Author | Zhang Nianchao
Original title | Watch "Nezha" Liao Jianghu
"Nezha" is here, not with a red tassel gun or hot wheels, but with heavy dark circles under the eyes and a billion-level box office. Come. There were a lot of twists and turns and a lot of surprises at the end of the game. Although we are used to seeing the childlike and festive Nezha, we would rather see an adaptation with a new era flavor. Just as what is said in the film: "Destiny will change, and the good and the bad are not absolute." What we like and don't like will change with the times, and will not accompany us as we grow older. What sticks to the same old routine is only the increase or decrease of time.
Watch "Nezha" and talk about the rivers and lakes. Where are the rivers and lakes? Everyone has a different vision, and the so-called rivers and lakes are also different, but the rules of the rivers and lakes are the same: understand human nature, and win the rivers and lakes. Just like today's business, where the battlefield is is worthy of deep thought and study. After all, the "hit and kill" marketing has declined, the era of "group promotion" has passed, and the "distinct" channels have become hazy, and "products and "Carrier" has changed. Everyone is questioning where have the consumers gone? Including physical shopping malls and virtual online platforms, they all lamented the sparse flow of people.
Everyone has their own criteria for judging whether "Nezha" is good or not. However, as a business person, watching "Nezha" and thinking about the market and benchmarking against the current situation is a habit of thinking and a disease, just like a brick seller who has to look at the bricks used on the ground wherever he goes. From a commercial point of view, "Nezha" exceeded 1 billion in 5 days, which is a success, especially in today's sluggish film and television industry. In addition to business, the characters in the film cater to the current public psychology, and also reflect the changing trends in public aesthetics, consumption, life, and material desires. This is life-oriented entertainment. In fact, product production and sales also need to be adapted to daily life. After all, we have shifted from the function and face needs of products to the life and face consumption of products.
Not only does "Nezha" move from mythology to popular life, but all businesses also do this rationally. Only when one goes from one era to another can it be called a classic and great. Such as Huawei and Apple today. "Nezha" is a mythical story, a movie, and even a commodity. It captures the soul of consumption by incorporating elements of current life, ushering in consumption. For example, shuttlecock kicking, birthday parties, and the character of young people who say, "My destiny is up to me, not God", as well as the way first-time parents educate their children, are all close to new consumption and catering to new perceptions. If he were still the young man holding a red tassel gun, riding a hot wheel, and sticking to the heaven, the viewing rate would be greatly reduced.
Looking at society and life, everything is changing, including the people's clothing, food, housing and transportation. This is a trend. For example, I used to eat well, but now I want to eat healthy; I used to wear brand names, but now I want to wear trendy clothes; I used to like to stay in star hotels, but now I like to stay in B&Bs; I used to live for a better job, now I work for a better life, etc. wait. Today, people in every field feel that they are having a hard time. If you go out, you will find that life is hard for everyone, but in different ways. Therefore, "Nezha" has given us a new way of thinking about the nature of marketing, perhaps a reconstruction of the past experience and cognition.
The new generation of consumer groups has many labels of their own. For example: you can have no house, but you can’t have no life; you can eat less, but you can’t have no entertainment; you can not understand me, but I don’t blame you; you can have no brand, but you can’t have no personality... This is the label of an era, and it is even more important. The main theme of consumption in an era.
Today, many excellent stores cannot escape the continuous decline in traffic, but IKEA is different, with relatively more traffic. It's not that the things IKEA sells are good, but that it gives more customers reasons to buy. This is the difference in operations and marketing concepts. The new generation of consumption is subverting traditional sales and posing challenges to the traditional production, supply and marketing model. Only by reconstructing our own production, supply and marketing ecological chain can we meet the needs of new consumption: from material to spiritual, from isolated inclusion, from product function to product scenario, from brand preference to product preference, and gain opportunities for development.
Watching "Nezha" and talking about Jianghu, our Jianghu is in the market. Who can rule the roost in this war without gunpowder? It depends on your new shaping of "Nezha".< /p>
