[China Glass Network] In 2012, if the miracle of global marketing, non-"Jiangnan Style" is none other than. In July 2012, "Gangnam Style" began to conquer the world from South Korea. Whether it is Koreans, Chinese or Europeans and Americans, whether it is money or money, company boss or small staff, they are familiar with Jiangnan Style and follow suit. . PSY Uncle Jiangnan follows the hip-hop style in the MV. His own horse-like dance steps and inspiring music rhythm make the world crazy, and become the more popular style in the world in 2012.
The success of "Gangnam Style" not only allows its albums to be sold, but also exports Korean culture to the rest of the world. Therefore, the Ministry of Culture, Sports and Tourism of the Republic of Korea decided to award the "Yuguan Culture Medal" in the Republic of Korea's Popular Culture and Art Award to PSY, known as the "Ma Dance King", in recognition of his great contribution to Korean culture and art. The "Jiangnan Style" team has won both fame and fortune, and it is also a good name. It has written a legend for Korean popular culture!
"Gangnam Style" is popular in the world, and it is a classic marketing case. PSY Jiangnan Uncle is not the "Gao Fu Shuai" Junmei Han Xing singer, the song is not the Faye Wong level of the sound of the sound of the heavens, the dance steps are not the professional dance steps of the Korean Little King Rain level, such "product content" can be popular all over the world, causing international media Concerned, the marketing elements are worthy of our reference and learning. A closer look at the success of Jiangnan Style is not just luck, it implies at least three marketing elements.
The first is the differentiation of products. When the handsome singer of the handsome guy is full of the whole market, the face of the honest and honest PSY is round sunglasses, a pen suit and casual shoes. The typical uncle style is full of fun and funny. It is really easy to attract attention in the market, especially It is the joyful movement of the horse-riding whip in the "horse riding dance", which is even more impressive.
Similarly, when the sounds of the day and the professional dance steps are everywhere, the humorous and funny "Jiangnan Style" is highlighted. It can be seen that the mainstream products "handsome beauty" and "professional dance step" certainly have their market, and the "product specifications" are inferior (or even slightly better), the uncle dance steps can effectively create product differentiation and enlarge Its unique advantages also open up a new market.
Secondly, the celebrity's blessing and promotion, or benefit from the promotion of public relations. It is reported that on July 15, 2012, "Jiangnan Style" MV was released to YouTube, and the initial click rate was not satisfactory. The turning point was that at the end of July, American music agent Sguart Braun and rapper Pan Pan praised "Gangnam Style" on Twitter and attached a YouTube link to "Gangnam Style" MV, which brought the sluggish click-through rate back to life. . Followed by Britney Spears, Anne Hathaway, and Katy Perry in the new round of Twitter at the end of August, once again injecting a key tonic for the eye-catching performance of Jiangnan Style.
It can be seen that there are differentiated products, and it is necessary to achieve a greater communication effect through efficient means of communication. Of course, for this, it may be that many companies think it is very difficult, and it does have some difficulty. However, in the Internet age and diversified media today, measuring the ratio of input to output, making good use of technology, and fully cooperating with the media is the marketing direction that companies must think about.
Later, it is to cater to the trend of the times and to connect with the inner feelings of consumers. Because “emotional involvement†can cause consumers to have a high level of emotion and recognition of the subject matter, and then provide products or services that are consistent with consumer sentiment, the company has the opportunity to make the product or service popular in the market. "Jiangnan Style" tells the story of the high capital of Seoul, the capital of South Korea. The citizens are blindly pursuing the trend, constantly spending and enjoying, and satirizing the luxury life of the rich Koreans.
In fact, in the eyes of the Korean public, only a very small number of fashion celebrities, not the masses, can represent the image of Jiangnan.
Therefore, PSY has such a paradoxical contrast declaration that the vast majority of ordinary people unconsciously psychologically have a connection and closeness with this song. "Gangnam Style" uses the song MV to satirize and show off the rich behavior, naturally resonating with most middle class and well-off people.
In today's M-type society, "the rich get richer and more people run for life", the entertainment songs and dances based on irony and self-deprecation are indeed able to generate emotions for many major ethnic groups that are under tremendous pressure from life. Linking, so that the target group can express their own emotions, and become the consumer and customers of this product. In fact, through the connection of emotions and the bursting of emotions, many consumers are not only the “customers†of this product, but also unconsciously become the “promoter†of this product – introducing this product to the same while emotionally The friends around me make this product achieve better promotion results.
It doesn't have to be a handsome man and a singer's voice album to sell, and the "Jiangnan Style" uncle is still red in the world. For the same reason, you don't have to follow the mainstream market all the time. As long as you have unique differentiated products, you also have the opportunity to create marketing miracles!
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