Brand KOL marketing and growth!

Internet celebrities are the leverage of products

Products are the compound interest of traffic

Content is the amplification of selling points

Emotions are the fuel of selling points

Scene is an extension of selling point

Useful, effective, informative, more efficient than interesting

Whether from top-down or bottom-up, almost all new consumer brands place their differentiation points on the perceptible product functions and attributes, and the benefits they bring, that is, the unique selling points of the products, when they first enter the market.

Rather than other emotional appeals, from the earliest drinking Red Bull when feeling sleepy or tired, to Yuanqi Forest sugar-free sparkling water, to raw milk, sugar, and lactic acid bacteria, nothing else is Jane Eyre, without exception, they all chose simple, direct and effective appeals.

• When there are categories but no brands (creating new categories), consumers recognize and evaluate brand tone based on product experience.
• Brand tonality is not a set of fancy adjectives, but a perceptual cognition based on function and experience.
• At this stage, the functions of the product and the specific interests of consumers are the biggest differences of the product.
• At this stage, being useful, effective, and informative is more efficient than being interesting.

Market introduction period, single-point focus on product selling points (0-1)

In the market growth stage, amplify product selling points + scenario appeal (1-10)

Market maturity stage, product selling point + scenario + brand (10-N)

Selling Points

Consumers recognize brands through products, and the quality of the product experience will affect their evaluation of the brand. That is: In the early stages, consumers evaluate brands based on their products. At this stage, advertising focuses on the product's unique differentiated selling points, emphasizing the unique and specific value points brought by raw materials, processes, and technologies.

• Products are the foundation. Any selling point that is separated from the product is essentially self-entertainment. Creating some emotional copywriting and using some internet terms such as "YYDS" and "Juejuezi" is even more self-entertainment.

Products are first and foremost used to meet needs, especially new products. Advertising slogans are used to awaken, spread and amplify needs. You cannot sell products by relying on emotional copywriting. Durex is far ahead of Okamoto in emotional copywriting and internet buzzwords, but Okamoto 001 is still the best-selling product - products are the foundation, and products are used to meet needs.

• Internet celebrities are the leverage of products
• Products are the compound interest of traffic
• Content is the amplification of selling points
• Emotions are the fuel of selling points
• Scene is an extension of selling point

Whether it is Santonban or Ramenshuo, whether it is Banmu Huatian or Yuanqi Forest, all new consumer brands are masters in making products. Products are the foundation, and they are also the interpretation of demand by new consumer brands. For example: raw milk, sugar, lactic acid bacteria, nothing else, this is Jane Eyre. By emphasizing the product concept of zero additives, we build consumer awareness of the Jane Eyre brand. For example, Santonban has established brand awareness of its instant premium products by emphasizing its product cold brewing technology.

• Red Bull pioneered the functional beverage industry and brought specific benefits to consumers when it was first launched.
• Yuanqi Forest, the pioneer of sugar-free sparkling water, was launched with 0 sugar, 0 fat and 0 calories.
• Xiaoxiandun, with its 95℃ constant temperature stewing technology, focuses on freshness and convenience when it was first launched
• Santonban, a brand that built its own entire chain from "baking-extraction-freeze drying", focused on premium and instant coffee when it was first launched
• Jane Eyre, starting from the ingredient list, is simple and rough. When it was first launched, it was the main attraction and nothing else. This is Jane Eyre
• Ramen says, using semi-cooked noodles and customized seasoning packets, it is convenient and delicious, the ramen restaurant at home

Selling point formula: Selecting ( ) has ( ) functions and satisfies ( ) interests, so

When a new brand is first launched, with limited funds, it first needs to break through at a single point, without having to come up with a lot of selling points or features. Focus your efforts on making breakthroughs in product strength and find differentiation points (single points) in product strength (function-benefit). We do subtraction from craftsmanship, ingredients, components to functions, and make the profit points as sharp as possible - only one hole is needed to make profits.

In terms of publicity, we insist on releasing quantity first, spreading the content first, and concentrating on one media platform. Quantity comes first, then quality. Without quantity, there is no quality. At this stage, the forces are divided (multiple platforms), and the originally limited resources are spread out into a thin cookie. If you prepare for the left, the right will be weak; if you prepare for the right, the left will be weak; if you prepare for everything, everything will be weak.

• In early markets, where almost all purchasing decisions are made by technology enthusiasts and visionaries, the primary value areas are technology and product - Crossing the Chasm.

For example: Lululemon uses LUON patented fabric and Slivere scent anti-odor technology to achieve softness, comfort and fit. For example: by lengthening the tight vest, it can cover part of the buttocks when worn as an outer layer with yoga pants; adding unique designs such as "hidden pocket", "double-sided wear" and "night flash".

It not only solves the problem of stretchability of yoga pants during exercise, ensuring that women do not expose their flesh-colored skin when doing any yoga poses, but also avoids the appearance of camel toes through cutting. At the same time, compared to ill-fitting dance clothes, Lululemon's yoga pants better highlight the female body lines and hip curves.

• Yuanqi Forest: It uses ingredients (water, erythritol, carbon dioxide, etc.), and has the functions of (low sugar, 0 fat, 0 calories), which satisfies the interests of users (who want to drink beverages but are afraid of getting fat), so it tastes good and does not worry about getting fat.
• Xiaoxiandun: It uses (95℃ constant temperature stewing) technology, and has the function of (maximizing nutrient retention), satisfying the interests of users (who want to eat bird's nest but are not convenient to process it). Therefore, if you want fresh stewed bird's nest, look for Xiaoxiandun.
• San Dun Ban: It has chosen to (self-build the entire chain from "roasting-extraction-freeze drying"), has the function of (dissolving in any liquid at any temperature), and meets the users' interests of (quality + convenience). Therefore, if you want premium instant coffee, choose San Dun Ban.
• Jane Eyre: Only (raw milk, sugar, lactic acid bacteria) are used as ingredients, it has the function of (healthy, no additives) and meets the (health, safety) interests of users. Therefore, this is Jane Eyre, raw milk, sugar, lactic acid bacteria, nothing else.
• Ramen says: We use (semi-fresh noodles, customized seasoning packages) as ingredients, which have the functions of (healthy, convenient, and delicious), and meet the interests of users (both healthy and convenient), so Ramen says, it is a ramen restaurant at home.

Selling Price

Selling price is not just a matter for one company; it even determines the industry ecology. Ren Zhengfei once said in an interview that Apple is great. Its high pricing leaves opportunities for other brands. Otherwise, once Apple lowers its prices, other brands will not be able to compete. Understanding pricing from the perspective of the industry will be a great success

• The logic of pricing is not about cost
• Depends on how the enterprise defines and delivers the product value

Price is potential energy

Whatever position you occupy, you can naturally set the price you want. Conversely, if you are not in that position, you cannot set that price. It is not that you cannot set it, but that consumers do not accept or recognize it because you do not have that potential energy. Price is potential energy. A good warrior seeks it from potential, not from others. Therefore, he can blame others and take advantage of potential.

• The iPhone can be priced high as a matter of course
• Huawei's Mate series has just secured its high price after several generations
• Xiaomi is still working hard to move towards higher prices

The price of the first generation of Tesla had to be set high. The $100,000 Roadster represented not only Tesla but also the future of the electric vehicle category. If the first generation of Tesla was priced at the same price as ordinary fuel vehicles, Tesla would not be Tesla.

After the accumulation of high-price potential energy of Model S and Model X, the potential energy released later will be different. The launch of Model 3 has penetrated into the mid-range electric vehicle segment with a price tag of $40,000. The strong brand, sought-after high technology and attractive price quickly attracted a large number of buyers from the market share of traditional car brands of the same level.

Cognition and price: scenarios and anchoring

In fact, consumers are more concerned about the benefits of purchasing products than the costs. Including four aspects: use value, functional value, image value, and social value, the logic of pricing has never been cost, but rather creating advantage recognition and price anchoring.

• You might think that no one will buy the Mercedes-Benz that replaces aluminum with steel, but the reality is just the opposite. It has no impact and is selling like a hot seller. Because consumers care about image value and social value. My friend drives a Mercedes-Benz. No matter whether it is E or S, it is a Mercedes-Benz first and foremost.

Scene creation: physical scene, mental scene

Physical scene: A mug costs 5 yuan each or 10 yuan for 3 at a street stall. But in Starbucks, with the beautiful environment, aroma of coffee and scene-based display, the price can be increased by 5-10 times. In fact, any cup sold by a coffee shop can be sold for 5-8 times the price. Premium value is not just about the product, but also includes the scene and surrounding price anchoring.

When we talk about new offline species, it is essentially the reconstruction of the physical sales scene, such as: Hema Fresh in previous years and the popular pubs today. People still have to eat and drink, but consumers need new physical scenes to stimulate their desire to eat and drink.

Mental scenario: Milk is a mass product, so when it is sold to the masses, it can only be priced at the mass market price. How to sell a glass of milk at 3-5 times the price? The key is not to add functions, but to discover and recreate mental scenarios and redefine target consumers. For example, breakfast milk sold to children, night-time sleep-aiding milk sold to white-collar workers, and calcium supplement milk sold to pregnant women.

• Isn’t that what Telunsu did? Isn’t that what Jane Eyre did? They doubled the price of yogurt and sold it to fashionable moms. Now they have prepared a fatherly love formula and are selling it again.

Price Anchoring: Standing on the Expensive Side

Whatever product you want to be, you have to stand next to it. When inviting people to dinner, the white wine served is Moutai, but what kind of red wine should be chosen, which is neither expensive nor face-giving? Penfolds 407 is tied to Moutai Feitian, and its high price suddenly seems justified.

In the absence of more information, past prices (or other comparable prices) may be an important determinant of current prices, anchoring current prices.

Down jackets that originally started at 499 yuan can now be purchased for only 199 yuan. With this as a reference, customers will accept the price of 199 yuan without hesitation. Here 499 is the anchor point. The screen protector costs dozens of dollars, and the membership service costs thousands of dollars. If you just bought an iPhone for 8699, you may feel that it is acceptable.

If you add one more sentence: If you don't purchase Apple Care service, the cost of repairing the screen is 2600+, and the cost of replacing the entire machine is 4600+, you will be instantly captured. 8699 is the price anchor point, and the intimidation of not buying is due to loss aversion.

Coverage = content + scenario + KOL

In his book Thinking, Fast and Slow, Kahneman points out that humans are biological beings and must remain alert in their living environment. Repetition will induce a sense of comfort and familiarity in cognitive relaxation. When a piece of information appears repeatedly without bringing bad results, it will become a safety signal. Over time, what is safe is good, and what is familiar is easy to like - this is the concentrated exposure effect and repetition effect in psychology.

• Continuous repetition is the continuous creation of familiarity
• Repeatedly, you become familiar with it; familiar with it, you like it; like it, you buy it.
• The more you repeat, the more familiar you become; the more familiar you become, the more you like it; the more you like it, the more you buy it.

In fact, those successful brands, whether in traditional media or new media, whether in pictures and texts or short videos, have a deep and simple understanding of the importance of repetition, from not accepting gifts this year, to drinking Wong Lo Kat for fear of getting angry; from anti-dandruff, Head & Shoulders, to Heng Yuan Xiang, Yang Yang Yang, they never get tired of repeating it over and over again, even to the point of being vulgar - even if it is vulgar, it is really effective.

content

What is content? It is pictures and texts organized around product selling points. For example: In the context of various milk brands building natural pastures, adopting a cow starts with the dairy cow, and the type of cow and the type of milk it produces are the selling points of the product. The selling point is highlighted by creating content centered around the diet and daily life of cows.

for example:

• Brand level: Good cows lead to good milk
• Corporate level: We don’t produce milk, we just raise cows for our users
• Promotion level: good mood, good food, good housing, good work, good family background

• When in a good mood, every cow will listen to music, do SPA, and enjoy medicinal baths
• The food is good, and the daily food cost for each cow is about 80 yuan.
• Good living, each cow is equipped with a "pregnancy care home", "delivery room" and "kindergarten"
• Good job, every cow has "paid" annual leave and regular physical examinations
• Good origin, every cow is of Australian descent, and pedigree files can be found

Scenario

Scene: A collection of people, time, place and events (field + situation + emotion). For example: being sleepy and tired is a scene, being a little hungry and sleepy is also a scene, being afraid of getting a sore throat while eating hot pot is a scene, and giving gifts during the Chinese New Year is also a scene.

• Online media for content marketing
• Offline media for scene marketing
• Create new scenarios for old customers
• New customers, strong functional focus

Scenario: People’s needs are naturally awakened at a specific time and place, resulting in consumption events. For example: mooncakes are indispensable on August 15th, rice dumplings are indispensable on Dragon Boat Festival, lively gatherings with relatives and friends are indispensable on Spring Festival, and you always have to stock up on something on Double 11.

• A scene is a complete consumption behavior, an event with time, place, and people.
• A scene contains an automatic and spontaneous need satisfaction

For example, busy young people work during the day, have coffee to refresh themselves, and snacks to relieve stress. At night, there seems to be no third choice except bars, KTVs, and cinemas. Therefore, a new bar built for young people, Helen's Bistro, was born.

• Today, Helen's Bistro has become the midnight Starbucks for young people. It is currently the largest bistro in China and a bar where one can consume without stress. Young people nowadays always have indescribable pressure and need a pressure-free space to soothe their emotions. Helens provides a differentiated choice for young people in terms of cost-effectiveness and environment.

KOL

Nowadays, a brand that doesn’t know how to plant grass will have no chance of waiting to be pulled out. KOLs are trusted agents of new brands, active members of the media, and the shortest distance between consumers and brands. Those new consumer brands that are able to become popular quickly have undoubtedly found KOLs that match them.

• The logic behind choosing KOLs is the logic of brands sending signals to potential consumers. The signal source must be strong, the signal coverage must be large, and the signal must not be interrupted.

The signal source must be strong: The KOL itself must have a strong influence. A KOL with 1 million fans is different from one with 100,000 fans; a vertical KOL is different from a non-vertical KOL. When choosing, you should first choose vertical and then pan-vertical. The more vertical the information source, the stronger it will be.

For example, Xiaoxiandun chose Zhang Yuqi, Zhang Ziyi, Jing Tian and other celebrities who are labeled as "lady" and "exquisite". While bringing high exposure to the brand, it also subtly established the credibility of Xiaoxiandun among potential consumers.

The signal coverage should be large: Coverage is a quantity, and large coverage means trying to increase the quantity as much as possible. This level is best to be a phased level under the same keyword.

In 2017, Perfect Diary put all its resources into Xiaohongshu. Build a pyramid-shaped advertising layout: including top and mid-level influencers, as well as large-scale advertising by passers-by and amateurs (top influencers for product endorsement, mid-level influencers for large-scale promotion, and passers-by and amateurs for customer testimony). The lower the frequency of delivery, the larger the budget.

The signal cannot be interrupted: The essence of long-termism is not to cross the big cycle, but to continuously penetrate the small cycle; it is an ability and action that can cross the small cycle and see through the big cycle. New consumer brands continuously send signals to consumers, going through products, brands, competitors, categories, cross-categories, and scenarios, ultimately establishing a unique and exclusive mindset for the brand.

For example: Feihe milk powder, a mature brand, has been conveying a core concept for a long time, which is more suitable for the physique of Chinese babies. Of course, this statement does not hold up to thought. Does it mean that foreign milk powder is not suitable for the physique of Chinese babies? Obviously, this is not the case. However, cognition is more important than facts, the signal cannot be interrupted, and repetition can establish cognition and then influence cognition.

Phase strategy

• Phase 1: 0-10 million, single-point single product, efficient conversion, traffic into sales
• Phase 2: 10 million to 100 million, product line expansion, channel penetration, and deep cultivation of user minds
• Phase 3: 100 million to 1 billion, cross-border endorsement, breaking circles and user retention
• Phase 4: 5 billion club, supply chain, category penetration, two players, one shake, one focus

Phase 1: 0 to 1 verification, single point breakthrough, single product penetration

When new products and new brands first enter the market, the problem they face is not a brand issue, but finding traffic and increasing sales. By improving and eliminating differentiated selling points of single products and single points, we can gradually increase conversions and run the content conversion path from traffic to efficiency.

• Method: On-site + off-site, free + paid, stock + incremental
• Image and text promotion + brand self-broadcasting + top product promotion + mid-level KOL investment + e-commerce conversion

The brand strategy at this stage focuses on potential consumers who have a favorable impression and interest in the category. At the same time, because new brands have relatively low awareness, they need to rely on category awareness or bonuses + unique differentiated selling points of products to convert consumers within the category. Focusing on the A2-A3 population, we will increase interest through differentiated product content, strengthen interactions to establish connections, and promote orders and purchases.

• What is the 0 to 1 verification phase? That is: in the product verification stage, the measurement standard is (conversion efficiency) sales. The biggest problems at this stage are the adaptation between products and demand, products and content, products and media, and the efficiency of investment and conversion.

Start with a single point and a single product: Use a single point as a pilot and a single product for penetration. During this stage, we should have brand thinking, but we should definitely not build the brand immediately with great fanfare. Instead, we should focus on this product and solve the problem of product sales, that is, effectively extracting the unique and differentiated selling points of the product.

The reason why 90% of products don’t sell well is not because of the product’s problem, but because of the compatibility of the product’s selling points with consumer demand. Before a product is launched on the market, it may have various functions and features, but these are all illusions. If you don’t put your products on the real market, you’ll never know which ideas are the ones that will bring you real results.

• Starting from the function, and finding support in technology and raw materials, the product selling points should be less empty and more practical - visible, tangible, physically felt, and visual. This is not only about refining the selling points, but also considering the presentation form of the selling points. Both the product and the content, the product and the media, whether it is pictures and texts or short videos, can the selling points be brought out, and whether the expressiveness, penetration and perception are strong.

Single point breakthrough, concentrate resources on one medium, one sector under one medium, one type of KOL under one sector, and penetrate with one keyword. For example: Santonban focused on Xiachufang in the early stage, and Perfect Diary focused on Xiaohongshu. If one doesn't work and all of them don't work, but one media works, basically 80% of the methods can be replicated. It is critical to find the right adaptation points for the needs behind them. The rest is replication, amplification, and conversion rate indicators.

• For example, Swisse launched blood orange essence. In the first phase of Xiaohongshu, the focus was on the benefits of blood orange and why blood orange can supplement collagen, helping consumers understand the benefits of blood orange. The product was even named after its function: Blood Orange Collagen Liquid (rather than Blood Orange Essence).
• The product’s nickname “Collagen Liquid” lowers the consumer’s cognitive threshold, and what you see is what you get; by promoting its efficacy and principles, it helps consumers understand the efficacy of blood oranges.

It should be noted that the matching points and leverage points: the problem of slow acceleration in the early stage is usually that the right points of product and demand adaptation are not found. Once the matching points are found correctly, the leverage points of content and media are found. Single-point breakthroughs, single product penetration, sales of 10 million or 50,000-100,000 orders can be repeatedly verified.

Phase 2: 10-fold growth from 10 million to 100 million, key words: enlarging the target audience

Expanding from the A2/3 population to the A1 population, if this stage is still centered around the A2/3 population, it will inevitably lead to weak growth in the later stage. By using matrix advertising and advertising exposure methods, we target the A1 population and increase the base of the exposed population.

Usually in the stage of 10 million to 100 million, most brands do not encounter traffic problems, but the difficulty of how to occupy the minds of users as early as possible and how to deeply cultivate the minds of users. To this end, the second stage is to gradually form actions, routines, and strategies for the brand to occupy the mind and deeply cultivate the mind. If we say that stage one focuses on products + content + conversion, stage two should start to take the brand into consideration.

• Note: If a one-dimensional product competition does not have a brand rooted in the minds of users, it will be difficult to escape the traffic curse.
• Method: Matrix, advertising, top KOL + celebrities + cross-border collaboration

The law of quantity is the basic law. Exposure, reach, interaction, conversion, and amplifying sales tenfold not only involve secondary reach and conversion of existing users, but the core is to increase the initial value equivalent, expand the basic plate, and release water at the source of traffic. In the first stage, the basic logic and path of reach, interaction and conversion have been implemented, which provides a basic basis for judging the amplification actions in the second stage.

10 million to 100 million, judging from the sales results, it is 10 times faster. How to achieve this 10x speed? There are two key points: 1) product line expansion, 2) channel penetration.

This stage will enter the initial stage of the brand. In the stage of 10 million to 100 million, the brand feeling will be gradually improved, and products will begin to be made like a brand. Industry public relations, SEO, press releases, brand media matrix, etc. need to be gradually improved, but the premise is that the product is hot-selling and product sales growth cannot stop.

Product expansion. The expansion here means only extending the product specifications and sizes upward and downward based on the original best-selling products. A, APro, A-. Instead of making changes to product items, the goal is to expand product offerings, stretch consumer stratification, and meet the needs of consumers at different levels. Product flavoring can also be used to expand products. Whether it is product expansion (A, APro, A-) or flavor extension, the consistency of the items must be maintained, or in other words, the basic tone of the brand must be maintained.

Channel penetration. Channel penetration is not just online and offline, it also includes media penetration. Exposure is a hard indicator. It is best to choose a region with high potential, choose a city with high potential in the region with high potential, choose a channel with high potential in the city with high potential, and choose a terminal with high potential in the channel with high potential.

What is high potential energy? For example: whether a restaurant is a large store, whether it is a chain, whether it is ranked high on Dianping.com, and whether it accepts membership cards. Large stores have higher potential energy than small stores, chain stores have higher potential energy than single stores, stores ranked higher on Dianping.com have higher potential energy than stores ranked lower on Dianping.com, and stores that can collect membership deposits have higher potential energy than stores that cannot.

• Analyze each situation specifically. In essence, high potential energy can be felt. When you stand at the terminal and take a look, the atmosphere and feeling are real. Therefore, without investigation, there is no right to speak. The answers are on the spot, and the questions are all wild imaginations.

We started to seize the rhythm online to achieve hot sales, first in category and first in individual product. The first value is to accumulate credibility for the brand. For 618, Double Eleven and New Year’s Festival, plans should be made 3-5 weeks in advance.

• The rhythm of leading products should be positioned
• Off-site traffic needs to be coordinated
• In-site purchases require investment
• Brand PR needs to keep up
• Cross-border joint venture

For example, taking Xiaoxiandun as an example, in 2018, it mainly focused on weight loss and skin care; in 2019, it enhanced the extension of pregnancy care and the concept of frozen age, and at the same time increased the proportion of skin care products from 28% to 45%. This means that the combination of skin care and functionality is effective.

Focusing on the A2-A3 population, complete the user population portrait, and based on the A2-A3 user population portrait, iterate keywords and penetrate the population.

After April 2019, the scenarios for Xiaoxiandun's advertising began to change. The proportion of "weight loss" scenarios decreased to 11%, and the proportion of "skin care" scenarios was the highest, accounting for more than 45% of the total. The proportion of "pregnancy care" and "freezing age" scenarios increased significantly, and the proportion of "health preservation" scenarios was still at the bottom.

We used super-head KOLs to increase awareness, and used "weight loss", "skin care", "anti-aging", "health preservation", and "pregnancy care" as keywords for penetration. We gradually developed the core keywords: skin care as the main focus, health preservation as the foundation, pregnancy care, and anti-aging as the grass-planting strategy to penetrate the population.

Phase 3: 100 million to 1 billion

This stage is also 10 times, the same question is where does the 10 times come from? 1) Online + offline, 2) Breaking the circle and attracting new customers, 3) Taking action to a higher level

The core is to rely on the pull of the brand to drive sales growth. In other words, at this stage, simply talking about products, traffic, and conversion is no longer sufficient to support sales growth. It is necessary to combine brand, product, traffic and content together. Only at this stage can we enter the comprehensive stage of integrating product, effect and sales.

The brand's actions have expanded from brand and category groups to interested groups. Through top-stream product promotion + celebrity endorsements + brand cross-border + advertising and public relations, we can attract interested groups, amplify traffic entrances, and gradually transition from A2-A3 groups to A1 and O consumer groups. The purpose of cross-border and brand collaboration is to break the boundaries of categories, and the core of cross-border is also to attract new traffic.

During this stage, the amplification of brand actions will bring in more general traffic. For this reason, the integration of brand, effect and sales has entered a critical stage. If the integration of brand, effect and sales is not achieved at this stage, the traffic brought by the brand's cross-border, joint ventures, advertising and public relations will not be converted into sales growth.

• Phase 1: Running Effect
• Stage 2: Product Promotion
• Phase 3: Running in One
• Stage 4: Moat

The focus of this stage is on breaking the circle and attracting new customers among the O and A1 groups:

• Attract new customers within the category: users who are interested in competing products or the same category
• Attract new customers from similar products: Analyze the overlap between the customer groups of this product and similar products, and conduct targeted marketing to customers who have similar products performing well but the customer group needs to improve.
• Attract new customers across product categories: Compare with your own 5A customers to see which product categories have higher TGI besides your own product, and target the corresponding industry groups with the product.
• Attract new customers by using the scene crowd: Based on personalized demands, we can tap into the scene crowd with a high overlap rate and large scale with the 5A crowd.

From "arithmetic growth" to "exponential growth", when a brand grows to a certain stage, it will encounter diminishing marginal utility. There is often only one reason for this, and it is a fundamental lesson that is often overlooked, that is, insufficient brand power. In the entire life cycle of a brand, only at this stage does brand power become extremely important.

In particular, when growth becomes sluggish, we need to increase new customer acquisition and break through the circle externally, and internally drive repeat purchases and improve conversions. Attracting new customers is the constant action, and breaking the circle is the goal.

From brand users, to competitor users, to category users, to cross-category users, and then to scenario users. Only by constantly breaking through circles can we maintain growth, especially in the stage of crossing the chasm; this is even more true for achieving exponential growth - traffic, breaking the circle, conversion, operation, and sedimentation of the mind.

Based on consumer portrait labels and sales data, we make judgments: we define the brand's core portrait labels and lock in the A4-A5 core strategic groups: emerging white-collar workers, senior middle-class people, sophisticated mothers, small-town youth, Gen Z (Generation Z), urban silver-haired people, small-town middle-aged and elderly people, and urban blue-collar workers. Based on the A4-A5 portraits, we attract new user circles to increase traffic.

That is: the right people (user portraits), multiple levels (5A stratification), multi-dimensional reach (off-site, on-site)

• 1) Based on the insights of brand 5A people, clear user portraits
• 2) Produce insight-based crowds and break-circle strategies
• 3) Implement closed loop through operation

Through the analysis of the 5A of the population and brand users, we can clearly correspond the strategies to the different circles of people. The core of breaking the circle is to attract users other than A4-A5 types, and guide users to gradually settle into A2-A3 users through content, so as to prepare for traffic accumulation for sales conversion.

According to the 5A population level, a reach combination of "brand advertising + content seeding + paid traffic" is formulated to achieve content reach across touchpoints/frequencies.

Off-site: Based on data portraits, select brand advertising to reach the O-A1 population, stimulate conversion of the A1-3 population through short video influencers, and then cooperate with bidding advertising to convert them into the A4 population.

On the site: Super Interactive City and Brand Special Show expose the "O-A1 group" (targeting the opportunity group) and reach new users. Use the Through Train to reach the "A2-3 group" with shopping intentions, stimulate users and deepen their behaviors. Use Diamond Ads to reach the "A3-A4 group" (interested group, purchasing group). Use Pinxiaobao to reach the "A4-A5 group" (purchasing group, loyal group).

Phase 4: 5 billion club, building a moat

Through long-term operations and content output, the brand improves the ROI of O-A1-A3-A4, strengthens the continuous reach of A5 super users, and drives the long-term compound value of the brand.

Only by taking into account all aspects at the organizational level, from products to marketing, to channels, and finally to the supply chain, and even talent management and financial management, can we build a solid wall and consolidate the moat. At the brand level, we use multiple dimensions, multiple frequencies, and multiple touches to build a full-link brand growth from advertising to content marketing, and then to scenarios, not only online but also including the penetration of offline channels.

1-5 billion, it is time to build a moat. From products, to marketing, to channels, and finally to the supply chain, and even including talent management and financial management, all aspects must be taken into consideration to build a high wall and consolidate the moat.

The method of spending money to buy traffic in exchange for sales may be acceptable in the early stages of a brand. However, if the brand still remains at a low-level operation of relying solely on traffic in exchange for sales in the middle and late stages, the brand will have to work for KOLs and Internet celebrities. In essence, KOLs and internet celebrities are channels, not brands themselves. Selling goods and building brands are two different things. If users trust KOLs rather than brands.

This means that the company’s brand has not really established mind and brand awareness among the target population. Once the consumers’ minds are saturated, it will be very difficult for you to break into them again - the key to seizing the opportunity is the window period of the category. Once consumers are overloaded with a certain type of information, it is difficult for them to remember similar information.

• Online media for content marketing
• Offline media for scene marketing
• Create new scenarios for old customers
• New customers, strong functional focus

For example: In the three years from 2017 to 2020, Neiwai has 110 retail experience stores in 29 first- and second-tier cities across the country, and has strategic cooperation with first-tier owners such as Kerry, Sun Hung Kai, Swire, Hang Lung, and China Resources. On the one hand, choosing a high-potential business district as the location for offline stores can reflect the brand image and effectively form brand endorsement.

On the other hand, as traffic becomes more and more expensive, offline channels can bring brands greater room for category expansion and more development opportunities. With the help of the layout of offline channels, Neiwai has gradually expanded from underwear to home casual wear, dance sports and home products.

Author: Qinggua Media

Source: Cucumber Morning News