Just like everyone's self-perception, there is a difference between the true self and the id, our perception of things and phenomena is also cognitive biases.
For example, when we talk about the most popular festivals, we must recall the Spring Festival, the most important festival in Chinese culture. An objective dimension is that in the era of traditional TV media domination, CCTV is the most TOP traffic owner. The contention for the king of the Spring Festival Evening Gala can be said to be the end of thousands of gold, bringing a regional brand to the whole country overnight. Brands such as Qinchi Wine, Addo VCD and Little Overlord are competing to join the winning gamble.
So far, festival marketing is still the main position of brand promotion. When one thing becomes the mainstream, its internal differentiation is also continuing. At the same time, we are constantly revising our understanding of the "festival weight".
Friendship Circle: Personnel Establishment of Information Fluidization
In the past half of 2019, by comparing several important time nodes, I found that "Valentine's Day 2.14" has the highest micro-communication index, even exceeding the "Spring Festival" micro-communication index. It can be seen that the festivals related to the theme of "love" are more popular in the world than traditional festivals.
Another dimension beyond data is the development of Valentine's Day itself. Just as an important symbol of the prosperity of financial markets is the prosperity of financial derivatives. "Valentine's Day" itself is also constantly evolving, Western Valentine's Day (2.14), White/Black/Silver/Green Valentine's Day, Qixi, 520 and other "love" theme festivals emerge endlessly.
Why Valentine's Day gathers strong traffic is highly related to the establishment of people in contemporary social context and the sense of rituality of the festival itself.
Friendship circle is set up by people with information flow. Just as each brand repeats a key message, an important point of interest is to continuously export brand ideas through different forms of content. As each individual, we can also export the aspect we want to present in the circle of friends, a social network composed of intimate relationships, and maintain our image through different content forms.
Valentine's Day's sense of ritual serves a larger theme, that is, in an era of lack of romance and security, our sense of ritual in life is weakened. The romantic temperament of Valentine's Day can satisfy people's emotional needs and emotional dependence of being loved. After this demand is met, people will derive the behavior of showing off "drawing" and other forms of social recognition, such as praise comments, while also gaining happiness through comparison.
For example, YSL, which chops the male color brush screen with a variety of sets and boxes, continuously conveys the brand appeal of "Limiting for Love" on festivals related to various love themes. From Valentine's Day's one arrow hunting heart fragrance accompanying gift box, 520 dare love impulse show love box to love as the makeup of two square tube Qixi Limited gift box, YSL presents content through video, multi-graph form, through small procedures to achieve sales conversion, continuous precipitation of private traffic, but also through continuous exposure of the circle of friends, can accumulate clubs for YSL. Give money and topics, and the recipients of gifts are certainly willing to disseminate topical content.