Top 10 keywords for breaking through brand traffic in 2021!

As the consumption environment evolves, how can new brands be promoted to achieve both traffic and sales?

In the new social scenario, how can old brands capture the “fleeting” attention of young people?

When advertising starts to fail, what kind of marketing methods should you look for to achieve conversions?

The consumer market is undergoing an unprecedented iterative innovation. We have seen the power of the new generation of consumers, but we have also seen more confusion among brand owners or corporate marketers in transition.

Face up to problems and challenges. Today, we share a brand new report.

This 5,000-word article contains 10 forward-looking marketing keywords, hoping to provide some inspiration for corporate marketers who are at a loss.

Keyword 1: Small and beautiful

In September 2020, Tmall stated at a new brand launch conference that "the next 10 years will be the 10 years of creating new brands on the Internet."

Tmall predicts that in the next three years, there will be 1,000 new brands on Tmall with annual sales exceeding 100 million yuan.

This means that the Internet is still in its infancy and there are still endless opportunities for new brands.

Live e-commerce is booming, short video promotion has become the norm, social marketing has taken over, the concept of digital marketing has become clearer, and more ways to play with private domain traffic have been presented; a large number of new brands have emerged and exploded... In short, new groups, new marketing, new demands, and new brands are reshaping the consumer market.

With the help of the Internet, new niche brands such as Xiaohongshu, Zhong Xuegao, Taoyuan Military Village, Yuanqi Forest, and Sandunban Coffee, which focus on segmented, professional, and special fields, are rapidly gaining popularity with their marketing positioning of "Small is okay, as long as it's beautiful." This is what we call "small and beautiful".

For example, the Taiwanese brand "Taoyuan Military Village", which claims to be the "Hermes" of breakfast, is positioned as a breakfast shop "suitable for posting on WeChat Moments". The freehand and retro store design, the pleasing food, and the exquisite and delicate plating all demonstrate taste and style. It once became an Internet celebrity check-in brand and achieved high sharing and high conversion.

Genki Forest, which is currently very popular, uses "sugar-free expert" as its brand proposition. Through its unique positioning, it quickly stands out from beverages marked with sugary ingredients, gains attention, and attracts a large number of female fans who are afraid of gaining weight.

And Santonban Coffee, which pioneered the "drinking coffee with cold water" market segment, solved the pain point of user scenario limitations with its "3-second instant" selling point.

Keyword 2: Personalization

Brand personification is an effective strategy to enrich brand image and increase brand vitality. The more prominent the personalized image, the deeper the impression on the audience.

How to maximize brand personalization?

We need to find a spokesperson (commonly known as brand IP) that fits the brand’s value proposition. This brand IP can be a mascot, an internet celebrity, or the entrepreneur himself. Often, entrepreneurs serving as brand IP spokespersons are more able to create topics and attention for the brand.

The epidemic has accelerated the flywheel effect of Chinese brands. Entrepreneurs such as Luo Yonghao, Dong Mingzhu, and Liang Jianzhang have joined live streaming, seized the IP track, harvested large waves of traffic and made a fortune.

On January 10, 2021, Luo Yonghao tried out a 12-hour live broadcast for the first time, achieving an excellent sales result of 200 million yuan. This shows us that 2021 is still the home field for live streaming sales. As a typical example of someone who sells his art to pay off debts, Luo Yonghao remains popular as an internet celebrity.

On March 31, Gree's Dong Mingzhu appeared in Wuhan and started the first live broadcast tour of the year, and ushered in a "good start" for live broadcast in 2021 with a record of 1.14 billion yuan.

Liang Jianzhang, the scholar-entrepreneur of Ctrip, even promoted the brand as a "travel player". In every live broadcast, Liang Jianzhang not only wears clothing that reflects the local culture, becoming a walking IP, but the live broadcast content is also very memorable and interesting, attracting the attention of a large number of users.

This differentiated approach not only creates a sense of freshness, but also has strong emotional implications, making the audience naturally become a powerful tool for brand communication.

Data shows that over a period of more than four months, the cumulative number of viewers in Ctrip’s live broadcast room exceeded 60 million. The speed of Ctrip’s live broadcast sales once reached: 8 sets sold in 1 second, and the repurchase rate of loyal fans was 60%.

The reason why Liang Jianzhang and other entrepreneurs have become popular on the Internet reflects that in the era of personalized consumption, corporate IP with a distinctive image can better attract and impress users, thereby influencing their purchasing decisions.

Keyword 3: Generation Z

The rise of Generation Z has prompted the formation of a new social field that is different from traditional social platforms. Compared with traditional social networking, young people of Generation Z prefer social platforms that allow them to express their true feelings, such as Soul, which "creates a social metaverse for young people."

According to the "Double 11 Investment Guide" released by Alibaba Mama, the "Generation Z" accounts for nearly 30% of the consumption share, and the consumption growth rate exceeds 400%. It has promoted the development of internet celebrity economy, fan economy and two-dimensional economy.

Generation Z refers to the post-95s young people born between 1995 and 2009 who grew up with the Internet. According to incomplete statistics, there are approximately 260 million people.

Personalized consumption has become their mainstream preference. In order to adapt to the marketing trend of Generation Z, many brands try to communicate with them through interesting and fun social methods.

Soul—Young People’s Social Party

Lilang was the first to break out of the circle and become a new consumer brand for Generation Z. In order to attract the attention of a new wave of young people, Lilang, based on the social context and atmosphere of Generation Z, condensed its brand positioning into an inspiring slogan: The world and I are a good match. This statement resonated with and was recognized by the ambitious and distinctive Generation Z.

At the same time, Lilang replaced its long-time spokesperson Chen Daoming with the talk show host Li Dan, whose popularity is rising rapidly, and the writer, director and racing driver Han Han as spokespersons.

With the help of these two representatives of the current new culture, we will tell the new brand connotation of "innovation and exploration" of Lilang and ignite the interaction and consumption enthusiasm of Generation Z.

From the upgrade from "business casual" to "new business", whether it is the slogan positioning or the spokesperson, products, and vision, they all fit the temperament of Generation Z. Such a Lilang can easily get the ticket to the hearts of Generation Z.

Keyword 4: Amateur KOC

With the rise of social media, the way brands communicate with users has changed dramatically, and brands are paying more and more attention to "returning to people themselves." Whether it is a big brand or a small brand, reducing the cost of collecting sales leads through methods and channels is undoubtedly the best choice.

Celebrity endorsement is no longer the most applicable marketing method. Amateur marketing has emerged in line with the trend of the times and has risen rapidly at lightning speed, harvesting a huge amount of traffic.

For example, Ding Zhen became popular on the Internet with his wild and innocent beauty, and has long been at the top of the hot search list.

Coincidentally, Ma Baoguo used the popular words that fit young people's social interaction, "鼠子尾汁, young people have no martial ethics", which set off a wave across the Internet.

Yi Lijing, who "asks the most difficult questions in the most plain tone", has become an Internet celebrity for his unique and controversial way of asking questions and has become a personalized brand spokesperson.

Li Xueqin has become a hot topic on the Internet with her unique talk show style and has gained wave after wave of fans.

Amateur Yi Lijing

Why are amateurs so popular with the public?

● Amateur people are born with the genes of the general public, are very friendly, and can quickly narrow the distance between themselves and users.

● Amateurs can best represent the most authentic voices. Users can easily see their own shadows in them, which gives them a strong sense of immersion and can easily trigger emotional resonance in users.

● Amateur IP means traffic, and traffic means commercial value.

More and more amateurs are becoming bridges between brands and users, helping brands build user trust and reputation, and influencing users' purchasing decisions.

Keyword 5: Platform IP

The "platform IP" gameplay has been widely used in recent years.

For example, media e-commerce platforms such as JD.com, Tmall, Douyin, and NetEase have successively launched distinctive IPs to increase brand recognition. It is worth mentioning that Tmall IP is iterated every year, and it always attracts attention with its unconventional visual symbols.

The series of posters you see now are the warm-up advertisements launched by Tmall on the eve of Double 11. The "Cat Head" IP is like a visual hammer "parading through the streets", constantly reminding and reinforcing the attributes of the e-commerce platform.

Keyword 6: National trend fever

The outline of the 14th Five-Year Plan proposes that "we should launch a Chinese brand creation campaign, protect and develop time-honored Chinese brands, enhance the influence and competitiveness of our own brands, and take the lead in cultivating a group of high-end brands in the consumer goods field."

The popularity of the "domestic product trend" continues to rise, and time-honored brands are beginning to regain vitality. Brands such as Li Ning, Bosideng, Fenghua Sandalwood Soap, Shanghai Medicinal Soap, Huili, and Feiyue sneakers have begun to take the "Internet +" express train to return to the public eye, forming a new "national tide" trend.

Jiang Nanchun, founder of Focus Media, believes that the rise of national trends is not only an exploration and development of Chinese people's needs, but more importantly a resonance with the mother culture.

From domestic products to national trends, the return of consumers to Chinese aesthetics is a powerful demonstration of cultural confidence.

The arrival of the national trend is the best opportunity for time-honored enterprises to seize the consumption upgrade of China's 500 million urban middle-class people.

Familiar domestic brands with cultural heritage, such as Forever, Anta, Huili, Li Ning, Liushen, Pechoin, White Rabbit, Want Want, Rio, and Lelecha, have all used this marketing method.

Tmall is a representative national trend alliance IP. It excels in collaborating with many domestic brands and releasing posters with a consistent retro flavor, which not only conveys the unique national trend visual creativity, but also triggers the audience's retro feelings.

Cocktail Rio also led this retro trend. It even chose to cooperate with Hero Ink and Liushen Floral Water to achieve cross-border marketing. This move will leverage the power of social networks to reach more circles.

In addition, domestic cosmetics brands have also taken advantage of this "national trend". "Oriental aesthetics" and "Chinese style" have become the aesthetic trends and selling points of domestic cosmetics. One of the best among them is Hua Xizi, a cosmetics brand that positions itself as "Oriental cosmetics, using flowers to nourish makeup".

The national tide trend is gaining momentum, and the cross-border "clothing, food, cosmetics and daily necessities" and the clever use of the national tide effect can basically achieve a marketing effect of "1+1>2".

Keyword 7: New Cultural Creativity

With the cross-border collaboration between the Forbidden City and the Dunhuang Museum and brands, they have entered the general public's field of vision with a new, younger and more commercial image, which not only refreshes people's understanding of the cultural industry, but also heralds the rise of cultural IP.

The "If National Treasures Could Talk" series of cultural IP posters set a good example for everyone: the fusion of pop and tradition brings about a wonderful chemical reaction, making the entire marketing more topical and spreadable.

Huawei and OPPO took advantage of the cultural and creative trend and released a set of posters. Relying on its deeply rooted cultural IP and unique visual symbols, it has established a more diverse and three-dimensional brand image, forming a driving force for user dissemination and forwarding.

The currently popular Cha Yan Yue Se adopts the design style of traditional Chinese culture in its product packaging, store decoration, and various cultural and creative peripherals such as tea cups and canvas bags. Even the famous Chinese classical paintings quoted on the cups are copyrighted by the Palace Museum, and consumers are affectionately called "xiaozhu". It can be said that he has mastered the application of traditional Chinese culture to perfection.

Keyword 8: Art Flash

As cognition improves, people pay more and more attention to the richness of the spiritual world.

Various new ways of playing, such as art pop-up stores and brand experience halls, have emerged with the new era.

How to implement art flash marketing?

It is necessary to follow the rule of "art downward, brand upward", combine the two, integrate a unique artistic visual language into the brand by building museums and holding exhibitions, and create a unique visual feast for the audience. This marketing method is more suitable for mid- to high-end brands with artistic temperament.

Successful examples of art flash mobs include: LV, Chanel, and Fotile. They closely follow the rules of cross-border art, are based on aesthetics, and successfully break down the barriers between art and brands, creating an additional emotional bond between brands and users.

Keyword 9: Short-chain marketing

The purpose of building a marketing chain is to actively guide consumer purchasing behavior and monetize traffic.

But if it backfires, it will hinder the closed loop of traffic and affect brand choice. Then, we can only increase the traffic conversion rate by shortening the "marketing link".

To shorten the marketing chain, to put it simply and crudely, means abandoning the low-cost, highly interactive, and time-consuming content marketing "front link". Focus on adding fans, direct purchase, store visits, registration, etc., which are closer to the "back-end link" of commodity trading behavior.

At present, if companies want to shorten the "marketing chain", what they need to do is to seize the e-commerce track and enter platforms such as Douyin, WeChat, and Kuaishou that can quickly monetize. Using scenes as a medium, integrating the marketing system, we build a marketing chain of "what you think is what you see, what you see is what you buy, what you buy is what you get, and what you get is what you like".

Keyword 10: 5G video

From short videos of tens of seconds to documentaries of tens of minutes, in order to convey more brand content to the audience intuitively, many companies have shifted the focus of their brand promotion to videos.

Especially with the help and support of 5G, the smooth viewing experience of the video has accelerated the advancement of the brand documentary.

Whether it is super short or super long, as long as it is a video, it will always attract more attention. In the documentary, the real images full of realistic grain weaken the rigidity of the advertisement, allowing the audience to immerse themselves in it without any precautions. It has a strong emotional impact and appeal, and can easily trigger and mobilize users' emotions.

Moreover, this kind of marketing method that is subtle and silent has a strong ability to spread and penetrate the brand, which can prompt users to have a deeper understanding and recognition of the brand and make it easier to connect with users.

For example, the Vlog-style documentary "Secrets of the Amazon" co-produced by Nature Home and Ergeng is a 15-minute "wood-hunting journey" that brings together 40 hours of uninterrupted shooting footage. From the perspective of a narrator of the journey story, it presents the selection of materials, air-drying, soaking, cleaning, sorting, steaming, photosynthesis, drying and other links to the audience, attracting viewers to find out more while more intuitively conveying the brand concept of "living with the forest" to the audience.

The "divided" IKEA not only sells goods, but is also good at using the home products it sells as case studies. Therefore, creative short videos have become the main vehicle for promoting their brands and new products.

This 29-second video titled "Let Vitality Jump into Your New Home" uses the entertaining method of kicking keys to give your home a new lease of life. There is no script except for "Aiya", but it cleverly and interestingly allows the audience to feel IKEA's vibrant and new lifestyle and concepts.

Videos can touch upon the highs and pain points in people’s lives through plots that fit the scene, and establish emotional resonance with people. Video content has become increasingly common.

Of course, if you want to stand out in the vast sea of ​​videos and spread your content effectively, you must develop your own personalized language.

The above is the logic of future brand marketing that I would like to explore with you.

Do you know these ten key words strategies?

Small and beautiful, personalized, young,

Amateur KOC, platform IP,

National trend, new cultural creation, art flash,

Short-chain marketing, 5G video

In the new consumption era, the widely advertised sales method has gradually become ineffective. When users purchase products, they are no longer satisfied with the simple product experience level, they pay more attention to emotional and spiritual resonance. In the future, in addition to improving product experience, brands will need to create unique value propositions and cultural connotations to guide and provide users with a new lifestyle.

Author: Creative Crazy

Source: Creative Crazy (ID: lejianfengidea)