2017-11-04

原創觀點

巴頓品牌的歷史學——雙十一是如何成為全球性網購狂歡節的

前面講調研方法的時候已經提到過,調研是一門偵察學和歷史學。這次就趁熱點雙十一談談調研的歷史學是怎么一回事。

咱們先從被大家大談特談拿來當成功案例的“雙11”創意海報開始。想必大家稍留意一下,就一定被滿眼刷屏了。

    

這些是2017年雙十一的海報,再看看16年的:

   

真的是創意滿滿啊,很多老板一定要罵自己的設計師美工怎么做不出這好的海報。這問題要看從兩個角度看,首先大部分公司的設計能力當然跟天貓的設計師是有很大差距的,而且阿里通常也是找專業設計公司來做專業設計的,而不是自我消化。其次,你的品牌海報做成這樣真的能驚艷嗎?這就引出本文主題——品牌的歷史學。

企業經營的狀態就是“小馬過河”,階段環境和自身實力都不一樣

首先回答上面的問題,你的海報做成這樣真的能“火”嗎?基本不可能!你的品牌身份地位完全不是天貓的檔次,《小馬過河》這個故事里牛伯伯挺起他那高大的身體笑著說:“不深,不深。才到我的小腿。”因為天貓的品牌“體量”就是牛啊,不對應該是大象!可很多的品牌階段還是小馬,甚至就是松鼠。你這么去做品牌設計,還不被淹死啊……

就像大明星發一條微博就兩個字“你好”,下面就有一堆人轉發評論。然后我們去總結明星要人性化,要親民,這樣才能成為大明星。不斷總結,結果全是誤會,大明星能有這樣的影響力,就是因為他是大明星,而我們要學的是他如何成為大明星,從中找到啟發。

從品牌的發展歷史出發,才能找到雙十一的成功本質。

品牌的影響力不是與生俱來的,那“雙十一”是又是怎么起來的呢?11月11日是網絡上的“光棍節”,在07-08年的時候在大學生群體中開始火起來。然后當時還叫淘寶商城的天貓要提升自己的知名度,因為淘寶剛推出淘寶商城不久。所以天貓雙十一成功首先是有文化母體的,第二是人群普遍性,第三是有消費的戲劇性。

文化母體:網絡的光棍節,被用來調侃和自我安慰的亞文化節日

群體:過光棍節最活躍的是大學生,而當時網購最大的群體也是大學生

消費戲劇性:光棍節單身人士本來就有一種失落感,用購物和大優惠來填補失落。還有一個現實機遇:在十一黃金周和“雙旦”(圣誕節和元旦)的促銷季之間的空白期,也是服裝秋冬換季時期。

再加上網購的爆發機遇,必然性和偶然性多種因素結合起來,結果就一炮而紅了。

當然最給力的還是促銷政策:全場5折,全國包郵 


天貓剛開始也并不是那么高大上,玩逼格的,而是用最強的拳頭打向市場。然后隨著雙十一不斷壯大,知名度不斷提高,就可以買更多的事,而且你根本不知道它現在做得是對還是錯。

所以巴頓一直在強調,大品牌不是做什么都對,而是做什么都不知道對不對。從歷史出發,找到本質,找到行業的智慧。

這不是特意,我們再隨便舉幾個例子:

 

這是可口可樂剛進中國時的海報,當時可口可樂已經是大品牌,可剛進中國時,還是這樣簡單有效的廣告。

 

可口可樂現在是在用個性瓶,打美國文化,打世界文化。但打文化之前,打了30多年的口感功能。

 

這是肯德基剛進大陸時的招牌:美國肯德基家鄉雞。現在看來,這是什么鬼!但在當時,這是非常有效的傳播。

像耐克的早期海報,也不格調,突出產品。


所以要從品牌的歷史出發,你就能找到很多智慧財富,而從現狀出發,經常就只能得到誤會。所以品牌策劃設計的時候,一定要考慮清楚品牌的實力和市場階段,不要開口閉口就是全球500強。品牌策略一定要對,而不是設計好不好看,這是策略的價值,少走歪路。至于品牌設計交給巴頓,我們的設計團隊就一定能將策略貫徹的前提下,塑造獨特的品牌氣質。

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