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中国营销网:七夕正确营销姿势的打开方式

2019-08-10 09:59来源:中国营销网责编:段良

中国营销网www.yingxiaon.com:七夕正确营销姿势的打开方式
全球范围84个国家,1970年至2008年的38年间,离婚率翻了一番多。从每1000名已婚人士中2.6人离婚,升至5.5人离婚。
In 84 countries worldwide, the divorce rate more than doubled in the 38 years from 1970 to 2008. From 2.6 divorces per 1,000 married people to 5.5 divorces.
回到国内,上个月“2018 年结婚率创下了近十年新低,仅 2.7 %”上了热搜。据统计局数据,自2013年开始结婚人数逐年递减,离婚人数反倒节节攀升。
Back in China, last month, the "Marriage Rate in 2018 hit a new low in nearly a decade, only 2.7%" on the hot search. According to the statistics bureau, since 2013, the number of married people has been decreasing year by year, while the number of divorced people has been increasing.
2018年一份《单身经济报告》指出,2017 年全国单身人群已达 2.2 亿人,占到总人口 15%。其中有高达 50.72% 的人单身三年。
According to a single economic report in 2018, the number of single people in China reached 220 million in 2017, accounting for 15% of the total population. Up to 50.72% of them were single for three years.
但与此同时,七夕节营销却热度大增,声量甚至赶超“春节”,成为品牌战役的兵家必争之地。
But at the same time, the marketing of Qixi Festival has increased greatly, and the volume even surpasses the "Spring Festival" and becomes an indispensable place for the military strategists in the brand campaign.
时代在变化,更多时候我们只能顺应着时代去做改变。所以我不认为有永远成功的营销,只有符合时代的营销。
Times are changing. More often than not, we can only adapt to the times to make changes. So I don't think there is always successful marketing, only marketing in line with the times.
在我们的时代下,传统的爱情婚姻观正在遭遇挑战,破与立之间,品牌们究竟如何玩出风格,玩出水平?
In our era, the traditional concept of love and marriage is being challenged. How do brands play their style and level?
01
创意到立意
Creativity to Idea
要在一众打折浪潮、爱情营销中脱颖而出,首先是创意,要出其不意;其次是立意,要意味深远。
To stand out in the tide of discounts and love marketing, first of all, creativity and surprise; second, intention and far-reaching significance.
最近,老牌钻石商戴比尔斯旗下的Forevermark永恒印记,联合新世相办了一场“不结婚的婚礼”,不谈论结婚,却谈论分手和告别。为上海一对普通的年轻人,举办了一场可以说是别开生面的“告别仪式”。在浪漫主义的造梦浪潮中,获得极高的社交声量。
Recently, the Forevermark Eternal Seal of De Beers, a veteran diamond dealer, joined the Pliocene to hold an "unmarried wedding", not talking about marriage, but about breaking up and saying goodbye. A farewell ceremony was held for a pair of ordinary young people in Shanghai. In the wave of romantic dreaming, it gains a high social voice.
一对旧人故地重游、互赠礼物、认真告别,充满仪式感。没有过多煽情,但情侣间相处的点点滴滴,摩擦与火花都历历在目;告别时彼此坦言相对,将从前难以开口的话说出来,把心结打开,纵然泣不成声,却从此释怀。
A couple of old people visited the old place again, gave gifts to each other and said good-bye earnestly, full of ceremonial feeling. Not too much sensationalism, but couples get along with each other bit by bit, friction and sparks are clearly visible; when saying goodbye to each other frankly relative, will be formerly difficult to speak out, open the knot, even if sobbing, but from now on release.
坦坦荡荡,做一次成长的反思与纪念;挥别过去,勇敢向前。否则,拎不清、模糊暧昧,伤害身边的人,也会留下心结,伤害自己。
Be frank and open, do a reflection and commemoration of growth; wave goodbye to the past and bravely move forward. Otherwise, carrying unclear, ambiguous, hurting people around, will leave a knot, hurt themselves.
人们需要这场意味深远的“爱情实验”。
People need this far-reaching "love experiment".
从前,我们往往看重开始,却没有好好地正视结束。开始时轰轰烈烈,后来鸡毛蒜皮,最终不了了之。结果,表面上总是粉红色的爱情气泡,却吹弹可破,背后是血淋淋的数据,以及不愿揭开的伤疤。
In the past, we often valued the beginning, but did not face the end well. At first it was vigorous, then it was trivial, and finally it failed. As a result, there are always pink love bubbles on the surface, but they can be broken by bloody data and unwilling to uncover scars.
这场现实生活中的告别仪式,不仅“吸睛”,而且给了很多人,包括我自己很多的启示和反思:
This farewell ceremony in real life, not only "eye-catching", but also to many people, including myself, a lot of inspiration and reflection:

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