&Nbsp Of Marketing Strategy; Do Not Sell Popular, Sell Nostalgia.

Hurdling language

From this period, this newspaper will continue to introduce the famous marketing expert Shi Guangqi's column "my clothing marketing classics", in order to provide readers.

Shi Guangqi worked in general motors (China), Sheng Tai Group, pre MA (Beijing) Fashion Co., Ltd. and dongxun publishing group, and founded Jin Heng Xin marketing management consulting company.

With many years of local experience and experience in multinational companies, he is good at enterprise strategic planning, marketing, brand planning, staff training, activity planning, etc., and is a typical management marketing specialist in real war.

Giordano recently launched a global limited issue of 2000 Li Lei&Han Meimei T-shirts.

The 2000 T-shirts were quickly snapped up as soon as they went public.

The characters on the T-shirt are those who are familiar with secondary school English textbooks in the 1980s: Li Lei and Han Meimei (Li Lei, Han Meimei). The sales of this T-shirt is over 100 million students who used the English textbooks published by the Chinese people's education publishing house from 1990 to 2000. These students have become strong consumers, fashion and sensibility young and middle-aged consumers.

After a few years, they have gone to work, and even the 80 generation who have been married have seen these familiar images. The dusty memories of the student era were sparked like sparks and erupted like volcanoes.

Designing Li Lei and Han Meimei derivatives is not a whim for designers. Products can sell well, and not market contingency.

Because, more than a year ago, the topic of Li Lei and Han Meimei has been widely discussed on the Internet, and business opportunities have been looming.

On the Internet, tens of thousands of related information can be searched: there are comic books, other English learning materials based on characters such as Li Lei and Han Meimei.

Online, there are also bands named after Li Lei&Han Meimei, which are numerous.

Memories show amazing market value.

And what is the bottom of this iceberg?

In today's era of consumption, which needs food and clothing to meet the needs of higher spiritual needs, we are still seeking a spiritual feeling in addition to the pursuit of material life.

Especially the urban people begin to cherish and pay attention to those emotional threads that can not be exchanged for fame and wealth.

Collective memory is one of them.

My understanding of collective memory is that in a group, we have a common memory of things we once shared, built and inherited.

After a period of time, under the guidance of specific environment and behavior, this memory is aroused, and the parties have strong resonance, identification and enthusiasm beyond imagination.

Application in the market is a powerful driving force for sales.

The call of collective memory requires some carriers or props. For example, memorial hall and monument are the form and carrier of collective memory. This includes a collective memory of a nation and a nation, which can arouse collective resonance before.

Collective memory may also be a common memory of all members of a family, such as remembering a dead loved one, and a broader collective memory should be called social recollection. This social collective memory includes the popular trend that once participated in, the labor and study together.

Collective memory is the flow of emotion in the years. It is the cohesion of people's minds. This kind of recall can produce tremendous power.

For example, in life or work, many years old lost contact with old classmates or old comrades in arms, naturally will be more intimate, even tears moved.

Because they share a collective memory. This kind of memory makes them feel more special. That emotion even surpasses their feelings with their friends around.

In Hongkong, there are many stores selling collective memory products, such as a chain store called G.O.D, which sells nostalgia products such as spittoon and fruit platters in the red age of China. In 80s, the products such as white rabbit and sugar candy were popular in the whole country; the tunic and the forward hat were also decorated. Recently, a condom was printed with the slogan "home travel necessary" printed by the past businessmen.

These products are expensive, but they buy quite a lot.

Because they buy not only a commodity with practical functions, but also a purchase of these products as carriers, carrying memories.

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