Young men and women who work hard in big cities are always asked, "Do you have a boyfriend/girlfriend?" "When are you going to get married?" And so on. This common phenomenon has spawned all kinds of funny and fancy marriage-urging jokes on the internet, which makes people feel helpless while they are happy.
In recent years, there are more and more single people, and the age of marriage is also rising, while the marriage rate is gradually decreasing. The more so, the society and families are urging single young people more and more, and many people can't bear this pressure, so they can only compromise and turn to the marriage and dating market.
A few years ago, variety shows such as If You Are the One were very popular. In recent years, blind date platforms such as zhenai, Lily.com and Soul Network have sprung up. At the same time, online CP discussions and celebrity views on marriage and love have become a common practice. Marriage and love are so concerned, and the marketing method with marriage and love as the gimmick has also emerged.
What are the social pain points in marriage brand and marriage marketing stamp?
Socialization, emotion, love and marriage have always been topics of great concern, and the lifelong events of single people of school age have always been social hotspots. Anxiety about marriage and love is nothing new, but with the development of science and technology, the increase of social pressure and the significant increase of single people, this contradiction is now obviously magnified.
The variety show of emotional blind date, the rise of dating platform and the appearance of marketing means of dating topic all mean that the single market is expanding and has become a big cake. The branding and marketing of this kind of marriage and love stems from the increasingly serious social problem of marriage and love anxiety.
First of all, marriage and love marketing caters to people's marriage and love needs. Faced with the pressure of family members and society, many singles choose blind date because of their urgent need for love and marriage. On the basis of traditional means and methods of blind date, various blind date programs and blind date websites were born. These practices have greatly stimulated the * * * of school-age singles and met their own needs.
Secondly, it meets the social needs of young people. Nowadays, socialization has become an indispensable thing in daily life, especially for the vast number of young people, the convenience of online socialization can satisfy their loneliness and different psychology. Find like-minded friends online, share knowledge and ideas, or dream of an online romance. , are some typical characteristics of young people in the current network society. Making friends platforms such as soul, stranger and exploration have greatly met this demand.
Finally, it fits people's psychology of eating melons and gossiping. Whether single or not, regardless of age and geometry, other people's love lives and affairs seem to be talked about by outsiders from ancient times to the present, not to mention today's advanced information. This mentality of eating melons and gossiping is a kind of human nature, and blind date variety shows, emotional observation, star emotional life and views on marriage and love are all very popular contents.
In short, people are always interested in marriage, love and socialization, and this interest is more intense and intense at the moment when information is developed. The development of network platform has attracted more and more people's attention to these topics. In fact, they have always been the pain point of society, but the change of life rhythm and the enlargement of the network make these problems more prominent.
What is the current situation and future of marriage and love brands and marketing?
In recent years, the hot marriage and love market has contributed to the rise of more dating brands, and the topic of marriage and love on the media platform is always in full swing. However, with the change of time and concept, some once popular brands have quietly left the public's sight, which shows that some subtle changes are taking place in this market.
Judging from the current situation, the status quo of marriage and love brands and marketing still has strong development vitality, but there are also some problems or crises that cannot be ignored.
1. Generally speaking, both the variety show of marriage and love and the platform of making friends have catered to and satisfied people's anxiety about marriage and love, social needs and gossip psychology to a great extent, and aroused the interest of the general public, which has long been widely concerned or has a large number of fans.
Amateur dating programs like If You Are the One have become classic TV variety shows. Once the stars in the star variety "My Daughter" involve the issue of love and marriage, they can immediately get on the hot search and become a hot topic among netizens. Last year's social software Soul was once popular because of video dating, not to mention the various emotions that have emerged in recent years from media websites. It can be seen that under the catalysis of technologies such as the Internet, the social field of marriage and love has indeed become a track that is not unpopular.
2. Marketing methods with making friends, falling in love and cp as gimmicks emerge one after another, and the use of these themes, topics and cross-border methods has also received a good response in marketing effect.
For example, many car companies used to attract young consumer markets through cross-border marketing with dating websites. BAIC, Roewe, Corolla and other brands have all made brand alliances with well-known dating platforms such as Lily.com and Jiayuan, and launched interactive dating activities on festivals such as 520 and Valentine's Day, which provided blind date opportunities for single young men and women, attracting many people's attention and participation. Because the automobile consumption market and the marriage and love market have great overlap, for this group of people, the brand connotation should be extended to "happiness", "warm family meeting" and other related contents, so that the target group can know the brand through activities, and have a good impression and yearning for the positive marriage and love concept conveyed by the brand, thus achieving the purpose of marketing emotionally.
In addition, topic marketing on online media is also a common means, such as speculating cp, rubbing heat, creating topics and so on. These are popular and effective marketing methods for marriage and love.
3. There are still many worrying issues about the brand and marketing of marriage and love.
Many young people are keen on unfamiliar social software, but it is easy to reveal real private information. At the same time, cheating, extortion and other vicious incidents are also prone to occur, which will hurt the privacy and body and mind of users. Similarly, in many dating platforms, there is also the phenomenon of unequal information. Information leakage, malicious marketing, fraudulent consumption and other chaos have also attracted many people's attention and been complained by a large number of users and consumers. Their services and effects are not satisfactory, and there is no obvious guarantee for the success rate of blind date.
For love and marriage variety shows such as emotional observation and blind date, in addition to attracting fans to watch and star discussion, they tend to create fierce contradictions to attract viewers to watch, and their authenticity is questioned; At the same time, it also obviously exposes the traces of the script, and there is nothing new in creation and contradiction resolution. With the change of values of marriage and love, the audience is more and more dissatisfied with this kind of programs and loses interest. In terms of concept communication, many brands also face this problem when marketing their love marriages. In people's pursuit and expectation of love and marriage, it stays at a relatively rigid level, which is somewhat outdated and boring.
In fact, the brand and marketing of marriage and love mentioned above are still a major pain point for the whole society, but specifically, the problem also reflects some changes in the marriage and love market and modern marriage and love concepts.
We can notice that many TV emotional observation and dating programs have become the past; At present, the development of dating platform is in full swing, but it has also been criticized by many people. And many marketing with making friends as a gimmick also shows the characteristics of homogenization. The emergence of the above status quo, fundamentally speaking, is actually a subtle deviation between the brand and marketing of marriage and love and the changing needs of the moment. If it does not change, its future will become pessimistic.
Generally speaking, the reasons for the above phenomenon are as follows:
First, the demand for marriage and friendship is still a social pain point, but people see that these marriage and love products can not completely solve the needs of the public, the platform is not safe, and variety shows have not proposed a solution to marriage and love anxiety.
Second, the demand has not been fundamentally solved. On the other hand, the emergence of these products has aggravated the tense atmosphere of marriage and love in society, which means that to some extent, it has contributed to anxiety and is unbearable.
Thirdly, with the increase of social pressure and the strengthening of individual independence, more and more people realize the superiority of single life and are more accepting and relieved of single status.
The appearance of these phenomena shows that the marriage and love market is developing in a rational and calm direction, and the traditional concept of marriage and love in the past may have caused many people to lose interest and confidence to a great extent.
What should marriage and love brands and marketing do to break the predicament?
Judging from the development and changes of the marriage and love market, marriage and love brands and marketing can be considered from the following aspects if they want to keep up with the needs of modern single men and women:
First of all, it should be more authentic and reliable for dating platforms and variety shows. To make friends with strangers, we should ensure the security and authenticity of information to the greatest extent. We should strengthen the audit and safety warning of possible scams. At the same time, the widely complained dating websites should face up to users' problems and criticisms, improve the existing problems one by one and make up for users.
Secondly, we can have more innovations in form. Marriage brands and marketing can add more bold and novel elements and ideas to specific activities and themes, such as "reverse marketing, which is the opposite of love and happiness. Caring for consumers through the emotional level of lovelorn and breakup can also lead to * * *.
Finally, the concept also keeps pace with the times, adding more modern and innovative values of marriage and love. Modern people's views on marriage and love are very different from the tradition, and the concepts of several generations are full of contradictions and conflicts. This is also the reason why some young popular stars in My Daughter have disputes with their parents because of their "rebellious views on singles" and have caused heated discussions on the Internet. It is a very in-depth direction, conveying the new ideas of modern marriage and family, and making the target people pay attention and think.
Marriage anxiety and emotional problems have always been hot topics in society, but as a social pain point with the characteristics of the times, the rise of a new generation of young consumer market has also become a main force in the marriage market. Facing the characteristics and changes of the new generation, marriage and love brands and marketing must keep up with the changeable thinking of the market, understand young people from a more modern and avant-garde concept, and need to carry out refined market division and targeted operation. In short, marriage and love brands and marketing also need to be younger and transformed.