Tiger sniffs: A few months have passed, and the aftermath of Diaoye ’s phrase “All consumer products are worth redoing” still exists in the field of consumer retail. But the question is, how do you redo it? Are there any methodologies worth learning from?


At the Tiger Sniff F & M Innovation Festival 2019, we invited the ice cream brand Lin Sheng, founder of Zhong Xuegao, and pet products brand Ma Feifei, founder of Pidan, gender-free clothing brand Bosie Bo Xiu founder Liu Guangyao came together to talk about how consumer brands should redo it in such a golden age of consumer goods. The moderator is Huang Hai, vice president of Fengrui Capital and a consumer executive director who has long been concerned about consumer product investment.


Facing the rapid changes in channels and traffic, the three founders in different industries have their own unique thinking. Lin Sheng believes that each consumer brand is facing the problem of rapid consumer changes and low decision-making costs. However, for the food industry, the most difficult and difficult part is supply chain control. Ma Wenfei said that the development of the pet industry is brought about by the urbanization process, and the year-to-year reduction of the new born population is also beneficial to the pet industry. Liu Boyao believes that if Bosie can expand the category on the existing basis and try to cover as many clothing categories as possible for young people (15-25 years old), it will achieve new growth. In addition, going overseas can also bring new consumer brands opportunity.


The following is the content of the round table conversation, edited by Tiger, with deletions:

Host : Thank you for your invitation. I am Huang Hai of Fengrui Capital. I am a researcher and investor in the consumer industry. First of all, let us come up with a warm-up question. The three founders can share about which consumer brand have you learned the most from yourself, or have you given the most inspiration?

Liu Guangyao : One of the brands that inspires me most and admires me most is Uniqlo. I really like the business concept and brand positioning of the Uniqlo brand. I think Uniqlo is also the first brand in the world to remove labelled things. He made the concept of so-called casual clothes. No one had done this before Uniqlo, so I think he created a huge category opportunity, and I think he is a world-class brand that belongs to “one brand is one track”.

Ma Wenfei : Actually, I also like Uniqlo. Since you said it, I’ll say something else. My second favorite is IKEA. The reason is very simple. It is similar to Uniqlo. They all turn into something that no one in the industry has seen before.

Ikea made consumables in the home furnishing market (that is, what we call wood dregs) could not be made into solid wood furnishings and then sold into commodities, so it suddenly caused it to be in the efficiency and supply chain. (Brought to competitors) A devastating blow of exponential magnitude and magnitude.

Lin Sheng : Different brands will give me different nutrition, it is difficult to say “most”. Traditional brands are more like, IKEA counts one, and Mars counts one. Like Mars, they can build their own head brands in different segments. This ability is very lacking in all Chinese companies. This is something we particularly admire.

Ikea can really sell the goods as a lifestyle. MUJI is also a kind of nature. I think this is also very rare. Like Cosparcol, it is the ability to control costs. Because you can’t do it, you will like it and appreciate it.

There is even Ruixing. This is the first time we have seen domestic brands. We can add brand to the brand through data, instead of making the brand into pure aesthetics and pure metaphysics. I think these brands can be used. Give (entrepreneur) nutrition.

Host : Thank you for the three founders for sharing this question. The three founders all chose some big brands that have been verified for a long time, including Uniqlo. , IKEA, Mars, all have a history of at least 30 years.

Apart from these big brands, ChinaThe market for consumer product entrepreneurship is full of changes, so let’s also ask a question about change-2019 is the end of the year. In the entire consumer entrepreneurship industry in 2019, the most important external change for your company is what? How do you take advantage of these changes, it is also possible at the user level, and actually at the traffic level. Please ask the three founders to share it.

Liu Guangyao : Because we are a younger group, post-95s and post-00s, I think young people ’s aesthetics are now flattened, from first-tier cities to fifth-tier cities. We believe that the aesthetic level of the first and second tier cities was much higher than that of the third, fourth and fifth tier cities. But today, among the young people, the aesthetic difference between everyone is not very big, because the entire communication channel has changed a lot. The source of all the information for the age people is actually the vibrato and small red book in the mobile phone. , Station B, WeChat, Weibo.

So everyone sees the same world. Although I was born in Zibo, Shandong, a third-tier city, and you are in Beijing International Trade, we can all see Li Jiaqi. This is a very amazing phenomenon.

Everyone’s aesthetic leveling means that the aesthetics of those low-tier cities that we originally thought were improving, but their price affordability has not improved. So I think it ’s good to be aesthetically pleasing, but if the price can be more popular, it can actually sell well. This is my feeling this year.

Ma Wenfei : We are special. There are two big trends in the pet industry.

1. The nature of the pet industry is brought about by the process of urbanization. Cities allow individuals to become isolated islands. Cities allow people to marry late and have children. After you come out of school and become an independent individual of society, there is a period of 7 to 10 years before you form a family. You need an animal to accompany you. As the founder of a pet industry brand, I think it is an irreversible trend for people to live with animals in the future.

2. The reduction of new population is a huge bonus for us. To be honest, II think I have had a easier time this year, and of course it has been harder, because it is actually quite difficult to make a brand. But frankly, we should be slightly more comfortable than other companies. In 2018 and 2019, the population is decreasing. At the time of the broadest urbanization process, coupled with the background of the decline in newborns, our business is still Relatively easy.

So what we have done this year is very simple, that is, we will get the supply chain and the products. We didn’t waste time on marketing. At this stage, products are by far the most important.

Lin Sheng : This year, the company talked more about two issues.

1. Live broadcast. We have been constantly discussing what the next step of the live broadcast will be and where it will go, and then discuss the relationship between the live broadcast and the brand.

Because everyone knows that it’s easy to accidentally turn it into a “sewer” channel and a channel for dumping goods. How does it affect the brand? In fact, we are paying close attention to this, because we think that the live broadcast will definitely continue to change. We are not convinced that only the two major anchors of Wei Ya and Li Jiaqi can have a monopoly of form. , Where are they? How do I find them?

After this live broadcast carnival, the user will return rationally. How will he judge: Does he want a price / performance ratio or a brand? What will happen to the brand without hurting or helping the brand? This is one of the things we talked about internally this year. We have tried all kinds of live broadcasts from the head anchor to the waist and the tail, as well as our own live broadcast, and we also think this may be interesting.

2. Today, brand competition is a comprehensive competition. We were established last year. Last year we worked on Little Red Book (on the promotion). This year we have done a lot of work on Douyin and Station B. What will we do next year? What to do the following year? A brand, under the circumstance that the information environment of the outside world is so noisy and changeable, how should we continue to sail this ship?

Moderators : Thank you to the three founders. In fact, we have similar conclusions as we do as investors and do research. There are two major changes in China.

1. Users and society are still in the process of rapid urbanization, and many new demands will be generated.

2. As mentioned by Mr. Lin, there will always be some new ways to acquire customers in terms of traffic and dissemination.

These two dimensions, bothInvestors or entrepreneurs should be the main source of change that is of great concern. After watching the changes in the external environment, you can look at the individual industries in which the founders belong. What are the characteristics of your industry? The three founders represent the three important entrepreneurial directions of clothing, pets, and food. There may be some friends in the related industries. Several founders can share with you from the perspective of an practitioner. Your industry Where are the pits and greatest potential (from a category and industry perspective)?

Liu Guangyao : The biggest pit of the clothing industry is that the industry is changing faster and faster, and it is becoming increasingly difficult to predict. In the past, when we bought clothes, there was a “herd mentality”. What brand was hot, everyone went to buy this; What style was hot, everyone went after it, but today we observe that consumers’ decisions are becoming more and more independent. They have their own aesthetic principles and ideas.

The rise and fall of the whole trend is very fast, and it will be more dispersed. There may be a lot of followers under each style, but these followers are very disloyal, and quickly hold it up and discard it. Off.

For us, the biggest difficulty is how to continuously meet the increasingly personalized aesthetic needs of consumers. This is a very difficult point. In the past, we used to think that our brand was winning by style. Bosie was able to grow faster because we chose the right style.

Later, I discovered that the style of the air outlet is constantly changing, so we need to look at it from more levels. For example, on the internal organization, how can we ensure that the designer has continuous high-quality, high-frequency output, and slowly changed from what the original brand called a trick into a process of continuous optimization, continuous iteration, and organizational upgrade, but this is also A good thing has given many new brands unlimited opportunities, because the transformation and upgrade of the old brand is bound to be slower. The new brand needs to grasp every small trend, and at the same time, it can continuously build its own forecasting ability in the process. .

Moderator : I would like to summarize what Mr. Liu meant, that clothing is a fast-changing industry, and users