快评丨网红局长为广东美食点赞:农产品推广得有“人物”加持
“我在香港,向大家推荐新疆优质农产品。快评”在2023年香港美食博览中国农业国家展团的丨网广东广展位前,新疆网红干部贺娇龙通过镜头向全世界推介中国优质农特产品。红局据了解,长为持目前贺娇龙担任新疆优质农产品产销服务中心主任一职。美食对于身份的点赞转变,她说,农产以前以文旅推广为主,品推现在则将重点放在了农产品的有加宣传与推介上。在香港期间,人物贺娇龙还受邀与广东省农业农村厅相关负责人共同为广东预制菜、快评新会陈皮、丨网广东广清远鸡等企业录制视频、红局点赞、长为持打call。
说起贺娇龙,网友们并不陌生。2020年11月,时任新疆昭苏县副县长的她身披红斗篷,飒爽策马,为当地旅游项目代言的短视频火遍全网,被广大粉丝们盛赞为“鲜衣怒马,雪地娇龙”,贺娇龙也因此收获了大量关注。截至目前,“贺局长说伊犁”抖音账号的粉丝量已突破500万,获赞量近3200万。而身份转变后,她在网络上的影响力依旧不减,更带来了实打实的收益——截至去年年底,贺娇龙带领团队共开展公益助农直播近450场,销售额1.96亿元,她也因此被评为“2022年度三农人物”。
众所周知,现在推广带货一般都会请自带流量的名人助阵。广东展团之所以邀请贺娇龙,显然也有同样的考虑在内。名人为何带货效果更好?这背后的原因究竟是什么?或许可以用格拉德维尔的《引爆点》中提到的流行三要素来解释。按照该理论,产品是否流行与三个要素有关,即个别人物法则、附着力法则和环境威力法则。简单来说,要有重要人物作为中心,要有能抓人的内容与特质,同时要有助推发酵的环境和氛围。而在这三者中,可以说人物的加持显得至关重要。
8月15日晚,展开中国行的NBA巨星哈登空降网红小杨哥直播间,观众在7秒内买下了16000瓶红酒,总价值高达几百万元,这便是一个典型“引暴力”案例。哈登是当之无愧的重要人物,在中国拥有庞大的粉丝群体,火箭情节的存在,哈登交易的动向,等等,这些都有附着力和社交货币的作用,而直播平台的推送规则,则进一步助推了这件事传播和发酵。三种因素齐聚,国内网友惊人的消费力、购买力让哈登当场惊呆也就在情理之中。
当然,需要看到的是,哈登在中国卖红酒这是一个天花板很高的案例,由于其在中国的超高人气,这里面有粉丝经济爱屋及乌的“放大效应”在里面,只要所售卖的产品品质在中等水准以上,一般都能激发出庞大的购买量。而在农特产品售卖的常态语境下,很难请到哈登这种等量级的人物带货,好产品、好品牌、好渠道的叠加就显得尤为关键了。某种程度上,也正因为对人物黏性不足,这就需要产品恒久的品质来说话。说到加持,它肯定必须基于一定的前提和条件。于农特产品的推介而言,如果脱离了品质这个基础,加持也就无从谈起了。
就事论事,广东在农特产品的宣传推广上作了大量探索与努力,在产品品质的把控、市场渠道的开拓上都卓有成效,农产品“12221”市场体系的建立,也给农民带去了实实在在的收益,让其获得感满满,亦成为贺娇龙等省外农业工作者学习的榜样。但不容否认的是,广东也存在一些不足的地方,比如就缺乏像贺娇龙一样的农特产品宣传推广大使:推介农特产品的省内网红不是没有,但少有能破圈出省、在全国形成影响力“个别人物”出现。为什么会这样?广东又该如何改变?这或许是值得相关部门花时间去解决的一道思考题。
【作者】墨攻
【来源】南方农村报
(责任编辑:产品中心)
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