For example, coconut juice, the gratitude and resentment of Jiaduobao and Wang Laoji, and the love and hate of Red Bull, Le Hu and Gatorade, hahaha, I have to admire these two business tycoons. In this way, they can easily get attention without blowing away the dust. Although they made a bet, it is not their private words whether they can carry it out. Maybe they are secretly happy on WeChat, and maybe they are still discussing what the world thinks of them.

Let's talk about what other companies' propaganda methods are classic.

Let me talk about a cold medicine with a little sense of the times, white and black.

"White plus black" is a good idea. It looks bland, just simply separate the cold medicine, put the sedative "chlorpheniramine" in the cold medicine in the black film, and do nothing else; Actually, it's not simple. Not only is it very different from competitive brands in appearance, but more importantly, it conforms to the lifestyle of consumers and achieves the strong communication effect of Lenovo.

What's more, with the help of advertising companies, "white plus black" has determined a simple and clear advertising slogan "Cure a cold, it's either black or white". The core message of all advertisements is "eat white films during the day and don't sleep;" Shoot black films at night and sleep soundly. " The product name and advertising information clearly convey the product concept.

Let's talk about the somewhat sweet Nongfu Spring.

In the drinking water market, it has long been filled with smoke, but in the face of many big brands, Nongfu Spring, a new brand, is even weaker, more pitiful and more helpless. And the cost of Nongfu Spring is also very high. After all, Nongfu Spring only takes water from Qiandao Lake, and the transportation cost is high.

Nongfu Spring entered the market at this time, and in just a few years, it resisted the impact of many domestic and foreign brands, ranking among the top three in the industry. One of the success factors lies in its differentiated marketing strategy. The direct expression of differentiation comes from the concept of "a little sweet"-"Nongfu Spring is a little sweet".

Is Nongfu Spring really a little sweet? I don't know, it's more a concept of communication. The water of Nongfu Spring comes from Qiandao Lake, which is collected from many mountains. Qiandao Lake is a sweet spring after self-purification. But how can we make consumers remember the sweet spring water?

"Nongfu Spring is a little sweet" does not require that the water must be a little sweet. Sweet water is synonymous with good water, just like coffee is bitter, but Nestle coffee says it is delicious, which means it is good coffee. There is a word in Chinese called "sweet spring", which means sweet water. "Sweet" not only conveys good product quality information, but also directly reminds people of sweet and refreshing spring water, which will naturally feel "a little sweet" when drinking.

Finally, as a brainwashing person, I will ask you, what will you receive if you don't receive gifts during the Chinese New Year holiday?

In China, if someone mentions "no gifts this year", anyone can tell you "only take melatonin as a gift". Melatonin became the first representative of China gift market.

Because sleep problems have always been a big problem for the elderly, even middle-aged people can't sleep. Moreover, at least 70% of women in China do not get enough sleep, and 90% of the elderly often have difficulty sleeping. The "sleep" market is so big. However, after the concept of "nourishing blood" and "regulating the stomach" was introduced by Red Heart K, the health care product market in China reached its peak, but when the reputation of health care industry fell to the bottom, it was impossible for melatonin to rise rapidly only by a concept of "sleep".

Melatonin, as a single variety of health care products, was quickly launched into the market in a very short time, and ascended the throne of China in health care industry, leading health care industry in China for five years. The most important factor of its success lies in finding the axis concept of "gift giving".

China is a country of etiquette. Gifts will be given on holidays, and melatonin will be given at the shower (sorry, brainwashing). There are various gift-giving behaviors such as Chinese New Year gifts, visiting relatives and friends, giving gifts to patients, public relations gifts, wedding gifts, subordinates giving gifts to superiors, and young people giving gifts to elders. How big the gift market is. The key to the success of melatonin lies in its positioning in the huge gift market, which benefits from the principle of "positioning first" in a preconceived way. Take the lead in clearly positioning it as a "gift" and lead the consumption trend with gift positioning.

Therefore, accurate positioning is also very important. I wonder what the bet between General Lei and Sister Dong is?