Thoughts on a TV’s popularity: 3 key words for marketing and self-propagation

If time goes back a few decades, we might still be in the era that advocated "hard work and simplicity", but now, we have entered an unprecedented era of high consumption. The best proof of this is that young ladies born in the 1990s carrying LV, Gucci , and Chanel bags can be seen everywhere on the subway. Hard work is gradually replaced by shopping, and when consumerism has become part of daily life, high consumption and pre-consumption will be encouraged.

Recently, Xiao Yueyue posted a photo of his newly purchased Skyworth TV on Weibo: I just bought a 100-inch TV, it is really big! ! How can it hold a face as big as mine? ! I instantly felt handsome again.

The post went viral as soon as it was published on Weibo, attracting reposts and interactions from celebrities such as Bao Beier and Sun Yue. Netizens also clicked on the link and found that this Skyworth TV actually costs 200,000 yuan! ! ! As a result, Xiao Yueyue’s Weibo post instantly evolved into a “show off wealth movement”, and someone even started a topic: #岳云鹏炫电视#.

Just when Mr. Brainburn was still in shock, this TV was all over the screen in his WeChat Moments amid a flurry of discussions about showing off wealth. Apparently, because of Yue Yunpeng’s Weibo post , this 200,000 yuan TV from Skyworth became popular!

As a professional advertising person, I have to think about how this 200,000 yuan TV became so popular?

Review: Xiao Yueyue's Weibo post made a TV unexpectedly popular

I have been busy collecting information and sorting out relevant clues, and found that the whole incident is as follows:

1. On August 25, Yue Yunpeng posted a Weibo, inadvertently showing off a 100-inch giant-screen TV and "his own big face", and also provided a purchase link - when clicked, the price showed 200,000. As soon as the Weibo post was released, netizens swarmed to the topic. Some made fun of Xiao Yueyue's big face, some complained that Xiao Yueyue was just showing off his wealth, and some even started a topic. It can be said that this was a "bloody murder caused by a Weibo post", and the person who was "beaten up" was Xiao Yueyue.

2. As the incident further fermented, some official media, self-media , and grassroots joke tellers spontaneously challenged Xiao Yueyue's "showing off wealth" behavior. What's more, some even directed public opinion to complain about Guo Degang and Deyun Club. Of course, there are also some voices defending Xiao Yueyue, saying that "he earned his own money, why would he offend anyone by showing off his wealth?" As a result, the heated discussion on whether Xiao Yueyue showed off his wealth has become a national debate.

3. Just when everyone was arguing over whether Xiao Yueyue was showing off his wealth in disguise, a piece of news that was extremely extravagant caught everyone's eyes. A local tycoon in Nanshan District, Shenzhen moved into a new house, and his friend bought the same 100-inch Skyworth large-screen TV for Xiao Yueyue, crushing the previous 150,000-yuan TV that Wang Sicong bought for his IG team.

There is no doubt that because of Xiao Yueyue's internet celebrity status, his self-deprecating Weibo post and the "sky-high" price of Skyworth TV, this TV has become an "internet celebrity".

Thinking: In the new media era, marketing obtains 3 keywords for self-propagation

After reviewing the situation, we found that this is a good reference sample of self-propagation inadvertently caused by one point, and it is a typical case with a very high cost-effectiveness. So, what is the logic behind such self-propagation? I tried to summarize three key words from it.

Accurate insights and follow the trend

When we can buy exquisite down jackets, light chiffon skirts and all kinds of practical handbags with 1,000 yuan, why can we still be unable to resist spending three months' salary to buy a Chanel tweed jacket?

Because in today's society, most first- and second-tier cities have entered the era of high consumption. The economic base determines the superstructure. When most elites or middle-class people are already rich enough in terms of material and money, they need spiritual needs, such as improving their social identity and status. So how do you maintain and enhance your status? The answer is through some medium.

To a certain extent, we actually have no choice but to integrate into these consumptions and keep up with the pace of consumption updates. In order to be able to consume in line with our status, we have to work hard to acquire more capital.

No matter how you define it, a TV priced at 200,000 yuan is undoubtedly a "luxury product." Most people buy luxury goods to highlight their identity and status, and many do so for the purpose of showing off rather than for practicality.

Skyworth is able to launch such a product. In essence, I believe that it has accurately perceived the current "public sentiment and public opinion" and has taken advantage of the trend to launch high-value and high-quality products to meet consumer needs. Only when a product becomes needed by users can it have its own marketing attributes.

Topic action, reducing emotional granularity

In the new media era, everyone has the right to produce and disseminate content. Content that can touch the user's inner emotional buttons has great advantages in dissemination. In fact, the granularity of user emotions can be very small. Not only grand and intense emotions such as anger, grief, and emotion can move them, but more often, grasping some of the user's subtle emotions can more easily capture their hearts.

In this Xiao Yueyue incident, we can see a war of words caused by a TV. Xiao Yueyue's "showing off wealth" behavior was like an action, which hurt some people and also won the approval of some people. We will find that in this war of words of "showing off wealth", everyone is producing content, and these contents are not only outputting emotions and opinions, but also influencing another wave of people. This is like a mathematical formula, which constitutes the current diverse discussion environment and voices. Finally, based on a lot of discussion, the media and self-media have been following up continuously, further boosting the popularity of the topic.

Therefore, in marketing communication, amplifying the user's emotions through an event, influencing others through the user's subtle emotional changes, and then efficiently producing UGC content is a methodology for effective communication.

Spread the focus, one is all

In the era of mobile Internet , sometimes having everything actually means having nothing. When leveraging a product for promotion , you must grasp the core highlight of the product. Only in this way can you concentrate resources and strength to infinitely magnify this highlight and deeply implant it into user cognition. For example, the popularity of Skyworth's giant-screen TV has verified this point. If you think about it carefully, what attracts attention and induces our discussion is the "expensive" feature of the product.

Because it is "expensive", Xiao Yueyue's Weibo post showing off his wealth became popular. Because it is expensive, people discussed it a lot. Also because it is expensive, we paid attention to Skyworth's 100-inch giant-screen TV. Just imagine, if Skyworth added unique display technology, Dolby surround sound design and so on to the design of the selling points, wouldn’t it seem even more confusing and a bit messy?

Therefore, in the current marketing environment, everyone has developed a "keen eye" to distinguish good from bad communications. The era when no selling point was missing has passed. Now, one is all.

To sum up, in the noisy and turbulent new media era, marketers ’ pursuits and approaches are undergoing tremendous changes. In order to make a product or brand self-propagating, we must remember these methodologies, grasp the "stimulus factors" that are strongly associated with the product, accurately understand the overall environment and follow the trend, and reduce the granularity of emotional expression. Only by grasping these points can marketing be more contagious.