Recently, some netizens from Taiwan Province walked into familymart as usual, and suddenly found something was wrong.
I looked up in a trance. Ah, the BGM was replaced at the entrance.
BGM
When it comes to the whole family of Japanese convenience store brands, you may first think of its blue+green logo color scheme and the familiar melody that will ring every time you go in and out.
▲ The picture from sankeibiz.jp
The sound of a daily single cycle in your ear is called. At present, the whole family has 24,923 stores in 8 countries and regions around the world, whether in Japan, China, Taiwan Province, Chinese mainland, Thailand or South Korea, they basically use the same melody.
magically, the copyright of this BGM does not belong to the whole family. In 1978, it was composed by composer Daotian Kang for Panasonic doorbell with model EC5277WP, and the official song was called Grand Ceremony. In 1981, the whole family began to operate independently in Japan, and chose Panasonic doorbell to play ringtones, which later gradually became part of the brand DNA.
▲ Composer Daotian Kang
The netizens in Taiwan Province first felt uncomfortable and strange about the change of the entrance tone. A netizen @ Xiao Pang _ said:
The original door opening sound of waiting for someone to make a noise is quite recognizable. If it is changed to such a quiet voice, the recognition is not very clear. I don't know why it should be changed.
During the discussion, some netizens found the new version more lively and playful, like the interesting game audio. After listening to it several times, they began to feel cute.
▲ Original BGM score for the whole family
The whole family responded to TVBS News Network, saying that as the number of stores in Taiwan Province, China is about to reach the milestone of 4, stores, it is specially designed to make consumers feel refreshed when they enter the store, and all stores will be replaced one after another.
but it is not clear whether this is a short-term marketing behavior or a thorough brand upgrade.
In fact, before this, the whole family also launched a limited edition of the entrance tone in the store in Taiwan Province, China.
in p>213, in order to celebrate the 25th anniversary of the establishment of the whole family in Taiwan, the whole family launched 25 special versions of ringtones, including electronic version, Mario version, horror version, barking dog version and so on. In 219, it celebrated its 31st anniversary. In that year, it launched different BGM versions, such as birthday version, Christmas version, Spring Festival version, Mid-Autumn Festival version and Children's Day version. However, they are all based on the original melody adaptation.
▲ Marketing activities for the 31st anniversary of the whole family
Some analysts believe that the principles should be followed when changing the brand logo, slogans, music and other elements. The recognition of the original sound of the whole family is quite high, and there are even various fan-adapted versions, which makes it a meme-like existence. In this case, there is no need to replace the new version.
These are quite good brand assets. It's a pity to give them up suddenly.
A few notes, a melody, and a brand have crept into your ear
Since 1981, the original classic BGM of the whole family has been used for 41 years.
Before p>29, the sound of the whole family entering the store was just a familiar existence, which did not cause any splash on the Internet. But by chance, a Japanese netizen discovered that this melody originally came from a Panasonic doorbell, which shocked all the young people:
▲ Up to now, you can still buy a Panasonic doorbell that plays the same ringtone
, a cold knowledge from the Showa era, and then set off a wave of adaptation of the second creation. Four-handed version, Remix version, game version, Bbox version, Joe Hisaishi version, attack the giant version all emerged.
Among them, the lovely version sung by Hatsune Miku has captivated many netizens, which laid the foundation for the official cooperation with the whole family to shoot advertisements later.
In p>212, Tianyi Luo covered this song. To this day, there are still secondary 2 netizens who will have an instinctive reaction and sing when they hear the whole family entering the door.
▲ "Tianyi Luo's Food Song"
In the past, on YouTube and Twitter, you could always see such a video: when a netizen was traveling in a strange country, he ran into a family store and was surprised to hear the same person enter BGM. Two years ago, "Animal Forest Friends Association" was a mess, and this melody became a popular choice for island songs.
No matter what kind of mood and needs you come with, you will know that the next sentence must be. This is the sensory memory brought by recognition+repeated playback.
There are more and more people who sneak into their ears and stay in their brains like the whole family BGM.
For a simple example, whenever I see it, my colleague Zhi Jian always sings unconsciously and remembers his countless close contacts with Intel.
When it is introduced into editor Si Zhen's ear, an impulse arises, and she can't help but stop to buy a Snow King ice cream.
McDonald's was launched in 23, and in that year, it spent more than $1.3 billion on global promotion. Now, no matter how biting Ren Tengger singer's cover version is, Editor Liu can still quickly identify it, and begin to reminisce about the crispy bamboo rolls he tasted a few nights ago.
▲ The picture shows the iconic brand sound of InStyle
, which can be a simple chord. For example, the startup music of a Mac computer is a C major chord and the effect recorded by a synthesizer. It can be a catchy melody, like Nokia's classic ringtone.
Of course, it can also be composed of some unexpected elements, such as the prompt tone of QQ, which actually comes from Ma Huateng's BB machine. The 4-second title of streaming media Netflix is the sound of sound designer LonBender knocking on the wooden cabinet with a wedding ring.
▲, pretend there is a sound here
Among the information obtained by human senses from the outside world, vision accounts for 6%, hearing accounts for 2%, touch accounts for 15%, and taste and smell are 3% and 2% respectively. In brand marketing, visual information is always taken seriously, while other sensory information is often ignored.
However, some studies show that people only need .146 seconds to respond to sound, which is faster than other sensory stimuli. Some melodies with certain characteristics may even become a single loop in your mind, which can't be driven away.
every time the iconic brand voice is played, it will strengthen your memory invisibly. So day after day, let you unconsciously acquire strange skills.
It's not hard to understand why it's always the brainwashing divine comedy that causes the screen to be swiped, why Li Jiaqi can fascinate all the girls' hearts with it, and why the trivial matter of the whole family changing the BGM in the door will make Taiwan Province netizens cry out strangely and unaccustomed.
store BGM is becoming a kind of
not all brands have an iconic sound logo.
in fact, if there are not enough stores, frequently used scenes or long-term advertising strategy support, the sound logo of Re-scratch may soon be forgotten.
However, in recent years, there has been a new trend, and BGM in stores is injecting soul into the brand, even becoming a brand.
Girls who like pop music and fast-paced dance music can often get a list of tibetan songs when they open up and stroll around fast fashion stores such as HM and ZARA. Because most of the songs selected by these brands come from popular music lists such as Billboard, and they are updated frequently.
▲ The picture is from InStyle
A very specific detail: HM stores are never allowed to play pop songs three years ago, because it will make their clothes look out of date.
unlike fast fashion stores with fast heartbeat, Starbucks prefers classical music and jazz music. HollyHinton, who is responsible for making the song list, described the logic of Starbucks' song selection as.
▲ MUJI, which is from Unsplash
and always shows people in style, has a more simple and natural style of store music. For example, it is to sample the soothing pure music of forests, seas and summer courtyards, or the folk music played by musicians all over the world, and even change the song list according to the morning, evening, spring, summer, autumn and winter.
▲ The picture is from Muji.com
Brands that attach importance to store BGM will often create a music library by the head office, and then hand it over to regional stores for playing, so as to ensure uniform tonality. As for music licensing, style customization, update frequency and other matters, it will generally be handed over to third-party service providers-Apple Music began to provide similar services for brands in 219.
with more and more customers interested in store BGM, brands have also settled in streaming media platforms such as Spotify and AppleMusic, so that fans can easily find the official song list and take away the cycle at any time.
like the music of Apple retail stores? AppleMusic has a regularly updated song list "TodayatApple". Click on it to play it, as if the genius is beside you.
▲AppleStore's official song list
The song lists of Starbucks, HM and other brand stores are also updated regularly on Spotify, and the platform even gives feedback to the brands on the specific broadcast data.
in the past, Muji's song list was only sold in stores in the form of physical CDs. In May, 221, MUJI distributed the 3+ first audio recorded in 16 countries and regions through the streaming media platform, hoping that people can feel the cultures around the world even at home in the * * environment.
▲MUJIBGM
The sound logo is circled by recognition, while the store BGM is circled by atmosphere. Today, when visual attention is being seized crazily, more and more brands try to convey value to consumers through hearing and bring surprises.
in recent years, uniqlo, which focuses on the concept, launched the LifewearMusic series planning last year, and found four musicians to make a piece of music for about 3 minutes in combination with different scenes such as the classroom after school, the kitchen in spring, the bonfire in the forest and the afternoon creation. It is very suitable as background music for work and study.
YouTube user @Kalmia said in the comment area that it sounds as comfortable as Uniqlo's AIRism series. And netizen @Rosamente said. More messages indicate that they have circulated these pieces of music over and over again.
In the communication between people, sharing the song list is a very intimate behavior. Now, through the communication between the store BGM and the song list, the brand has become your soul friend, and its carefully planned music has not only entered your ears, but even reached your living room, bedroom and bathroom, becoming a part of your life.
according to a large number of survey reports, this generation of young consumers no longer need to flaunt themselves through a famous brand. Instead, they will seek brands with similar frequencies and practice the lifestyle they believe in together.
▲ The picture is from Unsplash
, and sound and music are one of the signals to identify the same kind. Imagine that a brand claims to be sustainable, but it is hard not to feel a little disobedient when it plays Tik Tok hot songs in stores.
MartinLindstrom, a brand marketing expert, once analyzed in the book Sensory Brands that most of the top brands in the world can succeed because they make good use of our basic senses, create a new sensory world, and keep customers loyal to the brand by pleasing people, moving people, enticing people and moving people.
whether it's a second to identify the brand's voice logo or a store BGM with a strong atmosphere, the brand is trying to blow to you.