New Consumption Observation | Follow the trend to change the brand to shape the innovation path

According to the "Future Consumer Index" report released by Ernst & Young, due to the uncertainty of economic uncertainty, 52%of global interviewees have declined due to new crown virus, geopolitical conflict, and inflation, which affects their consumption Decide. Some consumers choose to continue to control their consumption level, choose cheaper substitutes, and reduce shopping for non -necessities. Chinese consumers are optimistic about future expectations, consumer experience, sustainable development, brand values ​​and other consumption demands to gradually exceed traditional demands and become an important factor affecting consumer behavior.

The report shows that the fundamentals of China's consumption are better for a long time, the scale of consumption scale, the upgrading of consumption structure, the steady development of consumer model innovation, the improvement of the new generation of consumer consumption power, the acceleration of the onlineization of retail enterprises, sufficient market toughness, brand effects are consumption in consumption The influencing factors of expenditure occupy an important position.

This phenomenon is particularly significant among emerging consumer groups. Most of the millennial generations indicate that they are more inclined to buy brand products that are consistent with their own values. They pay more attention to the spiritual consumption experience. Essence New consumer factors such as value recognition and consumer experience that new consumer groups pay attention to have also become one of the momentum of steady growth of the consumer industry in the post -epidemic era. It is also the practical direction of corporate transformation and change to welcome new consumer changes.

If the market competition is not advanced, the brand will retreat to the brand to shape the innovation path

In the context of new consumption, more and more new brands and categories are born in the market, forming increasingly fierce market competition. Facing the competition of the new track, how to seize the new marketing opportunities and realize the strong circle and sales growth of enterprises and brands are issues that need to think about creating new brands. Traditional brands may be based on the traditional supply chain. The selected marketing method is to choose the spokesperson endorsement, invest in subway advertisements, etc. The marketing form is relatively fixed and the cost it uses is relatively large. If you are winning, you usually choose to distinguish the shape of traditional brands.

Taking the coffee market as an example, the domestic market size has exceeded 100 billion yuan, and a large number of emerging coffee brands have grown rapidly. Three and a half, with the new category "boutique coffee coffee", killed the siege, and broke the inherent image of coffee packaging in people's hearts in terms of brand vision. Market characteristics, creating the cultural value of the brand's own own, and rooted in the minds of young consumer groups.

In the endless and fast iteration cosmetics market in the new brand, the brand "Hua Xizi" born in 2017 has taken the positioning of differentiated markets with the positioning of "Oriental Makeup", creating an Oriental makeup research system, focusing on Oriental aesthetics, achieving breakout, " First do the brand, and then the logic of sales volume.

In the recently popular outdoor tracks, under the brand banana that starts with sunscreen umbrellas, the main channel is on the line, and the DTC mode is used (using the Internet directly to reach consumers, centered on consumers, and through technological evolution to make " "People and freight farms" and "product sales" tend to be united). Its advantage is to remove the intermediate link, directly face consumers, reduce costs, and avoid intermediate merchants to make differences; use different channels to quickly understand consumer needs to better build product performance; reduce brand creation time, quickly improve brand influence, break the brand's influence, break through Industry monopoly. Through technological evolution, the goal of the unity of "people's freight yard" and "product sales" is achieved.

Thanks to the rapid development of online platforms and e -commerce platforms, it provides new marketing positions for new consumer brands. Brands can attract customers through the content of production, relying on the strong spread of the Internet, greatly reduce customer acquisition costs.

Brand growth is facing challenges to break the situation innovation and increase momentum

The rise of new consumer brands, through a series of marketing methods to complete the accumulation of "0 to 1", is only the first step to fulfill the brand's momentum. Young consumers' pursuit of diverse and personalized life has created new scenes and needs, and also provides unprecedented opportunities and space for brand growth.

Enterprises know that the brand effect occupies an important position in the influencing factors of consumer decision -making. This phenomenon is particularly significant among emerging consumer groups. They are groups that actively seek consumption upgrades and respect individual consumption. Their avant -garde, trendy, and consumer awareness pursuing freshness has also become the momentum of steady growth of the consumer industry in the post -epidemic era. one.

Among the emerging consumer groups, companies that purchase channels diversified, products have a sense of technology, focus on consumer experience, and bring new sense of consumers to become the key points of the group. How to grasp the rapidly changing market under the current complicated situation and tap the potential of the consumer market, with consumers as the core, explore a positive consumption experience, enhance the value of the brand's brand, promote the steady growth of the new consumer industry into a challenge that the enterprises need to solve, and at the same time It is also an opportunity to break the situation.

Take the vitality forest as an example. In the early stage of promotion, select a part of the social delivery platform, use the Internet celebrity to bring goods, and promote it at the same time through major distribution channels. Before occupying the market on a large scale, online transactions reached 4 of 4 in 2019 Cheng Cheng has become a new brand chosen by many young people. Avoiding traditional media, choosing a new marketing method, not only improves the user base and increase sales in a short period of time, but also defines a new industry product concept.

As we all know, for emerging brands, in the post -epidemic era, it is a relatively difficult thing to increase market share and expand revenue. It is a relatively difficult thing to gain a foothold in the industry. Especially when emerging brands are facing less users, they are not fully understood by the market. In the case of being familiar, choose the DTC mode to increase the brand's publicity and research and development capabilities. Treatment and efficiency and efficiency have also become one of the solutions for many enterprises to choose. Although the cost expenditure in the early stage is high, it can exchange the advantages of reducing channel communication time, improving sales efficiency, and quickly forming brand cognition. In the marketing section, centered on consumers, use Internet technology to deeply insight into user behavior, consumption power and demand, capture user portraits, build multi -platform marketing matrix, continuously iterate the supply chain, and refine the key contacts of people, goods, and fields Operation and customized reorganization to create a sustainable new retail marketing model.

In terms of operation methods, it is based on enhancing the experience of consumer scene experience and establishing scene marketing; in terms of product performance, use different R & D technologies, repeatedly test inspection to improve the basic performance of the product and increase the anti -counterfeiting capabilities and competitiveness of the product. In the environment of domestic industrial supply chain and e -commerce platform system, in the environment of the rise of new consumer groups, take advantage of the trend, optimize sales channels, change marketing methods, and improve technological innovation capabilities. The reason for 12.9%of the retail sales is probably the case.

Looking back at the past, each era has a brand in each era. The environment of the times is different, and the growth path of the brand is different. Today, the domestic industrial end supply chain has a mature foundation, and consumers have risen in new middle -class. Under the trend of developing new consumption, the rise of new brands will not be a relaxed process. For enterprises, through the new needs of the market segment, we should find new tracks suitable for themselves, focus on product research and development and design, and launch new products with higher quality, better quality and more convenient use. Unlimited possibilities. (Text/Zhang Chun)

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