When I was with Mr. Pang Shengdong, President of the famous social networking site 51.com

　　你的品牌離動(dòng)銷有多遠(yuǎn)?可能就差“門道”這一“點(diǎn)”!在“門外”拼命敲是沒(méi)用的，關(guān)鍵是要敲到“點(diǎn)”子上，譬如“門鈴”按鈕上的那一“點(diǎn)”!阻礙你遠(yuǎn)行的可能不是前面的高山，更可能是鞋里的一?！吧场弊?在茶飲料行業(yè)，康師傅綠茶憑借“再來(lái)一瓶”火爆非常，引來(lái)娃哈哈等大哥大和眾多小老弟都來(lái)跟風(fēng)了，好多好多專家也從十面八方對(duì)這個(gè)成功的促銷策略進(jìn)行了全面分析，遺憾的是，到此為止，我也沒(méi)有看到一個(gè)人研究到“點(diǎn)”子上!崔濤這個(gè)世界上最愚蠢的策劃師，自以為是地認(rèn)為：“再來(lái)一瓶”這匹“黑馬”，不僅僅是贏在“實(shí)惠”上，主要是給不知該選哪一瓶茶飲料的消費(fèi)者下達(dá)了一個(gè)“明確指令”。

When consumers are hypnotized by the "cargo sea" of drinks, when they lose their minds and don't know who to choose, Kangshifu green tea "another bottle" of "explicit instructions" induces consumers' "subconscious action".

We can imagine that when more and more beverage brands follow the trend of "another bottle", is the "one more bottle" of Kangshifu green tea still effective? Surely the effect is greatly reduced! Because "another bottle" has become "obscene voice", and consumers are once again hypnotized.

　　講到這里，你是否也被我催眠了呢?如果你還醒著，那么，想想看，耐克的“想做就做”，比起李寧曾經(jīng)的“一切皆有可能”來(lái)，有何大不同呢?如果從“精神”層面來(lái)分析，你會(huì)倍覺(jué)李寧的廣告語(yǔ)更具“精神號(hào)召力”，更“大氣”!但是，現(xiàn)在李寧的廣告語(yǔ)卻變成了“讓改變發(fā)生”，因?yàn)槔顚帤v經(jīng)十年的磨礪，總算搞懂了耐克的“想做就做”的“動(dòng)銷力”!我非常佩服李寧經(jīng)營(yíng)團(tuán)隊(duì)的洞察力!雖然十年有點(diǎn)“久”，但是找到路永遠(yuǎn)不嫌晚!我唯一不太確定的是李寧的“明確指令”是否真的能讓消費(fèi)者“行動(dòng)”起來(lái)，如果還停留在“表面”的“好聽(tīng)”，而沒(méi)有誘發(fā)下意識(shí)的“動(dòng)作”，那就屬于“表面的勝利”了!

In order to further support my arbitrariness, I found a strong example for my self righteous.

Wahaha's nutrition express line has been shouting on TV: "drink a bottle of breakfast, spirit all morning!" its slogan from the original: "pure juice, rich milk, fifteen nutrients in one step! Breakfast for a bottle, spirit all morning!" evolved into: "ah! Really late! Too late to eat breakfast, nutritious express line; have not eaten breakfast? Nutrition express; have not had breakfast?" nutrition fast line, nutritious breakfast.

Breakfast, drink a bottle, spirit all morning! "Before and after comparing these two slogans, the rest changed, that is," a bottle of breakfast, a spirit in the morning! "This" explicit instruction "which induces consumers' subconscious actions has always been" unchanged ". It can be seen that ha ha ha really understands what" let "speed up from zero to 12 billion, and become the" most "doorway of Chinese beverage sales, and has not been" drunk ". However, Wahaha nutrition express is still a little" misstep ", that is, this" explicit instruction "has been floating in the air, but not landing, because you are in.

　　那么，有沒(méi)有落地開(kāi)花的“品牌”呢?為此，我專門到超市里摸了一遍，我發(fā)現(xiàn)只有少數(shù)幾個(gè)先知先覺(jué)者，不過(guò)，“瞎貓碰上死耗子”的可能性更大些!旺旺集團(tuán)的“旺仔復(fù)原乳”的包裝罐上印著“再看、再看，就喝掉我!”，從“動(dòng)銷力”上來(lái)講，這個(gè)“按鈕”設(shè)計(jì)得太棒了，可以讓你喊“哇賽”了!很可惜的是，這個(gè)“按鈕”沒(méi)有設(shè)置在罐體的“正面”，而是藏在了罐體的“側(cè)面”;印刷色采用的是“黑色”，而不是“黃色”，在紅色罐體背景色的映襯下，“黑色”顯得有些“啞”，“黃色”更閃“耀”些!運(yùn)用最到位的，當(dāng)屬樂(lè)天的葡萄糖飲料了，瓶體上印著“凡客體”式的“按鈕”：“交往還是拒絕，戀人還是朋友，要不，試一試?”，印刷是在瓶體的“正面”，在無(wú)色背景下，印刷色采用了“淡紅色”，非?！帮@眼”!我唯一感覺(jué)有點(diǎn)不太確定的是，這個(gè)“按

Although "clear instructions" can really induce "subconscious action", it still needs market inspection.

The "nouveau riche", a "refusal to fry" the "explicit directive", has indeed induced many consumers' subconscious "actions", which can be said to hit seven inches, because people all know that "fried" things are not good for health. In fact, the five Valley Dao Chang may not really win in the "non fried", but more likely it is "rejection". The two word "dynamic selling force" plays a key role; if the slogan of the five Valley Dao was "non fried" and the "rejection" two words were removed, would it be as hot as it was then? This argument is only my opinionated and needs further market research and verification. Since the seven year old "coke" reverse positioning Dacheng, many brands have begun to embark on this "non lift road"!