衡阳谷歌竞价推广怎么做？从"国民IP"小旺仔看鬼才营销策略

衡阳谷歌竞价推广怎么做？从"国民IP"小旺仔看鬼才营销策略

How to Do Google Bidding Promotion in Hengyang? Learning from the Marketing Genius of "National IP" Wang Zai

十几年前，一个非常洗脑的旺仔牛奶广告横空出世，由于太过"土尬"，迅速成为那几年继脑白金之后，最为魔性的广告之一。那个年代，李子明同学火遍中国大江南北，就算时至今日，不少80、90后仍记得那句广告词及魔性的表情——"三年六班，三年六班，李子明，李子明同学，你妈妈拿了两罐旺仔牛奶给你..."

Ten years ago, a very brainwashing Want Want Milk advertisement emerged. Because it was so "rustic and awkward", it quickly became one of the most magical advertisements after Brain Platinum in those years. In that era, classmate Li Ziming became famous all over China. Even today, many post-80s and 90s still remember that advertising slogan and magical expression - "Class 3-6, Class 3-6, Li Ziming, classmate Li Ziming, your mother brought you two cans of Want Want Milk..."

时间来到2018年，曾经的旺仔男孩——三年级6班李子明虽然长大了，还交了女朋友...但还是一样的没断奶。这个神一样的广告续集迅速发酵，引发全网80、90后的追忆潮，我们突然发现，这个从不正眼看人的旺仔小人，似乎从来没在我们身边消失过。

Fast forward to 2018, the former Want Want boy - Li Ziming from Class 3-6 has grown up and even got a girlfriend... but still hasn't weaned off milk. This god-like sequel to the advertisement quickly fermented online, triggering a wave of nostalgia among post-80s and 90s netizens. We suddenly realized that this Want Want character who never looks at people directly seems to have never disappeared from our lives.

旺旺集团真是一家神奇的零食企业。旺旺牛奶、旺旺仙贝、旺仔小馒头、QQ糖、旺仔雪饼...你会发现，这些零食即使从没刻意买过，但似乎在家里，从小到大都能在客桌上看到这些零食，且长久存在于我们的味蕾之中...

Want Want Group is truly a magical snack company. Want Want Milk, Want Want Senbei, Want Want Mini Cakes, QQ Jelly, Want Want Snow Cakes... You'll find that even if you've never deliberately bought these snacks, they seem to have always been present on our living room tables since childhood, remaining in our taste buds for a long time...

而在近几年，旺旺开始推出各种联名周边，有意思的是，除了各种联名产品，思路妖娆的旺旺集团还出了不少风水周边，例如，守住财运的护身符、装不了多少钱的旺财钱包等...

In recent years, Want Want has started launching various co-branded merchandise. Interestingly, besides various co-branded products, the creatively thinking Want Want Group has also released many feng shui themed items, such as wealth-protecting amulets, and not-so-spacious "Prosperity" wallets...

旺旺的风水营销策略

Want Want's Feng Shui Marketing Strategy

说起来，旺旺这个品牌，自诞生的时候起，就蕴含着神秘的风水玄学..."旺仔"形象虽然逗比，但满满都是风水，不知道你以前有没有好奇过：为啥家里逢年过节拜拜的时候，供品里永远都少不了"旺旺"的零食礼包？

Speaking of which, the Want Want brand has contained mysterious feng shui metaphysics since its birth... Although the "Wang Zai" image seems funny, it's full of feng shui elements. Have you ever wondered why "Want Want" snack gift packages are always indispensable as offerings during festivals at home?

其实在最初，旺旺产品的市场定位，就是以供品出道的...甚至在台湾省，旺旺食品堪称供品界的一哥。

In fact, from the very beginning, Want Want products were positioned as offerings... In Taiwan Province, Want Want foods can be called the number one in the offering industry.

从供品到儿童食品的战略转型

Strategic Transformation from Offerings to Children's Food

虽然旺旺是靠"供品"成功打进市场成为一哥，但相比较宗教复杂，且经常要拜拜的台湾省，在大陆除了闽南地区，其它地方靠供品打市场的效果并不是很大。因此早在当初还未进军中国内陆市场时，旺旺就把自身品牌的定位，定在了儿童食品之上。

Although Want Want successfully entered the market and became number one by positioning as "offerings", compared to religiously complex Taiwan Province where people often worship, the effect of using offerings to enter the market wasn't great in mainland China except in southern Fujian. Therefore, even before entering the mainland Chinese market, Want Want had positioned its brand in the children's food category.

后来通过一系列魔性且耳熟能详的广告也证明了，正是靠着这种精准定位和营销鬼才的能力，旺旺以迅雷之势进驻内陆。

Later, through a series of magical and familiar advertisements, it proved that it was precisely with this precise positioning and marketing genius that Want Want entered the mainland market rapidly.

数字化转型与跨界营销

Digital Transformation and Cross-border Marketing

随着中国消费者追求健康饮食的心态转变，以及各类网红商品的兴起，风格几乎无变化的旺旺商品业务增速开始放缓甚至下滑。于是自2016年起，旺旺开始奋起直追。

With Chinese consumers' shift toward healthier eating habits and the rise of various internet-famous products, Want Want's business growth with almost unchanged styles began to slow down or even decline. Therefore, since 2016, Want Want began to catch up.

先是推出适应当今符合健康消费的全新产品——其后路子越走越野，走上跨界的"不归路"。去年的新冠疫情，还卖起了口罩——此外，其天猫旗舰店、苏宁易购等多个电商渠道进行推新，通过各种品牌跨界合作等方式，把多元化的数字营销活动玩出了新花样。

First, it launched new products that meet today's healthy consumption trends - then it went further and further, embarking on the "point of no return" of cross-border marketing. During last year's COVID-19 pandemic, it even sold masks - in addition, it launched new products through multiple e-commerce channels such as Tmall flagship store and Suning.com, and played new tricks with diversified digital marketing activities through various brand cross-border collaborations.

由于玩得够花，路子也野，旺旺成功挤进一线网红品牌系列，也推出各种IP角色，日常互动卖萌打趣。

Because it played wildly enough and took unconventional paths, Want Want successfully squeezed into the first-tier internet-famous brand series, and also launched various IP characters for daily cute interactions.

衡阳谷歌竞价推广启示：从旺旺的营销案例中，我们可以看到品牌定位、文化融合、数字化转型的重要性。对于衡阳企业想做谷歌竞价推广，同样需要：1) 精准定位目标市场；2) 结合本地文化特色；3) 善用数字营销工具；4) 勇于尝试创新形式。

Inspiration for Hengyang Google Bidding Promotion: From Want Want's marketing case, we can see the importance of brand positioning, cultural integration, and digital transformation. For Hengyang enterprises wanting to do Google bidding promotion, they similarly need to: 1) Accurately position the target market; 2) Combine local cultural characteristics; 3) Make good use of digital marketing tools; 4) Be brave to try innovative forms.