China Food

Depth | product homogenization is serious, how can new brands break through in four ways?

“ 
don’t use the diligence of putting in and finding traffic to make up for the laziness of product and marketing strategy.
 ”
Red Sea circuit, many people have this confusion: their own products, feel and competing products are almost the same, so hard to play.
We all like differentiation, but the reality is so cruel. The hotter the category, the more convergence.
What about homogenization?
Many people are obsessed with finding traffic to calculate ROI, looking at cases, learning from big brands, tracking competing product bloggers, and looking at other people’s 100 million level sales. They have the illusion that as long as they have the right traffic blessing, it’s easy to break 100 million. However, these are the “art” level. For a brand operator, especially the founder, he must plan from the “Tao” level. The founder should know how to put in, but he can’t turn himself into a pitcher, just look at the traffic ROI.
Don’t use the diligence of putting in and looking for traffic to make up for the laziness of product and marketing strategy.
I started to pay attention to tmall fruit wine industry last year and found that the homogenization of this industry is becoming more and more serious. Today, take it as an example to talk about the personal thinking of how to break the homogenization industry.
 
Background:
Baijiu, beer and wine occupy nearly 9 of the market share of wine industry. Fruit wine has always been a “category, no brand” existence. However, the consumption demand of the new generation of consumers has changed significantly. The consumption amount of fruit wine has increased by 50% in the past two years. At present, tmall has 5000 fruit wine brands alone. There are too many fruit wine brands, and there are not enough girls who are slightly drunk.
 
Cutting edge brands are well versed in the set up routine: high appearance value + product positioning + live broadcast / grass planting promotion.
 
As a result, fruit wine brands look like this:
 
 
Can’t help but sigh, everyone is good-looking!
 
In many categories, the packaging of new and cutting-edge brands with high appearance value can quickly establish differentiation. In fruit wine categories, new brands are well prepared and can’t tell whether they win or lose. So are many industries such as flower tea.
 
Take another look at their little red books. Many of them emphasize “wine suitable for girls”:
The homogenization of a large number of brands also means the homogenization of product positioning and selling points.
 
How to break the situation from the level of “Tao”?
Category opportunities
When consumers see a brand and place an order, their psychological activities mainly go through these three steps
First of all: what does this brand sell?
Second: why should I buy it?
Finally: what value can it offer me?
 
Consumers’ first impression of a brand is the category of the brand.
Category opportunities, including creating new categories and focusing on categories.
In the category of fruit wine, many brands tell consumers: I sell fruit wine. But this is too extensive. There are many brands. It’s easy for consumers to forget you. Overtaking on the curve is even more a dream.
 
The ultimate battlefield of business is the mind. Category is the key marketing force behind the brand. Whether it’s a brand or a product, the first thing to do is to address consumers’ perception of you.
1) Category focus
Many bosses have a misunderstanding that as long as they have more SKUs, they will have a chance to make Gmv bigger. The opportunity for a new and cutting-edge brand is not to be big and complete, but to be clear about its human, financial and material resources, and to find a breakthrough from a subdivided category.
At present, there are many sub categories in fruit wine industry, such as green plum wine / litchi wine / Grapefruit wine / yoghurt wine / tea fruit wine / Peach Blossom wine / osmanthus wine, etc.
In 2011, Great Wall Motor’s car business accounted for more than one-third of the total sales volume of SUVs, which was 40000 more than the total sales volume of SUVs. Although the momentum is good, there is not enough advantage compared with other competitors, and the number of independent brands / joint venture brands is increasing, so the competition in the car field is becoming increasingly fierce.
Great Wall Motor’s financial strength and resources are relatively limited. So this year, Great Wall Motor made strategic adjustments, resolutely gave up its immediate “sweet spot”, narrowed its products, and poured resources into the SUV field with less than 5% share of China’s auto market at that time.
Thanks to the focus of that year, Great Wall Motor’s 10-year development has gone from less than 10 billion sales in that year to more than 100 billion now.
There are also many such examples in tmall. Ulike’s hair removal instrument, SKG’s cervical vertebra massage instrument and “Meijian” reached the top 1 of tmall fruit wine category last year, only Meijiu. When the company has money and a team, it will be expanded.
2) Create new categories:
To create new categories is to find differentiation fundamentally, establish unique value and reduce competition.
Fruit wine is a large category. It can be subdivided more and more according to raw materials, technology, user groups and concepts.
 
“Luoyin” tea fruit wine is positioned as “tea + fruit + wine”, forming unique product advantages, including “Dianhong rose”, “Dianhong green plum”, “Dahongpao grapefruit”, etc. In October last year, tmall went online. In the first month of its launch, tmall achieved revenue of several million yuan. In recent months, it has sold rapidly. The bottle is pasted with pictures of ancient Chinese women, which is full of oriental charm.
Banu hotpot and Haidilao PK service have just started, but Haidilao = good service has been deeply rooted in the hearts of the people. As a latecomer, it is impossible to win with the opponent’s advantages.
Later, Banu hotpot focused on raw tripe, and changed its name to “Banu raw tripe hotpot”. It made a breakthrough with single raw tripe and created the category of “raw tripe hotpot”.
In the field of fruit wine, new raw materials, new technology, are likely to bring new category opportunities. In fact, technological innovation is not only a barrier, but also the most direct way to establish new categories.
Notes for category selection:
The categories created should be in line with the consumer’s cognition and should not be self satisfied.
Before, an entrepreneur excitedly told me that he found a blue ocean “collagen fruit wine” of fruit wine category. Girls can drink a little tipsy and also supplement collagen to make it beautiful. The taste will not be very bad, but the price will be a little higher.
At first glance, it really opens up a new category, and logically, it sounds that “collagen” also meets the needs of girls who love beauty. For girls who can drink, who wants to spend more money on this ingredient for whitening? Then I might as well buy nutrition or cosmetics for whitening alone.
Recently, I saw a brand of health preserving fruit wine, which mainly focuses on 18 kinds of amino acids + longan / Ginger / red jujube and other health preserving flavors, and drinks a healthy and good look.
This category positioning is a bit like “collagen fruit wine”.
Category changes are basically accompanied by product transformation. Product transformation is closely related to supply chain, team research and development, and time cycle, which is not so easy.
If we can’t change the product category, how can we break the situation?
brand selling point
Selling point, that is, the reason for consumers to buy, regardless of the Red Sea and blue sea products, must have selling point oriented to the target users.
The embarrassment of the Red Sea brand lies in that it seems that the selling points it can think of are not unique and unique. When the content is put in, it is the same as the competing products, and the efficiency is not high. Then the brand falls into anxiety.
What should I do if all that can be said has been said?
1. Take the lead
Marketers refine selling points and like to find differentiated and unique selling points. But the reality is that there are so many unique selling points. Yuanqi forest focuses on 0 sugar, 0 fat and 0 card. However, except coffee and milk, most of the drinks are fat free. It’s just Yuanqi forest that says this point.
Which herbal tea doesn’t go to the fire? Wang Laoji said it first.
2. Focus
Categories can be focused and selling points can also be focused. Many new and cutting-edge brands especially like to start with silicone free and fluffy shampoo. After all, young people are anxious about their hair, and luxuriant hair can easily make them impulsive.
Are these silicone free fluffy shampoos very different? Do others do it and I don’t?
Of course not. The market scale is large enough. I focus on the pain points of users and try my best to strengthen this selling point. When you see my brand and product, it will be successful if it has a strong connection with silicone free oil.
In fact, many brands are not focused. I also have some selling points, just like the current fruit wine industry.
 
3. Mining neglected facts
The brand side often ignores many details. It’s natural for professionals to understand the world beyond consumers’ cognition.
Before chatting with a fruit wine brand, they were homogenized in appearance and selling points, and fell into the confusion of refining selling points. After communication, they began to dig out the fact that they were ignored.
There is a classic case of marketing
The teacher of Ogilvy, founder of Ogilvy, refined a selling point for a beer brand “sulitz”: every bottle of sulitz beer needs to be blown by high temperature pure oxygen before being canned to ensure its crisp taste. But at that time, the brewery owner was very disdainful: This is the standard process of beer production, and all beers have to blow like this. It’s broken without blowing!
However, this selling point helps sulitz beer sell well. When consumers see such advertisements, is it easy to taste it? How cool is it?
This is how consumers are guided. Therefore, Nongfu mountain spring is a little sweet.
Differentiation
Positioning differentiation:
Flowers know make-up, although some people Tucao their products generally, but in the competitive color make-up circuit a year break 100 million, we have to make complaints about their “girl makeup” is right, product style two yuan, packaging dream. The product packaging almost put all the girls’ elements on the Rome column: a little angel thinking, a three-dimensional teddy bear on the eye shadow of chocolate, and a cloud of pounding clouds on the rice noodles tactic box. It’s highly recognizable and impressive.
Scene differentiation:
The brands of green plum wine are all emphasizing the raw materials and technology. “Mei Jian green plum wine” plants grass outside the station, starting from the differentiated dinner scene of “hot-pot/" 22375 rel="nofollow" target="_self">hot pot” and “barbecue”, which is different from the “girls drinking alone” of other fruit wine brands, so that consumers can associate with the brand in a specific scene. The dinner scene is also easier to spread the brand in the group.
Personal care brand PWU puwu Damei, fragrance shampoo, and no silicone oil fluffy, are super competitive. But it grows grass outside the station, combining the scenes of fragrance shampoo with the daily scenes of lovers to produce a sense of resonance.
 
Packaging differentiation:
Zhejiang one, as a traditional enterprise in Huzhou City, Zhejiang Province, their fruit wine series developed in the past two years are shown in the figure below. The design of the whole bottle body is in line with their previous style of offline channel.
Take another look at the style of Zhejiang tmall store, which is also an old-fashioned route. However, different from Luoyin, Zhejiang store reflects the national style from the shape of bottle body, which has a high degree of recognition and makes it quite different from other brands.
Packaging should also consider the acceptance of the target users. The packaging innovation of “bagged wine” has entered the market. Although the overall packaging innovation, but the style is a little younger, especially like children eat jelly. In addition, many people in the comment area of tmall store think it’s too expensive. At present, monthly sales are dismal.
Values and emotional identity
Whether it’s the establishment of brand, user experience, or Lenovo, it’s the establishment of synchronization.
Fruit wine is a re purchase product, and the main users are women. Therefore, in addition to marketing around the product itself, it is very important to do a good job in member operation and user emotional operation.
Historical articles will involve ideas, so I won’t write specific solutions here.
 
summary
Entrepreneurs look at trends and trends look at national planning. Attention has been paid to this year’s work plan of the two sessions of the National People’s Congress: persisting in expanding domestic demand and stimulating consumption with government expenditure.
Therefore, there will certainly be more consumer goods brands in the future, and a lot of homogenization is inevitable. If brands want to survive or subvert the waves, they all expect more and more expensive traffic. In the end, they will only complain that “e-commerce is becoming more and more difficult.”. Diligence in “skill” can only move one’s own mind, while deep research and diligence in “Tao” should be valued by the operator and helmsman.
Gmv high brand can’t be seen all the time. Don’t always envy others. Experience is used for learning and practice. It’s important to walk out the road suitable for your own brand development. There are thousands of beauties in the world, and only one is suitable for you.
Author: Keny Wei; source: Marketing Lao Wang (ID: wltx-2015), reprint has been authorized. Joining the community: Cherry (wechat: 15240428449); business cooperation: Amy (wechat: 13701559246). It’s recommended to read the secret selection column of quality original plant protein beverage, NMN, Mengniu’s eight new take away packaging brands to keep alive for a week hot news, innovation interview, lingting, new Xiu brand, trend insight, packaging outpost fbic 2021 , food people are “watching”

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