Abstract: With the continuous development of China's economy and the increasing purchasing power of consumers, China has gradually become the target market of world-famous luxury brands. 20 16, 10 In mid-October, the major social media of WeChat in Weibo, China, and even the QQ space were occupied by YSL lipstick. Everyone revolves around topics such as "Let my boyfriend send YSL stars, how does he react" and "When YSL buys all colors, he promises to be with you". Is to use a variety of tone, the same goal of marketing slogan publicity, instantly set off a discussion climax. It was followed by all kinds of posts of "show love, find a boyfriend, resist the first two" from netizens. When many people are confused about what a star is, the sound of "out of stock" and "hard to buy" further makes more consumers have an urgent desire to buy. In this case, YSL successfully completed a perfect online marketing by means of "emotional marketing", "weak marketing", "other economy" and "hunger marketing". Keywords: emotional marketing; Weak marketing; She is very economical; Hunger Marketing I. Background YSL, whose Chinese name is Saint Laurent, is a famous luxury brand in France, mainly including fashion, skin care products, perfume, bags, glasses and accessories. Yves saint laurent was born on August 1965 1936 in Algerian, French North Africa. His family is very rich. In the process of growing up, he had many opportunities to get in touch with high fashion jewelry, and over time, he accumulated a passion for fashion. /kloc-at the age of 0/7, he went to Paris, the capital of fashion, to study fine arts, and soon transferred to the field of fashion painting. /kloc-when he was 0/8 years old, he won the fashion design competition in one fell swoop and was introduced to ChristianDior as his deputy. After the death of Mr Dior, the agent Mr Yves Saint-Laurent ("Yang Shulin" for short) was appointed as the chief designer of Dior. The first design after taking over Dior became an instant hit, and the outside world called him Dior II. But Dior didn't like Yang Shulin's style, so he fired Mr Yang Shulin. So with the help of friends, they founded the Saint Laurent brand with the same name. Second, the preface goddess should now have a lipstick brand in her hand, that is Saint Laurent. Some people even say that life without Saint Laurent is not perfect, which shows Saint Laurent's position in lipstick industry. Then why did it catch fire? In recent years, it has also appeared frequently in major TV dramas. YSL Saint Laurent has spread all over Asia, and many counters are out of stock. Is it the method of network marketing that makes him so successful? Magically push your brand to the peak step by step, so that everyone knows everything? What real impact will this successful case bring to us? Let's continue to study and analyze. Third, the specific analysis (a) market analysis We should know that consumers buy lipstick frequently and the speed of upgrading is also very fast, which shows that lipstick has an unshakable position in the cosmetics market. Only unexpected, not impossible, looking at the domestic cosmetics market, the strange and innovative sales methods of lipstick are based on a variety of product selling points, and these novel or attractive selling points have to make people admire the brand's marketing strategy. According to Isentia's social media analysis data, the top five lipstick brands in China market are Dior, GiorgioAmani, YSL, Chanel and Givenchy. During the promotion period of 10, the volume of YSL ranked third increased by 33% compared with September. The turnover of Dior and GiorgioAmani ranked first mainly comes from the forum. Excluding the forum activity data, the social media voice of YSL Star 10 accounted for 5% of the total discussion volume in the lipstick industry, and the discussion volume in just two weeks accounted for 20% of the total transaction volume of YSL lipstick 10. Rank the turnover of other social channels. The promotion of YSL in June 5438+ 10 made it directly surpass Dior as the most mentioned brand, ranking first in sound volume. It can be seen that being good at using hot network marketing promotion can make your brand even more icing on the cake. (2) Marketing analysis 1, the key channel and cut-off point of YSL Star social communication More than 40% of the discussions on lipstick on social media come from forums. Different from the multi-purpose forum in the industry for marketing promotion. The turnover of YSL Star mainly comes from Weibo and WeChat, which together account for 98% of the total products mentioned. 2.KOL communication analysis, the key communication driving force, the communication influence of YSL stars in Weibo Top 10 posts comes from the following accounts, mainly buying. The analysis of the report points out that 9 of 10 posts are standard lottery activities, and also mentions how the products are "sold out" or "hard to buy". Further analysis of the report points out that by analyzing the top 30 KOLs in Weibo related to topic communication, these accounts can be divided into two categories: one is the purchase accounts that publish lottery activities with high interaction. The other is a media account with a large number of fans and low interaction. 3. The response of netizens to YSL star's communication content can be seen through semantic analysis. Only 18% of netizens have an approval attitude towards YSL star lipstick itself. In the neutral discussion of 77%, more than half of people commented on the phenomenon of "boyfriend giving lipstick", and some people forwarded the lottery, or mentioned other products and purchases through hot spots. In the positive comments, the praise of YSL star packaging is the main one, and the characteristics and functions of the product itself are less discussed. However, the main negative comments focus on the uncreative packaging, ordinary colors, questioning the main communication values and rampant fakes. (3) Analysis of marketing methods 1. Emotional marketing is based on the emotional needs of consumers, stimulating and arousing the emotional needs of consumers, inducing consumers to sing in their hearts, integrating emotions into marketing, and making emotional marketing win ruthless competition. In the era of emotional consumption, consumers pay attention not to quantity, quality and price, but to emotional satisfaction and psychological recognition. This marketing plan is to take advantage of girls' insecurity and want to prove that boyfriends love themselves. Later can be used to show love. So YSL brand uses this method. Push your brand to the top. 2. Weakness Marketing All marketing is weakness marketing, aiming at our innate human weakness and acquired secular judgment. Think about your consumption, because you are afraid of kidney deficiency, obesity, dark skin, illness and backwardness. Think about the discounted goods you grabbed in the e-commerce war and the luxury goods you snapped up in Europe and America. Think about the wardrobe where you never lack clothes, and you can't find the feet of your shoes. Think of your hand reaching out to Taobao, and the endless express delivery. Think about what you bought after watching advertisements and celebrity signatures. Think about the history of buying a house and financial management being fooled-your weaknesses are being marketed and your needs are being fooled. But once consumption and desire are satisfied, you will feel disappointed and regret? YSL can use the network platform to develop the weakness of human nature, and apply the psychology of jealousy, envy and comparison to the fullest. 3.She Economy She Economy is one of the new Chinese words 17 1 published by the Ministry of Education in August 2007. With the improvement of women's economic and social status, a unique economic circle and economic phenomenon have been formed around women's financial consumption. Because women admire consumption, the effect of promoting economy is obvious, so it is called "her economy". Modern women have more income and more opportunities. They advocate "work is to enjoy life better", love shopping spree, pay off loans with credit cards and become important consumer groups. YSL is mainly aimed at women. It just takes advantage of women's psychological life and makes its own brand reach its peak. 4. Hunger Marketing "Hunger Marketing", which is applied to the commercial promotion of goods or services, refers to the marketing strategy that commodity providers deliberately reduce their output in order to adjust the relationship between supply and demand, create the illusion that demand exceeds supply, maintain the image of goods, and maintain the high price and profit rate of goods. The voice of YSL's "out of stock" and "hard to buy" even makes many consumers have an urgent desire to buy before others understand it. As the saying goes, "scarcity is precious", and hunger marketing is successful under the eyes of most people. 5, lipstick effect "lipstick effect" refers to an interesting economic phenomenon that the economic depression leads to the hot sale of lipstick, also known as "the preference trend of low-priced products." In the United States, whenever the economy is depressed, the sales of lipstick will soar. This is because in the United States, people think lipstick is a relatively cheap luxury. In the case of economic recession, people will still have a strong desire to consume, so they will turn to buy cheaper luxury goods. As a "cheap and unnecessary thing", lipstick can play a "comfort" role for consumers, especially when soft and moist lipstick touches the lips. Moreover, the economic recession will reduce the consumption of some people, so that there will be some "small spare money" in their hands, just to buy some "cheap and unnecessary things." This is the main reason for selling well. Fourth, the effect impact 1. The report "The Influence of the Spread of Star Lipstick on the Overall Image of YSL Brand" points out through the analysis of cloud words that the discussion about YSL brand in September mainly focused on its air cushion foundation. 10, the main discussion of the brand focused on YSL Star, which triggered discussions on other lipstick products of its brand. However, in the summary of lipstick brand's social media image, Isentia can see that YSL brand's social media volume and reputation in 10 are not as good as in September, and the brand's social media assets are not advancing but retreating. 2.YSL network marketing summary: As far as this hot topic is concerned, the content marketing, hunger marketing and the influence of Weibo WeChat channel (the total transaction volume accounts for 98% of the total social channels) have successfully pushed the brand to the top of the topic. In the process of communication, Weibo's overall audience participation is only 2% of WeChat's overall participation, which once again proves the important position of WeChat in social marketing. Although there are media reports, L 'Oré al Group, to which YSL belongs, denies participating in this wave of marketing. Its initiator is foreign purchasing, and even hundreds of thousands of "star" fakes are involved behind it. L 'Oré al Group is already investigating. Before the truth comes out, we can see that the hegemony on social media has not promoted the overall performance of YSL brand. In nearly 80% of neutral discussions, more than half of them are related to "whether it is right to ask your boyfriend to give a gift", which diverts attention from the product and the brand itself. The online marketing ability show is jointly organized by internet society of china and the online marketing competition, which is mainly aimed at college students who are studying online marketing courses. Through the holiday online marketing practice, the teaching content of combining online marketing theory with practice is further extended.