Rules for Creating Brand Hot Products in 2022

In a homogeneous market, how can brands find differentiated paths to pursue growth? How can a brand build its own core barriers and dig deep into its brand’s “moat”?

In this era of freer marketing expression and more diverse marketing methods , if a brand wants to win over its target users, in addition to breakthroughs in marketing presentation, it is more important to rely on strong product appeal.

It can be said that highly competitive products are the core barrier of a brand and the most effective way to differentiate the brand.

Faced with the situation of marketing and product involution, how can brands create explosive products in 2022? Today, Mr. Bingfa will discuss with you the rules for creating explosive products, hoping that it will be helpful to you.

1. Health Products

To be honest, the big health products that have been called for for many years have only seen explosive growth in the past two years. With the emergence of brands with health attributes such as Yuanqi Forest, Huaxizi Biology, Wang Baobao, De Rucci Bedding, and Xiaoxiandun, more and more brands have paid attention to the magic of big health products and started to seek breakthroughs in this field.

Today, with new brands emerging one after another, traditional brands have also begun to embrace change and launched products in the direction of health. For example, Yili has long sensed the business opportunities of big health products and launched the "healthy 0 additives" Changqing, telling users that "there is no need to choose between health and deliciousness", which has attracted much attention among young audiences.

With the emergence of functional products with health, wellness, and health care as the main appeal, health teapots, healthy cereals, healthy dairy products, 0 sucrose and 0 added beverages, health wines with health properties, and nourishing bird's nests and donkey-hide gelatin have become fashionable items in the young consumer market. The health track has become more and more crowded, which also indicates that the era of big health has truly arrived, and means that big health products have gradually moved from the niche to the mainstream and have begun to gradually cover various industries.

2. Highly creative cultural and creative products

It can be said that health products involved in the health track are favored by young people who stay up late while maintaining their health, and those cultural and creative products with clever ideas are very popular among young audiences. In recent years, cultural and creative ice creams have attracted attention in scenic spots and successfully made it to various hot topic search lists. They have attracted much attention because of their shapes with various cultural themes. For example, the "Bronze Mask" ice cream launched by Sanxingdui is called the "taste of history" ; the Terracotta Warriors-shaped ice cream launched by the Qin Shihuang Mausoleum Museum, and the Yellow Crane Tower ice cream launched by the Hubei Provincial Museum are defined as the "taste of culture" ; the ice creams launched by Renmin University of China and Huazhong University of Science and Technology are called the "taste of knowledge" ; and some theme parks have launched ice creams related to spring elements such as cherry blossoms and crabapple flowers, which are called the "taste of spring" ; at the same time, there are also those called the taste of art, the taste of stories, the taste of the Olympics, the taste of the city, etc.

These ice creams in various shapes give people a refreshing feeling in terms of image, and give ice cream new connotations from a cultural perspective, giving people a new experience from vision to taste. This kind of cultural and creative product with cultural attributes is of great quality, and also adds to the IP construction and monetization of schools, scenic spots, museums, etc. In Mr. Bingfa's opinion, the core of cultural and creative products is not the products themselves, but the inherent cultural atmosphere of the products. While allowing people to experience the historical and cultural atmosphere up close, it also gives the products an experience that is different from competing products and is therefore very popular. This may also be the key point for the hot sales of cultural and creative products.

3. Fashion items that focus on a certain group of people

Creativity is an important weapon for products to attract attention. Those products that focus on female/male users, empty-nest elderly, college students, people living alone, star-chasers, etc. can more accurately integrate products into users' usage scenarios and bring about linear growth. Take people living alone as an example. Products that focus on the needs of people living alone have become an indispensable part of their lives and work because they accurately control the audience's consumption tendencies, living habits, etc.
Data shows that as early as 2018, the number of single people in China had reached 240 million, of which more than 77 million adults lived alone. As the number of people living alone continues to increase, the wave of living alone may have arrived. Faced with the increase in the number of people living alone, self-pleasure consumption and the single economy have shown a sustained upward trend.

Naturally, products focusing on companionship (pet raising), food and lodging (housing to meet people's social needs), entertainment, etc. for singles/living alone have also emerged. There are also more and more projects focusing on singles, such as traveling alone, exercising alone, watching movies alone, eating alone, traveling alone, etc. Because of their high flexibility and good user experience, these projects that satisfy single consumers have become user consumption preferences.

For example, the slogan "Eat well even when you are alone" has become popular in recent years and has been widely recognized by users. It has been sought after by people. Its meaning is that even when you are alone, you should live a refined life and use food to cure loneliness. At the same time, there are also many products for people living alone/single. For example, RIO, which advocates the petty bourgeoisie, means "RIO tipsy, a little wine for one person" ; Zihaiguo, a new brand that focuses on the concepts of "meals for one person" and "home economy"; and pidan, which focuses on the quality life sought by middle and high-end people and the emotional sustenance through raising pets, have all become fashionable brands in the current market.

4. Social attributes

There are also products that can stand the test of young people and have their own social attributes. They have high attention and high consumption frequency among young people, and their social attributes also help brands achieve positive growth.

For example, the annual new product Coconut Cloud Latte, which was launched by Luckin Coffee and Coco Tree Coconut Juice in a dream collaboration, was able to successfully go viral on WeChat Moments. Firstly, this was due to the fact that the product tasted pure and delicious. Secondly, its "earthy + trendy" marketing design gave the product a social attribute, which brought traffic to the brand and triggered multiple rounds of user attention and dissemination. The quality of high-quality products is maximized, coupled with stunning visual impact, to achieve product-assisted brand creative upgrades, coupled with the brand's bold and boundary-breaking marketing integration, to achieve effective marketing conversion.

In order to make the brand and products the focus of the circle of friends, the prerequisite is that the brand must have sufficiently amazing and wonderful products, providing users with a reason that they cannot refuse to post to their friends, or having parts that users feel are worth showing off, so that the product can have its own social attributes and be spread.

Final Thoughts

In the eyes of many people, a hit product is something you can desire but not seek. However, in the view of Mr. Bingfa, only when strong product power and marketing power are integrated, will the product have the potential to become a hit product and have the opportunity to accumulate momentum and wait for the opportunity to help the brand usher in its own era.