Recently, I often see my friends in the company after lunch, take out colorful pills from several exquisite bottles and swallow them, and carefully ask these young colleagues who advertise "punk health care", these pills turned out to be bowling capsules , grape seeds, milk thistle, anti-sugar pills, etc., just responded to the Internet buzzword: "Young people stay up the latest night, put on the most expensive mask", and now there is a "Kick the most expensive health care" Taste".
In recent years, a number of emerging consumer brands have been rapidly favored and sought after by consumers. The reason is that after fully understanding and researching target groups, media platforms and sales paths, they have formed product positioning , brand marketing , and channel integration . With a novel and unique style of play, it occupied the minds of young users in a shorter period of time, and created a set of niche behaviors for a new consumer brand .
1. The trend gene of the era
The transition of the consumption era must originate from the change of consumer groups.
Today, a large number of post-90s and post-95s have become the backbone of new consumption along with consumption upgrades. Among them, post-95s have huge consumption potential. They have different consumption concepts from other groups, and are more concerned about the appearance, quality, consumption experience, cost-effectiveness and other factors of products, and pursue individuality and trends, such as staying up late to death with health preservation, and pre-consumption only for their own interests, seeking novelty and curiosity. Become the psychological norm... These demographic characteristics have injected new opportunities into the entire consumer market.
Niche Behavior of New Consumer Brands
(Data source: CBNData consumes big data)
The primary goal of a new consumer brand is to catch the attention of this generation of young people on trends, anchor sub-categories from large categories, combine product functions with people’s interests, and use this as a breakthrough in the big brand market. Tore a hole in the middle and build it into a trend brand targeting a specific niche group. I call this strategy trend positioning.
" Health " is undoubtedly a major pain point for this generation of young people, which will drive many subdivided consumption tracks such as health preservation and meal replacement to become a trend. WonderLab, a cutting-edge brand, entered the track with the "Little Fat Bottle" meal replacement milkshake, and quickly became a popular product that swept the entire network through the flavor and taste of milk tea it created.
Different from the past meal replacement products, WonderLab adopts a small bottle packaging with a sense of fashion and sports, which is more in line with the psychological needs of users with avant-garde personality; at the same time, chewable particles are added to milkshakes of various flavors to allow "meal replacement". The ingredients are real and visible; based on solid product strength, WonderLab has put the concept of milk tea to the end, and jointly launched with HEYTEA "milk tea without fat" meal replacement milkshake, low-fat milkshake and high-calorie milk tea in contrast to "play" Together, they captured the hearts of a large number of post-95 consumer groups on social media.
Niche Behavior of New Consumer Brands
With the triple blessing of appearance , taste and creativity , WonderLab has accurately matched the trend genes among the young people of the era in the public opinion field. In the first year of establishment, it sold 30 million bottles of meal replacement milkshakes, creating a brand that belongs to young consumers. new consumer health brand for consumers.
2. Break the game from point to line and then form a plane
Benefiting from the traffic dividends brought by the post-90s and post-95s, the consumer goods sector has formed a new outlet for local new consumer brands, and this is all closely related to the changes in the brand communication environment.
In today's increasingly fragmented and telemarketing list diversified media, consumer groups have been reclassified and gathered, forming social circles and consumer circles with common hobbies, attitudes and values. Therefore, no matter what brand, it is difficult for a set of advertisements to penetrate all markets and people, but try to meet the needs of their potential user groups and customize the content they pay attention to and love.
In this case, social media with multi-level crowd attributes has become a platform for connecting brands and users. Brands have long output high-quality content on such platforms to communicate and interact with users, and shape brand images through precision marketing and scene marketing. , let the "ripples" aroused by the brand in the social public opinion field converge into a line, and finally form a joint force to spread to the whole platform and achieve a breakthrough.