Abandoning Superstar &Nbsp; Launching A Strategy Of Innovative Marketing In Shoe Enterprises.

When sports star + CCTV advertising's Chinese sports brand standard action encountered aesthetic fatigue, a series of people's humorous advertisements quietly ignited the curiosity of consumers - retired old men beat table tennis players, and pure and beautiful girls beat tennis divas.

When these seemingly impossible things happen, the brand manifesto of the "bird of happiness" and "who is afraid of it?"

Layout: preemption of core DNA

Let the ordinary people replace the sports stars to become the advertising protagonists. This bold mode is rarely seen in the competitive sports brand.

However, when the "bird of happiness" banner is honored, many people in the industry applauded it.

"In sports star resources, brand awareness, professional R & D team, high-tech innovation and other major indicators, Nike, Adidas, Lining and other giants have obvious advantages.

Facing competition is hard to win, and changing direction is the first, "Li Jubin, a senior sports communication expert, said." KAPPA has made sport fashionable and has become a classic work of repositioning differentiated brands.

But the pleasure sports that the birds emphasize, it is very clever to grasp the essence of the movement - whether it can experience happiness and relaxation in sports, is more resonable than whether the action is standard or whether the technology is outstanding.

Laozi: launching a network offensive

In fact, the disruptive innovation of the golden rule of "sports stars + CCTV advertising" is not only reflected in "abandoning the stars and promoting happiness".

On how to communicate with young consumer groups, the whole team has done thorough research and repeated argumentation.

"There is no doubt that the Internet is the most important position. China's Internet Information Center (CNNIC) report shows that the number of Chinese netizens is as high as 400 million, while that of young Internet users is close to 200 million," the official told the reporter. "QQ, video and games are the three largest Internet applications of teenagers nowadays.

Video is the first choice because of its convenient viewing, interactive entertainment and high reputation.

As the first sports drama in China, there is no experience to refer to the "natural sports maniac" officially registered in April 1st, Youku bird theatre.

The short eight episodes tell a group of white-collar workers working in sports magazines, unable to bear the pressure of tedious work, and have held a series of sports games.

With a lot of latest Internet buzzwords and "subversive movement" with a lot of laughs, "natural sports maniac" has created a new record of Youku's original network drama with nearly two million hits.

"Neither spoof, pornographic or ostentatious are the gimmicks to attract popularity and unscrupulous practices, nor do they take simple and crude advertising implants to influence the viewing experience of netizens, or even a big star in the actors.

"Inborn sports maniac" is incredibly red. "As a strategic partner, Youku's marketing department feels that" the idea of "Happy Sports" is running through it.

Nearly ten million visits and hundreds of thousands of netizens' positive comments can be regarded as a landmark in the original Chinese Internet drama.

It provides fresh cases for new media marketing -- starting from consumers, not by simply attracting the attention of the eyeball, and starting with the resonance of the soul, so that the success rate of such marketing will far exceed that of simple hype.

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As the first original sports drama in China, the "natural sports maniac" has been clicked for two months, and it is only a "qualified pcript".

"Now there are Internet users forming QQ group discussions. In Baidu encyclopedia, there are entries in" natural sports maniac ", and the main actors have their fans group, which are the spontaneous behavior of netizens.

Companies will also invest resources in post bar, know, SNS, search engine and other word-of-mouth channels.

I hope that "natural sports maniac" is not a flash in the pan, but can become a cultural phenomenon in the lives of young people, let the spirit of sports happy for work and learning decompression, and the relevant person in charge of the bird and bird also revealed that "the sequel is also being planned, and we do not exclude the selection of actors from netizens, so that more ordinary people can convey the joy of sports."

In fact, this idea is also derived from the needs of netizens. Many netizens are saying that they hope to have the opportunity to participate in it. A network drama can get nearly ten million visits, but it can also cause extensive interaction needs to prove its success.

Analysis of the industry, from 99 years Anta betting Kong Linghui, the creation of "star + CCTV" mode has been a great success, until now, the great bird uses the Internet to fight the "grass root + interactive" brand.

In the short span of ten years, Chinese sports brand has been keeping pace with the change of consumer behavior.

"Natural sports maniac" pioneered many sports brand in China.

From the entire marketing idea, it reflects the unique News rule of noble birds.

It is said that after tasting the sweetness of the net drama, the good bird will probably invest more energy into the behavior of young consumers and intercept the behavior of consumers from the terminal of consumers.

"The success of the Internet drama is first and foremost in its understanding of users and knowing what the target consumers like. The experience of this network play is very important. With the development of 3G, the pure drama itself will get more exposure opportunities." Zhao Hui, creative director of intelligent international communication group, believes that "simple forum posting and Internet news methods are out of date. Video, SNS, micro-blog and mobile Internet are all new media channels that may bring miracles. The future competition is not only marketing competition, but also the analysis of consumer behavior.

You are obviously taking the right step! "