As a heavy user of Netease YEATION and Koala, I found many products that make people blush when browsing. Recently, with the official launch of Netease Spring Breeze, Netease's heart of deepening e-commerce has become clear.
The product details page has high requirements for e-commerce websites, and senior pickpockets know it. Because it is purely online virtual, it is invisible and intangible. At this time, the sense of substitution and scene of the page is extremely important.
This sense of scene and bringing in is mainly displayed through the copy of UI and product description. Especially for erotic products, how to achieve what Confucius said is "happiness without lewdness, sadness without injury" is a great test of the basic skills of copywriting. Neither too straightforward to avoid falling into the stereotype, nor too euphemistic to avoid being understood by everyone. Here, we must praise the copywriter and designer of Netease Feng Chun. What's so good about it? Here are some main products of chestnuts:
1, young men try fun series
There are two kinds of products, comfort type and thermal type, which are distinguished by color. In terms of copywriting, we also use personification to make two products into two different types of girlfriends.
"Don't be subtle, show your love boldly, don't be shy, and try bravely.
It's so sexy, you can guess by my hot posture. "
"I like gentle sweet words, I like brave attempts, I like leisurely laziness, and I like being with you."
It's just the standard for two mainstream girlfriends in straight men's hearts. I can't help but squat: the white rabbit's eyelashes seem to fly a little ~
2. Nature Series for Young Girls
The product is cloud-shaped, with snowman white and cherry blossom powder available. The slogan of the product is "This time, I am more comfortable", which encourages girls to break away from some shackles and make themselves more comfortable. This is also the aspiration of the new generation represented by the post-90s generation.
"I believe that there is something driving me forward in everything. It is the source of life, past and future —— antonioni's Days in the Clouds.
Days on the Clouds is an art film directed by antonioni and performed by Sophie Marceau. It tells the story of four encounters in different cities. Through the perspective of a director looking for creative inspiration, the four stories are connected in series. In essence, it is a human ukiyo-e painting, which is quite unpredictable in feelings and fate.
In this product, the softness, floating and unpredictability of clouds are also linked with the pleasure of the body, which is very attractive. Cute modeling and small fresh introduction combine practicality and modeling closely, which makes people feel that this is a gift, a gift for themselves.
"Days under the clouds, love in the fog", this sentence allows girls to connect the feeling of love through the touch of products. After all, for women, love should come first, and then sex. This picture also reminds me of Song Yu's "Gao Xu", "My concubine is in the sunny Wushan, but she is blocked by high hills. When it's morning clouds, dusk rain, morning and evening. Under the balcony, later generations take "the nature of Wushan" as a general term, which is very reverie.
3, 996 series, I think it is for "old men"
Everyone who works in the Internet industry knows the slang term 996, which is also a stalk that Internet practitioners are often ridiculed as "no sex life".
996 changjiu
"Internet company slang means going to work at 9 am, getting off work at 9 pm and working six days a week. On the one hand, Italian Internet companies have a heavy workload and great pressure, on the other hand, it shows that Internet practitioners are very resistant to pressure, endurance and endurance. Spring breeze demo redefines 996 for a long time! "
"Not everyone wants to 996, unless he really loves that job. Not everyone has 996 perseverance unless he really loves that person. "
The whole page is in black with the same style as the product, which means persistence with the overtime work of Internet practitioners and gesture and deep love with 996. This kind of joke can only be written by old Internet drivers.
4, fish, strong Chinese style
The whole product, from design to product, is my favorite. From naming to product interpretation, we pay attention to Chinese style.
In the swimming pool in midsummer, the clear water reflects the feet painted with red nail polish, the girl in swimsuit and the white calf dripping with water. Is it like a nostalgic movie of youth?
"The child is not a fish, but a calm fish. If it weren't for me, I would know the joy of fish but not my joy ",which comes from Zhuangzi Qiushui and has a very strong Taoist color. You can't see yourself, but you know yourself. This is the idea in Zhuangzi's theory of homogeneity. Old pedants and antiques, don't judge me by your moral standards. I am a leisurely fish. My happiness can only be understood, but not expressed ~
For a long time, vulgarity, scratching the edge and even explicit sexual hints have been people's impression labels on sex toy advertisements. For example, a treasure, enter keywords to search a lot. But perhaps this is really unacceptable for Asians who are deeply influenced by Confucian culture. Packaging sex toys as gifts for yourself is a new marketing method discovered by Feng Chun.
In recent years, Netease has launched Koala Haibu, Netease YEATION, Netease Zhizao and Netease Home in the field of e-commerce, and now it has launched Netease Spring Breeze, which continues to give its product chain a simple, fresh, elegant and literary temperament.
Over the past year, Netease has been moving forward on the road of small freshness and coldness. Netease's easy coffee, YEATION's frigid aesthetics, and the hotel opened by Atour are all chestnuts.
Although Netease Feng Chun has its own independent brand and website at present, it mainly relies on mainstream e-commerce platforms such as Netease YEATION and JD.COM. Sex toys are too dependent on users' habits. Perhaps starting from the sources of community, socialization and popular science is a good way to really open the market gap.