2021 New Consumer Brand Digitalization Report

China has become the world's second largest consumer country. The huge endogenous consumer power has brought huge space for new consumer brands. In this process, digitalization is a powerful booster. Whether it is building public domain voice, mental influence, or building private domain operations with digital tools, improving efficiency, and promoting consumer conversion, it is crucial for the development of new consumer brands. Taking Xiaomi, a "private domain big player", as an example, its "Mi Fans" effect is strong, with private domain users reaching 133 million.

This comparison also clearly shows the problems currently faced by the digital construction of brands in the consumer industry: the performance of various industries and players within the industry is uneven, and consumers' recognition of various industries is highly concentrated in the top brands. This has also led to low overall awareness of many industries and uneven results. For example, in terms of cognitive performance, the top brands in the beauty industry are all foreign brands. In terms of consumer conversion performance, especially in the live broadcast e-commerce battlefield, it is mainly small and medium-sized brands that dominate...

How to play it specifically? Why not read the report? .

01. Brands gain content audiences and private domain users through public domain marketing and private domain operations

1. The digital transformation of consumer brands mainly relies on two paths: public domain marketing on content platforms and proprietary traffic operations on private channels, thereby forming two user groups: brand content audiences and private domain users.

2. Food and beverage brands have high-frequency consumption characteristics and a rich product system, covering more than 1 billion content audiences; beauty brands have strong content marketing efforts and the content audience is second.

3. Among the secondary categories, skin care products and instant food have the largest audience, and among home appliances, only personal care appliances can attract the most audience

4. Skin care brands have stronger marketing efforts. Although they are mentioned less frequently than instant food brands, they have better interaction effects. Instant food brands are generally well-known, and most of the brand content is uploaded by users themselves.

5. Among the brands that users pay attention to, tea brands are the most popular among the people. Heytea, Mixue Ice City, and Nayuki Tea are all on the list. The time-honored brand Pien Tze Huang has also regained vitality on the content platform.

6. In the private domain, the beauty industry has surpassed food and beverages to become the industry that can best attract users. Beauty brands pay more attention to the private domain sedimentation of users after purchasing products to achieve secondary operation of private domain traffic.

7. Snack brands use mini programs to develop private domain operations. Skin care and cosmetics categories still maintain advantages in private domain operations due to strong user stickiness. Multiple categories of home appliances use the advantages of e-commerce and offline channels to gather private domain users.

8. In the skin care and cosmetics categories, the proportion of audiences coming from content exceeds 30%, and the retention rate of private domain users in the next month is close to 50%. The connection between the public domain and the private domain is close. In the snack food category, the proportion of public domain users is small, and the retention rate is low.

9. Xiaomi's private domain user scale exceeds 100 million, and the "Mi Fans" are very powerful. Others are beauty and food brands

02. Consumer brands are deeply involved in the digital field, and the digital development stages show differences

1. Brands communicate with users through four levels: cognition, mind, consumption, and private domain. Digital evaluation and measurement can be used in each link to improve and optimize brand performance.

2. The digital development stages of consumer brands vary. Based on the characteristics of the industry, consumer brands gradually form development preferences in different digital dimensions.

3. At the cognitive level, maternal and infant brands need to maintain continuous exposure to accurately reach users, and the industry average voice performance is the highest

4. At the mental level, all consumer industries show a head brand effect, and consumers' recognition of each industry is highly concentrated on the head brands in the industry, resulting in a generally low performance of the industry's overall mental influence index.

5. At the consumer level, maternal and infant brands pay more attention to the layout of online consumption, and promote brand sales conversion through online e-commerce operations and live streaming.

6. In the field of private domain operations, all industries performed well. The maternal and infant industry had the best overall operation effect because it needed to target precise mothers and children.

03. Popular brands in various industries have laid out their areas of expertise and have demonstrated good results in digital operations.

1. In terms of cognitive performance, all the top brands in the beauty industry are foreign brands, while the home appliance and maternal and infant industries are mostly veteran brands. The internet celebrity brand Li Ziqi has entered the top five of the food list

2. Xiaomi has many home appliance product lines. By cooperating with KOLs in science and technology and food, it attracts users' attention through product reviews and product introductions, thus building brand awareness.

3. In terms of mental influence, Lego and Haidilao, the leading brands in the maternal and infant and food industries, have a profound impact on users. Chinese beauty brands Perfect Diary, Collage, and Runbaiyan are among the top five

4. Perfect Diary continues to output high-quality content and communicate with users on short video platforms such as Kuaishou and Douyin, and impresses users through topic marketing such as IP co-branding and holiday gifts, occupying the minds of users.

5. At the consumer level, live streaming e-commerce has brought opportunities for small and medium-sized brands to develop. Small brands in various industries have achieved high conversion efficiency through low-priced products and large-scale listings.

6. Morinaga invited celebrities and mother and baby bloggers to conduct Taobao live broadcasts to introduce parent-child food and show the health and safety advantages of food, thereby promoting high sales performance

7. In terms of private domain operation performance, all industries are head brands. Big brands continue to focus on private domain channels, aggregate users, and build brand moats

8. KFC focuses on retail packaged food and promotes products and operates users based on its own private channels. It continues to maintain user brand stickiness through ordering services, membership activities, and coupon distribution.

Author: QuestMobile

Source: QuestMobile