modernization process is accelerating, a large number of urban youth purchasing power is staggering. To open up the Chinese market, Yao Ming is the best stepping stone. "Yao has not yet arrived in the United States, the media has begun to hype: A History of the first from Asia, China and the United States are particularly concerned about the height of the 2.26-meter giants."　　With unprecedented talent, Americans have tried every means to make Yao Ming's name louder. Yao Ming landed in the United States, the Chinese people more love to watch a, more concerned about the fate of the rockets, and the Americans more enthusiastic a bit outrageous, the whole tens of thousands of people singing "Yao Ming song", the package plane to the away to see Yao Ming's Game (of course, overseas Chinese is an important part of it), banners and slogans are overwhelming, so a myth was born.　　This time Yao Ming, represents is not only Yao Ming this player so simple. American culture advocates conflict (clash), advocating the star who can create conflict. All competition conflicts require a star to create a situation or pick up the pieces. The opposing sides (rivals) formed in the conflict became stars and cultural idols.　　Yao Ming's timely appearance, to some extent, broke the dream of O ' Neill and Brian's combination, a strong center conflict, not only Americans are happy to see, in the eyes of Chinese people, is a kind of national pride and pride. Yao Ming on Forbes celebrity list, Yao Ming won Lawrence award ... In the era of commercial profits to the teeth, the mainstream media propaganda, to meet the people's mentality, has been a huge recognition. One netizen said: Yao Ming makes the world, or rather, the Western world to know the Chinese on another level. In front of the crazy business, Lawrence Awards found a vast soil, such joy let Lawrence decided to open a branch in China, the Shanghai into the release of the Lawrence candidate list of the city ranks. Advertisers are sparing no effort to open up a huge market with the help of this bridge.　　Yao Ming's sentence "I love basketball, I love CDMA", a word 3 million, when really "profusely"! Yao Ming has become one of the most popular sports stars in the "Yao Team" (Teamyao). With the help of a professor at the University of Chicago Business School, the Yao team worked out an ambitious five-year plan to make Yao the star of Tiger Woods.　　And this plan, the date of implementation is already within reach. "Yao Team" will make Yao Ming a successful business brand, the use of people's health identity and enthusiasm for sports, the adoption of news induction, event focus of the way, in the birth of commercial culture, "timely and health" to meet market demand, through successful commercial packaging operations quickly become familiar with the public.　　From this, we are not difficult to think of health care products This industry, it is also a healthy platform, but more through public opinion hype, selling points to refine the way to attract the attention of the public and then produce the desire to buy. However, the marketing model of health products is different from that of other product. Traditional health care products marketing is mainly based on functional appeal, emphasizing a practical type. However, looking at the current situation of many health care products in the market, but disappeared in 35 years.　　Perhaps, the marketing model of Yao Ming can bring us some enlightenment ... Health Products: function + emotion can finally win the health care consumption demand in China is very special: because most of the Chinese people have just solved the problem of eating, the people just to solve the food and clothing compressed living must be expensive to buy health care products, this health care products must be able to solve important problems, that is, must be very effective,　　So there will be 98% of Chinese consumers will be the health care products in the first place.But since it is a health care product, it is impossible to have drugs as quick as possible, only lasting use can gradually produce health benefits. Therefore, how to grasp the consumer's psychology, becomes an important topic. Many manufacturers think that must adapt to the needs, the effect of health care products advertising and concept hype began flying all over the sky.　　But the result is obvious: consumers began to distrust, the national authorities began to strictly check health care products advertising, academic authority began to speak expose false insider ... The high expectation of the effect of the consumers and the difference of the actual effect of the products make the current health care products industry difficult, so either can satisfy the high expectation of the consumers and make the consumers difficult to test the actual efficacy of the products, or the products do have remarkable effect, satisfy the consumers ' expectation and also can withstand the However, health care products are not drugs, in most cases, the immediate or have a certain degree of difficulty, so that the health care products for the target consumer communication, as far as possible to appeal to a feeling (especially female health care products). The successful business representative of this strategy is the health church and the missus medicine industry, she asked women: "When women are the most beautiful," in the most beautiful when you meet who, the wife of "full woman taste" and so on, the use of emotional appeal, creating a romantic complex of female consumers, once the emotional fit their psychological,　　They will immediately become a loyal consumer of the product. Lango CHI International Marketing advisory body that the female health care products suitable for emotional appeal, suitable for high-end health care products easier to use emotional appeal. For high-end consumers, the purchase of health care products, just a kind of pure health needs (such as complex vitamins), their mentality more mature, more rational, is not likely to be simple appeal to the function, and if the advertising appeal can be mixed with some of their complex, the same emotion to impress consumers,　　And then the emotion into consumer behavior, will be a great success. For example, if your target consumer prefers elegance to vulgar taste, then you have absolutely no need to advertise for the time period of the gold drama, and you can spend less money on the advertising time of classical movies, because the decision to spend is ultimately on the number of viewers rather than the quality of the audience.　　Meet their emotional needs, they will buy their own eyes "so-called things", even if the high price will be willing. Today's marketing is increasingly based on a desire breakdown rather than a traditional demographic-oriented market segment. In other words, the parameters of age, income, education, geography, etc. are giving way to things that are not visible or touched by desire, ambition, values, etc. "The power of branding comes from its ability to influence buying behavior," Al Riss in the 22 rule of the brand. "People choose brands not just on reason (the range of traditional 4P theory), but also on emotional factors."