Can brand promotion still involve spending money?

New brands are firmly rooted in the sub-segments of product categories, and are innovating and upgrading their market strategies and marketing methods. In recent years, marketing methods such as "national trend", "co-branding", "planting grass" and "flash" have emerged in an endless stream. When users are tired of the brand's usual marketing strategies, does the brand have any new marketing strategies?

Although there are innovative marketing methods in the segmented categories, the problem of new consumer brands being highly dependent on traffic marketing still exists among various domestic brands. Traffic brings temporary glory to the brand, but when the traffic dries up, can the brand still spend money on traffic?

Time-honored domestic brands have not remained unchanged in the face of the emergence of new and emerging brands. When time-honored domestic brands start to enter new consumption channels, the real internal competition has just begun.

1. How do time-honored brands take shortcuts? Creating a new national trend of consumption

For old brands, if they want to grasp the pulse of the new era, they must change their brand marketing strategies in line with the rhythm of the times. For example, Liby Group launched private domain live broadcasts of Chinese daily chemical products.

As the consumption level of Generation Z continues to rise, how to communicate with young people has become a crucial issue for time-honored brands to break through sales. Liby has a precise insight into the needs and preferences of young people, and uses popular traffic stars to plant the Liby brand concept into the hearts of young people. After the rise of live streaming, Liby accurately connected traffic through "people, goods and places" and built a live streaming matrix including brand daily live streaming, store live streaming, and headquarters live streaming.

(Image source: Internet)

Liby pays more attention to live streaming in private domains, bringing together the brand's own channel traffic and potential public domain traffic to drive private domain construction, and using the potential of live streaming and diversified scenarios to guide more users, trigger new user acquisition, conversion, retention and fission, and ultimately form a private domain closed loop. In June 2021, Liby also launched the "Fan Carnival" event, and the continuous distribution of "fan benefits" aroused the purchasing enthusiasm of many new and old users, deepened the connection between the brand and consumers, and upgraded the private domain live broadcast model again, opening up new territory for Liby to enter new consumer channels.

(Image source: Internet)

Old brands have unique advantages in creating national trends. National trends have long been recognized as the new consumption code. Products should not only create national trends in form, but also incorporate Chinese elements and sentiments.

The Forbidden City is undoubtedly the largest national IP, and countless time-honored brands are vying to cooperate with it to create a number of Forbidden City co-branded products.

Li Ning suddenly became popular again during a fashion show at the Paris Fashion Week. my country's products were recognized by the world's fashion halls, and the deep-seated sense of pride among the people was aroused.

The same is true for Erke. The national cohesion can make consumers excited and become the first choice for purchase.

In the eyes of young people, Chinese fashion is not only a label to show individuality but also a sentiment. If old brands want to overcome the aging crisis, they must make themselves younger, abandon the image of relying on their age, and use more flexible marketing methods such as fancy marketing, joint ventures, and opening pop-up stores to keep up with the pace of new consumption.

2. How do new brands and new businesses survive this winter?

Since 2018, new consumer brands have emerged from large categories, using unique differentiated features and functions to stand out in the track. Packaging, design, ingredients, etc. are developed around product highlights, and then the popularity is increased through the promotion of KOLs and KOCs on Xiaohongshu, and the endorsement of Internet celebrities and stars drives user purchases.

For example:

From the traditional oral care track, "Bingquan's chewing gum and toothpaste" emerged; from the traditional instant noodles track, "Ramen Says" appeared; from the traditional oatmeal track, "Wang Baobao Freeze-dried Cereal" appeared; and from the traditional bird's nest track, "Xiaoxiandun" appeared.