Why not copy the charitable labels that have become popular overnight?

Many people still remember that in July 2021, Henan heavy rain, Hongxingrk donated 50 million yuan of things, causing netizens to rush into the "wild consumption" in the live broadcast room. One year later, at a public welfare party, Hongxingrke donated 100 million yuan to the Fujian Provincial Disabled Welfare Foundation to help people with difficult disabled and families improve the quality of life.

"Hongxingrke donated another 100 million" hot search, but this time it did not cause wild consumption, and the sales volume of Douyin live room was 10%of the "wild consumption" peak period.

This caused a lot of controversy. One question is whether Hongxingrke's brand building is successful? Many people say that Hongxing Erk pushed a brand that was almost forgotten to the public opinion vortex by donating 50 million yuan of materials to Henan disaster areas, and began to suck the powder. At the same time, it returned to the public vision and increased sales. Isn't it a successful brand shape?

What I want to say is that the charity label of "Hongxingrke" cannot be copied. The reason why the quotation is on here is because Hongxing Erk's charity label has surpassed the case itself and has become a brand phenomenon. On the one hand, even if Hongxing Erk was successful at the beginning, other companies could no longer obtain the opportunity of brand -shaping through charitable labels; on the other hand, Hongxingrke could not use charitable as a brand's main label, which is the main label, that is, that is, that is, it is, that is, it is, that is, that is, that is, it is also the brand. Said that Hongxingrke couldn't even replicate himself.

Charity cannot be the brand main label

First of all, good marketing can be used as a supplementary marketing method, but charity cannot become the main label of a corporate brand.

The main label of an enterprise brand must be closely related to the core business, core products, core functions, and core value of the enterprise. It should not be the main component of everyone's cognition because of certain charity actions of this company. Especially the 2C physical products, everyone needs to buy it repeatedly. Consumers need to repurchase the product functions and product attributes of Hongxing Erk as a shoe, whether it is a fashion product or practical product.

If it is a fashion product, we can remember fashion trends such as Alexander and McQueen. If it is a practical product, we can also remember practical shoes such as Foot Power. In fact, both of the two are its trend, or its practicality, that is, the practicality of C -end products. This should be the main axis of the brand.

Therefore, the brand should not take a characteristic that is irrelevant to its own core business as the core label of the brand, especially this label is not related to the organizational operation of the mainstream innovation and openness of the company.

Charity is always a motivation for people's trust and love, not the motivation for people to choose and repurchase. People will only deepen their trust in a company because of the actions of a business charity and a kind three view, but he will not have a continuous repurchase, and this point must be separated.

Secondly, we see that companies will rely on charity to stimulate traffic. Once such a phenomenon occurs, we know that charity is used as its traffic password. In fact, it is not very traditional in marketing.

When the followers on the Internet (not consumers) are attracted by the charity incident of the company, and we find that every time the last power of the previous time decreases, we will know Stimulating consumer attention, this is an unreachable marketing method.

Perhaps what the enterprise originally thought was the matter of charity, or the charity itself was the original intention of entrepreneurs to do, but we need to realize that as a business company, the most important and core of it is to do it to do it. The operation of the enterprise, the innovation of the company's product, and the details of the product are the core of a corporate brand.

Regarding the brand, I have a Golden Triangle model that focuses on the company's super product capabilities. The ability of super products, the efficiency of the super organization, and the super refined operation. This is the most important core of a company to achieve a brand, which is the one in front of all 0. Good for marketing just to assist it for extra points.

There is a hidden danger of charitable labels to enter the brand

In fact, we will also see that Hongxing Erk has done a lot of activities and operations about products, fashion, clothing and shoes itself, but we will find that it is greatly covered by charitable labels.

This has a problem of master and secondary. It is when its charity label is too large, it will form a kind of influential swallow inside Hongxingrk's enterprise, that is, the influence of its charity label devouring other aspects and contributions. The devouring is not good for corporate construction brands. Therefore, when the corporate brand sets a key label, it is necessary to think about whether it will have a devouring the core of the company.

Now when it comes to Hongxingrke, if everyone's first reaction is charity, it is not necessarily good news for a company engaged in fashion shoes and clothing. Although he once created and attracted everyone's attention, this attraction is temporary, and this attraction relying on products and operations is long -lasting. After all, for a fast -moving product It is a sign that the brand has successfully established.

In addition, when high -profile labels such as charity enter the brand, it will also bring a great hidden danger, that is, the risk of rollover, or the risk of moral abduction. A company, if it label itself with public welfare and charity as a brand, it is easy to kidnap your brand to a moral highland and be stared at by many spotlights. Everyone's accusations and comments will be more fierce than normal companies, which greatly increases the risk of public opinion. For corporate brands, this is a brand security issue, which will lead to a reduction in brand security factor.

My suggestion is that brands like Hongxingrke have the original intention of being a company. To gradually transfer the brand's main label back to their main business, and return to those directions that consumers are most concerned about. After the consumer's cognition of the brand is truly established, the repurchase and real profits are generated, and more good causes can be made. This forms a virtuous circle.

In the order of order, Cangbang is real and knows the ceremony, and it is a product of a product that is a product of a company that has stabilized after the company's operation. A company should choose a brand label carefully, and must choose labels related to the main business of its own company or the tone that is beneficial to the organization. If you summarize in one sentence: Although charity is good, don't be greedy.

Daily Economic News

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