In 2021, the concept of "new consumption" will sweep the Internet industry and brand circle, and it will also be popular with capital. According to the incomplete statistics of New Consumer Daily, as of May 31, 2020, new consumer brands had raised a total of 271 financings, while the number of financings in the past year was only 195. In just 5 months, the number of financings was 38.97% higher than that of last year, which shows that the market is hot.
Even this fervor has extended to mature brands and traffic platforms. On the one hand, mature brands are hoping to create new brands from their own systems through investment, mergers and acquisitions, incubation, etc.
On the other hand, traffic platforms, such as Tencent and Ali, have launched a series of traffic support plans, from the beginning of the new brand to the scale of hundreds of millions, growing together with the new brand and becoming a deeply bound partner.
So, how did the "new consumer brand" that everyone hope to capture come from? In order to gain a deeper understanding of the characteristics of new consumer brands, Morketing took stock of 8 "routines" in their development process from product development and brand marketing.
1. Cut into the subdivision track
In choosing the entrepreneurial track, the vast majority of new consumer brands have the same decision- cutting from the subdivision track.
According to the sales statistics of Tmall 618 this year, a total of 459 new brands won the sub-category TOP1. Whether it's "Three and a Half" that is positioned as a boutique instant coffee, or a plus-size underwear "Toffee Pie", or a fruit wine brand "MissBerry"...
They all find sub-fields with market blanks and development potential, and cut into the market by developing new products that are not available in the market or have differentiated products.
In the eyes of the new brand, the era of explosive products for all ages no longer exists, and if you go deep into a subdivided track, you can also make tens of billions of products.
And these new opportunities can be said to be the "space" that mature brands leave for new entrepreneurs.
For mature brands, limited by the size of the group, it is often not as effective as developing a product that can be sold nationwide to develop a new product for subdivided tracks or specific groups and sell it in first- and second- or third- and fourth-tier cities. .
At the same time, compared with the risk of new product research and development, mature brands prefer to promote the sales of existing products through marketing and promotion methods.
In addition, mature brands have money and strength. Instead of competing with new brands in the market, it is better to wait for new brands to develop and choose to invest, acquire and incubate new brands, or establish an internal team to incubate new brands. Now there are Unilever, Budweiser...
2. Listen to the user's voice
In addition, being good at listening to the voice of users is a very important feature of the new brand. These brands will initiate user product experience in the process of product development, and understand the most real user needs at the content and service level.
"Three and a half" has a "navigator plan". According to the official introduction, the navigator is the person who points the way and direction to the product, that is, the so-called "product evaluation officer", as long as dozens of navigators make the same suggestion , "Three and a half" will change the product.
Including the rice wine brand "Mike Rice Wine", the product packaging design of its rice sparkling wine series is also jointly decided by the brand and users. "Mike Rice Wine" will give users different pictures for some problems and collect user feedback.
There is also a similar approach to telemarketing list "Huaxizi". "Even before Huaxizi was launched, we started the 'user co-creation' project, inviting users to become product experience officers and participate in the evaluation," said Huaxizi.
In addition, new consumer brands are more humane in user communication. "We have added online consultation with registered dietitians in the communication between brands and users. Through online one-on-one communication with users, the relationship between brands and users can be deepened. The level of experience sharing other than products and sales. This is also an important reason why Xiaolulanlan can be recognized and accepted more quickly and widely after the launch,” said Li Ziming, CEO of Xiaolulanlan, a baby food brand.
These new brands not only want users to participate in the process of product development, optimization and iteration, but also in services and content. All in all, these brands hope to be brands that can grow together with users by listening to the voices of users.
3. Create a super single product
Based on user feedback, the single products launched by these brands are often more popular with the target group.