The significance of a hot product going viral

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Apple's attitude toward the market: either you are with us or you are against us. How mediocre do you have to be to make everyone like you? 4. Counterexample - Tims, who ruined a " legendary " hand of cards Tims originally had a "unique" hand of cards: Distinctive symbols and stories: red, maple leaf, hockey, hospitality, fraternity. Extraordinary products: smiles and smile cookies. Unique positioning: warm food, warm heart, and warm love. After entering China, it lost itself step by step: selling the so-called " Starbucks' second home " , selling the "MANNER 's simplicity " ; selling the " Pinduoduo's three-person support " ; selling the " Luckin's cost-effectiveness " ; selling the " Nova's combination with fruits, oat milk, and various beverages " ; selling adapting to local customs; selling e-sports cross-border; ... ; but it did not sell itself, nor did it sell innovation. The operations of the two microblogs and private domains are even more lackluster .


Brand is a particularly important thing for consumer goods. Whether your brand is formed or not depends on whether your brand is high-end or low-end in the eyes of consumers. Consumers ’ demands and number database price acceptance are completely different. Is to be “ seen ”. The value of a brand lies in the mental traffic pool. Otherwise, “ buying traffic and selling volume ” will eventually become a zero-sum game According to the changes in the word cloud of Perfect Diary 's official WeChat public account over the years, when Perfect Diary was first established in 2018 , it was in the stage of creating explosive products, highlighting cost-effectiveness.


And gradually transitioning to product words. In 2021, Perfect Diary 's " exquisite " , " fashionable " , " high-end " , " stunning " , " innovative " and other emotional product adjectives appeared in the word cloud, while the word " cost-effectiveness " was still there, but the proportion began to shrink. The communication ratio of Perfect Diary 's top, shoulders, waist and tail KOLs : In the first half of ; in the second half of 202068. In the early stage of brand establishment : batch coverage of waist and tail KOLs to promote brand penetration and awareness. Brand growth stage : Top KOLs help to increase brand favorability and raise brand profile. Collaborate with Discovery Channel to launch adventure.