Hunan Satellite TV launched Super Girls in 2007, which achieved a very high market effect. In 2009, it launched Happy Girls, which is currently in full swing. Why has it received such a big response? I think it is mainly because the program planning caters to the needs of ordinary people. The innate vulgar psychology of sex, entertainment, gambling, greed for prizes, etc. is why it is super popular, and the things that are now super popular with hundreds of millions of people in China are all closely related to the above core vulgar factors. Things that can be successfully popular on a large scale must be vulgar or even vulgar, such as Huanzhugege, Daolang, Cuihua Sauerkraut, Sister Furong, F4, Melatonin advertisements, etc. What can be successfully popular on a large scale must be vulgar or even vulgar things, so when we build the Super Girl website, we must focus on these key points.
1. Sex
If you want to make something vulgar and popular, adding sexual elements will always attract attention, always attract attention, and will always become more popular. Because sex is always the focus of public popularity and attention, when people often browse the Internet, they find that some websites often have sex-inducing pages, such as adding pictures of beautiful women showing off their spots on the page, such as emotional topics such as one-night stands, etc. On the Baidu search rankings, 6 of the 10 fastest-rising search phrases are about sexual topics. For example, Fan Zhiyi’s ex-wife said that Fan Zhiyi abandoned his ex-wife because he had an affair with other women and because sex was involved. factors. Another example is Shenzhen Municipal Party Committee Secretary Liu Yupu. This phrase was searched because Liu Yupu was exposed as having a lover, and he became the focus, became a popular topic, and became popular. Then when we created Super Girl, we added sexual elements, such as exposing that one of the contestants was being supported by the company leader, so that it would be easy to attract the audience's attention.
Two: Fun
You should be more impressed by Ugly Girl Wudi. Ugly Girl Wudi entertained everyone with Lin Wudi's ugly appearance, making Hunan Satellite TV's ratings top the country. Why? Because it captured the public's mentality (they often look for beautiful women) , occasionally look at varieties like Ugly Girl Lin Wudi, the mentality will be more balanced). There is also Xiaoshenyang, which has become everyone’s mantra with the phrase “why?” There is also the cross talk "Little Dragon Girl", which is about a woman who is dressed rather out of date. What she said is: the audience came in and bought a ticket and sat under the stage with their legs crossed to look at the stage. Wow, this long-haired woman Much uglier than I am, it amused the audience and became popular. There are countless major examples, and they are all high-profile planning, vulgar expressions, and very popular. Ugly Girl Invincible made a sequel, and Xiao Shenyang became famous all over Jiangnan Bi. The star of "Little Dragon Girl" also often appears as a guest on TV shows. So to create Super Girl, it is even more important to add elements of fun to make viewers happy.
Three: Gambling prizes
I believe everyone has a gambling heart. This is an innate commonality among people. For example, Doudou.com, its advertising slogan is: Watch ads, earn Q coins for free, and get prizes! Earn Q coins here Sometimes there are lucky 28, small bets, happy 16, etc., all of which are more or less gambling in nature. There is also the Super Girl in 2007, who pioneered the form of PK to bring the gambling mentality of the public to the extreme, and advocated a willingness to gamble and admit defeat. The rules of the audition also allow many ordinary girls to gamble their fate. Everyone is curious about the unknown results, and psychological planning using this bet can often create popularity. In addition, the uncertainty of the outcome will enhance the audience's gambling psychology, increase ratings, and increase advertising revenue. The entire planning of Super Girl has a gambling element, stimulating a gambler's mentality that even the audience is unaware of. The popularity of the Taiwanese variety show "I Guess" is a typical example. Then when we build Super Girl, we should add the nature of gambling, such as lottery, supporting contestants to vote, publishing high-quality topics to win points (points tax in exchange for gifts), etc., to create suspense and whet the appetite of website visitors.
Four: vulgar (popular)
Why are Hunan Satellite TV's programs so popular? It's because Hunan Satellite TV's supporting staff are all grassroots figures, soldiers, Qizhi, etc., who were picked up from the running track of the public dance hall, rather than the regular army team. They all ran from the grassroots running track. Yes, they know how to cater to the people and know what they think and want. It can be said that vulgarity has made Hunan Satellite TV successful. Fu Yu, the king of Guangdong OTC, also said in his book "Marketing Internal Reference" that when planning health care products, he will never look for young people who don't understand ordinary people's lives, or the so-called 4A elegant people with long hair and talent. Another example is that Yahoo has always been unsuccessful in entering China. Ever since Zhou Hongbao fired all the "elegant" management teams who drank coffee with customers instead of drinking, and indulged in communicating online using Yahoo Messenger instead of visiting customers all day long, the "vulgar" management team Only then did Yahoo understand how to do business in China, and its business began to improve a little. The entertainment program "Lycra My Style My Show" launched by Dragon TV completely adopts the rules and format of super girls' auditions, but it is not popular because this program adopts an elegant planning idea. In China's business world, vulgarity often defeats elegance. So when we build the Super Girl site, the idea must be "vulgar" and more popular. Zhao Benshan said to Bi Fujian at the end of the Spring Festival Gala "Not Short of Money": Isn't your Avenue of Stars a stage for the common people? You bring them both. If you go, take me with you (the original words don’t seem to be like this, the general meaning is correct).
Five: Patriotism and love for the people
Why was the drag racing incident on Wen'er West Road in Hangzhou on May 7 so popular? In addition to Tan Zhuo being a Zhejiang University student, patriotism and love for the people was also an important factor in the popularity of this incident. Whether you know it or not, know more about this. The people who were innocently injured or killed by the perpetrators sighed. The 19th Floor Community in Hangzhou made the site jump to the "20th floor" because of the special topic. In addition, the Chengdu bus burning incident, in which 25 people died, also attracted widespread attention. During the Sichuan earthquake on May 12 last year, the five-star red flag was lowered to half-staff, people across the country observed a three-minute silence, and the car horns stopped for three minutes, which all reflected the patriotism and love for the people. It is also essential for us to add patriotism and love for the people when planning the Super Girl website. Less.
Summary: To make the Happy Girls website more popular, it must be more vulgar. Vulgarity is a necessary prerequisite for planning a large-scale popularity among hundreds of millions of people. We should have a common sense and clear understanding of the entire social class in China, and create a website that can be popular among ordinary people. Recognizing that the vast majority of consumers in the Chinese market are uneducated (after all, no more than 5% of the 1.3 billion Chinese people have a college degree or above), this is crucial for us to understand many contradictory facts in marketing and the reasons behind them. important. We must not analyze and understand China's most mainstream consumers based on our so-called "intellectual knowledge." Source of the article: Internet Marketing Planning Blog (http://www.bnnet.cn), communication QQ: 707202373