Then answer why there are no big brands in the noodle industry.
Editor’s note: This article href=”https://mp.weixin.qq.com/s/2ofphDIqVefLTTg1nGUkAA”> “new consumer internal reference” from the micro-channel public number , Author: My Neighbor Totoro 1989.
New Consumption Guide
Xiao Ma Song once asked an interesting question, why are there big brands in the instant noodle field, but There is no brand in the field of dried noodles.
This is a good question, it’s worthwhile for Chinchilla to join in the fun too, come and give an angry answer, which is considered uninvited.
We first assume that this question is true. It’s the default that Chen Keming’s noodles are not as well-known as Master Kong’s instant noodles (why this question may be false, because different categories and customer groups have different perceptions of the brand. A person who never eats instant noodles but often eats egg noodles Definitely think that Chen Keming is better known than Tongan Laotan Sauerkraut).
Next, we will talk about the system, why some products need a brand, and some products do not need a brand.
What is the role of a brand for a product?
Every founder I know will tell me that the most important thing to make a product is to make a brand [this sentence is a bit like the classic line in a Hong Kong drama, the most important thing to be a man is to be happy], then why is a business owner To be a brand, can it not be a brand?
In the eyes of Totoro, the biggest value of the brand is to help our users make choices. The human brain is very strange, it is very smart. In the end, being smart is just willing to make the simpler choices the better.
We know that in a fully competitive market, every product will have many similar products. Entering a supermarket, there are many kinds of shampoo and instant noodles. How should we choose?
At this time, we have two choices. One is to choose products based on functional requirements.
At this time, we really want to eat spicy food, we will immediately think of an advertisement for a very spicy instant noodle. Now if you want to eat sauerkraut, we justWill remember if there is any old sauerkraut noodles.
There is another way of thinking that is simpler. I only have a budget of 10 yuan. I can buy instant noodles for less than 10 yuan, but if there are instant noodles below 10 yuan, there are several kinds Time, how should we choose?
At this time, we will choose the one below 10 yuan that best meets our primary needs, such as the spicy one.
So, when a user thinks about buying a product if it takes a long time to make a selection, the user needs the brand to help it.
Of course, brands have other functions, such as promises to users.
My Neighbor Totoro wants to eat at night, My Neighbor Totoro wants to find someone to donet restaurant to eat At this time, Totoro’s first choice must be to choose a well-known big brand.
Why? Because when you go to a new restaurant, the promise you face is unknown. I can’t see the environment of the back kitchen of this restaurant, but when I go to a well-known restaurant, I subconsciously think that well-known restaurants will provide better service and a more dynamic restaurant environment. , The price of the dishes is more reasonable, this is the promise that the brand once gave.
Some time ago, My Neighbor Totoro listened to a paragraph, saying why it is necessary to design several items in the menu for eating in a restaurant, or in a tea cafe, because there is actually a complete one in a restaurant. Despise the chain.
Old customers will despise new customers, why? Because a regular customer can order a meal elegantly within 1 minute, because she is already familiar with the menu, and the new customer does not know what to order, so the greatest value of giving recommendations on the menu is to prevent the dilemma of new customers.
In fact, the value of the brand is similar. A brand sets the type of service and the price of the service through positioning, which makes us feel safer.
Therefore, it is said that no matter how big a brand in the world, the success of launching a new brand is too low, because unless there are extremely obvious benefits, the price that users may pay to move to buy new products is very high. The product must be a great temptation to replace old products.
Therefore, the greatest value a brand gives users is to simplify thinking and safety commitmentpromise.
Okay, I discussed the brand value a little bit earlier. We want to really return to today’s theme, why there are big brands in instant noodles and there are no big brands in the field of dried noodles.
In fact, Mr. Ma Song’s public account article has already given some conclusions. For example, one of the conclusions he pointed out is that dried noodles need to be added with other products to eat. Instant noodles are not needed. It is a closed-loop product?
Does this make sense?
It doesn’t make sense. Going back to the logic of user selection of products we mentioned above, this will only become a reason for users to choose not to choose a product, but it cannot be the logic of whether the product has a brand or not.
My Neighbor Totoro won’t sell it anymore, let’s give my own answer.
Some products naturally do not need to have a brand
Conclusion: Some products naturally do not need a brand, or some products do not need a product brand at the current stage of competition.
Not all products need a brand, so you In life there are not many products that the general public needs Branded.
Do you remember what the brand of mop in your house is? I really don’t remember, if a user knows what brand of mop is from, he can tell me.
Do you remember what brand of chopsticks you eat at home? Perhaps some people like to use silver chopsticks, but I believe no one has told me that there is no brand in the chopsticks field.
In fact, these chopsticks are all branded, but no user will remember them.
Why? Because the functionality of a chopstick is too single, there is no need for emotional attributes, and the possibility of making differences in product design is too low whether it is fancy or function.
You will also find that this kind of products will not open a franchise store on their own, so they will sell chopsticks, because if they are not selling special materialsfab41185e2e4213b10e0b2c8b51df9a_img_000″ data-img-size-val=”550,367″>
Here, let me talk about why Wrigley’s chewing gum heavily relies on channels will produce product brands. It is because in this market, Wrigley’s market share is too large. It is said that it can achieve 80% market share in Europe.
This is an absolute monopoly market position. In other words, there is basically no competitor to match him. For distributors, if you want to put chewing gum in an important position, you will find that only Wrigley can be put.
So we explain my point of view through a progressive relationship:
Generally speaking, it is not easy for a channel parasitic brand to produce a product brand, especially a product that is not enough to support a brand of commercial interest chain alone.
However, if among these products, there is suddenly an industry with a particularly fast growth rate and a particularly strong demand. It will inevitably enter the stage of birth of a giant product brand.
So, at the current stage, mops, chopsticks, and apples will not form a brand, because they are not satisfied to enter the fierce stage and high value-added competition.
So, this is My Neighbor Totoro’s answer. In the end, My Neighbor Totoro will come to discuss a new question. Why is the value of channel brands more than product brands in the field of home furnishing?
For example, you have only heard of Red StarMacalline such a hypermarket (IKEA is a product brand and Channel brand integration), have you ever seen independent home furnishing brands open stores? Why is this? You are welcome to leave a message and discuss.