Brand "Convex" Broken: Mobile Sales, What Are You Waiting For?

When I was with Mr. Pang Shengdong, President of the famous social networking site 51.com

　　你的品牌离动销有多远?可能就差“门道”这一“点”!在“门外”拼命敲是没用的，关键是要敲到“点”子上，譬如“门铃”按钮上的那一“点”!阻碍你远行的可能不是前面的高山，更可能是鞋里的一粒“沙”子!在茶饮料行业，康师傅绿茶凭借“再来一瓶”火爆非常，引来娃哈哈等大哥大和众多小老弟都来跟风了，好多好多专家也从十面八方对这个成功的促销策略进行了全面分析，遗憾的是，到此为止，我也没有看到一个人研究到“点”子上!崔涛这个世界上最愚蠢的策划师，自以为是地认为：“再来一瓶”这匹“黑马”，不仅仅是赢在“实惠”上，主要是给不知该选哪一瓶茶饮料的消费者下达了一个“明确指令”。

When consumers are hypnotized by the "cargo sea" of drinks, when they lose their minds and don't know who to choose, Kangshifu green tea "another bottle" of "explicit instructions" induces consumers' "subconscious action".

We can imagine that when more and more beverage brands follow the trend of "another bottle", is the "one more bottle" of Kangshifu green tea still effective? Surely the effect is greatly reduced! Because "another bottle" has become "obscene voice", and consumers are once again hypnotized.

　　讲到这里，你是否也被我催眠了呢?如果你还醒着，那么，想想看，耐克的“想做就做”，比起李宁曾经的“一切皆有可能”来，有何大不同呢?如果从“精神”层面来分析，你会倍觉李宁的广告语更具“精神号召力”，更“大气”!但是，现在李宁的广告语却变成了“让改变发生”，因为李宁历经十年的磨砺，总算搞懂了耐克的“想做就做”的“动销力”!我非常佩服李宁经营团队的洞察力!虽然十年有点“久”，但是找到路永远不嫌晚!我唯一不太确定的是李宁的“明确指令”是否真的能让消费者“行动”起来，如果还停留在“表面”的“好听”，而没有诱发下意识的“动作”，那就属于“表面的胜利”了!

In order to further support my arbitrariness, I found a strong example for my self righteous.

Wahaha's nutrition express line has been shouting on TV: "drink a bottle of breakfast, spirit all morning!" its slogan from the original: "pure juice, rich milk, fifteen nutrients in one step! Breakfast for a bottle, spirit all morning!" evolved into: "ah! Really late! Too late to eat breakfast, nutritious express line; have not eaten breakfast? Nutrition express; have not had breakfast?" nutrition fast line, nutritious breakfast.

Breakfast, drink a bottle, spirit all morning! "Before and after comparing these two slogans, the rest changed, that is," a bottle of breakfast, a spirit in the morning! "This" explicit instruction "which induces consumers' subconscious actions has always been" unchanged ". It can be seen that ha ha ha really understands what" let "speed up from zero to 12 billion, and become the" most "doorway of Chinese beverage sales, and has not been" drunk ". However, Wahaha nutrition express is still a little" misstep ", that is, this" explicit instruction "has been floating in the air, but not landing, because you are in.

　　那么，有没有落地开花的“品牌”呢?为此，我专门到超市里摸了一遍，我发现只有少数几个先知先觉者，不过，“瞎猫碰上死耗子”的可能性更大些!旺旺集团的“旺仔复原乳”的包装罐上印着“再看、再看，就喝掉我!”，从“动销力”上来讲，这个“按钮”设计得太棒了，可以让你喊“哇赛”了!很可惜的是，这个“按钮”没有设置在罐体的“正面”，而是藏在了罐体的“侧面”;印刷色采用的是“黑色”，而不是“黄色”，在红色罐体背景色的映衬下，“黑色”显得有些“哑”，“黄色”更闪“耀”些!运用最到位的，当属乐天的葡萄糖饮料了，瓶体上印着“凡客体”式的“按钮”：“交往还是拒绝，恋人还是朋友，要不，试一试?”，印刷是在瓶体的“正面”，在无色背景下，印刷色采用了“淡红色”，非常“显眼”!我唯一感觉有点不太确定的是，这个“按

Although "clear instructions" can really induce "subconscious action", it still needs market inspection.

The "nouveau riche", a "refusal to fry" the "explicit directive", has indeed induced many consumers' subconscious "actions", which can be said to hit seven inches, because people all know that "fried" things are not good for health. In fact, the five Valley Dao Chang may not really win in the "non fried", but more likely it is "rejection". The two word "dynamic selling force" plays a key role; if the slogan of the five Valley Dao was "non fried" and the "rejection" two words were removed, would it be as hot as it was then? This argument is only my opinionated and needs further market research and verification. Since the seven year old "coke" reverse positioning Dacheng, many brands have begun to embark on this "non lift road"!