The e-cigar industry is like the e-sports industry in the 16th and 17th years. There is a lot of controversy. The Chinese e-cigar industry in the midst of the melee phase is ushered in a rare opportunity for the times. Although this industry, which has been rapidly heated by capital, is also facing many tests, in essence, the e-cigarette explosion cannot be separated from the new consumer entrepreneurship brought about by the superposition of new elements, new modes of communication and channels. .
“Smoke, wine, tea” can be said to cross the intergenerational longevity category, and when the new wave of consumption swept through, these three areas will inevitably change. At the IECIE E-cigarette Exhibition in Shanghai on October 31st, representatives of three categories of consumer products and investment institutions of tobacco, alcohol and tea were invited to talk about the growth of the brand.
General Manager of Wolf Smoke World Weng Xueyu
The founder and CEO of Shanghai Kaishan Wine Industry Tang Wei
Tang Shuo Experience Consulting Management Partner Li Hong
She Jinjin Partner Ye Mengdie
: What does “good brand” mean?
Tang Shuo Consulting Founding Partner Li Hong:
The “good” thing is a relative concept. There is no good public, only a part of it is good.
Tang Shuo mainly cuts in from the perspective of user experience to make a brand. “Small pot of tea” is a relatively successful project with Du Zong (note: founder of Xiaocan Tea). There is a standard of judgment for branding from the perspective of experience, or a company that makes a brand first identifies your crowd before a good brand,
The “good” thing is a relative concept. There is no good public, only a part of it is good, so before we do the brand, we often talk about brand positioning. Before brand positioning, the first thing to do is the user’s positioning. Where is the user, your user locks, and your brand will be fine. This is my point of view. Tang Shuo’s entire approach is based on consumer behavioral insights and business opportunities from psychological needs.
Jinjin Capital Partner Ye Mengdie:
I agree with Mr. Li’s point of view. A good brand has to be an “air force” in addition to the precise positioning of the crowd. Now the brand has a lot of voices, but in the end it’s actually the channel to make money. After you build a brand in the air, you can buy your product on the channel. After you buy your product, is it as good as you publicize or have a good experience? After completing a closed loop, it is a good one. s brand.
Shanghai Kaishan Wine Industry Founder and CEO Tang Wei:
The best consumer brands must have two attributes. The crowd has a very large gap period and the demand is anti-cyclical.
The best consumer brands must have two attributes. One is to seize the very large gap period in this industry. If there is no gap period, there is no intergenerational change period to do business. Small achievements.
China’s current population is facing intergenerational changes for 30 years. We will think that 50, 60, and 70 are a generation, and 80 and 90 are separated by a large Internet space. Consumers can seize this space. It will become a giant brand, which is very suitable for the tobacco industry and the wine industry.
Second is that we believe that the industry we are engaged in is a very good industry, not only fast-moving consumer goods, smoke and alcohol are social money, but also an indispensable communication tool for lifestyle. This demand is continuous and produced in China, never Will encounter a cycle of crisis.
General Manager of Wolf World: Weng Xueyu:
As a practitioner of e-cigarettes, there are two attributes to brand positioning. We want to grasp it. First, the brand product attributes, and second, the brand’s own attributes, whether the brand has a story. I simply talk about the brand of “Small Color Bar” in the world of wolf smoke, because we first thought that we should be safe first, so “AN” is a shorthand for Ann. E-cigarettes not only have a safe production environment, but also give our consumers a safe use of products. Here we believe that to make products and brands, we must first work on the basis of our industry. Safety is The focus of e-cigarettes.
: There is a characteristic in the tobacco and tea market. Whether it is an old brand or a new entrepreneur, this market is already a very competitive market. As a new brand, how to influence itself in a fully competitive market. Force to fight out, how to let everyone know you in a short period of time, in the case of so many competitors?
翁学轶:
Two positioning is very important, one is the positioning of the product. There is an electronic cigarette product “AN Xiao Cai Bar” under the world of Wolf Smoke. This product was originally expected to have a portable, compact appearance and easy to use.
At the end of 2017, when the research and development began, the product positioning in 2018 was like the appearance of chewing gum, which was small and easy to use. At the same time, think about the market positioning of products, where are we going?
After 2018, it’s still a big smoke, big smokeFog has its characteristics, it is not convenient for universal promotion. It will reject many people outside during this period. The second is inconvenient to buy, because the unit price is relatively high. When we were doing it, The wholesale cost of a large set of smoke is almost eight or nine hundred dollars, even more than a thousand, more than 10,000.
After our products came out, we defined it as a fast-moving consumer product, which is to let it develop quickly and comprehensively, so that consumers have a better purchasing channel. In a sales place such as Internet cafes, KTV, and canteens, consumers need to find a professional store to buy e-cigarettes. If you buy them now, there will be a lot of platforms on them, which will be very important for the circulation of brands.
Tang Yun:
There are three important aspects to be a successful and innovative brand: finding the right people, making them feel very different and continuing to innovate.
The wine industry and the tobacco industry have similarities and similarities. Standing in the wine industry, we must be a successful and innovative brand, and it must be able to detonate the industry in a short period of time, have sustained growth, and even become a wine company with a market value of more than 100 million yuan in the industry. There are already more than 10 enterprises in China. With sales exceeding 10 billion, if you aim at this goal, there are three aspects that are very important.
First, find the right person, there are common opportunities and common pits in the industry, you don’t try to get everyone’s approval in this industry. Kaishan wine industry is very clear positioning, the 30-40 year old newcomers, because the Kaishan wine is a high-end route, the cheapest wine is more than 200 yuan. The tastes of the previous generation have been severely domesticated, and the people who sell the new white wine to the old liquor will be very challenging, and the people under the age of 30 have not entered the very heavy liquor consumption scene, so the target is locked in 30-40 years old people need to consider buying white wine in business social and high-end gifts. All the current liquor brands give me the same feeling. In addition to Maotai, they are other white wines. It needs a new thing. To take over, whisky is difficult to run out of the minority crowd, we just seize this gap, just hit this gap.
Secondly, after the crowd seized, the second thing to do was to make him feel very different, and this differentiation is a very deep memory that can be remembered. When someone else is drinking this wine, you need to feel the difference between this white wine and other white wines. This must be done. At the same time, after the second day of waking up and even thinking of your taste within a week, he will remember. Not only can you feel the difference, but also have a strong memory, the repurchase of this product can be brought out very well, the spread of this product in the circle, the word of mouth will become very good, and bring a lot of The attention of the new crowd, this is the second consideration from the product side.
Third, how to build long-term barriers, and ultimately ensure that you want to be able to grow bigger, whether it is dealers making money or branding to make money, which is indispensable in our industry, so we must stand in the traditional Innovate beyond the scent dimension. The familiar flavors, sauces and light fragrances are common in China. There are 12 major fragrances in China. Other fragrances have their own bosses. To achieve continuous innovation and become a giant, we have made the 13th fragrance. Kaishan is the only company in the liquor industry that has successfully established its own fragrance and established its own standards. We have created a “net fragrance” that will not hit you against the inherent fragrance, and your fragrance will ensure In the future, there are very large billions, even tens of billions of sales markets.
: The wave of consumption is coming, isn’t all consumer goods worth all the same? How to “redo”?
Ye Mengdie:
First of all, there must be new people. For the 90s or 00 people, traditional products have already experienced brand aging, or experience aging and scene aging problems, so new products need to be updated. Second, in the new channel, we must satisfy the purchase of these products in new channels that can be concentrated in new populations. Third, we need products that can form high-frequency consumption and cultural precipitation. It is not so strong in low-frequency consumption. The crowd pulls the power, and the product is difficult to get up, including whether it is tobacco or tea or a lot of products, socially oriented products, including smoke and wine, have a very strong social effect.
I think that when e-cigarettes really go to a stage of popularization, it’s not just about desperately hitting channels, paving channels, seeing sinking, but when young people feel that smoking e-cigarettes is more traditional than When cigarettes and cigarettes are cooler and more humid. The new brand is more than just a burst of money or a precipitate. Some brands are fleeting. If you can only satisfy the online brand, you can’t go offline. For example, it is not enough to support the offline channel profit. It is also considered that the brand is not long-lasting.
Li Hong:
Consumers are no longer afraid to become a minority, to be personalized, so the brand should provide “durian” products, the ultimate service for a few people. Don’t tell stories, build consumer situations, let consumers come in and create their own stories and stories.
Share three points, some insights into consumer behavior and consumer trends in the future: First, no longer afraid to become a minority.
There are 70, 80, and 90 people in the room. Most of the 70 and 80-year-olds received education as a shot-headed bird. But for young people, they are “afraid to become the majority, and we are no longer afraid to become a minority. I want to be differentPeople are different. All consumer industries are all present, as long as they are able to provide personalized value, they can succeed.
The second is to make durian-type products. The products must not be for everyone. A good product must be someone who loves him. People who don’t love hate him, or they are very annoying. In the more competitive, more disorderly industry, the more durian-type products are needed, all products are based on a certain group of people, not for everyone, only for a small group of people to meet his needs. Your product will run out.
The third is marketing, the story has been “dead”. Traditional marketing is a story, delivered to your consumers, and then you can spend it, the era of success can be no more than a few years, probably no more than five or six, this era is completely gone. By advertising, relying on marketing, and overwhelmingly affecting your consumers, it is impossible to achieve a brand.
So what will succeed? “Building a story”, don’t build what you want to convey, but build a business situation, consume the situation, let the consumers come in, and create their own stories in the context, in line with the first one. From the behavior of consumers, the trend of development in everyone’s heart, what the brand does.
Summary, consumers are no longer afraid to become a minority, to be personalized. To provide durian-type products, the ultimate service for a few people. The third is not to tell stories, to build a situation of consumption, let consumers come in to create their own stories and create stories.
: E-cigarette is a ventilator field but as a brand new field is accompanied by a lot of uncertainty, how can entrepreneurs make themselves not anxious?
Li Hong:
The e-cigar industry is like the e-sports industry in the 16th and 17th years. There are many controversies and it is still in the melee phase.
From my own observation, the e-cigar industry is like the e-sports industry in the 16th and 17th years. At that time, there were still many Internet addicts. There was a lot of controversy. A child often didn’t go to school, skipped classes and went to the Internet cafe to play games. Go to the mental hospital to shock him. The industry is still at a stage of melee, and it will take some time for the brand to actually run out.
One thing that is very important now and twenty years ago is not, it is word of mouth. The problem with a large number of brands is that they dare to do subtraction. They dare not give up any consumer. As long as he pays for it, I will provide it to him. This brand will never be able to do it. The brand will make a drastic subtraction, leaving only a small part. People, this part of the people’s ultimate satisfaction, after he meets, he spreads everywhere, giving you more traffic.
翁学轶:
There is no anxiety, a little self-deception. I have two anxiety now. One is the anxiety of the national policy. This anxiety is expected. I hope that the national policy will be introduced soon. The introduction of policies For the industry, we are able to produce compliant e-cigarettes. At present, our e-cigarettes are qualified e-cigarettes that everyone has made, but no national mandatory standards have been introduced. If there is a compliant e-cigarette, it will also be used by our late consumers, and they will be able to use the compliant e-cigarette as soon as possible.
Second is the capital involvement of the industry at present. Capital intervention for an industry, the development of the industry has contributed to the role. Since we were doing e-cigarettes in the world, we have not used capital, because we have been making small water strips since 2018. The liquidity in the market is very high. We considered the products first. When the brand is done well, we will first lay a solid foundation and follow up with capital intervention, which will play a very good role in our brand and the development of the entire company. These two points are the current anxieties.
唐炜:
If it’s a standard setter, the industry moves from uncertainty to certainty, and you naturally become the most significant cornerstone.
We are not the same. Take the mountain wine industry to share, we are just the opposite. Our feeling now is peace of mind.
E-cigarette is an industry that starts from scratch and has accumulated technology for more than a decade and then broke out at this stage. It is the world where the masses are divided. Liquor is an industry that everyone thinks the overall situation has been set. This industry is the industry with the most listed companies in China’s consumer goods industry. It is a billion-dollar giant. Therefore, we have a better mentality at the beginning, and we will not say that it will exceed the other. Competitors. The peace of mind is that Kaishan spent two years in research and development in 2016~2018, the only purpose is to build the deepest moat.
The moat is something that is very happy to share with the e-cigarette peers. In an industry that cannot be clearly seen, you feel that the future is full of uncertainties. What is certain is “durian”.
I very much agree with General Li. Kaishan wine industry is also a durian. We develop different flavors than traditional liquor. Everyone drinks white wine, but thinks that this liquor is very different. The seniors who used to drink Maotai said that this wine is drunk. Not used to it, but people who like it can almost immediately convert, immediately place an order, and the taste is directly brought over by it, and then drinking traditional white wine will be more uncomfortable.
We only used one year, each month’s sales volume was three or four times the increase, which attracted the participation of Gaoshan Capital, etc., and our peers have already seen the mountain, but there is no one. Hostile attacks against us, includingThe industry association awarded us the Best Growth Enterprise Award and the Best Innovative Enterprise Award. Because of the work done in the previous two years, there is a very deep accumulation of hardcore technology.
We will talk here, although we are still small, we can’t fight against the billions of giants, but we will find that this road is only left for us to go. On this road, we see that there are companies that follow up slowly. However, Kaishan has sufficient advantages.
To share with you, in the industry with very uncertainties, what is the certainty you need to grasp? To turn yourself into a very characterful “durian”.
Everyone emphasizes the iteration of health and taste. Have you ever thought that you can not be the strongest in a certain taste or function, or even become a standard setter. If it is a standard setter, the industry moves from uncertainty to certainty, and you naturally become the most significant cornerstone,
: How do consumer brands start their own business?
Li Hong:
The acceleration of the brand from 0~1, I am going to be small in this industry, that is to find a small part of the people, the ultimate satisfaction of it.
The acceleration of the brand from 0~1, I am going to be small in this industry, that is to find a small part of the people, the ultimate satisfaction of it, this small part of people. My opinion may not be right. E-cigarettes are not traditional plant-type tobacco. They are very technical, including smoke oil itself. Some of them are naturally extracted, and some are purely chemicals. The consumer experience is not a substitute for the traditional tobacco experience, but what kind of feelings are given to me outside of traditional tobacco. It is better to help him find alternatives than traditional smokers, among non-smokers, from their life behaviors, attitudes and values. Lock a small group of people, see where he appears, what he is interested in, and satisfy him the most. Because the form of this electronic cigarette is not smoke for non-smokers, what is it? This is actually what the brand can define.
Ye Mengdie:
How to make users serve well, let them be willing to become your own fans, I think that after reaching this standard, you will complete the process of 0~1.
The development of the brand from 0~1 can give examples of super orangutans. Users are willing to go to their gym, and the important reason is to polish the products and services. The super orangutan is very concerned about the problem from the perspective of the user. The user does not want to have a long-term fitness card, and he is worried that the service will not be picked up in the future because the user has been injured by many gymnasiums. This is a psychological mechanism. Second, I hope that every coach can make me have a very extreme experience, and their fitness instructors must meetThe training system and values of the super orangutans are not easy to find. The coaches of the super orangutans are very tired in class. The general coach is lazy on the stage. After an hour of teaching, no one will complain to you. After the super orangutan course is over, a more complete evaluation system will be made. If the coach’s score is not reached, the coach will be eliminated immediately. In the process of brand 0-1, how to serve the users well, let them be willing to become your own fans, I think that after reaching this standard, you will complete the process of 0~1.
Tang Yun:
From 1 to 100, it depends on whether you have enough dreaming ability.
As a consumer of consumer goods, there is indeed a methodology that may also apply to the e-cigarette industry. First of all, the crowd does not need to say too much. Everyone has a clearer judgment on the e-cigarette crowd. After finding the crowd, the second thing to do is to make a difference.
As a non-smoker, when I look at e-cigarettes, I will tell you very cruelly that I don’t think there is any difference. “Less oil leakage, better look, higher fortune”, these are similar in my opinion. So at this point, it is very clear to pass to everyone, even in the “smoke” industry, it is still the brand economy.
The most powerful solver for a pain point in the e-cigarette industry. I think this is a very important thing. We have a strong business for two years in 2016-2018. We don’t introduce any products at all. We don’t contact any capital. If we don’t have a moat, we will be killed by traditional liquor when we come up. If everyone wants to live to the end and live very well, I think the most important thing is to find differentiation and build a moat.
From 1 to 100, it depends on whether you have enough dreaming ability? E-cigarette is a dream. It is a dream for the industry. It is also a dream for our next generation of consumers. At the end of the brand is whether you are a dreamer. At present, the electronic cigarettes of various brands are transmitted. Dreams are very cool, very steamy, very punk. But when everyone talks about a dream, what is the meaning of this dream?
When talking about liquor, everyone said Maotai, what about other brands? I think the chance is that you can create another dream, let everyone accept this dream, let everyone make this dream together, and make a sense of religion. This is the last way the brand can break out.
翁学轶:
The industry of e-cigarettes has just started from 0 to 1. We will feel that we should lay the foundation of the user.
As an industry, the e-cigarette industry isJust started the phase from 0~1. We will feel that we should lay the foundation of the user. If you promote it directly in a wide range and don’t pay attention to your own product, it is easy to kill my brand at this stage. This period of time from 2018 to 2019 is a leap-forward development stage, because before that, we have done a lot of user fan training, channel construction, the following dealer users, these are the basis for the process of branding from 0-1 . From the 10-100 or even 10-60, 10-80 and other later stages, if there is a foundation, we will do it faster.