China Food

The truth of consumer entrepreneurship in 2021: in-depth conversation with the founders

 

2021年就像坐过山车。

 

前半年新消费的风口快速到达顶端,增长和融资的容易让品牌们得意忘形。后半年行业冷静,快速回落,一切仿佛又回到了原点。
撕下疯狂投流和头部主播给品牌贴的buff,只剩下低复购率和高差评的一地狼藉。而资本的旋风刮过,没融到钱的品牌们不得不重复思考生意经。
去年教给品牌创始人的,不仅是风口来临时要快速抓住,别端着,更别叫谁都不敢接的高估值;还有当风走后,该如何活下去,做真正长久的生意。
近期,BotF未来品牌主编静仪特意采访了7位业内好朋友,他们都是身处新消费品牌第一线的创始人。有饮品、食品品牌的联创,有宠物、速食、茶饮品牌的创始人,还有生活方式品牌的联创。
这七位创始人向我们分享了他们跌宕起伏的2021年,有些是扎心吐槽,有些是发自肺腑的感悟。希望他们的札记能成为你的避坑指南,为你点亮更值得期待的2022年。一起来看看!

Lianchuang
, a round a beverage brand, “the first subdivision category can’t get money, which proves that this category has no meaning to consumers and the market.”
my biggest insight is that Lianchuang should not only have a skill and do a good job in business implementation, but also be able to reconcile the relationship between the company’s superiors and subordinates, especially the founders and employees below. The personnel adjustment of
start-up company is very frequent. Three or four people change a position in our company in a year.
the smaller the company, the more it hopes to recruit capable employees, because this can bring direct development to the company, rather than learning to do business when it comes. However, the salary offered by start-ups is limited and there are no welfare benefits. Even social security is the lowest level, so it is difficult to attract excellent talents. The basic reason for frequent personnel changes is that they provide less for employees and have high requirements for others.
new consumer brands recruit people for half a day, but they are all the original people. For example, we hired a market leader from a large beverage factory.
in company management, founders must not be blindly confident, let alone fall into self hi plot. Be sure to communicate with others before making a decision. If he doesn’t have a deep understanding of the functions of each post and a small company doesn’t have a perfect personnel system, it’s easy to use the wrong person.
startups can do anything quickly because they don’t have a mature system. Once the system becomes complex, there will be all kinds of wrangling events, which will eventually delay efficiency.
whether a start-up company can succeed or not has a lot to do with the investment of its founders. If the founder is all in and firmly believes in what the company does, he has a great chance of success.
most brands made by the rich second generation are difficult to succeed because they have too many retreats and often do not have the courage and determination to fight back.
new consumption is cold because the industry has eliminated a number of people who pursue the outlet. Just like the early Internet, many non professionals poured in and were eventually eliminated.
new consumption can not be urged by hormones in any industry. Lululemon has been established for 20 years, but we still think it is a new brand.
many brands are making various sub categories, and even if there are no categories, they have to try to subdivide them. The most ridiculous thing is that they have achieved the first subdivision category, but they can’t get money, which proves that this subdivision category is meaningless to consumers and the whole market. The tension of financing in the second half of the year is caused by such brands.
the customer list of mass consumer goods is generally low, so those who want to make big money and fast money should not make consumer goods.
finally, I want to make complaints about the media. Now many industry media are making lists, and 200 or 300 awards can be awarded in one activity. How can this contain gold.
for example, some brands are rated as “online Red” brands when they find 3 or 5 online red books, or 30 or 50 little red book experts for launch. The moisture of the list can be seen. If 300 or 500 little red books can’t burst, the growth team of this brand can go home for the new year. The quality of the brand is not measured in this way.
founder of a round a tea brand
“the air outlet is gone, but the people are still there, and the project is still there.”
we have passed the age when our parents used liquid resources to do business. At that time, it was easy to make money as long as you worked hard, found opportunities and had courage. But with the rise of the Internet around 2000, that era disappeared.
now and in the future will be the era of westernization and capitalization. Hot money flows to which industry, it can support a new outlet. The problem we are facing now is how to deal with the dilemma when the people are still there and the project is still there when the air outlet flows away or is not there.
the second half of 2021 is very difficult for us. Market financing is difficult. Basically, only very excellent projects can get money. In the past, capital required that brands either have scale or earn money. One of the two can be obtained. Now the brand is required to have scale and make money, which is very high for enterprises.
China is a big consumer country, and its total population determines market opportunities. Our country now has more than 1.4 billion people, which means that there is a great demand for the whole consumer goods, whether upgrading or in-depth expansion. Therefore, I conclude that consumer goods must be a very good business in China. I just say that there will be some cycles, such as capital cycle.
in this case, the brand is to survive this stage, and insist on making good products, and then insist on polishing its own brand.
at present, the categories favored by the capital market, such as science and technology products or the concept of yuanuniverse, are not mass consumer goods, but games of top enterprises and head resources.
as for the investment boom of mass consumer goods, it will certainly return, but we need to start from the perspective of the brand’s own environment and continue to polish the brand when the amount of funds is not very abundant before returning and the brand is really made, which will be a better survival state for the next generation of consumer goods companies.
from the perspective of our brand, in fact, our business situation has improved in the second half of the year, which is a very obvious signal. In the past, financing was easy and brands could get money, but the total traffic of the platform was limited, so our ROI fell from 3:00 to 2:00, 1:00 or even 0:00.
now everyone can’t get money, and our business has returned to a relatively reasonable state. When everything is back on track, it will precipitate a number of high-quality brands and high-quality assets.
this is not my first time to start a business. I have experienced a financial crisis like 2018 and some previous economic cycles. The most important thing for entrepreneurs is not to have the mentality of worrying about gain and loss. When the environment is good, predict how to fight when the bad environment comes; When the bad environment comes, we should think about how to wait until the day when the good environment comes.
for me, I didn’t expect the bad environment to come so quickly. As soon as I went to the battlefield, people withdrew their troops. So it may be more difficult for me to deal with. At this time, the state of mind is important, so I often go to the gym or travel. At this time, I will put down some troubles and anxiety.
we should treat branding as a marathon, so that the mood of the founders will not be confused. Do something else to distract your attention, or find a way to smooth out this worry about gain and loss mentality.
“what we worry about is not that consumers have no money, but no consumer confidence.”
many people say that the key word in 2021 is “volume”, but from my personal point of view, “volume” does not start in these two years.
we used to say that growth will cover up all the problems of enterprises, and the same is true for the large economic environment. In the past few years, China’s economy has grown rapidly, and everyone has received dividends. Therefore, once the growth rate slows down, it will feel “rolled up”.
from the second half of 2021, we obviously feel that the consumer goods market has become cold, people’s consumption has become more and more rational, and the platform’s rush for traffic has become more and more intense.
in fact, what we are most worried about is not that consumers have no money, but no consumer confidence. Industry consolidation, large factory layoffs, the cold of stock market funds and the depression of real estate make people not optimistic about the growth of future income, dare not spend money, and dare not overdraw consumption.
so I think (only from my personal point of view) it will gradually return to rational consumption and rigid consumption (also divided into material rigid demand and spiritual rigid demand, and products that can provide emotional value are also rigid demand).
last year, many sub categories were added to each sub segment of the consumer industry, at least the pet industry is still growing. The truth is that many industries are not growing, which is a blessing for our pet practitioners.
on the whole, we had difficulties last year, mainly due to the impact of the general environment. Entrepreneurship is solving problems every day. Capital turnover, quality control, product plagiarism, black powder Navy and malicious bad comments will be encountered in any era of entrepreneurship / business. I’ll be very angry when I meet you for the first time. Now I’m used to it. It’s time to solve it. If I can’t solve it, I’ll find a way to solve it.
what’s the difference between our two-year mentality? In the first year, we still hope to grow bigger and stronger quickly, but in the second year, we hope to grow steadily, make blood by ourselves and live longer.
the founder of a round a fast food brand {
“real good products and good brands have met the best times.”
feel like taking a roller coaster in 2021.
in the first half of the year, bad money drove out good money from time to time. Some brands burned money to buy traffic and swiped orders for growth. They went live at a loss, paid more attention to marketing than research and development, and started cross-border businesses only to finance to VC. Some even projects with pseudo demand were pushed out of many high-quality brands with the help of capital, platform and media.
in the second half of the year, due to the ebb tide of capital and rational consumption, more importantly, the state took the initiative to govern the large platform and standardize the live broadcasting industry, so that the delusion of “pseudo consumer brands” without hematopoietic function to “copy” the Internet money burning entrepreneurship model was broken, and the entrepreneurship of consumer goods returned to the reasonable situation of good money expelling bad money.
a high-quality brand that does solid product research and development, adheres to brand long-term ism and can make blood by itself has gradually achieved benign growth in this increasingly healthy environment.
in 2022, the environment of consumer goods will continue to be purified, which is very beneficial to entrepreneurs who are patient in making content, slowly building brands, making products and who have been in the consumer goods industry for many years. Healthy growth will also be favored by long-term capital.
consumption is not cold, consumers are just more rational, and real good products and real good brands have encountered the best era. The long-term team with high-quality growth and decades or even centuries of vision to build a brand will eventually get the greatest return.
co founder of a food brand
“cutting edge brands should choose the platform with the lowest traffic cost to make a breakthrough, not necessarily from tmall.” We have been paying for our feelings since October of last year.
we tried many mistakes last year. First, the trial and error of products. Our first generation products have successfully predicted the category trend in 2-3 years. It breaks through the existing competitive products in terms of appearance, efficacy and scene, and the product itself is perfect. However, absolutely innovative products often require a lot of market education costs. In addition, the supply chain can not keep up with the rhythm of innovation, resulting in high product costs. Finally, we have to bow to the market and develop products that are “not so perfect in my eyes”.
we started to take tmall as the core sales platform. The momentum is good, and the cooperation with the platform is also good. Double 11 has also become the top 2 of the category, but on the whole, it has a lot of losses.
later, we reflected that during the brand 0-1 period, the most important thing is to sell products to users, so we should choose the platform with the lowest traffic cost to make a breakthrough. Tmall is not necessarily the first choice. For new and cutting-edge brands that are not just needed, one thing should be done at the core of tmall in the early stage: take the head anchor as a buyer and push back the products from their needs for iteration.
of course, we also stepped on a lot of holes in the choice of anchor and paid a lot of price.
as for the adjustment of brand management strategy, we should pay attention to the investment direction in time. At the beginning of the trading, the investment in consumer goods was very hot. At that time, we were a little high-minded, so that the head capital was found, and we always held it, believing that as long as we invested heavily, there would be traffic.
but when the capital heat cools down in the second half of the year, we become very passive. What we think about every day becomes how to live longer than competitive products. Therefore, profits naturally become the core index, which will change the management idea of the whole brand. Our adjustment is still slow. If we can focus on profits earlier, I will have more ammunition next year.
since March, the team is new and the business is new. Therefore, it will be found that major and minor events such as operation, market, platform communication, partner determination, finance and personnel, all need a running in period of at least 2-3 months. The team needs to gradually understand my decision logic before I can gradually let go, so we will make a lot of wrong judgments in this process.
our founders are special and belong to the rich second generation. Like strategic investors, they don’t participate in management. At first, I thought it was a good thing, but later I found that because of the lack of communication and asymmetric information, when the brand management encountered some problems, we would have missed the best window. In this case, we will encounter many communication bottlenecks, and finally have to adopt some unconventional operations to ensure the normal operation and survival of the brand.
we have fully communicated and shared with the team all the pits we stepped on in products and business ideas in 2021. Our goal in 2022 is to step on less pits and live.
co founder of a food brand “the founder’s greatest responsibility to the team is to identify key issues and take timely action.”
let’s talk about my understanding of the founders first: Although the dream of
is important, please treat the partners who join and strive for this career seriously. This career is not only about your personal success or failure, but every team member has also paid their everything. If you only look at this matter based on your personal success or failure, it is too lack of responsibility.
ask every founder to clearly understand his / her own ability boundary. When stepping into a field he / she doesn’t know, please make sufficient market research and reserve his / her ability and knowledge. This will be related to your organizational structure and the identification of the core competencies of key positions. A slight deviation is a fatal blow to the team. Do we see little about the phenomenon that bad money drives out good money?
the decisive consciousness of killing and cutting is the premise of doing great things. If you find that the team has no wolf consciousness, there is a bottleneck in business breakthrough, and there is serious internal friction in the team, you should move with a knife. It is obvious that you are wrong in employing people, and you are still dreaming there. The greatest responsibility for the organization is to identify key problems and take action! Please don’t wait!
let’s talk about my understanding of the team this year:
in a start-up company, if you take past experience as an example, most of it is because you don’t know your goals. The experience of staying in a state-owned enterprise for 10 years is the experience of mixed eating and waiting for death. This kind of veteran should be driven away as soon as possible, otherwise it will bring the atmosphere of providing for the aged to the team. The children of
team deserve encouragement. They should be given more opportunities to create their own value and trial and error. Their growth is very fast and will often bring more performance breakthroughs. The cooperation of
team is very important. If it is found that various departments are separated, one is the problem of the founder and the other is the problem of the department leader. The genes of the team are too important. If the leaders don’t have the driving force and tolerance of team fighting, they generally won’t be a big deal.
finally, let’s talk about my understanding of brand and making money: if the founder of
says he wants to make money today, please don’t use the high sounding words of being a brand as a routine, that member who really pays his life for brand construction.
how can brand building be achieved overnight? What’s the difference between living up to your sincere efforts and scum men? Stop hurting children and be a person! If you want to make money, think about your business model and talk about it again.
co-founder of a b-round lifestyle brand
“slow down, it’s faster.”
my biggest insight in 2021 is: slow down, faster.
last year, our performance once soared to the highest point in the entrepreneurial process, followed by a decline, and experienced two stages of “big rise” and “big fall” in one year. Growth can indeed cover up all problems. Once growth stagnates, many backlog problems will be fully exposed.
I. growth. Startups often find a single breakthrough first and ensure that they can survive. This process depends on giving full play to a long board. However, the long board does not mean that the short board does not exist. We have always been very clear about our problems. We are faced with the problem of single channel and single income structure. Therefore, we need to plan ahead and find a new growth mode.
however, due to the good growth momentum, we are still a little slack in our mentality. We have not transferred enough talents and invested enough energy to explore other business models. This leads us to be unprepared when systemic risks really come.
this experience gives me two inspirations: first, we must plan ahead, we must fear the market, and we must not be arrogant and lazy; Second, new business exploration at the strategic level must be led by the people with the most core and the strongest ability to do business in person. Otherwise, you may be difficult to distinguish whether it is external reasons or people are useless.
II. Team issues. On the one hand, business growth makes our confidence grow rapidly. The growth of confidence will make you feel that you can do a lot of things, and doing things requires manpower, so we began to expand the team blindly. But many times we don’t think very clearly, so the result of blind expansion is overstaffing.
there are too many people and things have not been done. This is a big pit. In order to solve this problem and further improve efficiency, we began to optimize management and spent a lot of money to find a professional manager from a large factory. However, using the experience of large factories to cover the actual situation of small companies is a mismatch in itself, and the mismatch will not have good results.
so the team gave me two inspirations: first, in the early stage of entrepreneurship, never expand blindly; Second, there is no need to be superstitious about the aura of “big factory”. It is more important for people than “strong” people.
III. product problems. “Product is 1, marketing is 0”, this is the truth. Without deep R & D capability, technical capability and supply chain capability, we can only create mediocre products. I see that many new consumer brands with the same purpose have the same OEM behind them. How can the products produced in this way have core competitiveness? A large proportion of the money earned by micro innovation or market dividends in the early stage of
should be spent on products and technologies that can establish deep barriers, rather than all on marketing. Many people ignore this, and so do we. Therefore, in 2022, we have made great determination and are ready to make great efforts to increase investment in products.
finally, I would like to say that last year we grew too fast, it was easy to make money and we lived a very comfortable life. When the days are too comfortable, they will expand and take everything for granted. But it’s not. We just stepped on the opportunity.
as a result, we are paralyzed and ignore the risks that have been clearly foreseen, resulting in a great rush when the risks really come. However, we don’t feel sorry. The growth of people is the same as that of enterprises, which is to come step by step. There will be no less pits to step on.
fortunately, during the bonus period, we made almost all the right decisions at present, except that we failed to plan ahead. So our living conditions are still very good. We should still fully believe in ourselves and our team. As long as we are willing to slow down and do solid infrastructure construction, the future is still foreseeable.
Original title: on the way home for the Chinese new year, seven new brand founders said something to me
Author: fat whale; Editor: so and so; Source: botf future brand (ID: brand of the future), reprint has been authorized.
Reprint authorization and media business cooperation: Amy (wechat: 13701559246); Join the community: Cherry (micro signal: 15240428449). Foodaily Expo 2022] (click the picture to see the detailed introduction). Related readings , ,

Read the original text

Similar Posts

Leave a Reply

Your email address will not be published.