Looking closer to the news, a post-80s writer published a book about hype, which has the taste of Chinese hype. In fact, the so-called hype, the comedy master Zhao Benshan has a very brilliant word: flicker. According to the official statement, hype is a kind of behavior, that is, it does not hesitate to make things big, even if things are very inconspicuous, even if they are nothing, they can achieve the well-known and even sensational effects through the media rendering. Therefore, in order to promote the products, the merchants engage in various "edge ball" activities, and the price is doubled once the media hype. In fact, the product is still such a product, but its popularity has appreciated with the media hype. This elevation is more or less exaggerated or fabricated, and is a false communication.
So, why are merchants so keen on hype, because merchants use hype as a multi-function magic weapon for marketing. In the past, there was an old saying in China: the wine was not afraid of the alley. It means that as long as my product is good, I am not afraid to sell it. Now that the world has changed, just turn on the TV, and the sound of hype will flood our eardrums. Unknown products, such as the advertisement of the cottage mobile phone, two men and one woman are screaming and sipping, just like the aunt in the past market. The well-known products, due to the abundant funds, have a whole beautiful advertisement, find a few stars, and play in the golden time of CCTV. For example, mineral water advertisement is a bottle of water, but people have to tell you. My water source is five-star, my bottle is five-star, my staff work environment is five-star, my transport vehicle is also five-star... It seems like drinking his five-star Mineral water, you immediately become stronger than Wu Song, Jing Yanggang, who killed the tiger with bare hands!
Being is justified. Since the hype is prevailing, it is certain that the hype has its benefits. For example, small businesses can use hype to become famous overnight, and large companies use the hype to quickly seize the market and gain opportunities. However, as a business, what is the more fundamental one? The more basic principle is honesty and honesty. The product is the foundation of a company. There is no high-quality product. Can it be developed in the long run only by hype? Or take the recent milk powder incident as an example. As a company, it should be honestly managing its own products. It is the right way to get the quality up. If the company spends its energy on how to speculate, it will spend a lot of energy all day at CCTV. The funds were advertised, but the quality of the products was neglected. Later, the crisis broke out. The brand that has been hard-working for many years collapsed and it must not cause us to wake up. Because consumers are not fools, you can deceive at the beginning, but it will take a long time to show up sooner or later. For example, you are fooling consumers all day, saying how much process my product has undergone, how good my cows are, how environmentally friendly my farm is, but, how do you manage melamine? Even the more basic toxic substances you can't control, causing so many innocent children to suffer, do you still mean that your management is star-rated? In addition to your level of flicker is star rating, your management is a mess.
There are many similar corporate hypees. For example, ordinary health care products are said to be good medicines for treating cancer. Ordinary white wines exaggerate its medical value. It seems that as long as you eat undead, the company will dare to play. Interestingly, many companies started their careers with speculation and later closed down because of speculation. For example, Sanlu, Sanzhu, etc. Because these companies only tasted the sweetness of hype, and made hype a corporate magic weapon. It is this kind of practice that puts the power of production and R&D all on the hype, leading to the stamina of the enterprise. insufficient. In addition, the hype has also caused the company to deviate from its own development direction, not only undermining the rules of the game in the market, but also blinding its own eyes until it is caught in the abyss.
Marketing is a matter of learning and requires skill. If our domestic marketing or marketing staff thinks that marketing is hype, that is, whoever dares to spend money in the competition, who can spend money, is actually simplifying marketing. The fundamental of marketing is quality, or product. Without this foundation, no concept can be successfully implemented.
As I have always stressed, companies need integrity. Otherwise, if we regard hype as the driving force for enterprise development, just like burying a time bomb on the road of enterprise development, it will let the enterprise suffer in the morning and evening.
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