Uncovering the secrets of Tyndall, more marketing jargon

Fashion trends change rapidly and consumers keep up with the latest trends. Brands need to have a keen insight into the market and innovate marketing by combining popular elements to capture consumers’ minds and achieve growth.

Consumers are becoming more and more knowledgeable about trends and fashion.

If you are involved in the marketing and advertising circles, you must be familiar with popular words such as Maillard, Gray, Dopamine, Mint Mambo, and Tyndall. Moreover, these words often appear on short video platforms and social media. These fresh words not only represent the dressing style, but also are the popular consumption indicators. Because of their freshness and fashion, they quickly gathered a large number of followers, making related topics and discussions rise, and becoming the traffic code of the brand.

1. The vitality of popular phenomena from the perspective of Tyndall wind

Take the recently popular Tyndall style for example, how popular is this quirky word?

According to Xiaohongshu, there are more than 200,000 notes about Tyndall and more than 60,000 products.

On Weibo, topics related to Tyndall have been on the hot search list many times this year, generating a lot of discussion. On TikTok, the number of views of the topic #丁妲穿来了exceeded 240 million , and the number of views of the topic #这是一个丁达穿搭exceeded 640 million .

Originally, the Tyndall effect is a physics term, which simply means the speed of light, such as the beam of light formed by the sun shining through the gaps between leaves. Tyndall style dressing refers to dressing with gradient colors, warm light, gentle and advanced, intoxicating, and bringing more vitality and hope to life, making the Tyndall effect fascinating. In addition, contemporary consumers have a need to please themselves, and they advocate freedom of dressing, making trying new things one of the consumption needs of contemporary consumers.

Although it did not become a huge hit, the influence of the Tyndall style is beyond imagination. It has radiated from the original field of clothing and dressing to many fields such as 3C digital, beauty and skin care, and architectural decoration, and has begun to appear in front of consumers in newer and more interesting ways.

It can be seen that the elements that consumers pay attention to are the marketing direction of the brand, and they also represent the emerging consumer market. If a brand follows the pace of users, it can accurately find the marketing direction, and form the brand's network sense and fashion in the long-term accumulation, thereby effectively enhancing the brand power.

2. Facing the popular trends in the market, how can brands seize this overwhelming wealth?

1. Use trends to respond to market changes

Different popular elements attract different consumer groups and represent consumer consumption trends. For brands, people who like different popular clothing styles and colors have different preferences, and the focus of marketing value is also different.

Maillard, Tyndall, Gray… On the surface, these buzzwords represent dressing jargon and new popular words. In fact, colors are strongly related to emotions, and different colors represent different emotions and moods of consumers. For example, Maillard, with brown as the main color, is not so bright, nor so warm, low-key and high-end; Tyndall cleverly integrates the changes of light and shadow into the design, which is simple and light; Gray is based on gray, which brings a rational, soothing and calm atmosphere.

These popular outfits have gradually spread from clothing to beauty, electronics, home decoration and other fields, dominating the younger consumer market. At the same time, every popular trend that comes out of nowhere attracts KOLs, fashion media, and brands to take advantage of the opportunity to cope with the ever-changing market, and can also exchange traffic for sales, thus catching up with the sky-high wealth of popular words.

Obviously, consumers with different personalities or in different scenarios have different elements of interest and consumption tendencies. The current popular "jargon" is naturally a direction that brands can take advantage of. Brands can use precise trend insights to create hot spots and trends in one stop to enhance product awareness and strengthen brand effects, so that the value of brand power can occupy a higher-dimensional industry position, forming a unique user mind and achieving a more long-term conversion.

2. Consumer choices shape new consumption patterns

With the rapid development of mobile Internet today, the consumption environment is full of uncertainty. Brands all want to tap into a kind of "long-term value" and make breakthroughs in user value and content value. One is to respond to market changes, and the other is to create long-term effects for the brand.

From the perspective of user value, consumers' sensitivity to fashion and hot topics affects the speed of change of hot topics on social platforms, and consumers' choices of hot and popular elements are also quietly shaping new consumption patterns.

After the popularity of outdoor activities such as cycling, WalkCity, Frisbee, and camping, sportswear and camping equipment have become popular consumer products; with the improvement of cultural confidence, the new Chinese style has spread to the whole world. Contemporary consumers are willing to actively embrace changes and experience new things. They are no longer satisfied with the basic functions of products, but have new demands for self-satisfaction and taste.

Consumers choose to gather together with "like-minded" people to share their life insights and new consumption experiences, which can also help build a more atmospheric user group for the brand, providing the brand with a natural scenario for communicating with users and making the interaction between the brand and consumers more friendly and lasting.

From the perspective of content value, new elements and new trends represent new marketing opportunities. Content based on user preferences is highly practical and interesting, and can produce a more obvious long-tail effect in long-term retention, thereby achieving a marketing path of traffic-sales-repeat purchases and helping to continuously consolidate brand awareness.

For example, after Tyndall became popular, content about Tyndall's outfits, Tyndall's weddings, Tyndall's photo shoots, Tyndall's makeup tutorials, etc. became important elements in brand content creation, attracting more attention and consumption.

3. Use self-pleasing consumption to create a sense of scarcity in consumption

The internal competition in the industry is an indisputable fact. For example, the types of lipstick products, in addition to the color itself, also have moisturizing properties, natural health of raw materials, water and sweat resistance, sun protection function, etc. The product functions are all precisely in place.

The brand has seized the trend of the self-pleasure economy, integrated it with popular elements, and spared no effort to innovate in product details to establish the core barriers of the product. It is also because of this that the product has the fulcrum of viral marketing and is more likely to help the brand establish mental differentiation.

For example, the current popular strange and eccentric colors, such as mint mambo, Tyndall wear, gray, dopamine colors, etc., have allowed brands to grasp the consumer psychology of "there is always a piece of clothing missing in your wardrobe", and take advantage of hot spots to create new scarcity and fashion trends, thereby promoting the rapid iteration of the market, and allowing popular marketing jargon to empower brands, making marketing more vital and influential.

Author: Mr. Bingfa

Source: WeChat public account "Marketing Art of War (ID: lanhaiyingxiao)"