current position：Home>11000 words, 11 CEOs, detailed analysis of brand growth
11000 words, 11 CEOs, detailed analysis of brand growth
2022 In the first half of , All kinds of difficulties come one after another , The price of talent is becoming more and more expensive 、 The price of raw materials has increased and the gross profit of products has decreased 、 Express delivery outage , Many businesses' top priority is not to expand , It's about making money to survive .
In order to prepare for a rainy day , Better preparation , Ace growth camp is invited to 10 Of new consumer goods CEO, stay 4 month 29 Day is held 《 sprint 618- Brand global growth summit 》, brand GMV cover 10 Billion +, category TOP1, Also have 0-5 Billion growth has done particularly well .
Brand growth sharing , Not just staring at GMV, It is more about profit , Have a global view , Grow with brand thinking .
Streamline summit dry goods , Share with you .
One 、 Traffic dilemma , How to break through global growth ？
Two 、 How to start a small red book with a low budget for a new brand ？
3、 ... and 、 Create founders efficiently IP closed loop
Four 、 How to gain insight into users ？4 Step 1: define the hot money
5、 ... and 、90 God 0-1 Self broadcast tens of millions , Live broadcast of brand thinking
6、 ... and 、 round table ：2022, How to find new growth points for brands
7、 ... and 、 Those pits encountered when online brands enter offline
8、 ... and 、 What are the long-term private domain operators doing ？
Nine 、 How does little red book leverage high transformation with low budget ？
One 、 Traffic dilemma , How to break through global growth ？
Founder of Laowang trump Growth Camp 、 Founder of juezhi Marketing
At present, many businesses have a misunderstanding ： Growth is driven by new brands . Think that only keep pulling new , Brand can grow , Even the founder's focus comes from finding an anchor , Visit channel , Ignore the product 、 Buy again .
From the growth quadrant , If the product is low, re purchase , Even high growth , Businesses are also at risk “ Leaky bucket ”. Perfect diary From the highlight moment of listing , Now the share price has fallen to 1 Below US dollar , Facing the risk of delisting has given everyone a warning . Local tyrants are like perfect Diaries , Crazy pull new , But no repurchase , All continue to lose money ,99.9% Ordinary businesses , More attention should be paid to the importance of re purchase .
Brand growth , To make money , The core is 2 spot , La Xin + Buy again . here , I give a simplified global growth model ：
1、 Bottom comb
No matter what brand you want to make , Still want to make money , Combing the bottom layer of the product ： location 、 Selling point 、 Vision 、 Product power must be considered , Even if you want to make quick money , Traffic is not the most important . The bottom of these products are not , How can the flow be transformed ？
all , Things at the bottom , Before market behavior , Even before product development, you must think clearly .
1.1、 Selling point
Many brands find it easy to refine their selling points , Actually , Seemingly the simplest is actually the most difficult .
Last month, Laowang e-commerce College held a training course , Yes 3 Students from two brands shared the selling points of their products , It turned out not to be expected ,3 The selling points of a brand are seen by other students , Not very attractive .
A pet health product ： The selling point is 100% Fish oil imported from Peru , But other students are more 25% The absorption rate and hands-free fish oil are more interested ;
A menstrual ointment ： The selling point is 7 A traditional Chinese medicine formula ,64 Times the concentration , But what other students are interested in is that it doesn't hurt after eating .
Every brand is very confident that their selling points are well refined , But many people are blindly confident .
2、 La Xin ：
Why do some brands pull new very well , But it was a loss ？
I hope you will remember 2 Sentence ：
1、 Consumers are mobile ;
2、 The product is not good , Burn money to make new , Now lose , Have been losing ;
Consumers are mobile ：
Loyalty , There is a “ Loss area ”“ Indifferent area ”“ Emotional area ”“ Blue ocean area ”.
Loss area ： In the red sea environment , Most customers face too many choices , meanwhile , Human nature likes to taste fresh .
Indifferent area ： Customers will choose good products , But loyalty is average , Once you find a better competitor , It's going to drain ;
Emotional area ： Customers rely on products and brands , Habitually choose your favorite products .
Blue ocean area ： Customers have too little selectivity , Have to be loyal to the product .
The cruel reality is that , Products are highly homogeneous , Most consumers , All in “ Loss area ” and “ Indifferent area ”, Don't think it's new , Consumers are your , Especially the new category , You educate consumers , result , Loss in users , It is likely to realize re purchase in the competitive products with better product power .
The product is not good , Burn money to make new , Now lose , Have been losing .
2022 Years. , Strategic losses simply don't adapt to new consumption . Why do you lose money , In most cases, it is impossible to pull new , Or the re purchase caused by the lack of product strength , In what we say “ Leaky bucket ”“ powerless ” quadrant . Especially the loss caused by the lack of product power , It will only lead to more losses .
3、 Buy again
Re purchase , Membership system and private domain traffic , It's a very important part . The cost of acquiring a new customer , It is to maintain old customers 5 times . therefore , Don't ask whether to do private domain , When to do . The answer must be to do private domain , Immediately .
4、 Brand level
Brand story 、PR spread 、 User reputation 、 In fact, it is difficult to evaluate the data effect of user activities on pull in and re purchase . But these are important to pull new and re purchase , It's all helpful . From the perceptual and cognitive levels , Build the user's favor for the brand .
The flow of recognition at the perceptual level , Is a truly recognized product 、 Brand recognition , Flow that is not easy to lose .
The purpose of growth , It's for profit , For brand growth , Not for vanity GMV. Never focus on e-commerce , It has become smashing the marketing budget GMV. growth , It should be systematic , It should be global .
Two 、 How to start a small red book with a low budget for a new brand
Li Geng Co founder of Yao Xiaocha
One 、 Choose competitive products
As a new entrant to the industry , When doing content marketing , There must have been a lot “ Forefathers ” Find out all kinds of explosive texts . therefore , The choice of competitive products is a good shortcut . Find the reference , Learning that has made results first , Is the most efficient way , You can also avoid the pit .
How to find references ？
Similar products ： With our brand “ Milk ginger tea ” For example , The products under the beverage category , They are all reference targets .
The crowd needs the same scenario ： Consumers who demand milk ginger tea , The demand for functional fudge of similar products is the same , So this kind of product is also a reference .
Products with a lot of hot articles ： Big food category , You can refer to their popular ideas
Two 、 Little red book content 4 The big thing
1、 Head picture
Find a presentation form suitable for the near future of the product ！ The key word is ： Suitable for your kind of products 、 In the near future
You can take a look at this 3 Pictures , almost , Why can such pictures explode ？ Because this time , Such a picture is new to everyone , Can arouse everyone's curiosity , Once similar images are flooded , Users also lost their curiosity , The number of clicks on the picture slowly decreases .
Choose the first picture and title , succeed 80%. The title can also be set with a fixed template . such as ：
1）“ It is suggested that the girl change the milk tea to him ”, Can change into “ It is suggested that people who reduce fat , Replace the milk tea with him ”
2）“ Internal staff recommend ”
3、 Rotation and copywriting
Users like to look at pictures , When the user clicks in , The rotation chart can attract his interest , Users prefer to browse content . There are several points to note in copywriting ：
1） What kind of style , More personal
2） How to express the selling point ？ Express a few ？ How to sort ？ How long?
Milk ginger tea , Just say 2 A selling point ：
Solve the problem of aunt
Good to drink , It's like drinking milk tea
How many other cards , What kind of milk powder , There's no need to say anything about ginger .
3） A hot article doesn't mean that the product sells well , Take the measure
Some note data is very good , But it's not because the product attracts the attention and curiosity of users , Maybe the character itself , Such a blast , It is not helpful for product transformation .
Product description is very important . If it's too soft , Users don't know what you are . too hard , The data is poor , Users also know that it is advertising .
4、 Comment interaction
Comment maintenance ： Add a fire to high-quality content . High quality comments can drive more interaction , The amount of interaction , Will pry more free traffic .
Focus on the product , Guide purchase .
Divine review , Trigger more comments on tap water , The higher the amount of interaction , For transformation , The weight of notes is very helpful .
Put the front 、 Quality comments , Top up .
3、 ... and 、 Continuous output of content ：
The content has timeliness , If a certain content form has no traffic bonus of the platform , What to do with that ？
1） Change the expression of the first picture
2） Change the crowd 、 demand 、 scene
Aunt crowd , Did 6 Months , It's almost fished . But the product still needs to be promoted , So it's time to change the crowd . For example, health people can also do , But another way of expressing content . such as “ Body cold ”“ Air conditioning room ” wait . In this way , And can make .
3） If it doesn't work , Just change products .
3、 ... and 、 Create founders efficiently IP closed loop
Yi Zihan Pine fresh & Founder of Qingxin Lake
One 、 Why be a founder IP Well , There are several very important points ：
1、 Spread brand concept ： With and without people , The perception to consumers is completely different , Setting distance will make consumers feel less , Create a sense of closeness , Especially in the private domain, it can improve the popularity and Trust degree . On tmall and other product pages , Continuous output of the founder's human design .
2、 Form high conversion and long-term repurchase ： With 【 Private domain 】 For example ： First character , Re product ！ The annual repurchase rate of Qingxin Lake private domain is up to 450％, Consumers are willing to continue , Long term repurchase , It's because the founders output IP Represents the brand , Because of the trust in the founders , Created trust in the product .
3、 Reduce marketing costs ： Don't buy traffic everywhere , founder IP Once the content explodes , It's equivalent to saving the advertising expenses of one million fans ;
therefore , Be a founder IP For the brand side 、 Flow side 、 Private end 、 The conversion end is a very good help .
Two 、 How to be a founder IP：
1、 customized IP The story ： First , To customize the founder's story , It must be true .
2、 Integrate the founder's story ： Various channels repeatedly , Unified presentation . In any channel that reaches consumers , All output the story of the founder , It's all about improving users' perceptual cognition , And once this cognition is established , It's hard to eliminate .
3、 ... and 、 founder IP Spread what content ？
1、 All creative content , The ultimate goal of the enterprise is to spread its values 、 Brand concept and product concept , founder IP On behalf of brands and products .
For pine fresh , The key words of enterprise values are ：
#0 Add healthy seasoning ## The pioneer of Tricholoma matsutake seasoning #、# Be a baby, love to eat 、 Healthy seasoning for the whole family #、# Three tenors # A pregnant woman # the elderly # Can rest assured to eat 、# A healthy diet # # Healthy kitchen # # Mother and baby nutrition #
therefore , The content of creativity , We should focus on these core keywords .
2、 Spread the values of the enterprise ： humility 、 sincere 、 insist 、 happy .
3、 The official account matrix + Matrix of video numbers . Expand communication . No official account 3 A no. ： Teach vegetarianism 、 Qingxin Lake vegetable food 、 Qingxin Lake vegetarian . There's also a video number 3 A no. ： Yi Zihan, founder of Songxian 、 Dietitian mother Yi Zihan 、 Yi Zihan said the ingredient list
Four 、 Planning content
After the content direction and content channel are set , How to plan the content ？
1、 What founders are good at ？ Take yourself as an example , Find the label on yourself , It must be true , Only truth can move people .
2、 In line with their own brand concept ： Find what you're good at , Do mind mapping , Find the direction of propagation , Many founders are afraid of being on camera , There is perfectionism , The most important thing is to take the first step , Adjust in constant attempts .
3、 According to the mind map , Split detailed schedule , Arrange personnel to perform
Then the action to do , Is continuous output , Keep optimizing .
IP The end of , Is to complete the closed loop of landing . Founders need to think , How to empower sales ？ How to empower the brand ？ When the user's mind is consistent with the mind the brand wants to spread , The final victory of brand marketing .
Four 、 The bottom thinking logic of brands with annual sales of millions to billions
zizi ： Founder of luyouxian
Different stages of brand development , The problems are different , In the earliest days , The problem facing the company is ：
1、 initial stage , The crowd is not focused ： The first company to sell fresh products , The supply chain is very strong ,sku A lot , But this is product logic , Not brand logic , Then after thinking , Including supply chain advantages 、 profits 、 The needs of people in the market , Finally determined the COD , focusing 6 Months -36 Months old .
2021 Beginning of the year , Popular Icelandic Atlantic cod , Completely different from the tangent of competitive products , Deer Youxian took a small package . after , Named little cod ,
2、 Fierce competition after transformation ： After transforming children's complementary food , As a new brand , pressure . From children's fresh food brand to children's fresh food brand , Cod products are included throughout the year , Deep ploughing cod species ;
3、 Looking for strategic breakthroughs ： Cod has a limited audience , The ceiling is also relatively low , Therefore, the strategic focus of the company has changed , From children's cod to children's Prefabricated dishes , Seeking greater development space ;
As has the advantage of supply chain , Brands that cut into the new consumer goods track , President Zhao refined 4 Point replicable experience ：
1、 focusing ： Traditional e-commerce businesses 、 The problem easily encountered by factories with advantages in supply chain is SKU A lot , Each product is its own child , But actually ,sku Too much , For capital flows , Inventory is under pressure , Be sure to have insight into the industry , Research on competitive products , Find your strengths and core groups , To simplify SKU, Focus on products 、 The crowd . Only focus , To have a chance to break through ;
2、 Explosive products do not necessarily represent brands , But brands must need explosive products ： To determine the brand's core big items , A lot of times , It's hard to have technological innovation , Then micro innovation can be carried out in products , Deer Youxian is at the COD track , Make cod into small bags , More convenient , It immediately attracted the favor of target users ;
3、 PR makes a brand , Word of mouth is important ： Opinion leaders are the key to standing and breaking the circle , To find from different dimensions KOL Help the brand speak ;
4、 Keep trying , Look for new flow depressions ： The little red book 、 Tiktok 、B standing 、 You know Are very important communication channels , Especially xiaohongshu and Zhihu , Praise and Bad review Here 2 Both channels are fast eruptions , Except for these channels , In the process of brand growth , Any channel is very important .
5、 ... and 、90 God 0-1 Live ten million , Live broadcast of brand thinking
Chen Wanli Founder of Laidian Technology
Tiktok is a horse racing mechanism every day , Only 5% People can make money , User groups and traffic are not as good as before .
Online business faces national competition , As a brand, think every day ： How to create unique value ？
One 、 Tiktok is still in the development stage
About the future of Tiktok e-commerce , I'm optimistic , Because believe a word ： All business models , Ultimately, make it more efficient . The penetration rate of live e-commerce is less than 30%, It is still at an early stage ：
The growth rate of e-commerce retail is greater than that of offline and overall
The growth rate of Tiktok is greater than that of e-commerce market
Strong sellers grew faster than Tiktok
Two 、 The brand live broadcasting room is not well done 4 The big reason
1） Cognitive problems , Learn quickly from more people with results , See your situation .
2） Mental problems , Worry , See others earn tens of millions a month , I want to , Unable to follow the underlying logic of Tiktok , haste makes waste .
3） The human problem , Good traders do it themselves , The people you can recruit are basically ordinary .
4） The problem of execution , Try to enter the game with a good attitude , Use Tiktok as a channel , The boss pays attention to , No time and energy invested , Leave it to the team to do , Execution can't keep up with the rhythm of Tiktok .
Why can we cut from tmall and do well , Because I think the underlying logic of the essence of e-commerce is interlinked , Will eventually return to “ People and goods yard ” Matching degree of .
3、 ... and 、 The bottom logic of Tiktok
1） The choice of the track ： When merchants choose the track , Consider whether the track is big enough , How fast does it start , Matching degree of supply chain .
2） Brand thinking makes Tiktok
Tiktok is just to grasp the essence of traffic through brand thinking
3） Trade off of business play
Four 、 Tiktok algorithm cognition
Tiktok is essentially an Internet product , Behind the product is the algorithm . Why is there no traffic in a live studio , Almost all the problems , Can return to the underlying system of the algorithm .
Tiktok likes to pop up , therefore , We should have our own brand studio 3 A model ： Traffic model , Stay model , Transformation model
therefore , Through clear “ People and goods yard ” To tell Tiktok what kind of people she needs , Help Tiktok build models quickly .
5、 ... and 、 Control of people and freight yard
Delivery of people to freight yard , Mainly through the content to convey emotions . Live broadcasting is the main line down the store , The success of the offline store , How they operate ？
1） Identify the core pain points of the population
What's wrong with the group 、 What problem can I solve , I ⽤ What products solve the problem 、 Corresponding script
Precious mother 、 in ⽼ year 、 Office worker 、 Rich man ⼈ wait
2） Users who meet the same needs think ： Today's users , In especial 95 after 00 Later users , No longer limited to the explanation of product selling points , Many users will because of the brand values , I like the brand . Now the competition , Not just brand products , And vision competition .
3） Treat the flow as a person , Treat consumers as people ： Tiktok is a content platform. , Pay more attention to the consumer experience , In particular, consumers' negative comments have a greater impact on Tiktok than tmall , So respect every flow , Do a good job in each traffic experience .
1、 E-commerce products are the foundation of business , If the product and product structure do not have advantages , It is impossible to gain a competitive advantage .
for instance ：
You search for the wall breaking machine on Tiktok , You will brush many brands of wall breaking machines later , If your product has no advantages , You and other opponents PK There is little chance of winning .
2、 Product depth ：
If consumers buy products A, He prefers to choose product stores 1 Make a purchase , Because in his impression , The store 1 More like selling products professionally A Of , Not the store 2 The store 3.
Depth is the highlight of professional image , No depth , There is no big live studio .
3、 Accompany the running products to set off the live broadcast room
Consumers enter the live broadcast room , There are enough products , Will pull the length of stay . More products , The momentum of the live studio will be different , Compared with the live broadcasting room with only a few products , Consumers prefer to believe that it is a big store ;
4、 The end point of e-commerce is the supply chain ：
Proportion of live broadcast with goods ,99% Dead in the supply chain , Advantages of goods , Determines the success of the live studio . And every high-quality live studio , We must attach great importance to the live broadcasting room of the supply chain .
The so-called long-term love , Most begin with love at first sight , The live broadcast is even more so . A good live broadcast , It must be “ The director ” Coming out , A good live broadcast , It's like a good movie , There are even some acting parts .
How to build an awesome field ：
Real scene ： What consumers can see when they come in , Including scenarios , The host , clothing , background , Lighting, etc .
Virtual scene ： Navy script , Field control speech , voice , Emotional guidance .
It can be divided into ：
1、 The light ： The clarity of the picture does not mean that the more expensive the equipment, the better .
2、 The activity atmosphere in the background ： Floating screen , Price 、 Discounts and other information should have , Let new users enter the live broadcast room , Can find clues to the live studio through the background , such as ： Is there any Good stuff , There are no cheap products here , This will also increase the stay in the live studio .
3、 Something in the first perspective ： The core is to let consumers in , Know what you sell ？
4、 It's also important for the anchor to wear ： Because we are playing a simple style , So the style of the anchor and the style of the live studio , To unify ;
5、 navy ： Through interaction and answer , Improve the atmosphere of the live studio ;
6、 ... and 、 round table ：2022 year , How to find new growth points for brands
Brine master Founder of Wang Xiaolu
Wang Yichao The founder of space carving
Zhou Lei Puxi brand marketing director
One Repeated outbreaks , Flow becomes expensive , How to adjust and deal with new consumer goods ？
Brine master ：
The impact of the epidemic on everyone is relatively consistent , Because the receiving address , We will have 20-30% Fluctuation . Send directly through the factory 、 In the form of goods prepared by the supplier , But because we are snacks , Therefore, changes in the economic side have little impact on snack categories .
These changes , It's all the changes at the supply chain end and express end , Not because consumers change . The ceiling of snacks is relatively high . The impact of all outbreaks on the track is relatively low .
But the company recruits from , Marketing will not be much affected . But I will pick up the business model , I hope the one-way is positive , Tiktok doesn't make money , Don't let it go , More stingy content quality and so on .
Wang Yichao ：
Delivery capacity will indeed be affected , The need is , But consumers can't buy , Product delivery is less than . If production cannot keep up , It is necessary to control marketing investment , Ensure that the business model is positive .
When investing in brand building, we should control our emotions , Take care of consumers' feelings , Be careful of untimely advertisements .
Zhou Lei ：
Consumer consumption upgrade , Basically irreversible . We used to buy very good products , Because of the epidemic , Just buy bad products , Consumers will not have the possibility to reduce consumption , Especially household products .
What kind of industry has been impacted ？ Pseudo demand industry . Under the epidemic , Squeeze some foam , But for industries that consumers just need , For businesses, you don't need to have too many negative emotions inside . Whether our crowd is accurate , Whether the business model is stable .
Two 、 In this year's environment , Product end, brand end , Marketing side , Will there be any emphasis ？
Brine master ： Consumer goods have a triangle , product 、 matching 、 channel . Consumer goods companies need to study this 3 Elements .
Product side ： The production and Research Center has paid attention to , Cause Nestle Mars talent , Study the company's second growth curve . The ceiling of chicken feet is relatively high , That doesn't mean we don't reserve the second curve . In particular, the cost of chicken feet has risen more this year .
Canal end ： Now the offline proportion continues to rise , Not significantly affected by online traffic , I'm still adding code . Tiktok 、 A lot of spelling Gain increment .
Brand side ： Continue to follow last year's plan , Continue to overweight entertainment marketing , Put in advertisements . Because we have conducted in-depth user interviews , High frequency scenes used by users , It's watching a play . The proportion of women watching plays is higher than that of men , So we think we need to invest in big plays , According to the user scenario , User group portrait to determine .
Wang Yichao ： The big direction , It's about category cultivation and brand occupation .
We will make an article on pull new and re purchase . At the new end , We did research last year , Among our customers , And most don't know “ Space carving ”, So our brand is only a well-known brand in some parts , It hasn't completely formed a broken circle , So this year, more budget will be spent on building category and brand mind . At the same time, we should differentiate , Tell consumers who have already bought .
We will shoot brand advertisements , At the same time, cross-border and joint branding with some brands .
Zhou Lei ：
We also exist in the customers who buy , Don't know the brand . The number of stores on social media this year , Star cooperation , The implantation of variety shows should be put into production .
Pu Xi will make more investment in Tiktok this year , As an important track for growth . in addition , Grow through the launch of the content side .
3、 ... and 、 Your prediction for the future of Tiktok e-commerce is ？ What kind of role does it take in the company ？
Brine master ：6 Billion DAU, No one can bypass a platform , We will continue to improve the conversion efficiency of the live broadcast room , Buy traffic to transform “ Technique ” The level of has been optimized . But we don't think the self broadcast model is a particularly good model , We will vote for such things as the Tiktok challenge , I won't completely regard him as a platform for selling goods outside tmall , I will also think about how to use Tiktok in content , Promotion of Pinxuan end .
Wang Yichao ： Let's pull new + Promote to see Tiktok . Lachine for the space moment , The explanation of products in short video and live broadcasting room is more direct and efficient .
We look at self broadcasting , Like a dynamic , Three dimensional detail page . Shelf e-commerce , The details page is a one-time investment . But the studio continues to invest , And the investment is not low . For our products that are not high margin , It's a challenge .
Tiktok is pushed to consumers , Ask the brand to spend money on , The investment cost remains high .
Zhou Lei ： We have high expectations for Tiktok . Build your own content team , And build content with consumers . The short-term input-output ratio does not reach its ideal value , But follow a good direction .
First, as a touch platform for content , In fact, it is the harvest of selling property .
Four 、 Flow becomes expensive , What is the experience of getting customers ？
Brine master ： It is inevitable that traffic continues to become expensive . Traffic is an algorithmic logic , Nature won't make you a lot of money , The cost of getting customers is always higher .
So why don't we know ROI Invest in entertainment marketing , This is really building brand awareness . Continue to penetrate in the way of brand , Not in the form of commodity competition .
So the ultimate solution is to build your own brand power .
Wang Yichao ： Before, the traffic was cheap , Maybe it's not really cheap , There are a lot of invalid traffic , It's not really expensive now , But more effective traffic . Use the flow value to judge the flow , Not just the flow price .
So here's what we're going to do , When consumers open tmall , Already want to buy out , Tmall just made an undertaking . We will work more in this direction , Do pre-sale . Just like there was a saying called , Before consumers go out , I've decided to buy Coca Cola , It's just that the supermarket has made a undertaking .
Zhou Lei ： The value brought by traffic is not just based on sales , Except for sales , What else can you do . This involves the concept of brand .
If I buy traffic, I have , If you don't buy it, you won't , No one can afford this . And the traffic done through content , Then this traffic generates brand awareness , Generate secondary repurchase , So we will weaken the single ROI Criteria for judging the number of passengers received , But it will increase the judgment standard of the brand , Add brand attributes .
5、 ... and 、 What kind of advice to peers ？
Brine master ： For startups , Don't rush for growth , It is a good time to grasp the rationality of the business model . Receive visitors 、 Buy again 、 gross profit . Whether the business model is high-quality , More important than scale . Bad business model is in the wrong direction .
To the organization 、 Efforts should be made to build culture . For talent introduction , Our company pays more attention to . Make more money this year , Make less money , Will return it . The results obtained by chance are not long-term .
Wang Yichao ： In a form consistent with the current stage of the brand ： It is not recommended that when there is no popularity , Consider loyalty and reputation , Solve the problems of the brand at this stage . Early investment budget to establish brand culture . Because your influence is limited , Your culture is also limited . Because now the information explosion , Every brand wants to say culture , sense of worth , What consumers can't accept .
Use the marketing media within the company's resources ： Select the appropriate media according to the budget , Make the most economical account .
Zhou Lei ： Be a business , Allow yourself to be imperfect . Now many enterprises are facing problems , Where am I weak , I'll go and make it up first . The supply chain is weak , Just invest in the supply chain , Pull the supply chain to the average level . But in the breakthrough stage , We should give full play to our advantages . The two armies are at war. , If your indicators are average , There is no one's own “ Mao ”, It's hard to break through .
Be clear that you are competitive , Have their own breakthroughs and strengths .
7、 ... and 、 Those pits encountered when online brands enter offline
Xiao Bo ： Founder of MI Xiaoya
One 、 At present, there are several pain points on the line ：
1） Traffic is getting more and more expensive ： Not only does the flow become expensive , Logistics costs have become expensive recently
2） Low price competition ： In order to get users , blunt GMV, They are all cutting prices ;
3） Unlimited competition ： Your competitors , Hundreds , Thousands , The same category of tmall store and Taobao store , It's all your competitors ;
4） Low customer loyalty ： In especial 00 after , I'd like to try it very much , No brand loyalty at all
5） Traffic experts start their own business ： People who do well online , Or the salary is expensive , Or start your own business .
Two 、 Offline opportunities ：
Despite the epidemic, many stores are closed , But the offline market , Still very big . The share of offline market is at least 2 times . Offline opportunities have several core points ：
1） Broad market
China has a large population , The market is big , The first line to the 18th line have their own living space .
2） Regional barriers
The complete Matthew effect on the line , Offline brands have regional barriers , In other provinces or online , I haven't even heard of .
3） Limited competition
200 Ping mother and baby shop , A category ,10-15 A brand , Oh, my God . Generally 3-5 A brand , So offline stores and 3-5 Brand competition , Compete with hundreds of online brands , Totally different .
4） High loyalty
Offline 3 Km range to buy , Loyalty is higher than online .
5） Offline experiences
You can directly touch and experience products offline , The conversion rate is higher .
3、 ... and 、 The logic of offline brands ：
1） The needs of first-line and third-line customers are different
The population of many first tier cities , Has entered the fourth consumption era , Second and third line , Or the third consumption era , Four five lines , Or the second consumption era , Big logo, Only expensive ones. , Not buying the right ones. .
The rise of domestic products , Not rising in the north, Shanghai, Guangzhou and Shenzhen . But second and third tier cities , Data are more receptive to Guochao culture , It has always been a second and third tier city .
2） Trust high cost products
It's hard to play on the front line , Three lines are relatively easy , Because they trust shopping guides more , Trust platoon .
3） Arrangement and location are more important
No visual impact , It's easy to ignore , Then choose stores that are willing to focus on us and cooperate with each other .
4） The shopping guide decides the sales volume
Shopping Guide , A striker similar to football , The offline shopping guide can decide the door-to-door step of the product , Is it good to sell offline , The core does not depend on the product in the little red book , Exposure of Tiktok , The main reason is that the ability of the shopping guide is not strong .
5） High conversion rate of on-site experience
Online price comparison , But offline price is not the core factor . Maybe because of a word from the shopping guide , Even if the specification is a few yuan , For today's consumers , Also willing to place an order .
Four 、 Deep distribution , Occupy the mind
1） There are enough channels
2） Permeability is high enough
3） Arrangement is trust ： Or not , Or you need a big row of noodles , Otherwise it won't work .
4） The shopping guide is a foot on the door ： The shopping guide of the shopping guide , It's very important , Otherwise, just lie quietly , The effect is definitely not good .
5） Distributor 、 store 、 Shopping guides need to take care of ： Get it done Shopkeeper , You don't have to deal with the clerk yet , Every clerk has to deal with . There are many links , If one link is broken in the middle, it will not work.
6） Continuous activity is effective ： Offline activities may not be very powerful , But continue , Because offline communication is not as fast as online , The conduction efficiency is relatively low , Only sustained is effective .
8、 ... and 、 What are the long-term private domain operators doing ？
Si Si HONI And your favorite food founder
One 、 Mode starting reason ：
HONI Set sail from the circle of friends , From the beginning 3 personal . In adopting the mode of wechat direct selling , Doing it 0-1. Why do you want to make an offer like this , A few points ：
1、 Pamper the crowd , There are 4 Characteristics ： young 、 women 、 Highly educated 、 High ability to pay
2、 Pet = Raise a baby , Super social and sharing properties
So it shows that these people have the attribute of sharing , And these users , Most are not married and have children , Keep a pet before raising a baby , So I think the people who raise pets and babies , It's highly consistent .
3、 Just need to 、 Viscosity 、 Stable 、 High repurchase
4、 Break the ice with network trust, domestic trust crisis ： The industry agrees that foreign brands are better , The first thing for new brands to enter the market is to solve the trust crisis . therefore , The best way to break the ice is to break the ice of contacts , Through friends , Closer trust in products .
5、 Satisfy the user's emotion & Spiritual needs ： Just need , If you just use the product Short and smooth communicate , It's hard to explore their spiritual needs and respond .
So we use wechat direct selling to make the brand , And achieve good results .
But you know , Quality is the basis of fission , Compound interest without fission , The product is not good , Buy... In the face 1 Time , Never buy again . Exchange trust with users , It's our original intention .
Two 、 Whose needs are we meeting
Our product is for pets , But the buyer is the owner .
According to Maslow's needs , We can see , Safety needs and physiological needs , Is to meet the needs of pets .
HONI To see is , Except for the beloved , We hope to achieve richer emotions with the help of pet raising / Spiritual experience / The goal is .
3、 ... and 、 personal IP Trust empowers altruism
Everyone should inject personal characteristics into the brand , Many dealers may trust the founder , Chose to cooperate , But we want our partners , Can convey trust , Use their own language to interpret the brand story .
True altruism , It shouldn't be a price cut . Use values to lead , Private domain should have a soul ,【 people 】 Is the core of the private domain .
Nine 、 How can new brands leverage high transformation with low budget in xiaohongshu
Ah Xie Co founder of lemon Republic
One 、 Strategy ： Find the traffic password
Cutting edge brands with limited budgets , Hope to achieve the highest transformation effect , We chose koc Hand held explosive text delivery . throw a sprat to catch a herring , Putting into production can be very high .
Two 、 Find Xiaohong Shuda
1） brush ： What you brush , They are generally of high quality , Because the water , The platform will not recommend .
2） search ： Selling points related to product keywords ： Low sugar drinks, etc . Find bloggers who have posts and choose ;
3） copy ： Study the talent of competing products , Select the right blogger from the talent they put in
We don't know the type of organization ：
1） Refuse one price institutional cooperation
2） Refuse packaging cooperation without knowing the details of the talent
Formulate the screening rules for bloggers ：
1） Cost lower 1000 Yuan's talent ;
2） The explosive rate of handheld content of products of the same category released in recent month is greater than 10%： The key words are the same category , If it's a different category of tweets , Products that launch brands do not necessarily explode ;
3、 ... and 、 How to improve the burst rate and effectively drain
1、 Real sharing , Co create content, not control content
Selling points pile up Is not important
Brand exposure Is not important
Brand topic Is not important
2、 Our popular formula ： Creative flow of the main map + An exaggerated and subjective title + The content length should not exceed 10 That's ok + Hard sell points should not exceed 2 individual
Not every topic produces a blast , But different time periods tend to different contents . How to find out ？ Just brush more .
3、 Heat the fries , Give notes a chance to explode again
The traffic is abnormal after the note is released Whether the French fries test is illegal
Content enters the platform stage French fries second pry flow
Generated blast Chasing may yield surprises
4、 Violation risk control , In line with Xiaohong Book Flow Ecology
1） Brand key words / prominent logo Packaging
2） False marketing ： Efficacy words / Limit words
We have a lot of drinks vc, It will be beautiful white , But we don't talk about Whitening , Will say “ In vain ”, And we don't say lemon Republic Whitening , But rather vc Will whiten , Sensitive words and prohibited words can be queried by referring to the website ：http://m.ju1.cn/
3） Restricted Marketing ： Sensitive words / Contraband
4） Repeat plagiarism ： Highly similar content
Once there's a blast , Similar blasts can be imitated in batches , Copy .
Four 、 Control review
Create a sense of authenticity and praise , Guide users to place orders
5、 ... and 、 Recycling ： Second use of content
What has been published , You can put it in tmall's comments , Be a tmall
At the same time, you can sync to the blogger or Visit the organization
This article is from WeChat official account. “ Marketing Lao Wang ”（ID:wltx-2015）,36 Krypton authorized release .
author[36kr],Please bring the original link to reprint, thank you.
The sidebar is recommended
- When "funny girl" becomes a career
- 21 animation companies, 5 with revenues of more than 100 million and 15 with revenues of more than 10 million
- Five oligarchs "separatist" chip design
- Mercedes Benz will start selling L3 level auto drive system
- Musk "painted a big cake" for Twitter: the revenue increased fourfold in seven years, and the user scale exceeded 900 million
- When the reservoir is opened, the "water group" of it home receives guests!
- PC parts manufacturers: during the period of epidemic control in China, customer orders will not decrease, but they cannot be fulfilled normally
- IC insights: Global Semiconductor R & D expenditure will continue to grow by 9% in 2022, breaking the record again
- After half an hour, I don't want to go to department stores to buy beauty makeup. The reason is not just the price
- From what aspects can OA system help enterprises?
guess what you like
Be able to write and carry e-books. New products can be big or small
How much money has Shen NANPENG made from meituan in the past five years?
Which video editing software is easy to use on the computer
No matter how many computers you have, you are reluctant to uninstall the three high-quality software. It is recommended to collect and use them
Pure bookkeeping app v3 5.0 Google play is purely ad free lightweight billing software
What are the translation tools and software? Only these are recommended
The list of major projects in Shenzhen in 2022 was announced, and two major projects of SMIC were listed
Webcast license revoked
CEO of dragnet: the Internet dividend has reached the top. It's spoiled that employees in large factories are laid off and paid high salaries
The loss of $183 million a day this year is one of the worst losses in hedge fund history, and the famous Tiger Fund has fallen?
- Foreign venture capital news | food technology start-up "mooji meats" raised a new round of US $3 million to produce artificial meat using 3D printing technology
- The value of crayfish plummeted, and the wholesale price of a kilogram was less than 20 yuan
- Jining development training program
- Which major does the lawyer's personal IP build Tiktok short video company in Hubei
- Which is the major of Tiktok short video operation company in the sports industry
- Fitness center Xi'an Tiktok short video shooting operation company which is the major
- Netease cloud music officially released the k-song app "music street" and invested 200 million to support music stars
- Jimi h3s experience: a private theater you can enjoy at home
- Which is the major of Tiktok short video production company in Tianjin?
- 5g "cloud" life
- What if the win11 store cannot load the page?
- Last night, it ushered in the largest IPO of US stock medical this year, which fell on the ophthalmology track
- Is it good to belittle yourself?
- Krypton evening news tiktok has obtained the anti fraud certification of tag, an advertising self regulatory organization; Peter, chief financial officer of BMW Group: China will maintain the world's largest new energy vehicle market in the next few years
- Singles exclusive benefits 360 search unveils the mystery of "black Valentine's Day"
- 5g RF manufacturer Fuman micro: at present, the company's wafer capacity is still in short supply
- China Telecom's "SIM digital ID card" was officially launched
- Lixun precision: East China factory is now in the process of orderly resumption of work and production
- 13 years of Alibaba e-commerce: Zhang Yong's merits and demerits
- Authoritative express ｜ new quantum computing software released an important step in the combination of domestic quantum computing software and hardware
- Apple's first retail store in Japan will be dismantled by the end of 2022
- Sell spoiled overnight fruits. This is the "more delicious fruit" that Baiguoyuan wants to make?
- Musk set three fires on Twitter's "cigarette butt"
- Samsung will provide dish with 5g network equipment and other telecommunications equipment, with an estimated amount of more than 1 trillion won
- Acer: the problem of short and long materials has changed from a shortage of semiconductors to "factories can't start"
- Wechat: the official account needs to provide relevant qualification certificates for overseas recruitment. If it is not provided within 7 days, it will be directly sealed
- Apple has officially integrated icloud "manuscript and data" service into icloud cloud disk
- Jia Yueting's microblog IP territory shows that Beijing netizens say "President Jia has returned home"
- Tiktok has recently disposed 1750 videos showing off wealth in violation of regulations, such as placing and decorating RMB
- Kwai live broadcast launches intermodal plan 3.0 intermodal training high potential and high-quality anchor
- Iphone14 family photo exposure no mini version
- In January, when the powder rises 40W, @ you can't eat enough and become a new top stream of little red books?
- The most practical introduction to the middle stage
- Teach you how to use your mobile phone to remotely control another mobile phone or computer. Only one software is needed
- Installation of a fast threshold stone master asked for 200 yuan. The owner thought the price was too expensive, so he did it himself!
- Chen Zhiwu: family business will be replaced
- Shanghai auto enterprises resume work: the workers have returned to the production line after leaving the shelter
- How to create your own encyclopedia in Baidu and the skills of doing Encyclopedia
- Football field on the cliff "New Year gift" from moto, Tibet
- The second echelon is the banner of anti growth. What enlightenment will the sales of new energy vehicles bring in April?