In the past two years, the wind of Guochao has been too strong and strong!

2018 is known as the first year of Guochao. This year, the tide of the country started to surge. The Forbidden City has played well with cultural and creative activities; Taishang Laojun and Seven Fairies have eaten McDonald’s takeaway; Chenguang Stationery "sings" Peking Opera... Almost all the brands that play Guochao this year have a double harvest of traffic and sales.

By 2020, all kinds of national tide games will be surging, and various industries, large and small brands will join the national tide team, and consumers' attention will continue to be distracted. At this time, ordinary gameplay can no longer lift the interest of users.

Today, the tide of the country is faintly overflowing. Was Guochao broken? no! When the national tide becomes the mainstream culture, there is no playing bad, only not being able to play!

ONE

Time-honored brands put on a "trend" coat

A few days ago, the first experience store in Daoxiang Village, Suzhou officially opened, a brand new attempt to "Guoxiang Xinmeidian", and "Su-style culture" was fully displayed in the store. The store not only uses Suzhou garden characteristics in many ways in its decoration, but also ingenuity in its products. It incorporates cultural IP such as "Suzhou Gardens", "Dream of Red Mansions", and "Qianlong Tandian", fully displaying a time-honored brand with a new look.

Perhaps most people don't know that Wufangzhai also has a "Wufang Film Industry" under its umbrella, which is very "active" and will produce works during the festivals in the past two years.

Most of the works of Wufang Films use the combination of Chinese culture and modern trends, which not only coincides with the brand tone of the time-honored Wufangzhai brand, but also caters to the preferences of modern young people.

The short film "Approaching Science, Approaching Mooncakes" by Wufang Films tells the audience the origin and development of mooncakes "seriously" through "documentary" techniques.

In the Mid-Autumn Festival series of short films "Crossing the Bridge", the art of paper-cutting is integrated into the animation, full of a sense of retro age, and online hot words such as "eat melon" and "straight man" are incorporated into it, "national style" and "net feeling" No violation.

All kinds of New Year's "blockbuster"...

Tomb-sweeping Festival, Dragon Boat Festival, Mid-Autumn Festival, Spring Festival...Wufang Films has never let go of traditional Chinese festivals that are connected with food. It has been named "the most fun advertising master in the catering industry" and "the humorous master in the catering industry" by industry insiders. ".

As well-known time-honored brands, both Daoxiang Village and Wufangzhai have their own cultural auras, but they are not "fashionable" enough. The tide is their main purpose of playing the national trend, in order to promote the youth of the brand by introducing trendy culture.

Daoxiang Village’s big IP product design and Wufangzhai’s series of short films use the same gameplay of Guochao—exporting (importing) cultural content. Through the content collision between classic cultural elements and trend cultural elements, the spread of marketing is explored. The purpose of this is to continue to strengthen the cultural attributes of the time-honored brands on the one hand, and to load trend elements on the other hand to promote the integration of the brand with young people and make the brand rejuvenate.

TWO

The new brand integrates into the classic culture

Time-honored brands use the national tide to promote youthfulness, while the new brand hopes to use the national tide to highlight the brand's cultural charm or add a sense of brand weight.

HeyTea once did a national trend marketing with Pechoin, integrating oriental beauty with a unique charm into the products. With the theme of "Classic Tribute", HeyTea launched a series of co-branded products, including the co-branded "Xie Que" The gift box was snapped up by members.

Under the wave of national tide, cross-border wind is rising, and "net celebrity + classic" has become a popular combination of national tide cross-border. Naxue’s tea teamed up with my heart·Forbidden City Foods to launch Fanghe Mooncakes; Xiangtianxia Hot Pot and Chao Brand 1807, launched the "Fire Phoenix" National Tide Set; Le Bao Beer’s new posters gathered three three: Paixiu, Phoenix, and Baize The auspicious beast, and the spokesperson GAI, interpret the national wind...Break the border and then reorganize resources. The essence of cross-border is resource integration. Cross-border marketing is carried out with the theme of national tide. The brand sees mutual diversion at the member level. There is also mutual empowerment at the cultural level.

At present, cross-border cooperation is regarded as a "quick channel" for brands to carry out national trend marketing, in which the "flow" brand and the "classic" brand have their own needs.

THREE

Self-created national tide gene

Known as the "national hot pot gathering place", Shu Daxia chose to engrave the "national tide" into his genes, as well as the corner building restaurant of the Forbidden City. These two very different catering brands have one thing in common-the positioning of the national tide.

The Shu Daxia Xia Ke Impression Store, which opened in 2020, directly moved the hot pot restaurant into the Chengdu Yiyuan Garden Art Museum, which is known as the "Urban Paradise". This is a new store of Shu Daxia that has added garden art outside of the knight culture, covering an area of more than 5,000 square meters.

The turret hot pot of the Palace Museum, which is curious by netizens, "is the palace lady serving the dishes?" Although it is not the palace lady serving dishes, it uses the "royal culture" to the extreme. The menu written on the "Imperial Decree", Qianlong's "Purple Light Pavilion Gifting Banquet" themed wall painting...Although hot pot is no longer available, the topic of "Royal Hot Pot" is still talked about.

Shu Daxia and Forbidden City Jiaolou hot pot, they use Guochao as their brand positioning, and obtain the strong memory label of the brand from the cultural level. This is the added value of the brand that they are strong and customers are willing to pay for.

FOUR

Why does the stunning national tide move towards "unsurprising" step by step

The role of Guochao in brand marketing is obvious to all. However, those who are familiar with the catering industry may notice that from 2018 to 2019, there are too many amazing cases of national marketing. By 2020, a large number of brands have begun to try out the national trend marketing, but there are few amazing works. Why?

1. Strict homogeneity of creativity

The first person to play the Guochao is new and fresh; for the hundredth person to play the Guochao, everything feels familiar...Creative homogeneity is the “sequelae” of “overflowing” and the inevitable after aesthetic fatigue.

In the past two years, I have played with the beauty of flying in the country. After Huaxizi relied on Guochao's design fire, other brands lost the opportunity to play Guochao. When national tide elements "get together" in the beauty product design of major brands, the so-called national tide is no longer "tide".

2. Curiousness means too heavy

Playing Guochao is also a great way to grab the attention of users. For this reason, some brands have led Guochao to "church".

The sweater of "Lao Ganma" has been criticized internationally by netizens; Rui Ao’s cross-border work with heroes and Liushen was also expressed by netizens as "no mouth"... This kind of national trend marketing has attracted many Curious eyes. However, in terms of the nature of the product, these somewhat "exotic" works are not very helpful in emphasizing and extending the brand's tone.

3. Strong concave Chinese style

The most recent time that melatonin was paid attention to by the whole people was also because of playing the national tide. Self-proclaimed "Twenty Years Old Brand", "To further carry forward the fine traditions pioneered by Li Ning and Lao Ganma", Melatonin and Panda Store cooperated to imprint Melatonin’s slogans such as "Wish you health", "Youth, healthy products", etc. On to the costume. The clothing itself cannot be said to be particularly ugly, it can only be said that it is too violent with the brand. Inconsistent with the brand gene, but strong in the Chinese style, is the behavior of putting the cart before the horse. As far as melatonin is concerned, it is too difficult to attract young consumers by relying on these!

FIVE

Then play Guochao, how to play?

A large number of cases have proved that playing Guochao is indeed useful, and Guochao has to continue playing. It's just that it is getting more and more difficult to play new tricks. Next, it is not the question of whether to play or not, but the question of how to play. To play the national tide correctly, we must first clarify the nature and underlying logic of the national tide.

1. The essence is the combination of culture and trend

The essence of the national tide is the combination of culture and trend, which shows the awakened cultural self-confidence of the Chinese people. Therefore, the essence of the national tide is "cultural content", which is based on cultural self-confidence to "pretend beauty". So, all the "ugly" national tide marketing goes against its essence.

At the same time, national tide is a combination of "national" and "tide", and classic culture and trend culture are indispensable. The role for enterprises is that time-honored brands embrace traffic with heavy culture, while new brands use traffic to imbue classic culture. The process of mutual achievement of classics and trends is the process of national tides showing their effects.

2. Constantly breaking experience and inertia

Bubble Mart’s "National Tide" blind box has aroused great resonance among young Chinese. Why is Bubble Mart's blind box so addictive to young people? Because you never know what kind of surprise there is in the blind box? Because there may be new discoveries every time you visit Bubble Mart? Innovation is the source of life for Bubble Mart.

The first person to play the national tide was because it broke people's experience and inertial cognition. Guochao has never been a simple combination of classics and trends, but a combination of "creative", and creativity has no ceiling!

The national tide is the ring, the product is the nuclear

At present, most of the catering national trend is still reflected in the marketing level. The national tide lacking the core of the product, the picture has its own table, and it is not very beneficial to the long-term brand development. The correct posture to play Guochao is a product or brand associated with Guochao. For example, Hey Tea's Guochao Co-branded, Wufangzhai Guoman Edition "Product Animation" and so on. The ultimate goal of playing Guochao is to promote the core value conversion of the product. Otherwise, it will be useless.

The cultural self-confidence of the Chinese people has risen, and cultural return has become the general trend. Every season in the future will be the "national tide season." Ultimately, Guochao will transform from a novel marketing method to a "daily" marketing method. Whether it is now or in the future, the generalization of the brand is caused, and it is not the "national tide" that has fallen into the marketing routine, but the "deficiency of creativity"; in other words, the brand is not playing with the "national tide", but the "national tide" as the theme of creativity ".