In 2020, new marketing innovation breakthrough!

First, I would like to talk about the two dimensions of these views discussed tonight:

The first dimension is from the perspective of large food, especially beverages or fruit juice drinks.

In the field of marketing that I have been engaged in, I started working in the beverage industry in the second half of 2014, and launched the last hawthorn juice product at the end of 2016. In 2017, under the guidance of many experts including Teacher Liu, I began to practice new marketing, which took 4 to 5 years. Since the middle of this year, another new business venture has been started, which is the current mango juice product.

This time, I started a business with a team formed by my core partners and some experts in related fields. At the same time, in order to be more stable, we started brand cooperation with Wanglaoji.

The second dimension is what we are discussing today, which is limited. It is mainly limited to small and medium-sized enterprise brands or new brands, rather than traditional large brands, and how to innovate marketing practices. I hope everyone can start discussions in these two dimensions.

Today's topic is innovation in new marketing. It has been several years since the new marketing was proposed. From a hierarchical perspective, there are three levels of innovation, and each level has its own benefits, or in other words, different brands may be at different stages of innovation.

Specifically, there are three levels:

• The first level is the logic of cognition. Only when cognition changes can actions be taken, so I have always believed that ability is determined by cognition.
• The second is that after we have cognition, or what we call the underlying things, we will start individual actions. Sometimes these actions are organized by the enterprise, and sometimes they are scattered in every corner of the market. So I often say that sometimes when doing marketing and management, we need to go to the front line of the market to find those scattered things, and then string them together with a chain. I think this is a very important method in marketing management.
• The third level is team capability. Now is an era of teamwork, and the capabilities of organizations will definitely exceed those of individuals. So I think the third level is the level of organizational action. From cognition to individual action, and then to action by all employees of the organization, I think it is only at this point that it can be called a relatively thorough innovation or transformation of an organization.

Of course, from another dimension, cognition must have implementation tools. Due to my emphasis on tools, it may be related to my work in the entity, so I extracted the tools separately from the model. Sometimes, it is the continuous application of some small tools that eventually leads to the sublimation of cognition.

This is an era where form drives built-in. Often many things start with tools and form, and in the end we find that it changes the built-in. Of course, a model is something we must have when implementing our organization. Only with a model can it become the behavior of the organization.

This is my understanding of the three levels of innovation. I think there are dividends at every level right now.

(two)

After several years of new marketing practices, I would like to summarize new marketing:

01

First of all, the implementation of new marketing is a project for the boss and the top leader. That is to say, in such a major period of change, if it is driven by departments rather than enterprises, or even driven by the top leaders of enterprises, this work will be difficult to implement.

02

Secondly, if I were to summarize the new marketing practice in one sentence, I think it is based on scenarios, starts with products, thrives on models, and is achieved by teams.

How to understand it?

Any of our business models and products come from a certain consumer scenario. We research and create products based on a certain consumer scenario to meet this scenario and become a solution for this scenario.

At the same time, products alone are far from enough, and they need to be boosted by marketing models. How effective the marketing model will ultimately be depends on the team's organizational and management capabilities.

03

Third, about tools. Many tools are shared, and some are not very new, but by using new marketing logic or business logic, the empowered tools have core power.

In the following introduction, I will mention the one-to-one code that we are using this year. In fact, one-to-one code is a tool. This tool has been around for a long time, but I think that after we use the marketing logic and make creative use of it, it has great power.

04

Fourth, from the perspective of brands, there are two main types of marketing:

• One type is C to F, a production, supply and marketing relationship that integrates consumer orders.
• The other type is F to C, which is from enterprises or brands to consumers, and this type is likely to be more common.

C to F is a business model that some emerging companies are beginning to try. I personally think that the core difference between the two is the compromise between category attributes and team capabilities. Some quality attributes are innate, or require a C to F approach.

For example, there is low-temperature cold chain NFC juice on the market. The current marketing method is actually F to C. After the company finishes production, it follows the normal sales path of fast-moving consumer goods, enters the terminal through channels, and waits for consumers to buy.

So it will produce a lot of defective products. This ultimately resulted in very high prices when he was making his cost budget. Generally speaking, a small bottle of NFC cold juice costs about 18 yuan, and the actual price is at least twice the normal price.

Why? To put it bluntly, it has to consider the inefficiency of selling one bottle and throwing it away in the current distribution channels. Such products would be very valuable if they were sold on a C to F basis.

(three)

After several years of practice and continuous thinking, I have the following basic understanding of the entire new marketing.

01The most basic measure of new marketing is linking ability

At this time, this linking capability includes both traditional channels and traditional media, as well as new media and digital channels. For these two types of links, whether they are link transactions or link dissemination, the core function is link, which is also the basis for us to launch new marketing.

02 About Relationships

My understanding of relationships is that they are an accelerator of marketing. The essence of a relationship is trust. Whether it is a KOL opinion leader, KOC, brand, or channel, they are all a kind of trust agent, a kind of giving relationship, and a way of simplifying transactions. Trust makes transactions easier. This is how relationships facilitate transactions.

03 Communication is a means, transaction is the goal

The core goal of communication is to establish cognition. Whether it is self-communication or other communication, no matter through what channel, it is a means, and the ultimate transaction is our goal.

04 For business operations, transaction efficiency is an important criterion

To some extent, it can even be understood as the only standard and the soul of new marketing.

04 Scenarios are the roots of categories

Scenarios are the core content chain that runs through the entire new marketing. As a brand, we hope it can become a long-term standard.

06 Community is the latitude

This is a consensus on the overall social development trend. In fact, mass brands are gradually disintegrating, while niche brands are rising. So no matter whether we are talking about a billion-level product group now, these are all more concrete descriptions of such a concept.

07 About Products

The product is actually a manifestation of the optimization of scenario solutions. We say that the scene is the logic of the product, and the scene is also the logic of the dissemination content. In fact, price is also a manifestation of the scene. In new marketing, price is the result of comprehensive operations. Price is not determined by the enterprise, but by what consumers are willing to pay. To give an inappropriate example, if a bottle of water is in a desert scene, its price will be very high. If it is in a scene with abundant water resources, its price is relatively low.

08 Experience is depth, identification is a strong driving force

Now is an era of experience economy. To have experience, we must form cognition, and then we can generate identification through cognition. This is the foundation of our experience.

The cost of experience is very high, so in the practice of fast-moving consumer goods, experience will be provided to channel members, opinion leaders, and KOCs. Only for high-value products such as liquor will more experiences be provided to consumers.

Identification is a very powerful force, and identification is the core force of self-propagation. All emotions are based on identification, which is the underlying logic of emotions. My description of the new marketing function is: to discover and create scenario solutions for consumers, and its core outcome is customer fanization.

(Four)

My understanding of new marketing is to find new innovative breakthroughs in the following aspects in 2020:

01 Product Innovation

In the process of new marketing practices, the importance of products is becoming more and more self-evident, but what kind of products are the products of the times?

There are three dimensions:

• First, the product needs to be upgraded in quality or aesthetics.
• Second, there may be more brands and personalized products based on the rise of niche products, but this does not mean that quality and aesthetic upgrades are not necessary. It is also brand personalization based on quality and aesthetic upgrades.
• The third is subscription-based products. Subscription-based products will become an important breakthrough for the next step of innovation.

From an operational perspective, demand will not be individual, but rather community or tribal. This is actually an opportunity for us to differentiate our product categories.

For example, the mango that I am currently working on is actually an internet celebrity product. In the past, it was just a juice, just a fruit. After two years of consumption upgrade, mango has actually made great progress.

We can now see on the Internet that there are many brands of mango drink specialty stores. Also, in the snack food category, the sales volume of dried mangoes is also very large, ranking first in the snack category.

In addition to the sales of these products, we also found that some non-food service facilities named after mangoes, such as mango theme hotels and mango theme guesthouses, which are provided for mango lovers, are gradually emerging.

02 Scenario Innovation

There is a basic definition of scene. The main scene is the physical occasion and the spiritual situation.

In the new marketing chain, I have further segmented the scenarios, from communication to payment, to transaction, to usage, to after-sales, to sharing. Detailed insights into each scenario here will generate some important sources of product innovation and communication innovation.

Let me give you an example. When we are using products, we often encounter several young people who buy the same product together, but after drinking half a bottle, they don’t know which bottle is theirs. So people often tear off the bottle labels. My representative is myself, but this still cannot avoid the situation of mixing drinks.

Based on our insights into this usage scenario, we creatively made our decorative caps in seven colors. Decorative caps with more colors can solve this problem.

Generally speaking, more considerate, better experience, more convenient and more time-saving are the core consumer demands.

Focusing on each specific scenario, we work with consumers to discover some of the current consumer pain points, and then make effective innovations and improvements on these pain points. This is an important breakthrough in new marketing. For example, in today’s online payment methods, some have shopping carts and some do not. Without a shopping cart, the transaction rate can actually be greatly increased.

03 Seize the traditional channels to counterattack

I have been in frequent contact with experts and platforms in community e-commerce recently. Through constant communication and exchanges, I feel that community e-commerce will eventually have the characteristics of an emerging channel due to the involvement of brand owners.

Although the original supermarket channel serves as our KA channel and regional K channel, it not only has the function of sales, but also has the functions of brand communication, recognition and promotion. If our traditional channel stores + groups begin to have more communication functions and more cognitive functions.

Brand owners will definitely get involved. Some are already getting involved. We are also communicating with various platforms and are already trying to get involved. We hope that teachers with such platforms will actively communicate with us, and we are willing to work together to make beneficial attempts.

I think all new channel brands should pay close attention to it.

We should pay attention to the expansion of product categories in new channels, especially for high-frequency, short-shelf-life and in-store products. Through store + group, we have a C to F ordering method and have a foundation for sales.

I believe that the core of a regional platform is product selection and training, and its counterpart should be the corporate communications department. It should not be the sales department or the promotion department of the company. The core is content dissemination. Through the refinement of content, including co-creation of content, and through the training of store owners and group leaders, it can have better dissemination capabilities.

04 Digital Innovation of Products and Customers

At present, how to realize the intelligence of sales promotion and marketing in traditional channels is a major breakthrough.

In the past, in traditional marketing, we relied on people due to the limitations of functional technical tools, but this no longer works. How to achieve intelligent promotion based on the digitalization of products and customers is a very competitive breakthrough.

In this regard, we are making two attempts. One is called the 1711 Fans Plan. The 1711 Fans Plan is based on the one-to-one-code technology and is based on turning our consumers into fans. This is a basic marketing goal, rather than simply expanding the consumer group.

Through in-depth promotion and marketing of a consumer ID, we can eventually make him one of our fans.

Without the help of tools like one-to-one code, it would be impossible to achieve this through traditional marketing methods.

The fan plan mentioned in traditional marketing methods is more of a slogan and a symbol, but the 1711 fan plan we are implementing this time is a manifestation of intelligent promotion and can be implemented on a large scale.

There are two key points about intelligent promotion:

1. Promotional actions can be operated intelligently through tools without the need for human intervention.
2. Based on digitalization, consumers are identified and judged, and corresponding promotion methods are given according to their scenarios.

When small and medium-sized brands make breakthroughs in new marketing, they must not forget the strong experience characteristics of offline terminals, which is the foundation of our existence. Gain recognition and gain communication support by leveraging the strong experience of offline terminals.

Deep innovation experience

Regarding the normalization of in-depth experience, we have made some attempts this year. Although we carried out them in B-side gatherings like the Wanshang Conference, we have seen its influence.

The one we made this time is called Yay! Mang GO Theme Park. This amusement park is not purely designed for the C-end, we will apply it more to marketing activities. Through such a theme park, especially in such an in-depth experience area as the self-adjustment area, we can see the power brought by in-depth experience. This area is the most popular one among our several areas. We can also see that after experiencing it, consumers have a deep identification with the product and brand.

After years of practice, we have achieved some results. But this is inseparable from the help given by teachers and experts. Especially our teacher Liu. I have had a lot of interactions with Teacher Bao recently. Mr. Bao gave a lot of suggestions in the field of new retail, which will be put into practice in future new marketing practices. Strive to become a deep practitioner of new marketing practices.

Author: JS Planner

Source: JS Planner