Mu Minwen of 7-11 father bell ever had said a word, mu Minwen of 7-11 father bell ever had said a word,, Our enemy is not a person of the same trade, the customer demand that changes at any time however" . This word is put in instantly still effective, just want " client " 2 words are replaced more extensive " user " or " consumer " .
Yes, the strategy that makes transmission of brand of product, construction, layout has ten million to plant, but all-purpose and applicable and of indisputable only a kind: It is core with user demand.
This kind of truth, an Muxi understands, the spoon with this distinctive model that sees it roll out recently eats to taste newly knew:
This looks to have the yoghurt of way to do sth quite, formal name " install spoon of cheese of Mu Xigao Duan Ning to eat raw ingredient yoghurt " , nickname " 5G blue fatso " , but " a cup amphibious " -- come over, if form is tall crural cup.
So small endowment have a way, the target that lay group it is the small numerous crowd that is fond of to enjoy and pay attention to a ceremony necessarily. Be based on feature of this one crowd, an Muxi additional monarch paths, liberal Yu Xinpin sells a dot itself, bold jump out product frame, began chic and thorough city sale, allow in order to reach the essence of life of fractionize crowd to communicate.
Be based on right " most city configuration is coessential with each passing day change, only the person ability of each different breaks look of the look in the city coessential change " pain spot has an insight into, an Muxi is thorough 6 big cities, abstraction 6 big keywords, creation a variety of concepts, make multivariate experience, deepness releases urban culture details and distinctive glamour, add in what play law, new originality new thinking, newly hold below, will transmit gist " instead is handsome, an Anmuxi " poor dissimilation enjoys an experience to develop the land incisively and vividly, bring the interactive impressions that find everything new and fresh for consumer, continuously aggrandizement consumption end tastes acknowledge newly.
Will see first for fast:
For 5G blue fatso lay out is such blast battle, yu Xinpin of absolutely more than pace recommends An Muxi's ambition. We have reason to figure, it is to should pass through what taste urban sale newly " it is step by step new " , to taste the urban gene of infuse rich and colorful newly, have the urban culture blood of details extremely for brand infuse, build the close correlation with a general blame with consumer.
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On the line:
With the city idiosyncratic and extensive suck eyeball
Will arrive in September during November, an Muxi is successional commentate give video of a series of urban collaboration theme, individuation explains core of 6 big cities idiosyncratic concept -- Beijing · is mixed, guangzhou · is beautiful, chongqing · is hot, shanghai · essence, shenyang · is breathed out, wuhan · Chinese.
Be in Beijing, hand in hand direct line of descent of clique of Beijing opera fur coat sends a person " Qiu Jirong " deduce Xin Guochao, pass through the combination cutting a group of yoghurt of Beijing opera × , the high-end character that highlights An Muxi spoon to eat to be tasted newly and overturn enjoy.
Be in Guangzhou, hand in hand brand of hundred years old name " Tao Tao is resided " with " be fond of new for old time's sake " for the problem, deduce extensive pattern tradition and two pieces of trendy face with screen, communicate " be fond of in the tradition new, at the for old time's sake in the new student " open state of mind.
In Chongqing, hand in hand the net is red the ground that play card " traffic cafes " roll out Chongqing city short, what seek Chongqing spy to have with all possible means is hot with overbearing, saying it is " Chongqing travel is publicized piece " also had not been.
Be in Shanghai, manufacture in order to install the renown head hole of Muxi movie industry " the Laoshi of Shanghai rich and powerful family is acting " , pass through most the daily perspective of the Shanghai old aunt that ground connection enrages and grandfather uncle, gout presents people delicate to Shanghai, modern the infinite imagination that waits for label.
Shanghai story one
Shanghai story 2
In Shenyang, lapidary Gem of & of associated quick worker rolls out new song " send beau · Dong Xue " , recursive iron on the west with villagers together the country situation of in one's heart of express northeast person, and the passion to land of this length and breadth of land.
Be worth what carry is, an Muxi returns specially invite famous cameraman Chen Man films big, invite men and women model of each age layer, one by one deduces these 6 cities " instead is handsome " diversity art aesthetic feeling, the 1000 people that highlight Anmuxi with video means 1000 strategy.
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Can say, this fine stock that gives off in succession, for rounds Anmuxi is whole transmission lays solid foundation. Through releasing glamour of different district culture one after another, not only the attention heat that draws each netizen is discussed, it is to last more lung-power of the activity on extension line, the curiosity that arouses target consumer and latent capacity crowd effectively and participate in desire.
Below the line:
With additional deepness of kind of experience solution lock is interactive
On hair line of force while, synchronous layout line issues An Muxi, with " handsome " for notional axes, the basis is daily and the culture with 6 big peculiar cities, food, recreational wait for custom to be used to, make novelty and interesting additional kind of experience playing a way.
Be in Guangzhou, with contented of hundred years old name Taoju is made together in a limited time " handsome tea building " , roll out early or late box of demarcate ceremony box, ceremony of letter of hand of set limit to, extensive pattern is handsome mid-autumn tea building. Special is, handsome tea building not only give different experience area according to open up of extensive pattern style, the extensive pattern refreshments that its supply is the cosignatory and custom-built cate that is raw material with An Muxi yoghurt more.
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In Chongqing, with ever exploded in movie medium baking temperature the traffic cafes cooperation that gives a group is rolled out " handsome cafes " , before drawing person of each young tide, will hit card take a picture go to situation, roll out the periphery of set limit to such as custom-built mahjong at the same time, will handsome cafes makes the blush that it is a net shed pleasure ground.
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In Shenyang, make in garden of 1905 culture originality " handsome factory " , through setting workshop of Turkish bath room, meet bake surely model? , is the giant star made? Between, another showing the custom individual character with big hopeful and bold and generous northeast, borrow undertake by urban characteristic culture and consumer deepness interacts.
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Be in Wuhan, write down collaboration to make with Cai Lin " handsome noodle shop " , roll out yoghurt to mix those who take hot dry side is distinctive have a way, roll out Anmuxi Wuhan at the same time custom-built ceremony box " god showing shrimp implement " , innovation deduces Wuhan of all kinds classical cate.
Come so, an Muxi is built through compose provide local manner and culture colorific extremely " handsome " interact below series line, drive consumer height be involved in to arrive Anmuxi is exclusive in tasting tide setting newly, come, exert a subtle influence on is finished taste newly recommend a target, take advantage of an opportunity strengthens the immanent link of brand and urban consumer. And as we have learned, be based on this a series of " handsome " interactive, an Muxi is in of purpose will continue in the layout below the line henceforth " handsome " concept, make its possibly even continuously as special brand, the interactive space that extends the transmission below the line ceaselessly and originality are likely.
Precipitation:
Decide case city tribute with originality contest
Be worth what carry is, an Muxi still combines famous stylist cruel of interactive platform station, hold " placard of impression of city of handsome An Muxi designs instead contest " , the outstanding work that will win award of third class of just a little and collect of specially invite work are formed book.
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This because of 5G blue fatso unripe urban impression an album of paintings, activationed the originality conception of numerous stylist, let a hundred flowers blossom, deepness join brings Mu Xi and city, for brand infuse the urban culture of rich and colorful and mental gene, also let a city be able to release glamour of more poor dissimilation, make the exclusive and specific gift that brings Mu Xixian to give a city, also make this second transmission changes formal precipitation to come down with art.
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The effect after a fierce operation after all how? We can take data to talk --
Epicycle spreads exposure of whole platform accumulative total 5.6 billion person-time;
Nearly 500 thousand handsome person phonates to what love a city;
Enclothe domestic and international 66 cities;
The eye shines particularly in sale of a few big cities still have --
Wet Beijing opera of country of army of fur coat afterwards is attracted 2 billion + person-time is watched;
Custom-built mahjong is odd nature reads a small gain the quantity is close 100 million;
MV of lapidary Gem collaboration draws quick worker 280 million old iron is surrounded view.
The enthusiastic cry of netizens is to not allow more small gaze --
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From sale perspective judge, this round of window that has 3 levels at least is worth our study to draw lessons from --
01 products level
It is to be tasted newly make logic.
Review An Muxi close half an year to come high frequency roll out custom-built taste a movement newly, can see its are being made when be being tasted newly, severe from beginning to end exacting depends on abide user demand, and further fill fractionize crowd is specific demand. For instance before set out from taste be fond of, the Zhi that is Zhi person lover to make only ball of person wave wave, still this sets out from behavior psychology, the spoon that the character crowd that feels to pay close attention to a ceremony only makes eats to be tasted newly, these are the typical products with user oriented thinking.
2 it is to be tasted newly recommend strategy.
Eat to be tasted newly with this second spoon for exemple, regard market as product of on first a cup of amphibious yoghurt, an Muxi borrows by " instead is handsome " a series of this transmission strategy, sell a dot to provide an elephant to change abstraction at the same time, lower understanding threshold, aggrandizement tastes acknowledge newly, pass through deepness at the same time and additional kind interactive experience, profundity of will easy to read and understand concept is changed, essence of life is communicated definitely piece " instead is handsome " personalized manner, farther promotion tastes good impression newly to spend.
02 brands level
If use a word to describe the integral brand impressions to Anmuxi, that is " a yoghurt did the thing besides a lot of yoghurt " .
Besides this second outside stimulating the culture potential energy, city sale that releases humanitarian force, an Muxi still crosses bound video territory, surprise with love art dense fog theater is made jointly achieve formerly stick advertisement; Cross territory of group report contest, broken circle supports TES battle group; And field of the closest fashion that cross a boundary, with IP figure " Anbiliwo explodes " as special honored guest, whole journey cooperates wisdom grand ceremony of figure of year of a group of things with common features GQ is waited a moment.
That is to say, an Muxi seeks more inspiration outwards ceaselessly collision and originality are likely, a lot of originally not commonly used the corporeal element at yoghurt domain or transmission mode, revolutionary ground introduces or grafting arrives gene of An Muxi brand, what try duratively to belong to brand style only with creation is multivariate sale mode.
03 industries level
Widen finally eye shot scan widely at the industry, two innovation of An Muxi are new atmosphere of drink industry infuse.
It is product configuration and the innovation that enjoy an experience. An Muxi overturned to be used to waiting for groovy dimension to spend the industry tradition that sends force in product taste, mouthfeel, composition all along, for yoghurt kind of product and even whole drink industry tasted innovation newly to make an appearance, open up gives the product train of thought with a distinctive perspective.
The 2 deepness that are drink city sale innovate. In fact, "Urban sale " it is for drink industry and even other industry, do not calculate new issue. One's early years has all sorts of " urban yoghurt " , brand of certain head motion ever also launched the sale of the city that order state like like a dragonfly skimming the surface of the water-touch on sth without going into it deeply, regrettablly besides be in in the easy to read and understand watch such as urban name outside make an issue of, majority can flow only for " a change in form but not in content " stunt. And Anmuxi this hair strength is apparent big different, it digs the disposition difference that lives between the people of different city and custom difference accurately, it is with this fiducial and sufficient release an intercity real difference, feature of urban character and morals, will humanitarian amorous feelings, product and brand image organic union, reached cheerful city to suffer numerous, ode can the ternary transmission goal that urban style and compose establish brand mettle.
In fact, this still is only " 5G blue fatso " preliminary appear.
Believe to be in future, an Muxi this is only chic and lovely " 5G blue fatso " can have more action, perhaps say again, anmuxihui creates more to resemble " 5G blue fatso " the gout like is tasted newly, will satisfy the user requirement that changes increasingly, the daily life that abounds us each days.
