营销饭圈化，是趋势吗？
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_gif/fibJHfCItU0bnJnC2GnFjQRndxUFjrUrFvMicJhsiayfLCoAiahy2Yv6O87icdVc8ezjFkTORz94NtE8POCFQ3PjUmw/640?wx_fmt=gif&wxfrom=5&wx_lazy=1&tp=webp" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">作者 | 兵法先生</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">源自</span> | 营销兵法（ID：lanhaiyingxiao)</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">营销内卷<span style="color: black;">已然</span>是不争的事实，卷服务、卷价格、卷代言、卷营销方式……比比皆是。<span style="color: black;">此刻</span>，营销又<span style="color: black;">起始</span>卷老板了，品牌纷纷开启了“饭圈”模式，以创始人为中心<span style="color: black;">创立</span>起<span style="color: black;">拥有</span>品牌独立辨识度的“圈层”。</span></p><strong style="color: blue;">0</strong><span style="color: black;"><strong style="color: blue;">1</strong></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">品牌营销饭圈化</strong></span></p><span style="color: black;"><span style="color: black;">尤其</span>是<span style="color: black;">近期</span>，大佬深谙“饭圈”的营销之道，<span style="color: black;">选取</span>频繁直播、出境、聊天等<span style="color: black;">许多</span>方式频繁出<span style="color: black;">此刻</span><span style="color: black;">公众</span>视野，<span style="color: black;">例如</span></span><span style="color: black;">周鸿祎</span><span style="color: black;">一会儿直播竞价卖车，一会儿体验小鹏汽车；雷军<span style="color: black;">亦</span>不甘落后，为了小米SU7能够大卖，制造了<span style="color: black;">许多</span>名场面；而<span style="color: black;">始终</span>把自己当成格力代言人的董明珠，<span style="color: black;">亦</span>从幕后<span style="color: black;">步行到</span>台前，卖起了格力的<span style="color: black;">制品</span>等。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/fibJHfCItU0ZFvLUcYk45yOZ45x41xFnGU0ojgrl9sPyAOlUDKOzficAxxWZkXr0JX5oTHgfWqrzUQDFeLRJiblDQ/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/fibJHfCItU0bqibLg6Tro1MFZOtVayuiaob5ibfqDpTrib2DLJT3AftMvFnEHrKLvUg3be3ufeqqrEqHJMwj9Mk09uw/640?wx_fmt=other&from=appmsg&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">消费市场竞争激烈是不争的事实，而品牌想要<span style="color: black;">得到</span>用户的眼球，吸引<span style="color: black;">青年</span>消费者，就需要遵循社交<span style="color: black;">媒介</span>时代消费市场的特点「在流量中找销量」。可酒香<span style="color: black;">亦</span>怕巷子深，于是，管理者不遗余力地为品牌找流量，有些人<span style="color: black;">选取</span>讲品牌<span style="color: black;">背面</span>的故事，有人营造体验感，还有人<span style="color: black;">选取</span>用更<span style="color: black;">优惠</span>的价格吸引用户的<span style="color: black;">重视</span>……</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">很<span style="color: black;">显著</span>，<span style="color: black;">花招</span>百出的玩法<span style="color: black;">背面</span>，是品牌<span style="color: black;">选取</span>了饭圈的<span style="color: black;">规律</span>，想要消费者在看热闹之余，产生掏腰包的冲动。品牌营销饭圈化后，或是能够<span style="color: black;">得到</span>可喜的<span style="color: black;">营销</span>量，要么<span style="color: black;">能够</span>助力品牌赢得<span style="color: black;">更加多</span><span style="color: black;">揭发</span>量，而产生了品牌营销饭圈化的现象。</span></p><strong style="color: blue;">0</strong><span style="color: black;"><strong style="color: blue;">2</strong></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">营销饭圈化有<span style="color: black;">那些</span>特点？</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">始终</span><span style="color: black;">败兴</span>，饭圈文化在偶像、明星这个群体中非常流行，很少在营销中<span style="color: black;">显现</span>。随着短视频、直播等形式火起来后，<span style="color: black;">哪些</span><span style="color: black;">始终</span>干幕后的老板、创始人、高管，纷纷<span style="color: black;">步行到</span>屏幕前，干起来“<span style="color: black;">营销</span>”。<span style="color: black;">到底</span>在营销中流行起来的饭圈文化有什么特点？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">互动性强：</span></strong><span style="color: black;"><span style="color: black;">本来</span>直播、短视频，就有着隔空互动的效果。创始人直播，有着天然的名人效应。加上，用户<span style="color: black;">能够</span><span style="color: black;">经过</span>弹幕、评论、点赞、刷礼物等方式与自己<span style="color: black;">爱好</span>的<span style="color: black;">主播</span>互动，部分网友的问题<span style="color: black;">倘若</span>能够被主播看见，还能<span style="color: black;">即时</span>得到反馈。而老板直播，本身就有<span style="color: black;">专题</span>效应，加上<span style="color: black;">实时强互动，能够让消费者的直播体验更加生动和有趣。<span style="color: black;">况且</span>品牌老板、创始人直播，还能释放别样的人格魅力与传播企业文化、管理经验等，实用又惊喜。</span></span></p><strong style="color: blue;"><span style="color: black;">花式支持：</span></strong><span style="color: black;">粉丝对偶像的支持，在饭圈<span style="color: black;">亦</span>被<span style="color: black;">叫作</span>为是“应援”，<span style="color: black;">粉丝</span>用自己觉得<span style="color: black;">可靠</span>的方式，表达出自己对偶像的<span style="color: black;">喜欢</span>、鼓励和<span style="color: black;">帮忙</span>。而老板直播，<span style="color: black;">更加多</span>人<span style="color: black;">选取</span>了好奇式应援或<span style="color: black;">陪同</span>，让老板有人支持，<span style="color: black;">制品</span><span style="color: black;">持有</span>了跟多转化的机会。</span><strong style="color: blue;"><span style="color: black;">对偶像崇拜：</span></strong><span style="color: black;">愿意与偶像互动，并支持<span style="color: black;">她们</span>的<span style="color: black;">行径</span>，这其中离不开粉丝对偶像的崇拜，<span style="color: black;">亦</span>让<span style="color: black;">更加多</span>人乐意投入时间、精力和金钱来支持偶像的事业和发展，<span style="color: black;">同期</span>守候偶像的直播，<span style="color: black;">陪同</span>与观看偶像<span style="color: black;">爱好</span>的活动，<span style="color: black;">亦</span>能<span style="color: black;">增多</span>用户对偶像事业发展的参与感和满足感。</span><strong style="color: blue;"><span style="color: black;">流量变现：</span></strong><span style="color: black;"><span style="color: black;">本来</span>饭圈就有强大的流量变现能力。饭圈营销除了互动性、崇拜感与应援<span style="color: black;">提高</span>声量外，还有超强的变现能力。品牌<span style="color: black;">经过</span>花式的饭圈营销方式吸引了<span style="color: black;">海量</span>粉丝的关注，有了将流量转化为<span style="color: black;">实质</span>购买力的契机。<span style="color: black;">同期</span>，品牌饭圈化的营销，还有助于借助粉丝经济效应，实现品牌价值的<span style="color: black;">提高</span>和变现。</span><strong style="color: blue;">0</strong><span style="color: black;"><strong style="color: blue;">3</strong></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">警觉</span>成<span style="color: black;">亦</span>流量，败<span style="color: black;">亦</span>流量</span></strong></span></p><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">品牌经营，还是需要回归到本质。</span></strong></span></strong><span style="color: black;"><span style="color: black;">非常多</span>时候，品牌嗅到商机与趋势后，便一拥而上，在流量这个拥挤的赛道上，产生了成<span style="color: black;">亦</span>流量败<span style="color: black;">亦</span>流量的效果。</span><span style="color: black;">在品牌营销饭圈化的过程中，品牌还是需要保持一个清醒的认知，一方面，流量是品牌<span style="color: black;">存活</span>或赢得高光时刻的契机，<span style="color: black;">然则</span>网红企业、网红创始人、网红高管，对品牌<span style="color: black;">来讲</span>，本质上还是助力与营销。</span><span style="color: black;">品牌想要“长治久安<span style="color: black;">”</span>，<span style="color: black;">持有</span>更强更长的生命周期，还需要回归到品牌经营的本质上来，在技术、<span style="color: black;">制品</span>、服务、用户体验等多方面下功夫，从多<span style="color: black;">方向</span>去<span style="color: black;">提高</span>品牌与<span style="color: black;">制品</span><span style="color: black;">关联</span>的能力，<span style="color: black;">逐步</span>将其培养成“六边形战士”。</span><span style="color: black;">能够快速崛起的品牌，可能刚<span style="color: black;">起始</span>被熟知靠的是花式营销玩法，而随着时间的推移与品牌的沉淀，<span style="color: black;">哪些</span>能够在流量之后<span style="color: black;">连续</span>走红的品牌，除了营销，<span style="color: black;">必定</span>有硬实力与软实力的<span style="color: black;">累积</span>，如技术、创新以及人才、口碑等多方面的积攒，这是竞品很难复刻。真正将营销玩法当做锦上添花之作，而愿意沉下来搞技术的品牌，总能够在市场竞争中<span style="color: black;">得到</span>主动权。</span><span style="color: black;">另一方面，品牌要看见流量，更要看见流量<span style="color: black;">背面</span>是活生生的人。无论是<span style="color: black;">周鸿</span><span style="color: black;">祎</span>直播990万高价拍卖迈巴赫，还是雷军为小米SU7“站台”，<span style="color: black;">也</span><span style="color: black;">或</span>是董明珠卖空调，从表面上看，是<span style="color: black;">她们</span>抓住了饭圈文化中的“噱头”与“玩法”，利用“流量明星”为品牌谋福利；而本质上，还是在凸显品牌过硬的技术与品质、<span style="color: black;">制品</span>的体验感以及拼全方位的服务。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/fibJHfCItU0ZFvLUcYk45yOZ45x41xFnG4sSfPwFfRoMwFOwA3Sx50oJaJZgE5RyiccibESIHMmoicdaL57XcictMcQ/640?wx_fmt=jpeg&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">真金不怕火炼，流量转瞬即逝，<span style="color: black;">然则</span><span style="color: black;">优秀</span>的<span style="color: black;">制品</span>与服务需要经得起时间的考验，当<span style="color: black;">制品</span><span style="color: black;">营销</span>之后，才是消费者检验<span style="color: black;">制品</span>与品牌的<span style="color: black;">起始</span>。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">作者简介：【兵法先生】营销兵法创始人、知名营销分析师，原创多篇<span style="color: black;">文案</span>阅读超10W+。个人工作<span style="color: black;">微X</span>号：bingfaxiansheng。</span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;">更加多</span>品牌案例内容</strong></span><strong style="color: blue;"><span style="color: black;">「品牌洞察」<span style="color: black;">｜</span></span></strong><a style="color: black;"><span style="color: black;">腾讯视频</span></a><strong style="color: blue;"><span style="color: black;">｜</span></strong><a style="color: black;"><span style="color: black;">昆仑山矿泉水</span></a><strong style="color: blue;"><span style="color: black;">｜</span></strong><a style="color: black;"><span style="color: black;">京东京造</span></a><span style="color: black;">｜</span><a style="color: black;"><span style="color: black;">抖音商城</span></a><span style="color: black;">｜<a 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style="color: black;">moodytiger<span style="color: black;">｜</span></span></a><a style="color: black;"><span style="color: black;">饿了么</span></a><span style="color: black;">｜</span><a style="color: black;"><span style="color: black;">绝味鸭脖<span style="color: black;">｜</span></span></a><a style="color: black;"><span style="color: black;">赫莲娜</span></a><span style="color: black;">｜<a style="color: black;">名创优品</a>｜<a style="color: black;"><span style="color: black;"></span>养元青</a><span style="color: black;">｜</span></span><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fibJHfCItU0awsElGnHoPgBDcP09mKXF0sCDR4VwdVxePTYiaC8h0wIRFg5pN6mbaWrhbK31oicCmDAasco7vOqsQ/640?wx_fmt=jpeg&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" style="width: 50%; margin-bottom: 20px;"><strong style="color: blue;"><span style="color: black;">「100万人都在看的营销新<span style="color: black;">媒介</span>」</span></strong><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fibJHfCItU0bLicdEFGGtzfA22Im50MzkPy0dMiayRGagg9pu82DJEUPKEJInia4tfiaJ2KydIibZ7P5dnLR4Wl7S52A/640?wx_fmt=jpeg&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">公众号：lanhaiyingxiao</span><span style="color: black;">官方网站：yingxiaobingfa.com</span><span style="color: black;"><span style="color: black;">博客</span>：http://weibo.com/bingfage</span>
楼主发的这篇帖子，我觉得非常有道理。 认真阅读了楼主的帖子，非常有益。
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