China Food

See you today at the brand breaking summit | broadsword live online with 10 + brands such as Budweiser, Anke innovation and bubble Mart!

 

缓下脚步,沉下心来倾听更多品牌的声音。

 

如果说2022年的新消费遇冷是基于“市场理性回归”的大基调,那么过去的 1 个月,在多重黑天鹅事件的影响下,新消费又切实地来到了深水区。
国际上,全球宏观政治经济环境的不确定性明显加强,出海品牌面临前所未有的挑战;国内,各地防疫保卫战升级,供应链、物流等压力空前,不少刚有起色的新消费品牌再度将「先活下去」作为当前阶段目标。
或许一些之前已经笃定的信念,偶尔也会被怀疑替代:新消费还是一个好的赛道吗?此前摸索出的爆品逻辑还适合新的市场形势吗?要不要继续深耕线上?线下又应该如何启动?从网红到长红的路,我们究竟还要走多久?
怀疑与追问的背后实际是对未来向好仍有期待。这并非「至暗时刻」,而是某种「中场休息」——一时的暂停,正是给了所有的品牌一个窗口期,让大家能够开始向内探索品牌生存的核心支点,撑过逆水行舟的考验,创造出自己的品牌红利。
在过去几十年中,消费行业经历了数轮完整的波峰波谷,无疑是韧性最强的、潜力最大的行业之一。
品牌同样如是,在成为「中国好品牌」的过程中,必定会经历红利期、衰退期、复苏期、成长期,而那些没经历过完整周期的历练,只因阶段性困境就离开牌桌的品牌,注定不会成为中国好品牌。
在周期中,刀法始终坚持通过连通自身及各方力量,持续陪伴和引导品牌前行。消费是长期的机会,中国出现好品牌是永恒的信仰,而如何营销——品牌经营和增长是刀法会持续提供的价值。
在3月中旬,我们预告,结合刀法「成就中国好品牌」的使命与「提供品牌解决方案的平台机构」定位,今年将举办一场以「品牌破局」为主题的线下大会,希望能帮助新消费品牌们找到适合自己的下一个跨越方向,并提供给大家前进路上所需的必要资源。
身在上海,直面疫情,刀法同样也缓下脚步,沉下心来去倾听更多品牌的声音。
我们发现,在这段时间内,无论是试图通过细分人群发现新需求、创造新品类的初创品牌,还是那些身在红海、想要创新营销方法跑出新模式的年轻玩家,他们中的大多依旧在波动的市场情绪中坚守自己,尝试回归本心,专注产品,打磨品牌心智。
因此我们认为,尽管外界环境瞬息万变,但从长时间的角度看,品牌是企业唯一能够穿越时间的资产,「品牌破局」依旧是我们看 2022 年品牌的大趋势,如何在危机中育新机、于变局中开新局,是所有品牌关心的母题。
作为品牌的陪伴者,刀法责无旁贷。所以,我们决定,将原定于 4 月 23 日举办的的线下峰会以不变的主题转到 4月22日线上直播,形式变为免费、公开,希望能够与更多的品牌方、服务商、平台方及众多品牌营销行业的从业者们,共同探讨当下的现实,探索未来的发展,一同谋定而后动。
Next, let’s introduce the specific content setting of the summit –
morning –
morning session of brand trend. We will have a confrontation and Discussion on brand keywords in 2022 around investors, marketing experts and brand representatives.
| 09:30-10:00 keynote speech
2022 is an important year for the brand and also a very important year for the development of knife art. We will make a major release of the plan for the whole year. What we need to do is to bring positive energy to the industry. The more difficult times are, the more we need to be a beacon to illuminate the front.
[sharing outline] 1. Why do we still believe in brand breaking in 2022? 2. From kinetic energy to potential energy, look at the development direction and trend of the brand in four quadrants. 3. The next step plan of knife technique and its value to the industry.
| 10:00-10:30 | keynote speech
the core essence of a good brand is actually consolidating three core assets: brand assets, user assets and product value. So what can we do to consolidate these assets step by step and do a good job in brand construction, user operation and product innovation? Brother yogurt, a partner of dagipont, will share with us a set of “brand transition model of dagipont” to build a good brand building system from the inside out.
[sharing outline] 1. Brand transition model of Daofa Chengyi: three stages from online popularity to Changhong 2. Daofa Chengyi brand plan
| 10:30-11:00 | keynote speech
Fengrui capital is a full chain fund management company with early investment as the driving force and active layout in the growth and middle and later stages. Its investment projects in consumer tracks include: Santon and a half, Zhong Xuegao, wonderlab and other track head brands, After the new consumption investment fever, when the industry wind began to change, Fengrui continued to be optimistic about new consumption and continued to increase its weight. Li Feng, founder of Fengrui capital, will share with us the underlying investment logic of these actions, the changes of the consumer market and the prediction of the next consumption trend from the perspective of primary market investors.
[sharing outline] 1. As the market calms down, why does Fengrui start to actively invest in consumption? 2. Consumption breaking point in 2022: retail service and retail service. 3. Trend of consumer goods in the next step: Interdisciplinary innovation across fields.
| 11:00-11:30 super dialogue.

enters 2022, facing various social emergencies and brand growth disputes, What are the similarities and differences between Centennial brands and cutting-edge brands in their views on the current situation? What kind of sparks will be stirred up by the systematic thinking of mature brands through the cycle vs the unbreakable challenge attitude of cutting-edge brands? Focusing on topics such as rejuvenation, growth marketing strategy and brand breaking thinking, Daofa will invite Budweiser, the leading brand in the global market, and olan, a cutting-edge brand with strong momentum, to have an exclusive super conversation!
[agenda] 1. How do you view each other’s opportunities and challenges? Budweiser, the king of beer in the world, vs OLAM China, the pioneer of the younger wine market? 2. In the face of various social emergencies and brand growth disputes in 2022, how to do a good job in brand construction and channel growth this year? 3. Back to the current situation, how to make a brand?
[brand introduction] Budweiser Asia Pacific Holdings Co., Ltd. is a leading alcoholic beverage enterprise in the Asia Pacific market. It produces and sells more than 50 alcoholic beverage brands in China, South Korea, India, Vietnam and other countries, such as Budweiser, corona, Harbin, FUJIA, Lanmei, Shidai, Kaishi, goose Island, etc. The company’s dream is: dare to dream and create, and cheer for the future.
Aolan Little Red Riding Hood is a cutting-edge wine brand. It was launched by Aolan China in 2016. With the brand spirit of “unrestricted definition and releasing the true self”, it conveys the concept of simple, drinkable and easy to understand drinking to the consumer group of Z era. At present, Aolan little red hat has a series of wine products such as dry red, dry white, peach red and semi sweet red, which are deeply loved by young people.
| 11:30-12:10 round table discussion
as the post-90s become the main force of luxury goods, a number of high-end brands have emerged in new consumer goods. How do they shape their own brand strength and break the consumer goods market with high customer unit price? What are the differences between them and luxury brands in the past? Will high-end brand become the next direction of consumption upgrading?
[Topic outline] 1. How to define China’s high-end brands? Besides expensive, what else is there? 2. What are the differences in the playing routes of high-end brands between China and foreign countries? 3. High end brands vs consumer goods, and where are the similarities and differences in brand strategies? 4. High end brands vs luxury goods, will China have a luxury brand? 5. Future development: will China’s high-end brands have a chance in 2022?
[brand introduction] cabana was founded in 2019, known as “LVMH” in the home industry, It is the first authoritative channel brand in China to focus on the world’s top design furniture. Under the background of the upgrading of home consumption of new Chinese consumers, it aims to make the real contemporary design in the world within reach and help customers make personalized residential expression.
perfume DOCUMENTS was founded in 2020, the original style “Zen cool CHANKU”, targeting young, high-end market, and is committed to create new luxury perfume and fragrance products and peripheral products. In July 2021, the first flagship store in China was opened in TX Huaihai business district gathered in Shanghai Chaoren circle.
fabrique is a designer driven social fashion brand. Cooperate with the world’s best designers, have a dialogue around style, fashion and design, and continuously cooperate with the exclusive limited series to create a complete wardrobe with unique design for modern women. In the afternoon session of
, we invited outstanding brand representatives, platforms, marketing operators and service providers to conduct in-depth disassembly around the brand marketing strategy and playing method in 2022.
| 13:00-13:30 keynote speech
Anke innovation has successfully incubated Anker, eufy, soundcore, nebula and other global intelligent hardware brands since its establishment in 2011. Among them, three brands have an annual revenue of more than 2 billion and are the leaders of overseas brands. Christie Chen, the global brand and marketing director of Anke innovation, will analyze the brands under Anke innovation at different development stages and share with us how global brands can continue to break the situation and grow and shape brand strength.
[sharing outline] 1. The way to break the brand situation: how to build a new brand in mature categories (the case of eufy security) 2. The way to break the brand situation: the brand building strategy behind the business matrix development 3. The prospect of brand going to sea: new thinking of Anke innovation in the process of globalization
| 13:30-14:00 keynote speech
Tencent advertising, as a global business partner of the enterprise, provides a whole scene for the brand to connect users, Marketing full link. Promote the development of digital inclusion and business ecology innovation in various industries, and help enterprises upgrade their whole link digital marketing and create innovative user value. Today, with the high cost of online traffic, “private domain” has become a must answer for brand management. Knife method invited fan Yijin, general manager of sales and operation of Tencent advertising industry and vice president of Tencent smart retail commerce, to answer how to maximize the use of private domain traffic and achieve long-term brand growth.
[sharing outline] 1. From traffic to sales: does the dividend of private domain still exist? 2. From effect to brand: how to cultivate users’ sense of trust. 3. From data to assets: how to realize long-term ism.
| 14:00-14:40 round table discussion.
how to break the situation and grow consumer brands this year when the traffic structure changes? Sabre invited the top brands in the three cutting-edge categories to share their solutions from the perspectives of products, supply chain and crowd assets.
[outline of the agenda] 1. How can the brand be changed without anxiety, and how the brand will change? How can we grasp the new 2 of the brand’s vs traffic? How can we get the new vs of the 3 channels, the brand vs traffic, the new round of growth from 4, the products, the supply chain, the crowd assets, and how the brand can shape our own moat 5 and 2022. What are the consumer brands’ avoiding holes tiktok? Innovative positioning of chewing toothpaste, the first brand of cutting-edge toothpaste, with the vision of building the favorite oral brand of the new generation of young people. At present, it has covered more than 30000 offline outlets, sold 80 million tubes of toothpaste on the whole network, and raised more than 200 million yuan.
Zhenwei Xiaomei garden, founded in 2019, is aimed at Baoma aged 30-45 and positioned as “new Chinese prefabricated dish”. In January 2021, it successively boarded the head anchor live broadcast room to create a popular model, and expanded 30 + offline franchise stores in the second half of the year; In just two years, Zhenwei xiaomeiyuan has successively obtained five investments and accumulated more than 100 million in the last two financing.
FOH full of hope is a professional home environment purification brand in the intelligent era. It is committed to “bringing a clean, environment-friendly, safe and comfortable home environment to every family”. Its product “formaldehyde removing jelly” has ranked first in the sales of tmall formaldehyde scavenger.
| 14:40-15:10 keynote speech
when the consumer market is reclassified and integrated, the “big penetration” brand building route continues to integrate with the “fusion” brand building route of new brands, what should we do next in social marketing? How to coordinate the “marketing goal” and “brand value goal” to drive brand growth? Through data mining and insight, Weibo summarized a set of new growth paths of “entering the circle, breaking the circle and melting the circle” that can be evaluated and measured.
[sharing outline] 1 / 2022 social context analysis: market rapid differentiation, consumption upgrading and downgrading parallel 2, “big penetration” brand building route VS new brand “fusion” brand building 3, synergy “marketing goals” and “brand value goals” new growth path: tiktok break circle –
circle 15:10-15:50
round table conversation
if 2021 is a year of the outbreak of the voice, the 2022. Tiktok has become an indispensable brand position for new and old brands. Under the changing tiktok structure, how should we do this year’s electric business? What is the “tiktok methodology” of the voice business? From the three dimensions of content planting, self seeding and traffic growth, three top voice operators were invited to talk tiktok about their insights. Tiktok [tiktok] 1, 2022, tiktok, what are the most important factors for
, how to create 2, how to create an evaluation system for the content and brand of the explosive payment 3, how to accumulate the brand’s crowd assets 4 and the brand growth method by shaking the live sound, can the success be really copied? 5, Tiktok’s future development direction is tiktok
. Brand introduction: content shooting technology is a full video content provider focusing on brand high quality video, providing creative planning, actor preparation, shooting production, jitter delivery, full case content service. Providing short video production and brand marketing services to brand customers to help tiktok marketing, relying on high-quality short video content to help brands complete brand exposure and GMV growth, and achieve product quality integration.
red rabbit interactive is a brand name full service provider, a tiktok service provider, a huge star service provider. Tiktok tiktok tiktok, tiktok, focuses on brand refinement, including brand marketing strategy, jitter, short video marketing, master’s short video, grass planting, live goods and brand self broadcasting, providing one-stop marketing for different stages of the brand.

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