Skip to content
the era of consumer extension is coming.
At the end of 2019, there was a very popular paragraph called “2019 is the worst year in the past decade, but it is the best year in the next decade.” This paragraph was transferred by Wang Xing to his social account, which was popular on the Internet and aroused a lot of recognition.
That year, China’s economy ended its rapid growth, and the “cold winter of capital” hit again. A large number of industries, including the automobile industry, which has been growing at a high speed, fell sharply, and the new Internet dividend also peaked for the first time. The keyword of that year was “I’m too difficult”.
Therefore, many people agree with the first half of the paragraph, but do not think the second half is correct. But I did not expect this sentence to become a prophecy. In the second years COVID-19 hit, until today, the world is still not out of the plagued by the epidemic.
The cover of this year’s first financial weekly is the word “hard”, which means difficult. At the beginning of this month, the top ten shrinking industries in 2021 showed the difficulties of the current year. The layoffs of large factories at the end of the year vaguely reminded me of a similar scenario at the end of 2019. The long picture of layoffs spread on the Internet (the information is untrue). Many information is actually the of that year.
Marketing is a barometer of the economy to some extent. Gartner’s report shows that the share of the marketing budget of the transferred company in the company’s revenue this year decreased from an average of 11% in 2020 to 6.4% in 2021, a decrease of 4.6 percentage points.
The tone at the end of 2021 is very similar to that of 2019. But looking back on this year, at least people have seen signs of economic recovery. Whether it is the accelerated research and development of vaccines or the successful holding of large-scale events such as the Olympic Games, people are full of hope for the future.
Looking forward to 2022, some marketing trends that show certain signs this year may represent the future trend.
Brand marketing investment recovery
For most brand owners, the two-year baptism of the epidemic has made their marketing budget tend to be conservative, but in these two years, brand owners have also found a way to compete in the epidemic environment. It is not a wise choice to expect the end of the epidemic to significantly increase the investment budget. How to maintain the investment and maintain the brand advantage under the coexistence of the epidemic is a compulsory way for the brand.
Should I cut my advertising budget during the epidemic? No It is believed that the brand should maintain the investment budget and maintain the brand and competitive advantage during the epidemic period. In 2022, brand owners will be aware of this problem in the epidemic environment and gradually put their marketing investment back on track.
Recently, the 2022 China digital marketing trend report jointly released by the Academy of second hand marketing Sciences, the Global Digital Marketing Summit GDMS and media 360 shows that 54% of advertisers believe that China’s overall marketing investment will increase in 2022, accounting for an increase of 7 percentage points compared with 2021, of which 10% believe that it will increase significantly. Among the cutting-edge advertisers, 58% believe that China’s marketing investment has increased. And 88% of advertisers believe that the launch is for the brand goal, that is, to strengthen the brand image and improve the brand cognition.
Regardless of the epidemic trend in 2022, it is an inevitable trend for brand marketing investment to return to the right track.
Private traffic continues to occupy position C
As a marketing concept, private traffic has been continuously discussed and studied for more than three years. The essence of private traffic is determined by two reasons:
First, with the trend of Internet dividend approaching, it is becoming more and more difficult for brands to obtain traffic in the public domain in a low-cost way through Internet dividend.
Second, with the increasing proportion of digital marketing, enterprises pay more and more attention to the input-output ratio of marketing. Especially in the special years of the past two years, the marketing budgets of many enterprises have been greatly reduced, which has accelerated their process of increasing private traffic.
The fire of private domain traffic is because every brand hopes to control its destiny in its own hands, not the platform or KOL.
This year’s dispute between Li Jiaqi, Weiya and L’Oreal is essentially a dispute between the private domain traffic of the brand and the public domain traffic of KOL. From the historical process, this struggle will always accompany the evolution of the brand and the market.
Private domain traffic was born in the years when Internet traffic has been widely discussed and applied in the years when the epidemic has enveloped, which has become the consensus of brand owners. The ultimate goal of a brand must be to maximize its own private domain traffic. Only in this way can it achieve high sales and high profits at the same time.
From the perspective of the development process of the brand in the Internet environment, brand building private domain traffic is still a core topic next year and will become the norm of the brand in the future.
Brand channel dispute – brand self broadcasting will become the norm
This year, the dispute between Li Jiaqi, Weiya and L’Oreal shocked the marketing circle. Some people believe that L’Oreal, as a big brand, should not ignore the interests of consumers, so it is wrong to give higher behavior than other channels in the live broadcast room of Li Jiaqi and Weiya. Others believe that L’Oreal, as a big brand, should not be “hijacked” by channels, and it has the right of independent pricing.
Who is right and who is wrong is not discussed first, which reflects the dispute over the discourse power of brands and channels. For brands, they should realize that it is not a wise plan to hand over their fate to the head anchor, because the high channel costs of the head anchor make it difficult for the brand to make a profit.
A more favorable way is to build your own brand moat. On this point, for live broadcasting, brand self broadcasting has become a broad consensus, and the Weiya event at the end of this year has also accelerated this process. After going through the stage from zero to one, most brands began to pay attention to self broadcasting. They fixed live broadcasting with goods every day, sold goods directly to consumers, and provided them with a series of guarantees.
Brand live broadcasting is a very representative performance of D2c. If Taobao was used to be a face to face with consumers in the form of shops, today, in the live broadcast business like jitter, the tiktok has already met directly with the consumers.
The debate between the anchor and the brand is the problem of “big store bullying customers” or “big customer bullying stores”. This problem has never been invariable, but cross evolution. If a brand wants to master its own destiny, it still needs to continue to build its own brand. In terms of live broadcasting, self broadcasting is a good choice.
Star Marketing ebbs and digital economy marketing rises
In 2021, too many stars overturned. From Wu Yifan to Wang Leehom to Weiya, there were scandals, whether online celebrities or high-quality idols, which hurt the brands that used them to speak or advertise. It also made more and more brands realize that using star endorsement is a risky behavior.
On the other hand, the rise of digital economy has accelerated this year, and concepts such as metauniverse, NFT and Web3 have emerged one after another. Liu Yexi, like a jitter, rose 100W overnight, so that the beauty of the makeup of the yuan universe topic to tiktok social networking.
Compared with stars, virtual idols have the advantages of shaping and not easy to overturn. Once virtual idols become the spokesperson of the brand, they can continue to create value for the brand. At present, bat and other big platforms and many big brands have begun to build virtual idols as an important part of brand assets.
If the meta universe is a trend, it will become a trend for brands to embrace the meta universe and do marketing for it. This trend will not only create a virtual idol, but also build their own meta universe, create their own NFT works, etc. In the future, brands will increasingly integrate marketing into the virtual economy.
Traditional brands accelerate to embrace new e-commerce
This year, the first new e-commerce conference was held in Changchun. The conference issued the new e-commerce research report, which pointed out that the new e-commerce is a new form and model of e-commerce, which is a link reconstruction of the traditional e-commerce “people”, “goods” and “field” with the development of a new generation of information technology.
Conceptually, the new e-commerce refers to the old bottled wine in the form of social e-commerce and live e-commerce in recent years. However, from the perspective of time, compared with the previous shelf e-commerce, the emergence of new e-commerce basically does not exceed 5 years, and it is true to say “new”.
For most traditional brands, entering shelf e-commerce such as Alibaba and JD has experienced a stage from rejection to hesitation and then to comprehensive embrace. Today, entering the new e-commerce platform, these brands also have a hesitation mentality. They may consider that the investment of the new e-commerce platform is large and risky, and may feel that the new e-commerce platform does not meet their own tone, They may be trapped by their past successful experience, so they have not fully invested in the new e-commerce.
However, from the perspective of trend, it is a trend for brands to accelerate their entry into new e-commerce platforms such as live e-commerce, short video e-commerce and social e-commerce. It is only a matter of time for most brands to fully invest in these platforms.
As Kwai Chung electric providers, fast tiktok and other platforms rise, and occupy an increasing share of the electricity market, the major traditional brands will accelerate to embrace new business.
New consumption ushers in differentiation, half seawater and half flame
New consumer brands have been a hot topic for more than a year. These brands benefit from the increasingly mature industrial chain on the product side, the positioning of extreme segmentation on the marketing side, and finding a wide range of people with the help of traffic algorithm. Therefore, they have achieved certain success. Compared with the advertising mode of old consumer brands, the mode of new consumer brands can be called traffic mode, And this model is generally considered to be low input and high output.
But there are also problems. As I said in the second half of new consumption, there is no shortcut for the brand: the continuous investment in traffic costs has not allowed the brand to achieve sustained exponential growth; After the initial boom stage, the ceiling of the brand is getting lower and lower; Giants have entered one after another, the pressure of new consumption is increasing, and the market cost is becoming higher and higher; Due to the high valuation in the early stage, it is difficult to obtain sustainable financing in the later stage
With the cold of the capital market, it is more and more common to say that new consumption entered the second half in the second half. In the second half, the late development advantage of new consumer brands is no longer. In the face of the attack of traditional big brands, they are gradually a little weak.
In 2022, new consumer brands will usher in differentiation. New consumer brands that have gained early market advantages will continue to expand traditional marketing investment, directly start a frontal war with giants and expand market share, such as Yuanqi forest, Xicha and huaxizi. However, new consumer brands that have not established a brand moat may face difficulties in financing and expanding market investment, So as to usher in the dilemma of difficult times.
For the marketing market, the new consumer brand with brand advantages will become a very active force in the field of marketing. In any case, it will bring a new consumption era.
Full platform marketing of grass planting economy
The grass planting economy has been a tiktok concept for the industry since its birth. It is linked to “discovery shopping”. The earliest thing is on the jitter, because consumers have planted grass with the algorithm that has recommended the products of interest, and ultimately promoted their consumption behavior.
Today, almost all content communities and platforms are basically dominated by algorithms. The way of information distribution has changed from people looking for information to information looking for people. From this perspective, any platform can actually grow grass.
Kwai tiktok, for example, knows grass roots, because people love grass when they see funny answers. Some people grow grass on the shaking and fast hands. Because they see short videos that they love, grass grows on bean paste. Some people see love books and movies and grow grass. At B station, some people see the delicious food and grow grass.
Jitter business providers put forward the concept of interest in electricity providers this year. In this scenario, consumers come to the interest business platform, first of all, they are looking for content to be interested in leisure, during which the platform can distribute goods directly to consumers through the form of short video tiktok or by direct broadcast, and consumers will buy their products after they are interested in the products.
The tiktok theory of interest providers is not limited to the content of the electricity supplier platform, but can be carried out on any content platform. For brands, they should share their products, brand stories and even values on the major content platforms.
In fact, this is what many brands are doing. Almost all brands with a certain scale have entered the content platform with high user volume to plant products and brands.
Low desire and love price ratio consumption dualization
As the world’s largest consumer market, China has always been a complex existence, including white-collar workers who pay attention to quality consumption and small town youth who pay attention to cost-effective consumption. They are like two parallel worlds and do not disturb each other in their own world.
In today’s China, the embodiment of the consumer society is extremely full. Consumption can meet their inner expectations. Therefore, people are different from others. In the consumer society, it is distinguished by people’s consumption habits and products.
Baudrillard said: “the difference of consumption is not the difference of product use value, but the difference of product symbols… People never consume the product itself (use value), but always put the product (in a broad sense) As a symbol that can highlight you, or to get you to join the ideal group, or as a higher status group, to get rid of the lower status group. “
However, the particularity of China’s “consumption classification” lies in that, on the one hand, consumers who have stepped into rational consumption begin to reduce their desire and pursue the no logo principle. Therefore, UNIQLO and MUJI products are selling well. Platforms such as 1688, pinduoduo and salted fish have a large number of users. Therefore, the word “flat replacement” has become a popular online word this year.
On the other hand, consumers who are upgrading their consumption begin to define themselves by consumption. These consumers pay great attention to “love price ratio” rather than cost performance. The so-called love price ratio is that the purchased goods conform to their own personality and can position themselves, such as the joint sale of goods loved by stars and artists, such as the exclusive sale of limited edition goods, etc. This is also the reason why coconut shoes and bubble mat sell well and get things popular.
China’s consumer market has begun to enter duality. The low desire and “love price ratio” markets represent the future trend and have enough potential. For brands, what we need to think about is which yuan our target consumers are, or “children make choices, I want them all.”
Chinese brands go to sea, and foreign brands are “sinicized”
The rampant epidemic has broken the process of brand globalization, but it does not affect the general trend of brand globalization. Globalization here refers not only to the globalization of big brands, but also to the globalization of small brands.
With the rise of national strength and the saturation of the domestic market, it is a trend for big brands to go to sea and occupy the overseas market. This trend is represented by voice mobile phones in Africa, Huawei in Europe, shopyy in Southeast Asia, tiktok in the United States, etc.
For small brands, with the globalization process of e-commerce, they also have a good opportunity to go to sea. For example, sheen is popular in the United States. For example, a large number of small sellers occupy the forefront of sales in Amazon. In the future, with the strength of tiktok, a number of Chinese brands rising with the help of tiktok e-commerce will inevitably rise.
Some signs show that Tesla is becoming more and more Chinese. For example, domestic cars are sold abroad, Tesla will build a second super factory in China, and musk often speaks for China. In November this year, UNIQLO also opened its global flagship store in Sanlitun, Beijing. For some brands, with the saturation of the local market, how to fully occupy the Chinese market is a problem worthy of consideration.
In recent days, BMW Group’s annual media communication meeting (note, it’s the group), with the theme of “home in China”, reflects this trend. How to improve and please the Chinese market and the mood of Chinese consumers is a compulsory course for multinational brands.
The first World Cup in the post epidemic era:
Topic World Cup continuation
Next year’s hot spot is the world cup, which is the first World Cup after the epidemic. Fans who have held back for more than five years will usher in the first carnival after the epidemic.
For marketers, world cup marketing is not just sponsorship and advertising. Today’s world cup has become an integrated marketing of brand participation + topic discussion. For example, “I’m Messi, I’m in a panic” made by Mengniu in the last World Cup, and vantage’s “France wins the championship and vantage refunds the full payment” in the last World Cup. They not only put advertisements during the world cup, but also formed topics for discussion among the whole people. Although these questions have a lot of luck, However, it reflects a feature of the era of “topic World Cup”: user participation world cup.
As the first World Cup after the epidemic, many brands should participate in marketing. It is worth looking forward to what clever marketing methods brands will have.
The above is the marketing trend I listed in 2022. 2022 will be a year of all-round recovery. The same is true for marketing. Next year, the brand will pay attention to the input-output ratio and begin to increase the brand investment to get the marketing back on track.
At the same time, most brands will face transformation, traditional brands will face the transformation of products, channels and brands, and new consumer brands will face the transformation from niche to mass.
On the consumer side, upgrading and demotion will exist for a long time and will not disturb each other.
All these have put forward new topics for the brand. 2022 will not be an easy year, but the word recovery must be the main tone of this year.
Reprint authorization and media business cooperation: Amy (wechat: 13701559246);
Join the community: Cherry (micro signal: 15240428449).
For the sixth consecutive year, foodaily released the annual business hot spot of the food industry – exploring the development law of categories from 200000 new products around the world, studying the changes of global consumption, studying the changes of new consumers and consumption demand in combination with the in-depth insight into the Chinese market, and exploring the new value brought by the two new consumption drivers of technological reconstruction and brand interest, Focus on the prospective discovery of category cracks / innovative products to assist new consumer entrants in anchoring market segments and category fission opportunities, and provide inspiration and decision-making reference for product innovation in the next year. (click the picture to view the detailed introduction)
Food people are “watching”
- Brand inside volume, capital crazy Investment: 380 + investment events, 3 times more than last year| 2021 investment and financing inventory of food and beverage industry
- Young people from big factories flock to the catering industry