Network buzz, the World Cup, China is absent from the figure of the men's soccer team, the rest of the expectations have become a reality.
A soccer fan weighing 160 pounds, in the heart of the occasion, will be years of accumulated heartfelt words on the Chinese men's football.
Outside of this bustling World Cup atmosphere, a second-hand trading platform has quietly released short films in a quiet way.
This short film was created as the 2022 FIFA World Cup in Qatar came to an end.
Among them, male users accounted for as high as 78%, which is not just to ride the World Cup fever, but more like in this soccer event, in the capacity of an ordinary fan, pouring out their hearts to the Chinese men's soccer team for many years.
He may seem indifferent, however, every word and every sentence reveals the sincere feelings for the Chinese men's soccer team.
Despite the talk of not caring, deep down, the emotion was hard to hide.
In this sincere emotion, there is both a hatred for men's soccer and a resilience that is reshaped after a broken heart.
Especially those old fans who can't help but turn on the live broadcast of Chinese men's soccer matches year after year will recall the ups and downs of the men's soccer team and scenes from the past from these sincere words.
For example, an article was mentioned - Dalian Golden State does not believe in tears.
This article has gotten a lot of attention because it carries the collective memory of China's first Internet users.
On October 31, 1997, China faced Qatar in Jinzhou, Dalian, and lost 2:3 in a crucial game of the Asian qualifying tournament for the World Cup.
At that time, the author Lao Rong took his 9-year-old son from Fuzhou to Dalian Jinzhou Stadium to cheer for the Chinese team, which was his son's first time to watch the game live.
In the early hours of Nov. 2, Lao Rong wrote up the experience in a 2,000-word article titled China's Loss, which was published in the Si-Tong-Li-Fang Sports Forum - later known as Sina.
At that time, China's Internet, with only 600,000 netizens, had more than 10,000 hits within 48 hours, and then gradually fermented, having been reprinted by big media such as Southern Weekend.
Until now, this article has been rehashed from time to time at every World Cup node to catch up.
This article became symbolic because of the touching scene portrayed by Lao Rong:
While the Chinese fans were mesmerized by the Chinese team's performance, only his ignorant son continued to wave the flag and shout hoarsely "Go China, go China".
This scene is like a microcosm of what countless people who have loved the Chinese men's soccer team have experienced - having loved and been severely injured.
In addition to this article, there are plenty of terriers that fans can relate to.
For example, Wulihe Stadium, which is the blessed place where the Chinese men's soccer team broke through the top ten for the first time and entered the final round of the World Cup.
Banging facepalms together in the Great River is how countless college students celebrated on their dormitory balconies when the Chinese team made it out of the 2002 World Cup.
I thought 2002 was the distant past, but I didn't realize it was the distant future, which means that many fans thought that 2002's participation in the World Cup was the beginning of the Chinese men's soccer team getting better, but many years later they found out that that tournament was actually the pinnacle.
Basketball won volleyball won Gansu County team won Japan and South Korea won the national soccer team lost, said the men's soccer team has become a generation after generation of fans sigh, always from time to time in the comments section of some popular events cue to.
And if you didn't really love it, how can you cherish these old memories of the Chinese men's soccer team like a family treasure?
Therefore, from the perspective of brand communication, this is not only a simple publicity, but also in the World Cup node to help establish an emotional tree hole, in lieu of Chinese fans, especially male fans, common experience.
In the process, on the one hand, it gives vent to the sadness hidden in the hearts of many people who have loved the Chinese men's soccer team; on the other hand, there is a sincerity that if life is just the first time you see it, exhorting the Chinese men's soccer team to believe in those simple truths, they will have a chance to raise their heads.
Simply put, I want to use this topic to illustrate the teenage sensibility it believes in, a little bit middle-aged, a little bit hot.
With the help of a soccer ball, interpreting the middle-aged teenage sensibility that the brand believes in.
When you see the short movie, you'll realize that it gives a kind of copy of this:
Life beats us a thousand times and we gasp and go back.
It's an experience understood from soccer and the attitude of middle-aged people facing life.
Listen carefully, and Spin has added a special background soundtrack to this copy as a note.
Fans familiar with the game should be able to hear it, that is, poet David Ho explained it during the 2014 World Cup match between Spain and Australia in Brazil.
At that time, Spain, the pre-tournament favorite to win the championship, was eliminated in the group stage. Before parting, He Wei gave Spain this message as a blessing:
Combined with this layer of information, we can look at that brand slogan used to save the world.
Although the original intention was that when it entered the second-hand market cycle, it could reshape people's consumer attitudes, save resources for the world, and bring about some new changes and outlooks.
But the brand personality projected in this statement is more or less like the sport of soccer, with its blood and youthfulness.
Also, if you notice what was done during this year's World Cup, the spread of middlebrow sensibilities goes far beyond such topical clips.
For example, while other brands' advertising content amplifies soccer-related elements, it amplifies a group of quality inspection workers at a real laboratory machine factory to highlight its official inspection;
After the game started, with the unwelcome outburst, some fans were very excited to smash TVs and cell phones. They took to their official Twitter account to show their willingness to support fans by launching a business to recycle TVs and cell phones;
Including in this short movie about the Chinese men's soccer team, it just shows, at the end, a brand logo and no other product information.
Putting these behaviors together, one can feel a sense of youthful intent.
Maybe it's an unsafe practice for established brands.
But for a young second-hand trading platform, the more distinctive such a brand character is in the future, the easier it will be to get noticed.
Just like you probably don't care about Chinese soccer, but you probably remember this app called Turn by now.
