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we recognize a new consumer brand, which will certainly conform to the five core manifestations of “differentiated positioning”, “personalized products”, “social content”, “life scene” and “personalized brand”. When we have a clear understanding of the composition and structure of new consumer brands, we can better move towards the direction of new consumer brands.
From the study of new consumer brands (focusing on food field) and its methods in 2019, I have been thinking: what kind of brand is needed in the new consumption era? What are the strategic elements of new consumer brands? What are the key points? What is the relationship between these key points? How to grasp the main contradictions? How to understand the core meaning of new consumer brands more simply and directly
In the past more than one year, many new brands in the field of consumption, especially in the field of food and beverage, are focusing on a series of keywords, such as category bonus, product experience, content, traffic, private domain, growth, etc. How do these key elements affect or reconstruct the brand playing method? What kind of brand will the new consumer brand be under these elements?
When these issues are put together, under the accumulated potential energy of my 414 day research on new consumer brands, through the case study and common exploration of 100 + emerging new consumer brands, and the summary of key elements of brand construction, I design my playing methods and strategies for exploring new consumer brands into a formula
Here, “differentiated positioning”, “personalized products”, “social content” and “life scene” are strategic factors. The larger the base number of each factor, the greater the value after multiplication.
Multiplication is used because there is a compound interest effect between the four factors, rather than a simple combination. “Personalized brand” is the number of power, the larger the base, the greater the value of the second power.
However, the premise is that the four factors in brackets must be complete and the base number is relatively large. If any one of the four factors fails, for example, the “differentiation positioning” goes wrong, which should have been 50 and now becomes 0.5, which will cause the overall multiplication value to be smaller. Even if the power of “personalized brand” is larger, the total number will not be much larger, and even the number of offshoots will be smaller. So for the four factors and one power number in this formula, the larger the base number, the better.
Seriously, when I came up with this formula, I was so excited that I almost didn’t sleep at night.
Well, I’ll explain the four factors in this formula one by one.
1. Differentiated positioning.
Where is the track we chose?
In this matter, the choice is always greater than the effort. In terms of positioning strategy, new consumer brands often start with category strategy, that is, selecting the potential stock track they want to enter, but the category selection often comes from consumers’ demand insight.
Therefore, I divide the “differentiated positioning” into five core points: demand insight, category occupancy, category remodeling, category innovation and category segmentation.
The change of the three elements of “people and goods yard” has given birth to a new consumption era. The change of people, especially the rise of young consumer groups, is the fundamental driving force of the rise of new consumer brands.
Therefore, new consumer brand entrepreneurship is often the demand insight of new consumer groups. The demand insight here comes from two levels:
One is to have insight into which brands of categories can not meet the needs of new consumer groups, or which brands still have pain points that need to be updated;
The second is whether we can create a category of products with higher experience to create products that the new generation of young groups “want”.
At the level of new consumer brands, category occupancy is not to let us occupy the categories that have been occupied by traditional big brands, but to have insight into the new categories that have already existed in the market but have not exploded. These new categories themselves meet the value needs of new consumer groups or can be created into popular products of new consumer groups through brand operation.
For example, self heating hotpot itself existed before “zihi pot”, but “zihi pot” occupied and detonated its category; bubble water existed before Yuanqi forest, but Yuanqi forest blocked this category and exploded it into a popular category. There are also official fish glue and Zhong Xue Gao.
At present, most of the new consumer brands adopt the category remodeling strategy, that is, to do the existing categories again according to the needs of the times.
For example, cereal, an old product, has been transformed into a satiety substitute for young people by means of non puffing and large fruit grains. In the same strategy, rice wine, yungenwuzuo brown sugar, yongpu coffee and so on.
Category innovation is a huge driving force for the growth of new consumption, and it also creates a higher standard product experience for consumers. For example, three and a half meals created “instant coffee”, which makes it convenient for you to drink a cup of coffee as long as you have water. The “one pot one bubble” instant tea drinking in small pots, the fresh stewed bird’s nest stewed by Xiaoxian, and the “self cooking Ramen” mentioned in Ramen are all representatives of category innovation in the new era.
(5) Category segmentation
Finally, there is a category segmentation, that is, looking for new category segmentation opportunities when the hot category or category pronoun has been occupied.
For example, when the “Ramen theory” occupied the category of “self cooked Ramen”, it left the “spaghetti” category which would be more subdivided. The “flavor back”, which is focusing on fish skin leisure food, is also an embodiment of deep segmentation strategy.
Products with unique individual experience are the foundation of new consumer brands. I am a firm supporter of Productism, and I think that the entrepreneurial team of new consumer brands is the best product manager of extreme Productism. For products without unique personality and experience memory, no matter how much flow and good operation, the repurchase rate can not be changed, especially for the new consumption of food and beverage which pays attention to the repurchase rate.
As for “personalized products”, I can divide them into four levels
In other words, our products must have the “value” that consumers need especially, that is, unique selling points. USP theory is still not outdated in the development of new products, and such value points can be felt in specific use, and can create a “cool” experience for consumers, which is different from others.
For example, “three and a half” three seconds instant, “Wang Satin” large grain fruit and satiety, and so on.
Selfishness is one of the consumption motivations of consumers in the new era, especially generation Z, which is inseparable from the new generation of consumer groups’ pursuit of pleasing themselves, and high appearance will bring aesthetic dividend and social currency to the brand.
Santon and a half, Zhong Xuegao and yongpu, including huaxizi in the field of cosmetics, are all representatives of opening the door of aesthetic dividend, while small cans, tile symbols, spaceship packaging and so on have become one of the unique product characteristics.
That is to say, the whole process of the product from seeing to using can bring unforgettable experience memory to consumers; whether it is based on the communication of ritual sense or the actual sensory feeling, such experience is best to let users use it once and never forget it.
So what we need to think about is our product’s unique memory for users, which may be the development, packaging, details, symbols or some value point of the product, such as the 2019 bubble mask, the 2020 snail like powder like drawn to like.
Whether users are willing to share the product as a form of social currency. When planting grass, can the experts quickly find the point where the product can be shared? When going to the channel, can the purchasing manager feel that the product will explode in his own channel. With this “active sharing” empathy, we can better optimize the product.
(the power to make products shared)
(5) Emotion and spirit communication
Finally, for some categories, it is more important to see whether their products can help users express their inner emotions or spirits, and then meet their spiritual needs. For example, “single grain” is a typical representative of the products here. In addition, low alcohol fruit wine, which is on the rise, is more suitable for this strategy.
Therefore, personalized products are based on the background of consumption upgrading. New consumer groups have more expectations for products and are willing to pay or share for meeting their expectations.
Therefore, I think that product development is the foundation work in the construction of new consumer brands. The iron is a brand, and the body board is a personalized product.
Why is the content capability of a brand more and more important?
One is, the super content ability can let the brand in the flow expensive dead dog’s background, obtains the extremely high customer group flow with very little cost.
Second, the new consumers who have grown up with advertisements are tired of advertising style product publicity, and prefer brands to convey their attitudes and values through interesting and vivid contents;
Third, the operation and growth of private domain need content to enhance the interaction and stickiness between brands and users.
In my opinion, the so-called social content is to have a personalized brand, and to build a social relationship with users through content, just like the same person. The content of socialization is simple and can be divided into four levels
(1) Social content based on product experience level.
This is the form of jiangxiaobai’s packaging copywriting before this. The chicken soup text on Zhong Xuegao’s ice cream stick is making brand content, socializing and chatting with users.
(2) Social content based on traffic operation level.
Whether it’s xiaohongshu planting grass, or the up main creation of station B, it is through content manufacturing to convey brand or product personality, or values, to complete the acquisition of user groups, such as the salty duck egg incident of wufangzhai in station B. Here, the brand or product not only realizes the function of social currency, but also is the content itself.
(station B salted duck egg incident)
(Zhong Xuegao’s planting grass)
(3) Social content based on marketing empowerment.
On the one hand, it is a joint branding activity, in which the brand brings external content to empower itself, such as the co branding of Zhongxue cake and Wahaha, the early stage of ramen theory, the joint name of Madong’s snack shop, the co branding with 99 Ganmaoling, the co branding with station B, etc;
On the one hand, it is the content created by the brand itself, such as the “hugging plan” created by Naixue. With the help of art, it emphasizes the power of embracing, embracing life, embracing oneself, hitting the heart and transmitting the beautiful values of the brand.
(4) Social content based on private domain growth.
Whether it’s the analysis of the constellation of robots in Li Jiaqi’s private domain group, or the interaction between xiaowanzi and xiaowanzi, a perfect diary, the ecology of private domain operation is still to use personalized brands to create real and interesting social interaction with users through content creation.
Therefore, in the era of advertising insensibility, high traffic and the rise of private domain, the social content ability has become an important weapon for new consumer brands to break through the ice, and it is precisely because of the rise of content that a batch of new consumer brands have to complete their own rise at a lower cost in exchange for their own growth space.
It is not enough to have differentiated positioning, personalized products or socialized content. It is also necessary to find a consumption scene exclusive to her for the brand or product. In this consumption scene, consumers can feel the pleasure and meaning of life with a higher sense of experience. In this scenario, consumers become a better life in the consumption of products.
I have counted the emerging 100 + new food and beverage consumer brands (not to mention other industries). Almost all brands are trying to make them part of a better life and build better scenes for a better life experience.
I classify it into three levels:
That is to move the scene of the good time to other scenes, and the area of the good time will be larger. For example, “three and a half meals” means that the good time to have a cup of coffee can be moved to the office, carriage and even the plane; “Zhongxue cake” means that the scene of buying ice cream on the roadside is transferred to the refrigerator at home; “Ramen theory” is to transfer the scene of eating Ramen out to DIY at home, which is easy, convenient and delicious.
That is, the original life scene has been sublimated due to the existence of this product. For example, the scene of eating instant noodles can be updated to the healthier and more delicious “cooking stove” and “zihi pot”; the scene of female colleagues eating fruit to lose weight in the past can also be updated to the more comprehensive nutrition “Wang Satin” or “Haoli”.
(3) Scene emotion release
That is, the product takes care of and accompanies the user emotion in a specific scene. For example, a person’s small wine defined by “slight drunkenness” and emotional scenes such as “one person drinking” and “happy little wine” defined by Miss berry, lion song song and Mick, and single food is also the logic of this scenario.
As for the life of the scene, it may be far more than the three levels I mentioned above, but the essence of the three levels I mentioned is: if the new consumer brand can become the optimizer of the user’s life scene, and can create a better life for users, such a brand will become a part of the user’s life.
Why is the power of personality brand? First of all, users in the new consumption era, especially young users, need brand personification, and brands with personality are easier to establish trust relationship.
I said in my video Number “Jackie talks about new consumer brands” that the personalization strategy of new consumer brands stems from the way young people trust brands. The trust of traditional brands often comes from “outside”, that is, to seize the minds of consumers through slogans of advertising, education, design of trust forms, etc. it is a kind of “enclosure” movement from outside to inside;
However, the trust of new consumer brands often comes from the exploration of “inside”. Such brands, like a living person, have their own real and independent values, personality attitude, and spiritual pursuit. Young people like them because they are infected by their real personality traits. We call it personality IP; or the brand goes into the users’ hearts and brings the users’ inner feelings or personality traits After deduction, the brand or product becomes a projection of the user’s heart; therefore, the former is to expose my heart, and the latter is to expose your heart, so as to form the same frequency resonance of inner self.
In other words, the young generation, as the latter wave, basically have two levels of consumption view
First, you have personality (including emotion, culture, belief, values, products, etc.), so I like you;
Second, you know my heart very well. You project my inner desire on your brand and product.
Secondly, personalized brands can socialize, and brands that can socialize can communicate with users.
When a brand has a personalized IP, symbol or the companion and expression of consumer’s spiritual emotion, the brand can really get through the social relationship with users, and can also provide the basis for the brand’s social content creation. So why do some brands need to be set up by people? Why do many brands have to pass on their values, attitudes, stories and even stubbornness? Why do many new consumer brands convey the spiritual needs and spiritual consolation of users? The original intention is to establish an emotional or spiritual “social contact” between brands and users!
What’s more, I remember that Mr. Chen Chunhua said in the world philosophy conference that the most important thing in business is products, but what do we exchange products with others? It’s not price, it’s not trade, it’s not a game between us. It should be a heart to heart process. Product is a “gift” process, we are not selling a thing to others, we should give love, surprise and reliability to others. That’s part of the true nature of business.
So how to communicate? True, the brand with self attitude and values can communicate with each other, while the brand without self personality and echoing people’s opinions often live not by themselves, but by others. Naturally, they will be hypocritical and unable to communicate with each other.
In addition, personalized brand can establish long-term differentiation.
From the perspective of brand equity, category positioning, product innovation, content and social networking are all services for the final precipitation of brand equity, and this kind of brand equity should be unique. The stronger the personality, the more valuable the brand equity.
Brand personalization, in my opinion, is the biggest and ultimate differentiation of a brand, because it is related to the core of the brand. Followers can imitate my products, but they can never imitate my personality. Once you (followers) imitate me, you will not be you, and will be abandoned by users because of hypocrisy and unreal. There are no two people who are the same, and there are no two brands with the same personality. Therefore, the personalized brand will be the protective wall for a brand to establish long-term differentiation, and the loss of personification is also the internal driving force for the decline of many brands.
Therefore, the ultimate solution of “brand personification” is “I am me, different fireworks”. The more authentic, the more trust. Of course, we hope that the greater the power to solve the trust problem, the better.
Mutual causation and compound interest
In this formula, four factors and one power number are mutually causal and compound interest.
Among them, the causal relationship is that any one of the five elements cannot be separated from the empowerment of the other four elements, and the formation of any one element needs to rely on the promotion of the other four elements.
Because of the differentiated positioning, personalized products can be formed. Because of the personalized products, it is easier to produce social content. Because of the social content, the brand can be more easily implanted into the life scene. These four elements will eventually form a personalized brand.
In the same way, we deduce from the personalized products, which is also an ecological path, which can not be ignored. This is a causal relationship.
The mutual compound interest relationship is the real value formation of any one of the elements, and it is also the result of the multiplication of the other four elements. For example, the real meaning of “differentiated positioning” (“personalized products * social content * life scene * personalized brand”, the same is true for others.
I use this relational logic design to express that if one of the five elements can really be done well, the other four elements must be done at the same time. Any one of the five elements is the result of the other four elements’ empowerment and weighting. To put it further, the five things corresponding to these five elements are actually one thing in essence.
is a value formula as well as a cognitive formula
Finally, I would like to say that this set of formula is not only the value formula that I summed up to create a new consumer brand, but also the five key elements that I focus on. It is also the cognitive formula of grasping the core to understand a new consumer brand.
That is to say, if we recognize a new consumer brand, it will certainly conform to the five core manifestations of “differentiated positioning”, “personalized products”, “social content”, “life scene” and “personalized brand”. When we have a clear understanding of the composition and structure of new consumer brands, we can better move towards the direction of new consumer brands.
Author: Jie Ge; source: Tu Yiwen 6666, reprinted with authorization.
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