hot "stalks" bring endless business opportunities
2024-09-22
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"is it a city or not?", "who on earth is in beijing?"... hot words and memes emerge in endlessly on the internet. it can be said that "memes" seem to have become an indispensable part of people's social life.
"梗" refers to some popular words, pictures, videos, etc. on the internet. they are interesting, have good interactive entertainment effects, and can trigger empathy among consumers, especially young people.
people have been spending money on "stalks" for some years. for example, "520" is pronounced similar to "i love you", and merchants have turned this ordinary day into another valentine's day. social media software has also raised the upper limit of red envelopes on that day to 520 yuan. this summer, a bunch of hydroponic bananas with the homophonic stalk "banana green" brought a large number of orders to banana farmers and merchants. on the day of the beginning of autumn, weibo monitored in real time that the peak reading volume of the weibo topic #秋天第一杯奶茶# reached 4.47 billion, and the number of discussions reached 3.149 million. data from a food delivery platform showed that on the day of the beginning of autumn, a total of more than 53 million cups of drinks were sold nationwide, setting a new record. some people lamented that "the beginning of autumn is the 'double 11' of the milk tea industry."
brands that know how to play with "stalks" enjoy the world first. netizens play with "stalks", and businesses take up "stalks", which is an effective means of content marketing. the capture of "stalks" and the insight into popular culture, integrating brand marketing into hot memes, on the one hand, increase brand exposure and topicality, and on the other hand, arouse resonance and empathy among consumers. with "stalks" as a bond, businesses and consumers establish a closer connection, and brand affinity and influence are also amplified. sprite took advantage of the online hot meme "bring a bottle of 1982 sprite" to launch the "salute to 1982 limited lemon flavored soda", which won the applause of young consumers.
playing with "stalks" is a challenging content marketing method that requires brands to have sufficient sensitivity and creativity, and to fully respect and understand consumers. on social media, there are endless hot memes full of creativity and imagination. loving to play with "stalks" and being able to play with "stalks" is a self-deprecating attitude of young people, and it is also a way of life to relieve stress. when businesses learn to accept "stalks", they return to the original intention of marketing - to interact with consumers and grow together.
economist philip kotler believes that in marketing, it is necessary to use products as carriers, build high-quality scenarios for consumers and guide their experiences, so as to attract consumers' attention and gain their value recognition and belonging.
the popularity of social media has not only enriched consumers' channels for obtaining information, but also helped them shape new consumption habits. as young consumers continue to grow, social consumption and personalized consumption have become new market trends. the deep integration of social media and the retail industry has formed a new business model: social new retail. the interaction between consumers playing "stalks" and merchants responding to "stalks" provides a vivid footnote for social new retail. whether it is a cup of "milk tea" or a bunch of bananas, it has jumped out of the product itself, and formed new social attributes because of additional meanings such as "season, first cup, friends sending each other", bringing joy to life and maximizing emotional value.
the potential of a hot "meme" lies in the fact that customers inadvertently transform from consumers to promoters, forming a fission effect through interpersonal communication and exerting a powerful influence.
the "stalks" are constantly changing and new. knowing and following the "stalks" will make consumers feel valued and understood, and the market will remain hot. because the ultimate goal of merchants is to leave consumers with a unique product or brand impression, so as to obtain more product or brand premium. (source: economic daily author: xu xiaoyan)
source: economic daily
