KFC opens the gallery to pirated image merchants, what is the subtext?

01. KFC opens the material library to pirated image merchants, what is the subtext?

Last week, the topic of "KFC provides free materials to pirated image merchants" rushed to Weibo hot search, because some bloggers broke the news that KFC officially released a free material download website to provide high-definition pictures of its own products.

Officials explained, "We've noticed that many stores are using our fried chicken photos to sell their products. But what we can't accept is that the resolution of the pictures they use is too low, so they actively opened up this high-definition, distortion-free, and always ready to be borrowed website. ”

After KFC opened its stock of materials, the website was down due to excessive number of visits.

Library URL: chickenstock.net

The website is currently down

Infringement is not held responsible, but to the peers free to open the right to use the material, many netizens commented that KFC "pattern open", some people think that this is reverse marketing, not only to maintain their own brand image, but also let many businesses for KFC advertising.

In fact, most of the merchants who steal images and intercept low-resolution images for advertising are usually small, have not yet formed a brand, and are not even commercial competitors. The reverse accountability of large brand officials for such infringements is often time-consuming and laborious, the cost performance is not high, and it is difficult to combat it thoroughly.

When peers are using your product graphics to advertise the goods they sell, what does this mean? The party of the stolen map represents, to some extent, the standard that similar products are recognized by the industry at present.

Opening up their own product gallery for peers to use, the subtext behind it is actually to equate KFC's products with industry standards, and the cognition that wants to convey is that KFC's products (including product promotional images) are recognized standards in the industry.

A measure that not only earns topic traffic, but also makes a wave of free publicity for the product, while expressing the brand attitude, "you can steal pictures, but you can't steal the taste."

This is similar to the sales of domestic pirated game cartridges and records in the early years than the genuine version, and the popularity of the pirate market can more verify the success of a work. Of course, with the intensification of the domestic crackdown on piracy, the awareness of consumers to buy genuine goods has been very perfect, and the phenomenon of piracy has long ceased.

Returning to brand marketing itself, we also found that the most successful brands often do not spend a lot of effort to promote their product functions and product details, but find ways to make themselves synonymous with an industry, or a synonym for a category.

Just as Nike, Adidas and other international sports giants, unremittingly shoot a variety of TVC praise great athletes, repeatedly explain what is the Olympic spirit, do not mind weakening products, the purpose is to associate the brand with great athletes, essentially to give consumers cognition equal signs, conquer consumer minds, so that the brand becomes synonymous with the industry.

02. Taobao can change the account name

It's another chance to "be human again."

Recently, some netizens found that Taobao began to allow the modification of account names, and the operation path was to open Taobao App - My - Settings - Account and Security - Taobao Account.

According to Taobao's official reply, the modification of the account function is currently in the grayscale test stage, and the initial plan is to be full in mid-April, but it is limited to one modification a year.

Screenshot of the official Weibo

As with the registration of WeChat that year, many users Taobao age is more than ten years, looking back at the nickname of a few years ago seems to be a review of the mental journey, there are also many netizens who hate their former name is too non-mainstream, but Taobao account associated with mobile phone numbers and bank cards, it is difficult to replace frequently, and the online name change function has long been called.

03. What does a "meta-universe marketing space" look like?

On March 30th, BlueFocus announced that its "Blue Universe" marketing space was officially launched into Baidu Xilang (Baidu's first meta-universe product), becoming the first "meta-universe marketing space" in China.

According to the official promotional video, the blue universe actually refers to a virtual building space created by blue cursors inside Baidu Xilang, with a basic appearance like a blue box, but can change color and appearance. Inside the building is a cyberpunk-style commercial block where consumers can shop, engage in business interactions or block activities in a virtual space.

The GIF is taken from the official release video

At present, Blue Universe is located in the core area where Baidu Xilang users were born, and it is also one of the largest single buildings in the current open area of Xilang. The first phase of the online brands are ANTA, JinMao Hotel, Dongfeng Peugeot, Good Brewers Andy Jiufang and Hey Ha Beer.

In addition to inviting brands to enter the blue universe to display and interact with consumers, BlueFocus said that it will provide full-link quality services such as creative planning, production and execution of various integrated marketing games, including virtual people, virtual conferences, virtual live broadcasts, virtual products, etc., to bring customers and consumers cutting-edge meta-universe technology application support and innovative experience, and help brands establish new connections with consumers in the meta-universe era.

In fact, since last year, BlueFocus has publicly stated that "the meta-universe-related business direction is the track that the company will focus on and fully invest in in the future, and the company has no upper limit on the amount of investment in this field", and has also established a wholly-owned subsidiary "Blue Universe Digital Technology Co., Ltd." as the main position focusing on exploring the investment and operation business related to the meta-universe.

It is reported that as of now, the meta-universe layout of blue cursor in three aspects: people (virtual person Su Xiaomei/K), goods (MEME NFT platform), and field (blue universe virtual space) has landed.

Of course, objectively speaking, the launch of digital people, NFTs or online virtual interactive spaces is not difficult to achieve at the current technical level, and many companies are also laying out related fields. How to maintain the vitality of digital human IP? How to open up the interconnection between the meta-universe human cargo yards? How to attract more brands and users to enter the platform to fill the ecology and achieve interactive closed loop? In addition to the "infrastructure" layout, this is also a problem that all parties involved in the ecology of the meta-universe should consider at present.

04. Wang Meng crossed over the single

On April 1, Wang Meng officially released his first rap single "My Eyes Are rulers" on QQ Music, the lyrics were created by rapper Jiang Yunsheng, and the first singing and dancing stage dance was linked to Liu Yuxin. With Wang Meng's personal IP as the core, cross-border linkage musicians increased the popularity of songs, and after the works were launched, they attracted a round of attention on QQ Music, Weibo, WeChat video numbers and other platforms.

As one of the commentators of the previous Winter Olympic games, Wang Meng quickly came out of the circle with professional, personalized and humorous commentary, and the frequent golden sentences also marked his personal distinct memory points and labels.

From short track speed skating champions to coaches, to cross-border MCN to become KOLs, to singles to continue personal popularity, Wang Meng's cross-border development and personal IP branding can also provide reference templates for the sports world.

For athletes, the core value point of the individual must be solid professional skills, the main label is personal expertise, and the positive value labels such as hard work, enterprising, and not giving up. However, if you want to get more popular love and attention, you often need a trait blessing that contrasts with rigorous and professional sports skills, and amplify this personalized sub-label, such as Wang Meng's dense "cross-talk" commentary, such as Gu Ailing, Sun Yiwen does not lose the appearance and temperament of star artists, and so on.

An image of an athlete with solid professional skills (the core value of the athlete's IP) and a sense of contrast (differentiation and differentiation) can often attract higher national attention and favorability. In the era of new media, around the professional main label and its own advantages of the sub-label, combined with the popular form of communication to create topics, production of content, in order to continue traffic, shape a long-term personal IP.

05. Shared documents, traffic passwords?

How valuable a tool is, the difference is between the scenario in which it is used and the people who use it.

Through open collaboration, shared documents have always been an important tool for collaborative work by turning individual isolated information acquisition into an aggregate group for information exchange, because last year's ability to play in Henan water conditions was widely disseminated, and then shared documents on various topics have emerged on social media.

Recently, Xicha and Jinshan Documents launched an online solicitation activity of "Top Ten Must Drink List". Grasp the characteristics of young user groups such as love to communicate, love to share, and are keen to create together, invite consumers to fill in shared documents, and express their opinions in the three parts of "Heytea Top Ten Must Drink List", "Heytea Tea Talk Party" and "Tea And Tea Pixel Painting", leaving different feelings, ideas or suggestions.

Share a document on the consumer message page

Share a consumer pixel picture in a document

One trend is that as initiators and application scenarios become more and more diversified, shared documents no longer stop at the level of information exchange, but become a topic community and "forum" for many netizens.

As if the territory of the collision of strangers' ideas in the Tieba era, it has also derived various content directions such as "exaggerated wall", "confession wall", "big factory er blind date", etc., which is very open and cooperative atmosphere of the Early Chinese Internet, and has also been discovered and applied to the activity dissemination by many brand parties, forming fission through user self-filling and sharing, and draining them for theme events or activities.

06. Hi tea also comes out of a small black cup

As a co-branded brother in the beverage industry, Heytea has recently made new moves.

On April 7th, Heytea announced that it has officially launched a cross-border cooperation with street trend artist Hiroshi Fujiwara and its design unit FRAGMENT to jointly launch the "Black TEA" limited project. With black as the main tone, it incorporates Fujiwara Hiroshi's iconic "lightning charm" and goes online to cover the brand's vision, products and new designs around the world. This is also the first time that Fujiwara Hiroshi has crossed the border to jointly brand new tea drinks.

Based on this cooperation, Heytea also combined with the recently launched mulberry and other series of new products limited supply co-brand special. It is reported that the beverage cups, cup sets, paper bags and insulated bags designed by Fujiwara Hiroshi himself will also be new in the store, and the five stores in Beijing, Shanghai, Shenzhen, Guangzhou and Chengdu will launch limited-time pop-up activities, and some city stores will also exhibit Fujiwara Hiroshi's classic works.

07. To help pets find a new home, the market brand Fanji joint adoption agency launched an online campaign

On April 5th, market brand Fanji launched a "Project Spoil Plan Online Market" to provide help and support for pets and pet owners in the face of the epidemic and other circumstances. The week-long online market from April 5th to April 12th includes activities such as pet adoption, online workshops, online sharing sessions, pet-related brands/illustration markets, etc.

It is reported that the online event cooperates with the adoption agency The Someone, in addition to helping pets find a new home, 30% of the proceeds from the sale of goods during the event will also be donated to the pet adoption agency to provide continuous help.

The source of the picture is the official WeChat public account

According to public information, Fanji was founded in 2016, starting from the market, and then expanding into a more diversified field, providing a number of services including design, event planning, online creativity, media cooperation, etc., and has held activities such as Breaking Grounds Market, Common Gathering, SHOW NEXT DOOR next door and other activities.

The brand manager "Marketing Highlights" pays attention to all interesting and informative brand marketing dynamics, and selects interesting case updates every week. Add editors weChat 414023228, or email contact [email protected], so that your brand case can be seen by more people, welcome to chat!