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Learn From Feng Xiaogang

2010/11/13 13:54:00 45

Let's take a look at the following figures: in the 16 years, 14 films were taken, 33 million yuan from Party A, 54 million yuan for mobile phones, 360 million of the "if you are the one", and the Tangshan earthquake, which is released in July this year, more than 6 billion. Feng Xiaogang's products will be excellent products. Feng's brand will become the evergreen tree of the movie ticket room and shake Qian Shu.

And this great earthquake is his great effort. From the media production and media publicity before the exhibition, it can be said to have reached a peak.

Liu Zuke, a leader in the south, said: "Feng Xiaogang" has three strong words. Feng Xiaogang is the brand. We should learn from Feng Xiaogang.

Publicity of brand communication

Sister Furong because of its exaggerated S

modelling

Red, ladygaga fire in its alternative route, unique personality and style of publicity, so that fans in a large number of artists in recognition and recognition, Feng Xiaogang shouted last year: the box office goal is 5 hundred million, this brave first class heroic words startled the media reporters, then the founding of the great cause has broken through 4 hundred million, the next year beyond is more like a wild talk.

Rather than 5 hundred million, it is a box office number, rather than a propaganda concept of Feng.

In August 18th this year, Feng Xiaogang wrote in micro-blog, 25 days since its debut, the box office has exceeded 6 hundred million.

It is this publicizing personality that has created a gimmick that has aroused the bombardment of the media and the National People's doubts. The year before the film was released, it had enough to satisfy the audience's appetite, and 5 hundred million was not an idiotic dream.

This can give the general enterprises a waking up: how to distinguish products and other brands from the homogenization of products today, and reply: personalization.

Brand personality shaping needs to capture the consumption psychology of target groups, arouse the interest of end-users, create word-of-mouth, and arouse concerns.

Nowadays, consumers are paying more and more attention to product personalization. The homogeneity products with similar personality and brand quality are obviously not suitable for the market environment.

The way of successful brand development shows that if a brand wants to gain a strong vitality, it is essential to make a distinctive personality orientation for brand value.

An example of a customer who has served in the South: a company producing coffee lozenges, after analysis and investigation, is defined as "chewing coffee". Today, a large number of homogenized products become a new highlight of food segmentation marketing.

Brand positioning consumers

Most of Feng Dao's movies are relish for viewers.

Source material

The source comes from life, tells the story of a little person's sadness or joy. Secondly, looking back at the mobile phone's derailment and the marriage of "if you are the one" is the theme of common concern of the public. This is also a brilliant idea of Feng's "positioning". The brand positioning is actually the final purchaser's position of the product, that is, who you want to buy your product, so you must pay attention to the age, education level, income status, lifestyle, taste and personality characteristics of this group.

Only by defining the brand positioning can we determine the brand personality.

Before the filming of "if you are the one", there is a heated discussion in the Huayi Company. So when you are not disturbed, you are especially popular with the audience. The elements such as returnees, stock market and junior three are close to life, and are consistent with the mainstream social feelings and values of the times.

In Feng Xiaogang's words, "if you want to succeed in filming the ordinary people, you have to feel that they are around you."

If you plunge into the common people, you will not lose everything.

It is worth noting that to grasp the psychological needs of consumers, we need to maintain the consistency between brand personality and consumer personality.

Quality assurance of brand building

Liu Zuke thinks:

brand

In the early stage, the product is still the main product, and the quality is the stepping stone for casting the brand. After that, consumers recognize your products, try to buy word-of-mouth, reach a certain level, and the brand promotion and shaping effect is the most prominent.

The biggest difference between Mainland Chinese audiences and Hollywood and Hongkong is that they prefer to pursue directors rather than watching stars.

Feng Xiaogang's character and quality are equals, even he is outspoken. I am a director with "absolute box office appeal".

The 97 year's "Party A Party B" let Feng Xiaogang's name start, and the next year's "never mind" has become the annual box office champion. Throughout the past few years, Feng's film has a characteristic: the description of characters and their hearts and the ups and downs of the plot are controlled in a special way, plus a story with content and connotation, and then through actors.

Throughout the movie world, it is also necessary to counterfeit and imitate the bridge and form of foreign classic movies. But people who do not have their own essence will not buy it.

It is unrealistic for a product to talk about its brand without quality, but it is not advisable to promote the brand without regard to its quality.

If we all embark on the road to strengthening the brand, we will not lose faith in the quality of products, but not in the quality of products.

In other words, if Feng's products are not only of high quality, they will not be able to buy them with big actors and propaganda and promotion.

Brand promotion keeps pace with the times

"Party A Party B" is of great significance in Innovation: This is the first film in China since 1949, which takes the form of "risk sharing" in which the director does not pay the salary but deduct the profits from the film.

Now the new year's movie is no longer the same as the previous year's entry. In the past few years, the "Wenchuan earthquake" was shocking in people's psychology. It was no less than the Beijing Olympics. Feng's choice of the Tangshan earthquake followed the "Wenchuan earthquake" with stories. This year was the most frequent Earthquake year in the global earthquake.

The second is the update of technology. The appearance of "Afanda" made IMAX the most popular movie word. In many cities, it has reached a difficult point.

IMAX is known as "the ultimate experience of the movie". Many of the audience who seldom go to the cinema are willing to pay for it, trying the unprecedented sensory shock brought by IMAX.

IMAX became a fire in China. Huayi Company signed a contract with IMAX in June last year. The Tangshan earthquake took the first IMAX China blockbuster produced jointly, and the box office expansion was achieved at the box office data.

From the perspective of life cycle, brand will also experience an initial, growing, mature and declining / upgrading process.

Brand positioning, design, testing, entering the market, marketing and promotion, and accumulating certain brand assets, and then developing and expanding to thrive on the basis. Finally, brand aging needs upgrading. This whole process is a process of brand upgrading and updating.

In the promotion of product concept, we should not neglect the upgrading and updating of brand, we should keep brand fresh and deepen consumer awareness.

From the first impression of "Party A Party B" to the ongoing innovation of various types of films, the three words of Feng Xiaogang have become a brand for the audience. No wonder they clamor: "Feng Xiaogang" is the box office appeal.