How to treat La Chapelle's "Missale" marketing event?

With the further development of the Internet, more and more ordinary people began to voice and express their feelings on the Internet. The continuous gathering, brewing and outbreak of related emotions will often lead to positive actions of the group. People no longer wait passively to receive information, but join the trend of * * * making hot events. Whether it is onlookers, forwarding, secondary creation or purchase, it has become the concrete bearing of this sense of participation.

The rise of domestic products is just the right time.

The foothold of selling miserable marketing: saving food and saving money

While the iron is hot, you need to be hard. Poor sales can only be the fuse of brand explosion, not the panacea of brand explosion. La Chapelle did attract a lot of traffic by selling miserable marketing, but it did not trigger emotional support from netizens. A large number of netizens entered the live broadcast room with the mentality of "bankruptcy and leakage". After finding that the price of the product was not reduced, the heat quickly decreased. La Chapelle's "Finding Leaks and Explosions" is essentially different from Red Star Hongxing Erke's "Increase Purchase" and "Buy or Not Deliver". The fundamental reason is that consumers have not formed emotional linkage with the brand itself.

Selling miserable marketing can really touch people's hearts to a certain extent, and feel * * * with consumers. However, the emotional linkage of * * * cannot be based on "suffering". Xu, a strategic positioning expert and founder of Jiude positioning consulting company, told Sina Technology that human nature sympathizes with the weak, but it will eventually follow the strong, and so will consumption. Selling miserable marketing can really touch people's hearts, make them and consumers feel * * *, and will cause the idea of * * *. But it also faces a double-edged sword-enterprises need to show their advantages by crying poor, and differentiated value is exactly what consumers need. If they cry poor and expose their weaknesses, they will face greater risks, which is not conducive to brand building.