This article is from WeChat public account: Notes (ID: Notesman) Speaker: Zhang Douyi, Mr. Zhang Douyi, the founder and dean of Leopard Transformation College, in the four“ four-course “Product IP” courses hosted by Leopard Transformation College on October 18, 2019 A wonderful sharing on the theme of “personalized product IP and brand rejuvenation”. As a collaborator, Noteman is reviewed and authorized for release by the organizer and speakers. Picture from: Oriental IC
In 2019, if I sum up the IP trend in one word, it is: waves.
This year, groups with personal IP attributes such as celebrities and influencers, bosses and employees, news and anchors have “waved”; this year, everyone will not forget the old godmother sweater, big white rabbit Lipstick, Liushen and RIO jointly released soft water cocktails, Luzhou Laojiao perfume, Fulinmen makeup remover and other cross-border joint product IPs have become more and more “waves”.
“Wave” is an attitude of youthfulness, “Wave” is the overflow of personal branding ability, and “Wave” is also a manifestation of entertainment spirit.
The essence of “wave” is a very important underlying concept that runs through the closed loop of personal IP, product IP, and enterprise IP, that is, youthfulness.
IP rejuvenation is a required course for every company and founder. It determines both the length of the business and the width of the business, and of course the reputation of the business. Among them, the core of brand rejuvenation is precisely Is the youth of the product.
I. WHY: Why should we rejuvenate our products?
Rejuvenation of products has been a hot topic in recent years. More and more products have started the transformation and trial of rejuvenation, which is considered to be the icing on the cake.
But in a real market environment, product rejuvenation is actually the role of “sending charcoal in the snow.”
Basically, if the product is not young, it will face the following two very direct consequences:
1. If you are not young, you will face a cliff-like decline in sales
Today, big-name luxury goods like Gucci and LV are turning to look for the tide brand for joint names. Why? Burberry upgraded the VI system this year. A luxury brand that has existed for so many years changed its logo this year. Why?
Because it is not young, the first thing it faces is the cliff-like decline in sales, and then the brand is slowly dying.
You can observe that in the past two years, all the big names have started to appear around 5000 ~ 8000 yuan, mainly for young people. This change is called showing favor to young people.
Only when they are younger, will they be willing to pay for it, including cosmetics. In the end, the ones who can make them pay must be related to me and I’m interested.
2. Not young, destined to pass by Xiaoyibo ’s real decision-making consumer users
This year, most brands are undergoing rejuvenation. Whether it is a social platform, a live broadcast platform, or a third-party service platform including Tmall, all are invested in it.
The most important driving force behind such a big move for consumer brands is:
If you do not make young adjustments at this moment, it is destined to pass by with the next wave of consumer users who really have decision-making power.
The consumption habits of post-90s and post-95s are changing, and the origin of the changes is not because things have changed or products have changed, but because consumers ’consumption motivations have changed.
Today, younger product brands are directly related to you and the next.Generation, or the coming wave of consumer habits, because a large part of all the information comes from this group, they are the producers of the information, but also the disseminators.
Ma Huateng once said: “Sometimes you have nothing wrong, you are wrong too old.”
No one guarantees that a thing will be permanent, because human nature is to be renewed. So is human nature, so is business.
Second, WHAT: How to understand product youth?
1. The core of product rejuvenation is understanding the new “young people”
① View of consumption
Young people buy a 7-dollar thing and are willing to pay another 7 dollars for the delivery fee. This is their consumption concept: they are more willing to pay for services that solve their specific pain points.
② Identity
This mainly refers to what identity your product can give him / her, and the star is the simplest way.
They are extremely fond of paying for updates, and the cadence they like to pay for is “heinous”. For example, once a product is more frequent, then they are willing to pay for it every month.
For many young people, they like to pay for small iterations, so iteration and evolution of products need to be granular, because the acceptance and tolerance of younger groups are getting higher and higher, the more you do Thin, everyone’s feeling point will be stronger.
Take the iPhone, each iteration is only a small change, but young people are still willing to pay for it.
③ Experience and control
Young people now prefer real-time interactive experiences, including live barrage and control over timely rewards.
④ Pay for identity
A post-95 girl may not have a high income. In second-, third-, and fourth-tier cities, she earns three to five thousand dollars a month, but she is willing to pay for things that can prove her identity.
The thinking of this kind of young people is that the construction of all products should give them a sense of existence and give them a sense of superiority, which is very important. For example, idols, cartoon lifestyles, subcultural groups.
What is subculture psychology called? Called minority group. Ethnicity means that only very few groups like it, reject the masses, and reject the vagueness very much, that is, the ambiguity makes people unclear.
The new youth group needs clear edges and corners.
This is their appeal, including aesthetics. I often say that there is a huge bonus word in the future, called advanced. You will find such a phenomenon: people with a monthly income of only 5,000 yuan live better than you.
The post-95s and post-00s’s pursuit of seniority far exceeds those of us who have the power to consume.
At the same time, their pursuit of superiority will drive us to change. Even the rejuvenation of all major brands is brought by those marginal brands.
For young people, good-looking skins are important, and interesting souls are equally important. They pay great attention to ideology. The consumption characteristics of young people are like this:
After 70, talk about saving money, after 80, talk about returning money, and after 90, talk about spending money.
Interestingly, even if they are not particularly mainstream middle class, they still live a middle class.
2.15 consumer psychological logic of young people
① Dream first, live later
Young people today are living in the present. They focus on the use process, not the possession.
Post-90s and post-95s have n’t used Apple Watch. Why buy this for 3,000 yuan? He doesn’t feel.
They live very realistically. They are more rational than us, and more emotional than us.
However, we give them the line of rationality and perceptivity, and they are more willing to follow products that can add value to them.
Many young people who are pursuing fashion are starting to buy Android products, because these brands are getting better and younger, and their quality is getting better and better. In addition, it meets the young people ’s pursuit of extreme value.
Young people are especially dare to spend money now, but this is based on a premise: you have to make them feel worthwhile.
② From the symbolization of longing for life to the situationalization of daily life
Some products pursue extreme quality, but they have no practical value at all, and young people will not pay for such products.
Of course, if this thing can increase my sense of identity, it is OK; but if it only adds a sense of freshness, then forget it.
③ From purchased life to creative life
Young people want to master their own lives. They have higher and higher requirements for sense of control and lower and lower demands for ownership.
For example, the new concept of the decoration industry, light decoration and decoration.
In the past, I had to find a designer to decorate, but now many young people will go to school and finish their own design. They are not afraid of trouble, essentially because he has this control.
For example, IKEA has been continuously guiding the product process and consumption process, providing consumers with various combinations, letting them build it themselves, and constantly giving them control over their desire to evoke the desire to buy. In this way, we can better drive the consumption of other products.
④ From consumption exclusive to two-way enjoyment across ages and classes
In the generation after 70s and 80s, on the one hand, the consumption of luxury goods was affordable on the one hand, and on the other hand, it was felt that it began to identify its identity before buying.
In other words, when your monthly income reaches 50,000, you can buy a 10,000 yuan bag. This is the consumption method of this generation.
But after the 90’s, the monthly income is only 10,000. They also have to buy a 10,000 yuan bag for two months, but it is not necessarily a traditional big name, but a big name they think.
⑤ From multiple choices to small and beautiful choices
You will find that this generation of young people has been deeply influenced by the word “willfulness”. They are more and more willful, and they don’t make sense when choosing things.
In the past, there was a set of judgment process to satisfy the processOnly five of the points will be purchased; choosing one now only suffices to satisfy one of the core points.
What’s next for the brand? All are personalities, and this is an inevitable result.
At the same time, small and beautiful reforms have also begun, because young people are more willing to pay for small and beautiful, but they are also self-pleasing.
But the essential reason is not that the brand no longer exists, but that the user’s needs are extremely scattered, and the target affected by the brand cannot form a consumption conversion.
The biggest pain now is that brands are basically good or bad.
How do brands and effects work together? How to land? In fact, it is to constantly change the “high and ungrounded” temperament brought by the brand into something emotional, which is the best way to obtain users.
⑥ From big community to small circle
Must remember, don’t define your big market. There are really no big market products in this world and era. Really good products are small-scale markets that affect big markets.
There is a big false proposition called finding a big market, and we are always easily fooled by such a proposition.
All “powerful people” are looking for the mother market in the big market. As far as the clothing industry is concerned, they are looking for the big market of clothing. Sense, you have a chance to win.
So, what we call the mass market is not really making a mass-market product, but choosing an extremely niche product that can target ethnic groups among the product categories of mass-consumption habits. .
⑦ Feeling offline intimacy with online belonging
Virtual feeling is our psychological appeal, but for real landing ability and grasping the actual ability and appeal point, young people far exceed us, this is the future trend.
Everyone will grasp the two sides, the online experience, and the extreme offline scene, both of which are very important. If you are pure online, find a way to support one leg offline to ensure the integrity of the entire ecology.
⑧ Young people no longer use rebellion as their core, but instead pursue a sense of loneliness
I especially like the phrase “Use loneliness to heal vulgarity.” Many young people now enjoy loneliness. They want ethnic isolation, and ethnic groups have their own unique values.
Generally speaking, when there is a sense of independence and loneliness in this ethnic group, cohesion and existence are extremely strong. They will bind together and oppose everything that opposes them. This is strength.
A really good product IP will definitely leverage the power of the ethnic group.
⑨ From the traditional sadness and affection, to the equality and ease of entertainment
Young people now like to bring their parents and family together for entertaining activities, go for fun together, and try to avoid the bitter and hateful emotional approach in the past. Easy way to handle.
⑩ Use the values that guide young people to transform into IP’s own values
For example, the value of micro-credit, small individuals also have the power to bring about change. Its advertising format is to lend you money to realize your wishes, to convey values, so that everyone will remember the brand.
If everything is promoted by business, it will become a brand play, not an IP play. The brand method is direct, and the thinking of adding IP can also be done.
But more advanced is to really raise the values and make them the state that customers need, and turn them into customer values.
⑪ From a product to an interest
Now the logos of many brands are based on the interests of users. Touching the interest is not just about conveying the product. We must know:
What it sells is actually not so important, why choose you is the core.
⑫ From information as communication to experience as communication
I often say that the three squirrels are particularly good. In the earliest time, they told you how to eat. Later, I sent a shell opener, a towel, and a garbage bag. It was OK. The text message It became a scene experience.
⑬ From selling products to building habits
Cause demand, the essence isEstablish requirements for the other party to use it.
What Didi really changes is the travel habit. The IP logic of the product system is to change from people looking for cars to cars and other people. This has been changed, but the results have been very great.
The best way to build habits is to control desire. For example, every 11:59 the day before Double 11, everyone will take out their mobile phones and prepare to place an order, which has become a habit. These habits are essentially giving users control over the results.
⑭ From focusing on vulnerable groups to solving problems around them
The best kindness now, and the kindness that young people think, are the kindness around you.
Water droplets are able to iterate rapidly and develop so well. The essence is to solve the problems of the people around them. A friend has encountered a problem, and your small investment and support can be demonstrated. This is called a feedback mechanism.
After the presentation is complete, you can get self-satisfaction feedback plus emotion, and then you will continue to invest. Assuming you are helped one day, your emotions about the brand will surely be stronger.
This is the logic to make the product IP very NB.
⑮ From transforming society to transforming yourself
In the past, young people had big dreams and wanted to change society. Now the young people’s true thoughts are not willing to change others.
If in this era, it is still driven by the way of changing others, it is difficult to make good products.
In the next 10 years, no matter how young you go, sincerity can conquer the audience.
As long as you maintain this state and starting point, you will find that your product IP and personal IP will go deeper and deeper.
3. The golden circle of new consumer groups
You are doing marketing events now, and the product reaches emotional links. One important point is: how to move people 17 to 26 years old to make them your mainstream communication group?
So there are three points to be clear:
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① Age scale
It is divided according to the conventional age. Young people aged 17-26 are a very interesting group.
In China, the post-90s and post-00s population has reached 300 million. They are growing in the era of rapid economic development in China. They have optimistic expectations for the future and strong consumer desires. They are the mainstream group that affects the consumer trend.
② Grade selection
The younger the consumer, the higher the level of purchase, the more and more expensive, but what really touches young people is not the self-expansion brought by the string of “0” s on the price tag, but the self-satisfaction brought by sense of taste. And please.
“Taste” is a higher realm for young people to pursue quality upgrades. Young consumers are upgrading from food and clothing to enjoyment and development. Demands for growth, development, and identity expression are becoming important consumer driving forces.
③ Thoughts are young enough and have a sense of breakthrough
Ideology is particularly popular among younger groups, one is virtual creation, and the other is virtual context. Nowadays, everyone feels that all companies seem to be turning into the entertainment industry. The fundamental reason is to move closer to young people and become younger.
Didi held a Tucao conference. The essential reason is to add a heavy IP thinking. If you stand on the stage and show a perfect person, everyone must pick your shortcomings.
However, after entertaining myself on the stage, I feel completely different.
Similarly, if a company only wants to shape its perfect IP image, then everyone must focus on the imperfect places you made.
The purpose of the Didi Tucao Conference is to tell you: we have shortcomings, and we are improving our shortcomings.
When an enterprise makes an “imperfect” sound as an IP, the personality of the enterprise IP becomes sharper, younger, and in line with youthful tone. Don’t pretend to be perfect, admit that we all have flaws, that is, the IP attitude of young people.
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Didi Tucao Conference: Cheng Weiliuqing after being vomited, “frustrated with high fives, encourage each other”
Today, the pan-entertainment industry occupies the main young attention group and interest index, because young people need presence.
4. 2 Misunderstandings of Brand Rejuvenation
① Rejuvenation means expressing the brand with popular elements that young people like
People often say that it is not true to express a brand with elements that young people like, which is a misunderstanding.
The elements that young people like are not necessarily the best way to express youthfulness. After putting forward your opinions and values, if you can’t do it, you must fail.
Rejuvenation comes from the heart. Young people recognize the combination of words and deeds, and oppose to talking.
People you don’t like will never like you. Therefore, if you want to be young, the first thing you must do is to like young people so that they may like you.
So, if you want to be a partner with whom, the first thing is to do everything possible to accept and like each other.
At this time, you will find that he will support you even if you haven’t really changed.
② To be young is to cater to the preferences of young people today
Rejuvenation is to cater to the preferences of young people today, which is also wrong. Real youthfulness is to form a consensus, be able to empathize and resonate.
Consensus means acknowledging the matter; empathy means empathy, desire for execution and longing; resonance means action.
Now in the eyes of young people, the small in front of you is not small, and the big you are talking about is not big. The way they think about exploring the world is so-called small is big, and big is small.
So, you must do small things, because small things are big things. Those who can hype, form a focus, let others remember you, and move others are actually small things.
The so-called small market, one is the extreme scene + story market; the other is to emphasize that the value exceeds expectations; the third is personalization and contextualization.
Everyone should remember:
The personality and product IP that attract users must be independent and unmatched by others.
Independence is a common state of young people today. Whether it is home or travel, independent living has become the choice of more and more people.
I am my own god, I have no time to please myself, how can I please you!
So, the principle of youth is not to follow the trend, not to follow the trend itself is an attitude.
Three, HOW: How to achieve a younger product?
1. Business logic of product youthfulness
What problem does the brand rejuvenate solve? Let’s compare people. In fact, the process of human aging and the process of product decline correspond.
First, the old the thinking and the mentality, the brand concept lags behind;
Second, physical fitness will begin to decline, and the product will lag behind, which may weaken its efficacy;
Third, the skin appears slack, and the visual effect you present, that is, the irritation of the product to others will continue to decline;
Fourth, the response gradually slows down, and the real demand for the product loses sensitivity.
So, the founder always wants to jump out and be the firstJumping elements, dare to jump out of our limitations, can bring the team into the trend of the next era, which is also the super value of the founder’s personal brand under IP thinking.
The premise is that your company must make at least a 10-year big iteration plan, which has always been the same principle in the head companies. For small businesses, there must be at least a three-year iteration plan.
So, the main purpose of brand rejuvenation is as follows:
First, instill fresh vitality into the brand;
Second, prolong or restore the puberty of the brand;
Third, keep the brand active in the era of the main consumer groups;
Fourth, ensure that the brand is not forgotten by consumers and the market.
Actually, it is those absolute young people that really affect this era, but whether a brand is really young and energetic does not necessarily depend on the popular elements of young people to express, because youthfulness is more about mentality, attitude, The spirit appeals to these dimensions.
First, product rejuvenation is reflected in the unique consumption outlook of young people.
Most of the real social market after 1995 is on QQ. QQ has a celebrity group, especially NB, which has deposited more than 100 million young fans.
These young people don’t play WeChat very much. They don’t want to be in the same social circle as their parents, so the data in the QQ background is terrible.
There is another kind of youthfulness. The wealth is poor, but the spirit is luxurious. The income is not high. It is not the mainstream consumer group, but it is the life of the mainstream consumer group.
The more expensive something is, the less reluctant to spend it. I would rather live in moderation than in food, rather than discount on the delicate life. Their shielding point for the product is not the price, but the price sign does not meet their own perceived value.
However, they don’t spend money unjustly, they are pursuing the ultimate life. They earn 10,000 yuan a month and will rent out 6,000 yuan to live well.
They believe that this is exquisite life, which upgrades ideas; while buying a house, upgrades are the ground floor. The two types of upgrades bring different spiritual rewards.
In the eyes of new young people, the most expensive luxury in life is not Hermes, but I can afford anything. The attitude of young people towards the brand is appreciation.
Look up? nonexistent.
So, those big brands that are neither luxury brands nor well-known brands, one thing to do is to make your brand resonate with young people, so that you can become a younger brand.
Young people do not reject new brands and small brands. Like some designer brands and some extremely niche brands, they are brought by this wave of people. The reasons are mainly two points:
First, they cannot afford big brands;
Second, the extreme beliefs of big brands are called popular beliefs, and they don’t like it.
For example, Dior itself is a very high-end brand, but after being recognized by the public, it is a mass brand in the eyes of young people, which has nothing to do with high-end.
So, if you want to rejuvenate your product, you need to make your brand have the niche elements that are suitable for young people, and be sentimental and compelling.
Second, product rejuvenation should capture the consumption characteristics of young people.
First, there is a strong need for personalization. To what extent? They can wear a personality-colored dress for three to five hundred dollars, but they must not accept a popular high-end dress.
Second, they are willing to pay for interesting souls, and they have a strong paying habit.
Third, the ultimate pursuit of beauty is no longer exclusive to women! 70% of Taobao Double 11’s highest-selling eyeliners were sold to men.
So when making content and products, don’t be constrained by our ideas, open up the understanding of the iteration of the fan economy, and don’t believe in authority.
Today’s young people are constantly diluting possessiveness and strengthening the right to use. They are more inclined to enjoy.
If you always keep your own ownership, instead of using it and participating, you will definitely be eliminated.
You can say that young people are the cause of this era. It determines the cause of everything you do, and it also determines the results you produce.
The companies invested by Xiaomi are young people. The purpose is to have a sufficient understanding of the young people ’s consumption scene, consumption environment and consumption preferences, and then analyze them to determine what they will eventually provide The product.
What is the current product thinking model?
You have to think about who you want your product to sell to, then study it for this group, please them in all aspects, gain their perception, and finally build a product for them.
2. The three main points of product IP
How to make the brand younger? Either represent them or win their admiration, there are only two ways of survival.
The focus of young people ’s consumption has shifted from “things” to “persons”. Many people ’s purchasing behavior has nothing to do with products. You recognize this person and you will buy whatever he does.
People’s demand for consumption is non-rigid and extremely perceptive. Planting grass indicates that you are affected.
What is the real thinking of IP? That is, you have to shape what they want to be. If you are a parent group, you should shape the parents they want to be.
Young people are an ethnic socialized survival model. They use one ego to perceive a group of ego, and then form a group personality.
Young people are independent. They enjoy themselves and please themselves. The measure of consumption has also changed from value to values, and their ideological requirements are particularly high.
① Real, grounded, not pretending.
Their seniors are not done with pretense, but with real likes and appreciation from the inside out. So it’s called new knowledge and action. When it comes to doing it, it is their request for everyone who wants to please them.
From Li Jiaqi, the personality of masters with goods are all those who are very earthy. The face value does not need to be too high, but it must represent a choice and attitude.
② Consumption demand is strongly separated, recessive and dominant are cleared up
Young people have a strong ability to separate the attributes of consumer demand. They know when and what money should not be spent, and when it must be spent. They do not feel bad about the part that must be spent.
Those things that do n’t have the propaganda attribute do not attract his real interest, so a concept is formed: consumption upgrade and consumption degradation are the same group of people.
We judge whether a thing is upgraded or downgraded. In fact, we can test whether it is suitable for social media communication.
For example, Dyson hair dryer, although very expensive, but sells well, which makes itself shouldThe downgraded hair dryer turned into an upgrade.
③ Enjoy in time, dare to be different, and enjoy the superiority of isolation
Price self-esteem is not necessarily a low price, and low price strategies often fail to make IP value. Really good things can have low-cost customer traffic, but the IP tone and quality must be high.
When you become the right person, you become a sentient being, and the biggest problem of sentient beings is that the opportunity cost is too high, so the real effect of IP is to obtain a better opportunity cost.
You must learn the ethnography and the real gameplay of this niche brand subculture in order to become a master of some spiritual culture.
However, the nature of users is called forgetting, and the nature of brands and IPs is duplication, so you must keep appearing in the users’ vision.
In the early years, SK-Ⅱ was originally defined as a lady’s product, so the early spokespersons were international first-line superstars.
But from the time of the IP upgrade, the definition was redefined, the spokespersons began to become civilians, and the entire consumer subject changed. This is due to women’s acceptability of cosmetics prices.
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In 2016, SK-Ⅱ made an advertising film “Finally, she went to the blind date”, showing the self-awakening of several ordinary women Mind journey
Actually, the consumer price of cosmetics is not the biggest problem in dividing the population. The biggest problem is:
The tone of your brand, the real sense of IP implanted for everyone, determines who your users are.
So everyone must remember the logic of IP:
First, sense of participation; second, pain; third, cherish < / p>
Treasure the sense of participation from Bai Fumei to ordinary people, which stimulates consumption. What you want to stimulate is the sense of participation and empathy of your users so that values can be reached.
High above, it is not easy to use in this era, so pain stimulates consumption, and resolves prejudices, from persuaders to empathy to peers.
3. What is the underlying logic of brand rejuvenation?
Everyone remembers three important points: attract young people; please young people; keep young people.
In essence, this is a big system for brand young operation.
What’s so popular about duty-free shops? Because it switched to a very important and very good category-cosmetics. The category of cosmetics is extremely valuable and can be studied in depth. It is particularly in line with personality and product thinking.
Why are some ideas and products popular, while others are not? Why do some things sell out, while others do n’t sell?
Take lipstick, the hottest selling product in the beauty industry as an example. What is the essence of lipstick? What is the biggest core selling point?
Color is the underlying core value, and emotional value is satisfaction
First, external. Including color, packaging, brand, taste and more.
Second, collocation. Lipstick is an instant choice, it can be used to match makeup anytime, anywhere.
Third, price. Lipsticks are very low in luxury, and even students will have one or two Chanel and Dior.
Fourth, nature. Women like new and hate the old, lipstick is the lowest cost of morality and price, they can try more single products without pressure.
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However, all these bring its physical value. Lipsticks are essentially selling colors, which is its underlying core value; the second layer of emotional value is satisfaction.
Actually, the core of each product sale is different.
Perfume sells taste, essence sells nutrients and sense of security, jewellery sells demonstrative and spiritual value, and diet pills sell panic … and this core must be worth your in-depth research .
Give presence
Lipstick comes in a variety of colors. To make it popular, you must find a matching personality for it.
First of all, the core communication point should give different colors a sense of mission.
After the lipstick began to spread, everyone began to define color, such as the main palace color, tomato red, etc., in order to systematically define the core sales origin, give it more sense of story, personalize it, and form concepts. : Different lipstick colors have different missions.
Second, seize the psychology of using strong personality scenes.
For example, in the film and television series, “Yanxi Raiders” promoted Guerlain, personalizing all the color numbers, and the independent personality and values of these personalities became a signal to you.
However, there are many lipsticks, and users will only buy a few of them. What about the others? What is the logic behind it?
First, we need to meet everyone’s need for completeness. There are many people who buy suits for the sake of feeling and seeking completeness.
Secondly, a product must be sold well, and there must be explosive products. Compared with all products, explosive products must sell the best. Contrast is the bottom of human nature.
A single product can never be sold out, even if it is the ultimate single product, so it must be comparable before it can be sold out.
Third, each color function is different, and some colors are simplyThose used for drainage are not sold at all.
So, for every enterprise to make products, it is necessary to plan in advance the classic models that represent the tone and attributes of the brand IP. This is the classic value.
In addition, the classic model will definitely become the popular model. When it becomes the popular model, this model will become a logo.
Especially for popular products and C-end products, we must consider comparability, and there must be special explosion models. There are also some upsets. After more upsets, the sales of upsets will exceed the explosion. Is the long tail value.
For example, Dior 999, it is differentiated, there are matte, matte, smooth, moisturizing, etc., all kinds of colors are called 999, a classic color is broken, this is a Explosive super bottom way.
It’s not the explosive ones that make the topic, such as challenging the death Barbie powder.
Are you able to buy the oversized cosmetics in many duty-free shops at the same price as a small bottle in the mall? Why do you want this value at duty free shops? It’s about building unique differences.
Everyone has their own classic color, which comes from personal preference. When you don’t know what color to choose, you will choose the classic color.
But users may use Chanel today, and they will switch to another brand tomorrow. They do not have a particularly strong sense of loyalty. This is a consumer trend. Users ’loyalty to a certain brand ’s product will become lower , But the emphasis on personality will become higher and higher.
In general, product IP has 4 points:
Products
Taking lipstick as an example, the product is a certain lipstick, which color of Chanel, a color of YSL, or a color of Dior. Different color numbers, different brands, different products, even The materials are almost the same, and the color numbers are almost the same.
Taste
The so-called tone is who is using this lipstick, and it represents a sense of identity behind it.
For example, on New Year’s Eve in 2017, Dong Qing began to speak for 999 personality, followed by Angelababy and Fan Bingbing. Three women with different personalities began to mark the personality of 999, so that 999 became advanced, so that everyone felt that at least There is a positive red lipstick.
Content
The so-called content is the story behind this lipstick, that is, personification. For example, the “Forbidden City Lipstick”, which everyone is very familiar with, is famous, and naturally has different responses, which means that its research and development process needs to be very refined.
In the research and development of the lipstick of the Forbidden City, we insisted on uncompromising product quality, kept improving, and strictly controlled. The design of the mouth infrared tube alone was revised 1240 times.
If you expand, this is a good content body.
Value and ownership
Value and belonging are the spiritual value of the product.
For women, lipstick means pampering herself,Expressing yourself means pleasing yourself.
You think she is consuming and using a lipstick. In fact, it is her female appeal that attaches to the lipstick, and what she buys is spiritual satisfaction.
To sum up, behind the fire of explosion-proof products in duty-free shops, it is really to realize the linkage of the three-dimensional IP of explosion-proof products:
First, the core communication point, get close to people, and bring in strong personality scenes;
Second, grasp the ladder of product IP. For example, the attributes of the classic, popular, and niche models of lipstick are different, and the target user groups are also different;
Third, make good use of gimmicks, seize opportunities, and seize the opportunity to create heat.
The core essence of each enterprise should be to make your product like a human being, and present the product in the most personal way, so as to change the character relationship with the user and bind personality.
* This article is the author’s independent opinion and does not represent the position of Note Man. This article comes from WeChat public account: Note-Man (ID: Notesman)