The privatization of the brands of Mixue Bingcheng and Yuanqi Forest!

According to the "2020 China Fast Moving Consumer Goods Industry KOL Content Marketing Report", since people born in the 1990s and 2000s have become the main force of consumption, this group of people pursue individuality, pay attention to content, and have multiple channels to obtain information.

In addition to the impact of the epidemic, the marketing methods of the MLM fast-moving consumer goods industry have undergone tremendous changes, from the single offline purchasing method of supply and demand sides to the purchasing method of diversified online platforms . Young consumers prefer the online consumption model of content + KOL planting.

At the same time, most fast-moving consumer goods companies are still troubled by: difficult brand marketing , low efficiency, poor results, low precision of delivery, difficulty in retail store sales, high operating costs, old model, difficult dealer management, high employee costs, and difficulty in retention.

This article deeply analyzes how the fast-moving consumer goods industry can rely on content acquisition + private domain monetization system to break through the above three operational difficulties.

1. Brand: Relying on content marketing + KOL model to form a closed-loop consumer circle

At present, due to the changes in the behavioral habits and consumption patterns of the mainstream consumer groups, the traditional fast-moving consumer goods industry’s strategies have become ineffective, and marketing is difficult to be accurate, efficient, and effective.

There are three main reasons for the above dilemma:

1. The data on the market is mixed, and it is difficult for brands to choose the right accounts for accurate delivery, which fails to meet delivery expectations.
2. Products are currently highly homogenized, and if you fail to capture consumers’ minds before your competitors, you will fail.
3. After the epidemic, consumption patterns have become online and brand marketing has become KOL-based. If you don’t get involved, you will be eliminated.

Brand marketing has evolved from a single brand producing content and delivering it to consumers to generate purchasing behavior, to planning marketing content into interactive topics.

Attract consumers to actively generate content , let users share spontaneously, obtain free traffic, and thus achieve purchasing behavior that breaks the circle.

1. Short video marketing

Consumers born in the 1990s and 2000s have the highest trust in KOL recommendations. The same products as idols, recommendations from big names, brand IPs, and internet celebrities greatly increase their desire to buy and the efficiency of their consumer decision-making.

By entering the popular short video platforms such as Douyin and Kuaishou and the WeChat ecosystem’s video account and Qianliao live broadcast platform, KOLs use the platforms to output professional knowledge, and brands use the platforms to output derivative content, using short video marketing to attract customers.

1) Short video marketing + influencer marketing to gain customers 

Li Jiaqi and Wei Ya are internet celebrities we are all familiar with. Brand owners contact internet celebrities directly or through MCN agencies. Through humorous and funny creations and talent shows, vivid descriptions of products, and professional product selection, they subtly inspire users who are watching the live broadcast to buy them, conduct brand marketing, and generate consumption behavior.

• Products recommended by influencers: cosmetics, snacks, and skin care products;
• Attract users to share spontaneously: lucky draws on internet celebrities’ birthdays, lucky draws for ranking in live broadcast rooms, lucky draws based on the last digits of comments, etc.

2) Short video marketing + brand IP customer acquisition

Mixue Bingcheng is also a fast-moving consumer goods brand that we are all familiar with. It has changed the previous way of brands delivering advertisements to consumers in a rigid manner, from "forcing you to buy" to "fun buying".

In the process of focusing on the brand, we endow the brand with personality attributes, make friends with consumers, generate brand-derivative content, trigger consumers to share, attract a large amount of free traffic for brand marketing, and achieve breaking the circle and acquiring customers.

Mixue Bingcheng recently released its brand theme song and offered consumers a free drink if they sang the theme song in offline stores, which triggered a rush among TikTok users to adapt the brand song. 

As a result, various dialect, English and Cantonese versions of the brand theme songs appeared on the platform. The overwhelming adaptation craze provided Honeymoon Ice City with a high-increase traffic pool, completing brand marketing from offline to online and acquiring customers.

• Brand IP derivative content: brand theme song, brand LOGO image, user stories.
• Attract users to share spontaneously: Add the #marketing tag to user stories and publish content to receive gifts

3) WeChat live broadcast platform + popular science promotion to gain customers

"Star Mom Club" is the most complete platform built by Feihe. By building thousands of live broadcast rooms, it improves the content matrix, including popular science knowledge, expert Q&A, etc., covering all stages of parenting. The total number of fans is nearly 500,000.

It has built a complete membership system for Feihe, and is an important way to connect its own channels to attract new customers and achieve retention and repeat purchases. Feihe Xingma Classroom fully utilizes the following advantages of Qianliao Live:

2. Graphics and text platform marketing + KOL recommendation to gain customers

Brand content marketing has low accuracy. How to break through? Graphic platform marketing + KOL seeding and customer acquisition model can directly reach the user traffic pool in the vertical field.

Perfect Diary’s official Xiaohongshu account has 1.77 million followers and 2.55 million likes. There are more than 160,000 notes about Perfect Diary across the entire platform, and the number of views for the topic "Explorer Animal Eyeshadow" alone exceeds 20 million, far exceeding well-known beauty brands such as Estee Lauder and L'Oreal.

It creates its own brand hot products, connects with multiple bloggers with hundreds of thousands to millions of fans on Xiaohongshu, and publishes product sharing posts at a high frequency. Perfect Diary intensively covers and influences the beauty users of Xiaohongshu, conducts eye shadow brand marketing, and acquires customers through seeding.

• Product recommendations by KOLs with pictures and texts: beauty products, personal care products.
• Attract users to share spontaneously: send trial products and write product review posts, and the trial products will be given away for free.

2. Retail: Relying on private domain construction + popular science classroom to create a new content e-commerce model

The fast-moving consumer goods industry has a high consumption frequency, a short usage period, a wide consumer group, and consumption behavior depends on personal preferences, making it very suitable for private domains. Obtain accurate public domain traffic from the platform and introduce private domain traffic pool for further conversion and monetization.

The core matrix for the fast-moving consumer goods industry to build private domains lies in "personal account + community + WeChat mini program + official account", and the personal account plays the role of IP.

Through content penetration, everyone can become a brand spokesperson, and the brand can be turned into a cultural symbol in the minds of consumers, bringing higher premium space and continuous monetization.

1. Private domain drainage + fission

Since those born in the 1990s and 2000s became the main consumer force in the fast-moving consumer goods industry, various fast-moving consumer goods brands have gradually transformed from consumer goods to content products because of this characteristic. Yuanqi Forest has successfully combined user interaction with private domain fission, and continuously expanded the traffic pool of consumer groups from WeChat official accounts, corporate WeChat groups, and mini programs.

1) WeChat public account + mission treasure low-cost old customers bring in new customers

Target path: Enter through the official account and Moments - after scanning the QR code poster, guide users to add the service account, which will push the script and content. Add customer service and generate your own posters to attract the second batch of fission users and receive support gifts.

Customer service will also push support messages and invite you to join the fan welfare group after the event ends.

① Path flow chart

② Path screenshot 

Step 1 : Follow the "Yuanqi Forest" service account:

Step 2: Add your personal IP WeChat account "Yuanyuanzi":

Step 3: Join the welfare group:

2) WeChat group + tools for veterans to guide new employees

Yuanqi Forest uses the corporate WeChat group as a host community, which solves a lot of tedious labor costs and prepares for large-scale fission and event diversion in the future. Establish direct and high-frequency interactions with customers to encourage repeat purchases and maximize customer lifetime value.

Guide fans to WeChat groups and WeChat group membership system. The era of e-commerce dividends has come to an end, competition for traffic is fierce, and the cost of acquiring customers is getting higher and higher. In-depth exploration of the value of individual customers will be the trend in the future. A large amount of product information is pushed 2-3 times a day in WeChat groups, mainly event discount information. It mainly combines mini programs to provide activities such as flash sales, group buying, raffles, gift certificates, lucky bags, etc.

"Yutang SCRM" is an enterprise micro-community tool that is a fission-type community fan-increasing marketing tool that integrates functions such as live codes, group entry tools, task tools, and AI group control robots.

2. Private Domain Retention + Content E-commerce 

Yuanqi Forest conducted a detailed survey based on the population portrait and launched the Yuanqi Forest mini program.

Low sugar, zero calories, fat reduction and meal replacement are the main hot-selling products, which are very consistent with Yuanqi Forest’s fan group positioning.

Among them, the Yuanqi Research Institute section provides a platform for users to interact and share.

In addition to user interaction, young people in the new era not only need to eat well, but they also value eating healthily.

Meeting user needs and using online live streaming platforms to popularize knowledge can directly promote user consumption behavior, which is also a common retention method for content e-commerce.

For example, the [Health] live broadcast room of the Third Hospital of Henan Province carried out an online live science training on Qianliao titled "Listen to Chinese medicine practitioners talk about how to stay healthy in summer" to popularize correct summer health knowledge for ordinary people.

At the same time , the Qianliao [live streaming with goods] function is used to put lactic acid bacteria solid beverage products on the interactive interface of the science popularization class , allowing consumer groups in need to immediately generate consumption behavior.

3. Dealers: Rely on training tools to build teams and establish internal universities

The fast-moving consumer goods industry has many outlets and a large number of people, and deep distribution requires huge and detailed personnel management, assessment and verification.

Faced with the difficulties of difficult dealer management, training, and high employee costs, Juewei Duck Neck Live Room relies on Qianliao as a team training tool to build a complete training university system consisting of product training, ordering meetings, user management, and dealer online training.

It greatly saves the time of dealers from all over the world running around, and promptly conveys various ordering policies and preferential promotion policies to dealers, which invisibly strengthens the team cohesion of Juewei Duck Neck dealers.

IV. Conclusion

Today, we have entered the era of new retail and even digital retail, and traditional marketing techniques are gradually being eliminated in the changes in the overall market environment. Therefore, it is particularly necessary for fast-moving consumer goods to turn to online retail, open up private domain traffic, and find suitable and effective marketing methods.

Content marketing can help users and brands establish a mental connection. KOLs can quickly reflect marketing results and deepen brand impressions. The "public domain + private domain" traffic combination can enhance retail companies' customer acquisition capabilities. Valuable information can be converted into content, which is continuously precipitated, integrated and internalized into a part of the product, thereby increasing the added value of the product and promoting product dissemination.

I believe that through the analysis in this article, the career of every FMCG person will definitely get better and better. If you want to step into the FMCG industry, there will be a rule to follow and a promising future.

Author: Xiaobing who loves to study

Source: Little Cake by Love Research