Hanging red lanterns high has become a custom not only in a movie, but also in the lives of ordinary people in China. Especially in the traditional festival of China people-Spring Festival, the red light is hung high in China, which is full of warm colors. Even Coca-Cola has launched a paper-cut New Year's greeting advertisement entitled "Longteng is auspicious, Ma Yue is happy" this year. The protagonist "Little Ah Fu" still continues the image of a folk clay doll in China in Coca-Cola's advertisement last year. Last year, Xiao Afu and his family enjoyed posting couplets to celebrate the Spring Festival. After the advertisement was broadcast, it was deeply loved by the public. This year, Coca-Cola adopted high-tech means, which was produced by McCann Guangming, a world-renowned advertising company. In the spectacular scene of thousands of lights, Xiao Afu realized his inspiration while drinking Coca-Cola, and improvised to cut out a soaring dragon, accompanied by the laughter of "Longteng is auspicious and Ma Yue is more happy", * * * welcoming the Spring Festival. In order to realize this propaganda theme more perfectly, Coca-Cola Company has implemented all-round market cooperation. Overnight, supermarkets all over the country set up a brand-new pile. In a model with China traditional architecture, there are not only vivid and lovely little Ah Fu, but also decorations with China classical cultural characteristics such as Spring Festival couplets, lanterns and blessings. The image of Little Alfred fits the localization strategy promoted by Coca-Cola in recent years, blends traditional and modern resources, and rejuvenates the brand. It is a good example of Coca-Cola's blending international brands with China's classical culture. At this time of the year, McDonald's launches advertisements and various marketing activities full of China's national characteristics in a timely manner, so as to make a big profit from China's classical culture. Especially in Ma Benteng in 22, Motorola did its best in China customs, and conducted marketing promotion in bright red, which made China prosperous.
Many world giants invariably adopt local culture for marketing, which is not only required by the development strategy of these enterprises, but also caused by the impact of the rise of China classical culture in the new century, which makes these world giants with a keen sense of business seize the fresh and make full use of the great influence of classical culture on the people to show their brand marketing skills. In terms of language, it highlights the appeal of China traditional characters such as "Flowers bloom with wealth", "happy ever after", "Happy" and "Happy" to consumers; In terms of color, red, gold, bronze and other nostalgic tones are adopted to set off the United and harmonious family atmosphere of the Chinese nation; From the symbol, choose traditional forms such as red plum, daffodil, majestic gongs and drums, paper-cutting, children's clothes and Tang clothes to arouse China people's memories of the good past; And cater to the emotional needs of consumers in the north and south, and draw a distinctive image of the brand with thick Chinese painting-style pen and ink, reflecting the unique strong affinity of the brand. China people always talk about feelings, and these powerful brands firmly grasp this point, "talk about feelings, culture and service", and defeat the enemy without fighting.
On the contrary, corporate brands in China are oblivious to the rise of classical culture, and even if they do similar marketing, they make people feel that it is neither fish nor fowl. The advertisement of "Happy event is of course very cola" made by Coca Cola did not really convey the charm of China's classical culture, but was just an artificial farce, which only gave people a superficial impression. The affinity and unique image of the brand are not well focused, and it is more difficult to reach the hearts of consumers. ……