The 3 yuan a bowl of ramen set off a phenomenon-level traffic incident-"Ramen Brother" became popular overnight.

In less than a month, Cheng Yunfu went from an obscure village and township ramen vendor to a big traffic man with 2 million fans. It was reported by the People's Daily and frequently searched.

The traffic of Ramen brother is really "jumpy", then, if we look at the "Brother Ramen" incident from the marketing level, what inspiration and experience can it bring us?

ONE

It's not accidental

Coincides with business logic

This is a case of "popularity overnight".

Almost every brand is eager to "pop red overnight", and the traffic pool of its own brand is eager to explode overnight. However, looking at every case of "popularity overnight", behind the popularity, there are almost no accidents!

Ramen's popularity seems to be accidental, but in fact it is also in line with business logic.

1. Contrast

Why does Ramen have attracted widespread attention in a short period of time? Among them, we have to talk about the "contrast" that we often use in marketing planning.

Human attention is limited, especially in the current information explosion, human energy is extremely distracted, and only something "different" can successfully attract the public's attention.

Ramen brother insisted not to increase the price for 15 years, and a bowl of ramen was only sold for 3 yuan, which formed a strong contrast with the current society where profits are generally pursued. There is also a 9.9 yuan ramen launched by Haidilao's fast food brand Shibaji. "Too cheap", on the contrary, it appears maverick in an environment where consumption levels are generally rising.

"Can you make money for 3 yuan?" "Will the 9.9 yuan price of 18 rivulet crush other fast food brands"... Such a sense of contrast can easily ignite topics and cause spontaneous spread.

2. Behind the scenes "boost"

"Brother Ramen" was born in the era of short videos. With short videos as the platform, behind Ramen Brother, there are "behind the scenes", and there is more than one.

Ramen once publicly stated that without "Jia Jia", it would not be so popular. In Ramen Brother's mouth, Jia Jia is an anchor with a Douyin account named "Xiao County Peng Jia Jia". In a recent video explaining the Ramen Brother incident, "Xiao County Peng Jiajia" introduced herself as a food anchor. She went straight to Ramen's stall on the tenth day of the Lunar New Year. This was the first time she saw Ramen.

The shooting of Ramen is not “accidental”. In fact, as a food blogger, Jiajia and her team will realize the hot spots in Ramen. Prepared for" shooting. Before Jiajia, many short video bloggers had taken Ramen brothers. Jiajia's video was equivalent to the last handful of straw, igniting the popularity of Ramen brothers. It was Jiajia who pushed Ramen to the front of the stage with the previous photographers.

The "queuing" label on Heytea seems to be formed by consumers "involuntarily". In fact, behind this is the brand's hunger marketing strategy. Some seemingly accidental and unintentional events have a boost behind them. After the popularity of Ramen, Xiaoxian Peng Jiajia's Douyin fans also exceeded 900,000.

3. "Strong pull" in front of the stage

After Ramen brother became popular, Ramen brother's stall was surrounded every day. In the media reports, various "ghosts, ghosts, and snakes" gathered here, and the shocking images made the topic of Ramen go up again. If it is said that "3 yuan a bowl, no price increase in 15 years" is the first traffic brought by Ramen brother, then a considerable part of the second traffic comes from the impact of follow-up topics. For example, vulgar internet celebrities blocked the ramen stalls, and the many changes made in the villages where they were located.

When we are doing marketing, "popularity overnight" is often just the starting point of marketing. If we want to get continuous traffic, we need to introduce other topics to attract continuous attention and accumulate effective traffic.

The fast food brand Lao Xiang Ji had a "200 yuan budget press conference" before. The press conference used red bricks, earth walls, and large blackboards as the main elements, and made a very contemporary and "earth to the extreme" press conference site. It was widely reported at the time. Afterwards, focusing on "earth-flavored marketing", fellow founder Shu Congxuan made another "year-end summary". He had a simple background, the familiar "blue pullover", and the possession of the one who appeared every time. Chickens with "light yellow lips"... Let the fellow chickens revolve around the local flavor marketing, around the founders, frequently create marketing bursts, continue to drive traffic, and promote the spread of brand image.

TWO

Positive start

Please don't end absurdly

The Ramen incident has been somewhat "off the track" since its development. The topic that once revolved around "3 yuan ramen" has now turned to "vulgar containment", "contrast overcoat brother" and so on. In the media reports, Ramen also changed from the keywords simple and hearty at the beginning to helplessness and crying. According to the development of the marketing path, what happened behind this?

1. The burst point is off-track

"3 yuan ramen", this is a good and positive start, but with the outbreak of follow-ups, containment, vulgar internet celebrities, trademark squatting, etc., the traffic burst of Ramen began to deviate.

Nowadays, the “regretful” Ramen brother regrets that his customers can’t get in, and the small business that “is to make ends meet” has now been exposed, and it has become “unable to make ends meet”. The traffic has brought attention to Ramen, but it has not brought much benefit. Ramen did not stick to his "3 yuan" hot spot, just like a business that promotes product features but shifts the public's attention to other places, the higher the attention of other places, the more deviated from the original intention.

In the marketing process, attracting traffic for the sake of traffic, but ignoring the value essence of traffic, the ultimate purpose of traffic is to convert value, and traffic that cannot be converted into value is not effective traffic. In the Ramen Brother incident, the follow-up topics are only about the villagers' active transformation of the village, driving the local economy and having the same positive energy as the "3 yuan ramen". Such topic follow-up has the potential to attract effective traffic and promote value conversion.

2. Overexposure

The explosive spot went off-track, which made this enthusiastic, cheerful, and kind-hearted Shandong man waited helplessly after rejoicing; over-exposure affected the daily life of this simple farmer.

Under overexposure, it is easy to cause visual fatigue and even disgust. Before the public questioned the hunger marketing of Hey Tea on a large scale, Hey Tea changed the direction of the topic again-reducing queuing through digital construction. Successful marketing knows how to "get it when you see it".

3. Touch the bottom line

To this day, many phenomena of Ramen Brothers have touched the bottom line of public perception. Because of various kinds of weird Internet celebrities, some people have come forward to call for rectification of short video websites. At the same time, the media reported that Ramen signed with an Internet celebrity company, which is also puzzling.

If next, the platform is rectified and the influence of Internet celebrity gradually loses, it may bring a huge blow to Ramen brother. All marketing should not challenge the bottom line of the public in order to intercept traffic, otherwise, it may "roll over" at any time.

THREE

The correct posture after an overnight hit

If there is an opportunity for the popularity of "time, place, and people" to be seized by the brand, the brand becomes popular and gains a huge traffic entrance. So, where should the brand at the entrance go, and how can it effectively operate traffic?

1. Continue to convey the brand price (shape) value (image)

At present, Ramen himself is not controversial. What brings him controversy is a variety of passive topics. If follow-up reports about Ramen are around the changes in the appearance of the villagers and the simplicity of Shandong men, then Ramen may not attract so much criticism.

Therefore, after becoming popular overnight, it is necessary to follow the brand tone to create topics and convey information, instead of creating irrelevant topics for traffic, or even topics that damage the image of the brand and products. Otherwise, the controversial traffic may bring consequences that outweigh the gains.

2. Promote value conversion

Ramen Ge Village uses "net celebrity games" to drive related income, and promotes value conversion as soon as possible when traffic bursts. This is also a type of value conversion.

In brand marketing, when traffic is concentrated, it is necessary to actively take measures to promote value conversion, such as launching new products, preferential activities, etc. Only the traffic that actually generates consumption can be regarded as effective precipitation traffic and can attract repurchase for products. opportunity.

3. Follow up with other advantages

All topics that are separated from the product itself are not enough to support long-term traffic. Therefore, in addition to product power, the creation of brand influence requires perseverance to promote the follow-up of other content.

Take the once-popular answer tea as an example. "A cup of tea that can fortune telling" has brought huge traffic to it, but in the follow-up, the brand has neither superior products to attract repurchase, nor other effective topics other than "divination". , Leading to the brand's "open high and low move", which is regrettable.

A "Changhong" brand must have continuous marketing actions, and in addition to marketing actions, it must also have real product advantages to achieve the purpose of attracting traffic while facilitating repurchase.

The topic of Ramen is still hot. The protagonist Cheng Yunfu, who is supported by traffic, is at a loss as to where he will go in the future. This situation is worthy of vigilance.

As a brand, the ultimate goal of marketing is to operate traffic and generate value, rather than being led by traffic or even consumed by traffic. Most of the traffic that can be continuously operated comes from the target group; the traffic that can generate value must also be closely related to the brand tone and conform to the common perception of the public. Therefore, targeted planning of marketing content within the boundary is a guarantee and promotion The basis of marketing effectiveness.