Grasp the trend and change it in the same way
Editor’s note: This article comes from WeChat public account “small “Circle Pear” (ID: xiaoquanlisocial) , the author of the small circle pear.
In 2019, China’s consumer goods market is in full swing, and various consumer goods that have been in existence for only one or two years have entered people’s horizons; it seems that it is not difficult to create a well-known consumer goods today. However, another question is also before us: Are these “red” consumer products just “red-hot” and difficult to grow? What will happen to those consumer products that have not yet come out when the traffic dividends of major platforms decrease in 2020? What are the trends in consumer product marketing in 2020?
Before analyzing this problem, I want to make a mistake. There is a phenomenon: some already-consumed consumer goods companies will say that they used to rely on the WeChat public account, Xiaohongshu and other traffic bonuses and product sales. By 2020, it is necessary to change their strategy and start to attach importance to brand building. For example: ask a spokesperson, make a commercial. Those consumer product brands that are not well known will say, “Look, how powerful Li Jiaqi is bringing the goods, a live broadcast of hundreds of thousands of sales is coming. What brand of consumer products is it?” >
The above two viewpoints reflect: how deep is this misunderstanding of the brand!
Misunderstanding 1: Spending money to make a brand is to ask a celebrity spokesperson, make a blockbuster / advertising film that does not reveal product information, and do some Campaign related to the brand concept. These are all things that big companies or consumer product companies that get financing do.
Misunderstanding 2: A product is a product, and a brand is a brand. The two are binary oppositions.
In 2020, we really need to have the following three brand views:
Viewpoint 1: Product is a necessary but not sufficient condition for a brand. To build a product is to build a brand at the same time. There is no order.
Viewpoint 2: Only unique brands can finally enter the minds of consumers and let them love them from the bottom of their hearts. The “unique” here is often referred to as “differentiation” in the marketing industry. All differentiation is ultimately brand differentiation, not product differentiation. (Note: This is saying “the final differenceAlienation “)
View three: Brand is a symbol of trust. This trust symbol runs through any business behavior. For marketing, every link in this link, from product creation to promotion, is involved in shaping the brand.
With the above three basic views on brands, let’s take a look again: Three major trends in consumer product marketing in 2020.
Trend 1: Consumer brand is consumer culture
One of the characteristics of consumer goods is that the cost of decision-making is low, and the new and old, and the cost of conversion is low. Whether it is potato chips or beauty makeup, they are eager to grab consumers ‘hearts and grab consumers’ mental and emotional shares, thereby gaining a considerable market share. So, what can hold the hearts of consumers? Of course, products that consistently meet their needs are definitely essential. However, before talking about products, I would like to talk about the culture represented by consumer product brands at the brand level.
Today, some emerging consumer products, in addition to refreshing products, have practiced and even innovated a certain culture. For example: some “new domestic products” show Chinese culture. New tea drinks that have not been out of Changsha, but have been relatively well-known in the country: tea looks pleasant, from the store decoration, music, milk tea packaging boxes, copywriting on milk tea cups, etc., are very Chinese Wind color. Founder Lu Liang said: “Chayan Yuese has a million or two million in copyright expenditures on Chinese cultural-related content.” He bought copyrights from independent artists who matched the style, such as from “Peach Blossom Source” “Fangcunjian • Taohuayuan” concept store, “A Lot of Fish” concept store from “Sea Wrong Picture” …
This reminds me of “Leakage Cultural Capital Strategy”, said by Douglas Holt, the author of “Cultural Strategy”, about Starbucks’ success.
Douglas believes that the success of Starbucks is not how great the product is or the concept of “third space” proposed by its founder. These can be copied quickly. Starbucks is smelling the emergence of cultural capital groups.Longing. On the one hand, this group is beginning to hate industrialized food culture; on the other hand, they are a little “expectable” about this coffee subculture appearing in the cultural elite circle.
So, Starbucks seized this “demand trend”, instead of copying the cafés in the elite circle bluntly, it extracted the codes of the elite coffee subculture and passed them on in a “drip” way. A more accessible form of coffee. For example: These consumers are mostly obsessed with Italian-style coffee names, such as Grande, which you are now familiar with. In addition, Starbucks also leaks this “elite culture” by working hard to improve the consumer contact points, product packaging, and store vision in the store. For example, the label from the African coffee bean coffee is printed with Riffs riding on the beast and local textiles, showing its unique exotic atmosphere.
Tea Consumer products such as Yuese have just given them the profound and profound Chinese culture through milk tea and other products and stores-these common and widely available contact media “drip” to them? Especially young people, let them accept, perceive, and fall in love with Chinese culture, and have a sense of their own cultural belonging.
But it’s interesting: Today, Starbucks is moving away from “cultural strategy.” Douglas said: “In order to chase profits, Starbucks coffee sells more and more expensive; however, the quality of coffee is becoming more and more mediocre, just like fast food drinks. Starbucks baristas, once proud, are now reduced to fast food workers, only simple operation Machine. “
Do you think the negative scenario of the above statement is happening in China? For example, more and more local consumer goods in China are beginning to emphasize “where do the precious raw materials come from”, “why do you choose raw materials there”, and “how to make them with care” and so on. This also explains to some extent: Perhaps just that consumers are more cautious about every penny spent, but it does not mean that their pursuit of cultural taste has been downgraded; instead, it is more important.
Let’s take a look at the world-renowned consumer goods giants such as Nike and Coca-Cola. They can continue to grow today, and they have contributed to the consumer culture that has accumulated for many years. Coca-Cola has become a typical representative of American popular culture. Similarly, if China’s consumer products are to be bigger and stronger and there are real brand barriers, they must also think about: What is the culture that the brand represents or shapes?
What we want to extend here is: The extension is broad, not only the traditional Chinese culture mentioned above. There are also examples: those aging consumer goods companies are seeking to become younger. Then, to enter the world of young people, whether it is post-90s, post-95s, post-00s , What are the different subcultures and even microcultures of these groups (for example: a fan community formed because they like a certain star or IP)?
Remember: Do n’t communicate with your so-called “post-90s” target users with a single “cultural standard”. Regardless of “after a few zeros”, these are just the most superficial dimensions of age, and the “things by class and people by group” formed through subcultures and microcultures are the directions that consumer product companies should ponder.
Trend 2: Content-based products
Consumer products are evolving toward “content products.” In addition to the “content” that reflects the “consumer culture” mentioned in “Trend One”, also contains two basic elements: Readable and enjoyable Strong sex.
Readable:
Most of the consumer goods that successfully seize people’s minds are mostly seizing a certain “extreme subdivision category”.
Today, the category is no longer a simple division of product attributes, such as clothing and cosmetics. “Category” is being subdivided to the extreme (Note: I added the word “extreme” before “subdivision”). These extremely subdivided categories meet a certain consumer demand. These requirements are contradictory.
For example: vitality soda solves the contradictory needs of young people who are afraid of gaining weight but want to drink a tasteful and slightly irritating drink.
Three and a half coffees solve the contradictory needs of people to drink a cup of coffee quickly in multiple scenes, but want to drink delicate and tasteful.
Perfect diary eyeshadows and other make-ups solve the contradictory needs of young people in pursuit of tasteful beauty, but not so much money to buy big-name beauty. … 
All the brands that stand out from the extreme subdivision categories are solving these conflicting needs, so People ’s lives are more quality. From the beginning, these consumer goods are like a storybook. There are contradictions and conflicts in the book, but the author (the entrepreneur) will resolve this conflict in some way. , Contradictions.
In other words, if a consumer product only provides a certain function, and does not solve a certain contradictory demand, it will eventually be bland and nothing to talk about.
If you want to make a difference in the field of consumer goods, you can write down the contradictory needs of people for a certain consumer goods and ask yourself: Is there a solution that exceeds expectations? Can it be achieved through technological innovation, optimization of the supply chain, etc.?
For example:
Dining: 5-minute meals vs. delicious cooking
Drinks: low sugar, low calories VS satisfying taste buds’ desire for sugar and other flavors
Cosmetics: Anti-aging VS less than 500 yuan price
…
Of course, these contradictory needs are quite obvious. What needs to be noticed is: There are still many conflicting needs, and consumers do n’t know it themselves; These are the details that marketers need to take into account. Insights.
Enjoyable:
Many emerging consumer products have seized the guise of the “economy economy”. Huang Hai, executive director of Fengrui Capital, said: “The brand’s new KPI should be-the rate of drawing; that is: what percentage of those who bought your product will spontaneously spread your product pictures?” < / span>
In my opinion: When consumables are brewing, we must think clearly- How to make products the content that people want to expose? Can my product make people want to tan? Or can you awaken people to take care of it in a certain scene? For example: I willI want to drink a cup of milk tea on a sunny day. Milk tea represents my mood at the moment, and I want to bask in my mood; or when I’m tired of working overtime, I have a cup of coffee or some snacks. My persistence …
Content-oriented products that are highly readable and enjoyable are the appropriate carriers of brand culture. When I buy it, it represents what lifestyle I choose. I am willing to give you the lifestyle I have thought about; then, the product naturally becomes a symbol of trust (ie: brand).
Trend three: From “carrying person” to “speaker”
In 2020, when major consumer goods companies look for KOLs on various platforms, such as Xiaohongshu, Douyin, and Taobao Live, it is necessary to change their thinking appropriately: Is it still just to ” “Looking at them from the perspective?
Let’s talk about something interesting. Not long ago I was planted a sunscreen by a KOL article. After placing the order and using it, I think it is ok; so, I want to recommend it to people around. But when I was going to name the sunscreen, I couldn’t remember it. For me, the message from this KOL’s cursive text is: This sunscreen is suitable for mixed skin, non-greasy when applied to the face, and the sunscreen effect is ok. Its packaging is all black. As for other brand information, I don’t know at all, because KOL has hardly told any brand story. Well, for this sunscreen, when working with this KOL, it did not make full use of “the content that comes with KOL itself.”
What is “the content that comes with KOL itself”? Brand owners should not just regard the KOLs they want to cooperate with as “grass-planters” and blindly ask them to instill product selling points to target users; otherwise, what are the essential differences between these KOLs and TV shopping guides? Must understand: KOL itself is “content”! What they bring includes not only: I will buy and follow me; but also: personal brand stories, values (such as: what kind of life do you want to live? What kind of consumption concept?), Etc. Therefore, the “grass” planted by KOL is not only “purchasing desire”, but also the recognition of brand value implanted in people’s hearts.
(The above picture is from the “WeChat public account” anti-pants position, the annual recommendation of good things)
With this change of thinking, 2020When a consumer goods company seeks KOL cooperation again, it will be upgraded from a “product with goods” level to a “brand spokesperson”. This will also reshuffle the “KOL”: those KOLs with personal brand value will be even more popular.
However, it is not only the head star or super celebrity that can be a brand spokesperson; the middle waist KOL, even you and someone around me can become a brand spokesperson. Although the influence of “them” and “us” is limited, it is more intimate and informative. For consumer products with low purchasing decision costs, if such a “brand spokesperson” can be distributed across multiple media contacts of the target user (not only Xiaohongshu, Taobao Live, etc., but also real-life parties, chats, etc. ), Telling the connection and the story that happened with the product and brand from different perspectives can more effectively shorten the distance between the target user and the brand, and bring them a subjective and dynamic brand experience.
(Additional point: there is no need to confuse whether it is called KOL, KOC, or any other name. Whether it is a star or a public, each of us may become that influential person, but the scope of radiation Different.) In 2020, the marketing of consumer goods will surely become more intense, and the methods will also be updated; however, only by grasping the above three trends can we actively respond to the changes!
About the author: small circle pear
My working experience includes: a senior reporter for Southern Metropolis Daily; responsible person in charge of Wal-Mart’s China headquarters and China Resources Land’s brand marketing; after that, he was all the way to Party B. The customers he served were not a big deal, but they were all deep. He has served for Fortune 500 companies such as China Merchants Bank and Tencent, as well as a brand marketing consultant for emerging startups such as Little Freddie.
Consumer products are evolving toward “content products.” In addition to the “content” that reflects the “consumer culture” mentioned in “Trend One”, also contains two basic elements: Readable and enjoyable Strong sex.
Readable:
Most of the consumer goods that successfully seize people’s minds are mostly seizing a certain “extreme subdivision category”.
Today, the category is no longer a simple division of product attributes, such as clothing and cosmetics. “Category” is being subdivided to the extreme (Note: I added the word “extreme” before “subdivision”). These extremely subdivided categories meet a certain consumer demand. These requirements are contradictory.
For example: vitality soda solves the contradictory needs of young people who are afraid of gaining weight but want to drink a tasteful and slightly irritating drink.
Three and a half coffees solve the contradictory needs of people to drink a cup of coffee quickly in multiple scenes, but want to drink delicate and tasteful.
Perfect diary eyeshadows and other make-ups solve the contradictory needs of young people in pursuit of tasteful beauty, but not so much money to buy big-name beauty. …
All the brands that stand out from the extreme subdivision categories are solving these conflicting needs, so People ’s lives are more quality. From the beginning, these consumer goods are like a storybook. There are contradictions and conflicts in the book, but the author (the entrepreneur) will resolve this conflict in some way. , Contradictions.
In other words, if a consumer product only provides a certain function, and does not solve a certain contradictory demand, it will eventually be bland and nothing to talk about.
If you want to make a difference in the field of consumer goods, you can write down the contradictory needs of people for a certain consumer goods and ask yourself: Is there a solution that exceeds expectations? Can it be achieved through technological innovation, optimization of the supply chain, etc.?
For example:
Dining: 5-minute meals vs. delicious cooking
Drinks: low sugar, low calories VS satisfying taste buds’ desire for sugar and other flavors
Cosmetics: Anti-aging VS less than 500 yuan price
…
Of course, these contradictory needs are quite obvious. What needs to be noticed is: There are still many conflicting needs, and consumers do n’t know it themselves; These are the details that marketers need to take into account. Insights.
Enjoyable:
Many emerging consumer products have seized the guise of the “economy economy”. Huang Hai, executive director of Fengrui Capital, said: “The brand’s new KPI should be-the rate of drawing; that is: what percentage of those who bought your product will spontaneously spread your product pictures?” < / span>
In my opinion: When consumables are brewing, we must think clearly- How to make products the content that people want to expose? Can my product make people want to tan? Or can you awaken people to take care of it in a certain scene? For example: I willI want to drink a cup of milk tea on a sunny day. Milk tea represents my mood at the moment, and I want to bask in my mood; or when I’m tired of working overtime, I have a cup of coffee or some snacks. My persistence …
Content-oriented products that are highly readable and enjoyable are the appropriate carriers of brand culture. When I buy it, it represents what lifestyle I choose. I am willing to give you the lifestyle I have thought about; then, the product naturally becomes a symbol of trust (ie: brand).
Trend three: From “carrying person” to “speaker”
In 2020, when major consumer goods companies look for KOLs on various platforms, such as Xiaohongshu, Douyin, and Taobao Live, it is necessary to change their thinking appropriately: Is it still just to ” “Looking at them from the perspective?
Let’s talk about something interesting. Not long ago I was planted a sunscreen by a KOL article. After placing the order and using it, I think it is ok; so, I want to recommend it to people around. But when I was going to name the sunscreen, I couldn’t remember it. For me, the message from this KOL’s cursive text is: This sunscreen is suitable for mixed skin, non-greasy when applied to the face, and the sunscreen effect is ok. Its packaging is all black. As for other brand information, I don’t know at all, because KOL has hardly told any brand story. Well, for this sunscreen, when working with this KOL, it did not make full use of “the content that comes with KOL itself.”
What is “the content that comes with KOL itself”? Brand owners should not just regard the KOLs they want to cooperate with as “grass-planters” and blindly ask them to instill product selling points to target users; otherwise, what are the essential differences between these KOLs and TV shopping guides? Must understand: KOL itself is “content”! What they bring includes not only: I will buy and follow me; but also: personal brand stories, values (such as: what kind of life do you want to live? What kind of consumption concept?), Etc. Therefore, the “grass” planted by KOL is not only “purchasing desire”, but also the recognition of brand value implanted in people’s hearts.
(The above picture is from the “WeChat public account” anti-pants position, the annual recommendation of good things)
With this change of thinking, 2020When a consumer goods company seeks KOL cooperation again, it will be upgraded from a “product with goods” level to a “brand spokesperson”. This will also reshuffle the “KOL”: those KOLs with personal brand value will be even more popular.
However, it is not only the head star or super celebrity that can be a brand spokesperson; the middle waist KOL, even you and someone around me can become a brand spokesperson. Although the influence of “them” and “us” is limited, it is more intimate and informative. For consumer products with low purchasing decision costs, if such a “brand spokesperson” can be distributed across multiple media contacts of the target user (not only Xiaohongshu, Taobao Live, etc., but also real-life parties, chats, etc. ), Telling the connection and the story that happened with the product and brand from different perspectives can more effectively shorten the distance between the target user and the brand, and bring them a subjective and dynamic brand experience.
(Additional point: there is no need to confuse whether it is called KOL, KOC, or any other name. Whether it is a star or a public, each of us may become that influential person, but the scope of radiation Different.) In 2020, the marketing of consumer goods will surely become more intense, and the methods will also be updated; however, only by grasping the above three trends can we actively respond to the changes!
About the author: small circle pear
My working experience includes: a senior reporter for Southern Metropolis Daily; responsible person in charge of Wal-Mart’s China headquarters and China Resources Land’s brand marketing; after that, he was all the way to Party B. The customers he served were not a big deal, but they were all deep. He has served for Fortune 500 companies such as China Merchants Bank and Tencent, as well as a brand marketing consultant for emerging startups such as Little Freddie.
Many emerging consumer products have seized the guise of the “economy economy”. Huang Hai, executive director of Fengrui Capital, said: “The brand’s new KPI should be-the rate of drawing; that is: what percentage of those who bought your product will spontaneously spread your product pictures?” < / span>
In my opinion: When consumables are brewing, we must think clearly- How to make products the content that people want to expose? Can my product make people want to tan? Or can you awaken people to take care of it in a certain scene? For example: I willI want to drink a cup of milk tea on a sunny day. Milk tea represents my mood at the moment, and I want to bask in my mood; or when I’m tired of working overtime, I have a cup of coffee or some snacks. My persistence …
Content-oriented products that are highly readable and enjoyable are the appropriate carriers of brand culture. When I buy it, it represents what lifestyle I choose. I am willing to give you the lifestyle I have thought about; then, the product naturally becomes a symbol of trust (ie: brand).
Trend three: From “carrying person” to “speaker”
In 2020, when major consumer goods companies look for KOLs on various platforms, such as Xiaohongshu, Douyin, and Taobao Live, it is necessary to change their thinking appropriately: Is it still just to ” “Looking at them from the perspective?
Let’s talk about something interesting. Not long ago I was planted a sunscreen by a KOL article. After placing the order and using it, I think it is ok; so, I want to recommend it to people around. But when I was going to name the sunscreen, I couldn’t remember it. For me, the message from this KOL’s cursive text is: This sunscreen is suitable for mixed skin, non-greasy when applied to the face, and the sunscreen effect is ok. Its packaging is all black. As for other brand information, I don’t know at all, because KOL has hardly told any brand story. Well, for this sunscreen, when working with this KOL, it did not make full use of “the content that comes with KOL itself.”
What is “the content that comes with KOL itself”? Brand owners should not just regard the KOLs they want to cooperate with as “grass-planters” and blindly ask them to instill product selling points to target users; otherwise, what are the essential differences between these KOLs and TV shopping guides? Must understand: KOL itself is “content”! What they bring includes not only: I will buy and follow me; but also: personal brand stories, values (such as: what kind of life do you want to live? What kind of consumption concept?), Etc. Therefore, the “grass” planted by KOL is not only “purchasing desire”, but also the recognition of brand value implanted in people’s hearts.
(The above picture is from the “WeChat public account” anti-pants position, the annual recommendation of good things)
With this change of thinking, 2020When a consumer goods company seeks KOL cooperation again, it will be upgraded from a “product with goods” level to a “brand spokesperson”. This will also reshuffle the “KOL”: those KOLs with personal brand value will be even more popular.
However, it is not only the head star or super celebrity that can be a brand spokesperson; the middle waist KOL, even you and someone around me can become a brand spokesperson. Although the influence of “them” and “us” is limited, it is more intimate and informative. For consumer products with low purchasing decision costs, if such a “brand spokesperson” can be distributed across multiple media contacts of the target user (not only Xiaohongshu, Taobao Live, etc., but also real-life parties, chats, etc. ), Telling the connection and the story that happened with the product and brand from different perspectives can more effectively shorten the distance between the target user and the brand, and bring them a subjective and dynamic brand experience.
(Additional point: there is no need to confuse whether it is called KOL, KOC, or any other name. Whether it is a star or a public, each of us may become that influential person, but the scope of radiation Different.) In 2020, the marketing of consumer goods will surely become more intense, and the methods will also be updated; however, only by grasping the above three trends can we actively respond to the changes!
About the author: small circle pear
My working experience includes: a senior reporter for Southern Metropolis Daily; responsible person in charge of Wal-Mart’s China headquarters and China Resources Land’s brand marketing; after that, he was all the way to Party B. The customers he served were not a big deal, but they were all deep. He has served for Fortune 500 companies such as China Merchants Bank and Tencent, as well as a brand marketing consultant for emerging startups such as Little Freddie.