How to achieve the counter attack success of the brand overnight

Recently, Hongxing Erke, a sports brand that is on the verge of bankruptcy and has been in business for 20 years. Inadvertently, due to a voluntary act of kindness, the brand counterattack was successful. You know, in most companies in China, companies are struggling on the verge of death, and there are very few cases where they can turn the tide and regain a new life.

Perhaps this is the emotional voice from the world: "The purchasing power of the Chinese cannot be underestimated!" Yes, the Chinese are like this. You respect me and I respect you. This is the Chinese way of hospitality in the country of courtesy and justice.

According to an e-commerce report, on July 22 and 23, 2021, the overall sales of the national tide sports brand Hongxing Erke increased by more than 280% year-on-year. Among them, sales on the 23rd increased by more than 52 times year-on-year. What is the reason for such an explosion of consumer purchasing power? Why has it suddenly attracted consumers' attention and rush to buy? What is the concern behind the outbreak of brand communication? From the following steps, we analyze the successful counterattack of the national trend brands.

1. Brand implantation, quality is king, seeking truth from facts, accepting the supervision of netizens and the market

When a brand enters the market, it is only after a period of market baptism and elimination system that it is slowly understood and recognized by consumers. That’s right. In recent years, some so-called new big brands have rushed into the top 500 in the market for a short time, making the new generation of 90s and 00s sought after, and relying only on popular stars to obtain their honor and the joy of success is temporary. , Can't survive for long.

Used to say. After joy is disappointment. Change this sentence now, after joy is the abyss, perhaps it is more suitable for the present. For example, the remarks made by some brand companies and international big names in a certain country before "Boycott Xinjiang Cotton", insult to China, false apologies, etc., can hardly escape the sad fate of being abandoned by the Chinese.

At the same time, the magic weapon that quality is king must also come in handy to ensure the peace of mind of the product's economical efficiency and the comfort of durability and simplicity. Otherwise, it deceives consumers and wins a stormy verbal and human battle. It has fulfilled what the ancients said: "Water can carry a boat, and it can also overturn it." Seeking truth from facts and accepting public opinion and market supervision is the best choice.

2. Emotional care, one strip of water, the way for the brand to survive

What is "emotional care"? There is an old saying in China that "the way we gain more help, but the way we lose is little help." A successful company cannot escape its supporters and supporters. Similarly, if a successful company does not have the emotional care from the heart and soul, it is a cold-blooded, walking dead body, isolated on the edge of the world. Unless it is a monopoly, domineering, and dominating ruler, it will eventually be defeated by the people and will be left stinking in the long river of history.

Today's market competition is extremely fierce, and a little carelessness will be involved in the whirlpool of public opinion. For example, in the previous 996 topic, happiness is the result of struggle; the current history of emotional disputes between the current Internet celebrity Wu and the civilian girl has brought out a series of behind-the-scenes capital manipulators, and its horrific incidents are unheard of.

However, what about "a strip of water"? How to make the brand deeply rooted in the hearts of the people? Okay, from afar, please look at the relationship between China and Pakistan Railways for decades; from a closer look, please look at Belarus’s press statement to the global media, "We have China’s support." Let's take a look at the battle against the epidemic from last year to this year. China sees its true feelings in adversity with various countries, defends against the epidemic, and the floods in Zhengzhou, Henan Province. resonance.

Then, the survival of the brand is naturally rooted in the hearts of the people of the world.

3. Channel efforts, one step in place, the pinnacle of brand marketing

Under the Internet, the era where traffic is king has come. Live check-in and self-innovation media have attracted millions of fans. Its representative "Li Ziqi" created a new situation. Furthermore, a global video traffic media has emerged. Prior to this, there were male representatives "Li Jiaqi" and female representatives "Via", which drove some corporate executives to join. Such as Ma Yun, Dong Mingzhu, Lei Jun, not to mention celebrities, such as Liu Tao, Sun Li, Li Xiang and so on.

Although there are some negative words on the Internet: the time when actors are in power and entertaining to death is infuriating and worrying. However, it has to be admired that China's drastic reforms and adjustments and revisions of policies and regulations in the online media have protected more young people from cyber violence and deception.

As the predecessors said, take the essence and discard the dross. For example, A's brother, the second station, has a very disgraceful history. After the supervision and rectification of the national regulations and the market and the crusade by netizens, he has slowly stepped out of the quagmire and has become popular to today's good situation. The gratifying part of its success, with the help of the country's reform laws and policies, and the humbly study of the needs of the people as the oriented goal, once again proved that it has gained market recognition and recognition.

Because of this, Hongxing Erke’s small obligation to fulfill the patriotic sentiments of taking from the people and using it for the people, and doing a good job of a responsible corporate image, will have the best ending of today’s top brand marketing of Guochao.

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