In 2021, the global economy is recovering and growing. In the latest issue of the IMF’s January World Economic Outlook, it is pointed out that the global economy will grow by 5.5% in 2021, while the Chinese economy will grow at 8.1%. The growth rate of more than 8% has not passed in China in ten years (9.55% in 2011 and 7.86% in 2012). The shadow of the golden age of growth will reappear briefly in 2021.
Editor’s note: This article is from the micro-channel public number “notes Man” (ID: Notesman) Author: water sister, Editor: Zhiyong, the duty editor: Sofia.
The global economy is recovering and growing in 2021. In the latest issue of the IMF’s January World Economic Outlook, it is pointed out that the global economy will grow by 5.5% in 2021, while the Chinese economy will grow at 8.1%. The growth rate of more than 8% has not passed in China in ten years (9.55% in 2011 and 7.86% in 2012). The shadow of the golden age of growth will reappear briefly in 2021.
In 2020, China’s GDP will be approximately 101.6 trillion, and the per capita GDP will exceed 11,000 US dollars, which is very close to the high-income country threshold of 12,500 US dollars. In 2021, the possibility of China crossing the middle-income trap and entering high-income countries will rise rapidly.
For 7 consecutive years, consumption has become the first driving force of China’s economic growth, and consumption upgrading will remain the unchanged theme for the next ten years. New brands will continue to emerge at the historic moment, accumulate momentum, and continue to be detonated on the hotbed of economic growth. At the same time, the era of competition between new and old brands is coming.
As the demographic dividend disappears, in the qualitative environment of the stock game, the role of the brand becomes more important. Those who win the hearts of the people win the world, and the bonuses of the hearts become the most important productivity.
Affected by the epidemic in 2020, the advertising market began to decline successively in February and continued to grow from the previous month. As of December 2020, the year-on-year growth rate of the advertising market was basically stable, but there is still a big gap compared with 2019.
With the decline in advertising revenue throughout the year, only InternetInternet media and elevator media are on the rise. They have adapted to the changes in their lifestyles after the epidemic, won the “outbreak cow”, and even won a bonus.
Compared with 2020, 2021 has a certain room for growth. In many forecast reports, it is even an important node, and it may usher in the first 1 trillion scale of China’s advertising market.
What are the obvious new features and trends this year? The author believes that there are the following six aspects for everyone to discuss:
First, the new pattern of brand configuration, “double micro, flick, and one focus” has become an iron triangle.
Second, the media is more differentiated, and the trend of polarization and heading is obvious.
Third, from the pursuit of “integration of product and efficiency” to “three in one of brand marketing.”
Fourth, brand communication has returned from fragmentation to centralization.
Fifth, the end of the traffic bonus, brand advertising resurgence.
Sixth, the brand must return to the community and community to have a sense of belonging and security.
First, the new pattern of brand configuration:
“Double Wei, One Flick, One Focus”
In the 2020 year-end show, Wu Xiaobo proposed a major trend of brand development in 2021 according to the new characteristics of the consumer goods market in 2020-the popularity of new categories will drive the rise of new brands, namely:
It is not only a typical phenomenon in 2020 to detonate category popularity through a single explosive product, and the rapid rise of brands through category popularity, but also an inevitable development in 2021.
He also pointed out that the detonation of a brand requires “double micro, flick, and one focus”, and this term has quickly become a high-frequency hot word in the marketing industry once it is proposed.
For advertisers and brands, the efficient combination of online and offline, content and sceneization, and detonating the brand through “double micro, flick and one focus” will become the most effective paradigm for future communication. The interaction and resonance of the two will be the core position to help the brand’s strong recovery and growth in the post-epidemic era.
People have the concept of asset allocation in daily financial management, such as stocks, funds, bonds, financial products, real estate, etc., and the concept of brand allocation is also proposed here.
Social media represented by Weibo, WeChat, Douyin, Station B, and Xiaohongshu. Brands are deeply planted; brands in daily life scenes represented by Focus Media have exploded widely. This configuration scheme is like buying It’s the same as buying stocks and buying funds.
Choose to put on social media, just like yourselfIf you choose a few stocks, you will get surprise returns once you swipe the screen, but there will also be huge uncertainties; Focus is more like a stable fund manager, covering 300 million urban mainstream people every day, with wide influence, sure High sex, strong self-realization ability for brand detonation.
Isop’s research shows that among the TOP10 popular, highly recognizable and mind-occupying slogans in 2020, 47% of consumers’ cognitive channels originate from TV advertising, 56% from Internet media, and 83% from elevators. media. 83% of popular slogans are “made by elevators.” And if you compare last year’s data, 54% comes from Internet media, 50% comes from TV advertising, and 81% comes from elevator media.
From the above research, it can be seen that seeing the essence clearly, summarizing the spirit of the brand in one sentence, delivering unique value, integrated control, and repeated transmission are the essence of good advertising. Good brand building is inseparable from simple and direct repetition and the subconscious implantation of super symbols and super words.
“Double Micro, One Shake, One Focus” is obviously the value extractor, communicator and promoter of products, services and brands in the new era, and it is the core platform that influences the transformation of consumers’ lifestyles.
“Shuang Wei Yi Sha” is a pioneer, a front-line warrior, a discoverer and verifier of the market; Focus is the cornerstone, a core position where the brand is orderly, fully managed, and repeatedly influencing consumers.
Two, Matthew Effect:
The trend of polarization and heading is significant
Standing at the crossroads of history, everything is bustling with the new and the old. The recovery of the global advertising market in 2021 is expected to be strong, but will it improve as a whole or partially? How does it change from quarter to quarter? The final result is still unknown. Basically, it can be judged that this is a quadrant of coexistence, with upwards and downwards, left and right forces.
There are some trends that have appeared in 2020: the head media has grown against the trend, and the Matthew effect has appeared, and it will continue in 2021.
From the latest data in 2020, advertising will focus on the top media, Traffic-based media head companies such as Ali, Douyin, and Tencent grew by more than 20-30%, and brand advertising head company Focus Media grew by more than 20-30%. While the entire advertising market fell by 10%, the decline in traditional media was even greater.
Despite the impact of the new crown pneumonia epidemic, the domestic advertising market demand will decline to a certain extent in 2020 compared with the same period in 2019, but with the expansion of the proportion of e-commerce, the cost of Internet traffic after the second half of the Internet has risen sharply, and the traffic represented by Douyin Media revenue has continued to increase significantly, while at the same time the media in the core living space of consumers represented by Focus Media has grown strongly.
Due to the epidemic in the first half of last year, many small and medium-sized companies were hit harder, while the more powerful companies and brands saw the crisis as a fighter and seized their market share. The top brands increased their investment in the top media. The upward momentum and public image are better against the trend.
When consumers feel more uncertain, they will be more inclined to choose brands with a stronger sense of security and trust.
With the overall recovery of the domestic macro-economy in the second half of the year, the new consumer product track has grown rapidly, and many brands such as Vitality Forest, Miao Kelan Duo, Xiaoxian Stew, Qiaqia Little Yellow Bag, etc. have successfully detonated on Focus. Established Focus Media’s core position in the rising tide of the new consumer industry.
In fact, the overall head effect of China’s economy is becoming more and more obvious, and the stock market is also full of legends and songs of leading companies. The two-tiered and headed effect of advertising media is also obvious. This is the general trend of the times. In the international market, the valuations of Tencent and ByteDance continue to hit new highs. In the A-share market, the market value of Focus has also reached a new high of 180 billion.
All of this is the result of active choice and the general trend of the times.
Three, from the pursuit of “combination of quality and efficiency”
Go to “Three in One of Brand Marketing”
In 2020, with the popularity of live streaming and short video marketing, people have seen the power of conversion advertising and performance advertising. However, the “integration of product and effect” that everyone often talks about in the past focuses more on traffic based The transaction scenarios driven by it often conceal the value of the brand and neglect the importance of the brand as a mental resource.
More and more brands have discovered through practice that it is not a long-term solution to purely pursue traffic and only focus on transaction channels, because traffic costs are getting higher and higher and cannot be sustained.
The essence of the continued hot live streaming in the 2020 epidemic environmentIt is also a promotion, it seeks consumers’ immediate purchase response, allowing consumers to make quick decisions. Live broadcasts cannot build brand awareness, nor can they see consumer product reviews.
For example, for a brand that people have never heard of, it is very difficult to make a decision on the purchase by expecting a few words on live broadcast and watching traffic ads, because it has not established trust with consumers.
When a brand does not have a certain degree of popularity, it is difficult to establish consumer trust, because trust comes from familiarity and cognition. The more well-known brands engage in live broadcast, performance advertising, or traffic advertising, the better.
Internet advertising spaces at the same price have different brand potentials and different effects. The most popular live streaming is the flow of brand potential. Only when the foundation of the brand is well laid can we get twice the result with half the effort.
Promotional behaviors such as live-streaming with goods are a single behavior. If the product itself does not have brand power, it is difficult to have real sales conversion. Brand is the continuous accumulation of long-term value, and traffic and live-streaming are short-term realization and harvest of brand value.
In the short term, brand advertising does not necessarily bring about sales growth immediately, because the brand is a process from quantitative change to qualitative change, and it has to cross the inflection point to bring about a continuous increase. Once consumer awareness is established, product effects must be synergistic. .
Brand is quality assurance, premium ability, and emotional resonance with consumers. Brands reduce the cost of communication and transactions with consumers, and increase value perception and expectations. Whether it is to retain regular customers or to attract new customers, Brand is the cornerstone of increasing sales or increasing prices.
So, the more scientific and effective trend should be-“Brand marketing needs three in one.” Specifically:
First, brand advertisements reach users at high speed and aim at brand building. The core factor is to let consumers know who you are? What is the difference? How can I see it?
Secondly, socializing to plant grass for content marketing. The core factor is to let consumers know what value you have? What are the advantages compared to the opponent? What’s your comment?
Third, shopping guide harvesting, guide users to make purchases quickly on physical terminals and e-commerce terminals.
Modern marketing is indispensable for three points, from brand advertising, social planting to traffic harvesting.
Looking back at 2020, although live streaming is very popular, discussions on “private domain traffic” and “integration of product and efficiency” are very lively. Undoubtedly, all brands are facing the dilemma of disappearing traffic dividends.
EffectThe balance between advertising and brand advertising is placed in front of marketers, and different companies have made different choices.
However, judging from the final result, whether it is a top brand or a new consumer brand, those who occupy the cognitive advantages of consumers’ minds, adhere to the brand’s long-termism, and are good at seizing opportunities, instead become winners.
Four. Brand communication returns from fragmentation to centralization
The fragmented characteristics inherent in the spread of the Internet once allowed the Internet celebrity economy and long-tail effect to enjoy a golden development period of more than five years, but now it is slowly revealing its drawbacks. Fragmentation even turned into dust for a time. In the vast information galaxy, information such as dust cannot stand out.
Old Internet people said that Internet traffic entered the second half and gradually became a consensus; Internet traffic, live broadcasts mainly rely on discounts and promotions, which not only fails to build a brand, but may also cause damage to the brand.
The brand building has returned from fragmentation and dusting of the Internet to the centralized media in life. Through brand detonation and repeated reminders, the establishment of brand trust and social consensus is becoming a new communication trend.
When social grass planting becomes a marketing standard, the large-scale grass planting bonus has ended. Planting grass on the grassland has a lower and lower visibility rate. It is becoming more and more difficult for social planting to detonate a brand, and the planting grass bonus is ending.
In other words, fragmentation makes brand building more and more difficult, and consensus is more and more difficult to reach. How to deal with it?
When others are still planting grass, you should plant a big tree and expose the brand to the familiar, so that everyone can pay attention to the big tree and the grass planted under the tree.
In other words, the brand is originally a forest with extremely rich ecology. Planting grass is not enough. The brand must first focus on detonating, and at the same time planting massive amounts of grass on social media. You can’t just see the grassland and not the forest. Forests can produce their own oxygen, and brands must bring their own traffic (note: traffic that consumers actively search for) to attract more traffic.
Brands must also enter people’s daily life scenes, repeat and cycle one by one, and continue to detonate, because after the social dividend ends, centralization and detonation is the only way for the brand to become bigger and stronger.
Connerman, the Nobel Prize winner in economics, believes that the way to convince people of a concept or thing is to repeat it. Because it is difficult for people to distinguish between familiarity and truth. Familiar things can make people relax their cognition and make comfortable and easy judgments. The essence of advertising is repetition,The essence of users is forgetting.
So the inevitable trend is to find scarce centralized scenarios in a fragmented environment to establish brand consensus. Anti-fragmentation communication is a trend and a way of thinking.
A lot of new brands will be born in 2021. The more new brands are at the end of the grass-planting dividend, and grass-planting is a standard but not a decisive force, the more centralization is needed to detonate positions, and the more it needs to be experienced by consumers every day. The central detonation of the core scenes.
The core element of returning to centralized media is “strive to one place” and “strive to make one hole”. As resources are reduced, it is necessary to concentrate more. When people cross the chasm, they will not take a small step, they must be striding forward, running or even taking off.
If you are a brand, you can’t have a try and a “try to eat” mentality. You must choose the centralized media of this era that combines the characteristics of the scene. You must gather all the resources. If you can’t hit the country, hit a city or even one. The zone must have sufficient potential energy and firepower.
Advertising is not a gentle rain, but a storm, because a person encounters too much information and advertisements every day, and it is impossible to break through the blood-brain barrier of consumers without sufficient strength, but once it breaks through, it will be broken into the mind. Curing is hard to forget. Just like the slogan “Nongfu Spring is a bit sweet”, it was changed to “nature’s porter” in 2013, but this sentence has entered the mind and has become a part of consumers’ memory.
Fifth, the end of the traffic bonus, brand advertising resurgence
The epidemic has made Hengqiang, the top brand strong, on the one hand, and on the other hand, segmented categories of new domestic products and new consumer brands have continued to rise. They have become explosive products through “double micro and flick”, and then dominated the screen and Focused to seize the mainstream.
The Internet has created a massive amount of instant information from pictures and texts to videos to live broadcasts, and the information is becoming more and more abundant. But is the communication efficiency between brands and customers getting higher and higher? exactly the opposite. The choice of consumers is more dependent on the brand.
Because information is becoming more and more abundant and communication channels are becoming more and more developed, everyone on the Internet can send outWhen their own voices and information explode, consumers with limited energy are overwhelmed. The brand is the reducer of information. Consumers can reduce the cost of information through the brand and reduce the cost of their own choices. The role of the brand will only increase.
In this context, brand advertising is resurgence. The end of the traffic bonus and the rising cost of traffic have renewed emphasis on brand advertising. The nature of traffic advertising is understood to be channels, and the communication in it is just like we used to do tastings and promotions in supermarkets, so you will see that on the entire traffic platform, most of the advertisements are of a promotional nature.
Actually, the live broadcast for the whole year of 2020 has been popular, and to a certain extent it has also promoted the importance of brands by companies. Because there is an essence that will not change, consumers choose according to the brand, and the brand is the real lasting traffic. The promotion is a one-time promotion, and the brand will last a long time after you have built a cognition in your mind. The next time you see this product on the channel, you will be more inclined to choose it.
Therefore, companies are increasingly realizing that the functions of traffic advertising and brand advertising are not the same. Effect advertising is for people to “buy”, and brand advertising is for people to “love”. “Buy” without love cannot last.
You have to build a brand. If you don’t build a brand, you can’t continue to operate, because the cost of traffic will get higher and higher and cannot be sustained. Brand building is continuous free traffic. Only a brand can make traffic more effective, reduce traffic costs, and make products have premium capabilities.
So as long as it is an advertiser who is willing to continue to grow the brand, then brand advertising must be done. The role of brand advertising is to achieve mental pre-sales, and the role of channels and traffic is to achieve transactions.
China is a huge consumer market, and it also has huge productivity and imitating ability. After any new product is made, someone will make the same product, and then use the strength of a strong brand to conquer the city. Who is the first to make it? It is important to be a pioneer rather than a martyr.
Under the background of domestic and international double circulation and internal circulation, there is huge room for the development of Chinese local brands. With the further breakthrough of the threshold of high-income countries and the upgrading of consumption power and willingness, new categories and new brands have become the common pursuit of entrepreneurs and consumers. The competition between new and old brands has intensified, and brand advertising will be surging.
Six. Brands are increasingly demanding attention to communities and communities:
The sense of belonging
A well-known stock trading and financial management big V wrote on the public account”Wen”, talking about Haidilao’s need to queue for an hour, and Huang Jihuang next to him is not alone, and the Hao Shang Hao steak shop has closed.
Drought due to drought and flood due to waterlogging, catering brands will also derive a social attribute and form brand barriers.
In fact, it is more than just a catering brand. After the epidemic, only brands that are common, highly evaluated, and rich in conversation and topics in people’s daily life have become more and more social capital.
Why is Moutai delicious? Some people say that it can’t be served because of too much drinking. However, some experts have analyzed that it is because Moutai is expensive. Because Moutai’s advertisements have been talking about the national liquor Moutai for a long time, Moutai represents respect and dignity when entertaining guests or giving gifts.
Moutai has thus become a kind of social currency. The older the Maotai, the more expensive it is, the higher the standard of entertainment and the better the courtesy and friendship.
In the post-epidemic era, people need more sense of security, identity, and belonging. The community actually includes the interest group, WeChat group, member group, social circle, circle of friends on your mobile phone. The community is the company, office building, living community where you live and the real-world organization where everyone lives and works every day. And area.
How to build this brand’s sense of belonging?
The probability of mainstream urban people watching TV is declining. News information has been transferred to Weibo, WeChat, and news clients. Consumers on mobile phones have a choice. Everyone is watching the content and seldom pays attention to it. advertising. In fact, hundreds of advertisements are slid through every day, but few of them are really remembered.
From the perspective of entertainment programs, most mainstream people have switched from traditional TV to online video, but most urban mainstream people have bought members when watching online videos and removed the patch ads.
Mainstream people don’t watch TV very much, and they pay to watch videos to advertise. They mainly watch mobile news and rarely pay attention to advertisements. Then the challenge for customers is coming. How can advertisements reach mainstream people? How to detonate the mainstream crowd?
Therefore, we should return to the essence and the sense of security and belonging of people-oriented customers. Advertising is a science as well as an art. It must occupy the circle of friends and the circle of life.
The core information model of returning to mainstream people is WeChat Moments, WeChat groups, Weibo and news clients. When you repeatedly see the almost abnormal service of “Humans can no longer stop Haidilao”, when You have repeatedly seen in the WeChat group of Perfect Diary that Xiaowanzi keeps recommending you how to use eachWhen a kind of make-up draws your beauty, when you see people in the WeChat group of community group buying that people are rushing to buy certain products in Group Solitaire, your cognition is being invaded, and your emotions are being mobilized, because people are a group. Sexually, his thoughts, behavior, and cognition are all influenced by the group.
When a person is in the community he belongs to, his attitude is often influenced by the opinions of others. Watching a movie in a theater and seeing a segment, you will feel funny when others laugh. It is the group effect.
The living circle is the place where mainstream people in cities such as office buildings and communities must pass every day. For example, if you always hear an advertisement song called “Miao Ke Lan Duo” at the elevator entrance every day, then in the next period of time, your sensitivity to the “Miao Ke Lan Duo” brand will increase. In the supermarket, you It is easier to notice it.
This phenomenon of involuntary activation of behavior and emotion is the psychological exposure effect and activation effect repeatedly mentioned by Nobel Prize winner Connerman.
Consumers will feel safe in the communities they are familiar with and in the office buildings in the communities they are familiar with. In these communities and community spaces, repeated broadcasts of brands will effectively affect users, subtly giving the brand a sense of familiarity, security and trust, and then become consumers’ unthinking choice in a certain category.
Connerman believes that the way to make people believe in a concept or thing is to repeat it, because it is difficult for people to distinguish the familiarity from the truth; because the more familiar things let us relax our cognition and make Comfortable and easy judgment.
When people see a message repeatedly in the familiar environment that they enter and exit every day, they will gradually develop a sense of security and belonging. Once they are familiar, they will be easy to like it.
This kind of influence is often quiet, from quantitative change to qualitative change, once the inflection point is crossed, the brand will be deeply rooted in the hearts of the people and achieve sustained high growth. Human heart is actually a sense of belonging and loyalty. The capital of the brand originates from this.
*The article is the author’s independent point of view and does not represent the standpoint of Noteman.