New consumer brand marketing strategy layout!

The emergence of the new consumption wave has led to the birth and development of many new consumer brands. If new consumer brands want to gain consumer favor and increase user retention, in addition to the layout of marketing strategies, they also need to consider many aspects such as the brand’s internal organizational structure and product user experience.

There is a very popular joke about the rise of new consumer brands in the circle of friends these days:

I guess the inner thoughts of thousands of startup bosses at this moment are: Sorry to bother you.

Undoubtedly, China's powerful supply chain, coupled with the population dividend, category dividend and traffic dividend, have reduced the difficulty of creating a new brand.

But can a brand be built solely through social media promotion? After studying more than 100 new consumer brands in recent years, I would like to share some of my thoughts and insights with you.

01

For every new consumer brand, don’t worry about how high it is or how big it is now, but focus on what it has done from 0 to 1. You will find that the characteristics of these brands are that they have pioneered a new business model, or they have disruptively created a new product, and they have also developed devilish evolutionary capabilities. When many people are still working diligently, they have risen against the trend as dark horses and shocked the audience.

02

New media + new channels + new products = new brand. Although they all emphasize newness, consumption cannot be separated from the essence: product, price, and experience. Therefore, we must not repeat the mistakes of the Internet bubble, where we only focused on newness and speed, but ignored the essence (product), and ended up with a mess.

03

In the consumption created by the Internet, there is no such thing as "upgrade" or "reduction". What really happens is "grading" and "division". The market is voting with its feet, and an obvious trend is that entrepreneurs and capital prefer brands that can enter the market from a niche category and have sufficient differentiation to support or even independently create new category opportunities.

04

Aesthetic thinking is reconstructing traffic growth and even the entire business logic. In particular, cross-border collaborations and innovations in various product packaging have been extremely popular in the past two years, and in essence they are all about playing the "visual aesthetics" game.

05

The founder’s taste for product aesthetics is the first step to the success of a new consumer brand. Every entrepreneur should be half designer and half artist. He or she must understand aesthetics and be willing to spend money on design. Without this mentality, it is impossible to run a good business.

06

Innovation is not about changing flavors or packaging, which don’t make much sense. Real innovation is to create new value, new environment, new scenarios and new habits.

07

Products with good quality and strength, coupled with good looks, are the icing on the cake; products with poor quality and strength can be forgiven in the face of good looks; but for products with poor looks, the chances of being seen and recognized are almost zero.

08

New consumer product brands that are favored and followed by consumers must be the ones closest to the users. Being close to consumers means not only being “close” in terms of channels, but also being “close” psychologically and “winning” their hearts.

09

Today, consumers are no longer buying a basic product. What they are buying is the IP, appearance, style and experience that make them feel good. It is an all-round perception. It’s not that what you give me is good, but that what you give me meets my psychological expectations.

10

We should pay attention to the added value brought by the products. It is not limited to being easy to use. In the current dimension, it also needs to include being fun, good-looking and having value.

11

A major feature of emerging consumer brands is that they have a short history and relatively low brand potential. If you want to win a ticket to the new consumption wave, putting aside the so-called conditions such as corporate strength and scale, "content marketing" is the fairest entry point. It can achieve great results with small efforts and bring in very high instantaneous traffic.

12

Returning to the current situation of the Chinese market, focusing on cultural innovation, from the rise of "national tide" and "national style" in 2018, it can be seen that in order to win Chinese consumers, it is crucial to tell a good "Chinese story".

13

The enterprise of the future should be a media company. It is necessary to drive users through content and establish an emotional and warm connection with users. It is necessary to have planning genes to form a corporate user community through valuable and high-frequency activities and interactions. This will allow users to help you spread and build your brand.

14

In the new media era, content that catches the attention of young people is more effective: interesting, quickly updated, personalized, and good-looking.

15

A brand should be like a person, have emotions, and have personality to show itself , rather than a living brand standing there coldly. There must be an emotional connection so that your users will trust you and fall in love with your brand.

16

We need to gradually form content IP. Don't always think about pursuing new things, hammering here and there. As the saying goes, ten birds in the forest are not as good as one bird in the hand. Accumulating brand content into IP can make the brand form a clear memory point in the minds of users, and even drive brand sales and development. For example, Tmall Double 11, Taobao Maker Festival, Pepsi-Cola Brings Fun Home...are all unique IPs formed through the brand's long-term content accumulation.

17

Traffic can make a brand popular temporarily, but to maintain long-term popularity it requires the accumulation of time and strength. Using products to build brand power is the barrier for internet celebrity brands to escape the curse of short life in the later stages.

Taking China Li Ning as an example, I have always believed that China Li Ning’s ability to rise from the ashes and become the representative of the new “national trend” is not a victory for the brand, but a victory for the product. "Enlightenment", "Rekindle", "Fierce Horse", "Travel"... these are the soul of Li Ning products and the reason why Li Ning has become popular.

18

Before the market is saturated, brands that enter the market can fight for channels, prices, and traffic to carve out a path, but the temporary traffic can only be a mirage under speculation. What kind of experience you can bring to consumers will determine how far you can go in the future.

19

Don't think about achieving success overnight. It's important for founders to stay sober. Traffic will become increasingly scarce, brands will become increasingly fragile, and methods will be rapidly iterated, but the underlying principles will not change . It will be easier to remain invincible if you maintain your original intention and awe.

20

What can truly penetrate into consumers’ minds and occupy permanent mental resources is definitely not a product differentiation benefit point, but a moving value. The benefits of a product will only make people like it temporarily, but they will not love it forever. Only the temperature of a brand can measure how far the brand can go.

twenty one

The essence of a brand is actually to create dreams for consumers. When a consumer gets a beauty product, what brings her beautiful fantasy is called the brand, and what is applied on her face is just called the product. Only when the two complement each other can it be considered a true "beauty brand".

twenty two

For many people working in brand marketing , product design and service experience, understanding “consumer intent” is more scarce than the attention economy.

twenty three

Behind every hit product is nothing more than fully grasping the needs and itchiness of consumers, creating demand through products, whether it is new demand or awakening old demand, pushing it to users with scenario-based content, touching the emotional ignition points in users' hearts, and thus promoting the "behavior" of consumers placing orders.

twenty four

In the Internet age, consumers live on the Internet. If a brand’s products are not worth showing off, then they are definitely not their favorites. In the liquor market, Jiang Xiaobai is a social currency. In the same new tea beverage market, Cha Yan Yue Se, a cup of Youlan Latte is a social currency.

25

Whoever understands consumers best can deliver productized solutions to the right people the fastest.

26

In the process of brand communication, one trusted traffic is equivalent to 1,000 ordinary traffics. In a niche industry, if you can get 100,000 trusted traffic, you will have the potential energy of 100 million fans in the traditional sense, which is enough to penetrate the entire industry.

27

Brand building is the process of enterprises sharing values, resonating content, and communicating with consumers. The success of a brand depends entirely on whether consumers buy into it, and whether the evaluation is valuable depends on the users.

28

The "Internet" brand characteristics of new consumer brands are very obvious. Consumers interact with the fast-moving consumer goods and lifestyle brands they use every day on social platforms. So, don’t say that the traffic dividend is gone. The key is whether the brand knows how to play.

29

A warm brand = hardcore products * interesting people. You must think about this: how to build an amusement park by yourself and make your fans happy. It’s about how to join someone else’s playground and have a great time.

30

Some things are more challenging, harder to see results, more anti-human than others, and require more time and energy to sow seeds, fertilize, catch insects, water, and wait for results. Building a brand is one of them.

31

E-commerce live streaming can provide assistance to brands, but whether a brand can succeed still depends on the capabilities of its internal organization. Supply chain, brand building and operations are all indispensable. You can’t go long-term just by relying on temporary traffic harvesting.

32

The difference between temporarily harvesting traffic and persisting in building a brand is the difference between small success and great success. What is Xiaocheng? Promote a product and make some money. What is Dacheng? It has truly become a brand that has users trust in its sustainability, has users' preference, and has users' expectations and trust in advance.

33

If "brand and effect integration" is a fighter jet, then the brand is the engine, operations are the two wings, and channels are the landing gears. Only when these three are integrated and coordinated, with brand content driving, operations escorting, and channels taking over, can we ensure that the brand and effect fuselage has a smooth navigation and strong firepower output!

34

When building a brand, the founder’s genes are actually very important. The first thing is the choice of track, followed by broad thinking and vision, and finally integration capabilities (including team building, product development, strategy formulation, business model...).

35

Every industry has its own excitement and advantages. Behind these advantages is the hard work of polishing each link, improving efficiency, and constantly iterating. Only then will you have a higher probability of success and finding growth points.

Author: Sister Mulan

Source: Mulanjie (ID: mulanjie-)