A bowl of 3 yuan "spicy noodles" became an instant hit on the Internet! What is the marketing logic behind it?

A bowl of Lamian Noodles in 3 yuan set off a phenomenal traffic event-"Brother Lamian Noodles" became a fire overnight.

In less than a month, Cheng Yunfu changed from an unknown vendor in Lamian Noodles Township to a big coffee shop with 2 million fans, which was reported by People's Daily and frequently searched.

Brother Lamian Noodles's traffic is really enviable. Then, if we look at the "Spicy Noodles Brother" incident from the marketing level, what inspiration and experience can it bring us?

This is no accident.

Consistent with business logic

This is a case of "overnight fame".

Almost every brand is eager to "burst into red overnight", and the traffic pool of its own brand is also eager to burst into red overnight. However, looking at every case of "red overnight", there is almost no exception behind the popularity!

The popularity of spicy noodles seems to be accidental, but in fact it coincides with business logic.

1, sense of contrast

Why did Brother Lamian Noodles attract widespread attention in a short time? We have to talk about the "sense of contrast" that we often use in marketing planning.

People's attention is limited, especially at the moment of information explosion, people's energy is extremely scattered, and only "different" things can successfully attract the attention of the public.

Lamian Noodles insisted on not raising prices on 15, and only sold 3 yuan money for a bowl of Lamian Noodles, which was in sharp contrast with the current profit-seeking society. There are similarities and differences with it, as well as the spicy noodles of Haidilao fast food brand 9.9 yuan. "Too cheap", on the contrary, is unique in an environment where the consumption level is generally rising.

"Can 3 yuan make money?" "Will 9.9 yuan's 18-year-old crush other fast food brands?" ... Such a sense of contrast can easily ignite the topic and cause spontaneous spread.

2. "Boosting" behind the scenes

"Spicy Noodles Brother" was born in the era of short video, with short video as the platform. Behind Brother Lamian Noodles, there is more than one "behind-the-scenes pusher".

Brother Lamian Noodles once said publicly that there would be no fire without "Jiajia". Jia Jia in Lamian Noodles's mouth is an anchor named "Peng Jiajia in Xiaoxian County" in Tik Tok. In a recent video explaining the Lamian Noodles incident, "Peng Jiajia of Xiaoxian County" introduced herself as a food anchor. She went straight to Brother Lamian Noodles's booth on Lunar New Year's Day, which was the first time she met Brother Lamian Noodles.

It's not "accidental" to shoot Brother Lamian Noodles. In fact, as a food blogger, Jia Jia and her team will realize the explosion of Brother Lamian Noodles, and the video that became popular in the early stage also came from the filming of Team Jia Jia's "Come Ready". Before Jia Jia, many short video bloggers filmed Brother Lamian Noodles, and Jia Jia's video was the last straw, which ignited the heat of Brother Lamian Noodles. It was Jia Jia who, together with the photographers before, put Brother Lamian Noodles on the stage.

The "queuing" label on hi-tea seems to be made by consumers at first, but in fact, this is behind the brand's hunger marketing strategy. Some seemingly accidental and unintentional events have a boost behind them. After Brother Lamian Noodles became popular, Peng Jiajia's Tik Tok fans in Xiaoxian County also exceeded 900,000.

3. "Strong pull" in front of the stage

After Brother Lamian Noodles became popular, Brother Lamian Noodles's booth was packed every day. In the media reports, all kinds of "ghosts" gathered here, and the shocking images made Lamian Noodles's topic hot again. If the explosion point of "3 yuan a bowl, 15 does not increase the price" brings the first batch of traffic to Spicy Noodles, then a considerable part of the second batch of traffic comes from the influence of subsequent topics. For example, vulgar internet celebrities blocked Brother Lamian Noodles's booth, and many changes have taken place in his village.

When we are doing marketing, "overnight fame" is often just the starting point of marketing. In order to obtain continuous traffic, other topics need to be introduced to attract continuous attention and precipitate effective traffic.

The fast food brand Laoxiang Chicken made a "200 yuan Budget Conference" before. With red bricks, earth walls and big blackboards as the main elements, the conference was a very contemporary and "earthy to the extreme" conference site, which caused extensive reports at that time. Later, around the "local flavor marketing", Shu Congxuan, the founder of Laoxiang Chicken, made another "year-end summary". The simple background, the familiar "blue pullover" and the "yellow-lipped chicken" that appeared every time ... made Laoxiang Chicken focus on the local flavor marketing and the frequent marketing explosions of the founder, continuously pulling traffic and promoting the spread of brand image.

The beginning of positive energy

Please don't end absurdly.

Up to now, the incident of Lamian Noodles's face elder brother has been somewhat "off course". The topic that once revolved around "three dollars and Lamian Noodles" has now turned to "vulgar containment" and "contrasting big clothes". In the media reports, Brother Lamian Noodles changed from a simple and clear keyword at the beginning to helplessness and crying. According to the development of marketing path, what happened behind this?

1, deviation of explosion point

"Lamian Noodles, 3 yuan", this is a beautiful and positive start. However, with the occurrence of events such as following the trend, containment, vulgar network celebrities and trademark squatting, Lamian Noodles's traffic explosion point began to deviate.

Now, the "regretful" brother Lamian Noodles regrets that his customers can't get in, and the small business of "this is life" has been "unable to make a living" before it is exposed to people. Traffic has brought concern to Brother Lamian Noodles, but it has not brought much profit. Brother Lamian Noodles didn't stick to his "3 yuan" explosion point, just like a merchant promoting the product function, but shifted the public's attention to other places. The higher the attention in other places, the more it deviates from the original intention.

In the marketing process, the flow is drained for the sake of flow, but the value essence of flow is ignored. The ultimate goal of traffic is value conversion, and the traffic that cannot be converted into value is not effective traffic. In the Lamian Noodles Miange incident, the follow-up topic is only about the villagers actively transforming their villages to drive the local economy to have the same positive energy as "3 yuan Lamian Noodles". Only in this way can topic follow-up attract effective traffic and promote value transformation.

2. overexposure

The explosion point went astray, which made this warm, cheerful and kind Shandong man wait for helplessness after joy; Overexposure has affected the daily life of this simple peasant man.

Overexposure can easily lead to visual fatigue and even disgust. Before the public questioned the hunger marketing of Xicha on a large scale, Xicha changed the direction of topic reduction and queuing through digital construction. Successful marketing knows how to "accept the good".

Step 3 touch the bottom line

Today, many phenomenal events in Lamian Noodles have touched the public's cognitive bottom line. Because all kinds of wonderful online celebrities blocked the live broadcast, some people have stood up and called for the rectification of short video websites. At the same time, it's puzzling that Lamian Noodles signed a contract with an online celebrity company as reported by the media.

If the platform is rectified, the network celebrity effect will be gradually lost, which may bring a huge blow to Brother Lamian Noodles. All marketing should not challenge the bottom line of the public to intercept traffic, otherwise it may "roll over" at any time.

Correct posture after becoming famous overnight.

If there is an opportunity of "favorable weather, favorable geographical location and harmonious people", the brand will seize it and gain a huge traffic entrance. So, where should the brand standing at the entrance go and how to operate the traffic effectively?

1, continuously convey the brand price (appearance) value (image)

At present, Brother Lamian Noodles himself is not controversial. What brought him controversy was all kinds of passive topics. If the follow-up reports about Brother Lamian Noodles focused on the changes of villagers' village appearance and the simplicity of Shandong men, then Brother Lamian Noodles might not attract so much criticism.

Therefore, after becoming popular overnight, we should follow the brand tonality to create topics and convey information, instead of creating irrelevant topics for traffic and even damaging the brand and product image. Otherwise, the controversial traffic may bring the consequences of not worth the loss.

2. Promote value transformation

Lamian Noodles Gecun promotes related income through "online celebrity tour" and promotes value transformation as soon as possible when traffic breaks out, which is also a kind of value transformation.

In brand marketing, when the traffic is concentrated, we should also actively take measures to promote value transformation, such as launching new products and preferential activities. Only the flow that really produces consumption can be called effective precipitation flow, so as to attract the repurchase opportunities of products.

3. Follow up other advantages

All topics that are divorced from the product itself are not enough to support long-term traffic. Therefore, to build brand influence, in addition to product strength, we need to unremittingly promote the follow-up of other contents.

Take the once-popular answer tea as an example. "A cup of tea with divination ability" brought it a huge flow. However, in the follow-up, the brand has no superior products to attract repurchase, and there are no other effective topics other than "divination", which leads to the brand's "high opening and low going", which is regrettable.

A "Changhong" brand should have continuous marketing actions, besides marketing actions, it should also have tangible product advantages in order to attract traffic and promote repurchase.

The hot topic about Brother Spicy Noodles continues. Cheng Yunfu, the hero who was delayed by traffic, is very confused about his future direction. This situation is worthy of vigilance.

As a brand, the ultimate goal of marketing is to operate traffic and generate value, rather than being led by traffic or even consumed by traffic. Most of the traffic of sustainable operation comes from the target group; Traffic that can generate value must also be closely related to brand tonality and conform to public perception. Therefore, planning the marketing content within the boundary is the basis to ensure and promote the marketing effect.