17 major bonuses of new marketing in 2020!

In 2019, I saw a lot of interesting projects, cooperated with several new consumer brands, and worked on several marketing projects, which gave me a lot of insights and gains.

I used to be deeply involved in a project or industry, but now I look at the world horizontally: boutique e-commerce, new retail, freshly brewed tea, new catering, snacks, home furnishings, personal care. The world is so vast, like a fellow villager moving to the city or a new soldier joining the army.

Our cognition is constantly being refreshed, and there is always unknown and curious things to explore. The world is mysterious and wonderful. Learning from each other's experience and cross-border application is innovation, and cross-sharing of experience will produce a chemical reaction.

User operations promote conversion and drive growth, while brand potential creates premium and builds influence. These are two target demands that almost all of our cooperative customers will raise. The implementation strategy must use leverage to improve efficiency at each key node (there is no differentiation in a head-on collision). The new consumer environment and marketing trend dividends are the biggest leverage.

1. Conversion dividends.

In 2020, under the turbulent and cleansing environment, the only thing left is refinement. I met a partner of a WeChat business platform last week and asked him what his strategy would be for next year. The answer was not 399, nor was it community dividends, but rather, in-depth and refined cultivation of the entire process from product selection, operation, profit distribution mechanism to fine-grained services. When micro-businesses become so meticulous, it means that the extensive dividends are over and the dividends of deep conversion are coming: this is a test of the team's comprehensive strength, rather than a single breakthrough, especially in the new consumption and new retail fields. Behind this is in-depth user operation based on user portraits. If you don’t have a reliable CRM+mini program fission+WeChat group at this moment, you must be a big company. Congratulations, you don’t have to be so nervous.

2. Private domain traffic dividend.

This is not a new term, but its actual implementation has just begun. When Shanghai Auntie Milk Tea took a quarter to increase the number of mini-program users to several million, it deeply felt that the traffic dividend still exists in many scenarios, and the most important thing is to tap into it with the right approach. Instead of standing by the abyss and envying those who are spending money to grab traffic, it is better to step back and build a network of private domain operations. (How to combine private domain channels in different industries? We will discuss this topic when we have time)

3. Organizational consensus dividend.

I have to talk about this matter because it is so touching. I have in-depth knowledge of many companies on the front line, and I am particularly surprised that consensus building has not become common sense, so that team members attack from all sides and fail to gather strength. Because of this, consensus itself has dividends. 1) At least half of the reason why a team is not strong in combat effectiveness is that they have not reached a consensus, or they mistakenly believe that they have reached a consensus.
2) A team with strong combat effectiveness will spend a lot of effort on reaching a consensus. This is also a process of talent screening and matching. Those who are not a match will naturally leave or be left. Only those who are united will be left. The only thing to be afraid of is that everyone has their own logic. It is not about right or wrong, but the consumption of collaborative energy. There are many learning models, such as Alibaba, for example. . . (I have recently been reading books on organizational management and Yang Kuisong’s History of the Founding of the Nation)
3) “Only when there is consensus in thought can there be resonance in action.” Don’t refute this, these are the Chairman’s original words, and they are so well said that everyone was shocked and soon fell apart.
4) In fact, whether the team has consensus should be the first criterion for examining combat effectiveness. In such an uncertain environment, unity of purpose is a necessary condition.
5) Consensus. In a broader sense, it refers to the consensus on trends, strategies, tactics, culture, and resources; in a narrower sense, it refers to tactical paths, methods, tools, and indicators.
6) Reaching consensus requires top-down communication, participation in discussions on procedural justice, resonance after mistakes have been made, immediate feedback from external perspectives, and time.

4.Industry growth dividend.

I am always asked which industries have dividends. Even if I am not an economist, I dare to speak freely about them. It is normal for me to speak in an unprofessional manner.

1) Great health.

2) New consumption.

3) 5G related.

4) AI robots.

5) IOT.

6) Personalized customization.

5. Eat and drink bonuses.

No matter how the world changes, we must always eat and drink to relieve our worries. Sandunban, Zhong Xue Gao, Ramen Says, Yuanqi Forest, Xiaoxiandun, Wang Baobao, Yun Gengwuzuo, Zui'e Niang, Shanghai Auntie, Heytea, Chuange Fish Dumplings, Su Xiaotang, Zaihuangbao, School Beauty Chuanchuanxiang, Lelecha, Buer Pickled Fish, Three Squirrels, A1, Monster, Chobani, Lian Coffee, Luckin Coffee, Xiaolu Tea, % Coffee, Xishaoye, A Long Time Ago, Wuxiangju Braised Food, and Nayuki Tea. Too many. My biggest feeling this year is: I am actually addicted to milk tea! It's incredible that I want to drink it every once in a while.

6. The benefits of catering retailization. The take-out business is doing pretty well, let’s just talk about retail products (the advantage is that they cover the entire country through air traffic, can be used for brand communication, can be used as fission props, and can be used as a tool for user operations), such as Haidilao’s self-heating hot pot and Heytea’s cultural peripherals. There are already such ODM companies empowering catering brands.

7. Small happiness bonus.

It must be small, compact, low priced, and cute. For example, Pop Mart, Miniso, and lipstick machines and claw machines. In this world of mortals, all we need is a little bit of certain happiness, the so-called little happiness.

8. Aesthetic benefits.

Many years have passed, and this still pays dividends in many industries. I occasionally check Zhou Hei Ya’s Weibo, and then look at its stores and product designs. The pride of this time-honored brand allows it to bravely preserve the aesthetics of 10 years ago to this day. For other examples, please give your own examples.

9. Guerrilla play bonus.

Even if the overall environment is not good, the top brands can survive the winter. They have bases, food and supplies, room for improving refined operations, the internal needs for rest and training organizations, and the capital to fight trench warfare. However, small and medium-sized entrepreneurs must not really overwinter, just like the German army during World War I, who would be dragged to death once they got into a war of attrition. Attack rhythmically like a guerrilla force, continue to innovate, look for opportunities to break through, work hard to build your own MVP base, run UE models, rely on mobile warfare to keep warm, do not be radical, plant seeds, and when spring comes and flowers bloom, all ten Haizi can be revived.

10. Offer buying volume bonuses.

When landlords also began to refine their operations for old customers, traffic dividends emerged. Office rents are not that expensive anymore, outdoor advertisements are offering super low discounts, long-tail traffic is difficult to monetize, and the players who spent a lot of money to grab traffic have no money left. At this time, anyone who is not an aggressive money-burner can enter the market and buy at the bottom. (The merger of Alimama and Tmall Taobao, could it be that they also saw this bonus? They reacted very quickly)

11. Short video live streaming bonus.

Live streaming and short videos must become standard marketing features. If a brand doesn’t use Kuaishou, Douyin, or do live streaming, what else is there that is more worthwhile to do? Taobao's God Plan will definitely boost the "live streaming + KOL" model, and merchants, anchors, and consumers will all be happy. Business has never been as much of a carnival as it is today, where everyone gets what they want. Next year, we plan to deepen our practices in the field of short videos and live streaming to empower new consumer customers. It’s interesting to think about it.

12. Cross-border dividends of the new national trend.

Cross-border unfamiliarity, the new national trend, can continue to be popular beyond 2020, the dragon's confidence has already spread like wildfire. The localized national trend represented by Heytea is a good routine, such as Heytea Beijing’s candied haws milk tea, lazy dragon bread, Erguotou special drink, Heytea Changsha’s stinky tofu dessert, etc. Tmall’s new national trend is a very exciting case. Shanghai Auntie (positioned as a freshly brewed five-grain tea drinker, its cultural matrix is ​​the national memory of bumper harvests, its best-selling product is the blood-red glutinous rice milk tea, and it has 1,300 stores) has crossed over with the Museum of the Story of the Republic of China and the Celebrity Teahouse in Tianjin, and has jointly launched cuttlefish milk tea with Chuangeyu Dumplings in Qingdao, all of which are good localized marketing cases. You don’t have to spend too much money, you can be as frugal as you want, and it’s easy to have something to talk about.

13. The benefits of anti-trend subculture.

For example, beauty brands such as HFP that sell raw materials. For example, Hanfu. For example, the second dimension. For example, the consumption demand of young people in small towns in the sinking market.

14. The benefits of the grass-planting matrix.

1) Serialization. Whether it is communication or social fission, the risk of single-point explosion is too great. It needs to be routine, daily, and done continuously. We can learn from the Durex posters of the past. For such a popular category and brand, no one dares to bet on a single point to pull up the sales. Another benefit of making it a daily routine is the training of tactile feel. Just like playing any ball game, it is basically impossible to use a big move by aiming hard. The most reliable thing is the muscle memory formed by the continuous iteration of tactile feel.

2) The same is true for the growth fission closed loop. Technology research and development is always the bottleneck. The effect of any gameplay is rapidly declining. Only continuous innovation and constant changing of vests can make the routines sustainable and effective.

3) New media matrix.

4) Use products to promote branding, and use creative planning around products to promote marketing. Xiaomi Youpin, which is positioned as novel and cool (you can really buy it with your eyes closed, every piece is cost-effective), did a double-edition advertisement with the theme of #Ad memes that post-00s can’t understand# and “One fish, nine ways to eat” during Double 12: it reproduced the nostalgic scene of the old advertisement of Gai Zhonggai, and made nine versions of the advertisement by changing the dubbing and partial scenes for one set of pictures. It has low investment and good effect.

5) Watching advertisements is a need.

The huge difference from the past is that consumers today are not averse to advertising, but instead need and expect interesting and useful recommendations, such as those from Li Jiaqi and Viya.

15. Emotional fission bonus.

Material fission has been done too much, and everyone has lost the pleasure of being cut, and interesting content will surely be deeply cultivated and become a vest with soul again.

16. Multiple brands lock in track dividends.

17.2B franchise certificate bonus.

I actually wrote 2,899 words, which is very inappropriate in this era of short reading.

Those omissions and errors will surely be more profound if updated on their own than what I have described.

Author: Xu Xiaohui

Source: The world is my imagination (xiaohuixiezi)