Brand Marketing SOP Delivery Report

Let's talk in detail about how, when you encounter an unfamiliar industry, you can start with market environment analysis, top product analysis, and social media marketing analysis to quickly understand the industry's competitive situation, entry opportunities, and if you want to do it, the key planning of the marketing strategy.

I hope this can provide some reference for friends who are planning to develop brand plans. You are also welcome to discuss it together!

PS: The strategy was made in the early stage, and some data may have errors at the moment. Just look at the underlying logic!

Industry status analysis

Take the razor market as an example, electric razors occupy the main razor market (79%), and a wider range of people use electric razors. However, manual shaving has the advantage of "manual shaving is cleaner" compared to electric shaving, which can grab a part of the electric shaving population.

Judging from the word cloud of Taobao search terms related to razors: razor searches are mainly brand words, and big brands occupy more than 70% of the search words. If you want to do it, you need to seek breakthroughs through product differentiation. Gillette occupies most of the market share, and it is also difficult to enter the competition and become a leader.

Data source: Business Advisor

Gillette still holds the majority of the manual razor market share, and traditional brands have strong consumer awareness due to the large amount of off-site advertising penetration over the years. But at the same time, it also has an inherent impression of being "old".

Therefore, the Harrys brand became popular through Xiaohongshu, and its high-end and exquisite products are in line with the user positioning of Xiaohongshu. Therefore, more descriptions of product usage experience in the keywords, and more gift-related keywords such as "boyfriend", "gift", "husband", "father", and "texture" in the evaluation keywords are also a direction for new brands to emerge.

Data source: Tmall product reviews

Analysis of target groups of razors

The target group of razors is mainly young men aged 18-29 (males account for 67%, 18-29 years old account for about 48%), and females account for about 30%, mainly concentrated in first-tier and super first-tier cities;

The frequency of single purchases in the category accounts for 93% of the total, which is related to the usage life cycle of the products in the category itself. Therefore, continuous acquisition of new customers is the focus of marketing. Therefore, in subsequent marketing, we should focus on continuous acquisition of new customers outside the site and cultivating brand awareness.

The above is an understanding of the general situation of the industry. It is determined that there is a market opportunity for manual shavers, but it is necessary to attract new customers mainly through off-site marketing, explore new groups of people, new usage scenarios, and what specific product selling points to use. It is necessary to have a comprehensive understanding of market competitors.

Manual shavers vs electric shavers

Electric shavers give people a "lazy, dazed, not up" feeling

Manual shavers give people a feeling of "noble, refined, and classy"

As shown in the figure below, comparing several hot-selling models on the market, from price to appearance to benefits, it is obvious that the differences between comfort products are sufficient. If you make a manual shaver yourself, you need to find the selling points that are different from these products.

After the product differences are clear, it is time to understand the current status of social media placement in the industry

Take Xiaohongshu as an example

There are more than 20,000 notes on razors on Xiaohongshu, 2,973 notes on manual razors, and 5,877 notes on electric razors.

The direction of the explosive tweets of razors:

1. Gifts for boyfriend/husband/father, and around birthdays/festivals (such as 520/Chinese Valentine's Day/Christmas, etc.)

2. Comprehensive review, analyzing the pros and cons (sound/styling/cleaning/shaving ability/price)

3. Hot guy recommendation articles

The advertising logic of the top razor brands on Xiaohongshu

Harry's/Rejuvenation/Gillette

The store is basically based on the model of KOL introduction + KOC word of mouth

• Xiaohongshu’s product promotion is mainly based on gift boxes, with beautiful pictures that fit the concept of exquisite life, and the effect of promoting products with gift-giving as the theme is better;

• Among them, Huanxing is a domestic brand with lower price compared to other brands. When tweeting, we will bring in topics such as "good things worth a hundred yuan" and "students can also get gifts" to differentiate the brand.

Xiaohongshu focuses on exquisiteness, recommendation, and curiosity. Gift boxes can be used as a test point. Harrys mainly focuses on gift boxes and is recommended for girls to buy. Comfort is relatively weak in gift boxes.

Current Status of Douyin Channel Distribution

The promotion of electric shavers on the Douyin channel accounts for a higher proportion, and Douyin can demonstrate this through the evaluation of the advantages of manual shaving.

Among them, Gillette and English promoted manual razors in large quantities. English’s product is affordable (19.9), and Gillette’s customer orders are similar, so it can be used as the brand’s core competitor in the Douyin channel.

The types of experts are mainly concentrated in automobiles and technology, and the evaluations are focused on men, while the female recommendations are mainly based on plot, food, and outfits. Among them, the main directions are gift boxes and beautiful women. There are fewer hardcore unboxing reviews, which can serve as a good breakthrough point.

The logic of the top product Gillette razor on Douyin

Let’s start with traffic:

The main search within the site is combined with a through train, which is then used to attract traffic from outside the site, creating new traffic words such as Xiaoyundao and Gravity Box to attract consumers.

Moreover, compared with traditional Apache, Gillette has attracted more female consumers to make purchases through off-site promotions, and its share of female customers and recognition is higher.

Overall off-site channel sales account for about 60% of overall sales in the early stage, and maintain at around 20%-30% in the later stage. The early content tends to be focused on conversion and sales (mainly short video shopping carts), while the later content focuses on brand promotion and guiding conversions within the site.

Geely Douyin’s direction of talent placement

Expert type: Focusing on life, humor, beauty recommendations, and emotions, this type of expert is used as the main reference for advertising;

Talent level: A total of 140 talents were deployed, with 81 talents with a level of over 1 million, mainly short videos;

Gender and age of fans: Females account for 70.6% and are aged between 17 and 24, making them the main target for attracting new fans.

City level: Most of them are first-tier cities, which use high-end, technological and fashionable products to attract consumers, and are concentrated in Beijing, Guangzhou and Shanghai.

Geely's Douyin advertising rhythm

It mainly revolves around the industry rhythm, with concentrated investment in the video release time before the big promotion month. It is mainly about a week before the big promotion, and the content will continue to increase during the promotion period.

Experts try to post on Mondays, Tuesdays and weekends, as fans are most active around 8 p.m.

Content delivery of Geely Douyin

The main channel for shipment is TikTok, with the sales volume increased by short video shopping carts/live broadcasts:

• “Technology, review, product comparison” male bloggers reach young male users;

• “Lifestyle Recommendations, Gift Giving” female bloggers reach female user groups

The above is a demonstration of the cases we have used in the razor/manual razor industry and leading brands to show you what data you need to analyze when entering a category you want to invest in, how to do competitive product analysis, and how to combine strategic investment. I hope this will be helpful to you!

In addition, we are currently assisting some brands with brand positioning, strategic analysis and hot product creation, etc. If you are interested, please contact Tangyuan for consultation!

Author: Nan Kaikou

Source: Nankaikou