Where there are people, there are rivers and lakes, beautiful groups and hungry people. Recently, there has been a "helmet skin war", and the situation is extremely fierce.
Meituan took the lead in launching "kangaroo ears"
Hunger, followed by "bamboo dragonfly"
First of all, Meituan took the lead in launching kangaroo ear helmets. Many netizens thought it was a rabbit's ear, but it was actually a kangaroo's ear, because the logo of the Meituan takeaway was a kangaroo.
Then, when you are hungry, you also have a bamboo dragonfly helmet. As for this bamboo dragonfly, considering that you are hungry, the blue uniform should symbolize faster, stronger and omnipotent, just like Doraemon.
From cute to wild
The skin war has begun.
These "Coco Love" shapes of takeaway brother immediately attracted the attention of netizens, and the topic of "# Takeaway Brother's Leather Fight #" was also set up in Weibo. As of today (July 28th) 12, the number of topic hits has reached 240 million.
Soon after, the scene was once chaotic. The Monkey King, hungry dirty pigtails, Qi Fei the Dragonfly! All kinds of novel and versatile shapes emerge one after another, and the skin war of takeaway brother has started. In this battle scene, the two sides are equal in strength.
What do you think of "being cute" and "being cool"
In fact, it is a means of commercial competition.
It is understood that these helmet decorations are distributed free of charge by the US Mission and the hungry takeaway official (the US Mission sends "kangaroo ears" and the hungry one sends "bamboo dragonfly"). Other decorations on the helmets of those little brothers on the Internet, such as dirty pigtails and the Monkey King, are all personal acts of takeaway brothers. And these "selling cute" and "playing cool" behaviors are actually part of commercial competition.
In fact, Meituan Takeaway has already launched a kangaroo ear helmet. Since 20 18, Meituan Takeaway has distributed kangaroo helmets to take-away riders on Knight's Day in July 17 every year. Starting from this year, Meituan developed kangaroo helmets into various peripherals and began to sell them to mass consumers.
At the same time, Meituan also released a wave of tall posters in official website, which are actually brand image building in commercial activities, or "helmet IP" in layman's terms. Use helmet accessories to promote your brand.
Not only that, Meituan has a wave of higher operations. Kangaroo ears can not only be decorated, but also receive commercial advertisements, instantly becoming "urban mobile advertising space". I have to admire this wave of marketing planning.
Besides, if you are hungry, don't show weakness. You have "Zhang" and I have "wall ladder". While launching a skin war with the US Mission, if you are hungry, you will also jointly hold a "One Helmet and One Belt" activity with the traffic police brigade in many places, extending the activities of sending helmets to all corners of the city and launching your own cultural IP.
With rival group CP
It is confrontation, and it is * * * to win.
This small helmet has gained a lot of traffic and attention for the competitor Meituan's takeaway and hungry. Compared with the cross-border group CP marketing between brands (CP: abbreviation of English couple, which originally means lovers and lovers, and post-net language refers to officially determined pairing), the sense of contrast brought by love and killing between competing products can attract people's attention and create topics.
The decades-long struggle between McDonald's and Burger King, Coca-Cola and Pepsi, BMW and Mercedes-Benz has become a "destiny takes a hand" CP. Mention one of them, and immediately think of the other, contributing a lot of classic marketing cases.
For example, Burger King and McDonald's have been entangled for decades. In order to promote his own store, Burger King once bought an advertisement implant on the map. When the car drives near McDonald's, it will automatically prompt the address of the nearest Burger King store.
Even once, Burger King set the position of 1 cent to unlock the Big Mac in a McDonald's store. When consumers enter within 600 feet of any McDonald's store and download the latest application of Burger King, they can unlock the Royal Fort with 1 cent. So many consumers went to McDonald's to complete the unlocking activity without spending money. Finally, they went back to Burger King for dinner. This activity is only to ban McDonald's.
Before dieter zetsche, CEO of Mercedes-Benz, retired, a short tribute film of BMW explained the advanced "marketing" skills between brands. The short film is based on "dieter zetsche's Last Day at Mercedes-Benz Headquarters". In the picture, Dieter dieter zetsche retired gloriously with the applause of all the staff, leaving the headquarters building in a Mercedes-Benz S-Class, which was slightly sad. But the real finishing touch is at the end of the video. Dieter dieter zetsche came home, drove out of the garage in a BMW i8, and the caption "Free at last" popped up on the screen.
BMW China later announced in Weibo that Mercedes-Benz will accompany BMW for life. Surprisingly, Mercedes-Benz actually forwarded a reply: BMW accompanied Mercedes-Benz for a lifetime.
As Ma Yun said, "If your opponent is dead, you must live well. You must have an opponent to develop better and better. " When "Meituan Takeaway" and "Hungry", two brands that are usually in a competitive relationship, no longer fight with each other, it is really rare to shake hands and make peace. "Civilized fighting" is actually more conducive to the brand to establish a positive image and win the favor of consumers.
(Gong Xiaolong, the poster news editor of Dazhong. com, is integrated from Meituan official website, Sina netizen, BMW and Mercedes-Benz official Weibo. )