This paper is based on the research results of the marketing activities of about 3 consumer service brands that the author tracked in 22. As a planner, the author served consumer brands. This ranking tries to exclude the influence of enterprises and products from the standpoint of planners, but only pays attention to the degree of innovation and effectiveness of marketing.

Through this article, the author hopes to introduce the cases of marketing innovation in consumer goods, services and other fields to readers, and try to praise the enterprising spirit of the planner in the marketing field, which is rooted in the market situation in China and insists on innovation and change; At the same time, it also tries to tell entrepreneurs that there are still a lot of opportunities for product and service innovation in China market. China is not a "surplus economy". The so-called "surplus" is just a manifestation of lack of innovation ability and low-level homogeneous competition.

The criteria for the author to choose marketing cases are as follows:

1. Only pay attention to the degree of marketing innovation, not to the influence of enterprises and products. As long as you show impressive innovation ability in marketing planning and promotion, you can be selected;

2. product innovation. The selected products must show some degree of innovation ability in product concept research and development;

3. Marketing effect. All selected products must have good benefits-either to help sales increase rapidly or to achieve profitability in a short period of time;

4. Incentive effect. Can show a large number of opportunities in the China market and encourage entrepreneurs to explore and innovate.

1. Hero: the brilliant record of a bad movie

The most successful box office in China film market has all the characteristics of a bad action movie-retarded storyline, distorted action design and pretentious lines, but this bad movie has set a box office of more than 2 million yuan within 2 days of its listing, and this year's Harry Potter, which is popular all over the world, is in China.

What makes Hero successful is not the wonderful film, but the innovation in marketing planning and promotion. "Hero" has formed a strong star cast. As early as the beginning of 21, New Picture Company began to make news continuously with the help of the star effect of the team. With the support of the media, these "news advertisements" lasted for two years, and finally a large number of China people could not help but go into the cinema to watch the most successful movie in China's history-perhaps one of the worst action movies. Among these people, including the author who almost never watches movies.

Hero ranks first among the top ten marketing innovation cases this year with amazing patience, interlocking marketing planning and news public relations for two years. "Hero" will be written into the history of China movies with the innovation of marketing, but future movie audiences will forget it completely.

"Hero" was selected in recognition of the publisher's breakthrough contribution to film marketing.

Comment: The unprecedented success of Hero will push the film marketing strategy and marketing organization to an unprecedented level. After Hero, China films will tend to be more and more large-scale, tend to bid farewell to art films, and tend to move closer to Hollywood.

2. "Libo" Beer: Reasons for liking Shanghai

Libo Beer was once one of the most popular local beers in Shanghai. After Suntory landed in Shanghai in 1996, Libo repeatedly lost ground in Suntory's attack because of its backward marketing methods and poor taste. Suntory was also taken to court for attacking the quality of Suntory's water source, which lost the lawsuit and the market.

Since 21, Libo Beer has started its own struggle. Libo's advertising song "Reasons for liking Shanghai" quickly became popular in Shanghai. Driven by the advertising song, Libo's sales rebounded rapidly.

In June 22, Asia Pacific Brewing Company took over Libo, and successfully launched super cool beer and changed the bottle body of the product; Libo also took advantage of the opportunity of the World Cup in Korea and Japan to form alliances with many hotels to promote the marketing activities of watching football and drinking Libo. After the World Cup, Libo continued to form an alliance with restaurant terminals, and launched an advertising campaign of "There are thousands of delicious foods and one delicious food" to guide consumers to change their consumption behavior.

Libo Beer was selected because of its ingenious use of local awareness, innovative promotion methods launched continuously, and the good effects of these activities in changing consumer behavior, promoting sales and increasing brand reputation.

Comments: Libo's success reflects the important role of local plots in the consumption of beer, cigarettes and other products. Although many beers have existed as local brands, few beers have taken the initiative to label them locally. The success of Libo provides the best case for beer, cigarettes and other products to skillfully use local emotions. The strategy of joint promotion of Libo and catering terminal reflects the rising status of terminal in marketing war.

III. Oxygen Lide: Protecting the heart and nourishing the brain, or oxygen Lide?

Nie Weiping, a chess player, was playing Weiqi when he suddenly frowned. After taking a few breaths of oxygen Lide, he began to continue playing chess-China chess player is a fragile man, who has a bad heart and has repeatedly failed in key Weiqi competitions due to physical exhaustion. Now he has a good idea. Oxygen can protect the heart and nourish the brain, provide oxygen and solve the problem of physical exhaustion.

Nie Weiping, the chess player, may be the best image spokesperson that Alide can find in China. The success of Aoli lies not only in choosing the right image spokesperson, but also in copying the planning experience of health care products and designing convincing TV advertisements according to the situation of target consumer groups and the consumption psychology of China consumers. In addition, the way of TV shopping was introduced to make strong sales, which was a great success.

the perfect combination of image spokesperson and product efficacy, creative reference to the promotion methods of health care products and successful media combination are the reasons for the success of AliPay, which is also the reason for its selection.

has the chess player's performance improved after using oxygen? No. Successful marketing is not because the quality of products is authentic, so it is better to take medicine and see a doctor.

Comments: As an emergency equipment for oxygen supply, Oxygen Lite has cleverly shaped itself into a product for treating cardiovascular and cerebrovascular diseases. Its success lies in its TV shopping and health products persuasion skills. There will still be three types of medical devices following this routine in the future.

4. Lihua fast food: Good food and good dishes are served

Red sorghum challenges McDonald's ambition, which is a very distant memory. But now, China really has its own large-scale fast food sales enterprise-Lihua Fast Food.

Lihua Fast Food chose the working fast food market with relatively low competition instead of Chinese fast food chain stores. The success of Lihua has changed people's preconceptions about the workshop-style operation, low price, low profit and non-standardized operation of the work fast food market.

in order to standardize the process and provide fast food, Lihua took the lead in adopting computer wiring transmission system and radio intercom system in China, and also introduced Chinese paging system, becoming one of the earliest fast food companies in China to use computer network to place orders. Lihua also boldly asked customers to order food by SMS. Lihua, whose main target consumer group is white-collar workers, has standardized the ordering by high-tech means. Its promise of "one can be delivered, and a thousand can be delivered" is a reaction to the service industry's flattery of big customers and neglect of the interests of small customers.

Because of the scale effect, Lihua is the first to use mass media-TV advertisements and print advertisements to communicate with target consumers in the fast food market. Lihua was selected in recognition of this enterprise's innovative service marketing ability and enterprising spirit, as well as its respect for small customers.

Comments: The way Lihua Fast Food makes products with low profit and strong regional characteristics into national brands is admirable. Lihua's marketing innovation should cause many service enterprises to reflect-if even work fast food can be a big enterprise, the service industry seems to have a lot of opportunities.

five: bright wheat wind: fresh milk+natural fiber

In 22, bright milk not only vigorously promoted the industry standard of "milk-free", but also made achievements in product innovation.

The wheat wind promoted by Bright Milk this year has left a deep impression on people. This product, which is between soy milk and milk, is not a bright initiative. A soybean milk factory in Shanghai took the lead in innovating and popularizing a brand-new soybean milk-barley milk this year. Add the smell of barley to soy milk. But for various reasons, this product has not been successful.

Guangming soon introduced its own wheat style. Dietary fibres, a health food listed in Shanghai this year, also helped Mai Feng complete some market education work. Perhaps Bright Milk "stole" other people's achievements, but among these products, only Bright Wheat Wind made money from barley and dietary fiber.

Bright Milk was selected in recognition of its ability to develop innovative products, as well as its ever-changing marketing communication mode-Bright Milk's high-calcium milk. It also uncharacteristically put in soft-text advertisements in the poster media to publicize the calcium supplement function of Bright Milk, trying to share the calcium supplement market with calcium supplement health care products.

Comments: Bright Milk's quick response ability, respect for competitors and persistence in product innovation are undoubtedly the magic weapon for it to become a leading enterprise. The success of Guangming Maifeng also proves that today's marketing needs more research, not only on consumers, but also on competitors, and at the same time, we must do what we can.

VI. Yadu humidifier: Give the skin some water

"The muscle fibers of the skin are composed of a large number of water-soluble colloid proteins, and the loss of water will cause the muscle fibers to shrink and deform, and even form irreparable wrinkles, especially in the room air using air conditioners or electric heaters".

don't think this is an advertisement for Jiaxue Moisturizing Cream, but an advertisement for Yadu Humidifier, a consumer appliance. Although it writes "collagen" as "collagen", although there is never any "muscle fiber" in the skin; But this advertisement, which looks like cosmetics, has achieved good sales performance.

In view of the dry indoor air after applying air conditioning and electric heating in winter, Yadu claims that "Yadu ultrasonic humidifier uses 1.7 million high-frequency oscillations per second ... to scientifically and effectively increase air humidity and actively replenish water for your skin, which is in line with the health of you and your family".

Yadu was selected because of its keen observation of the timely emergence of the market and its outstanding innovative talents in marketing communication. To sell home appliances as cosmetics, Yadu is probably the first one. Yadu's channel strategy, similar to cosmetics, does not enter home appliance supermarkets, but is mainly sold in department stores.

comment: it sounds ridiculous to sell household appliances as cosmetics, but it is very successful. Marketers should dare to imagine-think about whether health care products can be sold as food instead of medicine, and whether home appliances can be regarded as cosmetics instead of home appliances. Yadu Moisturizer also proves the increasingly clear trend of consumer electronics-everything from TV to mobile phone to air conditioner to dishwasher needs to be "healthy" now.

Seven: Arowana: "1:1:1"

Arowana's advertising slogan "1: 1: 1" was once considered by some shallow advertisers as one of the most failed advertising slogans this year. But just like "no gifts this year, only melatonin", this is a successful marketing case.

Arowana's second-generation blended oil is mainly to deal with the attack of peanut oil in Lu Hua. It takes Lu Hua's main concept of health a big step forward. Arowana believes that when the ratio of saturated fatty acids, monounsaturated fatty acids and polyunsaturated fatty acids in human diet reaches 1: 1: 1, it is most beneficial to health. Although some advertisers think that this concept is difficult for ordinary consumers to understand and its scientific nature is questionable. But through the promotion of "1: 1: 1", Arowana greatly reduced the pressure of "Lu Hua".

the success of arowana reflects that the "health" brand is becoming more and more important in the promotion of consumer goods. At the same time, it also shows that in the fierce competition of homogenization, there are still a lot of opportunities in China market, just need enterprises to provide better concepts and upgrade product promotion skills.

Arowana was selected to praise its quick response ability in the face of market challenges, as well as its innovative behavior of being the first to reason with consumers in the food oil market, and deeply spreading its products that are beneficial to "health"-from then on, it is not only health products that reason with consumers.

Comments: Arowana's method of promoting its health concept is very fresh in ordinary food; But it is a cliche in health care products. Health care industry has tried almost every way to persuade consumers, so that he can hardly persuade them now. However, health care industry's promotion method still has great application space in many traditional industries such as food, beverage and clothing. Healthy edible oil, fresh fruit juice, high-calcium milk, iron-containing soy sauce, fortified flour ... The concept of health is becoming more and more important in fast-moving consumer goods, which will provide many traditional products with opportunities for product innovation. Soybean protein underwear has appeared in Shanghai, and maybe we will wear natural colored cotton underwear without formaldehyde and dyeing in the future.

Eight: Liver rejuvenation: the common people's liver protection product

People in China have a bad liver, and hepatitis B virus carriers account for about 1% of the total population. From the numerical analysis alone, the market potential of liver health care products is huge. But in fact, the liver health care market has always been a reserved place for drugs. In the market of liver health products with limited capacity, many products have fierce competition. Gan Fuchun, which was listed in Shanghai in September 22, created a miracle in the winter of health care products.

In order to stand out from the fierce market of liver health products, Gan Fuchun introduced the sharp marketing theory for the first time. The daily average price of professional liver health products is above that of 1 yuan, and Gan Fuchun positioned himself as a liver protection product for ordinary people, and reduced the price of liver health products to about 7 yuan for the first time.

The product concept of Ganfuchun is completely different from the competitive products, which greatly reduces the communication cost; In order to attract consumers to buy, Gan Fuchun made the gift routine in the process of listing, and used it as the main way to communicate with consumers. It takes "giving away trials for a long time, and trials drive consumption" as its guiding strategy. Its small advertisements, in addition to promoting their own civilian qualities and product efficacy, are mostly used to persuade consumers to get things for free at the terminal.

gan Fuchun only spent 1, yuan on advertising, and made a profit within two months after listing. After Gan Fuchun went on the market, three competitive products have withdrawn from the market competition. Although Gan Fuchun did not expand the market, it drove away its competitors at the lowest cost. Gan Fuchun was selected in recognition of its innovative marketing strategy, offensive promotion means and good sales effect.

Comments: Gan Fuchun's extreme marketing methods prove that the competition in health care industry is far more intense than other industries; The appearance of such extreme marketing methods proves that health care industry has reached the point where it needs a thorough reshuffle. If you still sell health care products as medicines, it can only be so extreme.

Nine: Su 'er Mini-acne Mask: Effective against new acne

"Little acne" is gone! But not a little nurse this time.

cosmetic industry