“Street stall economy” brand leverages marketing and copywriting!

The way people greet each other these days has changed from "Have you eaten?" to "What are you selling?"

Some time ago, the country was vigorously developing "live streaming with goods", and everyone from officials and presidents to grassroots employees was participating in live streaming.

On this side, the " street stall economy " was immediately brought up. Its ups and downs are a bit like the various uneasy moods of us ordinary people since 2020.

Let’s create an index first. This hot tweet includes the following four aspects:

1. Major Events of “Street Stall Economy”

2. The copywriters of “street stall economy”

3. “Street stall economy” brand marketing

4. "Street Stall Economy" - What Netizens Say

1. 、 Chronicle of "Street Stall Economy"

On June 1, Premier Li Keqiang said to the vendors during his inspection in Shandong: The street stall economy is the fireworks of the world and the vitality of China. This one sentence opened up a new trend in China's trillion-dollar "fireworks economy".

With the support of CCTV News, Shandong vendors achieved daily sales of 40,000, monthly sales of one million, and annual sales of over ten million, which further heated up the trend of "street stall economy".

Next, a folk rumor made the "street stall economy" seem to have grown legs. It is said that the urban management staff in a certain place also had to bear the KPI of revenue, and each person had to develop three street stalls, and the leader added five more.

This staged a magical scene in the history of the Chinese system.

Just these two days, a friend who works in the brand department of an Internet company complained to me, saying that their brand department, which used to spend money, not only has no money to spend now, but also has to find ways to make money, at least to balance income and expenditure.

It can also be said to be a magical scene in the history of China's Internet.

Next, a video of an urban management official calling and inviting vendors to set up stalls went viral yesterday. Although the video was obviously carefully edited and the phone call should have been carefully planned, the scene where the urban management staff, who used to kick street vendors, have now been reduced to calling street vendors to beg them to set up stalls, is still amazing.

Not only did we invite you over the phone, but we also prepared a legal and legitimate stall location for you. There was an ambiguous atmosphere of "I've made the bed, why haven't you come yet?"

You may not believe it. In my first year after graduation, I also tried to set up a stall, but I only did it for a few days. I made two hundred yuan and then had a meal with a few close friends. Well, I can say that I am the first generation to experience Guangzhou’s street stall economy.

But no one would have expected that the "street stall economy" that was so frightening at the time would, over time, become a hotly discussed "street stall economy" that was dubbed as "the flavor of life" by the whole nation.

Let me insert a piece of knowledge here. What is "going astray"? This is the Cantonese way of saying it. Let me borrow Baidu to explain it:

In Hong Kong, "zougui" is almost a household name. Decades ago, it was a code word used by street vendors to signal each other to escape from law enforcement officers when they were illegally selling goods. Later, it was used as a synonym for unlicensed street vendors.

In fact, "shopping" in Hong Kong has become a special retail market, directly affecting the lives of some citizens. In some areas, "walking ghosts" has become a special landscape.

Probably, when the vendors saw the urban management coming, they shouted to each other: Go, the ghosts are coming! So the term "zougui" has been passed down, and "zougui stall" is the current "street stall economy".

2. The copywriters of “street stall economy”

As a result, the "street stall economy" has stimulated the creative talents of netizens, with all kinds of jokes and pictures flying around, and the copywriters of the street stalls also showing their best.

My fellow new media colleagues should be familiar with this picture. This analogy is so accurate, as if every word and every punctuation mark is telling you what new media to do? Go set up a stall!

For example, this so-called "self-media career change" should be aimed at colleagues like us who are engaged in self-media. When we see this friendly name appearing on the vendors, we will always greet them as if we were meeting an old friend.

There is also this concise "hand-brewed coffee", which can compete with the "sweeter than first love" of the old lady selling fruits. What's more, it is combined with the on-site "experience marketing" technique. A female friend of mine said: Wow, I want to patronize this as soon as I see it.

There are also those who directly use the word "lawyer", which makes people respect me. I am the law brother in society. I am ruthless and don't talk much.

There are also programmer friends who are indeed straight IT men. The unadorned word "begging" is full of sadness and struggle against fate.

A human anatomy analyst? We have data analysts on the Internet, and this should be the same idea. They are all experts in predicting trends and analyzing the pros and cons.

There are also people who package bone-touching fortune-telling as "street strategy consulting", which can be said to be a very brand strategic thinking.

Liantaner in the financial field, 12 words and 6 phrases, will give you a one-stop, comprehensive, worry-free financial industry service system. Let me give you two more words: hardcore!

What's even more hardcore is that there is no need for copywriting, and human performance art is directly used as a "hook" to attract customers. The traffic that comes in is definitely genuine private domain traffic.

Some experts even gave suggestions on what goods are suitable for selling on street stalls in various disciplines. It can be said that they are really concerned about the prosperity and development of China's "street stall economy".

I mentioned the new trend of "fireworks economy" earlier, and someone has also sorted out the metaphysics of this trend for you, the more you read it, the more magical it becomes.

In addition to setting up stalls itself, I have a hunch that an entire industrial chain behind the "street stall economy" has been slowly taking shape, and one of the links is "street stall knowledge payment."

Don’t think that these are randomly photoshopped pictures and you will find “something” in them. Just open any file in them.

The secrets of setting up a stall are also presented to you.

Don’t think that this is another photoshopped version of “An Actor’s Self-cultivation”. Take a look inside and you will find that it is full of useful information that will teach you step by step from the very beginning to venture into the world of street vendors.

3. “Street stall economy” brand marketing

Among the few brands that have taken advantage of the situation (or maybe I haven’t found others), the most successful one must be Wuling.

The copywriting is also top-notch: "regular main force" sets the tone, "national first launch" sets the momentum, "two wings can be switched on and off with one button, and you can sell goods just by turning them on" is a clear and effective USP (unique selling proposition), and finally there are various promises and guarantees to dispel purchasing concerns.

Will this copy sell products? Sell! It is said that after the news was released, Wuling’s sales phone was flooded with calls and its stock price soared by 120%.

What's more, with the help of UGC to add fuel to the fire and spread the content for the second time, it can be said to be the first national brand to benefit from the "street stall economy".

As the saying goes, "If you want to do your work well, you must first sharpen your tools." The advent of such a magical tool can be said to have truly empowered the practitioners of the "street stall economy." It would be strange if it didn't become popular.

There is another brand that empowers the "street stall economy": Baidu Maps, which provides exclusive positioning for your stall and also gives you an iQiyi membership? Do you watch variety shows or TV series when you have nothing to do while setting up your stall?

Didi is also getting into trouble, setting up stalls and handing out coupons? Transferring online business to offline?

Tencent’s street recruitment, I don’t know whether Didi inspired Tencent or Tencent inspired Didi, it feels a bit similar, I don’t know whether it is wild or official, just treat it as official.

The one that has made the most effort to take advantage of hot spots should be camel, which has brought out four major street stall artifacts. The combination of products and hot spots can be regarded as empowering the "street stall economy".

It can be said that these four street stall artifacts, together with Wuling’s special street stall vehicles, constitute a complete set of “black technology” that drives the rapid development of the “street stall economy”.

4. "Street Stall Economy" - What Netizens Say

In the surging tide of “street stall economy”, how can we miss the copywriting of netizens? There are those who stand on the positive side and give rapper-level praises, and there are those who stand on the negative side and give truth-telling complaints.

Raper-level ode 1:

If you don't have 8,000 yuan in salary, you might as well set up a street stall.

Ten years of working for nothing, three years of setting up a stall and becoming a millionaire;

It’s hard to find a job, so try setting up a stall.

Raper level ode 2:

No electricity or gas required, one small bucket earns 100 million

You give me one hundred and I give you one hundred, that's one thousand dollars a day

Pushing a cart without refueling, no worries about monthly income

I will stay here until midnight tonight, so I can go to work tomorrow and be exempted.

Let’s take a look at the truth-telling complaints, which mainly focus on the grievances and historical conflicts between urban management and street vendors. I have to say, the firepower is quite strong.

When I need you, it's the city's fireworks.

When you are not needed, you destroy the city appearance.

When we need you, come on, come on, we won’t beat you, come and get the money;

When beautifying the city, if it affects the appearance of the city, we will beat them! Smash!

In the past, street stalls saved many laid-off workers and poor families. When I go home at night, I am not afraid when I see the bustling crowds. After the saying that they affect the city appearance was made, they all disappeared and all means were used to suppress them. Now finally, the taste of childhood is back

I won’t type this one out, if you want to see it, click on the enlarged picture.

You wanted to break up, so you did. Now you want to use your true love to coax me back.

It used to be dirty and messy, but now it is full of "liveliness" and the culture is really profound. Whatever you say is what it is. Before, you guys smashed and looted because you wanted strict control from above. Now that there are indicators, you guys are like this.

I won’t type this one out, just click on the enlarged picture if you want to see it.

Having said that, the country has its own considerations for vigorously developing the "street stall economy" at this time:

First, many companies went bankrupt and many workers were laid off during the epidemic, so it is necessary to create jobs; second, it is to revitalize the economy, stimulate domestic demand, and stimulate consumption.

At the same time, I personally believe that the offline "street stall economy" can complement the online "live streaming with goods". One uses technology to drive the economy, and the other returns to tradition to shape the city's fireworks.

So, on this point, I support the "street stall economy", because maybe... there will come a day when I will have to go back to my old business.

I won’t say any more. I’m going to go make pancakes.

Author: Liang Dazhu

Source: Copywriting Strange Talk