The single product strategy of Internet celebrity brands

In recent years, it is not uncommon to see internet celebrity brands appearing on the market, but most of them are short-lived, becoming popular quickly and then disappearing just as quickly, as if they had never appeared.

The life span of internet celebrity brands is so short, so what kind of strategy should be adopted to prolong their vitality?

As the saying goes, those who do not plan for the overall situation are not qualified to plan for a specific area, and those who do not produce single products cannot become an Internet celebrity brand. What is an Internet celebrity brand?

Everyone wants to kill him if he is a rat crossing the street, but according to the law of true fragrance, if you randomly pick up an entrepreneur and ask him if he wants to create an Internet celebrity product, he will look disgusted on the surface, but he is actually very happy in his heart.

There are many ways to create an internet celebrity brand. If you want to build an internet celebrity brand, you can win by service, channel, or single product. Here I will tell you about the strategy of single product winning, because compared with other ways, the single product strategy is much simpler and easier.

1. What is the single product strategy?

The single product strategy refers to creating an Internet celebrity brand through a hot-selling single product. This single item can be a specific product or a phenomenon, such as queuing.

The principle of the single product strategy is similar to poster design. If you put three or four selling points of a product in the poster, users may not remember anything, but if you only put one selling point, users may remember it. The same is true for the single product strategy. Instead of developing multiple products to promote, it is better to put all resources into one product with potential, which is more likely to be a hit.

Although the single product strategy is easy to become popular, the risk is also high. If the company fails to create a second popular product and cannot follow up, it is very likely to repeat the mistakes of all the failed Internet celebrity products. The reason why their life cycle is short is because there is only one popular product and the subsequent products cannot keep up.

2. How to implement the single product strategy?

Since you have chosen the single product strategy, you must try your best to develop your own ultimate product.

Take fast-moving consumer goods as an example: How can a company that makes spicy chicken feet create its own internet-famous product? First of all, from the perspective of user needs, what is the purpose of users eating chicken feet? You may think, what is the purpose, isn’t it just to satisfy your craving? You are right, chicken feet are a snack and exist to satisfy your cravings.

Let’s think carefully about the scenario of users eating chicken feet: tearing open the package, eating in a few bites, throwing away the package, and wiping their mouth and hands. How can we make it more convenient for users to consume from a functional perspective? For example, boneless chicken feet are very good, or they won’t stain your clothes, and there are special garbage recycling bags, etc.

A certain squirrel snack does a great job in this regard. They have special bags for garbage, which is a good experience.

From a deeper perspective, snacks are meant to satisfy cravings. If they have certain functionality, they will be easier to attract users, such as adding vitamins, calcium, iron, zinc, selenium, collagen, aloe vera, etc. This function, which completely transcends satisfying the momentary pleasure of the mouth, can also be used as a selling point for internet celebrity products.

There is also a simpler way, which is to create a sense of cultural identity. Does it sound vague? Let me put it this way, if you print Iron Man on the packaging of chicken feet and put a few limited edition Iron Man helmets in the bag, people who like Marvel will definitely come to buy them. This is cultural identity.

What? Marvel does not grant authorization. Don’t be so dull. You can find a designer yourself to design some cultural elements that are cooler than Iron Man. The product "Singles Food" is very interesting.

If you are not in the fast-moving consumer goods business but in the catering business, how do you implement the single product strategy?

This is actually even simpler. Catering stores often develop dishes. Just put any idea into it and a hot-selling item will come out, and then an Internet-famous catering store will also come out.

For example, sauerkraut fish. When we mention sauerkraut fish, the preconceived concept is that sauerkraut fish is just that. What innovation can there be? You can ask this question to kindergarten children, and you will find that this world has such a large space for imagination.

You can't think of it because adults' thoughts are easily restricted by established things.

Just thinking about it, there are many ways to play with sauerkraut fish, such as designing a mini version of the Titanic to hold sauerkraut fish, with the sauerkraut named Lucy and the fish named Jack, and the name of this dish is called Ocean Fish. Or use big fish from the deep sea, limit the quantity to one per day, and use a fish that is so large that it exceeds common sense to make users scream and spread the word. The name is codenamed Fish X.

The two ideas above are to create visual differentiation and create popular items. I also suggest that you think more from a visual perspective, because it is actually very difficult to make the taste of a dish praised by everyone.

If you ask ten Haidilao users, is Haidilao hotpot more delicious? The answer may be no.

3. Promotion strategy of single product

The goal is not to make a product that makes users scream, but to spread it.

People have a natural tendency to share interesting things. If a product is ordinary, no one will take the initiative to share it. If businesses place advertisements, the cost of acquiring customers will be very high. The biggest advantage of the single product strategy is that you can get a large number of free influencers.

Mouye Beef Brisket has taken this user psychology to the extreme. Every dish is surprising, and there are too many check-in spots in the store.

However, everyone should remember that making the ultimate single product to lure users to spread the word is a tactic, not a strategy. Don't focus all your energy on novelty. Once the user's novelty wears off and the product's service can't keep up, the users will leave you. The failure of Internet celebrity products is nothing more than this.

After developing a product that people are willing to share, you need to guide users to spread the word.

I divide the willingness to share products into three levels. The first level is no intention to share, which refers to mass products; the second level is that you think it’s okay and can be shared, which refers to extraordinary products; the third level is that you must share, and I come here just to take photos and check in.

What do you think is the level of willingness to share the Titan Pickled Fish? I think it is at most level two, and users can share it reluctantly.

If the research and development has only gone to this step, you can do some activities to stimulate users to share, such as taking a photo of Titan Pickled Fish and posting it on WeChat Moments, and giving away a bottle of Childhood Sweetheart Wine. Most users like to get a bargain, so they will generally post on WeChat Moments for this kind of activity. By including the address of the store, you can attract traffic.

There is a way to turn the second level into the third level.

Inform users that this is a dish specially developed by Cameron's (Titanic director) personal chef who traveled across the ocean to China; look at this fish soup, it is made with iceberg snow water that we collected, and it is from the same island as the iceberg that collided with the ship; more importantly, this fish was personally checked in by Leo, and as he spoke, he took out a photo of Leo making a "V" sign.

If users could eat the same fish as the world’s top stars, do you think they would share it? I want to let the whole world know every time I drink the fish soup. This is how we add spiritual appeals to products. Of course, we have to ensure the authenticity of the content. The above is purely fictional. If there are any similarities, it’s fine.

As mentioned above, the single product strategy refers not only to the product, but also to other phenomena, such as queuing. Let’s put it this way, taking any detail to the extreme can become a single product strategy. If you queue up for a year, then queuing becomes your single product strategy.

Why does queuing work for others but not for you? Just like losing weight, others run marathons every day for 365 days, while you only run once a year. Who do you think will have a more obvious weight loss effect? ​​Got it?

I have another hidden product strategy that I want to share with you. It’s a secret of mine.

When I was working in the Internet industry, I learned a sentence that will benefit me forever: appearance is the primary productive force. If you have no R&D capability, no imagination, and no promotion budget, there is still one method that works all the time, which is... 800 words omitted here!

Personally, I think that a certain pickled fish brand was successful by using this strategy. Other strategic planning and user positioning cannot be said to be useless. It can only be said that compared with this strategy, they are all clouds.

4. Final

What you need to make an ultimate product is imagination. You need to make a product that is different from others' normal products so that users can call out for it at the first sight. With this product that users actively share, do you still have to worry about not becoming an Internet celebrity brand?

The development of mobile Internet has given everyone an excellent opportunity to conquer the world with a single product. What are you waiting for? Hurry up and develop your own hit products, you may be the next internet celebrity product.

Author: Tiger Talks Operations

Source: Tiger Talk Operations