LeTV?optimism!What inspiration of LeTV's reverse marketing to Hunan brand?(Down)

Recently, LeTV has made an official response to the online passing LeTV, and "the situation is basically real" has caused a heated discussion among netizens.

△ Tuyuan LeTV Video Weibo

And LeTV's popularity launched online recruitment, HR online shakes people, further frying the heat of the matter to the largest. Many netizens went to the official website to download LeTV videos, saying "supporting companies with only 400 people", and then found that LeTV's official is more "skin". LeTV in the Internet is more like friends who can play with netizens, closer to the psychological distance with users. Some netizens said that LeTV can be regarded as "playing understanding".

△ Figure source application market LeTV video official download page

In fact, LeTV's road of personality marketing on the Internet has already begun.

01

The road to brand personality marketing

"12.2 billion", reverse marketing. In recent years, every Spring Festival, major Internet platforms are struggling with each other to "send money" to users, such as Alipay's five blessings of 500 million blessings. Before the Spring Festival in 2021, other platforms were divided into money and indicated the amount of red envelopes on the APP icon, with a total of 12.2 billion. At this time, LeTV replaced his APP icon to "owe 12.2 billion", so it was so unusual to cause widespread discussion among netizens and quickly searched. Many netizens have specially downloaded LeTV videos because of their strange psychology.

△ Picture source@

Since then, LeTV has issued an announcement of 15.3 billion yuan, and 12.2 billion is the propaganda needs. When the dividend envelope in 2022, LeTV changed his icon to "unable to afford".

△ Tuyuan LeTV Video Weibo

In April of the same year, the LeTV icon was replaced with "the gap is also sweet and sweet". In June, the LeTV icon was replaced with "low singing wild is still young". At this point, many netizens have begun to see LeTV as the section. Some netizens went to the comment area to leave a message "Is it President Jia?" Netizens also ridiculed to LeTV a discussion and attention.

△ Tuyuan LeTV Video Weibo

LeTV's reverse operation was more than that. At the end of 2021, during the layoffs of various Internet factories, LeTV announced his salary high -profile.

△ Figure source science and technology report

Self -mockery "does not deserve price increase", relying on peers to set off. Some time ago, major video websites have announced the price increase, while "marketing ghost talents" LeTV issued an announcement "no price increase" at this time, sincerely stated in the announcement that "it has been eating the old book", "it is a blessing for not being required to reduce the price", it is a blessing. " "The courage to increase the price", the entire announcement is exchanged with netizens, more like a friend who gets along with each other. Netizens are also kind while they are "sad".

△ LeTV does not increase the price notification map source Weibo

Relying on big IP to play network hot stalks and eat copyright dividends. With the fire of "Zhen Huan Biography", LeTV obtains huge copyright revenue relies on the big IP. Netizens joked "a" Zhen Huan Biography "to feed LeTV more than 400 people" and "Zhen Zhenzhuan" can be regarded as LeTV's life and wealth. " And LeTV also replaced his official blog background with "Zhen Huan Biography", and accounts such as Weibo, Douyin and other accounts also actively marketing "Zhen Huan Biography". He also "play" with netizens in the comment area, which invisibly led LeTV. The distance between netizens has won the favor of many netizens.

△ LeTV Video Official Weibo background map source Weibo

△ LeTV official Douyin LeTV classmates some video map sources

02

A little thinking of the Hunan brand

First of all, LeTV's path of rise and fall is inseparable from its brand positioning and development strategies, which are common in the development of many brands. As far as the local brand of Hunan is concerned, Chaye Yuese pays great attention to the brand's positioning and development strategies.

At the beginning of the development, Cha Yanyue chose to be based on the local area. It was once opened in Changsha for a while, deeply cultivating a city, making it bigger, better, and stronger in a city. It aims to ensure the quality of each cup of products. This move helps Tea Yan Yue color to quickly win the market favors, and the brand reputation has been improved. It can be said that "no Changsha" has achieved tea Yan Yue color in a sense.

In addition, as far as its products are concerned, Tea Yanyue's tableware design is very Chinese. It is the first milk tea brand in my country to follow the "national style" design road. Wind psychology. Young people's spontaneous recommendation on social platforms is a great help to achieve tea Yanyue color "net red products". In addition to milk tea, Tea Yanyue is also committed to the development of IP, creating a series of cultural and creative products. Essence

△ Figure Yuan Tea Moyue Color Official Website

Secondly, the quality of brand development should be the first. In addition to the unique online marketing, the important reason why LeTV can still make many netizens think of the quality of the product is good for so long. Until now, there are still many netizens who are still feeling to LeTV. They said that LeTV products they bought before are still very useful and expressed satisfaction with LeTV's subsequent services.

△ Picture source Weibo

The quality is first offered by many of our Hunan brands, such as Jiuzhitang. According to "Jiuzhitang:" Breakthrough "Traditional Chinese Medicine Development Dilemma", Jiuzhitang Chinese Medicine Materials Senior Consultant Yi Zhenqiu was restarted to restart the teacher after being returned. Many excellent Chinese medicinal appraisers help Jiuzhitang to control the quality of medicinal materials, thereby improving product quality. Jiuzhitang has always adhered to the concept of "there is no talent alone, but also requires high -quality medicinal materials", paying attention to the growth environment of medicinal materials, and actively carried out the construction of authentic Chinese herbal medicine breeding bases. Following the base. Finally, grasping the sound of the Internet, you can do more with less. Hunan brands still have shortcomings in this regard. So far, many conscience brands have not seized the huge opportunities brought by the Internet, and there are certain disadvantages in the marketing of new media. We hope to rely on the brand Hunan Plan to build a local brand communication matrix and help the Hunan brand will take a different brand of brands in the Internet.

△ Brand Hunan Plan Partial Online Communication Matrix

Manuscript source: brand Hunan Plan public account

Editor in this issue: Liang Tingting

Photo comprehensive: China Zhiwang, "Glory" magazine, Weibo, Douyin, science and technology newspaper

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