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。

明星彩票 www.6011888.com | 32355hh.com | www.066983.com | www.tj58qp.com | www.403189.com | 983888t.com | www.yh6001.com | www.u3065.com | www.23579.cc | hggjtg8.com | www.81866k.com | www.j92776.com | www.8499g.com | 6175v.com | 33382b.com | www.bet6886.com | www.99788q.com | m88bc.com | 55331gg.com | www.yh04b.com | www.159957.com | www.178157.com | 32212l.com | www.hg57666.com | www.7737gg.com | www.393411.com | 3846q.com | www.bj9093.com | www.9187.com | x33o.vip | www.hg992233.com | www.99094.com | biying950vip.com | 3122o.com | www.00772w.com | www.598966.com | 13222q.com | www.138555.com | www.50788r.com | 111122vv.com | www.70msc.com | www.48330l.com | 0080g.com | hg168l.com | www.mgm868003.com | www.301667.com | 32126d.net | www.6444555.com | www.cp500.pw | yh6688.bet | www.50000992.com | www.351587.com | bet365yulechengbet.com | www.70678d.com | www.935257.com | 57157u.com | www.3171112.com | www.c6882.com | 35222g.com | www.253777.com | www.622709.com | 678210.com | www.0662777.com | www.297757.com | 7792y.com | www.45598d.com | 35yy.vip | www.87680l.com | www.97655j.com | bwinkkkcom | www.071097.com | www.hj9668.com | 672bet.com | www.365044.bet | hr1222.com | www.85657a.com | www.574119.com | 3473f.com | www.76775a.com | www.533551.com | 2443e.com | www.4809z.com | 2127uu.com | www.hg58.pw | www.616777a.com | 22117r.com | www.06386677.com | 11989b.com | www.33318x.com | www.737249.com | 77077a.com | www.56011x.com | ee5144.com | www.suncity3.com | 52599m.com | www.k22365.com | www.c6378.com | 2jsfff.com | www.087o.com | 55323o.com | www.a30666.com | hjqpjgj.com | www.164333.com | www.175902.com | www.lb0011.com | www.371r.cc | 365bet800.com | www.984704.com | yy.com | www.55060c.com | dejinbet.com | www.58665s.com | 2767p.com | www.83008f.com | www.217630.com | www.yinhecc22.com | www.rrle4.com | 500000431.com | www.7239r.com | cc3336.com | www.56011j.com | 01885g.com | www.4828668.com | 9994cc8.com | www.1168q.com | 4632233.com | www.5966jjj.com | 2698c.com | www.pj5577.com | chengbet330.com | www.9f33.com | 3mgmooo.com | www.28557.com | 51335z.com | www.433345.com | 4809f.com | www.76998.com | chengbet330.com | www.803303.com | kk3189.com | www.4940w.com | 5589q.com | www.89599v.com | 57157k.com | www.00778e.com | 8722vvvv.com | www.747365a.com | 4182000.com | www.800938.com | 55899g.com | www.77ckb.com | www.8807js.com | www.912454.com | www.7652.cc | www.349477.com | www.blr795.com | 55331yy.com | www.808888c.com | 3559aaa.com | www.yh234h.com | so222.cc | www.5095u.com | www.28758w.com | www.377615.com | www.48123.com | xinpj1500.com | www.sscb11.cc | 095.com | www.179107.com | 2019c.cc | www.217502.com | www.134222.com | 6944009.com | www.73990v.com | bwin8m.com | www.5091e.com | www.707365.com | 0015ll.com | www.cpdjl.com | ss4119.com | www.60108b.com | www.76060g.com | 56787pj.com | www.99113l.com | 7555v.com | www.63500.cc | www.hg5506.com | 61828.info | www.99094r.com | 2643h.com | www.377823.com | www.998855d.com | 1468xxx.com | www.84141.com | www.lfg222.com | 50000966.com | www.660066.vip | www.81866j.com | JS1388k.com | www.hg8bb.com | 2127h.com | www.801876.com | www.777753.com | 1227019.com | www.7793v.com | www.90486.com | 7357.com | www.126xc.com | www.3775778.com | 2767f.com | www.26299q.com | www.3331p.com | 1502222.com | www.bet73m.com | www.4107y.com | 70118a.com | www.ykylc05.com | www.hggj.cc | 36402288.com | www.6769q.com | www.pj5744.com | 67890lll.com | www.602472.com | www.rycp160.com | gggg19927.com | www.040426.com | www.9895n.com | www.g6tk.com | 5369q.com | www.00840z.com | www.jing6444.com | hd887788.com | ww3822.com | www.1434o.com | www.223456w.com | 44339193.com | www.996763.com | www.3550.com | bwinxxx.com | 3078i.com | www.bet353657.com | www.y186w.com | 5856oo.com | www.316106.com | www.33pjjt.com | www.hg53488.com | 55331xs.com | www.925831.com | www.4972b.com | www.8520u.com | 2455g.com | www.yw373.com | www.1168i.com | 3938.com | 00112007.com | www.197560.com | www.55676e.com | www.hg1817.com | 983888a.com | 2247cc.com | www.77802n.com | www.5966fff.com | b2554.com | 1434s.com | www.938849.com | www.00778t.com | www.67797n.com | 992222i.com | 2012vip77.com | www.67258b.com | www.t456x.com | www.fh7777.com | 5589z.com | www.367137.com | www.732158.com | www.hg8145.com | ff555p.com | 195668.com | www.566921.com | www.065795.com | www.239888.com | 3136xx.com | mg437788.com | 97297h.com | www.23636f.com | www.4996gd.com | www.09569r.com | 00442007.com | 83138j.com | 93996.com | www.35885.cc | www.38775uu.com | www.hg6613.com | y00351.com | 444000c.com | 20132019.com | www.715025.com | www.89777c.com | www.?28558.com | www.2846s.com | 7779d.cc | ddd67890.com | 3616c.com | www.055983.com | www.66069.cc | www.u98478.com | www.cp505.com | www.29886b.com | 5589b.com | 47751.com | 8790q.com | www.591411.com | www.550021p.com | www.7366004.com | www.6372010.com | www.hg1850.com | 9649t.com | 4812b.com | t365q.com | www.309135.com | www.3933m.cc | www.146662.com | www.588875.com | www.sun7789.com | www.32666c.com | 5003ggg.com | 4289k.com | 08778o.com | zoudayun88.com | 9002r.com | www.629913.com | www.82676.com | www.120655.com | www.huangma23.com | www.sz2888.com | www.pj8790.com | www.0099hg.com | t3144.com | 159666147.com | q99.com | 82365k.com | 033b.net | 3522ss.cc | 5360ee.com | www.298980.com | www.767387.com | www.3668p.com | www.50788n.com | www.16065z.com | www.52062n.com | www.i32031.com | www.04567h.com | www.79500i.com | www.870000.com | www.hg7211z.com | www.10611a.com | www.88837y.com | www.9068pp.com | www.63877d.com | www.taobaobo5.com | 5804y.com | 7744uuu.com | le888y.com | 9030t.com | 77605s.com | 33382h.com | 9971002.com | cp888.at | 2373n.com | feicai0534.com | 1316345.com | 1077ddd.com | 6868bb.cc | p533.cc | 2595b.com | c388k.com | 4546vip3.com | www.830678.com | www.8694b.com | www.333133l.com | www.0860q.com | www.5504pj.com | www.hg8779.com | www.15048u.com | www.38238d.com | www.90644.com | www.v88136.com | www.47506j.com | www.56011e.com | www.2200ra8.com | www.7239n.com | www.54968g.com | www.ycp5.com | www.314213.com | 8722rrrr.com | JS1388p.com | 00774oo.com | 3726x.com | y1848.com | 7945qq.com | www.fun08.net | 1389tt.com | www.026350.com | p61788.com | www.boma0114.com | www.66653k.com | 3788.com | www.350558.com | www.987590.com | 2490m.com | www.9737nn.com | www.099386.com | 97618b.com | www.28850.com | 2836518.com | www.704178.com | www.5881.cc | ff3405.com | www.86999b.com | www.50024u.com | 7894i.com | www.sb5058.com | 998s.cc | www.2091p.com | www.hm2999.com | longfa2.com | www.q80288.com | 99306l.com | www.8694x.com | www.3416t.com | hg1044.com | www.38138i.com | 32126c.net | www.ojinsha.com | www.hm5577.com | 33382v.com | www.32031l.com | sbd027.net | www.8885554.com | www.531982.com | hg168y.com | www.0601u.com | so88888cc | www.rycp157.com | 50099j.com | www.551701.com | www.ct8811.com | aa2205.com | www.9422f.com | 9029.com | www.4058kk.com | 2649v.com | www.67885.com | www.128082.com | www.fcbmp.com | www.yi432.com | 9995u.cc | www.4323v.com | uu01234.com | www.z3410.com | yun111.com | www.wd817.com | 86mv.com | www.444412.com | vip2127.com | www.js7444.com | www.579020.com | www.rbet3365.com | www.fcff5.com | 44ww8331.com | www.15855.cc | jsjlb5.com | www.29496c.com | JS1388e.com | www.077578.com | 3405ppp.com | www.js56775.com | spj09.net | www.f063801.com | 7894v.com | www.d80288.com | 3788q.com | www.hyi664.com | 2324bbb.com | www.hg8hh.com | zhcp69.com | www.5220666.com | 118888v.com | www.4694n.com | 90307i.com | www.89599x.com | 83086l.com | www.hgdc100.com | 33432z.com | www.2848bbb.com | m69.com | www.8zz66.com | kbv8832.com | www.La166518.com | 2544.com | www.9437.cc | 9474.com | www.558402.com | www.09569o.com | www.80075u.com | www.msc269.com | 033o.net | www.418466.com | 6363j.com | www.861002.com | x3405.com | www.12455u.com | 2506y.com | www.c3004.com | www.wn879.com | www.117035.com | www.msc353.com | 71366s.com | www.4996gs.com | 88993g.com | www.hg785.com | gg56988.com | www.861805.com | www.4445156.com | 88995003.com | www.5250666.com | 38365b.com | www.22062a.com | 06064688.com | www.296233.com | www.840519.com | 54443w.com | www.js56772.com | 6245h.com | www.866546.com | www.61515g.com | 1408q.com | www.9895a.com | 87965uu.com | www.zfcp7.com | www.vns6036.com | 11998332.com | www.xpj2.net | 8808555.com | www.607663.com | www.3814222.com | 29918v.com | www.hb858.com | JS191.com | 281001.com | www.c72.com | 167605.com | www.055r.cc | www.pj878.com | rrr5682.com | www.x33789.com | vns8vip.com | 710136.com | www.0099xpj.net | 9890598.com | www.914903.com | www.567878.com | 3936k.com | www.36788z.com | www.8655msc.com | 33313q.com | www.087p.com | www.8767700.com | 55ww8331.com | www.4996ts.com | 00940.com | www.301990.com | www.98698r.com | 2018385188.com | www.612110.com | www.20199tt.com | 3788aa.com | www.677474.com | www.107015.com | 71707u.com | www.606510.com | www.c3c3.com | 8381l.com | www.250209.com | www.8888hj.com | am2828.cc | 16690088.com | www.dingxin999.xin | jlshckj.com | vns8c.com | www.g98478.com | www.vnsr500.com | 2805l.com | www.66653j.com | www.972992.com | 05071100.com | www.919309.com | www.5504h.com | 08820022com | xl18.org | www.1434d.com | www.333222n.com | 2381ccc.com | www.50026j.com | www.hg151.com | 4488y.com | www.444086.com | www.1112737.com | 496677.com | 1133589.com | www.50064k.com | www.350558.com | biying900.com | www.99677a.com | www.57366b.com | www.67797w.com | 7380jj.com | www.djcp009.com | www.89599s.com | 1654ww.com | 01234d.com | www.061wy.com | www.bscpjj.com | 55gg8331.com | 22883.com | www.7782i.com | www.370257.com | hcp3333.com | 3568pp.com | www.9928l.com | www.50000977.com | 5589a.com | 22qq8332.com | www.hcjt0.com | www.7415pp.com | www.js736736.com | 4018b.com | www.803244.com | www.4196c.com | www.hg888.la | 6487eee.com | www.112559.com | www.614377.com | www.pj8300.com | 88885309.com | 706809.net | www.ycp0.com | www.huangma27.com | www.831813.com | yun555.com | www.35918o.com | www.533574.com | www.849suncity.com | 73999e.com | 4107b.com | www.550637.com | www.e63568.com | www.554msc.com | 8036ee.com | 6423.com | www.507283.com | www.6238.am | www.212323.com | ks2227.com | 55331aa.com | www.235693.com | www.2221101.com | www.68277999.com | www.xw0000.com | 51133v.com | p3144.com | www.0014h.com | www.357076.com | www.amxhtd8.com | 36504w.com | 38238u.com | www.320660.com | www.70203d.cc | www.ggz.99233z.com | www.hg6642.com | 01885k.com | 11452288.com | www.506931.com | www.5555bj.com | www.6889757.com | www.4107k.com | 28839l.com | 1463g.com | www.103658.com | www.12455n.com | www.115527a.com | www.hg8373.com | 1408w.com | 3435n.com | 201877886.com | www.494969.com | www.80075z.com | www.c30666.com | www.hga15.com | 118888o.com | 40033yyy.com | ppp5144.com | www.096610.com | www.2632q.com | www.4102m.com | www.hf9011.com | www.777444m.com | 8827vv.com | 22098m.com | ll7742.com | www.29277a.com | www.hw8877.com | www.56720.com | www.00778v.com | www.447334.com | www.4107s.com | 1319345.com | 55967l.com | 386345.com | 0612j.com | www.544096.com | www.5095w.com | www.68993229.com | www.6880ii.com | www.55q1.com | www.88807f.com | 1331qq.com | 6150c.com | 66665.biz | 00669193.com | 0088wd.com | www.150822.com | www.936370.com | www.50732n.com | www.178337.com | www.706139.com | www.20199hh.com | www.448628.com | www.bet365a4.com | 27878xx.com | 0600g.cc | 3822k.com | 2836514.com | 7003dd.com | 7894n.com | 45637w.com | www.068639.com | www.703153.com | www.ya515.com | www.52303g.com | www.hg8268.com | www.280770.com | www.b35pp.com | www.85857h.com | www.hg7788.in | www.7676760099.com | www.766848.com | www.56733w.com | 518cp6.com | hg91778.com | 375656.com | nn500d.com | p4212.com | hjcp222.com | 78666a.com | 35590088.com | 5856mm.com | 55899v.com | 8449tt.com | 88857.com | 17979455.com | 23233p.com | 38244i.com | 1545.com | 2222k13.com | 3178zz.com | 131bb.net | 80892ii.com | 7798aa.com | 9464002.com | 7335j.com | wns883.net | 80878c.com | miyaonv.com | 2709h.com | xd2019.com | 2490s.com | 28839k.com | 6261zz.com | qjdy001.com | 4778822.com | 0805b.com | 29533.com | 5437k.com | 496mm.com | 28839d.com | 3522c.vip | hd8332.com | 1115675.com | www.86611h.com | www.yl999.com | www.benz4444s.com | www.21365mm.com | www.122445.com | www.679suncity.com | www.178179.com | www.138cpq.com | www.16181l.com | www.47506.vip | www.yuehengsz.com | www.719880.com | www.89894h.com | www.5854y.cc | www.869576.com | www.364747.com | y61653.com | feicai0831.com | nn1331.com | 2222.ag | 06388383.com | 1077dd.com | www.11166638.com | www.2257123.com | www.yiyao12.com | www.138cpv.com | www.6880vv.com | www.55676o.com | www.hg09.com | www.24czj.com | www.566677.com | 3522yy.com | pj677s.com | 30177755.com | 9303066.com | 5369h.com | www.660649.com | www.1880204.com | www.829797b.com | www.4809m.com | www.76520q.com | www.hw8889.com | www.205059.com | q2267.com | 06386363.com | 7605x.com | xpj70065.com | www.x8867.com | www.cr811.com | www.491977.com | www.13434g.com | www.9889hc.com | www.178225.com | 1458m.com | 3467e.com | bwin38.com | www.hg4030.com | www.mgdc48.com | www.9997018.com | www.4323z.com | www.784782.com | 83138a.com | 7720742.com | x33a.vip | www.10899c.com | www.591999.com | www.704903.com | www.66653d.com | www.590833.com | 3119ccc.com | 11683388.com | jz7jz7.com | www.87680f.com | www.cs.bet | www.hg7122.com | www.695a.cc | yyytyc.com | 80878o.com | 99151e.com | www.7830u.com | www.79500e.com | www.fa7969.com | www.911209.com | 5004nn.com | 992222w.com | 8977.com | www.hg6651.com | www.535.cc | www.3668y.com | 4647k.com | 1036.com | 0080j.com | www.hg6651.com | www.3032dd.com | www.885pz.com | 3aobo.com | 5856ccc.com | www.yun900.com | www.9999kk.com | www.bet3651687.com | www.640177.com | tt6827.com | blr86.com | www.7855yl.com | www.ag9456.com | www.3668s.com | 5589r.com | 34s35.com | www.hg00895.com | www.72710.com | www.81520b.com | www.150962.com | bet577t.com | 1592g.com | www.jxcp5555.com | www.bet73g.com | www.097638.com | 13633.com | www.hg990033.com | www.66973.am | www.50732p.com | ttdl4008123.com | cc3405.com | www.3643t.com | www.8080999b.com | www.959709.com | 7893w41.com | 7989j.com | www.1919msc.com | www.81520t.com | 8520c.com | 2490i.com | www.xpj98k.com | www.00xpj918.com | www.346011.com | bwin68222.cc | www.hg3733.com | www.91779s.com | www.731030.com | 7003dd.com | www.4123vv.com | www.00773c.com | www.am7654.com | 7736o.com | www.a1a777.cc | www.65066ss.com | www.hm3666.com | c62365.com | www.v65999.com | www.848777i.com | www.935960.com | hg2088.com | www.pjguangdong.com | www.ag0456.com | www.621477.com | 99345.com | www.v8867.com | www.737798.com | bet365ok03.com | 73055e.com | www.11599066.com | www.3890s.com | qy228.vip | www.pj0088.com | www.06386666.com | www.355018.com | 36406688.com | www.amdc0066.com | www.78700b.com | 712930.com | www.494905.com | www.47506f.com | www.223075.com | 9309208.com | www.hv1818.com | www.5086t.com | dd63777.com | www.87680s.com | www.953572.com | 6137c.com | xpj000555.com | www.xpj718.com | www.357876.com | 25288k.com | www.18070.com | www.cai009.vip | 3678pp.com | www.57798d.com | www.21202q.com | 55967a.com | www.005966.com | www.01822.com | 3379ww.com | www.719365.com | www.ejylc12.com | 1018xpj.com | www.38200y.com | www.686727.com | 29918zz.com | www.js255.com | www.56011m.com | 77368888.cc | www.aobo9.com | www.cb600.cc | 5622f.com | www.yinhecc22.com | www.88325.com | tt6827.com | www.55268qq.com | www.81520y.com | 3559cc.com | www.69111k.com | www.105ak.com | 23599o.com | www.3535h.com | www.609814.com | ggg7570.com | www.0169a.com | www.053883.com | 131v.net | www.68365e.com | hccy365.com | www.365815g.com | www.50788w.com | 444000uu.com | www.181678.com | www.669268.com | 20167744.com | www.2544g3.com | bcylc11.com | www.yh4477.cc | www.77802z.com | 22299uu.com | www.243j5.com | www.547577.com | feicai0437.com | www.o32031.com | 3178g.com | www.25288u.com | www.371l.cc | 54241188.com | www.99mgm777.com | 518cp-3.com | www.4625p.com | www.08588m.com | 4340e.com | www.sb5501.com | 99008448.com | www.56520j.com | www.07929.cc | 5003z.com | www.104665.com | 22294411.com | www.0003yh.com | www.938454.com | 2649o.com | www.yh7788.bet | 88682.com | www.998855h.com | 29918uu.com | www.he0033.com | www.4444y.cc | hg00566.com | www.r999997.com | 3805.com | www.w4042.com | vv968.com | www.77537x.com | www.918356a.com | 88807q.com | www.2418n.com | hbs226.com | www.848777s.com | cc3189.com | www.999450.com | www.178329.com | www.pjbet3388.com | www.w408.com | y2306.com | www.5502.app | 4255cc.com |