All Shoe Enterprises Fall In Love With "Micro Film"&Nbsp; Deduce New Marketing Strategies

Micro film is also called micro film or micro shadow. Micro film refers to a complete story with a complete planning and system production system, which is specially used for playing on various new media platforms, suitable for watching in the mobile state and short-term leisure state, and has a humorous and funny content fashion Trends, public welfare education, business customization and other topics can be written separately or in series.

The rise of micro films has triggered many Shoe enterprise Also fell in love with "micro film". Aokang is one of them. about Aokang In making "micro films", Jiang Yihan, the Aokang brand promotion department, said that she would rather regard this video as a "viral video". Its biggest feature is that it is full of certain emotional appeal, which can stimulate people's positive emotions and achieve a resonance in a short time. "We don't promote the product itself, just convey a spirit and a concept, and interpret our brand culture." This video is mainly aimed at young groups, because they are more able to accept this form of marketing, and the brand can achieve the purpose of brand marketing.

In addition, the micro film "Slam Dunk Master Tries to Turn the Cup" of the famous shoe company Peak Sports has just been launched, which has caused a sensation in the industry. On Youku alone, it has been ordered 160000 times in two days. It is understood that this is already Peak This year, for the second time, the brand marketing was carried out with the new method of micro film. His first attempt, "The Courier Who ran past the god of death", at that time, the cumulative number of on-demand calls on the network exceeded 8 million. A few months ago, Tetao Sanitary Ware's "Chronicle of Toilet" had 1 million broadcasts in just over 10 days.

　 Funny plot to build brand awareness

A patient on the operating table was waiting for a fresh heart, but the car carrying the heart was broken in the middle of the way... Several times through time and space, the courier tried all kinds of ways, but it was too late to deliver the heart in real time. The last time, he put on his running shoes and ran all the way to the hospital. In the end, he met with patients besieged.

This micro film is considered by netizens to be a video that integrates the plot of "Zhou Xingxing's Funny+Today's Most Popular Journey Through+Time Reversal+Death Comes", but in nature it shows the spirit of PEAK's "ICANPLAY" and its running shoes. Similarly, in the second micro film, in addition to brand culture, the focus of the film is on another product category of PEAK - basketball shoes.

　 Micro film marketing has reached a climax

"Micro films are based on grassroots microblogging, which became popular in advertising marketing at the beginning of this year." A person in charge of a company in Fujian said: "At present, there are not many enterprises testing micro film marketing in Quanzhou, but the country has set off a climax of brand micro films. All major automobile brands, cosmetics brands, online game brands, etc. have been shooting.

A few years ago, the popular online video "A Murder Triggered by Steamed Buns" was considered as the embryonic form of "micro film" by the industry. Because the subject matter is funny and popular, it is quickly spread on the Internet. Since the end of last year, micro films have broken through in the field of "commercial customization", and set off a climax of brand customization of micro films this year.

Looking at the whole shoe market, the micro film marketing of enterprises is still in a new stage of land reclamation, and the potential is obviously immeasurable. But at the same time, there are also some limitations in the development of the times. It is true that the theme forms that enterprises want to implant in micro films do not have certain constraints in the current market. To put it simply, the producer of micro film advertisements may be the enterprise itself or the private media. In view of this, it will inevitably provide some opportunities for some low-quality enterprise product publicity. Therefore, many people in the industry strongly require the government to introduce corresponding laws and policies to promote the standardization and practicality of micro film marketing of enterprises.

　　 Micro film marketing It is just a good prelude, and the real track still depends on the later marketing strategy operation. But it is this novel prelude that has brought about the brilliant marketing innovation of enterprises. Especially under the recent restrictions on TV play advertising spots, many businesses have moved to the network field of advertising, which will undoubtedly continue to set off a new round of micro film marketing boom in the industry. Indeed, looking around such a fierce new marketing situation, if an enterprise wants to stand out in the market, it must have a set of reasonable, accurate and specific micro film marketing operation strategies in the later stage, and ensure the quality of its own brand is the key to highlight. At the beginning of the new year, we are also in urgent need of "micro film marketing" or a new pattern of more flowers in the shoe market.