Today's article is a bit spicy and spicy, if you are eating, please skip the trouble.
Because today's article is destined to be "an unbearable weight for the eyes".
Today's protagonist is the strange marketing of Japan.
Some time ago, the "Girl's Armpit Sweat Steamed Rice Ball" in a Japanese high-end restaurant became popular, and it is said that the price is 3-10 times that of ordinary rice balls.
Source: Science Future Man
The name is a bit explosive, but I won't tell you, what's even more explosive is how it was made:
Knead the rice balls vigorously on your arm, pinch them a few times to make the rice balls form, fully absorb the essence of the sweat in the armpits, and finally roll them up with square seaweed paper....
Source: Science Future Man
What's even more explosive is that there are customers who will do the exercise first, well, it is the most sweaty and the most fragrant rice balls.
Source: Science Future Man
It is said that some kitchens are open to customers to visit, just to prove that they are really made by young girls.
Brush this news a little longer, and it's really going to be thorough.
How many people, like me, want to kneel and beg for a pair of eyes that have never been seen.
I thought that "I miss your armpits" was explosive enough, but I didn't expect the chef to move out the jiojio and fox smell in the folk.
However, everyone will be disappointed, because the Japanese media "West Japan Shimbun" has done a survey, about 34% of the respondents think that the armpit position is more attractive than other parts.
Since it comes to jiojio, it's not that no one works with their feet, and Moutai's "girl stepping on the song" will lie down this time.
Moutai is not lonely, and Tsingtao beer and wine can't hide either.
Although this "armpit fragrance" operation is really Japanese, some people are still curious about why Japan is so obsessed with "girls"?
You must know that in Japan, in addition to the "armpit rice ball" of girls, there are also "chewing wine" of girls.
What do you mean? Literally!
It is made by fermenting the saliva of a young girl.
Source: Swinging
There are no chickens in China's flower chickens, no wives in the wife's cakes, and no husbands and wives in the couple's lungs.
Only the Japanese chef Makoto does not deceive me:
There are armpits in the "armpit rice ball", and there is really saliva in the "chewing wine".
Although the marketing of "Girl's Armpit Rice Ball" is very spicy, it is clear that this restaurant has its own ideas, please allow me not to analyze it seriously:
The first is to integrate into the IKEA effect.
When it comes to the IKEA effect, it is no stranger, such as "Oreo" cookies "twist, lick, bubble", Corona beer "put a clove of lime in the bottle".
Source: Corona
One of the most popular is Oreo's method of separating two cookies, licking the cream filling, and eating them with milk.
Source: Oreo
The IKEA effect, simply put, is that the brand adds a guide to the action button in the marketing to add a sense of ritual to the consumer's use of the product.
The same is true for the girl's armpit sweat steamed rice balls, which integrates the action of "squeezing, pressing, and steaming" into it, adding more ritual to the ordinary rice balls.
The second is the marketing girl.
It's really not just Japan, at present, domestic brands do marketing, and they are quite obsessed with the word girl.
I don't know when it began, the word girl has become a marketing traffic password for brands and KOLs.
It's like MIUMIU brought in Wu Yanshu, a grandmother in her 80s, to endorse her, showing her elegant and outdated side, and marketing the oldest Miao Miao girl. MIUMIU is to reverse market the girlish style of the brand with the help of a highly contrasting endorsement image.
Source: miumiu
If some brands are keen on marketing girlishness, it is to strengthen the image of the brand youthfulness.
There is a special case of Moutai, Moutai is busy marketing the feet of young girls, and the meaning of the drunkard is not young, but culture.
As we mentioned earlier, after netizens watched the "armpit rice ball", they went to Moutai in the comment area.
Different from Japanese girl rice balls, everyone seems to be more tolerant of Moutai girl marketing.
Source: Sauce and wine knowledge base
Is it because Moutai is a big brand and hard currency?
In fact, everyone has a misunderstanding about "girls stepping on music with bare feet", and it is said that manual stepping on music has been going on for a long time, which is an ancient technique.
Although there is controversy about whether Moutai is a "luxury product".
But fortunately, Moutai learned LV to talk about travel, Hermes to talk about craftsmen, tell a good brand story, and generously market "girls barefoot stepping on songs", without hiding it.
As Li Zehou expressed his opinion in "The Course of Beauty":
Every form of beauty must contain a rational concept. Beauty is the balance between rationality and sensibility, form and content, and so is branding.
As early as 2018, Moutai launched the brand documentary "The Taste of Life" to concretize the beauty of "Girls Making Music".
In terms of sensuality,
Moutai described the "female worker who stepped on the song" as a barefoot girl dancing ballet;
The part-time job site of "Girl Songmaking" is called "Ballet Between Songs";
The seemingly spicy "foot step" is marketed into a "song and a flower" picture that is very friendly to my eyes.
Source: Moutai Time and Space
On the rational side,
Moutai uses the documentary "The Taste of Life" as the carrier to tell the story of Moutai's production of koji, so that everyone knows that "the female workers who step on the music carefully select young beauties" is not eye-catching.
As the saying goes, "water is the blood of wine, and koji is the bone of wine", a good koji block has its own standards:
Between 13 cm and 14.5 cm, tight on all sides and solid in the middle.
If the koji is stepped on correctly, the wine will taste right, and if it is not up to standard, it cannot be put into storage.
To achieve the accuracy, it is necessary to control the "weight", so you need to find a light woman to step on the curved block.
Source: Sauce and wine knowledge base
The girl's gait is light, and the koji is evenly forced, an effect that cannot be achieved by men and machines.
It is said that the weight of the workers in the koji-making workshop should not be higher than 120 catties, so most of the men are excluded, and we can see that most of the koji-making workers are young girls.
Compared with everyone's greatest tolerance for Moutai's "girl marketing", it is difficult for netizens to erase the stereotype of Japan's "wonderful marketing".
This is mainly due to Japan's first-cause effect.
If we put it on the brand, it means that the first impression we leave when dealing with the brand often has a "preconceived" effect, which affects our perception of its other actions in the future.
We also have a number one effect on Japanese marketers and designers: heavy taste, underworld, spicy eyes, and thriller.
After all, we have seen the Japanese planned sassy operations, and each one is hotter than the other.
The Japanese eye drop brand designs a suffocating alarm clock in the subway and frantically dominates the workers.
Source: Sauce and wine knowledge base
To rectify the workers, there is also Koyoyoju Plywood Company in Hokkaido, Japan, which designed a giraffe nap box, focusing on a standing sleeping position, which was nicknamed "nap coffin".
I'm afraid that as soon as the door is closed, the light goes out, and the person lies down, it will be cold directly.
Source: Maimaru Research Institute
But the most terrifying thing is the Tokyo Olympics, flying a human head kite directly in the sky, and the san value is crazy after watching it.
Source: Zaiyi app
Knowing that nuclear sewage is harmful, Japan has also designed a pollution-free mascot "tritium" to prove that the water treated with nuclear contamination is safe. "Tritium" was finally scolded by netizens and removed from the shelves, and he liked to mention the shortest-lived mascot in history.
Source: Observer.com
From the Tokyo Olympics to armpit rice balls, Japan's marketing has never missed a beat, and it has been playing steadily.
It seems that the sky and the sea are omnipotent, but in fact, they are everywhere and all the time "grounded", and these manipulations are too much, which also precipitates our stereotype of Japanese marketing.
The Japanese girl's armpit rice ball overturned, and the girl of Moutai stepped out of the circle, which once again confirmed the sentence:
To be a brand is to be a friend of time.
The feet or armpits are not guilty, and the guilty is the lag of the brand.
Interlacing is like a mountain, and consumers' perception of each industry has a wall.
This tests the brand to do a good job in the market education of its own industry for a long time and tell a good brand story, so as to plant the positive side of the product into the minds of consumers.
Therefore, the brand should not be limited to planting grass for products, but also take into account long-term tree planting, so as to precipitate the brand into culture, not a joke.
Just like Moutai, it puts the education of qu-making culture in the front, and continues to tell the story of the craftsman culture of girls stepping on music, so as to avoid consumers misunderstanding the brand.