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看卫龙辣条“逆袭”之战 论“品牌”营销重要性

2017-12-15 16:06:13 来源:中国农机网 阅读量:43902 评论

导读:双十一的快递还没收完,双十二也已经“来也匆匆,去也匆匆了”。前几日双十二,为迎接又一波购物狂潮,各大网商店铺大秀风姿,只为“博君眼球”。不过,要说哪家会搞事情,那肯定非卫龙辣条莫属了。“辣条”一直以来被贴上“垃圾食品”的标签,借着双十二,卫龙打了一场翻身仗。抛开娱乐视角,其市场营销策略其实是有可借鉴之处的。

  【 中国农机网  本站原创】双十一的快递还没收完,双十二也已经“来也匆匆,去也匆匆了”。前几日双十二,为迎接又一波购物狂潮,各大网商店铺大秀风姿,只为“博君眼球”。不过,要说哪家会搞事情,那肯定非卫龙辣条莫属了。“辣条”一直以来被贴上“垃圾食品”的标签,借着双十二,卫龙打了一场翻身仗。抛开娱乐视角,其市场营销策略其实是有可借鉴之处的。

  抓住时尚话题的风口浪尖
 
  点开卫龙辣条的官方旗舰店,一波色彩艳丽的“东北大棉袄的红绿配”直击眼球。在食品展示区,外形靓丽,身材高挑的时尚范十足的模特身披大花袄,手拿卫龙辣条,毫无违和感的画面也是更显时尚。网友调侃道,原来这是一家被耽误的时尚设计公司。
 
  对于一家“正经”的农机企业,虽说只为抓噱头博眼球很“不正经”,但是如何从多方面吸引市场还是需要深度研究的。笔者认为,农机企业转型升级除了要从升级产品质量等硬件方面着手以外,对于品牌的转型升级同样重要。
 
  品牌宣传在改革开放初期,大多是人与人之间的口头传播,这也是为何有很多并不为人所熟知的中华却依然能够拥有众多“粉丝”的原因。改革开放后,电视报纸的大批普及,让品牌得以借助工具传播,传播速度和范围也渐渐扩大。如今,在数字信息时代,尤其是在“互联网+”的下,品牌文化的宣传更是数见不鲜,繁杂多样。但是,即便如此,宣传形式的万变依然不离图片、文字、声音、视频等内容,除此之外,企业也可以从理念、风格、行动等方面寻找符合自己产品定位的宣传方式。总之,笔者认为,深得人心的“良心”宣传也是企业应具备的品质。
 
  时尚不失传统的理念
 
  纵观商铺整个设计风格,传统与时尚相互融合,满满的中国风,凸显传统文化的传承和现代生活气息相互融合的独特感。另外,红配绿的这种“东北大棉袄”风格,在时尚界、娱乐界也常常是很被关注的一个话题。
 
  为什么选用接地气的传统文化风格?笔者认为,这与企业本身的发展历程分不开。卫龙是一家发展近20年“地地道道”的民营企业,并且在被贴上“垃圾食品”标签的境遇下,从小到大,从大到强,正是从接地气的“东北大棉袄”到时尚前沿的品牌,传统与现代,接地气与时尚融合的佳表现。但这并不是说,还没有做大做强的中小农机企业不能做品牌宣传。
 
  因为这并不是卫龙的次“突破”,在公司简介的百科上的描述是,被暴走漫画调侃后更为出名的辣条品牌,同时也是个投入品牌宣传资金的辣条企业。对于品牌营销卫龙一直在“颠覆”。
 
  品牌营销撩动市场的“心”
 
  对于企业来说,“产品”和“品牌”哪一个更重要?笔者认为,二者同等重要,但在网络信息爆炸的时代,“品牌”宣传显得更为重要。
 
  近年来,国家持续在大力推进企业转型升级,实施缓解产能过剩、同质化严重的市场问题的政策。简单的例子来说,就好比在我们去商场购买所需产品,会发现产品同质化严重,但品牌却是多种多样。因此,在这种情况下,企业的“品牌”宣传显得尤为重要。
 
  在农机市场中,中国农机一直被压制,在如何为自己“正名”的道路上,在注重产品过硬的同时,对于品牌宣传的重要性不可忽视。“深得人心”的品牌营销应该被作为是一个企业所具备的品质之一。另外,中小农机企业也不应该忽视品牌宣传的重要性,如何借助“互联网+”大潮冲上行业浪尖值得思考。
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