China Food

Private domain re purchase 38%, how does Heiqiao achieve the first place in the whole network under the monopoly of giants?

 

拿下天猫黑巧克力销售TOP1,每日黑巧做对了什么?

 

我是个口味很奇特的人,酸、苦、辣、麻、涩……很多在常人看来敬谢不敏的食物,我的接受度都蛮高的。

比如每日黑巧,被称为“榴莲型”产品的第一款醇萃系列,含有98%的可可固形物含量,味道很苦,喜欢和讨厌的人处于两极分化状态,而我却觉得还ok。
一方面是尝鲜,一方面也是出于对新消费品牌的案例研究,所以今天想和大家聊聊这个以“黑巧”作为品类切入巧克力市场的新锐品牌——「每日黑巧」。
品牌层面:打造品牌势能是关键
德芙、M&M、士力架、费列罗、好时、雀巢……
在中国400亿巧克力糖果市场规模中,国际巨头占据了中国85%的市场大份额,国内巧克力赛道很长的时间里一直都缺乏新品牌、新故事。
直到每日黑巧以黑马的姿态横空出世,才打破了市场这种碾压式的国际巨头垄断。
成立不到3年,不断地出现在各个头部直播间里,与明星、红人的名字捆绑,长期占据天猫黑巧类目排名 TOP1 ,以及月均千万级的销售额,每日黑巧有哪些地方值得我们好好学习的?
1、赛道卡位
和咖啡的“鄙视链”内卷程度相当的,非巧克力莫属。
就像喝星巴克咖啡一样,高纯度的黑巧在消费者当中有着“精英化”的标签,处在“鄙视链”的金字塔顶端。
而黑巧虽然很小众,但是在中国还没有出现超极大单品以及领导品牌,加之低糖饮食,契合了当代消费者对于健康与美的需求,增长空间大、增长速度快。
所以,每日黑巧以黑巧品类切入国内巧克力的市场,并主打“健康、高膳食纤维”概念,大大地降低了对市场进行教育的成本。
2. Brand name
“daily black Qiao” and “Daily” are used with a sense of scene, which is why there are more and more products named “Daily” in recent years.
in addition to daily nuts, daily black Qiao, Weiquan daily c juice, Mengniu daily fresh milk and so on.
first of all, “Daily” represents high frequency, low price and very convenient access. From price to scene, it revolves around “Daily”.
for example, daily Heiqiao emphasizes the decompression attribute of chocolate in the content packaging. Around this center, daily Heiqiao’s product R & D not only reduces sugar, but also introduces the selling point of adding “dietary fiber”, and makes it into small particle packaging to reduce the consumption of a single time and strengthen the selling point of not getting fat.

but most consumers can’t see so much. The name of “daily black Qiao”, coupled with its advertisements for health, nutrition and diet, will make most consumers think it is a healthy snack that can be eaten every day.
3. Packaging design
from the perspective of brand, we need to see some trends reflected in the new brand, that is, the integration of content and brand. On the one hand,
needs the content of the product itself. What Heiqiao knows well is that good packaging can better serve the product. In addition to being liked by people on the shelves and pages, it also needs to bear the function of brand communication. Therefore, the product and packaging are designed as “materials” that can be content.

for example, the brand requires that the packaging design reflects the positioning of the product. For example, the “extreme Xiaofang” series follows the “orthodox” black and clever route, which will be more rational and professional in the design. The presentation of the packaging shell is mainly based on words, such as highlighting “daily black and clever” and using less patterns.
is in contrast to the new product launched in August 2020, because the milk content and sugar content have increased, which is more in line with the characteristics of “candy”, and more jumping color stripes will be used in the outer packaging design.
on the other hand, when I saw the daily black clever packaging, my first feeling was that I was very familiar with it. It was very banana and moody. It can be said that it integrated many common design elements of new consumer brands: simplicity, lightness and strong visual impact.
after in-depth understanding, we found that the packaging design of daily Heiqiao and jiaonei, moody, Liran, pidan and naive blue come from the same design studio and serve new consumer head brands. No wonder the design aesthetics are very similar.
4. Spiritual core
at the beginning of a brand’s birth, even if its appearance is rough, it has a soul because of its core spiritual expression and value transmission.
the idea advocated by my former employer mingchuangyou products is to let consumers enjoy the freedom, fun and happiness of shopping “at will”.
this point is very similar to that of famous creative products. The brand slogan is “making every day happier”. There are two key words: “every day” stands for higher frequency, and “happier” stands for happiness.
the so-called sense of happiness is the connection of the moment of empathy, the right care, the need for convenience and appropriateness, the impression of familiarity and trust, and the choice without pressure. This is the sense of happiness of this era.
communication level: Advanced circle, and then plant grass

. The daily dark chocolate product has high cocoa content. This chocolate contains less sugar and is bitter, which means that it is small.
in the case of immature market education, if large-scale promotion means are used, it will cover the imprecise population, resulting in a waste of resources.
online: at the initial stage of the brand, Heiqiao daily adopted a typical circle marketing method, starting from the platform, KOL, fitness scene, media and other dimensions.
first completes the experience Interaction in the core circle to generate word-of-mouth from seed users. When word-of-mouth accumulates to a critical point, it is detonated through mass events to form popularity. In the initial stage,
is based on its own brand characteristics. Tiktok focuses on the potential consumers who need to create “human”, such as the beauty loving, vegetarian, and “healthy” people. Choose to make grass marketing in B station, Xiao Hong Shu, jitter and other social exchange platforms, and create various topics:
, for example, For student users and users with high mental strength, Heiqiao is a full stomach decompression snack; For users who need to reduce fat, they are delicious and fat free snacks, low sugar and high dietary fiber snacks, etc; At the same time, the emotional connection scene of transmitting love, family affection and friendship and the same chocolate of stars are also the focus of daily dark chocolate. On this basis,
, and
further penetrate into the fitness circle, yoga circle, etc.
for this reason, every day, when black is planting grass, it will focus on the KOL of WeChat public official account, Xiaohong book and other key platforms, and choose the large size of Yoga category to attract yoga enthusiasts. Offline activities and cross-border activities are also courses of cooperation with yoga halls and other brands, enabling and draining each other for more in-depth cooperation. The
brand has developed to a certain extent. After the popularity of the minority circle is opened, the daily black Qiao began to get the favor of capital, and began to adjust the communication strategy, taking the strategy of playing high and holding high.
1. Head anchor live broadcast with goods: in 2020, daily Heiqiao began to appear frequently in the head anchor’s live broadcast room, such as Li Jiaqi and Luo Yonghao. In particular, Luo Yonghao’s live broadcast brought nearly 6 million sales to the brand, and sold nearly 400000 boxes of Heiqiao in total, making the brand successful out of the circle.
2. Holding hands with S-level variety shows: Heiqiao daily also sponsored many S-level variety shows of iqiyi, such as China new rap 2020, trend partner 2 and youth has you 3, which basically locked in the popular resources of iqiyi’s youth trend and frequently brushed their faces in the variety shows gathered by young people.
3. Sponsorship of sports events: Heiqiao daily selectively sponsored sports events, aiming at healthy sports people. Through the cooperation with head resources in the fields of fashion, fashion and sports, Heiqiao can quickly establish brand awareness and catch the target customer group at the same time.
4. Endorsement of traffic stars: the first spokesperson of Heiqiao every day is Liu Yuxin, who deeply binds countless fans in iqiyi variety “youth has you 2”. In the past September, he signed the first-line traffic star Wang Yibo as the global brand spokesman, and launched the daily black Qiao x Wang Yibo “daily happiness companion” gift box to play the star economy 666.
(from the daily black official account)
line: the daily black and smart offline terminal is centered on convenience stores.
like family, Rosen, 7-11, convenience bee, etc; In addition, HEMA, Watsons, Wanning, Carrefour and Yonghui are also the daily entry points of Heiqiao, and offline has accounted for 60% of the overall sales.

in terms of marketing play, the daily black trick is also innovative. For example, to play the concept of daily and make subscription attempts in cooperation with platforms such as Himalaya. For example, when consumers buy monthly members of Himalaya, the daily black trick will send them a monthly amount of chocolate in the form of a blind box. Through such user education and scene building,
makes the product truly high-frequency.
what can we see from the growth strategy of daily black Qiao? The traditional marketing strategy basically relies on “three degrees”: Popularity – reputation – loyalty. The “playing method” of daily Heiqiao’s communication strategy is: minority loyalty → reputation blessing → popularity expansion.
take the product as the starting point, advance the circle, and then plant grass.
first find a small number of circle people to cultivate initial loyalty, then form brand reputation through the radiation of KOL and stars, and finally expand brand awareness.
user level: private domain fine operation

daily black smart private domain traffic operation has been designed layer by layer from drainage path, content presentation and efficient transformation. There are great highlights for your reference.
let’s talk about drainage first.
daily Heiqiao’s private domain drainage methods are mainly these four methods: DM list, circle of friends advertising, sharing fission and community mutual promotion.
1. DM order: in all express packages of Heiqiao every day, a card (later adjusted to Postcard + bookmark) will be placed to attract users to receive discounts in the form of scratch music. The copywriter emphasizes 0 yuan to receive Heiqiao, and invites users to add personal enterprise wechat exchange to accumulate the first batch of private domain users.

2, friends circle: the daily black Jie official Xuan Liu Yuxin official propaganda spokesperson, starts in the friend circle advertisement to make the effort, the official account number adds more than 30 thousand people, the enterprise WeChat adds more than 8000 people.
3. Fission Transformation: invite friends to get chocolate fission. For example, the fission activity of “invite 4 friends every day and each person can get 25 yuan coupons” is a good attempt.
4. Community push: for example, cooperate with Zhong Xuegao and ole ‘to distribute coupons to the communities of these brands, or push posters containing each other’s products and interests in their own communities to absorb each other’s traffic into their own traffic pool.
traffic undertaking.
attracts people. How to retain and transform is the key issue of private domain operation.
1, WeChat official account
daily black smart set up a variety of drainage paths, regardless of concerns, tweets, will eventually guide the user to add WeChat or enter shopping mall, in the form of welfare coupon, the path is many but not complex.
2. The enterprise micro community
emphasizes the benefits of pet powder: for example, when new products are introduced, community users try them in advance, earlier than all other e-commerce platform users; There are group welfare, map welfare, Thursday second kill, etc. to mobilize user stickiness with high-frequency activities; According to public information, the daily repurchase rate of Heiqiao community is 38%.
exclusive customer service: create “black Qiao Jun” and “black Qiao sauce” with the image of cartoon characters to solve all problems before and after sales.
3. The price of applet
is more favorable than other channels. For example, Heiqiao will launch some coupons and peripheral products every day; Be the exclusive and restricted product of private domain members, and enhance the stickiness of private domain users with a sense of scarcity and honor.
through the daily black Qiao, we will find that there is no shortcut to build a brand, that is, we should constantly polish the products, then push the scene content to the users, and do a good job in user contact communication. Brand power, product power and operation power are indispensable.
source: mulanjie (ID: mulanjie -), reprint has been authorized. Reprint authorization and media business cooperation: Amy (wechat: 13701559246);
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