What are some common marketing plans for Internet celebrity stores?

Nowadays, most people hear about and come into contact with Internet celebrity stores through offline experiences, social media, online UGC and PGC content, etc. More specifically, they try a store when they see it is popular in real life, and their interest is aroused by social sharing and word-of-mouth communication, and they become familiar with the brand after seeing recommendations on Douyin, Weibo, or TV content. In short, no matter which method is used, it can increase the popularity of these stores and bring more customers.

Observing the emergence of these Internet celebrity stores in recent years, it is not difficult to find that most of them are catering stores, such as snacks and desserts, milk tea drinks or restaurants and pubs, such as Heytea, Nayuki Tea, Bao Shifu, etc. This kind of fast-moving consumer goods are deeply loved by young people, and coupled with the advantages of high gross profit and rapid growth, once an Internet celebrity product appears in the industry, chain stores, copycat stores and similar brands will also emerge rapidly like mushrooms after a rain. The reason why these stores became popular so quickly is closely related to the current trend of popular Internet short videos and people's more diversified consumption needs, which can be clearly seen from their common marketing routines.

By grasping the consumption psychology of young users and utilizing mobile content social platforms, there are actually rules to follow in creating Internet celebrity stores.

1. Brand positioning and design: highlighting personality and taste

Competition in the catering and fast-moving consumer goods industry is fierce, and similar products and brands are highly homogenized. To reflect differentiated characteristics, it is necessary to add more fresh connotations to the design and construction of the brand, and to highlight more individual colors in brand symbols, values ​​and products.

First, the name. We can find that many Internet celebrity store names have impressive brand names, especially some new Internet celebrity brands, which are full of youthful atmosphere. For example, Heytea is simple and easy to remember, and it also embodies a simple and elegant style. Its logo is also composed of simple black and white cartoon lines, which is bright and generous; Nayuki's Tea gives people a sense of elegance and literary atmosphere in its name, and has a fresh and friendly feeling. Looking at other internet celebrity brands in the field of tea drinks, such as Luckin Coffee, Answer Tea, Luckin Coffee, etc., their product names and logo designs all present a simple, elegant beauty and temperament. Their positioning is also different from traditional tea drinks, and they tend to be high-end tea consumer brands. This is indeed in line with the current trend of young consumer groups pursuing more personalization and high-end feeling.

The second is to impress consumers with appearance. Different brands have different overall styles and temperaments, which are mainly reflected in some external forms, such as the decoration of physical stores, product packaging, etc. In addition to reflecting their own style, they must also be good-looking. Nowadays, the appearance economy is receiving more and more attention from the industry. For the same product, when the quality and experience are not much different, consumers tend to choose the one that looks good and suits their aesthetic taste. Therefore, even for fast-moving consumer goods restaurants with lower costs, these Internet celebrity stores spare no effort to pursue high appearance, because this is indeed in line with the pursuit of high-end positioning, and it also conforms to the choice preferences of most consumers.

The most important thing is to have a hit product that surpasses your peers or is a successful innovation. Many of these internet-famous milk tea shops and internet-famous snacks have become popular because one of their high-quality products has won the public's favor and become a hit, thus driving up the popularity of the entire store, such as Heytea's original cheese tea, Nayuki's domineering fresh fruit tea series and the "tea + European bread" model, Bao Shifu's pork floss basil, and so on. Of course, in addition to having popular products, there should also be a number of flagship popular products, as well as constant attempts to launch new products. The quality of products is the basic support of a brand. It is related to the long-term development destiny of the brand. Marketing can bring temporary popularity, but only products that are worthy of their reputation can continue to be well received, otherwise they will only be short-lived.

2. Emotional Marketing: Establishing Emotional Connections with the Public

Nowadays, people are influenced by emotional factors as much as rational factors when consuming. With material abundance and improved living standards, consumers are also influenced emotionally when choosing products. Many people tend to have more favorable impressions on brands because of the spiritual culture, ideas or emotional infection conveyed by the brands. It is common in marketing to impress passers-by with brand stories and heartfelt copywriting.

1. Brand Story

Some time-honored brands are able to regain vitality through media communication, not only because of their long-accumulated reputation, or authentic or high-quality product quality experience, but also because they have a deep brand heritage. Telling brand stories and adding more warmth about time and humanity can not only make the brand image more vivid and charming, but also enable people to experience the emotional transmission and generate more trust and goodwill.

New brands can also use this form to convey their values ​​and ideas. They can explore from multiple aspects such as founders, employees, and consumers, and they can also chase hot spots to create topics and increase exposure.

2. Heartfelt copywriting

Nowadays, many companies spend a lot of time on promotional copy and slogans when conducting brand communication. Judging from some successful cases, heartfelt copy and heart-wrenching copy, which can resonate widely among the public, have become the mainstream. Simple and powerful text content can be used to express concern and comfort for young people, which can indeed touch their emotions and influence consumption choices. For example, Sangcha, which is completely "opposite" to Heytea, reflects the same "sorrow" in its store decoration, product naming, and packaging copy, which makes people empathize and laugh, and has become a hot topic of online discussion.

3. Sensory Marketing: Using Visual Effects to Stimulate Social Interaction

Most people are visual animals, and they will subconsciously like and yearn for good-looking things. As emotional factors continue to increase their influence on people's consumption, the appearance economy has also made businesses pay more attention to creating visual effects with more aesthetic value and taste in order to gain more favor.

In the previous article, we have mentioned that good appearance attracts consumers. Good-looking food can make people have a better appetite. Highlighting more popular elements in the appearance and packaging design of the product can also grasp more advantages in homogeneous competition.

It not only improves the overall taste and appearance of the brand, but also facilitates visual promotion and promotes social communication. Merchants can attract more consumers by highlighting this advantage during promotion. After consumers choose this product, the high appearance can stimulate them to take photos, check in, and share on social platforms, thereby exposing and spreading it in their social circles. This spontaneous sharing is conducive to social fission and viral spread of merchants.

4. Content platform dissemination: utilizing current network resources

First of all, you can use the convenience and high efficiency of the platform to carry out content marketing. The popularization of mobile Internet has led to the rise of a large number of mobile content platforms. The emergence and popularity of Weibo, WeChat and Douyin have also brought about unprecedented content production and consumption. By utilizing these content platforms to produce brand creative content, you can gain huge traffic exposure. We can see that in order to promote brands, many platforms targeting vertical fields have been born. For offline Internet celebrity stores, online promotion is indispensable. The so-called "Internet celebrity" must go through a process of becoming popular on the Internet. There are countless cases of many brands becoming famous quickly with the help of popular platforms such as Douyin.

Nowadays, in order to prevent consumers from feeling repelled by the commercial nature and purposefulness of publicity and promotion, the quality of content and advertising products will be improved to increase the reception rate and efficiency of product information, and to lead the trend through some high-quality or interesting soft articles, creative short videos, etc.

Secondly, you can find internet celebrities to promote it. On the basis of content marketing, you can also invite some influential internet celebrities in the circle to cooperate in promotion. For example, physical stores of food can invite some food bloggers to try and share their experiences, introduce their advantages and characteristics to the public, and use the celebrity effect to attract strong attention and influence from the fan circle.

5. Fission communication: Establish a good reputation and mechanism

With the help of social media for viral communication, brands can do so through a variety of means such as product appearance, topics, and event initiation. There are two main types of social fission marketing: word-of-mouth fission and mechanism fission. The essence of both is to allow consumers to spread the brand spontaneously.

Word-of-mouth fission means that the products of a certain brand's physical store have gained wider recognition, and thus received praise in the social circle, increasing the attention and trust of potential consumers, thereby bringing in more customers. This method is actually word-of-mouth marketing, which is a way to attract new customers by actively sharing after consumers have experienced it. It requires strong product advantages or long-term accumulation of word-of-mouth. The social communication about appearance that we mentioned above is actually also of this type. Because the appearance of the product or store is recognized by customers, it is shared on social platforms and further spread within the circle.

Another way is for merchants to design certain profit mechanisms to stimulate fission, such as earning points by sharing, getting discounts by sharing, etc., and also taking advantage of consumers' psychology of getting a bargain to actively share. For example, Luckin Coffee often launches such activities. This form of fission marketing is very versatile and can have good effects on both online and offline brand stores.

6. Hunger Marketing: Making Good Use of Consumer Psychology

Creating a sense of shortage and scarcity of products can raise consumers' expectations of the product and arouse their vanity and sense of competition. At the same time, they are also easily tempted by this "prosperity" and stimulate the herd mentality.

The rush to buy limited-edition products is a common form of hunger marketing. By launching a marketing gimmick, such as holiday limited edition, cross-border cooperation limited edition, commemorative out-of-print, etc., it can trigger a rush to buy among its fixed and potential consumer groups.

Another is to create the "Matthew effect". In life, we often see long queues of customers coming to buy in front of some Internet celebrity stores, and this phenomenon also occurs in front of some not-so-famous stores. No matter which one it is, it makes people very curious and want to buy it and try it. Regardless of which one it is, this queuing phenomenon may be intentional by the store. Due to the "Matthew effect", when people hesitate between two stores, they tend to choose the one with more prosperous business. Similarly, when old friends line up to create the illusion of prosperity, more passers-by will believe it, resulting in a more obvious bias when comparing and choosing similar stores.

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Text: PR Home