Have you noticed? There are a bunch of "cutes" appearing on the street recently.
Where there are people, there are Jianghu. Meituan and Ele.me have recently launched a "helmet skin war", and the battle is extremely fierce.
Meituan was the first to launch “Kangaroo Ears”
Ele.me followed closely and launched “Bamboo Dragonfly”
First, Meituan was the first to launch Kangaroo Ears Many netizens think the helmet has rabbit ears, but it is actually kangaroo ears, because the logo of Meituan Waimai is a kangaroo.
Immediately afterwards, Ele.me also released a bamboo dragonfly helmet. As for this bamboo dragonfly, considering the blue uniform of Ele.me, it should be the same style as "Doraemon", symbolizing faster and more rapid development. It means strong and omnipotent.
From cute to wild
The skin war has begun
These "cute and cute" looks of the delivery boy immediately attracted the attention of the majority of netizens, Weibo The topic "# takeaway boy skin war#" was also created on the Internet. As of 12:00 today (July 28), the number of clicks on the topic has reached 240 million.
Soon after, the scene became chaotic. Meituan’s Thousand Ears and Monkey King, Ele.me’s little pigtails, and dragonflies flew together! Various novel and wild styles are emerging one after another, and the skin war of the delivery boy has begun. In this battle scene, both sides are equally powerful.
What you think is "acting cute" and "cool"
is actually a means of business competition
It is understood that these helmet decorations are from Meituan and Ele.me takeaways Officially distributed for free (Meituan distributed “Kangaroo Ears” and Ele.me distributed “Bamboo Dragonfly”). Other decorations on the helmets of those guys online, such as pigtails, Monkey King, etc., are all the personal behavior of the delivery guys. These "acting cute" and "cool" behaviors are actually part of business competition.
In fact, Meituan Waimai has already launched kangaroo ear helmets. Since 2018, Meituan Waimai has distributed kangaroo helmets to food delivery riders on Knights Day every July 17. Starting this year, Meituan has developed a variety of peripheral products for its kangaroo helmets and begun selling them to mass consumers.
At the same time, Meituan also published a wave of high-end promotional posters on its official website. This is actually the creation of brand image in commercial activities. To put it more simply, it is the creation of "helmet IP". Use helmet accessories to promote your brand.
Not only that, Meituan also has a wave of higher-level operations. Kangaroo ears can not only be decorated, but also receive merchant advertisements, instantly transforming into an "urban mobile advertising space". I have to admire this wave of operations. Marketing planning is a guaranteed profit!
In addition, Ele.me is not to be outdone. You have "Zhang Liangji" and I have "Ladder Over the Wall". While cooperating with Meituan to start a skin war, Ele.me also cooperates with traffic police in many places. The brigade jointly organized the "One Helmet, One Belt" activity, extending the activity of giving away helmets to every corner of the city, and building up its own cultural IP.
Form a CP with competitors
It’s a confrontation but also a victory
This small helmet makes this pair of competitors Meituan Takeout and Hungry Laome has gained a lot of traffic and attention. Compared with cross-border group CP marketing between brands (CP: the abbreviation of English couple, originally refers to a couple, the post-Internet language refers to an officially determined pairing), the contrast between competing products is more powerful. Arouse people's attention and create topics.
Similar to the decades-long battle between McDonald's and Burger King, Coca-Cola and Pepsi, BMW and Mercedes-Benz, they have become "destined" CPs. When you mention one of them, you will immediately think of the other. One, and contributed many classic marketing cases.
For example, Burger King and McDonald's have been entangled for decades. In order to promote its stores, Burger King once purchased advertising placement on the map. When a car drives near McDonald's, it will automatically prompt the address of the nearest Burger King store.
There was even an event where Burger King set the location of the 1-cent Big Mac unlock event at a McDonald's store. When a consumer came within 600 feet of any McDonald's store and downloaded the Burger King With the latest app, you can unlock the 1-cent Whopper. As a result, many consumers went to McDonald's to complete the unlocking activity, but did not consume it, and finally returned to Burger King to dine. This activity was simply planned to take advantage of McDonald's.
When Mercedes-Benz CEO Zetsche retired, a short video tribute from BMW further explained the advanced "marketing" skills between brands. The short film is based on "Zetsche's last day at the Mercedes-Benz headquarters" as the story background. In the picture, Zetsche retired gloriously amidst the applause of all employees, and left the headquarters building in a Mercedes-Benz S-Class, which was slightly sad. But the real highlight is at the end of the video. After Zetsche arrived home, he drove a BMW i8 out of the garage, and the subtitle "Free at last" popped up on the screen (finally, you can drive as you like).
BMW China later posted on Weibo: Mercedes-Benz will be with you throughout your life. Surprisingly, Mercedes-Benz forwarded and replied: With BMW, Mercedes-Benz will last a lifetime.
As Jack Ma said: "If your opponent dies, you will definitely not be able to survive well. You must have a rival to develop better and better." When "Meituan Waimai" and "Ele.me" "In this way, the two brands that are usually in a competitive relationship are no longer in a bloody relationship, but rarely shake hands and make peace. A "civilized fight" is actually more conducive to the brand establishing a positive image and winning the favor of consumers.
(Dazhong.com·Poster News Editor Gong Xiaolong Comprehensive from Meituan official website, Sina netizens, BMW, Mercedes-Benz official Weibo, etc.)