How to do new media marketing for niche brands?

While you are writing your PPT, cod are jumping out of the water in Alaska. While you were reading the report, the golden monkeys in Baima Snow Mountain just happened to climb to the top of the trees. As you squeeze into the subway, Tibetan mountain eagles are circling in the clouds. While you’re arguing in a meeting, backpackers in Nepal are drinking together by the fire. There are some roads that you cannot walk on wearing high heels, some air that you cannot smell even if you spray perfume, and some people you will never meet in an office building. Only by going out for a walk will you discover that there is a different world and a different you out there.

If you haven't heard this passage, I blame you for being ignorant. Looking back at the copywriting I wrote 8 years ago today, I find that it is still so excellent that nothing can surpass it.

This is the classic copywriting of China's most literary Taobao store, "Bu Lu Bu Ding".

The ever-pace boss, Xiao Lufeng, used to be a copywriter. His poetic writing style adds a unique touch of an advertiser to this women's clothing Taobao store, and has captured the hearts of thousands of "girls" with a literary and artistic complex. In just five years, the number of girls reached 113,461 and the annual turnover reached 30 million.

I have always been curious about whether it is possible to balance literature and art and business. Is it enough just by copywriting? How does such a niche brand make money?

From Buluxing, I found that copywriting is just their most insignificant highlight, and their marketing is more worthy of learning for brands.

1. How do niche brands do marketing positioning?

The initial products of Buluxing were the last remaining items of Japanese brand clothing. The attributes of the products themselves determined the style of the brand - Japanese style. When it comes to Japanese style and culture, words like subtle, introverted, literary, and fresh can basically set the tone for the brand.

What kind of people prefer Japanese style? Following this line of thought and further narrowing the scope, the "literary youth" active on Douban are the group most likely to favor the Japanese style. Bu Lu Bu Ding further narrowed the target audience of its products from "literary youths" to "literary young women", which is what the small boss calls "girls".

"She is a reserved girl who doesn't like to show up in public, nor does she want to be lost in the crowd. She doesn't like to dress up deliberately, but she also wants to be different. Currently, they are collectively called artistic young women." This is how the boss defines girls.

If you say you sell clothes, it sounds like a big business, after all, it is one of the four major necessities of life along with food, clothing, housing and transportation. If you say you want to sell clothes to artistic young women, it sounds very niche. This is what Bu Lu Bu Bu Chang does.

But the so-called niche is actually relative to the majority. No one says they want to create a niche brand when they start building a brand. In order to make a profit, of course the goal is to make money from as many people as possible.

So niche is never a goal, but a result.

Bu Lu Bu Ding is targeting the group of artistic young women. Firstly, it is determined by the attributes of its products, and secondly, its founder is an advertiser by profession and has a technical advantage in grasping the psychology of artistic young women.

When positioning their users and markets, many brands often hold the idea that they will do whatever cake is the biggest and makes the most money.

We can learn at least two ideas from Bulvbuting: one is to start from one's own product attributes, and the other is to start from one's own advantages to decide what kind of users one should embrace.

2. How to conduct new media marketing for niche brands?

What a brand sells is not just a product, but a better version of yourself.

Building a brand is actually about creating preference.

The preference created by niche brands is often even greater. Once a brand is recognized by a subculture group, it becomes a cultural symbol. For literary young women, "never stop walking" is a cultural symbol.

How to find like-minded people among the crowd? Casting a wide net is obviously not suitable for a small brand, but new media meets the needs in terms of form, communication efficiency and audience, and can often achieve a multiplier effect.

1. Build a scene to give the product its own name and story

Bu Lü Bu Ding has only 55,000 followers on Weibo, which is not a lot compared to the blue V accounts that often have millions or tens of millions of followers. However, the amount of interaction among his fans is believed to make many brand owners jealous. A normal post about a new product launch will have more than three digits of reposts, comments and likes.

Social media has almost become a stage for non-stop storytelling, and of course they are still selling clothes. WeChat takes on the task of telling the story, while Weibo takes on the responsibility of constructing the scene and showing the details of the clothes.

You look so melancholy, maybe you're thinking about life? No, I was just looking at a handsome guy who looked like Takeshi Kaneshiro walking away.

What you think I am is not the real me. You think I would think like this, but in fact I am just doing things that you dare not do, such as openly admitting that I like handsome guys. I am not as pretentious as you think. I think about life every day. Literary young women are also flesh and blood, okay?

It's just selling clothes, but it's really hard work to keep moving forward. Putting ourselves in the role of a literary young woman, through dialogue we are presented with a scene of a girl standing by the window, openly looking at a handsome guy. Does this scene look familiar? If you are a literary young woman, I think you will definitely resonate with this.

What is being sold is not clothes, but the thoughts of female intellectuals and stories.

Freedom is doing what you want to do and not doing what you don't want to do. Freedom is a nonsense sentence that I can write on this product page.

Today's artistic young women can be a product manager in an Internet company, a designer, or a copywriter. Imagine yourself wearing a white T-shirt while drawing at work. The story between you and this piece of clothing has already begun.

The product is not the product itself, the product is how you are when you come into contact with it. Giving the product its own unique scene and identity will make it more topical and spreadable on social media.

2. Content creativity that understands people’s hearts is king

Copywriting has always been the most praised part of Bubu Buting. Many people would wonder, will the copywriting be popular but the product not? Buluxing’s products may not be known to everyone yet, but his writing style is enough to support a brand image.

You can imagine that when you see such text in a picture without any logo, you know that he has succeeded by keeping going. Some people say that if you fall in love with a literary young woman, you will definitely win her over if you read a piece of writing every day.

After reading a lot of content from Bulvbuing, it goes without saying that the copy itself is brilliant, but I think the creativity of the content is the most critical factor, which can only be achieved based on a deep insight into the target users.

"Cat" can be said to be the spiritual Hermes of contemporary young women in recent years. In the past, "bags can cure all diseases" and buying bags was the motivation for women to make money, but now it has become "having a cat is enough", "cats can cure all diseases", and "cats can heal the world". Cats are cool and innocent, which makes it easy for people to like them uncontrollably. When women see cats, it is like seeing their ideal selves.

In 2015, "Cat Economics" was proposed in Japan, which means that no matter what field is involved, as long as cats are used well, profits can be made, and cats equal economy.

Bu Lu Bu Ting has used cat themes many times, incorporating cats into clothing designs and fan discussion topics. It is precisely because of the profound insight into the fact that "cats can cure all diseases" and the significance of cats to women that Bubusun's products and content about cats have almost always been successful and widely praised.

Recently, Buluxing started to "make cats" again. The designer used his own cat to make a "missing cat notice" and printed it on clothes. This not only makes the product itself interesting, but also sparks discussion among cat lovers. It is hard not to attribute such content to creativity.

Creativity makes the product and communication come alive and forms its own unique identity. This is what can only be achieved by keeping moving forward.

3. Make good use of new media for mass communication

Niche brands like Bulvbuting know who their customers are, and therefore their marketing efficiency is higher. Niche brands do not need to advertise a lot, they just need to focus on cultivating their brand to gain the favor and loyalty of consumers.

When consumers are faced with a product, they consider the material aspect. But when consumers think about a brand, they think about the soul and spirit.

No matter how small this group is, as long as their loyalty is high enough, it is enough to support a brand. The characteristics of niche marketing of niche brands allow them to quickly gain consumers who recognize them on social media.

Bu Lu Bu Ting has not yet opened a Tik Tok account. She was active on Douban for a while in the early days. However, she has been working hard on Weibo and WeChat, telling the stories of female intellectuals. There is also a small boss with more than 40,000 Weibo fans who uses his personal charm to cheer for Bulu. This is also a choice after becoming popular. It is understandable that female intellectuals are active on Douban, but it does not match the temperament of TikTok.

There is a saying that goes, "Five colors make people blind, five sounds make people deaf, and five flavors make people's mouths numb." Sometimes when there are too many choices, people will lose their choices. It is better to "take only one scoop from the three thousand rivers."

3. Final Thoughts

Being niche is not a choice, it is a result.

The emergence of female intellectuals is based on the cultural phenomenon of female intellectuals. It is impossible for the streets to be full of female intellectuals, so niche brands do not have the foundation for large-scale development. But this does not mean that there is an irreconcilable contradiction between niche and business. Isn’t Bu Lu Bu Chang a successful case?

Since it exists in the market, any brand, whether mass or niche, is bound to be governed by market laws. The transition to massization is an inevitable path for any niche brand, unless you have no ambition to make the brand bigger.

From a marketing perspective, if you plan to create a new brand and its audience may not be too wide, new media will be a good way to communicate with the audience. There are thousands of ways to market. Once you find the spirit of the brand, you’ll find a way to express it.

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Author: Fancy

Source: Fancy (ID: Fancy_Chiang)