79 New Consumer Brand Marketing Tips

To achieve success in one fell swoop is to occupy a high position in cognition

01

New consumer brands either create new categories or segment the market, but the prerequisite is to discover new product concepts and have sufficient product power to occupy the market. For example: Yuanqi Forest.

02

The three leaps of new consumer brands: from concept to product strength, igniting the original crowd and detonating the audience, from online to offline point, line, surface and body coverage.

03

The basis for being able to become the first in the category in terms of product strength is: precise selling points, good appearance, and accurate selling prices.

04

Lock in the track, focus on features, eliminate top products, and find traffic depressions

05

The space in the mind is the foundation, relying on consumer insights

Occupying a vacant space is the key, relying on the explosive product strength

06

Three WTF laws for good products

Damn, it's really beautiful, high eye appeal

Wow, affordable, good pricing

Wow, it works, great experience

07

1% penetration in 10 markets

Not as good as 10% penetration in one market

10% of consumers in a market

May detonate the remaining 90%

08

Focus on key origin markets

High-density access to the original population

Depth is deeper than the origin channel

09

Two Weibo, one Douyin, and one book are sufficient conditions

The life path that 300 million core middle class must take, segmentation is a necessary condition

10

Brand = popularity x recognition

Popularity depends on brand power, and recognition depends on product power

11

Offline media placement is the watershed of the time window

12

Seven advertising routines

'Follow the crowd, hot selling, sold 600 million times a year

Opinion leaders, favored, Shaoxing people love to drink Shaoxing rice wine

Leadership, leading the way

Expert image, insider

A long history, started in 1893

Pioneer, 125 years of automotive pioneering

Manufacturing method, dried here for 180 days

13

There are two paths to trigger user action:

One, stimulating emotions to influence behavior

Second, shaping cognition drives behavior

14

Impulsive consumption is unlikely to establish brand memory, live streaming is all about the goods

15

Early market strategy: Douyin diversion + Xiaohongshu seeding, live broadcast harvest

Mid-term: offline media placement, specific scenarios + hot products + targeted advertising

Mid- to late-stage: Brands break through the circle, break through the circle, celebrity endorsements

16

Coca-Cola also has sugar-free products, but the brand is trapped in the product

New track, new features, new media, and most importantly, a new brand

17

Sea, land and air coordination

The first year of Feihe milk powder brand advertising

100,000 mini-show mother education activities were held at the maternal and infant terminal

Three years later, 530,000 shows a year

18

Feihe is more suitable for China

More suitable for the boss of Chinese kitchen

I have found the words I can say but you can't.

19

The resistance to entering a blank mind is much smaller, for example: Milkland cheese

20

In the past: TV media platform + hypermarket channel

Today: seeding + live broadcast + audience segmentation + channel depth

twenty one

There is no one-size-fits-all approach to selling.

There is no one channel method that can solve all problems

twenty two

The essence of product differentiation is to occupy a category or feature

twenty three

Product physical level: function, benefit, experience

Consumer awareness: categories and characteristics

Differentiation = Product physical level x cognitive level

twenty four

About media reach and coverage

Online social media: In addition to Weibo, Xiaohongshu, and Bilibili (completed reach)

Offline media: represented by Focus Media (complete coverage)

Apartment building office building elevator media that you must pass by every day

25

Online traffic, if not combined with consumer mindset

Still can’t cross the gap between influencers and brands

26

Effective advertising is about getting people to “buy products”

Brand advertising is to make people "remember the brand"

27

To sell goods, you need traffic

To build a brand, you need to find traffic and get rid of it.

28

One cannot step into the same river twice

The time window cannot be opened twice for a company.

No one takes only half a step at a critical moment.

Several half steps are not equal to one step

29

Category is the entrance to demand.

Brands should stand behind categories and let categories reflect brands

Instead of standing in front of the category and blocking the category

30

Strategic level: Focus on characteristics and establish differentiation

Operational level: Plan actions based on features

Market level: starting from the origin and establishing a base

Brand level: Water drips through stone, repeated recognition

31

Culture catches the national trend, quality is the key

Capital is involved, IP tells stories

32

Consumers usually judge quality by price and demand a moderately high price.

Prices can go down, but it is difficult to go up

The price range is either a big brand substitute or a strict selection model

Either consumption upgrade, double the quality, double the price

33

Channel brands have four major characteristics

Cheap: Walmart

Convenience: 7-11

Features: Outlets

Focus: Pagoda

34

Entrepreneurial boss builds IP

Tell the product story first and become a product expert

Tell user stories again and become an experience expert

Talk about the darkest moment again and establish leadership qualities

Let’s talk about customer growth again and establish a win-win vision

35

The strategy for making products is

First find a competitive entry point in the consumer’s mind

Strategy is to mobilize all resources

Maximize tactical advantage

36

The essence of consumer goods is not traffic

The essence lies in brand and channel penetration

37

In the brand building stage, the output is the product

Telling stories about productism around the functions and benefits of products

When becoming a brand, talk about feelings and values

Only leaders in the category have the logic of cultural output

When you are a brand, farting is more effective than talking

When you are not a brand, talking is like farting

38

Chicken breast sales will increase sharply starting in April

After the autumn heat, the temperature will drop

The corresponding search keywords for chicken breast meat will also drop sharply after the autumn heat.

The most common question about meal replacements is whether they can fill you up, not whether they are healthy.

Big data is the eye of the sky, and behind the words is the demand

39

If I were a restaurant owner, my core anxiety would not come from outside

And from: Is this meal delicious?

The essence of anxiety is to over-magnify an image that does not belong to you.

40

The business cannot achieve scale and earn excess value

Exponential growth, ten times the speed, is the key

The core of business operation is to find the point of ten times growth rate

Most businesses never make money on a large scale.

41

There is no business with a low threshold.

There are many ways to go about this business.

42

Innovative scenarios

Differentiated needs

Marginal Market

Traffic-based media

Opinion leaders explode

Price vacancy

43

In sales, shout today and close the deal today

Advertise, shout every day, and make deals at any time

Bring goods, buy out traffic, and close deals immediately

Do public relations, buy off the media, and help you close deals

Build a brand, seize the mind, and close deals in advance

44

Aside from the product level, the real challenge for entrepreneurs is often not external.

And internally, or in one's own

Greed and luck are what everyone has to face in the process of business.

Whether you are a large enterprise or a small enterprise

In the hearts of individuals, the problems they face are the same

45

A Grasshopper hero must do things the way a Grasshopper hero does and must have the tactics of a Grasshopper hero. For example, Li Yunlong never thinks about the same issues as the army commander. Li Yunlong always thought about how to expand his team, get a few more crooked-necked rifles and a small cannon, so that he could be more generous and calm when fighting.

46

In the face of the uncertainty of the epidemic, the only certainty is the cultivation and improvement of the internal strength of the enterprise

Don't use movements to relieve anxiety. Half of the actions are caused by anxiety itself

It is easy not to deceive others, but difficult not to deceive yourself

47

Plagiarism is a leader’s privilege

Differentiation is the way for challengers to survive

Price war is an inevitable process

Traffic channels are an eternal topic

48

The newness of new technology is often reflected in a single breakthrough

The newness of a new product is often reflected in its single-point focus.

49

When a new category starts to invest in segmented media

The time window for this category has basically closed

For example: Mikolando (cheese), Houxiu (sweating suit)

Yuanqi Forest (sugar-free sparkling water), ULIKE (hair removal device)

50

When facing a strong opponent, either play the opposite way.

You fight yours, I fight mine. To occupy the characteristics, you must take the initiative. It is much easier to seize the consumer's cognitive window period and enter the blank mind than to change the inherent mind.

51

The market is huge, but the mental space is limited

The only chance left for those who come later is

Occupancy characteristics, expert attributes, business focus, regional depth

52

There is no equality in the world

The usual result is 7:2:1

The strong will always be strong, the weak will struggle

53

User mind is not a virtual thing

For example: When talking about used cars, 6 out of 10 people said they would go to Guazi.com to check it out.

Consumers’ first reaction to language is the amount of mental resources of the brand

54

Selecting ( ) has ( ) functions and satisfies ( ) interests, so

When a new brand is first launched, it must first break through at a single point with limited funds.

There is no need to come up with all kinds of selling points and features.

55

From craftsmanship, ingredients, components to functions, we reduce

Sharpen the benefits and occupy the characteristics

56

Users will hardly remember ordinary or mediocre products and services. What can make users remember and be moved are those almost ridiculous qualities or services. Focusing resources on a single point or a single element results in word of mouth as the peak experience.

57

To break through, we must cooperate with the general direction, points, lines, surfaces and bodies, and establish a single product belt system

(zoom in) abstraction and (zoom out) focus

Looking at the direction and trend of the entire industry from a high perspective

Then, focus on a single point to break the situation

58

Understand how real consumers buy (demand, cognition)

Understand why real consumers buy (value, selling points)

Understand where real consumers buy (channels, media)

Understand how real consumers use it (scenario, repurchase)

59

In the history of business, there are almost no cases of leaders being challenged head-on and winning. The core of misaligned competition is to find your own ecological niche in the industry, choose elements that are different from those of the first movers, and then achieve a breakthrough in the new track.

60

Low-end disruption is not the only way, especially at the current time of consumption upgrading, many new consumer brands have achieved industry breakthroughs by positioning themselves at high prices, and even brought dividends to the entire category, such as the new consumer brand: Zhong Xue Gao.

61

The flank warfare can be summarized in one sentence: surround the city from the countryside. "Rural areas" are the opponent's weak and empty areas, while "cities" are the opponent's strong and real areas. If strong opponents deploy heavy troops in the first and second tier cities, I will go to the third and fourth tier cities. If strong opponents try to encircle them offline, I will break through online. If strong opponents are in supermarkets, I will find another way, namely convenience stores.

62

What is the essence? Insight into needs, product functionalization, and category branding

What are the stages? Hot products bring series, series are extended, and brands occupy the mind

What is the technique? Single product side wings, focus magnification, gold corners and silver edges

63

The essence of strategy is a question of choosing a route. The so-called strategy involves trade-offs, which means that if you take this path, you cannot take that path. Whether it is a narrow gate or a wide gate, the gates represent different paths. Different paths require, accumulate, and sediment different organizational resources. Furthermore, in the entire industry, industry ecological niches are formed for different enterprises.

64

New consumer brands know how to build brand recognition dividends

It is an inevitable choice for "anti-involution"

Not everyone wants to be a brand anymore

But have to

Build brand mind bonus

This is the methodology for sustainable growth of enterprises

65

Private domain three-piece set

Brand, mind building

Scene, touch activation

Repeat purchase, conversion word of mouth

66

For brands with a scale of 500 million to 2 billion

It is a critical stage to establish a mental connection with users

Enter the minds of more users by breaking the circle

Let brand = category/= characteristics

This will lock in more traffic and sales

67

The process of building a brand in the minds of users is a repetitive process

The equivalent must be large, saturation penetration, the only way is to repeat at a fixed point

Use repetition to give users a sense of security and authenticity

Provide the driving force for brands to break through the circle and build consensus with consumers

68

Mature brands with a market value of RMB 3-5 billion

It depends on the continuous triggering of multiple scenes.

Bring a strong sense of immersion through scene imagination

Trigger and awaken the psychological needs of consumers in specific scenarios

For example: No overtime without Juewei, no TV drama without Juewei

69

Scene is a combination of time, place, people and events.

Most brands are not rooted in a living scene

70

Jane Eyre yogurt gives a new definition

Enlarging ingredient lists can be a big business

Tags, nothing else

71

The hardest thing to satisfy is the taste of the product

What can be agreed upon is the taste

Behind the taste is the brand feeling

72

The product is a new consumer product, starting point

Brand is the end point of new consumer goods

Brand power is an extension of product power.

Product power is the foundation of brand power.

73

Xiaohongshu vertical planting

Zhihu endorses rationally

Douyin and Kuaishou live broadcast + sales

Tmall takes over the traffic pool

74

Return the innovation perspective to consumers

Return to the restoration of the real scene of user behavior

75

Brand cognition needs to build logical bias

Content information should build logical clues

76

New consumer brands are first and foremost useful and effective

Secondly, it is beautiful and interesting

77

Don't try to be creative, just do stupid repetition

Anything that is difficult to repeat

It cannot be used as a sustainable brand strategy

78

New consumer brands make four leaps

Products are widely promoted and awareness is reached

Traffic conversion to hits, product conversion

Event-level screen-sweeping marketing, breaking the circle and sweeping the screen

Focused advertising explodes and captures people’s minds

79

Channels are always scarce

Mental cognition is even more scarce

Achieve success in one fell swoop

Occupy a high position of cognition