China Food

How to build a world-class new consumer group in China


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in fact, the FMCG industry relies more on brands than the Internet industry. Because the core competitiveness of Internet brands, in addition to the fundamental technology and functions of products, depends more on the scale effect, network effect and high conversion cost of products to stick to users and build a moat.
for the FMCG industry, when consumers make purchase decisions, brand awareness and popularity are the primary decision-making elements. Secondly, perceptual elements such as brand image and personality can also control consumers’ attitudes and emotions.
Therefore, building a brand is a necessary option for the FMCG industry. Look at those world-class FMCG giants, all of which have world-class brand groups.
for example, Nestle, which ranks first in the world, has not only the giant brand Nestle (including Nestle coffee, Nestle health science, Nestle gold, Nestle mother, etc.), but also famous brands such as Paris water, Garbo, Wyeth, Taitaile and Xu Fuji; Pepsi, which ranks second in the world, has Pepsi Cola, seven up, Mirinda, Lipton, Leshi, Tropicana, Gatorade, Quaker, crispy corner, Doritos, etc; Mars, which ranks seventh in the world, has Mars, dove, Snickers, M & M, Wrigley and so on.
Source: PepsiCo official website
so, how to build a brand, especially a brand cluster? When will Chinese FMCG enterprises have their own brand group? This article wants to talk about this topic.
specifically includes: 1. The origin of a brand and how a brand was born; 2. Multi brand management: how to manage when an enterprise has multiple brands; 3. What is the driving force to build the competitiveness of a brand and support the sustainable growth of a brand. Where does
and brand come from?
In the 1990s, iris and his daughter co wrote a book “the origin of brand”, which puts forward a core view: the driving force of business development is differentiation. The best way to create a brand is to divide products or services from existing categories and create a new category that can be the first to enter.
a new brand is like a new species. The new species does not evolve from the original species, but differentiated from the original species. Brands come from the differentiation of categories, which is Reese’s point of view. A typical case of
is P & G, which has five major shampoo brands – haifeisi’s main dandruff removal, Piao Rou’s main suppleness, panting’s main nutritional repair, Sassoon’s main modeling and icalu’s main herb. Every shampoo brand of P & G differentiates the major category of shampoo in terms of product functions, subdivides into small categories such as dandruff shampoo and soft shampoo, and then uses a brand to occupy this category.
this is a very classic way for the birth of new brands. Each new brand occupies a unique product function selling point, thus completing the differentiation of the original categories.   Therefore, when we talk about marketing today, the first task is to solve STP: segmenting market segmentation, targeting target population and positioning product positioning. Among the three, s is the first. Only when you find your own market segment can you know who your target group is and how to define the product. The way of market segmentation is the differentiation of categories.
But the question is, what era is today? It’s the age of the big bang. Not only the information explosion, but also the products. Today, we do marketing and brand management, basically based on the premise of this big bang era.
on the product side, no matter which category, the homogenization of products is unprecedented, the shelves are unprecedented saturated, and products with various subdivision functions emerge one after another. Let’s look at shampoo. In addition to the above subdivided selling points, black hair, anti stripping, fragrance, silicone free oil, amino acids, hyaluronic acid, scalp care, even three in one and five in one shampoo, and even dandruff removal can be further subdivided into male dandruff removal and female dandruff removal. At that time, let you create a brand-new shampoo brand. What do you do?
continue to develop new subdivision functions? But all the shampoo functions you can imagine are on the market. It is becoming more and more difficult to think of differentiation by subdivision functions, and blindly pursuing differentiation functions will only lead you to finally develop a shampoo that few people need at all.
Today, if we want to build a new brand, we should not only rely on the upgrading and innovation of product functions, but also rely on the innovation of marketing. In the final analysis, the innovation of marketing is to return to consumers, find specific target groups and meet their differentiated needs. Because different types of consumers have different requirements for brand personality, style, temperament and emotional attitude, even if they have the same functional requirements for products.
in other words, if we want to build a new brand today, we should not only subdivide the functions from the vertical product categories, but also subdivide the horizontal target groups and their lifestyles. The key to lifestyle segmentation lies in the insight into consumers’ life scenes.
brand not only comes from the differentiation of categories, but also from the evolution of scenes.
Only by grasping different segmentation scenarios can we keep up with the changing consumption concepts, lifestyles and the rising young generation of consumer groups in contemporary China. Only by grasping different segmentation scenarios can we lock in the consumer demand of the target population, open up a new market and create a brand with long-term vitality. I think the core competence of contemporary consumer goods companies is to have an insight into and grasp the consumption scene.
For example, in the coffee industry, in the past, all coffee shops imitated Starbucks to create the social scene of “third space”, while today’s new coffee brand has deeply touched many consumption patterns, such as office scene, afternoon tea scene, fitness scene, breakfast scene and so on.
another example is the instant noodle industry. The decline of the whole industry in recent years and the rapid development of high-end instant noodle brands in recent years (such as Tongda people, Nongxin, Riqing, etc.) are in the final analysis the consumption scene of instant noodles, which has evolved from the past dinner scene to today’s snack scene, Therefore, the product competitiveness of instant noodles has changed from convenient and fast in the past to good taste, sufficient quantity and nutrition today.
In addition, in order to meet the demand for better taste and taste, today’s consumers are willing to abandon the convenience of direct brewing with hot water and cook in the pot instead. This has become the logic of the rise of high-end high-quality instant noodles. It replaces the home cooking scene occupied by instant noodles and ordinary noodles with upgraded products. (another important scene occupied by instant noodles – Outdoor dinner is also easily replaced by developed takeout, so instant noodles can only evolve into snacks at night)
For example, the “picture” brand produced by zihi pot focuses on “quick boiled noodles with large pieces of meat”. It uses the selling points of “large pieces of meat” and many new tastes such as Sichuan half gluten and half meat noodles, crab roe noodles, crayfish noodles, tomato dice and beef brisket noodles to attract consumers, and upgrades all aspects in noodles, soup, topping and side dishes, thus completing the occupation of the scene of home cooked noodles.
this is because many white-collar workers are tired of takeout and begin to return to the kitchen today. For them, cooking by themselves is not just to eat, but a more serious attitude towards their own life. It is a beauty of smoke and anger in the world and a small happiness in plain life.
nevertheless, for young people who are not proficient in cooking, learning to cook takes time and effort, and gives them a headache. They spend a lot of effort cooking, cooking and setting dishes, but the taste on the table is not good, which is disappointing and flawed.
then aimed at this consumption scenario, zihi pot produced another brand – Xiaoqi kitchen. It uses ready-made sauces, sauces and other cooking packages to help young people with cooking skills of 0 make dishes comparable to the standard of restaurants. It’s easy to eat and show your skills in front of your relatives and friends. This is the new scene evolution.
These two brands come from zihi pot, a popular FMCG enterprise in China. Zihi pot has its own self heating product series, such as self heating hot-pot/" 22375 rel="nofollow" target="_self">hot pot, self heating rice, self heating powder / noodles, etc; Through the implementation of product innovation by scene and the excavation of subdivided categories, a series of new brands have been produced.
The first is the evolution of the scene on the time variable. From the original three meals a day to five meals a day, afternoon tea and supper scenes are added. Because it is not easy for today’s young people to work and rest on time and eat on time.
is followed by the evolution of occasion variables. For young people, who says eating must be at home or at the table? Offices, dormitories, street shopping malls, outdoors, even in front of computers and on beds may be the dining places of consumers. In these different scenarios, consumers’ requirements for food must be different.
for example, outdoor is no longer just a sport, but a way of life. More and more people begin to fall in love with outdoor sports. Every weekend and small holiday, they call friends to go hiking, self driving, cycling, picnic, camping, etc. Although the outdoor sports equipment industry is now very developed, it is still a big pain point to eat a hot meal in the wild.
Although the original self heating hot-pot/" 22375 rel="nofollow" target="_self">hot pot of
self hi pot is convenient to travel, it may not be portable for people engaged in walking fitness and outdoor sports. Therefore, zihi pot produces zihi bag brand, focusing on outdoor portable self heating rice. Whether it’s 4000 meters above sea level or minus 15 ℃, you just need to put zihi bag into your backpack. When you go to the field, you can eat hot soup and hot dishes at any time with a cup of cold water.
the emergence and rapid growth of these new consumption scenarios are becoming the mainstream lifestyle of a new generation of consumers.
only by writing about these scenes can the brand find its own growth point, have insight into the consumer population and lead the new lifestyle.
for a FMCG enterprise, only by grasping these diverse, changeable and diversified scenes can the enterprise’s product innovation and upgrading have a direction, develop different brands, meet the different needs of different consumers, and find its own explosive point.
how to manage the brand?
When enterprises create different brands based on different consumption scenarios, how to manage multiple brands? This is the second problem facing brand building.
to answer this question, let’s start from the beginning. The brand management system comes from the invention of P & G. In 1879, P & G launched the soap brand “Ivory soap”, which began to make a fortune and gradually grew into today’s FMCG giant. P & G, which tasted the sweetness, launched a new soap brand Jiamei in 1923, but the development of this new brand has not improved.
later, P & G found that the reason why Camry performed poorly was that its responsible team, advertising and marketing strategies were too similar to Ivory soap. So P & G changed a new group of personnel to be specially responsible for the marketing of Jiamei brand, and hired an independent advertising agency for Jiamei. Jiamei’s sales performance increased rapidly.   Then in 1931, P & G launched the brand manager system. A brand appoints a brand manager, who leads a group of special personnel to be responsible for the operation of a brand. The authority of the brand manager covers the whole process of products and brand related affairs such as market research, product development, packaging design, advertising production, promotion and promotion.   Through the brand manager system, build a multi brand management system to match different brands with different management execution teams and different market strategies, which is the prevailing brand management law today. Brand manager is actually the predecessor of the product manager called by the Internet industry today.
There is no doubt that the brand plays a central role in today’s marketing. Enterprises are committed to building brands one after another. However, “brand extension” and “multi brand operation” have always been a very controversial topic in the marketing industry.
many marketing theories and marketing experts believe that enterprises should not build multiple brands, because it will obviously lead to the dispersion of resources, the insufficient cost and effort spent on each brand, and finally lead to the failure of any brand, and even cause their own to rob their own market. Many enterprises start with multiple brands and finally return to one brand. Such cases are common.
even P & G, which invented the brand management system, has continuously stripped off food brands, pet care brands and some hair and beauty brands since 2005. It has cut down and sold nearly 100 brands to complete its own slimming plan. Finally, P & G focused on the two major industries of washing and care and cosmetics (that is, the core scenario of locking the bathroom, in which all brand extensions are carried out).
Therefore, although diversification and multi brand are the objective needs of many enterprises, enterprises should indeed launch different brands to deal with different consumption scenarios and groups. However, enterprises should pay attention to two problems when implementing multi brand strategy:
first, brands can be diversified, but industries should not be too scattered, otherwise they will lose synergy. 2、 When an enterprise has many product brands, it needs to find its own strategic focus, focus on it and distinguish the primary and secondary.
For example, Pepsi and Coca Cola.
“coke war” is a classic case in marketing history. Although Pepsi’s playing method is not lack of highlights and praised, Pepsi actually did not defend Coca Cola’s dominant position in the coke market. When consumers want to drink coke, the first Lenovo is always Coca Cola.
although from the perspective of product brand, Coca Cola is far stronger than Pepsi; However, from the standpoint of the company’s operation, PepsiCo is stronger than Coca Cola, because PepsiCo has a large number of brands such as Lipton, Leshi, Gatorade, Quaker and so on.
therefore, there is a view in the marketing community that losing the coke war is not a bad thing for Pepsi, or even a good thing. Because this inspired Pepsi to build more brands outside the coke track.
for Coca Cola, although Coca Cola and Sprite are extremely strong, carbonated drinks have declined in the whole beverage market, consumers’ health awareness is increasing, and emerging markets such as bubble water, tea drinks, energy drinks and coffee drinks are booming.
therefore, the new brand management strategy proposed by Coca Cola company is called “dragon and rabbit”. Dragon is the core brand that undertakes the main sales volume and main market, such as Coca Cola and Sprite; Rabbit is an innovative brand that fills the market segmentation space and follows the consumption trend, such as Yiquan, Chun teahouse, yo tea, coarse grain king, Chunyue fruit water, etc. in the Chinese market.
the dragon is very powerful, powerful and has a long and long vitality, while the rabbit is flexible and changeable. More importantly, the rabbit has amazing reproductive ability and population.
“Dragon and rabbit” market play has given me a lot of thinking, which helps us clarify the primary and secondary logic behind brand management. However, I think the real “dragon and rabbit” strategy is not a combination of big brands and many small brands.
the real “dragon” should be the core technology and system supporting the development of multiple brands, so as to develop many “rabbit” fast-growing brands and ensure that these small brands can survive and grow.
for enterprises, the “dragon” that is really worth relying on is not a strong big brand, but the ability to ensure the continuous incubation of new brands – innovation ability, supply chain ability and brand management ability.
Therefore, the truly powerful brand management system, I would like to call it Galaxy strategy. In a complete and stable galaxy, there should be planets, satellites and stars.
planet, representing many product brands, operates for different target groups and market segments. Each planet brand has its own orbit, does not conflict with each other, and has its own planet style.
satellite is a derivative product of planetary brand, which is used to defend or attack competitors, fill the market gap and make up for the lack of coverage of the main brand, so as to enrich the playing method of market strategy.
star represents the strong innovation ability and core resources behind the brand, providing light and heat for the planet. It is the axis of the enterprise and the center of the planet’s orbit.
for example, since hi pot started its business, it has laid out its own brand group to avoid the detours explored by these large groups mentioned above. It has many planetary brands, including zihi pot, picture, Xiaoqi kitchen, stinky snail, Newton’s law and so on.
also has satellite brands, such as zihi bag and zihi Zong extended from zihi pot.
but the most important thing is that behind these brands produced by zihi pot, there is a strong star support, that is, its product supply chain, self heating technology and factory equipment. You know, the most patents of zihi pot are not design patents, but product patents. With the support of core technology and supply chain, enterprises can have strong strength to enable the growth of many brands and help each brand find its own star sky.
zihi pot has completed the group standard of self heating convenience food and food heating bag with China Quality wanlihang Promotion Association and Chongqing Standardization Association. By promoting the industry standard of heating bag technology for food, the current self heating food industry with mixed advantages and disadvantages will be changed.
in addition to the heating bag, zihi pot also has leading freeze-drying technology and food grade aluminum foil lunch boxes for easy heating. With these patented technologies, zihi pot can create many convenient foods such as self heated hot-pot/" 22375 rel="nofollow" target="_self">hot pot, self heated rice and self heated porridge, create a lot of new consumer brands and build its own competitive barriers.
In addition, zihi pot and its series of brands also represent the insight and satisfaction of enterprises to the consumption psychology and emotional needs of young people. Whether it’s a family meal or a person’s meal, whether it’s eating at home or eating out, the most important thing is not to make do, not casually, have fun and taste. Zihi pot brings consumers not only the satisfaction of taste buds and stomach, but also the satisfaction of the spiritual world, which can not be imitated by other brands.   With an ecosystem such as planets, satellites and stars, enterprises can operate a strong brand cluster and become world-class enterprises. This is the brand philosophy of zihi pot and the underlying logic of multi brand management. How does
and brand sustain its vitality?
The last question about brand operation is how to change the brand from online popularity to evergreen, with strong endurance and sustained vitality?
general mills, the 9th largest FMCG giant in the world, once summarized its secrets as four phrases: high-quality products, innovation, building emotion with consumers and social responsibility. It sounds very simple, but it’s actually very difficult to do it.
among the four secrets, the first two are about the product itself, and the last two are about brand building. In my opinion, the so-called brand value is actually to help products achieve three points:
1. Become an identification symbol that consumers can easily perceive and remember 2. Become a cognitive label representing a certain consumer’s emotion, image, personality and attitude 3. Become a popular icon
representing a certain cultural value and social status
To establish emotion and assume social responsibility with consumers is to help the brand become a cognitive label and popular icon, and help the brand adapt to social groups and social culture. As Douglas Holt, the author of the classic cultural strategy, said in his book, “cultural expression plays a central role in creating consumer value… Cultural expression is also the key to identity and the most basic material about sense of belonging, identity and status.”
the cultural expression of a brand is the foundation of the long-term vitality of the brand.
For example, the two classic brands of general mills, Haagen Dazs and Wanchai wharf.
Haagen Dazs is a popular ice cream brand all over the world and a myth of the ice cream industry. In terms of brand promotion, Haagen Dazs really sells a sweet strategy.
we all know the classic slogan of Haagen Dazs: “if you love her, please invite her to eat Haagen Dazs”. It is precisely because of this advertising slogan that Haagen Dazs has successfully become popular in China. It has not only become a symbol of love and the dream of thousands of girls, but also become a representative of high-quality life and taste.
of course, with the rise of the equal rights movement, girls in the new era will not wait for men to treat themselves to Haagen Dazs, but buy and reward themselves if they want. Therefore, Haagen Dazs’s advertising language today is called “spoil yourself”. When you buy a box of Haagen Dazs, you not only buy high-quality ice cream products, but also spoil and enjoy yourself.   From “love her” to “spoil yourself”, the personal change represents Haagen Dazs’s different understanding of the spirit of the times, and the constant is Haagen Dazs’s grasp and shaping of consumer emotion and social culture. From brand naming to brand promotion, Haagen Dazs is very good at injecting emotional and cultural values into its own products.
for enterprises, the key is to adapt their brands to the consumers and social culture of the market and actively integrate into the lives of local people, whether they are doing business by launching their own brands or by acquiring brands.   For a Chinese food brand, its cultural origin is undoubtedly a long-standing, broad and profound Chinese catering culture. Chinese cuisine has different styles of cuisines, changeable tastes and a variety of cooking methods. This is the foundation and nutrient of every Chinese food brand.
but to give full play to catering culture and create food brands, the key is to combine the traditional catering culture with the production mode and modern lifestyle of modern food industry to complete the two transformations.
First, the standardization of catering.
for example, the rise of McDonald’s and KFC has achieved the standardization of Western fast food. In fact, Chinese food is far more complicated than western food. Because Chinese cooking methods are more diverse and cumbersome. Besides the eight classic cuisines, there are also various local snacks and Jianghu delicacies.
is like the small restaurants on the streets in many places. Although the products are first-class and the taste is first-class, they can’t go out of the local market. For consumers, they can only get what they want when they go to the local place, and there is likely to be a long line (if this store becomes an online popular food place). For stores, because their popularity and influence are limited to the local area, they often face the problem that their business is too small to scale and can not support the store. The next generation is unwilling to continue to operate, and finally their skills are lost due to the lack of inheritance.
It is really a sad thing to watch the disappearance of many flavor snacks. How to protect these traditional good tastes and good crafts? In fact, the best way is not to designate a group of people to protect it according to the traditional mode of production and traditional mode of operation, which will only make these crafts more and more ungrounded, more and more divorced from the masses and disappear faster.
what we really need to do is to study these snacks and then standardize them. Through standardized production methods, more people can taste and consume it, and let more people know its manufacturing process and flavor secrets, so as to help them pass on from generation to generation.
like zihi pot, I’m doing it today. In the face of a large number of Chinese food, it has created a Chinese food matrix, covering a variety of items such as self heating food, quick boiled noodles, innovative rice noodles, stewed flavor and frozen products, including self heating, brewing, quick cooking, quick frying, steaming and instant eating.
Second, the cultural connotation of consumption. The standardization of
products has only completed half of the work, and the more important half is how to combine the traditional Chinese catering culture with the lifestyle of contemporary consumers.
for this, we must first understand how consumers “eat” today and what kind of food brands they need. Today’s brand building should not only be rooted in the traditional catering culture, but also be committed to finding the lifestyle of young people and expressing their personality and emotion.
is like the picture brand mentioned above. In addition to the product level, there is also the packaging design. Each product is an exquisite design work, including Chinese landscape painting and the works of Chinese cutting-edge designers. This new aesthetic product style makes a bowl of noodles not only a bowl of noodles, but also a small happiness in life, an essential sense of ceremony, and turns the cooking full of smoke and fire into a delicate picture in life.
also has another very interesting brand, stinky snail. Stink can be said to be a unique scenery in delicious food, such as stinky tofu and stinky mandarin fish. It is not only a unique taste memory, but also a way of life for consumers to pursue novelty, fresh experience and constantly explore the unknown and the world. Therefore, odor is becoming more and more popular among young people, such as the outbreak of snail powder in recent years.
therefore, in creating the innovative brand of rice flour food, stinky snail, zihi pot combines it with the plaster head of pop art style in visual design, emphasizing a lifestyle of pursuing new and strange food, an extreme and open-minded food experience. This visual style and product taste are very popular, Research and develop “really fragrant food full of brain holes” for rice flour lovers.   The core of the existence of these cutting-edge brands is to complete the modernization of traditional Chinese food and help these traditional food products integrate into contemporary lifestyle, contemporary consumption concept and aesthetic experience. These brands usually do these steps:
1 1. Meet consumers’ scene needs and inner needs, and help consumers find a sense of ritual and small happiness in life; 2. Tap the power of cutting-edge designers to enhance the unique style and aesthetic experience of the brand through design; 3. The brand not only finds the expression of young people, but also outputs the spirit and connotation of Chinese culture, so that the power of Chinese brand and Chinese culture can be seen by the world.
only such a cultural expression can help an online red product become an evergreen brand that continues to be pursued by consumers. Based on the standardized innovation of traditional cooking culture and the contemporary expression of Chinese culture, a food brand can find its own vitality.
The birth of a brand should be based on the differentiation of categories and the evolution of scenes; The growth of a brand should be based on the ecological construction and management system behind the brand; The evergreen of a brand should be based on the injection of brand emotion into consumers and the integration of social culture.
this is the logic of the rise of many new consumer brands today, and it is also the thinking of this paper. New scenes, new tracks, new models and new aesthetics are an innovation in China’s consumption field. I hope this innovation can help us build a first-class brand and achieve a first-class enterprise; Build a first-class brand group to become a world-class enterprise.
Reference: [1] AI Reese & Laura Reese, the origin of brand, machinery industry press [2] Douglas Holt, cultural strategy: building a unique cultural brand with innovative ideology, commercial press [3] food business network, Coca Cola’s ambition: there is no unconquerable market, only giants unwilling to turn around [4] General Mills: how old multinational companies break through the siege in China’s food market, excerpted from the book “Bo Guang Yahua” written by Zhang Jianjun and Zheng Yuting. Author: empty handed; source: empty handed (ID: fireseal13). Reprint has been authorized. Reprint authorization and media business cooperation: Amy (wechat: 13701559246);
joining the community: cherry (micro signal: 15240428449) Fbic2022food aily daily food has joined hands with the world’s top commercial and industrial partners to create 0. With the theme, fbic2022food daily food has passed the three-day new consumption innovation test ground ✕ the stage of global innovative products ✕ the food Developer Conference ✕ the top product social circle, running through the upstream and downstream of the food industry chain, linking the whole scene of new consumption business, and taking another step towards the end of the new food era, Explain the future of China’s new food consumption once and for all, 360 ° presents brand ecology.
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