Rejuvenation of old brands: How do the "Weiwei" series of products win young users?

During the 2017 "Two Sessions", the government expressed its confidence in the future of China's economy by saying "from quantitative change to qualitative change", and many domestic and foreign media and analysis agencies are also optimistic that China's economy will turn out of the "L" shape. Why optimistic?

In China, with the rapid advancement of mobility, e-commerce and big data , more and more companies are achieving self-transcendence and completing transformation. Among them, this change is particularly obvious in the most representative fast-moving consumer goods industry. On the one hand, it is to accelerate the "electrification" of new models and new ecology to seize the emerging consumer market; on the other hand, it is to target the consumer upgrade perception group, mainly young people, and maximize products, services, marketing and interaction.

VV Soy Milk , once a “godfather-level” enterprise that single-handedly created the Chinese soy milk market, is now becoming a “model-level” enterprise that has successfully upgraded and transformed in the fast-moving consumer goods sector.

On March 20, Vivi officially announced its "entry into the plant protein beverage" market at the Chengdu Spring Food and Drinks Fair. Many media used keywords such as "return", "second entrepreneurship ", and "return of the king" to describe Vivi's changes this time. In addition to breakthroughs in products and services, this time, Weiwei has done a lot of "homework" targeting the mainstream young groups in the context of consumption upgrading.

Data source: Center for Marketing and Media Research, Peking University

1. Communication language is becoming younger

Compared with traditional standard and stereotyped product copywriting , the "Dou" series of canned beverages launched by Vivi use popular fresh buzzwords such as "Bee, Magic Dou, and Funny" as bottle copywriting. On the one hand, it is more in line with the emotional preferences of young people, and on the other hand, it also conveys Vivi's new happy and healthy cultural concept.

Weiwei's "Dou" series of beverages uses "Dou is to be happy" as its core slogan, and innovatively extends it to include interesting theme copy such as "Dou is to be gold, Dou is to pamper you, Dou is to tease you..." On the official Weibo and WeChat , "Wei Xiaodou" and "Weiwei Doudou Le" have transformed into funny joke tellers, firmly grasping the language style of young people, and using hot spots, explosive points and sensitive points to convey the funny language of Vivi Plant Protein Drink.

2. Product packaging is younger

From childhood, youth to middle age, VV Soy Milk has accompanied the growth of several generations. As a new member of the Weiwei family, the "Dou" series of products can be said to have completely overturned the traditional impression of Weiwei: the main packaging page composed of cartoon images, simple but not monotonous color matching, and sufficiently unique personalized expressions... While keenly capturing the preferences of young people, each funny image simply "breaks through the second dimension."

3. Younger channels

Younger products require channels that are closer to younger people. In order to make new products more closely aligned with users’ real consumption scenarios, Weiwei changed its traditional distribution model and extended its reach to schools, cinemas , bakeries, Internet cafes and other places that cater to mainstream young people.

Moreover, in order to meet the consumption habits of online shoppers, VV Plant Protein Beverage has teamed up with mainstream channels and platforms such as catering, supermarkets, and e-commerce (Yidian, JD.com , and Tmall ) to achieve full coverage of consumption scenarios.

4. Marketing towards youth

In recent years, with the "explosion" of information channels, the new generation of young consumer groups has become more and more rational. For many companies and brands, marketing has become an important means for them to influence consumer choices.

Since 2017, VV Plant Protein Beverage has proactively changed its “old routine” of focusing on offline marketing and started to try “new ways” such as online and offline integrated marketing and cross-border interaction. The “One-click VV” in January, the upcoming “Funny is Gold” in April, the “Border Trip” in June, and the “Phoenix TV Miss Universe Pageant” in August...

These activities will not only integrate into social platforms with high user activity such as Weibo and WeChat, but will also include portals, vertical platforms, and self-media platforms . Coupled with the currently popular interesting modes such as celebrity live broadcasts and online activities, it can be said that they have achieved full coverage of the mainstream young population.

As China's economy enters an era of consumption upgrading, people born in the 1990s and even the 2000s are rapidly becoming the mainstream consumers of beverages. For the entire plant protein beverage market, whoever grasps the "pain points" of this group of people will own the future.

Of course, as a new entrant, Weiwei also faces considerable challenges.

1. The “entry war” of consumption scenarios among peer brands

The "entrance" mentioned here is not the " traffic entrance" commonly used on the Internet, but the one that seizes the user's mouth!

When users consume fast-moving consumer goods, the products they choose in the same consumption scenario and at the same time are limited, so the "entry war" becomes an important target for beverage competition. Whoever can get their own beverage into the user's mouth and occupy it for a long time will be successful.

Therefore, the hot pot scene gave birth to herbal tea for those who are afraid of getting angry, and the sports scene gave birth to functional drinks. Which scenario does VV plant protein beverage want to occupy? Why do users choose Weiwei as their first “entrance”?

Judging from the youthful image promoted by VV Plant Protein Drinks and the capture of the campus market , sufficient preparations have been made to cater to young people’s emotions, interests, relationships, etc. However, in the process of interpreting the products, explaining the concepts, and continuously communicating with users, young users must be made to clearly understand the reason for their quick decision when buying a bottle of XX walnut milk and VV Plant Protein Drink in the supermarket. Is it because one is more nutritious, natural, and healthier than the other? Or is it because your brand is more interesting and the products are just as nutritious? Such challenges are the top priority for Weivi to quickly capture young users in the future!

What are the similar brands of VV plant protein beverages?

1. Same industry and same category: brands in the plant protein beverage category of the same beverage industry, but focusing on products with different raw materials, such as Lulu Almond Milk, Six Walnuts Walnut Milk, Coco Tree Coconut Juice, etc.
2. Same industry but different categories: They belong to the same beverage industry, but are different categories of plant protein beverage brands, such as herbal tea - Wanglaoji, cola - Coca-Cola , functional beverage - Red Bull;
3. Same industry, same category, same raw materials: This type of product is basically a beverage developed from soybeans, such as soy milk, which is also a type of plant protein beverage. For example, Doudouchu soy milk.

2. The “time war” of consumption scenarios for non-competing brands

In recent years, more and more companies have begun to realize that what they really need to seize is the user's consumption time. Everyone has a fixed amount of time every day. What products are used and what things are done at what time. Along with life, work, entertainment and other scenarios, many consumption scenarios are generated, such as the takeaway consumption scenario of "life + consumption" and the cinema consumption scenario of "entertainment + consumption"...

Among non-comparable brands, fast-moving consumer goods companies must realize that their competitors are no longer just brands of the same type. For example, if Vivi is only defined as a competitor of brands that make plant protein beverages, such a consumer market is still too small. The main reason is that current user consumption habits and scenarios are too fragmented. Several trends have become the source of challenges:

1. User consumption habits: For example, many coffee brands such as Starbucks are changing the consumption habits of white-collar workers. Coupled with customer relationship management and point upgrade mechanisms such as the Starbucks Rewards Card, when users want to drink something, they will subconsciously choose this brand.
2. The boundaries of corporate services are expanding: for example, when we go to McDonald's, its "McCafé" has become a product chosen by many consumers for breakfast and daily life. There are also various cross-border combinations in some offline consumption scenarios, such as the combination of clothing and beverage stores, book bars and beverage stores. New retail models like HEMA Fresh are even more popular among consumers. Retail products + water bars, restaurant bars, etc. have changed the consumption habits of young people.

On the one hand, we are faced with the challenges of “entry war” and “time war” in the same and non-same industry consumption scenarios. On the other hand, we also have great opportunities in facing the new generation of young consumer groups in the consumption upgrade and economic growth. We can express the consumers’ own values. The values ​​of product packaging and communication are the individual expression of the young users’ “I”, which will produce a community effect and form the concept that this brand is “mine” and “ours”!

The youth-oriented strategy of VV plant protein beverage is a good attempt, but since it has just entered the market, there are a few points worth noting:

(1) The product lacks a sense of involvement

The currently selected “funny” series of words are placed on the packaging, but the various words lack a sense of participation. How to achieve user participation?

• Suggested gameplay 1 - collect and interact on social platforms: collect users' words, experiences, and stories about "funny" through official Weibo and WeChat, and then vote. During this period, interact with celebrities and joke makers, and the effect will also be good;
• Suggested gameplay 2 - solicitation and customization on e-commerce platforms: cooperate with e-commerce channels, such as establishing in-depth cooperation through mainstream platforms such as JD.com and Tmall, set up a solicitation and customization page, and invite users to customize their own box of exclusive drinks. You can write a lot of interesting and funny words, which will make you happy and sell goods;
• Recommended gameplay 3 - Big data mining voting: Through data mining, filter out the keywords that users like in a certain period, and launch voting on self-media .

Gameplay reference: Coca-Cola nickname bottle, lyrics bottle

(2) Enlarging the value of the matrix

As a brand targeting young people, the company's self-media matrix should not only be established, but also have its own style and characteristics, and different platforms should echo each other. Currently, Weiwei has established an official Weibo account "Weiweiwei Xiaodou", an official WeChat subscription account "Weixiaodou", and a service account "Weiweidoudoule" for this new plant protein beverage. As it is still in the early stages of construction and operation , fan interaction and growth need to be improved. It is best to determine a unified tone in style and form a mature branded column, which will facilitate multi-platform interaction and form marketing conversion .

In terms of multi-platform interaction, the gameplay of "Forbidden City Taobao " is worth learning from. Its main sales base is Taobao, its Weibo focuses on user interaction, and WeChat is for product placement. The overall style is that of a cute, talented joke teller.

(3) Promote brand IP

It is too early to talk about IPization at present. The cartoon image and personalized information transmission of VV plant protein beverage’s new products have just begun. The strong penetration of a brand IP image into users will bring immeasurable added value. If you want to create an IP image and derivatives, the initial image must be cute and interesting enough, and the name of the image must also win the hearts of users. Since Weiwei chose the word "dou" as the cultural core of its new product and launched a funny and humorous "virtual spokesperson" cartoon image, the "ambition" of IPization is sufficient. It is foreseeable what this funny "Wei Xiaodou" will become in the near future? Doll? cartoon? Big Movies...

Currently, Three Squirrels in the domestic dried fruit industry is on the road to IPization. For example, the three cute squirrels have always been on the packaging bags and used in various promotions. At the same time, it is also the main image in its own media, e-commerce customer service and offline scenes. It has opened offline stores and launched cartoons. This is a good exploration.

The rejuvenation of an old brand is not just about designing a new image or making a cartoon character to make it look younger. It is also not about using a few buzzwords to make users buy into it. The key lies in the consistency of the brand’s values ​​with those of the users.

This kind of recognition requires brands to spend time and effort to manage. All products are media, and all channels are communities. After Weiwei releases new products, the above is a reflection on the rejuvenation of traditional fast-moving consumer goods companies. It is also a suggestion for brands to communicate with young users. The consumption data of fast-moving consumer goods and social data can be connected to further tap into the value of the data and provide support for companies in content creation and brand marketing .

In the foreseeable future, I will meet the brand I love!

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @魏家东 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map