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从“单点突破”到“全网渗透”,媒介推广这么推!
Sou Hu Cai Jing· 2025-09-23 02:01
在信息爆炸的时代,消费者的注意力被分散在各个媒介平台之上。对于企业而言,单一的媒介推广方式已难以满足品牌传播 与业务增长的需求,从"单点突破"迈向"全网渗透"成为媒介推广的必然趋势。那么,如何实现这一转变,让媒介推广发挥最 大效能呢? 单点突破是企业媒介推广的起始阶段,如同在战场上集中优势兵力攻克一个关键据点。企业需要深入分析自身产品或服务的 特点、目标受众的特征以及市场竞争态势,精准选择一个最具潜力的媒介平台作为突破口。 例如,一款针对年轻女性的时尚美妆产品,在初期可以选择小红书平台进行重点推广。小红书以其庞大的年轻女性用户群 体、浓厚的美妆分享氛围和强大的种草能力,成为该产品的理想推广阵地。企业可以与美妆领域的知名博主合作,通过精美 的图片、详细的试用分享和真实的用户评价,迅速吸引目标受众的关注,打开产品知名度,实现单点销量的快速增长。 抖音、B站等视频平台以生动直观的视频内容吸引着大量用户。企业可以制作高质量的产品宣传视频、使用教程视频或品牌 故事视频,在视频中巧妙融入产品信息和品牌理念,让用户在沉浸式的观看体验中产生共鸣和购买欲望。同时,利用视频平 台的算法推荐机制,将视频精准推送给目标受众,提高曝光 ...
火锅巨头们狂卷“鲜切”主题店
3 6 Ke· 2025-06-12 08:30
Core Viewpoint - Haidilao is innovating by launching themed restaurants, such as the new "Crispy Fish" concept in Guangzhou, to differentiate itself in a saturated market [1][2][4]. Group 1: Thematic Store Launches - Haidilao has opened a "Crispy Fish Fresh Cut Theme Store" in Guangzhou, marking a significant departure from its traditional offerings [2]. - The new store features a glass fish tank and a visible kitchen where chefs prepare dishes on-site, enhancing customer experience [2][11]. - The introduction of regional specialties like "Crispy Fish" from Zhongshan aims to expand the brand's reach beyond local markets [4][6]. Group 2: Market Trends and Challenges - The overall market growth for the hot pot industry is slowing, with a projected increase of only 5.6% in 2024 compared to 19.9% in 2023 [7]. - The number of hot pot restaurants peaked in November but has since declined, indicating a competitive and saturated market [7][9]. - Haidilao's strategy of localized menu adjustments and thematic innovations is a response to changing consumer demands and market conditions [10][13]. Group 3: Innovation and Differentiation - Haidilao's approach emphasizes fresh ingredients and regional flavors, with a focus on local supply chains to create unique offerings [9][10]. - The company has launched multiple themed stores across 24 cities, with a total of 42 fresh-cut kitchen theme stores, showcasing its commitment to innovation [6][12]. - Other brands in the industry, such as Banlu and Coucou, are also exploring unique offerings and localized themes to stand out in the competitive landscape [15][18]. Group 4: Future Directions - Haidilao plans to expand the successful "Crispy Fish" concept to more locations if the initial response is positive, indicating a potential nationwide rollout [4][12]. - The company is leveraging data and customer feedback to continuously adapt its menu and offerings, ensuring relevance in a dynamic market [10][13]. - The trend towards "fire pot +" models, integrating different dining experiences, is becoming more prevalent among major brands [19][20].